Blog

Purchasing decisions are based on a combination of securing the right outcome for the organisation while minimising organisational and personal risk (no-one ever got sacked for buying IBM). Based on this, marketing and business development activity must minimise risk for the decision maker and provide compelling evidence to support the decision. Reducing Risk for the Decision Maker The key element in controlling risk is presenting evidence – both in the marketing material and the sales approaches. This evidence needs to cover; Technical Competence, Reputation, Relationships, Experience, Expertise, Market presence, and Referrals Providing prospects and the market with evidence of positive outcomes gives them the confidence to trust that the company will be able to deliver those outcomes and reinforces the position of the company as the right choice. How do we do this? We reduce risk for the decision maker by creating sales and marketing communications that focus on demonstrating the credibility of a company through; Statements of market dominance, Testimonials and case studies from current clients, Demonstration of wanted brands, Evidence of delivered projects, Statements of competence and capability, and Evidence of heritage and experience. Remember to be Client Specific It is important to personalise the evidence by being client specific. Take the time to create targeted and also individual sales and marketing communication that specifically demonstrates how the experience and solutions provided by the company will specifically meet the needs of the client organisation. This includes segmented market specific marketing and presenting appropriately sized current clients and case studies as evidence for similar sized prospects in the same market sector to show how the company provided a positive outcome. This can be coupled with case studies and evidence that showcase key reference sites (even if they are outside of the scope of the prospect’s project) to further build aspirational credibility. MJH Group is a specialist marketing consultancy with significant experience in B2B Marketing and driving organisational growth find here. If you have any questions about this article or getting the most from your B2B marketing program please contact us on 1300 905 116 or via email enquiries@mjhgroup.com.au

Social media platforms, websites and EDM’s provide the opportunity to interact with customers, stakeholders, prospects and the broader community. These guidelines provide some general information and parameters to be mindful of when using social media for marketing purposes. Benefits of Digital Marketing & Social Media Objectives Create profile & establish a market position Provide a community interaction point Encourage positive community participation Provide a timely response to queries Provide regular news and updates Cover off any negative comments promptly and without escalating the situation Cost effective Results and performance can be tracked and measured Drive engagement and sales Images & Video Content Images and video content should be of a professional quality unless you have a specific market position that requires naïve content Language and Tone The tone is to be generally positive and upbeat (and concerned if required) Responses should be polite and addressed to the person asking the question Responding to Questions Specific questions require a specific response They need to be crafted to the question and not “robotic” When a question is posted, the social media coordinator will respond or check with the appropriate person/chase up the answer and then respond Given it might take a little while to come back to someone, it’s OK to post – “Hi ____ – Saw the post so just checking on that for you” or something similar Address the post to the person who has asked the question except if they have a silly username Responding to Complaints Complaints require a certain finesse to ensure that they do not frustrate or escalate the problem They need to be crafted and come from a “real person” The business should have a process in place to escalate potentially difficult complaints to management as required When a complaint is posted, try to take action (within reason) to address it – for example a complaint about rubbish/playgrounds/maintenance/etc can be handled with – “I’m sorry to hear that – the maintenance contractors that we employ are responsible for keeping the playgrounds tidy/mowing the lawns/etc and we’ve spoken to them today to pass on your concern” Remember to close the loop where appropriate – “Just to give you an update on this, we’ve heard back from XXX and they’ll be on site tomorrow to take care of it” Questions or complaints relating to other parties need to be noted and passed on – providing whatever relevant information is available Some matters such as vandalism, violence and antisocial behaviour may be referred to the police – “Thanks for bringing this to our attention – we’ve referred this onto the police” Posting Information Stay on topic – posts should be relevant to the audience Post general updates such as; New product releases Competitions Special offers Comment on events, activities and seasons; A local farmers market Melbourne Cup/Grand Final celebrations Start of spring/summer Seasonal recipes Share news; We’ve been nominated for an award A sporting team we sponsor has achieved “X” Post items of community interest; Local sporting clubs & activities Local school fete Achievements Avoid; The “generic” brain teaser type posts Political commentary Humour Generic pics of “cute” animals or children Anything that would be seen as being in poor taste MJH Group is a specialist marketing consultancy with significant experience in B2B and Consumer Marketing and driving organisational growth. If you have any questions about this article or getting the most from your marketing program please contact us on 1300 905 116 or via email enquiries@mjhgroup

Marketing – New Media vs Traditional Media

The business to business marketing lifecycle for a company as a total business and the marketing lifecycle for new services or markets that the company has, introduces, or enters, can be viewed in four stages.

