21 Jun

May’s Food4Thought – proposition, niche and reputation

There were some lively and thought-provoking discussions about this specific area of marketing in our most recent Food4Thought dinners. Over three nights, three courses and a glass or two of their favourite tipple more than 30 ambitious business owners discussed proposition, niche and brand to compare experiences and share expertise. Standing out When it came to having a unique proposition most of our members didn’t feel they had a good enough one which made them stand out from the crowd. Yet without a well-refined proposition, you’re likely to get into a beauty parade with your competitors, being compared on factors like price. The other common issue was propositions being over-complicated, which means they aren’t agile and can’t be flexed if you met someone at an event. Complicated propositions aren’t easy to remember, which means losing potential referral opportunities as your network can’t become your advocates. The ability to adapt your proposition so it is immediately relevant to the person you’re talking to is critical to making an impact. We discussed...

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16 May

April’s Food4Thought – sales

Sophisticated sales strategies During our April dinners, 30 ambitious entrepreneurs talked through their key sales challenges. Many small businesses don’t have trained sales people, so ensuring the sales process is defined and followed is critical to business success – certainly in the first couple of years. It’s easy to confuse sales and marketing. Marketing is the function which builds your brand awareness, tells people what you do and establishes your position in the market so you can command the price you want. Sales is the process of converting people captured by your marketing into paying customers. Our discussions ranged from reducing burn time (the time it takes from a prospect’s initial interest to them becoming a paying customer), increasing conversation ratios, the impact of FOMO (fear of missing out) and how to distinguish between a suspect and a prospect. Suspect or prospect? Over three delicious courses and a glass of their favourite tipple, the business owners agreed that that it’s easy to spend too much time trying to sell to...

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