| |
| |
|
Marketing Resource Center |
|
|
|
Let Your Survey Write Your Business Plan
Most entrepreneurs first write their business plan and thendevelop their services or products. This causes them togenerate and fulfill a marketing plan that requires them toswim upstream using the backstroke. To save the stress,consider placing the business plan on hold until firstcompleting a few customer surveys. Okay, some of you aresaying, "Catherine, how can you do a survey before you knowwho your market is?" Yes, this is one challenging doubleedge sword, that is, if you're mindset is set there. Over the years, I've found that everyone I've worked withgenerally knew what he or she wanted to sell. I don'tbelieve you are any different. This is the perfect place tostart. You have a clean slate to write on. You might be ata place of seeing it in nonspecific terms with measurabledoubts as well. That is okay, doubts will always be there,thus, allow them to be your friend instead of a foe. It'seasy to start with a gender preference -- choosing eitherwomen or men as having a higher purchasing balance for whatyou are selling. If you don't have a majority gender inmind, choose the one you feel most comfortable talking withor asking questions to. Let's dive in a little deeper, its time to start thinkingabout your surveys and what to ask. Okay, don't fade out onme now. Generally, when people think of surveys, theyvisualize or experience the sensations of long drawn outprocesses that cost more money then they can afford or timethat they don't have the patience for. Boy, do I rememberthose days of thinking. Let's play together on this concept of taking surveys beforewriting your business plan. At least, allow the oldperceptions to sit outside your door until you've finishedreading this article and learning of a new possiblealternative perspective. The perspective that surveys comefirst and don't need to be time-consuming, money-hungry,must be done by professionals, mongrels. Take the area you want to focus on, combine with your genderpreference, and begin there. For instance, if your area islife coaching and you feel more comfortable with workingwith women you have a starting point. This doesn't mean youwill never coach men, set those thoughts aside; they willblock your progress and keep you stuck. From knowing just this basic information, you can now createa few simple surveys in no time at all that don't requireany money. Even if you know more specifics about yourbuyers, you might want to back it up to this point if youare stuck in generating questions. To generate this surveyplan you don't need to know whether your focus is for aproduct or service, or even if its for electronic,telephone, or in-person delivery, at this time. The first question you want to generate and ask is what yourgender wants to buy next. If asked in narrow terms, theywill answer. If asked too broadly, they will respond with"don't know." If the latter, rewrite the question morespecifically, then ask again. Whenever I start, I sometimeshave to revamp my questions five or six times. Just an FYI,to help you understand that even the experts refine as theygo. Surveying is an evolutionary process. A second survey question is for people who have purchasedfrom you in the past. What are looking for next? What dothey want to accomplish in the next few months or whateverfuture terms they desire to talk about? If you don't have any customer history, then substitute.Open the scope to what is the gender buying? What is thecross between what you offer and what they want? What dothey want to do next (short-term) that falls within yourscope? Continuing with the life coach illustration, what type ofwomen, what age areas, what type of self-development orimprovement topics are they purchasing now? What is theregular step past this? What "new" hot topics in themarketplace that meshes with your area? If you attend aworkshop, conference or seminar, examine the topic, and takenotes on the type of women attending. Record or ask theirage group. Ask a few to complete a survey while they arethere. Ask one way, then another, and create a list of no more thansix multiple choice, yes or no, questions to ask. Thencontinue to ask with whomever you meet, wherever you go.Talk with the workshop leader or conference marketing peopleand find out who they were targeting and why. If the eventis a match for you, collect copies of all their marketingmaterials for language learning. Ask friends, family members, or colleagues. Even if theydon't think these groups fit within your current focus.Just remember not to stay off focus when doing so. If youattend a coaching school, ask other coaches that do what youwant to do. What are their clients into, what are theyselling them or what ideas have their clients told them thatthey are looking for? Your survey method you use is up to you. To ease into it,you will want to ask in the form most comfortable for you atthe time. However, caution, most everyone chooses writtenform first in order to avoid any negative responses. In aB2B survey, negative responses never occur. Everyone knowswhy a survey is important. In B2C (business to consumers)be careful not to cross the line of interrogation or toopersonal. Ask politely, with respect, and share why youwant to know. The number one rule of getting survey responses -- isKISSing the questions -- "keep them short, simple and asspecific as you can at the time." Special note: Don't usethe contraction and in your sentences. The contraction"and" creates a multiple question, stacks questions, whichconfuses readers and listeners on what you really asking. As you go through the experience of completing your surveys,new clarity will flower. The gender equation gets morespecific, the age group narrows, and the rest unfold. Oneindustry category might begin to show you where there isgreater revenue generation. Allow the data to drive youtowards the right direction. Don't try to control or driveit yourself. That struggle will cost you dearly. If you're survey request is in the form of writing, you canoffer something in return for an exchange of their time.Usually saved for longer surveys, you can create a rewardfor short surveys too. It's its too early in your surveyprocess to know what prospects want, offer somethinggeneric. Match the gift with the amount of time it takesthem to complete the survey. If this is the case, offersomething generic. Offer a $5 gift certificate fromAmazon.com. If local, ask you're favorite restaurant if youcan offer a discount coupon that they will honor. There issome fr*ee portion to the amount donated on the restaurant'spart because it increases their clientele list. It's time to survey. Allow patience, time, and you willwant to schedule this as a regular routine in your business.Next, plan your services and products to meet those needsand then generate your business plan around them. Catherine Franz, a Professional Marketing & Writing Coach,specializes in product development, Internet writing andmarketing, nonfiction, training. Newsletters andarticles available at: http://www.abundancecenter.comblog: http://abundance.blogs.com
