Chris scafario's marketing and sales tools for success

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Chris Scafario’s market development approach helps companies build a competitive edge resulting in top-line growth and improved margins, custom designed to meet individual client needs and tracked for a maximum return on investment.
In this presentation Chris Scafario shares a variety of marketing and sales programs, from strategic marketing solutions to tactical approaches for lead generation to support sales efforts.
If you ever wanted to learn more about: Strategic Planning, Competitive Benchmarking, Porter’s Five Forces, the Ansoff Model, Boston Matrix Analysis, Conducting Primary and Secondary Market Research, and Best Practice Marketing for Small Businesses Chris Scafario has put this presentation together to help you on your way.

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Chris scafario's marketing and sales tools for success

  1. 1. Chris Scafario Presents: Marketing & Sales Tools For Your Small BusinessSlide 1
  2. 2. Slide 2
  3. 3. Our Marketing Services TeamHelps Our Clients Reach Beyond Their Resources Director Marketing Market Research Services & Project Management Graphic, Web Market Real-time Design & Online Positioning Project Marketing & Research Coordination SupportInside Sales Primary Inside Sales PrimarySupport Research Support Research Support Support
  4. 4. We are Sales and Marketing Sherpas.We take clients on their journey towards sustainable growthby way of:• Market Planning• Market Research• Web Design & SEO• Branding & Design Support• Project Management Slide 4
  5. 5. Graphic Design Newsletters Pay-Per–Click Ads Market Positioning Email Search Engine Management Opportunity Scouting Optimization Situational Analysis Database Creation Campaign Viral Networking Design & Goals & Objectives Prospect Validation Management Market Strategy & Tactics Campaign Design & Social Media Voice ofCustomer Outreach Market Launch Market Validation Market Sales Web TacticalStrategy Research Planning& Market Opportunity Rebranding Support Marketing Support User Needs Implementation Plan Inside Sales Database Screening / Execution Market Feedback Architecture Creation Evaluation & Control 100 Profiled Targets Design Prospect 200 Decision Makers Validation Market Diversification Development Inside Sales Maintenance Support Sales Training Project Management Slide 5
  6. 6. Our Goal for Today:Create Awareness Around The Some of the Easy to Use Tools ThatWe Use to Help our Clients Grow Their Business Value… Slide 6
  7. 7. Graphic Design Newsletters Pay-Per–Click Ads Market Positioning Email Search Engine Management Opportunity Scouting Situational Analysis If You know your current Database Creation Optimization Campaign Viral Networking Design & Goals & Objectives Market Strategy & Tactics position, the odds are you Prospect Validation Campaign Design & Social Media Management Outreach Market Launch will Sales where to begin know Web TacticalStrategy Research Market Opportunity your journey. Support Marketing Support User Needs Implementation Plan Inside Sales Database Screening / Execution Market Feedback Architecture Creation Evaluation & Control 100 Profiled Targets Design Prospect 200 Decision Makers Validation Market Diversification Development Inside Sales Maintenance Support Sales Training Project Management Slide 7
  8. 8. Having a defined strategy in place will help set the course… •Primary & Secondary Market Intelligence •Voice of the Customer Interviews •Competitive Trend Analysis Growth • Structured Market Opportunity Scouting and Validation Opportunities •Competitive Market Force Assessment; to Support Business Growth Planning Pay-Per–Click Ads Market Positioning •Formal SWOT Analysis Search Engine •Current State Definition Opportunity Scouting Optimization •Future State Definition- Vision Statement, Vision Elements and Specific Objectives Competency Situational Analysis •Core Competency Mapping Database Creation Viral Networking Formation •Strategy FormationGoals & Objectives Prospect Validation Market Strategy & Tactics Campaign Design & Social Media Voice ofCustomer Outreach Market Validation Market •Strategic Objective Selection Planning& •Resource Allocation and Action Planning Sales Web Research Resource •Mapping of Initial Key Success Measures AllocationOpportunity ofof Results Market & •Execution Plan Rebranding Support Marketing •Monitoring User Needs Deployment Implementation Plan Inside Sales Execution Market Feedback Architecture Evaluation & Control 100 Profiled Targets • Scheduled Strategic Planning Team Meeting to Monitor Progress • Delivery Of Monitoring Tools to Gauge and Key Performance Indicators Makers Design 200 Decision • One to One Status Debriefings with the Owner/ Chief Executive Performance Market Diversification • Access to Third Party Resources That Can Support and Areas Where Limited Internal Resources Development are Restricting or Review Preventing Success. MaintenanceStrategy Most SMEs resist developing formal competitive strategy. Slide 8
