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Custom Built Strategies Sales, Marketing and Business Development Support for Unique Small Businesses WE HAVE YOUR BACK. “My Work is true and I want it to last” (1). 1. Anonymous. CBS Mission.
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Custom Built Strategies Sales, Marketing and Business Development Support for Unique Small Businesses WE HAVE YOUR BACK
“My Work is true and I want it to last”(1) 1. Anonymous
CBS Mission • To empower unique small businesses for sustained revenue growth by developing high-quality tailor-made sales and marketing strategies and expanding in-house expertise, skills and knowledge.
Target Markets • Small “unique” businesses with up to $10M in sales • Start-ups • 1-3 years post launch • Established SUB’s that need a refresh • Ideally in Eastern Ontario • Examples: • Eyecandy signs • Wikes
Positioning CBS aims to increase revenue and deliver sustained revenue growth by constructing tailor-made sales & marketing strategies for small businesses (<$10M revenue). In addition – and unlike others – CBS also aims at expanding and deeping our clients‘ sales and marketing expertise, leading them to self-sufficiency. CBS brings to the table over 20 years of success in leading and coaching sales and marketing teams with many similarities to small businesses for a company named “the most admired corporation in America “ for seven years in a row by FORTUNE Magazine .
Value Proposition • CBS specialices in building result oriented tailor-made sales & marketing strategies for unique small unique businesses and start-ups (<$ 10MM in sales), by using a highly effective combination of consulting, coaching and collaboration to construct plans or actions which: • increase revenue • create self-sufficiency by deepen and expand existing, ‘resident‘ sales and marketing expertise • lay the foundation for sustained long term growth • can be delivered remotely (telecommuting) • This, in turn, will deliver: • financial security for the business, • peace of mind and reduced stress • continued confidence in company leadership
Value Proposition Proverb Anchors • “Tell me and I forget, teach me and I may remember, involve me and I learn.” • (Benjamin Franklin) • “Give a person a fish and you feed them for a day; teach a person to fish and you feed them for a lifetime.” • (Anne Isabella Thackeray Ritchie)
Elevator Pitch (142 words at 100-150 words per minute) “I specialize in helping unique small companies make more money and making myself obsolete. Small businesses might not reach their revenue potential because they find it difficult to find the time/resources to create a fully developed sales and marketing strategy. So I work with them to build high quality, tailor-made plans that aim at increasing revenue and sustained growth. I do that by using a new and different approach, integrating consulting with coaching because this leads to a superior end-product and serves to expand and deepen the sales and marketing expertise within in the company. This makes you self-sufficient; i.e. you won’t need external support any longer – I become obsolete. Perhaps we could meet and discuss what value I can offer to increase your revenue and enable you to become so good at sales and marketing that you need no external support.
CBS Metaphors • Your personal guide to finding the answers you need • Your personal specialty “team” • Your personal special ops strategy “team” • Your own dedicated sales and marketing “task force” , tailored to your budget & needs, • Your ace up your sleeve • A sales and marketing task force dedicated solely to your success • ENABLER • Metaphor/Image: • a way to anchor your brand to something people already understand:
Taglines • Empowering small businesses to succeed/flourish and prosper • Tailor-made strategies to help your business grow • Custom built sales and marketing strategies for small businesses • Dedicated to the success of small businesses • Precision sales and marketing strategies for small businesses • Empowering small businesses to succeed/flourish and prosper • Mapping your pathway to success
Why Me: Been There, Done That • Most of my 20+ years experience in sales and marketing was spent leading corporate business units – which have many similarities to running a small business. In fact that was the ‘premise’ / model that is commonly used to define the responsibilities of a business unit manager. Like a small independent business I had high revenue goals, demanding customers, brutal competition, diverse staff, a fixed budget, and complex products or services to sell. Like in a small business my compensation depended to a significant degree on delivering or exceeding sales targets. • How did I make this work? By writing the best roadmap to success I could and by implementing the roadmap as well as possible and by making my staff the best they could be.I did not learn this from textbooks or taking courses. I learned this by rolling up my sleeves and getting my hands dirty, and by learning from highly knowledgeable and exacting experts and colleagues. • Then I taught others how to do it, and coached them from being good to being very good and from there to being the best they could be. • I have been there, done that, got the t-shirt, worn a hole in it and use it as a duster
Why Me: The RIGHT Plan Sales and Marketing vs Financially Focussed Plan • Furthermore, you don’t just need any business plan. • To grow and develop your business you need the RIGHT plan, which is quite possibly NOT the one written for the banks or shareholders. These plans are built for the banks, with great focus on the financial aspects of the business., like your cash-flow analysis, profit and loss tables, gross margins and profits. • These elements are important. They describe the ‘financial feasibility’ of your business. But often they do not outline the road to success, because they do not focus on generating revenue. Yet, your revenue is mostly dependent on sales and marketing. In many, many business plans the sales and marketing aspect is under-nourished, under-represented, disadvantaged, and therefore underpowered for success or for maximizing your success.
