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What's New with EQUS:
New Service Offering from EQUS Targets Web Assets:
EQUS this month launches a new service as part of our Revenue
Acceleration series. The service named WebVelocity™ is aimed at
leveraging our clients' web assets to maximize sales results. A
company's customer base follows a typical pyramid structure with the
largest customers at the top. These are the customers that receive the
most care and attention (as indeed they should). The largest number of
customers is found at the bottom of the pyramid and receives the lowest
amount of "touch points". Client's often use terms such as "unmanaged."
"breadth" or "broad reach" to describe these. These are the customers
that rely most on your web presence to help culminate a sale with your
company. Small changes in how you position your web assets can create
significant growth in revenue and profitability by virtue of large
numbers of customers. WebVelocity™ uses research techniques to elicit
both demand side (voice of customer) and supply side (voice of sales and
channel) inputs to map the sales cycle to the organization of your web
assets so that these customers get the information they need at the
exact points in their buying cycle when they need it to make a decision
favorably disposed to your offerings. The service also offers advisory
in a few additional areas:
- Credibility builders and proof points required-what proof points and
in what form and how and when these need to be delivered?
- How to best leverage your offline assets (sales, telesales, customer
support) to maximize your non-assisted close ratios
- Fault points and tipping points: leading indicators on where in the cycle your customer
is most vulnerable to your competitors' pitches
- Leveraging the entire web ecosystem. Optimizing search engine results
and new media (YouTube videos etc) to provide best leverage for your
organization
(Founder & CEO, Al Nazarelli, asserts that this is not to be confused
with usability. Too often companies think that a good usability study
will do the trick. EQUS' new offering in effect maps the sales cycle
onto a company's web assets making recommendations for rearranging and
refining these for optimal sales results)
For more information, please contact us at
info@equsgroup.com
New Analyst Positions: EQUS is always
looking for fresh thinkers with sharp analytical skills and a passion
for technology. If you want to work in a dynamic project-oriented
environment with entrepreneurial spirit, we would love to hear about you
and the contributions you feel you can make to our company.
EQUS has job openings in its lovely Downtown San
Jose office. Please visit
www.equsgroup.com for details.
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Al's Corner:
I have been asked a lot of questions lately on
EQUS' core differentiator -- our focus on technology clients. On a
recent trip, I found myself wide awake in my hotel room after moderating
a couple of very exciting focus groups late in the evening. I decided it
was time to check out other firms in the space. I compiled some
statistics of my own: the "We specialize in....." statements of market
research firms were so broad they could hardly be called specialties.
One firm "specializes" in Consumer Packaged Goods, Fashion/Personal
Care, Financial Services, Food & Beverage/Foodservice, Health/Medical,
New Products and Services, Non-Profit Organizations, Retail, Technology.
How "specialized" is that? How do you leverage your
specialty in Fashion/Personal Care to assist your Technology clients? It
got me thinking and feeling good about what we have built here. EQUS
focuses on technology. That's it! We don't do foodservice or personal
care products. We could but we don't. So what does this translate into
for our clients?
1. We do not need to be educated about your
business, your space, your channels and the complexities of marketing
your technology solutions effectively to your target audience. We know
where you are going and, in many cases, we understand where you need to
be going. Many clients find our knowledge of their business valuable and
refreshing. Many first time clients are both surprised and impressed.
2. It enables us to be consultative. Very
consultative! We not only help shape the questions you want to ask. We
also help define new questions you may want to ask. The new segments you
may wish to explore. The opportunities that should be on your radar. Our
peripheral vision, fined-tuned after 12 years in your space goes to work
for you when you work with us.
3. We work with our clients to elicit the "white
space" items because of our domain expertise in technology.
By their very nature, questions contain
pre-suppositions. Would Starbucks have launched had they studied the
coffee drinking habits of North Americans back then, as a basis for
their offerings? Would (FPGAs) Field Programmable Gate Arrays exist as a
multi-billion dollar component of the world-wide semiconductor business
today it is today had the founders of Altera and Xilinx looked at the
circuit boards and embedded designs of their day for inspiration?
What are your "white space" items? Where are you looking for inspiration for
what should go into your next release? How is that Food &
Beverage/Technology specialist assigned to work with you helping you
define that? It also got me thinking, we at EQUS have been too modest
about our core differentiator. I think we are doing our clients a
disservice by not telling them. I have a proposition for you. If you are
an existing or past client, could you help me in my efforts to
evangelize our strength. And could we both help the world together!
Arrange to have a 20 minute phone with me by anytime in July to share
how you benefited from working with us because we focus solely on the
technology sector. EQUS will send a $60 donation to the American Red
Cross International Response fund designating our donation to Myanmar
Cyclone and China Earthquake victim relief and send you a copy of the
donation receipt. Please email me directly at aln@equsgroup.com to
participate.
Navy Seals Commandment: "The more we sweat in
peace, the less we bleed in war"
Al Nazarelli is President & CEO
of EQUS Group Inc. He divides his time between our San Jose and Seattle
offices and can be reached at aln@equsgroup.com or 408-920-0361 ex 701.
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