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Today¶s seminar is made possible by:
Can only provide highlights Have avoided most marketing buzz words Focus on concepts in part one Make some µHow To¶ points in part two Deal with Marketing Plan in part three Encourage you to ask questions as we go Ask you. we «. turn of your cell phones .. please.Before We Get Started In the time allotted.
Today·s Seminar In Three Parts Marketing Basics Customer Focused Marketing How to Create a Marketing Plan .
Marketing Basics For Small Business .
integrating and executing a set of strategies for selling products. .What is Marketing? Planning. services or ideas for the benefit of seller and buyer. Actions taken to put the salesperson in front of the customer. (Marketing and Sales). The actions required to move products from the producer to the consumer (classical definition).
but for many successful businesses it is a way of thinking. It is a mindset which puts the customer first and ensures that the company never forgets that it needs customers to survive.Effective Marketing Most people think that Marketing is a tool. . Effective marketing is required for survival ± and it is absolutely critical for success.
promotion and distribution. .Marketing Provides the foundation for planning and the basis for a profitable relationship with your customers. Recognizes and analyzes customer needs. packaging. Provides guidance for product pricing.
Marketing Insights Strategic Essential Long-term Communication-based Customer-driven .
± What differentiates each group? What makes each unique? . ± Recognize the market groups that exist in your target market.Marketing Focus I Identify market groups.
Marketing Focus II Targeting ± Choose the group that will be the focus of your marketing campaign. .
Marketing Focus III Positioning ± What message do you want to convey? ± How do you want your customers to see you? .
What Is Important Customer Value Cost Convenience Communications .
Who is your client? 3. What is the marketing plan? 5. What is your Business (Mission)? 2. How do we evaluate our effectiveness? . How does the client define value? 4.Ask Yourself « 1.
Develop an effective training program Find ways to sell / distribute products and services more efficiently. .Remember« Marketing is more than selling Understand your client¶s needs Develop plans that reflect those needs Support the Marketing function.
Rainbow in Alaska .
CUSTOMER FOCUSED (How .What to Do .Ideas) MARKETING For Small Business .
Introduction This part of the presentation introduces a variety of practical marketing approaches and ideas. . Use it. to generate ways to help develop your own business. as applicable.
you must be innovative. for a limited time. offer two dinners for the price of one. if you are opening a new restaurant. you may. For example. A plumber may waive the service call fee if he is late for an appointment These are not original ideas ± you need to find and implement the ones which will work for you.Be Innovative ± Above All To build and maintain a business. .
. But. As a restaurant owner do not forget to put specific expiration dates on coupons or else you may be serving free or discounted food for a long time. be careful.Incentives and Cost Find out what consumer incentives work in your business and the costs associated with various offers.
. Do your research and take care to be highly targeted in your business communications.Reach the Decision Maker To make a sale it is critical to reach the right person within your customer¶s company. Addressing mail to Purchasing Manager or other company official is usually not effective.
Identify your customers and personalize your communications. . This applies to direct mail.Research is Vital Market and Marketing Research are vital to attain your business goals.based email marketing and phone solicitation. permission.
"Who do we want to do business with´? Then enter all prospects into a database so they can be turned into customers over a period of time.Customer Prospecting Prospect identification should be a daily activity in any business. . a steady flow of new sales leads will be produced. Never stop asking. By making prospecting a continuing process.
Be Creative Mailing dull direct-mail pieces will not work well. copywriting is an art. You may need help from professional copy writers to make your mailers more effective. . Remember. Ask yourself: ´Will anyone be intrigued enough to read the mailer before tossing it in the trash can´ A creative approach is necessary to be different and distinctive.
. Again personalisation is vital. conversational. interesting and use language which the customer is familiar with.... There is no reason why business letters should not be friendly.Effective Letters Many business writers use impersonal words such as "As per our conversation.³ "Pursuant to our agreement..
What Do Customers Care About Have you asked selected prospects and customers how they view your business. These concerns must be met. products and services? When creating an ad. it is critical that you keep in mind what the customer wants. a brochure or a sales presentation. look for opportunities to obtain information which can help your marketing be more creative and targeted. . So. needs and expects.
driven companies spend much time and effort influencing the way they are perceived by customers. Tell customers and prospects why it is in their best interests to do business with you. . Then make the sale. prospects. Market . investors and other stakeholders.Influence How Customers Think About Your Company People make buying decisions after making comparisons.