How I Work 1 • My approach to helping your business grow is built around partnership, collaboration and teamwork and long-term perspective. Instead of just working FOR you I’m just as much interested in working WITH you. I don’t have to make short-term quota, sales goals or margin for the next quarter or next month. I need not deliver a set number of new clients to my head-office or managing partners. I won’t recommend a project solution and then send it the pawns to carry it out. Also, my preference is to not to just fix a problem and then move on to the next, new, juice client / opportunity. • Instead I take a personal interest in the success and of my client and aim for long-term sustained growth. • Longer-term collaboration delivers a number of important benefits: • ensures consistency and sustained success. • finding the best and most efficient solutions, rather than the quickest one • cost-effectiveness as the work of the consultant can be easily scaled up or down to the customer as needed • Determine which approach works best for getting best results
How I Work 1 cont’d • Perhaps the most important aspect of taking a longer-term perspective is that it facilitates the expansion of your team’s existing expertise and establishes self-sufficiency. It allows collaboration on the full spectrum between complete carry-out and mentoring, depending on the status and growth of knowledge. As the client’s knowledge and skill grows my involvement recedes from carry-out to coaching to mentoring and from there to monitoring. • Remnant • Once At the same time The coach guides the client in putting strategic plans in place which will solve the problems (or capitalize on new opportunities). The coach facilitates creative and strategic brainstorming. The coach then helps to facilitate the creation of tactical “action steps” that the client or client company will take to implement the strategy. Once the action steps are committed to, a good coach provides a structured environment where the client is accountable to him or herself for executing the plans • sets up a sales and marketing framework
How I Work 3: The Safe Place • I can provide a “safe place” to guide and support a client in reaching their objectives. The term “safe place” refers to a positive, supportive environment free from judgment or hidden agendas; a place where all that is discussed is held in complete confidence. • Of course you have already a team of smart people around you. Your family, your friends, your accountant, lawyer, bank-manager, or some customers. All of them can provide advice, and should. • Due to the nature of those relationships, views are affected by the role these people play in your business environment. Accountants see the business world differently than your customers, your bank, your suppliers, or your family. That is simply human nature. People constantly project their own agendas, ideas, opinions, thoughts, and even fears onto other people.
Why Me? • Over 3000 selling discussions with demanding customers • Developed extensive training programs • 20 years of marketing and sales management experience in a company that was voted most admired corporation seven times by Fortune Magazine • Marketing Manager for large complex brand (>$50 MM in sales) in a high performance industry • Business Development Manager in Small Business Enterprise • Over 20 years of: • Successfully coaching and managing Marketing or Sales Teams • Creating business plans and directing their development • differences from larger companies – • focus, same person all the time, ONE go to point, interested in value, NOT volume...see also that business plan on the CD
What I Bring To Your Table • Expertise and experience • Focus (marketing and sales) • Seeing your blind spots • Passion about helping others to succeed • Integrity • Partnership rather than detachment • You’re talking to the boss...not like the partners of a big company who show up for the sales pitch and then junior members implement • I have worked with consulting companies...i.e. They worked for me...so I know what u can get and what u can’t get .Holding my clients accountable to their commitments. • Tailored approach coaching to the client’s needs • What I do... • help startups and fast-growing companies tell better stories (aka marketing.) I provide strategic and tactical services focused on core messaging and brand positioning, marketing strategies and tactical execution, and content creation. My strength is the ability to assess, analyze and explore your business and goals to create goal-driven marketing strategies and tactical implementation plans • What I do differently...focus on a few customers...individualized, custom-made, tailored, bespoke approach
Why You? • You are small, you have values that I respect and like even admire • Sometimes you walk into a place and see a sculpture, car, purse, tie, tool, painting ...and it just feels right... • You want to win, and you are prepared to take a longer term view, long-term success vs short term rewards • Success to me is generally a marathon not just a 100m dash • I like that you are proud of your craft, product offering and passionate about it
