growth management marketing your business · pdf file · 2014-08-09growth...

GROWTH MANAGEMENT

MARKETING YOUR BUSINESS

WORKSHOP - WORKBOOK

ADNZ CONFERENCE OCT 2011

MARK ROBOTHAM

© 2011 GROWTH MANAGEMENT CONSULTING LTD

www.growthmanagement.co.nz [email protected]

021 61 8850

24/10/11

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www.growthmanagement.co.nz BLOG: www.succinct.co.nz 2011 ©Growth Management Consul@ng Ltd

www.growthmanagement.co.nz

SUCCINCT STORIES THAT SELL (60 MIN) V10.0

MY TWIN BROTHER AND I

ARE DIFFERENT!

[email protected] © GROWTH MANAGEMENT CONSULTING LTD 2011


TODAY

•  CREATING SUCCINCT STORIES

•  ISSUES PROFESSIONAL SERVICES •  STANDING OUT FROM THE CROWD

•  ADNZ CASE STUDY

•  NEW MEDIA

“Sorry for the long le-er I did not have 3me for a short one” Mark Twain

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Mark Robotham GROWTH MANAGEMENT CONSULTING LTD

[email protected]

021 61 8850

SERVICES: •  BUSINESS PLANS – AUDITS •  INVESTMENT READY •  SME ADVISORY BOARDS •  FACILATION – STRATEGY DAYS •  PITCH COACHING •  BUSINESS TRAINING •  PROF. SPEAKER SU

CCINCT

.CO.NZ


BACKGROUND: •  CAPITAL INVESTMENT -‐ FINANCE •  INTERNATIONAL MARKETING •  PRODUCT DEVELOPMENT •  ELECTRONICS & S/W ENG •  HIGH GROWTH COMPANIES •  CYCLIST

TIPS BLOG Pragma3sm – Passion -‐ Pace

MARK ROBOTHAM – “SURVIVOR OF GROWTH”

0

5

10

15

20

25

30

35

91/92 92/93 93/94 94/95 95/96 96/97 97/98 98/99

Million $N

Z

Learning !

www.SuccinctStories.com www.growthmanagement.co.nz

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POWER OF YOUR SUCCINCT STORY

Your Story Talent

Investors

Customers

Opera3onal Decisions


NOT Iden[fied – Expressed -‐ Measured

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GETTING YOUR STORY RIGHT! Its not what you say, Its what they remember.

And more importantly what they can be bothered to pass on!

Avoid the curse of knowledge

•  You can not see yourself

•  Ge>ng your succinct story right needs external help


INVERTED PYRAMID OF INFORMATION

Information Importance

Time

Variableedit point

Most important fact

Detail that can be removed if time does not allow

Inverted Information Pyramid

10 -30 sound bites

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GET TO THE POINT


GRABBING ATTENTION

What is your aBenCon grabber?

Sound bite #1

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PITCHES THAT DON’T WORK !

•  Alienated the audience –  Not matched to audience or purpose

•  Le^ asking what do they do?

Or how are they different

•  Boring

•  Too much and / or wrong detail

•  Autobiography

•  Why should I trust you ?

•  Unbelievable …

Don’t forget: “Passion and confidence”


VOCAL VARIETY

1.  Quietly 2.  Loudly 3.  Sadly

4.  Angrily 5.  Happily

6.  Powerfully Out of the gate

And off for a walk

went Hairy Maclary

from Donaldson’s Dairy

Hai

ry M

acla

ry fr

om D

onal

dson

Dia

ry

© L

ynle

y D

odd

(re

prod

uced

with

per

mis

sion

)

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MESSAGE IMPACT

Body Language

Words

Voice


WHAT PROBLEM ARE YOU SOLVING?

HOW DO YOUR CUSTOMERS

MEASURE SUCCESS?

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NO VALUE PROPOSTION = NO CUSTOMERS = NO BUSINESS

Cost

VALUE - GAIN 30%

VALUE


CRAFT VS PRODUCT VS BUSINESS

•  Manufacture Power Tools •  Manufacturer

•  So^ware Developer

•  Watch Manufacturer

•  Motor Cycle Manufacturer

•  Making Holes

•  Mice Problem

•  Increasing Sales -‐ Customer Sa@sfac@on

•  Fashion Statement

•  Escape

•  Electric Drills

•  Mouse Trap

•  CRM (so^ware)

•  Swatches

•  Harley Davidson

Product Craft Business (essence)

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MY BUSINESS IS… •  Product Cra^ Business

(essence)


ARE YOU SOLVING A TOP PRIORITY BUSINESS PROBLEM?

