Marketing, Sales and Business Development
Upcoming SlideShare
Loading in...5
×
 

Marketing, Sales and Business Development

on

  • 942 views

Outsourcing Business Marketing: Cost-effective Way To Access Expert Guidance

Outsourcing Business Marketing: Cost-effective Way To Access Expert Guidance

Statistics

Views

Total Views
942
Views on SlideShare
942
Embed Views
0

Actions

Likes
1
Downloads
26
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Marketing, Sales and Business Development Marketing, Sales and Business Development Presentation Transcript

  • Business And Marketing Consulting Services
  • Agenda: Business Marketing Overview Questions and Answers Conclusion and Next Steps
  • Who is Quantum Business Development (“QBD”) ?
    • “ QBD” is a BUSINESS DEVELOPMENT consultancy
    • QBD uses a range of proprietary products and tools developed over 75 years of collective experience
    • finance facilitation, sales/marketing, business development and management consulting activities
    • operating primarily in the Small to Medium business sector (SME’s)
  • Our Operations London Johannesburg Port Louis, Mauritius Bern, Switzerland Braga, Portugal
  • The Real Purpose Of Business Regardless of the type of business, market, products or services; ALL businesses are Sales & Marketing businesses. Therefore, the main function of any business is the acquisition of new customers and fulfilment of current customers needs. What business are you really in? “… Because its purpose is to create a customer, the business has two – and only two – functions; marketing and innovation. Marketing and Innovation produce results, all the rest are costs.” Peter Drucker The key to a profitable business is to successfully implement effective and affordable Marketing and Innovation. … Nothing happens in business until a sale is made.
  • Why Do Businesses Fail Or Struggle To Get By?
    • They don’t attract a sufficient number of qualified prospects.
    • They fail to convert their prospects into profitable customers.
    • They let their current customers slip away to do business with their competitors.
    Because they don’t have enough customers buying from them regularly! CLOSED The success of any business is dependent on how effectively it markets its products and services to its current and potential customers. … The best way to predict the future is to create it.
  • Putting Your Business On Autopilot
    • Sales System?
    • Marketing System?
    • Distribution System?
    Products/Services vs. Systems McDonald’s: Best Hamburgers? Major Point: You don’t have to have the best product in order to sell billions of them. Instead, you have to be able to out-think, out-sell, out-market, and out-smart your competition. … The system works… If you work the system!
  • Planning, Policies & Procedures
    • The Products You Sell
    • The Prices You Charge
    • Your Location
    The real key to success in business is the effectiveness of the SYSTEMS you have in place: You can no longer maintain a long-term competitive advantage with…
    • Marketing • Customer Service • Distribution
    • Lead Generation • Referrals • Staff Selection
    • Conversion Rate • Margins • Training
    • Sales • Fulfilment • Time Management
    … The three P’s puts the business on Autopilot!
  • The Ultimate Business Goal Anytime any one in your marketplace needs or wants your product or service … They Call YOU First! Because what you have to offer is so different, so special, so unique… that they can’t get it anywhere else or from anyone else… for any price! Your Company… Your Product… Your Service. Gaining ‘top of mind’ awareness
  • By comparison to the late 80’s - the cost of getting in front of a customer has tripled. The Alarming Cost & Ineffectiveness Of Getting Your Message Across It now costs three times more to get half the result ! Customer Acquisition costs have increased Effectiveness has fallen dramatically NO NO NO NO NO NO NO NO NO NO NO NO In the late 80’s it took 4 attempts to get in front of a buyer. Today it takes 8.4 attempts to get the same result. Late 80’s Now
  • The Biggest Challenge Facing Business Today The average consumer receives over 3,000 commercial messages every day. (In 1990 it was only 2000 messages). The ‘Clutter Factor’… Your marketing is part of someone else’s clutter! Here’s the crunch… “ What are you doing to rise out of the clutter?” Major Question:
