1.) About Your Customer Database

How many records are in the customer
database to be analyzed?


What is the Total Price you calculated for this work?
$

2) About Your Business

What is the legal name of your company?

Does your company operate under any DBAs?
- If so, what are they?

What is your SIC code number if known (or NAICS)?

Where are all of your plants located?  - List all addresses,
cities, states, zip codes, and types of facilities.

How many employees do you have at each of these locations? - List the plant and the number of employees.

How many employees do you have in total?

Is your company public or private?

What year was your company incorporated (or established)?

Who is our primary contact at your plant (give name and title)?

What is our primary contact's email address?

What is your company's website address?
- If you do not have a website, please indicate this and
  explain why one has not been developed.

What does your business do in general terms?

What are your primary markets or applications served, and what are your primary products and services for each?
- Also, give percentages for amount of business each
  market provides (totaling 100%).

What are your secondary products and services
(i.e. consulting, engineering, etc.)?

What are your supporting products and services
(i.e. repair, replacement parts, etc.)?

What is the history of the company leading up to providing
these products and services (i.e. has the business transitioned to this new offering, etc. - and if so, when and why)?

3) About Your Customers (your current opinions)

Who do you currently sell to ("types" of companies, as well as some specific examples / company names)?
- Also, give percentages for amount of business each
  type of company and/or specific company provides
  (totaling 100%).

Describe your vision of your "best / ideal" customer (be as
detailed as possible - their age, public or private, industry, number of employees, annual sales, location, etc.).

Describe your vision of your "typical / average" customer (be as detailed as possible - their age, public or private, industry, number of employees, annual sales, location, etc.).

What creates the need for your product or service in each market or application you serve (and/or what is your product used for)?

List some specific companies that you believe you would
like to have as customers, but currently are not.

What is the position of the person(s) you sell to (i.e. plant engineer, purchasing agent, project engineer, etc.)?
- If more than one, also list the order of importance.

What is causing growth in any / all of the markets and applications that you serve (also indicate if no growth)?

What most threatens your success with your customers?


What trade publications do your customers / prospects read?
- Please list all that apply.

4) About Your Differential Advantage

What makes your product or service different from your
competition (i.e. features, patents, brand recognition,
quality, safety, price, etc.)?.


What makes your company different from your competitors
(i.e. service, responsiveness, experience, etc.)?

 What are the strengths and weaknesses of your
company in general (indicate with S or W)?

 

5) About Your Competitors

Who are your "direct" competitors?
- Also, identify each company as a "major" or "minor"
  competitor.

Who are your "indirect" competitors (perhaps companies with alternative products that do not compete directly, but may be used for the same purpose as your product)?
- Also, identify each company as a "major" or "minor"
  competitor.

List the strengths, weaknesses, and the market focus for each company listed in the two questions above.

 

6) About Your Reputation (Please be honest) 

How do your "competitors" describe your company,
products and services?

How do your "customers and prospects" describe your
company, products and services?
 

What is the overall satisfaction level of your
current / recent customers?
Very Satisfied
Somewhat Satisfied
Neutral
Somewhat Dissatisfied
Very Dissatisfied

When was the last time a customer satisfaction survey
was performed (if never, please indicate this as well)?




7) About Your Opportunities

What area of your business would you like to grow
(give specific products, markets, applications, etc.)?


Why do you wish to expand these sectors (i.e. capacity, profitability, skill level, experience, etc.)?

8) About Your Leadership 

How long has your current leadership team been in place?

Is current leadership open to new approaches in your sales
and marketing efforts?
Yes No

9) About Your Sales and Marketing

What is your current sales territory (i.e. domestic U.S., regional U.S., North America, International, etc. - give specifics)?

What is your "desired" sales territory?
- Also, explain why.
 

What is your "internal" sales structure (types and number
of people, etc.)?

What is your "external" sales structure (types and number of people, distributors, reps, etc.)?

What percentages and types of products do you sell through each (direct, distributors, reps, etc.)?

Do you have a marketing department (if so, provide types and number of people, or indicate if no marketing department)?

Do you work with any outside advertising agencies, marketing firms, graphic designers, etc.?
- If so, please explain.

Where do you currently get the "majority" of your sales leads?
Sales Networking
Cold-calling
Trade publication ads/PR
Tradeshows
Website / Internet
Thomas Register
Direct niche targeted marketing
Other source - please list:

What is the approximate number of leads each of the above sources generates "per month"?
- Please list each source, even if no leads are generated.

What is the approximate number of written proposals generated "per month"?

What is the approximate number of orders received "per
month"?

What types of marketing communication materials do you
use (i.e. brochures, data sheets, website, CD-ROMs, videotapes, ads, etc.)?

When was your corporate literature last updated?

When was your website last updated or redesigned?

10) About Your Advertising, PR, and Tradeshows 

What is your annual advertising and PR budget?
- No tradeshow figures should be included here.
$

How is this budget used?

What is the typical type of trade publication ad you use?
- List size and color.

 How many press releases have you issued in the last 12 months?


How many press releases have you issued in the last three years?

How many trade publications articles about you have been published in the last 12 months? 


How many trade publications articles about you have been published in the last three years?


What trade publications do you (or would you) most like
to have exposure in?
- List specific publication names, and if currently in.

What do you budget annually for tradeshows?
$

Is pre-show marketing conducted for tradeshows attended?
Yes No

Is post show follow-up timely and thorough?
Yes No

Are all tradeshow leads followed up with mail and phone calls within two weeks?
Yes No

What tradeshows do you (or would you) most like
to participate in?
- List specific tradeshow names, and if recently in.

11) About Your Marketing / Customer Database

Do you currently maintain a "marketing" database (this is separate from an "accounting" database)?
Yes No

What software do you use?
Excel
Access
ACT!
Gold Mine
Other - please list:

What types of information fields does it contain beyond the usual contact information fields?

IMPORTANT - PLEASE READ !!!
Upon the submission of this questionnaire, your credit card will be charged the amount of the Total Price that you calculated / entered.  When your database and/or information is received and reviewed, this Total Price amount will be confirmed and any adjustments will be made to your credit card.  If there is an increase, you will be notified prior to charging the additional amount to your card.

At this time and at any time up to the point that work begins on your project, you can cancel your order and get a full refund (credit to your card) of any amounts paid.  If a cancellation order is received after work has begun on your project, your credit card will be credited only for the amount of work and/or expenses not yet incurred.  Once the project has been properly completed, there will be no refunds.  At the point of proper completion, all of our expenses and time have been fully incurred.  Due to the nature of this type of work and the subjectivity of the final results, refunds can not be given unless, and in our opinion upon review, it is determined that our work was done improperly (not subjectively).  If the project was completed improperly, we will re-do the project for no additional cost, or you may ask for a refund at that time.  The "maximum" amount for a refund given after the completion of a project is 50% of the Total Price.

By submitting this form you acknowledge that you have read the above statement concerning credit card charges and refunds, and that you are authorizing your credit card to be charged the amount stated at the beginning of the questionnaire.

Credit Card Type (if paying by check, please indicate this
in the credit card number field).

B2B Marketing Guide accepts:
Visa
MasterCard
Discover
American Express

Credit Card Number


Credit Card Expiration Date

Name on Credit Card


Billing Address for Credit Card:
Company Name
Street Address
City
State
Zip Code
Phone
Fax
Email