You'll Want to Pay Attention...

       You are about to learn how to:

   – dramatically increase your net profits,
     ...
Today's Training

Small Business Growth Strategies
Proven Marketing & Sales Methods to Attract
 Ideal Clients at Less Risk...
Business Owner Concerns

                          “Where did we go
                          wrong? We just spent
       ...
Your Challenges

 What are some of the
challenges you’re facing
today in your business?
Your Challenges


Limited resources
Tons of competition
Difficulty in finding customers
Decreasing sales
Lack specific str...
A Wave Of Competition Is Coming…

      What are your risks?
          Is It Worth It?      28 million small-
            ...
Your Dreams & Desires



What were you
 expecting your
   business to
provide you with?
Your Dreams & Desires

Investment that offered a high Return On Investment
(ROI)

Substantial annual income

More time to ...
Our Dreams & Desires

    What You Have                        What You Want
•    Limited resources                 Invest...
The Key To Success

    You MUST Overcome                   The Key To Getting What
    These Realities:                  ...
How Can I Focus Is On Attracting Ideal Clients?


   • multimillion-dollar businesses
   • Murray focused on strategies & ...
Do You Have A Business?
                              CEO
                              YOU

              Assistant
     ...
Attract Ideal Clients


Would You Like To Have…
A Step-By-Step, Paint-By-Numbers Process To
Attract Ideal Clients?
A Proce...
The Fundamentals

Here’s “All” You Need To Know To Build A Multimillion Dollar Business

              Your Unique Abiliti...
Business Growth Wheel…
           Rate Yourself As We Go
                        Lead Conversion
                         ...
The Fundamentals



These 8 Fundamentals, once
optimized, allow small business
owners to grow their net profits
faster, wi...
The Fundamentals

Here’s the exact PROCESS that will enable
         you to obtain these results..
The Fundamentals

It All Starts By Knowing & Understanding

           Attract More Clients

           Your Unique Abilit...
Your Unique Abilities

    4 Personality Styles…

    • The Dominant - Visionary, Big picture,
      Innovator, Intuitive,...
Solo-preneurs Make Up
           99% Of All Businesses Today

                                 CEO
                       ...
Your Unique Abilities Only Lend
Themselves To Specific Functions

                              CEO
                      ...
Your Unique Abilities

 To create a multimillion-dollar business,
 You MUST understand & work within your

           UNIQ...
Business Growth Wheel
                        Lead Conversion
                               10
             Lead         ...
The Fundamentals
Now You Need To Match Your
 Unique Abilities With Your…
       Attract More Clients

Highest Income Produ...
Which Ones Produce
             Revenue?
                             CEO



              Assistant




Sales   Marketing...
Which Ones Produce
           Revenue?
                        CEO



           Assistant




Sales Marketing Admin     S...
Do Your Unique Abilities
            Match?
                                CEO
                            Dominant

    ...
What If They Don’t?
                        CEO



           Assistant




Sales Marketing Admin      Service   Finance  ...
Summary


  Know & understand your Unique Abilities

        Then match them with your
    Highest Income Producing Activi...
Business Growth Wheel
                        Lead Conversion
                               10
             Lead         ...
Sales/Marketing Drive Revenue
                         CEO



            Assistant




 Sales Marketing Admin     Service...
“All” You Need to Know About Sales

Objectives           Drivers              Direct Sales
Vision               Distributi...
“All” You Need to Know About Marketing

Client Profile         Customer Life cycle   Affiliate & JV Programs
Buyers Criter...
As an SBDC Client, you’ll
          learn…
Building a multimillion dollar business is simple…

               But, it’s NO...
The 6 Keys To Business
        Growth
          Client Profile

    Decision Making Process

         Lifetime Value

    ...
Once “YOU” Get Focused,
            Now Focus On Your Business


• Accurately identify your ideal
  client
               ...
The 6 Keys To Business
        Growth
          Client Profile

    Decision Making Process

         Lifetime Value

    ...
Client Identification

Example…
Ever have a customer walk in, look at everything you
offer, ask you a million questions, t...
Identify Your “Ideal Client”