  • Tired Ineffective Marketing Methods
      • - Mail Shots - Promotions
      • - Advertisements - Door To Door
      • - Brochures/Leaflets - Telemarketing
    The proof is on T.V., radio, every desk and in every newspaper, magazine and journal. Most businesses have either stopped marketing altogether, drastically cut back, or are still using the same age old, worn out methods to gain customer attention – Just like their competitors:
      • Incorrectly used… Regardless of the format, it is still perceived as ‘junk marketing’ or ‘clutter’…
    … Too many businesses play follow the follower.
  • 7 Simple And Scientific Principles... ...That Can Double Revenues And Profits Within 12 – 18 Months. “ How To Out-manoeuvre, Out-Sell And Out-Market Your Competitors Before They Know What Hit Them”
  • Marketing Strategy # 1 Target (Or Niche) Marketing “ You can’t be all things to all men”
      • Focus on smaller segments of the market
      • Identify profitable niche(s)
      • Milk the niche!
    With niche marketing you know who you are, what you offer and how you can help specific clients.
    • The Sure Road to Marketing Failure:
      • A great product / service
      • Very attractive offer
      • Lowest prices
      • Lots of bonuses
      • Personal attention
      • Best service available
    Offered to the wrong market is sure to fail! BIG Marketing Mistake Target (Or Niche) Marketing
    • The Sure Road to Marketing Success:
      • Your total offer is average
      • Nothing special… can get same or
      • similar products / services from
      • competitors
      • Prices not lowest, but in the ballpark
    Target (Or Niche) Marketing Target (Or Niche) Marketing
    • But marketed to the right market…
      • Well qualified
      • Highly motivated
      • Authority to buy
      • Ability to pay
    YOU CAN’T LOSE! Target (Or Niche) Marketing Niche marketing improves margins and focus – assisting you to add more value to “the few that can” and not “the many are not sure”
    • Identifying a niche or target market:
      • Thorough Market Research
      • Capture KEY “buyer behavior” info of each existing client
      • Extract info from each current & past
      • client, prospects and “quoted not converted” prospects
      • Record and USE all info in segmented database
    Target (Or Niche) Marketing
  • Unique Selling Proposition (USP) or Unique Perceived Benefit (UPB)
    • Why do people do business with you?
    • If people aren’t doing business with you, why should they?
    Marketing Strategy # 2 Your USP is what makes the difference between having a truly outstanding business or a faltering one.
  • Unique Selling Proposition (USP)
    • 3 ways to develop your USP
    • (Choose 1 Only):
    • Price Leadership
    • Differentiation (quality, guarantee, value, procedures, people etc)
    • Focussing on a niche through:
      • Price Leadership
      • Differentiation
  • Example of A Well Known USP… "Red hot pizza delivered to your door in 30 minutes or less - guaranteed.” Outstanding Leverage: Unique Selling Proposition (USP) USP is the one thing that differentiates you or your business from your competitors in the minds of your clients and prospects.
  • Unique Selling Proposition (USP) ...Marketing is a WAR in the mind of your client or prospective client ... Win the War by making it clear why they should do business with you as opposed to all the other alternatives they have! Remember: Perception is everything...
  • Price and Value Combination Unique Selling Proposition (USP)
  • Use Direct Response Advertising Do you want to ‘build the brand’ or improve your name awareness, or do you want to get more sales? - It’s a simple choice! Sales Sales Sales !!! Marketing Strategy # 3
  • Direct Response Advertising
    • “ Direct Response Advertising”:
    • Promotes the benefit of the product, service or opportunity to the target
    • Provokes an IMMEDIATE response from them.
      • Trackable
      • Measurable
      • Accountable
    Direct Response Advertising
  • Creating a powerful Risk Reversal Or Guarantee Any time a sale is made, one of the parties assumes more of the risk than the other… Who takes most of the risk - the buyer or the seller? Marketing Strategy # 4
