the marketing makeover

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The Designer’s Coach The Marketing Makeover Coaching System

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Business Coaching System for Designers, Decorators and Window Covering Professionals

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Page 1: The Marketing Makeover

The Designer’s Coach

The Marketing MakeoverCoaching System

Page 2: The Marketing Makeover

The Marketing Makeover

Marketing & Sales System

Page 3: The Marketing Makeover

• This is a simple system that works! It provides both a structure and a tool kit to turn your marketing goals and ideas into action!

The Marketing Makeover!

Page 4: The Marketing Makeover

The Challenge• Marketing a custom business is different

then other types of marketing. Custom work is never seen until it is delivered.

Page 5: The Marketing Makeover

• In the custom business we first sell an intangible-our service. When we install the service turns into a product.

• When we sell a service people buy trust, rapport and reputation.

Page 6: The Marketing Makeover

Marketing Strategies for Design Professionals

We first sell based on Trust, Rapport and Reputation. This is the foundation of selling a service.

On the day of delivery or installation this transforms into a product.

This is why expectations are high.

Page 7: The Marketing Makeover

Marketing Strategies

• Direct Contact & Follow-Up

• Networking and Referral Building

• Public Speaking• Event Marketing• Advertising

• Most Effective

• Least Effective

Page 8: The Marketing Makeover

Outreach, Visibility, and Credibility.

• Strategies that focus on Outreach work better then those that focus only on Visibility.

Page 9: The Marketing Makeover

The Strategies and their Impact• Direct Contact and Follow up is an

Outreach strategy.

• Networking and Referrals are both an Outreach and a Credibility strategy.

• Public Speaking, Event Marketing have the impact of both Visibility and Credibility.

• Advertising has only the Visibility impact.

Page 10: The Marketing Makeover

Direct Contact and Follow-UpTactics:

• Warm Calling

• Lunch or Coffee

• In-Person or Phone Appointments

• Personal letters and E-Mail

• A Card or Note

• Newsletters

• Invitations to a seminar

Page 11: The Marketing Makeover

Networking and Referral Building

Tactics:

• Attending Seminars and Meetings

• Developing Referral Partners

• Lunch or Coffee

• Staying in Contact with former Clients

• Volunteering

• Giving Referrals

Page 12: The Marketing Makeover

Public SpeakingTactics:

• Free presentations to civic groups, religious organizations, public libraries

• Giving classes or workshops

• Open House presentations

Page 13: The Marketing Makeover

Event Marketing Tactics:

• Home Shows

• Showhouse

• Workshops

• Open House or Reception

• Co-Sponsored Events

• Networking Event

Page 14: The Marketing Makeover

AdvertisingTactics:

• Newspaper or Magazine

• Yellow Pages

• Website

• Pay-per-Click

• Direct Mail

• Flyers

• Cable TV

Page 15: The Marketing Makeover

Who's Who?• Prospects are people you attract using any

of the Visibility strategies, like Publicity or Advertising.

• Contacts are people you meet through Outreach strategies like Networking or just in the course of business and life.

Page 16: The Marketing Makeover

Who is Who?• Leads are people you identify through

research or hear about from your contacts.

• Referrals are people who are referred to you by referral partners, clients and others.

Page 17: The Marketing Makeover

Marketing and Sales operate on a cycle:

• Creating Awareness

• Being Persistent

• Getting Appointments

• Closing Sales

Page 18: The Marketing Makeover

Choosing where to Focus Creating Awareness-knowing enough

people to contact?

Being Persistent-contacting the people you already know?

Getting Appointments-getting from follow-up to presentation?

Closing Sales-getting from presentation to sale?

Page 19: The Marketing Makeover

You need to Create Awareness if:

• You are new to the business

• If you have only a few leads

• You are not contacting your prospects because they don’t need you or can’t afford you.

Page 20: The Marketing Makeover

You need to concentrate on Being Persistent if:

• You have a stack of business cards from people you met, but never called

• You don’t follow up on existing leads

• You have prospects who said no to you on the first contact.

Page 21: The Marketing Makeover

You need to work on Getting Appointments if:

• You can’t get an initial meeting with a prospect

• People refuse to take your call, or brush you off quickly when you do get through to them.

• Your prospects are already working with another designer or decorator.

• Prospects think what you have to offer is too expensive.

Page 22: The Marketing Makeover

You need to focus on Closing Sales if:

• You are getting to the presentation stage, but don’t seem to close enough sales.

