marketing and networking: developing your personal brand evolution university – august 14-16 th,...
TRANSCRIPT
MARKETING AND NETWORKING: DEVELOPING YOUR PERSONAL BRAND
Evolution University – August 14-16th, 2013
Agenda
Marketing and How It Impacts Your Business Corporate Mission and how it translates to you Seeding – Ideas and Strategy
Networking – Unleashing Your Personal and Professional Network
Prospecting – Different Methods
Marketing – Brand Identity
“If you are not a brand, you are a
commodity.” – Philip Kotler
Marketing – Just Because
Pretty, pretty, pretty, pretty, pretty close. Pretty close.
Marketing – Brand Identity
Marketing – Corporate Mission
Establish the preferred brand in the marketplace, known as the People You Can Count On.
Strengthen customer value through innovative product and service solutions differentiated from our competitors
Deliver highly qualified and targeted leads to accelerate our growth
Marketing – Corporate Mission
Establish the preferred brand in the marketplace, known as the People You Can Count On.
Strengthen customer value through innovative product and service solutions differentiated from our competitors
Deliver highly qualified and targeted leads to accelerate our growth
How each tenant relates to you:
Marketing – Your Brand Identity
Discussion:
What does “People You Can Count On” mean to you?
Marketing – Your Brand Identity
People You Can Count On Our people will not
relent until our customers have: Full deliveries High-quality product Changed to meet our
customer’s evolving needs Given their all to ensure
our customers are taken care of
What do you do to mirror our brand promise?
Marketing – Your Brand Identity
Breakout Session (15 minutes) Get with your group and talk about the things you do
to mirror our brand promise—how can you be “People You Can Count On” with your prospects?
Marketing – Your Brand Identity
What can you do to stand out as your own personal brand? Networking – Using the resources around you Seeding – Creating a vision for the prospect Marketing – Keeping the AmeriPride / CLAUS name
out in front in your area Ability to present compelling solutions
Marketing – Your Brand Identity
What are ways you can damage your brand? Unresponsiveness – not every interaction is a positive
one. But what makes it worse is not reacting / following up
Reputation – Are you someone people will want to refer their family/friends/colleagues to?
Online presence – Social media can be a great tool when used correctly, but scary when not.
Marketing – Corporate Mission
Establish the preferred brand in the marketplace, known as the People You Can Count On.
Strengthen customer value through innovative product and service solutions differentiated from our competitors
Deliver highly qualified and targeted leads to accelerate our growth
How each tenant relates to you:
Marketing – Strengthening Customer Value
How can you strengthen customer value through innovative product and service solutions differentiated from our competitors?
Marketing – Strengthening Customer Value
Mastery of Business Rapport “Marketing’s task is to discover unmet needs and to
prepare satisfying solutions.” – Peter Drucker Sales is marketing! “The aim of marketing is to make selling superfluous.” -
Philip Kotler You cannot offer a compelling solution to a need /
problem that you don’t understand.
Marketing – Strengthening Customer Value
Mastery of Product / Service Offerings Lack of product / service knowledge often leads to missed
opportunities Being a CLAUS / AmeriPride / Quebec Linge
Ambassador – around the clock Understanding the impact you can make—positive and
negatively Social media is either your best friend or worst enemy
Always be selling i.e.: Making it a point to go to a prospect’s establishment for
dinner and making yourself seen
Marketing – Strengthening Customer Value
Seeding A seeding item can be a myriad of things, but they are all
designed to do the same thing: grab the prospect’s attention and differentiate yourself from all the other salespeople trying to get their attention
Examples of Seeding Packages: Customized shirt / chef coat / lab coat
Present new ideas! Show the Prospect things they haven’t considered – customized patches for different departments, new styles, etc.
“Clean-Up Kits” – Cleaning Chemicals + Microfiber Towels Items personalized for Decision Maker Tickets to Events
*According to the Corporate Executive Board
Marketing – Strengthening Customer Value
Why is seeding so important? According to a 2011 survey of 1,900 B2B customers, 60%
of the purchasing decision making process is complete before contacting vendors* What makes up the other 40%?
Pricing (The Spreadsheet!) Researching referrals Looking for other selling points that did not surface in research
If you’re part of the 40%, you probably have a 5-10% chance of getting the account.
Don’t be a lonely cell on a spreadsheet—become Unspreadsheetable!
Marketing – Strengthening Customer Value
Seeding Strategy Have Target Lists – Your top 20-40 Prospects in your
area Systematically send seeding packages every quarter Show a progression in services that they may find
interesting These steps show both professionalism and genuine
interest in partnering with their business, which will separate you from the competition
Marketing – Corporate Mission
Establish the preferred brand in the marketplace, known as the People You Can Count On.
Strengthen customer value through innovative product and service solutions differentiated from our competitors
Deliver highly qualified and targeted leads to accelerate our growth
How each tenant relates to you:
Marketing – Lead Generation
How can you get more highly qualified and targeted leads?
Marketing – Lead Generation
Service Leads Your relationships with the CSRs and CSMs in your
area are vital Communication, communication, communication
New Customer Leads Keeping up with your new customers helps build out
and grow your professional network Connections Program
Networking
Connections Program
Reward your customers for giving you leads!
Every referral that becomes a customer receives a $50 Visa gift card.
Should be given to EVERY new customer during or shortly after Install.
Networking
What are different ways you can network and build your personal brand?
Networking – Branding Yourself
Chamber Tips Groups
Niche Networking Groups Professional Organizations
Websites / Blogs
Volunteering / Community Service Religious Organizations
Keynote Speaking
Networking
Industry Associations Chamber Tips Groups LinkedIn Sales Genie
Networking – Industry Associations
Being truly involved is key Sponsor events
Position yourself as the “go-to” expert
Be seen!
Networking – Tips Groups
Being truly involved is key Don’t expect leads if you don’t bring them yourself!
Try to be involved with the leadership of the group Attendance is crucial – if you’re going to be in a
group, you need to commit.
Networking – LinkedIn
Have at a minimum: Professional profile
picture Complete Summary,
Experience, Skills/Expertise, Education – NO TYPOS
Advanced: Share relevant articles
w/colleagues, prospects, & customers
Be involved with industry groups
Searches (demo)
Examples: Good! Bad.
Networking – Sales Genie
Watch Demo Video
Prospecting
Different Ways to Prospect: Cold Calling Target Selling (Target Lists) Referrals (Personal) Referrals (Professional) Research (Sales Genie, Google, etc.)