Mentors to America’s Small...

Mentors to America’s Small Business

01/29/12Economic Gardening Since 1964

• Established in 1964

• SCORE is a nonprofit association dedicated toentrepreneur education and the formation,

growth and success of small business

• 13,000 volunteers at 364 chapters nation provide individual mentoring

SCORE is the Premier Source for Small Business Advice and Mentoring in America . . .

01/29/12Economic Gardening Since 1964

01/29/12

SCORE District 515 Services FY 2012

District Chapter Chapter Volunt Total Face-to-Face Local On_Line Local

Name Local Workshop

Services New Follow-on New Follow on Attendees

0515 0018 Detroit SCORE 88 3866 981 876 131 151 1727

0515 0433 Kalamazoo 36 565 194 178 36 32 125

0515 0578 Score, Traverse

City

44 853 391 225 0 34 203

0515 0622 Tip of the Mitt

SCORE

12 98 38 47 0 13 0

0515 0642 Grand Rapids 43 927 317 313 17 100 180

0515 0653 Muskegon

SCORE

25 1458 157 149 105 83 964

0515 0655 Ann Arbor Area

SCORE

27 1370 410 424 105 160 271

0515 0686 SCORE Holland 7 124 104 11 3 0 6

0515 0702 SCORE

Ludington

12 196 38 13 0 0 145

0515 0080 Northwest

Ohio

39 1357 322 347 203 77 408

333 10,814 2,952 2,583 600 650 4,029

Service Corps of Real ExperienceService Corps of Real ExperienceService Corps of Real ExperienceService Corps of Real Experience

www.annarborscore.com

SMALL BUSINESSSMALL BUSINESSSMALL BUSINESSSMALL BUSINESS

ENGAGEMENT MARKETING AND SALES:ENGAGEMENT MARKETING AND SALES:ENGAGEMENT MARKETING AND SALES:ENGAGEMENT MARKETING AND SALES:

A VERY SHORT COURSEA VERY SHORT COURSEA VERY SHORT COURSEA VERY SHORT COURSE


The objective of a good marketing/sales strategy

is to get yourself yourself yourself yourself in the

right placeright placeright placeright placewith the

right peopleright peopleright peopleright peopleat the

right time right time right time right time to make the

right tactical presentationright tactical presentationright tactical presentationright tactical presentation


I.I.I.I. START WITH A PLANSTART WITH A PLANSTART WITH A PLANSTART WITH A PLAN

II.II.II.II. COMMIT TO THAT PLANCOMMIT TO THAT PLANCOMMIT TO THAT PLANCOMMIT TO THAT PLAN


PositioningPositioningPositioningPositioning

Definition: How you differentiate your product or service

from that of your competitors and then determine which

market niche to fill


What's your customer really buying from you?

Who’s the competition?

How's your product or service different from

those of your competitors?

Why should they buy from you?

THE FOUR QUESTIONSTHE FOUR QUESTIONSTHE FOUR QUESTIONSTHE FOUR QUESTIONS


The MarketThe MarketThe MarketThe Market

· A detailed description of your · A detailed description of your · A detailed description of your · A detailed description of your marketmarketmarketmarket

· A detailed description of your niche · A detailed description of your niche · A detailed description of your niche · A detailed description of your niche and why you chose it and why you chose it and why you chose it and why you chose it

· An explanation of the market · An explanation of the market · An explanation of the market · An explanation of the market demand for your product or service demand for your product or service demand for your product or service demand for your product or service offeringofferingofferingoffering

• Your CompetitionYour CompetitionYour CompetitionYour Competition


The StrategyThe StrategyThe StrategyThe Strategy

•What What What What

•Image/identity/brandImage/identity/brandImage/identity/brandImage/identity/brand

•To whomTo whomTo whomTo whom

•Positioning productPositioning productPositioning productPositioning product

•WeaponsWeaponsWeaponsWeapons

•Plan TacticsPlan TacticsPlan TacticsPlan Tactics---- activities and timeactivities and timeactivities and timeactivities and time

