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  1. 1. MARKETING AND SALES TECHNIQUES & TIPS Presented to: CALSAGA November 7, 2007
  2. 2. MARKETING AND SALES <ul><li>Marketing and Sales concepts differ only slightly with the type of service you are attempting to market </li></ul><ul><li>What we do to attract and keep customers is the key! </li></ul><ul><li>Sales is a byproduct of effective marketing ! </li></ul>
  3. 3. MARKETING <ul><li>How do you market your business? </li></ul><ul><ul><li>Networking </li></ul></ul><ul><ul><li>Direct marketing </li></ul></ul><ul><ul><ul><li>Sales person/mailers </li></ul></ul></ul><ul><ul><li>Indirect marketing </li></ul></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>Company newsletter </li></ul></ul><ul><ul><li>Association interaction </li></ul></ul><ul><ul><li>Trade Shows </li></ul></ul><ul><ul><li>Public speaking </li></ul></ul>6/27/2007
  4. 4. TARGET MARKETING <ul><li>Basic marketing principal </li></ul><ul><li>Most effective with new sales people </li></ul><ul><li>Helps maintain focus </li></ul><ul><li>Vertical markets </li></ul><ul><ul><li>By Industry </li></ul></ul><ul><ul><li>By Occupation </li></ul></ul><ul><ul><li>By service/products </li></ul></ul>
  5. 5. EVALUATE YOUR MARKET POSITON <ul><li>What is your position within the marketplace? Or, how do you compete/compare in the market? </li></ul><ul><ul><li>High-end </li></ul></ul><ul><ul><li>Mid-range </li></ul></ul><ul><ul><li>Low-end </li></ul></ul><ul><li>Is this consistent with management’s objectives? Marketing materials? Sales/Business development? </li></ul><ul><li>Does Client/Prospect perception match your position? </li></ul><ul><li>Who are your target audiences? </li></ul><ul><li>Are your unique selling propositions (USP) considered value-added by clients? Prospects? </li></ul>
  6. 6. INTERNAL STRUCTURE <ul><li>Do internal structures exist for growth? </li></ul><ul><ul><li>Sales/Lead follow-up </li></ul></ul><ul><ul><li>Customer relationship management </li></ul></ul><ul><ul><li>Operational </li></ul></ul><ul><ul><li>Management and administrative support </li></ul></ul><ul><ul><li>Financial and accounting expertise </li></ul></ul><ul><ul><li>Equipment, uniforms, etc. </li></ul></ul><ul><li>Are you adequately prepared for growth, success? </li></ul>
  7. 7. WHAT IS YOUR BRAND? <ul><li>Represented by entire organization </li></ul><ul><ul><li>every contact </li></ul></ul><ul><li>Long-term commitment </li></ul><ul><ul><li>cumulative effect </li></ul></ul><ul><li>Can brand everything </li></ul><ul><ul><li>Differentiating </li></ul></ul>
  8. 8. WHAT IS YOUR BRAND? <ul><li>Industries dominated by BIG brand </li></ul><ul><li>Work-in-Progress </li></ul><ul><ul><li>always evolving </li></ul></ul><ul><li>Relevance to clients </li></ul><ul><ul><li>Can you be ALL things to ALL people; often recognized or identified with one product and/or service </li></ul></ul>
  9. 9. WHAT IS YOUR BRAND? <ul><li>Design and message consistency </li></ul><ul><ul><li>look and feel of ALL materials, correspondence, reports, business cards, etc. </li></ul></ul><ul><li>Subcontracting/Licensing may weaken the brand </li></ul><ul><ul><li>everything you do must focus on positive positioning of the brand, the client (perception) owns the brand, NOT US! </li></ul></ul>
  10. 10. CREATING OPPORTUNITIES <ul><li>Combining/ Services to Increase Sales Potential </li></ul><ul><li>Developing niche markets </li></ul><ul><li>Establishing your company as the “expert” agency in your market </li></ul><ul><li>Developing strategic alliances or partner with agencies outside of your areas of expertise to offer a one stop shop </li></ul>
  11. 11. MARKETING TIPS <ul><li>Always research companies you are considering doing business with </li></ul><ul><li>Always think “strategically” continually positioning your company for growth </li></ul><ul><li>Hire those in sales with a “passion” for the business </li></ul><ul><li>Develop true partnerships with your client, staff & officers (external & internal clients) </li></ul>
  12. 12. HIGH TECH TIPS <ul><li>Web Page </li></ul><ul><ul><li>Develop your own domain and web page </li></ul></ul><ul><ul><li>Encourage your prospects to visit your web page </li></ul></ul><ul><ul><li>Use it to highlight your strengths </li></ul></ul><ul><li>Staying in Touch </li></ul><ul><ul><li>Cellular (Sell) phone </li></ul></ul><ul><ul><li>Blackberry </li></ul></ul><ul><ul><li>E-mail access; yet control your impulse </li></ul></ul><ul><ul><li>Laptop computer </li></ul></ul>
  13. 13. FACTS <ul><li>Global market for contract security services is projected to advance 7.3% per annum through 2010 </li></ul><ul><li>By 2010 total security services revenue will surpass $160 Billion </li></ul><ul><li>Contract guarding remains the largest segment of the market; accounts for over 40% of total security revenue </li></ul>
  14. 14. FACTS <ul><li>U.S. will remain largest single consumer of private contract security services </li></ul><ul><li>U.S. will account for 30% of total world demand </li></ul><ul><li>Global acquisitions still only control 30% - 35% of U.S. market share </li></ul><ul><li>Acquisitions creating sales opportunities for regional and local companies </li></ul>06/04/09