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Nine Ways to Win Investors and Influence Prospects
 

Nine Ways to Win Investors and Influence Prospects

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    Nine Ways to Win Investors and Influence Prospects Nine Ways to Win Investors and Influence Prospects Presentation Transcript

    • 9 Ways to Win Investors and Influence Prospects
      Content Draft 2, SB
      For Webinar with Atlas Advertising
      05/10/10
      9 Ways to Win Investors and Influence Prospects
    • Agenda / Outline
      Introductions
      New economy, new realities
      The nature of influence -- impacting both investors and prospects
      9 Ways to improve your success with both
      Join the conversation
    • About R&M Resource Development
      R&M Resource Development specializes in strengthening economic development organizations through fundraising, strategy formation and leadership development. We have raised more than $350,000,000 in over 100 campaigns since 1989, while helping our clients to engage their civic and business leaders for greater impact and sustainability. We take pride in leading the industry with innovation, proven techniques and customized strategies. 
      R&M is the only firm of its kind with experienced CEcDs as principal partners. A few of our clients:
      CO: Metro Denver EDC, Upstate Colorado EDC, Aurora EDC
      TX: Corpus Christi Regional EDC
      IL: Rockford Area Econ. Council, Greater Springfield Chamber, Will County CED
      TN: Nashville Chamber, Obion County Chamber, East TN EDA/Knoxville
    • R&M Resource Development Services
      Fundraising Campaigns
      Economic Impact Analysis
      Feasibility and Positioning Analysis
      Organizational Audit
      Mid-course Investor Assessment
      Investor Relations Strategy
      Client Training
      Economic Development Strategy
      Facilitation
      Mediation
    • About Atlas
      Atlas Advertising helps economic developers reach national and international prospect and site selection audiences. We deliver branding, website development, GIS mapping, research, social media, and creative services professionally and with a staff experienced in economic development. Unlike firms with little or no economic development experience, Atlas Advertising uses a proven mix of economic development marketing tactics that generate interest from site selection audiences.
      Atlas Advertising is led by a former economic development practitioner and has worked with 50+ different economic development clients in 30 states. Our approach and experience means that our campaigns generate an average of three to ten times the response of other campaigns.
      Featured clients:
      State of Ohio
      Indy Partnership
      City of San Francisco
      Greater Phoenix Economic Council
      Greater Omaha Economic Development Partnership
    • Atlas Agency Services
      Website Design Services
      GIS Websites
      Brand Development
      Search Engine Marketing
      Social Media Marketing
      Website Hosting
      • Marketing, Media and Lead Generation
      • Content Services
      • Research Services
      • Training Services
    • Atlas Technology and Data Products
      Content Management Software
      Robust Media Center
      Calendar
      Data Cart/Brochure Generator
      Mobile friendly websites
      Blog or Microsite Software
      Project Tracking Software
      Email Marketing Software
      Data Products
      Demographic Data
      Business Lists
      Enhanced Prospect Lists
      • Geographic Information Systems (GIS)
      • Commercial Property databases
      • Business databases
      • Data Search (Data Tab)
      • Other Data Management (Map Overlays)
      • Community Data Management
      • GIS System Analytics
      • GIS Data Reporting
      • Data Widgets
      • Website Analytics
    • Cool stuff to do/download
      Join us for future “Compete Smarter” webinars, listed on our Blog
      Follow us on Twitter: www.twitter.com/AtlasAd
      Read more at our Blog, “Latitude”: http://blog.atlas-advertising.com
    • How is the world different in 2010? Reality bites…
      For fundraising, this means:
      Investors demand greater accountability & relevant performance measures
      Greater proportion of prospects to commits
      Longer lead time/decision time to commit and to write the check
      Identifying “unusual suspects”
      Leadership sells
    • How is the world different in 2010? Reality bites…
      For prospecting, this means:
      • Deals are very much about financial realities, and driven by consolidation
      • Deals can get stalled by the financial markets and uneasy decision making
      • More shopping than closing
    • OK, so reality bites…
      But remember:
      REALITY, as we know it, is a
      SUBJECTIVE vs. OBJECTIVE state.
      Facts are facts -- but we perceive them subjectively.
      “WORDS CREATE WORLDS”
    • There are silver linings…
      Technology gives us more tools
      The best principles and processes hold true in GOOD and BAD economies
      There are professionals to help you navigate these new waters cost-effectively
      Lots of economic developers are sitting on their hands, creating opportunities
    • The nature of INFLUENCE
      What are the DRIVERS of INFLUENCE?
      Think about people/organizations YOU know
      who are INFLUENTIAL.
      What gives them credibility?
    • The nature of INFLUENCE
      Some drivers:
      Relevance – being expert at what your audience needs
      Trust – not overselling or bending the truth, and building a track record
      Differentiation – How having a relationship with your organization is different and better
      Integrity -- A track record of doing what you say you’ll do, and being honest with people
    • The nature of INFLUENCE
      Some drivers:
      Timing – catching the right audience when they can year you
      Affiliation – who you know and how your relationships create leverage
      Inspiration – having passion for your organization and your community
    • 9 Ways to InfluenceInvestors and Prospects
      (sometimes they are one and the same)
    • 1. KNOW WHAT YOU WANT
