Creating a Marketing Strategy can feel complicated but it can essentially be boiled down into three stages:

In the first stage (the awareness stage) you’re literally just trying to make potential customers aware that you exist.

You’ve got a stellar product or service, but guess what? Nobody knows about it. That’s where the awareness stage comes into play. This is your chance to shout from the rooftops (metaphorically, of course) and let the world know that you exist.

But how do you do that? Well, it’s all about getting your name out there. Think social media campaigns, content marketing, and good old-fashioned networking. The goal here is simple: make potential customers aware of your presence in the market.

Remember, Rome wasn’t built in a day, and neither is brand awareness. It takes time and consistent effort to get noticed, so don’t get discouraged if you don’t see results overnight.

In the second stage (the consideration stage) you have to convince your customers to buy from you over your competition.

Okay, so you’ve piqued the interest of your target audience. Now what? It’s time to convince them that your offering is the best thing since sliced bread (or avocado toast, if that’s more your style).

This is where the consideration stage comes into play. Your potential customers are weighing their options, comparing you to your competitors, and trying to decide who to give their budget to.

But here’s the thing: it’s not just about having a killer product or service. It’s also about the experience you provide. Put yourself in your customers’ shoes for a moment. Would you rather buy from a company that treats you like just another number, or one that goes above and beyond to make you feel valued?

Customer experience is key. So don’t just focus on showcasing what you’re selling; focus on how you’re selling it. It makes all the difference.

The third stage (the retention stage) involves building community and convincing your customer to purchase again.

The retention stage is all about keeping your customers coming back for more. Why? Because repeat customers are the lifeblood of any business. Not only do they contribute to your bottom line, but they also serve as brand ambassadors, spreading the word and bringing new customers into the fold.

So how do you keep them coming back for more? Build a sense of community. Make your customers feel like they’re part of something bigger than themselves. Whether it’s through loyalty programs, exclusive offers, or simply engaging with them on social media, show them that you appreciate their business and value their loyalty.

Remember, a happy customer is a loyal customer. So don’t just focus on making the sale; focus on building relationships that last a lifetime.

These are the basic three stages you need to consider when creating your marketing strategy. Of course, there are tactics and activities that need to be planned and actioned to go with it but, strategically, this is a great blueprint.

Does your Marketing Strategy cover these three stages?

If you’re losing sales then it’s usually down to these very basic reasons (despite what sales gurus might tell you!):

1. You’re missing the mark on value.

If what you’re offering doesn’t solve a problem or make life easier for your customers, they’re not going to buy. It’s as simple as that.

2. You’re not really listening.

Ever been on the phone with a salesperson who just talks at you? Not fun. Listening to what the customer needs is the first step to making a sale.

3. You’re jumping the gun.

Nobody likes feeling rushed. Pushing for a sale before you’ve built any kind of relationship is a surefire way to turn people off.

4. You’re wasting time on dead ends

Not all leads are worth pursuing. Learn to spot the ones that are just going to waste your time.

5. You’re ignoring objections

Brushing off concerns instead of addressing them only makes the customer more hesitant. Take objections seriously and work through them.

6. You’re forgetting to follow up

Out of sight, out of mind. Don’t let prospects forget about you—follow up and stay on their radar.

7. You’re making things complicated

Keep it simple. A confusing sales process is a sure way to lose customers.

8. You’re pretending competitors don’t exist.

Know your enemy. No solution is so unique that it doesn’t have any competition. Ignoring the competition won’t make them go away—it’ll just leave you in the dust.

9. You’re blending in instead of standing out.

If you’re just another fish in the sea, why should anyone choose you? Find your unique selling point and shout it from the rooftops.

10. You’re skipping the relationship-building part.

People buy from people they like. Take the time to build relationships—it’ll pay off in the long run.

Losing sales feels awful but it’s not the end of the world. Learn from your mistakes, tweak your approach, and carefully rebuild your pipeline being mindful of the above.

Is there anything I’ve missed? What would you add?

#sales #selling #edtech #pipeline #relationships #closing #saleprocess #edtech

Whether you’re navigating interviews, Q&A sessions, or engaging in conversations with stakeholders, mastering the art of media training can be the key to success as it keeps the focus ON the things you want to talk about and AWAY from those you don’t.

Here are three key tips I learnt in media training to elevate your communication game:

1. Know your North Star

The key to a good Q&A is don’t answer the question you’re asked, answer the question you wish you were asked. If there’s a crucial message you want to get across, that’s your North Star. Practice answering questions that lead you back there.

Then if they keep commenting on something trivial or something you don’t know well, you can bring the conversation back to what matters.

2. Don’t speak for others.

If somebody says “You must be shocked by your competitors’ collapse” don’t take the bait. Instead say you’ll let that person comment on their situation, and then bring the conversation back to your area of focus.

3. Have command of two or three recent statistics that support your perspective.

You don’t need to be a walking encyclopaedia, but a few stats are very compelling. Make sure they are no more than two or three years old, and that you can cite your sources.

What More Can You Do?

While the strategies above are indispensable, there’s always room for refinement. Here are a few additional tips to enhance your performance during Q&A sessions and interviews:

4. Active Listening: Pay close attention to the questions posed to you. Understanding the intent behind each query allows you to tailor your responses more effectively.

5. Authenticity: Stay true to your brand and values. Authenticity resonates with audiences far more than rehearsed or scripted responses.

6. Bridge Techniques: Master the art of bridging—seamlessly transitioning from the question asked to the point you wish to convey. This technique allows you to maintain control over the conversation.

7. Practice, Practice, Practice: Like any skill, effective communication requires practice. Engage in mock interviews, seek feedback, and continuously refine your approach.

By harnessing these insights and refining your communication skills, you’ll be better equipped to give interviews which drive your vision forward with clarity and conviction.

What else would you add? What do you find helps when you’re involved in Q&A sessions or interviews?