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MARKETING AND SALES. Marketing and Sales concepts differ only slightly with the type of service you are attempting to market What we do to attract and keep customers is the key! Sales is a byproduct of effective marketing !. MARKETING. How do you market your business? Networking - PowerPoint PPT Presentation
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MARKETING AND SALES
Marketing and Sales concepts differ only slightly with the type of service you are
attempting to market
What we do to attract and keep customers is the key!
Sales is a byproduct of effective marketing!
04/21/23
MARKETING How do you market your business?
• Networking• Direct marketing
Sales person/mailers• Indirect marketing• Web site• Company newsletter• Association interaction• Trade Shows• Public speaking
04/21/23 6/27/2007
TARGET MARKETING
Basic marketing principal Most effective with new sales
people Helps maintain focus Vertical markets
• By Industry• By Occupation • By service/products
04/21/23
EVALUATE YOUR MARKET POSITON
What is your position within the marketplace? Or, how do you compete/compare in the market?• High-end• Mid-range• Low-end
Is this consistent with management’s objectives? Marketing materials? Sales/Business development?
Does Client/Prospect perception match your position?
Who are your target audiences? Are your unique selling propositions (USP)
considered value-added by clients? Prospects?
04/21/23
INTERNAL STRUCTURE Do internal structures exist for
growth?• Sales/Lead follow-up• Customer relationship management• Operational• Management and administrative support• Financial and accounting expertise• Equipment, uniforms, etc.
Are you adequately prepared for growth, success?
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WHAT IS YOUR BRAND?
• Represented by entire organization• every contact
• Long-term commitment• cumulative effect
• Can brand everything• Differentiating
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WHAT IS YOUR BRAND?
• Industries dominated by BIG brand• Work-in-Progress
• always evolving• Relevance to clients
• Can you be ALL things to ALL people; often recognized or identified with one product and/or service
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WHAT IS YOUR BRAND?
• Design and message consistency
• look and feel of ALL materials, correspondence, reports, business cards, etc.
• Subcontracting/Licensing may weaken the brand
• everything you do must focus on positive positioning of the brand, the client (perception) owns the brand, NOT US!
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CREATING OPPORTUNITIES
Combining/ Services to Increase Sales Potential
Developing niche markets Establishing your company as the
“expert” agency in your market Developing strategic alliances or
partner with agencies outside of your areas of expertise to offer a one stop shop
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MARKETING TIPS Always research companies you are
considering doing business with Always think “strategically” continually
positioning your company for growth Hire those in sales with a “passion” for
the business Develop true partnerships with your
client, staff & officers (external & internal clients)
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HIGH TECH TIPS Web Page
• Develop your own domain and web page• Encourage your prospects to visit your web
page• Use it to highlight your strengths
Staying in Touch• Cellular (Sell) phone• Blackberry• E-mail access; yet control your impulse• Laptop computer
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FACTS Global market for contract security
services is projected to advance 7.3% per annum through 2010
By 2010 total security services revenue will surpass $160 Billion
Contract guarding remains the largest segment of the market; accounts for over 40% of total security revenue
04/21/23
FACTS
U.S. will remain largest single consumer of private contract security services
U.S. will account for 30% of total world demand
Global acquisitions still only control 30% - 35% of U.S. market share
Acquisitions creating sales opportunities for regional and local companies
04/21/23
