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Essential Growth Strategies for Non-Profit Success
Denise Patrick
Vice President
Marketing and Creative Services
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Start at the Beginning
I am worried that _______________________________.If I had to choose one problem I would focus on fixing _________________________.Our biggest challenge in 2009 is going to be ________________________.
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Don’t Throw the Baby Out With the Bathwater
Undervalued Platform?
Untapped Insight into Stakeholders?
Underexploited Capability?
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#1- Real Strategic PlanningDefine the core of your organization.Assess full potential and durability of key differentiation.Develop a point of view about the future and define the status quoIdentify full range of optionsIdentify hidden assetsUse key criteria to decide with assets to employ in new visionSet up a system to manage course correction
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Make Something Happen Now
Create a short-term (one year) marketing and sales plan.
No really. It is time to measure real results.
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#2 – Understand Your Stakeholder
How do they think?
What triggers their buying decision?
Who influences them?
What type of experience are they looking for?
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#3 – Be Clear Who They Are
Make a real list
Keep it simple
How do you get to them effectively?
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#4 – Features Tell/Benefits Sell
Features tell/brands sell
Demonstrate your brand
It is a conversation, not a presentation.
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Understand how they think and what they feel
Illustrate your brand experience
Plan your experience with your prospect
#5 - Approaches
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#6 – Secure a Meeting
Ask for a few minutes
Be specific on the time
Be confident
Pre-meeting assignment
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#7 – You ARE Your Brand
Body language = 55%
Tone of voice/inflection = 38%
Words / content / logic = 7%
Total = 100%
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#8– Ask the right questions
There are three types of questions that will lead you to a commitment:
Fact finding
Need finding
Benefit finding
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#9– Ask early and often
There are three types of objections:
They don’t believe you
They don’t understand how it works
They don’t need you
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#10– Keep the pipeline filled Find more opportunities
Turn opportunities into proposals
Blow them away with professionalism
Ask them to join you in your vision!
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Tips & Pointers It’s not easy, get over it
You are a brand ambassador all the time
You don’t ask, you don’t get
Lack of confidence is a killer
Never be desperate
Throw the pen
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Tips & Pointers Act like a normal personThey have to qualify to be part of your organizationBe willing to say no and hear noValue is what they buyIt’s always about emotion
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Q & A