Breaking the Double Helix Trap - BPAAcdn.bpaa.com/Training/Bowl Expo 2013/MOLTZ-BPAA-v2.pdfA system...
Transcript of Breaking the Double Helix Trap - BPAAcdn.bpaa.com/Training/Bowl Expo 2013/MOLTZ-BPAA-v2.pdfA system...
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Breaking the Double Helix Trap
Barry J. Moltz@barrymoltz
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Rules of Engagement
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Strive For Minimal Acheivement
How to Your Increase Sales without Selling
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Classic Sales FunnelSuspects
Prospects
Clients
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The Double Helix Trap
Doing it Doing itSelling it
Revenue Stays Flat
Selling it Selling itDoing it
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Systematic Relationship RatingsStrategy 1
A system to manage your prospects, customers,
and influencers to get repeat customers
Prospects are random or rare
The Problem:
Working Your Network Woo!
The Story:
Create relationships +sales will come
Solution:
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People buy when they are in painand have money to solve it
#1 Rule of Sales
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#2 Rule of SalesWe can’t sell anything to anybody, we need to be there
when people are ready to buy
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#3 Rule of Sales
If you can’t get found, you will never be chosen
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Systematic Relationship RatingsStrategy 1
Collect them all into one placeall your relationships
Step 1
Bowlers
Prospective Bowlers
Personal Contacts
Influencers
Connectors
Who are your:
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BPAA “Customer Connect”
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Where to find them?
Email Contact List or Sent File
Other Computer Data Bases
Trade Show attendance lists
Cell Phone address list
Old Business Cards
Personal Address Book
Strategy 1
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Systematic Relationship RatingsStrategy 1
Identify the top 100 prospects, influencers or connectors and order their importance
Step 2
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Systematic Relationship RatingsStrategy 1
Implement
Sending something of value “personally” every month to build a credible relationship
Step 3
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Relax! Build Relationships Not Sales Strategy 1
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Value Examples:
Systematic Relationship Ratings
Follow up on a significant event that you know about (birthday, anniversary)
Are they going to a particular local event?
Recent articles, useful tools and books
Indentify a resource for them or make a connection
Strategy 1
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No Product Selling
How to run the perfect tournament for your friends
The key to a successful fundraiser
What can you do on a snowy/hot night?
How to keep your teenager out of trouble
Value Examples for My Center:
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Systematic Relationship RatingsStrategy 1
Steal These Titles:
“Saw this and thought of you”
“I know you appreciate a good (book/resource)”
“I have an idea for you”
“Here is a great connection for you”
“My wife thinks I am having an affair…”
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The Most Successful Email
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“News Jack” Your Brand Strategy 1
“We are not the IRS, but we are targeting you”
“A bigger surprise than Kim and Kanye…”
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March Madness Indeed!
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Email Marketing
Expert
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What Could You Send?
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Brand Reinforcements
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Brand Reinforcements
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Systematic Relationship RatingsStrategy 1
Internalize Every Day
Be there when people are ready to buy
3 months to form a habit for the entire cycle
Step 4
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Social Media
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Social Media Explained
I need to go pee
Look, I just peed
I am really good at peeing
This is where I peed
Let’s hangout and all pee together
Wow, look at me peeing
Here are all the other people peeing
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The Marketing Mix
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Don’t Ever Ever…
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Get on The Wheel
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The “Maybe” Pile
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What is the Best Way to Keep A Bowler?
A. Keep prices low
B. Build relationships
C. Send them an iPad
#1
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A. Advertise
B. Find who has the pain you solve
C. Send their kid an Xbox
What is the Best Way to Find New Bowlers?#2
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Which Social Media Tools Are Best to Use?
A. Wherever my the bowlers are
B. Facebook, Twitter, LinkedIn
C. Ask any teenager
#3
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What is SEO?
A. Spam Email Obliteration
B. Search Engine Optimization
C. So Exceptionally Obvious
#4
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What is SEM?
A. Search Engine Marketing
B. Serving Egotistical Managers
C. Sell Everything Monday
#5
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A. The cheapest
B. Only what is traceable and trackable
C. Whoever offers me free tickets
What Type of Paid Advertising Do I Buy?#6
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A. New Brand Content
B. Keyword Tags
C. Outbound Links
What Does Google Search Value Most?#7
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What do I do when bowlers talk trash about the center?
A. Ignore them
B. Respond with empathy and a solution
C. Hack their email
#8
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Finally, how Can My Center Get Found?
A. Super Bowl Ad
B. Build a systematic marketing plan
C. GPS
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5 More Steps…
Be There When People Are Ready to Buy
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1. Branding Sets You Apart from the Competition
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Branding
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Pick your customer first!
“My center helps ___________
who are ___________(their pain)”
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Why is your center the best?
“My Center is the only one that _________”
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Finding the Right Adjectives
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Brand Promise
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Brand Sets Expectations
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Good Branding?
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The Odd Couple
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What is the brand promise?
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A Brand Getting Personal
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2. Advertising
Print, Online, Mobile and Others
“Testable and Traceable”
Search Engine Optimization
Search Engine Marketing
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How Important is Mobile?
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3. Online Presence
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Photos
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Videos
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Content, Content, Content
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How do customers find you?
“Relevant Content”
“Tag your web site for SEO”
“Test search engine marketing”
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4. Physical Presence
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Location =
Where ever prospects shop!
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People are Talking About You!
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5. Reputation
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Reputation Is Forever
“Be consistent on social media”
“Post relevant content weekly”
“Track your reputation daily”
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We have met the enemy…
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Want a Copy of the Slides?
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Breaking the Double Helix Trap
Barry J. Moltz@barrymoltz