MARKETING STRATEGY III
Delivery
Sales Methods and Channels:
Dolphin Business Services intends to market itself mainly through networking such as attending business meetings (i.e. the St. Vital Biz) and attending Community Club events in the target market area. The owner will also send out flyers introducing the business to the community. Follow up calls will be made and face-to-face visits to potential clients will be made by the owner. Presentation packages will be provided to the potential clients at which time the owner will be available to discuss services offered, answer any questions and address any issues on the part of the potential client. The presentation packages will contain all the information regarding the business thereby allowing potential clients to compare the services offered by Dolphin Business Services with competitor services. Since the target market area of Dolphin Business Services is relatively small, exposure is of the utmost importance. By using these methods of marketing, Dolphin Business Services will reach the potential clients in the target market area and will provide proper exposure for itself to this market
Location:
Being home-based and located in the target market area will enable Dolphin Business Services to provide more flexibility in terms of delivery of service and accessibility to the client. As per listings found in the Yellow Pages of the Winnipeg Telephone Book, the competitors in the target market area consist of 4 businesses offering accounting/bookkeeping services and there are 0 businesses in the target market area offering secretarial services. This indicates that the success of Dolphin Business Services is very feasible. Visibility will be achieved by participating in community events,
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attending community related business meetings, sending out flyers to potential clients and making cold-calls to potential clients, bringing along presentation packages and note pads which will be left with the potential client. These note pads will be promotional materials which will have the business name on them as well as services offered and a telephone number. Being in the same target market area as the potential client will create a working relationship of flexibility and accessibility between the service provider and the client.
These sales methods and channels will facilitate the overall marketing process by providing potential clients with the knowledge that there now exists a service provider right in their market area that they can use and this service provider is readily accessible to provide them with services they may require and to answer any questions and address any issues they may have.
Dolphin Business Services strategy is to provide its customers with a service that involves little or no travel on their part, no waiting, delays or hidden costs. The business will provide its customers with a high level of convenience, rapid and efficient personalized service at an attractive cost. The owner will be readily available to listen to customer concerns, complaints, questions and needs and to act on them. Follow up of these issues will be done within 1 week to assure that all issues and concerns were addressed in a satisfactorily manner. Doing this will create a favorable impression among all of Dolphin Business Services' customers.
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POINT OF CONTACTInitial contact Potential client calls for a consultation, showing interest in the service offered. A contract is requested. Billing Follow-Up |
CUSTOMER RELATION PLANThe owner of the business will personally respond by making an appointment for a consultation with the potential client at which time a presentation package will be supplied to provide information on the business. A follow up call will be made within two weeks, answering any questions, addressing any issues and offering further information. The owner of Dolphin Business Services will set a time at the client's convenience to meet at the place of business of the client and will bring along samples of services provided. The owner will offer a free assessment of the client's needs and a free quotation for the services to be provided. The client will be provided with a complete outline of the services they will be receiving. A schedule of when the service is to be provided (i.e. weekly, monthly, quarterly, etc.). A written contract outlining services provided by the provider alone with agreed upon pricing and terms will be forwarded to the client. The service provider will make an appointment with the client to sign the contract and have the client sign the contract, finalizing the transaction. The owner will personally invoice the client for services provided. The invoicing will be done according to the terms in the contract. The client will be provided with a "Satisfaction Guaranteed" working relationship with the service provider. The owner of Dolphin Business Services will follow-up with the client on a regular basis to assure that all the services being provided are being dealt with to the complete satisfaction of the client. |
The customer service/relations strategy of Dolphin Business Services will be on a one-on-one basis. Questions, complaints, concerns and needs will be addressed and dealt with in a timely and personal manner. The owner will call and make an appointment at the customer's convenience to meet and deal with these issues. Documentation of all interactions with customers will be made, classifying them according to what was requested, what was done in response and documenting all outcomes. Dealing with one individual usually proves more productive to the client than dealing with a larger firm who are servicing a number of clients and generally do not have the time for one-on-one meetings to address issues and concerns.
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