Use the following tips along with the instructions and information included in The Marketing Plan for Independent Inventors or The Business Plan for Independent Inventors to customer desires.
|HIGH||"Rolls Royce" Strategy||"We Try Harder" Strategy||"Best Buy" Strategy|
|MEDIUM||"Out Performs" Strategy||"Piece of the Rock" Strategy||"Smart Shopper" Strategy|
|LOW||"Feature Packed" Strategy||"Keeps on Ticking" Strategy||"Bargain Hunter" Strategy|
1. Marketing Steps
- Classifying Your Customers' Needs
- Targeting Your Customer(s)
- Examining Your "Niche"
- Identifying Your Competitors
- Assessing and Managing Your Available Resources
- Follower versus Leader
- Quality versus Price
- Innovator versus Adaptor
- Customer versus Product
- International versus Domestic
- Private Sector versus Government
Use Customer-Oriented Selling Approach - By Constructing Agreement
Phase One: Establish Rapport with Customer - by agreeing to discuss what the customer wants to achieve.
Phase Two: Determine Customer Objective and Situational Factors - by agreeing on what the customer wants to achieve and those factors in the environment that will influence these results.
Phase Three: Recommend a Customer Action Plan - by agreeing that using your product will indeed achieve what customer wants.
Phase Four: Obtaining Customer Commitment - By agreeing that the customer will acquire your product.
Emphasize Customer Advantage
Must be Read: When a competitive advantage can not be demonstrated, it will not translate into a benefit.
Must be Important to the Customer: When the perception of competitive advantage varies between supplier and customer, the customer wins.
Must be Specific: When a competitive advantage lacks specificity, it translates into mere puffery and is ignored.
Must be Promotable: When a competitive advantage is proven, it is essential that your customer know it, lest it not exist at all.
4. Benefits vs. Features
The six "O's" of organizing Customer
|ORIGINS of purchase:||Who buys it?|
|OBJECTIVES of purchase:||What do they need/buy?|
|OCCASIONS of purchase:||When do they buy it?|
|OUTLETS of purchase:||Where do they buy it?|
|OBJECTIVES of purchase:||Why do they buy it?|
|OPERATIONS of purchase:||How do they buy it?|
Convert features to benefits using the "...Which Means..." Transition
"Unless the proposition appeals to
INTEREST, unless it satisfies their
DESIRES, and unless it shows them a
GAIN--then they will not buy!"
Quality Customer Leads:
Level of need
Ability to pay
Authority to pay Accessibility
Sympathetic attitude Business history
One-source buyer Reputation (price or quality buyer)
CONVERT FEATURES INTO BENEFITS
THE "...WHICH MEANS..." TRANSITION
|Price||Economy of Use|
|Design||Ease of Use|
|Installation||Low Operating Cost|
|Lab Tests||Reduced Upkeep|
|Economy of Purchase
Economy of Use
Ease of Repair
Ease of Installation
Desire to be Unique
|Pride of Appearance
Pride of Ownership
Desire of Prestige
Desire for Recognition
Desire to Imitate
Desire for Variety
Desire to Create
Desire for Security
Desire to Be Unique