The Ultimate Marketing StrategyCREATING SUSTAINABLE GROWTH

January 2014

Sustainable Transformation Starts Here

Key Points of Emphasis

•Partnership for satisfaction•Action ideas•Definition of terms•Business case•Definition of success•Customer-centered communication•How to use the tools•Questions, comments and smart remarks

What is Ultimate?ULTIMATE IS FUNDAMENTAL, THE LAST POINT IN SERIES OR PROCESS, THE LARGEST IN SIZE AND FOR OUR PURPOSES; THE MOST DESIRABLE.

A method or plan chosen to bring about a desired future,

such as achievement of a goal or solution to a

problem.The art and science of

planning and marshalling resources for their most

efficient and effective use.

STRATEGY IS….

“ A process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage”.David Aaker

MARKETING STRATEGY

What is your current marketing strategy?

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What is your current marketing strategy?

What are you offering?

Who is your designated market?

How do you define success?

What is your greatest challenge?

Excellence

“We are what we repeatedly do! Excellence

is not an accident, it is

a habit.”Aristotle

We promise to give poor service!!

Business Case

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Business CaseIt cost 13 times as much to get a new customer as it does to keep the one you have.95% of customers who are dissatisfied will not tell the company, but will tell 30 other people

Business Case ContinuedFor every bad experience , it takes 12 consecutive good ones to overcome it.Service is just a feature. Satisfaction is a benefit.Reducing defections by 5% boosts profits between 25% to 85%.

“Each encounter must be so satisfying that the customer looks forward to repeating the experience and is inspired to recommend it to others.”

SUPREME SERVICE DEFINITION

CommunicationTHE WORDS REPRESENT ONLY 7% OF WHAT GETS PERCEIVED AS THE MESSAGE

Customer-

Centered

Communications

Model

Definition of Successful Communication:Person with whom you are interacting agrees to take an action, not presently being taken, which you find mutually beneficial.

Five Steps to Amen

1. Acknowledge Audience Needs

2. Provide a Promise or Guarantee

3. Comfort the Audience

4. Personalize Benefits

5. Request Action

Insincerity glows in the dark

The most common cause of customer dissatisfaction is self-centered service providers.

Communications Self-centered:Getting your message acrossFocuses on the words you want to convey

Customer-centered:Seeks to obtain customer trust and cooperation.Acknowledges and responds to emotional needs.

Components of Face-to-Face Communications Non-verbal (what you look like when communicating) 55% Para-verbal (what you sound like when communicating) 38% Verbal (what you actually say-the words themselves) 7%

Broadcast on Station WIIFM

Personal NeedsGoalsValues

People buy on feelings and justify with facts.

Customer SatisfiersReliabilityResponsivenessAssuranceEmpathyTangibles

Personal Power Tools

Observe:• The ability to discern the

various client/colleague messages about needs, goals and values conveyed through all communications modes.

Describe:• The ability to accurately

describe, within context, what you have observed using a non-judgemental and non-threatening approach.

Disclose:• The ability to reveal your

interpretation of the message, taking care to notice - and admit - where your own personal needs, concerns and expectations are in accordance with those of the your communications partner.

Create Partnerships For SatisfactionEnroll the customer as a partner in achieving a Supreme Service outcome.

Supreme Service Sequence & Standards

Greet: Establish rapport & encourage a positive expectationListen: Identify emotional and factual needsAsk: Let the customer know he/she has been heard, get agreement on outcome, negotiate unrealistic expectations and enroll the customer as a partner.Respond: Work with the customer to achieve satisfaction goals.Conclude: Confirm that the encounter meets Supreme Service criteria.

Greet Listen

AskConclude

Respond

Action Ideas I Will UseLOW HANGING FRUIT AGREED UPON ACTIONS

Courses, Workshops and Master Classes

How to Build a Consulting Business Model

Marketing your

Consulting Services

Building Client

Relationships

Getting the Job Done: Steps of the Consulting Implementation

RASCI - The Human Side

of Project Management

Anticipating Client Needs

Closing the Deal

Facilitation Masterclass

Advanced Certification Bootcamp

Supreme Service: The Ultimate Marketing

Strategy - Using Customer Satisfaction to Grow your

Business

Inclusive Leadership

Executive Presentation

Skills

Thank You For Attending

God Bless