Your “People”

This relates to people inside and outside of your business who are responsible for every element of your sales, marketing strategies, and activities. Developing a great team, hiring the best people you can and incentivizing them properly is very important part of growing a successful business. Customers often differentiate businesses by their people – especially in a service industry. For example making sure your sales people are great at presentations, your customer service staff are attentive and professional, making sure your engineers are all trained on the latest technology and your field staff are dressed smartly – all matter. Paying them fairly, treating them well, creating the right structure and environment and recognising their achievements and efforts are fundamental to building a great company. When working with partners, you need to makes sure their staff are well trained in your products, speak passionately about its benefits and are well incentivised to make sales on your behalf.

Your Target Market

The people within your target market can be divided into groups of individuals that are similar in specific ways relevant to marketing. This is called segmentation and there are a number of ways to segment your target market. Demographic segmentation is based on age, race, religion, gender, family size, ethnicity, income, and location and education. Psychographic segmentation based on their personality including their values, opinions, attitudes, interests, and lifestyles. Technographic segmentation is used to measure the categorize target customers based on their ownership, use patterns, and attitudes toward information, communication and entertainment technologies. It is important to understand precisely who you are trying to sell your products and services to because different groups will respond quite differently to differing messages, positioning, pricing etc.

Ideas for how we might help...

• We could look at the people in your team and the environment that they work in. We would strongly recommend a workplace analysis and personality profiling of your existing team to get a really good baseline of your organisation and your people. Our experience tells us this is vital to help understand how to maximise productivity, performance and profitability. We have a unique way of carrying out this assessment giving maximum results and benefits in the shortest time possible.
• We could analyse and define the audience in your customer base and target market. This is important when we look at your messaging, packaging and promotion.
• We can provide training, mentoring or support on a 1:1 or team basis for you and/or any of your team.
• We could set up and run a Customer Forum event. This could either be a single event or regional series of physical events or a Webinars.

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