Microsoft PowerPoint - Marketing Workshop_Small Business ...

You'll Want to Pay Attention...

You are about to learn how to:

– dramatically increase your net profits, – reduce your frustration,

– reduce your marketing costs, and – develop strategies to dominate your market.

ARE YOU READY?!

Andrew Barden Business Growth Strategist

Small Business Development Center

Hosted by College of the Canyons www.cocsbdc.com

Small Business Growth Strategies Proven Marketing & Sales Methods to Attract Ideal Clients at Less Risk and in Less Time

Small Business Growth Strategies Proven Marketing & Sales Methods to Attract Ideal Clients at Less Risk and in Less Time

Today's Training

“Where did we go wrong? We just spent all that money on advertising and we have nothing to show for it. Why haven’t our sales increased?”

“I don’t know, we sent out over 5,000 mailers. You’d think we would have seen at least a few new customers. And I’ve run the numbers ... we can’t afford to do any more marketing right now.”

Look familiar?

Why didn’t they get results?

Business Owner Concerns

Your Challenges

What are some of the challenges you’re facing today in your business?

Your Challenges

Limited resources

Tons of competition

Difficulty in finding customers

Decreasing sales

Lack specific strategy to grow business

Seeing American dream turning into a nightmare

Losing hope that business ownership is the road to complete financial freedom

A Wave Of Competition Is Coming…

What are your risks? 28 million small-

business owners

50 million in five years

70 million baby-boomers

retiring in next 12 years

Corporate America: 72 percent want a

business

Is It Worth It?

What were you expecting your

business to provide you with?

Your Dreams & Desires

Your Dreams & Desires

Investment that offered a high Return On Investment (ROI)

Substantial annual income

More time to do what you want

Freedom and pride of ownership

Less stress

Be of service to others

Be in business on your own

Our Dreams & Desires

Investment that offered a high Return On Investment (ROI) Substantial annual income More time to do what you want Freedom and pride of ownership Less stress Be of service to others Be in business on your own

• Limited resources • Tons of competition • Difficulty in finding customers • Decreasing sales • Lack specific strategy to grow

business • Seeing American dream

turning into a nightmare • Losing hope that business

ownership is the road to complete financial freedom

What You Have What You Want

The Key To Success

Attract Ideal

Clients

• Limited resources • Tons of competition • Difficulty in finding customers • Decreasing sales • Lack specific strategy to grow

business • Seeing American dream turning

into a nightmare • Losing hope that business

ownership is the road to complete financial freedom

You MUST Overcome These Realities:

The Key To Getting What You Want

How Can I Focus Is On Attracting Ideal Clients?

• multimillion-dollar businesses

• Murray focused on strategies & tactics

• John focused on mindset

• Created OneCoach to help entrepreneurs and small-business owners achieve financial freedom by combining their business building skills

• 2007 sales $7 million…

• 2008 sales $25 million (projected)

• We know how to build multimillion-dollar businesses

- Psychological Profile of Ideal Clients (Pychographic & Demographic)

- Interview Current Clients to Determine What

Percent are IDEAL clients

This ISN’T a Business … it’s a JOB

CEO YOU

YOU YOU YOU

Sales

YOU YOU

YOU Assistant

Service

YOU

Marketing Admin Finance Legal

Do You Have A Business?

Attract Ideal Clients

Would You Like To Have…

A Step-By-Step, Paint-By-Numbers Process To Attract Ideal Clients?

A Process That Provides You With Confidence And Certainty?

A Process That the Top Performing Businesses of All Sizes Have Used to Reduce their Risk and Cost of Marketing Campaigns?

The Fundamentals

Your Unique Abilities Highest Income Producing Activities

Here’s “All” You Need To Know To Build A Multimillion Dollar Business

Client Profile Decision Making Process

Lifetime Value Unique Selling Proposition

Lead Generation Lead Conversion

YOU

Your Business

Lead Conversion

Unique Abilities

Highest Income Producing Activities

Ideal Client Profile

Decision Making Process

Lifetime Value

Unique Selling Proposition

Business Growth Wheel… Rate Yourself As We Go

0 1 2 3 4 5 6 7 8 9

10 Lead

Generation

The Fundamentals

These 8 Fundamentals, once

optimized, allow small business owners to grow their net profits faster, with less risk, and less cost of marketing campaigns.

