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Hub You - Helpful Hints to Implementing a Differentiation Strategy
Does the thought of a marketing plan make you feel excited and energised?Many small business owners fight the idea of working to set plans or marketing strategies which feel contrived, and prefer to keep their marketing “natural”.But if you need more clients what do you do?A first reaction is often to take some action but unfortunately you might end up with the wrong client, or the wrong deal. This can result in activity which could even set your business back. A better response is to stop and think which will help you gain a compelling clarity to make it easier for the right prospects to bu
Traffic lights – the decoration de rigueur for performance dashboards and reports. Have you gotten more carried away with the decoration, than with the rigueur? Take a look at these four common approaches to traffic lights, and see if you’ve got some room for improvement.Approach 1: % difference from month to monthWhen this month is 10% worse than last month, the traffic light turns red. When it’s 5% worse than last month, the traffic light turns amber. When it’s 10% better than last month, the traffic light turns green. Obviously, this approach works for time periods other than a month, and for cut-offs other th
There's only ONE low price leader. Once someone establishes themselves as the low cost provider, that game is over so it's time to focus on differentiating in other areas under your control. It's truly not that difficult, but it req
Well, yes. If they want to get jobs, that is.A cover letter takes the best of your qualifications professional traits and makes them enticing attractive to prospective employers. It’s a carefully crafted letter that directs the employer to the resume to determine why you are the best candidate for the job.Competition for Marketing Managers is keen. You have to stand out from the crowd in a positive, exciting way to ensure you are the one employers are determined to hire.How do you accomplish this?If you have already written your resume, the words you need are basically prepared for you. It’s much
There's only ONE low price leader. Once someone establishes themselves as the low cost provider, that game is over so it's time to focus on differentiating in other areas under your control. It's truly not that difficult, but it re
A business seeking capital can’t afford to underestimate the importance of business financial projections. A business financial projection is simply forecasting your sales and revenue to the lender. This information is important because it is a key indicator to your ability to repay a loan.If you are unsure about financial forecasting and how it relates to your business it is best to hire someone who does know. Most lenders will want to see a three or five year projection. There are 14 different items to include and fully support in your financial projections. With these different items it is best to give a month-by-mon
There's only ONE low price leader. Once someone establishes themselves as the low cost provider, that game is over so it's time to focus on differentiating in other areas under your control. It's truly not that difficult, but it re
How do you create value when you are a consultant or a salesperson?Value comes from many angles; you the consultant, your marketing pieces, your employees or subcontractors, and from your current clients. Each of these provides a basis for creating the true value of your organization. The following is a four step plan on how to determine what your true value may be.One, as a consultant, you have a perceived value in your mind. You know your own expertise, what you have to offer, and how it should benefit the client. Write down the value you think you provide to the client. Describe in detail why you think each it
There's only ONE low price leader. Once someone establishes themselves as the low cost provider, that game is over so it's time to focus on differentiating in other areas under your control. It's truly not that difficult, but it re
Paint the picture for your audience. The more you can create the setting-the sights, the sounds, the smells, the feelings-the more your audience will be drawn in. Remember, you want the experience to become their experience-something they can readily identify with. As a persuader, you've got to take them there. As you prepare yourself, keep in mind all the ways in which you can really produce a mental and emotional imprint. You want your prospects to see your story in their minds' eyes, playing out like a movie. You want them to really take the story home, to have a place in their hearts for years to c
For example: I have worked for two systems integrators within the past five years. They are very similar in their product mixes (both are Nortel Distributors) and their current marketing strategies, but they couldn't be more different in the way they approach the operation of their businesses. For starters, one is an old school distributor (we'll call them Company A) and views things historically (several "glory day
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