- Cover Page
- Title Page
- Copyright Page
- Letter from the Editor of the Social Venture Network Series
- Preface
- Acknowledgments
- 1: Establishing a clear and profitable vision
- THE CREATIVE CHALLENGE: Using your vision to solve problems and develop new strategies for increasing sales
- VISION STRATEGY NUMBER ONE: Think about how your vision and product combined can improve your customers’ business or personal lives.
- VISION STRATEGY NUMBER TWO: Align your vision with your community’s interests.
- VISION STRATEGY NUMBER THREE: Be open to adjusting your vision as your business grows.
- VISION STRATEGY NUMBER FOUR: Align every aspect of your business with your core values to help drive sales.
- COLLECTIVE WISDOM
- 2: Defining your market
- THE CREATIVE CHALLENGE: Determining who your customer is and how you can keep focusing on that customer
- DEFINING STRATEGY NUMBER ONE: Target a specific segment of the population, but be open to adjusting your strategy as your business grows.
- DEFINING STRATEGY NUMBER TWO: Remain true to your original product concept and target customer while broadening your sales efforts.
- DEFINING STRATEGY NUMBER THREE: Find out where your potential customers are and go to them.
- DEFINING STRATEGY NUMBER FOUR: Don’t be afraid to embrace new customers who seem outside your target market.
- DEFINING STRATEGY NUMBER FIVE: Connect with retailers that sell to your end consumer.
- COLLECTIVE WISDOM
- 3: Building strong distribution channels
- THE CREATIVE CHALLENGE: Finding innovative ways to ensure your products are in the outlets best designed to reach your customers
- DISTRIBUTION STRATEGY NUMBER ONE: Know your distribution channels and target your efforts to meet the needs of each.
- DISTRIBUTION STRATEGY NUMBER TWO: Make sure your values are aligned with the values of those who are selling your product.
- DISTRIBUTION STRATEGY NUMBER THREE: Believe in your product and be bold about promoting it wherever you are.
- DISTRIBUTION STRATEGY NUMBER FOUR: Differentiate your product so it will stand out to retailers.
- DISTRIBUTION STRATEGY NUMBER FIVE: Make it easy for your customers to buy and receive your product, as well as promote it to others.
- DISTRIBUTION STRATEGY NUMBER SIX: Be willing to adapt your business to new distribution opportunities.
- COLLECTIVE WISDOM
- 4: Empowering your way to success
- THE CREATIVE CHALLENGE: Finding a way to empower those connected to your business to build loyalty, enthusiasm, and a commitment to your values—and sales efforts
- EMPOWERMENT STRATEGY NUMBER ONE: Educate your suppliers.
- EMPOWERMENT STRATEGY NUMBER TWO: Seek input on how you make or market your product from your entire customer base.
- EMPOWERMENT STRATEGY NUMBER THREE: Instill passion—and loyalty—in your employees through education.
- EMPOWERMENT STRATEGY NUMBER FOUR: Use financial incentives coupled with a strong sense of belonging to build loyalty and confidence among your sales force.
- EMPOWERMENT STRATEGY NUMBER FIVE: Determine your standards early in the game and base your business relationships on these standards.
- COLLECTIVE WISDOM
- 5: Educating your partners
- THE CREATIVE CHALLENGE: Using education to build awareness of your product and enthusiasm for how it can benefit customers’ lives
- SUPPORT STRATEGY NUMBER ONE: Educate the public about your product and mission and what differentiates them in the marketplace.
- SUPPORT STRATEGY NUMBER TWO: Be clear about what your brand represents and how you want to present it.
- SUPPORT STRATEGY NUMBER THREE: Educate your employees so they can knowledgeably and enthusiastically share your mission and product benefits.
- SUPPORT STRATEGY NUMBER FOUR: Educate your distributors so they can better educate your end customer and increase sales.
- COLLECTIVE WISDOM
- 6: Creating valuable strategic alliances
- THE CREATIVE CHALLENGE: Aligning yourself with like-minded organizations so everyone benefits
- PARTNERSHIP STRATEGY NUMBER ONE: Create partnerships that hold value for you as well as those with whom you are in alliance.
- PARTNERSHIP STRATEGY NUMBER TWO: Align yourself with companies that share your socially responsible goals and want to attract the same type of customer.
- PARTNERSHIP STRATEGY NUMBER THREE: Create partnerships with businesses or individuals that can teach you something and vice versa.
- PARTNERSHIP STRATEGY NUMBER FOUR: Invest in a joint venture with a technologically experienced partner.
- PARTNERSHIP STRATEGY NUMBER FIVE: Partner with a company that has a product that can enhance your customers’ lives.
- COLLECTIVE WISDOM
- 7: Celebrating achievements
- THE CREATIVE CHALLENGE: Recognizing those connected with your business so they feel good about their contributions to your organization
- RECOGNITION STRATEGY NUMBER ONE: Use the power of the Internet and company intranet to keep in touch with your employees.
- RECOGNITION STRATEGY NUMBER TWO: Find innovative ways to recognize and reward your employees by tapping into their personal interests.
- RECOGNITION STRATEGY NUMBER THREE: Find small ways to reward your employees.
- RECOGNITION STRATEGY NUMBER FOUR: If your company’s revenue depends on a large sales force, create a rewarding recognition program.
- COLLECTIVE WISDOM
- 8: Do values really sell?
- Notes
- Resources
- Suggested Reading
- Index
- About Social Venture Network
- About the Authors
values sell
iiiTRANSFORMING PURPOSE INTO PROFIT THROUGH CREATIVE SALES AND DISTRIBUTION STRATEGIES
Nadine A. Thompson
Angela E. Soper
BERRETT-KOEHLER PUBLISHERS, INC.
San Francisco
-
No Comment
..................Content has been hidden....................
You can't read the all page of ebook, please click here login for view all page.