Once you've developed your marketing strategy, there is a "Seven P

Formula" you should use to continually evaluate and reevaluate your business
activities. These seven are: product, price, promotion, place, packaging,
positioning and people. As products, markets, customers and needs change
rapidly, you must continually revisit these seven Ps to make sure you're on
track and achieving the maximum results possible for you in today's
marketplace.

Product

To begin with, develop the habit of looking at your product as though you
were an outside marketing consultant brought in to help your company decide
whether or not it's in the right business at this time. Ask critical questions
such as, "Is your current product or service, or mix of products and services,
appropriate and suitable for the market and the customers of today?"

Whenever you're having difficulty selling as much of your products or

services as you'd like, you need to develop the habit of assessing your business
honestly and asking, "Are these the right products or services for our
customers today?"

Is there any product or service you're offering today that, knowing what you
now know, you would not bring out again today? Compared to your
competitors, is your product or service superior in some significant way to
anything else available? If so, what is it? If not, could you develop an area of
superiority? Should you be offering this product or service at all in the
current marketplace?

Prices

The second P in the formula is price. Develop the habit of continually

examining and reexamining the prices of the products and services you sell to
make sure they're still appropriate to the realities of the current market.
Sometimes you need to lower your prices. At other times, it may be
appropriate to raise your prices. Many companies have found that the
profitability of certain products or services doesn't justify the amount of effort
and resources that go into producing them. By raising their prices, they may
lose a percentage of their customers, but the remaining percentage generates a
profit on every sale. Could this be appropriate for you?
Sometimes you need to change your terms and conditions of sale. Sometimes,
by spreading your price over a series of months or years, you can sell far more
than you are today, and the interest you can charge will more than make up
for the delay in cash receipts. Sometimes you can combine products and
services together with special offers and special promotions. Sometimes you
can include free additional items that cost you very little to produce but make
your prices appear far more attractive to your customers.

In business, as in nature, whenever you experience resistance or frustration in

any part of your sales or marketing plan, be open to revisiting that area. Be
open to the possibility that your current pricing structure is not ideal for the
current market. Be open to the need to revise your prices, if necessary, to
remain competitive, to survive and thrive in a fast-changing marketplace.

Promotion

The third habit in marketing and sales is to think in terms of promotion all
the time. Promotion includes all the ways you tell your customers about your
products or services and how you then market and sell to them.

Small changes in the way you promote and sell your products can lead to
dramatic changes in your results. Even small changes in your advertising can
lead immediately to higher sales. Experienced copywriters can often increase
the response rate from advertising by 500 percent by simply changing the
headline on an advertisement.

Large and small companies in every industry continually experiment with

different ways of advertising, promoting, and selling their products and
services. And here is the rule: Whatever method of marketing and sales you're
using today will, sooner or later, stop working. Sometimes it will stop working
for reasons you know, and sometimes it will be for reasons you don't know. In
either case, your methods of marketing and sales will eventually stop working,
and you'll have to develop new sales, marketing and advertising approaches,
offerings, and strategies.

Place

The fourth P in the marketing mix is the place where your product or service
is actually sold. Develop the habit of reviewing and reflecting upon the exact
location where the customer meets the salesperson. Sometimes a change in
place can lead to a rapid increase in sales.
You can sell your product in many different places. Some companies use
direct selling, sending their salespeople out to personally meet and talk with
the prospect. Some sell by telemarketing. Some sell through catalogs or mail
order. Some sell at trade shows or in retail establishments. Some sell in joint
ventures with other similar products or services. Some companies use
manufacturers' representatives or distributors. Many companies use a
combination of one or more of these methods.

In each case, the entrepreneur must make the right choice about the very best
location or place for the customer to receive essential buying information on
the product or service needed to make a buying decision. What is yours? In
what way should you change it? Where else could you offer your products or
services?

Packaging

The fifth element in the marketing mix is the packaging. Develop the habit of
standing back and looking at every visual element in the packaging of your
product or service through the eyes of a critical prospect. Remember, people
form their first impression about you within the first 30 seconds of seeing you
or some element of your company. Small improvements in the packaging or
external appearance of your product or service can often lead to completely
different reactions from your customers.

With regard to the packaging of your company, your product or service, you
should think in terms of everything that the customer sees from the first
moment of contact with your company all the way through the purchasing
process.

Packaging refers to the way your product or service appears from the outside.
Packaging also refers to your people and how they dress and groom. It refers
to your offices, your waiting rooms, your brochures, your correspondence and
every single visual element about your company. Everything counts.
Everything helps or hurts. Everything affects your customer's confidence
about dealing with you.

When IBM started under the guidance of Thomas J. Watson, Sr., he very
early concluded that fully 99 percent of the visual contact a customer would
have with his company, at least initially, would be represented by IBM
salespeople. Because IBM was selling relatively sophisticated high-tech
equipment, Watson knew customers would have to have a high level of
confidence in the credibility of the salesperson. He therefore instituted a dress
and grooming code that became an inflexible set of rules and regulations
within IBM.

As a result, every salesperson was required to look like a professional in every

respect. Every element of their clothing-including dark suits, dark ties, white
shirts, conservative hairstyles, shined shoes, clean fingernails-and every other
feature gave off the message of professionalism and competence. One of the
highest compliments a person could receive was, "You look like someone from
IBM."

Positioning

The next P is positioning. You should develop the habit of thinking continually
about how you are positioned in the hearts and minds of your customers. How
do people think and talk about you when you're not present? How do people
think and talk about your company? What positioning do you have in your
market, in terms of the specific words people use when they describe you and
your offerings to others?

In the famous book by Al Reis and Jack Trout, Positioning, the authors point
out that how you are seen and thought about by your customers is the critical
determinant of your success in a competitive marketplace. Attribution theory
says that most customers think of you in terms of a single attribute, either
positive or negative. Sometimes it's "service." Sometimes it's "excellence."
Sometimes it's "quality engineering," as with Mercedes Benz. Sometimes it's
"the ultimate driving machine," as with BMW. In every case, how deeply
entrenched that attribute is in the minds of your customers and prospective
customers determines how readily they'll buy your product or service and
how much they'll pay.

Develop the habit of thinking about how you could improve your positioning.
Begin by determining the position you'd like to have. If you could create the
ideal impression in the hearts and minds of your customers, what would it be?
What would you have to do in every customer interaction to get your
customers to think and talk about in that specific way? What changes do you
need to make in the way interact with customers today in order to be seen as
the very best choice for your customers of tomorrow?

People
The final P of the marketing mix is people. Develop the habit of thinking in
terms of the people inside and outside of your business who are responsible
for every element of your sales, marketing strategies, and activities.

It's amazing how many entrepreneurs and businesspeople will work extremely
hard to think through every element of the marketing strategy and the
marketing mix, and then pay little attention to the fact that every single
decision and policy has to be carried out by a specific person, in a specific
way. Your ability to select, recruit, hire and retain the proper people, with the
skills and abilities to do the job you need to have done, is more important than
everything else put together.

In his best-selling book, Good to Great, Jim Collins discovered the most
important factor applied by the best companies was that they first of all "got
the right people on the bus, and the wrong people off the bus." Once these
companies had hired the right people, the second step was to "get the right
people in the right seats on the bus."

To be successful in business, you must develop the habit of thinking in terms

of exactly who is going to carry out each task and responsibility. In many
cases, it's not possible to move forward until you can attract and put the right
person into the right position. Many of the best business plans ever developed
sit on shelves today because the [people who created them] could not find the
key people who could execute those plans.