The Fundamentals

Here’s the exact PROCESS that will enable you to obtain these results..

The Fundamentals

Attract More Clients

Your Unique Abilities

It All Starts By Knowing & Understanding

4 Personality Styles…

• The Dominant - Visionary, Big picture, Innovator, Intuitive, Imagination

• The Expressive - Empathetic, Caring, Feeling, Intuitive, Hip

• The Amiable - Detailed, Structured, Practical, By the book

• The Analytical - Rational, Objective, Abstract Thinker, Logical


You’re Doing It All, But… Which Of These Are You Uniquely Suited For?

CEO YOU

YOU YOU YOU

Sales

YOU YOU

YOU Assistant

Service

YOU

Marketing Admin Finance Legal

Solo-preneurs Make Up 99% Of All Businesses Today

Your Unique Abilities Only Lend Themselves To Specific Functions

CEO

Dominant

Sales Dom/Exp

Service Expressive

Marketing Exp/Anal

Admin. Amiable

Finance Analytical

Legal Analytical

Assistant

Amiable/Anal

Are You Trying To Force A Round Peg Into A Square Hole?


To create a multimillion-dollar business, You MUST understand & work within your

UNIQUE ABILITIES

The result…

your productivity (& income) will skyrocket

Lead Conversion

Unique Abilities




Lifetime Value


Business Growth Wheel

0 1 2 3 4 5 6 7 8 9

10 Lead

Generation

The Fundamentals

Attract More Clients


Now You Need To Match Your Unique Abilities With Your…

CEO

Sales

Assistant

Service Marketing Admin Finance Legal

Which Ones Produce Revenue?

CEO

Sales

Assistant


Which Ones Produce Revenue?

Only Sales & Marketing Generate Revenue

Do Your Unique Abilities Match?

CEO

Dominant

Sales Dom/Exp

Service Expressive

Marketing Exp/Anal

Admin. Compliant

Finance Analytical

Legal Analytical

Assistant

Amiable/Anal

CEO

Sales

Assistant


What If They Don’t?

Delegate… Hire… or Barter

Summary

Know & understand your Unique Abilities

Then match them with your Highest Income Producing Activities

Delegate, hire or barter those that don’t match

Lead Conversion

Unique Abilities




Lifetime Value



0 1 2 3 4 5 6 7 8 9

10 Lead

Generation

CEO

Sales

Assistant


Sales/Marketing Drive Revenue

There’s Just One Major Problem…

“All” You Need to Know About Sales

Direct Sales Sales Process Lead Generation Prospecting Presentation & Persuasion Skills Objection Handling Closing Strategy Leadership Incentives Backend (up-sell)

Drivers Distribution Channels Client Acquisition Cost Capital/assets Gross Margins Problem Solving Compensation Asset Management Human Resources

Objectives Vision Mission Leadership & Management Cash Flow Revenue Plan Business Model Crisis Management Strategic Thinking Managing Growth Risk Management Revenue plan

Affiliate & JV Programs Barter Promotions Customer Loyalty Advertising Public Relations Event Marketing Point of Purchase & Sale Interactive Media Multimedia Signage Outdoor Media Cross Promotions

Client Profile Buyers Criteria/ Decision Making USP—Unique Selling Proposition Product Profile Market Profile Client Experience Gap Analysis Process S.W.O.T Prospecting Objections/Responses Customer Service Pricing

Customer Life cycle Lifetime Value Competition Direct Response Headlines & Copy Writing Guerrilla Marketing Media Buying Database Marketing Direct Sales Continuity Programs Internet Back-end (up-sell) Direct Mail Referrals

“All” You Need to Know About Marketing

As an SBDC Client, you’ll learn…

Building a multimillion dollar business is simple…

But, it’s NOT EASY!

