The Big One In One Day For Lancaster


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A presentation we did for students at Lancaster Uni.

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  • What’s The Big Idea? Time Allocated: 1 hour Lecture Session: 30 mins Workshop Session: 30 mins Presentation: Available Online Worksheet: Available Online This session focuses on the student’s idea and how to bring this into a clear understanding which can be communicated to others. The session is split into equally into a lecture and a workshop. The key elements on the lecture are: What is your product or service? This covers how to describe your product or service proposition succinctly. The key consideration are: How is the proposition anchored in a real market opportunity? The specific benefits and value to a customer. How these benefits can be demonstrated and measured. Why your customer will buy from you on an on-going basis. The distinctive advantages of your product/service and why it is a potential winner. Vision How to describe where you are going. Where do you want to be in the long-term future? Pick a significant future date or milestone in your life and describe what your business will look like. Be specific. (vivid description). 10-30- year Big Hairy Audacious Goal (BHAG) A BHAG is a Big Hairy Audacious Goal. BHAGS were coined by James Collins and Jerry Porras in Built To Last , a book in which the authors analyze companies who successfully defined the industry standard for their products (like Ford, Sony, Nordstrom, Wal-Mart, IBM) and their less visionary (but frequently economically successful) counterparts (like General Motors, Texas Instruments, and so on) and then suggest what qualities make visionary companies visionary. In Built To Last , Collins and Porras outline a number of characteristics that they find shared among these successful visionaries. One of the key characteristics they found was that the visionaries used ambitious, seemingly unattainable goals to motivate their work. Whatever your own stance on business and what we can learn from for-profit practice, leave that aside for a minute. This workshop is not the place to debate the merits of this idea or the book. Rather, we can take this simple idea and explore it as a way to set our own inspiring goals. These kinds of goals can help our own service efforts, organizations, or campus experience. Mission Describe what you are going to do to achieve your vision. What business are you in? What do your customers value about your business? What do they really pay you for? Values Describe how you will conduct yourself on the way to your vision How do you do business? What are your beliefs, morals or ethics? Value proposition is a description of the customer problem, the solution that addresses the problem, and the value of this solution from the customer's perspective. Objectives and goals Objectives - Where are you going with your business in the short/medium term? Goals - How will you know when you’ve got there? The student Worksheet is: The proposition (Succinct description of the product/service proposition - max 20 words) Vision (Where do you want to be in the long-term future?) Mission (What business are you in?) Values (How do you do business?) Objectives and goals (Where are you going? How will you know when you’ve got there?)
  • The Big One In One Day For Lancaster

    1. 1. Start your business in 7 hours <ul><li>10:00 - Introductions </li></ul><ul><li>10:15 - What's the Big Idea? </li></ul><ul><li>11:00 - Marketing Pt1 </li></ul><ul><li>11:45 - The Exchange/Networking/Tea & Coffee </li></ul><ul><li>12:00 – Marketing Pt2 & Sales </li></ul><ul><li>13:00 - Business Information Fair & Lunch </li></ul><ul><li>14:00 - Introduction to Taxes (HMRC) </li></ul><ul><li>14:30 - Introduction to Finance (HSBC) </li></ul><ul><li>15:00 - Mentoring </li></ul><ul><li>17:00 - Feedback & Close </li></ul>
    2. 2.
    3. 14. To Mexico BUT that’s another story
    4. 15. So that’s me Who are you? You know the answer to this one. But do we? Let’s delve a little deeper, shall we?
    5. 16. Has everyone got one of these?
    6. 17. Has everyone got one of these?
    7. 18. Has everyone got one of these?
    8. 19. What kind of person are we? Put the following 5 animals in the order of your preference. Cow Tiger Sheep Horse Pig This will define your priorities in your life.
    9. 20. Put the following 5 animals in the order of your preference. Cow Signifies CAREER Tiger Signifies PRIDE Sheep Signifies LOVE Horse Signifies FAMILY Pig Signifies MONEY
    10. 21. 3
    11. 22. 2
    12. 23. 1
    13. 24. What’s the big idea?
