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1 Marketing & Selling in Tough Economic Times Presented by Howard London, President, Silver Fox Advisors. Rick Schissler, Vice President, Silver Fox Advisors.

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Presentation on theme: "1 Marketing & Selling in Tough Economic Times Presented by Howard London, President, Silver Fox Advisors. Rick Schissler, Vice President, Silver Fox Advisors."— Presentation transcript:

1 1 Marketing & Selling in Tough Economic Times Presented by Howard London, President, Silver Fox Advisors. Rick Schissler, Vice President, Silver Fox Advisors. Phil Morabito, CEO, Pierpont Communications. Mark Miller, CEO, Strategies For Success, Inc. ®

2 2 Become Marketing Driven “Marketing is a Contact Sport”  Internally (If you can’t serve the customer, serve the one that does)  Touch All of Your Stakeholders Produce a Marketing Action Plan

3 3 Marketing Action Plan  Vision & Mission for Tough Times  Near & Long Term Objectives  Assess Your Organization  Assess & Research Your Market  Determine Company Advantages  SWOT Analysis  Low Cost Strategies, Tactics, Timing & Budget  Selling in a Down Economy  Implementation & Evaluation

4 4 Assess Your Organization  Business Description  Financial – Cash & Credit  Operations & Personnel  Proprietary Positions  Marketing Team

5 5 Assess & Research Your Market  Clients, Market Segments & Targets  Market Size, Market Share & Trends  Market “Niche” Opportunities  Vendors, Competition

6 6 Company Advantages  Differentiation What can you say, others can’t?  Marketing Messages

7 7 SWOT Analysis  Strengths  Weaknesses  Opportunities  Threats

8 Phil Morabito February 26, 2009 Marketing and PR in Times of Turmoil

9 Situation Analysis  Everything has changed  Nothing is easy  You must be visible — not invisible  Time to rethink your strategy

10 Target / Focus  Get crystal clear on your target customer (do research)  The more specific the better  Narrow your activities  High frequency / high impact  You must work harder and smarter

11 Messaging  Sharpen your messages  Be certain all employees understand  Implement them in all your tactics

12 High Impact / Low Cost Tactics  Networking  Power mapping  Media relations / reprints / digital  Speaking / seminars  marketing  Engage / entertain/ enlighten your customers  Stage targeted events  Partner with others

13 Reach Out and Touch  Early / often / deep  Reinforce relationships  Take no one for granted  Fill your breakfasts / lunches / drinks / dinners  Develop new influencers

14 Do Something Different  Monthly lunch  Tasteful PR series  Musical night (TUTS)  C-level dinner  Unique gifts for clients

15 Sales  Ask for referrals  Be bold  Have a unique approach  Develop a value strategy

16 Measure and Hold Accountable  Give things time, then measure  Hold all employees accountable  Spend and invest your dollars

17 The Beauty of a Recession  You sharpen your sword  You do things you’ve never done  You are forced to be innovative  Your successes are sweeter  You come back stronger...if you do the right thing

18 18 Selling in a Down Economy IF YOUR COMPETION IS DOING IT, STOP DOING IT RIGHT AWAY!!

19 19 Selling in a Down Economy 1. Interests 2. Needs 3. Features & Benefits 4. Close 5. Objection 6. Features & Benefits 7. Close

20 20 Selling in a Down Economy 1.Interests 2.Needs 3.Features & Benefits 4.Close 5.Objection 6.Features & Benefits 7.Close BUYERS HAVE A PROCESS 1.MISLEAD 2.Steal 3.Lie 4.Chase

21 21 Charles Dickens, “It is the best of times, it is the worst of times” Selling in a Down Economy

22 YOU & YOUR COMPETITION _______________ MAKE PRE & POST CALL AGREEMENTS 22 STRUCTURECONTENT CLIENTSALESPERSON CLIENT

23 23 Implementation & Evaluation

24 24 Implementation & Evaluation

25 25 Implementation & Evaluation

26 26 Implementation & Evaluation 90-Day Marketing Action Plan Evaluate The Marketing Campaigns From The Previous Quarter #Marketing CampaignList or Segment TargetedCost Number of Clients/Sales ROIWhat Changes or Improvements Before Repeating? Day Marketing Action Plan


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