Marketing is sometimes described as “the whole idea of your business”. What your service is, at what price, when it’s available, the people it’s aimed at, how those people should actually buy from it, what colours it uses, the name, the pricing, its location and coverage, and so on.
As the person in charge of marketing your courier company, it’s your job to match the features, advantages and benefits (“FAB”) of your service with the wants and needs of your customers. Once you’ve worked out the FAB of your marketing, you need to communicate it to the people you’re aiming at.
Marketing is not selling. Selling is part of marketing. Marketing helps your selling to be effective. Selling is the act of to trying to persuade your target that you alone offer the quality he(/she) wants, at the price he wants. That doesn’t always mean the cheapest price.
While you’re selling to him, he will be juggling with a whole range of things such as price, system, performance, habit, prejudice, fashion, value and personal relationships. The bottom line is that he/she will come up with a simple conclusion that “I like it” or “I don’t like it”, and if it is “I don’t” he will go away and buy whatever it is he “likes better” from somebody else.
The crunch question is “What is the customer looking for?” and your success in marketing lies in getting it more nearly right than your competitors.
Question yourself to make sure you know the answers to:
– “Give me a really good reason why anyone should actually choose you rather than someone else”
– “What is so special or different about your service that I should choose to spend my money with you”
– “Is there anything unique about your quality, features, specification, service, design, convenience, availability, presentation, or performance that actually matters to the customer?”
– “Which customers don’t you want?”
– “Which customers do you want?”
– “Where are they and how many of them are there?”
– “How do they go about making their buying decisions?”
– “What actual benefits will they get, and why would they get more benefit than from buying from someone else.”
– “What problems can you solve that are commonly experienced by your customers?”
You should know the answers to all of these, and rehearse them in front of someone who will give you friendly criticism.
Make sure you know who your target market is. Look at what your competitors are offering to those people, and make sure you know why your business services more closely correspond to what your target market wants to buy.
You can find this out by listening to your competitors, usually, and by looking at their website. Work out areas in which you offer a better service or are better value than they are. From all of this, decide on your own price, presentation, service quality and selling method, and keep all of this clear in your mind.
Respond to changes in the market, such as the arrival or disappearance of competitors, or changes in their prices or service, or new internet innovations in courier work. If you fail to supply what your customers really do want they will simply take their money and spend it with someone who does.
In the end, business is about people, it is about talking to them, understanding what they want, about supplying it when they require, wherever, whenever, and however they want, at a price they are prepared to pay that maintains your margin. And then, above all, it’s about having as solid a way as possible to make sure you get paid.
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