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How To Accelerate Ahead Of The Competition   Presentation
 

How To Accelerate Ahead Of The Competition Presentation

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    How To Accelerate Ahead Of The Competition   Presentation How To Accelerate Ahead Of The Competition Presentation Presentation Transcript

    • GET FIRED UP! how to accelerate ahead of the competition © Kiki Maurey Consultancy Limited
    • Get fired up! a 90 minute opportunity, and some… it’s not just about the money! some bog-standard truths no market for our goods a scattergun approach to marketing don’t understand our market not competitive enough don’t deliver a memorable experience too many dodgy customers! © Kiki Maurey Consultancy Limited
    • Get fired up! we think we’re really cool they want the right results the right solutions a relief from frustrations an answer to their challenges the MCI model of small business success ‘MUST HAVE’ MARKETING ‘CHOICE’ CUSTOMER CARE ‘IRRESISTABLE’ INFLUENCING © Kiki Maurey Consultancy Limited
    • the MCI model: rocket fuel not rocket science I =YOU! YOUR BELIEFS & IMPACT C = YOUR M = YOUR CUSTOMER MARKETING ORIENTATION ORIENTATION INTEGRATION © Kiki Maurey Consultancy Limited
    • ‘Must have’ marketing First Rule: who are your ‘must have’ customers? do you know what they want? Identify and are you clear about what will appeal build your to YOUR target customer base? NICHE 10% difference => uniqueness/USP © Kiki Maurey Consultancy Limited
    • ‘Must have’ marketing Second Rule: who else is out there doing similar things? be distinct: can your potential customers spot you in a crowded Benchmark market place? against your COMPETITORS have you got what it takes to get and keep their attention? is it easy to buy from you? © Kiki Maurey Consultancy Limited
    • ‘Must have’ marketing Third Rule: do I keep tabs on my customer base? am I busy chasing new ones? am I keeping the right customers? Build great & lasting can I integrate the right ones into RELATIONSHIPS my network? do I leverage great R&R? © Kiki Maurey Consultancy Limited
    • ‘Must have’ marketing CRITICAL RELATIONSHIP BUILDING Now Later Get more leads (get your pipeline working 10 12 more effectively) get savvy! Generate more interest (by having more 20% 25% effective ‘sales’ conversations) Convert more of these into real sales (by being 40% 45% smart about what people really want) Get these customers spending more with you, £100x3 £115x4 and then coming back more often Convert more customers into your pipeline some ALL! network © Kiki Maurey Consultancy Limited
    • ‘Must have’ marketing Get savvy: your competition – the Branson effect!! Pricing: low price = cheap => low quality high price = expensive => high quality Be imaginative: bundle goods and services loyalty schemes offer smaller, bite-size amounts offer price competitive ways of giving customers ‘treats’ © Kiki Maurey Consultancy Limited
    • ‘Choice’ customer care FACT: Harvard Business Review study: if retailers retained only 5% of the customers who defect to other competitors… their profitability would go up by between 30-85%!!! © Kiki Maurey Consultancy Limited
    • ‘Choice’ customer care First Rule: are you memorable enough? do you always deliver high quality, how do you know? Deliver MEMORABLE do you appeal to your customers’ QUALITY senses and emotions? can you keep it simple? © Kiki Maurey Consultancy Limited
    • ‘Choice’ customer care Second Rule: do you talk to your customers about the service they receive? do ever ‘walk’ in your customers shoes? INVOLVE your do you really know what it’s like customers doing business with you? do you use this ‘intelligence’ to improve what you do? © Kiki Maurey Consultancy Limited
    • ‘Choice’ customer care Third Rule: ‘whilst the cat’s away the mice will play’… staff can be a huge liability do you train and support your staff INSPIRE your staff to understand ‘great expectations’ do you reward great behaviours? © Kiki Maurey Consultancy Limited
    • ‘CHOICE’ CUSTOMER CARE FACT a customer who has had an unpleasant experience with a business will tell… 9 or 10 other people… about 13 percent of disgruntled customers will tell more than 20 other people!! © Kiki Maurey Consultancy Limited
    • Rocket fuel not rocket science improved delivering your ‘must ‘choice’ have’ customer marketing care you’re going to become great at understanding the needs & challenges of your customers… you’re listening and reflecting back their key words and phrases, their ‘trigger points and emotional hot buttons’ you’re delivering a great customer experience © Kiki Maurey Consultancy Limited
    • ‘Irresistible’ influencing First Rule: ‘people buy from people’, especially from positive people do you genuinely have customers’ Be interests in mind? Professionally PERSONABLE do you use positive intentionality? OR, are you sometimes a BIG TURN OFF? ‘miserable, moaning, & mithering’ © Kiki Maurey Consultancy Limited
    • ‘Irresistible’ influencing Second Rule: are you more concerned with survival than active listening? or are you led by the needs, Learn to desires, dreams and wishes of your LISTEN customers? PROPERLY do you build genuine rapport, eg by using customers’ words and phrases? © Kiki Maurey Consultancy Limited
    • ‘Irresistible’ influencing Third Rule: Why people say ‘no’ Find & use the YES it's been done before BUTTONS! it's never been done before they feel threatened by change they don't understand your product/service they’d rather take your idea for themselves they don't like you, or can’t relate to you or maybe it's just a bad idea or even a great idea presented/explained in a bad way! © Kiki Maurey Consultancy Limited
    • ‘Irresistible’ influencing Third Rule: they like you, they identify with you, and they trust you! you’ve given them a basis for comparison (why you’re great value!) you’ve demonstrated you can deliver Find & use the exactly to their needs and concerns YES you’ve offered them non-important BUTTONS! concessions or trade-offs you’ve engaged and involved them throughout the process © Kiki Maurey Consultancy Limited
    • Rocket fuel not rocket science deliver memorable quality professionally personable improving involve your customers your learn to listen inspire your staff positive find & use ‘YES’ buttons influence delivering developing ‘choice’ your ‘must customer have’ care marketing ID & build your niche benchmark against your competition build great relationships © Kiki Maurey Consultancy Limited
    • Take action NOW! … and finally be genuinely client-centric be distinctive, be unique to create a great impact leverage your profile to become known and trusted thank you and goodnight… © Kiki Maurey Consultancy Limited