I can easily identify at least one market segment or vertical market that defines my target audience. (e.g. architects, interior designers, and construction firms) Less True - 1 I know the titles of the decision-makers within my target audience (e.g. human resource manager, sales director, senior architect) Less True - 1 I know the average gross revenue of my ideal client (e.g. law firms with annual earnings of $2.5 million.) OR the average number of employees who work for my ideal client. (e.g. businesses with 250-500 employees.) Less True - 1 I can list at least two trade publications read by my target audience (e.g. Graphic Arts Monthly, Inc Magazine, Entrepreneur Magazine) Less True - 1 I can define, in general terms, what kinds of products or services are offered by my target audience. (e.g. computer hardware components, draperies and bedding, new home blueprints) Less True - 1 I know at least one “hot spot” where my target audience meets on at least an annual basis (e.g. Comdex technology tradeshow) Less True - 1 I can define three of my biggest online competitors. Less True - 1 I can name three of my local or close geographic competitors. Less True - 1 I can compare my competitors to my business’s product/service offerings and create a list of my competitors strengths and weaknesses. Less True - 1 I know how to position my business against my competitors and leverage the strengths of my business’s product/service offerings. Less True - 1 I can define the biggest threats that each of my competitors can bring to my business. (e.g. larger manufacturing plant, better warranty, been in business longer, stronger brand name recognition, pricing, availability.) Less True - 1 I know where my competitors market their businesses, products and/or services (e.g. yellow pages, Internet marketing, trade publication ads, newspaper ads, radio or television ads, etc.) Less True - 1 I have been in business at least 5 years and the business is growing and/or financially healthy. Less True - 1 I have a product-based business with annual earnings of at least $1.5 Million OR I have a service-based business with annual earnings of at least $100,000. Less True - 1 I am known (or my business is known) by others in my industry OR I have a solid, good reputation in my geographical community. Less True - 1 I have an ability to create a plan, formulate an agenda and stay focused as I work toward my goals or objectives. Less True - 1 I take ownership in my business, my decisions, my finances and the outcomes of my choices. I do not expect staff or vendors to take responsibility for my actions when/if my choices lead to problems. Less True - 1 I am not a know-it-all. I recognize that by identifying my weaknesses I can assemble a very qualified team of professionals with targeted/specialized skills that will leverage our skill-sets to reach my goals. Less True - 1 I demonstrate appreciation to my staff, peers, vendors and customers as often as possible. (e.g. I send thank you notes, offer bonuses for a job well done, etc.) Less True - 1 I consider myself interested or eager to learn more about how to make my business run more smoothly, be more profitable, or grow at a more consistent rate. Less True - 1 I believe that relationship building is of great importance in growing or expanding my business. I treat my staff, vendors, peers and customers with respect, dignity and honesty. Less True - 1 I am willing to work with someone who has specialized skills (e.g. organizational management, manufacturing processes, strategic planning, etc. ) to help me reach my goals. Less True - 1 I willingly delegate projects to my team of specialists. I trust my team enough to know that they will get the job done properly. Less True - 1 I am open, willing to listen and try new concepts suggested by others on my team who have specialized skills in areas where I lack extensive experience or knowledge. Less True - 1 I am not “the ultimate skeptic.” I do not make claims that I’ve tried everything; that nothing works; or that I know more than those with more specialized skills. Less True - 1 I am not so particular about my business that I am unwilling to follow the guidance of someone with more specialized skills. Less True - 1 I am respectful of my team of specialists. I recognize that many of my team of specialists may be business owners with schedule and project demands which require time resources. Less True - 1 I don’t embellish or fabricate my credentials, relevant experience or education, and/or relationships with professional associations. Less True - 1 I have legitimate customer testimonials. I do not use fictitious customer names nor do I ask my family or friends to provide testimonials in lieu of actual client testimonials. My customer testimonials are earned and are not favors which I have “called in”. Less True - 1 I can easily provide a list of references from both past *and* present customers. Less True - 1 I have a written standards policy, mission statement or list of core values. Less True - 1 I have a budget set aside specifically for marketing and/or advertising. Less True - 1 I diligently invest time (e.g. I set aside time each week) into building my business contacts through networking, prospecting or other marketing efforts. Less True - 1 I know my unique position in the marketplace. I can define how my business is different, yet better, than my competition. Less True - 1 I can easily explain my business (what I do, what I create or what I sell) in a few sentences when asked by a stranger “Can you tell me about your business?” and my explanation is generally understood by most, if not all, people. Less True - 1 I can identify at least three benefits of the products/services I offer to my target audience. Less True - 1 I can list at least five “triggers” that make prospects want to buy my products/services. Less True - 1 I have a marketing plan, bullet-point list, or agenda of marketing items to be implemented over a period of 12-18 months. Less True - 1 I am aware that marketing takes time for the best, long-term results. 