50 Strategies For Winning In Tough Times By Peter Fisk 2008

50 t t i50 strategies

for winning

in tough times

for winning

in tough times

[email protected] theGeniusWorks comwww.theGeniusWorks.com

Customers Products& S Propositions Messages

& Pricing Channels& SalesProducts

& S i Propositions Messages& M di Pricing Channels

& P t Sales50 strategies for winning in Customers & Services Propositions & Media Pricing & Partners Sales

Smarter

& Services Propositions & Media Pricing & Partners Sales

Retain and grow the best

customers

1Find more profitable markets

8Be the

customer champion

15

Tell a different story

Rearticulate your brand

story

22Design lower

price entry points

29Do more with fewer, better

partners

36

Relationshipbuilding

Reward behaviour chg not retention

43

gtough times

Faster Changedpriorities

customers

Understand the changing

priorities

2Break

solutions into components

markets

9Target the premium

downshifters

champion

16Drive physical

and virtual advocacy

story

23Stimulate with short, select promotions

points

30Franchise

and license to new markets

partners

37Meet more people and more often

not retention

44

InnovativeConnect with

the new agendas

3

4

Introduce new business

models

10

11

Innovate for the upturn

now

17

18

Participate in customers’ networks

24

25

Time to challenge the

regulation

31

32

More self service and

user creation

38

39

Become the trusted advisor

45

46

Distinctive Win and winback

Emotionally

Target your competitors customers

4

5

Make more free, charge for services

Personalised

11

12

Find new applicationsfor products

Educate

18

19

Focus on what makes you special

Be human,

25

26

Reengineer to price pointsShare riskReengineer for the “99” price points

Extend your

32

33

Sell through unusual channels

Enhance the

39

40Use staff as a

Use everything to

sell

46

47

Focused

RealEmotionally empathise with people

Retain and Stop doing unprofitable

6

Personalised becomes

normalised

AccelerateCombine luxury at

13Find a niche

and be special

Educate customers to achieve more

20Streamline

variable costs

Be human, passionate and caring

27

Go green nowDefine the new value

Extend your payment

terms

34

Enhance the total customer

experience

Sell direct to your best

41

Use staff as a trusted

salesforce

ProfitForget share,

focus on

48

Focused

Inspiring

grow

Create a new vision for the

market

unprofitable business

7

Accelerate

Time to launch new

products

luxury at low cost

14

and be special for it

Maintainconfidence

Give people a reason to

smile

21

variable costs proactively

Be the spokesperson for your world

28

Go green now

Customers choose the

price

new value points

35

Get our there

your best customers

Cut costs unrelated to customers

42

Profit

Be bold, be brave, be brilliant

focus on profitability

49

market products smile for your world price customers be brilliant

© The Genius Works [email protected]

Customer strategies for winning in tough times

Retain and grow the best customers

1

Smarter

Understand the changing priorities

2

Best BuyFaster

Connect with the new agendas

3

4

Innovative

Emotionally empathise


5Tool 1: Customer Immersion

Seeing your business from your customer’s perspective, what they are seeking to

Distinctive

R l Emotionally empathise with people

Stop doing unprofitable business

6

achieve, and what matters most.

Focused

Real

Create a new vision for the market

business

7

Inspiring


Product strategies for winning in tough times

Find more profitable markets

8

Smarter

Break solutions into components

9

Faster

Introduce new business models

10

11

Innovative


Personalised becomes12

Tool 2: Market Maps

Example of market

Distinctive

R l Personalised becomes normalised

AccelerateCombine luxury at low cost

13

analysis of your core and adjacent markets, understanding the relative growth and profitability within each potential market

Focused

Real

Time to launch new products

low cost

14

potential market (defined by category, geography or customer segment).

Inspiring


Proposition strategies for winning in tough times

Smarter Be the customer champion

15

Faster Target the premium downshifters

16

ZaraInnovative Innovate for the

upturn now

17

18

Distinctive

R l


Educate customers to19

Tool 3: Energiser Pyramid

Consider what matters most

Focused

Real

Find a niche and be special for it


20

to customers, in terms of essentials, what more you enabling them to do, and what really energises them emotionally. Then match

d t d i

Inspiring

special for it

Give people a reason to smile

21

products and servicesagainst each tier.


Communication strategies for winning in tough times

Rearticulate your brand story

22

Smarter

Drive physical and virtual advocacy

23

Faster


24

25

Innovative


Be human,26

Tool 4: Marketing Networks

Participating in the networks

Distinctive

R l

Streamline variable costs proactively


27

p gwhich customers belong to –associations, affinity brands, social networks. Use network marketing techniques egemail, blogs, etc to drive d d f l

Focused

Real

costs proactively


28

advocacy and referrals.

