Great tips, resources, best practices and strategies for entrepreneurs, start-ups, professionals and small business owners.to plan launch and grow successful businesses.
26. • Ask yourself: Why should someone want
your product/service?
• Would you buy your product/service?
• Who is most likely to buy your
product/service? Be SPECIFIC
• How does your target market currently
buy such a product/service?
Your Value Proposition
27. • Segmentation involves breaking up your
market into smaller groups of people who
share certain common characteristics
• Your target market is the segment you
choose to focus your marketing efforts on
based on:
– Geographic considerations
– Demographic data
– Benefits
Target Market Segmentation
28. Small Business /
Census Data - NY
Region
Borough/
County
Personal Data
Manhattan / NY
County
Richmond
County
Brooklyn /
Kings Cnty
Queens
County
NY State Total
NY City Tot.
(Excludes the
Bronx)
Popuation 1,564,798 459,737 2,472,523 2,225,486 19,306,183
% White 54.40% 77.60% 41.20% 44.10% 73.80%
% Black 17.40% 9.70% 36.40% 20% 17.40%
% Asian 9.40% 5.70% 7.50% 17.60% 6.70%
% Hispanic, Latino 27.20% 12.10% 19.80% 25% 16.10%
Foreign Born ('00) 29.40% 16.40% 37.80% 46.10% 20.40%
29. Business Data
Manhattan / NY
County
SI Richmond
County
Bklyn / Kings
Cnty
Queens
County
NY State Total
NY City Total
(Excludes Bronx)
# Businesses 194,835
Minority-Owned Firms,
% total ('97)
21.60% 21.60% 36.80% 46.50% 19.60%
Language Other Than
English Spoken in
Home
41.90% 26% 46.70% 53.60% 28%
Total # firms 262,825 25,309 148,471 159,668 1,707,168 596,273
% Black-owned firms 19.2% 7.60%
# Black-owned firms 16,008 2,291 37,494 18,701 98,080 74,494
% Asian-owned firms 13.3% 8.50%
# Asian-owned firms 28,812 2,677 25,939 48,307 145,109 105,735
% Hispanic owned
firms
11.5% 9.60%
# Hispanic-owned firms 31,850 1,688 22,374 35,195 163,888 91,107
Women-owned
% Women-Owned 32.0%
30. • Where does your target market get its
information from?
• What features/benefits are important to
your target market?
• How does what they consider to be
important fit with your offerings
• Make your target market pay attention to
your messaging
Creating Effective Promotions
31. • We’re Bombarded with messaging and
consumer recall is POOR
• How do you get their attention
• What is the one message you want them
to take away about your service
• The message:
– Combine elements of your product/service
Value Proposition with their Wants, Needs,
and Desires
• What’s your message Tonality
Creating Your Messaging
32. • PR & Advertising
• Direct Mail
• Sales Promotion
• Internet
• Word-of-Mouth (Buzz): Oral or written
recommendation by a satisfied customer to the
prospective customers of a good or service.
Considered to be the most effective form of promotion
(you tell someone, who tells someone else, and so on)
• Buzz becomes viral when it goes one-to-many
with email, blogs, social networking websites
• Personal Selling
• Guerilla: Unconventional marketing intended to get
maximum results from minimal resources.
Promotional Mix
35. 35
• How Long Does It Take to Follow Up on
a Lead? Set a Company Policy
• Ask All Leads: How Did You Hear About
Us?
• Use Campaign Specific Reference Codes
• Apply Unique Tel #s For Each Campaign
to Track Results
• Utilize a Lead Capture/Management
System
The Chazin GroupProspecting
36. 36
• Develop a Strategic Networking Plan For
Identifying, Engaging and Converting
Prospects
• Create a BEST Customer Profile
• Launch a “Give to GetGive to Get” Referral Strategy
The Chazin GroupSeeking New Markets
38. 38
• For Small Businesses New Business
Comes One of 3 Ways:
50% Existing Relationships
35% Referrals35% Referrals
15% Advertising
The Chazin GroupThe POWER of Referrals
39. 39
• Every Page Needs a Link to a Lead Form
• Banner Advertising (Cost per Click vs. Cost
per Acquisition?)
• Multiple Languages
• Success Stories, Testimonials, Case Studies
• Custom Landing Page For Ea. Promotion
• How Easy To Navigate?
• Update Product Information Continuously
The Chazin GroupYour Website
42. • Clients are categorized as:
– Mercenaries (73%)
– Loyalists (17%)
– Apostles (3%)
Gaining ApostlesThe Value Profit Chain
43. The Sales Process
Prospect Marketing Skills
Sale Solution Selling Skills
Repeat Customer
Service Skills
Apostle
Relationship Skills
The Sales “PROCESS”
45. • Create Action Plan to Develop Apostles:
– Conduct needs assessment
– Develop set of CUSTOMIZED solutions
– Convince client to implement your
recommendations
– Review annually
– Target of 12
Gaining ApostlesGaining Apostles
46. • Three Steps to Gain Apostles:
– Write down the names of your apostles
– Write down what it takes to keep them
– Write a list of clients to convert to apostles:
• 2X the Actual # Current Apostles
• Follow Actions From Previous Steps
• Convert 50% Per Year Until You Hit the Magic 12
Gaining ApostlesGaining Apostles
47. • Prospect, evaluate and qualify leads
• Research and prepare
• Present
• LISTEN!