  9. 9. Setting your Personal and Professional Goals…. Voice ofCustomer Market Validation Research Market Opportunity User NeedsStrategy Action Item: Get To Work On Defining and Setting Your Goals Slide 9 Source: http://www.businessballs.com/freebusinessplansandmarketingtemplates.htm
  10. 10. 2012 Company X Objectives• Generate sales increase of 20% within 12 months and forecast to increase further over the next 24 months.• Complete assessment of Profit Centers using tools like a Boston Matrix and/or a more complex costing analysis to guide organizational growth planning• Get serious about category management; focus on growing profit centers and phase out organizational cash traps• Passionately commit the organization to selling on value, not price; make a focused effort to drive margins up at a pace that is tolerable for key accounts yet of benefit for the organization. Slide 10
  11. 11. Where you Begins Depends a lot on where you are as a Organization.If you make the world’s greatest $5,000 wine fridge, you may Graphic Designhave a nice, fat-margin business until you run out of people Newsletters Pay-Per–Click Adswilling to spend $5,000 to keep their wine cool. Engine Market Positioning Search Email Management Opportunity Scouting Optimization Situational Analysis Database Creation Campaign Viral Networking Design & Goals & Objectives Prospect Validation Management Market Strategy & Tactics Campaign Design & Social Media Voice ofCustomer Market Validation Market • To brainstorm how to grow beyond the Outreach Market Launch Sales Web Tactical Strategy Research Planning& niche one could consider the Ansoff Market Opportunity Rebranding Support Marketing Support Matrix. User Needs Implementation Plan Inside Sales Database Screening / Execution • Choices range from least to most risky. Market Feedback Architecture Creation Evaluation & Control 100 Profiled Targets • In a smaller business, with fewValidation to 200 Decision Makers Design dollars Prospect gamble, focusing your attention on the Market Diversification Development Inside Sales first two options will give you the lowest Maintenance Support risk options for growth. Sales Training Project Management Slide 11
  12. 12. Graphic Design Newsletters Pay-Per–Click Ads Market Positioning Email Search Engine Management Opportunity Scouting Optimization Situational Analysis Database Creation Campaign Viral Networking Design & Goals & Objectives Prospect Validation Management Market Strategy & Tactics Campaign Design & Social Media Voice ofCustomer Outreach Market Launch Market Validation Market Sales Web TacticalStrategy Research Planning& Market Opportunity Rebranding Support Marketing Support User Needs Implementation Plan Inside Sales Database Screening / Execution Market Feedback Architecture Creation Evaluation & Control 100 Profiled Targets Design Prospect 200 Decision Makers Validation Market Diversification Development Inside Sales Maintenance Support Sales Training Action Item: Use the Ansoff Matrix to define the Project Management Slide 12 low to high risk opportunities for your business.
  13. 13. Market Research Will Help you Define the Unknowns Slide 13
  14. 14. The Right Tools Will Make the Job Much Easier….Using the right tools at the right time makes for better intelligence. We keep thefollowing in our Growth Planning Tool Kit:  Primary Research / VOC- Current, Former & Prospective  Secondary Research Pools/ Data Analysis Experts  Category & Portfolio Analysis (i.e. Boston Matrix)  Competitive Benchmarking, Landscaping & Analysis (i.e. 5 Force Model)  International Market Perspectives and Insights (U.S. Export Programs) Slide 14
  15. 15. Role of Market Research are tools to do the following:Primary and Secondary Research  Validate perceived organizational strengths  Scout out feasible market opportunities  Identify and/or conform weaknesses and threats  Define competitive landscape and intensity Slide 15
  16. 16. Primary and Secondary Research can also help answerDefining Questions such as: Where are we? What do we have to work with? Where do we want to be? How do we get there? Slide 16
  17. 17. How Are you Unique? You can not have an effective business strategy if you are not able to successfully answer this question. Slide 17
  18. 18. Your Customers, Staff and Third Parties hold the answers to Your Overt Benefits , Real Reasons To Believe and Your Dramatic Differences.What are the differentiating or OvertBenefits of our services?Why do you believe an investment iswell spent with Us?How are We Dramatically Different thana rival enterprises? Action Item: Start By Asking these 3 simple questions to at Least 3 people you will be working with today. Slide 18
