Marketing and Sales Tool Kit. Ideas on how to position the 7 Stages of Growth. The Differentiators. Because of the research, gets right to the heart of an issue faster and resolves it quicker based on the stages of growth
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Marketing and Sales Tool Kit Ideas on how to position the 7 Stages of Growth
The Differentiators • Because of the research, gets right to the heart of an issue faster and resolves it quicker based on the stages of growth • 7 assessment tools generate consensus-driven solutions based on a company’s stage of growth
The Differentiators • Generates a benchmark of progress qualifiers that allow a CEO to measure progress every 6 months • Only process that addresses a company’s challenges by stage of growth in past, current and future stages of growth
The Differentiators • Effectively identifies internal issues that are affecting growth by stage of growth • Narrows the focus field to issues that have the ability to impact the company
The Differentiators • Can predict how growth will impact a company • Provides a CEO with knowledge on how their leadership skills are impacting the company’s growth
The Differentiators • Creates a decision making process that helps management team track how decisions are impacting the company • Takes the guesswork out of what’s going on – provides roadmap based on past, current and future stage of growth
Getting in the Door • Marketing requires that you identify and understand your customer • Market the concepts behind the 7 Stages of Growth – The power to predict growth • Our customer for an X-Ray is a business owner who wants to grow their business with 500 or fewer employees • The target company for an X-Ray is a Stage 3 and above • Determine your approach for getting an audience
Getting in the Door • Develop an online e-zine and begin to build your online marketing list • Develop a “free” online assessment • Take a potential CEO through a 27 Challenges Exercise • Speak in front of business audiences for FEE or FREE – your topic should introduce them to the 7 Stages of Growth • Speak to their problems and show them how the 7 Stages of Growth can provide solutions
Getting in the Door • Offer a FREE or FEE workshop for business owners • Partner with Sales/Marketing experts and offer FREE or FEE workshops • Create an aggressive referral program • Network with groups that either have your target audience in attendance or know how to connect you to your target audience
Getting in the Door • Connect with Industry Associations and offer to be a speaker at their annual conference • Connect with CEO Peer Advisory Groups and offer to be a speaker • Create strategic alliances with businesses that align with your target audience • Create monthly workshops, FEE or FREE that highlight specific aspects of the 7 Stages of Growth
How to Identify with a CEO – Pain Questions • Are you tired of not being able to forecast problems before they occur? • Are you frustrated with your leadership team and their ability to make decisions? • Are you struggling to sustain profitability? • Are you tired of the never-ending cash flow dilemma? • Do you wish you could get a better handle on when to hire that next employee?
How to Identify with a CEO – Pain Questions • Are you sick of feeling as if your company is out of control? • Are you continually frustrated with employees who simply fail to follow processes? • Are you wishing you had more time every day to work on your business? • Do you get tired of reading books that don’t provide answers, just more questions? • Are you frustrated with your ability to take your company to the next level of growth?
How to Identify with a CEO – Pain Questions • Does your company adapt quickly to customer demands? • Are your internal systems and procedures flexible? • Can your internal systems and procedures be quickly changed when needed? • Is your company’s sales strategy fully adaptable to challenging sales environments? • Is your company the clear competitive pricing leader?
How to Identify with a CEO – Pain Questions • Does your company command the strongest quality of products or services in the market? • Does your company command the strongest customer service position in the market? • Does your company command the strongest new products in the market? • Is your company the clear volume leader in the market? • Does your company have a strong sales team?
How to Identify with a CEO – Pain Questions • Does your company have an extraordinarily devoted staff? • Is your company unified around core values, vision and mission? • Does the leadership of your company earn the respect of all employees? • Are your company’s growth strategies supported by every employee? • Can your company respond immediately to customer requests or complaints?
How to Identify with a CEO – Pain Questions • Can your company effectively listen and quickly change as a result of internal constructive criticism? • Does your company operate as a single team in every circumstance? • Does your company enter a potentially slow growth economy with no fear? • Does your company have a powerful selling system?
How to Identify with a CEO – Pain Questions • Is your company effective at continually innovating new solutions to the obstacles you encounter? • Does the company continue to be innovative even when it isn’t critical to do so? • Is your company effective at forging powerful strategic alliances? • Is your company effective at sustaining powerful strategic alliances? • Does your company adapt quickly to market demands?
The Pain Funnel • Pain is the difference between where the prospect is and where the prospect wants to be • Pain is the umbrella term for the gap in the prospect’s perception of what he/she has and what he/she wants to have
The Pain Funnel • People buy for their reason’s, not yours • Not every prospect is qualified to become a customer • You need to know what you are looking for; why you are looking for it; and have a strategy for finding it
The Pain Funnel • What is their pain today? • What will be their pain in the future if they don’t address their pain today? • What pleasure will they get if they address their pain?
The Pain Funnel • The problem the prospect brings you is never the real problem • You have to delve deeper to really help them identify their real pain • People buy emotionally, they only make decisions intellectually • Be aware that your prospect might become uncomfortable as your questions reach below the surface
The Pain Funnel • If you haven’t established rapport, the prospect will identify the discomfort with you and they will get rid of you to ease their discomfort • Use active listening skills to reinforce rapport • Resist the temptation to rescue the prospect as you delve deeper into their pain • Play off the prospect’s questions and answers
The Pain Funnel • Review all the pain • Identify the cost of that pain • Summarize the consequences of continuing the pain • Get validation from the prospect that you understand their pain • Get verbal confirmation that you have stated all the pain correctly
Helping You Succeed • Monthly webinars on all aspects of the 7 Stages of Growth • Last week of each month • January topic: “Secrets to Facilitating a Successful X-Ray” • Sign up at http://www.growthcurvespecialists/webinar • Cost: $45.00 – includes replay