Strategic Marketing
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Is it possible to regain your uniqueness? Is it possible to exist profitably as a commodity purchase? Can your staffing service do both? Strategically positioning your staffing service is the subject of this article. |
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All too often, staffing is viewed by HR and hiring managers as if it is a commodity. Their common argument is that staffing firms all provide the same types of services drawing from the same pool of talent. To compound the problem, the industry has been its own worst enemy—teaching people how to buy based on mark-ups. But the point of this article is not to gripe. The point of this article is to get you thinking about what you can do to differentiate yourself, and how you can become a market leader. |
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A very wise marketer, James Cecil, taught me a great lesson about making your company the first to be called. Or, as Jim put it "when your client suddenly gets hit in the chest with a spear, you want them to think of you as the ONLY spear removal surgeon in town." But how? How do you make yourself the only surgeon? Jim's process was really quite simple. Nurture relationships, persistently. Find an excuse to keep in touch with every client, every prospect, and every decision influencer at least once every 4 to 6 weeks. Stop selling all the time, and instead focus on teaching your clients when, why and how to use your expertise! |
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What's the best strategy for your business right now? That depends. In some market segments, the smartest decision is to re-focus on core business activities. Put more effort into out-hustling and out-servicing your competitors...and take away a greater share of their business. However, if your market segment has become too small to support your operations, a business line extension may be more than a good idea—it may be a necessity! If so, evaluate your options and look for the opportunity that best fulfills a need in your market...and capitalizes on your ability to deliver value. And once you've found the right natural extension, put together a plan that clearly defines your brand, funding and management strategies. |
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Marketing Essentials
Discover the core concepts that provide the foundation of our services…and effective marketing.
Strategic Marketing
Great marketing is more than pretty pictures and clever tag lines. Great marketing starts with a great strategy. These articles will help you craft a winning plan for your business.
Tips & Tactics
Looking for a little creative inspiration? Maybe a few low cost marketing ideas? You'll find them here!