microsoft powerpoint - marketing workshop_small business
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You'll Want to Pay Attention...
You are about to learn how to:
– dramatically increase your net profits, – reduce your frustration,
– reduce your marketing costs, and – develop strategies to dominate your market.
ARE YOU READY?!
Andrew Barden Business Growth Strategist
Small Business Development Center
Hosted by College of the Canyons www.cocsbdc.com
Small Business Growth Strategies Proven Marketing & Sales Methods to Attract Ideal Clients at Less Risk and in Less Time
Small Business Growth Strategies Proven Marketing & Sales Methods to Attract Ideal Clients at Less Risk and in Less Time
Today's Training
“Where did we go wrong? We just spent all that money on advertising and we have nothing to show for it. Why haven’t our sales increased?”
“I don’t know, we sent out over 5,000 mailers. You’d think we would have seen at least a few new customers. And I’ve run the numbers ... we can’t afford to do any more marketing right now.”
Look familiar?
Why didn’t they get results?
Business Owner Concerns
Your Challenges
What are some of the challenges you’re facing today in your business?
Your Challenges
Limited resources
Tons of competition
Difficulty in finding customers
Decreasing sales
Lack specific strategy to grow business
Seeing American dream turning into a nightmare
Losing hope that business ownership is the road to complete financial freedom
A Wave Of Competition Is Coming…
What are your risks? 28 million small-
business owners
50 million in five years
70 million baby-boomers
retiring in next 12 years
Corporate America: 72 percent want a
business
Is It Worth It?
What were you expecting your
business to provide you with?
Your Dreams & Desires
Your Dreams & Desires
Investment that offered a high Return On Investment (ROI)
Substantial annual income
More time to do what you want
Freedom and pride of ownership
Less stress
Be of service to others
Be in business on your own
Our Dreams & Desires
Investment that offered a high Return On Investment (ROI) Substantial annual income More time to do what you want Freedom and pride of ownership Less stress Be of service to others Be in business on your own
• Limited resources • Tons of competition • Difficulty in finding customers • Decreasing sales • Lack specific strategy to grow
business • Seeing American dream
turning into a nightmare • Losing hope that business
ownership is the road to complete financial freedom
What You Have What You Want
The Key To Success
Attract Ideal
Clients
• Limited resources • Tons of competition • Difficulty in finding customers • Decreasing sales • Lack specific strategy to grow
business • Seeing American dream turning
into a nightmare • Losing hope that business
ownership is the road to complete financial freedom
You MUST Overcome These Realities:
The Key To Getting What You Want
How Can I Focus Is On Attracting Ideal Clients?
• multimillion-dollar businesses
• Murray focused on strategies & tactics
• John focused on mindset
• Created OneCoach to help entrepreneurs and small-business owners achieve financial freedom by combining their business building skills
• 2007 sales $7 million…
• 2008 sales $25 million (projected)
• We know how to build multimillion-dollar businesses
- Psychological Profile of Ideal Clients (Pychographic & Demographic)
- Interview Current Clients to Determine What
Percent are IDEAL clients
This ISN’T a Business … it’s a JOB
CEO YOU
YOU YOU YOU
Sales
YOU YOU
YOU Assistant
Service
YOU
Marketing Admin Finance Legal
Do You Have A Business?
Attract Ideal Clients
Would You Like To Have…
A Step-By-Step, Paint-By-Numbers Process To Attract Ideal Clients?
A Process That Provides You With Confidence And Certainty?
A Process That the Top Performing Businesses of All Sizes Have Used to Reduce their Risk and Cost of Marketing Campaigns?
The Fundamentals
Your Unique Abilities Highest Income Producing Activities
Here’s “All” You Need To Know To Build A Multimillion Dollar Business
Client Profile Decision Making Process
Lifetime Value Unique Selling Proposition
Lead Generation Lead Conversion
YOU
Your Business
Lead Conversion
Unique Abilities
Highest Income Producing Activities
Ideal Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Business Growth Wheel… Rate Yourself As We Go
0 1 2 3 4 5 6 7 8 9
10 Lead
Generation
The Fundamentals
These 8 Fundamentals, once
optimized, allow small business owners to grow their net profits faster, with less risk, and less cost of marketing campaigns.
The Fundamentals
Here’s the exact PROCESS that will enable you to obtain these results..
