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The Marketing Makeover

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Business Coaching System for Designers, Decorators and Window Covering Professionals

Business Coaching System for Designers, Decorators and Window Covering Professionals

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  • 1. The Designer’s Coach The Marketing Makeover Coaching System
  • 2. The Marketing Makeover Marketing & Sales System
  • 3.
    • This is a simple system that works! It provides both a structure and a tool kit to turn your marketing goals and ideas into action!
    • The Marketing Makeover!
  • 4. The Challenge
    • Marketing a custom business is different then other types of marketing. Custom work is never seen until it is delivered.
  • 5.
    • In the custom business we first sell an intangible-our service. When we install the service turns into a product.
    • When we sell a service people buy trust, rapport and reputation.
  • 6. Marketing Strategies for Design Professionals
    • We first sell based on Trust, Rapport and Reputation. This is the foundation of selling a service.
    • On the day of delivery or installation this transforms into a product.
    • This is why expectations are high.
  • 7. Marketing Strategies
    • Direct Contact & Follow-Up
    • Networking and Referral Building
    • Public Speaking
    • Event Marketing
    • Advertising
    • Most Effective
    • Least Effective
  • 8. Outreach, Visibility, and Credibility .
    • Strategies that focus on Outreach work better then those that focus only on Visibility.
  • 9. The Strategies and their Impact
    • Direct Contact and Follow up is an Outreach strategy.
    • Networking and Referrals are both an Outreach and a Credibility strategy.
    • Public Speaking, Event Marketing have the impact of both Visibility and Credibility .
    • Advertising has only the Visibility impact.
  • 10. Direct Contact and Follow-Up
    • Tactics:
    • Warm Calling
    • Lunch or Coffee
    • In-Person or Phone Appointments
    • Personal letters and E-Mail
    • A Card or Note
    • Newsletters
    • Invitations to a seminar
  • 11. Networking and Referral Building
    • Tactics:
    • Attending Seminars and Meetings
    • Developing Referral Partners
    • Lunch or Coffee
    • Staying in Contact with former Clients
    • Volunteering
    • Giving Referrals
  • 12. Public Speaking
    • Tactics:
    • Free presentations to civic groups, religious organizations, public libraries
    • Giving classes or workshops
    • Open House presentations
  • 13. Event Marketing
    • Tactics:
    • Home Shows
    • Showhouse
    • Workshops
    • Open House or Reception
    • Co-Sponsored Events
    • Networking Event
  • 14. Advertising
    • Tactics:
    • Newspaper or Magazine
    • Yellow Pages
    • Website
    • Pay-per-Click
    • Direct Mail
    • Flyers
    • Cable TV
  • 15. Who's Who?
    • Prospects are people you attract using any of the Visibility strategies, like Publicity or Advertising.
    • Contacts are people you meet through Outreach strategies like Networking or just in the course of business and life.
  • 16. Who is Who?
    • Leads are people you identify through research or hear about from your contacts.
    • Referrals are people who are referred to you by referral partners, clients and others.
  • 17. Marketing and Sales operate on a cycle:
    • Creating Awareness
    • Being Persistent
    • Getting Appointments
    • Closing Sales
  • 18. Choosing where to Focus
    • Creating Awareness -knowing enough people to contact?
    • Being Persistent -contacting the people you already know?
    • Getting Appointments -getting from follow-up to presentation?
    • Closing Sales -getting from presentation to sale?
  • 19. You need to Create Awareness if:
    • You are new to the business
    • If you have only a few leads
    • You are not contacting your prospects because they don’t need you or can’t afford you.
  • 20. You need to concentrate on Being Persistent if:
    • You have a stack of business cards from people you met, but never called
    • You don’t follow up on existing leads
    • You have prospects who said no to you on the first contact.
  • 21. You need to work on Getting Appointments if:
    • You can’t get an initial meeting with a prospect
    • People refuse to take your call, or brush you off quickly when you do get through to them.
    • Your prospects are already working with another designer or decorator.
    • Prospects think what you have to offer is too expensive.
