“Marketing…     The Ultimate sales Tool”                         HowToMarketFinancialServices.comKevin Toney - The Marketi...
What is Effective Marketing?   Process of ATTRACTING people, PROSPECTS who    are most likely to want and need your    se...
Change In Mindset   Think of yourself as operating a small    business not as “just a sales person”   Must DIFFERENTIATE...
Change in Mind Set   Marketing should be your #1 Priority NOT    Selling   Effective Marketing = Easier selling-   Reduc...
Change in Mindset   You are not in the business of selling financial    services; you are in the business of MARKETING   ...
Change in Mindset                 Sales & Marketing                      Traditional Thinking               Sales         ...
Change in Mindset            Marketing & Sales                         NEW THINKING               Marketing               ...
8 Things You Can Do To        Pump –up Your      Marketing Muscles                         HowToMarketFinancialServices.co...
1. Evaluate Your Current Marketing          Activities and Materials   Do you have a written marketing plan?   Have you ...
2. Work with a Target Market or Niche   Well developed Niche = More Sales   Be a big fish in a small pond   You’ll get ...
3. Position Yourself as an Expert,               Trusted, Advisor   You don’t want to be perceived as “just another    sa...
4. Implement a Multiple             Lead Generation System   An organized way to ATTRACT a steady flow of    prospects  ...
Prospecting Activities1. Referral strategy2. Direct response advertising3. Social media4. Seminars5. Networking6. Joint ve...
HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
A Word On Cold Calling   Not the most effective or productive way generate prospects   Why?   Public resistance & skept...
5. Lead Generation Magnet   Practice RECIPROCITY – core principle of successful    marketing   Offer something of VALUE ...
5. Lead Generation Magnet   Best lead generation magnet helps prospects solve a    problem   FREE REPORT: 10 Money Probl...
6. Follow-up Consistently   60 % of sales lost - lack of effective follow-up   Follow-up at least once a month   Invest...
Why Follow-up is so Important?    * 2% of sales are made on the 1st contact    * 3% on the 2nd contact    * 5% on the 3rd ...
How Often Do Sales                 People Follow-up?    Only 10%-15% of sales people make 4 or more   follow-up contacts ...
7. Collect Testimonials               From Your Best Clients   Effective way to reduce buyer skepticism and build trust ...
8. Develop a Written Marketing Plan   Research shows when you follow a written marketing    plan you could increase your ...
Recap   Emphasis on Marketing instead of selling   Select a Target Market/Niche   Position yourself as an EXPERT w/ Edu...
Conclusion   Commitment – marketing does not work instantly   Consistent – take regular marketing action   Investment –...
FREE Marketing Help!!   Call for a free 40 minute over   the phone coaching session          1-800-796-4960    www.HowToMa...
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Marketing..the ultimate sales building tool

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This presentation is for small business owners and sales professionals. You'll get specific marketing ideas, tips and strategies to help you create your marketing plan.

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Transcript of "Marketing..the ultimate sales building tool"