" "We won't charge your credit card for a month." "Try the product for the weekend and use it all you want.free. "Try it for 30 days.Make Compelling Offers Customers are cautious." The goal is to overcome the customer's reluctance and then ultimately close the sale." "Your satisfaction is guaranteed. .. Make it easy to say yes. They don't like making mistakes or hasty decisions. This is why enticing offers are so valuable..
but your powerful message can. well. outstanding products and services promoted by a mix of relevant seminars. I can't be in the right place every time. special events and informative articles will help ensure your success.Right Place at the Right Time Do you use this excuse: "Oh. ." Maybe. newsletters. For example. bulletins. Develop powerful incentives for your customers to keep you in mind every day. blogs.
Name Your Product or Service One of the best ways to differentiate your products or services is to give them distinctive names. Give your products clever names which take on new meanings. Do you remember Roto-Rooter and Weed Wacker? These names are trademarks and you should also consider trademarks for your important products.not just to you. Make sure. . however. thereby distinguishing your products from those of your competitors. that the name appeals to your customers --.
it takes time for customers and prospects to get acquainted and comfortable with your business. issue it on schedule and only include relevant information. Marketing momentum comes from consistent effort. Remember. Follow through long enough to produce proper results. .Persistent & Consistent Persistence is power in marketing. if you start a newsletter. For example.
and other sales materials you receive are filled with words.Effective Communications Do you find that many ads. ask prospects what they want to know about your company and products. letters. illustrations and data that are of little interest to you? To help you write effectively for your publications. When you know your target customers you can meet their needs effectively. brochures. .
Find a way to add value that is recognized by customers. .our customers are important.Understand Your Customers For example if your Rolls Royce needs service ± and one dealer insists you bring it and another says he will pick it up on his flat bed truck ± which would you prefer? One dealer is clearly sending a signal that he doesn¶t understand his customers and the other sends a powerful message .
Satisfying customers¶ needs builds trust. they will buy what you sell and come back for more. This is the way to become a valued resource for them. When people use your ideas. . Happy customers will recommend you to others.Build Trust Share all relevant information with your customers.
Web Site Research A web site is like oxygen for your marketing. Are the sites used for credibility and information and for Ecommerce as well? Can promotional literature be down-loaded? . Do successful competitors share common web strategies. You must have it. Study your competitors¶ web sites.
Web Strategy Considerations Do customers search the web before visiting your work shop. store or office? Do you meet customers at their homes or at their businesses? Do you close a sale based on one visit? Do you make proposals which are then evaluated and acted upon later? Do customers use the web to check your credibility before buying? .
. Set up Email capability. Provide driving instructions to your location. Include relevant contact information. Allow customers to download data which you would otherwise mail.Minimum Web Presence Establish a site which gives you credibility.
Provide full shopping cart capability. Put your web site name on all literature.Ecommerce Site ± If needed --Highlights Only- Design your integrated web site. Create and execute a comprehensive Ecommerce marketing plan. Make it easy for customers to shop. Establish merchant account for checkout. . Create a complete product data base.
Company Identity It Makes a Difference Is the logo fresh or is it dated? Does it convey the right message and image? Are web and email addresses on all documents Do letterheads. . mailing labels and business cards convey a strong. positive message? The corporate identity is the face you put on your company for all to see.
that you .and still fail. .Meet The Super Salesman You may apply all the theory and practical advice reviewed so far .the salesman/owner do not have effective selling skills. One reason could be . Let us review some of the important factors which will help you make the sale.
Preparation Prepare for the meeting with your customer. Dress appropriately for the meeting. . Turn off your cell phone. Know the product features and benefits. Arrive with time to spare. Next time you call she may make a special effort to help you. Learn the name of the receptionist ± and make a good impression.
Comment on some office decorations which favorably reflects your customer¶s interests.Meeting The Customer --1 Meet your customer with a smile. Use his name properly and express your appreciation for the meeting. Exchange some pleasantries and quickly get down to business ± time is precious. eye contact and a handshake if appropriate. .
Invite questions and answer with confidence which comes from product knowledge. if any.Meeting The Customer --2 Make your sales presentation. Anything you say beyond that point can work against you. Ask for the order. Review features/benefits as appropriate. . When the customer has decided to buy from you ± quit selling. Overcome objections.
Again thank him for the meeting or order. When calling on the telephone use your best phone manners and avoid the use of a cell phone if the connection is poor. .. Provide after sale training and service as necessary to keep the customer satisfied.Meeting The Customer --3 Promptly follow up the meeting with any information which you promised to provide.
Ask your customer for the name of another individual to whom you could sell your product.Meeting The Customer -. Make another successful sales call. Hone your selling skills and repeat this process over and over again.4 Cultivate your relationship with the customer and earn his confidence and trust. .
