Database of Business

[aclepius]

Hi everyone,

I am completely new to the world of marketing and need help. Fast. I have been appointed Marketing Analyst for a company that supplies first aid products and training, as well as hygeine products and signs.

We have around 120 self employed agents across the UK, each with their own territory. I have been asked to produce a book, specific for each agent's territory (usually between 20 - 40 postcodes), which contains details for each and every business located within each agents' territory. All of the businesses have to be categorised into types of business - i.e Hotels, garages, restuarants, shops, factories etc.

Essentially, as far as I can see, what I've been tasked with is to make 120, or so, 'Yellow Pages', specific to each agents' territory.

This seems like a Herculean task! Where on earth do I begin?! I know you can buy a databases on disc format, but isn't this expensive (I've got to keep the cost to a minimum).

Any help at all will be appreciated.

Thanks

[Vinsomelosesome]

You have been asked to keep costs low and have also been asked to make a book?! Quite a paradox that. Unless the data on a disc is patented, I would recommend going with it and uploading it on your server for your agents to access. Much cheaper than the short runs of books and much more convenient, might I add. And even if the costs are marginally higher, I would think that accessing and utilizing this data by your agents is more important than your distribution if the said data. End of the day, the act of data utilization will assist your sales, not your distribution of it. Data on a disc is definitely easier to retrieve.

This method will also help you to track proactive agents and direct more resources towards them weeding out the non-performers. After all, that’s one of the responsibilities of a marketing analyst, right?

[aclepius]

Thanks for getting back to me. Some great ideas, HOWEVER!!!!!!

Believe it or not, we employ agents of all walks of life, Some are computer literate, some are not. Alot don't even own a computer. In any case, we don't have a facility, such as the server you mentioned, whereby agents can log on to a central database.

Information has to be distibuted in the simplest format, as a result - good ol' fashioned print outs stuffed into envelopes.

To begin with; where is the best place to go for these discs of information (preferably for free or low cost)?

Thanks

[fisicx]

Why not just let the agent use their own yellow pages or thompson directory?

They are local publications set out in exactly the way you want.

But I think you are going to struggle, when we need a safety sign we just google for the product and order. If an agent cold called we wouldn't even arrange a meeting, it's too easy to order online.

You could try this site: http://www.cd-rom-directories.co.uk/

But I wouldn't guarentee the completness of the information. Remember as well that any directory you buy will only list those companies who have paid for inclusion. The local B&B who could be a prospective customer won't cough up for a yellow pages lisitng if they get enough business thorugh internet bookings.

As you say a herculean task. Not one I would fancy.

Thought: if one considers the cost of researching, checking, printing and distribution (each month) it might actually be cheaper to buy a cheap PC for each agent - you can get refurbished machines for next to nothing. THat way they can search out and email potential customers.

[aclepius]

Thanks Fisicx,

Your response, regarding agents opening their local Yellow Pages, was my initial solution. It seems obvious to me, however my sales director would still have me to this, it would appear.

If you HAD to do this job, within the parameters set for me, how would you (or anyone) go about this.

Again guys, thanks for any help you can give me.

Cheers.

[fisicx]

It's a pointless exercise. There is no possible way to list and cetegorise all the business in a locality without huge resources.

Do this exercise: Find all the post codes within 5 miles of your location. Then do a search for each post code. Print out the results. Now do the same thing using Yell. Then start searching all the directories you can find. Then get all the local newpapers. Then get the telephone directories. And then go out on the street and you will still find some you have missed.

It's going to take months and months and by the time you have finished it will already be out of date.

I can't offer any alternatives because there aren't any. And even if there were it wouldn't be cheap, marketing companies spend thousands of pounds assembling their lists so I can't how you are going to acheive much on a shoestring.

[aclepius]

Thanks fisicx,

Your suggested excercise would be a great way of demonstrating the futility of it, rather than just saying it can't be done. The variations and discrepancies highlighted by a snapshot 5 mile radius would be amplified a thousand fold when elevated to a national level. And, as you rightly said - why not use the Yellow Pages.

