MARKETING PLAN (b)

Effective Marketing Tools

Make sure your marketing and presentation tools create the impression you want. Use the following table to help maximize the effectiveness of your marketing tools.

Relationship Selling

Selling services is about establishing relationships! The key steps in the process are:

• Develop a list of prospective clients
• Make preliminary contact, usually by telephone
• Meet face-to-face with the potential buyer. In this meeting you will:
  • establish rapport
  • get information from the client (listen! listen! LISTEN!)
  • reflect back on what the client said
  • make a statement that summarizes your credibility
  • talk about your services
  • answer questions, objections, concerns
  • get a sense for the client’s commitment
• Follow up after the call as often as necessary
• After completing the service successfully, ask the client for referrals.

Promoting Services

Promoting services in export markets involves promoting the company initially and then focussing on the promotion of the service(s) that can be provided by the company. At the beginning of the export process, the principals of the company or senior managers are usually committed to marketing the company as well as its services and capabilities. Many companies also set up small office space in the export market to help establish a local image or presence. You need to network with the industry, participate in conferences, provide press coverage of your company and possibly partner with other service firms.

Exporting services requires time, commitment and financial resources. It usually takes longer to establish a service market and it demands continue customer follow-up, sensitivity to cultural differences, as well as repeat visits to the foreign market.

Services exporting involves maximizing the use of telecommunication, computer and computer equipment, teleports, service parks, intelligent buildings and data banks.

Comparing some factors of goods and services marketing

Promoting Your Firm

Directories and Catalogues and Events

• Foreign Trade Online Importers/Exporters Directory
  The Foreign Trade Online directory, published by the Foreign Trade Online Inc. lists over 150,000 companies and over 250,000 product and service headings.

• Chambers of Commerce
  Chambers of Commerce organize a variety of trade events. To find out more about trade events, contact your local Chambers of Commerce.

• Trade Commissions
  The Trade Commission helps companies that have researched and selected their target markets and preparing for the challenges of international business.

Raising Awareness and Establishing Credibility

Basic Marketing Activity

• doing the little things right
• doing the right little things
• business card (informative/useful)
• brochure (world class)
• follow-up plan (efficient)
• Internet access (international)
• 1-800 number (easy access)

Special Marketing Activities

• Embassy infomercials
• gift subscription to periodicals
• feature on company
• feature article
• local paper/periodical/trade journal
• partnering locally
• entry strategy/instant credibility/synergy
• Foreign association
• Publicity/newsletter (architect)

Services-specific Marketing

• (Addressing the Reasons for Buying Services)
• The following are some of the most common reasons for buying services:
• read about firm
• knows firm won an award
• received trustworthy reference
• heard testimonial
• used firm previously
• seen firm in action (on project)
• convinced firm demonstrated understanding/client need/gained trust
• heard individual speak at conference/event
• seen demo of capability/infomercial
• realized firm is expert/witness
• been exposed to marketing activities

Market Visits

It is essential to be prepare in advance of travelling to your target market. The following may be useful during the planning stages:

• Travel Information and Advisory Reports
  General conditions, health conditions, entry requirements, visa requirements.

• Embassies and Consular
  General information for travellers and immunization recommendations.