Services
B46 offers a number of discrete sales improvement services in order for you to engage with us on an 'as needed' basis. For example:
Key Account Development
In recent years, Key Account Development (KAD) has become a crucial issue for many companies. Driven by some form of 80/20 rule - 80% of current or potential revenues come from 20% of customers - many companies have come to realise that these customers must be treated somewhat differently from the average customer. However, it is one thing to recognise that these accounts should be treated differently, it is quite another to figure out exactly what to do. Our recently published article will help you...get it here.
Online Marketing
Online Marketing, often known as eMarketing, refers to how businesses market their services using the Internet. In this new age of technology, an Internet presence directly affects the success of a business. Whether you operate a service or sell products, eMarketing is more affordable than the traditional means of marketing. Over 150,000,000 people surf the Internet daily. It would take a hefty investment to reach this number of people with the more traditional means of marketing.
eMarketing has saved businesses thousands in advertising costs . It's an effective marketing tool that every business should take advantage of. With a better understanding of how eMarketing can help improve your business, you can prepare an eMarketing campaign that will exceed all of your expectations.
eMarketing gives businesses of any size access to the mass market at an affordable price and, unlike TV or print advertising, it allows truly personalised marketing. Specific benefits of eMarketing include:
- Global reach - a website can reach anyone in the world who has Internet access. This allows you to find new markets and compete globally for only a small investment.
- Lower cost - a properly planned and effectively targeted eMarketing campaign can reach the right customers at a much lower cost than traditional marketing methods.
- Trackable, measurable results - marketing by email or banner advertising makes it easier to establish how effective your campaign has been. You can obtain detailed information about customers' responses to your advertising.
- 24-hour marketing - with a website your customers can find out about your products even if your office is closed.
- Personalisation - if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them.
- One-to-one marketing - eMarketing lets you reach people who want to know about your products and services instantly. For example, many people take mobile phones and PDAs wherever they go. Combine this with the personalised aspect of eMarketing, and you can create very powerful, targeted campaigns.
- More interesting campaigns - eMarketing lets you create interactive campaigns using music, graphics and videos. You could send your customers a game or a quiz - whatever you think will interest them.
- Better conversion rate - if you have a website, then your customers are only ever a few clicks away from completing a purchase. Unlike other media which require people to get up and make a phone call, post a letter or go to a shop, eMarketing is seamless.
Any effective approach to eMarketing needs a well thought out strategy. Consideration should be given to:
- Do we have a separate eMarketing plan?
- What should the eMarketing plan contain?
- Which objectives do we set to drive the contribution of eMarketing to the organisation?
- How do we align eMarketing activities with business strategies of market and product development?
- How do we integrate eMarketing communications with traditional communications?
- Which Internet-specific strategies should we review?
- New channel structures - How do we partner / form alliances with online intermediaries, develop new intermediaries and manage channel conflicts?
Website Assessment
If you already have a website but it is not generating business for you, it may be time to consider an independent assessment. A comprehensive assessment will help you to get more visitors, turn visitors into customers, retain those customers and bring in more sales.
An assessment covers:
- Business Effectiveness - how good the site is at meeting your commercial objectives
- Marketing Effectiveness - how well the site promotes your marketing messages and online Value Proposition
- Internet Effectiveness - how many visitors the site receives; from where, when, why, and what they do
- Homepage Assessment
- Site Navigation & Structure
- Search Engine Visibility
- Keyword Analysis
- Recommendations
- Quick Wins
- Medium Term
- Long Term
- Improvement Guidelines
- Keywords
- Keyword Report
- Keyword Selection
- Keyword Analysis
- Link Authority
- Google Page Rank
Sales Strategy
B46 can undertake an impartial review in order to confirm the effectiveness of your existing sales strategy , or to identify the 'gap' between where you require the sales of the business to be, and what the current sales strategy is achieving.
In this context the 'gap' may identify a need for strategy refocus (perhaps if the business strategy and plan have changed) or a lack of process, resources, capabilities, training, indirect channel commitment, or effectiveness in sales execution.
There may be many reasons why such a 'gap' may develop, including:
- Inappropriate pricing policies
- Reducing price when increasing value is needed
- Ineffective market segmentation
- Insufficient training of salespeople
- Lack of knowledge of competitors' strategies
- Underperforming indirect channel
- Unwieldy or unworkable sales processes
- Lack ot management time to develop or monitor strategy
Maybe you don't feel the need for a sales strategy? Read this before deciding!