Top 10 tips for thriving in a down economy.

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! President
! Teaches Marketing/Organizational
Behavior at Walsh College
! Detroit Instructor, e200 Business
Accelerator Program

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Source: SBA Office of Advocacy
US Businesses as of 2006
26.8 Million
20.8 Million : 0 employees
6.0 Million: < 500 employees
18,071: > 500 employees
U.S. Dept. of Commerce, Bureau of the Census, Statistics of
U.S. Businesses , SBA Office of Advocacy

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Source: SBA Office of Advocacy
Source: InsideCRM.com

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! If they’ve got cash--it will go further
! Great talent to be had
! Competition may be scrambling
! Reinvest in business or buy out others
! Time to plan and work ON business…not IN it

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Partnerships
& Alliances
External
Influences
Sales Process
& Cycle
Marketing
Mix &
Message
Value
Proposition
Sales
Capabilities &
Outreach
Passion &
Business
Vision
Customer
Profiles
Growth, Profit
& Success

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! Define Your Goals
! Must be SMART
! Specific
! Measurable
! Actionable
! Realistic
! Time Based
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1
Where are you
heading?
Is it the direction you
want to be going in?

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What’s Your Message?
“The audience doesn’t separate the
dancer from the dance”
You’re a part of the pitch
How it’s said in addition to what is said
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1. Your name, company and role
2. A brief but compelling statement about your
product’s or service’s value or benefit as it
relates to this person
3. A concise description of your product
4. A statement that reinforces your credibility OR
5. A statement about what makes your product or
service unique
6. Your personal energy and passion

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Research Closes Knowledge Gap
Actually need
Service you think you
provide
Think customers want
Marketing promises
Customers perceive
they get
What is delivered
and experienced
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! Who are they?
! What influences purchases?
! When they buy?
! Why they buy?

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! You Can Never Talk To Customers Too
Much!
! If you ask them, they will talk
! As a customer, they have an vested interested
in your product or service
! If a prospect or non-customer, find out why and
what it might take for them to switch.

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! What makes you different?
! Competition is about fulfilling needs
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Inertia…
Is your value
enough to
get them to act?
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A brand is a product or service you do
business with for a variety of reasons
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! Reasons might include:
! Fills a need
! Satisfies an urge/need
! Emotional connection
! Price/Quality
! It’s “hot”
! Represents you in some way shape or form
! Communicates something about you

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! What makes you different from the
competition?
! Point of difference
 Price
 Value
 Quality
 Customer Service
 Consistent Product and/or Service
 Others?

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! There are the Usual Suspects...
! Brochure & Fact Sheets
! Image/logo design
! Direct mail
! Conference and exhibition materials
! Public relations
! Advertising
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! Online Social Networks
! Facebook
! YouTube
! Twitter
! MySpace
! LinkedIn
! Website
! Blogging
! Podcasts/Webcasts
! Online Reviews
! E-mail Marketing
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! How many have partners?
! What do they do for you?
! What do you do for them?
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It’s About Meeting The Right People
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• -Who do you need to meet?
• -Who needs to meet you?
• -Where are they?

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! Join professional organizations
! Join non-profit boards
! Use social media
! Facebook
! Linked: In
! Twitter

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! Community Involvement
! Family, friends and past contacts
! Business cards
! Ex-coworkers

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How do we decide if we like the person
delivering a message?
Source: John Daly, U of Texas
55%
38%
7%
! Body language
! Tone of voice
! Actual words
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Adults-Typical Attention Span
15 to 30 seconds
What did I just say????
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The “So What” Factor
• How do your product benefits SOLVE
problems or CREATE opportunities?
• Solution based on the benefit to customers
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! Requires a system
! Contacts accessible
! Prioritize/Rank
! Call Schedule
! Script
! Timely Follow-up
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Call Preparation
! Open ended Questions
! Close ended Questions
Understand the Value of Each!!!
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Thank you!
Questions:
www.MyMarketingGoals.com
! Beth Goldstein, Boston: 508.893.0976
! Beth@MyMarketingGoals.com
! Mark Lee, Detroit: 734.507.0866
! Mark@MyMarketingGoals.com