The Marketing Makeover


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Business Coaching System for Designers, Decorators and Window Covering Professionals

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The Marketing Makeover

  1. 1. The Designer’s Coach The Marketing Makeover Coaching System
  2. 2. The Marketing Makeover Marketing & Sales System
  3. 3. <ul><li>This is a simple system that works! It provides both a structure and a tool kit to turn your marketing goals and ideas into action! </li></ul><ul><li>The Marketing Makeover! </li></ul>
  4. 4. The Challenge <ul><li>Marketing a custom business is different then other types of marketing. Custom work is never seen until it is delivered. </li></ul>
  5. 5. <ul><li>In the custom business we first sell an intangible-our service. When we install the service turns into a product. </li></ul><ul><li>When we sell a service people buy trust, rapport and reputation. </li></ul>
  6. 6. Marketing Strategies for Design Professionals <ul><li>We first sell based on Trust, Rapport and Reputation. This is the foundation of selling a service. </li></ul><ul><li>On the day of delivery or installation this transforms into a product. </li></ul><ul><li>This is why expectations are high. </li></ul>
  7. 7. Marketing Strategies <ul><li>Direct Contact & Follow-Up </li></ul><ul><li>Networking and Referral Building </li></ul><ul><li>Public Speaking </li></ul><ul><li>Event Marketing </li></ul><ul><li>Advertising </li></ul><ul><li>Most Effective </li></ul><ul><li>Least Effective </li></ul>
  8. 8. Outreach, Visibility, and Credibility . <ul><li>Strategies that focus on Outreach work better then those that focus only on Visibility. </li></ul>
  9. 9. The Strategies and their Impact <ul><li>Direct Contact and Follow up is an Outreach strategy. </li></ul><ul><li>Networking and Referrals are both an Outreach and a Credibility strategy. </li></ul><ul><li>Public Speaking, Event Marketing have the impact of both Visibility and Credibility . </li></ul><ul><li>Advertising has only the Visibility impact. </li></ul>
  10. 10. Direct Contact and Follow-Up <ul><li>Tactics: </li></ul><ul><li>Warm Calling </li></ul><ul><li>Lunch or Coffee </li></ul><ul><li>In-Person or Phone Appointments </li></ul><ul><li>Personal letters and E-Mail </li></ul><ul><li>A Card or Note </li></ul><ul><li>Newsletters </li></ul><ul><li>Invitations to a seminar </li></ul>
  11. 11. Networking and Referral Building <ul><li>Tactics: </li></ul><ul><li>Attending Seminars and Meetings </li></ul><ul><li>Developing Referral Partners </li></ul><ul><li>Lunch or Coffee </li></ul><ul><li>Staying in Contact with former Clients </li></ul><ul><li>Volunteering </li></ul><ul><li>Giving Referrals </li></ul>
  12. 12. Public Speaking <ul><li>Tactics: </li></ul><ul><li>Free presentations to civic groups, religious organizations, public libraries </li></ul><ul><li>Giving classes or workshops </li></ul><ul><li>Open House presentations </li></ul>
  13. 13. Event Marketing <ul><li>Tactics: </li></ul><ul><li>Home Shows </li></ul><ul><li>Showhouse </li></ul><ul><li>Workshops </li></ul><ul><li>Open House or Reception </li></ul><ul><li>Co-Sponsored Events </li></ul><ul><li>Networking Event </li></ul>
  14. 14. Advertising <ul><li>Tactics: </li></ul><ul><li>Newspaper or Magazine </li></ul><ul><li>Yellow Pages </li></ul><ul><li>Website </li></ul><ul><li>Pay-per-Click </li></ul><ul><li>Direct Mail </li></ul><ul><li>Flyers </li></ul><ul><li>Cable TV </li></ul>
  15. 15. Who's Who? <ul><li>Prospects are people you attract using any of the Visibility strategies, like Publicity or Advertising. </li></ul><ul><li>Contacts are people you meet through Outreach strategies like Networking or just in the course of business and life. </li></ul>
  16. 16. Who is Who? <ul><li>Leads are people you identify through research or hear about from your contacts. </li></ul><ul><li>Referrals are people who are referred to you by referral partners, clients and others. </li></ul>
  17. 17. Marketing and Sales operate on a cycle: <ul><li>Creating Awareness </li></ul><ul><li>Being Persistent </li></ul><ul><li>Getting Appointments </li></ul><ul><li>Closing Sales </li></ul>
  18. 18. Choosing where to Focus <ul><li>Creating Awareness -knowing enough people to contact? </li></ul><ul><li>Being Persistent -contacting the people you already know? </li></ul><ul><li>Getting Appointments -getting from follow-up to presentation? </li></ul><ul><li>Closing Sales -getting from presentation to sale? </li></ul>
