Branding & Personal Selling

Transcript

1. 1 Webinar #3: Branding/Personal Selling & Networking 1 2009, The LEE Group, MI LLC All Rights Reserved
2. How Did You Do On Your Homework Assignment? I. Marketing Action Plan Document -Prepare Goal Two II. Small Business Survival Workbook -Milestone 6: Critical Sales Skills to Succeed -Sales Skills Evaluation -Elevator Pitch Milestone 7: Managing Critical Relationships -Sales Call Preparation -Conversation Makers -Sales by the Numbers 2 2009, The LEE Group, MI LLC All Rights Reserved
3. What Binds the Organization And Connects the Dots? Simple Question… 3 2009, The LEE Group, MI LLC All Rights Reserved
4. Answer… Your Brand! 4 2009, The LEE Group, MI LLC All Rights Reserved
5. 5 What is a Brand? A brand is a product or service you do business with for a variety of reasons 5 2009, The LEE Group, MI LLC All Rights Reserved
6. 6 Popular Brands  Nike  McDonald’s  Coca Cola  ESPN  Sports Illustrated  Nordstrom’s 6 2009, The LEE Group, MI LLC All Rights Reserved
7. Understand your Brand 7 2009, The LEE Group, MI LLC All Rights Reserved
8. 8 Now, Think of Your Business…  As a brand  Not a provider of a specific job but a brand that provides more than specific services 8 2009, The LEE Group, MI LLC All Rights Reserved
9. What Makes Our Brand Different?  What makes you different from the competition?  Point of difference  Price  Value  Quality  Customer Service  Consistent Product and/or Service  Others? 9 2009, The LEE Group, MI LLC All Rights Reserved
10. 10 Brand Components  A successful brand has:  Vision  A positioning Statement  Recognizes its point of difference  A strong sense of its strengths and weaknesses  An understanding of its competitive set  An effective communications plan 10 2009, The LEE Group, MI LLC All Rights Reserved
11. Become the XX service provider most preferred by customers because they know XX understands their needs and is willing to work with them. Brand Vision/Example 11 2009, The LEE Group, MI LLC All Rights Reserved
12. But, You Need to…  Understand your Brand  And, what makes your Brand unique relative to the competition  How do you do this? 12 2009, The LEE Group, MI LLC All Rights Reserved
13. 13 Know Where You Stand…  Strengths and weaknesses  Competitive landscape  What does your business represent?  What makes you different? 13 2009, The LEE Group, MI LLC All Rights Reserved
14. 14 Now, Ask Yourself… What does my business represent and why would anyone purchase my product or service? 14 2009, The LEE Group, MI LLC All Rights Reserved
15. 15 Understand Reasons Why Consumers Purchase You?  Reasons might include:  Fills a need  Satisfies an urge/need  Emotional connection  Price/Quality  It’s “hot”  Represents you in some way shape or form  Communicates something about you 15 2009, The LEE Group, MI LLC All Rights Reserved
16. 16 Perform Research/ “Gap” Analysis  Meaning…  How do you perceive your business?  How do others perceive your business strengths and weaknesses?  Generally, there is a “gap”  What do I need to do to close the gap? 16 2009, The LEE Group, MI LLC All Rights Reserved
17. 17 Closing the “Gap”  Develop a roadmap focused on:  Identifying your Brand Defining Idea (BDI)  Clearly articulating your vision  Identifying specific steps to implement  What does your business represent?  What’s your “niche”  Are you over promising versus under delivering?  Write it down and communicate it 17 2009, The LEE Group, MI LLC All Rights Reserved
18. Identify a Brand Defining Idea (BDI)  A BDI is the cornerstone of your Brand and captures the essence of your business  Who are you?  What do you represent?  What makes you different? 18 2009, The LEE Group, MI LLC All Rights Reserved
19.  Delivers vision saliently and consistently...  To all stakeholders such as customers, prospects, employees, sales force, business partners  Across all business units  Through all brand communication touch points  Creates an ownable and relevant point of difference  Ownable –True to your equity and vision  Relevant – Resonates with all constituencies  Differentiating – Breaks the category commodity paradigm Brand Defining Idea (BDI) 19 2009, The LEE Group, MI LLC All Rights Reserved
20.  Ultimately generates customer loyalty and business growth  Creates a consistent brand image in the minds of customers and provides a reason to do business with that brand  Loyal customers tend to  make referral  give greater share of wallet to their preferred brand  The BDI is not to be used as a tagline Brand Defining Idea (BDI) 20 2009, The LEE Group, MI LLC All Rights Reserved
21. Attitudes Willing to listen and help Constructive problem-solver Shares your values and goals Empathizes with you Empowers you and supports your independence Behaviors Approaches you with respect and in your own language Proactively finds solutions, even in difficult situations Sticks with you from start to finish Frames situations realistically Behaves with integrity Framework Helped Identify BDI Examples 21 2009, The LEE Group, MI LLC All Rights Reserved
22. The Southwest Example Quality customer service delivered with warmth, friendliness, pride, and company spirit. A low-cost airline that makes travel freedom possible Enjoy Travel Freedom Lower fares Corporate Vision BDI We demonstrate this through offering: How we operate Frequent schedules Service with flair Efficiency 22 2009, The LEE Group, MI LLC All Rights Reserved
23. You Can Extend Your Brand…  Through various customers touchpoints  Traditional/non traditional media  Contacts  Family/friends  Or, through your NETWORK and/or Personal Selling 23 2009, The LEE Group, MI LLC All Rights Reserved
24. Networking/Personal Selling It’s About Meeting The Right People • -Who do you need to meet? • -Who needs to meet you? • -Where are they? 24 2009, The LEE Group, MI LLC All Rights Reserved
25. Networking/Personal Selling  Join professional organizations  Join non-profit boards  Use social media  Facebook  Linked: In  Twitter 25 2009, The LEE Group, MI LLC All Rights Reserved
26. Networking/Personal Selling  Community Involvement  Family, friends and past contacts  Business cards  Ex-coworkers 26 2009, The LEE Group, MI LLC All Rights Reserved
27. Assignment  Review the Branding worksheet  Read the questions on the left  Fill out responses in the space provided on the right  Answer the questions openly and honestly Goal: Brand assessment and developing an enhanced understanding of your brand 2009, The LEE Group, MI LLC All Rights Reserved 27
28. Next Webinar: 1/5/10; 2-3pm  Homework  Marketing Plan Action Document  Prepare Goal #3  Small Business Survival Workbook  Milestone 5: Pick the Right Tools-The Marketing Mix  Your Message to the World Page 14  Competitive Marketing Material Analysis Page 15  Website Assessment Page 16  The LEE Group’s Branding Worksheet 28 2009, The LEE Group, MI LLC All Rights Reserved
29. Next Webinar Topics  Marketing & Sales Promotion  Tactical Strategies that work on any budget  Creating the right mix for Your business 29 2009, The LEE Group, MI LLC All Rights Reserved
30. Thank You and Happy Holidays! Mark S. Lee The LEE Group, MI LLC Beth Goldstein MarketingEdge Consulting Group 30 2009, The LEE Group, MI LLC All Rights Reserved