1. Business Development 2010 Accelerating Success Through Marketing Webinar Series: 3.0 Presented by Don Neal January 26, 2010

2. It’s not the big that eat the small, it’s the fast that eat the slow!

3. How Fast Have You Been Moving? 1.Lock-in Webinar #3 - check! 2.Your role as champion (ID who needs to be sold) 3.Dedicated notebook 4.Segment your database 5.Determine acquisition costs 6.Determine your marketing and sales ROI 7.Assign a full time staff to marketing 8.Allocate 3+% of sales to 2010 marketing investment 9.Identify current marketing activities that drive awareness, leads, referrals, cross-sell and up-sell 10.Begin to develop your 2010 marketing plan

4. So… How Did We Do in the Past 2 Weeks? 1.Proof of effectiveness – metrics; marketing investment 2.Where to invest 3.How to invest

5. Sales Objectives & Metrics Profitable revenue growth 100% share of spending Revenue / technician Revenue / profit per location Revenue / profit per customer LTV Sales /acquisition costs Servicing costs

6. Q1 Marketing Objectives 1.Identify the best business opportunities within the top 20% of current customers 2.Develop key account development plans 3.Produce a measureable ROI; target 10:1

7. An audience will forget 87% of what they hear in a presentation within a month.

8. So – what is the 13% you’ll remember and what will you do about it?

9. Our Focus This Afternoon Your value proposition, USP and offer-market-match Your brand promise Media – why it matters, what you need to know and how to get started

10. The Discipline Of Market Leaders Your Center Of Gravity? Operational – Wal-Mart supply chain and logistics (RFID) Product – Apple create and commercialize (Auto Prototypes) Customer – Google focus and management Michael Treacy and Fred Wiersema

11. What is your firm’s center of gravity?

12. The purpose of business is to acquire and retain a customer. Peter Drucker

13. There is only one marketing absolute… The Truth!

14. People hire products and services to do a job!

15. What job do your customers hire you for?

16. People don’t want to buy a quarter- inch drill. They want a quarter-inch hole. Theodore Levitt- Harvard

17. BrandConsumer What is your promise?What are the expectations of your customers? The Value Proposition V=Q/P _____ + _____ + ______ +

18. Value = Quality Price

19. Where... Q = Performance + Selection + Convenience + ____________

20. Airlines Q = dependable + no-hassle + happy employees + strong financial performance Harris Interactive

22. USP

23. Beatty’s Custom Hardwood Floors “Specializing in hardwood floors”

24. A USP is required for customer loyalty.

25. High Price Low Quality Positions High Quality Low Price Feasible Positions

27. Women buy everything! DIY – 80% Cars – 90%

28. Your next best customer is the one you already have!

29. The only research question that matters!

30. Would you recommend to your friends/business associates? Why/Why Not?

31. What do your customers think of when they interact with your brand?

32. What do you think of…

34. Customers Buy For Three Basic Reasons 1.Financial (Save $; Make $) 2.Relationships (Buy from people they like) 3.Avoid Risk (regulatory, legal, etc.)

35. You Said… 1.Relationships 64% 2.Financial 32% 3.Regulatory 4%

36. There are no business relationships only personal relationships that happen in a business context!

37. Build Relationships Before You Need Them.

39. The New Media Environment

40. Most effective influencers Word of mouth75.2% Coupons57.6% In-Store promotion55.0% TV/cable50.6% Newspaper inserts45.4% Newspaper39.0% Radio34.4% Yellow pages27.3% Direct mail26.7% Magazines27.5% Internet advertising21.6% E-mail advertising19.4% Billboards13.6%

41. DMA Response Rate Study Medium Consumer % B-to-B % Direct mail2.402.14 Dimensional 5.185.14 Catalog2.421.05 Email3.582.66 Inserts.0480.34 Telephone5.795.53 Magazine0.270.09

42. CRM Sales and Marketing Process

43. The Marketing Plan 1.Background & Situation Analysis: SWOT, competitive analysis, your USP and value proposition, what’s worked and what hasn’t 2.Objectives, Metrics & Reporting: from our last webinar session 3.Budgeting: % of sales, staff allocation, ROI based 4.Customer Database Segmentation: from our last webinar 5.Key Account Planning 6.Message & Media Framework

44. Survey Says… If There Was One Thing I could Change About Our sales organization it Would Be: “Develop a structured approach to sales”

45. Selling Buying Targeting Inquiry Qualification Needs Assessment Proposal/Quote Close the Sale Customer Service Individual Needs Solutions Options Decision Process Purchase Re-Purchase

46. What is Marketing? A process that creates conditions for a sale to occur…and an on- going relationship to be cultivated!

47. The Nervous System of a Marketer! The Soul of a Salesperson!

48. Today is Tomorrow’s Yesterday

49. Join us on February 9 for our last program on “Closing the LOOP” To Register, go to member- only section of www.mscastar.org

50. Thank You! don@privateequitymarketing.com 703-915-8421 don@privateequitymarketing.com