  • 22. You need to focus on Closing Sales if:
    • You are getting to the presentation stage, but don’t seem to close enough sales.
    • You go through the motions of making the presentation, but the prospect has no serious interest.
    • You encounter endless objections that prevents the sale from going through
    • You end a presentation and you don’t know where the client stands.
  • 23. What Strategy should you use?
  • 24. Where are you Stuck?
    • Creating Awareness
    • Being Persistent
    • Getting Appointments
    • Closing Sales
  • 25.
    • If you are just starting out you might consider a goal to be based on a certain number of leads acquired, prospects contacted, or presentations given rather then sales closed.
  • 26. What are the Missing Ingredients?
    • What’s missing in order to reach your Marketing and Sales goals?
    • If you are working on Creating Awareness, you may need to find some new Networking Events to attend.
    • But if your focus is on Closing Sales you might work on your selling skills.
  • 27. Focus on your immediate needs to choose the Success Ingredients?
    • Why can’t I Create Awareness?
    • Why can’t I consistently be Persistent?
    • What tools, information, or skills are missing?
  • 28. The Success Ingredients
  • 29. Success Ingredients To Creating Awareness…
    • Market Niche Definition
    • 10-Second Introduction
    • Business Cards
    • Website
    • Prospect List
    • Lead Sources
    • Networking Venues
  • 30. Success Ingredients To Creating Awareness…
    • Referral Partners
    • Networking Skills
    • Website Strategies
    • Speaking Venues
    • Speaking Topics
    • Event Marketing
    • Advertising Venues
    • Flyer Venues
  • 31. Success Ingredients To Being Persistent:
    • Brochure
    • Marketing Kit
    • Contact Management System
    • 30-Second Commercial
  • 32. Success Ingredients To Being Persistent:
    • In-House Mailing List
    • Postcard or Mailer
    • E-Newsletter
    • E-Mail
    • Personal Connections
  • 33. Success Ingredients To Turn more Contacts into Appointments:
    • Telemarketing Skills
    • Qualifying Questions
    • Higher Quality Leads and Referrals
    • Stickier Website
    • Professional Visibility
  • 34. Success Ingredients To Turn more Contacts into Appointments:
    • Competitive Research
    • Target Market Research
    • New Positioning Statement
    • Better Service Package
    • Narrower Focus
    • of Services
  • 35. Success Ingredients To Turn More Appointments into Sales:
    • Better Qualified Prospects
    • Stronger Relationships
    • Presentation Skills
    • Selling Skills
  • 36. Success Ingredients To Turn More Appointments into Sales:
    • Portfolio Strategy
    • Leave Behind
    • Professional Credibility
    • Testimonials
  • 37. You will decide which of the 4 areas you want to focus on.
    • Creating Awareness
    • Being Persistent
    • You will then order from the Action Menu.
    • Getting Appointments
    • Closing Sales
  • 38. The Main Course
  • 39. The Main Course is divided into sections based on the Marketing Strategies each activity uses.
    • Direct Contact and Follow Up
    • Networking and Referral Building
    • Public Speaking
    • Event Marketing
    • Advertising
  • 40. How to Choose from the Main Course?
    • Where do you need the most work?
    • You already know which stage of the Marketing Cycle you need to focus on, so choose only Main Course items that pertain to that stage.
  • 41. Which Marketing Strategy to Use?
    • What will you actually do?
    • What are you naturally drawn to?
    • How much time do you have?
    • How soon do you need to produce results?
  • 42. Focus yes, but don’t neglect!
    • The key is to focus on the stage of the Marketing Cycle that needs the most work.
    • This doesn’t mean to ignore the other routine functions of marketing and sales.
    • The intent of the Daily Actions is simply to focus more effort on the area of your marketing that needs it the most.
  • 43. Creating Awareness When you don’t know enough people to contact
  • 44. When you don’t know enough people to contact
    • Creating Awareness with prospects, contacts, leads and referrals is an ongoing process as long as you are in business.
    • Those that belong in the pipeline are either people who may become your clients and the people who can refer you clients .
    • If they don’t fall into either of these two groups, they don’t belong in your pipeline.
