Winning Without Competition: How to Break Out of a Commodity ...
Winning Without Competition: How to Break Out of a Commodity ...
Winning Without Competition: How to Break Out of a Commodity ...
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* Ideally, this should be quantified through market research.<br />
• Initiate an “executive<br />
level” relationship<br />
with target accounts<br />
• Predispose target<br />
accounts <strong>to</strong> receiving a<br />
sales call<br />
• Gain executive level and<br />
sales level entry in<strong>to</strong> 15<br />
target competitive accounts<br />
by beginning <strong>of</strong> Q3<br />
• Generate sales leads<br />
from target accounts<br />
• Generate 100 sales leads<br />
from target competitive<br />
accounts by end Q2<br />
• Create a positive<br />
image <strong>of</strong> your<br />
company in the minds<br />
<strong>of</strong> target cus<strong>to</strong>mers<br />
• Redefine the company’s<br />
image in the minds <strong>of</strong> target<br />
cus<strong>to</strong>mers*<br />
• Increase wall<br />
panel sales<br />
25% in FY 97<br />
• Communicate your<br />
point <strong>of</strong> distinction <strong>to</strong><br />
target competitive<br />
accounts<br />
• Increase awareness <strong>of</strong> the<br />
company’s point <strong>of</strong><br />
distinction within target<br />
accounts*<br />
Marketing Goal<br />
<strong>How</strong> Communications<br />
May Help<br />
Communications<br />
Objectives<br />
Chart 14: Communications Objectives