A practical guide to sales and marketing for anyone serious about getting ahead of the competition

1. get ready to………….

2. who the hell is andy hanselman? I help forward thinking organisations improve their competitiveness and profitability

3. how i work

4. how i work

5. how i work

6. how i work

7. about this presentation….

9. for stuff like this (and more) visit . . . . . www.andyhanselman.com

10. what does success look like?

11. satisfied customers

12. sufficient ‘delighted’ customers

13. sufficient ‘devoted’ customers committed motivated effective people maximised financial returns

14. S W O T

15. Sheffield Wednesday On Their way down

16. Strengths Weaknesses Opportunities Threats

17. what exactly is marketing?

18. classic definition of marketing “ Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”

19. our definition of marketing “ finding, attracting and keeping the customers that you want while maximising your profits”

20. what we’re up against (and why ‘traditional’ marketing methods are failing)

21. “ in every single industry there is now overcapacity of production and lack of capacity in terms of people” sir martin sorrell, chief executive WPP

23. ‘ it’s not the age of the internet, it’s the age of customer control’ Anne Busquet – CEO American Express

24. ‘ We’re in the age of the ‘Never – satisfied’ customer’ Regis McKenna, Author and Management Guru

25. ‘ In an average day, you can expect to have contact with around 1500 trademarked products. If you go to the supermarket, rack that up to 35,000’ Kevin Roberts, CEO Worldwide, Saatchi & Saatchi

26. customer promiscuity is increasing

27. Gammerellis sacked as vestment suppliers to the Vatican after 213 years!

28. trust in institutions is declining

29. “ % who claimed to have a great deal of confidence in the army fell from 88% to 72%” “ confidence in the legal system fell from 58% to 22%” “ confidence in the civil service fell from 46% to 17%” source: the lonely customer, royal mail between 1983 and 2000……..

30. word of mouth is on the increase

31. … In 2000, this had risen to 76%” “ In 1997, 78% of people said they would recommend a company they like to others … In 2000, this had risen to 90%” “ In 1999, 60% of people would buy a product based on recommendation Source: the lonely customer, royal mail

32. the result?

33. we all have to work harder at building and maintaining trust

35. if only adverts told the truth

44. our definition of marketing “ finding, attracting and keeping the customers that you want while maximising your profits”

45. our definition of marketing “ finding , attracting and keeping the customers that you want while maximising your profits”

46. idea one identify the customers you want to work with

47. HIGH ENTREPRENEURIAL LOW ENTREPRENEURIAL HIGH SELL ON OPPS LOW SELL ON OPPS A B C D

48. idea two get rid of the customers you don’t want

49. “ One in two businesses cannot accurately determine their profitable customers and products” Source: KPMG,

50. our definition of marketing “ finding, attracting and keeping the customers that you want while maximising your profits”

51. our definition of marketing “ finding, attracting and keeping the customers that you want while maximising your profits”

52. idea three revolutionise!

55. why should I buy from you ?

56. “ Better, faster, cheaper is not enough. Others will always get there first or quickly catch you up. You need to be profoundly different, with a radically different customer-centred offer” Gary Hamel, Leading The Revolution

57. WORSE THAN AS GOOD AS AS BAD AS BETTER THAN REVOLUTIONARY competitiveness

59. what’s dramatically and demonstrably different about your business?

60. idea four give your customers a damn good listening to

61. idea five stand in your own queues

62. ask yourself: how easy are we to deal with?

63. introducing ........... the sales prevention officer!

65. idea six Eliminate your sales prevention officers

66. 7 things you can’t say to customers (even if you want to!)

67. “ I can see your point, but I still think it’s irrelevant”

68. “ How about "never"? Is “never" good for you?”

69. “ I'll try being nicer if you'll try being less stupid”

70. “ You want this done by a deadline? I love deadlines. I especially like the whooshing sound they make as they go flying by”

71. “ Tell me what you need, and I'll tell you how to get along without it”

72. “ I don't have an attitude problem. You have a perception problem”

73. “ I can only please one person per day. Today is not your day. Tomorrow is not looking good either”

74. what sort of role model are you?

75. ring up your own business

76. idea seven ‘ delight’ your customers

77. customer delight surprising customers with the level of service you provide

78. now that’s customer delight!

80. how could you ‘ delight ’ your customers?

82. idea eight from ‘ delighted’ to ‘devoted’

83. HIGH EXPECTATIONS LOW EXPECTATIONS GREAT EXPERIENCE POOR EXPERIENCE

88. were you completely happy with our service?

89. idea nine take action, not notes

90. sameness sucks gary hamel

91. “ be unfashionable - take risks” paul arden ex saatchi and saatchi

92. if you can’t demonstrate you’re revolutionary , you’re invisible

93. “ stand out” and deliver

94. scare yourself, otherwise you’re not doing anything new Mary Murphy Hoye, Head Of R & D, Intel

95. don’t just stand there….. do something! dick dastardly

96. people can be divided into three groups

97. those who make things happen those who watch things happen those who ask ‘ what happened ’?

98. MISSING YOU ALREADY! want more? visit: www.andyhanselman.com