Attaining success in marketing your small business
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  • The 7 Steps – per Duct Tape marketing Key systems is Contact/customer management as the main database/system with integrated marketing ACT and integrated emarketing THEN workshops
  • DBIA’s value to owner and themselves.
  • Use the Pre Evaluation Assessment- like Sage Sales Academy OR just Ask each person and LIST each desired action on the white board: Their name, business and hats they wear Their desired outcome / expectation
  • Julie count each and add on this slide printed copy
  • Some definitions between Marketing and Selling. Networking is marketing- you are reaching out- finding the opportunity.
  • Some definitions between Marketing and Selling. Networking is marketing- you are reaching out- finding the opportunity.
  • Your marketing has to address both set of prospects with different messages at different times
  • Who do you have that is NOT your Ideal Customer? Pick Carefully since your customers make up your business
  • Become an EXPERT. SHARE in the Communicate. GET FOUND and move from KNOW -> Like -> Trust
  • Advertising: Offer a report, industry trends, 10 ways to save xyz, recorded material, reviews of products Referral network – help to educate them to know what to listen and look for
  • What terms are you using to attract new business?
  • The knowledge about your customers, contact, prospects, why by, opportunities Commitments, communications, people outside and inside relationships
  • Pre-Qualified interest WHEN they are LOOKING
  • What do you do for a living (not your role) CAPTURE A PHRASE THAT REALLY GET AT THE HEART OF WHAT YOUR MARKET IS MISSIGN OR SOMETHING YOU DO THAT IS EXCEPTIONAL

Attaining success in marketing your small business Attaining success in marketing your small business Presentation Transcript

  • DBIA Presentation Dick Wooden and Julie Cooper www.SuccessWithCRM.com Attaining Success in Marketing Your Small Business
  • Agenda
    • The 7 Steps to Small Business Marketing Success
    • The Important Key System Components
    • Attract and ACT integrated Marketing System
    • Work Shops:
      • Who is your Ideal Target customer
      • Differentiate and Dominate
    • Next steps
  • Design Build Institute of America Design-Build Value Proposition : One contract between the owner and the design-build team which saves money and time by transforming the relationship between designers and builders into an alliance which fosters collaboration and teamwork.
  • Your name, business and “hats you wear” What are Your Expectations and Desired Outcomes?
  • Who we are and our goals There are no real secrets in business, only truths you’ve yet to Discover or you haven’t figured out how to apply. We help move these truths into the realm of execution. We enjoy working with entrepreneurial minded people in growing and developing their business relationships to get them where they want to go.
    • Marketing & Sales Business Consulting
    • Inbound, E-Mail & Drip Marketing Consulting
    • Contact Mgmt.: Sage ACT! & SalesLogix CRM
      • Consulting, Implementation, Training & Support
    • One-on-one Coaching of Entrepreneurs
    • Facilitation of Peer-to-Peer Entrepreneur Alternative Boards
    Dick Wooden Phone: 574-206-5612 E-mail: [email_address] Julie Cooper Phone:574-607-7914 E-mail: [email_address] Office Phone: 269.445.3001
  • Are you prospecting ?
    • Not Really – I don’t like to do or don’t have time.
    • Yes – but I don’t have enough of the right kinds of ideal prospects.
    • Yes – My Sales Pipeline is Full and I love doing it
  • How do you prospect for new business?
    • Cold Calling by Phone/on site
    • Cold Calling E-mail
    • Warm Calling
    • Networking Events
    • Other
  • Marketing versus Selling
    • Marketing is for reach –
      • finding the opportunity to speak to someone
      • who may need your services.
    • Selling is for coverage –
    • turning those opportunities into a new
    • customer (or new services with an existing
    • customer.)
  • “ Marketing”
    • The purpose of Marketing is to Generate Revenue – Peter Drucker
    • “ The Key to Excellent Marketing is to make your message about Your Buyer and NOT about your own rhetoric” – Chris Brogan
  • The new Rules of Marketing
    • Access to information is easily accessible. Google search has replaced Yellow Pages.
    • Inbound, permission marketing is rapidly replacing interruption outbound marketing.
    • The Buyer is in Control- not the Seller
    • Communities and Friends advice is more important than what the seller has to say.
      • Facebook friends and customer reviews come first to filtering buyer choices.
  • Two Types of Prospective Buyers
    • Step 1: Narrow Your Focus
      • Find a Target Market – quicker to build TRUST
      • Look for Ideal customer – common characteristics
      • Rate your customers and discover patterns
      • Exercise: Describe the ideal customer as if they are sitting across the table from you.
    7 Steps for Small Business Marketing Success
    • What differentiates Your Business = Niche Market
      • The way you price your services?
      • An image that is related to your service
      • A way you package or brand the business
      • A reputation for a special process
    • Look at Competitors
      • What do they claim that is special? What don’t they claim?
