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Marketing Solutions: Impact When Times are Tight
"What a world, what a world," said the Wicked Witch of the West in the
Wizard of Oz, as she melted away into relative oblivion. Her reign of
cruelty was done. Her goose was cooked.
Many marketers are feeling a bit like that doomed crone. Conference rooms
are filled with SWOT teams attempting to stop what feels like a big meltdown
in the marketplace.
As a marketing professional in challenging times, I've found that clients
are scrambling. "We need to get better at marketing," says the CEO. "We need
more salespeople," says the sales manager. "What the heck happened to my
budget?" crows the marketing director.
Better marketing, stronger sales efforts, and an investment in marketing
even in tough times is exactly what they do need--but they may also need to
see what's behind that scary curtain in the corner. Often it's a client with
a problem to solve.
When times are tight, service businesses better offer potential clients a
business solution.
Let's illustrate with a look at technology service companies. These
companies can provide hardware and software-a commodity. They can coach or
consult with clients-a process. Or, they can sit down and help their
customers design a complex technology system-providing ideas. The problem
with commodities, processes and ideas is that a CFO will never be able to
measure impact or return on her investment from commodities, processes or
ideas. And she's not likely to sign a proposal in this business environment
if she can't figure out what she'll get for the money.
Don't get me wrong. There is a place for commodities. Just ask all those web
site architects who've made their riches designing transaction sites. The
problem with commodities is that they are undifferentiated in the
marketplace.
Processes are great too. But, that's just a service that describes exactly
what you do: "We work with Fortune 500 companies to help them strategically
plan their IT investments." And then what happens for your client?
And ideas. They're the complement to a fine strategy: "This program will
help you master the Primo Performance model for motivating your employees."
But if a client gets that, what will change?
Solutions, on the other hand, are services for which the benefits are
obvious to your client: "We design data storage systems that will reduce the
cost of saving, accessing and distributing your data by 25%." Or, "We make
recruiting employees the least expensive line item in the year's budget."
You'll know you're offering a solution when the prospect leans forward and
says, "Tell me more about how you do that."
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