•Execution and commitmentExecution and commitmentExecution and commitmentExecution and commitment

•Reassessment and changeReassessment and changeReassessment and changeReassessment and change


1)1)1)1) You must have a commitment to your marketing programYou must have a commitment to your marketing programYou must have a commitment to your marketing programYou must have a commitment to your marketing program

2)2)2)2) See to it your program is consistentSee to it your program is consistentSee to it your program is consistentSee to it your program is consistent

3)3)3)3) Make your prospects confident in your firmMake your prospects confident in your firmMake your prospects confident in your firmMake your prospects confident in your firm

4) 4) 4) 4) You must be patient in order to keep a commitmentYou must be patient in order to keep a commitmentYou must be patient in order to keep a commitmentYou must be patient in order to keep a commitment

5). 5). 5). 5). You must aim to run your firm in a way that makes it convenient You must aim to run your firm in a way that makes it convenient You must aim to run your firm in a way that makes it convenient You must aim to run your firm in a way that makes it convenient for your customersfor your customersfor your customersfor your customers

About MarketingAbout MarketingAbout MarketingAbout Marketing

Guerilla Marketing Rules Jay Conrad Levinson


6. 6. 6. 6. Put an element of amazement in your marketing Put an element of amazement in your marketing Put an element of amazement in your marketing Put an element of amazement in your marketing

7. Use measurement to judge the effectiveness of your weapons7. Use measurement to judge the effectiveness of your weapons7. Use measurement to judge the effectiveness of your weapons7. Use measurement to judge the effectiveness of your weapons

8 . 8 . 8 . 8 . Prove your involvement with your customersProve your involvement with your customersProve your involvement with your customersProve your involvement with your customers---- follow upfollow upfollow upfollow up

9. Use marketing to gain consent from prospects, broaden consent9. Use marketing to gain consent from prospects, broaden consent9. Use marketing to gain consent from prospects, broaden consent9. Use marketing to gain consent from prospects, broaden consentto get salesto get salesto get salesto get sales

10. Sell the content your offering rather then style; 10. Sell the content your offering rather then style; 10. Sell the content your offering rather then style; 10. Sell the content your offering rather then style; sell the steak and the sizzlesell the steak and the sizzlesell the steak and the sizzlesell the steak and the sizzle


Small Business Strategic Marketing Tool SetSmall Business Strategic Marketing Tool SetSmall Business Strategic Marketing Tool SetSmall Business Strategic Marketing Tool Set

These are in a state of constant changeThese are in a state of constant changeThese are in a state of constant changeThese are in a state of constant change


E-mail marketing

Brochures

Business Cards

Catalogues- electronic, pdf, paper

Newspapers

Bulletin Boards –electronic and posted

Trade papers and news letters

Door to Door

Trade/hobby shows


Online newspaper adsOnline newspaper adsOnline newspaper adsOnline newspaper ads

Online news paper/letter contributorOnline news paper/letter contributorOnline news paper/letter contributorOnline news paper/letter contributor

BloggingBloggingBloggingBlogging

Google AdwordsGoogle AdwordsGoogle AdwordsGoogle Adwords

GrouponGrouponGrouponGroupon


Radio showRadio showRadio showRadio show

Cable TV showCable TV showCable TV showCable TV show

Infomedia adsInfomedia adsInfomedia adsInfomedia ads

Speaking EngagementSpeaking EngagementSpeaking EngagementSpeaking Engagements


The McKinsey Quarterly describes push The McKinsey Quarterly describes push The McKinsey Quarterly describes push The McKinsey Quarterly describes push marketing as "onemarketing as "onemarketing as "onemarketing as "one----way" communication way" communication way" communication way" communication between advertiser and audience. between advertiser and audience. between advertiser and audience. between advertiser and audience.

It includes passive marketing methods It includes passive marketing methods It includes passive marketing methods It includes passive marketing methods such as print advertisements, radio and such as print advertisements, radio and such as print advertisements, radio and such as print advertisements, radio and television commercials and billboards. television commercials and billboards. television commercials and billboards. television commercials and billboards.