Thousands of small business owners have used

The following 6 fundamental processes

to build multimillion dollar businesses

The 6 Keys To Business Growth

Client Profile


Lifetime Value


Lead Generation

Lead Conversion

Once “YOU” Get Focused, Now Focus On Your Business

More Effective Marketing

Creates a competitive advantage

• Accurately identify your ideal client

• Learn how to differentiate your business from the competition

• Be able to determine your ideal client’s lifetime value

• Increase the effectiveness of your marketing campaigns

• Spend your hard earned marketing dollars more wisely

• Learn how to develop marketing messages that will convince your prospects to buy what you sell


Client Profile


Lifetime Value


Lead Generation

Lead Conversion

Client Identification

Example…

Ever have a customer walk in, look at everything you offer, ask you a million questions, tie you up for half the day, and then leave…

NEVER to be heard from again???

Is THIS an ideal client?

That’s who most businesses market to.

Identify Your “Ideal Client”

Begin with the end in mind… • Attract more clients • Increase your revenue • Increase your marketing effectiveness

Identifying your “ideal client” is the first step toward attracting them

Why Are You Here? Pareto’s Law and Your Business

Pareto discovered that 20% of the population

controlled 80% of the wealth… no matter where he went.

The Pareto Principle or the 80:20 Rule has proven its

validity in a number of other areas…especially in business.

On average, 20% of your clients are responsible for 80% of your total revenue and profits.

If you focus on ONLY the 20%... and fill the remaining 80% with similar clients…

You’ll Achieve 16X GREATER RESULTS!!!

Benefits

Once you learn how to identify your “Ideal Client,” you’ll be able to…

Target their hot buttons with marketing

Spend your marketing dollars with confidence and certainty

Work fewer hours

Make more money

Enjoy the customers you work with

Lead Conversion

Unique Abilities




Lifetime Value



0 1 2 3 4 5 6 7 8 9

10 Lead

Generation


Client Profile


Lifetime Value


Lead Generation

Lead Conversion

Decision Making Process • Many business owners think their decisions are based on the price… when in reality that’s one of the last considerations. • Client’s make decisions based on their wants and needs (Hot Buttons)… • Your KEY is to understand HOW your clients make decisions, and deliver THAT to them


Did you know decisions can also be affected by a decision maker, an influencer or a user? For example… you own a pizza shop, and sales are way down this month. How would you sell more pizza?

Benefits

When you know how your ideal clients make decisions, you can affect those decisions by inserting your product or service into their decision making process. We’ll help you map out their decision making process and teach you how to create proper marketing messages to compel them to buy from you instead of your competition.

Lead Conversion

Unique Abilities



Decision MakingProcess

Lifetime Value



0 1 2 3 4 5 6 7 8 9

10 Lead

Generation


Client Profile


Lifetime Value


Lead Generation

Lead Conversion

Lifetime Value…

By understanding lifetime value, you can anticipate the purchase of other products and services

Once we teach you how to calculate your ideal clients lifetime value, you can use it to explode your revenue and profits.

Refers to the amount of revenue and profits the business owner expects to receive from clients over

the term of their relationship with them.

Refers to the amount of revenue and profits the business owner expects to receive from clients over

the term of their relationship with them.

Benefits of Lifetime Value…

Influences all of your lead generation and marketing decisions

Greatly reduces the chances of your making costly marketing mistakes

Pinpoints exactly where you should focus your marketing efforts

Results in more predictable cash flow

Benefits of Lifetime Value…

Do you know the lifetime value of your current clients?

If not… what is that

costing your business every day that you don’t?

And Consider This…

For every dollar of revenue your business produces, the value of your business increases.

Example: If you increase your annual revenue by $100,000 that may increase the amount your business can be sold for by as much as $3 million.

Lead Conversion

Unique Abilities




Lifetime Value



0 1 2 3 4 5 6 7 8 9

10 Lead

Generation


Client Profile


Lifetime Value


Lead Generation

Lead Conversion


Conveys the specific, one-of-a-kind benefit your business offers that is different from your competition. Must be incorporated into all areas of your business

Business Card Website All Collateral

It’s a simple statement that captures the essence of the value you provide to your ideal client.

Your Turn

We’ve just met at a networking function and I ask you this question…

“So what do you do?” Explain to me what you do that will

compel me to immediately ask you…

“How Do You Do That?”

