每天自省的5个问题.pdfVIP

5 Questions We Should be Asking Ourselves … if we want to consistently win more new customers. Question 1 Are we clearly communicating what makes us different? It’s not good enough if we just offer something different … we need to also make it meaningfully visible for the customer, and help them remember it. Even if we only have 2 other competitors, our customers will still have 2 other choices! Differentiation – It’s Do or Die Differentiation is key to seizing customer mindshare and the cornerstone of successful marketing! It’s task is to communicate how we are different, focusing on the one key thing that we want customers to remember about our product or company. And to do that, we need to know our competitors. This is where we need to begin our strategic planning. Question 2 Are we absolutely focused on our target customers? The philosophy “Love All, Serve All” might work for Hard Rock Café … … but most businesses need to focus on those that they are meant to serve! Others just consume our time and lead us to make wrong decisions. Clear segmentation and targeting allows us to … • Design and deliver solutions that we know will satisfy the most urgent needs of our chosen customers. • Craft messaging and value argumentation that is “spot on”. • Know who we should concentrate our marketing and sales efforts on. • Know who we should not waste valuable resources on! We know that we cannot be best for everyone, so we need to decide on who are we going to be best for. Our competitive edge depends on it! Question 3 Have we uniquely positioned our offering