Push MarketingPush MarketingPush MarketingPush Marketing


Engagement MarketingEngagement MarketingEngagement MarketingEngagement Marketing

Engagement marketing is providing customers Engagement marketing is providing customers Engagement marketing is providing customers Engagement marketing is providing customers

with great experienceswith great experienceswith great experienceswith great experiences

and encouraging your customer to tell your story and encouraging your customer to tell your story and encouraging your customer to tell your story and encouraging your customer to tell your story

through socially visiblethrough socially visiblethrough socially visiblethrough socially visible

word of mouth referrals.word of mouth referrals.word of mouth referrals.word of mouth referrals.



Integrated external and internal Integrated external and internal Integrated external and internal Integrated external and internal marketing:marketing:marketing:marketing:

PermissionPermissionPermissionPermission----based communicate offering based communicate offering based communicate offering based communicate offering useful information:useful information:useful information:useful information:

Track relationships, one prospect at a Track relationships, one prospect at a Track relationships, one prospect at a Track relationships, one prospect at a time:time:time:time:

Get faceGet faceGet faceGet face----totototo----face:face:face:face:

MotivateMotivateMotivateMotivate

Make sure promises are deliveredMake sure promises are deliveredMake sure promises are deliveredMake sure promises are delivered

Two way communication marketing Two way communication marketing Two way communication marketing Two way communication marketing



It is speaking with customers rather than to themIt is speaking with customers rather than to themIt is speaking with customers rather than to themIt is speaking with customers rather than to them

Because for good or bad they will be speaking about youBecause for good or bad they will be speaking about youBecause for good or bad they will be speaking about youBecause for good or bad they will be speaking about you

“There is no marketing cure for sucking”“There is no marketing cure for sucking”“There is no marketing cure for sucking”“There is no marketing cure for sucking”

Mark Schmulen

Social Media Landscape 2012

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6/5/2012

Social Media What is it?Social Media What is it?Social Media What is it?Social Media What is it?

Social media is a means of communication that:Social media is a means of communication that:Social media is a means of communication that:Social media is a means of communication that:

•Creates communities of interestCreates communities of interestCreates communities of interestCreates communities of interest

•Creates two or more way conversationCreates two or more way conversationCreates two or more way conversationCreates two or more way conversation

•Has broad reach Has broad reach Has broad reach Has broad reach –––– distribution channelsdistribution channelsdistribution channelsdistribution channels

•Has ever changing contentHas ever changing contentHas ever changing contentHas ever changing content

•Easy to accessEasy to accessEasy to accessEasy to access

• Easy to useEasy to useEasy to useEasy to use

• 2010 Internet retail sales $ 142 Billion2010 Internet retail sales $ 142 Billion2010 Internet retail sales $ 142 Billion2010 Internet retail sales $ 142 Billion

•142 million on line shoppers142 million on line shoppers142 million on line shoppers142 million on line shoppers

•Estimated Number of Social Networking users are Estimated Number of Social Networking users are Estimated Number of Social Networking users are Estimated Number of Social Networking users are more than 940 millionmore than 940 millionmore than 940 millionmore than 940 million

•93% of US Internet Users are on facebook93% of US Internet Users are on facebook93% of US Internet Users are on facebook93% of US Internet Users are on facebook

• 1 out of ever 6 minutes online is on social media1 out of ever 6 minutes online is on social media1 out of ever 6 minutes online is on social media1 out of ever 6 minutes online is on social media

• Social networking has become an effective medium for Social networking has become an effective medium for Social networking has become an effective medium for Social networking has become an effective medium for advertising and marketing.advertising and marketing.advertising and marketing.advertising and marketing.

• 9 out of 10 Marketers use Social networking to 9 out of 10 Marketers use Social networking to 9 out of 10 Marketers use Social networking to 9 out of 10 Marketers use Social networking to promote their businesspromote their businesspromote their businesspromote their business

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Why use it?Why use it?Why use it?Why use it?

