In my role as a broadcaster, the radio station provides a Business Consultation package which consists of an interview

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with local business owners in addition to a private Strategy Consultation with myself.

With that said, here is an example on the type of [Advertorial] interview that you can expect from myself. Here I am interviewing Andrew Sparks MBA, who is seasoned Sales Professional expert in developing and executing Sales Processes. Andrew has developed sales teams skilled in selling high ticket items [thousands of pounds] Here is some of what we cover at the outset :-

  • Different types of Sales People
  • The Science Of Sales
  • Importance of following a Sales Process

Andrew Sparks then goes on to outline the fact that Sales is about ‘two way communication’. He makes the point that sales conveys a specific message to the end use client via specific Marketing Channels. One imortant point raised is :-

  • Client needs confidence, permission and option to let the company know what they think

Sales is about a transcation so that the customer willingly pays money for the product and/or service as during the sales process; the Sales Professional will have expertly conveyed the key Features and Benefits of the product to the end user. We cover quite a few points during the interview – some of the others are :-

  • Positive Motivation
  • Negative Motivation
  • Laddering
  • Needs
  • Desires
  • Wants
  • Length of time of the Sales Process
  • Value Proposition of the Product/Service
  1. Attributes
  2. Consequences
  3. Values

Take a listen and as always, should you have any comments  [if you wish to contact Andrew maybe ??] feel free to get in touch.

Best Business Success,

-Stephen C Campbell


During a Business Consultation where I normally spend time working on client’s Marketing Strategy I spend time

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instructing and coaching clients on Niche Marketing or Market Segmentation. Unfortunately many small businesses and solo preneurs fail to spend time to work on the Market Segmentation strategy which should form a part of their overall marketing strategy. In turn this means they often spend time selling their products or services to the wrong or an inappropriate niche in the market place.

So what does Market Segmentation entail ? To get to grips with Market Segmentation consider various ways we can segment the population i.e. by :-

  • Age
  • Race
  • Earning Capacity
  • Living Location
  • Marital Status

… and so the list can go on. Do you get the idea ? the point is that the segment of the market that you decide to sell your product or service into will determine your pricing, delivery, packaging and related strategies.

As we live in a diverse world with a global market place market segmentation or niche marketing plays a critical role in our efforts as business people and will continue to do so. In order to take your business forward keep market segmentation in your thoughts and consider this as you discuss where you plan to take your existing or new product. This will help you to make more money and to achieve the success that you have in mind for your business venture.

If you need help with your Market Segmentation or Niche Marketing strategies, get in touch and let me have your comments. You also wish to take a look at http://www.BusinessmansEncyclopaedia.com/ which is a resource I put together to help business people wherever they may be in the world.

Stephen C Campbell

When I start a Business Consultation session I introduce my clients (or refresh their minds) to Category Marketing. Unfortunately most small business and home business do not stop to take time up front to work on Business Planning and laying a solid foundation on which to base their businesses. Failure to do this invariably leads to problems and complications further on down the road.  So what is this category marketing about ?

You as the business owner should take time to sit down and plan out which category of the market your product or service fits into. What is meant by this ? consider the manufacturer’s of cars – when they are planning to produce a new car they determine the category of car which will be produced at the design stage. That is to say, the car could be a Mini Car, a Sports Utility Vehicle, a Multu Purpose Vehicle, a Sports Car, a Soft Top convertible and so the list can goes on. A car is not just a car – the master category of car (your product or service) can and must be split up to provide a solid foundation from which to launch your business.

To define the category for your business, take a blank piece of paper, consider the example of the cars and try to come up with at least five different categories in which your product or service can be placed. You may be a plumber but where does your area of speciality lie ? bathroom, kitchens, central heating ? Let’s take the example of a motor mechanic -when building your business it may well serve you to determine where your speciality lies – do you work on brakes, fuel injection, exhausts, bodywork and the list could go on.

It is hoped that this brief post will serve as  a catalyst to get you to move toward thinking like a business stategist as you work on the foundation of your business.

For more tools and techniques related to developing your business see http://www.businessmansencyclopaedia.com/

Stephen C Campbell

At the beginning of every business consultation I more than often spend some time talking about why companies exist. i.e. to provide products and services via specific marketing channels to end users. The challenge is to identify the relevant channels to market which relate to the target end user customer, other major factors such as compelling value propositions, branding and category marketing all have a bearing on the final strategy decisions.

The companies which define their target customers the best and deliver their products and services to them via the most appropriate marketing channels are the companies which end up having the most success.

Today’s companies with its diverse workforce find themselves in potentially advantageous positions that is, if they harness the marketing capability advantages of the the workforce. Individuals from a particular dimension of Diversity with the relevant marketing expertise may well find themselves in the best placed position to interpret research data, conduct focus groups and talk to end user customer who are like themselves. The challenge is for the organizations is to allow the talent which exists within the various segments of the workforce to bubble up to the surface through recognition and appropriate promotions to be in the positions where they can make relevant decisions as to devising and executing company strategies and tactics.

More on this later.

Stephen C Campbell

In the last couple of months Capid Houser has launched into the web design and

development business service offering. As a Business Consultant who is always coaching

customer about differentiation and creating and promoting their Compelling Value

Proposition(s).  With this in mind we are offering a package which consists of full Website

Design, Logo Design, Business Consultation covering website optimization, search engine

optimization and marketing fundamentals and all this for an unbelievably low price.

 

Now onto the main point of the post, I have had many discussions with business owners

to get them to use our services and they often do not see the logic of having a web

presence. I spoke with a business owner yesterday (on Gloucester Rd, Bristol, UK) and

made the following points:-

 

o Your are leaving money on the table

o There are people who need your products/services who are online & don’t know you

   exist

o There could be someone on the other side of the world ready to be your customer

o Your customer base is no longer just on your doorstep

o The internet will allow you to multiply the time you have to service customers

 

… and the list could go on and on and on.

 

If you have a traditional business where you stand in the shop and trade your time for

dollars or pounds, then the internet will allow you to sell and service customers while

you are not sitting in the shop waiting for the next customer.

 

I will have to deal with this more in another post but please take the learning that in

the age in which we live, you must have a web presence for your small business. You

do not have to be a computer expert because there are companies (such as

Capid Houser) which can provide a complete service to get you online.

 

Any questions or comments, do get in touch.

 

With Respect,

 

-Steve Campbell