Not all people tell the truth. Some complaints could come from elsewhere without realizing it. Great marketers can use their insights and experience to understand where the real problems come from, run the business, and take it to the next level.
I was able to find out the real problems / pain / problems within a project by asking questions from different angles. This process has been established by much of Complaints and inquiries during my career. I quickly developed five ways to determine where there were problems.
From my many corporate experiences, I’ve learned that it takes time and effort in the beginning, but this strategy ultimately helps to increase sales, expand the sales channel, and save time and money.
A toy company I worked for had the development and headquarters in the United States. A country’s marketing team told me that they didn’t like the global packaging that the global brand team had developed, and called for the development of a completely new 3-in-1 packaging. They wanted to add a book in this new packaging. They also asked to start it a month earlier.
We showed the marketing team the development progress many times and used the entire development budget. During this time, no subsidiaries had anything against the packaging. We had little time for their ideal start plan. The executives rejected the application.
We have analyzed and communicated a lot. After analysis and approval by the executives, we were able to increase sales in this market for this item.
How did we do it? I found out where the request came from. The team only wanted the lower unit prices because it received feedback from buyers that the price was too high. And we found that their competitors’ prices were lower in their market. If they added a book to the new packaging, it would add value and they could also reach the early school season.
Although the price was still challenging, we were able to amortize the additional development costs due to the significant increase in sales compared to the forecast for 3-in-1 packaging.
There was a lot of work. We checked everyone on board to support this plan from different perspectives – production capacity, tool plan, logistics plan, engagement of their buyers, packaging development plan, book development and assembly process, etc. The book enabled the sales team to commit new retailers (book stores ) receive.
As a result, we were able to have not only internal but also external buyers on board, support their request and achieve a sales increase of 250%.
This experience has helped me formulate my five steps, which I can use complaints and inquiries to determine where the real problems come from.
So your marketing team can do the same.
5 steps to determine where the problems come from
1. Ask “Why?”
If you ask “why?” You will finally find out the main problems five times.
2. Determine people and places
Who is complaining and where are they located? Put yourself in their place and try to understand the challenges or problems they may face.
3. Find out the process
How can you help them Tools, investments, time or money?
4. Find numbers that you can focus on for evaluation
You will know when you have reached your goal when you have to strive for numbers.
5. List who has to participate
Think of all the people who need to get involved and make them aware – internally and / or externally.
In marketing, complaints and inquiries are a good opportunity to learn and make improvements. There is room for marketing / market share / sales growth if we understand the situation and change our approach.
It may take a long time to understand the situation and plan better strategies, but this leads to increasing sales / market shares or cost savings.
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