Transcript of "Robert Craven Sales and Marketing presentation - 5 December"
WHY YOU’RENOT PAIDWHAT YOU’REWORTHRobert Craven – Dec 2011Warwick Business Schoolwww.directorscentre.com 2011
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
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
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]
The Expert! + an ‘ology’/system + testimonialswww.directorscentre.com 2011
WHAT REALLY HACKS OFFCUSTOMERS?www.directorscentre.com 2011
WHY CAN’T YOU SELL MORE STUFF?www.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/budget/targets…www.directorscentre.com 2011
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]
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 DIFFERENCE?www.directorscentre.com 2011 [Doug Hall]
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.directorscentre.com 2011
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.directorscentre.com 2011
WHY ARE YOUNOT PAIDWHATYOU’REWORTH???Robert Cravenwww.directorscentre.com 2011
The problem is not that we aim too high and fail, but that we aim too low andwww.directorscentre.com 2011 succeed.
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
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: firstname.lastname@example.org W: www.directorscentre.comwww.directorscentre.com 2011
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