The “Pull” Marketing Strategy

Customer insightHow can vendors re-align their marketing strategy to the a new customer-driven sales paradigm; “more pull, less push”?

Our research data indicates a current disparity between a vendor’s sales approach and their customer’s expectations. What do customers mean by “ more pull, less push” and how is this achieved? The basic concept is that the customer is interested in “buying” and not being “sold”. This can be addressed with the following strategic realignments:

  • Self-assisted information systems that map to the direct needs of buyers, providing the right information at the optimal time in the buying cycle. In-depth explorations of customer buying processes can help identify that timing and enable a successful alignment. This is the most critical stratagem that can result in an substantial payback in increased sales velocity. Silicon Valley Research Group has completed extensive in-depth research into the customer buying-cycle mapping process. The results will enable more accurate mapping of information assets into the buying cycle, and allow greater timing optimization and the identification of the most productive vehicles for information delivery.
  • More Pull/Less Push requires making critical information much more easily accessible and consumable. Many businesses shy away from providing pricing information early in the sales process to maintain the prospects’ interest level as long as possible. In a world of instant information, this strategy often leads to frustration and may result in terminating an evaluation process prematurely. Complex pricing structures can be conveyed through provision of quick online calculators and highlighting what typical packages cost. This provides an opportunity to present the customer with alternatives that are priced less. A web page that offers customer testimonials highlighting their savings can be a powerful motivator. A BOSE Radio print ad response rate went up 44% by the simple inclusion of strategically placed customer testimonials
  • What becomes the role of the salesperson; when do they enter the “more pull” sale process? The sales person is the facilitator in a buying process that has begun long before the initial face-to-face call is made. The sales person has ensured that the prospect has awareness and access to information matching the prospects buying requirements. The objective is for salesperson to interact with a highly informed prospect. The sales person’s role is to demonstrate, (as corroborated by our research), a thorough knowledge of the prospect’s business, their industry, and an in-depth understanding of any purchasing issues. In addition, the sales facilitator must be able to communicate how their product solves these problems plus a thorough knowledge of their competitors product capabilities.

These are the strategic sales and marketing realignments that a successful business must incorporate into their organizations planning. Market research companies that have experience in re-engineering corporate sales processes, and can provide a insightful roadmap to your organizational realignment.

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16 Responses to The “Pull” Marketing Strategy

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  4. Mario says:

    , promotion rensreepts title change and/or salary change. but i should like to add that, more precisely, promotion is recognition of performance and potentials and hence added trust and responsibilities. so apart from money, promotion endows powers. many ppl may say money is always the most important, but powers and added responsibilities, actually, could be even more important, though ppl themselves may not be aware.good promotion decision requires good performance evaluation system, which is composed of performance criteria, job requirements and targets, and regular objective assessment. the system shall represent a company’s HR values and be made known and impressed in all staff; communication is important. it shall create a culture of performance, where staff knows withut uncertainty what the company sees as the most important factor in assessing performance and making promotion decisions. iow, staff’s expectation shall be managed in this regard from day 1 as to what they r expected of and under what criteria they would be considered for promotion.without a good performance evaluation system made known to everyone, promotion would be a very difficult decision and carry with it a lot of implications for other staff directly or indirectly concerned. promoting and thereby motivating one good staff may be done at the expense of all the other staff as a result.promotion serves as motivation, but it’s unhealthy to base motivation on promotion and pay rise only. diversifying ways of motivation is necessary. in-kind award, substantial or symbolic, in recognition of specific acts of performance is an example. hongkong insurance companies and property agencies r quite good at this.

    Comment Tags: actually, and regular objective assessment. the system shall represent a company’s HR values and be made known and impressed in all staff; communication is important. it shall create a culture of performance, but it’s unhealthy to base motivation on promotion and pay rise only. diversifying ways of motivation is necessary. in-kind award, but powers and added responsibilities, could be even more important, in recognition of specific acts of performance is an example. hongkong insurance companies and property agencies r quite good at this., job requirements and targets, more precisely, promotion endows powers. many ppl may say money is always the most important, promotion is recognition of performance and potentials and hence added trust and responsibilities. so apart from money, promotion rensreepts title change and/or salary change. but i should like to add that, promotion would be a very difficult decision and carry with it a lot of implications for other staff directly or indirectly concerned. promoting and thereby motivating one good staff may be done at th, staff’s expectation shall be managed in this regard from day 1 as to what they r expected of and under what criteria they would be considered for promotion.without a good performance evaluation system, substantial or symbolic, though ppl themselves may not be aware.good promotion decision requires good performance evaluation system, where staff knows withut uncertainty what the company sees as the most important factor in assessing performance and making promotion decisions. iow, which is composed of performance criteria

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  7. Israel says:

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  8. Debora says:

    The type of physician I would like to work for is a Pediatrician. Pediatrician’s satpicley is to work with children. I have been working with children for a long time mainly because I work at a daycare facility. I’ve got to a point where I feel like I can handle anything that will come my way with them. It would also leave me feeling good at the end of the day to know that I have helped in some way to make a child feel better.The type of physician I would not care to work for is a Epidemiologist. Epidemiologist’s specialize in epidemics caused by infections agents and also work with sexually transmitted diseases. I feel if I were to work in this type of satpicley I would be putting my self at risk of exposure to these infectious agents. Also I would be focusing a lot of my time on trying to not get infected instead of having a steady mind on what I was actually supposed to be doing.

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  9. Monika says:

    Wow, I think you will be a great OB. It seems like you have a real love for children, famieils, and people in general. Sad to say that those qualities are rare traits in todays world. I believe not just anyone should be in just any job because you could be in a job that you hate and end up making everyone who comes in contact with you at work miserable. You have the joy and care to be great at your job and effect those you will be working around not only by your knowledge , but by your love for what you do.

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  10. You says:

    If you review your crdiet card company’s terms, you will be able to find how they compute the minimum payment. Companies could ask you to pay anywhere from 1% to 5% (or even more) of your outstanding balance as minimum payment. If you have access to those terms, you can use a minimum payment calculator provided at bankrate. If the crdiet card company charges interest, they would add interest as well. In your case since you are on 0% APR that doesn’t apply.

    [Reply]

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