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Marketing & Sales Strategies for Consultants

Marketing & Sales Strategies for Consultants. FEI Chicago Chapter 3/29/2011. Who We Are. Clark Neuhoff. Bob Lambert. 3 0 Years in Marketing & Business Management Founded The Sextant Company in 2003 Helping Teams Execute Faster Business Planning, Marketing, and Exit Planning.

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Marketing & Sales Strategies for Consultants

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  1. Marketing & Sales Strategies for Consultants FEI Chicago Chapter 3/29/2011

  2. Who We Are • Clark Neuhoff • Bob Lambert • 30 Years in Marketing & Business Management • Founded The Sextant Company in 2003 • Helping Teams Execute Faster • Business Planning, Marketing, and Exit Planning • 30+ years in Strategic Business Development, Marketing & Sales • Co-Founded Samurai Business Group in 2001 • Sales Training for the 21st Century • Sales Mastery & Sales Management Training

  3. Clark NeuhoffThe Sextant CompanyNavigating Next Level Growth External Marketing For Consultants

  4. Why are We Here • External Marketing – Clark • Filling the Pipeline – Bob • Next Steps - You

  5. Why are You Here ? • Make a Decision • Grow your Practice • Most important thing for a Consultant? Clients !

  6. Required Reading The E Myth Revisited • Michael Gerber Million Dollar Consulting • Alan Weiss Brand Harmony • Steve Yastrow Put the Win Back in your Sales • Dan Kreutzer

  7. Marketing - Where Do We Start

  8. Marketing - Where Do We Start • Why do I need marketing? • What will it do for me? • How long will it take? • Can I do it myself? • Where can I get help? • Is it working?

  9. Marketing Can’t… • Make you competitive • Make customers need your product/service • Make up for poor quality

  10. But it Can…. • Create Awareness • Educate & Inform • Differentiate • Reinforce Beliefs • Position or RE-position You Shorten the Buying Process

  11. What is Positioning? The way in which we present ourselves, our company, and our offers to a prospect in order to achieve our desired outcome. How are you positioning yourself today?

  12. Brand vs. Products? • Who owns them? • Where do they exist? • Products and Services are what we offer • Customer will decide their value • Can be cross-compare • Commoditize

  13. Who Owns Your Brand? • You can own the trademark • Brand exists in the mind of your customer • Sum total of every experience with you • You CAN impact this • You can increase the VALUE

  14. Starts With • What Are You Known For? • Your Positioning? • Brand or Corporate Identity • Logo • Website • Stationary & Collateral • Customer Service

  15. Every Campaign has 4 Elements Message – What we say Audience – Who we reach Delivery – How we reach them Evaluation – Is it Working

  16. Message • What customer problem(s) do we solve • WII-FM • Benefits NOT Product • Differentiate • Permission to Believe • Evidence & Education • Success Stories & Testimonials • Brand

  17. Audience • Current Clients • Referrals • Prospects – Ideal • Market Segments • New Markets • Central Database

  18. Ideal Customer Profile • Who is the best fit • Who do we want to do business with • Who can we help the most • Location? • Size? • Culture?

  19. Delivery • Marketing MIX • Frequency • Calendar • Control • Budget

  20. Evaluate • Value of a client? • What would I invest to get a new one • What would you invest to keep one

  21. Evaluate • How long is your Buy Cycle ? • What’s it worth to shorten it ?

  22. Evaluate • How are you tracking results? • Where do your inquiries come from? • Ask • Call to action • Google Analytics • Unique landing page • Best conversion rates

  23. Every Campaign has 4 Elements Message – What we say Audience – Who we reach Delivery – How we reach them Evaluation – Is it working

  24. Exercise - Differentiation • Target • Triggers to Buy • Competition • Parity • Exceptional Build your message on how you are EXCEPTIONAL

  25. Bob LambertSamurai Business GroupTurning Sales Mastery into Competitive Advantage Prospecting for Consultants

  26. A Human Being Is Buying… One Constant Throughout All Of Selling….

  27. Today’s Reality of Selling • Market dynamics are continually changing • Customers are more informed and sophisticated • People do not like to be “sold’ – they want to “buy” • Salespeople need to be more than order takers. They must be business advisors • Trust is a must! 27

  28. Buyer Process Management™ Sales Marketing Customer Loyalty 28

  29. Go to Market Strategy Marketing Lead Generation Sales Prospecting 29

  30. QI Trust Referral Professional Alliances Leverage Off/on line Networking Targeted Direct Focus Prospecting One to One + 90%

  31. Networking Offline

  32. Where to Network • Business networks • Chambers, Trade Associations, Rotary Club • Charity/ social events • Affinity Groups • Alumni, Neighborhood Associations, American Legion, Hobby & Interest groups • Trade shows, Conferences, Seminars • Faith based organizations • Volunteer organizations • Political events “It’s not about know how… it’s about know who.”

  33. 7 Secrets to Great Networking • Understand the goal • Get out • Ask good questions • Read voraciously • Follow up • Give favors • Ask for the return of favors. “Who is honored? One who honors others” Aon

  34. F.O.R.M. “People don’t care how much you know, until they know how much you care.”

  35. Great Networking Questions? • What in your business brings you the greatest happiness? • If there was one thing you could do better in you business what would that be? • Of the trusted business relationships you currently have, what qualities do you look for in a new relationship? Networking Help Questions? • Can you name a couple of organizations you belong to? • If you could share one piece of networking advise that would make me more effective what would that be? • Who do you know that I should talk to?

  36. Leverage On-line Networks • Linked In 100 million • Facebook 400 million • Twitter 200 million • Craigslist go to source

  37. Law of 20 touches • Average person knows 250 people • Email, phone, fax, snail mail, carrier pigeon • Secret to hidden connections 20 touches per week X 48 weeks = 960 X 250 240,000

  38. Key Concepts • Building trusted relationships foundation to prospecting success • Consistent offline and online prospecting effort important • Leverage trusted relationships for quality referrals & introductions • Quality online introductions from trusted relationships = sales • Trust is a Must!

  39. Marketing Sales Customer Loyalty QI Referral Sustainable Business Development Buying Decision Model Trusted Relationships 39

  40. Recommended Resources “The Speed of Trust”The one thing that changes everything –Stephen Covey “Never Eat Alone”& other secrets to success, one relationship at a time – Keith Ferrazzi “The Go-Giver”Most people just laugh when they hear that the secret to success is giving… – Bob Burg and John David Mann

  41. Next StepsQ&AThank You! Clark Neuhoff – The Sextant Company Clark.neuhoff@sextant-us.com Bob Lambert – Samurai Business Group r.lambert@samuraibizgrp.com

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