Enterprises, at least most of them, seldom mistake the use of hackneyed differentiating factors to be marketing…
Recession is a period that brings about a vast change in the attitude and mindset of the working members. It is this period where people work AROUND things, a period that sees the birth of innovative concepts and ideas. Those that are evaluated and found worthy enough to be implemented go on to form new businesses in an economy. This is how enterprises are born. There is more to success than innovative ideas and just technology!
Enterprises are envisioned and built on the premise that all activities directly or indirectly generate revenue. However, challenges for smaller organizations / start-ups are more complex than people anticipate it to be. Most of the entrepreneurs attempt to build organizations purely on an innovative concept or /and technology. Enterprises seldom recognize the fact that it is the marketing and communication that provides the constant feedback to revitalize the company’s products/technologies and align to the market needs.
Time and again, enterprises are constantly challenged with responses such as ‘not a familiar player in the market, do not have the required references, not handled similar business situations and also suffer from - no guarantee of customer organization of business continuity’. Working in a start-up or smaller organizations this has been an evident situation that is confronted. The solution to this is not universal, that it can be prescribed to most of the start-ups/smaller organizations. Entrepreneurs/Organizations that have been prudent enough to invest in Sales and Marcom, early in their Life Cycle have shared higher probability of success and achieved significant growth rate.
Enterprises have tried to look at building partnerships that can put them in front of some large accounts, create some lighthouse accounts to be showcased to other customers in similar industry, allow customer to bite the quality of service at low costs, provide proof of concept in solving their pain area. These situations constantly remind the enterprises of its visibility and positioning in the market. It is at this time that Sales and Marcom as a function assumes the lifeline of the enterprise and helps to provide the necessary nourishment for the organization’s growth.
Enterprises, at least most of them, seldom mistake the use of hackneyed differentiating factors to be marketing. Factors such as flexibility, customer centric approach, competitive prices et al are definitely the USP’s but are far from being marketable factors!
Every entrepreneur and Sales and Marcom function has to refrain from using the standard selling techniques and innovate their approach to the customer.
Haricharan SM, Co-Founder and CEO, ISACGlobal
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