OCS Requires Sales AND Marketing

The OCS market has changed in recent years, with more competition from non-traditional OCS players such as office supply companies and online retailers entering the market.

The good news is that the fundamentals of creating a business that prospers remain the same, which means that more than ever, OCS operators must ensure that they have an effective marketing program in place.

An effective marketing program will produce a constant stream of new clients. And a steady stream of new clients is critical in a difficult economy if existing customers who are struggling are to be successfully replaced if it becomes necessary.

The following are some suggestions to consider as you review your marketing plan to ensure you’re poised to succeed as the New Year unfolds.

WHAT MAKES YOU UNIQUE?

The first question to ask yourself is whether you really understand what sets your business apart, or does it just blend in with the competition out on the business landscape?

Every company says they are different. But do you really understand what, exactly, makes you different? This seems like a simple question, but the truth is that many companies are founded just because the owner believes he or she can do things differently or better.

Many owners mistakenly believe clients will naturally flock to the company doorstep. But nothing could be further from the truth.

In fact, with the endless array of companies seeking customers, a business must identify specifically how it is unique and different. To be successful, a business owner must translate that point of difference in terms that are meaningful to the customer.

WHAT’S YOUR MESSAGE?

The message must clearly emphasize exactly how the company is different, and how, specifically, that translates into tangible benefits for the customer.

Every company needs a unique selling proposition (USP). It may be that your prices are lower, your services are better, or your products are different, just to name a few. It could be a combination of these factors.

But when you get right down to it, your USP is what motivates the buyer to respond to your product or services instead of your competitor’s, and if you don’t understand what it is, you will not succeed.

Pinpointing what makes customers choose you over your competition can help you determine your USP, and can serve as the foundation for a successful sales and marketing campaign. Once you better understand your USP and begin to build campaigns around those particular strengths, your company is much better positioned.

WHO ARE YOUR CUSTOMERS?

Once you truly understand the “soul” of your company — what sets you apart from the competition — the next step is to identify who your customer is and get to know them better.

Also, taking time to identify who is not your customer helps you determine the best place to spend your time and marketing dollars. Customers not likely to purchase your service can waste valuable time and money that could be better invested on your target customers.

Look for customers that have the potential to be great long-term customers. Be selective, and look for those that mirror your best current customers.

Keep in mind too that some surveys indicate that as much as 30 percent of new business is generated from existing clients, so be sure to create a business strategy that is sure to value and retain your existing customers. (That is a different article!)

To help pinpoint potential customers, consider Standard Industrial Classification (SIC) or North American Industry Classification System (NAICS) information.

SIC and NAICS codes can be rented, and they list companies by category. For example, using the code, you can get a list of all the law firms in your trading area sorted by geography, company size, employee size, key manager titles and other criteria.

Once you identify who your customer is and what makes them buy from you, study the customer that is not attracted to your business or who ultimately doesn’t buy from you. Consider such factors as price, location, presentation, product, personality of buyer and your company’s image.