Marketing tips

Whether you are considering the service that PPA provides you or how you deal with your customers to promote your product here some tips to help the process run smoothly. We hope at PPA we are meeting your expectations. Please let us know if we are not.

1. Understand your customers
Getting to know your customers is the most important stages of the marketing process. The more accurate your information and knowledge, the more effective you will be at selling. Use all the information at your disposal to understand customer's behaviour, demographics, and requirements.

2. Observe the marketing environment  
Knowing your customer is vital, but there may also be business opportunities which emerge as a result of changing global circumstances. Emerging technologies may make new products possible. Make sure you regularly 'scan' the external environment for opportunities (and threats).

3. Design your product or service around the customer  
Once you have a marketing plan in place, you need to make sure your product or service is tailored to your customers - from the packaging to the way it is promoted. Entrepreneurs often fall into the trap of making the product they want to sell, rather than designing and presenting things in the way the customer wants.

4. Ensure you are smooth and efficient  
The process of conducting your business is almost as important as the product itself - make sure delivery is quick, returns are dealt with courteously, your staff greet customers with a smile and a cup of coffee! Surprise and delight your customers by going above and beyond the call of duty for them. Word of mouth is a powerful selling tool and this is exactly the way to generate it.

5. Design targeting advertising & customer communications  
Placing a few ads just isn't enough to get noticed any more. Consumers are bombarded with hundreds of marketing messages every day of their lives and take less and less notice. You need to do something pretty special to stand out, so make sure your messages are clear and appeal to exactly the people you are trying to sell to. Use both emotional and rational arguments to demonstrate what you are selling and why they need it.

6. Invest in your people  
Your staff are your most precious asset - look after them and give them the training they need to do their jobs well. From your receptionist to your salesmen, make sure they are motivated, have the tools they need and understand their role in the business plan. If everyone works together, your business will look after itself.

7. Make sure your shop front is immaculate  
Good presentation is a huge influencing tool, it generates trust, motivates your staff and makes customers comfortable with their decision. If your front of house is messy, what does that say about your warehouse or filing systems? Even if things are chaotic behind the scenes, never lower the standards of your customer facing area.This may simply be the appearance of your sales rep out on the road.

8. Have a pricing strategy  
Don't just set a price based on production costs plus a margin. Pricing is a powerful tool to achieve your goals - decide what you are trying to achieve and what message you're giving out by setting your price at a certain level. High prices mean you're likely to sell less, but can give the impression of a premium product. Low prices can allow you to break into or dominate a particular market, although this may mean low profitability in the short term. Ensure pricing is part of a greater strategy, and include this in your marketing plan.

9. Respond to complaints well  
Every complaint is an opportunity to turn around a dissatisfied customer - respond quickly and positively. Remember your brand is easily damaged, and the last thing you want is for people to be actively spreading bad stories about your business. A complaint that is dealt with well can often result in a loyal customer, they will have refreshed trust in your brand and the confidence to buy again knowing that if things do go wrong they will be sorted out quickly.

Give us a call today to discuss your next campaign. We are sure we will have the products you require and the service to make it happen smoothly.

Are your clients hearing what you way?

Like a game of Chinese Whispers, we all start a conversation with clear intentions but by the end the focus can be completely different.  So, when you talk to your clients are they getting the message you are intending them to hear?  Here are a few phrases sales reps should try to avoid or in fact never say!!!

What the rep says:  "How are you?"

What the client thinks:  "This person doesn't care how I am."

What the rep should have said:  "Good to talk to you, or nice to meet you by phone."

What the rep says:  "Thanks for your time."

What the client thinks:  "My time is more important than their time."

What the rep should have said:  "I'm glad that we both had the time to get together today."

What the rep says:  "I really like that picture of your family."

What the client thinks:  "I don't even know this person yet.  He's trying to butter me up, and he's going to give me a hare sell."

What the rep should have said:  "How long have you been with (company name)?"

What the rep says:  "Here is our monthly promotion."

What the client thinks:  "I have no interest in that, and it's ugly."

What the rep should have said:  "What is the result you trying to achieve with a speciality advertising product?"

What the rep says:  "This product has been a big seller for us or this product has been really hot lately."

What the client thinks:  "My advertising is going to look like everyone else's."

What the rep should have said:  "My clients who have used this product have been really excited about he impact that it's had."

What the rep says:  "Who besides yourself will be involved in the decision?"

What the client thinks:  "This person is insulting me by trying to go over my head."

What the rep should have said:  "How does the evaluation and decision process work within your organisation?"

What the rep says:  "Many people don't understand..."

What the client thinks:  "This person is talking down to me."

What the rep should have said:  "From my research or experience, green works much better for that item than red."

What the rep says:  "Here's a catalogue - do you see anything in there that you might like?"

What the client thinks:  "This person is trying to sell me, not help me."

What the rep should have said:  "What are you doing now for sales promotions - customer incentives, customer events, sales training events, industry show?"

What the rep says:  "Do you understand what I'm saying or do you follow me?"

What the client thinks:  "Yes, because I'm not stupid."

What the rep should have said:  "Did what I say make sense?  or Did I express myself clearly?"

What the rep says: " If I were you, I would do this."

What the client thinks:  "Your not me and you don't know my business."

What the rep should have said: " Based upon our conversation, this is what I would recommend."

What the rep says:  "We have the best service in the industry."

What the client thinks:  "Here comes the hard sell."

What the rep should have said:  "When it comes to making a decision, is it about price only, or do service and support have any value in your decision."

What the rep says:  "That's not a good choice."

What the client thinks:  "I chose this item, and this person is questioning my judgement."

What the rep should have said: " There is no replacement dialogue - the rep should simply have kept his/her mouth shut."

What the rep says:  "Would you like that in blue or red?"

What the client thinks:  "Slow down - I do have an interest, but I have not decided if this item is what I'm looking for."

What the rep should have said:  "If we do that, will we get your business?", if not, there is another hidden objection.  Find out what it is.

What the rep says:  "What else can I do for you?"

What the client thinks:  "This person is putting me on the spot."

What the rep should have said:  "What did I forget to ask you?"

What the rep says:  "If I can be of any further help, please let me know."

What the client thinks: "Duh - I already know to ask if I need more help."

What the rep should have said:  "Trust me to follow up."

This is how we want our clients to be feeling!

ref. Promotion Magazine May-June 2012