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Marketing is a broad topic covering a lot of different sins. It is mass mailings, it is seasonal cards, it is monthly or bimonthly newsletters, or quarterly specials. It is promotional materials and handouts. It is sales catalogues. It is also CRM (customer relationship management) systems and sophisticated information reporting. It is a bunch of […]
In another post nearby I talk about the internet as a mode of contact with the customers. I get a lot of push back on this from distributors and dealers. They say that they will lose control of the customer. I couldn’t disagree more. In the equipment world let’s suppose we have a market capture […]
My good friend Jay Roszell just posted to his blog – Growth without Pain – “What is the True Cost of Sales Training.” In it he lists off the costs of the training which includes the usual suspects but he goes further and touches on “opportunity costs.” The cost of any activity cannot be measured […]
Why do your employees work for you? Three Harvard professors, Hesketh, Sasser and Schlesinger wrote a very definitive book called “The Service Profit Chain.” In it they posited that Employee Satisfaction and Loyalty delivered Service Value. That is the “thing” that customers “feel” when they do business with you. It is not about you or […]
Why do your customers buy from you? What makes your customers loyal to you? Without the answers to these two simple questions you really don’t know how to either grow your business or protect it. What is it that makes your customers buy from you? Everything you sell in your parts business is available from […]
So we won’t concentrate on what we do or how we do it. We will concentrate on WHY. The starting point here to me is that we will focus on the fact that we are in business to reduce the owning and operating costs of capital equipment for the equipment owner and operator. We are […]
Well we have segmented the market and established territories for salesmen. And we have determined through Simon Sinek that “Why” is the key question in sales so what happens to all our conventional selling techniques? The usual features and benefits and the call to close ratios and all rest of that ‘stuff. What about all […]
Service-Dominant Marketing has a series of interesting position papers in it each of which poses thought provoking concepts both past and present. Let’s look at market coverage. We started in the equipment world with salesmen; there were rarely any women, each of whom was given a geographic territory – “These are your counties.” The salesmen […]
Last year I was introduced to a book on marketing “The Service-Dominant Logic of Marketing” by a friend in Asia. This book is a compilation of a series of papers in academia on marketing both from a historical perspective and currently. This evolution has gone from marketing commodities to now we are in the age […]
I wonder how many people understand marketing in the Product Support world; what is that? Is it advertising or sales campaigns? What is it? Well my hope is that through this blog we can have more people think about the marketing of parts and service. I will start with a definition of marketing as “the […]