Published on

Instead of hoping someone needs what you are selling, why not take a proactive approach and be the expert and create some ways your customer can be more profitable and productive powered by ideas you share with them and powered by your products and services...sounds more interesting that way.

Published in: Business
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide


  1. 1. Being the Expert: Growing Your Customer’s Business Presenter: Peter Muir, Bizucate Inc. © 2008 Bizucate Inc.
  2. 2. Today’s Objectives •  We’ll be polling to customize the experience •  Review the last call to action •  Discuss “Being an Expert” and how to be one •  Identify ways to leverage your expert knowledge and skills into customer ideas you can share •  Focus on using their customer as a main point of focus •  Discuss actions you can take away to help your customer and your business grow Page 2
  3. 3. Previous Call to Action on February 12, 2008 1.  Discuss changes in communications with customers 2.  Business Plan   Don’t have one? Write one!   Got One? Review it and check your progress. 3.  Marketing Plan. Same as the Business Plan 4.  Sales Process. Same as Business Plan   Understand what your customers are going through   Use a Business Development Sales Approach to create a deeper relationship with your customers •  The time you spend on these four things will be the best time you spend on your business this year! • Page 3
  4. 4. “Being the Expert”…too Bold? •  Who and what defines an “expert”? •  Webster says: “One with the special skill or knowledge representing mastery of a particular subject.” Page 4
  5. 5. Skill/Knowledge Comes from a Genuine Interest in… •  Business beyond your own •  A market (Commercial or Consumer) •  Local and global influences •  Your customer’s business   Relation they have with potential customer   Relation they have with their existing customers …you may be that existing customer Page 5 Image:
  6. 6. Being the “Educational” Expert •  Someone who attempts to keep up and share opinions and information about the topic at hand •  Understands there is ALWAYS more than one perspective…and listens to it   That’s how you grow your knowledge •  Has passion about the journey and shows it in all they do •  Can tie the journey to their business to be able to continue to learn and share Page 6
  7. 7. Two Words to Get You Started GET OUT! •  Local •  Regional •  National •  International Page 7 Image:
  8. 8. Vertical Approach to New Business And Xerox’s Vertical Market Kits PIA/GATF’s Marketing 4 Digital 1.  Health Care 17.  Pharmaceutical 2.  Gambling and Wagering 18.  Retail Food 3.  Insurance 19.  Wholesale Food 4.  Department Stores 20.  Higher Ed 5.  Auto Industry 21.  Fundraising 6.  Advertising Agencies 22.  Sports Entertainment 7.  Cruise Industry 23.  Associations 8.  Real Estate 24.  Publishing 9.  Telecom 25.  Architectural and Engineering 10.  Banks 26.  Beverage 11.  Home Office 27.  Book Publishing 12.  Investment Companies 28.  Fashion Apparel 13.  Hotel 29.  Franchise Options 14.  Utilities 30.  Greeting Cards 15.  Travel 31.  High Technology 16.  Professional 32.  Toys and Games Page 8 PIA:
  9. 9. I Call It…Absorbing an Industry •  What do they do? •  Where do they advertise? •  What do they read? •  Who are their customers? •  What are their interests? •  How do they communicate •  What are their worries? with their customers? •  What have early adopters •  What are the trends? learned? •  How can I capitalize on •  What have/haven’t they trends in their world? taken time to figure? •  What other industries do I •  What trade orgs do they find out about along the join? way? Page 9
  10. 10. Working With One is Easier than Many •  When you try to take a broad approach you miss a great opportunity to explore the individual relationship Page 10 Image: and
  11. 11. Consider Three Levels of Knowledge 1.  The Individual •  Role in the organization •  Personal goals •  What makes them look good? 2.  Their Organization •  What does the company want? •  Willingness to do what it takes to go there? 3.  Their Customer •  Why do they do business with the company? •  What more/What less do they wish for? Page 11
  12. 12. What Could You Talk About? •  Their world •  Their business •  Their customer’s world •  The world outside the business Page 12 Image:
  13. 13. Two Topics You Can ALWAYS Talk About 1.  Money 2.  Customers Page 13 Image: and
  14. 14. *Pause in the Story* •  The term customer going forward can also represent a   Constituent   Member   Student   Donor   And many more… Page 14