Services in My Words • Business plan review/gap analysis with focus on sales and marketing • Skill and knowledge leasing (retainer consulting) - $500/month for 5 hours of my time • Sales and marketing strategy development • From scratch • Merging existing elements and make them fit, consistent • Sales and marketing strategy clean-up, refinement, fine-tuning of existing plan • The 90 day cycle program • Project specific work
Services in Words For The Public • CBS tailors their services to your needs. Examples of what we offer: • Sales & Marketing Plan Development • from mission statement to analysis of strengths, weaknesses, opportunities and threats to the construction of action plans and their integration into day-to-day operations • Business Plan Review/Gap Analysis (with focus on sales and marketing). • Ideal for identifying areas in your plan that can be further improved or added to drive revenue and defining steps how to fine-tune your plan. • One-On-One Sales & Marketing Coaching • For entrepreneurs and business owners who want to expand their sales and marketing skills and become self-sufficient in this area over time • Retainer packages for businesses that prefer ongoing sales & marketing advise and support. These packages work well for : • Assist with goal planning • Longer-term business-development activities • Brainstorming and problem-solving sessions • Meeting facilitation • Short-term special projects
My business card ChiaChia Sun’s business card reads: “Hi, I’m ChiaChia Sun. I’m the woman on top at Damiva. Technically, I’m the CEO but I consider myself a health and satisfaction strategist, a champion of women’s needs, and a taboo abolisher Hi, I’m Bert. Technically, I’m a small business sales and marketing consultant and coach, but I consider myself a stress reduction and difference making strategist and champion of small businesses/small business success Hi, I’m Bert. Technically I’m a small business sales and marketing consultant and coach, but I consider myself a champion of small businesses and strategic stress reducer, a peace of mind generator, difference maker and freedom fighter for and xyz strategist
Where To Find Customers • Ebay • Shopify • Artsy websites • With accountants • USE shopify + craigslist like a store selling “tools” • Strategic alliances - mcspadyen etc • With accountants • Linked-in contacts • Small Business Enterprise Centre locations • Canada Business Network • Etsy • Canadian Federation of Independent Business (CFIB) • Industry associations, • business associations • Chambers of commerce • Trade show websites, one of a kind • Minute by minute online consulting • Always have a signature–and always flaunt it. Association of Independent Consultants (AIC) The AIC connects you with educational networking meetings and workshops, opportunities and assignments with other companies Contact AIC:416-410-8163Association of Independent Consultants Canadian Federation of Independent Business (CFIB) 100,000 owners of small and medium-sized businesses,. Advocacy is based on the strong feedback from members, has a high profile, business and among the general public. Contact CFIB:1 888-234-2232Canadian Federation of Independent Business • Artisan businesses • Private clinics
Definition of a Start-Up A startup is an idea searching for a business model.” The entrepreneur and the startup team are investigators who, through their roles in the startup, seek answers to gain a level of certainty that did not exist at the outset. Through a process of experimenting, learning and iterating, the entrepreneur can (and should) test the key assumptions underpinning the business (Steven Blank – serial entrepreneur and Stanford Professor of Business
Good questions target market Know your target market With a new and innovative product is it easy to believe that anyone in the world would want to buy from your company. As a new business, it is important to narrow your focus when targeting customers. Think about your most ideal customer relationship, someone who: • Benefits from your product • Relates to your brand identity • Is available in the geographic market you identified • Aligns with your competitive advantage (versus the competition) You should be able to identify 1-3 groups of customers who would be best served by your company; this represents your target market(s). Don’t think of your target market as a faceless group of wallets, lining up to make purchases. Think about your customer, one single person: • What needs/wants does your offering fulfill? • How do they find out about this type of product/service? • Where do they make their purchases? • Who influences their purchases? • How do they research?
What Kind of Coach I am How I will work • Here are some good questions: • • What 3 words best describe me? • • Why do I want to be a Business Coach? • • How would I describe my approach? • What theory and models inform my work? • • What is my philosophy? • • What is the difference between Business Coaching and Personal • Coaching? • • What is my particular area of expertise? • • What am I passionate about? • • Who would be my favourite client and why?
