Workshop

1. Workshop In Just 17 steps Create Your Marketing Message That will double qualified leads • Experience Sales Success • Sales Management • Lead Generation • CRM Process

2. 17 Steps to a tag line that sells? • What does your dream company produce? • Product • Service • Write it down on a piece of paper • We will select one at random and create the marketing message for that company • Experience Sales Success • Sales Management • Lead Generation • CRM Process

3. Pre Workshop Research • A list of all customers and for each you need: • What they bought • The value of each item and the margin on each item • A testimonial and/or value statement from those customers • Where they are geographically based • The industry they are in • Their size and turnover • A list of your competitors and their products. • Industry magazine that your customers read • The Mission statement of your top 5 customers • Experience Sales Success • Sales Management • Lead Generation • CRM Process

4. MMC - Step 1 • Clearly define what your product or service does • List at least 10 things • At this stage features are fine • Sometimes if they are innovative enough they get included • What is ceramide? • Experience Sales Success • Sales Management • Lead Generation • CRM Process

5. MMC - Step 2 • Now for each feature, list clearly the • problems • desires • That are addressed by each • Experience Sales Success • Sales Management • Lead Generation • CRM Process

6. MMC - Step 3 • Match your list of solutions with those of your competitors – Identify at least three unique solutions. • Experience Sales Success • Sales Management • Lead Generation • CRM Process

7. MMC - Step 4 • Using your customer demographics, and any other market research, clearly articulate your target market – the firms that you will sell to. • Experience Sales Success • Sales Management • Lead Generation • CRM Process

8. MMC - Step 5 • Now identify who in the organisation will benefit the most having these problems solved. • This would be the titles of the decision makers or key influencers • Experience Sales Success • Sales Management • Lead Generation • CRM Process

9. MMC - Step 6 • Define what people in each of these positions will be enabled to do, once you have helped solve their problems. • You should pick at least three. • They should match the three solutions already identified • Experience Sales Success • Sales Management • Lead Generation • CRM Process

10. MMC - Step 7 • Now put a value on the new capability that your customers will get. • Use any testimonials you may have. • If you can not do this, you will need to go back to your customers and ask them. • Sometimes the value may be intrinsic such as desire. • Experience Sales Success • Sales Management • Lead Generation • CRM Process

11. MMC - Step 8 • How long does it take for the value to become apparent or measurable? • Sometimes referred to as Return on Investment • Today we look at Total Value of Ownership • Experience Sales Success • Sales Management • Lead Generation • CRM Process

12. MMC - Step 9 • What is the status quo of your prospects? • In other words, what are they likely to have in place right now? • Remember that, the status quo is your biggest competitor. • Experience Sales Success • Sales Management • Lead Generation • CRM Process

13. MMC - Step 10 • List reasons for people to act. • Examples might be a competitor’s accounts package, not able to handle changes in the budget, • or an approaching holiday, like Christmas. • Experience Sales Success • Sales Management • Lead Generation • CRM Process

14. MMC - Step 11 • List at least 10 industry specific words that are common in your “Target Market’s Industry” • These would be taken from the industry magazines and/or the mission statements. • Experience Sales Success • Sales Management • Lead Generation • CRM Process

15. MMC - Step 12 • Using the three solutions that you identified in step 6 • Rewrite them for each of the positions identified • Using at least 3 of the industry specific words. • Experience Sales Success • Sales Management • Lead Generation • CRM Process

16. MMC - Step 13 • Now add a quantifiable benefit to each solution • This will come from step 7 • How much does it save? How much extra revenue will it generates, how much further will your drives go? Etc. • Experience Sales Success • Sales Management • Lead Generation • CRM Process

17. MMC - Step 14 • Now add the length of time it takes to achieve this goal • This will come from step 8 • After 5 minutes, in three months, in one day, etc. • Experience Sales Success • Sales Management • Lead Generation • CRM Process

18. MMC - Step 15 • Create 3 headlines that have each of the 3 key elements above. • Then create a 3-4 line subhead that ensures you • overcome the criteria identified in step 9 • Status Quo • capitalise on step 10 • Reasons to Act • Experience Sales Success • Sales Management • Lead Generation • CRM Process

19. MMC – Workbook – Page 1 • Experience Sales Success • Sales Management • Lead Generation • CRM Process

20. MMC – Workbook – Page 2 • Experience Sales Success • Sales Management • Lead Generation • CRM Process

21. MMC – Workbook – Page 3 • Experience Sales Success • Sales Management • Lead Generation • CRM Process

22. MMC – Workbook – Page 4 • Experience Sales Success • Sales Management • Lead Generation • CRM Process

23. MMC - Step 16 • Ensure that all of your testimonials has one of the three marketing messages included in them. • Experience Sales Success • Sales Management • Lead Generation • CRM Process

24. MMC - Step 17 • Once you have created your marketing messages as above you will need to • Test, • Adjust • Measure • All lead generation campaigns, such as ADSPORT • The best place to start is with your existing customers. • Experience Sales Success • Sales Management • Lead Generation • CRM Process

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