Top 10 Tips to Thrive in a Down Economy

Transcript

2. www.MyMarketingGoals.com 2 !   President !   Teaches Marketing/Organizational Behavior at Walsh College !   Detroit Instructor, e200 Business Accelerator Program
3. www.MyMarketingGoals.com 3
4. www.MyMarketingGoals.com 4 Source: SBA Office of Advocacy US Businesses as of 2006 26.8 Million 20.8 Million : 0 employees 6.0 Million: < 500 employees 18,071: > 500 employees U.S. Dept. of Commerce, Bureau of the Census, Statistics of U.S. Businesses , SBA Office of Advocacy
5. www.MyMarketingGoals.com 5 Source: SBA Office of Advocacy Source: InsideCRM.com
6. www.MyMarketingGoals.com 6 !   If they’ve got cash--it will go further !   Great talent to be had !   Competition may be scrambling !   Reinvest in business or buy out others !   Time to plan and work ON business…not IN it
7. www.MyMarketingGoals.com 7 Partnerships & Alliances External Influences Sales Process & Cycle Marketing Mix & Message Value Proposition Sales Capabilities & Outreach Passion & Business Vision Customer Profiles Growth, Profit & Success
8. www.MyMarketingGoals.com 8 !  Define Your Goals !  Must be SMART !  Specific !  Measurable !  Actionable !  Realistic !  Time Based 1
9. www.MyMarketingGoals.com 9 1 Where are you heading? Is it the direction you want to be going in?
10. www.MyMarketingGoals.com 10 What’s Your Message? “The audience doesn’t separate the dancer from the dance” You’re a part of the pitch How it’s said in addition to what is said 2
11. www.MyMarketingGoals.com 11 1.  Your name, company and role 2.  A brief but compelling statement about your product’s or service’s value or benefit as it relates to this person 3.  A concise description of your product 4.  A statement that reinforces your credibility OR 5.  A statement about what makes your product or service unique 6.  Your personal energy and passion
12. www.MyMarketingGoals.com 12 Research Closes Knowledge Gap Actually need Service you think you provide Think customers want Marketing promises Customers perceive they get What is delivered and experienced 3
13. www.MyMarketingGoals.com 13 !  Who are they? !  What influences purchases? !  When they buy? !  Why they buy?
14. www.MyMarketingGoals.com 14 !  You Can Never Talk To Customers Too Much! !  If you ask them, they will talk !  As a customer, they have an vested interested in your product or service !  If a prospect or non-customer, find out why and what it might take for them to switch.
15. www.MyMarketingGoals.com 15 !  What makes you different? !  Competition is about fulfilling needs 4
16. www.MyMarketingGoals.com 16 Inertia… Is your value enough to get them to act? 4
17. www.MyMarketingGoals.com 17 A brand is a product or service you do business with for a variety of reasons 5
18. www.MyMarketingGoals.com 18 !   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
19. www.MyMarketingGoals.com 19 !  What makes you different from the competition? !  Point of difference  Price  Value  Quality  Customer Service  Consistent Product and/or Service  Others?
20. www.MyMarketingGoals.com 20 !  There are the Usual Suspects... !  Brochure & Fact Sheets !  Image/logo design !  Direct mail !  Conference and exhibition materials !  Public relations !  Advertising 6
21. www.MyMarketingGoals.com 21 !   Online Social Networks !  Facebook !  YouTube !  Twitter !  MySpace !  LinkedIn !   Website !   Blogging !   Podcasts/Webcasts !   Online Reviews !   E-mail Marketing 6
22. www.MyMarketingGoals.com 22 !  How many have partners? !  What do they do for you? !  What do you do for them? 6
23. www.MyMarketingGoals.com 23 It’s About Meeting The Right People 7 •  -Who do you need to meet? •  -Who needs to meet you? •  -Where are they?
24. www.MyMarketingGoals.com 24 !  Join professional organizations !  Join non-profit boards !  Use social media !  Facebook !  Linked: In !  Twitter
25. www.MyMarketingGoals.com 25 !  Community Involvement !  Family, friends and past contacts !  Business cards !  Ex-coworkers
26. www.MyMarketingGoals.com 26 How do we decide if we like the person delivering a message? Source: John Daly, U of Texas 55% 38% 7% !  Body language !  Tone of voice !  Actual words 8
27. www.MyMarketingGoals.com 27 Adults-Typical Attention Span 15 to 30 seconds What did I just say???? 8
28. www.MyMarketingGoals.com 28 The “So What” Factor •  How do your product benefits SOLVE problems or CREATE opportunities? •  Solution based on the benefit to customers 9
29. www.MyMarketingGoals.com 29 !   Requires a system !   Contacts accessible !   Prioritize/Rank !   Call Schedule !   Script !   Timely Follow-up 10
30. www.MyMarketingGoals.com 30 Call Preparation !   Open ended Questions !   Close ended Questions Understand the Value of Each!!! 10
31. www.MyMarketingGoals.com 31
32. www.MyMarketingGoals.com 32 Thank you! Questions: www.MyMarketingGoals.com !  Beth Goldstein, Boston: 508.893.0976 !  Beth@MyMarketingGoals.com !  Mark Lee, Detroit: 734.507.0866 !  Mark@MyMarketingGoals.com