Marketing - Enterprise week 2011

Enterprising Donegal Business Week 2011 Getting noticed – using marketing to win business

Suzanne Hill – Handel Export
16 year’s experience international sales, marketing and business development
Formerly worked for Randox & Brett Martin
Experience in scaling companies globally
Worked on the ground in 55 markets – Europe, N & S. America, S. Africa.
80% of time spent working directly in those markets
Speak fluent French, Spanish, Portuguese, Italian, English
Honorary Consul for Slovenia in Northern Ireland
Regional Chair for Ireland Poland Business Association

Content summary
Where do you start?
What are you selling?
What do you need to find out?
Where can you find it?
What do you do with the information when you do find it?
Raising your company profile

Where do you start? Business development, sales & marketing

Push – Pull strategy PUSH PULL SALES MARKETING TOTAL VALUE PROPOSITION

What are you selling??

Total value proposition should articulate:
From the customer’s perspective:
What are you selling??
How will I benefit?
Why should I buy from you?

Total Value Proposition Target audience Benefits (measureable) Differentiators / USPs

How does your Total Value Proposition deliver VALUE to your customer?

Reasons why customers buy
To save money
To save time
To make money
To make their life easier
Reduce labour costs
Reduce staff numbers
Improve labour efficiency
Meet legislation and comply with regulations
To provide an enhanced product portfolio to customers
To provide a better service to customers

Clear messaging is essential
Features v benefits
A feature is what it is
A benefit is how it improves the user’s/customer’s experience
What are your Unique Selling Points?

Communicating benefits
Know what your customer will see as a benefit
Learn what your customer is looking for
Make sure you sell what the customer wants NOT what you have..
Know what the customer is currently doing to solve this problem
Don’t communicate irrelevant benefits – tedious
Understand VALUE of the benefits
Ensure customers understand this value

Communicating benefits
Show – demonstrate (e.g. At exhibitions), trial period, free sample, sale or return
Explain clearly
Compare life with and without
Endorsements /references
Guarantee period
Case study showing return on investment

Communicating service benefits
Case studies showing return on investment
Client list – well-known, recognised
Client testimonials
Must present well and be able to sell your experience

Who are your competitors?

What next?
Research your market before going anywhere!
Information is power
Who are your customers? E.g. Kitchen market
Is there a demand for your product / service?
How will the recession affect your prospects?
Run a credit check on potential customers

Where do you start?
What are the trends in the market?
Where is your product in its life cycle?
If you invest time & money developing the market will you get sufficient Return On Investment? And how quickly?

Where can you find it out?
Google search
Yell.com / Goldenpages.ie
Europages.com
Kompass.com
LEAs / County Enterprise Boards
Chamber of Commerce Directories

Where can you find it out?
Published reports:
Mintel.co.uk
Plimsoll.co.uk – top 100 analysis
Datamonitor.com
IGD Retail analysis

Specific business opportunities
http://www.dfpni.gov.uk/cpd - Northern Ireland public sector procurement
http://www.etenders.gov.ie/ ROI public sector procurement
www.ukti.gov.uk – register for email bulletins for business opportunities by sector / country

What does business development involve?

Sales prospecting
Target correct customers according to segments
What is the purpose of the phone call?
Communicate TVP
Gauge initial interest
To set up meeting
Be succinct
Email follow up information
Not time to communicate entire company history

Sales prospecting
Need a hook to get customers interested – TVP
Send follow up email outlining 3-4 points max.
Ask for meeting, give specific date
Would Tuesday or Thursday suit you?
Be clear on objective for meeting
How do you secure the meeting?
Call, call, call, call, call.........

The meeting
Golden opportunity to present company and create a good first impression
VITAL to be well prepared
Many variables can influence how meeting goes, preparation can help mitigate against this
Time available, other work pressures, culture, business etiquette, company philosophy, personality of person you meet with....

Importance of networking
LEA / CEB events
Local Council events
Chamber of Commerce events
Irish Exporters
Sales Institute of Ireland
Women in Business
Institute of Directors
CBI
Industry associations e.g. Construction Employers Federation
Trade organisations e.g. Ireland Poland Business Association

Online presence
Essential to have a good website
It will create the first impression of your company with new potential customers
Website is your “shop window” to the world
Available 24/7 – important sales asset
Make sure text clearly articulates your Total Value Proposition

Online presence
Register company details on online directories
www.kompass.com
www.europages.com
www.touchlocal.com
www.hotfrog.co.uk
Trade association directories for your industry
Etc.

Online presence
Facebook – www.facebook.com
Twitter – www.twitter.com
LinkedIn – www.linkedin.com

Thank you for your attention!

Suzanne Hill Handel Export Consulting www.handelexport.com Follow me on Twitter @handelexport

Marketing - Enterprise week 2011

by Donegal County Enterprise Board on Mar 08, 2011

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