Align Your Marketing,
Sales & Business
Your Business Goals Your Marketing Goals
Increase market share
By 15% this year.
Increase sales to existing
clients by 20%.
Acquire 2 competitors with
combined 10-15% market
Acquire 400 new clients.
Discontinue 30% of your
existing product portfolio.
Launch minor league baseball
Form 3 strategic partnerships. Integrate outdoor ad
campaign in Central/No. NJ
MARKETING’s YEAR-LONG “THEME”
Offering to customers
Any other component of your
• MASS CUSTOMIZATION means you have the
ability to send out customized communications
with MANY of your customers simultaneously.
• Your customers decide how much interaction
they have with you through:
– Social media
– User forums/online user communities
– Chat & Messaging
– Website contacts
• The extent/amount of 2-WAY communication
between your customers and you.
• The Internet gives your customers the
power to engage with you in a way never
• Shift from broadcast 1-WAY dialog (TV & radio)
to an interactive marketing dynamic which
fosters debate, exchanges, and…
Interactivity’s New Paradigm
• Core Product Benefit: most basic value
offered by your products.
• Basic/Actual: minimum product offering
needed to deliver your core benefit.
• Augmented: Features that go beyond
your customer’s basic expectations.
What’s a “PRODUCT”
You need different skills at
different stages of the
The Sales Process
Prospect Marketing Skills
Sale Solution Selling Skills
Know Your Customers
• Customer relationships increase your
profitability 3 ways:
– It costs less to service existing clients than to
generate new ones.
– Existing clients are willing to pay a higher price for
your products and services.
– Strong buyer-seller relationships increases the
likelihood that customers will share their personal
information which can help you customize offerings
and sell more effectively to them.
Value in Relationships
• Define the “expected” lifetime value of your
• The PARETO Principle matters.
• You MUST have a database of past customer
• A profitable/unprofitable client today is an
unprofitable/profitable one tomorrow.
• Consider how many referrals they give you.
RFVP: Recency, frequency, volume & profit.
Determine Customer Value
Know Your Customers
• Goal: Identify and Study Your Top 20:
– Create a Profile To Match Your Top 20
– Use the RFVP Profile:
• Recency Of Them Doing Business With
• Frequency of Them Doing Business With
• Volume of Business They Do With You
• Profit They Contribute (conduct an ROI)
• Reduces the cost associated with searching for
products internally (how much to think about
them) and externally (how much to look for
• Define product/service qualities.
• Present product/service characteristics.
• Chance to “connect” with product maker.
• Sign of “perceived” quality…PRESTIGE.
• Help consumers organize their knowledge
about a product to clarify their decision-making
and thus adds value to firms.
• Savvy customers.
• Brand proliferation.
• Media fragmentation:
– Clutter: 10-15 second spots join :30 & :60 spots
– Fragmentation: Growth of independent stations &
– Technology: VCRs, Remote controls, TiVo
• Increased competition.
• Increased costs.
• Greater accountability by marketers to hit
short-term profit goals.
• You achieve different outcomes from the
“added value” attributed to a product as a
result of marketing the brand.
• You can create value for the brand in many
• Brand equity provides a common denominator
for interpreting marketing strategies and
assessing the value of a brand.
• There are many different ways in which the
value of a brand can be exhibited or exploited
to benefit the firm.
• How Long Does It Take to Follow Up on a
Lead? Set a Company Policy.
• Ask All Leads: How Did You Hear About Us?
• Assign Campaign Reference Codes.
• Use Unique Tel #s For Each Campaign to
• Utilize a Lead Capture/Management System.
• Custom Landing Pages.
The Chazin GroupProspecting
• Develop a Strategic Networking Plan For
Identifying, Engaging and Converting
• Create a BEST Customer Profile.
• Launch a “Give to Get” Referral
The Chazin GroupSeek New Markets
• For Small Businesses New Business Comes
One of 3 Ways:
50% from existing clients
35% are referrals from existing
15% from advertising efforts
85% of your NEW business
comes from EXISTING business
The Chazin GroupPower of Referrals
• Thank them.
• Give gifts.
• Discounts, coupons, special offers.
• Honor outdated returns.
• Encourage desired behavior.
• Customer “Spotlights.”
• Waive outstanding balances.
The Chazin GroupReward Them
• Maintain a robust database.
• Keep in touch.
• Encourage complaints.
• Offer loyalty programs.
• Do an amazing job!
The Chazin GroupClient Retention
• Create Action Plan to Develop
– Conduct needs assessment
– Develop set of CUSTOMIZED solutions
– Convince client to implement your
– Review annually
– Target 12
• 3 Steps to Gain Apostles:
– Write down your apostles.
– Say what it takes to keep them.
– Define a list of clients to convert to
• 2X the Actual # Current Apostles
• Follow Actions From Previous Step
• Convert 50% Per Year Until Magic 12
• Learn Your Prospect/Client’s Top Pain Points
• What Challenges Do They Face
• Deliver Value at Every Stage of the 4-Step
• Exceed Their Wildest Expectations
• Empower Every Employee to do the Same
• Account Penetration Strategy
• Create Policy of “Standards of Care”
• Follow Your Customer Conversations Online.
• Align Sales, Marketing, & Product Management.
• Touch Them Several Ways.
• Focus Your Presentations in Their Problems.
• Become More Visible:
– Attend Events, Trade Shows & Conferences
– Get Published & Interviewed
– Blog, Blog, Blog, Blog, blog, Blog, Blog
– Serve on Roundtables & Panels
– Engage In Social Media