Promotion, Go-To-Market Strategy, and the Sales Process
Overview
In this chapter, we discuss how to inform, influence, motivate, and sell: the very core of the marketing and sales process. How do you move the prospect that we identified and analyzed in depth in the previous chapter’s work, from awareness, through positive opinion, to consideration, leading on to trial or evaluation and to the point of purchase? This is the important set of collective actions that—carried out well—will lead to successful sales. In the previous three chapters, we have established our universe of logical prospects, in our chosen market segments, who have the need and ability to buy what we are offering. We have removed the guesswork; we know who to communicate ...
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