Do textbooks and dry boring websites make you want to fall asleep?

Yes, I completely understand because I've done it! Instead of going over the same old principles lets shake it up and give them a makeover for 2010.

The traditional core marketing principle termed the marketing mix involves 7 P's (extended for service marketing)
PRODUCT/SERVICE - design, packaging, offering
PRICE - costs, competition, postioning, target market
PLACE - location, distribution strategies
PROMOTION - advertising, PR, sale, personal selling, direct mail
PEOPLE - recruiting & training to deliver a service
PROCESSES - internal workings of the business
PHYSICAL EVIDENCE - evidence of a service transaction

Lets rename each and look at them in terms of your customer in todays dynamic business environment:

The SOLUTION

What problem does your product or service solve for the customer? Don't know? Poll them, compare their answers and you will have this partly answered for you. Who's your target market and what do they really want? Can you change something you do and deliver a better product or service package? Where are your business strengths and are they being utilised fully?

VALUE Added

What are you giving the customer for their dollar? What bang for their buck? Different consumer groups value different pricing levels. Price is rarely a good strategy for a small business so you want to focus on delivering value instead and leave the price wars to the market giants. This extends the solution by examining the customers package. How is your business different from your competitor down the street/on the same google page?

ACCESS Options

The internet has changed the way the world interacts including commerce. Physical locations are no longer a prerequisite for a thriving business. What ways can you make accessing your services easier for your customers? Don't know? Ask them in that survey.. You may have premises but also deliver online products or services. You may choose to only operate online or you may choose a specific target market and utilise a single channel.

INFORMATION Provision

Inform your customer so they understand your offering, especially if you are in a niche market. This is vitally important - FOCUS YOUR EFFORTS. You cannot talk to your target market effectively until you know who they are, what they want, what they will pay and what your point of difference is. Know your product/service packages and focus on delivering higher quality products/services in fewer areas *unless diversification is a specific strategy.

Customer SERVICE

When you started out you were the face of the business. You moulded it and shaped it according to your personal skills and focus. As you grow you need to ensure this same level of attention to detail is duplicated by your staff. Building your staff base can be daunting as you need to think about renumeration, contracts, job roles, training, retaining loyalty, sharing team rewards and much, much more. Loyal staff will always be a huge asset to your business, as will happy and motivated staff. This will always ensure the highest standard of customer service.

CONSISTENT Experiences

Your customers want a consistant experience each and every time they use your business. The easiest way to ensure this happens in your business is to systemise it. Yes, write down all the nitty gritty from job roles to procedures. Very time consuming and also essential if you want to grow. This will also promote efficiency within the workplace and saves lost time from a lack of communications and understanding.

First & Last IMPRESSIONS

What impression will your customer walk away with? Will they be happy and tell all their friends? Will they tell you? How will you know how they feel and what impression you do leave? Ask them. Put yourself in their shoes.. Ask a business friend to do a mystery visit and evaluate your business.

Take each heading and brainstorm on it whilst analysing your business. Where can you improve? Where do you need help? If The Bean Countess can assist you drop us a line we'd love to hear from you.

Kathi Fowler MNIA, B.BUS