In business, we spend precious time building relationships and value-added offerings for our customers that, in theory, should lead to long-term customer loyalty and sales. However, in reality, we often don’t see the return in our revenue stream. It’s a costly game that everyone plays. And if we’re honest with ourselves, the real cost of the game is much more than money—it’s also time, energy and focus. But what if you could have an unfair advantage in the game? A bit of foresight, better strategy, and an action plan—an “Edge” so-to-speak? Wouldn’t that change the game completely? In this insightful keynote, direct marketing veteran Trish Witkowski will flip the current soft-sell craze on its head and fundamentally change the way you think of sales and the customer relationship. By using basic Blackjack principles and incredible insight from counting cards, Trish will remove the emotion and uncertainty from the sales process to provide a more rational view of the business relationship. Attendees will learn how to: • Anticipate the customer’s actions • Reset unbalanced business relationships • Start new business relationships on the right foot • Play a smarter sales game and win more business You’ll walk away with an Edge, armed with actionable steps to dramatically increase revenue and forever change the way you approach sales.

1. Trish Witkowski@foldingfanatic | trish@foldfactory.com
CHIEF EXECUTIVE OFFICER
FOLDFACTORY
TORONTO, ON ~ MAY 18 – 19, 2017 | DIGIMARCONCANADA.CA
#DigimarconCanada
The Edge: The 2% House
Advantage That Turns Soft
Sales Into Hard Cash
KEYNOTE

2. The 2% Advantage That Turns Soft Sales Into Hard Cash
TRISH WITKOWSKI

3. Print is an opportunity
like never before.

7. Where does it end?
What’s the ROI?

8. The process can be long, and there are no guarantees.

9. Relationship selling is time-consuming and expensive.

10. Don’t forget the freebies!

11. By nature, relationships
are emotional, unbalanced,
and unpredictable.

12. RELATIONSHIP MARKETING is:
HIT OR MISS

13. STOP PLAYING BATTLESHIP.
START PLAYING
BLACKJACK.

14. Objective: Beat the dealer without going over 21

15. DEALER UP: 4 YOUR HAND: 12

16. TAKE A CARD?
DEALER UP: 4 YOUR HAND: 12

20. Basic Strategy Says: STAND
DEALER:
40% BUST RATE

21. Reduce the House edge
from 3% to under 1%
WITH BASIC STRATEGY YOU CAN:

22. ADVANTAGE
2%

24. TRUE COUNT
Card counters keep a running score:

25. Card counters are tracking
the DENSITY of high cards
to low cards.

26. MORE HIGH CARDS =
BE
T
PLAYER
ADVANTAGE
MORE LOW CARDS =
BE DEALER
ADVANTAGE

27. The DATA tells them
which move to make.

28. Much like successful Blackjack players . . .
DIGITAL MARKETERS CAN INCREASE THEIR
ODDS OF SUCCESS BY:

29. ✓ Trusting data over instinct
Much like successful Blackjack players . . .
DIGITAL MARKETERS CAN INCREASE THEIR
ODDS OF SUCCESS BY:

30. ✓ Trusting data over instinct
✓ Constantly monitoring feedback
Much like successful Blackjack players . . .
DIGITAL MARKETERS CAN INCREASE THEIR
ODDS OF SUCCESS BY:

31. ✓ Trusting data over instinct
✓ Constantly monitoring feedback
✓ Keeping score and tracking your progress
Much like successful Blackjack players . . .
DIGITAL MARKETERS CAN INCREASE THEIR
ODDS OF SUCCESS BY:

32. ✓ Trusting data over instinct
✓ Constantly monitoring feedback
✓ Keeping score and tracking your progress
✓ Practicing moves to learn what works
Much like successful Blackjack players . . .
DIGITAL MARKETERS CAN INCREASE THEIR
ODDS OF SUCCESS BY:

33. KEEP SCORE.
SET THE STRATEGY. TRUST IT.
THE DATA WILL TELL YOU WHICH MOVE TO MAKE.

34. MEDIOCRITY happens when:

35. ✓ We don’t have a plan
MEDIOCRITY happens when:

36. ✓ We don’t have a plan
✓ We let emotion drive decisions
MEDIOCRITY happens when:

37. ✓ We don’t have a plan
✓ We let emotion drive decisions
✓ We don’t look for insight in
our data
MEDIOCRITY happens when:

38. DANYL BOSOMWORTH / i-to-i TRAVEL & TOURISM

42. 3% conversion rate

43. “Where are we doing well?”

