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Workshop
In Just 17 stepsCreate Your Marketing MessageThat will double qualified leads
Experience Sales Success•Sales Management•Lead Generation•CRM Process
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
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
MMC - Step 1
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
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?
MMC - Step 2
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
Now for each feature, list clearly the problems desires
That are addressed by each
MMC - Step 3
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
Match your list of solutions with those of your competitors – Identify at least three unique solutions.
MMC - Step 4
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
Using your customer demographics, and any other market research, clearly articulate your target market – the firms that you will sell to.
MMC - Step 5
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
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
MMC - Step 6
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
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
MMC - Step 7
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
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.
MMC - Step 8
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
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
MMC - Step 9
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
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.
MMC - Step 10
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
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.
MMC - Step 11
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
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.
MMC - Step 12
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
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.
MMC - Step 13
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
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.
MMC - Step 14
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
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.
MMC - Step 15
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
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
MMC – Workbook – Page 1
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
Feature of Product or Service Problems & desires addressed
Competitor Solutions
MMC – Workbook – Page 2
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
Target Industry Key Decision Maker What solution enables them to do
€Value of Capability Time to Value Reason To Act
MMC – Workbook – Page 3
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
Industry Words What solution enables people to do (industry)
Add Quantifiable Benefit
MMC – Workbook – Page 4
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
Length of Time to achieve benefit
Final Marketing Message incorporating all above elementsSub head Included
MMC - Step 16
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
Ensure that all of your testimonials has one of the three marketing messages included in them.
MMC - Step 17
Experience Sales Success
•Sales Management•Lead Generation•CRM Process
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.
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Experience Sales Success•Sales Management•Lead Generation•CRM Process