• You go through the motions of making the presentation, but the prospect has no serious interest.

• You encounter endless objections that prevents the sale from going through

• You end a presentation and you don’t know where the client stands.

Page 23: The Marketing Makeover

What Strategy should you use?

Page 24: The Marketing Makeover

Where are you Stuck?

• Creating Awareness

• Being Persistent

• Getting Appointments

• Closing Sales

Page 25: The Marketing Makeover

• If you are just starting out you might consider a goal to be based on a certain number of leads acquired, prospects contacted, or presentations given rather then sales closed.

Page 26: The Marketing Makeover

What are the Missing Ingredients?

• What’s missing in order to reach your Marketing and Sales goals?

• If you are working on Creating Awareness, you may need to find some new Networking Events to attend.

• But if your focus is on Closing Sales you might work on your selling skills.

Page 27: The Marketing Makeover

Focus on your immediate needs to choose the Success Ingredients?

• Why can’t I Create Awareness?

• Why can’t I consistently be Persistent?

• What tools, information, or skills are missing?

Page 28: The Marketing Makeover

The Success Ingredients

Page 29: The Marketing Makeover

Success Ingredients To Creating Awareness…

• Market Niche Definition

• 10-Second Introduction

• Business Cards

• Website

• Prospect List

• Lead Sources

• Networking Venues

Page 30: The Marketing Makeover

Success Ingredients To Creating Awareness…

• Referral Partners• Networking Skills• Website Strategies• Speaking Venues • Speaking Topics• Event Marketing • Advertising Venues• Flyer Venues

Page 31: The Marketing Makeover

Success Ingredients To Being Persistent:

• Brochure

• Marketing Kit

• Contact Management System

• 30-Second Commercial

Page 32: The Marketing Makeover

Success Ingredients To Being Persistent:

• In-House Mailing List

• Postcard or Mailer

• E-Newsletter

• E-Mail

• Personal Connections

Page 33: The Marketing Makeover

Success Ingredients To Turn more Contacts into Appointments:

• Telemarketing Skills

• Qualifying Questions

• Higher Quality Leads and Referrals

• Stickier Website

• Professional Visibility

Page 34: The Marketing Makeover

Success Ingredients To Turn more Contacts into Appointments:

• Competitive Research

• Target Market Research

• New Positioning Statement

• Better Service Package

• Narrower Focus

of Services

Page 35: The Marketing Makeover

Success Ingredients To Turn More Appointments into Sales:

• Better Qualified Prospects

• Stronger Relationships

• Presentation Skills

• Selling Skills

Page 36: The Marketing Makeover

Success Ingredients To Turn More Appointments into Sales:

• Portfolio Strategy

• Leave Behind

• Professional Credibility

• Testimonials

Page 37: The Marketing Makeover

You will decide which of the 4 areas you want to focus on.

• Creating Awareness• Being Persistent

• You will then order from the Action Menu.

• Getting Appointments• Closing Sales

Page 38: The Marketing Makeover

The Main Course

Page 39: The Marketing Makeover

The Main Course is divided into sections based on the Marketing Strategies each

activity uses.

1) Direct Contact and Follow Up

2) Networking and Referral Building

3) Public Speaking

4) Event Marketing

5) Advertising

Page 40: The Marketing Makeover

How to Choose from the Main Course?

• Where do you need the most work?

• You already know which stage of the Marketing Cycle you need to focus on, so choose only Main Course items that pertain to that stage.

Page 41: The Marketing Makeover

Which Marketing Strategy to Use?

• What will you actually do?

• What are you naturally drawn to?

• How much time do you have?

• How soon do you need to produce results?

Page 42: The Marketing Makeover

Focus yes, but don’t neglect!• The key is to focus on the stage of the

Marketing Cycle that needs the most work.

• This doesn’t mean to ignore the other routine functions of marketing and sales.

• The intent of the Daily Actions is simply to focus more effort on the area of your marketing that needs it the most.

Page 43: The Marketing Makeover

Creating Awareness

When you don’t know enough people to contactWhen you don’t know enough people to contact

Page 44: The Marketing Makeover

When you don’t know enough people to contact

• Creating Awareness with prospects, contacts, leads and referrals is an ongoing process as long as you are in business.

• Those that belong in the pipeline are either people who may become your clients and the people who can refer you clients.

• If they don’t fall into either of these two groups, they don’t belong in your pipeline.

