Consider us your Consider us your business partner… business partner… Only Better! Only Better!
May 19, 2015
Consider us your business Consider us your business partner…partner…
Only Better!Only Better!
Who is @MichaelBowers?Who is @MichaelBowers?
District Center Manager for Ohio SBDC at Columbus State since 2002
SBDC State Star for Ohio in 2007
Won the SBA Innovation and Service Center of the Year for Ohio and SBA Region Five in 2007
Striving to accelerate the growth of entrepreneurship and small business innovation. #RunNerds Marathoner. What's worth doing is worth doing for 26.2!
Who is the Ohio SBDC at Who is the Ohio SBDC at Columbus State?Columbus State?
An experienced & award winning team providing no-cost, one-on-one business
management advice with four centers to serve you at one location:
Core SBDCManufacturing & Technology SBDC
International Trade Assistance CenterLatino SBDC
A team who serves nine counties including:
Who is the SBDC at Columbus State?Who is the SBDC at Columbus State?
•Delaware•Fairfield•Fayette•Franklin•Licking
•Logan•Madison•Pickaway•Union
Visit my small business blog at Ideas2Deals.comVisit my small business blog at Ideas2Deals.com
Value Based Sales Community?Value Based Sales Community?
Nothing happens in a
business until someone sells
something.
Why Sales?Why Sales?
Why Sales?Why Sales?
8
http://youtu.be/s6aptN9uPRg
No Stupid QuestionsNo Stupid Questions
(Although I will talk & Tweet about (Although I will talk & Tweet about you afterwards)you afterwards)
I love you all it just may not seem I love you all it just may not seem like it (Tough Love)like it (Tough Love)
Ground RulesGround Rules
It’s All About The It’s All About The Story…Story…
What’s Your What’s Your Story?Story?
Introduce Yourself / Pitch
Me
What do you do?
Why are you here?
Pitch UsPitch Us
Getting Your Getting Your Ideas To SpreadIdeas To Spread
There are so many options and There are so many options and media now that are competing for media now that are competing for
consumers’ attention that it is easy consumers’ attention that it is easy for them to ignore traditional for them to ignore traditional
“Push” advertising“Push” advertising
Traditional Advertising Won’t WorkTraditional Advertising Won’t Work
Be RemarkableBe Remarkable
Key To Success…Key To Success…
Being Good Is Easy To IgnoreBeing Good Is Easy To Ignore
Being Safe Is BadBeing Safe Is Bad
Want To Hear From You
Want To Ignore You
Work The EdgesWork The Edges
Earn Attention Of People That Earn Attention Of People That Want To Talk To YouWant To Talk To You
Build Trust With ThemBuild Trust With Them
They Will Share With Their FriendsThey Will Share With Their Friends
Key To Success…Key To Success…
Everybody SellsEverybody Sells
Either you are selling them on buying from you or your are selling them on
buying from your competitor
Why Sales?Why Sales?
Nothing happens in a
business until someone sells
something.
It’s All About CustomersIt’s All About Customers
Key to SalesKey to Sales
Create Value For The Customer
Find the customers’ pain and solve it!
What Makes a Sales Person?What Makes a Sales Person?
Why Sales?Why Sales?
If you have a product or
service that helps people you
have an obligation to sell
it to them.
Key to SalesKey to Sales
Sales Presentations
Build Rapport = Trust
Probe / Question
Prescribe a Solution
Biggest Key to SalesBiggest Key to Sales
CLOSING ~
Ask for the sale
Logical conclusion to the sales process
You need to “target” and “focus” on what will be most successful
You can not focus your attention on “Everyone” and “Everything”
Everyone is Everyone is NOTNOT your Target your Target
Vision / MissionVision / Mission
vision statement ~ a picture of your company in the future. Your vision statement is your
inspiration, the framework for all your strategic planning.
mission statement ~ articulates the company's purpose. It is why you do what you do
Marketing AnalysisMarketing Analysis
Who is your Target Customer?
What do you know about your customer?
What markets are you competing in?
How are you positioned?
What is your competitive edge?
How does price affect your positioning?
Market ResearchMarket Research
Prove or Disprove
There is someone out there to buy your product?
There is someone out there to buy my product
at my price
Market ResearchMarket Research
WHO:Demographics: the statistical data of a population, especially those showing average age, income, education, etc.
WHY:Psychographics: the “hot button” words of your customers that reflect their reason for buying. This is the basis of your overall messaging.
Market Research “How To”Market Research “How To”
http://www.columbuslibrary.org/
Reference USA • Demographics USA • US Census Bureau
• Direct Marketing List Source
Where Are My Customers?Where Are My Customers?
Industry Information• Reference USA• County Business Patterns www.census.gov/econ/cbp/index.html•D&B Regional Business Directory• Harris Ohio Industrial and Services Directories
Who Are My Competitiors?Who Are My Competitiors?
• Thomas Register of American Manufacturers http://www.thomasnet.com
• Food & Beverage Market Place
• American Wholesalers & Distributors Directory
• Directory of Chain Restaurant Operators
Special DirectoriesSpecial Directories
Main Library96 S. Grant Ave., Columbus, OH 43215645-2ASK • columbuslibrary.org
Science, Business and News is located on the 3rd floor.
Hours are: Mon.-Thu. 10-8, Fri. & Sat. 10-4, Sun. 1-5.
Source of Research InformationSource of Research Information
Are You MarketingAre You MarketingOr Selling?Or Selling?
Marketing and SalesMarketing and Sales
You need to do both but
remember they are separate
activities connected by your
brand and your messaging.
