Richard Gourlay’s Sales and Marketing Services Support Profitable Business Growth
Our sales and marketing services are designed to help companies identify and deliver profitable growth for their business.
Strategic Marketing
Our marketing services start by looking at your target market(s) and identifying its nature and structure as to how to position the brand in the right place within that market. All mature markets have structure and layout so good marketing starts by understanding the nature and growth of markets prior to looking at engagement tactics.
Knowing who you want as a customer is vital for a successful and profitable business. That’s where we start to develop market positioning and the value proposition.
Value Proposition
Your value proposition, or why you matter to your customers encompasses everything you promise to your target customer audiences and establishes your market positon within that chosen market.
We work with leaders to identify their strategic marketing and the opportunity that creates in access to the Total Available Market and Total Serviceable Market prior to developing engagement tactics within those target customers.
Target Audiences
Target audience selection is vital in successfully engaging with profitable customers. If you don’t know precisely who you are looking for you will never succeed in being a profitable business. No business sells to everyone, so know your audience(s) and how to reach, engage and convert them into customers.
Marketing
Is about creating engagement with your target audiences, it is your space to engage with who you want to do business with. From first hand shake through to closing the deal, marketing creates the space and sets the pace for that conversation to happen.
Good marketing creates engagement turning a suspect into a prospect who will want to buy your products or services. Marketing does not sell, it identifies the audiences, creates the engagement and delivers a prospect looking to find a solution to their specific needs. Good marketing finds the customer and ensures the customer is not a one off purchaser but a repeat customer who buys into the brand and its values and comes back time and time again.
Selling
Selling is a conversion role from a prospect into a customer. A first time customer has their buying process and the company has its selling process. A good sales person has to align both parties in a mutually agreeable way to create a win/win/win solution. The customer must win, so must the company but above all the relationship must win, if the customer is to become a repeat loyal Abel valued customer.
Selling Solutions
Selling solutions requires sales people to understand the customer and the company value proposition to identify the win/win/win nature of modern selling. Short selling win/loose becomes expensive and damaging to the brand, while not aligning with the lifetime value of the customer and the brand win/win/loose costs money over time, but ultimately slows growth and profits as acquisition costs damage profitability and reputation.
Solution selling works when the sales person identifies all the key elements of the value proposition and continually delivers that to the customer, becoming a key part of their decision making unit.
How We Help Sales and Marketing
For over 30 years we have worked with companies supporting them create success strategic marketing plans and deliver them. Form market research to planning and value proposition creation and delivery through to tactical support we help leadership teams see their market(s) and create roadmaps into them designed to meet the clients goals and fulfil their opportunities.
Marketing Support
Most marketing is operationally focused on tactical activity, we help focus those activities back to the strategic goals of the business within its chosen markets. Working with marketing teams to ensure they are finding and creating target audience engagement through correct positioning and value proposition creation.
From overview alignment with strategy to market research we help find and align businesses with their target market segments and develop how to effectively engage with target audience groups.
Our work as consultant or as trainer enables good people to develop new skills and deliver improved results.
Sales Support
We work with sales directors and senior people to support them deliver improved sales people with better sales processes and personal selling skills.
Improving sales people is about listening and understanding their specific skill and role needs and aligning those to their target customer requirements. We work with sales people to improve their whole sales activity base, from area and customer planning, first engagement skills, needs analysis identification through to solution selling, negotiation and closing skills and then onto relationship life-time customer value creation and relationship sustaining.
If you would like to know more about Richard Gourlay’s work in sales and marketing then do read our blog articles or get in touch to discuss your needs below.