| Before you can market, you need to know who you | | | | best is to look at your competition. |
| are marketing to. Who is your customer? How will | | | | What is your competition doing.? How are they |
| you market? Will you cold call, mail, set appointments | | | | marketing? What services do they offer? How do |
| or employ a walk in approach? Be careful with the | | | | their prices compare to yours? Some of the ways to |
| walk in approach as many businesses do not permit | | | | determine this information is to talk to prospects |
| soliciting. You might just want to drop off information | | | | who are now using your competitors products or |
| and follow up with a telephone call. | | | | service. Ask them, "How can I offer and deliver the |
| In order to determine who your market is look at | | | | same things my competitors do - or better?" Obtain |
| your business plan. How did you define your average | | | | and study your competitors literature, for example, |
| customer? What was your estimate of total market | | | | promotional materials that outline price, what services |
| size? What territory did you intend to service? You | | | | they offer, products they are selling, etc. Keep all the |
| might want to make a table for the following: | | | | materials obtained on your competition and update |
| Product/Service - list your product(s) or service(s). If | | | | this information on a quarterly basis. If there is a |
| you offer a variety of models or types, list them | | | | industry publication that contains information on your |
| separately. This will more clearly define your market. | | | | competition, subscribe and read it. You may be |
| The more specific the answers to these questions, | | | | surprised to find stories that reveal important |
| the easier it will be to determine a marketing plan. | | | | information on your competition. Attend trade shows, |
| What marketing techniques did you delineate in your | | | | exhibits, and conferences for your industry. Read the |
| business plan? Are you using them, and if so, how | | | | local papers and papers in the area your competition |
| effectively? | | | | is located. Ask your customers what they like and |
| One of the best ways to determine what works | | | | dislike about your services or products. |