The Marketing Workshop 2009
The Marketing Workshop
2009
HousekeepingQuestionsMobile phonesValuables
1. Constructing the vision
2. Planning your time3. Controlling your
finances4. Leading your team5. Creating a “wow”
patient journey6. Refining your
selling skills
• Re-introduction• Positive focus – last
90 days• What are your
expectations from the day?
• You know how some people (your customer)
• Experience (problem)• Which means that (outcome
of problem)• Well what I do is
(product/service/job)• Which means that (solution)• The benefit of which is
(outcome of solution)• Would you like to know
more?
Strategy 7 – create a low cost marketing engine
What is marketing?
• the barriers to entry by which you eliminate the people that you do NOT want to deal with and
• the offer by which you make yourself irresistibly attractive to the people that you DO want to deal with.
Dan Sullivan
“all the money that you need for the rest of your career is in the pockets of the people that you know and the people that they can introduce you to.”
Willing to invest in themselves and well connected
Regular attendance and dentally responsible
Rude/disrespectful Friendly/respectful
D A
C B
1. Patient 1. Patient GradingGrading
2. Create the Welcome Pack2. Create the Welcome Pack
Covering letter – what will happen/timings
Mission statement Meet the team Directions/parking Terms and conditions Promises Price list Smile check MHQ
3 – Create the smile 3 – Create the smile checkcheck
• The smile check• The system for using it
4 – The Referral 4 – The Referral SystemSystem
• Terms and conditions• End of treatment
letter• Newsletter permission• Referral card• Web site
5 – The referral card5 – The referral card
• Logo• Contact details• Photo• Description of ideal client• Mini-smile check
6 - Networking6 - Networking
• Chamber of Commerce• Business Link• BNI• Other breakfast clubs• Other SIGs
7 - Speaking & Publishing7 - Speaking & Publishing
• Business groups• Retired groups• SIGs• “Improve your confidence
through improving your…….”• Press• Radio• Professional• Web site
8 – Strategic Alliances8 – Strategic Alliances
• Complementary professions and businesses
• Added value alliance• Marketing alliance
9 – Your website9 – Your website
• Profile – am I in the right place?• People – do they look like a nice
team?• Premises – does it suit my
demographic?• Promises – are they customer
service focused?• Prices – is it reassuringly
expensive/affordable?• Proof – do other people speak
highly of them?• Products expressed as Processes –
do they do the things I want?
Strategy 8 – Maintain balance between work, rest Strategy 8 – Maintain balance between work, rest and playand play
1. Establish priorities2. Plan well in advance3. Control time4. Control money5. Delegate6. Create reserves7. Remove tolerations8. Maintain fitness and
health9. Clean Sweep and other
assessments
Tactic 1 – Establish your Tactic 1 – Establish your prioritiespriorities
1. Self2. Family3. Business4. Finance5. Physical6. Social7. Intellectual8. Spiritual
Tactic 2 – Plan the time to Tactic 2 – Plan the time to planplan
• Annual – 3-year vision• Quarterly – positional• Monthly - tactical• Weekly - reflection• Daily – To Do
Tactic 3 – Take control of Tactic 3 – Take control of timetime
• Free days• Buffer days• Focus days
Tactic 4 – Control MoneyTactic 4 – Control Money
• Personal budgets• Professional budgets• Profitability analysis• Pricing• Robust systems
Tactic 5 – Delegate Tactic 5 – Delegate and outsourceand outsource
Strategy/Clinical
Finance Marketing and Sales Resources Team
Compliance
Tactic 6 – Establish ReservesTactic 6 – Establish Reserves
• Time• Energy• Money• Talent
Tactic 7 – Remove yourself from TolerationsTactic 7 – Remove yourself from Tolerations
• People• Situations• Things
Tactic 8 – Maintain Fitness & HealthTactic 8 – Maintain Fitness & Health
• Nutrition• Sleep• Exercise• Meditation• www.liveto100.com
Tactic 9 – Regular Review (Clean Sweep/Clean Slate)Tactic 9 – Regular Review (Clean Sweep/Clean Slate)
Reading in fourth quarterReading in fourth quarter
• Getting Business to Come to You – Paul & Sarah Edwards
• Teaming Up – Paul & Sarah Edwards
• The World’s Best Known Marketing Secret – Ivan Misner
• Selling the Invisible – Harry Beckwith
So what about the next 90 days?So what about the next 90 days?
• We’re not finished yet!• Bridge calls• WWOL• Call-in Days• Coaching Gym• What are your main
goals for the final quarter?
Thanks for listening!
Hope you had a good day
Now “just do it!”