1. literature
1.1. brochures
1.2. newsletters
2. campaigns
2.1. advertising
2.1.1. printed
2.1.2. broadcasting
2.1.3. direct
2.1.3.1. printed
2.1.3.2. email
2.1.4. on business material
2.2. promotions
2.2.1. trade shows
2.2.2. cross promotion
2.2.3. co-operative
2.3. pr
2.3.1. relations
2.3.1.1. media
2.3.1.1.1. news releases
2.3.1.2. employee
2.3.1.3. community
2.3.1.4. industry
2.3.1.5. government
2.3.2. housekeeping
2.3.2.1. issues management
2.3.2.2. crises management
3. naming
3.1. company
3.1.1. ideas
3.1.1.1. what to convey
3.1.1.2. available
3.1.1.3. easy
3.1.1.3.1. to spell
3.1.1.3.2. to say
3.1.1.4. original
3.1.1.5. universal
3.1.1.6. memorable
3.1.1.7. can I live and grow?
4. channels
4.1. phone
4.1.1. pick-up
4.1.2. voicemail
4.2. face-to-face
4.2.1. parking
4.2.2. front door
4.2.3. office
4.2.3.1. reception
4.2.3.2. desk space
4.2.3.3. meeting room
4.3. online
4.3.1. website
4.3.1.1. themes
4.3.1.1.1. scratch area
4.3.1.1.2. some freebies
4.3.1.1.3. tools
4.3.1.1.4. no left-hand navigation
4.3.1.2. phases
4.3.1.2.1. phase 1
4.3.1.2.2. phase 2
4.3.1.2.3. phase 3
4.3.2. email
4.3.2.1. incoming
4.3.2.1.1. response times
4.3.2.2. outgoing
4.3.2.2.1. tone
4.3.2.2.2. greeting
4.3.2.2.3. signature
5. customer service
5.1. services
5.2. service
5.2.1. cycle
5.2.1.1. establish contact
5.2.1.2. build rapport
5.2.1.3. present service
5.2.1.4. make sale
5.2.1.5. complete transaction
5.2.1.6. deliver service
5.2.1.7. monitor customer satisfaction
5.2.1.8. follow-up after sale
5.2.1.8.1. assess
5.2.1.8.2. confirm
5.2.1.8.3. ask for future business
5.2.2. benchmarking
5.2.3. improving
5.2.3.1. make gaurantee
5.2.3.2. note and overcome dissatisfaction
5.2.3.3. think every step improve customer
5.2.3.4. evaluate service
5.2.4. customer service environment
5.2.4.1. get to know them
5.2.4.2. reward good service
5.2.4.3. anticipate
5.2.4.4. communicate
5.2.4.5. thank customers
5.2.4.6. encourage requests
5.2.4.7. bend rules
5.2.4.8. extra services
5.2.4.9. dealing with BKJ highlight of their day!
5.2.4.10. teach customers to expect good service
5.3. types of customers
5.3.1. best
5.3.2. relationship
5.3.2.1. loyalty
5.3.2.2. commitment
5.3.3. transaction
5.3.3.1. price
5.3.4. toxic
5.4. referral
6. sales
6.1. stages
6.1.1. preparation
6.1.1.1. knowledge
6.1.1.1.1. service
6.1.1.1.2. prospect
6.1.1.1.3. your sales goal
6.1.1.2. presentation
6.1.2. awareness
6.1.2.1. gain positive awareness
6.1.3. interest
6.1.3.1. generate interest
6.1.4. desire
6.1.4.1. convey value
6.1.5. decision
6.1.5.1. understand the cycle
6.1.5.2. who are decision makers
6.1.6. sale!