  1. 1. “Marketing… The Ultimate sales Tool” HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  2. 2. What is Effective Marketing? Process of ATTRACTING people, PROSPECTS who are most likely to want and need your services/products and can afford to pay Building Mutually Beneficial RELATIONSHIPS HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  3. 3. Change In Mindset Think of yourself as operating a small business not as “just a sales person” Must DIFFERENTIATE yourself from other sales professionals in your industry Why should people do business with you? HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  4. 4. Change in Mind Set Marketing should be your #1 Priority NOT Selling Effective Marketing = Easier selling- Reduce your cold calling- Less rejection and objection handling- Less appointment cancelations- Reduce daily sales stress- More people will return your calls- More sales!!!! HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  5. 5. Change in Mindset You are not in the business of selling financial services; you are in the business of MARKETING FINANCIAL SOLUTIONS Focus on Marketing SOLUTIONS to the core PROBLEMS of Your Client & Prospects People will connect with you when you show you understand their core problems & issues HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  6. 6. Change in Mindset Sales & Marketing Traditional Thinking Sales Marketing HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  7. 7. Change in Mindset Marketing & Sales NEW THINKING Marketing Sales HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  8. 8. 8 Things You Can Do To Pump –up Your Marketing Muscles HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  9. 9. 1. Evaluate Your Current Marketing Activities and Materials Do you have a written marketing plan? Have you identified your target market/niche? Do you have more than 3 ways to ATTRACT leads? Does your marketing focus on the problems and solutions of your target market or is it all about you and how great you are? HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  10. 10. 2. Work with a Target Market or Niche Well developed Niche = More Sales Be a big fish in a small pond You’ll get a better understanding of clients & prospects core problems You’ll get a more steady flow of referrals HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  11. 11. 3. Position Yourself as an Expert, Trusted, Advisor You don’t want to be perceived as “just another salesperson” Provide informative, relative information to clients and prospects (education based marketing) Prospects will seek you out if they see you as an authority in your field HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  12. 12. 4. Implement a Multiple Lead Generation System An organized way to ATTRACT a steady flow of prospects 7-10 ways to ATTRACT and find QUALITY PROSPECTS HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  13. 13. Prospecting Activities1. Referral strategy2. Direct response advertising3. Social media4. Seminars5. Networking6. Joint venture events7. Monthly e-mail newsletter. e-mail marketing8. Public speaking to organizations and associations9. Websites /Blogs10. Birthday/ wedding anniversary of the month club HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  14. 14. HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  15. 15. A Word On Cold Calling Not the most effective or productive way generate prospects Why? Public resistance & skepticism towards sales people Caller ID Do not call list Wide use of cell phones, Doesnt positions you as an expert Causes quick burnout No fun!!!! * Ari Galper – Unlock the Game HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  16. 16. 5. Lead Generation Magnet Practice RECIPROCITY – core principle of successful marketing Offer something of VALUE for FREE that will give people an INCENTIVE to contact you or meet with you Give first before asking prospects and clients to give and they will be more inclined to trust you and do business with you HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  17. 17. 5. Lead Generation Magnet Best lead generation magnet helps prospects solve a problem FREE REPORT: 10 Money Problems That Could Lead Newlyweds To Divorce FREE REPORT: 7 Things You Must Know About Buying Insurance If Youre Going to Be A First-time Mom or Dad* Check with compliance HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  18. 18. 6. Follow-up Consistently 60 % of sales lost - lack of effective follow-up Follow-up at least once a month Invest in a CONTACT MANAGEMENT SOFTWARE ACT, Goldmine, Maximizer HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  19. 19. Why Follow-up is so Important? * 2% of sales are made on the 1st contact * 3% on the 2nd contact * 5% on the 3rd contact * 10% on the 4th contact * 80% of all sales are made on the 7th plus contact HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  20. 20. How Often Do Sales People Follow-up?  Only 10%-15% of sales people make 4 or more follow-up contacts  Be CREATIVE with your follow-up efforts HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  21. 21. 7. Collect Testimonials From Your Best Clients Effective way to reduce buyer skepticism and build trust Ask your most satisfied clients for testimonials (written, audio, video) Get permission to use them in all your marketing materials HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  22. 22. 8. Develop a Written Marketing Plan Research shows when you follow a written marketing plan you could increase your sales by 24% Make sure your plan has a Marketing Calendar Track the results of your marketing activities HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  23. 23. Recap Emphasis on Marketing instead of selling Select a Target Market/Niche Position yourself as an EXPERT w/ Education-based marketing Use a Lead Generation Magnet to attract prospects Use a Multiple lead generation system HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  24. 24. Conclusion Commitment – marketing does not work instantly Consistent – take regular marketing action Investment – invest time, money & effort Effective Marketing = Easier SellingTHANK YOU! HowToMarketFinancialServices.comKevin Toney - The Marketing Coach
  25. 25. FREE Marketing Help!! Call for a free 40 minute over the phone coaching session 1-800-796-4960 www.HowToMarketFinancialSercices.com HowToMarketFinancialServices.comKevin Toney - The Marketing Coach

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