  19. 19. You need to Create Awareness if: <ul><li>You are new to the business </li></ul><ul><li>If you have only a few leads </li></ul><ul><li>You are not contacting your prospects because they don’t need you or can’t afford you. </li></ul>
  20. 20. You need to concentrate on Being Persistent if: <ul><li>You have a stack of business cards from people you met, but never called </li></ul><ul><li>You don’t follow up on existing leads </li></ul><ul><li>You have prospects who said no to you on the first contact. </li></ul>
  21. 21. You need to work on Getting Appointments if: <ul><li>You can’t get an initial meeting with a prospect </li></ul><ul><li>People refuse to take your call, or brush you off quickly when you do get through to them. </li></ul><ul><li>Your prospects are already working with another designer or decorator. </li></ul><ul><li>Prospects think what you have to offer is too expensive. </li></ul>
  22. 22. You need to focus on Closing Sales if: <ul><li>You are getting to the presentation stage, but don’t seem to close enough sales. </li></ul><ul><li>You go through the motions of making the presentation, but the prospect has no serious interest. </li></ul><ul><li>You encounter endless objections that prevents the sale from going through </li></ul><ul><li>You end a presentation and you don’t know where the client stands. </li></ul>
  23. 23. What Strategy should you use?
  24. 24. Where are you Stuck? <ul><li>Creating Awareness </li></ul><ul><li>Being Persistent </li></ul><ul><li>Getting Appointments </li></ul><ul><li>Closing Sales </li></ul>
  25. 25. <ul><li>If you are just starting out you might consider a goal to be based on a certain number of leads acquired, prospects contacted, or presentations given rather then sales closed. </li></ul>
  26. 26. What are the Missing Ingredients? <ul><li>What’s missing in order to reach your Marketing and Sales goals? </li></ul><ul><li>If you are working on Creating Awareness, you may need to find some new Networking Events to attend. </li></ul><ul><li>But if your focus is on Closing Sales you might work on your selling skills. </li></ul>
  27. 27. Focus on your immediate needs to choose the Success Ingredients? <ul><li>Why can’t I Create Awareness? </li></ul><ul><li>Why can’t I consistently be Persistent? </li></ul><ul><li>What tools, information, or skills are missing? </li></ul>
  28. 28. The Success Ingredients
  29. 29. Success Ingredients To Creating Awareness… <ul><li>Market Niche Definition </li></ul><ul><li>10-Second Introduction </li></ul><ul><li>Business Cards </li></ul><ul><li>Website </li></ul><ul><li>Prospect List </li></ul><ul><li>Lead Sources </li></ul><ul><li>Networking Venues </li></ul>
  30. 30. Success Ingredients To Creating Awareness… <ul><li>Referral Partners </li></ul><ul><li>Networking Skills </li></ul><ul><li>Website Strategies </li></ul><ul><li>Speaking Venues </li></ul><ul><li>Speaking Topics </li></ul><ul><li>Event Marketing </li></ul><ul><li>Advertising Venues </li></ul><ul><li>Flyer Venues </li></ul>
  31. 31. Success Ingredients To Being Persistent: <ul><li>Brochure </li></ul><ul><li>Marketing Kit </li></ul><ul><li>Contact Management System </li></ul><ul><li>30-Second Commercial </li></ul>
  32. 32. Success Ingredients To Being Persistent: <ul><li>In-House Mailing List </li></ul><ul><li>Postcard or Mailer </li></ul><ul><li>E-Newsletter </li></ul><ul><li>E-Mail </li></ul><ul><li>Personal Connections </li></ul>
  33. 33. Success Ingredients To Turn more Contacts into Appointments: <ul><li>Telemarketing Skills </li></ul><ul><li>Qualifying Questions </li></ul><ul><li>Higher Quality Leads and Referrals </li></ul><ul><li>Stickier Website </li></ul><ul><li>Professional Visibility </li></ul>
  34. 34. Success Ingredients To Turn more Contacts into Appointments: <ul><li>Competitive Research </li></ul><ul><li>Target Market Research </li></ul><ul><li>New Positioning Statement </li></ul><ul><li>Better Service Package </li></ul><ul><li>Narrower Focus </li></ul><ul><li>of Services </li></ul>
  35. 35. Success Ingredients To Turn More Appointments into Sales: <ul><li>Better Qualified Prospects </li></ul><ul><li>Stronger Relationships </li></ul><ul><li>Presentation Skills </li></ul><ul><li>Selling Skills </li></ul>