    14. 25. <ul><li>What is your product or service? </li></ul><ul><li>Succinctly describe your product or service proposition. </li></ul><ul><li>Consider: </li></ul><ul><li>How is the proposition anchored in a real market opportunity? </li></ul><ul><li>The specific benefits and value to a customer. </li></ul><ul><li>How these benefits can be demonstrated and measured. </li></ul><ul><li>Why your customer will buy from you on an on-going basis. </li></ul><ul><li>The distinctive advantages of your product/service and why it is a potential winner. </li></ul>
    15. 26. Vision Describe where you are going Where do you want to be in the long-term future? Pick a significant future date or milestone in your life and describe what your business will look like. Be specific. (vivid description) 10-30- year Big Hairy Audacious Goal (BHAG)
    16. 27. Mission Describe what you are going to do to achieve your vision What business are you in? What do your customers value about your business? What do they really pay you for?
    17. 28. Values Describe how you will conduct yourself on the way to your vision How do you do business? What are your beliefs, morals or ethics?
    18. 29. Objectives and goals Objectives Where are you going with your business in the short/medium term? Goals How will you know when you’ve got there?
    19. 30. 3
    20. 31. 2
    21. 32. 1
    22. 33. Your marketing master class (we have one hour and 45 mins) Created by Dan Sodergren For Flying Start Great Marketing Works 2010 ©
    23. 34. How are WE going to do this. <ul><li>Using your minds – thinking more than usual </li></ul><ul><li>Look after yourselves – this is NEW information – so stretch, drink some water, </li></ul><ul><li>We learn better when we RELAX. </li></ul><ul><li>There will NOT be any notes…so… </li></ul><ul><li>Take notes – don’t rely on my handwriting! </li></ul><ul><li>Remember we are all at different levels of business acumen and plans – so be nice. </li></ul><ul><li>You will all have great ideas so write them down – even if its someone else's idea. </li></ul><ul><li>There is a LOT of learning in this 45 mins. </li></ul><ul><li>So…. Let’s go! </li></ul>
    24. 35. Let’s move around a bit <ul><li>Get the old brains and bodies moving. </li></ul><ul><li>Write your first choice of animal nice and BIG. </li></ul><ul><li>Find someone you haven't met before. </li></ul><ul><li>Maybe someone with the same first choice animal as you. </li></ul><ul><li>Now one of you choose to be A. </li></ul><ul><li>The other B? </li></ul><ul><li>Who choose first? Second? What does this say? </li></ul><ul><li>B’s go first. </li></ul><ul><li>What your great idea – tell B? </li></ul><ul><li>A’s go next. </li></ul>
    25. 36. What is marketing? And the mind set of the marketeer <ul><li>Marketing is traditionally the 4 P’s </li></ul><ul><li>Price, place, position and product. </li></ul><ul><li>And even more P’s as well to make the 7 P’s….. </li></ul><ul><li>People </li></ul><ul><li>Process </li></ul><ul><li>Physical evidence. </li></ul><ul><li>Yet………. </li></ul><ul><li>Behind this is something more…. </li></ul><ul><li>The mind of the marketeer and it’s principles: </li></ul>
    26. 37. The mind set of the marketeer <ul><li>Cunning </li></ul><ul><li>So you use different ways of getting them </li></ul><ul><li>Humble </li></ul><ul><li>So you don’t get too cocky, you’re here to serve </li></ul><ul><li>Always learning </li></ul><ul><li>So you are always up to date as marketing changes everyday. </li></ul><ul><li>Simplicity </li></ul><ul><li>So everyone understands (KISS) </li></ul><ul><li>Empathy </li></ul><ul><li>So you can appeal to all </li></ul><ul><li>KISS CHASE…. Go get em…. </li></ul>
    27. 38. B - Brand Our brands
    28. 39. Before we start on brands <ul><li>Brand and brand values: It’s your business. </li></ul><ul><li>Before we start on our brands let’s start on ourselves. </li></ul><ul><li>We are the business brand so let’s make the brand our business. </li></ul><ul><li>This links into your product / service proposition. </li></ul><ul><li>What are our business values? </li></ul><ul><li>What drives you? Write it down. </li></ul><ul><li>What would we want on our businesses gravestone / testimonial? </li></ul><ul><li>Core values – what is important to you? </li></ul>
    29. 40. The B – in Be Great = Brands <ul><li>Brands: now we know a few values. </li></ul><ul><li>Brands are made up of several elements. </li></ul><ul><li>Some obvious i.e. conscious </li></ul><ul><li>And each one of them important subconsciously. </li></ul><ul><li>They are: </li></ul><ul><li>Your name: The importance of a name. </li></ul><ul><li>Your logo: And how a logo can change your company. </li></ul><ul><li>Your Id: The power of colours. </li></ul><ul><li>A tag-line: Why have a strap line work for you. </li></ul><ul><li>Can we communicate the values of our company in our brand? </li></ul>
    30. 41. <ul><li>Logos second: </li></ul><ul><li>We all know these……. </li></ul><ul><li>But how much did it cost so that we did? </li></ul><ul><li>And why do they work? </li></ul><ul><li>Discussion time </li></ul>The logos that make a company
    31. 42. <ul><li>Telecoms monolith BT decided to change its old logo in the 80’s </li></ul><ul><li>New logo hated by all. The Sun , as we recall, was moved to emblazon its front page with &quot;BT blows £5m on trumpet!&quot; </li></ul><ul><li>In fact, the eventual cost of the discordant fanfare was a cool £50 million and heralded mass redundancies at the company </li></ul><ul><li>Why does the last logo work so well? </li></ul>The logo that ruined a company
    32. 43. Can we all see the power of the wrong logo? Losing £50 million
    33. 44. What would be the right logo for... A training company who’s values are: Integrity, creativity and fun.
