The “marketing strategy” is the way we like achieving our sales targets and there should be also two mandatory elements:

– Who are the target groups of consumers, who can we achieve, maintain a strong ability to buy what we intend to sell?

– What is the offer (the entire marketing mix), we are on this project, so that consumers are attractive and said that the realization of potential, because of their alternatives?

You do not need the view that until these two separate issues, but rather as two parts of the same idea. Let me explain. What is meant by “a potential target of consumers to buy? These data will be used by consumers (a large group with enough purchasing power), want what you offer.

Why should they see fit? It is to exploit the potential that you purport to identify. Perhaps, there are several reasons for this. For example, perhaps, they are not consumers of your type of product yet, but they could, if something happens, or if they are exposed to a certain message. It may be that the needs or preferences, which so far has not yet served by each of your competitors (and not to forget that the psychological aspects, social, aesthetic and other real needs similar requirements). Maybe they are boring routine with what they buy. If you recognize this situation, you know, that the potential exists.

Identifying potential is only the first phase of the mission, of course. Their strategy would also something that you have to offer what the consumers who can improve their situation in a certain way to solve a problem, more than that, what you once and for the same price, or to open up new prospects for her. In short, something that will motivate you, buy, and thus has the potential to materialize.

The scenario for sale “is a summary of the logic of your selling strategy. In the same breath, it allows you to ensure that this logic really works. Scenario for sale” reflects the “marketing strategy” for a language simple. How did it happen in reality? What is the materialization of the objectives of marketing at the same time?

I do not know if you have already sunk in this, but sales targets are achieved by customers. So let us start from the premise that we have a webcam with improved capabilities psychic insight into the market, and it starts the realization of our plan for sales, buying one after another.

What is the scenario for sale “?

The scenario for sale “is a surprisingly easy to use: just four questions. Hinwerfend Are you that?

1 Who are the people who believe that we have the opportunity to buy what we intend to sell? Yes, the same people that we so often to the “Target Consumers’. First, we need to define our goals. What they have in common is that the prospect probable (in the sense that they are probably particularly interested in our offer), we could demographic, socio-economic and lifestyle psychographischer descriptions. Note that you time, we have the goal is not a specific group, but almost indefinable a large group of persons of a certain ambiance, a particular situation or a State or De.
Make room for another option. It can not be set a target group of consumers, but rather a state of need / desire or a consumption context of many consumers at one time or another.

2nd What should they do (that they are not already do, and should not intervene if we are not), it would eventually direct election of our brand in particular? It is linked to the way the first and only goal of branding. What can they ensure that your plan is materializing sale (even before the actual purchase)? Are they somewhere? To call? A suitable for the distribution of your employees? So, stop and choose your product from the shelf? What are the activities that we can no longer occur, it would be in the right way on the path to the purchase?

3rd Which is why, noise should motivate them to change their behaviour of inertia? How are they going to benefit from this change? Why do you think in your town, buy what you offer? You can as a differentiating factor from your (differential, which is better?), Or competitive advantage (what we do better?), De your preferences. What can be better than their position relative to the current state and the other options available to them in the labour market?

4th What exactly is the usefulness of the extract (ie the answers to the question 3) after your marketing plan? It is not a question of repeating. Note that the third question dealt with the “why” of consumers planned motivation, and now we are trying to understand the “how” of your sales plan. How do you see the performance, in the answer to question 3? For example, if you said that you are a little more accessible, comfortable or simply for them now, as they are more accessible, comfortable, or simply because of product information.

Let’s take a look at an example: with the introduction of the Palm Pilot in the market. O.K.? Only the most important points:

1 “Inhabitants of the economy, gadgets supporters, the management of a dynamic, constantly changing, schedule, and have not yet embraced electronic organizers, or were disappointed because they of their laborious update, and generally unreliable.
2nd … Not in the next office equipment and ask to register the Palm Pilot.
3rd … After all, there is an organiser, which is not only ambitious, small and wonderful state, but it is also easy to the point of household, and the data recorded during the upgrade or damaged on a new model
4th … Because the Palm Pilot “conversation” with the PC, as well as the process of updating an easy task to accomplish, as well as the establishment of safeguards can be easily to future generations of the organizers.

That is what the “sale scenario.” All you have to do is answer questions. Be specific. Be careful. Be honest. Do it in writing. Even if you are absolutely sure that the answers are clearly in favour of you, and there’s nothing to gain. Only if you have your “scenario for sale” is fully reflected in a written text, and you must go to the mark. Otherwise, you will receive the trap on the road, and I do not say that I was not warned.