15/06/2011

By Robert Craven, MD of The Directors' Centre

While in Mauritius I was asked to help a particular business, a professional service firm that felt that it’s growth had stalled.

I would like to paraphrase an hour’s conversation... condense it into a few lines...

- Is there a market for your service?

- Are there competitors doing better than you? Why? How?

- Does your brand/message/website confirm that you should be chosen by customers? Do you look like you are really good at what you do? Do you look like 'the expert' in your field?

- Can you answer the question, “Why should people bother to buy from you?

- What makes you different from the rest?

- Are you a leader or a follower?

- Do you use testimonials and endorsements to promote your business?

- What is your ‘performance to date’ and your ‘potential to grow’?

- Put together an aggressive, six-week, marketing/sales campaign focusing on 20 target potential clients — contact each and every target every 10 days with a specific/unique interaction (send some research, invite them for coffee, send your brochure/testimonial, get a colleague to mention you to them, send a newspaper cutting, send them a free sample, offer a ‘try before you buy’ or a free business surgery/audit…)

- Invite/take out/host a private dinner for 10 target clients… present some research etc and get them to talk shop to each other…

- Take massive action…

On reflection, this is exactly what I'd say to a similar business in the UK - so in this instance the culture/background/business environment did not affect the advice!

www.directorscentre.com

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