How to better reach potential prospects. A Real Case Study.
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by: EricR.P.Knieriem
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With this quality-management system article about the topic customer specific accomplishment-measurements I would like to show you exemplary, how measuring specific accomplishments will encourage you to successfully take action. As an example I will choose your "approachability".
It is mostly extremely helpful to bind external know-how for such projects. The daily work in business is usually at the utilization-border - the resource time is frequently lacking in such projects.
Principle number 6: What do you reach with reference to your customers. Measuring-results are won from the standpoint of your customers and show, how your customers perceive you and your business.
Tools: You can take customer-surveys, conduct focus-groups and keep track of the acknowledgment and complaints you get.
A smart point to start with is: Approachability, products, services, sale and customer service-performances, image and customer-loyalty.
My current tip for you: Concentrate on one starting point. Develop and then optimize it until this becomes a substantial benefit of all participants. Those are: The owner, the employees, the costumers and the bank etcetera.
Example of a real project.
A producing business located in Germany went into a project to improve their accessibility and reputation with the business home page. Arguna Consulting was and is responsible for the internet marketing strategy and leads the project in order to secure success.
This small business approached us in order to dramatically increase the success-promising strategic drivers "accessibility and reputation" on their homepage for prospects and customers.
First we developed together a strong project-plan and some worthwhile goals. At the same time we produced an inventory of the current situation concerning online image and attainability.
A project-team, existing from altogether 8 external and internal specialists, was composed carefully. External specialists were chosen to participate like: Arguna Consulting, we took over the development of the best internet marketing strategy and the project-management, a graphics-designer for web design, somebody for web programming and creative photographer. Internal specialists have been two CEOs plus a marketing manager and the distribution manager.
The most success-promising starting points were found in the carried out inventory of the current state. The rankings of the previous internet-appearance in the search engines Google, Yahoo! and MSN was not very satisfying; additionally, more qualified visitors should come to the web site and become prospects and ultimately new customers.
After a thorough investigation and some result oriented meetings, new markets and niches were found. Copy-writing was written, creatively designed, programmed and photographed. Code-optimizations, competitor-analysis and the specifically worked out value-hierarchy of this small business was transferred into the vision statement and mission statement.
The project-management provided a convincing viable-ness for all participants and pushed structures, which led to a good work-division and very few competence-struggles. Shortly later, this phase was completed, and the web site went online.
The accessibility had risen already after two weeks by heavenly 1300 percent, the market share leaped into the height by 310 percent! Within 14 days an unexpectedly high number of new potential customers spoke with the small business and it was possible send a multitude of offers out to prospects.
These measurement and metrics could be won from the analysis of the business-internal accomplishment-indicators.
And the show goes on...
Result: Dedicated, smart and thorough working proved here itself in all project-phases once again. The small business owner can have hopes in realistic manner to reach his Break-Even-Goal much earlier than he had planned.
About the Author
Here you will get valuable small business know-how about internet marketing strategy, and Small Business Strategy