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PRACTICAL ENTREPRENEURSHIP WORKSHOPSales and Marketing Overview
©Copyright 2018 by Houston Community College, Houston, Texas. All rights reserved.This workshop is designed to provide authoritative information regarding the subject mattercovered. It is provided with the understanding that the presenter is not engaged in rendering legal,accounting or other professional services. If legal or other expert advice or assistance is required, theservices of a competent professional should be sought.
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➢ Identify Target Audience
➢ Lead Capture System
➢ My Lead Nurturing System
➢ Sales Conversion Strategy
➢ Delivering World Class Service
➢ Increasing Customer Value
➢ Orchestrating and Stimulating
Referrals
What We’ll Cover
©Copyright 2018 by Houston Community College, Houston, Texas. All rights reserved.This workshop is designed to provide authoritative information regarding the subject matter covered. It is provided with the understandingthat the presenter is not engaged in rendering legal, accounting or other professional services. If legal or other expert advice or assistance isrequired, the services of a competent professional should be sought.
T
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Discovering Your Target
Audience:
Is Your Idea Lucrative?
A
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Test Your Minimum Viable
Product
➢ What is the MVP?
➢ How to test it?
➢ What to do now?
S1A
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Identifying Your Target Audience
➢ Defining Your Customer
➢ Adding Value
➢ Solving Their Problem
➢ Finding Them OnlineS1T
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Target Market MessagingDeveloping the Message
➢ Clearly State the Solution
➢ Answer the Why
➢ Set Expectations
S2T
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Digital
Toolbox
➢ Key Messages
➢ Strong Images
➢ Tracking Tools
S2A
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The Basics
of SEO and
SEM
➢ Keyword
Research
➢ Tags and Titles
➢ Consistent
Verbiage
S2A
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Reaching
Target
Customer
➢ Self Promotion and Lead
Generation Strategies
■ Networking
■ Direct Outreach
■ Referral
■ Keep-In-Touch
■ Speaking
■ Writing
■ Web & Social
S3T
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Developing
Your Social
Media
Strategy
➢ Identify Best
Platforms
➢ Develop Tone/Brand
➢ Set Schedule
S3A
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Tools to Listen
Online
➢ Hootsuite
➢ Tweetreach
➢ Google Alerts
S3A
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Reaching Your
Target Customer
Online
S3A
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Client
Prospecting-
Offline
➢ Selecting the Core
➢ Scripts and tools
➢ Daily discipline
S4T
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Lead Capture System
➢ LinkedIn - Sales Navigator
➢ CRM Systems
➢ Analytics
S4T
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Data
Collection
➢ Email Sign Up
➢ Incentive Driven
➢ Value Added
S4A
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Lead Nurturing System
Cultivation!
➢ Understanding the Sales Cycle
➢ When will Prospects Buy?
➢ Transactional or Relationship Sale
S5T
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The Power of a
Share
➢ 80% of consumers are
likely to buy what friends
share
➢ Sharing is the equivalent
of an endorsement
S5A
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Online Lead Nurturing
➢ Email Marketing
➢ Tagging
➢ Intentional Engagement
S5A
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Conversion
Tracking
Best Practices
➢ Social Insights
➢ Google Analytics
➢ Special Events
S5A
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Lead
Conversion
Strategy
➢ Presenting
➢ Aligning with Needs
➢ Selling to Trigger
Events
S6T
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Do’s and
Dont’s
➢ Premature Presentation
➢ Jargon
➢ Emotion, then Logic
➢ Align with Prospect’s ○ Unique Needs
○ Behavior and Buying style
○ Gain / Loss
S6T
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Tips on Handling a Rejection➢ Do not argue
➢ Big Four - Need, price, relationship, timing
➢ Feel, felt, found
➢ Public Rejection in the Digital WorldS6T
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Closing the Deal
Best Practices
➢ Listening
➢ Commitments
➢ Asking for the order
S6T
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40-40-20The Perfect Formula for Lead Conversion Online
S6A
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Excellence in
Delivery
➢ Service Model
➢ Standing Out
➢ Delighting
Customers
➢ Digital Perception
S7T
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Increasing Value➢ Making the Second Sale
➢ Growing with your Customers
➢ Adding Value through Complementary Products
➢ Standing Out OnlineS8T
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ReferralsBest Practices
➢ Ask early and often
➢ Prospects, new and satisfied customers
➢ Client acquisition costs S9T
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Creating your One Page Plan
S9T