“Low Hanging Fruit” • Step 1: Identify ‘easy to work with’ customers: • Established relationship • Basic understanding of needs • Access to decision makers • High potential for success • Step 2: Develop and present proposal based on Planning Matrix • Step 3: Gain feedback, adjust proposal, gain agreement for implementation or partial implementation • Step 4: Ask for referral to another LTC, • Step 5: Develop or identify resources for delivering this message
Importance of Marketing Philip Kotler, Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University.
Good questions target market Know your target market With a new and innovative product is it easy to believe that anyone in the world would want to buy from your company. As a new business, it is important to narrow your focus when targeting customers. Think about your most ideal customer relationship, someone who: • Benefits from your product • Relates to your brand identity • Is available in the geographic market you identified • Aligns with your competitive advantage (versus the competition) You should be able to identify 1-3 groups of customers who would be best served by your company; this represents your target market(s). Don’t think of your target market as a faceless group of wallets, lining up to make purchases. Think about your customer, one single person: • What needs/wants does your offering fulfill? • How do they find out about this type of product/service? • Where do they make their purchases? • Who influences their purchases? • How do they research?
FAQs Q: Why do I need a consultant, my in-house staff, manager can do this as part of their regular business function. A: Your in-house staff is probably very capable and highly dedicated. In small companies they often carry many responsibilities and they generally don’t have time for additional responsibilities in sales and marketing, or become so overloaded that they are simply unable to do anything well. Q: What about large firms, such as McKinsey, Bain, Arthur Anderson, Boston Consulting – they have a great reputation. A: The larger consulting houses have an enviable reputation. They are however, generalists, who take their name-brand management consulting into specialty areas. They also have a multi-layer management structure. Senior staff or partners sell new contracts – but it is often much less experienced associates delivering the work. They also have a significant overhead structure and fulfillment structure which can be reflected in their fees. Custom Built Strategies specializes in small businesses – the consultant who you contract with is the consultant who delivers the goods. Willingness to learn the business… Q: Aren’t consultants very expensive? A: Your
to add • Need to integrate the book writing thing and the teaching thing perhaps as tools or as independent things • What I can do...Ability to grow the business without large capital investments up front • Helping you keeping up with demand how to prioritize (targeting, decision making) • Or perhaps you just need another set of eyes to finetune, refine your plans • If you are under resourced (peoplewise) ...can step up and I can leave whenever not needed, a short term resource that is flexible, knowledgeable, hard working and on your side • Lack of a clear plan: Most businesses don’t know how to plan. Lack of a plan worsens the cash problem by wasting cash chasing tempting diversions, and throwing money at problems. Equally important is revising your plan according to changing economic and business conditions and to ensure your survival in the recession. • Diversification, i.e. Avoiding being dependent on one single client • The hours, the work and the constant pressure to perform wears on even the most passionate individuals. Many business owners, even successful ones, get stuck working much longer hours than their employees. Moreover, they fear that their business will stall in their absence, so they avoid taking any long breaks away from work to recharge. When fatigue sets in, the weariness with the hours and the results can lead to rash decisions about the business, including the desire to abandon it completely. Finding a pace that keeps the business humming without grinding down the owner is a challenge that comes early (and often) in the evolution of a small business---I can step in for flexible times, with a small minimum • Balancing Quality and GrowthEven when a business is not founder dependent, there comes a time when the issues from growth seems to match or even outweigh the benefits. Whether a service or a product, at some point a business must sacrifice in order to scale – this may mean not being able to personally manage every client relationship or not inspecting every widget
Positioning • NSM is a provider of clear, structured, fundamental business and sales and marketing support, advice, for small businesses on a contract or longer term basis at a reasonable price based on over 25 years of practical experience and results that also focuses not just on planning but also on implementation (removing obstacles of implementation) To provide high-quality, streamlined, rigorous, structured nuts & bolts, back-to-basics sales and marketing support/advice for small mini and micro-businesses (including implementation control • A good positioning statement should: • CLEARLY and simply answer the following: • - Who are we and how are we unique? • - What do we do/make/offer? • - Who is/are our target customers? • - What is the unique benefit of our product/service, especially compared with our competitor’s product/service? • Why should our target audience believe we can deliver the benefits Positioning statement: a value proposition plus a competitive anchor. “For traditional small magazine publishers my company Solid Media provides a template called digipub which repurposes their print material for online consumption at lower cost and opens up their content to a new crop of advertisers. Unlike Press Publisher 4.0, digipub adds metadata to your content, connecting you with new readers and new advertisers.” NSM is a small provider of high quality, clear, structured, fundamental Sales and Marketing Support, Mentorship Coaching, Planning Organization Implementation Control for start-ups and established small businesses to increase sales/profits (based on over 25 years of practical experience and results that also focusses not just on planning but also on implementation (removing obstacles of implementation))
