insert pages for tg

RightTHINGS

Wrong

WAYS

Right

Wrong

R/R•Having a core Marketing Message and putting it on all marketing materials.

• Capturing e-mail addresses by giving out a special report.

W/R•Not having a marketing strategy but having a compelling brochure

• Having a compelling ad in the wrong magazine.

R/W•Having a customer-focused website without a way to capture their information.

• Going to a networking event, without a compelling marketing message

W/W• Paying for an expensive “vanity” website, with no SEO so prospects won’t find them.

• Going to a poorly attended trade show, with an amateur-looking booth.

RIGHT THINGS – RIGHT WAY GRID

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Looking for the RIGHT THINGS the RIGHT WAY

Doing the Wrong things the Wrong way includes* Paying for an expensive “vanity” website and Not having any SEO done on the

site, so prospects could find them.

* Going to a poorly attended tradeshow with an amateur looking booth.

Doing the Right things the Wrong way.* Having a customer-focused website without a way to capture their information.* Going to a networking event, without a compelling marketing message.

Doing the Wrong things the Right way.* Not having a marketing strategy but having a compelling brochure* Having a compelling ad in the wrong magazine.

Doing the Right things the Right way.* Having a core Marketing Message and putting it on all marketing materials.* Capturing e-mail addresses by giving out a special report.

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YOUR BUSINESS HAS TO BE ON A SOLID FOUNDATION

A MARKET OPPORTUNITY (Is there a want or need?)

QUALITY PRODUCT OR SERVICE (No defects-bad news travels quick!)

DELIVER ON THE PROMISE OF YOUR PRODUCT OR SERVICE

COMMUNICATE WITH INTEGRITY (No “Outrageous Claims”!)

STRONG “INNER GAME” * An Optimistic Mindset* A Growth Mindset* A Preeminent Mindset (Show why you are better than the competition.)

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WHY EXCEPTIONAL CUSTOMER SERVICE IS THE NEW MARKETING!

• Jeff Jarvis – Unhappy experience with Dell Inc. over laptop computer

• Went on buzzmachine.com & sent an open letter to Michael Dell

• Others jumped on to tell their Dell horror stories

• Consumers went to Dell’s site and posted harsh messages

• Consumers Googled Dell they were hit with the harsh messages

• Grabbed attention of PC World, Business Week, & The Wall Street Journal

• 1,000’s upon 1000’s heard about it

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WHY EXCEPTIONAL CUSTOMER SERVICE IS THE NEW MARKETING!

• Bob Garfield received poor, unresponsive service by Comcast Cable

• Launched a site…“comcastmustdie.com”

• Over 700 supportive comments online

• Vince Ferrari called to cancel his AOL account

• The representative was rude, and refused to cancel

• At one point the representative said “He wanted to talk to Ferrari’s father!”

• He recorded the 21 minute conversation, posted it on YouTube and had 62,827 views in two days

• He was called by CNBC, The New York Times and appeared on the Today Show 6

Their pains

Their fears

Theirworries

Their problems

Their interestsTheir

frustrations

Their challenges Their

troubles

Their difficulties

“YOUR NUMBER ONE OBSTACLE IN MARKETING COMMUNICATIONS

YOUR MAJOR MARKETING/SELLING OBSTACLE

YOUR PROSPECT’S PREOCCUPATION BARRIER!YOU HAVE COMPETITION FOR YOUR MESSAGES

Your audience is exposed to approximately 2500 marketing messages a day!What are your prospects thinking about? – Themselves!

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YOUR MESSAGES MUST BE COMPELLING!

“What We Do”Prospecting Messages

vs.

“What In It For Me”?Prospecting Messages

Headlines that are intriguing, capture prospect attention and

the right headline can outperform by as much as 500% or more!

Pain / Fear outsells gain 5/1 Emotions outsell logic 5/1

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HOW TO ACHIEVE EXPONENTIALGROWTH IN YOUR MARKETING & SALES RESULTS!

3 KEY SALES METRICS:

1.Increase sales by generating more prospects for a given period of time.

2.Increase sales by improving your conversion rate – percentage of prospects that buy.

3.Increase sales by improving customer worth

A. Increase in average saleB. Increase in the number of transactions (increases the Lifetime Value of

the Customer)

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EXPONENTIAL GROWTH EXAMPLE

CURRENTLY 10% INCREASETOUCHING 100 PROSPECTS TOUCHING 110 PROSPECTS

10% ARE BUYING (10 PROSPECTS) 11% ARE BUYING (CONVERSION RATE) AVERAGE SALE IS $1,000 AVERAGE SALE IS $1,100TOTAL SALES = $10,000 TOTAL SALES = $13,310

THE MATH

110 PROSPECT CALLS x 11% CONVERSION RATE

12.1 PROSPECTS ARE BUYING x $1,100 PER SALE

$13,310 TOTAL SALES

3310 ÷ 10,000 = 33% GROWTH IN SALES!

10% increase in each of the 3 areas = 33% Growth in sales! 20% increase in each of the 3 areas = 73% Growth in sales! 30% increase in each of the 3 areas = 120% Growth in sales!

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SO, HOW DO YOU INCREASE YOUR PROSPECTS, IMPROVE YOUR CONVERSION RATE AND INCREASE YOUR CUSTOMER WORTH…ALL AT THE SAME TIME?

