Growth marketing: capitalising on sales success
“Can we chat about these sales figures please?” My new client had had a bumper year and had brought me in to help them capitalise on that success and help them grow their manufacturing business through more effective marketing.
However, I’d spotted an anomaly. The sales they were so proud of weren’t the type they could sustain with their current set up. They also had the potential to lose experienced team members as their skills wouldn’t be needed.
So, I proposed an alternative: to focus instead on niche contracts that used their inhouse technical and engineering talents. Ones that played to their design and bespoke manufacturing strengths rather than trying to compete with the standard, high-quantity/low-margin end of the market.
Successful growth marketing strategies build on a company’s strength and focus on finding customers who will benefit from these. I use a deep dive process to learn all I can about a company before proposing any way forward, to ensure that the approaches I recommend will help them to stand out from the crowd, create impact, develop markets and fuel growth.
In my guide to the “9 questions for growth marketing” (free to download from my website https://chovilthake.com.au/insights/9-questions-for-growth-marketing), question 2 focuses on how to learn from your "best sales”, and generate more of the order types you want.
This client grew by focusing on a smaller number of higher-profit contracts. By showcasing the benefits of their engineering skills and bespoke manufacturing set-up, they became the go-to supplier for non- standard products… with customers now including the companies they once considered competitors!
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I'm Hannah Welch, a marketing consultant based in NSW, Australia. I work with manufacturers, B2B companies and positive impact organisations to develop effective growth marketing strategies. The marketing advice I give is bespoke to each organisation, harnessing their knowledge and expertise so that their marketing continues to strengthen their brand and develop growth.
Feel free to message me if you’d like to explore how I can help your organisation’s marketing create growth by capitalising on your best sales.