    34. 45. A
    35. 46. B
    36. 47. A
    37. 48. B
    38. 49. E - Evolve your mindset And evolve your ideas
    39. 50. The E– in Be Great = Evolution <ul><li>Evolving: </li></ul><ul><li>Ideas are precious things, but also ten a penny. </li></ul><ul><li>1% inspiration </li></ul><ul><li>99% perspiration </li></ul><ul><li>One cannot alter a condition with the same mind set that created it in the first place. Albert Einstein. </li></ul><ul><li>Evolution of your idea. This MUST come from the next point – market research. </li></ul><ul><li>You idea is never wrong, as long as it can change. </li></ul><ul><li>7 Secrets of Great Entrepreneurial Masters </li></ul><ul><li>7 th secret is the ability to change course – I think this is first  </li></ul>
    40. 51. 3
    41. 52. 2
    42. 53. 1
    43. 54. G - Guerrilla Be Guerrilla in our marketing
    44. 55. The G – in Be Great = Guerrilla <ul><li>What is guerrilla marketing? </li></ul><ul><li>It’s an analogy </li></ul><ul><li>Think….. </li></ul><ul><li>Warfare…. </li></ul><ul><li>So who were known as guerrilla fighters ? </li></ul><ul><li>The ninja vs. the samurai, </li></ul><ul><li>The freedom fighters of Cuba, </li></ul><ul><li>The Viet cong vs. the Americans, </li></ul><ul><li>The Jedi knights vs.. the Imperial forces. </li></ul><ul><li>Basically those with no money vs. those with </li></ul><ul><li>Which ones are we…..? </li></ul>
    45. 56. Guerrilla marketing THINK
    46. 57. Guerrilla marketing NOT
    47. 58. The Psychological Principles of Guerrilla Marketing: <ul><li>commitment, </li></ul><ul><li>effort, </li></ul><ul><li>simplicity, </li></ul><ul><li>patience, </li></ul><ul><li>knowing your customer (market research), </li></ul><ul><li>psychology, </li></ul><ul><li>clever language use, </li></ul><ul><li>rewards and profit. </li></ul><ul><li>In essence : We win the hearts before we win the minds! </li></ul><ul><li>There are 107 different ways to ‘guerrillafy’ your business. </li></ul>
    48. 59. Traditional Marketing vs. GM <ul><li>What would TM – </li></ul><ul><li>traditional marketing use? </li></ul><ul><li>Above the line </li></ul><ul><li>Expensive </li></ul><ul><li>Brand led </li></ul><ul><li>Newspaper adverts </li></ul><ul><li>Radio </li></ul><ul><li>TV </li></ul><ul><li>Billboards </li></ul><ul><li>SEO </li></ul><ul><li>Any thing that costs lots to impress </li></ul><ul><li>Anything which is meant to teach people to buy. </li></ul>
    49. 60. Traditional Marketing vs. GM <ul><li>What would GM - guerrilla marketing use? </li></ul><ul><li>Below the line </li></ul><ul><li>Inexpensive (?) </li></ul><ul><li>Customer focused </li></ul><ul><li>Targeted Flyers </li></ul><ul><li>Shock tactics </li></ul><ul><li>PPC / Adwords </li></ul><ul><li>Direct response advertising </li></ul><ul><li>Competitions </li></ul><ul><li>Anything which creates a positive emotional response </li></ul>
    50. 61. So are these ideas Guerrilla Marketing?
