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Now is the time for the Good Ground Process in your
organization.
WHY? Consider the special marketing challenges
- the Dreaded 5 C's:
- Crisis of confidence. Trust is the most
scarce commodity in the financial and professional services industries
today. Badly burned by market volatility, Enron and its "step
children" scandals, clients and prospects are twice shy.
- Commoditization. What products or services
can you offer that the competition doesn't offer…usually
cheaper?
- Consolidation. Firm reputations are disappearing
in thin air as mergers and acquisitions eliminate many of the
great old brand names.
- Complexity. For the most profitable high
net worth clients, life is not simple any more. For example, in
financial services, it's not about simple stocks and bonds. Wealth
management, trust and estate planning, derivatives, hedging strategies,
etc. are now the fashion. Are you ready to deliver these more
complex solutions in ways clients will understand and trust?
- Confusion. The proliferation of information
- from CNBC to the Internet - has generated far more confusion
than clarity. Are you ready to sort all this out for your clients?
Your Good Ground is your target market. To
exploit it, you must know who you are, what you do, and why you
are better than the competition. To defend your Good Ground, you
must know your mission, your vision, your goals, your market position,
and your message. Get that right and you dramatically enhance your
sales and marketing efforts. Get it wrong and waste your time and
money … or worse.
Why would you spend a dime on advertising, public
relations, special events, marketing materials, product development,
recruiting or sales training before you had the answers to all of
these core issues?
- Mission
- Vision
- Goals
- Values
- Target clients
- Strengths, weaknesses, opportunities, threats
- Product features and benefits
- Positioning/branding
- Message
- Strategy
- Tactics
Good Ground Consulting LLC offers a full range of
services to help you with each of these
key issues.
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