1

7

3

2

100

YOUR SOLUTION

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MEMORY HOOKS

•  Stories •  Props •  Contrast

•  FUD fear uncertainty doubt

Ansef Airlines

“Fluffy the cat”

198-‐

Toyota Hilux

“Bugger”

1999

DANGER Business Investor Required

YOU WILL GET THE INVESTOR YOU DESERVE!

Call the GMC Investment Ready Service Now

FUD

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MADE TO STICK STORIES •  SUCCESs

• Simplicity

• Unexpectedness

• Concreteness

• Credibility

• Emotional

• Stories

Find the Core

Get attention

Help people understand & remember

Help people believe

Make people care

Get people to act

www.madetostick.com


CUSTOMER VALUE DIMENSIONS

•  Financial

•  Strategic

•  Personal

How much money will your prospects save or how much profit will they gain if they buy your solution? What is the ROI ?

How will your prospects business benefit from your solution? Increased quality, shorter time to market, diversification, etc …

How will your prospects life be better with your product? More fun, less stress, career enhancement, political advantage, etc … Ego factors.

Financial Personal Strategic

Value - Gain

Value

30%

Savings

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VALUE OF PROOF

• Customer Case (80-100%)

• Demo (60-100%)

•  Data (20- 60%)

•  Vision (10- 40%)


GEOFFREY’S APPROACH ?

•  For (target customers – beachhead segment only) •  Who are dissatisfied with (the current market

alternative) •  Our product is a (new product category)

•  That provides (key problem solving capability)

•  Unlike (the product alternative)

•  We have assembled (key whole product features for your specific application)

Crossing the Chasm – Geoffrey A Moore P 154 – define the battle – the claim

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PRODUCT SOUND BITES – CUSTOMER VALUE

PRODUCT: context

Segment

CUSTOMER measures success by…

QUANTIFY

Single Focus:

- Lead Story headline

Customer

Story:

Outcome:

before-after

Customer:

Price vs payback

USP:

Opening WOW:

LISTEN UP!

Passion !!!

PRODUCT: Problem - Solution


STANDING OUT FROM THE CROWD

MY TWIN AND I ARE DIFFERENT!

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HOW DID YOU CHOOSE YOUR…

•  Bank ? •  Den@st ? •  Accountant ? •  Lawyer ? •  Business Advisor?

What do clients really want?


COMMON SOUND BITES SELL THE OPPOSITION

✗ ✗ ✗ ✗ ✗

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ARE YOU SELLING THE COMPETION?

HOW ARE YOU DIFFERENT?


THE CRAFT DESIGN

UNIQUE X

PEOPLE BRAND ATTITUDE

REFERRAL

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STAND OUT •  WHAT ARE YOUR CUSTOMERS BUYING? •  FIRM vs THE TEAM? •  MAKE A STAND – BRAND “ATTITUDE”

–  DO YOU FIRE PEOPLE FOR BREAKING YOUR VALUES/BRAND?

•  MARKET SEGMENTATION –  Area of specialty and not –  Size job

•  CUSTOMER REFERRAL NETWORK


VALUE PROPOSITIONS -‐ SUMMARY •  What is your target market? •  What is customer problem you are solving? •  Is it a high priority? “must have” •  How does your Customer measure success? •  What do you excel at above your compe@@on?

•  Are you communica@ng it succinctly? –  Quan@fied –  Language of customer

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YOUR TURN -‐ 90 SEC INTRO

•  Hi I am (xxx) from (coy)

Opening Wow… make a stand

•  Problem we solve for our customers is … quanCfy gain

•  What makes us different is … •  My ideal referral client is… •  One of our customers…


SOME COMMON MISTAKES

•  Web – Online –  No Web presence: firm & people –  Not IPAD/I-phone compatible –  Focus on craft – Not Business

–  No @yourdomain

•  Too much – No focus

LESS is MORE!