    51. 64. 3
    52. 65. 2
    53. 66. 1
    54. 68. G - Guerrilla For us remember these three things: Research, research, research.
    55. 69. The power of market research: Have you asked the people what they want? A friend of mine has an idea for a good food restaurant. This restaurant cooked food, beautiful food, from every corner of the world. His idea was that everyone loved food, everyone loved every type of food. And he would serve every type of food for them. You would have a Japanese starter, a Mexican main and an English desert. Not only this but everyone would go to his restaurant.
    56. 70. Did this restaurant work?
    57. 71. Did this restaurant work? <ul><li>I would guess we all guessed it didn’t: Why not? </li></ul><ul><li>He never asked the people in the locality if they wanted it. </li></ul><ul><li>He wanted to market to every person no matter what age, sex or race they were. </li></ul><ul><li>He didn’t have enough money to market to everyone. </li></ul><ul><li>It is easy to be critical of the idea. But maybe we miss the point. </li></ul><ul><li>Have we asked our potential customers if they really want what we </li></ul><ul><li>might create? </li></ul><ul><li>How many have we asked already? Can we ask them again? </li></ul><ul><li>Market research is NOT to our friends and family! </li></ul><ul><li>But done in the real world which says NO (occasionally.) </li></ul>
    58. 72. The power of market research: <ul><li>What questions have you asked already? </li></ul><ul><li>And if you haven’t done any – then let them come up with some </li></ul><ul><li>questions you can ask. </li></ul><ul><li>Write down a goal of what you shall do this week to help with your market research. </li></ul><ul><li>Remember the restaurant. </li></ul><ul><li>What kinds of questions could you ask? </li></ul><ul><li>Would you want what I am offering? </li></ul><ul><li>When would you buy it? And how often? </li></ul><ul><li>And for how much etc </li></ul><ul><li>Who are you? </li></ul>
    59. 73. Has everyone got one of these?
    60. 74. Has everyone got one of these?
    61. 75. Has everyone got one of these?
    62. 76. Draw your idea’s potential demographic. No, it doesn’t have to be a good drawing – just do it. And give them a name too 
    63. 77. 3
    64. 78. 2
    65. 79. 1
    66. 81. How else can we market research? Today more than at any other time we can use the web to research. Have you researched your keywords? Have you researched your trends and looked into insights? Have you been listening to trends happening? How can we listen to trends? Are you listening to the tweets of the world? Do you know of the power Blogs or bloggers in your idea’s industry? Are you prepared to listen and adapt your business / service / product?
    67. 82. How will your customers
    68. 83. How can we use personal impact? Is it really about just shock tactics? How could some guerrilla tactics actually back fire? Isn’t it more about positive personal impressions? How much are you potential customers worth to you? Can you work out the potential lifetime value? Perhaps it’s annual value? Perhaps it’s one off value - how much should you try to woo them? How many times must we talk to someone to make them understand?
    69. 84. Love must have patience. How many times would you have to tell someone you love them? Strange question – but one you might remember. How much does your target demographic remember you? How many messages from branding do we get everyday? How many steps must your chosen customer take? Who else is playing for their heart? How many different strategies do you have at the moment? How many more do you think you might need?
    70. 85. Why does this work so well?
    71. 86. 3
    72. 87. 2
    73. 88. 1
    74. 90. Think of a Guerrilla Marketing tactic for your partner. Remember, positive personal impact, it’s not just about saving money, it’s about maximising effectiveness.
    75. 91. 3
    76. 92. 2
    77. 93. 1
    78. 95. R – releases and relationships For this we mean: How can your idea / business idea get into the press for free?
