Description
Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers.
How to build your business and win clients
FUNCTION
Process
? ? ? Direct Mail, Print Seminars Digital ? Email, Web site, Banner Ads, Links ? ? ? Case Studies, White Papers Speaking Database Management
Tactical Marketing
? ? Forecast your financial analysis Create a corporate ID
?
Prepare your market entry strategy Listen
?
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
? ? ? ? ?
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
Reasons People Buy
What to look for
? ? ? Need Desire Emotion
What they want
? ? ? ? ? ? Security Integrity Quality Service Value Price
What’s Out – What’s In
Out
? ? ? ? ? ? ? Quick Fast Rapid Out of the box Paradigm shifting First to market Cutting Edge
IN
? ? ? ? ? ? Adaptive Reliable Consistent Value Risk reduction Sustained profitability
Plan For Action
? Plan for the Decision Maker Do 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 Action Ask for the order or you will never get it. Include an Incentive When necessary, entice a response
?
?
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
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
Personal Marketing
? ? ? ? ? Get published Create speaking engagements Network Build alliances Be verbal — Communicate!
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
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
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
For an Effective Marketing Plan,Know
? ? ? ? ? ? ? ? ? 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, When to ask for the order!
?
Because you never get a second chance to make a first impression
doc_431989115.pdf
Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers.
How to build your business and win clients
FUNCTION
Process
? ? ? Direct Mail, Print Seminars Digital ? Email, Web site, Banner Ads, Links ? ? ? Case Studies, White Papers Speaking Database Management
Tactical Marketing
? ? Forecast your financial analysis Create a corporate ID
?
Prepare your market entry strategy Listen
?
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
? ? ? ? ?
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
Reasons People Buy
What to look for
? ? ? Need Desire Emotion
What they want
? ? ? ? ? ? Security Integrity Quality Service Value Price
What’s Out – What’s In
Out
? ? ? ? ? ? ? Quick Fast Rapid Out of the box Paradigm shifting First to market Cutting Edge
IN
? ? ? ? ? ? Adaptive Reliable Consistent Value Risk reduction Sustained profitability
Plan For Action
? Plan for the Decision Maker Do 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 Action Ask for the order or you will never get it. Include an Incentive When necessary, entice a response
?
?
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
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
Personal Marketing
? ? ? ? ? Get published Create speaking engagements Network Build alliances Be verbal — Communicate!
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
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
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
For an Effective Marketing Plan,Know
? ? ? ? ? ? ? ? ? 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, When to ask for the order!
?
Because you never get a second chance to make a first impression
doc_431989115.pdf