  • 45. Success Ingredients for Creating Awareness
    • Description of Services
    • Market Niche Definition
    • 10-Second Introduction
    • Business Cards
    • Website
    • The Success Ingredients are the tools, information, or skills that will address the area of marketing that needs the most work.
  • 46. Action Plan Menu for Creating Awareness
  • 47. To Create Awareness with Direct Contact and Follow-Up:
    • Send letter or emails to 10 new people each week.
    • Place warm calls to
    • 3 Prospects per day.
    • Spend 1 hour each
    • week researching leads.
  • 48. To Create Awareness with Networking and Referral Building:
    • Go to 1 networking event each week.
    • Contact 2 potential referral partners.
    • Have lunch or coffee with a “Center of Influence”
  • 49. To Create Awareness with Networking and Referral Building:
    • Re-Contact 3 former clients each week.
    • Volunteer in a visible position each week.
    • Ask for a referral a day.
    • Give a referral once per week.
  • 50. To Create Awareness with Public Speaking
    • Contact 3 groups each week about speaking.
    • Speak in front of a group once per week.
    • Spend 1 hour each week promoting my speaking events
  • 51. To Create Awareness with Event Marketing
    • Do 3 things each week to make my next event successful.
    • Spend 2 hours per week promoting my next event.
  • 52. To Create Awareness with Advertising:
    • Distribute 30 flyers weekly
    • Update my website weekly
    • Evaluate 1 new place to advertise weekly
  • 53. Being Persistent When you Know Plenty of People but You’re not Contacting Them
  • 54. Success Ingredients for Being Persistent
    • Contact Management System A method of keeping track of your prospects
    • Brochure
    • 30-second Commercial A verbal summary of what
    • you do.
  • 55. Being Persistent
    • In this stage you are using 2 strategies:
    • Direct Contact and Follow Up
    • &
    • Networking and Referral Building
  • 56. Calling & Mailing
    • Call-Mail-Call
    • Never assume someone will call you back just because you leave a message!
    • Accept this as normal business practice.
  • 57. Ways to Being Persistent:
    • Follow-Up Meetings
    • Follow-Up Mailings www.sendoutcards.com/6726
  • 58. Action Plan to Being Persistent more effectively:
    • Call 3 prospects or referral sources
    • every day.
    • Send an item of interest to 1 contact per day.
    • Add 10 names to my contact management system daily.
    • Send a mailing to 3 prospects per day
  • 59. Being Persistent more effectively:
    • Show up at a high-visibility event once per week.
    • Invite a prospect or referral source to an event once per week.
    • Have lunch or coffee with a prospect once per week.
    • Make follow-up phone calls daily.
    • Follow-up by email with 5 prospects daily.
  • 60. Getting More Appointments
    • When You’re Contacting People but
    • Not Getting Appointments
  • 61. Why is this happening?
    • People are confused over your message.
    • Your phone skills are poor.
    • Unqualified prospects.
    • You aren’t well known enough.
    • Your competition is hurting you.
    • You’re not offering what they need.
    • You are offering too many services
  • 62. Success Ingredients for Direct Contact and Follow-Up
    • Phone Scripts/Skills
    • Qualifying Questions
    • Higher Quality Leads and Referrals
    • Stickier Website
    • Success Ingredients are the tools, information, or skills that will address the area of marketing that needs the most work.
  • 63. Success Ingredients for Networking & Referral Building
    • Professional Visibility
    • Competitive Research
    • Target Market Research
    • New Market Position
    • Better Service Package
    • Narrower Focus of Services
  • 64. Action Plan to get more Appointments:
    • Ask for an appointment with 1 prospect per day.
    • Practice my telemarketing script daily.
  • 65. Action Plan to get more Appointments:
    • Send 2 follow-up letters per day.
    • Ask my networking contacts for 3 introductions per week.
    • Solicit one testimonial per week
  • 66. To get more Appointments:
    • Spend 2 hours weekly researching the market.
    • Meet with 1 new referral partner each week.
    • Follow up with 3 potential referral partners weekly.
    • Volunteer for a high-profile organization weekly.
