Marketing Seminar For Small Business


Presented By

‡ Today¶s seminar is made possible by:

Before We Get Started
‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ In the time allotted, we «.. 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, please, turn of your cell phones

Today·s Seminar
In Three Parts

Marketing Basics Customer Focused Marketing How to Create a Marketing Plan

Marketing Basics For Small Business

What is Marketing?
‡ Planning, integrating and executing a set of strategies for selling products, services or ideas for the benefit of seller and buyer. ‡ The actions required to move products from the producer to the consumer (classical definition). ‡ Actions taken to put the salesperson in front of the customer. (Marketing and Sales).

Effective Marketing
Most people think that Marketing is a tool, 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 is required for survival ± and it is absolutely critical for success.

‡ Provides the foundation for planning and the basis for a profitable relationship with your customers. ‡ Recognizes and analyzes customer needs. ‡ Provides guidance for product pricing, packaging, promotion and distribution.

Marketing Insights
‡ ‡ ‡ ‡ ‡ Strategic Essential Long-term Communication-based Customer-driven

Marketing Focus I
‡ Identify market groups. ± Recognize the market groups that exist in your target market. ± What differentiates each group? What makes each unique?

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

Ask Yourself «
1. What is your Business (Mission)? 2. Who is your client? 3. How does the client define value? 4. What is the marketing plan? 5. How do we evaluate our effectiveness?

‡ ‡ ‡ ‡ Marketing is more than selling Understand your client¶s needs Develop plans that reflect those needs Support the Marketing function, ‡ Develop an effective training program ‡ Find ways to sell / distribute products and services more efficiently.

Rainbow in Alaska

(How - What to Do - Ideas)

MARKETING For Small Business

This part of the presentation introduces a variety of practical marketing approaches and ideas. Use it, as applicable, to generate ways to help develop your own business.

Be Innovative ± Above All
To build and maintain a business, you must be innovative. For example, if you are opening a new restaurant, you may, for a limited time, offer two dinners for the price of one. 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.

Incentives and Cost
Find out what consumer incentives work in your business and the costs associated with various offers. But, be careful. 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.

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. Do your research and take care to be highly targeted in your business communications.

Research is Vital
Market and Marketing Research are vital to attain your business goals. Identify your customers and personalize your communications. This applies to direct mail, permission- based email marketing and phone solicitation.

Customer Prospecting
Prospect identification should be a daily activity in any business. By making prospecting a continuing process, a steady flow of new sales leads will be produced. Never stop asking, "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.

Be Creative
Mailing dull direct-mail pieces will not work well. 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. You may need help from professional copy writers to make your mailers more effective. Remember, copywriting is an art.

Effective Letters
Many business writers use impersonal words such as "As per our conversation...³ "Pursuant to our agreement... There is no reason why business letters should not be friendly, conversational, interesting and use language which the customer is familiar with. Again personalisation is vital.

What Do Customers Care About
Have you asked selected prospects and customers how they view your business, products and services? When creating an ad, a brochure or a sales presentation, it is critical that you keep in mind what the customer wants, needs and expects. These concerns must be met. So, look for opportunities to obtain information which can help your marketing be more creative and targeted.

Influence How Customers Think About Your Company
People make buying decisions after making comparisons. Tell customers and prospects why it is in their best interests to do business with you. Then make the sale. Market - driven companies spend much time and effort influencing the way they are perceived by customers, prospects, investors and other stakeholders.

Make Compelling Offers
Customers are cautious. They don't like making mistakes or hasty decisions. This is why enticing offers are so valuable. "Try it for 30" "We won't charge your credit card for a month." "Your satisfaction is guaranteed." "Try the product for the weekend and use it all you want." The goal is to overcome the customer's reluctance and then ultimately close the sale. Make it easy to say yes.

Right Place at the Right Time
Do you use this excuse: "Oh, well. I can't be in the right place every time." Maybe, but your powerful message can. Develop powerful incentives for your customers to keep you in mind every day. For example, outstanding products and services promoted by a mix of relevant seminars, newsletters, blogs, bulletins, special events and informative articles will help ensure your success.

Name Your Product or Service
One of the best ways to differentiate your products or services is to give them distinctive names. Do you remember Roto-Rooter and Weed Wacker? These names are trademarks and you should also consider trademarks for your important products. Give your products clever names which take on new meanings, thereby distinguishing your products from those of your competitors. Make sure, however, that the name appeals to your customers --- not just to you.

Persistent & Consistent
Persistence is power in marketing. Follow through long enough to produce proper results. Marketing momentum comes from consistent effort. For example, if you start a newsletter, issue it on schedule and only include relevant information. Remember, it takes time for customers and prospects to get acquainted and comfortable with your business.

Effective Communications
Do you find that many ads, letters, brochures, and other sales materials you receive are filled with words, illustrations and data that are of little interest to you? To help you write effectively for your publications, ask prospects what they want to know about your company and products. When you know your target customers you can meet their needs effectively.

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 - our customers are important. Find a way to add value that is recognized by customers.

Build Trust
Share all relevant information with your customers. This is the way to become a valued resource for them. When people use your ideas, they will buy what you sell and come back for more. Happy customers will recommend you to others. Satisfying customers¶ needs builds trust.

Web Site Research
‡ A web site is like oxygen for your marketing. You must have it. ‡ Study your competitors¶ web sites. ‡ Do successful competitors share common web strategies. ‡ Are the sites used for credibility and information and for Ecommerce as well? ‡ Can promotional literature be down-loaded?

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?

