marketing & selling in tough economic times · marketing and pr in times of turmoil. situation...

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Marketing & Selling in Tough Economic Times

Presented by

Howard London, President, Silver Fox Advisors.

Rick Schissler, Vice President, Silver Fox Advisors.

Phil Morabito, CEO, Pierpont Communications.

Mark Miller, CEO, Strategies For Success, Inc.

®

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Become Marketing Driven

“Marketing is a Contact Sport”q Internally (If you can’t serve the customer,

serve the one that does)q Touch All of Your Stakeholders

Produce a Marketing Action Plan

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Marketing Action Plan

q Vision & Mission for Tough Timesq Near & Long Term Objectivesq Assess Your Organizationq Assess & Research Your Marketq Determine Company Advantagesq SWOT Analysisq Low Cost Strategies, Tactics, Timing & Budgetq Selling in a Down Economyq Implementation & Evaluation

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Assess Your Organization

q Business Descriptionq Financial – Cash & Creditq Operations & Personnelq Proprietary Positionsq Marketing Team

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Assess & Research Your Market

q Clients, Market Segments & Targetsq Market Size, Market Share & Trendsq Market “Niche” Opportunitiesq Vendors, Competition

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Company Advantages

q DifferentiationWhat can you say, others can’t?

q Marketing Messages

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SWOT Analysis

q Strengthsq Weaknessesq Opportunitiesq Threats

Phil MorabitoFebruary 26, 2009

Marketing and PR in Times of Turmoil

Situation Analysis

q Everything has changedq Nothing is easyq You must be visible — not

invisibleq Time to rethink your strategy

Target / Focus

q Get crystal clear on your target customer (do research)

q The more specific the betterq Narrow your activities q High frequency / high impactq You must work harder and smarter

Messaging

q Sharpen your messagesq Be certain all employees

understandq Implement them in all

your tactics

High Impact / Low Cost Tacticsq Networkingq Power mappingq Media relations / reprints / digitalq Speaking / seminarsq E-mail marketingq Engage / entertain/ enlighten your

customersq Stage targeted eventsq Partner with others

Reach Out and Touch

q Early / often / deepq Reinforce relationshipsq Take no one for grantedq Fill your breakfasts / lunches /

drinks / dinnersq Develop new influencers

Do Something Different

q Monthly lunchq Tasteful PR seriesq Musical night (TUTS)q C-level dinner

q Unique gifts for clients

Sales

q Ask for referralsq Be boldq Have a unique approach

q Develop a value strategy

Measure and Hold Accountable

q Give things time, then measureq Hold all employees accountable

q Spend and invest your dollars

The Beauty of a Recession

q You sharpen your swordq You do things you’ve never doneq You are forced to be innovativeq Your successes are sweeterq You come back stronger...if you do

the right thing

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Selling in a Down Economy

IF YOUR COMPETION IS DOING IT, STOP DOING IT RIGHT AWAY!!

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Selling in a Down Economy

1. Interests2. Needs3. Features & Benefits4. Close5. Objection6. Features & Benefits7. Close

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Selling in a Down Economy

1. Interests 2. Needs3. Features & Benefits4. Close5. Objection6. Features & Benefits7. Close

BUYERS HAVE A PROCESS

1. MISLEAD

2. Steal

3. Lie

4. Chase

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Charles Dickens,

“It is the best of times, it is the worst of times”

Selling in a Down Economy

Selling in a Down Economy

YOU & YOURCOMPETITION

_______________MAKE PRE &POST CALLAGREEMENTS

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STRUCTURE CONTENT

CLIENT SALESPERSON

SALESPERSON CLIENT

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Implementation & Evaluation

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Implementation & Evaluation

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Implementation & Evaluation

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Implementation & Evaluation

90-Day Marketing Action Plan

Evaluate The Marketing Campaigns From The Previous Quarter

# Marketing Campaign List or Segment Targeted Cost Number of Clients/Sales ROI What Changes or Improvements Before Repeating?

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90-Day Marketing Action Plan