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Am Fam Telecon3 Value Based Relationships And Marketing
 

Am Fam Telecon3 Value Based Relationships And Marketing

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American Family's Business Accelerator - Teleconference #3: Value Based Relationships and Marketing

American Family's Business Accelerator - Teleconference #3: Value Based Relationships and Marketing

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    Am Fam Telecon3 Value Based Relationships And Marketing Am Fam Telecon3 Value Based Relationships And Marketing Presentation Transcript

    • Teleconference #3: Value-Based Relationships and Marketing © Wright Business Institute, Inc. E-mail questions to [email_address]
    • Step It Up Competition E-mail questions to [email_address]
          • Open to all registered Business Accelerator participants
          • One winner in each city (Chicago, Phoenix, and Denver)
            • Advantage For Sales training program from Wright Business Institute – 6 sessions live or via web/phone
            • Marketing strategy session from Hi-Impact Marketing
            • $500 Staples gift certificate
      Step It Up Competition
          • Contestants will be judged on:
            • Thoroughness
            • Impact
            • Creativity
          • Entry forms are online at www.AmfamBusinessAccelerator.com and can be submitted between October 1 st and October 22 nd
          • Winners will be announced at the November Business Mixers in each of the cities
      Step It Up Competition
    • Value-Based Relationships and Marketing E-mail questions to [email_address]
    • Today’s Topics
          • Knowing Yourself and Your Dynamic Value
          • Introducing Yourself to Sell
          • The Evolution of Business Through Marketing
          • Upcoming Teleconferences and Success Activities
    • The Evolution of Business Through Marketing E-mail questions to [email_address]
      • Today we will review the evolution of marketing as businesses develop. Watch for your position and plan your evolution.
      Businesses Go Through Marketing Development Phases
    • The Map - Getting To Know Where You Are Initiating Establishing Emerging Differentiating Generating Self-Developing Level 1 Level 2 Level 3 Level 4 Level 5 Level 6
    • Marketing at the Initiating Phase
      • Starting out
      • Building capacity
      • You make business cards and may have a brochure and even a web site.
      • You are confused about marketing versus selling.
      • You have either over-spent or under-spent on marketing.
      • Your main job is to sell. Marketing demands such as brochures and web sites become a block to just getting out and finding people who need your product or service.
      Level 1 Initiating Level 2 Establishing Level 3 Emerging Level 4 Differentiating Level 5 Generating Level 6 Self-Developing
    • Marketing at the Establishing Phase
      • Getting the hang of your business
      • Figuring out how to sell and deliver as promised
      • You have business cards, a web site, brochures, and may even have tried advertising in a local newspaper or magazine.
      • You begin building your database of contacts with a simple solution such as Outlook.
      • You may have a few lines or even a box ad in the yellow pages.
      • You may have several web affiliate ads.
      • If you are under 45 you likely are on Facebook, and everyone is likely to be on LinkedIn.
      Level 1 Initiating Level 2 Establishing Level 3 Emerging Level 4 Differentiating Level 5 Generating Level 6 Self-Developing
    • Marketing at the Emerging Phase
      • You have all of the above—web site, brochures, web affiliates—and you may even have engaged a marketing consultant. E-letters are great ways to let prospects know more about you and your product or service.
      • If you haven’t already, you are developing a strong branding strategy.
      • You could be developing your first marketing plan.
      • You are learning to deliver more impactful messaging—developing a unique look, personality, and consistency in your message.
      • You begin articulating some proprietary thinking or your own methodology or approach to your product or service.
      • Key challenges: Making the best allocation of resources for maximum business benefit.
      Level 1 Initiating Level 2 Establishing Level 3 Emerging Level 4 Differentiating Level 5 Generating Level 6 Self-Developing
    • Marketing at the Differentiating Phase
      • In addition to the above, you are considering new marketing initiatives such as user-groups.
      • You may even have a full-time marketing person, but more likely have a person wearing that hat and a lot of others.
      • You are marketing effectively, getting your name quoted as an expert, and being profiled by or writing articles for local/ electronic media and trade publications.
      • You refine your customer relationship management program or database.
      • You are managing your web universe more effectively and providing extra value marketing in newsletters and other vehicles.
      • You may have delved into your first competitive analysis.
      Level 1 Initiating Level 2 Establishing Level 3 Emerging Level 4 Differentiating Level 5 Generating Level 6 Self-Developing
    • Marketing at the Generating Phase