The Fundamentals
Attract More Clients
Your Unique Abilities
It All Starts By Knowing & Understanding
4 Personality Styles…
• The Dominant - Visionary, Big picture, Innovator, Intuitive, Imagination
• The Expressive - Empathetic, Caring, Feeling, Intuitive, Hip
• The Amiable - Detailed, Structured, Practical, By the book
• The Analytical - Rational, Objective, Abstract Thinker, Logical
Your Unique Abilities
You’re Doing It All, But… Which Of These Are You Uniquely Suited For?
CEO YOU
YOU YOU YOU
Sales
YOU YOU
YOU Assistant
Service
YOU
Marketing Admin Finance Legal
Solo-preneurs Make Up 99% Of All Businesses Today
Your Unique Abilities Only Lend Themselves To Specific Functions
CEO
Dominant
Sales Dom/Exp
Service Expressive
Marketing Exp/Anal
Admin. Amiable
Finance Analytical
Legal Analytical
Assistant
Amiable/Anal
Are You Trying To Force A Round Peg Into A Square Hole?
Your Unique Abilities
To create a multimillion-dollar business, You MUST understand & work within your
UNIQUE ABILITIES
The result…
your productivity (& income) will skyrocket
Lead Conversion
Unique Abilities
Highest Income Producing Activities
Ideal Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Business Growth Wheel
0 1 2 3 4 5 6 7 8 9
10 Lead
Generation
The Fundamentals
Attract More Clients
Highest Income Producing Activities
Now You Need To Match Your Unique Abilities With Your…
CEO
Sales
Assistant
Service Marketing Admin Finance Legal
Which Ones Produce Revenue?
CEO
Sales
Assistant
Service Marketing Admin Finance Legal
Which Ones Produce Revenue?
Only Sales & Marketing Generate Revenue
Do Your Unique Abilities Match?
CEO
Dominant
Sales Dom/Exp
Service Expressive
Marketing Exp/Anal
Admin. Compliant
Finance Analytical
Legal Analytical
Assistant
Amiable/Anal
CEO
Sales
Assistant
Service Marketing Admin Finance Legal
What If They Don’t?
Delegate… Hire… or Barter
Summary
Know & understand your Unique Abilities
Then match them with your Highest Income Producing Activities
Delegate, hire or barter those that don’t match
Lead Conversion
Unique Abilities
Highest Income Producing Activities
Ideal Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Business Growth Wheel
0 1 2 3 4 5 6 7 8 9
10 Lead
Generation
CEO
Sales
Assistant
Service Marketing Admin Finance Legal
Sales/Marketing Drive Revenue
There’s Just One Major Problem…
“All” You Need to Know About Sales
Direct Sales Sales Process Lead Generation Prospecting Presentation & Persuasion Skills Objection Handling Closing Strategy Leadership Incentives Backend (up-sell)
Drivers Distribution Channels Client Acquisition Cost Capital/assets Gross Margins Problem Solving Compensation Asset Management Human Resources
Objectives Vision Mission Leadership & Management Cash Flow Revenue Plan Business Model Crisis Management Strategic Thinking Managing Growth Risk Management Revenue plan
Affiliate & JV Programs Barter Promotions Customer Loyalty Advertising Public Relations Event Marketing Point of Purchase & Sale Interactive Media Multimedia Signage Outdoor Media Cross Promotions
Client Profile Buyers Criteria/ Decision Making USP—Unique Selling Proposition Product Profile Market Profile Client Experience Gap Analysis Process S.W.O.T Prospecting Objections/Responses Customer Service Pricing
Customer Life cycle Lifetime Value Competition Direct Response Headlines & Copy Writing Guerrilla Marketing Media Buying Database Marketing Direct Sales Continuity Programs Internet Back-end (up-sell) Direct Mail Referrals
“All” You Need to Know About Marketing
As an SBDC Client, you’ll learn…
Building a multimillion dollar business is simple…
But, it’s NOT EASY!
