One of your competitors has just outmaneuvered you! | PSA Blog

One of your competitors has just outmaneuvered you!

There?s very little opportunity to rest in this technology and service driven industry. If you?re not staying up with the times, you?re sliding backwards and who can afford that in today?s economy? The pace can be exhausting, but this is where our industry?s growth lies.

Over a year ago, I was invited into a company who was developing a new website as their content developer. We reviewed a series of proposals from a variety of site developers, all of whom offered different options. Their current site had been developed in the early two thousands and covered the ?products? they sold. It had minimal sales or marketing content, covering few of their competitive advantages.? It neither identified the problems they solved for what type of customers, nor did it explain the breadth of their services.? Although the owner had been asked to update the site, he wasn?t convinced to spend the money until his sales folks proved that he was losing new business because of their sites outdated look and content. It did not convince buyers that they were the leading integrator that they are.? Today, your website is a part and parcel of your sales process, if it doesn?t reflect who you are, what you do, and why your special, you?re turning away sales opportunities.

This company had a plan of what they?d put on their site, entertaining a series of growth ideas that included testing buyer?s interests in what they saw as market opportunities. Since the messages still needed to be crafted and they clearly had decided they wanted to grow, we decided to do a full review of their business, developing a plan that allowed them to achieve their year over year growth goals. They turned to me to develop the review process and to add a fresh set of eyes, ears and a new perspective.

We did a full review of their business, top to bottom. We decided how they could grow based on their employees skills. We began putting the right employees in front of new processes and new plans, allowing them to better use their existing employees so they didn?t need to hire more people to grow.? We did added one new person to design systems, which allowed their existing sales people to double their outside sales time without doubling their sales force. They did add sales people in strategic areas. They actually have fewer employees today than they did when we started, as some folks moved on, but they?ve not needed to replace them because their streamlined processes are so efficient and their focus is very clear.

We opened new business units with their existing employees increasing their competitive advantages; we developed strategic partnership to deliver new services ? at no cost. Increased sales and lowered operating costs allowed them to realize over 20% growth this year alone!? And they?ve only begun to sell and deliver their new solutions offering. Yet, this growth has provided them with more capital to play with and that?s leading to even more good ideas!

It should be said that every company is different and unique in their own way, so what?s worked for this company may not work for you. The plans we developed are based solely on this integrators skills, market, opportunities, customer base, prospect?s needs, and where and how they can grow. The company is not named as they don?t want you to copy them! And why should they? Even if you copied their site offerings, the magic is in the processes set in place to make this all happen! I will say of all the companies I?ve worked with and have known, the better the plan, the better the processes to execute the plan, the better your results are. Growth can be haphazard and far better if it?s an executable strategy.

Today their website clearly reflects who they are and exactly what they bring to market for their customers and prospects. Site visits are up by 57%, unique visitors by 42%, page-views by 54%, number of pages visited by 2%, the average visit duration by 118% and their bounce rate is down by 4.48%! They?ve essentially double their site?s value! The number of new visitors is down by 8 %, indicating that their thousands of existing customer and prospects are using their site as a learning tool. Surely the more your prospects turn to you for information, the more likely they are to buy from you, as the first thing you sell is trust that you can manage their risks correctly. The widgets you use to successfully complete these tasks are not as important as providing the solutions your customers needs.

The next immediate goal is increasing new visitor traffic! This means looking at what search parameters changed that may have reduced searchers finding their site and looking at proven ways to increase traffic which is ?more PR or social networking ? promoting articles and blogs, making sure they have links to trade groups and directories? says their agency. This integrator is not blogging, posting news, or developing articles, as they?re too busy selling, servicing, and managing their business. The remaining people in the organization don?t have enough industry knowledge to write compelling content that will draw in new traffic. But this is a very resolvable challenge, as there are content developers, like me, in the security industry who you can contract with to write for your site. This will add traffic, value, leads, and sales for you.

For more information or to start implementing smarter strategies for your company, visit the Enman Strategic Business Initiatives (ESBI) landing page on buyPSA.com.

Source: http://blog.buypsa.com/strategic-planning-for-integrators-from-a-psa-business-solutions-partner

tourettes gonzaga rosie o donnell soda bread recipe vanderbilt evan mathis staff sgt. robert bales