Minimum Web Presence
‡ Establish a site which gives you credibility. ‡ Allow customers to download data which you would otherwise mail. ‡ Provide driving instructions to your location. ‡ Set up Email capability. ‡ Include relevant contact information.

Ecommerce Site ± If needed
--Highlights Only-‡ ‡ ‡ ‡ ‡ ‡ ‡ Design your integrated web site. Create a complete product data base. Make it easy for customers to shop. Provide full shopping cart capability. Establish merchant account for checkout. Put your web site name on all literature. Create and execute a comprehensive Ecommerce marketing plan.

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.

Meet The Super Salesman
‡ You may apply all the theory and practical advice reviewed so far - and still fail. ‡ One reason could be - that you - the salesman/owner do not have effective selling skills. ‡ Let us review some of the important factors which will help you make the sale.

‡ ‡ ‡ ‡ ‡ Prepare for the meeting with your customer. Know the product features and benefits. Dress appropriately for the meeting. Arrive with time to spare. Learn the name of the receptionist ± and make a good impression. Next time you call she may make a special effort to help you. ‡ Turn off your cell phone.

Meeting The Customer --1
‡ Meet your customer with a smile, eye contact and a handshake if appropriate. ‡ Use his name properly and express your appreciation for the meeting. ‡ Comment on some office decorations which favorably reflects your customer¶s interests. ‡ Exchange some pleasantries and quickly get down to business ± time is precious.

Meeting The Customer --2
‡ Make your sales presentation. ‡ Invite questions and answer with confidence which comes from product knowledge. ‡ Review features/benefits as appropriate. ‡ Overcome objections, if any. ‡ Ask for the order. ‡ When the customer has decided to buy from you ± quit selling. Anything you say beyond that point can work against you.

Meeting The Customer --3
‡ Promptly follow up the meeting with any information which you promised to provide. 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 -- 4
‡ Cultivate your relationship with the customer and earn his confidence and trust. ‡ Ask your customer for the name of another individual to whom you could sell your product. ‡ Make another successful sales call. ‡ Hone your selling skills and repeat this process over and over again.

Meeting The Customer -- 5
‡ Maximize your µface¶ time. ‡ Minimize idle (travel) time by visiting several customers during the same trip. Your cost per sales call will then be less. ‡ Use networking to obtain sales leads. ‡ Donate your time or money to worthy causes if this provides you exposure to your customers. ‡ Go out of your way to help a customer who is in trouble. He will remember you for the rescue effort.

Meeting The Customer --6
‡ ‡ ‡ ‡ Be prepared to document sales contracts. You may use your own sales forms. Your customers may use purchase orders. Either way, items sold, unit prices, delivery date, warranty, FOB point, means of shipment, product support and payment terms must be specified. ‡ Remember ± always do the paperwork.

Meeting the Customer ± 7
‡ Develop your µelevator¶ sales pitch. ‡ Convey in 15 seconds what you are selling and make the listener want to hear more. ‡ Use this pitch when the opportunity arises, such as when you are boarding an airplane, standing in line to pay for your coffee, making a chance meetings at the homeowners association, etc. etc.

Tips From A Pro - 1
‡ Know who is attending your sales presentation. ‡ Will the customer have technical support during the meeting. ‡ Are you qualified to answer all technical questions, or do you need help from a pro. ‡ Is the old adage ³I will get back to you with the answer´ good enough.

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. ‡ Adjust your presentation accordingly. ‡ Make sure that you cover the key points of your presentation in the allotted time.

Tips From A Pro ± 3
‡ Most presentations are now made using laptop computers and projectors. ‡ 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. This avoids the audience becoming distracted by reading your literature or otherwise getting out of sync with your presentation.

Tips From A Pro ± 4
‡ Develop a practice of using both voice and email for follow up communications. ‡ An initial telephone follow up is likely to reach the answering machine. Leave a brief message. ‡ Follow up with a more detailed email. ‡ Learn early in a relationship if the customer is µemail centric¶ or µvoice message centric¶. Also, determine how he absorbs information ± be it by reading, conversation or visual presentations.

Tips From A Pro - 5
‡ As a happy customer, confirm that he is willing to become a reference for you. ‡ Ask him to agree to accept phone calls from your prospects. ‡ Ask him to allow you to bring prospects to his business to show off your products. ‡ A customer extolling the benefits of your products is a very powerful message.

Tips From A Pro - 6
‡ The product you are selling may be treated as a capital expenditure. ‡ 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.I criteria.

‡ As a guide for implementing effective marketing solutions. ‡ To review periodically and supplement with new ideas. ‡ 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 you are already in business, the marketing plan should reflect the strengths of your current efforts. If the plan is for a new product or service, 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´.

Executive Summary
‡ An overview of the plan ‡ Readable and concise ‡ Summary of main objectives

Internal Analysis
‡ ‡ ‡ ‡ ‡

Retrospective Current situation Future directions Available resources Strengths and weaknesses

External Analysis
‡ ‡ ‡ ‡ ‡

Economy Demographics Trends, Opportunities, Threats Competition Target market

Trends, Opportunities, & Threats
‡ ‡ ‡ ‡ Analyze relevant trends Describe opportunities Detail any apparent threats Estimate probabilities of occurrence

The Competition
‡ ‡ ‡ ‡


Who are they Product/service features Pricing, packaging, promotion Competitor strengths/weaknesses How are you different?

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

Marketing Resources
. Resources to be Applied

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.

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.

‡ ‡
Marketing Seminars For Small Business
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