ADI Global Distribution - Marketing Your Business


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A presentation to ADI's network of installers of fire and security systems on some simple sales and marketing ideas.

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ADI Global Distribution - Marketing Your Business

  1. 1. Be Daring, Be Different. New Ways to Market Your Business © Business Roadmap P/L 2007
  2. 2. What are you Selling? Don’t sell the product, sell the benefit • What do you provide that will help your customer’s business or improve their lifestyle – Your customers are generally not interested in product features unless they translate into benefits. • Basically, things sell when they meet a need. – And people buy for only 2 reasons • To ease pain, or • To gain pleasure or satisfaction © Business Roadmap P/L 2007
  3. 3. Your Competitive Advantage • What is it you do that is: – Unequalled by competitors – Distinguishes you in the market and preserves a place for you © Business Roadmap P/L 2007
  4. 4. Successful Business People = Proactive Networkers. • Many business people generate 80% or more of their business through Networking!! • Most information is available to everybody, everywhere • Business isn’t what you know, it’s who you know, so networking is your business • Do not forget to ask for referrals © Business Roadmap P/L 2007
  5. 5. So Why Aren’t More Business Owners Networking © Business Roadmap P/L 2007
  6. 6. What Do You Do Now? When Just A Few Words Can Really Matter • Say the right thing – start a relationship • Say the wrong thing – you’re history • Spark peoples’ interest • Get precious extra time on cold calls © Business Roadmap P/L 2007
  7. 7. What Is An Elevator Speech? • It’s the foundation of your marketing. • Your marketing “DNA” • It tells your customers: – Who you are? – What you do? – How you offer value? © Business Roadmap P/L 2007
  8. 8. What’s In An Elevator Speech • What you sell • Your ideal customers • Benefits you provide • Competitive advantage © Business Roadmap P/L 2007
  9. 9. What Do You Sell? • Briefly describe what it is you sell. Don’t go into excruciating detail here. © Business Roadmap P/L 2007
  10. 10. Who Is Your Ideal Customer? • Who you sell the product or service to, • What industry it is you work in, • How large a segment of the market do you represent? • For Example – Families in the Northern Suburbs in 5 bedroom houses. – Retail businesses located in shopping malls with less than 5 employees. © Business Roadmap P/L 2007
  11. 11. What Are The Benefits Of Your Product Or Service? • Set aside some time • Write down options • Call some recent customers – Why did they choose you? – What did you do well? © Business Roadmap P/L 2007
  12. 12. Define Your Competitive Advantage • Is your product more: – Efficient – Economical – Flexible • What do you feel makes you unique? – Quality of service? – The brand you carry? © Business Roadmap P/L 2007
  13. 13. Make It Brief and Powerful • Memorable • Simple and easy to repeat • Informative rather than obviously promotional © Business Roadmap P/L 2007
  14. 14. Break The Message Into Parts Give the message in two parts: • What I Do • Benefits For example: • “I install quality alarm systems (What I Do) to protect property and give peace of mind (Benefit).” © Business Roadmap P/L 2007
  15. 15. Using The Elevator Speech • When first meeting customers • Voice mail messages • Business cards, office stationery or quotations • Emails, websites • Brochures and fliers © Business Roadmap P/L 2007
  16. 16. Now let’s get some sales!! Here are some ideas to get you started Define your Features & Benefits Features of my business are: _________________________ _________________________ _________________________ My competitive Advantages are: _________________________ _________________________ _________________________ Benefits to my clients are: __________________________ __________________________ ___________________________ © Business Roadmap P/L 2007
  17. 17. Draft Your Elevator Pitch Struggling? Ask yourself these questions. The answers will give you your elevator pitch. 1. What is your product/service/solution? 2. Who is the customer it is intended for? 3. What need or problem does it address? 4. What does it do? 5. How does it work and what are the benefits to me? 6. Why are you different and better than others? © Business Roadmap P/L 2007
  18. 18. Communicate Make a list of old customers • Enter them in a CRM application, or simply put into an excel spreadsheet. Now you can track your contact with them. • Give them a call or send an email • Offer a 50% reduction for a system check • Is there an opportunity for a new sale? • Ask for referrals New Business Opportunities • You know who your ideal customer is, so let’s find them. • Yellow pages • Local newspapers • Potential business clients • Potential “Partner” businesses • Council building approvals • Council web sites for business approvals © Business Roadmap P/L 2007
  19. 19. • The first 3 people I will contact to present my business in the next week are: 1.___________________________ 2.___________________________ 3.___________________________ © Business Roadmap P/L 2007
  20. 20. ...and a Pocket Sales Plan The minimum sales generating activity I commit to on a regular basis for the next 6 months is: ___ phone calls made daily/weekly asking for referrals ___ emails sent weekly/monthly (business to business) ___ networking meetings monthly Eg Chambers of Commerce see, BNI see etc) ___ new direct contacts relating to my business weekly/monthly (eg builders, architects, engineers, electricians etc) © Business Roadmap P/L 2007
  21. 21. FREE Marketing Tools • Don’t get anything for free? • Don’t tell Kym Illman that..... • Be Innovative – do something different – A mattress shop sponsored a bed race at a city “foundation day” • Press articles • Your local newspaper is always looking for new ideas for columns and local success stories – how about a security “Ask the Expert” piece in your local paper • Conduct surveys to see what you clients think • Call then or check out • Communicate • Talk to old customers • Email marketing – Use free for 60 days and then $15/month © Business Roadmap P/L 2007