the case for staying small - the whys and how’s of ...€¦ · inbound marketing tactics create...
TRANSCRIPT
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The Case for Staying Small - The Whys and How’s of Building an Inbound Marketing Consultancy
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1 WHO WE ARE
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Our value statement
We help B2B companies grow their top line by helping people implement common sense sales, marketing, and business development principles.
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2 WHY WE DID IT
THIS WAY
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• profitability
• focus
• lifestyle
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3 WHY YOU CAN STAY
SMALL AND SUCCEED
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You do not need to be a 30 person
firm to work with a large client.
You just need to be valuable.
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COMPANY SIZE IS CHANGING
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Business owners want results
• revenue growth
• profitability
• building management processes
• strategy
• people development
• execution
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Other reasons to stay small
• outsourcing/contingent workers
• technology enables it
• risk reduced
• many headaches eliminated
• profitability Increased
• become a trusted advisor – longer relationships,
consult on broader range of issues
• Lifestyle
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IF YOU SELL RESULTS….. SIZE DOES NOT MATTER
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4 HOW?
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Specialize in specific ‘business needs’ not Inbound Marketing tactics
Create real expertise – add Inbound Marketing to it
Diagnose in your marketing, deliver the answers in the engagement
USE inbound marketing to reach goals
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5 PICKING THE RIGHT
CLIENTS
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Walt
Walt does not usually hire
an agency - he hires
people he trusts and knows
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Selling
• ONLY deal with the economic buyer
• build relationship first, not a proposal or menu
• come to agreement on the issues, the benefits they should expect, and your role in delivering value
• then present a summation of your agreement
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Agreement
• Objectives – ALWAYS business goals – never
deliverables
• Metrics - What is success?
• Value – the effect on the client and their company
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Getting Paid
What is the value to be gained by the client and how
much should you get?
Are you just another vendor or are you willing to be a
consultant and get paid for value?
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How do you add value?
Help them reach their business goals
Create meaningful engagements – not projects.
You are a business person, a peer to your clients, not an account manager.
A consultant helps set the goals and keep the client on track to meet them.
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6 STRUCTURE FOR
SUCCESS
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Structure
• build you own marketing
engine
• focus on core client personas
• partnerships
• outsourcing
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Build strategic partnerships
Do what you do best and outsource the rest
• design
• graphics
• P/R
• PPC
• writing
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What to outsource?
• Is it core to the goals of your company?
• Is it critical to the success of engagements?
• Is it a commodity or easily replaced?
• Is it efficient for you to do the work?
• Do you make high margins on this work?
• Do you enjoy it?
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Marketing
• inbound
• service Marketplace
• referrals
• networking
• up sell, cross sell
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Cut to grow
Cut the bottom and
replace with higher value
clients
Do you like working with them?
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Set limits
do not be afraid to make your
clients follow them
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@toplineresults.com
www.top-line-results.com