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WHY YOU’RENOT PAIDWHAT YOU’REWORTHRobert Craven – Dec 2011Warwick Business Schoolwww.directorscentre.com 2011
The Performance                                 (FiMO)      Finance                  Marketing                    Operatio...
MORFA: Start-Up/Plan   Market                        Objectives   Resources      Financials             AbilityIndustry & ...
Which Sales Method is MostEffective?                 • Where do you get your results?                 • Where do you spend...
The Expert!                                + an ‘ology’/system                                + testimonialswww.directorsc...
WHAT   REALLY HACKS OFFCUSTOMERS?www.directorscentre.com 2011
WHY CAN’T  YOU SELL    MORE   STUFF?www.directorscentre.com 2011
www.directorscentre.com 2011
THE ADSDON’T WORKwww.directorscentre.com 2011
www.directorscentre.com 2011
LAZY    MARKETINGwww.directorscentre.com 2011
Marketing Director?1. Get more clients2. Get them to buy more3. Get them to buy more often4. Stop them leaving so position...
If You want to sell as much as you possiblycan and as often as you possibly can, theformula is simple.Find out what your c...
WHAT IS       YOUR JOB      (what do you      need to do)?www.directorscentre.com 2011
WHAT IS  YOUR JOB    (from thecustomer POV)?www.directorscentre.com 2011
The Basics..• What is your  OVERT BENEFIT?• What is the  REAL REASON TO BELIEVE  you can deliver?• What is the…  DRAMATIC ...
WHATCOULD/SHOULDYOU BE DOING?www.directorscentre.com 2011
WHAT IS THE USUAL   (=boring)WAY OF DOING  THINGS?www.directorscentre.com 2011
Thought Bubble…“What is the biggest hassle or problem in using our product/service?” www.directorscentre.com 2011
Thought Bubble…“Which customers could significantly increase usage, if only we remove one specific barrier?” www.directors...
Thought Bubble…“How would our product/service change if it were customised for every user?”www.directorscentre.com 2011
Thought Bubble…“Which technologies in our products/services have changed the most since it was last redesigned?” www.direc...
WHY ARE YOUNOT PAIDWHATYOU’REWORTH???Robert Cravenwww.directorscentre.com 2011
CUSTOMERSDON’T THINKYOU’REWORTH ITwww.directorscentre.com 2011
- They don’tknow you’reworth itwww.directorscentre.com 2011
- You’ve notproven you’reworth itwww.directorscentre.com 2011
- You don’tbelieve you’reworth itwww.directorscentre.com 2011
- You believeyou’re worthway too muchwww.directorscentre.com 2011
YOU ARENOT ASKINGFOR THERIGHT FEEwww.directorscentre.com 2011
www.directorscentre.com 2011
The                                problem is                                 not that                                we a...
What is the message?1. It is all your fault2. Stop procrastinating3. Speed is of the essence4. Just do it NOW5.Tough decis...
www.directorscentre.com 2011
Intellectual Property Rights and CopyrightOf ‘Grow Your Service Firm’ MaterialsCopyright ©Robert Craven, 2011The rights of...
The Directors’ Centre• The Directors’ Centre – it  works with the directors of fast-  growing businesses who seek  more sa...
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Robert Craven Sales and Marketing presentation - 5 December

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Professor Robert Craven discussed merits of Marketing within start ups and how to build upon good customer service as well as negotiating skills

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Transcript of "Robert Craven Sales and Marketing presentation - 5 December"