  19. 19. Primary Research is a great tool to help in understanding the value that themarket places on your unique Value Proposition.It can also enable you to move ahead quickly, leapfrogging situations thatfoster intense rivalry (or a race to the bottom with regards to price positioning). Slide 19
  20. 20. 3% 6% 9% Are there any areas in which our company falls short when compared to other suppliers? 26% 12% 23% 21%Ship Quantities In-house Capabilities and Expertise Lead Time Customer Service and Communication Planning & Scheduling Price and Price ManagementWhat, if anything, we can do to win more of your business? “They tend to be pretty arrogant, 3% 3% its their way or the highway, so 3% they are not very customer- 3% oriented. It is not any one 6% individual. It is just their company 37% philosophy.” Big Client, John 6% Smith, Head Engineer 6% 8% 14% 11% Discontinuance Notice Improve Product Quality Improve Product Applicability Slide Explain Product Roadmap 20 Additional In-house Capabilities and Products Reduce Lead Time Improve Planning/Scheduling Improve Responsiveness, Communication, Follow-up Lower Price
  21. 21. Survey ToolsDesign Your Survey Questions and Get Started Good Best Slide 21 Better
  22. 22. The Compilation of Secondary Data Points Can Drive your Strategy Aerospace and Defense - Annual Forecast Table Government reduced their Annual Indicators Units 2009 2010 2011 2012 spending on defense… Revenue Sales Revenues Mil. $ 415,931 433,620 448,576 483,721 change year ago % 8.7 4.3 3.4 7.8 Major Diversified Companies Mil. $ 218,647 226,099 226,862 240,880 change year ago % 8 3.4 0.3 6.2 Aerospace & Defense Suppliers Mil. $ 197,284 207,521 221,714 242,840 change year ago % 9.6 5.2 6.8 9.5 Top Regional Firms Total Revenue Domestic Revenue Total Company (US$) (US$) EmployeesBoeing $64.3 Billion $38.1 Billion 160,500AgustaWestland $50.5 Billion N/A 10,433Lockheed Martin $45.8 Billion $38.4 Billion 132,000Northrop Grumman $34.7 Billion N/A 117,000General Dynamics $32.4 Billion $28.5 Billion 90,000BAE Systems $32.6 Billion N/A 98,200Bombardier Aerospace $17.6 Billion 1.0 Billion 65,370Cessna Citation $10.5 Billion N/A 8,500Sikorsky $6.318 Billion N/A 17,000Eurocopter $6.4 Billion 784 Million 15,000Piasecki $5.0 Million 5.0 Million 56Bell Helicopter/Textron 4.2 Billion 599.2 Million 8,172 New York, with a total of 30 aerospace players claims the largest share in the five-state area. Pennsylvania is second, with 13. Slide 22
  23. 23. Some No Cost Secondary Research Sources… Action Item: make an effort to explore research available through your industry trade association or in a supplier’s Annual report. Slide 23
  24. 24. Slide 24
  25. 25. Competitive Benchmarking Company X Competitors Note: Competitor metadata descriptions include those of Hartz, D&D Commodities, Slide 25 Kaytee, Nunn-Better, and Red River Commodities
  26. 26. Website Assessment Tools make for Quick Benchmarking Hartz Kaytee Hagen Red River Commodities D&D Commodities Higgins Premium Pet Foods Vitakraft Sunseed Wagner’s Company X Nunn-Better Performance Seed• The website www.companyx.com ranks 2,079,411 of the 4,054,028 websites that have been ranked so far.• A website grade of 49/100 for www.companyx.com means that of the millions of websites that have previously been evaluated, an algorithm hascalculated that the F.M. site scores higher than 49% of them in terms of its marketing effectiveness.• The algorithm uses a proprietary blend of over 50 different variables, including search engine data, website structure, approximate traffic, site performance, and others.• CompanyX has 183 pages indexed or stored on search engines (to support web optimization) in comparison to rivals like Hagen with their 23,000 and Hartz with over 5,300. Aside from the outliers in this category, the average index ranking was 231.5. Slide 26 26
  27. 27. Competitive BenchmarkingMarket Research Tools• Word Cloud Tool: – www.tagxedo.com• Website Assessment Tools – SEO Scores | www.seoscores.com – Pear Analytics | www.pearanalytics.com – Website Grader | www.websitegrader.comAction: Use these tools on your site and your competitors’ sites Slide 27
  28. 28. Product Portfolio AnalysisA simple chart can assist any size corporation in decidinghow to allocate cash among their strategic business units.The Boston Matrix categorizes an organizations strategicbusiness units as "Stars", "Cash Cows", "Question Marks",and "Dogs“.Doing so helps in the allocation of cash, moving money from"cash cows" toward "stars" and "question marks" that hadhigher market growth rates, and hence higher upsidepotential. Slide 28
  29. 29. Boston Consulting- Growth Matrix GrowBusiness Growth Rate (Market Growth Rate ) Invest If Needed Grow To Create Cash Flow $ Relative Position (Market Share) High Low Slide 29