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“Engagement Marketing Gail F. Goodman




Wow ExperienceWow ExperienceWow ExperienceWow Experience

Consider what it’s like to do business with you from Consider what it’s like to do business with you from Consider what it’s like to do business with you from Consider what it’s like to do business with you from the first point of contact to customer servicethe first point of contact to customer servicethe first point of contact to customer servicethe first point of contact to customer service

•Make the customers the central focus of your businessMake the customers the central focus of your businessMake the customers the central focus of your businessMake the customers the central focus of your business

•What are the customer objectivesWhat are the customer objectivesWhat are the customer objectivesWhat are the customer objectives---- how do I meet themhow do I meet themhow do I meet themhow do I meet them

•Little touches matterLittle touches matterLittle touches matterLittle touches matter

•Ensure your employees can deliver the WOWEnsure your employees can deliver the WOWEnsure your employees can deliver the WOWEnsure your employees can deliver the WOW

•ListenListenListenListen---- surveys and feed backsurveys and feed backsurveys and feed backsurveys and feed back

•LearnLearnLearnLearn

•AdaptAdaptAdaptAdapt

•Extend the customer experience beyond the initial Extend the customer experience beyond the initial Extend the customer experience beyond the initial Extend the customer experience beyond the initial




Entice to stay in touchEntice to stay in touchEntice to stay in touchEntice to stay in touch

Encourage customers to stay in touchEncourage customers to stay in touchEncourage customers to stay in touchEncourage customers to stay in touch

•News lettersNews lettersNews lettersNews letters

•Special offersSpecial offersSpecial offersSpecial offers

•Free toolsFree toolsFree toolsFree tools

•Know what you want Know what you want Know what you want Know what you want

•Let people connect instantlyLet people connect instantlyLet people connect instantlyLet people connect instantly

•Close the permission loopClose the permission loopClose the permission loopClose the permission loop

•Respond to communications Respond to communications Respond to communications Respond to communications

•It’s about quality not quantity It’s about quality not quantity It’s about quality not quantity It’s about quality not quantity




Engage peopleEngage peopleEngage peopleEngage people

Types of interesting and relevant contentTypes of interesting and relevant contentTypes of interesting and relevant contentTypes of interesting and relevant content

• Question and AnswersQuestion and AnswersQuestion and AnswersQuestion and Answers

• Surveys and pollsSurveys and pollsSurveys and pollsSurveys and polls

• Sharing knowledge on topicsSharing knowledge on topicsSharing knowledge on topicsSharing knowledge on topics

• DiscussionsDiscussionsDiscussionsDiscussions

• Promotions, News and AnnouncementsPromotions, News and AnnouncementsPromotions, News and AnnouncementsPromotions, News and Announcements

• EventsEventsEventsEvents

Distribute broadlyDistribute broadlyDistribute broadlyDistribute broadly




Driving People to Your DoorDriving People to Your DoorDriving People to Your DoorDriving People to Your Door

•Engagement Drives Social visibilityEngagement Drives Social visibilityEngagement Drives Social visibilityEngagement Drives Social visibility

•People Learn about your businessPeople Learn about your businessPeople Learn about your businessPeople Learn about your business

•When people engage, they also endorseWhen people engage, they also endorseWhen people engage, they also endorseWhen people engage, they also endorse

•Engagement enhances all other marketingEngagement enhances all other marketingEngagement enhances all other marketingEngagement enhances all other marketing

•Nurtures new prospects as well Nurtures new prospects as well Nurtures new prospects as well Nurtures new prospects as well

•Increase search relevanceIncrease search relevanceIncrease search relevanceIncrease search relevance




TipsTipsTipsTips

1.1.1.1. Make your customers the star of the showMake your customers the star of the showMake your customers the star of the showMake your customers the star of the show

2.2.2.2. Create content for specific platforms’Create content for specific platforms’Create content for specific platforms’Create content for specific platforms’