  1. 1. WHY YOU’RENOT PAIDWHAT YOU’REWORTHRobert Craven – Dec 2011Warwick Business Schoolwww.directorscentre.com 2011
  2. 2. The Performance (FiMO) Finance Marketing Operations turnover (sales/units) advertising spend output per person break-even point selling effectiveness output per machine gross profit margin customer retention age of equipment net profit margin new accounts won set-up times liquidity ratios repeat business down time ROCE new products absenteeism debtor/creditor days brand perception staff turnover gearing/interest cover (by competition) staff training brand perception defect rate (by customers) performance advantage market position2 www.directorscentre.com 2011
  3. 3. MORFA: Start-Up/Plan Market Objectives Resources Financials AbilityIndustry & targets/ operational balance existingMarket place define needs sheet & appropriate(PEST) success P & L projections skill-setour competitive economies of cash flow newcapabilities and opportunities Who? scale/scope projections skills(SWOT) information loss requiredbrand, additional finance & leadership &service & What? needs borrowing commitmentdelivery facilitiesthe financial contingencies drive &product Where? resources focus human support Why? resources neccesarry physical planning & When? resources preparation strategic How? awareness www.directorscentre.com 2011
  4. 4. Which Sales Method is MostEffective? • Where do you get your results? • Where do you spend your time and money? • Where should you spend your time and money? www.directorscentre.com 2011 [The Directors’ Centre, Selling Survey, 03/04]
  5. 5. The Expert! + an ‘ology’/system + testimonialswww.directorscentre.com 2011
  6. 6. WHAT REALLY HACKS OFFCUSTOMERS?www.directorscentre.com 2011
  7. 7. WHY CAN’T YOU SELL MORE STUFF?www.directorscentre.com 2011
  8. 8. www.directorscentre.com 2011
  9. 9. THE ADSDON’T WORKwww.directorscentre.com 2011
  10. 10. www.directorscentre.com 2011
  11. 11. LAZY MARKETINGwww.directorscentre.com 2011
  12. 12. Marketing Director?1. Get more clients2. Get them to buy more3. Get them to buy more often4. Stop them leaving so position/budget/targets…www.directorscentre.com 2011
  13. 13. If You want to sell as much as you possiblycan and as often as you possibly can, theformula is simple.Find out what your customers really wantand sell it to them.Make their lives easier.Make their lives better.Solve their problems.Deliver their dreams to their doorsteps.And watch your company grow beyond belief. www.directorscentre.com 2011 [Bob Serling]
  14. 14. WHAT IS YOUR JOB (what do you need to do)?www.directorscentre.com 2011
  15. 15. WHAT IS YOUR JOB (from thecustomer POV)?www.directorscentre.com 2011
  16. 16. The Basics..• What is your OVERT BENEFIT?• What is the REAL REASON TO BELIEVE you can deliver?• What is the… DRAMATIC DIFFERENCE?www.directorscentre.com 2011 [Doug Hall]
  17. 17. WHATCOULD/SHOULDYOU BE DOING?www.directorscentre.com 2011
  18. 18. WHAT IS THE USUAL (=boring)WAY OF DOING THINGS?www.directorscentre.com 2011
  19. 19. Thought Bubble…“What is the biggest hassle or problem in using our product/service?” www.directorscentre.com 2011
  20. 20. Thought Bubble…“Which customers could significantly increase usage, if only we remove one specific barrier?” www.directorscentre.com 2011
  21. 21. Thought Bubble…“How would our product/service change if it were customised for every user?”www.directorscentre.com 2011
  22. 22. Thought Bubble…“Which technologies in our products/services have changed the most since it was last redesigned?” www.directorscentre.com 2011
  23. 23. WHY ARE YOUNOT PAIDWHATYOU’REWORTH???Robert Cravenwww.directorscentre.com 2011
  24. 24. CUSTOMERSDON’T THINKYOU’REWORTH ITwww.directorscentre.com 2011
  25. 25. - They don’tknow you’reworth itwww.directorscentre.com 2011
  26. 26. - You’ve notproven you’reworth itwww.directorscentre.com 2011
  27. 27. - You don’tbelieve you’reworth itwww.directorscentre.com 2011
  28. 28. - You believeyou’re worthway too muchwww.directorscentre.com 2011
  29. 29. YOU ARENOT ASKINGFOR THERIGHT FEEwww.directorscentre.com 2011
  30. 30. www.directorscentre.com 2011
  31. 31. The problem is not that we aim too high and fail, but that we aim too low andwww.directorscentre.com 2011 succeed.
  32. 32. What is the message?1. It is all your fault2. Stop procrastinating3. Speed is of the essence4. Just do it NOW5.Tough decisions + massive action6. Simultaneous not sequential7. DIY my foot! Can’t do it alonewww.directorscentre.com 2011
  33. 33. www.directorscentre.com 2011
  34. 34. Intellectual Property Rights and CopyrightOf ‘Grow Your Service Firm’ MaterialsCopyright ©Robert Craven, 2011The rights of Robert Craven of The Directors’ Centre as the Author of this Work has been asserted byhim in accordance with the Copyright, Designs and Patents Act, 1988.This workbook has been distributed by Robert Craven subject to the condition that it shall not, byway of trade or otherwise be lent, resold, hired out or otherwise circulated without the publisher’sor author’s prior consent in any form of binding or cover other than that in which it is published andwithout a similar condition including this condition being imposed on the subsequent purchaser.Whilst every care has been taken in the preparation of this workbook, no responsibility for any lossoccasioned to any person acting or refraining from any action as a result of any material in thispublication can be accepted by the author or the publisher.A catalogue record for the book is available from the British Library.The Directors’ Centre,1 The High Street, Woolley, Bath BA1 8ARNovember 2011 www.directorscentre.com 2011
  35. 35. The Directors’ Centre• The Directors’ Centre – it works with the directors of fast- growing businesses who seek more sales and profit!!• Grow Your Service Firm. Robert Craven. A limited edition imprint. The Directors’ Centre Ltd 1 The High Street, Woolley, Bath BA1 8AR T: 01225 851044 E: rc@directorscentre.com W: www.directorscentre.comwww.directorscentre.com 2011
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