The document provides an introduction to key concepts for building a self-sufficient organization, including branding, marketing, public relations, selling, presenting, customer service, and working in the online world. It discusses the importance of clarity, consistency, and strategic planning across these areas. Exercises are included throughout to help apply the concepts. The overall aim is to cover all the necessary parts to successfully do business.

1. CREATING A SELF SUFFICIENT ORGANISATION -
AN INTRODUCTION TO THE WORLD OF “DOING BUSINESS”

2. WELCOME

3. The world is changing...

7. ★ Branding
★ Marketing
★ The Online World
★ Public Relations
★ Selling
★ Presenting
★ Customer Service

8. Today there are no
DUMB questions.
Ask anything
(odds on the others are
thinking about what you
want to ask)

9. Cover a lot of ground today, but the aim is
cover all of the parts we need

11. BRANDING

12. Lets talk BRANDING
How a product, service or
organisation makes us FEEL

14. How do we form
an opinion
about a brand?

15. The way it behaves...

16. 7 vital strategies
to help you build
your brand

17. 1. BE 100% CLEAR ABOUT WHAT YOU STAND FOR

18. 2. DEVELOP YOUR KEY MESSAGES AND STAND BY THEM

19. 3. DEVELOP THE APPROPRIATE CORPORATE IMAGE

20. 4. BECOME A CONSIDERED COMMUNICATOR

21. 5. WORK WITH THE MEDIA TO BUILD YOUR BRAND

22. 6. BE THE ULTIMATE CORPORATE CITIZEN

23. 7. BE PREPARED TO INVEST IN YOUR BRAND

24. Consistency is
crucial...

25. EXERCISE
TIME

26. PUBLIC RELATIONS

27. Lets talk PUBLIC RELATIONS
How we build (or destroy)
our brand.

28. Alan Jones

29. 5 important
things you need to
know about
public relations.

30. 1.We need to think about PR strategically
2. It is all about making news newsworthy
3. We need to pick up the phone
4. And make it easy for the media
5. Remember, the media needs news

31. EXERCISE
TIME

32. MARKETING

33. Lets talk MARKETING
The things we need to do to
attract customers

34. 1. We need to do our homework.
2. We need to get clear about what we are.
3. We need to build a brand accordingly.
4. We need promotional material.
5. We need a website.
6. We need to work out how to sell ourselves.
7. We need to think about advertising.
8. We need to plan our PR.
9. We have to monitor the results.
10. We need to work out how our customers feel about us

35. 5 important
things you need to
know about
marketing

36. 1. It isn’t about how much you spend
2. You need to be clear on your goals
3. There is no magic marketing wand
4. Allocate time/resources to marketing
5. Work on a campaign, not a promotion

37. EXERCISE
TIME

38. ONLINE

39. Lets talk ONLINE
Things we do to attract
(and keep) customers digitally

40. 5 important
things you need to
know about
online

41. 1. It is absolutely essential
2. A website is never finished
3. We need to use great images
4. We need to use engaging language
5. We need to make it from the customers
point of view

42. EXERCISE
TIME

43. SELLING

44. Lets talk SELLING
It’s how we get money to pay
the bills

45. 5 important
things you need to
know about
selling

46. 1. We have to think differently
2. We have to learn to sell
3. We have to get really good at it
4. We need to learn to ask for a sale
5. We need to be really good at following up

47. PRESENTING

48. Lets talk PRESENTING
An essential tool for selling

49. 10 COMMON
PRESENTING MISTAKES

50. 1. They are totally disorganised

51. 2. Their presentation lacks structure

52. 3. They have Powerpoint and shouldn’t.

53. 4. They are overly reliant on technology

54. 5. They are really boring

55. 6. They just press play

56. 7. They miss the mark with their audience

57. 8. They make simple ideas complicated

58. 9. They stand and read the presentation

59. 10. They are just plain dick heads

60. CLEARLY WE HAVE TO DO
THE OPPOSITE.

61. 5 important
things you need to
know about
presenting

62. 1. It is a skill we can learn
2. We will be called upon to present more
3. Most presenters are lousy
4. People remember emotion
5. Understand it is a tool

63. CUSTOMER SERVICE

64. Lets talk CUSTOMER SERVICE
It’s how we keep customers coming back
(and telling their friends about us)

65. 5 important
things you need to
know about
customer service

66. 1. It is all about expectations
2. Most businesses are lousy at service
3. We need to be great communicators
4. Develop a reputation for follow up
5. Make it someones job

67. Moments of TRUTH
EXERCISE
TIME

68. EXERCISE
TIME

69. BRING IT TOGETHER

70. ★
★
Branding
Marketing
THEY ALL GO
★ The Online World
★
★
Public Relations
Selling
TOGETHER TO
★ Presenting
★ Customer Service DO BUSINESS

71. So what were your
“ah ha”
moments today?

72. Time to do the paperwork....