Robert Craven Sales and Marketing presentation - 5 December
1. WHY YOU’RE
NOT PAID
WHAT YOU’RE
WORTH
Robert Craven – Dec 2011
Warwick Business School
www.directorscentre.com 2011
2. The Performance (FiMO)
Finance Marketing Operations
turnover (sales/units) advertising spend output per person
break-even point selling effectiveness output per machine
gross profit margin customer retention age of equipment
net profit margin new accounts won set-up times
liquidity ratios repeat business down time
ROCE new products absenteeism
debtor/creditor days brand perception staff turnover
gearing/interest cover (by competition) staff training
brand perception defect rate
(by customers) performance advantage
market position
2 www.directorscentre.com 2011
3. MORFA: Start-Up/Plan
Market Objectives Resources Financials Ability
Industry & targets/ operational balance existing
Market place define needs sheet & appropriate
(PEST) success P & L projections skill-set
our competitive economies of cash flow new
capabilities and opportunities Who? scale/scope projections skills
(SWOT) information loss required
brand, additional finance & leadership &
service & What? needs borrowing commitment
delivery facilities
the financial contingencies drive &
product Where? resources focus
human support
Why? resources neccesarry
physical planning &
When? resources preparation
strategic
How? awareness
www.directorscentre.com 2011
4. Which Sales Method is Most
Effective?
• Where do you get your results?
• Where do you spend your time and money?
• Where should you spend your time and money?
www.directorscentre.com 2011 [The Directors’ Centre, Selling Survey, 03/04]
5. The Expert!
+ an ‘ology’/system
+ testimonials
www.directorscentre.com 2011
6. WHAT
REALLY
HACKS OFF
CUSTOMERS?
www.directorscentre.com 2011
7. WHY CAN’T
YOU SELL
MORE
STUFF?
www.directorscentre.com 2011
12. Marketing Director?
1. Get more clients
2. Get them to buy more
3. Get them to buy more often
4. Stop them leaving
so position/budget/targets…
www.directorscentre.com 2011
13. If You want to sell as much as you possibly
can and as often as you possibly can, the
formula is simple.
Find out what your customers really want
and sell it to them.
Make their lives easier.
Make their lives better.
Solve their problems.
Deliver their dreams to their doorsteps.
And watch your company grow beyond belief.
www.directorscentre.com 2011 [Bob Serling]
14. WHAT IS
YOUR JOB
(what do you
need to do)?
www.directorscentre.com 2011
15. WHAT IS
YOUR JOB
(from the
customer POV)?
www.directorscentre.com 2011
16. The Basics..
• What is your
OVERT BENEFIT?
• What is the
REAL REASON TO BELIEVE
you can deliver?
• What is the…
DRAMATIC DIFFERENCE?
www.directorscentre.com 2011 [Doug Hall]
31. The
problem is
not that
we aim too
high and
fail,
but that
we aim too
low and
www.directorscentre.com 2011 succeed.
32. What is the message?
1. It is all your fault
2. Stop procrastinating
3. Speed is of the essence
4. Just do it NOW
5.Tough decisions + massive action
6. Simultaneous not sequential
7. DIY my foot! Can’t do it alone
www.directorscentre.com 2011
35. The Directors’ Centre
• The Directors’ Centre – it
works with the directors of fast-
growing businesses who seek
more sales and profit!!
• Grow Your Service Firm.
Robert Craven.
A limited edition imprint. The Directors’ Centre Ltd
1 The High Street, Woolley,
Bath BA1 8AR
T: 01225 851044
E: rc@directorscentre.com
W: www.directorscentre.com
www.directorscentre.com 2011