the power of swot - solutions advisors...swot and first impressions in today’s fast paced world, a...
TRANSCRIPT
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The Power of SWOT
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What is SWOT?
Strengths
Weaknesses
Opportunities
Threats
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What does it mean?
–Use of SWOT in Sales
–Use of SWOT in Marketing
There is a difference!
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As it relates to marketing…
SWOT becomes the basis of your community’s:
–Positioning statement
–Marketing plan
–Advertising strategy
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As it relates to sales…
SWOT allows you to:
– Identify potential objections
–Develop strategies to overcome
–Refine key selling points in advance
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SWOT at Work: The Atrium at Navesink
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Previous Advertising
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Previous Advertising
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Example SWOT
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Advertising based on SWOT
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Strategy
1. Highlight the strength that this is the only waterfront community in NJ
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Strategy
2. Overcome the objection that the community was not affordable
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Strategy
3. Take advantage of the opportunityto create a sense of urgency
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What’s the first impression that a prospect gets of your community?
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SWOT and First Impressions
Did you answer with one of the following?
–Curb appeal
– Friendly staff
– Family, homelike feeling
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Your community could be failing in making
a good first impression.
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SWOT and First Impressions
In today’s fast paced world, a first impression happens with the following:
1. Prospect views your website
2. Prospect receives collateral materials in the mail
3. Prospect calls to setup an appointment
4. Prospect interacts with the front desk and sales team
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How can you objectively know if your community
is receiving a passing grade?
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Gathering First Impressions
– Informal focus groups of community members
– Interviews with residents and their families
–Mystery shopping
–Review of collateral and website
Testing your perceived SWOT against daily implementation
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SWOT Maintenance
For SWOT to remain an effective tool, the following must happen:
– SWOT must be updated regularly
– Sales team must be knowledgeable of it and understand how to use it
– First impressions must be routinely reviewed to ensure consistency
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Thank You!
Questions?