Inspiring


Pricing strategies for winning in tough times

Design lower price entry points

29

Smarter

Stimulate with short, select promotions

30

TchiboFaster

Time to challenge the regulation

31

32

Innovative

Reengineer for the“99” price points

Extend your payment33

Tool 5: Market Disruptions

Define the conventions of

Distinctive

R l

Define the new value points

Extend your payment terms

34

your business, then consider ways of changing them (such as inversing them) and how this sparks innovative ideas

Focused

Real

Customers choose the price

value points

35

Inspiring


Distribution strategies for winning in tough times

Do more with fewer, better partners

36

Smarter

Franchise and license to reach new markets

37

SmartFaster

More self service and user creation

38

39

Innovative

Tool 6: Customer Experiences

Mapping each step of the customer (client and end user) experience


Enhance the total40

Distinctive

R l Mapping each step of the customer (client and end user) experience. Eliminating what does not add value to them, adding ideas from other sectors and ways to add more value.

Enhance the total customer experience

Sell direct to your best customers

41

Focused

Real

best customers


42

Inspiring


Sales strategies for winning in tough times

Reward behaviour change not retention

43

Smarter

Meet more people and more often

44

AvonFaster


45

46

Innovative

Tool 7: Leadership Profile

Understand your role as a Use staff as a trusted

Use everything to sell

47

Distinctive

R ly

leader within your business, within your partnerships, and within your industry. Define a vision, and engage people in working towards it, in tough ti ll d ti

Use staff as a trusted salesforce

Forget share, focus on profitability

48

Focused

Real

times as well as good times.

Be bold, Be brave, Be brilliant

on profitability

49

Inspiring


Customers Products& S Propositions Messages

& Pricing Channels& SalesProducts

& S i Propositions Messages& M di Pricing Channels

& P t Sales50 strategies for winning in Customers & Services Propositions & Media Pricing & Partners Sales

Smarter

& Services Propositions & Media Pricing & Partners Sales

Retain and grow the best

customers

1Find more profitable markets

8Be the

customer champion

15

Tell a different story

Rearticulate your brand

story

22Design lower

price entry points

29Do more with fewer, better

partners

36

Relationshipbuilding

Reward behaviour chg not retention

43

gtough times

Faster Changedpriorities

customers

Understand the changing

priorities

2Break

solutions into components

markets

9Target the premium

downshifters

champion

16Drive physical

and virtual advocacy

story

23Stimulate with short, select promotions

points

30Franchise

and license to new markets

partners

37Meet more people and more often

not retention

44

InnovativeConnect with

the new agendas

3

4

Introduce new business

models

10

11

Innovate for the upturn

now

17

18


24

25

Time to challenge the

regulation

31

32

More self service and

user creation

38

39


45

46

Distinctive Win and winback

Emotionally


4

5


Personalised

11

12


Educate

18

19


Be human,

25

26

Reengineer to price pointsShare riskReengineer for the “99” price points

Extend your

32

33


Enhance the

39

40Use staff as a

Use everything to

sell

46

47

Focused

RealEmotionally empathise with people

Retain and Stop doing unprofitable

6

Personalised becomes

normalised

AccelerateCombine luxury at

13Find a niche

and be special


20Streamline

variable costs


27

Go green nowDefine the new value

Extend your payment

terms

34

Enhance the total customer

experience

Sell direct to your best

41

Use staff as a trusted

salesforce

ProfitForget share,

focus on

48

Focused

Inspiring

grow

Create a new vision for the

market

unprofitable business

7

Accelerate

Time to launch new

products

luxury at low cost

14

and be special for it

Maintainconfidence

Give people a reason to

smile

21

variable costs proactively


28

Go green now

Customers choose the

price

new value points

35

Get our there

your best customers


42

Profit

Be bold, Be brave, Be brilliant

focus on profitability

49

market products smile for your world price customers Be brilliant


Action Labs … smart thinking, practical action ... in one day

Attractingand retaining

Marketshaping strategies

and retainingyour bestcustomers

g

“a crisis is a turning point… when customers and competitors change,

and when new strategies are created”

Customer Champions

Improving

marketingfaster smarter

innovation

g

geffectiveness

innovationseizingthe opportunities of disruptive change gin your markets

Marketing for growth, profitability and value creation … Selling more by spending less … focus, measure, improve

[email protected] theGeniusWorks comwww.theGeniusWorks.com

50 Strategies For Winning In Tough Times By Peter Fisk 2008

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Transcript of 50 Strategies For Winning In Tough Times By Peter Fisk 2008