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How to Dominate a Niche Ginevra Figg

How to Dominate a Niche Ginevra Figg

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How to Dominate a Niche Ginevra Figg. The SMB Market. An untapped goldmine 25 million+ small businesses Reliance on outside vendors A lot of money moving around. The SMB Market. Presents a number of unique challenges including: How to reach such a vast market. The SMB Market. - PowerPoint PPT Presentation

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Page 1: How to Dominate a Niche Ginevra Figg

How to Dominate a Niche

Ginevra Figg

Page 2: How to Dominate a Niche Ginevra Figg

The SMB Market

• An untapped goldmine– 25 million+ small businesses– Reliance on outside vendors– A lot of money moving around

Page 3: How to Dominate a Niche Ginevra Figg

The SMB Market

• Presents a number of unique challenges including: – How to reach such a vast market

Page 4: How to Dominate a Niche Ginevra Figg

The SMB Market

• Presents a number of unique challenges including: – How to reach such a vast market– How to start from scratch with no list

Page 5: How to Dominate a Niche Ginevra Figg

The SMB Market

• Presents a number of unique challenges including: – How to reach such a vast market– How to start from scratch with no list – The economics of a sales team don’t add up

Page 6: How to Dominate a Niche Ginevra Figg

The SMB Market

• Presents a number of unique challenges including: – How to reach such a vast market– How to start from scratch with no list – The economics of a sales team don’t add up– Difficult to afford big budget strategies

Page 7: How to Dominate a Niche Ginevra Figg

The Solution

• Tapping into existing channels & aggregators– #1 way to avoid issues with SMB market– Kutenda 0 1,000 clients– STUPID SIMPLE!

Page 8: How to Dominate a Niche Ginevra Figg

Channels & Aggregators

• What are they?

Places where your target audience (SMBs) have already gathered, or been gathered by someone else

Page 9: How to Dominate a Niche Ginevra Figg

Channels & Aggregators

• Why are they important?– Cost– Time– Credibility

Page 10: How to Dominate a Niche Ginevra Figg

Channels & Aggregators

• What are they?– Associations

Page 11: How to Dominate a Niche Ginevra Figg

Channels & Aggregators

• What are they?– Associations – Websites & Forums

Page 12: How to Dominate a Niche Ginevra Figg

Channels & Aggregators

• What are they?– Associations – Websites & Forums– Offline Events & Conferences

Page 13: How to Dominate a Niche Ginevra Figg

Channels & Aggregators

• What are they?– Associations – Websites & Forums– Offline Events & Conferences– Market Colleagues (Not direct competitors)

This is your biggest opportunity!!!

Page 14: How to Dominate a Niche Ginevra Figg

Channels & Aggregators

Key point: People aggregate according to industry.

Page 15: How to Dominate a Niche Ginevra Figg

Channels & Aggregators

Key takeaway: You must break down your audience and

focus on certain niches in order to see success with this strategy.

Page 16: How to Dominate a Niche Ginevra Figg

Channels & Aggregators

• Examples of these relationships:

Page 17: How to Dominate a Niche Ginevra Figg

Channels & Aggregators

• Examples of these relationships:

Page 18: How to Dominate a Niche Ginevra Figg

Channels & Aggregators

• Examples of these relationships:

Page 19: How to Dominate a Niche Ginevra Figg

Channels & Aggregators

• Kutenda– Tradeshows

Page 20: How to Dominate a Niche Ginevra Figg

Channels & Aggregators

• Kutenda– Tradeshows– Press Websites

Page 21: How to Dominate a Niche Ginevra Figg

Channels & Aggregators

• Kutenda– Tradeshows– Press Websites– Major Software Vendors (Market colleagues)

Page 22: How to Dominate a Niche Ginevra Figg

A U T O T A S K A C A D E M Y W E B I N A R

Buy Autotask Pro Get US $1,000 Voucher! For new customers who buy Autotask

today through June 30, 2012

[email protected], 518-720-3500 x1

Special Offer!

E-mail [email protected] for more info on Autotask!Subject: “kutenda062012 – $1,000 Voucher for Pro”

Call sales at 518-720-3500 x1

Page 23: How to Dominate a Niche Ginevra Figg

Protect Your SMB Clients’ Data and watch your Monthly Recurring

Revenue Grow

Get started today:www.intronis.com/freetrial

Page 24: How to Dominate a Niche Ginevra Figg

6 Steps Before Getting Started With Channels & Aggregators

Page 25: How to Dominate a Niche Ginevra Figg

6 Steps to Getting Started

• Step 1: Segment– Which niche most resonates with your offer?– Which niche has a problem your offer can solve?– Which niche consists of responsive buyers?

