CEOs are faced with challenges each day. You may have to wear many hats as the CEO of a medium or small business. You’re often in charge of closing important deals and being the primary marketer for your company.
Does this sound familiar? This simple CEO marketing toolkit will save you time and money.
Six basic tools should be included in every toolbox:
- Hammer to be used as a lever
- Turn things with a wrench
- Screwdrivers are used to close or attach things.
- To bend or hold small things with pliers
- Connect things with screws, bolts or duct tape, super glue, or duct tape
- You guessed it, a measuring tape to take measurements
Translate these everyday tools into marketing tools.
The Hammer
The value proposition of your company is the hammer in the marketing world. What is a value proposition, exactly? It’s a simple explanation of why someone should buy your product or service.
It shows that you know your customers, what they need and want, as well as their buying criteria and supplier evaluation characteristics. The value proposition answers the question, “Why should someone purchase from you?” This document addresses both pain points and purchasing motives while also serving as a basis for positioning.
Here is an example of a weak proposition of value: “Company A, a leading provider in real-time mobile intelligence solutions, creates the foundation for successful mobile data experiences.”
This is a better value proposition: “Company B customizes and integrates Web solutions that automates business processes, so broker-dealers and employees can increase loyalty.” Which example best represents your value proposition?
The Wrench
The wrench is the second most important tool. One of the three main goals for any business is to generate more sales leads. How can you activate lead generation? We call it the Buying Pipeline. How can you manage the flow of your pipeline? Optimize the marketing mix to meet your prospects’ needs, wants, and buying process by optimizing offer, price, placement, and promotion.
The Screwdriver
A multi-purpose screwdriver is needed for tightening and closing. The screwdriver is a symbol of your contract and proposal templates, your customer references, and your ability to make your products or services accessible to potential customers. The ability to test your product or service before purchasing is crucial to accelerate the adoption process.
You can use these six questions to measure the adoption rate of your service or product:
- Do the target customers perceive the value of the product/service?
- Does the product fit with existing practices and processes?
- Does the product/service make it easy to use and understand?
- Can you sample or trial the product/service?
- What is the level of risk involved in purchasing/using this product? Lower is better.
- Does it seem easy to explain the benefits of your product/service?
The Pliers
A set of pliers is a must-have in any toolkit. They allow you to grasp small, delicate objects. These fragile objects are your business prospects. Pliers offer the same flexibility as your product/service roadmap and product line.
Bolts, Screws and Glue
You can connect things with screws, bolts, and glue. Make a database or contact management system to support sales, marketing, and customer service. This should be your first choice.
A Measuring tape
The business equivalent of a ruler or measuring tape, although listed last on the list, is still one of your most valuable tools. In your company’s marketing, sales, and business plans, use metrics to identify and track the progress of your business toward success.
Metrics include the number of deals per quarter, the amount of repeat business with existing customers, etc. These business outcomes will form the basis of your strategies and tactics.