I’ve been hired by a HVAC (heating, ventilation, air conditioning) firm to start and establish a marketing department. Before my joining this company is working through its sales team who were doing good sales but the sales are primilary due to personal contacts of salesman or the discounts they offer to the customer. The CEO of this company wants to change the sales oriented approach into a marketing approach which he says is a much broader concept. plz help me out in starting a marketing department and moving this sales driven company into a marketing driven company. kindly list down main steps which in your view are required to do so.
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Jay’s Answer: I’d start by interviewing your top sales people, and finding out what approaches has worked for them. They no doubt understand the competition, what the prospect is looking for, etc.
I’d next study your competitors (SWOT analysis) to find out how your company stacks up.
Your marketing strategy would start by targeting under-served prospects with something unique. Perhaps it’s an energy audit/guarantee. Or a free mold check. Or an annual maintenance program.
The full plan would include how to reach your prospects, measuring plan effectiveness, etc.
You have a grand opportunity to establish a comprehensive, strategic approach – establish marketing as a system! A systematic approach is not as personality-specific as most marketing efforts because they are sustainable even when personnel changes. It also provides a strong foundation and everything builds on that! One of the first necessities is to narrow the target market and communicate your core message aimed right at that segment! John Jantsch’s Duct Tape Marketing is a great book – and Palo Alto Software has revamped its Marketing Plan Pro around those same principles – worth a look (and inexpensive, too).