Marketing to Sell--What to Look for in a Strategic Marketing Company
- Date: 2007-06-01 - Word Count: 623
Share This!
by Leslie McKerns--McKerns Development
When firms seek to sell products, some part of the process makes them wonder if they could benefit from the help of a professional marketing firm. In fact, just recently the following companies came to me searching for a marketing company:
1. A group marketing foreign real estate projects (Costa Rica).
2. A company selling interactive greeting cards in the US and Canada.
3. A business selling wholesale pharmaceutical products.
4. An online children's behavior management program.
5. A company marketing personal strength training.
6. A firm promoting their own health and nutrition bars.
Can you figure out what these firms have in common?
They were all searching for a consultant marketing firm to help them sell products, yet had not identified a single specific area in which they knew they needed help. Instead, they decided that they would find a company that marketed only health and nutrition bars or pharmaceuticals, or whatever their exact product was.
Their one and only question for me was, Do you have experience marketing interactive greeting cards (pharmaceuticals/nutrition bars)? They were all searching for a firm with the exact expertise in their particular business niche. They all wanted to know what my company could do for them, (including pricing) but had not given any consideration to what they thought they needed.
What's wrong with this approach? Finding a company that only knows how to pitch a single niche product isn't the best way to go about finding a strategic marketing consulting firm.
These companies miss out on a lot of expertise when they skip the self-searching process--What do I need? Exactly what do I not know?
It's a little like answering the store clerk's, How can I help you? with a shrug and then a question, What will it cost?
A marketing consultant can help you establish or promote your business. It doesn't matter to a strategic marketing consultant what your product is (beyond the due diligence of trustworthiness, wholesomeness, and so forth.) It doesn't matter whether you sell boats, motors, medical services, or singing cards.
A strategic marketing consultant needs to know three basic things:
1. What you are trying to achieve, and when you want to achieve it.
2. What you need help with.
3. Where you are in the process.
Decide what phase you are in: Product development, product analysis, customer analysis, cost analytics, supply chain exploration, distribution channels, start up funding, expansion funding, customer attraction or customer growth.
Are you a new company with a great idea and not sure if you want to go bricks and mortar, online or both? Are you beta testing your new site and not sure where to go next? Do you have a site, but need content that will engage your customers online? Do you need content, articles and press that will drive traffic to your site? Are you seeking to brand a product or service and need a strategy and collateral material to match?
Are you ramped up and ready to go with marketing plan in hand? Are you seeking funding to bring a product to market? Are you trying to attract venture capital or provide a trail of your track record and strength? Do customers love your product but you could benefit from great PR?
A marketing consultant can help you with all or any of these things, but in order to evaluate the solutions of a strategic marketing consultant, you would do well to know what problem you have, what obstacles stand in your way or what knowledge you need. Express yourself--In this way you will be able to maximize the value in the strategies and solutions they provide and the relationship you and your customers will have.
Leslie McKerns, McKerns Development, is a strategic marketing consultant, providing great PR, marketing strategies and solutions. Want samples and more? Visit http://www.freewebs.com/mckernsdevelopment/
When firms seek to sell products, some part of the process makes them wonder if they could benefit from the help of a professional marketing firm. In fact, just recently the following companies came to me searching for a marketing company:
1. A group marketing foreign real estate projects (Costa Rica).
2. A company selling interactive greeting cards in the US and Canada.
3. A business selling wholesale pharmaceutical products.
4. An online children's behavior management program.
5. A company marketing personal strength training.
6. A firm promoting their own health and nutrition bars.
Can you figure out what these firms have in common?
They were all searching for a consultant marketing firm to help them sell products, yet had not identified a single specific area in which they knew they needed help. Instead, they decided that they would find a company that marketed only health and nutrition bars or pharmaceuticals, or whatever their exact product was.
Their one and only question for me was, Do you have experience marketing interactive greeting cards (pharmaceuticals/nutrition bars)? They were all searching for a firm with the exact expertise in their particular business niche. They all wanted to know what my company could do for them, (including pricing) but had not given any consideration to what they thought they needed.
What's wrong with this approach? Finding a company that only knows how to pitch a single niche product isn't the best way to go about finding a strategic marketing consulting firm.
These companies miss out on a lot of expertise when they skip the self-searching process--What do I need? Exactly what do I not know?
