PRACTICAL ENTREPRENEURSHIP WORKSHOPSales and Marketing Overview

©Copyright 2018 by Houston Community College, Houston, Texas. All rights reserved.This workshop is designed to provide authoritative information regarding the subject mattercovered. It is provided with the understanding that the presenter is not engaged in rendering legal,accounting or other professional services. If legal or other expert advice or assistance is required, theservices of a competent professional should be sought.

➢ Identify Target Audience

➢ Lead Capture System

➢ My Lead Nurturing System

➢ Sales Conversion Strategy

➢ Delivering World Class Service

➢ Increasing Customer Value

➢ Orchestrating and Stimulating

Referrals

What We’ll Cover

©Copyright 2018 by Houston Community College, Houston, Texas. All rights reserved.This workshop is designed to provide authoritative information regarding the subject matter covered. It is provided with the understandingthat the presenter is not engaged in rendering legal, accounting or other professional services. If legal or other expert advice or assistance isrequired, the services of a competent professional should be sought.

T

Discovering Your Target

Audience:

Is Your Idea Lucrative?

A

Test Your Minimum Viable

Product

➢ What is the MVP?

➢ How to test it?

➢ What to do now?

S1A

Identifying Your Target Audience

➢ Defining Your Customer

➢ Adding Value

➢ Solving Their Problem

➢ Finding Them OnlineS1T

Target Market MessagingDeveloping the Message

➢ Clearly State the Solution

➢ Answer the Why

➢ Set Expectations

S2T

Digital

Toolbox

➢ Key Messages

➢ Strong Images

➢ Tracking Tools

S2A

The Basics

of SEO and

SEM

➢ Keyword

Research

➢ Tags and Titles

➢ Consistent

Verbiage

S2A

S2A

Reaching

Target

Customer

➢ Self Promotion and Lead

Generation Strategies

■ Networking

■ Direct Outreach

■ Referral

■ Keep-In-Touch

■ Speaking

■ Writing

■ Web & Social

S3T

Developing

Your Social

Media

Strategy

➢ Identify Best

Platforms

➢ Develop Tone/Brand

➢ Set Schedule

S3A

Tools to Listen

Online

➢ Hootsuite

➢ Tweetreach

➢ Google Alerts

S3A

Reaching Your

Target Customer

Online

S3A

Client

Prospecting-

Offline

➢ Selecting the Core

➢ Scripts and tools

➢ Daily discipline

S4T

Lead Capture System

➢ LinkedIn - Sales Navigator

➢ CRM Systems

➢ Analytics

S4T

S4T

Data

Collection

➢ Email Sign Up

➢ Incentive Driven

➢ Value Added

S4A

Lead Nurturing System

Cultivation!

➢ Understanding the Sales Cycle

➢ When will Prospects Buy?

➢ Transactional or Relationship Sale

S5T

The Power of a

Share

➢ 80% of consumers are

likely to buy what friends

share

➢ Sharing is the equivalent

of an endorsement

S5A

Online Lead Nurturing

➢ Email Marketing

➢ Tagging

➢ Intentional Engagement

S5A

Conversion

Tracking

Best Practices

➢ Social Insights

➢ Google Analytics

➢ Special Events

S5A

Lead

Conversion

Strategy

➢ Presenting

➢ Aligning with Needs

➢ Selling to Trigger

Events

S6T

Do’s and

Dont’s

➢ Premature Presentation

➢ Jargon

➢ Emotion, then Logic

➢ Align with Prospect’s ○ Unique Needs

○ Behavior and Buying style

○ Gain / Loss

S6T

Tips on Handling a Rejection➢ Do not argue

➢ Big Four - Need, price, relationship, timing

➢ Feel, felt, found

➢ Public Rejection in the Digital WorldS6T

Closing the Deal

Best Practices

➢ Listening

➢ Commitments

➢ Asking for the order

S6T

40-40-20The Perfect Formula for Lead Conversion Online

S6A

S7T

Excellence in

Delivery

➢ Service Model

➢ Standing Out

➢ Delighting

Customers

➢ Digital Perception

S7T

Increasing Value➢ Making the Second Sale

➢ Growing with your Customers

➢ Adding Value through Complementary Products

➢ Standing Out OnlineS8T

ReferralsBest Practices

➢ Ask early and often

➢ Prospects, new and satisfied customers

➢ Client acquisition costs S9T

Creating your One Page Plan

S9T

Questions?

S9