Begin with the end in mind…

• Attract more clients
• Increase your revenue
• Increase your ...
Why Are You Here?
Pareto’s Law and Your Business

                         Pareto discovered that
  On average, 20% of you...
Benefits
Once you learn how to identify your “Ideal
Client,” you’ll be able to…
   Target their hot buttons with marketing...
Business Growth Wheel
                        Lead Conversion
                               10
             Lead         ...
The 6 Keys To Business
        Growth
          Client Profile

    Decision Making Process

         Lifetime Value

    ...
Decision Making Process

• Many business owners think their decisions are
based on the price… when in reality that’s one o...
Decision Making Process
Did you know decisions can also be affected by a
decision maker, an influencer or a user?

For exa...
Benefits

When you know how your ideal clients make
decisions, you can affect those decisions by
inserting your product or...
Business Growth Wheel
                           Lead Conversion
                                 10
             Lead    ...
The 6 Keys To Business
        Growth
          Client Profile

    Decision Making Process

         Lifetime Value

    ...
Lifetime Value…
   Refers to the amount of revenue and profits the
 business owner expects to receive from clients over
  ...
Benefits of Lifetime Value…


          Influences all of your lead
          generation and marketing
          decisions...
Benefits of Lifetime Value…


         Do you know the
          lifetime value of
          your current clients?

      ...
And Consider This…

For every dollar of
 revenue your
 business produces,
 the value of your
 business
 increases.

   Exa...
Business Growth Wheel
                        Lead Conversion

                              10
             Lead         ...
The 6 Keys To Business
        Growth
          Client Profile

    Decision Making Process

         Lifetime Value

    ...
Unique Selling Proposition

Conveys the specific, one-of-a-kind benefit
your business offers that is different from
your c...
Your Turn

We’ve just met at a networking function
 and I ask you this question…
      “So what do you do?”

Explain to me...
Dave & Yvette Ulloa

 Their first attempt at a USP…

    “We help people diversify their income
      portfolio options wh...
Dave & Yvette Ulloa

Their second attempt at a USP…

  “We help people make a fortune while taking dream
                 ...
The Power
   of a
Great USP
Great USPs
We Help People Stay At 4 Star Hotels For Motel 6 Prices


 Bowflex… Get The Body You Want - In Half The Time


...
Benefits of a Compelling USP


– It becomes your business “mantra” and must
be clearly stated in every one of your message...
Business Growth Wheel
                        Lead Conversion
                              10
             Lead          ...
The 6 Keys To Business
        Growth
          Client Profile

    Decision Making Process

         Lifetime Value

    ...
Lead Generation
At this point, you have:
   identified your ideal client
   mapped out their decision making process
   ca...
Lead Generation


                    Is this an
                  effective ad?
                  What is the
           ...
Lead Generation

Marketing’s job is to first, capture your prospect’s
attention.
Next, it must facilitate their decision m...
Lead Generation

                  Does this ad do that?
                      Does YOUR
                   marketing do t...
Marketing Equation

For marketing to be effective, you should always use
“The Marketing Equation.” It will enable you to
s...
Marketing Equation

This is known as persuasive messaging
                                           Headline
           I...
Lead Generation

              Does this ad follow
                the “Marketing
                  Equation”?
Lead Generation

Do your lead generation marketing pieces
follow this equation?
Do your prospects read your marketing
mate...
“Where” Do You Communicate?

  Direct Sales   7 Communication
  Retail Store        Options
    Online       Do you know t...
Benefits of Lead Generation


You need to know the “Marketing Equation” and how to use it to
produce higher quality leads,...
Business Growth Wheel
                        Lead Conversion

                              10
             Lead         ...
The 6 Keys To Business
        Growth
          Client Profile

    Decision Making Process

         Lifetime Value

    ...
Conversion Guidelines

Business owners MUST know and understand the ABC’s of Selling

Every prospect… no matter who they a...
Marketing Equation


The Marketing Equation will enable you to
structure your marketing message in the proper
way
        ...
Marketing Equation
This is known as persuasive messaging


                                        Headline
        Interr...
Marketing Fundamentals


Educate on your product or service
   • Takes place in your ads body copy
   • Takes place in you...
Establish Credibility

Key component of messaging strategy

Includes success stories and
testimonials.

