I see a lot of talk of B2C and B2B marketing but I’m not sure either exists as such; especially B2B.
Buyers are always individuals and NEVER businesses in the strict sense. The reason is simply that all business transactions (except where the computer says No) are actually made by individual people. People that have the same strengths and weaknesses as the rest of us.
Often we take at face value what young people and employers tell us.
When someone says they want to be a plumber is it true? Or is it that they have perceptions about plumbers and plumbing that they want satisfied.
So why not ask them why they want to be a plumber. The last time I did this the young man I spoke to told me it was because plumbers get to move around from job to job, often worked alone, and were more independent than factory workers.
As we delved in to this we started to explore other careers where people worked alone and were more self reliant than a factory worker and suddenly this young man’s horizons opened up beyond plumbing, beyond construction and embraced hundreds of other potential careers.
Sometimes you have to listen to the words that are unsaid as much as the ones that are voiced. Continue reading →
No, I’m not being rude .. it is what he often says when negotiating.
He’ll say things like “I am curious about why you want this by month end”, “I’m curious why you want that quantity” or “I’m curious why you made that decision”.
His curiosity is almost childlike. But in the same way we tolerate children and their questions .. and even answer them .. he is able to ask really difficult questions without appearing rude or threatening.
Sometimes it’s worth looking outside our own sector to see what others are doing.
Here’s a short video demonstrating an innovative idea an Australian charity used to grab the attention of potential corporate donors. I’m not sure you could exactly copy this in FE but it does made me think about other ways to attract attention.
How will you use this idea to make contact with potential clients?
I’ve added a new menu item this month. You can now get my free advice and recommendations on a your marketing and business development work.
I’m planning on this becoming a permanent feature on the site.
Here’s the deal.
As a special bonus for visiting this site you can ask for my thoughts and/or recommendations on a piece of marketing collateral or a business development tactic each month. This is totally free with no strings.
It could be a Facebook ad, sales letter, web page, email, business proposal, or anything else that you need to get an objective view on. Continue reading →
Competitive Tenders Are a Fact of Life That Few of Us Enjoy ….. or Win All The Time .
I’m sure you have your share of competitive tender stories. You know, where you wrote a great bid, made a great presentation but failed to get the work. I hear stories like this every week.
Well sadly, the quality of your bid has little to do with winning the work. Yes, I know that those that set the tender criteria have marks sheets. I know that the process is meant to be objective. I know all these things. BUT …
You can be a passive user of LinkedIn and lose lots of opportunities or you can use LinkedIn for a few minutes, twice a week, and see results in hours.
Most people like you and I are on LinkedIn but they don’t really understand the power of LinkedIn. They don’t realise that in just a few minutes each week it is quite easy to stimulate interest from a contact .. without writing a word.
It is also quite easy and quick to start up a conversation that has been initiated by the person you want to “buy” from you.
Here are a few simple ideas that really work and have personally brought me a lot of business in the last year or two. Continue reading →
It may seem strange, but just because someone decided not to work with you in the past, it doesn’t mean they aren’t going to be your next customer.
You see, if you were shortlisted in some way, the fact you got as far as you did means there was nothing incredibly wrong with your proposal. It probably fell at the last fence because of a small detail. If it had been a totally wrong fit you wouldn’t have got anywhere near the last fence.
So that means you can remain in the frame for a chance to compete again. In fact in some cases you will not even have to run against others the next time.
As Principal I employed very few consultants but did employ Stefan on the basis of a clear ROI.
I would recommend him to any college, university, business or Government agency as a reliable consultant who will become indispensable.
Ioan Morgan CBE Latterly FE College Principal & CEO
He certainly does what he says on the tin...... I've worked with Stefan for many years and he has an uncanny knack of cutting through the ****, focussing on the essentials and coming up with creative and inexpensive marketing ideas that work.
Stefan isn't called the 'Marketing Magician' for nothing you know !
His ability to see marketing solutions that really work is second to none, without spending a fortune.
I think Stefan's great strength is taking problems and solving them, in a clear and positive way, without a whole lot of jargon.
I recently had the pleasure on working with Stefan on publishing a new marketing book. "Creating Business Growth" quickly became a Bestseller in several countries around the world. This project came together and was guided from concept to successful completion by a true leader. That leader is Stefan Drew. Stefan is an experienced marketer and I highly recommend him.
Stefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a ...MoreStefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a college. I would recommend considering Stefan for any project that involves strategic planning, communication or digital marketing.
I have worked with Stefan and have learnt a lot from him. He has extensive knowledge in digital marketing and he is keen to share his passion for the kind of deep audience insights that digital marketing can offer. ...MoreI have worked with Stefan and have learnt a lot from him. He has extensive knowledge in digital marketing and he is keen to share his passion for the kind of deep audience insights that digital marketing can offer.
His enthusiasm for marketing is infectious and he is a joy to work with.
Stefan is a valuable and regular source of sage advice and counterintuitive thinking. His tips on media and visibility have benefited my both clients and me and he always has an insightful perspective to share. If you get the chance to work with him, take it!
Stefan drew from a wealth of marketing and educational sector knowledge to provide suggestions, solutions and ideas which proved to be effective and beneficial to the organisation. I would have no hesitation in seeking his expertise in the future.
Stefan has a wealth of practical ideas to solve your ,marketing problems, based on a lifetime of experience in the real world. His down to earth approach is easy to implement and he's very adept at saving money, helping you focus on marketing that will get you new clients or more business
Having experienced a wide range of corporate marketing "experts" over the years, Stefan offers a very different cool and pragmatic approach. Without looking to simply throw money at the problem, he finds different ways and I've seen some great results.....