    79. 96. The R – in Be Great = Releases <ul><li>Everyone has a story – a press release. </li></ul><ul><li>Does your story have ‘EST’? </li></ul><ul><li>Human interest. </li></ul><ul><li>How old are you? Is this an angle? </li></ul><ul><li>Is the business new or old? Angle.. . </li></ul><ul><li>Black or white? An angle… </li></ul><ul><li>What do you know that other people don’t know? </li></ul><ul><li>If nothing can you do some research? Another angle </li></ul><ul><li>Use the internet to find out facts – as this gets you in the paper – as you do the reporters job for them. </li></ul>
    80. 97. Press releases <ul><li>Realise an idea – its has to be human </li></ul><ul><li>What do we human’s like? </li></ul><ul><li>To love, to laugh, to lose. </li></ul><ul><li>To be shocked, to cry, to feel warm inside. </li></ul><ul><li>To be informed, to learn something new, to cherish, to be better than other people. </li></ul><ul><li>To feel empathy, to feel part of something, to not be alone, to not be in pain, to be happy…. </li></ul><ul><li>Use all emotions you can, unashamedly, as with these emotions you get into the paper. </li></ul><ul><li>Think of any angle for your story. </li></ul>
    81. 98. How many of your Guerrilla Marketing tactics were PR stunts? They tend to be: As this is what we see ‘en masse’ No bad thing as your idea’s relationship with the press and publicity is going to be important.
    82. 99. People love a good photo call What image can you create which grabs the publics imagination? Which easy idea can you produce which the paparazzi will flock to?
    83. 100. Not just the papers <ul><li>A 1/3 of our media is now consumed online. </li></ul><ul><li>What do we human’s like online? </li></ul><ul><li>How does this change your story? </li></ul><ul><li>Why are online websites potentially easier to get into? </li></ul><ul><li>What other benefits does online press have? </li></ul><ul><li>What other ways can you get onto the web without a story or photo call? </li></ul><ul><li>Think of a different angle for your company / idea. </li></ul>
    84. 101. 3
    85. 102. 2
    86. 103. 1
    87. 105. Break time The Exchange Networking Tea & Coffee
    88. 107. E - marketing For this we mean: Your website
    89. 108. The E – in Be Great = E - marketing <ul><li>Everyone has a website – an Electronic presence. </li></ul><ul><li>Where does your E site / website fit into your marketing strategy – into your route to market? </li></ul><ul><li>Has it been designed for you, or for your customers? </li></ul><ul><li>Should you market researched the colours, the font, the feel, how people use it? </li></ul><ul><li>Do you really need a website or just a web presence? </li></ul><ul><li>What should your e-marketing make someone do? </li></ul><ul><li>How will people find your site? </li></ul>
    90. 109. How will people find your site? <ul><li>Everyone has a website. That’s the problem. </li></ul><ul><li>How will people find your site? </li></ul><ul><li>Through offline processes? What’s the catch? </li></ul><ul><li>Through online processes. How? </li></ul><ul><li>SEO – search engine optimization: </li></ul><ul><li>Links – how many links do you need to have set up? </li></ul><ul><li>How are you going to get them? Your Link strategy? </li></ul><ul><li>Blogs – are these to be powerful anymore? </li></ul><ul><li>Keywords – have your found out which ones work? </li></ul><ul><li>Meta tags, alt tags, meta descriptions etc. </li></ul>
    91. 110. What about the SEO / Keywords? <ul><li>Ask Google what people used to search for: </li></ul><ul><li>What keywords are going up / going down? </li></ul><ul><li>Researching your keywords trends: </li></ul><ul><li>Google trends / zeitgeist: interesting </li></ul><ul><li> </li></ul><ul><li>New is Google insights: even more fun </li></ul><ul><li> </li></ul>
    92. 113. What about over time? Never presume: Today’s markets will last forever What about in the past? Copyright 2009 ©
    93. 115. Web 2.0 – where are we now? <ul><li>This will ALL depend on your demographic. </li></ul><ul><li>If you are selling an idea or building a community around an idea which serves people older than 45 then is Facebook for you? </li></ul><ul><li>Who uses myspace nowadays? </li></ul><ul><li>What about creating your own platform using </li></ul><ul><li>What about controlling the main stream voice with a series of forums which you create. </li></ul><ul><li>Can you create an organisation around which the concept would sit? </li></ul><ul><li>Which demographic sector tweets – you might be surprised. </li></ul><ul><li>Who is using twitter right now? Who is tweeting! </li></ul><ul><li>You could always listen to them – </li></ul>
    94. 116. Web 2.0 – where are we now? <ul><li>This WILL not stop. </li></ul><ul><li>The net will evolve more and more and the long tail will have its wicked way – as we have broken the bottleneck of distribution. </li></ul><ul><li>What does this mean for marketing? </li></ul><ul><li>The whole world changes – we are on the edge of a paradigm shift – the king is dead – long live the king. </li></ul><ul><li>As if knowledge is king and it is freely and easily available what next for the king – power is nothing without control? </li></ul><ul><li>We can no longer push people into doing things. </li></ul><ul><li>People like to be recommended rather than reminded. </li></ul><ul><li>When the world starts to lose trust with itself, what can we do to help it come back to us? </li></ul>
    95. 117. E - marketing With your partner discuss how each of you can / will use web 2.0 (social networking included)
    96. 118. 3
    97. 119. 2
    98. 120. 1
    99. 122. E - marketing You will need to become obsessed with your own data. Analytics is key!