5 Maximize your µface¶ time. He will remember you for the rescue effort.Meeting The Customer -. Minimize idle (travel) time by visiting several customers during the same trip. Your cost per sales call will then be less. Donate your time or money to worthy causes if this provides you exposure to your customers. Use networking to obtain sales leads. . Go out of your way to help a customer who is in trouble.
items sold. FOB point. .Meeting The Customer --6 Be prepared to document sales contracts. Remember ± always do the paperwork. unit prices. means of shipment. warranty. product support and payment terms must be specified. You may use your own sales forms. Either way. delivery date. Your customers may use purchase orders.
making a chance meetings at the homeowners association. Use this pitch when the opportunity arises.Meeting the Customer ± 7 Develop your µelevator¶ sales pitch. etc. Convey in 15 seconds what you are selling and make the listener want to hear more. such as when you are boarding an airplane. standing in line to pay for your coffee. etc. .
Are you qualified to answer all technical questions. . Is the old adage ³I will get back to you with the answer´ good enough.1 Know who is attending your sales presentation.Tips From A Pro . or do you need help from a pro. Will the customer have technical support during the meeting.
.Tips From A Pro ± 2 Confirm early in the meeting how much time is available for the sales presentation. Your customer may have a crisis to deal with or additional time to spare. Make sure that you cover the key points of your presentation in the allotted time. Adjust your presentation accordingly.
This avoids the audience becoming distracted by reading your literature or otherwise getting out of sync with your presentation. Bring several bound printed copies of your presentation in case of a technical glitch. During a projection presentation. . it is usually best to wait until you are finished to hand out literature.Tips From A Pro ± 3 Most presentations are now made using laptop computers and projectors.
An initial telephone follow up is likely to reach the answering machine. determine how he absorbs information ± be it by reading. Learn early in a relationship if the customer is µemail centric¶ or µvoice message centric¶. Leave a brief message.Tips From A Pro ± 4 Develop a practice of using both voice and email for follow up communications. Also. Follow up with a more detailed email. . conversation or visual presentations.
Ask him to agree to accept phone calls from your prospects.5 As a happy customer.Tips From A Pro . A customer extolling the benefits of your products is a very powerful message. Ask him to allow you to bring prospects to his business to show off your products. . confirm that he is willing to become a reference for you.
I criteria. Your customer may need to complete paperwork to document that the purchase meets certain financial criteria. Help your customer µjustify¶ the purchase by demonstrating that the acquisition of your product will meet the R.O.6 The product you are selling may be treated as a capital expenditure. .Tips From A Pro .
PUT THESE IDEAS TO PRACTICAL USE. To review periodically and supplement with new ideas. As a guide for implementing effective marketing solutions. . As required reading for all marketing personnel.
Wildflowers ± Gorman CA End of µHow To¶ Section .
How to Create a Successful Marketing Plan .
What is a Marketing Plan? A marketing plan is a vital document which you have created and intend to follow to achieve your goals. . If the plan is for a new product or service. the marketing plan should reflect the strengths of your current efforts. If you are already in business. it should define all critical elements of an effective marketing campaign.
Why Have a Marketing Plan? To document where you are To plan where you are going To define your objectives .
Planning Considerations See it as a process Keep it simple Develop a time-frame Have a simple revision process Harmonize with mission statement Make it a µLiving Document· .
Components of a Marketing Plan Mission Statement Executive Summary Internal Analysis External Analysis Objectives Marketing Strategies Identify Resources Implementation Plan Marketing Budget Evaluation Methods .
Mission Statement A concise description of The organizational identity What business it is really in Desired Results .
Mission Statement Visionary Broad Realistic Motivational Concise Understandable .
Mission Statement Example
´McDonald¶s vision is to be the world¶s best
quick restaurant experience. Being the best means providing outstanding quality, service, cleanliness and value so that we make every customer smile´.
An overview of the plan Readable and concise Summary of main objectives
Retrospective Current situation Future directions Available resources Strengths and weaknesses
Threats Competition Target market .External Analysis Economy Demographics Trends. Opportunities.
& Threats Analyze relevant trends Describe opportunities Detail any apparent threats Estimate probabilities of occurrence .Trends. Opportunities.
packaging. promotion Competitor strengths/weaknesses How are you different? .The Competition Who are they Product/service features Pricing.
Target Markets Current and potential customers Emerging requirements Market clusters .
Marketing Plan Objectives . What Do We Plan to Accomplish .
Marketing Strategies Customers/target markets Programs and services Packaging Pricing Promotion .
Resources to be Applied .Marketing Resources .
Implementation Plan Specific steps Responsibility Schedules Budget .
Marketing Budget Advertising/media Direct mail Databases Printing/production Trade shows .
Plan Evaluation Measuring Effectiveness Schedule completion New/repeat customers Success rates of proposals Average contract size Total revenue growth. .
.Summary The marketing plan Is created by a formal process Provides a means of imposing discipline Defines success and is critical for its attainment Is a µliving¶ document Is updated as necessary.
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