  36. 36. Success Ingredients To Turn More Appointments into Sales: <ul><li>Portfolio Strategy </li></ul><ul><li>Leave Behind </li></ul><ul><li>Professional Credibility </li></ul><ul><li>Testimonials </li></ul>
  37. 37. You will decide which of the 4 areas you want to focus on. <ul><li>Creating Awareness </li></ul><ul><li>Being Persistent </li></ul><ul><li>You will then order from the Action Menu. </li></ul><ul><li>Getting Appointments </li></ul><ul><li>Closing Sales </li></ul>
  38. 38. The Main Course
  39. 39. The Main Course is divided into sections based on the Marketing Strategies each activity uses. <ul><li>Direct Contact and Follow Up </li></ul><ul><li>Networking and Referral Building </li></ul><ul><li>Public Speaking </li></ul><ul><li>Event Marketing </li></ul><ul><li>Advertising </li></ul>
  40. 40. How to Choose from the Main Course? <ul><li>Where do you need the most work? </li></ul><ul><li>You already know which stage of the Marketing Cycle you need to focus on, so choose only Main Course items that pertain to that stage. </li></ul>
  41. 41. Which Marketing Strategy to Use? <ul><li>What will you actually do? </li></ul><ul><li>What are you naturally drawn to? </li></ul><ul><li>How much time do you have? </li></ul><ul><li>How soon do you need to produce results? </li></ul>
  42. 42. Focus yes, but don’t neglect! <ul><li>The key is to focus on the stage of the Marketing Cycle that needs the most work. </li></ul><ul><li>This doesn’t mean to ignore the other routine functions of marketing and sales. </li></ul><ul><li>The intent of the Daily Actions is simply to focus more effort on the area of your marketing that needs it the most. </li></ul>
  43. 43. Creating Awareness When you don’t know enough people to contact
  44. 44. When you don’t know enough people to contact <ul><li>Creating Awareness with prospects, contacts, leads and referrals is an ongoing process as long as you are in business. </li></ul><ul><li>Those that belong in the pipeline are either people who may become your clients and the people who can refer you clients . </li></ul><ul><li>If they don’t fall into either of these two groups, they don’t belong in your pipeline. </li></ul>
  45. 45. Success Ingredients for Creating Awareness <ul><li>Description of Services </li></ul><ul><li>Market Niche Definition </li></ul><ul><li>10-Second Introduction </li></ul><ul><li>Business Cards </li></ul><ul><li>Website </li></ul><ul><li>The Success Ingredients are the tools, information, or skills that will address the area of marketing that needs the most work. </li></ul>
  46. 46. Action Plan Menu for Creating Awareness
  47. 47. To Create Awareness with Direct Contact and Follow-Up: <ul><li>Send letter or emails to 10 new people each week. </li></ul><ul><li>Place warm calls to </li></ul><ul><li>3 Prospects per day. </li></ul><ul><li>Spend 1 hour each </li></ul><ul><li>week researching leads. </li></ul>
  48. 48. To Create Awareness with Networking and Referral Building: <ul><li>Go to 1 networking event each week. </li></ul><ul><li>Contact 2 potential referral partners. </li></ul><ul><li>Have lunch or coffee with a “Center of Influence” </li></ul>
  49. 49. To Create Awareness with Networking and Referral Building: <ul><li>Re-Contact 3 former clients each week. </li></ul><ul><li>Volunteer in a visible position each week. </li></ul><ul><li>Ask for a referral a day. </li></ul><ul><li>Give a referral once per week. </li></ul>
  50. 50. To Create Awareness with Public Speaking <ul><li>Contact 3 groups each week about speaking. </li></ul><ul><li>Speak in front of a group once per week. </li></ul><ul><li>Spend 1 hour each week promoting my speaking events </li></ul>
  51. 51. To Create Awareness with Event Marketing <ul><li>Do 3 things each week to make my next event successful. </li></ul><ul><li>Spend 2 hours per week promoting my next event. </li></ul>
  52. 52. To Create Awareness with Advertising: <ul><li>Distribute 30 flyers weekly </li></ul><ul><li>Update my website weekly </li></ul><ul><li>Evaluate 1 new place to advertise weekly </li></ul>
  53. 53. Being Persistent When you Know Plenty of People but You’re not Contacting Them
  54. 54. Success Ingredients for Being Persistent <ul><li>Contact Management System A method of keeping track of your prospects </li></ul><ul><li>Brochure </li></ul><ul><li>30-second Commercial A verbal summary of what </li></ul><ul><li>you do. </li></ul>