The earlier credib...
Persuasion: The Key To Conversion

  Scripts should be developed and used in EVERY
  situation possible

  Should follow t...
Business Growth Wheel
                        Lead Conversion
                              10
             Lead          ...
Business Growth Wheel
                        Lead Conversion
                              10
             Lead          ...
Business Growth Wheel
                       Lead Generation
                         & Conversion
                       ...
Here’s “All” You Need To Know To
    Grow Your Small Business

  Your Unique Abilities Matching Your Biz
 Focus on Highest...
WOW..
That seems like a lot…
  How do we make it
     work fast???
5 Keys to TRANFORMATION
Get Clarity & Focus
 − Plan your strategy, know exactly how to implement & measure results
 − If y...
Our business advisors can help you quickly
identify your highest income producing
activities, and keep you accountable to
...
There is an art and a science to building
lasting client relationships.

We can teach you how to build mutually-
beneficia...
Right now,
  you’re not
 focused on
your highest
   income
  producing
  activities.
Remember The 6 Keys To
   Business Growth


         Client Profile

   Decision Making Process

        Lifetime Value

 ...
When you take the time to strategize
with a business advisor, your return on
your investment of time is substantial.

You'...
To make sure you don’t
overlook any money-making
strategies and tactics, you'll
want to attend our free or
nominal-fee tra...
Wrap Up
The SBDC business
advising program provides
much of the support you need
to get from where you are to
where you wa...
Thank you for participating
   in Small Business
   Marketing Success
       Strategies



             .
Microsoft PowerPoint - Marketing Workshop_Small Business ...
Upcoming SlideShare
Loading in...5
×

Microsoft PowerPoint - Marketing Workshop_Small Business ...

622

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
622
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
36
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Microsoft PowerPoint - Marketing Workshop_Small Business ...