1 2 3 4 Less True - 1 I utilize marketing to continuously grow my business and enhance my existing sales efforts. I do not use marketing as a rescuing device to save a floundering or failing business. Less True - 1 I have fairly consistent sales. My sales do not fluctuate greatly from month to month, nor are they steadily declining. Less True - 1 I set realistic marketing goals and have realistic expectations about the outcomes of my marketing efforts. Less True - 1 I am not afraid of Internet technology, even if I may not know a great deal about it. Less True - 1 I have an email address that contains my website’s domain name. (e.g. Instead of bob@hotmail.com my email address is bsmith@mywebsite.com) Less True - 1 I check my email more than once or twice a day. Less True - 1 I understand the basics of email, Internet browsing and performing Internet searches. Less True - 1 I have an online newsletter (ezine) which I send out to my subscriber base on at least a monthly basis. Less True - 1 I use auto responders (emails automatically sent out after someone makes a purchases, sends an inquiry via the Internet, etc.) to follow-up with customers. Less True - 1 I have a website with its own domain name. (e.g. My website name looks like: www.mywebsite.com instead of websites.yahoo.guest/mer=321?1234/). Less True - 1 I have a website that has been designed by a professional (and looks that way.) Less True - 1 I have a website that has been designed with my target audience(s) in mind. Less True - 1 I have a website that has been designed for my target audience—not based upon my own personal taste. Less True - 1 I have a website that meets or exceeds basic usability standards (e.g. easy navigation, easy to read, etc.) Less True - 1 I have a website that is more than just an online brochure. My website contains relevant and helpful information needed by my target audience. Less True - 1 I am always adding more helpful, informative or useful content to my website. 1 2 3 4 Less True - 1 I have website copy or content that has been written by a professional who understands my target audience, my competition and my unique position in the marketplace. Less True - 1 I have website copy or content that has been tested for its effectiveness within my target audience. Less True - 1 I know how to perform a search in the search engines. Less True - 1 I have a basic understanding of how search engines display the results of a keyword search. Less True - 1 I can define search engine optimization and/or know why it is important. Less True - 1 I know the difference between a search engine and a search directory. Less True - 1 I can identify the top three search engines used by people searching for information on the Internet. Less True - 1 I know the difference between natural (or organic) rankings and pay-per-click (sponsored) placement. Less True - 1 I can name the top two search directories. Less True - 1 I know how to find and determine the best keywords or key phrases for search engine optimization. Less True - 1 I know what the search engines need to properly index my site and ensure a high ranking. Less True - 1 I know how my website ranks, across multiple search engines, for each of my key phrases. Less True - 1 I monitor my search engine rankings on at least a monthly basis. Less True - 1 I know the key phrases that my target audience uses to find my site on the Internet using the search engines. Less True - 1 I have a website that can easily be found when someone tries searching for key phrases relevant to my business product/service offerings. My website content or copy has been optimized to ensure that the search engines can properly index my site. Less True - 1 I have search engine rankings that are, as a general rule, higher than that of my competition. Less True - 1 I keep up to date with changes in the search engines to best know how to position my site and/or maintain my ranking. Less True - 1 I do not use questionable marketing techniques (e.g. key phrase stuffing, cloaking, word scrambling, etc.) to trick the search engines. Less True - 1 I know how many links from external websites point into pages within my website. Less True - 1 I constantly seek opportunities to gain online exposure through linking, article syndication, reviews, etc. Less True - 1 I have an online shopping cart attached to my website. A customer can make a purchase directly from my website. Less True - 1 I try to gain contact information (email, telephone number, etc.) from as many of my website visitors as possible. Less True - 1 I know how find, download and read my website traffic reports. Less True - 1 I can list at least three methods I use to find new clients (e.g. networking, cold calls, direct mailing campaigns, etc.) Less True - 1 I can list at least five resources where I can easily/consistently find new clients (e.g. networking meetings, sales lead resources, corporate seminars, tradeshows.) Less True - 1 I have a prospecting process in place. (e.g. I prospect to at least 30 new people per week in my service-based business.) Less True - 1 I diligently prospect for new clients on at least a weekly basis. Less True - 1 I have a profiling questionnaire which I use to ensure that prospects fit my ideal client profile. I can quickly weed out information seekers and identify serious buyers. Less True - 1 I respond quickly (within one business day or less) to emails or phone messages from prospects, clients, vendors or staff. I am timely with all of my correspondence. Less True - 1 I don’t use hype, make big promises or use misleading information to gain new business. Less True - 1 I test all marketing, advertising and sales campaigns on a small scale before investing all of my resources into the campaign(s) to ensure their effectiveness. Less True - 1 I track and monitor my marketing process. I ask prospects how they “heard about us”. I review my website traffic logs. Less True - 1 I know what marketing methods are the most effective in reaching my target audience. I can easily identify at least one method which generated a great deal of interest and/or sales revenue. Less True - 1 I make an effort to establish myself as an “expert” in my industry by contributing to my industry’s events, distributing articles I’ve written, speaking at conferences and other commercial activities or donating my time/resources when applicable. Less True - 1 I know how to leverage my expertise in my industry to gain publicity. Less True - 1 I issue press releases based on time-relevant information that either end up published in my industry-specific publications and/or generates publicity opportunities. Less True - 1 I have prepared stand-by content which is ready for immediate release to the press, Less True - 1 I have a clear sales process. (e.g. Consult, then issue a contract, design the product, build it and then ship it.) Less True - 1 I always ask for a commitment of some kind, every time I meet with a prospect or existing customer. (e.g. ask for a call back, ask for a sale, etc.) Less True - 1 I know the common objections which arise during the sales process and know how to either defuse them or overcome them to make the sale. Less True - 1 I always follow-up with a sale after it has been completed. Less True - 1 I periodically review my sales and marketing strategies to ensure that they are timely or that there aren’t areas which need to be revised based on trends occurring in the marketplace requiring updates to my strategies. Less True - 1 Your Name:
