Transcript Document
Welcome to How to Build Your Business and Win Clients Session 2 Marketing Approaches That Work for You Presented By: Ken Hablow KH Graphics How to Build Your Business & Win Clients To Really Command Attention… How you Present Your Company is as Important as What You Have to Present November 19, 2001 Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients Today’s Agenda Marketing Concepts Tactical Strategic Image Personal Marketing Getting Published Speaking Networking Alliances November 19, 2001 Print & Media Corporate ID Collateral material Publications Internet & Electronic E-Zine Web Site Email Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients Function Market Research Direct Marketing Online Marketing Trade Shows Public Relations Collateral Material Advertising Lead Management Measurement November 19, 2001 Process Direct Mail, Print Seminars Digital Email, Web site, Banner Ads, Links Case Studies, White Papers Speaking Database Management Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients Tactical Marketing Define your USP Identify your market Generate marketing ideas Plan your concept development November 19, 2001 Forecast your financial analysis Create a corporate ID Prepare your market entry strategy Listen Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients Make marketing decisions that: Satisfy your target customers’ needs Help them achieve their organizational goals and objectives November 19, 2001 Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients Strategic Marketing Understand emerging business trends Define your value-based market Create a focus Plot your organizational development DO competitive analysis Develop communication & collateral materials Talk to the decision maker November 19, 2001 Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients Strategic Planning Be aware of industry and economic changes Understand buyer’s pain Know your client’s buy cycle Analyze business problems to better formulate marketing strategy Research client’s needs November 19, 2001 Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients Reasons People Buy What to look for What they want Need Desire Emotion November 19, 2001 Ken Hablow www.khgraphics.com Security Integrity Quality Service Value Price How to Build Your Business & Win Clients What’s Out – What’s In Out In Quick Fast Rapid Out of the box Paradigm shifting First to market Cutting Edge November 19, 2001 Ken Hablow www.khgraphics.com Adaptive Reliable Consistent Value Risk reduction Sustained profitability How to Build Your Business & Win Clients Plan For Action Plan for the Decision Maker Do not waste time on someone who has no authority to buy. Limit Your Message Leave the prospect a reason to ask questions. Include a Call To Action Ask for the order or you will never get it. Include an Incentive When necessary, entice a response November 19, 2001 Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients Image Marketing Know your key differentiators Stick to your Position Statement Create perceived value in your marketing Project your problem solving features Stay focused Build value over time November 19, 2001 Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients Perceived Value Your perceived value to a prospective client is enhanced by the quality of the image you project. Consistency of follow-up, performance and presentation; all work to project a well focused and organized business. November 19, 2001 Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients Personal Marketing Get published Create speaking engagements Network Build alliances Be verbal — Communicate! November 19, 2001 Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients Communications Plan for your client’s needs Create a biography – not a resume Use problem/solution – not features/benefits Gather testimonials Do not sell, let the client buy Plan to integrate print and electronic November 19, 2001 Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients “New Marketing” “In a skeptical, media-saturated age, it isn't enough to get the consumer's attention or approval; companies with a product to sell need to gain the consumer's complicity in the marketing process. To that end, marketers must emphasize passion, authenticity and honesty, and de-emphasize hype, intrusion and image.” November 19, 2001 Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients Print/Media/Direct Marketing Corporate ID – business card, letterhead, etc. Collateral material – brochures, flyers, etc. Newsletter – consistent, professional Media advertising – trade journals, newsletters White papers – published, handouts, mailers Direct mail – letters, postcards, thank you notes November 19, 2001 Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients By The Numbers Printed Materials —5-10 seconds to make an impression Print Ad — 5% of buying decisions are made at the headline E-Mail — 1-2 seconds to look at the subject line. Web site — 10-15 seconds on the opening page Sales Presentation — the sale is made or lost in the first 5 minutes Personal Contacts — 5-6 contacts to make a sale November 19, 2001 Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients For an Effective Marketing Plan, Know… your goals and objectives, your market audience, the sales channels, The client’s “pain,” the solution you provide, your value proposition, the sales cycle, how to present your story, When to ask for the order! November 19, 2001 Ken Hablow www.khgraphics.com How to Build Your Business & Win Clients Because you never get a second chance to make a first impression… Articles on the Web site: The New Paradigm: Back To Basics 2001 - A Marketing Odyssey Writing to be Read November 19, 2001 www.khgraphics.com [email protected] Ken Hablow www.khgraphics.com