  • Risk Reversal Or Guarantee
  • Risk Reversal Or Guarantee
    • The prevailing thinking…
      • “ If I offer a money-back guarantee people will take advantage of me and I’ll lose money.”
    • The proven facts…
      • You MAY get more returns
      • You will make customers happy
      • You will make many more sales
      • The additional sales will more than
      • offset any returns you get
    Risk Reversal Or Guarantee
  • 3 Steps To Optimise Your Current Marketing And Maximise Your Sales Investment And Effort Marketing Strategy # 5 STEP 1: Integrate your USP into all your marketing tools and communication to generate leads as you focus on a niche Optimise your current marketing Competition has increased 10 fold in the general market – become the market leader in a specific niche market. It is easier to sell VALUE than services and in a niche a SPECIALIST offers the best value
  • 3 Steps To Optimise Your Current Marketing Optimise Your Current Marketing
    • STEP 2: Consistently work at increasing conversion and client retention:
      • Create and systemise conversion and retention tools and techniques by testing and measuring
      • Regular Staff Training and measure performance consistently
      • Follow up - Follow up - Follow up !!! (to advise, help, educate, CONNECT TO and become TOP OF THE MIND to the client)
  • 3 Steps To Optimise Your Current Marketing Optimise Your Current Marketing STEP 3: Optimise client database through Client Relationship Marketing Inactive A) Recapture
    • Active
    • Retain
    • Work on Back-end
    • Prospects/Suspects
    • Follow-up
    • Educate
    • Close
    Always give “REASONS WHY” people should do business with you Communicate frequently to NURTURE and make sure you’re delivering “higher than expected or perceived” Qualify prospects better up-front – Quality and Convertibility matters and not Quantity
  • Profiting From “Lifetime Customer Value”
      • Existing customers – most valuable asset
      • Purchased from you before
      • Pleased with those experiences
      • Likely to purchase from you again
      • Likely to refer others to you
    Marketing Strategy # 6 A relationship only with the person who needs your services and not the person who makes the overall decision diminishes opportunities for providing value, referrals and repeat business (Have you ever thought of using “frequent flyer” incentives to clients?)
  • Most business owners have no idea of actual value of their customers Determining the “Lifetime Customer Value” is one of the most important and profitable things you can do... Lifetime Customer Value Profiting From “Lifetime Customer Value”
    • You will know how much you can afford to spend to:
      • Get a new customer (Irresistible Offers and Loss Leaders)
      • Keep an existing customer happy and buying from you again and again
    Lifetime Customer Value Profiting From “Lifetime Customer Value”
  • A. Amount of average sale (gross profit) R50 B. No of sales/year/customer (2 x per month) 24 C. No of years customer patronizes restaurant 10 D. No of referrals from customer 10 E. % of referrals who become a customer 50% F. Gross income per year per customer (A x B) R1,200 G. Gross income over buying lifetime (F x C) R12,000 H. Referrals who become customers (D x E) 5 I. Gross income from referrals (G x H) R60,000 J. Total value of a loyal customer (G + I) R72,000 Restaurant Example
  • Summary...
      • Target or Niche Marketing
      • Unique Selling Proposition (USP)
      • Direct Response Advertising
      • Risk Reversal/Guarantees
      • Referral System
      • Lifetime Customer Value
        • AND the 7 Quantum Keys…
    6 Marketing Strategies
  • Skyrocketing Your Business Growth 2. Conversion Rate. 3. Number Of Transactions Per Year. 4. Average Transaction Value. 5. Profit Margin. 6. Annual Number Of Referrals. 7. Average Buying Lifetime (Years). Increasing each of these Quantum Keys by just a small margin will skyrocket your bottom line profits! Increase the: 1. Annual Number Of Leads. The 7 Quantum Keys to massive business growth…
  • Guaranteeing Your Success With The 7 Quantum Keys Here’s 444 Strategies For You To Gain Explosive Bottom Line Growth… 110 METHODS 1
      • Host/Beneficiary Relationships
      • Direct Mail
      • Advertising
