Thus the wise win Thus the wise win before they fight…before they fight…

while the ignorant while the ignorant fight to win!fight to win!

The Art of WarThe Art of WarSun TzuSun Tzu

The First Rule Of BusinessThe First Rule Of Business

Those that have the Those that have the goldgoldMake the rules!Make the rules!

Second Rule of BusinessSecond Rule of Business

It’s not what you know…It’s not what you know…

It’s finding out what you need to It’s finding out what you need to know,know,

Then locating someone who Then locating someone who knows how,knows how,

And utilizing their experience to And utilizing their experience to succeed.succeed.

Service Business Self EvaluationService Business Self EvaluationUse a 1 to 10 rating where 10 is most appropriate to youUse a 1 to 10 rating where 10 is most appropriate to you

• Call you first for adviceCall you first for advice ______

• Are ready to act on your recommendationsAre ready to act on your recommendations ______

• Bring you in when they are dealing with tough issuesBring you in when they are dealing with tough issues ______

• Openly share their business status information with youOpenly share their business status information with you ______

• Pay your bill without questionPay your bill without question ______

• Refer to you to their business colleagues and friendsRefer to you to their business colleagues and friends ______

• Involve you early in their business issuesInvolve you early in their business issues ______

• Trust your instinctsTrust your instincts ______

• When you make a mistake, forgive you and work with youWhen you make a mistake, forgive you and work with you ______

• Treat you with respectTreat you with respect ___

Your total Score ___

Self Test #2Self Test #2Do you have a trusted business advisor (y/n)Do you have a trusted business advisor (y/n) ______

What are the three strongest characteristics of that person:What are the three strongest characteristics of that person:1.1. ____________________________________________________________________________________2.2. ____________________________________________________________________________________3.3. ____________________________________________________________________________________

Why do you turn to them for advice:Why do you turn to them for advice:– ____________________________________________________________________________________– ____________________________________________________________________________________– __________________________________________ __________________________________________

Do you ever reference them to anyone else (y/n)Do you ever reference them to anyone else (y/n) ______

Rate the degree of trust between you and your top three clients:Rate the degree of trust between you and your top three clients:– __________________________________________________________________________________ ______– __________________________________________________________________________________ ______– __________________________________________________________________________________ ______

Services MarketingServices Marketing

Services Marketing is different from Services Marketing is different from Product Marketing because:Product Marketing because:

– There is no visible “Thing”There is no visible “Thing”– The Customer has to “Trust You” to The Customer has to “Trust You” to

deliver.deliver.– You are selling a “Process” that they may You are selling a “Process” that they may

not understand.not understand.– You are selling skills and people not You are selling skills and people not

“objects”.“objects”.

Michael Porter On StrategyMichael Porter On Strategy

““I would argue that the need for I would argue that the need for strategy is greater in small strategy is greater in small companies and start-ups than in companies and start-ups than in large companies.”large companies.”

““Small companies really lack the Small companies really lack the resources, momentum and means to resources, momentum and means to coast along the way large companies coast along the way large companies do…”do…”

If Your Strategy Is Crafted WellIf Your Strategy Is Crafted Well

It will show in a compelling It will show in a compelling narrative how you will be narrative how you will be competitive now and in the competitive now and in the future. future.

Most importantly, your strategy Most importantly, your strategy will tell your stakeholders and will tell your stakeholders and your competitors how and when your competitors how and when you and your organization will you and your organization will make it doable.make it doable.

Your catalystYour catalystFor successFor success

5X5Ps of Professional Services Marketing5X5Ps of Professional Services Marketing

PositioningPositioning - Communicate with your prospects - Communicate with your prospects exactly why they should do business with you.exactly why they should do business with you.

PackagingPackaging - Package and present your services - Package and present your services to generate interest and response from qualified to generate interest and response from qualified prospects.prospects.

PromotionPromotion - Get more qualified prospects to call - Get more qualified prospects to call who are ready to do business with you now.who are ready to do business with you now.

PersuasionPersuasion - Turn those who call you into - Turn those who call you into immediate sales... often over the phone.immediate sales... often over the phone.

PerformancePerformance - Keep clients coming back and - Keep clients coming back and referring others... forever.referring others... forever.

Positioning Your BusinessPositioning Your Business

Five key things to consider when developing the Five key things to consider when developing the positioning strategy for your business.positioning strategy for your business.

