1. Demand Generation
Our demand generation solution is for situations in which the market opportunity (customers who need a company’s products or services) significantly exceeds market demand (customers who are actually buying our products or services). We have yet to come across a situation in which opportunity doesn't exceed demand - even in recession times and declining markets.
The problem: Lack of ability to recognise and diagnose needs
The reason for the disparity is the combination of (a) potential customers being unaware of their need or unable to diagnose it correctly and (b) being unaware of you and/or of how your products and services satisfy their need. The tendency, in situations like this, is to think that the bottleneck is in Sales, when it's really more of a Marketing issue:
The Solution: Simple need-diagnostic and mapping framework
The solution is to identify ideal customers and equip them to self-diagnose their needs and map them to our products and services.
This solution creates a customer-need driven pull-system – but it packs even more punch than one would expect, because it delivers a far fuller stream of far better qualified buyers to Sales than conventional approaches deliver unqualified prospects.
Even a small increase in better-qualified buyers will have a disproportionate impact on sales throughput. And the marginal gains from sales throughput improvement, on the same or lower operating costs, is huge.
To apply it to your situation, start by mapping your most lucrative products and services (where you make the most total contribution margin on the smallest variable cost footprint) to ideal customers (prospects for whom our product is ideal) that you can target and market to easily.
Then develop a simple framework that enables them to diagnose their needs and map them to your products and services.
Run a campaign to disseminate the framework and be prepared to deal with the avalanche of demand that ensues.
We’re keen to help you apply this solution to your situation – over the phone or via email – free of charge and obligation.
Just ask.
