The sales, marketing and business development activities of the
future are to a great extent new to Land Registry. Each of these
activities has both a delivery aspect (delivering the activity) and a
strategic/management aspect (setting and managing strategy,
standards and plans).
The business development function will be accountable for:
-
analysing service performance
- analysing customer service perception and preferences
- improving existing services to better meet the customer’s
needs
- designing and developing new services and service packages
- managing the services portfolio.
The marketing activities include:
- understanding the market, including customers, competitors,
trends, issues and current and future regulation through
market research and other activities
- contributing to service portfolio development
- maintaining an appropriate and meaningful customer
segmentation for the current and future services
- planning, executing and evaluating marketing activities
including new service launches, local awareness seminars, and
so on
- liaison with corporate communications and marketing for
linking in with corporate themes, campaigns and so on.
The sales activities aim to maximise the take up of services with the right customers and segments by:
-
understanding the aims, objectives, issues and concerns with
the individual customer and the customer segment
- identifying the best services or service package for the
customer
- explaining the benefits, requirements and possible
opportunities with the services/service packages
- selling the solution as the best way of solving the customer
issue
- selling within the constraints of what we can actually deliver.
The volume of these activities depends on a number of factors,
including the rate of take-up of e-conveyancing, competition,
customer views and public opinion.
When all key players have signed up to e-conveyancing, there will be a period of settling in, evaluation and optimisation of the services and packages, both ensuring that the customers use the best services for them and the service portfolio is optimised.
Business development, marketing and sales effort will still be
required as there is a need to maintain a strong service portfolio to find the right service within the range for the client, to maintain customer awareness of services and benefits and to refine existing services and develop new ones as customer requirements change. |
