sales and marketing seminar derby
TRANSCRIPT
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SeminarCLUB
EffectiveMarketing
andSales
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… is the failure to participate!
Give 100% and you’ll get many times that back
The ONLY Failure …
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The biggest learning killer?
I KNOW!
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“Isn't that interesting?”
I KNOW!
To get the most from your learning …
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WHAT SPECIFICALLY DO YOU WANT FROM
TODAY?…. and why?
PURPOSE
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COACHING. NOT JUST FOR SPORTS
actioncoach.com
MASSIVE RESULTS Eliminate
Chaos
Predictable Cash Flow
Efficiency
Structure for Growth
A Well Oiled Machine
Owner’s Personal Growth and /or New BusinessesResults
SynergyTeam
LeverageNiche
Mastery
Stability
PredictableCash-flow
Time
GeneralManager
PassiveIncome orSale of Biz
6 STEPS to Better Business
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VisionMissionValues&
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YOUR PROMISE
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… but are they…
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COACHING. NOT JUST FOR SPORTS
actioncoach.com
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COACHING. NOT JUST FOR SPORTS
actioncoach.com
Knowing your numbers …Customers
Retention
Leads
ConversionRates
Fixed CostsVariable Costs
Gross Margin
Repeat Purchases
Average sale value
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Who your target market
Where concentration
What your offer
When timing
How communications
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Who’s your target?
You wouldn’t fish for pike with a fly … would you?
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• Make a list of your target markets, segments, niche’s or groups
• Be as detailed and specific as you can
• Picture your ideal prospect – how will you recognise them?
• How are they measured?
• Are you excited at the thought of working with them?
• What’s important to them?
• What challenges and problems do they have that you can solve?
• What other services / products are they likely to buy and from whom?
WHO ... ?
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• Where are your ideal prospects located?
• Where do they gather, network?
• What kind of events, workshops and seminars do they attend?
• How will you get a list of every business and every owner in that category to market your business to …
WHERE ... ?
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Target market(s)
10Minutes table work
• Who and Where?
• Be as specific as you can
• Identify as many as you can
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• Appropriate and Attractive to each target group
• Speaks directly to their challenges, problems and frustrations
• What’s In It For Them
• Could be a product, a service or an “offer” based on them
• Make it compelling
• Incorporate USPs
• Back up with Guarantees
• Is it profitable for you?
WHAT ... ?
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Your offer …
10Minutes table work
• What problem does it solve?
• Is it in line with what you’re trying to achieve?
• How are you backing yourself to deliver it?
• Identify as many as you can
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• How will you get your message across?
• What’s appropriate to your targets?
• What media will you use?
• What format?
• What are your key words and phrases?
• What language will you use?
• Be bold
• Leverage technology
HOW ... ?
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Is the traditional sales funnel obsolete?
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Nobody likes being “sold” to
yet
We all like buying stuff
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Continuous engagement & conversation
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Direct response advertising
The Tombstone Ad.
A
I
DAA
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Does your website work?
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Websites that work
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Websites that work
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Websites that work
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… and Facebook?
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Social Media Landscape in 2011
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Measure and Test …
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Time for a break …
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Engagement …
10Minutes table work
• What medium / media is appropriate?
• What style will you use?
• Is it appealing to your target market?
• Can you manage it?
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The Campaign …
Bringing It All Together
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Campaign Objectives
SMARTpecific
easurable
chievable
ealistic
ime bound
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Campaign ObjectivesTarget Senior IT managers in Herts, Beds and Bucks
Companies 20 – 100 users
Product or Service Effective delegation (1-day)
Medium Direct Mail (525 contacts) with 5 day telephone follow up
SMART primary objective
To generate 10 qualified expressions of interest that results in a minimum of 5 face to face appointments leading to at least 3 training courses delivered before end November 2011 generating £8,000 in gross profit
Secondaryobjective 5 inclusions on preferred supplier/provider lists
Tertiaryobjective 50 new personal email addresses with permission to contact
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So - what happens when …
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Selling: Professionally helping people buy what they need to fulfil a need or solve a problem
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The sell it today, sell it now model
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Lowering Sales Resistance
• Propriety / Appropriateness
• Intention Statement
• Commonality
• Credibility
• Competency
• Problem identification
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Behavioral Styles …
OUTGOING
RESERVED
TASK
PEOPLE
DRESULTS
IFUN
CACCURACY
SSTA
TUS QUO
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Lowering Sales Resistance
• Propriety / Appropriateness
• Intention Statement
• Commonality
• Credibility
• Competency
• Problem identification
• Discovery• Qualify• Need acknowledgement• Pact acknowledgement
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Increasing Sales Acceptance
• Powerful presentations• 3 option close• Breaking the pact• Summary trial close• Investment close
• Identify the correct Product/Service• Demonstrate Company experience• Demonstrate your expertise• Show third party endorsements• Explain features & benefits
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Get more from your whole business
Ask a coach about a complimentary business diagnostic and coaching session today
Find out how much more you could be getting from your business ….
Profit – Time – Reward – Enjoyment
…. not just from your marketing
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SeminarCLUB – Save the day
• More with less - Effective Business Systemisation16th September 2011
• Leadership18th November 2011
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YourFeedbackis vital!
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Now it is time to....
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Let’s keep the conversation going – over a bit of lunch
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