BLOG

The 7 Rules to Building Demand

Building strategic demand is a critical function of any organization. Just like the operational supply side, the demand side structure should feature elements that optimize performance within the organization.

To do so, follow the “7 Rules to Building Demand” from COACT President, Mark Frasco:

1. Strategic Focus: Spend time talking about what you’re NOT going to do — markets and products you’re not going to pursue. That conversation will lead your strategic focus moving forward.

 

2. Brand Management: Your brand is not your logo. It’s the market’s perception established by materials, call plans, online presence, etc. with a consistent look and style.

 

3. Make Waves: Execute a regular frequency of quality touchpoints to build trusting relationships with your strategic targets.

 

4. Quality First: Ensure every interaction is within the messaging standards that have been previously set.

 

5. Keep Score: Install a performance management system that aligns with the set agenda and goals. Be transparent on daily, weekly, and monthly metrics.

 

6. Process Trumps Technique: When bringing prospects through the funnel, make sure your demand side has a consistent process flow. Business growth has a lot more to do with process than it does technique.

 

7. Unyielding Dedication: Never quit! You could be one interaction away from a major success. Strategic growth is a daily discipline, not an as-needed activity.