Page 45: The Marketing Makeover

Success Ingredients for Creating Awareness

• Description of Services• Market Niche Definition• 10-Second Introduction• Business Cards• Website

The Success Ingredients are the tools, information, or skills that will address the area of marketing that needs the most work.

Page 46: The Marketing Makeover

Action Plan Menu for Creating Awareness

Page 47: The Marketing Makeover

To Create Awareness with Direct Contact and Follow-Up:

• Send letter or emails to 10 new people each week.

• Place warm calls to

3 Prospects per day.

• Spend 1 hour each

week researching leads.

Page 48: The Marketing Makeover

To Create Awareness with Networking and Referral Building:

• Go to 1 networking event each week.• Contact 2 potential referral partners.• Have lunch or coffee with a “Center of

Influence”

Page 49: The Marketing Makeover

To Create Awareness with Networking and Referral Building:

• Re-Contact 3 former clients each week.

• Volunteer in a visible position each week.

• Ask for a referral a day.

• Give a referral once per week.

Page 50: The Marketing Makeover

To Create Awareness with Public Speaking

• Contact 3 groups each week about speaking.

• Speak in front of a group once per week.

• Spend 1 hour each week promoting my speaking events

Page 51: The Marketing Makeover

To Create Awareness withEvent Marketing

• Do 3 things each week to make my next event successful.

• Spend 2 hours per week promoting my next event.

Page 52: The Marketing Makeover

To Create Awareness withAdvertising:

• Distribute 30 flyers weekly

• Update my website weekly

• Evaluate 1 new place to advertise weekly

Page 53: The Marketing Makeover

Being Persistent

When you Know Plenty of People but You’re not Contacting ThemWhen you Know Plenty of People but You’re not Contacting Them

Page 54: The Marketing Makeover

Success Ingredients for Being Persistent

• Contact Management SystemA method of keeping track of your prospects

• Brochure

• 30-second CommercialA verbal summary of what

you do.

Page 55: The Marketing Makeover

Being Persistent

In this stage you are using 2 strategies:

Direct Contact and Follow Up&

Networking and Referral Building

Page 56: The Marketing Makeover

Calling & Mailing

• Call-Mail-Call

• Never assume someone will call you back just because you leave a message!

• Accept this as normal business practice.

Page 57: The Marketing Makeover

Ways to Being Persistent:

• Follow-Up Meetings

• Follow-Up Mailingswww.sendoutcards.com/6726

Page 58: The Marketing Makeover

Action Plan to Being Persistent more effectively:

• Call 3 prospects or referral sources

every day.

• Send an item of interest to 1 contact per day.

• Add 10 names to my contact management system daily.

• Send a mailing to 3 prospects per day

Page 59: The Marketing Makeover

Being Persistent more effectively:

• Show up at a high-visibility event once per week.

• Invite a prospect or referral source to an event once per week.

• Have lunch or coffee with a prospect once per week.

• Make follow-up phone calls daily.

• Follow-up by email with 5 prospects daily.

Page 60: The Marketing Makeover

Getting More Appointments

• When You’re Contacting People but

Not Getting Appointments

Page 61: The Marketing Makeover

Why is this happening?

1) People are confused over your message.

2) Your phone skills are poor.

3) Unqualified prospects.

4) You aren’t well known enough.

5) Your competition is hurting you.

6) You’re not offering what they need.

7) You are offering too many services

Page 62: The Marketing Makeover

Success Ingredients for Direct Contact and Follow-Up

• Phone Scripts/Skills• Qualifying Questions• Higher Quality Leads and Referrals• Stickier Website

Success Ingredients are the tools, information, or skills that will address the area of marketing that needs the most work.

Page 63: The Marketing Makeover

Success Ingredients for Networking & Referral Building

• Professional Visibility

• Competitive Research

• Target Market Research

• New Market Position

• Better Service Package

• Narrower Focus of Services

Page 64: The Marketing Makeover

Action Plan to get more Appointments:

• Ask for an appointment with 1 prospect per day.

• Practice my telemarketing script daily.

Page 65: The Marketing Makeover

Action Plan to get more Appointments:

• Send 2 follow-up letters per day.

• Ask my networking contacts for 3 introductions per week.

• Solicit one testimonial per week

Page 66: The Marketing Makeover

To get more Appointments:

• Spend 2 hours weekly researching the market.• Meet with 1 new referral partner each week.• Follow up with 3 potential referral partners

weekly.• Volunteer for a high-profile organization weekly.• Make 2 queries about speaking.

