1. What are your target markets and how did you determine this?
2. What is your market potential (universe)? What is your current share?
3. Does your business market locally, regionally, nationally, or internationally?
4. What changes are required to satisfy the projected outcomes of your business?
5. Describe the company's marketing philosophy.
6. Do you have a written marketing plan that you adhere to? If so, explain it.
7. Is the plan based on a fixed budget number or a variable percentage of sales?
8. What is your current primary mode of marketing? What percentage of your business comes from this?
9. Do you have a marketing budget? What is it, what is it based on, and how is it allocated?
10. Do you understand maximum allowable cost factor as it relates to the lifetime value/marginal net worth of a client?
11. Define your understanding of strategy vs. tactics. Strategy means: / Tactics are:
12. Describe your overriding business strategy, your master marketing strategy, and the pillars/elements supporting it.
13. Your marketing strategy is based on the following key strategic/tactical objectives:
14. Describe every successful advertising/selling/marketing program you have engaged in for the last three years.
15. How many different applications do you have of every marketing tactic you use?
16. Do you know the difference between an approach/method/system and a strategy? Describe both in your own words.
17–18. What books or people have influenced your strategic thinking? What are the biggest insights you got from them?
19. If you have a marketing strategy plan, explain how all your marketing tactics integrate and combine to execute your main strategic objective.
20–21. Do you have a systematic back-end? Do you use direct response marketing concepts?
22–23. How much of your time each month do you devote to marketing? How much will you devote in the future?
24–25. Do you have a marketing director? Do you use creative advertising or advisory services?
26–27. Do you analyze anyone else's marketing strategy? What's the most revolutionary marketing strategy you've ever seen?
28–30. Do you regularly plan your marketing strategy? What do you think marketing strategy REALLY is? Are you having trouble with it?
31–35. Does your business have a solid growth strategy? A separate sales strategy? A unified marketing strategy? Is it brand-driven? What's your Social Media marketing strategy?
36–39. What competitive forces shape your marketing strategy? Do you have a winning business strategy? How do you communicate it? Whose strategy do you most admire?
40–42. Is client lifetime value reshaping your marketing strategy? What are the most advanced marketing concepts you currently use?
43–45. Do you have a profitable internet marketing strategy? How do you explain your marketing strategy simply? Describe your marketing game plan in one sentence.
46–48. Describe the different marketing tactics you successfully use, their strategic benefits, and the advantages that motivate people to choose you (USP).
49–51. What sequential marketing does a prospect get when they first contact vs. buy? What are you not doing that you want to? Describe your competition's effective tactics.
52–53. Do you have a long-term written marketing game plan? Briefly describe the complete strategic marketing cycle from lead to referral.
54–58. How do you currently prospect for new buyers? Frequency of communication with prospects and clients? Forms of communication? Tactics to overcome objections? Strategy for reclaiming windfall profits?
59–61. Describe five formidable competitors and their approaches. Top two reasons you lose to competition. How much follow-up do you do after a sale?
62–67. Do you ask for referrals — how and how often? Three things to strengthen marketing effectiveness. Materials/programs of mine you've been exposed to. What's holding you back from better marketing? What would make it more effective?
68–72. Do you know your highest performing marketing approaches? Do you repeat successful activities systematically? How often do you send clients relevant non-product information? Do you contact every client at least once every 3-6 months? Do you know your client attrition rate?
73–80. Where does most business come from? Do you have a segmented database and how do you use it? Frequency of follow-up per category? How often does your company contact clients as a corporate initiative? Do you use advertising tactically or strategically? Do you use the "Three Ways to Grow" model? Do you have scheduled communication methods?
81–95. How do clients perceive your company, products, and marketing? How do competitors see your marketing? Strategic alliances? Who gains more than you if you grow? What are this year's strategic goals? Breakdown of referral/advertising/direct sales business. Marketing positioning and structure. Client testimonial system. Referral solicitation. Inactive buyer count.
96–125. Reactivation attempts of former clients and non-converted prospects. Client education and communication consistency. Barter possibilities. Bonuses in sales propositions. Risk reversal and guarantees. Data capture methods. Seasonal selling. Client loyalty. Niche in the marketplace. Employee incentive bonuses for marketing innovation. Historical client acquisition methods. Biggest marketing success. Marketing improvement with unlimited budget. PR effort. Brochure/media kit.