START BY AUDITING THE HIDDEN MARKETING ASSETSIN YOUR BUSINESS

HIDDEN MARKETING ASSETS ARE YOUR SMALL BUSINESS

ASSETS THAT ARE UNDERUTILIZED AND/OR ARE UNDERPERFORMING

THEY ARE ALSO OVERLOOKED SALES OPPORTUNITIES

AND UNTAPPED SALES POSSIBILITIES

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COMMON HIDDEN MARKETING ASSETS

There are numerous Hidden Marketing Assets. Your small business may have unique Hidden Marketing Assets that may be limiting your growth.

However, there are some common Hidden Marketing Assets that apply to a wide range of businesses.

UNDERPERFORMING ASSETS NEGATIVE IMPACT ON YOUR BUSINESS Advertising that falls short

Broken Sales & Marketing Process

Poor Website Performance

Reduces Prospects

Reduces Prospects, Lowers Conversion Rate, and Lowers Customer Worth


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COMMON HIDDEN MARKETING ASSETS (Continued)

UNDERUTILIZED ASSETS NEGATIVE IMPACT ON YOUR BUSINESS Relationships with Other

Businesses

Competitive Advantage not Articulated or Integrated

Past Customers

Limits New Prospects


Reduces Conversion Rate and Lowers Customer Worth

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IF YOU WANT TO INCREASE SALES, CUSTOMERS, AND PROFITABILITY YOU MUST KNOW YOUR CORE SALES

NUMBERS!

For instance…

…How many new prospects are you touching a month from all sources?

…How many prospects are buying a month (your conversion rate)?

…What is your average sale?

Remember, the DATA SPEAKS!

It will tell you what assets are underperforming and/or underutilized. It will show you overlooked sales opportunities and untapped sales possibilities.

GET YOUR ARMS AROUND YOUR CORE SALES NUMBERS!

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MARKETING WITH A SYSTEM

Marketing and Sales Results Occur, Good or Bad, Because a System is in Place Producing Them!

RANDOM MARKETING

Toes in the Water

Lack of Commitment

“Silver Bullet”

Throwing Money at Marketing

Inconsistent

UnrelatedShotgun

Winging itStop n’ Go

Mercy of the Marketplace Hit n’ Miss

Hope

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MARKETING WITH A SYSTEM (continued)

SYSTEM MARKETING

Capture Core Sales Numbers

Track Core Sales Numbers

Map Results / Develop Ratios

Evaluate Results

Tweak and Optimize the Process

Create a Sustainable and Repeatable Process17

MAPPING YOUR CORE SALES NUMBERS

AN EXAMPLE

BROKEN SALES AND MARKETING SYSTEM(SALES ARE FLAT, DECLINING)

MAP YOUR PROCESS AND EVALUATE RESULTS!

Retail Store Mails 500 Pieces to Prospects with a Coupon

50 Prospects Enter the Store

Sales Conversation Takes Place

10 Sales are made

Average Sale = $80 x 10 Equals $800 18

OPTIMIZATIONYOU WANT TO GET THE MOST OUT OF EVERY STEP

IN YOUR SALES AND MARKETING PROCESS

SO, HERE ARE SOME KEY OPTIMIZATION QUESTIONS FOR EACH STEP IN THE EXAMPLE:

Step 1 – Retail Store Mails 500 Pieces to Prospects with a Coupon

* Direct-Response Advertising – Ads, Billboards, etc.?* Referrals?* Networking?* Joint Promotions?* Business Alliances?* Publicity Opportunities?* Search Engine Optimization (SEO) for our website?* Database Marketing – Prospective Customers, Current Customers, Past Customers?

GOAL = INCREASE PROSPECTS AND CUSTOMER WORTH

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OPTIMIZATION (continued)

Step 2 – How Do I Make the Direct Mail and E-Mail More Effective to Increase Prospects?

* Right Target Market?* A Different, More Compelling Headline?* A Different Offer?* Build in more Benefits?* Offer Proof and Testimonials?* “You” Approach Rather Than a “We” or “Us” Approach?* Test it on a Smaller Population Before we Roll it Out?

GOAL = INCREASE PROSPECTS AND CUSTOMER WORTH

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Step 3 – 50 Prospects Enter the Store

* How do we create a more positive impression?* How do we make the store more inviting?* How do we create a relevant greeting?

GOAL = INCREASE THE CONVERSION RATE

Step 4 - How Do We Increase the Persuasiveness of Our Sales Conversations with our Prospects, Prospective Customers, Current Customers, and Past Customers?

* Are we hiring the right people?* Do Our Sales Reps Have Consultative Sales Training That Teaches Them How to

Build Rapport, Trust, and Integrity in Their Sales Conversations? * Do our Sales Reps Know How to Sell to Different Styles of Buyers?* Do our Sales Reps Know How to Ask for an Order Without Being Pushy and

Shovey?

GOAL = INCREASE THE CONVERSION RATE 21


Step 5 – Sale Is Made or Not Made

* How do we improve the closing rate of our reps?* How do we generate more buying commitment during the sales conversation?

GOAL = INCREASE THE CONVERSION RATE

Step 6 – How Do We Increase the Average Value of a Sale?

* Are There Upsell Opportunities?* Are There Cross-Sell Opportunities?* Are There Back-End Selling Opportunities?

GOAL = INCREASE THE WORTH OF A CUSTOMER

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OUR SEMINAR CHALLENGE TO YOU!

FINISH 2013 STRONGAND

MAKE 2014 A YEAR TO REMEMBER!

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