      • Telemarketing
      • Special Events
      • Qualified Lists
      • Direct Sales
    Number Of Leads
  • Single Channel Of Distribution Many businesses rely on just one method of generating income. This is the diving board philosophy. R E V E N U E The Parthenon Direct Sales
  • R E V E N U E The Parthenon Multiple Channels Of Distribution Look what happens when a business uses multiple distribution channels… Internet Marketing Back End Sales Endorsements Advertising Direct Mail Referrals Telemarketing Joint Ventures Direct Sales
  • Guaranteeing Your Success With The 7 Quantum Keys 110 METHODS 1
      • Host/Beneficiary Relationships
      • Direct Mail
      • Advertising
      • Telemarketing
      • Special Events
      • Qualified Lists
      • Direct Sales
    Number Of Leads Here’s 444 Strategies For You To Gain Explosive Bottom Line Growth… 63 METHODS 2 Conversion Rate
      • Improve Sales Skills
      • Make Irresistible Offers
      • Guarantees
      • Package Products Together
      • Questionnaires
      • Educate
    55 METHODS 3 Number Of Transactions
      • Develop a ‘Back End’
      • Frequent Buyers Programme
      • Cross-Sell Other Products / Services
      • Endorsements
      • Price Inducements
      • Upgrades
    38 METHODS 7 Buying Lifetime
      • Communicate Personally And Often
      • Deliver Higher Than Expected Service
      • Loyalty Programmes
      • Private Viewings
      • Service Contracts
      • Newsletters
    444 Strategies To Gain Explosive Bottom Line Growth… 57 METHODS 6 Number Of Referrals
      • Reward Programmes
      • Use prompters
      • Two For One
      • New Customer Thank You Letters
      • Referral Fees
      • Customer Recommendations
    68 METHODS 5 Profit Margin
      • Reduce Overheads & Expenses
      • Increase Prices
      • Outsourcing
      • Use No Or Low Cost Distribution
      • Efficiency & Productivity
    53 METHODS 4 Transaction Value
      • Up-Sell To Bigger / Better Product
      • Offer Larger units
      • Package Products Together
      • Increase Price
      • Change Product Profile  Upmarket
  • How To Build Your Business Using The 7 Quantum Keys A typical business model… + 30% = 30 Sales 100 Per Month 50% = R3,000 Net Revenue 2 = 60 Sales 1 @ R3,000 Annual Net Revenue Total Annual Revenue = R 6,000 3 Years Lifetime Value: = R18,000 R100 = R6,000 Gross Revenue X X X X X X = = So Number of Leads Conversion Rate No. Of Transactions Transaction Value Number Of Referrals Profit Margin Buying Lifetime The Value of Each Customer Is R600
  • How To Build Your Business Using The 7 Quantum Keys Now by just adding 10% to each key… + 30% = 30 Sales 100 Per Month 50% = R3,000 Net Revenue 2 = 60 Sales 1 @ R3,000 Annual Net Revenue Total Annual Revenue = R6,000 3 Years Lifetime Value: = R 18,000 R100 = R6,000 Gross Revenue X X X X X X = = Increases From R600 to R931 3.3 X 55% = R4,840 X R110 = R8,800 X 33% = 36 X So Just a 10% increase in each of the 7 Quantum Keys = 186% overall R33,541 ! = = R10,164 = 2.2 = 80 X 110 1.1 = R5,324 X Number of Leads Conversion Rate No. Of Transactions Transaction Value Number Of Referrals Profit Margin Buying Lifetime The Value of Each Customer Is R600
  • Applying The 7 Quantum Keys To Your Business Now to make it work for you…
  • Establish And Secure Business Foundation And Marketing Assets Single Minded Goal, Vision and Mission Strategies To Achieve GOAL- Business Development Action Plan Business Structure To Best Implement Strategies Fast And Sustainable Business Growth Bringing It ALL Together...
      • There is massive potential for growth or a need to stabilise to prepare for further growth.
      • The business owners recognise the need to increase the customer base and profitability.
      • Current marketing & business strategies are largely ineffective or under productive.
      • The business operates in a competitive environment.
      • There is a clear need, want and desire for our services.
      • There are assets and opportunities hidden within the business.
      • The business is a natural host to joint ventures, strategic alliances and other synergies.
    Quantum systems, strategies and methods work over a period of 12 to 36 months or more, we look for businesses where:
  • Quantum Consulting Customised For Your Business
  • Quantum Consulting Process