Services are intangible and this can present difficulty for new clients during their evaluation and purchasing process. In real terms this means that potential new customers must trust the business – often this means taking a risk. Because of this they will be looking for ways to judge the performance of the business prior to engagement. An important part of B2B marketing for services or business with a services component is effective prepositioning. This is critical to ensuring conversion of new clients and increasing the win rate for bids and tenders. An important part of pre-positioning for business to business marketing are the elements that address intangibility and provide prospective clients with evidence of performance. MJH Group labels the factors that address intangibility as the Symbols of Authority. Symbols of Authority Symbols of Authority are the physical displays and associated elements that help a client to feel safe and secure that the service will be performed as promised and that the company is a safe pair of hands to do business with. Typically symbols of Authority for B2B marketing are; Offices – Corporate office and physical presence in regions Brand – A well known brand name within the industry Corporate Sponsorships – Visibility in the broader market place via corporate or event sponsorships Advertising – Moving to regular exposure in the industry via advertising in trade publications Management Visibility – Senior management being quoted in the press or interviewed re industry issues Management Experience – Demonstrating the experience and competence of the management team will be critical to client confidence Operational Experience – Demonstrating sufficient operational experience and depth of staff to delivery projects Vehicles – many branded vehicles on the road Business Heritage – Demonstrating that the company is here to stay by highlighting to a strong heritage Existing Customers – Highlighting and displaying marquee customers and known brands that are serviced by the business Client Relationships – Continuing to build and nurture client relationships and continuing the good account management disciplines that are in place for key accounts Staff Certification – Demonstrating the competence of the key members of the operational team and highlighting employment standards and philosophy Comprehensive Training Programs – In line with documented procedures, demonstrating comprehensive training programs and ongoing staff training and assessment provides assurance of reliability Documented Procedures – Demonstrating that nothing is left to chance in the delivery of the service including ISO accreditation Proof of Performance – Testimonials from existing customers and service level and KPI reporting and metrics Response – SLA driven response windows and emergency response services Stakeholder Management – Ability to manage media and stakeholders to positive effect Ongoing Communication – Providing ongoing communication to customers that the service has been completed on schedule without mishap. This can be in daily or weekly reporting along with remittance or in formal KPI reviews. Sample of Service – Enabling customers to sample the services with a trial location or area before they commit to a national role out with the company Insurance Cover – Demonstrate the level of insurance cover held by the business and provide insurance certificates – this is covered in the tender process Case Studies, Testimonials & References – as with advertising, case studies and references are not strictly part of the “product” however they are an important part of the purchasing decision MJH Group is a specialist marketing consultancy with significant experience in B2B Marketing and driving organisational growth. If you have any questions about this article or getting the most from your B2B marketing program please contact us on 1300 905 116 or via email enquiries@mjhgroup.com.au

There are numerous ways to lose a B2B sale during the sales cycle but one of the most common causes of lost sales is a poor proposal. To help we’ve listed some important things to consider to create a winning proposal. Understand the prospect The best proposals are those which respond to the needs of the client. Listen carefully and understand; their objectives and what they hope to get as a result of doing business with you, the exact scope and performance of the products or services they require, and at least some initial discussions around costs so you have an idea of their expectations and budget. Make the prospect an active participant in every part of the proposal process. Show you understand The importance of a clear summary included in a proposal cannot be underestimated. It shows you understand what they are trying to accomplish and frames the proposal document for the prospect and any other members of their organisation who need to review the proposal. It is a way to show you listened and understood what they are hoping to achieve and provides an opportunity for the prospect to correct any misunderstandings at the outset. Think of it as repeating back to the prospect what they have told you but make sure you add extra intelligence and commentary from yourself. We all love the feeling of being understood and taking the time to complete this step will elevate you above other proposals. Remember it’s not all about you A proposal is about your potential client, the issues they face, and how you can help them. Emphasise the needs of the client when you are presenting your offer and don’t fall into the trap of focussing too much on your business. How long is too long? It is worth remembering that a proposal will be put in the hands of multiple people with different reading styles from the detail person who will read every word to the financially focused reader who will turn straight to the costs page. Keep your proposals to the point and as short as possible, while meeting the requirements your client has established. Tailor your resume and testimonials Your organisation has a range of skills so bring the most relevant ones to the fore for each proposal. This might be as simple as adding emphasis in one area, selecting industry-specific case studies, or reorganising the order of referees and testimonials. This lets clients see that you have thought through how your experience matches up with their needs. Use clear language While you might like buzzwords, most people do not. They find them hollow and meaningless. It is fine to use an industry term providing it has a clear, understandable meaning to the reader. If you write in plain English your clarity will be appreciated. Remember the basics Make sure you spell the company name and address right and proof-read the document carefully – no one wants to do business with someone who is sloppy. Deliver on time & manage expectations Customers often operate in the urgent quadrant and it can be frustrating when you work late to prepare an “urgent” proposal only to find they take weeks to respond. It is acceptable to provide a realistic expectation of when you can deliver and have a discussion around timelines in order to test the urgency. This says that you’ll give the proposal the proper time and attention it deserves but that you also are busy and have a good understanding of your existing commitments. Most importantly, once you commit to a delivery date you need to stick to it. Summary A great proposal document can help you win a project while a poor one can cause you to lose even if everything else has gone well. By keeping in mind the following you have a better chance of making your proposal stand out in a good way – Understand the Prospect Show you understand Remember it’s not all about you Tailor your resume and testimonials Use clear language Remember the basics Deliver on time & manage expectations If you have any questions about this article or getting the most from your B2B sales program please contact us on 1300 905 116 or via email enquiries@mjhgroup.com.au

Is Your Personality Fixed Or Can You Change Who You Are?

The Changing Nature of B2B Marketing