marketing & selling in tough economic times · marketing and pr in times of turmoil. situation...
TRANSCRIPT
1
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.
®
2
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
3
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
4
Assess Your Organization
q Business Descriptionq Financial – Cash & Creditq Operations & Personnelq Proprietary Positionsq Marketing Team
5
Assess & Research Your Market
q Clients, Market Segments & Targetsq Market Size, Market Share & Trendsq Market “Niche” Opportunitiesq Vendors, Competition
6
Company Advantages
q DifferentiationWhat can you say, others can’t?
q Marketing Messages
7
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
18
Selling in a Down Economy
IF YOUR COMPETION IS DOING IT, STOP DOING IT RIGHT AWAY!!
19
Selling in a Down Economy
1. Interests2. Needs3. Features & Benefits4. Close5. Objection6. Features & Benefits7. Close
20
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
21
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
22
STRUCTURE CONTENT
CLIENT SALESPERSON
SALESPERSON CLIENT
23
Implementation & Evaluation
24
Implementation & Evaluation
25
Implementation & Evaluation
26
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?
1
2
3
4
5
6
90-Day Marketing Action Plan