The shortest path to invigorating
sales is to refresh your message.
For example, if you're selling $100 bills for
$1 you don't have to place a very large ad or create a very
compelling website to enjoy brisk sales. If you're selling
snow cones in Vermont in February, a beautifully written and
designed full-page newspaper ad won't do you much good.
But what about real life?
Your message may have served you well over the past few years.
And your presentation gets more professional each year. Yet. . .you just aren't getting the
kind of results you've enjoyed in the past--less bang for your
marketing buck.
That typically happens when your
market "moves on" and your message does not. Again,
customers are a moving target. Different things become
important to them as their business issues change.
How we refresh your message:
We
interview your customer contact people
and your customers (the type you want more of, not a
cross section).
We ask your people questions
about who you are, why you're different,
why people buy from you and how your people feel you stack up against the
competition.
We ask your
customers many of the same questions,
plus we ask about their expectations and preferences regarding
purchasing products or services like yours.
Now we know
your perceptions and your customers' perceptions, which, by the
way, are typically very similar. But it is in the small
differences where your marketing (message and methods) breaks down; where your market
may have "out-grown" your message, and/or where a
method may have simply lost its impact. And it's in these small
differences where we add value.
Our
interviews are not an attempt to give you a statistically valid
picture of your market. They are designed to dig down below the
surface answers most customers give to uncover the nuances of
what can make your company a unique and compelling choice for
the people we interview.
Two things make our methodology remarkable.
First, it isn't complicated or time consuming so it won't cost
you a lot of money or time. Most engagements require four
weeks and cost $7,500. The deliverable: a brief report
that describes your current message, our recommended message and
the supporting rationale and recommendations on how the new
message can integrate into your current marketing materials;
audio files of our interviews so you can hear what we heard.
Second, it works
(let the people you want to persuade tell you, in their words,
how to persuade them).
Again, that may be too simplified. A couple examples:
A manufacturer came to us
after their growth has slowed. They manufacture wafer
carriers; the "boats" silicon wafers ride as they are processed
in ovens. Boat size and design vary greatly, to fit the
wide variety of wafer processing requirements. They
developed a way to manufacture custom designed carriers in low
quantity at prices that other manufacturers could only match at
much higher quantities.
We found their customers were
buying for one reason: price. However, over the years the
company's message had become so fragmented as they stretched to
find more and more reasons why process engineers should buy from
them. They muddled their message until they sounded like
all the other manufacturers with whom they competed (most of
which were larger and more established).
We recommended they pound on one
message: volume pricing at low volume quantities. We said
"Lead with it, end with it and make sure it's in the middle" of
every brochure, web page, ad and sales presentation.
Sales doubled.
A
pool remodeling contractor came
to us after--heck, just watch the video. . .
We can help you fine tune your message to reflect what's important to your prospects
right
now and say it in a way that successfully communicates your
message (they understand what you want them to).
Our
Mission 
