three words you need to know to be a marketing expert three... · three words you need to know to...

Three Words You Need To Know To Be A Marketing Expert

Gregory P. Muzzillo, Sr. Founder of Proforma [email protected]

Subway Today 43,000 Restaurants in 108 Countries

3 Words


True success in business comes from making the complicated simple. There are only three words you need to know to market

yourself and your company with excellence. These three words and the simple, yet powerful, strategies that can be built around them

are what helped turn Subway from one store on a corner in Connecticut to the largest chain of restaurants in the world.





About You





About You About Me

A Little About You

A Little About Me

A Little About Me - 1978


Marketing Supplier

Relations

Collections

Banking

Marketing

Credit

Collections

IT

Sales

Training

Importing

Billing Computer

Systems

Company

Stores

Accounting

Recruiting

Sales

Tools

Had a vision of independent distributor owners sharing:

1. Sales Tools and Marketing Programs

2. Purchasing Clout with Suppliers

3. Complete Back Office Support

A Little About Me - 1986; Created the Proforma Network


Marketing Supplier

Relations

Collections

Banking

Marketing

Credit

Collections

IT

Sales

Training

Importing

Billing Computer

Systems

Company

Stores

Accounting

Recruiting

Sales

Tools

Over 720 Members sharing: 1. Award Winning Sales & Marketing Tools and Programs.

2. Purchasing & Service Clout of a $450 Million

Dollar Organization.

3. One Back Office Providing World Class Accounting,

Cash Flow and Technology Support.

A Little About Me - 1986; Created the Proforma Network

A Little About Me – Proforma Today

2014 Proforma Highlights • 15 Owners qualified for the Inc. magazine prestigious list of the 5,000 fastest

growing businesses

• 18 Owners made our Million Dollar Club* for the first time

• 10 Owners made our Multi-Million Dollar Club* for the first time

• 2 Owners made our $5 Million Dollar Club* for the first time

• 2 Owners made our $10 Million Dollar Club* for the first time

• 1 Owner made our $25 Million Dollar Club* for the first time

• 6 Owners closed $1 million dollar+ acquisitions with the help of our Proforma Acquisitions Team

• 14 Owners closed $1 million dollar+ programs with the help of our Proforma Global Major Accounts Team

• 8 Owners hired $1 million dollar+ sales reps with the help of our Proforma Recruiting Team

* Proforma Owners who have had sales of more than $1, $2, $5, $10, and $25 million respectively during a calendar year. See Item 19 of our FDD.


Gregory P. Muzzillo, Sr.


• Awareness


• Awareness

• Trial


• Awareness

• Trial

• Commitment

Only 4 Ways to Grow Your Business


• Earn new customers



• Sell more to your current customers




• Hire and manage sales reps





• Buy out your competition


• Awareness

• Trial

• Commitment

First, the ‘Why to’… Then, the ‘How to’

If you want to succeed beyond your wildest

dreams…

You must have big wild dreams!

What are YOUR big dreams?

Dream Big

A Few Observations

Opportunities for More Sales are Everywhere

You are 1 or 2 hours from $250 million to $2 billion

in business.

And these businesses are very easy

for you to approach.

What’s the Number 1 reason most people never get wealthy in

this business?

Hint: It’s something very, very

frightening

What’s the Number 1 reason most people never get wealthy in

this business?

What Business are We In

KNOW, LIKE & TRUST

KNOW,

LIKE

&

TRUST

KNOW, LIKE & TRUST

KNOW,

LIKE

&

TRUST


• Awareness

• Trial

• Commitment


• Awareness – Position yourself for maximum success

• Trial • Commitment


• Awareness – Position yourself for maximum success – Identify qualified prospects


Identify Qualified Prospects Market and Business Prospect Analysis

Identify Qualified Prospects

• Promotional products industry in North America = $20 Billion

Market and Business Prospect Analysis



• Commercial print industry in North America = $180 Billion





• Promotional products = $350 per white collar employee





• Promotional products = $350 per white collar employee

• Promotional products + printing = $3,500 per white collar employee



• Awareness – Position yourself for maximum success – Identify qualified prospects – Turn a cold call into a warm call



• Awareness – Position yourself for maximum success – Identify qualified prospects – Turn a cold call into a warm call – Conduct a great first appointment


How to Conduct a Great First Appointment

PURPOSE of the first appointment:

• To inform people who we are and what we do

• To learn about the prospect

• To create a relationship

• To earn an opportunity to work on a project to quote

• To determine next steps and follow-up


• Show ‘n Tell • Listen and Learn

No one cares how much you know, until they know how much

you care.


• Thanks for your time today. As I promised you... here’s your iTunes card.

• I did some research on (name of company) and I want to congratulate you (or tell you how impressed I am) with… name 3 things.


May I ask... (now you want to ask at least 3 questions in the following areas:

• 1 clarifying question about the company

– Its key products / path to market / key near term goals

• 1 question about the person’s key roles and responsibilities

– It’s okay to even ask... “may I ask your key roles and responsibilities”

• 1 question about some of their key near term goals for their department


• Then transition - say “Great... thanks for the information... Now I would like to give you an overview of Proforma and then talk about how we may be able to help you and (name of company).

• Then give them the sales presentation brochure and begin your presentation.

• The KEY is the dialog that should follow.

• Always end with next steps, commitments and dates.

• REMEMBER: If you go over about 12 – 15 minutes... you should say, “I know I promised to only take 10 minutes of your time... is it ok if we continue?”


Steps to Earning a New Customer

• Identify Qualified Prospects

• Create Awareness

• Turn a Cold Call Into a Warm Call

• Secure a First Appointment

• Conduct a Great First Appointment

• Follow Up

How to Follow Up

• Make sure to take good notes

• Determine the next steps

• Agree to those next steps with the people you meet

• Mark dates of actions on notes

• Put the company name on the calendar date to follow up


• Awareness

• Trial

• Commitment

How to Follow Up

• Make sure to take good notes

• Determine the next steps

• Agree to those next steps with the people you meet

• Mark dates of actions on notes

• Put the company name on the calendar date to follow up

How to Follow Up

• People buy from people they know, trust and like.

• Making a commitment and doing what you said you would do will help people trust you.

How to Follow Up

How to Follow Up

• Take notes on your sales call • Write the dates on your calendar


• Awareness

• Trial

• Commitment

Three Phases of Earning New Customers (Start Up Phase)


• Awareness

• Trial

• Commitment

Subway Today 43,000 Restaurants in 108 Countries

Dream Big

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