Marketing on a smaller scale

Marketing View is a new regular column which aims to give dealers concrete advice on all aspects of their marketing problems. In this, PC Dealer's first column, Diane Canham, looks at the basics of drawing up a marketing plan.

'Marketing is just money off the bottom line. It's too costly, too tricky and I don't have the time or resources to do it.'

Such is the common cry of the lesser spotted dealers when questioned about their marketing plans. But guess what - it simply isn't true. It is based on a misplaced belief that marketing equals advertising, and as we all know, advertising isn't within the scope of your average dealer.

If this response sounds like you, then take a break from your hectic round of cold calls, tenders, rebuffs, invoices and credit notes to think about where your business will be coming from not this month, probably not even this quarter, but in six months to a year's time.

If the answer is that you don't have a clue, you need a marketing plan.

This needn't involve compiling a long wordy document which you write once and then store at the bottom of your filing cabinet, never again to see the light of day. It can be a simple spreadsheet, listing the marketing activities you plan to carry out together with target audiences, cost and projected outcome.

But before you get to that stage, take a while to carry out a bit of research. I'm not talking about research on the grand scale. Just speak to your customers, prospects and employees and even some of those lost deals. Find out what they think about the service you offer and what they see as your strengths and weaknesses. You may well be surprised by what you discover.

Many smaller dealers believe they lose business on price to the large retail chains. That's probably true. But many technophobic SMEs are far more concerned about good support than saving the odd pound here and there, and if you can clearly show your value in that department nine times out of 10 you'll win the deal.

Look closely at the profile of your customers in terms of locality and market segment, and also review their size and nature. Ask them why they chose to buy from you and above all keep that customer database up to date. Remember that most new business comes from existing customers, so make sure you let your customers know when you have a new product or service that might appeal to them.

Organise a workshop and invite them in to play with the new applications.

Hold training sessions and seminars for local business executives wanting to gain a better knowledge of computing. All of these things will help to cement your relationship with existing customers as well as build a new prospect database.

If all this sounds pretty basic, you're right. Marketing is largely common sense and many companies are doing these things as a matter of course - make sure you profit by doing the same.