Demonstrating links to customer’s value remains challenging, even to the best shops. But initiatives that increase and accelerate business growth while contributing to the inherent long-term value of the business have a clear impact on success. These strategies obviously embody broader and deeper concepts than those that simply improve return on your marketing campaigns.

Results of Phoenix Solutions research indicate that five core concepts are required for a successful shop marketing program.

1. •Translate foresight and insight (comprehensive research) into marketing productivity
   

2. •Develop and deliver a branded customer experience
   

3. •Create and shape demand within the 5 sales segments
   

4. •Drive marketing to meet sales goals
   

5. •Harness technology to grow profitability (estimate compliance tools)
   

For many shops, the inertia that was induced by the belief that a quality product creates referral sales growth has lulled them into believing they can maintain market share without serious effort.

Because of this, most shops lack a focused marketing strategy and have been struggling, uncertain about how to offer customers a real value proposition beyond low prices and reasonable convenience.

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