Page 67: The Marketing Makeover

Closing More Sales

When You’re Making Appointments but Not Getting SalesWhen You’re Making Appointments but Not Getting Sales

Page 68: The Marketing Makeover

Success Ingredients for Networking & Referral Building

• Professional CredibilityBuilding your credentials: work experience, publication credits, professional affiliations and achievements.

• Testimonials or ReferencesInclude these on your brochures, portfolio and website.

Page 69: The Marketing Makeover

Success Ingredients Direct Contact, Follow-up,

Networking & Referral Building

• Better Qualified Prospects• Stronger Relationships• Presentation Scripts/Visuals/Skills• Portfolio• Leave Behind• Selling Script/Skills

Page 70: The Marketing Makeover

Changing Who You Present to

• Find Better Qualified Prospects

• Focus more effort on professional visibility, and generating referrals.

• Spend more time on

building Stronger

Relationships.

Page 71: The Marketing Makeover

Scripting your Presentation

Your talking points need to:

1) Establish Rapport

2) Determine their needs

3) Explain how you can meet their needs

4) Answer their questions

5) Ask for the business

6) Decide on a next step

Page 72: The Marketing Makeover

Adding Tangibility to your Presentations

• The best way is to have a great portfolio

• Use programs such as Minutes Matter Studio

• Create a “leave-behind”.

Page 73: The Marketing Makeover

Action Plan to Close More Sales• Follow up with all prospects within 7 days

• Get 10 no's each week.

• Make 1 challenging phone call every day.

• Reconnect with 3 former prospects or clients every week.

• Practice selling with a colleague or a mirror every day.

Page 74: The Marketing Makeover

Action Plan to Close More Sales

• Find a personal connection with 1 prospect each week.

• Attend 1 high profile event weekly

• Have lunch or coffee with a center of influence once per week.

• Speak or volunteer for a group once per week.

Page 75: The Marketing Makeover

Get ready to set Goals!

Page 76: The Marketing Makeover

Setting your Sales and Marketing Goals

• Set a goal that will stretch you, but that you believe is realistic

• Try your best to meet it• When your goal becomes

unrealistic, change it.• Reward yourself for effort,

not just results.

Page 77: The Marketing Makeover

Setting your goals for the program…Goals need to be something measurable, for

example:

• Dollar amount invoiced monthly

• Amount of Presentations

• Number of new leads

• 3 new speaking engagements

• Home Show planned

Page 78: The Marketing Makeover

Reality CheckThe Straight Face Test

Can you really do this?

Prior Experience

If you did it before, can you do it again?

Numerical Analysis

To close 4 more sales this month, how many appointments do you need?

Peer Comparisons

What are other designers you know-achieving?

Page 79: The Marketing Makeover

Use SMART to describe the 5 Characteristics of a Meaningful Goal:

• Specific-Your goal precisely spells out your desired result

• Measurable-The goal states your target in measurable terms so you will know when you have arrived, as well as where you are at any specific moment.

• Achievable-A goal is physically possible to accomplish within any defined limitations.

• Realistic-Your goal can be accomplished within the specified time and available resources.

• Timed-There is a calendar date by which you plan to achieve your goal.

Page 80: The Marketing Makeover

Stick to it!

• To succeed in this program you must persist in pursuing what it takes to meet your goals.

Examples:

• 10 Calls a Day-Every Day

• One Networking Event

per week.

Page 81: The Marketing Makeover

The Tracking WorksheetName: 28 Day Program with 2 Days off per week

Start Date: 1 2 3 4 5 8 9 10 11 12 15 16 17 18 19 22 23 24 25 26

Dates                                        

Success Ingredients (% done)  

1                                        

2                                        

3                                        

4                                        

5                                        

Daily/Weekly Actions (Y/N)

1                                        

2                                        

3                                        

4                                        

5                                        

6                                        

7                                        

8                                        

9                                        

10                                        

Total (# of 10)                                        

Program Goal (% of target)  

Page 82: The Marketing Makeover

Success Ingredients

• For each of your 5 Success Ingredient projects, what percentage have you completed?

Page 83: The Marketing Makeover

Daily/Weekly Actions

• For each of your 10 actions, did you do it today (Y) or not (N).

Page 84: The Marketing Makeover

Program Goal

• What percentage of your goal have you achieved so far?

Page 85: The Marketing Makeover

Example of Tracking Worksheet

Page 86: The Marketing Makeover

The Marketing Makeover

Marketing & Sales System