Business Development 2010 Accelerating Success Through Marketing Webinar Series: 3.0 Presented by Don Neal January 26, 2010

It’s not the big that eat the small, it’s the fast that eat the slow!

How Fast Have You Been Moving? 1.Lock-in Webinar #3 - check! 2.Your role as champion (ID who needs to be sold) 3.Dedicated notebook 4.Segment your database 5.Determine acquisition costs 6.Determine your marketing and sales ROI 7.Assign a full time staff to marketing 8.Allocate 3+% of sales to 2010 marketing investment 9.Identify current marketing activities that drive awareness, leads, referrals, cross-sell and up-sell 10.Begin to develop your 2010 marketing plan

So… How Did We Do in the Past 2 Weeks? 1.Proof of effectiveness – metrics; marketing investment 2.Where to invest 3.How to invest

Sales Objectives & Metrics Profitable revenue growth 100% share of spending Revenue / technician Revenue / profit per location Revenue / profit per customer LTV Sales /acquisition costs Servicing costs

Q1 Marketing Objectives 1.Identify the best business opportunities within the top 20% of current customers 2.Develop key account development plans 3.Produce a measureable ROI; target 10:1

An audience will forget 87% of what they hear in a presentation within a month.

So – what is the 13% you’ll remember and what will you do about it?

Our Focus This Afternoon Your value proposition, USP and offer-market-match Your brand promise Media – why it matters, what you need to know and how to get started

The Discipline Of Market Leaders Your Center Of Gravity? Operational – Wal-Mart supply chain and logistics (RFID) Product – Apple create and commercialize (Auto Prototypes) Customer – Google focus and management Michael Treacy and Fred Wiersema

What is your firm’s center of gravity?

The purpose of business is to acquire and retain a customer. Peter Drucker

There is only one marketing absolute… The Truth!

People hire products and services to do a job!

What job do your customers hire you for?

People don’t want to buy a quarter- inch drill. They want a quarter-inch hole. Theodore Levitt- Harvard

BrandConsumer What is your promise?What are the expectations of your customers? The Value Proposition V=Q/P _____ + _____ + ______ +

Value = Quality Price

Where... Q = Performance + Selection + Convenience + ____________

Airlines Q = dependable + no-hassle + happy employees + strong financial performance Harris Interactive

USP

Beatty’s Custom Hardwood Floors “Specializing in hardwood floors”

A USP is required for customer loyalty.

High Price Low Quality Positions High Quality Low Price Feasible Positions

Women buy everything! DIY – 80% Cars – 90%

Your next best customer is the one you already have!

The only research question that matters!

Would you recommend to your friends/business associates? Why/Why Not?

What do your customers think of when they interact with your brand?

What do you think of…

Customers Buy For Three Basic Reasons 1.Financial (Save $; Make $) 2.Relationships (Buy from people they like) 3.Avoid Risk (regulatory, legal, etc.)

You Said… 1.Relationships 64% 2.Financial 32% 3.Regulatory 4%

There are no business relationships only personal relationships that happen in a business context!

Build Relationships Before You Need Them.

The New Media Environment

Most effective influencers Word of mouth75.2% Coupons57.6% In-Store promotion55.0% TV/cable50.6% Newspaper inserts45.4% Newspaper39.0% Radio34.4% Yellow pages27.3% Direct mail26.7% Magazines27.5% Internet advertising21.6% advertising19.4% Billboards13.6%

DMA Response Rate Study Medium Consumer % B-to-B % Direct mail Dimensional Catalog Inserts Telephone Magazine

CRM Sales and Marketing Process

The Marketing Plan 1.Background & Situation Analysis: SWOT, competitive analysis, your USP and value proposition, what’s worked and what hasn’t 2.Objectives, Metrics & Reporting: from our last webinar session 3.Budgeting: % of sales, staff allocation, ROI based 4.Customer Database Segmentation: from our last webinar 5.Key Account Planning 6.Message & Media Framework

Survey Says… If There Was One Thing I could Change About Our sales organization it Would Be: “Develop a structured approach to sales”

Selling Buying Targeting Inquiry Qualification Needs Assessment Proposal/Quote Close the Sale Customer Service Individual Needs Solutions Options Decision Process Purchase Re-Purchase

What is Marketing? A process that creates conditions for a sale to occur…and an on- going relationship to be cultivated!

The Nervous System of a Marketer! The Soul of a Salesperson!

Today is Tomorrow’s Yesterday

Join us on February 9 for our last program on “Closing the LOOP” To Register, go to member- only section of

Thank You!