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
Understanding Survey Software Features If you take a look at the features that different survey softwares offer, you will quickly realize that understanding all of them is no mean task. But it is very important that you do because only then you can choose the right survey software. Preventive Marketing Offers Small-Mid Sized Business Owners An Ideal Way To Maximize Their Results As the owner of a creative services boutique - I have realized that at least 9 out of 10 prospects/clients have suffered from one or all of the following (very detrimental) symptoms of trying to grow their businesses:Trouble defining their "BIG PICTURE"Little to no understanding of "evolution focus"Overwhelming feelings of "being stuck", "spinning wheels", "not knowing what to do next"Not enough information about options, alternatives and solutions to common strategiesNot enough knowledge or support to ask the right questions when researching opportunitiesChallenges in differentiating between "good advice" and "bad advice"Difficulty bouncing back from ill advised decisionsExhausting unnecessary dollar amounts for otherwise less expensive projectsNot enough resources to avoid future mistakesUnrealistic expectations about each unique component of the marketing mix and how enlisting one does NOT guarantee another.Somehow along the way the corporate mentality of "delegate everything" has convoluted the fact that small-mid sized businesses don't always have the resources to do this. Tradeshow Booth Cures - Living Color Feng Shui is the Ancient Chinese practice of configuring home or work environments to promote health, happiness, and prosperity. By utilizing elements such as light and color, Feng Shui Masters used their skill to promote the flow of "chi", or vital energy , to protect and enhance the prosperity of the Imperial Dynasties. Marketing 101: The Power of Marketing When you hear the word "marketing" what comes to mind? More business or wasted money? If your experience with marketing or advertising has been less than positive your cynicism may be well founded. Yet, have you ever noticed a competitor with a mediocre product and a healthy business? The difference is often marketing. How To Make More Money The biggest crime in small businesses today goes unnoticed by most outsiders. It is not reported in the media. If You Can't Answer This Question Your Business is Doomed! How do you answer the seemingly easy question, "What do youdo?" Do you talk about YOU? Do you talk about yourproducts/services? Do you talk about your industry?Do you explain the process of how your products/serviceswork? If you answered yes to any of these questions youare missing an enormous opportunity.Every time someone asks you "What do you do?" andevery time someone reads your marketing materials youhave the opportunity to:* Interest potential clients* Increase the potential for referrals* Find out about potential strategic alliances* Create recognition for yourself and your business* Position yourself as an expertStop right now and take the time to discover how to answerthe question, "What do you do?" in a profitable way. How to Convey Trustworthiness in Direct Mail Marketing Sales Letter A person or business that might buy from you is called a prospect. But they might just as accurately be called a skeptic. Key Marketing Strategy - You Need To Stay Visible! If you want to get consistent results from your marketing, you need to stay visible to clients and prospects. But, how do you do that?It's not going to do you a whole lot of good if you produce a bunch of great marketing stuff and nobody ever reads it. Top Ten Blunders Exhibitors Make in Expos/Tradeshows Triple your response from expos by avoiding the top ten blunders at expos. Turn disappointment into sales success!If you are like most exhibitors, you were disappointed from the results at your last expo. The Real Path To Big Bucks On The Internet! "Instead Of Wasting Time Trying To Hit The Lottery Of Internet Riches, Focus On Building Your Business One Sweet Income Stream At A Time!" Eric (one of my JV partners) experienced an epiphany yesterday. He had one of those rare moments of insight that can forever change your life. Itchin For Some Nichin The whole idea of Niche Marketing is exciting! The possibilities are endless, as there are literally millions of people surfing the web, the vast majorities of whom are here for two reasons . . SWOT Analysis -- Strengths, Weaknesses, Opportunities, and Threats When conducting strategic planning for any company -- online and/or offline -- it is useful to complete an analysis that takes into account not only your own business, but your competitors' activities and current industry happenings as well. A SWOT is one such analysis. Communicating Our Attitude The goal of successful marketing is to create long lasting relationships with your prospects by marketing your business with passion. When you're not excited about what you're doing, no one else will be either. Newsletters are Marketing Machines! Is your business publishing a print or e-newsletter? An informative publication is a great way to stay in touch with your customers and leads. It also reinforces your expertise in your industry. Creative Online Marketing For Salespeople and Business Professionals New to a sales career? Want to market yourself but don't have the money to do so? Tired of cold calling and prospecting? Wish there were an easier way to get the word out about your services?Does this sound like you? This was what I felt like when I got my first sales job selling copiers ten years ago. My sales manager back then was into the traditional methods of getting new business; that is, prospecting, cold calling, booking appointments, doing product demonstrations, and closing sales. Meaning and Marketing -- The Links You know who you are and what you want and what it means or will mean for you to be FULLY ALIVE and you also know that you can change it it -- your definitions. If you don't, you will. The 30 Incredible Ways To Sell Your Products Now and Sell More How to sell more and sell quickly online for your products and service? Here is the long list for your reference. 1. Principles of Marketing 101 Marketing results should be measured in only one way - increased sales. Marketing should not be considered an art form. Marketing Messages: Your 10 Most Important Business Principles As a self-employed professional, you have two basic strategies for your marketing efforts: Writing or Speaking.No matter whether or not you do both of these activities or only one of them, you need to know what messages you want to convey to your audience. More Scams! Do you Really Believe It? Quit spreading those chain letters, nothing is going to happen to you if you don't mail it to the next person. However, there is a better chance that if you continue mailing, you may have the FTC on you.
|
| home | site map | Advertising Articles |
| © 2006 |