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Succinct Stories Recipe

•  60 sec Version first

•  Choose one lead story

•  Sound bite construction

•  SIMPLE and repeatable

•  language of customer

•  memory hooks

• Acknowledge competition don’t sell them

be different !

•  WOW opening

•  WHAT not how

•  Quantify Customer Gain

CUSTOMER STORIES

•  CONTRAST Before – After

• 


TEST YOUR MESSAGE •  Web Site – Collateral – Verbal Pitch •  Is it clear what your “unique” posi[on is? •  Outcome (what) or Process (how) •  Memorable

–  Single headline -‐ theme –  Do you headline Value Proposi@on or Cra^ –  Do your call’s to ac@on reinforce your value proposi@on?

– Max 3 selling points

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MARK ROBOTHAM © GROWTH MANAGEMENT

CONSULTING LTD 2011

POWER PITCHING SUCCINCT STORIES THAT SELL (3-‐6 HRS) V10.0

SESSION ONE


EXAMPLES…

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PITCH NETWORKING -‐ TIPS

•  Don’t:

–  Homer Simpson

–  Date Hunt

–  Card Shark

–  Stalker

•  Do v 2 -3 quality contacts

v Follow up email

(2-3 days later)

v Coffee and talk about

them

v 2 month contact cycle

v www.Linkedin.com


BOOKS

Patrick Renvoise &

Christophe Morin www.Salesbrain.net

Neuromarketing

(Value propositions & Presentations)

Chip & Dan Heath

Made to Stick www.madetostick.com

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POINT OF DIFFERENCE – RELEVANCE & STYLE

Pragma[c -‐ Tools and techniques ready to go -‐ Hands on experience

Paced -‐ No bullshit or cases studies

Passionate -‐ MoCvaCon to make a change -‐ Courage to have tough conversaCons -‐ Helping businesses avoid making costly mistakes


Mark Robotham GROWTH MANAGEMENT CONSULTING LTD

[email protected]

021 61 8850

BLOG: www.succinct.co.nz ([ps) WEB: www.GrowthManagement.co.nz TWITTER: @mrobotham

SERVICES: •  KEY NOTE SPEAKING •  BUSINESS PLANS -‐ AUDITS •  SME ADVISORY BOARDS •  FACILATION – STRATEGY DAYS •  BUSINESS TRAINING

•  BUSINESS PLANNING, PITCHING, CAPITAL RAISING, GOVERNANCE

•  PITCH DEVELOPMENT

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MY TOP 10 SOUND BITES

Opening: _______________________ •  ___________________________ •  __________________________ •  ___________________________ •  ____________________________ •  ____________________________ •  ____________________________ •  ___________________________ •  ___________________________ •  ____________________________

Free Tips Mark Robotham www.SuccinctStories.com www.Growthmanagement.co.nz

90 Sec - Networking Cheat Sheet Do you have your Elevator Pitch Sorted?

1

Hi, I am (name)…. I am from(company name) … Opening WOW Statement … make a stand

Value Proposition

2 The problem we solve for our customers is….. Quantify the customer pain and gain, ROI – payback

3

Unique Selling Proposition What makes us different is …. Include comparisons substitute products and doing nothing

Target Market

4 My ideal referral-customer is… Size: employee or revenue, geography, demographic …

Case Study Proof, credibility, understanding and WOW!

5 One of our customers…. Be specific: Names, quantify impact you had What makes this case interesting and relevant

GrowthManagement.co.nz

TIPS: - Succinct statements (10 – 20 sec) - Customer stories – WOW! - Quantify pain & gain and payback time - Contrast – (with-without or before-after) - Define your target audience – what price point - 5 statements X 15 = 75 secs … 15 sec free

Growth Management Consulting Ltd

Pragmatic-Paced- Passionate

Business Advisory – Strategic Planning – Public Speaking

Free Tips Mark Robotham www.SuccinctStories.com www.Growthmanagement.co.nz

“I didn’t have time to write a short letter, so I wrote a long one instead.” Mark Twain

Check that your pitch doesn’t work equally as well for your competitor?

Is your business standing out from the crowd? If your business is not firing on all cylinders – fix your pitch!

Most businesses suffer from the “curse of knowledge”, deluded in their own belief that their marketing messages work – hell they understand them, why shouldn’t their potential customers?

