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Introductions and About Today… Marketing Funnel Summary and Introduction Internal & External Analysis of Your Plan Your Client’s Marketing Objectives Your Client’s Marketing Strategy in Action Planning Your Client’s Marketing Tactics Implementing Your Client’s Marketing Strategy Tips for Utilizing the Marketing Funnel Three Case Histories Revealed Moving forward and Seeking Help
Consultant – n. 1. One who gives expert or professional advice. 2. One who consults another. Professional – adj. 3. Performed by persons receiving pay 4a. Possessing great skill or experience in a field or activity.
In other words, you get paid for your expert advice!
Would you embark on a journey without a map? Bake a cake without a recipe? Build a house without a plan?
What if you had NO GPS and a bridge was out, where would you go? What is the next turn in your marketing, where do you go, how will you get there? What are the road conditions? Does it matter?
Points to discuss… • What are vertical and lateral markets • Who are they, who are the players • Why should we look at this strategy • Where can I find this information • How do I market to these groups
• The way most distributor and suppliers sell • Most end-users perceive our product as “stuff”! • The cute catchy names – trinkets and trash • Low value - no value, lack of loyalty • Expenditure; sometimes viewed as unnecessary • Commodity based • Very frustrating, generally price based only
Your job is to change your mindset, then the mindset of your client!
• Ask the right questions • Define objectives, desired results • Evoke excitement • Develop theme, Define budget • Create a plan of execution • Track results, record reactions
Idea: Create a separate file for each client program In order to track the results on a continual basis.
Know your clients Help your clients do the same Drive measurement Know your worth, become an expert Segment your marketing efforts Create relevant marketing campaigns