Marketing and Sales Accelerator for Thought Leading Professionals

e: [email protected] | p: 610.716.5984

ADVANCED!Marketing and Sales Accelerator

for Thought Leading Professionals

David Newman, CSP


BIG idea... •  Professional Speaker is a SKILL SET •  ... NOT a job description

–  I get up –  I talk –  I get paid –  I leave

•  Thought-Leading Professionals include...


I’m trading 90 min. of my life for:



Your notes will be about !YOUR BUSINESS - not my slides...

• Define • Organize •  Implement • Track

= = = =

Want to do it Will do it Do it! (V-N-D) Did you do it?


Your notes will be about !YOUR BUSINESS - not my slides...

Ninja note taking: 1.  “Easily Doable” 2.  “Major Impact” GSTFSG: Jim Jacobus, CSP


Discussion Question 1: •  Get with your Pre-Planned Strategic Learning

Action Team Partners and answer...

If I had it to do all over again, I would…

Define


1. Decide Who YOU Are

Define

What I am passionate

about

Who I am passionate

about

What THEY are passionate

about


2. Decide Who THEY Are

Define X = Relevant, Valuable, High Potential Prospects

X = Urgent, Pervasive, Expensive PROBLEMS

Don’t get it = Messaging problem

Won’t value it = Commodity

problem

Can’t scale it = Target/scope

problem


3. Who are YOU disturbing?

YOU?

Define


Organize

4. Repackage Traditionally published book

Self-published book

Ebooks, booklets, special reports

Articles, audios, podcasts, etc.



Organize

5. Repurpose Chunk It Up & Down

Keynotes into…

Articles into…

Special Report into…

Videos into…

Book into…

Blogs into…

Podcasts into…

? ? ?


6. Reposition •  Sales Success Secrets •  Overcoming the Stall: How to !

Get Your Prospect Off the Dime •  Becoming a More Effective CFO •  Seven CFO Negotiating !

Strategies for Vendor Contracts • MAGIC WORD = “FOR”

Organize


7. Refocus on Right Now •  Motivating •  Inspiring •  Touching •  Laughed •  Cried •  Spilled my soda •  Milk came out my

nose

•  Results •  Outcomes •  Skills •  Tactics •  What to say •  How to say it •  What to do •  How to do it

•  In a recession •  When no one's

hiring •  During tough

times •  In a crisis

Organize


Discussion Question 2: •  Get with your Pre-Planned Strategic Learning

Action Team Partners and answer...

The #1 thing that has worked consistently

Implement


8. Change Your Approach

Implement

Stop thinking like a marketer or advertiser.

Start thinking like a publisher and socializer.


9. Rethink How You Redistribute

Implement


10. Stop Selling: Filter and Sort

• Make THEM qualify for YOU – Power phrase •  Template: Build Your Happy Machine

–  You need it when... [symptom, challenge, gap] –  You get... [Seminar, Program, Mentoring, YYY] –  So that... [Results, Outcomes, Impact + Emotion]

•  Powerful headline question: IS THIS YOU?

Implement


Is This You? Example •  “I love working with my clients. I just want to do a

better job of marketing and selling.” •  “I feel like I’m the best kept secret in my industry.

Clients love me but I’m invisible to new prospects.” •  “I have enough clients; why aren’t I making more

money?” •  “I’m tired of ‘marketing by accident’ and settling

for whatever business falls in my lap.”


11. Sales “A-ha!” Moment •  Don’t let your fee be the first number that

comes up in conversation •  Context of value and Contrast of scale

– Average salary of employees x How many – Average deal size –  Customer lifetime value –  1-2-5-10% increase/decrease in key areas – Opportunity cost: “Can you put a number on it?”


“You’re gonna wanna buy this”

• “Your fee is too high” • 3 Problems it’s NOT • Ask about money:

– Where they are – Where they want to go

• Use the Magic Statement


12. Referral template •  I’m looking to meet ______ •  Advice – Insights – Recommendations (AIR)* •  Tell ‘em what to say/send (Referral Blurb) •  Three-way meetings •  Give, give, give

Track

* Michael Goldberg, CSP


1. I’d like to put my professional network on LinkedIn at your disposal. After we connect, if there's someone to whom you'd like a personal introduction, just let me know. Thanks in advance.

2. I’m glad to be connected to you on LinkedIn and wanted to reach out to you personally. My expertise is in _______. If a brief conversation about your situation would be valuable, I’d be glad to brainstorm with you. [Name] [Phone]

13. LinkedIn Template

Track


14. Cold Call Email Template Hi [NAME], I'm not sure if you can help me, but I am hoping you might point me in the right direction. Would you happen to know who is responsible for selecting speakers for your 2015 Conference coming up in [MONTH]? I have a program titled, [TITLE] I am not sure if a high-energy [TOPIC] program like this is a good fit for your event (from what I saw on your website, I think it might be), and I would like to connect with the right person to find out. Any help you could provide would be greatly appreciated. Thank you in advance, [YOUR NAME] Track


15. Phone Call Template Hi Susan, This is David Newman. I speak to groups of [WHO] who want to [OUTCOME] and [RESULT]. I’m calling to see if a program like this might be valuable for your [members].

Track

Hi Susan, This is Jane Buck. I speak to groups of bankers who want to get more small business banking customers and boost both deposits and lending. I’m calling to see if a program like this might be valuable for your members. Hi Susan, This is Betsy Ross. I speak to groups of cancer patients who want to feel good and look great even during treatment. I’m calling to see if a program like this might be valuable for your patients and nurses.


16. “Speaker” is a skill set!NOT a job description!

1. You are in the ____________ industry 2. Your job title is __ __ __ 3. Your focus is __ __ __ 4. Your guiding principle is...

Do WORK you love WITH those you love !and FOR those you love

Track


17. Be coachable, ASK and LISTEN •  Let buyers help you connect your expertise to

their audience’s needs •  NOW more than ever your buyers will TELL

you how to ADD VALUE... so LISTEN! •  Track 5 C’s: Conversations, Connections,

Content, Conversions, Cash

Track


Get serious, Get help, !or Get out

Izzes

Gonna be

Newbie

Wannabe

Is always getting better

Never gonna be


Roy Scheider


Right mountain


Make Sure This Sticks!

• YOUR Biz Card = $47 product for FREE • Write on back: FREE20 and/or REFER • Visit www.doitmarketing.com for more

!

Business

Marketing and Sales Accelerator for Thought Leading Professionals