AAED AZEd Pro 2017 · About The Presenter Jennifer Delaporte Business Development Manager Graycor...
Transcript of AAED AZEd Pro 2017 · About The Presenter Jennifer Delaporte Business Development Manager Graycor...
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AZEd Pro Tracking Your Results: One Campaign and Lead at A Time
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About The Presenter
Jennifer Delaporte
Business Development Manager
Graycor Construction Company, Inc.
480-225-5094
(C) Jennifer Delaporte, 2017
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About The Presenter
Retail and Entertainment Office Hospitality and Lodging Industrial: Distribution Centers, Manufacturing and Cold
Storage
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Tracking Your Progress
Establish Your Best Competitive Positioning
Define Your Brand
Develop A Corporate Identity
Establish Who Will Hear You Best
Plan, Budget and Track for Success
What Comes Next….. and Every Interaction After That
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THE POWER OF THREE
SALES is selling directly to an end customer.
MARKETING is influencing that buying decision.
BUSINESS DEVELOPMENT is creating partners and advocates for your product, when you are not in the room.
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THE POWER OF A NETWORK
Simply stated, the function of sales is to sell directly to the end customer. The function of business development is to work through partners to sell to the end customer, in scalable way.
Andrew Dumont
http://andrewdumont.me/the-difference-between-sales-and-business-development
(C) Jennifer Delaporte, 2017
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What is The Difference
Sales• Trade Shows
• 1:1 Client Visits
• Business Tours
Marketing• Marketing
Materials
• Website
• Contests, Promotions
Business Development• Site Selectors
• Industry Organizations
• Providers
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Your client recruitment approach can be:• Passive• Active
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To truly be effective, your efforts must be: • Consistent• Purposeful• Always in Support of Your Brand Indentity• Legally Compliant
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The benefit you provide in the marketplacethat becomes the basis
for every customer interaction.
The Most Successful market positioning:
• Based on research
• Driven by your VALUE PROPOSITION
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TYPES OF VALUE PROPOSITIONS
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• Typically Driven By Price• Improving their operations provides for
increased revenue
Operational Excellence
• Typically driven by the customer experience• Improving their relationship provides for
increased revenue
Customer Intimacy
• Typically driven by product improvements• Improving their product offering and
uniqueness provides for increased revenue
Product Innovation
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PRIVATE SECTOR EXAMPLES OF VALUE PROPOSITIONS
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• Walmart• KB Homes• QT• Kia
Operational Excellence
• Target• Fulton Homes• Starbucks• Lexus
Customer Intimacy
• AJ’s Finer Foods• Del Webb• Gevalia• BMW
Product Innovation
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ECONOMIC DEVELOPMENT OFFERINGS IN SUPPORT OF A VALUE PROPOSITION
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• Cost of doing business is low: fees, space rental rates, utility costs
Operational Excellence
• Architect pre-certification program• Streamlined zoning process
Customer Intimacy
• Shovel ready sites• Codes that allow for cutting edge design:
higher clear heights, Google cable
Product Innovation
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VALUE PROPOSITIONS ARE NEVER:
• Advertised to the client as a feature or benefit
• Ignored to achieve an immediate payoff orpromotional edge
(C) Jennifer Delaporte, 2017
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EXERCISE: DEFINING YOUR VALUE PROPOSITION
The primary value proposition resides at the heart of every customer interaction and the secondary vale proposition
offers additional clarification.
Our primary VALUE PROPOSITION is: ______________
Our secondary value proposition is: _______________
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DEFINING YOUR VALUE PROPOSITION
Our primary VALUE PROPOSITION is: ______________
Our secondary value proposition is: _______________
These should be documented and shared with all members of the staff.
Are they congruent with your best positioning in the market and can you deliver on them everyday?
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Your VALUE PROPOSITION drives your messages
Brand Personality
The way a customer describes an
interaction with you.
WIIFM What’s In It For Me
Brand Equity The amount of time,
effort or money a customer is willing to spend to do business
with you.
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How many leads are you working with at this exact moment?
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A Good Marketing Plan Aligns With Your Sales Funnel
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LEADS
PROSPECTS
CUSTOMERS
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LEADS
PROSPECTS
CUSTOMERS
REFERRALS
Residents,Council,Partners
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ALWAYS BASE YOUR CAMPAIGNS ON A
DOCUMENTED SALES FUNNEL AND MARKETING PLAN
Should be database driven
Offers baseline reporting and tracking
Sets clear benchmarks
Creates knowledge of your metrics
Allows for ongoing testing and improvement
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ALWAYS BASE YOUR CAMPAIGNS ON A
DOCUMENTED SALES FUNNEL AND MARKETING PLAN
A Marketing Budget and Plan outlines: Who is the target audience? What is the delivery method? What is the projected cost? What is the timing? What is the recurring frequency? What is the call to action? What is the response mechanism? How will you track it? What is the goal?
Planning allows for: Best Tracking
Best Results
Best Customer Experience
Best Budgeting
Consistent Brand Personality
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TRACK YOUR RESULTS
300
5
5
3
3
1
Lead ClientProspect
Sent a direct mail out to
Registered on your landing
page
Sent an email to follow up
Responded to your email
and purchased
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1.6% Response
Rate
60% Conversion
Rate
33% Conversion
Rate
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TRACK YOUR RESULTS
500
20
20
3
3
1
Lead ClientProspect
Attended A Trade Show
Registered on your landing
page
Sent an email to follow up
Responded to your email
and agreed to FAM Tour
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4% Response Rate
15% Conversion
Rate
33% Conversion
Rate
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How do we lose people from the Sales Funnel
Do they have financing?
Did they make a move… are you sure?
Didn’t connect or understand yo
Your brand personality needs to be consistent
Most likely, not advanced enough in the sales process
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How do we lose people from the Sales Funnel
Seepage
Deflection
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The Triple Threat
Robust Database
Documented
Sales Funnel
Marketing Plan and Budget
Driven By your Value
Propositions
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Q & AJennifer Delaporte
Business Development Manager
Graycor Construction Company, Inc.
480-225-5094
(C) Jennifer Delaporte, 2017