In business, we spend precious time building relationships and value-added offerings for our customers that, in theory, should lead to long-term customer loyalty and sales. However, in reality, we often don’t see the return in our revenue stream. It’s a costly game that everyone plays. And if we’re honest with ourselves, the real cost of the game is much more than money—it’s also time, energy and focus. But what if you could have an unfair advantage in the game? A bit of foresight, better strategy, and an action plan—an “Edge” so-to-speak? Wouldn’t that change the game completely? In this insightful keynote, direct marketing veteran Trish Witkowski will flip the current soft-sell craze on its head and fundamentally change the way you think of sales and the customer relationship. By using basic Blackjack principles and incredible insight from counting cards, Trish will remove the emotion and uncertainty from the sales process to provide a more rational view of the business relationship. Attendees will learn how to: • Anticipate the customer’s actions • Reset unbalanced business relationships • Start new business relationships on the right foot • Play a smarter sales game and win more business You’ll walk away with an Edge, armed with actionable steps to dramatically increase revenue and forever change the way you approach sales.

1. Trish Witkowski@foldingfanatic | trish@foldfactory.com
CHIEF EXECUTIVE OFFICER
FOLDFACTORY
TORONTO, ON ~ MAY 18 – 19, 2017 | DIGIMARCONCANADA.CA
#DigimarconCanada
The Edge: The 2% House
Advantage That Turns Soft
Sales Into Hard Cash
KEYNOTE

2. Print is an opportunity
like never before.

8. Where does it end?
What’s the ROI?

9. The process can be long, and there are no guarantees.

10. Relationship selling is time-consuming and expensive.

11. Don’t forget the freebies!

12. By nature, relationships
are emotional, unbalanced,
and unpredictable.

13. RELATIONSHIP MARKETING is:
HIT OR MISS

14. MEDIOCRITY happens when:

15. ✓ We don’t have a plan
MEDIOCRITY happens when:

16. ✓ We don’t have a plan
✓ We let emotion drive decisions
MEDIOCRITY happens when:

17. ✓ We don’t have a plan
✓ We let emotion drive decisions
✓ Our results aren’t scalable/repeatable
MEDIOCRITY happens when:

18. Business is a long game.
Relying on luck and instinct
is a losing bet over time.

19. SUCCESS is repeatable when:

20. ✓ We commit to a plan
SUCCESS is repeatable when:

21. ✓ We commit to a plan
✓ We remove emotion from the process
SUCCESS is repeatable when:

22. ✓ We commit to a plan
✓ We remove emotion from the process
✓ We use data to generate insight
SUCCESS is repeatable when:

23. KEEP SCORE.
SET THE STRATEGY. TRUST IT.
THE DATA WILL TELL YOU WHICH MOVE TO MAKE.

24. STOP PLAYING BATTLESHIP.
START PLAYING
BLACKJACK.

25. Objective: Beat the dealer without going over 21

26. DEALER UP: 4 YOUR HAND: 12

27. TAKE A CARD?
DEALER UP: 4 YOUR HAND: 12

29. HOUSE EDGE

31. CLIENT EDGE = ?%

32. DEALER UP: 4 YOUR HAND: 12

35. Basic Strategy Says: STAND
DEALER:
40% BUST RATE

36. HOUSE EDGE

37. PROBLEM:
There is no “Basic Strategy”
chart for business.

38. But there are distinct parallels
between Blackjack moves and
the moves we make in business.

40. Stay the
course

41. Provoke
action

42. Go
“all-in"

43. Hedge
your bet

44. YOUR EDGE

47. Card counters keep a running score:
2 – 6 = +1 7 – 9 = 0 10 – Ace = -1

48. Card counters keep a running score:
+1
RUNNING SCORE: 1

49. Card counters keep a running score:
+1
RUNNING SCORE:
-1
0

50. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1
1

51. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0
1

52. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1
0

53. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1
1

54. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1
2
+1

55. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1+1
3
+1

56. PLAYER’S EDGE

57. THE FOUR KEY MOVES + KEEPING SCORE =
THE EDGE

58. Card counters know
when the odds are in their favor,
and when they’re not.

59. The DATA tells them
which move to make.

60. In business, if we want to know
when the odds are in our favor,
we need to think like Jeff Ma.

61. UPDATE: Today, Jeff Ma is in the business
of predictive data analytics.

62. KEEP SCORE.
SET THE STRATEGY. TRUST IT.
THE DATA WILL TELL YOU WHICH MOVE TO MAKE.

63. DANYL BOSOMWORTH / i-to-i TRAVEL & TOURISM

67. 3% conversion rate

68. “Where are we doing well?”