What exactly is your Business Solution? How does your service How does your service solve a particular problem, alleviate a pain or add value?solve a particular problem, alleviate a pain or add value?

Who exactly are your potential clients or customers? Where Where are they; what industry; what size; what needs; what past are they; what industry; what size; what needs; what past experience with your kind of service and what buying process?experience with your kind of service and what buying process?

What is your Unique Customer Advantage? W What hat differentiates you from your competitors. What do you do better, differentiates you from your competitors. What do you do better, different, faster, cheaper, with higher quality or with a different different, faster, cheaper, with higher quality or with a different spin? spin?

What is your Business Identity? What are the qualities you want What are the qualities you want to be known by? Is it integrity and dependability or expertise and to be known by? Is it integrity and dependability or expertise and exclusiveness. Next ask what you are going to do to live up to exclusiveness. Next ask what you are going to do to live up to these qualities.these qualities.

What is your "Phrase that Pays?" What words concisely sum up What words concisely sum up your positioning strategy in a way that is memorable and your positioning strategy in a way that is memorable and meaningful, with both style and content. For Action Plan Marketing meaningful, with both style and content. For Action Plan Marketing it is: "We help you find new clients without spending a fortune." it is: "We help you find new clients without spending a fortune."

Positioning ScorecardPositioning Scorecard

Target/Problem. I know who my clients are, I know who my clients are, where they are and what problems, issues and where they are and what problems, issues and challenges they are facing. (Audio Logo)challenges they are facing. (Audio Logo)

Ultimate Outcome. . I have a clearly articulated I have a clearly articulated outcome statement for my business that tells what outcome statement for my business that tells what my clients get when they use my services.my clients get when they use my services.

Value. I have outlined a number of specific client-I have outlined a number of specific client-centered benefits that my clients receive when they centered benefits that my clients receive when they use my services and that answer the question, use my services and that answer the question, "What's in it for me?“"What's in it for me?“

Uniqueness. I have a Unique Competitive I have a Unique Competitive Advantage that explains why I am different than Advantage that explains why I am different than my competition and what that means to my clients.my competition and what that means to my clients.

Proof. I have a number of client success stories, I have a number of client success stories, both written and verbal, that I can employ to prove both written and verbal, that I can employ to prove that I am able to deliver the outcomes and value that I am able to deliver the outcomes and value that I promisethat I promise..

Note : A low score in this area indicates that you are not communicating clearly about your value. People are likely not showing interest in your services when you talk about what you do

Rate from 0 to 10

Total

What does wellWhat does wellFor 20 years, with an 83% success rate, “For 20 years, with an 83% success rate, “Ideas To Ideas To Profits ” (formerly Business Deve lopment Profits ” (formerly Business Deve lopment Consortium)Consortium) has helped clients to: has helped clients to:

LLaunch a new service and/or producta new service and/or product

EExpand their businesstheir business

AAcquire financial resourcesfinancial resources

DDefend their market sharetheir market share

SSurvive a hostile a hostile attackattack

Exercise 1 - Top Five ClientsExercise 1 - Top Five Clients

List your top five customers. What makes them a raving fan?List your top five customers. What makes them a raving fan?

5.5. ____________________________________________________________________________________________________________________________________________________________________________________

7.7. ____________________________________________________________________________________________________________________________________________________________________________________

9.9. ____________________________________________________________________________________________________________________________________________________________________________________

11.11. ____________________________________________________________________________________________________________________________________________________________________________________

13.13. ____________________________________________________________________________________________________________________________________________________________________________________

Top Three Common FactorsTop Three Common Factors• __________________________________________________________________________________________• __________________________________________________________________________________________• __________________________________________________________________________________________

Slide 14

SUN TZU, The Art of WarSUN TZU, The Art of WarSo it is said that if So it is said that if you know othersyou know others and you and you

know yourselfknow yourself, you will not be imperiled in , you will not be imperiled in a hundred battles;a hundred battles;

If you do not know others but know yourself you will win one and lose one;

If you If you do not know others and do not know do not know others and do not know yourselfyourself, you will be imperiled in every , you will be imperiled in every single battle.single battle.

