A Rotarian's Method to Marketing and Building Business

1. A R O T A R I A N ’ S M E T H O D T O
M A R K E T I N G A N D B U I L D I N G B U S I N E S S
Business From Service

2. W H O W E A R E
I N F O R M A T I O N S H I F T
4 W A Y T E S T F O R M A R K E T I N G & B U S I N E S S
T E S T I N G G O A L S
H O W I T I M P A C T S C O L U M B I A B U S I N E S S E S
Business From Service

3. C o n n e c t i n g P e o p l e
+

4. I n f o r m a t i o n S h i f t

5. Shifting Effects
 Once successful businesses are having trouble
staying in business
 Consumers are less loyal than ever
 Seems like everyone wants something for nothing
 People expect everything right now
What’s perpetuating this shift?

6. Marketing and business practices that
don’t meet the 4 Way Test
1We are becoming
desensitized to mass
media and seeking a way
to avoid it
Can smell a lie and don’t
like to be sold to

7. The internet says, “you don’t have to
listen if you don’t want to”
2The internet and
technology back up our
ignoring instincts
Internet makes it easy to
find your own
information prior to
contacting sales and less
painful during the sales
process

8. A new generation of consumers with
different decision making values
32008 economic
downturn changed
decision making for
those nearing or in
retirement
New generation of
decision makers are
different

9. T H E Y W A N T C O N N E C T I O N
T H E Y W A N T T O B E V A L U E D
Consumers Want More
EMBRACE THE
SHIFT WITH

10. Test #1:
Is it the
truth?

11. Test #1:
Is it the
truth?
If your sales pitch came
out of this guys mouth
would you believe it?

12. Test #2:
Is it fair
to all
concerned?
Don’t just present your
side of the story, tell the
whole story
Give viewers what they
really need to make a
decision
57% of the sales process
has already taken place
before the phone call

13. Test #3:
Will it build
goodwill
and better
friendships?
Transition from a sales
funnel to hour glass
A cultural sales shift
from hunting to farming

14. Test #3:
Will it build
goodwill
and better
friendships?
Transition from a sales
funnel to hour glass
A cultural sales shift
from hunting to farming

15. Test #4:
Will it be
beneficial
to all
concerned?
Yes, you’ll make a profit
and the product you sell
will improve the lives of
those who use it
The internet is
unforgiving

16. Test #4:
Will it be
beneficial
to all
concerned?
Yes, you’ll make a profit
and the product you sell
will improve the lives of
those who use it
The internet is
unforgiving

18. Failing Goal
 Increase traffic to my website-
TEST
Is it the truth?
Is it fair to all concerned?
Will it build goodwill and better friendships?
Is it beneficial to all concerned?

19. Average Goal
 Share resources that attract young home buyers
to my website
+
TEST
Is it the truth?
Is it fair to all concerned?
Will it build goodwill and better friendships?
Is it beneficial to all concerned?

20. Winning 4 Way Goal
 Share unbiased resources for young couples buying their
first home so they will feel empowered, comfortable and
supported throughout the home buying process.
+
TEST
Is it the truth?
Is it fair to all concerned?
Will it build goodwill and better friendships?
Is it beneficial to all concerned?

21. G o o d N e w s f o r
C o l u m b i a
Photo credit: danbrenner.wordpress.com

22. W H O W E A R E
I N F O R M A T I O N S H I F T
4 W A Y T E S T F O R M A R K E T I N G & B U S I N E S S
T E S T I N G G O A L S
H O W I T I M P A C T S C O L U M B I A B U S I N E S S E S
Business From Service