Thousands of small business owners have used
The following 6 fundamental processes
to build multimillion dollar businesses
The 6 Keys To Business Growth
Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Lead Generation
Lead Conversion
Once “YOU” Get Focused, Now Focus On Your Business
More Effective Marketing
Creates a competitive advantage
• Accurately identify your ideal client
• Learn how to differentiate your business from the competition
• Be able to determine your ideal client’s lifetime value
• Increase the effectiveness of your marketing campaigns
• Spend your hard earned marketing dollars more wisely
• Learn how to develop marketing messages that will convince your prospects to buy what you sell
The 6 Keys To Business Growth
Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Lead Generation
Lead Conversion
Client Identification
Example…
Ever have a customer walk in, look at everything you offer, ask you a million questions, tie you up for half the day, and then leave…
NEVER to be heard from again???
Is THIS an ideal client?
That’s who most businesses market to.
Identify Your “Ideal Client”
Begin with the end in mind… • Attract more clients • Increase your revenue • Increase your marketing effectiveness
Identifying your “ideal client” is the first step toward attracting them
Why Are You Here? Pareto’s Law and Your Business
Pareto discovered that 20% of the population
controlled 80% of the wealth… no matter where he went.
The Pareto Principle or the 80:20 Rule has proven its
validity in a number of other areas…especially in business.
On average, 20% of your clients are responsible for 80% of your total revenue and profits.
If you focus on ONLY the 20%... and fill the remaining 80% with similar clients…
You’ll Achieve 16X GREATER RESULTS!!!
Benefits
Once you learn how to identify your “Ideal Client,” you’ll be able to…
Target their hot buttons with marketing
Spend your marketing dollars with confidence and certainty
Work fewer hours
Make more money
Enjoy the customers you work with
Lead Conversion
Unique Abilities
Highest Income Producing Activities
Ideal Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Business Growth Wheel
0 1 2 3 4 5 6 7 8 9
10 Lead
Generation
The 6 Keys To Business Growth
Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Lead Generation
Lead Conversion
Decision Making Process • Many business owners think their decisions are based on the price… when in reality that’s one of the last considerations. • Client’s make decisions based on their wants and needs (Hot Buttons)… • Your KEY is to understand HOW your clients make decisions, and deliver THAT to them
Decision Making Process
Did you know decisions can also be affected by a decision maker, an influencer or a user? For example… you own a pizza shop, and sales are way down this month. How would you sell more pizza?
Benefits
When you know how your ideal clients make decisions, you can affect those decisions by inserting your product or service into their decision making process. We’ll help you map out their decision making process and teach you how to create proper marketing messages to compel them to buy from you instead of your competition.
Lead Conversion
Unique Abilities
Highest Income Producing Activities
Ideal Client Profile
Decision MakingProcess
Lifetime Value
Unique Selling Proposition
Business Growth Wheel
0 1 2 3 4 5 6 7 8 9
10 Lead
Generation
The 6 Keys To Business Growth
Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Lead Generation
Lead Conversion
Lifetime Value…
By understanding lifetime value, you can anticipate the purchase of other products and services
Once we teach you how to calculate your ideal clients lifetime value, you can use it to explode your revenue and profits.
Refers to the amount of revenue and profits the business owner expects to receive from clients over
the term of their relationship with them.
Refers to the amount of revenue and profits the business owner expects to receive from clients over
the term of their relationship with them.
Benefits of Lifetime Value…
Influences all of your lead generation and marketing decisions
Greatly reduces the chances of your making costly marketing mistakes
Pinpoints exactly where you should focus your marketing efforts
Results in more predictable cash flow
Benefits of Lifetime Value…
Do you know the lifetime value of your current clients?
If not… what is that
costing your business every day that you don’t?
And Consider This…
For every dollar of revenue your business produces, the value of your business increases.
Example: If you increase your annual revenue by $100,000 that may increase the amount your business can be sold for by as much as $3 million.
Lead Conversion
Unique Abilities
Highest Income Producing Activities
Ideal Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Business Growth Wheel
0 1 2 3 4 5 6 7 8 9
10 Lead
Generation
The 6 Keys To Business Growth
Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Lead Generation
Lead Conversion
Unique Selling Proposition
Conveys the specific, one-of-a-kind benefit your business offers that is different from your competition. Must be incorporated into all areas of your business
Business Card Website All Collateral
It’s a simple statement that captures the essence of the value you provide to your ideal client.
Your Turn
We’ve just met at a networking function and I ask you this question…
“So what do you do?” Explain to me what you do that will
compel me to immediately ask you…
“How Do You Do That?”
