SeminarCLUB

EffectiveMarketing

andSales

… is the failure to participate!

Give 100% and you’ll get many times that back

The ONLY Failure …

The biggest learning killer?

I KNOW!

“Isn't that interesting?”

I KNOW!

To get the most from your learning …

WHAT SPECIFICALLY DO YOU WANT FROM

TODAY?…. and why?

PURPOSE

COACHING. NOT JUST FOR SPORTS

actioncoach.com

MASSIVE RESULTS Eliminate

Chaos

Predictable Cash Flow

Efficiency

Structure for Growth

A Well Oiled Machine

Owner’s Personal Growth and /or New BusinessesResults

SynergyTeam

LeverageNiche

Mastery

Stability

PredictableCash-flow

Time

GeneralManager

PassiveIncome orSale of Biz

6 STEPS to Better Business

VisionMissionValues&

YOUR PROMISE

… but are they…

COACHING. NOT JUST FOR SPORTS

actioncoach.com

COACHING. NOT JUST FOR SPORTS

actioncoach.com

Knowing your numbers …Customers

Retention

Leads

ConversionRates

Fixed CostsVariable Costs

Gross Margin

Repeat Purchases

Average sale value

Who your target market

Where concentration

What your offer

When timing

How communications

Who’s your target?

You wouldn’t fish for pike with a fly … would you?

• Make a list of your target markets, segments, niche’s or groups

• Be as detailed and specific as you can

• Picture your ideal prospect – how will you recognise them?

• How are they measured?

• Are you excited at the thought of working with them?

• What’s important to them?

• What challenges and problems do they have that you can solve?

• What other services / products are they likely to buy and from whom?

WHO ... ?

• Where are your ideal prospects located?

• Where do they gather, network?

• What kind of events, workshops and seminars do they attend?

• How will you get a list of every business and every owner in that category to market your business to …

WHERE ... ?

Target market(s)

10Minutes table work

• Who and Where?

• Be as specific as you can

• Identify as many as you can

• Appropriate and Attractive to each target group

• Speaks directly to their challenges, problems and frustrations

• What’s In It For Them

• Could be a product, a service or an “offer” based on them

• Make it compelling

• Incorporate USPs

• Back up with Guarantees

• Is it profitable for you?

WHAT ... ?

Your offer …

10Minutes table work

• What problem does it solve?

• Is it in line with what you’re trying to achieve?

• How are you backing yourself to deliver it?

• Identify as many as you can

• How will you get your message across?

• What’s appropriate to your targets?

• What media will you use?

• What format?

• What are your key words and phrases?

• What language will you use?

• Be bold

• Leverage technology

HOW ... ?

Is the traditional sales funnel obsolete?

Nobody likes being “sold” to

yet

We all like buying stuff

Continuous engagement & conversation

Direct response advertising

The Tombstone Ad.

A

I

DAA

Does your website work?

Websites that work

Websites that work

Websites that work

… and Facebook?

Social Media Landscape in 2011

Measure and Test …

Time for a break …

Engagement …

10Minutes table work

• What medium / media is appropriate?

• What style will you use?

• Is it appealing to your target market?

• Can you manage it?

The Campaign …

Bringing It All Together

Campaign Objectives

SMARTpecific

easurable

chievable

ealistic

ime bound

Campaign ObjectivesTarget Senior IT managers in Herts, Beds and Bucks

Companies 20 – 100 users

Product or Service Effective delegation (1-day)

Medium Direct Mail (525 contacts) with 5 day telephone follow up

SMART primary objective

To generate 10 qualified expressions of interest that results in a minimum of 5 face to face appointments leading to at least 3 training courses delivered before end November 2011 generating £8,000 in gross profit

Secondaryobjective 5 inclusions on preferred supplier/provider lists

Tertiaryobjective 50 new personal email addresses with permission to contact

So - what happens when …

Selling: Professionally helping people buy what they need to fulfil a need or solve a problem

The sell it today, sell it now model

Lowering Sales Resistance

• Propriety / Appropriateness

• Intention Statement

• Commonality

• Credibility

• Competency

• Problem identification

Behavioral Styles …

OUTGOING

RESERVED

TASK

PEOPLE

DRESULTS

IFUN

CACCURACY

SSTA

TUS QUO

Lowering Sales Resistance

• Propriety / Appropriateness

• Intention Statement

• Commonality

• Credibility

• Competency

• Problem identification

• Discovery• Qualify• Need acknowledgement• Pact acknowledgement

Increasing Sales Acceptance

• Powerful presentations• 3 option close• Breaking the pact• Summary trial close• Investment close

• Identify the correct Product/Service• Demonstrate Company experience• Demonstrate your expertise• Show third party endorsements• Explain features & benefits

Get more from your whole business

Ask a coach about a complimentary business diagnostic and coaching session today

Find out how much more you could be getting from your business ….

Profit – Time – Reward – Enjoyment

…. not just from your marketing

SeminarCLUB – Save the day

• More with less - Effective Business Systemisation16th September 2011

• Leadership18th November 2011

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