Dave & Yvette Ulloa

Their first attempt at a USP…

“We help people diversify their income portfolio options while taking trips”

Are you compelled to immediately ask them…


Dave & Yvette Ulloa Their second attempt at a USP…

“We help people make a fortune while taking dream vacations”

Now are you compelled to immediately ask them…


The Power of a

Great USP

Great USPs We Help People Stay At 4 Star Hotels For Motel 6 Prices We Help People Stay At 4 Star Hotels For Motel 6 Prices

Bowflex… Get The Body You Want - In Half The Time Bowflex… Get The Body You Want - In Half The Time

Moving Victims Of Violence From Crisis To Confidence Moving Victims Of Violence From Crisis To Confidence

Excedrin… The Pain Stops… You Don’t Excedrin… The Pain Stops… You Don’t

Benefits of a Compelling USP

– It becomes your business “mantra” and must be clearly stated in every one of your messages

– It separates your business from your competition…

– eliminates them completely in the minds of your prospects…

– and enables you to dominate your market

Lead Conversion

Unique Abilities




Lifetime Value



0 1 2 3 4 5 6 7 8 9

10 Lead

Generation


Client Profile


Lifetime Value


Lead Generation

Lead Conversion

Lead Generation At this point, you have:

identified your ideal client

mapped out their decision making process

calculated their lifetime value

developed your core message with your USP.

It’s now time to start Attracting Ideal Clients by implementing a compelling and cost effective lead generation program.

Lead Generation

Is this an effective ad?

What is the “purpose”

of all marketing?

Lead Generation

Marketing’s job is to first, capture your prospect’s attention.

Next, it must facilitate their decision making process by offering compelling information that makes them feel like they would be an absolute fool if they don’t buy your product or service.

Third, it must provide a low, or no risk offer that allows a prospect to obtain additional decision making information (a compelling offer).

Lead Generation

Does this ad do that?

Does YOUR marketing do that?

Depending on the publication, this full

page ad cost Comcast between $15,000 & $50,000.

The “Marketing Equation” should be used in every

marketing piece created… or when

developing any type of marketing or

advertising, including your website.

Marketing Equation

Offer Educate Engage Interrupt

For marketing to be effective, you should always use “The Marketing Equation.” It will enable you to structure your marketing message in the proper way

Headline Ever Feel Like Your Daycare Treats Your Child

Like A Number Instead Of A Little Person?

Sub-headline Here’s How To Ensure Your Child Gets

Personal, Loving, Caring, One-On-One Attention At Daycare.

Body Copy Present evidence

Prove you are the best value Emphasize the benefits, not the features

Compelling Offer Get Our Free Report That Compares The

Teacher-Child Ratio At All 17 Area Daycares

Marketing Equation

This is known as persuasive messaging

Offer

Educate

Engage

Interrupt

Lead Generation

Does this ad follow the “Marketing

Equation”?

Lead Generation

Do your lead generation marketing pieces follow this equation?

Do your prospects read your marketing materials and feel compelled to take action?

How much revenue would you estimate you are presently losing by NOT following this format?

“Where” Do You Communicate?

Live Event

Call Center

Mail Order

Wholesale

Online

Retail Store

Direct Sales 7 Communication Options

Do you know the best method for getting your message out to your ideal client?

Do you know where your client is most likely to hear your message? Do you know which ones you should use that will effectively communicate your message to your ideal client… and provide you with an excellent ROI?

Benefits of Lead Generation You need to know the “Marketing Equation” and how to use it to produce higher quality leads, as it will lead to: The proper communication channels that will provide you with a much higher degree of confidence and certainty as you convert those leads into actual sales Knowing how to generate your leads and produce a high ROI so you don’t squander your valuable time and hard-earned dollars in customer acquisition Knowing how to increase your total sales, revenue and profits.

Lead Conversion

Unique Abilities




Lifetime Value



0 1 2 3 4 5 6 7 8 9

10 Lead

Generation


Client Profile


Lifetime Value


Lead Generation

Lead Conversion

Conversion Guidelines

Business owners MUST know and understand the ABC’s of Selling

Every prospect… no matter who they are or what they’re buying, is always looking for the best deal

Marketing must contain enough value, or create enough interest to get them interested

You have to be ready to:

Persuade Influence Sell

Should be used in every marketing piece created or when developing

any type of marketing or advertising

Marketing Equation

Offer Educate Engage

Interrupt

The Marketing Equation will enable you to structure your marketing message in the proper way

Headline Ever Feel Like Your Daycare Treats Your Child

Like A Number Instead Of A Little Person?