3.3.3.3. Time phase your postsTime phase your postsTime phase your postsTime phase your posts

4.4.4.4. Stimulate the conversationStimulate the conversationStimulate the conversationStimulate the conversation

5.5.5.5. Ask people to like youAsk people to like youAsk people to like youAsk people to like you


Barriers to Engagement MarketingBarriers to Engagement MarketingBarriers to Engagement MarketingBarriers to Engagement Marketing

1.1.1.1. “Too many different things to learn. Changing to quickly“Too many different things to learn. Changing to quickly“Too many different things to learn. Changing to quickly“Too many different things to learn. Changing to quickly

2.2.2.2. “I don’t have time“I don’t have time“I don’t have time“I don’t have time

3.3.3.3. “I don’t like imposing on people”“I don’t like imposing on people”“I don’t like imposing on people”“I don’t like imposing on people”

4.4.4.4. “How do I find content and inspiration? I am not a marketer“How do I find content and inspiration? I am not a marketer“How do I find content and inspiration? I am not a marketer“How do I find content and inspiration? I am not a marketer

5.5.5.5. “ I don’t want to post personal information“ I don’t want to post personal information“ I don’t want to post personal information“ I don’t want to post personal information

6.6.6.6. “My business is boring. Why would anyone follow us?“My business is boring. Why would anyone follow us?“My business is boring. Why would anyone follow us?“My business is boring. Why would anyone follow us?

7.7.7.7. “No one is reading my “No one is reading my “No one is reading my “No one is reading my FacebookFacebookFacebookFacebook Posts”Posts”Posts”Posts”



1.1.1.1. “Too many different things to learn. Changing to quickly“Too many different things to learn. Changing to quickly“Too many different things to learn. Changing to quickly“Too many different things to learn. Changing to quickly

Quality Not QuantityQuality Not QuantityQuality Not QuantityQuality Not Quantity

Start Testing Contents and Grow from ThereStart Testing Contents and Grow from ThereStart Testing Contents and Grow from ThereStart Testing Contents and Grow from There

Focus on One Initial Engagement DestinationFocus on One Initial Engagement DestinationFocus on One Initial Engagement DestinationFocus on One Initial Engagement Destination

2. “I don’t have time”2. “I don’t have time”2. “I don’t have time”2. “I don’t have time”

Set up a ScheduleSet up a ScheduleSet up a ScheduleSet up a Schedule

Enlist your Employees ( family, friends, students)Enlist your Employees ( family, friends, students)Enlist your Employees ( family, friends, students)Enlist your Employees ( family, friends, students)

Outsource ITOutsource ITOutsource ITOutsource IT



3.“I don’t like imposing on people”3.“I don’t like imposing on people”3.“I don’t like imposing on people”3.“I don’t like imposing on people”

Set Goals Run ContestsSet Goals Run ContestsSet Goals Run ContestsSet Goals Run Contests

Make It Easy and Fun to ConnectMake It Easy and Fun to ConnectMake It Easy and Fun to ConnectMake It Easy and Fun to Connect

Have a Great Enticement OfferHave a Great Enticement OfferHave a Great Enticement OfferHave a Great Enticement Offer

4“How do I find content and inspiration? I am not a marketer” 4“How do I find content and inspiration? I am not a marketer” 4“How do I find content and inspiration? I am not a marketer” 4“How do I find content and inspiration? I am not a marketer”

Watch What Others Are DoingWatch What Others Are DoingWatch What Others Are DoingWatch What Others Are Doing

Emulate Others (READ DO YOUR RESEARCH)Emulate Others (READ DO YOUR RESEARCH)Emulate Others (READ DO YOUR RESEARCH)Emulate Others (READ DO YOUR RESEARCH)

Talk to Your CustomersTalk to Your CustomersTalk to Your CustomersTalk to Your Customers



