| Five Stages of Market Development |
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INITIAL: You Are Unique In The Marketplace NEED: Explain "What" you do. Build credibility with strategic initial sales (Signature Sales) and publicity. SECOND: Competition Emerges NEED: Explain "Why you" by sharpening your benefits proposition. Focus on sales training and begin branding. (c)2005 Laura Ricci THIRD: Marketplace Matures Larger, longer term sales are sought, rather than small individual sales. Complexity of sale multiplies. RFPs and proposals are necessary to win. NEED: Move from straight sales to complex sales . Focus on developing a complex sales system. FOURTH: Product Matures You compete as a commodity or value offering. NEED: Evaluate the best position for your offering. If the number of buyers is small (i.e. B2B or B2G), a value-based proposition allows you to customize the offering to each customer. (i.e. professional services, enterprise wide installations) You'll need to master complex sales and proposal development . 
If the number of buyers is huge, commodity based marketing may generate larger gross sales and you will focus on advertising and messaging (i.e. comestibles, consumer products).
I support good people doing great things with proposal development, training to write winning proposals, complex sales training and virtual team development. Contact me to discuss your particular situation! |
Ricci Legacy
The Ricci family has been consulting and supporting success for hundreds of years.