      Vision drives everything. What do you really want to accomplish (what’s the real goal?)
      What programs/initiatives will it take to get there? And what will they cost?
      If you want more $$, what will you accomplish with it? How will you define success?
    • 2. Know your AUDIENCE
      Know your investors as well as your clients
      Develop profiles of each
      Identify and document their needs in writing
      Devote resources to maintaining the relationship
    • Develop Trust in your Audiences
      Don’t oversell or overpromise
      Demonstrate that you understand their needs and challenges
      Do what you say
      Build long term relationships
      Fairfax county VA podcast…
    • 3. Know your POSITION, and be RELEVANT
      Conduct an Honest Assessment:
      Honestly assess your SWOT, the trends, and your region’s true competitiveness
      Honestly assess your EDO program content for relevance, impact, buy-in, and strategic content
      Get a 3d-party assessment of what’s doable in a campaign, and trust it
      Develop new ideas about how you can meet your audience’s needs differently
    • 4. Be STRATEGIC
      …in your PROGRAMS,
      in your COMMUNICATION,
      in how you engage LEADERSHIP
      What’s the POV of your organization? (Perception of Value)
    • What Prospects Say about being relevant
      “They picked up the phone when I called.”
      “They stuck to the facts, and didn’t oversell.”
      “They provided me with the information I was looking for.”
      “They connected me with the right people in the area.”
    • For comparison: What our client say about Atlas
      Spent time getting to know our community and our organization before starting anything else
      Meeting with Atlas staff (at my request) to find out what new tools/methods are available to us and could benefit our business.
      Got tactical with us...with no questions or pushback. Not the sexiest thing I know, but it was effective.
      Provide market information via presentations or webinars.
    • What Investors Say
      “You are really changing the way we have done things here for years. I like it, and I like the impact model.”
      “Getting the money to do this is not the challenge; getting the right people together is. I like the focus on wealth and leadership.”
      “My passion and my wallet come out of the same pocket. And these strategies hit them both!”
    • What should the PERCEPTION OF VALUE of your org be?
      FOR PROSPECTS
      How your region/community benefits their bottom line
      How well you communicate that
      May be different for each prospect
      FOR INVESTORS
      Building Wealth
      ROI as seen through their eyes
      How well you engage them and communicate w/them
      May be different for each investor
    • Engaging leadership strategically
      Use business leaders in a manner commensurate
      with their status/skills/passions
      They WILL influence other investors, elected officials and prospects --
      Make sure their experience is POSITIVE
    • Do you treat your investors as well as you treat your prospects?
      Do you engage your investors as true partners?
      Incite them to civic entrepreneurship?
      Hold them accountable, as you are?
      Deliver value & make it relevant?
      Keep them focused on the big picture?
    • 5. Manage Expectations
      Stay FOCUSED on the BIG picture
      Look at your region/community from 30,000 feet and focus your leadersthere as well
      Manage the trenches, but use your leaders at the strategic level
      Performance measures, used consistently, will focus attention where you need it and help shape the discussion
    • 6. Be DIFFERENT!
      In fundraising, understand that you are competing for money and engagement.
      In prospecting, you must understand that you are competing with communities worldwide.
      For BOTH, you must meet the most important needs,
      in a way others don’t.
      “We are the only organization/community that
      offers/impacts _______________!”
    • Examples of organizations being DIFFERENT!
      Fairfax County, VA
      Metro Denver
      Rockford, IL
    • 7. Perfect your timing
      Target your prospects well (whether for $$ or projects)
      Meet them when they are ready to be met
      If the timing is not right, move on
      Unlike site decisions, investment decisions are NOT final -- “No” means “Not at this time.”
    • 8. Multiply your influence through AFFILIATION
      Tout the companies in your area (i.e. Intel)
      Tout the investors in your organization (who is at the table?)
    • 9. Inject your organization with INSPIRATION
      Speak to the heart first, then the mind
      Remember “Words Create Worlds” -- speak to the passions of your leadership
      Incite them to think BIGGER, stretch farther
      Engage solid creative/communications talent
      Live and breathe that inspiration -- be persistently positive
    • How you get there
      FOR PROSPECTS
      • Branding and Prospect Positioning
      • Marketing Campaigns
      • Campaign Development
      • Campaign Execution
      • Client Training
      • Campaign Assessment
      FOR INVESTORS
      Feasibility and Investor Positioning
      Economic Impact Analysis
      Fundraising Campaigns
      Investor Relations Strategy
      Client Training
      Mid-Course Investor Assessment
    • Join the conversation!
      Join our LinkedIn Group:
      Next Gen Economic Development Marketers
      (Once you sign up, you will need to be approved)
      Then, click the link on the presentation, in Discussions.
      We look forward to having you!
    • Wrap up
      What are you going to do with this information?
    • Contact Atlas
      Atlas Contact information:
      2601 Blake Street, Suite 301
      Denver, CO 80205
      Contact: Ben Wright
      t: 303.292.3300 x 210
      benw@Atlas-Advertising.com
      www.Atlas-Advertising.com
      LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace
    • Contact R&M
      R&M Contact Information:
      PO Box 5390
      Greenwood Village, CO 80155-5390
      Contact: Susan Blansett, CEcD
      Ph 303-475-2718
      sblansett47@msn.com
      www.rmresource.com