  55. 55. Being Persistent <ul><li>In this stage you are using 2 strategies: </li></ul><ul><li>Direct Contact and Follow Up </li></ul><ul><li>& </li></ul><ul><li>Networking and Referral Building </li></ul>
  56. 56. Calling & Mailing <ul><li>Call-Mail-Call </li></ul><ul><li>Never assume someone will call you back just because you leave a message! </li></ul><ul><li>Accept this as normal business practice. </li></ul>
  57. 57. Ways to Being Persistent: <ul><li>Follow-Up Meetings </li></ul><ul><li>Follow-Up Mailings </li></ul>
  58. 58. Action Plan to Being Persistent more effectively: <ul><li>Call 3 prospects or referral sources </li></ul><ul><li>every day. </li></ul><ul><li>Send an item of interest to 1 contact per day. </li></ul><ul><li>Add 10 names to my contact management system daily. </li></ul><ul><li>Send a mailing to 3 prospects per day </li></ul>
  59. 59. Being Persistent more effectively: <ul><li>Show up at a high-visibility event once per week. </li></ul><ul><li>Invite a prospect or referral source to an event once per week. </li></ul><ul><li>Have lunch or coffee with a prospect once per week. </li></ul><ul><li>Make follow-up phone calls daily. </li></ul><ul><li>Follow-up by email with 5 prospects daily. </li></ul>
  60. 60. Getting More Appointments <ul><li>When You’re Contacting People but </li></ul><ul><li>Not Getting Appointments </li></ul>
  61. 61. Why is this happening? <ul><li>People are confused over your message. </li></ul><ul><li>Your phone skills are poor. </li></ul><ul><li>Unqualified prospects. </li></ul><ul><li>You aren’t well known enough. </li></ul><ul><li>Your competition is hurting you. </li></ul><ul><li>You’re not offering what they need. </li></ul><ul><li>You are offering too many services </li></ul>
  62. 62. Success Ingredients for Direct Contact and Follow-Up <ul><li>Phone Scripts/Skills </li></ul><ul><li>Qualifying Questions </li></ul><ul><li>Higher Quality Leads and Referrals </li></ul><ul><li>Stickier Website </li></ul><ul><li>Success Ingredients are the tools, information, or skills that will address the area of marketing that needs the most work. </li></ul>
  63. 63. Success Ingredients for Networking & Referral Building <ul><li>Professional Visibility </li></ul><ul><li>Competitive Research </li></ul><ul><li>Target Market Research </li></ul><ul><li>New Market Position </li></ul><ul><li>Better Service Package </li></ul><ul><li>Narrower Focus of Services </li></ul>
  64. 64. Action Plan to get more Appointments: <ul><li>Ask for an appointment with 1 prospect per day. </li></ul><ul><li>Practice my telemarketing script daily. </li></ul>
  65. 65. Action Plan to get more Appointments: <ul><li>Send 2 follow-up letters per day. </li></ul><ul><li>Ask my networking contacts for 3 introductions per week. </li></ul><ul><li>Solicit one testimonial per week </li></ul>
  66. 66. To get more Appointments: <ul><li>Spend 2 hours weekly researching the market. </li></ul><ul><li>Meet with 1 new referral partner each week. </li></ul><ul><li>Follow up with 3 potential referral partners weekly. </li></ul><ul><li>Volunteer for a high-profile organization weekly. </li></ul><ul><li>Make 2 queries about speaking. </li></ul>
  67. 67. Closing More Sales When You’re Making Appointments but Not Getting Sales
  68. 68. Success Ingredients for Networking & Referral Building <ul><li>Professional Credibility Building your credentials: work experience, publication credits, professional affiliations and achievements. </li></ul><ul><li>Testimonials or References Include these on your brochures, portfolio and website. </li></ul>
  69. 69. Success Ingredients Direct Contact, Follow-up, Networking & Referral Building <ul><li>Better Qualified Prospects </li></ul><ul><li>Stronger Relationships </li></ul><ul><li>Presentation Scripts/Visuals/Skills </li></ul><ul><li>Portfolio </li></ul><ul><li>Leave Behind </li></ul><ul><li>Selling Script/Skills </li></ul>
  70. 70. Changing Who You Present to <ul><li>Find Better Qualified Prospects </li></ul><ul><li>Focus more effort on professional visibility, and generating referrals. </li></ul><ul><li>Spend more time on </li></ul><ul><li>building Stronger </li></ul><ul><li>Relationships. </li></ul>
  71. 71. Scripting your Presentation <ul><li>Your talking points need to: </li></ul><ul><li>Establish Rapport </li></ul><ul><li>Determine their needs </li></ul><ul><li>Explain how you can meet their needs </li></ul><ul><li>Answer their questions </li></ul><ul><li>Ask for the business </li></ul><ul><li>Decide on a next step </li></ul>