70. Do you like adventurous food?
Have you taken the TEFL exam?
Have you traveled outside the United States?

71. Aspiration = Buying Intent

72. 11x
MORE LIKELY TO
COMPLETE 3 LEAD TOOLS

73. Most Likely to Close (+4)Least Likely to Close (-5)

75. Target Audience

76. Target Audience NEW Target Audience

78. IN 3 YEARS, DAN GREW
THE PROGRAM BY
AND GREW ANNUAL REVENUE FROM
30%
$2MM to $6MM

79. Dan chose to:
on his marketing strategy
his sales approach by audience
with lead tools and a sliding scale

80. TO GET BETTER LEADS,
YOU HAVE TO
KEEP BETTER SCORE.

84. ✓ 1.5M+ YouTube views
✓ 20,000 loyal subscribers
✓ Building relationships!!

85. ✓ 1.5M+ YouTube views
✓ 20,000 loyal subscribers
✓ Building relationships!!
NOT KILLING IT

86. WHAT ARE THEY DOING RIGHT?

89. IT’S NOT JUST
KNOWING THE MOVES.
IT’S KNOWING WHEN
TO USE THEM.

90. IT’S NOT JUST
KNOWING THE MOVES.
IT’S KNOWING WHEN
TO USE THEM.
the data will tell you the best next move

91. ✓ Set a DATA-INFORMED PLAN
✓ TRUST the plan, rather than your gut
✓ KEEP SCORE, and the data will
tell you the best next move to make

92. BRIAN BENSON / BENSON INTEGRATED MARKETING

93. ~$6MM

94. “How can we make our CUSTOMERS
look like HEROES in their organizations?”
Brian asked:

95. He sent a monthly customer survey

96. What are you struggling with in your organization?
What would make your job easier?

97. What are you struggling with in your organization?
What would make your job easier?
“Why do outdoor signs take
6–12 weeks to produce?”

98. What are you struggling with in your organization?
What would make your job easier?
“Why do outdoor signs take
6–12 weeks to produce?”
“Branded apparel is killing us!”

99. SIGNS IN 2 WEEKS!

100. Opportunity: Multifamily Real Estate

102. Brian also KEEPS SCORE by comparing
his clients to one another . . . and then
sharing the data with his clients..

103. The DATA keeps him focused on his
customers’ needs, and helps his customers’
improve their processes and save money.

104. NEXT: Banking Industry?

105. ON PACE TO HIT
$50MM in 2018

106. Brian chose to:
by disrupting new markets
in the multi-family real estate market
with feedback and transparency

107. YOUR MOST POWERFUL WIN MAY BE
DEEP, RATHER
THAN WIDE

108. CHRISTOPHER WALKEY / GLASS OF BUBBLY

110. “What if I created a LEADERBOARD for
Champagne houses? Would they INTERACT?”
Christopher asked:

114. Site Traffic
600%

118. ✓ Tracking 200 Champagne houses
✓ 4th year of the Magazine
✓ Weekly e-newsletter
✓ International tasting events
✓ Sponsors and fans

119. Christopher chose to:
by provoking a response
with leaderboards and social media

120. YOU’LL NEVER KNOW
WHERE YOU STAND UNTIL YOU
MAKE A MOVE

121. What about my business?

122. FOCUS: B2B

123. ✓ 60,000 views
✓ 115,000 impressions per month
GROWTH: B2C

124. NEW!
B2C
B2B
The data is telling us to: SPLIT

125. ✓ Make a move: Stand, Hit, Double Down or Split
✓ Gather constant feedback
✓ Let the data drive you to the best next move
✓ Focus in and trust the process
FIND YOUR EDGE

126. ALWAYS
KEEP SCORE.