Relationship Power-Art and Science Participant · (Hubspot) 82% Customers who receive email newsletters spend more when they buy from the company. ... • RFP • Competitive bid

RELATIONSHIP POWER:THE ART AND SCIENCE OF WINNING BUSINESS

Renée T. Walker, APROctober 11, 2016

© 2016 RENEE WALKER & ASSOCIATES LLC. ALL RIGHTS RESERVED.

Your brand includes …


Iconic Leadership Brands


Executive Presence§ Style

– Appearance, demeanor, communication and interpersonal skills

§ Substance– Gravitas, influence, reputation, intellect and expertise

§ Character– Integrity, credibility, respect and likeability


Executive Presence

§ When you speak, do you convey confidence with your voice, gestures, language, diction, and facial expression? – Do you speak clearly and communicate directly, with

confidence?– Does your body language—your gestures and your

movements—project strength and assert credibility?


Executive Presence

§ Does your appearance—wardrobe, clothes, jewelry, hair, and makeup—exude the sophistication and polish of a poised and capable leader?– Executive presence begins within. It involves how you

see yourself from the inside out, how you wish to be seen and thought of, and how you build perception.


Leadership Style

§ How have you evolved as a leader in the last five years? – What insights have you gained about your talents and

strengths? – What are the greatest lessons you've learned as a

leader?


Leadership Style

§ What do you do best? – How do you use your talents and strengths to do what

you do best? – What prevents you from doing what you do best? – What talents or strengths do you rely on most in your

daily life as a leader?


Leadership Style

§ What development do you need to excel as a leader or manager? – What are your plans for your own growth and

development over the next year? Five years?– List the people who help you think about your future

and push you to greatness.– What are the greatest challenges you face?


CEO Brands Matters…

Global executives

attribute 45%of their

company’s reputation to the

reputation of their CEO

Global executives

attribute 44% of their

company’s market value to

the reputation of their CEO

77% say a CEO’s reputation plays an

important role in attracting employees to a company, as well as motivating them

to stay 70%

A 2015 study by Weber Shandwick and KRC Research reported that:


Increasing customer retention

rates by 5% increases profits by

25-95% (Bain & Company)

Lost sales productivity and wasted marketing budget costs companies at least $1 trillion a year

(101 B2B Marketing and Sales Tips from The B2B Lead)

When sales and marketing teams

are in sync, companies became

67% better at closing deals (Marketo)

Companies with aligned sales and

marketing

generated 208% more revenue from

marketing (MarketingProfs)

79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.

(Hubspot)

82%Customers who receive email newsletters spend more when they buy from the company.

iContact

Marketing and Sales Alignment©

201

6 RE

NEE

WAL

KER

& AS

SOCI

ATES

LLC

. ALL

RIG

HTS

RES

ERVE

D.


Problem

Recognition

Difference between real and

desired state

Evaluate

Solutions

Compare options and develop value

proposition

Seek

Solutions

Information gathering without pricing, feature or

other consideration

Purchase

Reevaluation

Evaluate performance

versus expectations

Purchase

Select option that satisfies value and

need

1 2 3 4 5

Purchase Decision Drivers


Strategic Sourcing ProcessNeed

Identification

Assess Supply Market

Create SourcingStrategy

ExecuteSourcingStrategy

SupplierSelection

• Identify needs and requirements

• Database

• RFI or RFQ

• Supplier Listing

• Sourcing Strategy

• RFP

• Competitive bid process

• Recommended vendors

• Award Contract

• Preferred Vendor

• Strategic Partner or Commodity Vendor


Processes | Features | Benefits | Outcomes

Benefits(Why)

Outcomes(Impact or

Results)

Processes(How)

Features(What)

This product is made with layers of carbon fibers and plastic.

With this item, your product could survive a fall.

We use a four-step process to ensure a quality product.

You won’t have to worry about breaking it.


Networking Defined…

According to merriam-webster.com, networking is “the exchange of information or services

among individuals, groups, or institutions; specifically: the cultivation of productive

relationships for employment or business.”


A New Networking Narrative…

“The real definition of networking to me is building mutually beneficial relationships

before you need them, sharing resources and engaging your network.”


Prioritize areas and strategies

Identify niche or unique opportunities

Arrange an introduction

Provide insights

Provide recommendations

Acquire new clients or opportunities

Retain/build existing relationships

Develop a better relationship

Associations, business, civic, social, recreational, community and charitable events

Conduct research

Make a personal connection

Follow up

Cultivation of mutually beneficial

relationships

Relationship Building Strategies


Getting Connected§ Employ a networking strategy• Create an actionable networking strategy

• Identify a select few individuals for a mutually beneficial relationship

• Share your passion, insight and enthusiasm

• Present your authentic self

• Remember networking is a PROCESS not a PITCH


Persona Benefits

§ Provides clarity (buyer needs, wants and desires)§ Enables tailored marketing messages§ Reduces spend and increases ROI§ Creates customer-centered mindset§ Supports informed decisions§ Simplifies your marketing strategy


Buyer Personas

Get to know your ideal customer • Research • Segment• Goals

Prioritize customer segments • Build Relationships• Convey Value• Differentiate

Engage your customers• Trends• Innovate• Up/Cross Sell

Accelerate customers through their next lifecycle state• First time• Dormant• Advocate

Customer Strategies


Communication Opportunities

Source: i-scoop.eu

Key Takeaways

Relationship Building§ A process NOT a sales pitch§ Investment in your

business that can yield great results

§ Requires preparation and a well-thought-out plan

§ Follow up in 48 hours

Marketing§ Lead generator NOT sales § Sell to the individuals NOT

the company§ Develop personas for each

of your customer segments§ Use content mapping to

create personalized messaging


Thank You…

Renée T. Walker, APRPresidentRENEE WALKER & ASSOCIATES248.671.3872

© 2016 RENEE WALKER & ASSOCIATES. All Rights Reserved.

Documents

Relationship Power-Art and Science Participant · (Hubspot) 82% Customers who receive email newsletters spend more when they buy from the company. ... • RFP • Competitive bid