Rational Marketing

A refresher for some of you and perhaps a fresh outlook on some basics.

Step 1: Understand your customer

See other posts about segmentation and definition

Step 2: Create value for your customer

• Focus on product or service features
• Enhance the social skills of your employees
• Use price as an additional customer value
• Provide credit or payment terms to meet the needs of your customers
• Enhance the image of your product, service or store
• Provide service, before and after sale
• Think of your location as another service for your customer
• Present convenience
• Set a mood with the atmosphere of your place of business

Step 3: Communicate your value to your target market

• Everything you do communicates
• Word of mouth is critical
• You never get a second chance to make a first impression
• Keep it simple

Step 4: Make it easy for the customer to buy

• Set hours of operation that are convenient for customers
• Make credit readily available
• Select convenient locations (for retailers)
• Find good retail outlets (for manufacturers)
• Deliver products to customers in a reasonable and timely manner

Step 5: Create long term relationships