6.2. funnel
6.3. aims
6.3.1. exceed customer value expecations
6.3.2. loyalty
6.3.3. trust
6.3.4. make it easy
6.3.4.1. ready made contract
6.3.4.2. add unexpected value
6.3.4.3. make first step of loyalty
6.4. scenarios
6.4.1. walk-in
6.4.2. cold calls
6.4.2.1. use of reference
6.4.2.2. convey customer benefit
6.4.2.3. assumptive approach
6.4.3. letters
6.4.4. presenting product
6.4.4.1. describe service
6.4.4.1.1. benefits features
6.4.4.1.2. solve problems
6.4.4.1.3. provide opportunities
6.4.4.2. a few major points
6.4.4.2.1. can relate to
6.4.4.2.2. and remember
6.4.4.3. entertaining
6.4.4.4. ask, then listen
6.4.4.5. show, don't tell
6.4.4.6. pre-empt objections
6.4.4.6.1. lack of belief
6.4.4.6.2. lack of trust
6.4.4.6.3. preference to competitor
6.4.4.6.4. concern over cost
6.5. stages
6.5.1. selling
6.5.2. prospect ready to buy
6.5.2.1. ask for the order
6.5.2.2. ask for the order
6.5.2.3. ask for the order
6.5.2.4. make buying assumption
6.5.2.5. gain agreement how delivered
6.5.2.5.1. schedule
7. distribution
7.1. online
7.2. hard copy
7.2.1. EPS printing
8. product development
8.1. new products to new customers
8.2. existing products to new customers
8.3. new products to existing customers
8.4. existing products to existing customers
9. research
9.1. customer
9.1.1. type
9.1.1.1. size
9.1.1.2. history
9.1.1.2.1. consultancy experience
9.1.1.3. sector
9.1.1.3.1. private
9.1.1.3.2. public
9.1.1.4. the 'ics
9.1.1.4.1. demographic
9.1.1.4.2. geographic
9.1.1.4.3. psychographic
9.1.1.4.4. geodemographics
9.1.1.5. key people
9.1.1.5.1. ownership
9.1.1.5.2. decision makers
9.1.2. trigger
9.1.2.1. right-sizing
9.1.2.1.1. reducing
9.1.2.1.2. growing
9.1.2.2. replacing in-house teams
9.1.2.3. acquisitions
9.1.2.4. control costs
9.1.2.5. mergers
9.1.2.6. maturity model
9.1.2.7. setting-up
9.1.2.8. new starter/induction
9.1.2.9. material for comms
9.1.2.10. new IT
9.1.2.10.1. already procured
9.1.2.10.2. to be procured
9.1.3. behaviour
9.1.3.1. habits
9.1.3.1.1. business analysis
9.1.3.1.2. mission statement
9.1.3.1.3. flowcharting
9.1.3.1.4. process maps
9.1.3.1.5. transformation
9.1.3.2. mindsets
9.1.4. prioritise
9.1.5. timing
9.2. products
9.2.1. new ideas
9.2.1.1. features
9.2.1.1.1. inspire
9.2.1.1.2. value
9.2.1.2. fit
9.2.1.2.1. brand
9.2.1.2.2. expertise
9.2.1.2.3. market
9.3. competitors
9.3.1. types
9.3.1.1. consultancies
9.3.1.1.1. business analysis
9.3.1.1.2. project management
9.3.1.1.3. management
9.3.1.2. in-house teams
9.3.1.3. freelance resources
9.3.2. basis of competition
9.3.2.1. price
9.3.2.2. not-price
9.3.2.2.1. quality
9.3.2.2.2. prestige
9.3.2.2.3. service
9.3.2.2.4. repututation
9.3.2.2.5. location
9.3.2.2.6. uniqueness of offering
9.3.2.2.7. convenience
9.3.3. SWOT analysis
9.4. market
9.4.1. types
9.4.1.1. consultancy
9.4.1.1.1. transformation
9.4.1.1.2. internal comms
9.4.1.2. product templates
9.4.1.3. training
9.4.1.4. facilitation
9.4.2. size
9.4.2.1. by geographic
9.4.2.2. by customer profile
9.4.2.3. by product sales
9.4.3. share
9.4.3.1. sales
9.4.3.1.1. unit sales
9.4.3.1.2. total sales volume
9.4.3.2. customer
9.4.3.2.1. potential customers
9.4.3.3. opportunity
9.4.4. trends
9.4.4.1. increasing
9.4.4.2. decreasing
9.4.5. cycle
9.5. non-customers
10. budget
10.1. arbituary
10.2. competitive parity
10.3. goal-oriented
10.4. %sales
11. putting together a communication
11.1. define goal
11.2. creative brief
11.3. benefits not features
11.4. success criteria
11.5. budget
12. ten ideas
12.1. best
12.1.1. know your elevator speech
12.1.2. make great product before great ad
12.1.3. sweat the big stuff- ad headline
12.1.4. sweat the little stuff- the detail
12.1.5. say what you mean
12.1.5.1. believe in your service
12.1.6. make new customers, cherish the old
12.1.7. like your customers
12.1.8. increase value before lowering prices
12.1.9. breakdown barriers
12.1.10. get continously better at what you do best
12.2. worst
12.2.1. fight bad business with good ads
12.2.2. run kitchen sink ads
12.2.3. portray customer as fool
12.2.4. save best for last
12.2.5. change logo too often
12.2.6. build it and trust they will come
12.2.7. move too fast without plan
12.2.8. think people will care 'under new management'
12.2.9. believe pie in online sky
12.2.10. believe customer is captive
13. products
13.1. creative strategy
13.1.1. target market
13.1.2. benefit to the market
13.1.3. how present identity to market
13.2. marketing plan
13.2.1. state business purpose
13.2.2. define market situation
13.2.3. set goals and objectives
13.2.4. define your market
13.2.5. advance your position, brand and creative strategy
13.2.6. set your marketing strategies
13.2.6.1. product
13.2.6.2. distribution
13.2.6.3. pricing
13.2.6.4. promotion
13.2.7. outline your tactics
13.2.8. establish your budget
13.2.9. blueprint your action plan
13.2.10. think long term
13.2.11. use your plan!