To land a big sale, you need to put on a big show. We were reviewing a client\u2019s marketing strategy during a strategic planning meeting. Their anchor strategy was to enhance the customer base by focusing on \u201cwhales\u201d \u2013 large corporate accounts. Because this strategy requires selling at the V and C level (Vice Presidents and CEO\/COO\/CFO), the key step in the marketing process is having the V- or C-level executive and their supporting staff visit the plant. Such a visit helps visually communicate the company\u2019s capability to handle a client\u2019s mission-critical business.<\/p>\n
During the first plant tour they held for a key prospect, the facility\u2019s physical impressiveness was in sharp contrast with the inconsistent and sloppy presentations by each department\u2019s spokesman. The months of earlier careful marketing efforts were undone with a negative first impression.<\/p>\n
Now, our client has what they call \u201cthe big show.\u201d When a major prospect visit to the plant is in the works, they plan and manage it like a movie production. Each department has a designated spokesman. There are costumes (quality logoed shirts), scripts that highlight key points to make, and props that solicit interest and illustrate points from the script. Further, there are dress rehearsals to hone the presentations. The sales impact has been spectacular \u2013 and the company\u2019s employees have a blast doing it.<\/p>\n
For more insights on \u201chunting big sales<\/a>\u201d take a look at Tom Searcy\u2019s website.<\/p>\n To learn how to run high stakes meetings, like strategic planning, read An End to Meeting Madness<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" The key step in the marketing process is having the V\/C level executive and their supporting staff visit the plant. This visit utilizes the existing facility to visually communicate the capability to handle mission critical business. Continue reading