Matrix For SuccessMatrix For Success

First Customer Acceptance

(Sustained Growth Plan)

IP Stage

(Strategic AdvantageReadiness)

Technology Development Stage

Concept Stage

(Reality Check)

Early Adopter Positioning

(Tactical)

10

IP Mapping

(Existing & New)

7

User-Driven FAB

(Features Advantages & Benefits)

3

Opportunity Impact

(SWOT)

1

Technology Plan

Market Data for Funding

11

Channel Map

(How get to market fastest & easiest)

8

New Venture Map

4

Multiple Market Assessment & Prioritization

2

Business Plan

Market –Driven Ramp-up Considerations

12

Licensing

9

Market Opportunity

USP or PoDs

6

Competitive Issues

5

SalesDevelopment Plan

P

roof

of

Mar

ket

Dem

and

Six Factors For Venture Six Factors For Venture SuccessSuccess

Clear understanding of the customer needsClear understanding of the customer needs

Efficient new service and/or product Efficient new service and/or product development processesdevelopment processes

Good leadership skills Good leadership skills

Effective internal and external communication Effective internal and external communication skillsskills

Major emphasis on marketing efforts Major emphasis on marketing efforts throughout the processthroughout the process

Confidence in matching market opportunities to Confidence in matching market opportunities to technical “know-how”technical “know-how”

Doyle On Market ResearchDoyle On Market Research

“In all too many cases the real cause or reason for failure is that not enough homework was done in analyzing the market and properly positioning the product in that market in the first place.”

The Cause & Effect of IdeasThe Cause & Effect of IdeasIdeas are how we Ideas are how we resolve problemsresolve problems

Ideas improve things Ideas improve things that currently existthat currently exist

Ideas are your seeds Ideas are your seeds for richesfor riches

Ideas are lost when Ideas are lost when you plunge into themyou plunge into them

““Doing Something Better Than Its Been Done Before Will Ensure Success”Doing Something Better Than Its Been Done Before Will Ensure Success”

Situation Analysis FormatSituation Analysis FormatBefore you can solve a problem you have to

define it:■ Who is the problem impacting onWho is the problem impacting on■ Why does that problem need resolutionWhy does that problem need resolution■ What are the potential outcomes of What are the potential outcomes of

solving the problemsolving the problem■ When would users take on the solutionWhen would users take on the solution■ Where will they go to find the solutionWhere will they go to find the solution

Exercise 3 - Profile Your ClientsExercise 3 - Profile Your Clients

Who is your market?Who is your market?__________________________________________________________________________________________________________________________

What services do they buy?What services do they buy?__________________________________________________________________________________________________________________________

Who is involved in the buying decision?Who is involved in the buying decision?__________________________________________________________________________________________________________________________

Where is your market?Where is your market?__________________________________________________________________________________________________________________________

Where should you be selling?Where should you be selling?__________________________________________________________________________________________________________________________

Why do they buy your services?Why do they buy your services?__________________________________________________________________________________________________________________________

Slide 19

HowHow to Probe Assumptions to Probe Assumptions What would your customers like you to do for What would your customers like you to do for

them?them? Has anyone ever tried it before? Has anyone ever tried it before? Why did it not succeed?Why did it not succeed? What would it mean to you, your business and What would it mean to you, your business and

your customers if you could do it?your customers if you could do it? If the impact is negative, how would you If the impact is negative, how would you

overcome the effect? overcome the effect? If the impact cannot be overcome, should you If the impact cannot be overcome, should you

undertake it anyway?undertake it anyway? What would be the best way to proceed and what What would be the best way to proceed and what

would be the total cost involved?would be the total cost involved?

Sales Tip 1: Sell the InvisibleSales Tip 1: Sell the Invisible Make the Invisible Visible through:Make the Invisible Visible through:

The power of the Case StudyThe power of the Case Study..Business results foundationBusiness results foundationAnalysis and how you solved the problem.Analysis and how you solved the problem.Experience the same positive results.Experience the same positive results.

Discussion of Best Practices.Discussion of Best Practices.Tell them something they don’t knowTell them something they don’t knowWalk through examples to build emotional understanding and confidence.Walk through examples to build emotional understanding and confidence.

Presenting the Features and BenefitsPresenting the Features and Benefits..Defined for most service offerings.Defined for most service offerings.Features are attributes while Benefits bring valueFeatures are attributes while Benefits bring value

Involve them in a “Day in the Life” discussion.Involve them in a “Day in the Life” discussion.Let them know what to expect.Let them know what to expect.Walk through the experience reduces anxiety and increases positive Walk through the experience reduces anxiety and increases positive perceptions.perceptions.