NSM Mission • Mission: • Mission statements often include the following information: Aim(s) of the organization The organization's primary stakeholders: clients/customers, shareholders, congregation, etc. How the organization provides value to these stakeholders, for example by offering specific types of products and/or services A declaration of an organization's sole core purpose. A mission statement answers the question, "Why do we exist?" • According to Bart,[2] the commercial mission statement consists of 3 essential components: • Key market – who is your target client/customer? (generalize if needed) • Contribution – what product or service do you provide to that client? • Distinction – what makes your product or service unique, so that the client would choose you? Examples of mission statements that clearly include the 3 essential components are: • McDonald's - "To provide the fast food customer food prepared in the same high-quality manner world-wide that has consistent taste, serving time, and price in a low-key décor and friendly atmosphere."[citation needed] • Key Market: The fast food customer world-wide • Contribution: consistent taste and reasonably-priced food prepared in a high-quality manner • Distinction: delivered consistently (world-wide) in a low-key décor and friendly atmosphere. Courtyard by Marriott - "To provide economy and quality minded travelers with a premier, moderate priced lodging facility which is consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people"[citation needed] Key Market: economy and quality minded travelers Contribution: moderate priced lodging Distinction: consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people Mission To provide high-quality, streamlined, rigorous, structured nuts & bolts, back-to-basics sales and marketing support/advice for small mini and micro-businesses (including implementation control) Mission 1.To provide small businesses with a clear, well structured map, approach to marketing and that leads to sustained sales growth 2. To expand their in-house sales and marketing expertise for autonomy confidence peace of mind greater competitiveness Mission 1.To provide small businesses with a clear, well structured sales and marketing roadmap, that leads to 1. sustained sales growth 2. Expansion of in-house (sales and marketing) expertise for autonomy confidence peace of mind greater competitiveness
Mission Statement • A declaration of an organization's sole core purpose. A mission statement answers the question, "Why do we exist?" • Aim(s) of the organization‘s stakeholders: clients/customers, shareholders, etc., and describes how the organization provides value to them, for example by offering specific types of products and/or services • According to Bart,[2] the commercial mission statement consists of 3 essential components: • Key market – who is your target client/customer? (generalize if needed) • Contribution – what product or service do you provide to that client? • Distinction – what makes your product or service unique, so that the client would choose you? • Examples of mission statements • McDonald's - "To provide the fast food customer food prepared in the same high-quality manner world-wide that has consistent taste, serving time, and price in a low-key décor and friendly atmosphere." • Key Market: The fast food customer world-wide • Contribution: consistent taste and reasonably-priced food prepared in a high-quality manner • Distinction: delivered consistently (world-wide) in a low-key décor and friendly atmosphere. • Courtyard by Marriott - "To provide economy and quality minded travelers with a premier, moderate priced lodging facility which is consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people" • Key Market: economy and quality minded travelers • Contribution: moderate priced lodging • Distinction: consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people
NSM Vision • Vision • Many little business which are all happy and content and reach their potential? • Vision • Vision: outlines what the organization wants to be, or how it wants the world in which it operates to be (an "idealised" view of the world). It is a long-term view and concentrates on the future. It can be emotive[citation needed] and is a source of inspiration. For example, a charity working with the poor might have a vision statement which reads "A World without Poverty.“ • the vision being a descriptive picture of a desired future state; and the mission being a statement of a rationale, applicable now as well as in the future Mission statement: a statement of the purpose of your business. “Google’s mission is to organize the world’s information and make it universally accessible and useful.” “Facebook’s mission is to give people the power to share and make the world more open and connected.” “Solid Media’s mission is to connect curious readers to the very best written content on the web.”
NSM Pillars • Book Writing • Compilation of do’s and don’ts from a reps perspective • From the MDs perspective • (from sales people in general???) Business Consulting • Cash Cows • Blogs • The Science of Fitness • Small Business Consulting • What’s new in pharma • Chocolate Chip Cookies • Develop Sales and Marketing Tool and sell it online • Others? What others? • Teaching • College • Guest lectures • Evening Courses • Professor-like (part time) • Others? What others?
