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FAQ

Q Who's Mueller?

APhyllis Mueller, President and Chief Executive Officer, is the founder of Mueller International. Phyllis has over 20 years' experience as a senior marketing consultant and advisor to Fortune companies and is the developer of the Integrated Sales and Marketing System.


Q Why market research?

A Mueller International's consistent track record of success is a result of well-researched marketing communications platforms and marketing strategies that are pre-proven to be workable. Why guess? Instead of building a marketing campaign in a vacuum, why not base all important marketing campaigns, positioning strategies, branding efforts, etc., squarely on the results of a statistically valid set of in-depth interviews with decision- makers in your target market? These efforts can be completed quickly and relatively inexpensively--especially when compared against the costs of "missing the market" with your product or marketing strategies.

Review our Market Research Services in greater detail.


Q For what companies in my industry has Mueller International performed successful campaigns?


AThe Mueller International Web site contains a section on Case Studies sorted so you can find those that are most relevant to your particular industry and marketing challenges. Review our Case Studies section for more data on how you can access this vast body of relevant information for your business.


Q What does the term "Integrated" mean in the context of the "Integrated Sales and Marketing System"?

AMueller International chose the term "integrated" for two different reasons, both of which are totally critical to your success in marketing your products or services:

Meaning #1: All forms of marketing communications to your market--including customers, prospects, channels partners, etc.--should be integrated or blended to ensure a high-impact, consistent message that forwards the overall positioning that you have developed for your company and its products or services. When properly implemented, each marketing communication channel (advertisements, trade shows, direct mail, etc.) provides synergy to the others; each communication reinforces the others, building a compelling message of strength in the minds of your target market. No communications should confuse or otherwise detract from the position you are trying to establish with the market. (On the Integrated Sales and Marketing System Flowchart, this means integrating the marketing process from top to bottom.)

Meaning #2: All marketing and sales processes exist on a continuum, all culminating in sold accounts, i.e., in closed revenue for your organization. All actions--from database development, to market research, to the development and implementation of programs, to the handling of responses and fine-tuning of your sales approach--all fit together in a tightly woven web, forming a closely knit marketing strategy. (On the Integrated Sales and Marketing System Flowchart, this means integrating the marketing process from left to right.)


Q How do I create mind-share among my channels partners and truly get them active in selling my product?

ASimple. Generate demand on their behalf. Implement pull-through marketing campaigns. Recognize that in general, dealers, VARs, distributors, etc., are essentially order-takers; they are not proactive sales and marketing people. There are exceptions. But in general, the route to success in channels marketing means making your channels partners successful.

For help with expanding new sales and markets through your distribution channels partners and programs, review our Channels Development Services or respond to either Special Offer #8 or Special Offer #9.


Q What's the best way to ensure the products we're developing will meet with an enthusiastic response from our target market?


AIntegrated Product Development. Sadly, few companies have the know-how or bandwidth to conduct proper marketing and product development studies before they commit to designing a new product. Often the result is tragic: lost opportunities, products with no real opportunity for success, lost revenues and market share, and customers who quietly migrate to your competitors' solutions. By using the Integrated Product Development System, every decision you make--from establishing your company's true core competencies, to product design and test, all the way through to end-of-life management--is driven by input from the market itself.

For the hottest and most effective help with this vital area, review our Integrated Product Development Services for more information, or respond to our Special Offer #7.


Q Do you work on a Shared Risk / Shared Reward basis? If so, how does that work?

AYes. For clients that are interested in developing long-standing business relationships (usually two- or three-year programs at the outset), we work on a Shared Risk / Shared Reward basis. In these cases, the investment requirements for programs are substantially discounted in exchange for a negotiated percentage of the revenues generated by the sales and marketing programs proposed and implemented.

Take a look at our Special Offers.


Q
How much does the Integrated Sales and Marketing System cost?

AThe investment for programs is directly related to the scope of the program. For example, in how many countries will the program be implemented (North America, Europe, worldwide)? What is the program duration in months, quarters, years, etc.? What type of program is it, i.e., PR only, a New Product Introduction Launch only, or a fully Integrated Sales and Marketing System that includes tactical and broad-based programs? Is it a lead generation program; and, if so, how many leads are required (100, 500, 10,000)? What is the definition of a Class "A" lead? Is it defined by 5 parameters, 50 parameters?

The investment requirements can be precisely planned and known before you implement an Integrated Sales and Marketing System. You may be looking for a fully outsourced marketing operation or only for a small portion of the marketing services to be implemented by a partner. Both options are totally in alignment with the services provided by Mueller International. We will assist you with the implementation of any portion of an Integrated Sales and Marketing System or the entire process, whichever you prefer.

If you would like assistance with planning and understanding the investment requirements of any portion of the Integrated Sales and Marketing System for your business, check out our Special Offer #6. In creating a proposal for your company, a Mueller International senior marketing consulting team will work directly with you and your sales and marketing team in the planning process and provide a detailed proposal for your organization at no fee or obligation to you.


Q
What is the difference between sales and marketing?

ASales closes the deal, takes the order, and completes the actions necessary so that a contract is closed and approved. At this point, money is exchanged for products, services, and solutions delivered. Salespeople handle the Request for Proposal process and present the company's products, services, and solutions to the customers and prospects in the market.

Marketing creates demand. Marketing makes people want to buy from you so that a salesperson can engage and get the order. Marketing will find the qualified buyers; marketing will create market awareness and interest in the product, service, and solution line offered by the company. Marketing will create qualified buyers and hand them over to sales so that sales can forward and continue the closing process.

Now, some orders are able to be secured without involving direct contact. In this case, it's marketing's job to create interest, attract attention from qualified buyers, and set the stage so the sales closing process can occur. When the interest has been created, the prospect can and will complete the order-taking process so that a closed deal occurs.

In very traditional companies, the salespeople do both jobs. They communicate all the company messages to the market; anything that is known about a company is put in the minds of the market by the salespeople. In today's marketing environment, with the advancements made in database technologies and marketing communications programs, this is asking the salespeople to do too much; it creates a competitive disadvantage for an organization and its sales team.

Salespeople who have to sell and do the job of marketing as well do not get enough face-to-face time with qualified buyers since they have to spend so much of their time trying to find the buyers in the first place. When they find them, they then have to spend too much time explaining everything about themselves and their company, their products, services, and solutions. Why not just usher in the sales force to a customer or prospect who is set up to buy from you so that by the time the salesperson arrives, the prospect already fully knows the company's background, its offerings, and wants that sales representative in there more than any competitor organization? That's what an Integrated Sales and Marketing System can and will deliver.

It is possible to identify 100% of the qualified buyers that exist in any market for any product, service, or solution you offer. It is possible to make these qualified buyers want to engage in a sales process with your sales closing team. Marketing provides these two deliverables. Sales can then close more prospects and engage in more profitable sales- closing scenarios than if left to handle the markets by themselves.

A sales team, unaided by a marketing process that cultivates the market (mining for gold), cannot penetrate 100% of a market. So sales without marketing means there are many qualified buyers out there that could be buying from you, but who are never reached in time to know enough about you so that they can buy from you rather than a competitor.



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