Know-How Exchange : Strategy

Then your management does not believe in success.

I would look for another job.

Sorry.

Jim - thanks for not beating around the bush - but I don't think he meant applying ISO procedures to Marketing, rather - he is selling ISO services.

Arian - I've tried two projects in this area - neither with much success. In fact, I've never met or talked with a person who really cared about ISO - everyone had been forced into compliance by relations with a channel partner...

... and so the best advice I can give you is to focus your efforts on folks who are compelled to do this, e.g. US units of European parents, or 2nd / 3rd tier suppliers to the Automotive industry (especially for ISO 14000).

You might also consider gathering some statistics regarding "Churn" during your marketing efforts. For example, most folks you will talk with will tell you they have a current source for consulting / training / certification. Ask them how long they have been with that company. Let's say the average time is 60 months. Then, do the math. If you have a 25% chance of getting the business, then you need "top of mind association" with 240 companies who typically buy these sorts of services - for one solid lead per month...

Another factor to consider is travel time. When I was marketing these services, I would frequently be asked where we were located - because the clients get tired of paying travel costs and expenses. If this is a concern for your target market as well, you might consider focusing most of your efforts close to home - and if you find someone currently served by an out of state provider - put them on your prospect list.

And I would not forget networking - especially with C level folks. I would be much more interested in having my name known by the President, Mfg Manager, and CFO than by the ISO fellow, who very likely does not have the authority to buy your services anyway... and ASVP's comments about ROI apply at the CXO level, not the Quality Department level.

我们刚刚经历了一个完整的从上到下ISO9000/2001 certification, and it was a MAJOR MAJOR investment in time and energy from the entire organization. If the CEO isn't driving it, making it a priority, it won't get done. Period. It just takes too much damn time and energy to develop the process documentation, and train everyone. You have to find organizations that see it as:

1. Necessary to compete (do a Google search to find out who's bragging about higher-level ISO certification, then find out who their competitors are and go sell to them)
2. Necessary to survive (dictated by their major customers, typically very BIG customers they depend on).

Key headline: Sell what they will LOSE withOUT certification, not what they will GAIN with it. Basic marketing 101.