      • You have a marketing person full time who is charged with keeping you in front of the population you serve.
      • You likely have regular print and electronic presence.
      • Your web universe maintains powerful conversations with customers.
      • Your brand is strong and you use outside marketing support to refine your messaging and move aggressively into the market place.
      • You may be venturing into broadcast advertising.
      • If you are a consulting firm, your marketing department places articles and finds speaking engagements for staff in addition to other traditional marketing services, managing all your messaging and materials.
      • You are likely using outside business intelligence and competitive analytics.
      Level 1 Initiating Level 2 Establishing Level 3 Emerging Level 4 Differentiating Level 5 Generating Level 6 Self-Developing
    • Marketing at the Self-Developing Phase This
      • You have a full-service marketing department.
      • You use outside agencies for your advertising in all media.
      • You are moving aggressively into all forms of electronic marketing.
      • You budget for marketing annually and have different types of marketing professionals on staff or under contract. These include event marketing, broadcast, print, and specialists in specific market segments such as children, women, etc. depending on your products and services.
      • You are deeply engaged in competitive analytics and business intelligence to guide your marketing strategies.
      Level 1 Initiating Level 2 Establishing Level 3 Emerging Level 4 Differentiating Level 5 Generating Level 6 Self-Developing
    • Knowing Yourself and Your Dynamic Value E-mail questions to [email_address]
          • Defining variables that distinguish a company in the marketplace
          • Mapping yourself against your competition on key variables
          • Establishing the foundation for your unique selling proposition
          • Establishing the foundation for branding and positioning.
      Overview of Dynamic Value “ Dynamic Value” is a phrase coined by Marshall Thurber, Success Secrets of the 21 st Century
    • Product Value Scale
        • COMMODITY
        • PRODUCT
        • SERVICE
        • EXPERIENCE
        • TRANSFORMATION
      “ Dynamic Value” is a phrase coined by Marshall Thurber, Success Secrets of the 21 st Century
    • Dynamic Value Example “ Dynamic Value” is a phrase coined by Marshall Thurber, Success Secrets of the 21 st Century
        • MY
        • FEATURES & BENEFITS
      Identifying Features and Benefits: Yours and Your Competitors’
        • MY COMPETITORS’
        • FEATURES & BENEFITS
    • Graph Your Features & Benefits
          • They don’t.
          • They live in denial.
          • They only look at it from their point of view, not their customers’.
          • They fail to identify defining and differentiating variables.
          • They confuse benefits and features.
      Mistakes People Make in Calculating Dynamic Value
    • Introducing Yourself to Sell E-mail questions to [email_address]
          • Maximum of 17 seconds
          • “ What do you do?”
            • Engagement
            • Missed opportunity
          • Refine your answer in the most satisfying way
      Opinions are Formed Sooner than You Think
          • Know Yourself
            • Know your strengths and weaknesses
            • Know your Dyval
            • Know how you come across
          • Know Your Customer
            • Know their Dyval
            • Know their strengths and weaknesses
            • Know their needs
      Building Strong Rapport – Being a Trusted Advisor
          • Your features and benefits in 30 seconds or less
          • Examples
      Elevator Speech
          • Slogans: under your name on your stationery
          • Bumper stickers: more conversational
            • Shorter than elevator speech (4-5 words)
            • An answer to “What do you do?” that compels a follow-up question
      Bumper Stickers and Slogans
    • American Family Business Accelerator Program Upcoming Teleconferences and Success Activities
    • Looking Forward
      • What’s Next?
      • Knowing Where You Stand: Defining the Game
      • Establishing vital systems and monitors to understand the state of your business
      •  
      • Getting Down to Business: Selling & Essential Daily Activity
      • Setting up effective disciplines, intentional networking, and negotiating deals
      •  
      • Building Relationships
      • Creating your vision, developing and leveraging your network
      • Marketing Tools
      • Developing your brand and mastering marketing tools
      •  
      • Systemizing Your Activity for Growth
      • Anticipating and getting around roadblocks; understanding your business and its sales cycles
      •  
      • Leading Your Business, Leading Your World
      • Building a culture, getting work done through others, and getting the most from what you have
    • Teleconference #4: Mastering Marketing Tools
        • Panel of Experts on affordable marketing tools for small businesses
          • Internet Marketing
          • Public Relations
          • Direct Mail
          • E-mail Marketing
    • Ongoing Support and Involvement
      • Monthly Teleconferences
      • Weekly E-Tips
      • Assignments
      • Contests
      • Break Room
          • Panel of Experts
          • Growth Coach Forum
      • Special Offerings