Implementation

At Marketing Works, we help clients define and reach goals through personalized research and implementation marketing services.

What is Competitor Intelligence?
Competitor intelligence is research to determine answers to the following questions: Who are your direct and indirect competitors? How do you compare to your strongest competitor? How do customers compare you to competitors? What is your competitive position?

Leesa's expertise in marketing research is key for identifying direct and indirect competitors and their strengths and weaknesses. This is essential information for developing and utilizing a competitive advantage.

By profiling your competitors and comparing your service and products to theirs, you can gain a competitive advantage. We show you simple ways to gather competitor information that you can do yourself and/or we gather information for you depending on your preferences. We identify direct and indirect customers. We help you examine your and competitor’s marketing strategies. We research your competitors to the extent that best fits your needs, from the basic information to in depth competitor information.

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Improve your Customer Satisfaction
Customer satisfaction measures your customer needs, perceptions and their satisfaction levels with your products and service. Listening to customers and knowing what they value and how satisfied they are with your service and products is critical in retaining and building a long- term profitable customer base.

Leesa's systematic focus on customer satisfaction, account segmentation and lost order analysis will result in increases in customer loyalty, increases in sales per customer, value pricing to maximize profits and increasd ability to fulfill customer needs.

Marketing Works helps you listen to and talk with your customers to improve profitability. You gain a competitive advantage by listening to your customers and identifying what features they value and what changes in products and services are necessary to maximize profits. We help create a dialogue between you and your customers by developing questions to measure customers needs and perceptions. We show you steps in becoming customer driven and market oriented. We encourage you to utilize customer input to drive important business decisions. By listening to customers, you meet their needs and they ensure your success.

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Find the Best Niche for Your Product
We help you determine if the current distribution channel is able to efficiently handle all tasks such as, qualifying prospects, gathering presale information, closing the sale and post-sale services. Assess the cost of selling to all niches and customers. We look at the pricing structure in each distribution channel. Based on those factors, we recommend distribution channels and selling approaches. We help you decide who should sell your products and why. We look at the cost of a sale, sales breakeven points and territory breakdown formulas. We provide measuring tools for you to rate the performance of both internal and external sales forces. We help you critically assess your current sales organization in terms of capabilities, interest and time for serving the targeted niches.

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Identify Your Most Valuable Customers
Account segmentation is dividing and categorizing your customers in order to identify the most profitable ones and find more like them. It helps you decide what customer segments you can best and most profitably serve. Marketing Works ranks customers by sales and profitability. We identify and profile your most valuable customers. (See reference below.) We assist you in targeting and focusing on the most valuable customers and others like them. We profile your MVC’s by types of products they buy, their needs and wants, their sic codes, sales volume, number of employees, location, special needs, and other factors as needed. We recommend systems for monitoring them. By serving a specific group of customers, you efficiently and effectively utilize your marketing dollars by increasing sales success rates.

Most Valuable Customers- For more about this concept, see Michael P. Collins, The Manufacturer's Guide to Business Marketing, 1995, Irwin Professional Publishing, Burr Ridge, IL 60521

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