  1. 1. You'll Want to Pay Attention... You are about to learn how to: – dramatically increase your net profits, – reduce your frustration, – reduce your marketing costs, and – develop strategies to dominate your market. ARE YOU READY?!
  2. 2. Today's Training Small Business Growth Strategies Proven Marketing & Sales Methods to Attract Ideal Clients at Less Risk and in Less Time Andrew Barden Business Growth Strategist Small Business Development Center Hosted by College of the Canyons www.cocsbdc.com
  3. 3. Business Owner Concerns “Where did we go wrong? We just spent all that money on advertising and we “I don’t know, we sent have nothing to show out over 5,000 for it. Why haven’t our mailers. You’d think sales increased?” we would have seen at least a few new customers. And I’ve Look familiar? run the numbers ... we can’t afford to do Why didn’t they any more marketing right now.” get results?
  4. 4. Your Challenges What are some of the challenges you’re facing today in your business?
  5. 5. Your Challenges Limited resources Tons of competition Difficulty in finding customers Decreasing sales Lack specific strategy to grow business Seeing American dream turning into a nightmare Losing hope that business ownership is the road to complete financial freedom
  6. 6. A Wave Of Competition Is Coming… What are your risks? Is It Worth It? 28 million small- business owners 50 million in five years 70 million baby-boomers retiring in next 12 years Corporate America: 72 percent want a business
  7. 7. Your Dreams & Desires What were you expecting your business to provide you with?
  8. 8. Your Dreams & Desires Investment that offered a high Return On Investment (ROI) Substantial annual income More time to do what you want Freedom and pride of ownership Less stress Be of service to others Be in business on your own
  9. 9. Our Dreams & Desires What You Have What You Want • Limited resources Investment that offered a • Tons of competition high Return On Investment (ROI) • Difficulty in finding customers Substantial annual income • Decreasing sales More time to do what you • Lack specific strategy to grow want business Freedom and pride of • Seeing American dream ownership turning into a nightmare Less stress • Losing hope that business Be of service to others ownership is the road to Be in business on your own complete financial freedom
  10. 10. The Key To Success You MUST Overcome The Key To Getting What These Realities: You Want • Limited resources • Tons of competition • Difficulty in finding customers Attract Ideal • • Decreasing sales Lack specific strategy to grow Clients business • Seeing American dream turning into a nightmare • Losing hope that business ownership is the road to complete financial freedom
  11. 11. How Can I Focus Is On Attracting Ideal Clients? • multimillion-dollar businesses • Murray focused on strategies & tactics • John focused on mindset - Psychological Profile of Ideal Clients • Created OneCoach to help (Pychographic & Demographic) entrepreneurs and small-business owners achieve financial freedom by combining their business building skills - •Interview million… 2007 sales $7 Current Clients to Determine What • 2008 sales $25 million (projected) IDEAL clients Percent are • We know how to build multimillion-dollar businesses
  12. 12. Do You Have A Business? CEO YOU Assistant YOU Sales Marketing Admin Service Finance Legal YOU YOU YOU YOU YOU YOU This ISN’T a Business … it’s a JOB
  13. 13. Attract Ideal Clients Would You Like To Have… A Step-By-Step, Paint-By-Numbers Process To Attract Ideal Clients? A Process That Provides You With Confidence And Certainty? A Process That the Top Performing Businesses of All Sizes Have Used to Reduce their Risk and Cost of Marketing Campaigns?
  14. 14. The Fundamentals Here’s “All” You Need To Know To Build A Multimillion Dollar Business Your Unique Abilities Highest Income Producing Activities YOU Client Profile Decision Making Process Lifetime Value Your Unique Selling Proposition Business Lead Generation Lead Conversion
  15. 15. Business Growth Wheel… Rate Yourself As We Go Lead Conversion 10 Lead 9 Generation 8 Unique 7 Abilities 6 5 4 3 2 1 Unique Selling 0 Highest Income Proposition Producing Activities Lifetime Ideal Client Value Profile Decision Making Process
  16. 16. The Fundamentals These 8 Fundamentals, once optimized, allow small business owners to grow their net profits faster, with less risk, and less cost of marketing campaigns.
  17. 17. The Fundamentals Here’s the exact PROCESS that will enable you to obtain these results..
  18. 18. The Fundamentals It All Starts By Knowing & Understanding Attract More Clients Your Unique Abilities
  19. 19. Your Unique Abilities 4 Personality Styles… • The Dominant - Visionary, Big picture, Innovator, Intuitive, Imagination • The Expressive - Empathetic, Caring, Feeling, Intuitive, Hip • The Amiable - Detailed, Structured, Practical, By the book • The Analytical - Rational, Objective, Abstract Thinker, Logical
