Mobilisation Tool Project Number 2013-1-FR1-LEO05-48380

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This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein

Mobilisation tool, STRAT-Training Project

Public: Advisors and Trainers within the Partnership

Pedagogical objectives of the training:

To explain the use of the Mobilisation tool for engaging users of Strategic Tools.

To explain the importance of engaging end users over a period of time

To produce an engagement strategy.

7 STEPS TO MOBILIZATION

Step 1 Attract Decide what is the message? Who do you want to attract? What are the values you want to attract?

Identify of the User wants to Avoid Pain or Move to Pleasure – for example:

You have to Avoid pain, fail to plan; Plan to fail, if you don’t have a strategy your business will fail, your competitors are doing it,……..

Move towards pleasure: this could be to talk about succession planning, future retirement, annual Caribbean holidays, daughters wedding…. Try to understand why they are taking advantage of strategy training

Who do you want to attract? Students, parents of students, farmers, who have you attracted in the pass

Where are your future customers? Where do they go to, what are their interests, how you could be involved in!! Example – of you want to attract Farmers wives would you find them at the school gates?

What are the values you want to attract: profile your ideal client to establish your values. Example of customers: students, parent’s students, farmers,

Workshop “Create an Avator” of your customer

The family with father role (leader) and mother 55 years old with children son 25 and 5 years in the farm.

Children of farmers going to agriculture school and farmers who want finance

Middle class on own milk/sun flowers oil who wants free time

Technical advisors from private companies; male 40 years old in small farm who wants money and free time.

Mobilisation Tool Project Number 2013-1-FR1-LEO05-48380

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This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein

Use a Questionnaire to research what you have attracted in the past for example:

Mobilisation Questionnaire

How to Attract your Customer

Research and create data files to identify the following:

Where have your existing/potential customers come from?

Where are your existing/potential customers located?

What is the average age of your customer?

Are your existing/potential customers Male/ Female

Are your existing/potential customers the Owner or manager of the business?

Are your existing/potential customers Family or Single?

Did your existing/potential customers inherit or create the business?

What is the Size of your existing/potential customer’s business (employees)?

What is the Size of your existing/potential customer’s business (turnover)?

What are the common problems your existing/potential customer’s experience?

What is the main product of your existing/potential customer’s?

What is the secondary product of your existing/potential customer’s?

What results have you already achieved – or could achieve?

You should have sufficient ‘in-house’ or historical data to address the above although you may need to consult with other teachers / advisors that you work with.

Once you have the answers analyse the data to further identify the following:

What other interests would your customers have?

i.e. A single man aged 45 might play Golf

Where else will you find them?

The Golf Club

Who else would they be in contact with?

Golf Shops

Now you can make some decisions on WHERE you potential customers may be.

Mobilisation Tool Project Number 2013-1-FR1-LEO05-48380

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This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein

WHAT message do you want to put out?

Identify the Features and Benefits of your Product

For example

Financial Business Advice

A Customer would be looking for Benefits in the format of ‘What is in it for me?’ As you promote your product this is what you should be answering.

For Example – your message could be:

Take Control of your Finances

Do you want less debt

Do you want more money

These are summaries of the results you have already delivered / achieved.

Note the use of the word YOU/YOUR

A feature is about the value it offers the Customer – although sometimes the Customer doesn’t realise it wants this feature

For example:

Be ahead of your competition

Don’t waste money

Understand how much you’ve got / need

You cannot develop your message with the results of the data above. Once you have all this information you can then do further research of WHERE your customers are and how you can access them.

Mobilisation Tool Project Number 2013-1-FR1-LEO05-48380

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This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein

This is the next phase CAPTURE

Step 2: the capture Question what they need using the formulation around pain/pleasure? You have to be attractive to them

Develop web Form questions; using email software to find out about their needs

What Tips can you give to confirm credibility? To create a relationship you need to give something to get something

i.e. The Top 5 mistakes Farmers make in choosing a holiday

Knowing the profile of your customer will help you identify where to capture them. For example on Face book there are more 15-35 females than any other categories. If you want to contact 18+ males go to sporting event. Males 40 – 55 are found on LinkedIn.

Marketing experts say that “you have to try, evaluate, and test again because the place to contact your future customers is evolving.

To capture information on your target – give them something and see how they respond – check if they are willing to give an email address to get something, you could do an email campaign such as:

“There is always room for improvement, don’t you agree? The STRAT Project has pulled on the resources of some Europe’s key training providers to develop a toolbox of outstanding learning tools to help advisors achieve better results for VSE’s (Very Small Enterprise’s) throughout the UK, France, Denmark, Spain and Greece. The challenges some rural businesses face can be daunting when they don’t have the right support or answers to their problems. The STRAT toolbox provides a series of key learning tools that advisors can use to assist such people as farmers and small rural businesses to resolve these challenges. Are you a business advisor or coach? Do you want to know more? Then just click the link below. CLICK HERE> Access more information on the STRAT Project here

When they click through you need a landing page to capture their data – you could even ask more pages

Example landing page:

Mobilisation Tool Project Number 2013-1-FR1-LEO05-48380

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This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein

This helps build your contact list – the message to capture should also go out via Facebook pages / LinkedIn and Twitter

The key here is to get people interested and talking about your product – this is not a buying stage but building relationships.

Mobilisation Tool Project Number 2013-1-FR1-LEO05-48380

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This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein

Mobilisation Tool Project Number 2013-1-FR1-LEO05-48380

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This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein

Step 3 Nurture Once you’ve capture them and they are expressing an Interest in what you have to say you can then continue to build a relationship, breaking down barriers between you and you become the ‘go to’ person for knowledge and authority. You give something to receive something, try to have a common point.

Use the Alerts on the issues https://www.google.co.uk/alerts#1:8; to research relevant information share this information through social networks, business networks, newsletters

This is easy to set up via Google and it enables you to be fed any relevant information that you can pass onto to your potential targets. This enables you to build credibility and become the ‘go to ‘ person on the subject of Strategy.

Mobilisation Tool Project Number 2013-1-FR1-LEO05-48380

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This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein

Step 4 convert Having developed the relationship and the trust has been built, then assume they are ready to buy. Consider using E-Commerce so they can book your services on line but whatever you choose make it relevant to your target group and make it Easy for them to book.

Make it easy to buy sales person to arrange visits; call to action. Ask for the business – offer to send an invoice / booking form – ensure you have sufficient methods for taking payment / deposits i.e. Worldpay / Paypal / merchant banking / BACS transfer details on your details.

If you don’t ask you don’t get

Step 5 Deliver and satisfy

Once they have booked ensure the delivery process is as you said. Keep the appointments, ensure you are delivering the right product. Develop Test and Measure tactics to check your client is happy throughout the process not just at the end.

Step 6 Upsell Additional services, books, taster sessions Be prepared to up sell. Have additional products that will help them, Invoicing software packages, self help work books, Conferences etc.

Step 7 Get referrals Don’t be afraid to ask for referrals – word of mouth is proven to be the best marketing tool. Make it easy for them to refer – give them invites to events to hand out to colleagues / friend / farmers in their network. Do Case Studies for tour website, ask for email addresses of colleagues.

Once you have a new contact it’s back to Step 2