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SeminarCLUB
EffectiveMarketing
andSales
… is the failure to participate!
Give 100% and you’ll get many times that back
The ONLY Failure …
The biggest learning killer?
I KNOW!
“Isn't that interesting?”
I KNOW!
To get the most from your learning …
WHAT SPECIFICALLY DO YOU WANT FROM
TODAY?…. and why?
PURPOSE
COACHING. NOT JUST FOR SPORTS
actioncoach.com
MASSIVE RESULTS Eliminate
Chaos
Predictable Cash Flow
Efficiency
Structure for Growth
A Well Oiled Machine
Owner’s Personal Growth and /or New BusinessesResults
SynergyTeam
LeverageNiche
Mastery
Stability
PredictableCash-flow
Time
GeneralManager
PassiveIncome orSale of Biz
6 STEPS to Better Business
VisionMissionValues&
YOUR PROMISE
… but are they…
COACHING. NOT JUST FOR SPORTS
actioncoach.com
COACHING. NOT JUST FOR SPORTS
actioncoach.com
Knowing your numbers …Customers
Retention
Leads
ConversionRates
Fixed CostsVariable Costs
Gross Margin
Repeat Purchases
Average sale value
Who your target market
Where concentration
What your offer
When timing
How communications
Who’s your target?
You wouldn’t fish for pike with a fly … would you?
• Make a list of your target markets, segments, niche’s or groups
• Be as detailed and specific as you can
• Picture your ideal prospect – how will you recognise them?
• How are they measured?
• Are you excited at the thought of working with them?
• What’s important to them?
• What challenges and problems do they have that you can solve?
• What other services / products are they likely to buy and from whom?
WHO ... ?
• Where are your ideal prospects located?
• Where do they gather, network?
• What kind of events, workshops and seminars do they attend?
• How will you get a list of every business and every owner in that category to market your business to …
WHERE ... ?
Target market(s)
10Minutes table work
• Who and Where?
• Be as specific as you can
• Identify as many as you can
• Appropriate and Attractive to each target group
• Speaks directly to their challenges, problems and frustrations
• What’s In It For Them
• Could be a product, a service or an “offer” based on them
• Make it compelling
• Incorporate USPs
• Back up with Guarantees
• Is it profitable for you?
WHAT ... ?
Your offer …
10Minutes table work
• What problem does it solve?
• Is it in line with what you’re trying to achieve?
• How are you backing yourself to deliver it?
• Identify as many as you can
• How will you get your message across?
• What’s appropriate to your targets?
• What media will you use?
• What format?
• What are your key words and phrases?
• What language will you use?
• Be bold
• Leverage technology
HOW ... ?
Is the traditional sales funnel obsolete?
Nobody likes being “sold” to
yet
We all like buying stuff
Continuous engagement & conversation
Direct response advertising
The Tombstone Ad.
A
I
DAA
Does your website work?
Websites that work
Websites that work
Websites that work
… and Facebook?
Social Media Landscape in 2011
Measure and Test …
Time for a break …
Engagement …
10Minutes table work
• What medium / media is appropriate?
• What style will you use?
• Is it appealing to your target market?
• Can you manage it?
The Campaign …
Bringing It All Together
Campaign Objectives
SMARTpecific
easurable
chievable
ealistic
ime bound
Campaign ObjectivesTarget Senior IT managers in Herts, Beds and Bucks
Companies 20 – 100 users
Product or Service Effective delegation (1-day)
Medium Direct Mail (525 contacts) with 5 day telephone follow up
SMART primary objective
To generate 10 qualified expressions of interest that results in a minimum of 5 face to face appointments leading to at least 3 training courses delivered before end November 2011 generating £8,000 in gross profit
Secondaryobjective 5 inclusions on preferred supplier/provider lists
Tertiaryobjective 50 new personal email addresses with permission to contact
So - what happens when …
Selling: Professionally helping people buy what they need to fulfil a need or solve a problem
The sell it today, sell it now model
Lowering Sales Resistance
• Propriety / Appropriateness
• Intention Statement
• Commonality
• Credibility
• Competency
• Problem identification
Behavioral Styles …
OUTGOING
RESERVED
TASK
PEOPLE
DRESULTS
IFUN
CACCURACY
SSTA
TUS QUO
Lowering Sales Resistance
• Propriety / Appropriateness
• Intention Statement
• Commonality
• Credibility
• Competency
• Problem identification
• Discovery• Qualify• Need acknowledgement• Pact acknowledgement
Increasing Sales Acceptance
• Powerful presentations• 3 option close• Breaking the pact• Summary trial close• Investment close
• Identify the correct Product/Service• Demonstrate Company experience• Demonstrate your expertise• Show third party endorsements• Explain features & benefits
Get more from your whole business
Ask a coach about a complimentary business diagnostic and coaching session today
Find out how much more you could be getting from your business ….
Profit – Time – Reward – Enjoyment
…. not just from your marketing
SeminarCLUB – Save the day
• More with less - Effective Business Systemisation16th September 2011
• Leadership18th November 2011
YourFeedbackis vital!
Now it is time to....
Let’s keep the conversation going – over a bit of lunch