  20. 20. Solo-preneurs Make Up 99% Of All Businesses Today CEO YOU Assistant YOU Sales Marketing Admin Service Finance Legal YOU YOU YOU YOU YOU YOU You’re Doing It All, But… Which Of These Are You Uniquely Suited For?
  21. 21. Your Unique Abilities Only Lend Themselves To Specific Functions CEO Dominant Assistant Amiable/Anal Sales Marketing Admin. Service Finance Legal Dom/Exp Exp/Anal Amiable Expressive Analytical Analytical Are You Trying To Force A Round Peg Into A Square Hole?
  22. 22. Your Unique Abilities To create a multimillion-dollar business, You MUST understand & work within your UNIQUE ABILITIES The result… your productivity (& income) will skyrocket
  23. 23. Business Growth Wheel Lead Conversion 10 Lead 9 Generation 8 Unique 7 6 Abilities 5 4 3 2 1 Unique Selling 0 Highest Income Proposition Producing Activities Ideal Client Lifetime Profile Value Decision Making Process
  24. 24. The Fundamentals Now You Need To Match Your Unique Abilities With Your… Attract More Clients Highest Income Producing Activities
  25. 25. Which Ones Produce Revenue? CEO Assistant Sales Marketing Admin Service Finance Legal
  26. 26. Which Ones Produce Revenue? CEO Assistant Sales Marketing Admin Service Finance Legal Only Sales & Marketing Generate Revenue
  27. 27. Do Your Unique Abilities Match? CEO Dominant Assistant Amiable/Anal Sales Marketing Admin. Service Finance Legal Dom/Exp Exp/Anal Compliant Expressive Analytical Analytical
  28. 28. What If They Don’t? CEO Assistant Sales Marketing Admin Service Finance Legal Delegate… Hire… or Barter
  29. 29. Summary Know & understand your Unique Abilities Then match them with your Highest Income Producing Activities Delegate, hire or barter those that don’t match
  30. 30. Business Growth Wheel Lead Conversion 10 Lead 9 Generation 8 Unique 7 Abilities 6 5 4 3 2 1 Unique Selling Proposition 0 Highest Income Producing Activities Ideal Client Lifetime Profile Value Decision Making Process
  31. 31. Sales/Marketing Drive Revenue CEO Assistant Sales Marketing Admin Service Finance Legal There’s Just One Major Problem…
  32. 32. “All” You Need to Know About Sales Objectives Drivers Direct Sales Vision Distribution Sales Process Mission Channels Lead Generation Leadership & Client Acquisition Prospecting Management Cost Presentation & Cash Flow Capital/assets Persuasion Skills Revenue Plan Gross Margins Objection Handling Business Model Problem Solving Closing Crisis Management Compensation Strategy Strategic Thinking Asset Management Leadership Managing Growth Human Resources Incentives Risk Management Backend (up-sell) Revenue plan
  33. 33. “All” You Need to Know About Marketing Client Profile Customer Life cycle Affiliate & JV Programs Buyers Criteria/ Lifetime Value Barter Decision Making Competition Promotions USP—Unique Selling Direct Response Customer Loyalty Proposition Headlines & Copy Advertising Product Profile Writing Public Relations Market Profile Guerrilla Marketing Event Marketing Client Experience Media Buying Point of Purchase Gap Analysis Database Marketing & Sale Process Direct Sales Interactive Media S.W.O.T Continuity Programs Multimedia Prospecting Internet Signage Objections/Responses Back-end (up-sell) Outdoor Media Customer Service Direct Mail Cross Promotions Pricing Referrals
  34. 34. As an SBDC Client, you’ll learn… Building a multimillion dollar business is simple… But, it’s NOT EASY! Thousands of small business owners have used The following 6 fundamental processes to build multimillion dollar businesses
  35. 35. The 6 Keys To Business Growth Client Profile Decision Making Process Lifetime Value Unique Selling Proposition Lead Generation Lead Conversion
  36. 36. Once “YOU” Get Focused, Now Focus On Your Business • Accurately identify your ideal client Creates a • Learn how to differentiate your competitive business from the competition advantage • Be able to determine your ideal client’s lifetime value • Increase the effectiveness of your More marketing campaigns Effective • Spend your hard earned Marketing marketing dollars more wisely • Learn how to develop marketing messages that will convince your prospects to buy what you sell
  37. 37. The 6 Keys To Business Growth Client Profile Decision Making Process Lifetime Value Unique Selling Proposition Lead Generation Lead Conversion
  38. 38. Client Identification Example… Ever have a customer walk in, look at everything you offer, ask you a million questions, tie you up for half the day, and then leave… NEVER to be heard from again??? Is THIS an ideal client? That’s who most businesses market to.