    100. 124. What other information?
    101. 125. E - marketing Do I need to explain anymore? Naaaaa, didnt think so. BUT DO IT!
    102. 126. 3
    103. 127. 2
    104. 128. 1
    105. 130. A - adwords By this we mean: How are you going to use PPC?
    106. 131. PPC adverts: where are they?
    107. 132. How can you use adwords to your advantage? <ul><li>Everyone can do Google adwords – Google PPC </li></ul><ul><li>Adwords is very very cost effective for driving traffic to your site compared to some other mediums. </li></ul><ul><li>But…. More importantly, it’s what you can learn and glean from it. </li></ul><ul><li>Monitoring and market research are key for maximising impact with your marketing. </li></ul><ul><li>Adwords allows you to do this. </li></ul><ul><li>You can do many different ads so you learn the power of your different headlines. </li></ul><ul><li>You can learn more about your own powerful keywords. </li></ul><ul><li>You can look into the competition on keywords and see where there are potential gaps in the market. </li></ul>
    108. 133.
    109. 134.
    110. 135. BUT…. You can’t just use adwords! Online cannot create a market Only replicate the interest.
    111. 136. What about by region and new phrases? What about for financial advice? Copyright 2009 ©
    112. 138. What about the trends in just the UK? What about for financial advice? Copyright 2009 ©
    113. 140. A - adwords Are you using them already? How can you combine PPC findings with other strategies (SEO/FB etc)
    114. 141. 3
    115. 142. 2
    116. 143. 1
    117. 145. T – Togetherness By this we mean: How are you going to help each other?
    118. 146. The T – in Be Great = Togetherness <ul><li>Guerrilla fighters have to fight in certain ways – a big one is they have to live off the land and / or draw support from the civil population in which they are embedded. </li></ul><ul><li>So who else can help you pay for your war effort…. </li></ul><ul><li>Or more appropriately your business’s need for exposure? </li></ul><ul><li>Who is civil to you? Who shares the same target demographic. </li></ul><ul><li>Think demographic sharing and co-opetition. </li></ul>
    119. 147. Guerrilla marketing and the power of Concept partners <ul><li>Think of different partners: every business has some i.e. </li></ul><ul><li>suppliers, </li></ul><ul><li>customers, </li></ul><ul><li>People who share your target demographic </li></ul><ul><li>other people in the industry, </li></ul><ul><li>even competitors. </li></ul><ul><li>Think of some for your idea </li></ul><ul><li>Think about your demographic – who else loves them? </li></ul><ul><li>Think: Make the pie bigger, not your slice of it…. </li></ul>
    120. 148. Make your pie bigger
    121. 149. Guerrilla marketing and the power of Concept partners <ul><li>Why do concept partnerships work? </li></ul><ul><li>Your marketing cost less. </li></ul><ul><li>Your marketing can cost you less than half. </li></ul><ul><li>Or you could simply double your exposure. </li></ul><ul><li>The brand association for you is powerful. </li></ul><ul><li>Both parties win from the alliance. </li></ul><ul><li>You can share data from your partnership. </li></ul><ul><li>You can even create a new product / service. </li></ul><ul><li>Examples in real life: </li></ul><ul><li>Even the big brands are at it. </li></ul>
    122. 150. Mcvities
    123. 151. Muller
    124. 152. Become
    125. 153. T – Togetherness Which brands / companies / organisations are you going to use to help you? How can you maximise their leverage? How can you maximise your positive personal impact on your demographic?
    126. 154. 3
    127. 155. 2
    128. 156. 1
    129. 158. So what have we learnt today? B. Branding your business E. Evolving your idea G. Guerrilla Marketing R. Relationships and your business E. E – marketing: for all your business A. Adwords: how you can use these T. Togetherness: concept partnering.
    130. 159. This… is the start This was just the beginning Next we are doing sales  Have a 30 second stretch break.