  15. 15. Two Customer Discussions Everyone Wants to Know More About 1.  Getting them (Acquisition) 2.  Keeping them (Retention) •  When you start talking about their customers (existing and potential) they’ll want to know what you know •  You don’t need to name names, talk in “type of” Page 15
  16. 16. Message Constant Sender Message Soc. Feedback TV Ntwrk Message Message Message SMS Text Message E-News Radio Message E-Stmnt E-Mail Message Message Message Message PURL Inst. Blog Phone Messg. Message Print Message Website Instantaneous Feedback Receiver Page 16 © 2008 Bizucate Inc.
  17. 17. Understanding Your Customer’s World: Target Marketing's Media Usage Forecast 2008 •  Media fragmentation more pronounced •  Direct mail could become a casualty of costs that rise too greatly compared to its performance •  Few respondents indicated greater reliance on direct mail due to technological advancements—such as variable data personalization and personalized URLs— and targeting abilities, the majority of mail-related comments cited rising postal and paper costs as the reasons behind their media reallocations for 2008. •  The upside is that marketers are interested in multi- channel, integrated marketing and ROI more than ever, so they’re getting smarter about effective testing and measurement with each campaign. Page 17 Target Marketing Magazine: March 2008
  18. 18. Overall Media Spend on Marketing Page 18 Target Marketing Magazine: March 2008
  19. 19. Acquisition vs. Retention Spend Page 19 Target Marketing Magazine: March 2008
  20. 20. Page 20 Target Marketing Magazine: March 2008
  21. 21. Get Your Multi-channel Game On! Customer Acquisition Customer Retention •  Direct Mail •  E-Mail   VI and pURL •  Direct Mail •  E-Mail   VI and pURL •  Search Engine Marketing •  (Telemarketing) (Paid) •  Catalogs •  (Telemarketing) •  Advertising on websites •  Search Engine Optimization •  DR Space Advertising •  Catalogs •  Insert Media •  Advertising on websites Page 21
  22. 22. Kevin Litten, EU Expert “We’re getting a 7.5% return on a thank you campaign. We used to send out letters of thanks, now our thank you address labels and additional support card and BRE are generating additional support!”   Customer of EU Services, a direct marketing production company “My best successes are when I show my customer an application that can drive their cause!”   Kevin Litten, Sales, EU Services Page 22
  23. 23. Business Development Approaches •  Program ideas (repetitive personalized work) •  Campaign ideas (multi-channel, multi touch) •  Newsletter topics •  Seminar themes •  What if you did your own studies with your own customers and shared generic results? •  And more…email me yours Page 23
  24. 24. The Hardest Parts •  How much time can you spend? •  Do you charge for what you are doing? •  How much do you charge? •  Closing if it’s the right fit •  These can be good challenges to have •  It will get easier as you do more •  It sounds more interesting than a price, quality or speed discussion to many customers Page 24
  25. 25. Sy Sperling Knew How… “I’m not only the Hair Club president, but I’m also a client.” •  Practice using your business and tell the story! •  Makes a great case study •  Empathize and understand the challenges you face •  Problem nothing to be ashamed of •  As a result of first-hand experience, I can sincerely recommend my product Page 25
  26. 26. Good Reads and Resources •  Now is Gone: •  Target Marketing: •  Direct Marketing Association: •  American Marketing Assoc.: •  Xerox ProfitAccelerator: Page 26
  27. 27. Einstein on creativity… “Imagination is more important than knowledge. For while knowledge defines all we currently know and understand, imagination points to all we might yet discover and create. ” Page 27
  28. 28. Call to Action! 1.  Business Plan, Marketing Plan and Sales Strategy Review along with following changes in communications 2.  Decide if you want to “be an expert” and immerse yourself in your customers business and their relationship with their existing and potential customers 3.  Develop ideas you can share helping your customer reach their goals while including services and products you offer •  The time you spend on these three things could be the best time you spend on your customer’s business this year! Page 28
  29. 29. Thank You!   E-Mail:   Website:   Blog:   Skype/AIM/Google Talk: pimuir   Mail: 157 Hausman RD Green Lane, PA 18054 USA Page 29