(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.
Popularity: 1% [?]
Related posts on GavrielShaw.com:- Peter Drucker on Business, Marketing, and Innovation "Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and...
- 3 Factors for Good Marketing Communications Every marketing communication should have 3 focuses: To provide value to the reader To help bond them to the source...
- How To Create A Mafia Offer First, a Mafia Offer is a value proposition that: your market category finds compelling possibly to the point of disbelief, and...
-
Time Management for Online Marketers The Problem Of Internet Marketing Time Management In The Effective Executive Mr Drucker (one of the world's most revered management... -
The 4 Marketing Departments of an Online Business Here are the only 4 categories of online marketing worth thinking about. The most efficient and effective approach to organizing...
- Honda To Reveal "Prius-Fighter" on Thursday. Wanna see what Honda has in store for Toyota next year? From CarScoop: Speaking with journalists at the European launch...
- Widespread Myths About Software Engineering. Myth about unique specificity of the software. Software production is not special business, no matter what there developers or sellers...
- Marketing the Smart Way with Corporate Blogging Corporate blogging is a great way to market your products to the public, but you’ll need to walk that fine...
- Hiring An SEO Company To Look After Your Website No matter the size of your company, there is no doubt that it is imperative to receive website traffic. In...
- Executive Blogging - Good Idea or Bad? It is obvious that the concept of executive blogging is becoming more popular, as businesses small and large are suddenly...
Loading ...