    • Make 2 queries about speaking.
  • 67. Closing More Sales When You’re Making Appointments but Not Getting Sales
  • 68. Success Ingredients for Networking & Referral Building
    • Professional Credibility Building your credentials: work experience, publication credits, professional affiliations and achievements.
    • Testimonials or References Include these on your brochures, portfolio and website.
  • 69. Success Ingredients Direct Contact, Follow-up, Networking & Referral Building
    • Better Qualified Prospects
    • Stronger Relationships
    • Presentation Scripts/Visuals/Skills
    • Portfolio
    • Leave Behind
    • Selling Script/Skills
  • 70. Changing Who You Present to
    • Find Better Qualified Prospects
    • Focus more effort on professional visibility, and generating referrals.
    • Spend more time on
    • building Stronger
    • Relationships.
  • 71. Scripting your Presentation
    • Your talking points need to:
    • Establish Rapport
    • Determine their needs
    • Explain how you can meet their needs
    • Answer their questions
    • Ask for the business
    • Decide on a next step
  • 72. Adding Tangibility to your Presentations
    • The best way is to have a great portfolio
    • Use programs such as Minutes Matter Studio
    • Create a “leave-behind”.
  • 73. Action Plan to Close More Sales
    • Follow up with all prospects within 7 days
    • Get 10 no's each week.
    • Make 1 challenging phone call every day.
    • Reconnect with 3 former prospects or clients every week.
    • Practice selling with a colleague or a mirror every day.
  • 74. Action Plan to Close More Sales
    • Find a personal connection with 1 prospect each week.
    • Attend 1 high profile event weekly
    • Have lunch or coffee with a center of influence once per week.
    • Speak or volunteer for a group once per week.
  • 75.
    • Get ready to set Goals!
  • 76. Setting your Sales and Marketing Goals
    • Set a goal that will stretch you, but that you believe is realistic
    • Try your best to meet it
    • When your goal becomes unrealistic, change it.
    • Reward yourself for effort, not just results.
  • 77. Setting your goals for the program …
    • Goals need to be something measurable, for example:
    • Dollar amount invoiced monthly
    • Amount of Presentations
    • Number of new leads
    • 3 new speaking engagements
    • Home Show planned
  • 78. Reality Check
    • The Straight Face Test
    • Can you really do this?
    • Prior Experience
    • If you did it before, can you do it again?
    • Numerical Analysis
    • To close 4 more sales this month, how many appointments do you need?
    • Peer Comparisons
    • What are other designers you know-achieving?
  • 79. Use SMART to describe the 5 Characteristics of a Meaningful Goal:
    • S pecific -Your goal precisely spells out your desired result
    • M easurable -The goal states your target in measurable terms so you will know when you have arrived, as well as where you are at any specific moment.
    • A chievable -A goal is physically possible to accomplish within any defined limitations.
    • R ealistic -Your goal can be accomplished within the specified time and available resources.
    • T imed -There is a calendar date by which you plan to achieve your goal.
  • 80. Stick to it!
    • To succeed in this program you must persist in pursuing what it takes to meet your goals.
    • Examples:
    • 10 Calls a Day-Every Day
    • One Networking Event
    • per week.
  • 81. The Tracking Worksheet Name: 28 Day Program with 2 Days off per week Start Date: 1 2 3 4 5 8 9 10 11 12 15 16 17 18 19 22 23 24 25 26 Dates                                         Success Ingredients (% done)   1                                         2                                         3                                         4                                         5                                         Daily/Weekly Actions (Y/N) 1                                         2                                         3                                         4                                         5                                         6                                         7                                         8                                         9                                         10                                         Total (# of 10)                                         Program Goal (% of target)  
  • 82. Success Ingredients
    • For each of your 5 Success Ingredient projects, what percentage have you completed?
  • 83. Daily/Weekly Actions
    • For each of your 10 actions, did you do it today (Y) or not (N).
  • 84. Program Goal
    • What percentage of your goal have you achieved so far?
  • 85. Example of Tracking Worksheet
  • 86. The Marketing Makeover Marketing & Sales System

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