Manual Six – Legendary Benchmarking - Where Are You Now? Where Do You Want to Be?

            All successful marketing begins with information. But information alone is not enough.  You need insight and understanding into what makes your customers and prospects tick. What motivates them, what offers are they most likely to respond to and what is the most effective way to communicate with them. But first, a question.

Where Are You Now?

            You may not have a clue how to answer that.  You may have just taken over a new business and may not be privy to past information, or you might just be lousy at keeping records -- most people are! No matter how good or bad your information is, we have to start somewhere.  The first step to achieving marketing success for your business is clarity, knowing where you are and where you want to be!

            We will start by benchmarking where you are now. Benchmarking is a process where you compare yourself to others. The simplest comparisons are to your direct competitors. However, benchmarking can be much more than that. You should be comparing yourself to the best. And by the best of the best, for instance, you should compare your restaurant to the best restaurants in town. You might study Disney to determine what kind of entertainment experience your customers want. And you might compare your clothes shop to Nordstrom or some other store that is tops in customer service.

Benchmarking Is Done In Three Stages

            Determine tangible numbers about your current performance. Measure more intangible factors like how you stack up to your competitors. Take stock of your resources and what programs you might already have in place.

In this manual, you will discover:

• How to benchmark every aspect of your company’s sales and marketing performance for superior future results.
• Your strategic indicators. 
• Secret strategies to measure the intangibles that will vault you ahead of your competition.
• How to measure your marketing results. 
• How to measure your status in your industry.
  
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