      • Where is your market not being served?
    • Exercise: “What do you do for a living (not your title)”
    Step 2: Find & Communicate a Core Difference
    • Image is everything. People can related to & attach themselves if they connect to an memorable (experience) image.
    • Create a “Product” from your service. Create something much bigger.
    Step 3: Package Your Business
    • A series of documents that can be personalized easily – to the prospect’s business / industry.
    • Use words from your customer testimonials.
    • Have an actual case study. Audio good. Video the best.
    • Stories: How started, how you got into the niche, overcome adversity. Be a ‘real’ person.
    • Web Presence: Re-purpose materials, Blog +
    • Social networking: Linked-In – Q & A’s
    Step 4: Create Marketing Materials that Educate
    • Advertising:
      • Purpose: To get them to give you permission to Market to them
    • Referral Network: (educate)
      • Customer
      • Partner Alliances
    • Public Relations
      • Build local media list and provide info interest to readers
    Step 5: Establish Your Lead Generation Trio
    • Use Blogs to build trust, spread your expertise and get PR opportunities.
    • Use “Local terms” i.e. Michiana
    • Use Local Internet Directories
    • Use Automation tools: Blog to Linked In, FaceBook, Twitter, as Email eNews, etc.
    • Google search is driven by SEO- search engine optimization- key word phrases
    Step 6: Automate & Dominate
    • Keep it visible and Top of Mind – It’s that Important
    • Carve out a portion of your day to be:
      • Chief
      • Marketing
      • Officer
    • Make it a + Habit
    • Elicit others for remarkable content
    Step 7: Live by the Calendar
  • Your Most Important System Asset
    • A business strategy and approach that helps you
      • acquire,
      • develop and
      • retain profitable customers.
    • A system to help to manage the communications and relationships between people:
      • leads, prospects, customers, clients, employees, vendors, distributors, suppliers, partners, members, etc.
    • What works in your business?
    What is C ustomer R elationship M anagement ‘really about’?
    • After 1st contact = 2% of sales are made
    • 2nd contact = 3% of sales
    • 3rd contact = 5% of sales
    • 4th contact = 10% of sales
    • 5th – 12 contact = 80% of sales are made
    • Also:
    • 87% of all leads are never pursued= follow up failure.
    • 48% of all sales leads that are pursued are dropped after the first call/meeting
    Need for a Plan and a proven Process
    • E-Mail Marketing – A Good Start
    • Electronic Newsletter with Content links - Better
    • Use targeted surveys - measure desire, qualify
    • Drip Marketing Campaigns – Even Better
    • Rank Responses & Call - Prioritize on most Interest
    • Assigning Calls – Delegate
    • CRM Database – Keeps It In Sync
    • Targeted follow up
    • Automatic - Repeat
    Attract and ACT Options
  • Measure Marketing Results
  • Work the Call List - Make Contact on Their Interests
  • Better Decisions, Faster & Easier
    • Prepare of Workshop Exercises
    • Two Groups? Dick, Julie, Dennis Help to Facilitate
    Stand, Twist and Introduce
    • Determining your Target Market
    • Determining your Ideal customer’s characteristics
    • Tools:
      • Listing of your current customers and columns for key characteristics, lead source, type of business, etc
      • Looking for patterns
      • How did each find you or come to be focused upon?
    Workshop 1: Target Market
    • Developing your core difference
      • How did they find you?
      • Ask them why they bought from you, have a conversation
      • Why do they continue to buy from you?
      • Do they recommend you to friends and associates? Why?
    • Communicating Your core difference:
      • Where are these ideal prospective customers found?
      • What is important for them to know, content is King….
      • How do they like to receive information
      • How often should they be communicated with?
    WorkShop 2: Differentiate
    • Success with CRM Consulting – Marketing and Contact Management – Feedback & Follow up form
      • Help me provide improved learning and sharing of knowledge to others
      • Select the Free Stuff they’d like to receive
    • Resources:
      • Duct Tape Marketing – John Jantsch
      • The Referral Engine – John Jantsch
      • Inbound Marketing – Brian Halligan / Dharmesh Shah
      • The New Rules of PR and Marketing – David Meerman Scott
      • The DBIA library.
    Wrap Up
    • Marketing & Sales Business Consulting
    • Inbound, E-Mail & Drip Marketing Consulting
    • Contact Mgmt.: Sage ACT! & SalesLogix CRM
      • Consulting, Implementation, Training & Support
    • One-on-one Coaching of Entrepreneurs
    • Facilitation of Peer-to-Peer Entrepreneur Alternative Boards
    Dick Wooden Phone: 574-206-5612 E-mail: [email_address] Julie Cooper Phone:574-607-7914 E-mail: [email_address] Office Phone: 269.445.3001