5. “ I don’t want to post personal information5. “ I don’t want to post personal information5. “ I don’t want to post personal information5. “ I don’t want to post personal informationNot Your Life Story ( not a Novel)Not Your Life Story ( not a Novel)Not Your Life Story ( not a Novel)Not Your Life Story ( not a Novel)Make It Pertinent to Your AudienceMake It Pertinent to Your AudienceMake It Pertinent to Your AudienceMake It Pertinent to Your AudienceReference to other sourcesReference to other sourcesReference to other sourcesReference to other sources

6. “My business is boring. Why would anyone follow us?6. “My business is boring. Why would anyone follow us?6. “My business is boring. Why would anyone follow us?6. “My business is boring. Why would anyone follow us?Make It InterestingMake It InterestingMake It InterestingMake It InterestingPost Related ItemsPost Related ItemsPost Related ItemsPost Related ItemsMake you Brand FunMake you Brand FunMake you Brand FunMake you Brand Fun

7. “No one is reading my 7. “No one is reading my 7. “No one is reading my 7. “No one is reading my FacebookFacebookFacebookFacebook Posts”Posts”Posts”Posts”Needs to Relevant and InterestingNeeds to Relevant and InterestingNeeds to Relevant and InterestingNeeds to Relevant and InterestingStretch Your AudienceStretch Your AudienceStretch Your AudienceStretch Your AudienceFacebookFacebookFacebookFacebook Measures EngagementMeasures EngagementMeasures EngagementMeasures Engagement

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My Brother: an example of reach

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Driving Traffic To Site/Transactions

Leverage your assets

Google +

6/5/2012

Here are five tips from Susan Here are five tips from Susan Here are five tips from Susan Here are five tips from Susan GuneliusGuneliusGuneliusGunelius to improve your social media to improve your social media to improve your social media to improve your social media literacy:literacy:literacy:literacy:

1.1.1.1. Play first. Play first. Play first. Play first. Choose a social media tool such as a blog, Choose a social media tool such as a blog, Choose a social media tool such as a blog, Choose a social media tool such as a blog, FacebookFacebookFacebookFacebook page, Twitter page page, Twitter page page, Twitter page page, Twitter page or LinkedIn profile to get familiar with and create a personal account. or LinkedIn profile to get familiar with and create a personal account. or LinkedIn profile to get familiar with and create a personal account. or LinkedIn profile to get familiar with and create a personal account. GuneliusGuneliusGuneliusGunelius said she encourages new users to create a personal blog on said she encourages new users to create a personal blog on said she encourages new users to create a personal blog on said she encourages new users to create a personal blog on www.wordpress.comwww.wordpress.comwww.wordpress.comwww.wordpress.com. . . .

2. Look for help online. 2. Look for help online. 2. Look for help online. 2. Look for help online.

Make a habit of visiting websites designed to help you get the most out of Make a habit of visiting websites designed to help you get the most out of Make a habit of visiting websites designed to help you get the most out of Make a habit of visiting websites designed to help you get the most out of your social media effortsyour social media effortsyour social media effortsyour social media efforts

....3. Focus on long3. Focus on long3. Focus on long3. Focus on long----term goals.term goals.term goals.term goals.Once you find a platform you wish to use, whether it is Once you find a platform you wish to use, whether it is Once you find a platform you wish to use, whether it is Once you find a platform you wish to use, whether it is WordpressWordpressWordpressWordpress, , , ,

FacebookFacebookFacebookFacebook, Twitter or LinkedIn, focus on long, Twitter or LinkedIn, focus on long, Twitter or LinkedIn, focus on long, Twitter or LinkedIn, focus on long----term goals of building term goals of building term goals of building term goals of building relationships, and creating quality content. relationships, and creating quality content. relationships, and creating quality content. relationships, and creating quality content.