• Close
• Follow Up
The Sales PROCESS
48. • Learn Your Prospect/Client’s Top Pain Points
• What Challenges Do They Face
• Deliver Value at Every Stage of the 4-Step
Sales Process
• Exceed Their Wildest Expectations
• Empower Every Employee to do the Same
• Account Penetration Strategy
• Create Policy of “Standards of CareStandards of Care”
Sales Best PracticesSales Best Practices
49. • Identify Best Practices
• Codify Best Practices
• Train the Process
• Coach the Process
• Measure the Process
• Compensate the Process
• Constantly Improve the Process
http://hbswk.hbs.edu/archive/5028.html
7 Steps to Standards of Care
50. • Follow Customer Conversations Online
• Align Sales, Marketing, & Product Management
• Touch Them Several Ways
• Focus Your Presentations on Their Problems
• Become More Visible:
– Attend Shows & Conferences
– Write Articles, White Papers, Case Studies
– Facilitate Roundtables
– Serve on a panel
Sales Best Practices
52. • Create a “buzz” OR wow factor
• Give it away!
• Get it into the hands of industry
influencers and experts – they make the
BESTBEST endorsers
Viral Marketing
54. • Gather data on clients and prospects
– All of your relevant contact information in
one place:
• Contacts
• Purchase history (Recency, Frequency, Volume &
Margin)
• Follow through/comments
– SalesForce.com, Access, Excel, Constant
Contact, etc.
CRM Is KEY!
55. • Business Wire & PR Newswire dominate
• Build a database of general business and
industry-specific media contacts
• Establish relationships with the press
• Media Kits are required
• Use AIDA model from Advertising:
– Awareness
– Interest
– Desire
– Action
Build a PR Program
56. • What you think is NEWSWORTHY as
business owner isn’t the same as what
the Media thinks is newsworthy
• Understand the challenges members of
the media face
• Put the information online
Build a PR Program
57. Salut Fname Lname Title Publication Organization Website
Mr. Arturo Villar Publisher VISTA Magazine ImpreMedia www.vistamagazine.com
Ms. Cynthia Corzo Editor Hispanic Market Weekly
Mr. Juan Solana Assoc. Editor Hispanic Business
Ms. Hildy Medina Assoc. Editor Hispanic Business
Ms. Grace Abboud Editor-in-Chief Hispanic Network Magazine
Ms. Mariel Fiori Director La Voz BARD College
Editor Hispanic PR Wire www.hispanicprwire.com
Mr. Miguel Cruz Tejada Editor Impacto Latin News
www.impactolatinnews.inf
o/homeIndexhtml.html
Mr. Aaron Lopez Publisher & Editor 24 Horas Tricom Media
www.24horasnewspaper.co
m
Mr. Armando Tonatiuh Hernandez Executive Editor 24 Horas Tricom Media
Mr. David Crombie Editor Latin Finance www.latinfinance.com
Mr. Kendrick Ross Publisher El Nuevo North
Editor El Tiempo de NY
Editor Hoy Fin De Semana
Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
Let’s begin by talking about the sales process. Envision that the selling process is in actuality a four-tiered ladder. Each tier represents one of the four stages of developing an extremely loyal customer base. The first stage is the prospecting phase, which leads you up the ladder from converting your prospects to first time clients when you make your first sale or student placement, then generating repeat business from them, until you finally convert your best clients into apostles. At each stage of the sales process, the skills required are very different. During the prospecting stage, you either have potential customers come to you through referrals, or you have to go find them. Since you have very little control over the business that comes to you, you have to make prospecting an integral part of your day to day operation. This requires you to successfully identify the prospects that you can sell your students to. The skills required to successfully prospect fall under marketing, and include such tactics as direct marketing, researching, sending out fax blasts, emails, and cold calling. In order to convert the prospect into a client, you will require a specific set of sales-specific skills such as handling objectives, spin selling techniques, identifying needs and delivering solutions. In order to have a client give you their repeat business, you will require an entirely different set of skills focusing around client servicing skills. Once you have a client that has given you their repeat business become an advocate for NJCU and the programs/department you place students from, will have to build and maintain a relationship with them such that they rely on you to be a strategic business partner. They will share their business goals with you and consider you an integral part of their resources to achieve their goals and objectives.
Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
Create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to perform, in order to keep them. Write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles. You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.
Let’s talk about the goal of achieving apostles. It might help if we describe what an apostle is. An apostle is a client that not only has given you their business in the past, but is you biggest advocate. They constantly refer you to others that have a need for your students, they are always speaking positively about your institution to their peers, they are constantly sharing information with you and they consider your institution to be an instrumental resource that they lean on heavily to achieve their business objectives. The sales process is comprised of three steps to gain these types of truly committed customers and can be defined through the creation of an action plan. The first step is conducting a needs analysis, the 2 nd step is to offer or develop a customized solution for the prospect, and the third step of the sales process is to get their commitment to implement your solution. This is done by selling the value of the skills, experience and qualifications of the students that you place in their organization. To do this, create a written action plan to develop apostles from your existing clients every year. The specific target # of apostles to reach is 12. Start by writing down the names of your existing apostles, then write down all of the actions you are required to do in order to keep them. Then write down the names of targets of customers you aim to convert to apostles. The list should be twice as long as the actual # of apostles, then over the year apply the steps you’ve identified to convert existing repeat customers into apostles.You will convert at least 50% to apostles over the next few years until you reach that magic #12 target.