  39. 39. Identify Your “Ideal Client” Begin with the end in mind… • Attract more clients • Increase your revenue • Increase your marketing effectiveness Identifying your “ideal client” is the first step toward attracting them
  40. 40. Why Are You Here? Pareto’s Law and Your Business Pareto discovered that On average, 20% of your clients are responsible for 80% of your total revenue population 20% of the and profits. If you focus on ONLY the 20%... wealth… controlled 80% of the and fill the remaining no matter where he went. 80% with similar clients… You’ll AchievePrinciple or the The Pareto 16X 80:20 Rule has proven its GREATER RESULTS!!! validity in a number of other areas…especially in business.
  41. 41. Benefits Once you learn how to identify your “Ideal Client,” you’ll be able to… Target their hot buttons with marketing Spend your marketing dollars with confidence and certainty Work fewer hours Make more money Enjoy the customers you work with
  42. 42. Business Growth Wheel Lead Conversion 10 Lead 9 Generation 8 Unique 7 Abilities 6 5 4 3 2 1 Unique Selling 0 Highest Income Proposition Producing Activities Lifetime Ideal Client Value Profile Decision Making Process
  43. 43. The 6 Keys To Business Growth Client Profile Decision Making Process Lifetime Value Unique Selling Proposition Lead Generation Lead Conversion
  44. 44. Decision Making Process • Many business owners think their decisions are based on the price… when in reality that’s one of the last considerations. • Client’s make decisions based on their wants and needs (Hot Buttons)… • Your KEY is to understand HOW your clients make decisions, and deliver THAT to them
  45. 45. Decision Making Process Did you know decisions can also be affected by a decision maker, an influencer or a user? For example… you own a pizza shop, and sales are way down this month. How would you sell more pizza?
  46. 46. Benefits When you know how your ideal clients make decisions, you can affect those decisions by inserting your product or service into their decision making process. We’ll help you map out their decision making process and teach you how to create proper marketing messages to compel them to buy from you instead of your competition.
  47. 47. Business Growth Wheel Lead Conversion 10 Lead 9 Generation 8 Unique 7 Abilities 6 5 4 3 2 1 Unique Selling 0 Highest Income Proposition Producing Activities Lifetime Ideal Client Value Profile Decision MakingProcess
  48. 48. The 6 Keys To Business Growth Client Profile Decision Making Process Lifetime Value Unique Selling Proposition Lead Generation Lead Conversion
  49. 49. Lifetime Value… Refers to the amount of revenue and profits the business owner expects to receive from clients over the term of their relationship with them. By understanding lifetime value, you can anticipate the purchase of other products and services Once we teach you how to calculate your ideal clients lifetime value, you can use it to explode your revenue and profits.
  50. 50. Benefits of Lifetime Value… Influences all of your lead generation and marketing decisions Greatly reduces the chances of your making costly marketing mistakes Pinpoints exactly where you should focus your marketing efforts Results in more predictable cash flow
  51. 51. Benefits of Lifetime Value… Do you know the lifetime value of your current clients? If not… what is that costing your business every day that you don’t?
  52. 52. And Consider This… For every dollar of revenue your business produces, the value of your business increases. Example: If you increase your annual revenue by $100,000 that may increase the amount your business can be sold for by as much as $3 million.
  53. 53. Business Growth Wheel Lead Conversion 10 Lead 9 Generation 8 Unique 7 Abilities 6 5 4 3 2 1 Unique Selling 0 Highest Income Proposition Producing Activities Lifetime Ideal Client Profile Value Decision Making Process
  54. 54. The 6 Keys To Business Growth Client Profile Decision Making Process Lifetime Value Unique Selling Proposition Lead Generation Lead Conversion
  55. 55. Unique Selling Proposition Conveys the specific, one-of-a-kind benefit your business offers that is different from your competition. Must be incorporated into all areas of your business Business Card Website All Collateral It’s a simple statement that captures the essence of the value you provide to your ideal client.
  56. 56. Your Turn We’ve just met at a networking function and I ask you this question… “So what do you do?” Explain to me what you do that will compel me to immediately ask you… “How Do You Do That?”
  57. 57. Dave & Yvette Ulloa Their first attempt at a USP… “We help people diversify their income portfolio options while taking trips” Are you compelled to immediately ask them… “How Do You Do That?”
  58. 58. Dave & Yvette Ulloa Their second attempt at a USP… “We help people make a fortune while taking dream vacations” Now are you compelled to immediately ask them… “How Do You Do That?”