    131. 160.
    132. 161. Difference between sales and marketing : <ul><li>Usually popped together for ease… </li></ul><ul><li>BUT </li></ul><ul><li>marketing is leading people up to the moment….. </li></ul><ul><li>Creating the awareness…. </li></ul><ul><li>Getting people in through the door, </li></ul><ul><li>making the phone ring etc. </li></ul><ul><li>And ‘sales’ is closing that moment. </li></ul><ul><li>Getting the money in. </li></ul><ul><li>Marketing is a circle, a never ending process </li></ul><ul><li>Sales is a straight line  to the bank. </li></ul>
    133. 162. What does selling mean to you?
    134. 163. Selling can be seen as: <ul><li>a pain, </li></ul><ul><li>a chore, </li></ul><ul><li>something you would rather not do e.g. Cold calling. </li></ul><ul><li>something that bothers people i.e. the nuisance of selling telephone calls during Coronation Street </li></ul><ul><li>something pushy people do, like second hand car dealers </li></ul><ul><li>An intrusion into other people’s lives like door to door sales people selling gas providers, </li></ul><ul><li>something you don’t want to do, as we are somehow better than that…. </li></ul>
    135. 164. How do you start your day?
    136. 165. What could affect your day?
    137. 166. How else could we look at sales? <ul><li>We got to look on the positive, PMA is the only way. </li></ul><ul><li>Maybe we could look at sales as: </li></ul><ul><li>Helping our customers make the right choices. </li></ul><ul><li>Or even better: </li></ul><ul><li>helping our customers make the right choices from our services or products. </li></ul><ul><li>Even better: </li></ul><ul><li>helping our customers make the right choices from our services or products helping them (and us) lead happier lives with both parties gaining more from life from that moment of connection. </li></ul><ul><li>Paul Bryant: Show class, have pride, and display character. </li></ul><ul><li>If you do, winning (selling) takes care of itself. </li></ul>
    138. 167. What motivates people to buy? <ul><li>Depends on the person: the 7 key motivations: </li></ul><ul><li>Good ones: i.e. good for longer term business (GM) </li></ul><ul><li>Need / problem solving: </li></ul><ul><li>Impulse: </li></ul><ul><li>Pleasure: </li></ul><ul><li>Vanity: </li></ul><ul><li>Greed: </li></ul><ul><li>Bad ones: not bad as a moral moment but bad for longer term business </li></ul><ul><li>Fear: some claim fear sells better than sex </li></ul><ul><li>Fatigue: pushy sells people do this and it works </li></ul>
    139. 168. Sales, is another of those experiences best enjoyed by two consenting adults 
    140. 169. What are the attributes of a great sales person? <ul><li>Here are some: </li></ul><ul><li>Good body language – stand tall, be proud, represent your company. </li></ul><ul><li>Be Smiling – the most important thing even on the telephone. </li></ul><ul><li>Looked good – nicely dressed – made an effort </li></ul><ul><li>Happy and made me happy dealing with them </li></ul><ul><li>Inventive and flexible, came up with new ideas for us </li></ul><ul><li>Listened to the person’s problems and solved them </li></ul><ul><li>How many of these are skills and how many are attitudes? </li></ul>
    141. 170. Your Sales <ul><li>Outstanding Service. </li></ul><ul><li>Appalling service. </li></ul><ul><li>What aspects of great service can you use for your own business ideas? </li></ul>
    142. 171. What can we do better as a sales person? <ul><li>Learn to listen: real listening is one of the hardest skills for some in the world. 80% of business lost through not listening. </li></ul><ul><li>It’s an art form not a science. </li></ul><ul><li>Gain rapport with the person we are communicating with. No just through listening but other techniques as well. </li></ul><ul><li>Change our attitude and always being positive in front of clients. </li></ul><ul><li>Get to know them better. </li></ul><ul><li>Ask for the order at the right time and with the right force. </li></ul><ul><li>Get to know a tool of communication so we know their thinking processes better. We get to know NLP. </li></ul>
    143. 172. Rapport and the importance thereof <ul><li>What is rapport? </li></ul><ul><li>A feeling of harmonious connection between people or groups of people or Relationship, a especially one of mutual trust or emotional affinity. </li></ul><ul><li>Why is rapport important? </li></ul><ul><li>People like people who are like themselves. </li></ul><ul><li>Brainstorm on how can we establish rapport? </li></ul><ul><li>Mirroring, </li></ul><ul><li>body language, </li></ul><ul><li>smiles, </li></ul><ul><li>language use: </li></ul>
    144. 173. Now we can get our customer into a state of rapport – let’s not waste their time, let’s give them our offering in the best possible light. Features vs. Benefits.