It's a little like answering the store clerk's, How can I help you? with a shrug and then a question, What will it cost?
A marketing consultant can help you establish or promote your business. It doesn't matter to a strategic marketing consultant what your product is (beyond the due diligence of trustworthiness, wholesomeness, and so forth.) It doesn't matter whether you sell boats, motors, medical services, or singing cards.
A strategic marketing consultant needs to know three basic things:
1. What you are trying to achieve, and when you want to achieve it.
2. What you need help with.
3. Where you are in the process.
Decide what phase you are in: Product development, product analysis, customer analysis, cost analytics, supply chain exploration, distribution channels, start up funding, expansion funding, customer attraction or customer growth.
Are you a new company with a great idea and not sure if you want to go bricks and mortar, online or both? Are you beta testing your new site and not sure where to go next? Do you have a site, but need content that will engage your customers online? Do you need content, articles and press that will drive traffic to your site? Are you seeking to brand a product or service and need a strategy and collateral material to match?
Are you ramped up and ready to go with marketing plan in hand? Are you seeking funding to bring a product to market? Are you trying to attract venture capital or provide a trail of your track record and strength? Do customers love your product but you could benefit from great PR?
A marketing consultant can help you with all or any of these things, but in order to evaluate the solutions of a strategic marketing consultant, you would do well to know what problem you have, what obstacles stand in your way or what knowledge you need. Express yourself--In this way you will be able to maximize the value in the strategies and solutions they provide and the relationship you and your customers will have.
Leslie McKerns, McKerns Development, is a strategic marketing consultant, providing great PR, marketing strategies and solutions. Want samples and more? Visit http://www.freewebs.com/mckernsdevelopment/
Related Tags: how to g, promote your business, strategic marketing consultant, how to evaluate the solutions of a marketing firm, how to find a marketing consultant
Your Article Search Directory : Find in Articles
Recent articles in this category:
- Tips To Better Prepare Yourself For The House Buying Process
Everybody who has been through the process of buying a home will attest that it can turn into a very - Gain Qualified Prospects With The Cash Cow Sales Funnel
I've had the privilege to work with hundreds of sales and business people all working hard to make m - How To Write A Good Telemarketing Sales Script
By defining your specific selling process you will be able to apply a system that works over and ove - The Popularity Of Antique Cabinets Over The Years
Ever since collectors have been hoarding pieces of value and interest, antique cabinets have been ar - Guide In Selecting Clothes Hangers
One of the least respected areas in your home is your wardrobe. Most of the time it is stuffed with - Does Mattress Manufacturer In China Reliable?
The time we spend on bed is almost 1/3 of our whole life! So it's very important for everybody to se - What Makes A Good Salesperson
This fact is not hidden nor is this thesis cutting edge. There are a lot of personality and professi - Proper Preparation Prevents Poor Performance: Tips & Tools To Increase Productivity
Prior proper planning prevents poor performance. It may be a tongue twister, but it's important to r - Attractive Votive Candles
Impeccable range of candles and lanterns enhance home interiors. Simple yet elegant in design and fi - Sales Articles - Do You Want To Find Building Maintenance Supplies In Your Area?
Building maintenance supplies are among key factors to protect buildings against excessive depreciat
Most viewed articles in this category:
- Cold Calling - A Surprising Way To Gain Insider Information
If you knocked on all the doors in your neighborhood, you'd learn a lot about the people who live ar - How To Touch More Clients For Referrals
Interested in more referrals? Want to guarantee success in any referral marketing program? Here is a - How to Embrace and Thrive in Today's Buyer's Market
As fun as the last few years were to be in a piping hot real estate market, it's now time to accept - The Power of One
One is a very tiny number. However, it can have a tremendous impact on your revenues. Here are some - Sell Your Customer What They Need
When it comes to selling your products it is important to ask your potential customers probing quest - Profiting With Private Label Rights
There are three basic rights you should know about when it comes to resale rights marketing. T - The Lazy Way to Increase Your Sales Immediately... without spending a penny!
Let’s start at the beginning… First up, how do you define an affiliate program, or affi - Your Sales Self-Image
All sales success is the result of a foundation grounded in right attitudes and positive self-esteem - Sales And Marketing - Let Others Do The Work
There are many different ways in which businesses of today approach potential prospects and customer - The Financial Influencer
In my last article, I talked about the four influencers you have to deal with in a B2B sale. The fou