Sub-headline Here’s How To Ensure Your Child Gets

Personal, Loving, Caring, One-On-One Attention At Daycare.

Body Copy Present evidence

Prove you are the best value Emphasize the benefits, not the features

Compelling Offer Get Our Free Report That Compares The

Teacher-Child Ratio At All 17 Area Daycares

Marketing Equation This is known as persuasive messaging

Offer

Educate

Engage

Interrupt

Marketing Fundamentals

Educate on your product or service

• Takes place in your ads body copy • Takes place in your script if live

Set Appropriate Pricing • Promotional Pricing • Loss Leaders • Premium Pricing

Establish Credibility

Key component of messaging strategy

Includes success stories and testimonials.

The earlier credibility is established, the better.

Consider writing the testimonial for the client and sending it to them for approval.

Persuasion: The Key To Conversion

Scripts should be developed and used in EVERY situation possible

Should follow the Marketing Equation

Every member in the business should commit

the basic flow to memory

Should be used as “talking points” only… NOT repeated verbatim

Lead Conversion

Unique Abilities




Lifetime Value



0 1 2 3 4 5 6 7 8 9

10 Lead

Generation

Lead Conversion

Unique Abilities




Lifetime Value



0 1 2 3 4 5 6 7 8 9

10 Lead

Generation

1 2 3 4 5 6 7 8 9 10

Lead Generation & Conversion

Unique Abilities




Lifetime Value


Sales Process


0

Lead Generation & Conversion

Unique Abilities



Lifetime Value


Sales Process

0 1 2 3 4 5 6 7 8 9

10

Here’s “All” You Need To Know To Grow Your Small Business

Your Unique Abilities Matching Your Biz

Focus on Highest Income Producing Activities

Psychographic Client Profile Decision Making Process Mapped

Lifetime Value Determined

Unique Selling Propositions Lead Generation Testing

Lead Conversion Measuring

WOW.. That seems like a lot…

How do we make it work fast???

5 Keys to TRANFORMATION

Get Clarity & Focus − Plan your strategy, know exactly how to implement & measure results − If you fail to plan you plan to fail

Learn the best proven strategies available − Learn the power of modeling

Work ON your business vs IN your business − FULL Immersion − Only 90-120 minutes per week

Coaching − Someone to hold you accountable to take the actions necessary to

reach your goals Daily feedback − Repetition is the mother of learning

Our business advisors can help you quickly identify your highest income producing activities, and keep you accountable to developing habits that lead to revenue growth.

By focusing on the highest income producing activities, then delegating, hiring or bartering out the non-productive activities, business owners can quickly discover an immediate increase in sales, revenue and profits.

There is an art and a science to building lasting client relationships. We can teach you how to build mutually-beneficial relationships with clients, partners, vendors, and employees, building a rock-solid, bullet-proof business that will grow even despite tough economic times. Those businesses that consistently add value to other people's lives will produce greater net profits and dominate their market space.

Right now, you’re not focused on

your highest income

producing activities.

Remember The 6 Keys To Business Growth

Client Profile


Lifetime Value


Lead Generation

Lead Conversion

When you take the time to strategize with a business advisor, your return on your investment of time is substantial. You'll learn how to piece together the puzzle of your business growth process, learning how to attract ideal clients and grow your revenues faster and with less risk.

To make sure you don’t overlook any money-making strategies and tactics, you'll want to attend our free or nominal-fee training events, loaded with the latest ways to help business owners stay one step ahead of your competition.

Wrap Up The SBDC business

advising program provides much of the support you need to get from where you are to where you want to be.

Thank you for participating in Small Business Marketing Success

Strategies .

Microsoft PowerPoint - Marketing Workshop_Small Business ...

Documents

american dream

decision making

attract ideal

small business

multimillion

ideal client

unique abilities

yvette ulloa