Everything you do to promote your business to get
customers to buy your product/services on a regular
basis.
What is Marketing?
What is Sales?
The exchange of goods or services for an amount of
money or equivalent
Why Sales?Why Sales?
Marketing costs money
~
Sales makes money
Everything you do to promote your business to get
customers to buy your product / services on a regular basis
What is Marketing?What is Marketing?
Marketing Your BusinessMarketing Your Business
Set Goals
Identify your target market
Establish Your Objectives
Map out your tactics
Construct your budget
Build your timeline
Execute - Evaluate - Execute
Building Activity Above Your
Sales Funnel
Marketing Is…Marketing Is…
Are You MarketingOr Selling?
Why Sales?Why Sales?
Nothing happens in a
business until someone sells
something.
Why Sales?Why Sales?
If you have a product or
service that helps people you
have an obligation to sell
it to them.
Set The StageSet The Stage
ProspectingProspecting
Make Your Own GameMake Your Own Game
More now than ever before you are able to change the rules of the game through use
of social media tools. These game changing tools can allow you to bring your message to more people than ever before
for less money than ever before.
Make Your Own GameMake Your Own Game
Just having the tools will not make you successful. It is the strategy in employing the tools that will make you successful. By understanding where you want to go
you can come up with innovative ways to promote your concepts, ideas and brand.
ProspectingProspecting
How Full is Your Funnel?How Full is Your Funnel?
The Power of Digital The Power of Digital
Know Your Prospect
Build Fans
Convert
Why Participate?Why Participate?
Marketing is changing
The need to spend money on push advertising is diminishing
“Word Of Mouth” is a click away
This is where the magic happens and by magic I
mean SEO and CONVERSION.
Your Website Is CriticalYour Website Is Critical
Your Website Is CriticalYour Website Is Critical
OhioGrowthSummit.comOhioGrowthSummit.com
ProspectingProspecting
Networking: Combine pleasure and business. Cold calling: Calling people with no known interest.Trade Shows: Have a strategy to convert Direct mail: Send flyers and information. Referrals: Get people to give you leads. Prospecting clubs: Collaborating with other sales people. On-line sourcing: Finding useful detail online. Your website: Is a very powerful tool. Social Media: On-Line Networking.
NetworkingNetworking
• It’s not about you• Build a relationship• Have to keep moving• Don’t be that Guy/Girl• There is no prize for collecting business cards• Be expected to be there
Trade ShowsTrade Shows
• Go to the conferences and exhibitions where your potential customers go. • Make presentations that will impress them with your
products and services. Give out copies of your paper and other material.• Hold 'clinics' where customers can come and discuss
their difficulties and issues.• Man the stands and talk to as many people as possible.
and draw them into sufficient conversation to discover their potential as a customer • Give out your card, of course. Also get their cards.
Direct MailDirect Mail
• Develop and write marketing material that will appeal to your audience.• Provide clear and easy contact information, such as:
• Web address • Email address • Free phone number • Pre-paid postcard
• Send it through the mail or otherwise deliver it to their door.• Make sure that all calls and messages go to a specialized location that can respond rapidly and knowledgeably. • Quickly follow up on all responses.
ReferralsReferrals
Getting referrals is a preferred method of getting leads. After refusal: After you have been turned away or not made the sale
is a great time to ask for a referral. But why should a person give you a referral when they could easily just blow you off? We generally dislike refusing and turning away other people, so when we say no, we are more likely to agree to give a referral to the sales person.
• After the close: After people have bought from you, they are feeling the post-close warmth and are thus more ready to help you.
• After great service: If you sell someone a great product or give them great service, they will help you in return by referring• Any other time: People are often giving you referrals and don’t know it, pay attention.
Prospecting ClubsProspecting Clubs
• Work together with other sales people to share the burden of prospecting.• You can even do this with sales people from other companies where they are selling complementary products.• You can either work very closely together on a daily
basis or meet up every now and again to discuss how the business and general prospecting is
going. As well as sharing leads, also share methods and ways of converting prospects into customers.
On-Line SourcesOn-Line Sources
• Find information about individuals and organizations who might buy from available information such as their blogs and information on company officers.
• Companies often have web pages on their sites that describe their history, organization and products.
• There are also many useful websites and firms that provide company information, such as Hoover's and Dun and Bradstreet.
• Look also for articles by and other information about the person you are investigating. You might even find their blog.
ProspectingProspecting
Cold CallingCold Calling
• Be respectful: You have entered their territory uninvited and must show that you are worthy of their time.
• Go for yes: Getting agreement sets a pattern whereby they are more likely to agree.
• Ask for time: If you ask them for a few minutes and they say yes, they will feel obliged to give you that time.
• Get to benefits quickly: You need to sustain their attention by showing “what's in it for them”.
• Get to next meeting: Success in cold calling often means getting permission to continue the conversation
later• Expect No ~ Keep Moving, It’s a numbers game
Cold CallingCold Calling
• 80% of all new sales people fail because of call reluctance.
• The telephone as your stage.• What is the purpose of your call?• Is your message clear, concise and consistent?• The entire purpose of your approach is to get
invited into the conversation.
Cold CallingCold Calling
• If you had the cure for cancer, how many cancer patients would you approach each day?
• We ask questions to identify or create an opportunity.
• In every call something is being revealed to you. Are you listening for the opportunity?
• Don’t overcome objections. Work with them.• What action do you want this person to take?
The Ohio SBDC at Columbus State
p. 614-287-5294
www.SBDCColumbus.com
For Information on SBDC ActivitiesFor Information on SBDC Activities