44. MAKE A MOVE!

50. Dan chose to:

51. In business, DOUBLING DOWN
means going all-in on a single strategy
that is higher risk, higher reward.

53. Do you like adventurous food?
Have you taken the TEFL exam?
Have you traveled outside the United States?

54. Aspiration = Buying Intent

55. 11x
MORE LIKELY TO
COMPLETE 3 LEAD TOOLS

56. Most Likely to Close (+4)Least Likely to Close (-5)

58. Target Audience

59. Target Audience NEW Target Audience

61. MAKE A MOVE!

67. Danyl chose to:

68. In business, a SPLIT means
using insight to bet on two different
strategies in parallel.

69. IN 3 YEARS, DAN GREW
THE PROGRAM BY
AND GREW ANNUAL REVENUE FROM
30%
$2MM to $6MM

70. TO GET BETTER LEADS,
YOU HAVE TO
KEEP BETTER SCORE.

74. ✓ 1.5M+ YouTube views
✓ 20,000 loyal subscribers
✓ Building relationships!!

75. ✓ 1.5M+ YouTube views
✓ 20,000 loyal subscribers
✓ Building relationships!!
NOT KILLING IT

76. WHAT ARE THEY DOING RIGHT?

79. IT’S NOT JUST
KNOWING THE RULES.
IT’S KNOWING WHEN
TO USE THEM.

80. IT’S NOT JUST
KNOWING THE RULES.
IT’S KNOWING WHEN
TO USE THEM.
the data will tell you the best next move

81. ✓ Set a DATA-INFORMED PLAN
✓ TRUST the plan, rather than your gut
✓ KEEP SCORE, and the data will
tell you the best next move to make

82. THE FOUR KEY MOVES + KEEPING SCORE =
THE EDGE

83. BRIAN BENSON / BENSON INTEGRATED MARKETING

84. ~$6MM

85. “How can we make our CUSTOMERS
look like HEROES in their organizations?”
Brian asked:

86. He sent a monthly customer survey

87. What are you struggling with in your organization?
What would make your job easier?

88. What are you struggling with in your organization?
What would make your job easier?
“Why do outdoor signs take
6–12 weeks to produce?”

89. What are you struggling with in your organization?
What would make your job easier?
“Why do outdoor signs take
6–12 weeks to produce?”
“Branded apparel is killing us!”

90. MAKE A MOVE!

96. Brian chose to:

97. In business, a HIT means taking
assertive action to provoke a response
and improve your standing.

98. SIGNS IN 2 WEEKS!

99. Opportunity: Multifamily Real Estate

101. Brian also KEEPS SCORE by comparing
his clients to one another . . . and then
sharing the data with his clients..

102. The DATA keeps him focused on his
customers’ needs, and helps his customers’
improve their processes and save money.

103. NEXT: Banking Industry?

104. MAKE A MOVE!

110. Brian chose to:

111. In business, to STAND is to be confident
in your position, and committed to a
singular focus.

112. ON PACE TO HIT
$50MM in 2018

113. YOUR MOST POWERFUL WIN MAY BE
DEEP, RATHER
THAN WIDE

114. CHRISTOPHER WALKEY / GLASS OF BUBBLY

116. “What if I created a LEADERBOARD for
Champagne houses? Would they INTERACT?”
Christopher asked:

117. MAKE A MOVE!

123. Christopher chose to:

124. Christopher made a HIT to provoke
a response from the Champagne industry.

128. Site Traffic
600%

132. ✓ Tracking 200 Champagne houses
✓ 4th year of the Magazine
✓ Weekly e-newsletter
✓ International tasting events
✓ Sponsors and fans

133. YOU’LL NEVER KNOW
WHERE YOU STAND UNTIL YOU
MAKE A MOVE

134. What about my business?

135. FOCUS: B2B

136. ✓ 60,000 views
✓ 115,000 impressions per month
GROWTH: B2C

137. NEW!
B2C
B2B
The data is telling us to: SPLIT

138. ✓ Make a move: Stand, Hit, Double Down or Split
✓ Gather constant feedback
✓ Let the data drive you to the best next move
✓ Focus in and trust the process
FIND YOUR EDGE

139. ALWAYS
KEEP SCORE.