Download - To Really Command Attention…
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Welcome to
How to Build Your Business and Win Clients
Session 2Marketing Approaches
That Work for You
Presented By:Ken HablowKH Graphics
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
To Really Command Attention…
How you Present Your Company is as Important as What You Have to Present
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
Today’s Agenda
Marketing Concepts Tactical Strategic Image
Personal Marketing Getting Published Speaking Networking Alliances
Print & Media Corporate ID Collateral material Publications
Internet & Electronic E-Zine Web Site Email
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
Function Process
Market Research Direct Marketing Online Marketing Trade Shows Public Relations Collateral Material Advertising Lead Management Measurement
Direct Mail, Print Seminars Digital
Email, Web site, Banner Ads, Links
Case Studies, White Papers
Speaking Database Management
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
Tactical Marketing
Define your USP Identify your market Generate marketing
ideas Plan your concept
development
Forecast your financial analysis
Create a corporate ID Prepare your market
entry strategy Listen
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
Make marketing decisions that:
Satisfy your target customers’ needs
Help them achieve their organizational goals and objectives
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
Strategic Marketing
Understand emerging business trends Define your value-based market Create a focus Plot your organizational development DO competitive analysis Develop communication & collateral materials Talk to the decision maker
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
Strategic Planning
Be aware of industry and economic changes Understand buyer’s pain Know your client’s buy cycle Analyze business problems to better
formulate marketing strategy Research client’s needs
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
Reasons People Buy
Need Desire Emotion
Security Integrity Quality Service Value Price
What to look for What they want
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
What’s Out – What’s In
Quick Fast Rapid Out of the box Paradigm shifting First to market Cutting Edge
Adaptive Reliable Consistent Value Risk reduction Sustained profitability
Out In
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
Plan For Action
Plan for the Decision MakerDo not waste time on someone who has no authority to buy.
Limit Your Message Leave the prospect a reason to ask questions.
Include a Call To ActionAsk for the order or you will never get it.
Include an IncentiveWhen necessary, entice a response
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
Image Marketing
Know your key differentiators Stick to your Position Statement Create perceived value in your marketing Project your problem solving features Stay focused Build value over time
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
Perceived Value
Your perceived value to a prospective client is enhanced by the quality of the image you project.
Consistency of follow-up, performance and presentation; all work to project a well focused and organized business.
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
Personal Marketing
Get published Create speaking engagements Network Build alliances Be verbal — Communicate!
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
Communications
Plan for your client’s needs Create a biography – not a resume Use problem/solution – not features/benefits Gather testimonials Do not sell, let the client buy Plan to integrate print and electronic
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
“New Marketing”
“In a skeptical, media-saturated age, it isn't enough to get the consumer's attention or approval; companies with a product to sell need to gain the consumer's complicity in the marketing process. To that end, marketers must emphasize passion, authenticity and honesty, and de-emphasize hype, intrusion and image.”
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
Print/Media/Direct Marketing
Corporate ID – business card, letterhead, etc.
Collateral material – brochures, flyers, etc.
Newsletter – consistent, professional
Media advertising – trade journals, newsletters
White papers – published, handouts, mailers
Direct mail – letters, postcards, thank you notes
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
By The Numbers
Printed Materials —5-10 seconds to make an impression
Print Ad — 5% of buying decisions are made at the headline
E-Mail — 1-2 seconds to look at the subject line.
Web site — 10-15 seconds on the opening page
Sales Presentation — the sale is made or lost in the first 5 minutes
Personal Contacts — 5-6 contacts to make a sale
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
For an Effective Marketing Plan,
your goals and objectives, your market audience, the sales channels, The client’s “pain,”
the solution you provide, your value proposition, the sales cycle, how to present your story,
Know…
When to ask for the order!
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How to Build Your Business & Win Clients
November 19, 2001 Ken Hablowwww.khgraphics.com
Because you never get a second chanceto make a first impression…
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