If you ask me we're spoonfeeding incompetant underperforming agents with information, rather then hiring proven, entrepenuerial agents with the initiative to open a phone book.

Rant over.

Thanks again

[fisicx]

Nice rant.

But you are right, maybe the sales director needs to kick a few bums to get the agents off theirs and out looking for business.

[Vinsomelosesome]

Originally Posted by aclepius

Thanks fisicx,

Your suggested excercise would be a great way of demonstrating the futility of it, rather than just saying it can't be done. The variations and discrepancies highlighted by a snapshot 5 mile radius would be amplified a thousand fold when elevated to a national level. And, as you rightly said - why not use the Yellow Pages.

If you ask me we're spoonfeeding incompetant underperforming agents with information, rather then hiring proven, entrepenuerial agents with the initiative to open a phone book.

Rant over.

Thanks again

I must commend you on your insight. And how long have you been with the organization? A month? 2 months? 3 perhaps? You've all the makings of an excellent strategist. Question is: If you are so smart why aren't you so rich? Or in this case why aren't you a VP - Marketing or Sales Director?

The moment you get rid of these incompetent underperforming sales agents you'd be left with zilch. Working within the parameters of available resources takes insight as well as vision. Do you have an offer in place for "proven, entrepenuerial agents with the initiative to open a phone book"? If yes, does your organization have the execution strength to back up that offer?

Do not make the mistake of presuming your agents aren't creative. Find out if they really are so. Its easy to make assumptions looking at a sales graph, but what have you juxtaposed this graph against considering you took the trouble of doing it at all. By your own admission these agents are not retained by your company. Tranlation: Your agents do not OWE you a sale. At a time when its getting tougher to get things done (like making a phone book) from retained talent, how do you presume the agents will be motivated to sell for you? What R&R policy do you have in place for future as well as existing agents?

Motivation is the key. People always take actions that are rewarded. Here is a joke to emphasize my point:

When Abraham Liebowitz gets to school he discovers that he is the only
Jewish kid in the class. But it's a decent town and nobody really bothers
him.

One day the teacher asks the class "Who was the greatest person who ever
lived? and why?" And to make it interesting she held a twenty dollar bill
in the air and said "whoever gives the best answer will get this twenty
dollars".

All of the kids called out their guesses.

One said "George Washington - because he was the father of our country."

"That's excellent" said the teacher.

Another said "Abraham Lincoln - because he freed the slaves."

"That's also good" said the teacher, reluctant to bestow an excellent, but
still being polite.

One little girl said "Joan of Arc - because she saved France."

Another excellent choice said the teacher.

Then Abraham Liebowitz, raised his hand.
So the teacher called on him. "Abraham, who do you think was the greatest
person who ever lived, and why?"

And Abraham said "Jesus Christ."
The teacher was shocked. "Abraham," she said "I'm very surprised. Class,
I think we can all agree that Abraham should get the twenty dollars." And
she handed Abraham Liebowitz the money.

At recess, the teacher was still very impressed. So she asked Abraham why
he said Jesus.

Abraham said "Look, personally I think Moses was the greatest person who
ever lived, but... business is business!"

For all practical purposes you are in a B2B environment. Treat your customers (agents in your case) to the right motivation for buying (in your case, selling for you). Question the validity of a phonebook if you must. Most bosses appreciate people who take active interest in their rationale. Yes men are overrated.

Whatever you do, do not recommend going for a ripe talent pool. You might get disillusioned by the fact that this pool does not exist. Groom talent and they will serve your cause more efficiently than star performers picked off the street. The ripe talent pool of your dreams will serve those who have groomed them.

Getting back to the phone book, it already seems like a lost cause. Thats because, your bosses have not taken pains to groom you and own the phone book idea. Had they done that, you'd have defended it and worked to make it succeed come hell or high water.

[aclepius]

Vinsomelosesome,

Your reply was actually quite inspitational, after I got past the initial scathing sarcasm, of course.

Thanks