Benefit Statement ExamplesBenefit Statement ExamplesSafety/SecuritySafety/Security

PerformancePerformance

AcceptanceAcceptance

ConvenienceConvenience

Economics (3E’s)Economics (3E’s)

DependabilityDependability

S

P

A

C

E

D

___________________________

___________________________

___________________________

___________________________

___________________________

___________________________

Sales Tip 2: Concentrate on the StarsSales Tip 2: Concentrate on the Stars

Stratify Clients:Stratify Clients:– Best – Tier 1 – Most revenue, high – Tier 1 – Most revenue, high

potential, ownership and weekly contact.potential, ownership and weekly contact.– Promising - Tier 2 going to Tier 1 with work. - Tier 2 going to Tier 1 with work. Targeted, future high potential, need name.Targeted, future high potential, need name.– Value Opportunistic – Tier 3 – Growth – Tier 3 – Growth

market watch list. Market attention, market watch list. Market attention, Recommended, Alignment.Recommended, Alignment.

– The RestThe Rest – Follow strict screening/qualifying – Follow strict screening/qualifying process. process.

Focus on who wants to work with you and who you want to work with

Grading the AccountsGrading the Accounts

Value

Contact

Low

High

Difficult Easy

Relationship&

Reputation

Needs serviceawarenessmarketing

Avoid Not now maybe later

Qualifying Checklist - exampleQualifying Checklist - example

Success factors Ranking

Importance of accountImportance of account 1 2 3 4 1 2 3 4 55Business FitBusiness Fit 1 2 3 1 2 3 4 5 5Personal FitPersonal Fit 1 2 3 1 2 3 4 5 5Our reputation with acct.Our reputation with acct. 1 2 3 4 1 2 3 4 5Acct. competitive positionAcct. competitive position 1 2 3 1 2 3 4 5 5Access to decision makersAccess to decision makers 1 2 3 1 2 3 4 5 5FundingFunding 1 2 3 4 51 2 3 4 5Importance to usImportance to us 1 2 1 2 33 4 5 4 5TimingTiming 1 2 3 4 5 2 3 4 5

Total

Sales Tip 3:Get Executives to take ActionSales Tip 3:Get Executives to take Action

Getting “C” levels motivated and committed to action that leads to a sale.

Develop Business acumen presence.Knowledge of strategic issues facing the companyUnderstanding their competition.Sensitive to change management impacts.

Develop decision makers map.When involves lots of stakeholders in a complex sale.Influencers, Coaches, Deciders, Approvers in informal decision making process.Work support from below to influence to top.

Set up peer level benchmarks.Meet with another satisfied client equivalent “C” level.Visible results and time for social networking

Hold “ Information Sharing” events.Informal short Best Practice sharing and networking events.Off-site and by invitation only with follow-up.

Critical in high ticket and/strategic sales

Sales Tip 4: Clarify Complex IssuesSales Tip 4: Clarify Complex Issues

Use the 4 I’s Probing Strategy:Issues – main issues facing them “LISTEN”

Importance – are the services important “WHICH ONES”

Impact – impact of NOT addressing the problem “WHAT IF”

Investigate – lets investigate together how we can help “MAKE AN INVESTMENT”

THE 7 FEATURES OF SUCCESSFUL LEADERS

Ability to acquire critical content informationAbility to acquire critical content information

Have strong interpersonal skillsHave strong interpersonal skills

Demonstrate involvement and ownershipDemonstrate involvement and ownership

Possess marketing skillsPossess marketing skills

Are experienced in changeAre experienced in change

Build learning organizationsBuild learning organizations

Are bottom line orientedAre bottom line oriented

Ross BlaineRoss BlaineSenior Partner i2pSenior Partner i2p

CHALLENGINGCHALLENGING is the phrase that best is the phrase that best describes the type of work Ross enjoys. describes the type of work Ross enjoys. Ross’ whole business career has been Ross’ whole business career has been based on taking on tough projects. based on taking on tough projects.

When someone says: “how do we tackle When someone says: “how do we tackle this problem?” his fans will say: this problem?” his fans will say: “Call “Call Ross, he will have some ideas.” Ross, he will have some ideas.”

Ross has commercialized over 30 new Ross has commercialized over 30 new products during his business career. products during his business career.

Website www.i2p.biz

Email ross@i2p.biz

Phone 613 791 3989