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