Page 26: How to Dominate a Niche Ginevra Figg

6 Steps to Getting Started

• Step 2: Focus exclusively on your niche– Targeted messaging– Tailored offer

Page 27: How to Dominate a Niche Ginevra Figg

6 Steps to Getting Started

• Step 3: Research your niche’s habits– What resources do they use to function?– What resources do they use to grow?– Where do they go to learn?– Where do they gather to have fun?

Overall: Who currently communicates with them?

Page 28: How to Dominate a Niche Ginevra Figg

6 Steps to Getting Started

• Step 4: Make a list of friends in the right places

Page 29: How to Dominate a Niche Ginevra Figg

6 Steps to Getting Started

• Step 5: Understand the channel’s goals

Page 30: How to Dominate a Niche Ginevra Figg

6 Steps to Getting Started

• Step 6: Be of service– Provide uniqueness to their offer– Offer a solution to a problem – Improve relationships between the channel and

their customers

Page 31: How to Dominate a Niche Ginevra Figg

How to Lay the Relationship Groundwork

Page 32: How to Dominate a Niche Ginevra Figg

Relationship groundwork

• Take a personalized approach

Page 33: How to Dominate a Niche Ginevra Figg

Relationship groundwork

• Take a personalized approach• Look for the right title

Page 34: How to Dominate a Niche Ginevra Figg

Relationship groundwork

• Take a personalized approach• Look for the right title• Be willing to spend time and money

Page 35: How to Dominate a Niche Ginevra Figg

Relationship groundwork

• Take a personalized approach• Look for the right title• Be willing to spend time and money• Be patient: This can take time to work!

Page 36: How to Dominate a Niche Ginevra Figg

Relationship groundwork

• Take a personalized approach• Look for the right title• Be willing to spend time and money• Be patient: This can take time to work!• Suggest an opportunity to add value

Page 37: How to Dominate a Niche Ginevra Figg

Early daysvs.

Once you’re established

Page 38: How to Dominate a Niche Ginevra Figg

Early days

• Get clear on your customer• Locate channels• Establish relationships with channels• Spend the $$$ - Invest• Educate, educate, educate

Page 39: How to Dominate a Niche Ginevra Figg

Once you’re established

• Cut back on the expensive marketing• Nurture your list• Provide low end offers via email• Leverage your team for up-sells/cross-sells

(More on this next…)

Page 40: How to Dominate a Niche Ginevra Figg

Industry Focus+

Leveraging Channels=

FAST & INEXPENSIVE DISTRIBUTION

Page 41: How to Dominate a Niche Ginevra Figg

Leveraging Channels

• Key strategy:– Educate/provide value to their audience (without selling)– The goal: Growing your list of prospects

Page 42: How to Dominate a Niche Ginevra Figg

Leveraging Channels

• Fastest way to accomplish this:– Pick a topic of value– Set of content – Opt-in sequence– Promotional sequence– Repurpose everywhere!

Page 43: How to Dominate a Niche Ginevra Figg

Leveraging Channels

• Webinars:– Structured promotion

• Dual outreach• 4-touch email series• Social media• Services team (signatures, phone calls, etc.)• Press releases (yes, this is news worthy!)• Direct press outreach

Page 44: How to Dominate a Niche Ginevra Figg

The Follow Up Process

Page 45: How to Dominate a Niche Ginevra Figg

The Chase Formula

Page 46: How to Dominate a Niche Ginevra Figg

The Chase Formula

• What is it?– Fill gap between marketing and sales– A scientifically proven prospecting system that

you can use to find new clients. • Three parts working together

- Power Messaging- Six Prospecting Power Boosters- Frequency

Page 47: How to Dominate a Niche Ginevra Figg

THIS WEEK ONLY:

JUST $47 (Expires June 22nd)Take your list to a new level!

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Page 48: How to Dominate a Niche Ginevra Figg

Questions?

Page 49: How to Dominate a Niche Ginevra Figg

THIS WEEK ONLY:

JUST $47 (Expires June 22nd)Take your list to a new level!

http://mspsalescoach.kutenda.com/