Marketing & Sales Strategies for Consultants
FEI Chicago Chapter
3/29/2011
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Clark Neuhoff30 Years in Marketing & Business Management
Founded The Sextant Company in 2003
Helping Teams Execute Faster
Business Planning, Marketing, and Exit Planning
Bob Lambert30+ years in Strategic Business Development, Marketing & Sales
Co-Founded Samurai Business Group in 2001
Sales Training for the 21st Century
Sales Mastery & Sales Management Training
Who We Are
Clark NeuhoffThe Sextant Company
Navigating Next Level Growth
External Marketing
For Consultants
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Why are We Here
• External Marketing – Clark• Filling the Pipeline – Bob• Next Steps - You
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Why are You Here ?
• Make a Decision• Grow your Practice
• Most important thing for a Consultant?
Clients !
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Required Reading
The E Myth Revisited– Michael Gerber
Million Dollar Consulting– Alan Weiss
Brand Harmony– Steve Yastrow
Put the Win Back in your Sales– Dan Kreutzer
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Marketing - Where Do We Start
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Marketing - Where Do We Start
• Why do I need marketing?• What will it do for me?• How long will it take?• Can I do it myself?• Where can I get help?• Is it working?
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Marketing Can’t…
• Make you competitive• Make customers need your
product/service• Make up for poor quality
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But it Can….
• Create Awareness• Educate & Inform• Differentiate• Reinforce Beliefs• Position or RE-position You
Shorten the Buying Process
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What is Positioning?
The way in which we present ourselves, our company, and our offers to a prospect in order to achieve our desired outcome.
How are you positioning yourself today?
AccountQualification
AccountQualification PositioningPositioning CommitmentCommitment AnalysisAnalysis Benefits
Presentation
BenefitsPresentation CloseCloseAccount
Qualification
AccountQualification PositioningPositioning CommitmentCommitment AnalysisAnalysis Benefits
Presentation
BenefitsPresentation CloseClose
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Brand vs. Products?
• Who owns them?• Where do they exist?• Products and Services are what we offer
– Customer will decide their value– Can be cross-compare– Commoditize
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Who Owns Your Brand?
• You can own the trademark• Brand exists in the mind of
your customer– Sum total of every experience with
you
• You CAN impact this• You can increase the VALUE
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Starts With
• What Are You Known For?• Your Positioning?• Brand or Corporate Identity
– Logo– Website– Stationary & Collateral– Customer Service
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Every Campaign has 4 Elements
Message – What we say
Audience – Who we reach
Delivery – How we reach them
Evaluation – Is it Working
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Message
• What customer problem(s) do we solve– WII-FM– Benefits NOT Product
• Differentiate• Permission to Believe
– Evidence & Education– Success Stories & Testimonials
• Brand
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Audience
• Current Clients• Referrals• Prospects – Ideal • Market Segments• New Markets
• Central Database
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Ideal Customer Profile
• Who is the best fit• Who do we want to do
business with• Who can we help the
most• Location?• Size?• Culture?
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DeliveryAdvertise
Events
E Mail Direct Mail
Public Relations Social Media
Website SEO & SEM
• Marketing MIX• Frequency• Calendar• Control• Budget
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Evaluate
• Value of a client?• What would I invest to get a new one• What would you invest to keep one
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Evaluate
• How long is your Buy Cycle ?• What’s it worth to shorten it ?
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Evaluate
• How are you tracking results?• Where do your inquiries come from?
– Ask– Call to action– Google Analytics– Unique landing page
• Best conversion rates
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Every Campaign has 4 Elements
Message – What we say
Audience – Who we reach
Delivery – How we reach them
Evaluation – Is it working
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Exercise - Differentiation
1. Target
2. Triggers to Buy
3. Competition
4. Parity
5. Exceptional
Build your message on how you are
EXCEPTIONAL
Bob LambertSamurai Business Group
Turning Sales Mastery into Competitive Advantage
Prospecting for Consultants
A Human Being Is Buying…
One Constant Throughout All Of Selling….
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Today’s Reality of Selling
• Market dynamics are continually changing
• Customers are more informed and sophisticated
• People do not like to be “sold’ – they want to “buy”
• Salespeople need to be more than order takers. They must be business advisors
• Trust is a must!27
Buyer Process Management™
Marketing SalesCustomer
Loyalty
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Go to Market StrategyGo to Market Strategy
Marketing Lead Generation
Sales Prospecting
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Trust
Focus
QI
Referral
ProfessionalAlliances
Targeted Direct
+ 90%
Leverage
Networking Off/on line
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Prospecting One to One
Networking Offline
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Where to Network
• Business networks – Chambers, Trade Associations, Rotary Club
• Charity/ social events• Affinity Groups
– Alumni, Neighborhood Associations, American Legion, Hobby & Interest groups
• Trade shows, Conferences, Seminars• Faith based organizations• Volunteer organizations• Political events
“It’s not about know how… it’s about know who.”
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7 Secrets to Great Networking
1. Understand the goal 2. Get out 3. Ask good questions 4. Read voraciously 5. Follow up6. Give favors 7. Ask for the return of favors.
“Who is honored? One who honors others” Aon
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F.O.R.M.
“People don’t care how much you know, until they know how much you care.”
Family Ask your prospect about his/her family. People enjoy talking about family… their talented spouse, straight A or athletic child etc.
Occupation People enjoy talking about what they do. You might ask… How did you get started…? What do you enjoy most…?
Recreation People love talking about their recreational activities. Does he/she ski, play tennis, bicycling or something else.
Message What is it they value? Are they involved with a charity, religious or political activity? You can discuss it… just don’t argue about it. Be supportive.
Great Networking Questions?
• What in your business brings you the greatest happiness?• If there was one thing you could do better in you business
what would that be?• Of the trusted business relationships you currently have,
what qualities do you look for in a new relationship?
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• Can you name a couple of organizations you belong to?• If you could share one piece of networking advise that
would make me more effective what would that be?• Who do you know that I should talk to?
Networking Help Questions?
Leverage On-line Networks
Linked In 100 million
Facebook 400 million
Twitter 200 million
Craigslist go to source
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Law of 20 touches
• Average person knows 250 people
• Email, phone, fax, snail mail, carrier pigeon
• Secret to hidden connections
20 touches per week
X 48 weeks
= 960
X 250
240,000
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Key Concepts
• Building trusted relationships foundation to prospecting success
• Consistent offline and online prospecting effort important
• Leverage trusted relationships for quality referrals & introductions
• Quality online introductions from trusted relationships = sales
• Trust is a Must!
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Marketing Sales CustomerLoyalty
Buying Decision
Model
QI
Referral
3939
Trusted Relationships
Sustainable Business Development
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Recommended Resources
“The Speed of Trust” The one thing that changes everything – Stephen Covey
“Never Eat Alone” & other secrets to success, one relationship at a time – Keith Ferrazzi
“The Go-Giver” Most people just laugh when they hear that the secret to success is giving… – Bob Burg and John David Mann
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Next StepsQ&A
Thank You!
Clark Neuhoff – The Sextant Company
Bob Lambert – Samurai Business Group