(adapted from this thread on Linked-in)

Defining the problem: Undesirable Effects

Here's a few UDEs:

* Despite the logic of TOC, getting sufficient interest by the client to evaluate a solution and then make a change is not an easy sale.

* In the "fuzzy front end" of communicating the benefits of the TOC Marketing differences and outcomes, client companies often glaze over

* Client companies conclude that TOC-Marketing sounds too theoretical

* Client companies conclude TOC-Marketing requires more of an organizational readjustment than they (believe they) can stomach.

* Many so called marketing professionals are involved in advertising, promotions and PR which is not the right level to initiate TOC Marketing. (precondition)

* If the target is not sufficiently ambitious clients believe they can continue on their normal basis.

Visioning a solution: Desirable Effects

* Crystallizing the recognition of need by companies who need "real" (i.e.TOC) marketing

* Spark interest in TOC Marketing

* Trigger action to pursue TOC Marketing

* Buy-in for strategic marketing may require access to the CEO

Beginnings of an S&T Tree

(most entities adapted from the above linked thread with other contributors)

Necessary Assumptions

* In direct response marketing we learn that it's better to have a hungry market, than a market we have to educate.

Strategy

* Introduce TOC Marketing strategy formulation in 'language' readily understood by each different client which begins them in the path to full TOC Marketing implementation.

Tactics

* I would not, initially, discuss TOC Marketing as as a concept with a client but use the TOC methodology to help them develop a highly ambitious target.

* Show that the market is actually significantly bigger than the segment they are attacking and then that a different approach is required in order to grab a bigger chunk of the total market and thereby make more money.

* Handling of the psychology of making a complex business sale. The sale of a change management process

* Sell the potential that the business is missing out on, not the methodology. Once they have understood the magnitude of the potential benefits of change (and that they would like to achieve those benefits) you can take them to the next step.

Join the conversation on Linked-in TOC Marketing.

See my TOC tag page.

Originally posted 2009-12-03 00:31:42.

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