  59. 59. The Power of a Great USP
  60. 60. Great USPs We Help People Stay At 4 Star Hotels For Motel 6 Prices Bowflex… Get The Body You Want - In Half The Time Moving Victims Of Violence From Crisis To Confidence Excedrin… The Pain Stops… You Don’t
  61. 61. Benefits of a Compelling USP – It becomes your business “mantra” and must be clearly stated in every one of your messages – It separates your business from your competition… – eliminates them completely in the minds of your prospects… – and enables you to dominate your market
  62. 62. Business Growth Wheel Lead Conversion 10 Lead 9 Generation 8 Unique 7 Abilities 6 5 4 3 2 Unique Selling 1 0 Highest Income Producing Activities Proposition Lifetime Ideal Client Value Profile Decision Making Process
  63. 63. The 6 Keys To Business Growth Client Profile Decision Making Process Lifetime Value Unique Selling Proposition Lead Generation Lead Conversion
  64. 64. Lead Generation At this point, you have: identified your ideal client mapped out their decision making process calculated their lifetime value developed your core message with your USP. It’s now time to start Attracting Ideal Clients by implementing a compelling and cost effective lead generation program.
  65. 65. Lead Generation Is this an effective ad? What is the “purpose” of all marketing?
  66. 66. Lead Generation Marketing’s job is to first, capture your prospect’s attention. Next, it must facilitate their decision making process by offering compelling information that makes them feel like they would be an absolute fool if they don’t buy your product or service. Third, it must provide a low, or no risk offer that allows a prospect to obtain additional decision making information (a compelling offer).
  67. 67. Lead Generation Does this ad do that? Does YOUR marketing do that? Depending on the publication, this full page ad cost Comcast between $15,000 & $50,000.
  68. 68. Marketing Equation For marketing to be effective, you should always use “The Marketing Equation.” It will enable you to structure your marketing message in the proper way Interrupt The “Marketing Equation” should be used in every Engage marketing piece created… or when developing any type of Educate marketing or advertising, including Offer your website.
  69. 69. Marketing Equation This is known as persuasive messaging Headline Interrupt Ever Feel Like Your Daycare Treats Your Child Like A Number Instead Of A Little Person? Sub-headline Here’s How To Ensure Your Child Gets Engage Personal, Loving, Caring, One-On-One Attention At Daycare. Body Copy Present evidence Educate Prove you are the best value Emphasize the benefits, not the features Compelling Offer Offer Get Our Free Report That Compares The Teacher-Child Ratio At All 17 Area Daycares
  70. 70. Lead Generation Does this ad follow the “Marketing Equation”?
  71. 71. Lead Generation Do your lead generation marketing pieces follow this equation? Do your prospects read your marketing materials and feel compelled to take action? How much revenue would you estimate you are presently losing by NOT following this format?
  72. 72. “Where” Do You Communicate? Direct Sales 7 Communication Retail Store Options Online Do you know the best method for getting your message out to Wholesale your ideal client? Do you know where your client Mail Order is most likely to hear your message? Call Center Live Event Do you know which ones you should use that will effectively communicate your message to your ideal client… and provide you with an excellent ROI?
  73. 73. Benefits of Lead Generation You need to know the “Marketing Equation” and how to use it to produce higher quality leads, as it will lead to: The proper communication channels that will provide you with a much higher degree of confidence and certainty as you convert those leads into actual sales Knowing how to generate your leads and produce a high ROI so you don’t squander your valuable time and hard-earned dollars in customer acquisition Knowing how to increase your total sales, revenue and profits.
  74. 74. Business Growth Wheel Lead Conversion 10 Lead 9 Generation 8 Unique 7 Abilities 6 5 4 3 2 1 Unique Selling 0 Highest Income Proposition Producing Activities Lifetime Ideal Client Profile Value Decision Making Process
  75. 75. The 6 Keys To Business Growth Client Profile Decision Making Process Lifetime Value Unique Selling Proposition Lead Generation Lead Conversion
  76. 76. Conversion Guidelines Business owners MUST know and understand the ABC’s of Selling Every prospect… no matter who they are or what they’re buying, is always looking for the best deal Marketing must contain enough value, or create enough interest to get them interested You have to be ready to: Persuade Influence Sell
