1 Business Development and Marketing to Power Your Business August - September 2009

2 Objectives Your objectives for this workshop Context of marketing and biz dev Your niche Your business naked “What do you do?” Account management

3 Things are a-changin’ What changes are rocking your world? Economic Socio-political Physical external environment Physical internal environment Intangible internal environment Your personal requirements from the business

4 What do you want from your practice? Fulfilment FinanceFreedom

5 Your niche Combination of product and market segment Best performing (past) Or best for your business objectives (plan) NB: not best product and best market segment, but best product-market segment combination

6 Critical Success Factors Financial Customers Systems and IP People Others?

7 Your ideal clients Demographics Psychographics Buying criteria Buying behaviour Segment your clients by these domains

8 Key products (services) Categorize by: → → function, utility for customer / consumer → → location, delivery channel → → production process, team / skills and tools → → components, suppliers, source of inputs… What makes them high-priority products (services)? → → contribution to revenue / profitability → → low cost of acquiring each customer → → barrier to competition, ease of retaining customers…

9 PMX: Product-Market Matrix Draft your review of services and market segments Market Product (Service)

10 Marketing strategy outline Product-market segmentTargetsStrategy (key points)

11 Your business, naked Define: → → vision → → mission → → values and philosophy → → place in industry value chain Essence of your business → → Who buys from you? → → What do they physically get?

12 Your interesting introduction End wrong conversations quickly Start right conversations interestingly What is your primary service or product? Who is your customer? What are your customers’ needs? How do you do what you do? Formulate the statement: I provide (1) to satisfy (2)’s need for (3) by (4).

13 Account Management (In Brief)

14 Agenda $13,219, US Treasury, UK Treasury, Bloomberg

15 What customers want worldwide?

16 Account Management Research shows that, globally, clients want: Professional service delivered seamlessly across locations Professionals who understand their business People who can build collaborative, long-term relationships Outstanding value, defined in their terms

17 Account management is thus about Developing and building sustainable relationships with key clients and providing superior service that is specifically tailored to their needs.

18 Account Plans – key elements Client's strategy and key issues Potential opportunities Relationship plan Targets 30 day plan

19 S curve – stages of growth Time Performance 3. Consolidation/ Restructuring 1. Rapid Growth/ Entrepreneurial/ Start-up 2. Expansion/ Diversification 4. Leading/ World Class

20 Thank You Fasset Call Centre