Our practical methods deliver results

Our methods have developed from 20 years of research, refinement and experience. Based on gaining measurable results, time and cost-effectively,  they are equally applicable for:

• existing and new products
• existing and new markets
• established and startup companies
• global and local clients.

Each client’s needs and market situation are unique, so we select from the following processes to achieve precise outcomes in each case.

Market offering 

There is often a difference between how you, your customers and prospects view your market offering. Very frequently in IT and Biotech, the product or service is technically outstanding, yet how it is presented does not convey its true strengths, completely or persuasively.

Our first step is FabMAX™, a process to extract all the benefits from all the features and functions of your technology and company – for all possible markets and niches. In this stage we help you define what and where your technology is truly unique and competitive.

Market position

Positioning is how prospects view your offering relative to competitors and the key is  perception not reality.

Having defined what makes your offering competitive, we compare this with how competitors represent themselves in the markets or niches where you have advantage. This is the PosMAX™ process, where we define a unique and compelling market position which you can occupy, sustain and defend. 

Target markets

Potential markets are everywhere, yet trying to penetrate them all simultaneously, could be expensive, time-consuming and ultimately unrewarding.

In this process, which we call ProsPEX™, we define which markets are most accessible to your company and offering right now.

Branding

Having defined your ideal market position and targets, you need to consider the effectiveness of your branding.

Branding encompasses all aspects of the image you project, including your name, tagline and logo, and the images, font and colours you use. Deeper aspects of branding include your people, office and methods, as each must be consistent with your brand and desired market position. In this process, we help you define a brand which is compelling, unique and achievable. 

Messaging

The words you use are equally important to your brand and  your ability to persuade. Your product or service may be technically very complex, yet your target buyer may be the CEO, more concerned about high level business issues.

In this process, we help you refine your messaging to be consistent  and persuasive, compelling your target market to take the action you desire, be it to accept an offer, call you, arrange a demo, download a trial or contact a reseller.

Collateral

Your messaging needs to be consistent, yet vary to maximize the impact of delivery, be it  telemarketing, email marketing, flash or PowerPoint presentation, print or online ad,  brochure, poster, proposal, White Paper, press release, website, face to face pitch or other.

In this step we analyse the best way to get your message to your targets, and optimize the number and content of your marketing collateral to maximize impact. We also create them for you, ensuring consistency across all collateral. We can also revise and optimize your sales processes, to minimize your sales cycles and maximize your closure rates.

We have developed a new collateral piece, the ShortWHITE™, which is a brief 2 page distillation of the longer white paper, ideal for conferences, email marketing and face to face selling.

Lead generation

How you generate leads must be consistent with your positioning as well as be cost –effective, and may include telemarketing, email marketing, advertising, conference attendance, exhibitions, seminars, direct mail and more.

In this process, called LeadMAX, we combine and sequence different lead generation strategies to gain the best possible outcomes for the least time and effort. We also optimize each strategy to ensure the highest possible results. We design and implement each stage, and select, train and manage the optimal team for end –point delivery, ensuring consistency, reproducibility and value for our clients.

Sales model

Depending on your offering, competitors and markets with greatest potential, you may find your current sales model is not ideal.

In this process, we help you look at desired target markets and the most effective ways to penetrate them. This may mean a new model for new markets (including distributors, resellers, alliances, influencers and sources of referral) and/or moving from direct to indirect selling or the reverse.

Channel development

If you need to build or modify your channel, yet your resources are focused on existing customers and channel partners, we can help to evaluate or modify your situation.

In this process, we identify and qualify the channel partners needed to penetrate the  markets which are most accessible or appropriate for you. We also help you develop the tools needed to engage potential partners and can use them on your behalf, if required. We may also suggest a more strategic approach to channel development.

We also apply LeadMAX methodology to channel qualification, defining characteristics of ideal channel partners, writing scripts and channel program tools, refining prospect databases and using our telemarketing contractors to qualify suitable candidates by phone.

Media Relations (PR)

Getting material published in key media requires more than writing press releases and emailing them out to large distribution lists. It requires careful crafting and targeted use of established media contacts.

In this process, we ensure that your releases contain content to attract the right journalists and readers. We also only target those media whom we know your story will interest, and we contact and follow them up them individually, to maximise the rate of successful placements.

Market development

The final step in the process is developing the markets you have penetrated and ensuring continued growth from them, as continually penetrating new ones is fundamentally more costly.

In this step, we help you look at customer relationship management and how to ensure both satisfaction and ongoing advocacy from your customers.

Methods in DETAIL
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