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ENS on SalesENS on Sales is Wayne's weekly media sales tip. You can signup below to get your free copy in your email every week, and you are welcome to view our archives. To request more information please complete the following form:**All requests are submitted only to Angela and Wayne of ENS Media Inc.**
What's Missing in your CNA?What’s Missing In Your Customer Needs Analysis? Here is a news flash for you, your competitors’ CNA’s (customer needs analysis) are almost identical to yours!
To deliver more value, you need to move beyond collecting your prospect’s thoughts in a CNA, and conduct a complete Marketing Audit.
The typical CNA only tells you what the customer knows, or thinks she knows, about her business. While this is a great starting point, the customer is uniquely unqualified to see his or her business objectively….they are too close to the forest to see the trees.
To differentiate yourself from your competitors and deliver real value to your clients and prospects, make it your mission to unveil a marketing issue they are NOT aware of through a Marketing Audit.
How do you do that? Here are a few suggestions;
· Offer to facilitate a SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysiswith their staff or key people.
· Search the web. Industry association websites, news stories and targeted trade magazines may reveal ideas, news or trends that affect your prospect’s business that they are not yet aware of.
· Objectively review their print ads, websites and other advertising.
· Be a mystery shopper, and present your mystery shopper report with specific recommendations for improvement.
· Facilitate a customerfocus group to capture consumer perceptions of your client’s business in the marketplace. Better yet, talk to non-customers to learn why they patronize the competition rather than your account.
There are many ways you can uncover needs or objectives your prospects are not aware of or not catering to. Make it your mission to learn something about every account that they themselves may not be aware of and you’ll become an invaluable resource to those accounts.
P.S. Do you want to really impress your clients? Email Wayne to inquire about having ENS Media Inc. conduct complete Marketing Audits for your key accounts and prime prospects.
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