Dave & Yvette Ulloa
Their first attempt at a USP…
“We help people diversify their income portfolio options while taking trips”
Are you compelled to immediately ask them…
“How Do You Do That?”
Dave & Yvette Ulloa Their second attempt at a USP…
“We help people make a fortune while taking dream vacations”
Now are you compelled to immediately ask them…
“How Do You Do That?”
The Power of a
Great USP
Great USPs We Help People Stay At 4 Star Hotels For Motel 6 Prices We Help People Stay At 4 Star Hotels For Motel 6 Prices
Bowflex… Get The Body You Want - In Half The Time Bowflex… Get The Body You Want - In Half The Time
Moving Victims Of Violence From Crisis To Confidence Moving Victims Of Violence From Crisis To Confidence
Excedrin… The Pain Stops… You Don’t Excedrin… The Pain Stops… You Don’t
Benefits of a Compelling USP
– It becomes your business “mantra” and must be clearly stated in every one of your messages
– It separates your business from your competition…
– eliminates them completely in the minds of your prospects…
– and enables you to dominate your market
Lead Conversion
Unique Abilities
Highest Income Producing Activities
Ideal Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Business Growth Wheel
0 1 2 3 4 5 6 7 8 9
10 Lead
Generation
The 6 Keys To Business Growth
Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Lead Generation
Lead Conversion
Lead Generation At this point, you have:
identified your ideal client
mapped out their decision making process
calculated their lifetime value
developed your core message with your USP.
It’s now time to start Attracting Ideal Clients by implementing a compelling and cost effective lead generation program.
Lead Generation
Is this an effective ad?
What is the “purpose”
of all marketing?
Lead Generation
Marketing’s job is to first, capture your prospect’s attention.
Next, it must facilitate their decision making process by offering compelling information that makes them feel like they would be an absolute fool if they don’t buy your product or service.
Third, it must provide a low, or no risk offer that allows a prospect to obtain additional decision making information (a compelling offer).
Lead Generation
Does this ad do that?
Does YOUR marketing do that?
Depending on the publication, this full
page ad cost Comcast between $15,000 & $50,000.
The “Marketing Equation” should be used in every
marketing piece created… or when
developing any type of marketing or
advertising, including your website.
Marketing Equation
Offer Educate Engage Interrupt
For marketing to be effective, you should always use “The Marketing Equation.” It will enable you to structure your marketing message in the proper way
Headline Ever Feel Like Your Daycare Treats Your Child
Like A Number Instead Of A Little Person?
Sub-headline Here’s How To Ensure Your Child Gets
Personal, Loving, Caring, One-On-One Attention At Daycare.
Body Copy Present evidence
Prove you are the best value Emphasize the benefits, not the features
Compelling Offer Get Our Free Report That Compares The
Teacher-Child Ratio At All 17 Area Daycares
Marketing Equation
This is known as persuasive messaging
Offer
Educate
Engage
Interrupt
Lead Generation
Does this ad follow the “Marketing
Equation”?
Lead Generation
Do your lead generation marketing pieces follow this equation?
Do your prospects read your marketing materials and feel compelled to take action?
How much revenue would you estimate you are presently losing by NOT following this format?
“Where” Do You Communicate?
Live Event
Call Center
Mail Order
Wholesale
Online
Retail Store
Direct Sales 7 Communication Options
Do you know the best method for getting your message out to your ideal client?
Do you know where your client is most likely to hear your message? Do you know which ones you should use that will effectively communicate your message to your ideal client… and provide you with an excellent ROI?
Benefits of Lead Generation You need to know the “Marketing Equation” and how to use it to produce higher quality leads, as it will lead to: The proper communication channels that will provide you with a much higher degree of confidence and certainty as you convert those leads into actual sales Knowing how to generate your leads and produce a high ROI so you don’t squander your valuable time and hard-earned dollars in customer acquisition Knowing how to increase your total sales, revenue and profits.
Lead Conversion
Unique Abilities
Highest Income Producing Activities
Ideal Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Business Growth Wheel
0 1 2 3 4 5 6 7 8 9
10 Lead
Generation
The 6 Keys To Business Growth
Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Lead Generation
Lead Conversion
Conversion Guidelines
Business owners MUST know and understand the ABC’s of Selling
Every prospect… no matter who they are or what they’re buying, is always looking for the best deal
Marketing must contain enough value, or create enough interest to get them interested
You have to be ready to:
Persuade Influence Sell
Should be used in every marketing piece created or when developing
any type of marketing or advertising
Marketing Equation
Offer Educate Engage
Interrupt
The Marketing Equation will enable you to structure your marketing message in the proper way
Headline Ever Feel Like Your Daycare Treats Your Child
Like A Number Instead Of A Little Person?