  77. 77. Marketing Equation The Marketing Equation will enable you to structure your marketing message in the proper way Interrupt Should be used in every marketing Engage piece created or when developing Educate any type of marketing or Offer advertising
  78. 78. Marketing Equation This is known as persuasive messaging Headline Interrupt Ever Feel Like Your Daycare Treats Your Child Like A Number Instead Of A Little Person? Sub-headline Here’s How To Ensure Your Child Gets Engage Personal, Loving, Caring, One-On-One Attention At Daycare. Body Copy Present evidence Educate Prove you are the best value Emphasize the benefits, not the features Compelling Offer Offer Get Our Free Report That Compares The Teacher-Child Ratio At All 17 Area Daycares
  79. 79. Marketing Fundamentals Educate on your product or service • Takes place in your ads body copy • Takes place in your script if live Set Appropriate Pricing • Promotional Pricing • Loss Leaders • Premium Pricing
  80. 80. Establish Credibility Key component of messaging strategy Includes success stories and testimonials. The earlier credibility is established, the better. Consider writing the testimonial for the client and sending it to them for approval.
  81. 81. Persuasion: The Key To Conversion Scripts should be developed and used in EVERY situation possible Should follow the Marketing Equation Every member in the business should commit the basic flow to memory Should be used as “talking points” only… NOT repeated verbatim
  82. 82. Business Growth Wheel Lead Conversion 10 Lead 9 Generation 8 Unique 7 Abilities 6 5 4 3 2 1 Unique Selling 0 Highest Income Proposition Producing Activities Lifetime Ideal Client Profile Value Decision Making Process
  83. 83. Business Growth Wheel Lead Conversion 10 Lead 9 Generation 8 Unique 7 Abilities 6 5 4 3 2 1 Unique Selling 0 Highest Income Proposition Producing Activities Lifetime Ideal Client Profile Value Decision Making Process
  84. 84. Business Growth Wheel Lead Generation & Conversion 10 Sales 99 Process 88 Unique 77 Abilities 66 55 44 33 22 11 Unique Selling 0 Highest Income Proposition Producing Activities Lifetime Ideal Client Value Profile Decision Making Process
  85. 85. Here’s “All” You Need To Know To Grow Your Small Business Your Unique Abilities Matching Your Biz Focus on Highest Income Producing Activities Psychographic Client Profile Decision Making Process Mapped Lifetime Value Determined Unique Selling Propositions Lead Generation Testing Lead Conversion Measuring
  86. 86. WOW.. That seems like a lot… How do we make it work fast???
  87. 87. 5 Keys to TRANFORMATION Get Clarity & Focus − Plan your strategy, know exactly how to implement & measure results − If you fail to plan you plan to fail Learn the best proven strategies available − Learn the power of modeling Work ON your business vs IN your business − FULL Immersion − Only 90-120 minutes per week Coaching − Someone to hold you accountable to take the actions necessary to reach your goals Daily feedback − Repetition is the mother of learning
  88. 88. Our business advisors can help you quickly identify your highest income producing activities, and keep you accountable to developing habits that lead to revenue growth. By focusing on the highest income producing activities, then delegating, hiring or bartering out the non-productive activities, business owners can quickly discover an immediate increase in sales, revenue and profits.
  89. 89. There is an art and a science to building lasting client relationships. We can teach you how to build mutually- beneficial relationships with clients, partners, vendors, and employees, building a rock- solid, bullet-proof business that will grow even despite tough economic times. Those businesses that consistently add value to other people's lives will produce greater net profits and dominate their market space.
  90. 90. Right now, you’re not focused on your highest income producing activities.
  91. 91. Remember The 6 Keys To Business Growth Client Profile Decision Making Process Lifetime Value Unique Selling Proposition Lead Generation Lead Conversion
  92. 92. When you take the time to strategize with a business advisor, your return on your investment of time is substantial. You'll learn how to piece together the puzzle of your business growth process, learning how to attract ideal clients and grow your revenues faster and with less risk.
  93. 93. To make sure you don’t overlook any money-making strategies and tactics, you'll want to attend our free or nominal-fee training events, loaded with the latest ways to help business owners stay one step ahead of your competition.
  94. 94. Wrap Up The SBDC business advising program provides much of the support you need to get from where you are to where you want to be.
  95. 95. Thank you for participating in Small Business Marketing Success Strategies .
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×