Workshop In Just 17 steps Create Your Marketing Message That will double qualified leads Experience Sales Success Sales Management Lead Generation CRM Process

Experience Sales Success

Sales Management

Lead Generation

CRM Process

17 Steps to a tag line that sells? What does your dream company produce? Product Service Write it down on a piece of paper We will select one at random and create the marketing message for that company Experience Sales Success Sales Management Lead Generation CRM Process

What does your dream company produce?

Product

Service

Write it down on a piece of paper

We will select one at random and create the marketing message for that company

Experience Sales Success

Sales Management

Lead Generation

CRM Process

Pre Workshop Research A list of all customers and for each you need: What they bought The value of each item and the margin on each item A testimonial and/or value statement from those customers Where they are geographically based The industry they are in Their size and turnover A list of your competitors and their products. Industry magazine that your customers read The Mission statement of your top 5 customers Experience Sales Success Sales Management Lead Generation CRM Process

A list of all customers and for each you need:

What they bought

The value of each item and the margin on each item

A testimonial and/or value statement from those customers

Where they are geographically based

The industry they are in

Their size and turnover

A list of your competitors and their products.

Industry magazine that your customers read

The Mission statement of your top 5 customers

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 1 Clearly define what your product or service does List at least 10 things At this stage features are fine Sometimes if they are innovative enough they get included What is ceramide? Experience Sales Success Sales Management Lead Generation CRM Process

Clearly define what your product or service does

List at least 10 things

At this stage features are fine

Sometimes if they are innovative enough they get included

What is ceramide?

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 2 Now for each feature, list clearly the problems desires That are addressed by each Experience Sales Success Sales Management Lead Generation CRM Process

Now for each feature, list clearly the

problems

desires

That are addressed by each

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 3 Match your list of solutions with those of your competitors – Identify at least three unique solutions. Experience Sales Success Sales Management Lead Generation CRM Process

Match your list of solutions with those of your competitors – Identify at least three unique solutions.

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 4 Using your customer demographics, and any other market research, clearly articulate your target market – the firms that you will sell to. Experience Sales Success Sales Management Lead Generation CRM Process

Using your customer demographics, and any other market research, clearly articulate your target market – the firms that you will sell to.

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 5 Now identify who in the organisation will benefit the most having these problems solved. This would be the titles of the decision makers or key influencers Experience Sales Success Sales Management Lead Generation CRM Process

Now identify who in the organisation will benefit the most having these problems solved.

This would be the titles of the decision makers or key influencers

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 6 Define what people in each of these positions will be enabled to do, once you have helped solve their problems. You should pick at least three. They should match the three solutions already identified Experience Sales Success Sales Management Lead Generation CRM Process

Define what people in each of these positions will be enabled to do, once you have helped solve their problems.

You should pick at least three.

They should match the three solutions already identified

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Lead Generation

CRM Process

MMC - Step 7 Now put a value on the new capability that your customers will get. Use any testimonials you may have. If you can not do this, you will need to go back to your customers and ask them. Sometimes the value may be intrinsic such as desire. Experience Sales Success Sales Management Lead Generation CRM Process

Now put a value on the new capability that your customers will get.

Use any testimonials you may have.

If you can not do this, you will need to go back to your customers and ask them.

Sometimes the value may be intrinsic such as desire.

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 8 How long does it take for the value to become apparent or measurable? Sometimes referred to as Return on Investment Today we look at Total Value of Ownership Experience Sales Success Sales Management Lead Generation CRM Process

How long does it take for the value to become apparent or measurable?

Sometimes referred to as Return on Investment

Today we look at Total Value of Ownership

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 9 What is the status quo of your prospects? In other words, what are they likely to have in place right now? Remember that, the status quo is your biggest competitor. Experience Sales Success Sales Management Lead Generation CRM Process

What is the status quo of your prospects?

In other words, what are they likely to have in place right now?

Remember that, the status quo is your biggest competitor.

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 10 List reasons for people to act. Examples might be a competitor’s accounts package, not able to handle changes in the budget, or an approaching holiday, like Christmas. Experience Sales Success Sales Management Lead Generation CRM Process

List reasons for people to act.

Examples might be a competitor’s accounts package, not able to handle changes in the budget,

or an approaching holiday, like Christmas.

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 11 List at least 10 industry specific words that are common in your “Target Market’s Industry” These would be taken from the industry magazines and/or the mission statements. Experience Sales Success Sales Management Lead Generation CRM Process

List at least 10 industry specific words that are common in your “Target Market’s Industry”

These would be taken from the industry magazines and/or the mission statements.

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 12 Using the three solutions that you identified in step 6 Rewrite them for each of the positions identified Using at least 3 of the industry specific words. Experience Sales Success Sales Management Lead Generation CRM Process

Using the three solutions that you identified in step 6

Rewrite them for each of the positions identified

Using at least 3 of the industry specific words.

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 13 Now add a quantifiable benefit to each solution This will come from step 7 How much does it save? How much extra revenue will it generates, how much further will your drives go? Etc. Experience Sales Success Sales Management Lead Generation CRM Process

Now add a quantifiable benefit to each solution

This will come from step 7

How much does it save? How much extra revenue will it generates, how much further will your drives go? Etc.

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 14 Now add the length of time it takes to achieve this goal This will come from step 8 After 5 minutes, in three months, in one day, etc. Experience Sales Success Sales Management Lead Generation CRM Process

Now add the length of time it takes to achieve this goal

This will come from step 8

After 5 minutes, in three months, in one day, etc.

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 15 Create 3 headlines that have each of the 3 key elements above. Then create a 3-4 line subhead that ensures you overcome the criteria identified in step 9 Status Quo capitalise on step 10 Reasons to Act Experience Sales Success Sales Management Lead Generation CRM Process

Create 3 headlines that have each of the 3 key elements above.

Then create a 3-4 line subhead that ensures you

overcome the criteria identified in step 9

Status Quo

capitalise on step 10

Reasons to Act

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC – Workbook – Page 1 Experience Sales Success Sales Management Lead Generation CRM Process Competitor Solutions Problems & desires addressed Feature of Product or Service

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC – Workbook – Page 2 Experience Sales Success Sales Management Lead Generation CRM Process What solution enables them to do Key Decision Maker Target Industry Reason To Act Time to Value € Value of Capability

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC – Workbook – Page 3 Experience Sales Success Sales Management Lead Generation CRM Process Add Quantifiable Benefit What solution enables people to do (industry) Industry Words

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC – Workbook – Page 4 Experience Sales Success Sales Management Lead Generation CRM Process Final Marketing Message incorporating all above elements Sub head Included Length of Time to achieve benefit

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 16 Ensure that all of your testimonials has one of the three marketing messages included in them. Experience Sales Success Sales Management Lead Generation CRM Process

Ensure that all of your testimonials has one of the three marketing messages included in them.

Experience Sales Success

Sales Management

Lead Generation

CRM Process

MMC - Step 17 Once you have created your marketing messages as above you will need to Test, Adjust Measure All lead generation campaigns, such as ADSPORT The best place to start is with your existing customers. Experience Sales Success Sales Management Lead Generation CRM Process

Once you have created your marketing messages as above you will need to

Test,

Adjust

Measure

All lead generation campaigns, such as ADSPORT

The best place to start is with your existing customers.

Experience Sales Success

Sales Management

Lead Generation

CRM Process

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Experience Sales Success

Sales Management

Lead Generation

CRM Process