Monthly Archives September 2016

In search of the elusive Value Proposition

Your Value Proposition, USP, call it what you will is the thing that gives your customers a reason to buy from you and not a competitor. For some businesses it’s easier to find one than others but whatever sector you are in you need to understand what makes the difference to your customers and base your Value Proposition around that. It isn’t always necessary to change the product or service you sell, though. There are other elements of the Marketing Mix that can be changed or improved.   The hunt for a unique Value Proposition can be a bit like
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Can marketing take the hard slog out of selling?

Theodore Levitt’s famous quote is that “Marketing exists to make selling redundant”. But too often I see a disconnection between the disciplines of marketing and sales. Either a business owner sees “marketing” as being producing brochures (or whatever) for a sales person to use or supposed marketing activity is undertaken with no view as to how it should lead to sales. Marketing is a strategic approach to make the process of selling much easier – and who wouldn’t want that?   Whilst some are born salespeople many small business owners really don’t like the process of selling. How does marketing help?
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Glazedale on DIY SOS

Last year, double glazing manufacturers and installers, Glazedale, pitched in to help out on the BBC’s DIY SOS programme, giving their support to Nick Knowles and his team to adapt and improve the home of a Derby family whose son has spastic quadriplegia, a severe form of cerebral palsy. We’ve been watching the series closely ever since, waiting for this project to be featured and at last it is! You should be able to get a glimpse of the Glazedale crew on Thursday 29th September as they get stuck in. Give them, and everyone else who joined forces, a big cheer.
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Marketing orientation – which way is your business facing?

The orientation of your business is the focus that it has when it comes to serving customers. Of the three different focuses that you might have, only one is fully focused on the customer – the marketing orientation, the one that enables those customers to choose to buy from you rather than from a competitor and the one which helps to take the hard slog out of selling. The forward-looking business owner knows that they need to move on from more inward-looking orientations towards their product or to the selling process.   Product orientation A business that is product orientated
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Coalesco and Glazedale shortlisted

Great news for two of my retained clients as they see themselves shortlisted for some prestigious awards. Glazedale, double glazing specialists based in Langley Mill, have been shortlisted for the Manufacturing Excellence Award in the Midlands Family Business Awards in recognition of their commitment to quality at their Nottinghamshire factory where they make conservatories, orangeries, doors and windows before installing throughout the local area. The organisers’ feedback said, “We received a high number of excellent nominations across all our categories and congratulate you on your strong submission.” It’s their first time entering this award so big, big congratulations. Coalesco Certified
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