Marketing vs. Sales - Know the Difference COMMERCIALIZATION PLAN OF ATTACK LANDING BUSINESS MARKETING SALES
Healthcare Buzzwords… Commonly used promises: Advancing patient care worldwide (Baxter) Bringing solutions to our customers in more than 100 countries (GE Healthcare) A global healthcare company (Cardinal Health) Working together for a healthier world (Pfizer) Making a difference in the lives of people around the world (Merck)
Virtualized Buzz Your Entire Infrastructure. Virtual. Microsoft virtualization provides a completely virtualized infrastructure for your enterprise, from data center to desktop.
What’s your value differential? Challenges: A world of look-alike competitors We’re buried in clutter Customers want to define how they reach out to you Turn to expert advice 1 st choice is quicker, better, cheaper … ..don’t get passed by….
Do some detective work Competition: Future goals Current strategies Assumptions Opportunities identified or missed? Established vs. up and comers … .watch up and comers…they can become upstarts…
Intellectual Property Asset Management Expert testimony, valuations, risk management, transactions Competitive, commodity business: PWC – broad range of services, Navigant Consulting, Inc. – broad range of services Nera Economic Consulting - 45 years old, international with 21 offices and 500 professionals CRA International – 40 years old, specialty firm Consor – 20 years old, specialty firm Ocean Tomo – founded in 2003, upstart
Environmental Scanning Talk to your employees and your clients: What’s changing? Your specialty area Your region What’s growing? What’s declining? … .build loyalty by showing interest and gain valuable insights…
Business Trends Websites of consultancies Articles Surveys Client newsletters White papers Competitor websites Business publications Key industry conferences, seminars CONNECT Springboard
Internal Assessment - Clients Most profitable? Least profitable? Churn? Growth? Referrals? From what source? Marketing? What type works? Most popular products or services? Size? Sectors? Specialty opportunity? Conversion rate, profitability by client, cross selling … .20% of your clients usually provide 80% of your profit…
Your Value Differential Sustainable Deliverable Important to your most profitable, valuable clients Unique … .develop your elevator speech…
Size Doesn’t Matter! Really! If you’re big! Big budget Advertising Feet on the street Sales team Sponsorships, board positions
Small is Better! Really! If you’re small! Control of brand Focus Specialize Stand out Solve problems Become a thought leader … .stimulate, engage, inspire, surprise and use design…
Don’t Despair… Can’t find a differentiator? Create one! Research shows… Accessibility is key? Online access, quotes, approval, tracking via any device, podcasts, online market data… Challenging customer interface? Innovative product design makes you intuitive… Concern about sensitive data? Disaster recovery, business continuity systems, secure interfaces… Speed? IP telephony, IP videoconferencing, network based transactions real time…
Training is Key Capture and keep clients with internal training: Community ID the right business problems Listen, consult, collaborate Cull good prospects Convert into pitches, proposals and closed deals Converts deals into referrals Back office keeps everyone happy!