  30. 30. Boston Consulting- Growth MatrixAction Item: Define Where Your Strategic Business Units Fit on the matrix Grow Business Growth Rate (Market Growth Rate ) Invest If Needed Grow To Create Cash Flow Relative Position (Market Share) High Low Slide 30
  31. 31. Barriers to Entry – Low Supplier (Third-Party Partner) Power – Low Substitutes – High- Services are knowledge-based and require - Low cost of switching expertise, but most professional service - Growing number of third-party - Non-consumption companies strive to be more than one-trick- suppliers - High buyer flexibility/low perceived ponies, as such full-service consulting is an - Various sizes/structures of difference among consulting groups area that offers mass appeal. suppliers - High degree of service alternatives - Relative ease switching partners- Brand identity builds confidence; this limits the - Limited distinction across third- real-world growth potential for a one person party groups shop, but the downsizing of many former execs has placed many new owner/operators out in the field.- Minimal investments in technology and infrastructure are required; a website, shared office space, and little more are all most players need to be in business. Randomly Selected Rivals: 1. RPA Inc. 2895 South Reach Road Williamsport, PA 17701 http://www.rpainc.org/ 2. ESA Marketing, Inc. 416 Pine Street #201 Williamsport, PA 17701-6228 No website/employees 1-10 Competitive Landscape Revenue – $96K 3. Kolb Net Works (Web-based marketing) 334 East 4th Street Williamsport, PA 17701 http://www.kolbnetworks.com 4. Manufacturer & Business Association (Headquarters in Erie, PA)Buyers – High Competitive Rivalry – High 2401 Reach Road, Suite 102 Williamsport, PA 17701- Low cost of switching - High number of competitors http://www.mbausa.org/- Very price sensitive - Limited differentiation- Low perceived difference among service - Risk margins for project volume 5. North Central Pennsylvania SCORE providers - Varying levels of service sophistication Williamsport, PA 17701- High degree of service alternatives - Varying levels of key account http://www.lycoming.org/score/ “connectivity” and service migration
  32. 32. Helpful Harmful Strengths: Weaknesses:Internal are characteristics of the are characteristics that business, or project team place the team at a that give it an advantage disadvantage relative to over others. others. Opportunities: Threats: are external chances to are external elements inExternal improve performance the environment that (e.g. make greater could cause trouble for profits) the business. Action Item: Define Your Strengths, Weaknesses, Opportunities and Threats Slide 32
  33. 33. Mind Mapping Can Help Create Structure Action: Download FreeMind and Get Started with your mind mapping http://freemind.sourceforge.net/wiki/index.php/Main_Page Slide 33
  34. 34. We Believe in Holistic Approach towards Growth… sustainedThis includes: • The foundation for a sales and marketing strategy • Primary & secondary market research • A clear and distinct value proposition • Scouting relevant market opportunities that match competencies • A call-screened, custom database development recording category- specific decision makers • Continuous marketing to decision makers (letters, post cards, emails and the web in general*) • Internal sales support ( we average 20 hours per month) Slide 34
  35. 35. Why It Works… Products Profile Target Opportunities Markets Decision Sellers Build Databases MakersUnique Selling Market Create Messaging Points Needs / PainsStructured Communicate to Target Markets Qualified Outreach Leads Get Sales Appointments Slide 35
  36. 36. One Page Overview Get Social, Grow SalesBuild a Springboard Initiate Plan Launch Connect with buyers via events fromFinalize Boston Matrix Establish clearly defined initial target webinars to networking groups opportunities SEO: eventually own the categoryDefine available support assets Communicate with category-specific Start link building across key channelsEstablish communication channels decision makersAllocate resources Exploit PR web tools Develop one-on-one categoryEngage in brand-building manager campaigns Integrate email communications tools; trade clients & end usersCommence active outreach Fortify web presence Dominate social media with relevance Create sell sheets, bios, emails & mailing pieces Provide support back to trade partners Continually drive brand position Create buzz; spark demand pull Drive volume Slide 36 12-Month Sales and Marketing Efforts