  72. 72. Adding Tangibility to your Presentations <ul><li>The best way is to have a great portfolio </li></ul><ul><li>Use programs such as Minutes Matter Studio </li></ul><ul><li>Create a “leave-behind”. </li></ul>
  73. 73. Action Plan to Close More Sales <ul><li>Follow up with all prospects within 7 days </li></ul><ul><li>Get 10 no's each week. </li></ul><ul><li>Make 1 challenging phone call every day. </li></ul><ul><li>Reconnect with 3 former prospects or clients every week. </li></ul><ul><li>Practice selling with a colleague or a mirror every day. </li></ul>
  74. 74. Action Plan to Close More Sales <ul><li>Find a personal connection with 1 prospect each week. </li></ul><ul><li>Attend 1 high profile event weekly </li></ul><ul><li>Have lunch or coffee with a center of influence once per week. </li></ul><ul><li>Speak or volunteer for a group once per week. </li></ul>
  75. 75. <ul><li>Get ready to set Goals! </li></ul>
  76. 76. Setting your Sales and Marketing Goals <ul><li>Set a goal that will stretch you, but that you believe is realistic </li></ul><ul><li>Try your best to meet it </li></ul><ul><li>When your goal becomes unrealistic, change it. </li></ul><ul><li>Reward yourself for effort, not just results. </li></ul>
  77. 77. Setting your goals for the program … <ul><li>Goals need to be something measurable, for example: </li></ul><ul><li>Dollar amount invoiced monthly </li></ul><ul><li>Amount of Presentations </li></ul><ul><li>Number of new leads </li></ul><ul><li>3 new speaking engagements </li></ul><ul><li>Home Show planned </li></ul>
  78. 78. Reality Check <ul><li>The Straight Face Test </li></ul><ul><li>Can you really do this? </li></ul><ul><li>Prior Experience </li></ul><ul><li>If you did it before, can you do it again? </li></ul><ul><li>Numerical Analysis </li></ul><ul><li>To close 4 more sales this month, how many appointments do you need? </li></ul><ul><li>Peer Comparisons </li></ul><ul><li>What are other designers you know-achieving? </li></ul>
  79. 79. Use SMART to describe the 5 Characteristics of a Meaningful Goal: <ul><li>S pecific -Your goal precisely spells out your desired result </li></ul><ul><li>M easurable -The goal states your target in measurable terms so you will know when you have arrived, as well as where you are at any specific moment. </li></ul><ul><li>A chievable -A goal is physically possible to accomplish within any defined limitations. </li></ul><ul><li>R ealistic -Your goal can be accomplished within the specified time and available resources. </li></ul><ul><li>T imed -There is a calendar date by which you plan to achieve your goal. </li></ul>
  80. 80. Stick to it! <ul><li>To succeed in this program you must persist in pursuing what it takes to meet your goals. </li></ul><ul><li>Examples: </li></ul><ul><li>10 Calls a Day-Every Day </li></ul><ul><li>One Networking Event </li></ul><ul><li>per week. </li></ul>
  81. 81. The Tracking Worksheet Name: 28 Day Program with 2 Days off per week Start Date: 1 2 3 4 5 8 9 10 11 12 15 16 17 18 19 22 23 24 25 26 Dates                                         Success Ingredients (% done)   1                                         2                                         3                                         4                                         5                                         Daily/Weekly Actions (Y/N) 1                                         2                                         3                                         4                                         5                                         6                                         7                                         8                                         9                                         10                                         Total (# of 10)                                         Program Goal (% of target)  
  82. 82. Success Ingredients <ul><li>For each of your 5 Success Ingredient projects, what percentage have you completed? </li></ul>
  83. 83. Daily/Weekly Actions <ul><li>For each of your 10 actions, did you do it today (Y) or not (N). </li></ul>
  84. 84. Program Goal <ul><li>What percentage of your goal have you achieved so far? </li></ul>
  85. 85. Example of Tracking Worksheet
  86. 86. The Marketing Makeover Marketing & Sales System