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MARKETING " Companies are no different. An reported the company president. "This organization approached a marketing prospect wanted to buy. Yet, the sales- firm about preparing a capabilities man kept throwing more into the deal brochure. After asking a series of ques- even after we had the order. To make it tions regarding the proposed use of the worse, the new customer hadn't asked brochure, the intended audience, and for any special consideration." the overall marketing strategy, it was How often does this happen?A more clear that the client saw the brochure as important question is why? Why do we a quick, simple solution to a highly focus on price even when the customer complex issue, one that demanded doesn't? careful thought, research, planning, The answer to these questions in- execution-and budget. volves what can be accurately called the Unfortunately, simple solutions are "price addiction." In other words, we almost always bogus. make the assumption that the only thing 5. Adopting a "just do it" atti- that will grab the customer is the lowest tude. When the poet T.S. Eliot wrote, price. More often than not, it's the "This is the way the world ends, not salespeople who lead the customer to with a bang, but with a whimper," he focus on price. may have had something else in mind, Agway Feed & Nutrition dairy feed but his words are the perfect descrip- sales manager Frank Ziacik, Jr. works to tion of the life-cycle of most business align with what his customers value. initiatives. "The possibility of higher milk produc- We launch lots of projects, programs tion gets the attention of farmers," . campaigns with great fanfare- but most end with a whimper. Whether it is the quarterly cus- s PROUDLY MADE tomer newsletter that never went /). /;:"..*:-. Iry beyond the first edition, initiating a r _ /// / ! �, .:Aki USA prospect development program that -' , G ,.,„.%,...' .__). stalls before it gets going, setting Y� up sales training that fades after SCREW MACHINE PRODUCTS INC. the third session, or updating the 5 company Web site, the problem doesn't rest with the activities themselves. Failure is in the execu- tion. '"►; We have just what you want, "Just do it" makes sense inwith over 30 years of experience, getting a project off the ground. ISO 9002 Registration, and But that isn t enough. Without a • Si% reasonable lead times. We have 100 plan, a process, and accountability Swiss Automatics with capacity up for implementation, "just do it" "" to 3/4" diameter in most materials. doesn't get it done. Contact A.M. Swiss /4 6. Becoming a price addict. A L and ask for Jim or Bill company president tells about for a prompt quotation. visiting a prospective customer with the local sales representative. 0 prospect had been referred by 847_468_9300 a satisfied customer and had called the salesperson to arrange the FAX: 847-468-9319 meeting. 345 INDUSTRIAL DRIVE • SOUTH ELGIN, IL 60177 "What more could anyone ask?" Circle 33 on Rapid Response Card April, 2002 Business & Industry MAGAZINE 43