How To Accelerate Ahead Of The Competition Presentation

© Kiki Maurey Consultancy Limited

GET FIRED UP!how to accelerate ahead of the competition


Get fired up!

it’s not just about the money!a 90 minute opportunity, and some…

some bog-standard truthsno market for our goodsa scattergun approach to marketingdon’t understand our marketnot competitive enoughdon’t deliver a memorable experiencetoo many dodgy customers!


Get fired up!

they want the right resultsthe right solutionsa relief from frustrationsan answer to their challenges

we think we’re really cool

the MCI model of small business success‘MUST HAVE’ MARKETING‘CHOICE’ CUSTOMER CARE‘IRRESISTABLE’ INFLUENCING


the MCI model: rocket fuel not rocket science

C = C = YOUR CUSTOMER

ORIENTATION

M = M = YOUR MARKETING

ORIENTATION

I =I =YOU!YOUR

BELIEFS & IMPACT

INTEGRATION


‘Must have’ marketing

Identify and build your

NICHE

First Rule:

who are your ‘must have’ customers?

do you know what they want?

are you clear about what will appeal to YOUR target customer base?

10% difference => uniqueness/USP


‘Must have’ marketingSecond Rule:who else is out there doing similar things?be distinct: can your potential customers spot you in a crowded market place?

have you got what it takes to get and keep their attention?

is it easy to buy from you?

Benchmark against your

COMPETITORS


‘Must have’ marketingThird Rule:

do I keep tabs on my customer base?

am I busy chasing new ones?

am I keeping the right customers?

can I integrate the right ones into my network?do I leverage great R&R?

Build great & lasting

RELATIONSHIPS


‘Must have’ marketing

get savvy!

ALL!someConvert more customers into your pipeline network

£115x4£100x3Get these customers spending more with you, and then coming back more often

45%40%Convert more of these into real sales (by being smart about what people really want)

25%20%Generate more interest (by having more effective ‘sales’ conversations)

1210Get more leads (get your pipeline working more effectively)

LaterNowCRITICAL RELATIONSHIP BUILDING


‘Must have’ marketingGet savvy:

Pricing:low price = cheap => low quality

high price = expensive => high qualityBe imaginative:bundle goods and servicesloyalty schemesoffer smaller, bite-size amountsoffer price competitive ways of giving customers ‘treats’

your competition – the Branson effect!!


‘Choice’ customer careFACT:

Harvard Business Review study:

if retailers retained only 5% of the customers who defect to other competitors…

their profitability would go up by between 30-85%!!!


‘Choice’ customer careFirst Rule:

are you memorable enough?do you always deliver high quality, how do you know?

do you appeal to your customers’senses and emotions?

can you keep it simple?

Deliver MEMORABLE

QUALITY


INVOLVE your customers

‘Choice’ customer careSecond Rule:do you talk to your customers about the service they receive?

do ever ‘walk’ in your customers shoes?

do you really know what it’s like doing business with you?

do you use this ‘intelligence’ to improve what you do?


‘Choice’ customer careThird Rule:

‘whilst the cat’s away the mice will play’… staff can be a huge liability

do you train and support your staff to understand ‘great expectations’do you reward great behaviours?

INSPIRE your staff


‘CHOICE’ CUSTOMER CAREFACT

a customer who has had an unpleasant experience with a business will tell…

about 13 percent of disgruntled customers will tell more than 20 other people!!

9 or 10 other people…


Rocket fuel not rocket science

you’re going to become great at understanding the needs & challenges of your customers…you’re listening and reflecting back their key words and phrases, their ‘trigger points and emotional hot buttons’

delivering ‘choice’

customer care

improved your ‘must

have’marketing

you’re delivering a great customer experience


‘Irresistible’ influencing

First Rule:

‘people buy from people’, especially from positive peopledo you genuinely have customers’interests in mind?

do you use positive intentionality?

OR, are you sometimes a BIG TURN OFF? ‘miserable, moaning, & mithering’

Be Professionally PERSONABLE


‘Irresistible’ influencingSecond Rule:

are you more concerned with survival than active listening?

or are you led by the needs, desires, dreams and wishes of your customers?do you build genuine rapport, eg by using customers’ words and phrases?

Learn to LISTEN

PROPERLY


‘Irresistible’ influencingThird Rule:

Find & use the YES

BUTTONS!

Why people say ‘no’

it's been done beforeit's never been done beforethey feel threatened by changethey don't understand your product/servicethey’d rather take your idea for themselvesthey don't like you, or can’t relate to youor maybe it's just a bad ideaor even a great idea presented/explained in a bad way!


‘Irresistible’ influencingThird Rule:

Find & use the YES

BUTTONS!

they like you, they identify with you, and they trust you!you’ve given them a basis for comparison (why you’re great value!)you’ve demonstrated you can deliver exactly to their needs and concernsyou’ve offered them non-importantconcessions or trade-offsyou’ve engaged and involved them throughout the process


Rocket fuel not rocket science

deliver memorable quality

involve your customers

inspire your staff

delivering ‘choice’

customer care

developing your ‘must

have’marketing

improving your

positive influence

professionally personable

learn to listen

find & use ‘YES’ buttons

ID & build your niche

benchmark against your competition

build great relationships


Take action NOW!

… and finally

be genuinely client-centric

be distinctive, be unique to create a great impact

leverage your profile to become known and trusted

thank you and goodnight…

How To Accelerate Ahead Of The Competition Presentation

Business

Transcript of How To Accelerate Ahead Of The Competition Presentation