    • The Quantum Consulting Process is a two phase process:
    • Initial Intense Phase (3 months) -: Step 1 and Step 2 as listed in the Step-by-Step consulting process above forms part of the initial phase and the result will be a comprehensive report back of findings, Initial Action Plan as well a proposed longer-term Implementation Action Plan.
    • Implementation Phase -: Once the initial phase is complete, we will start the implementation of the Action Plan on Step 3 and Step 4 . This phase may overlap the Initial Phase because certain aspects of the Action Plan may have already been implemented during the first phase as part of the Fast Cash Strategies.
    • The purpose of this phase is to ensure that systems are developed ; tested and implemented and continuously updated to ensure steady long-term growth, business stability and profits. The ultimate goal is to put the business onto “Autopilot” so that the business runs profitably without the owners having to be there. All information will be kept confidential and not distributed to others and a confidentiality agreement will be signed.
    • Profit Acceleration and Business Stability’ Consulting Process
    • Step 1: Confidential Business Analysis
    • Face-to-face, telephone, postal mail, or e-mail meetings of customers, suppliers, employees, competitors and all relevant parties.
    • Comprehensive and in-depth analysis of business related strengths, weaknesses and critical marketing efforts to uncover hidden or untapped sources of business and income.
      • Identify or define your ideal target market by psychographics, demographics, accessibility, sophistication, and needs, wants and expectations.
      • Comprehensive multi-page Business Analysis Questionnaires.
      • Where is your business now?
      • What is the ultimate potential of your business?
      • Where would you like your business to be?
      • What is the quickest, easiest, most effective, and most profitable way to get it there?
      • Comprehensive report back of findings.
  • Step 2: The Quantum Action Plan
    • Identify or create personal and company vision, goals and exit strategy.
    • Identify exploitable strengths, weaknesses and vulnerabilities of your competition.
    • Identify or create your Unique Differentiating Factor.
    • Develop specific growth strategies for
    • Getting more new leads.
    • Improving leads to sales conversion ratio.
    • Improving and enhancing profit margins.
    • Increasing the average number of sales per year per customer.
    • Getting customers to refer more qualified leads.
    • Converting more referred leads to buying customers.
    • Increasing the average value of each sale.
    • Creating additional marketing and business systems that create immediate, long-lasting and steady streams of income and business stability.
    • Current customers.
    • Develop and install effective systems for ethically exploiting, monitoring and optimizing relationships with….
    • Past customers.
    • Future customers.
    • Staff / Employees.
    • Vendors / Suppliers.
    • Competitors.
    • Centers of Influence.
    • Referral Sources.
    • Media Sources
    • Training and staff development of key employees and personnel.
    Step 2: The Quantum Action Plan
  • Step 3: The Review Process
    • Regular meetings by personal visit, telephone, postal mail, or email to...
      • Review strategies and systems.
      • Appraise growth and progress.
        • Where are we?
        • Where should we be?
        • What else needs to be done?
        • Make changes, corrections, additions, deletions, etc.
    • Step 4: Ongoing Support
    • Strategy and Solutions Consultation.
    • Systems Design and Implementation.
    • Results Monitoring and Correction.
    • Ongoing Consultative Support.
  • You must have long-range goals to keep you from being frustrated by short-term failure.” Charles C. Noble
  • The old adage says: “ plan your work and work your plan”. And Systems outlive people! Develop and implement systems and employ the right people to run the system... This is the philosophy we encourage all our clients to live by.
  • Conclusion and Next Steps
    • Engage QBD Marketing
    • Starting Date – suggested Monday 7 March 2011
    • Sign contract and Retainer monthly in advance