Marketing And Sales Flashcards
Where will you seek work
Markets
What you offer to the marketplace
Capability
What you tell prospective clients
Message
How you will pursue the work
Process and methods
Roles and budget
Marketing organization
How you are perceived in the marketplace
Image
Information that describes and enhances your image
Public relations and promotion
Document targets, desired and projected yields, responsibilities and costs
Marketing plan
Process of seeking prospective clients
Marketing
Efforts focused on specific prospective clients
Sales
The first steps in this molding process are to
- formulate an internally consistent statement of the firm’s goals
- conduct an objective analysis of the firm’s strengths and weaknesses
The most important guide in this process is what is known in other businesses as the
Marketing concept
This concept, if it is well developed, can be used effectively not only to help sell professional services but also to improve the quality of the services sold.
Marketing concept
This concept was defined simply by Henry kaiser as
Finding a need and filling it
There are at least 10 other issues that every professional should understand while undertaking their business development efforts:
- Good projects can be obtained, but doing so is easiest when you have a plan to begin with.
- The core of most successful plans is identifying an unmet need and organizing to meet it.
- No matter how you set out to get work, a thorough understanding of your potential clients’ issues, concerns, and specific needs is always important.
- You firm’s bet salespeople are: satisfied clients, third parties with a client’s ear, a good image, and a strong reputation for providing the service being sought.
- Few individuals are natural salespeople . For most, ut is a learned skill.
- Marketing should be continuous, focused, and broadly based- even in a small firm. It’s a important to sell when you are busy as when you are slow and think you have the time.
- Many people have advance knowledge of most potential projects long before the client begins seeking a design professional and it’s important to find out who these people are.
- Each client is important and each early project should be seen as part of the foundation upon which to build the firm’s long-term practice.
- All design professionals should learn basic marketing and sales skills, including doing market research, writing proposals, and making presentations.
- Some projects are not worth pursuing pr doing. Sometimes there are bad projects for good clients. There are no goof projects for bad clients.