  37. 37. Snapshot of Suggested Marketing ActivitiesTimeline: 0 to 12 monthsObjectives: Enhance Online Presence, Expand Sales FunctionOnline Recommendations: Sharpen online brand identity across key service areas Benchmark key competitors; update web site in order to enhance online branding, improve SEO results Maintain regular updates (based on recommendations elsewhere in this report) to stay in front of shifting market trends Develop online sales and support systems to foster user interfaceOffer value-added features like a regular, informative eNewsletter developed to improve buyer loyalty and reinforce brand imageMarketing/Communication Recommendations: Utilize sales agents to expand relationships with key sales outlets and distribution channels, e.g. big-box and discounters Leverage PR, social media, and print/online marketing to announce news Use ongoing eNewsletter campaign to promote quality and unique attributes of new product(s); stress alignment with customer trends and opportunities that IMC can offer to its clients Benchmark marketing/sales approaches used by consulting groups to help expand market penetration Look at developing online promotions and unique landing pages to create market pull (i.e. free lean assessment) Develop and deploy web-centric promotional efforts to gain traction with new prospects.Overview:These suggestions are designed to ramp up market interest over a relatively short period of time. They minimize initial cashoutlays required to grow, and for the most part utilize IMC’s existing sales and marketing infrastructure to maximize effectiveness.As IMC commits itself to this process, Leadership should review the previous pages related to objectives and go on to set realisticsales goals for this period of 12 months and proceed with a broader market expansion when initial goals are met. Slide 37
  38. 38. Slide 38
  39. 39. We StructureSlide 39
  40. 40. What’s Your Value Proposition? You can not have an effective business strategy if you are not able to successfully answer this question. Slide 40
  41. 41. Did your answer start with any of the following?We Have Good PeopleWe Have Good QualityWe Are Always Near or On-time With DeliveryWe are Not the Cheapest-But Not the Most Expensive That’s What He Said Slide 41
  42. 42. Insider Tip:BEING BOARINGCATCHES UP TO YOU! Slide 42
  43. 43. Slide 43
  44. 44. 1. Get Personal- Amazon2. Sell Happiness- Coca-Cola3. Live Up To Your Promise- FedEx4. Keep it Cool & Fun- Apple5. Design an Experience- Target6. Stay Consistent- Ford7. Can-Do Attitude- Nike8. Forge Connections- Starbucks9. Serve Up the Quirky- Southwest Airlines10. Focus44on the Customer- Nordstrom Slide
  45. 45. Nothing catches customer attention more than telling what YOU will do for THEM! And, It’s not boasting when you deliver….. Slide 45
  46. 46. Playing Up Your Strengths Will Enable You to Outperform yourResources & Outpace Your Threats! Slide 46
  47. 47. What do you give customers in exchange for their time, money and effort?“AutoZoners pledge to always putcustomers first!We know our parts and products.Our stores look great! vs.Weve got the best merchandise atthe right price. " Today’s customers demand a good reason to spend their cash. Slide 47
  48. 48. Its not just about the resources you have; it is how you sell them. “AutoZoners always put Your Promise to Customers Requires an External Focus. customers first! Positions “Zoners” as Experts and conveys to the customer We know our parts and products. what they will receive in exchange for their time, money Our stores look great! and trouble. Weve got the best merchandise at Closes with a focus on quality and value. the right price. "This Customer Promise is also a useful tool in communicating corporate expectations across an employeebase that spans thousands of people. It is simple and it is selfless. Slide 48
  49. 49. Slide 49
  50. 50. Faster than a speeding bullet.More powerful than a locomotive.Able to leap tall buildings in a singlebound.Look! Up in the sky!Its a bird. Its a plane. Its Superman!NOW THAT’S A VALUE PROPOSITION Slide 50
  51. 51. So Whats Your Super Power? These 3 Steps Can Help You Figure Things Out.Slide 51
  52. 52. Survey Your Customers.Develop a series of questions to learn about why your marketprefers you to all of the other potential solutions.Interview Your Best, Middle of the Road and Former Customers.Define the Good, The Bad and The Ugly so that your value proposition canbe foraged from facts. Slide 52
  53. 53. Talk With Your Teams.Develop a series of similar questions to learn about why yourpeople and your supply chain partners think that the marketprefers you to all of the other potential solutions.Capture their perspectives the Good, The Bad and The Ugly so that yourvalue proposition can be foraged from facts. Compare internal and external perspectives and build the parallels into Your value equation. Slide 53
  54. 54. Use a word cloud as your looking glassIf you are not seeing fundamentals of your Value Proposition on yourWebsite or in your presentations….You should probably get to work. Slide 54
  55. 55. Slide 55

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