Business Development 2010 Accelerating Success Through Marketing Webinar Series: 3.0

1. Business Development 2010Accelerating Success Through MarketingWebinar Series: 3.0 Presented by Don Neal January 26, 2010

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

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

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

5. 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

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

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

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

9. 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

10. The Discipline Of Market LeadersYour 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

11. What is your firm’s center of gravity?

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

13. There is only one marketing absolute…The Truth!

14. People hire products and services to do a job!

15. What job do your customers hire you for?

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

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

18. Value = Quality Price

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

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

22. USP

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

24. A USP is required for customer loyalty.

25. High Price Low Quality Positions High Quality Low Price Feasible Positions Feasible Positions

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

28. Your next best customer is the one you already have!

29. The only research question that matters!

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

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

32. What do you think of…

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

35. You Said… • Relationships 64% • Financial 32% • Regulatory 4%

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

37. Build Relationships Before You Need Them.

39. The New Media Environment

40. Most effective influencers • Word of mouth 75.2% • Coupons 57.6% • In-Store promotion 55.0% • TV/cable 50.6% • Newspaper inserts 45.4% • Newspaper 39.0% • Radio 34.4% • Yellow pages 27.3% • Direct mail 26.7% • Magazines 27.5% • Internet advertising 21.6% • E-mail advertising 19.4% • Billboards 13.6%

41. DMA Response Rate Study

42. CRM Sales and Marketing Process Customized Communications Targeting Transaction Order desk Mail Price Consolidate Suppliers Historic $ Name Offer Phone Quality Fax New Departments Name Offer Web Service Potential $ Sales Catalog Different Needs Offer Name Tech. Support Face-to-face CFT Opp./Problem Media &Communications Plan Site Purchase Drivers Individuals A1 Message Purchasing Agent Cross-sell A2 DM Message A3 Up-sell B1 Influencer Message B2 Aggressive Bid Response B3 Message Infl. C1 End User C2 Retain Message C3 Response Segment Function Role Customized

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

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

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

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

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

48. Today is Tomorrow’s Yesterday

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

50. Thank You!don@privateequitymarketing.com703-915-8421