Sub-headline Here’s How To Ensure Your Child Gets
Personal, Loving, Caring, One-On-One Attention At Daycare.
Body Copy Present evidence
Prove you are the best value Emphasize the benefits, not the features
Compelling Offer Get Our Free Report That Compares The
Teacher-Child Ratio At All 17 Area Daycares
Marketing Equation This is known as persuasive messaging
Offer
Educate
Engage
Interrupt
Marketing Fundamentals
Educate on your product or service
• Takes place in your ads body copy • Takes place in your script if live
Set Appropriate Pricing • Promotional Pricing • Loss Leaders • Premium Pricing
Establish Credibility
Key component of messaging strategy
Includes success stories and testimonials.
The earlier credibility is established, the better.
Consider writing the testimonial for the client and sending it to them for approval.
Persuasion: The Key To Conversion
Scripts should be developed and used in EVERY situation possible
Should follow the Marketing Equation
Every member in the business should commit
the basic flow to memory
Should be used as “talking points” only… NOT repeated verbatim
Lead Conversion
Unique Abilities
Highest Income Producing Activities
Ideal Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Business Growth Wheel
0 1 2 3 4 5 6 7 8 9
10 Lead
Generation
Lead Conversion
Unique Abilities
Highest Income Producing Activities
Ideal Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Business Growth Wheel
0 1 2 3 4 5 6 7 8 9
10 Lead
Generation
1 2 3 4 5 6 7 8 9 10
Lead Generation & Conversion
Unique Abilities
Highest Income Producing Activities
Ideal Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Sales Process
Business Growth Wheel
0
Lead Generation & Conversion
Unique Abilities
Highest Income Producing Activities
Ideal Client Profile
Lifetime Value
Unique Selling Proposition
Sales Process
0 1 2 3 4 5 6 7 8 9
10
Here’s “All” You Need To Know To Grow Your Small Business
Your Unique Abilities Matching Your Biz
Focus on Highest Income Producing Activities
Psychographic Client Profile Decision Making Process Mapped
Lifetime Value Determined
Unique Selling Propositions Lead Generation Testing
Lead Conversion Measuring
WOW.. That seems like a lot…
How do we make it work fast???
5 Keys to TRANFORMATION
Get Clarity & Focus − Plan your strategy, know exactly how to implement & measure results − If you fail to plan you plan to fail
Learn the best proven strategies available − Learn the power of modeling
Work ON your business vs IN your business − FULL Immersion − Only 90-120 minutes per week
Coaching − Someone to hold you accountable to take the actions necessary to
reach your goals Daily feedback − Repetition is the mother of learning
Our business advisors can help you quickly identify your highest income producing activities, and keep you accountable to developing habits that lead to revenue growth.
By focusing on the highest income producing activities, then delegating, hiring or bartering out the non-productive activities, business owners can quickly discover an immediate increase in sales, revenue and profits.
There is an art and a science to building lasting client relationships. We can teach you how to build mutually-beneficial relationships with clients, partners, vendors, and employees, building a rock-solid, bullet-proof business that will grow even despite tough economic times. Those businesses that consistently add value to other people's lives will produce greater net profits and dominate their market space.
Right now, you’re not focused on
your highest income
producing activities.
Remember The 6 Keys To Business Growth
Client Profile
Decision Making Process
Lifetime Value
Unique Selling Proposition
Lead Generation
Lead Conversion
When you take the time to strategize with a business advisor, your return on your investment of time is substantial. You'll learn how to piece together the puzzle of your business growth process, learning how to attract ideal clients and grow your revenues faster and with less risk.
To make sure you don’t overlook any money-making strategies and tactics, you'll want to attend our free or nominal-fee training events, loaded with the latest ways to help business owners stay one step ahead of your competition.
Wrap Up The SBDC business
advising program provides much of the support you need to get from where you are to where you want to be.
Thank you for participating in Small Business Marketing Success
Strategies .
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