Are your sales not what they should be? Are you failing to get interest in your investment pitch or perhaps your business is just not firing on all cylinders? Then there is a high chance your elevator pitch is not working. The trouble is you as the author, the one who has been working with this for years, is the worst person to craft an effective message to describe your business. You are leaving your audiences wondering “what the hell do you do, and why should I give a damn” Clarity of purpose – creates better results No employee comes to work with sabotage in mind, yet most business leaders are not providing their staff clarity around what the focus of their business is. Ask your business colleagues “what do we do?”- your elevator pitch. Ask your receptionist, bookkeeper, technical guy and CEO. Are the messages all the same? Are they all about an outcome that your customer will pay for? Most businesses fail to reach their potential due to of lack of clarity around what their purpose for being is, and more importantly not focusing on activities that add high value to their customers.

Take the Williams Formula one team mantra – “We make the car go faster”. Do I put part-a in the car or part-b? What makes the car go faster? Consider that with a smart elevator pitch everyone in your business is focused on the same outcome. Everyone is empowered to make smart decisions towards a common goal. For too long elevator pitches have been the domain of sales and marketing departments as sales

tools rather than core driving statements for the business and how it operates. Do all of your business (staff and customers alike) have a common view on what your business is all about? Smart pitches are the reason you get customers, investors, the best staff and your business achieves its goals. Take the time out to focus on your core message and elevator pitch: it takes time, focus and the power of the outsider viewpoint to craft an effective business pitch. Invest in getting some outside help in this important area of your business.

Tips for Powerful Pitches

- Open with an WOW statement that gets people’s attention

- Build your pitch with sound bites - thoughts or points 10–30 seconds each

- Use the language of your target end customer - Focus on WHAT rather than HOW - Quantify customer value – using a customer’s

measure of success. If the outcome result is a change of greater than 30%, you have a true compelling need that a customer will pay for

- Articulate what makes you different - Keep it Short (60 sec – 3min max) and succinct

Use memory hooks: - contrast - life before and after purchase. - stories – relevant customer stories and

endorsements are proven to close deals 80-100%

- props – Physical things to illustrate the point - Once you have your message, play with the

order of the sound bites to increase impact - Remember to stand out from the crowd you must

entertain and stimulate action - If your product is technical, use a 10 – 30 sec “context” statement as an introduction, so anyone can understand relevance of your product or service

Contact Mark today at [email protected] to get help to uncover your succinct story, so you clients and other stakeholders can purchase or invest NOW!

Mark’s Blog: www.succinct.co.nz Twitter: @mrobotham

GrowthManagement.co.nz

Growth Management Consulting Ltd

Pragmatic-Paced- Passionate

Business Advisory – Strategic Planning – Public Speaking

mailto:[email protected]

http://www.succinct.co.nz/

Jump Start Your Business Today Pragmatic tools and techniques ready to go

Contact [email protected] for more information www.growthmanagement.co.nz

Growth Management Consulting LTD

GETTING YOUR BUSINESS FLYING IS HARD WORK

ARE YOU WORKING ON THE RIGHT STUFF?

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JUMP START = 1 Weekend + Follow Strategy Review + Mentoring Here is a full business management make over for start-ups or SME’s

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We begin Activate with Stage 1: JUMPSTART an intensive live-in weekend (Friday night 7pm – Sunday 5pm) focused 100%

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This weekend workshop will arm you with tools and tips that you will begin applying over the weekend. Included in the

course fee are a follow up dedicated strategy session 1 month after the weekend, 3 mentoring sessions and all of your

accommodation and food costs for the weekend.

Jump Start is about making smart use of your time and money. Our goal is to give you the clarity in what to do and not do in growing your business. Your investment in attending the programme will be rewarded multiple times over, giving you:

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What they say about GMC Workshops…

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Training Investment Fees (excl GST)

Activate Jump Start Weekend + Follow up Strategy Session + Mentoring: $3000 Discounted to $1750 with NZTE

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All GMC Workshops have qualified for the NZTE Capability Development Voucher Scheme. We will verify your voucher

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Find the next dates and Register at www.growthmanagement.co.nz/activate.html

http://www.growthmanagement.co.nz/activate





http://www.youtube.com/succinctstories#p/u/12/qMf-cXEgJGM

http://www.growthmanagement.co.nz/activate.html


growth management marketing your business · pdf file · 2014-08-09growth...

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