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4. Follow the 80/20 rule. 4. Follow the 80/20 rule. 4. Follow the 80/20 rule. 4. Follow the 80/20 rule. Eighty percent of the time, focus on providing quality content to Eighty percent of the time, focus on providing quality content to Eighty percent of the time, focus on providing quality content to Eighty percent of the time, focus on providing quality content to your customers. Twenty percent of your conversations can be your customers. Twenty percent of your conversations can be your customers. Twenty percent of your conversations can be your customers. Twenty percent of your conversations can be selfselfselfself----promotional, she said. To illustrate, she said, if you meet a promotional, she said. To illustrate, she said, if you meet a promotional, she said. To illustrate, she said, if you meet a promotional, she said. To illustrate, she said, if you meet a customer offline you can work to befriend them by talking and customer offline you can work to befriend them by talking and customer offline you can work to befriend them by talking and customer offline you can work to befriend them by talking and sharing information with them, or you can walk up and hand sharing information with them, or you can walk up and hand sharing information with them, or you can walk up and hand sharing information with them, or you can walk up and hand them a 20 percent off coupon, tell them to come to your store them a 20 percent off coupon, tell them to come to your store them a 20 percent off coupon, tell them to come to your store them a 20 percent off coupon, tell them to come to your store and leave. and leave. and leave. and leave.

5. Pick something you like.5. Pick something you like.5. Pick something you like.5. Pick something you like.Choose a platform that appeals to you. If you are uncomfortable Choose a platform that appeals to you. If you are uncomfortable Choose a platform that appeals to you. If you are uncomfortable Choose a platform that appeals to you. If you are uncomfortable

writing each day, then a blog on Wordpress might not be the writing each day, then a blog on Wordpress might not be the writing each day, then a blog on Wordpress might not be the writing each day, then a blog on Wordpress might not be the best choice. Choose something you can use and have fun with. best choice. Choose something you can use and have fun with. best choice. Choose something you can use and have fun with. best choice. Choose something you can use and have fun with.

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Content is King, so …

•Don’t Skimp on DesignDon’t Skimp on DesignDon’t Skimp on DesignDon’t Skimp on Design

•Do Make It MultimediaDo Make It MultimediaDo Make It MultimediaDo Make It Multimedia

•Don’t Go for the Hard SellDon’t Go for the Hard SellDon’t Go for the Hard SellDon’t Go for the Hard Sell

•Do Strike a BalanceDo Strike a BalanceDo Strike a BalanceDo Strike a Balance

•Don’t Leave Any Dead EndsDon’t Leave Any Dead EndsDon’t Leave Any Dead EndsDon’t Leave Any Dead Ends

•Do Make Sharing EasyDo Make Sharing EasyDo Make Sharing EasyDo Make Sharing Easy

•Don’t Forget About Off LineDon’t Forget About Off LineDon’t Forget About Off LineDon’t Forget About Off Line

6/5/2012

Delivery is the ACE, so …Delivery is the ACE, so …Delivery is the ACE, so …Delivery is the ACE, so …

•Choose Your Channels to Meet Your ObjectivesChoose Your Channels to Meet Your ObjectivesChoose Your Channels to Meet Your ObjectivesChoose Your Channels to Meet Your Objectives

• Leverage the channels you chooseLeverage the channels you chooseLeverage the channels you chooseLeverage the channels you choose

• Track your Analytics and make adjustmentsTrack your Analytics and make adjustmentsTrack your Analytics and make adjustmentsTrack your Analytics and make adjustments

• Schedule your timeSchedule your timeSchedule your timeSchedule your time

•Keep an eye on competitorsKeep an eye on competitorsKeep an eye on competitorsKeep an eye on competitors

Toledo

39www.annarborscore.com

www.SCOREwww.SCOREwww.SCOREwww.SCORE----Michigan.comMichigan.comMichigan.comMichigan.com

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Five traits of people who are great under pressure:

•focus, focus, focus, focus,

•discipline, discipline, discipline, discipline,

•adaptability, adaptability, adaptability, adaptability,

•being present ,andbeing present ,andbeing present ,andbeing present ,and

•a mix of entrepreneurial desire and a mix of entrepreneurial desire and a mix of entrepreneurial desire and a mix of entrepreneurial desire and fear of losing your businessfear of losing your businessfear of losing your businessfear of losing your business

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