    145. 174. Sell your idea to your partner.
    146. 175. Was that features or benefits?
    147. 176. What are your company’s benefits?
    148. 177. Features vs. Benefits <ul><li>Features: </li></ul><ul><li>4 wheels </li></ul><ul><li>Big engine 10,000cc </li></ul><ul><li>Bright red </li></ul><ul><li>Prestigious badge </li></ul><ul><li>Benefits: </li></ul><ul><li>Safer than motor bikes or 3 wheelers. </li></ul><ul><li>Goes very fast to get you where you want to go on time. </li></ul><ul><li>Looks great and you get noticed, making you happy. </li></ul><ul><li>Everyone will be jealous (making you happy?) </li></ul>For a very nice Ferrari.
    149. 178. Sell your idea to your partner using only benefits.
    150. 179. Outcome based thinking in sales <ul><li>Outcome based thinking: </li></ul><ul><li>What do you really want from the sales moment? </li></ul><ul><li>Not always a sale. </li></ul><ul><li>Try not to sell to them, but let them buy from you. </li></ul><ul><li>Give them more than they expect. </li></ul><ul><li>Remember as a small business you tend to lose 15 – 20% of your business a year from simply not talking to your customers enough. </li></ul><ul><li>Remember the parento rule: the 80 / 20% rule. </li></ul><ul><li>So focus on the 20%, give your bad customers to your competition. </li></ul><ul><li>Remember you can’t lose something you haven’t got, so go for it. </li></ul>
    151. 180. Open vs. closed Questions: when to use them and how? <ul><li>Open vs. closed Questions: </li></ul><ul><li>Many people think that open questions are more powerful than closed questions – this not the case. </li></ul><ul><li>Open questions at the start of the funnel to funnel in information. </li></ul><ul><li>Whilst you are listening to the answers from open questions so you are learning more and more about the customer. </li></ul><ul><li>However, if you use too many open questions you may find it hard to get the specifics of the deal / sale, so you use closed questions at the end. </li></ul>
    152. 181. ABC: the classic way of thinking in sales: Always Be Closing: <ul><li>The trial close: </li></ul><ul><li>The trial close usually brings more objections which are just buying signals under another guise. </li></ul><ul><li>Use ‘if’ questions to make this happen – ‘if we did this would you do that?‘ </li></ul><ul><li>The assumption / presumption close: </li></ul><ul><li>Focuses the person on the next level of the conversation. </li></ul><ul><li>Use ‘when’ questions - When would you like to make the appointment? </li></ul>
    153. 182. ABC: the classic way of thinking in sales: Always Be Closing: <ul><li>The Alternative close: </li></ul><ul><li>Works by giving them a choice with no choice: </li></ul><ul><li>Use ‘or’ to give the illusion of choice: </li></ul><ul><li>Would you like this in red or black? </li></ul><ul><li>The Testimonial close: </li></ul><ul><li>Works on the social proof theory by Caldini </li></ul><ul><li>Company XYZ are happy customers of ours, and when you realise like they did what a great job we do, you could become one yourself. </li></ul><ul><li>Can we think of any other closes? </li></ul>
    154. 183. And with that we close  Think about selling this weekend. And practise, practise, practise. Sell your pen to your neighbour 
    155. 184. Evaluation time How did we do? If good then I’m Dan Sodergren If bad then I’m Juan Joseph.
    156. 185. Start your business in 7 hours <ul><li>10:00 - Introductions </li></ul><ul><li>10:15 - What's the Big Idea? </li></ul><ul><li>11:00 - Marketing Pt1 </li></ul><ul><li>11:45 - The Exchange/Networking/Tea & Coffee </li></ul><ul><li>12:00 – Marketing Pt2 & Sales </li></ul><ul><li>13:00 - Business Information Fair & Lunch </li></ul><ul><li>14:00 - Introduction to Taxes (HMRC) </li></ul><ul><li>14:30 - Introduction to Finance (HSBC) </li></ul><ul><li>15:00 - Mentoring </li></ul><ul><li>17:00 - Feedback & Close </li></ul>