When Did You Last Question Your Marketing Focus

Have you got to a point where you are starting to run out of new prospects?

Maybe, senior decision makers are longer responsive to your marketing message or marketing propositions that have previously been successful. Sometimes the competition comes in with new ideas and propositions and slowly starts to erode your customer base. If this is the case, you need to question your focus, your propositions that could help you to find new markets, but should certainly help to lift your sales.

These are just some of the questions you need to ask:

• Why are you successful in the market?
• What type of companies do you sell to successfully and why?
• Could your product or service be positioned as a horizontal solution?
• How are current customers structured, what titles do they use for their senior people, who is your key sponsor in an account?
• Why do people buy from you?
• What do you offer customers that others are not able to offer?
• Why do customers keep coming back to you?
• What could you do to change and improve what you offer?
• What are the future trends in your industry sector?

There are literally dozens of further questions that you can ask that will help you to understand what characteristics, past the normal marketing ones, your customers typically display. Asking these questions you will soon find that many of your customers display similar characteristics, such as they all have a Head of IT who sits on the board, or they operate the same technical systems.

Also, by carrying out a customer survey, you can establish why previous customers have bought from you and in doing so you may be quietly surprised and find another unique selling point that you previously weren’t aware of that you can start to use in your sales & marketing messages.

So, why not take a step back now, stop what you’re doing, and ask yourself these questions – you should find the answers quite interesting.