MARKETING AND NETWORKING: DEVELOPING YOUR PERSONAL BRAND Evolution University – August 14-16 th,...

MARKETING AND NETWORKING: DEVELOPING YOUR PERSONAL BRAND

Evolution University – August 14-16th, 2013

Agenda

Marketing and How It Impacts Your Business Corporate Mission and how it translates to you Seeding – Ideas and Strategy

Networking – Unleashing Your Personal and Professional Network

Prospecting – Different Methods

Marketing – Brand Identity

“If you are not a brand, you are a

commodity.” – Philip Kotler

Marketing – Just Because

Pretty, pretty, pretty, pretty, pretty close. Pretty close.

Marketing – Brand Identity

Marketing – Corporate Mission

Establish the preferred brand in the marketplace, known as the People You Can Count On.

Strengthen customer value through innovative product and service solutions differentiated from our competitors

Deliver highly qualified and targeted leads to accelerate our growth

Marketing – Corporate Mission

Establish the preferred brand in the marketplace, known as the People You Can Count On.

Strengthen customer value through innovative product and service solutions differentiated from our competitors

Deliver highly qualified and targeted leads to accelerate our growth

How each tenant relates to you:

Marketing – Your Brand Identity

Discussion:

What does “People You Can Count On” mean to you?

Marketing – Your Brand Identity

People You Can Count On Our people will not

relent until our customers have: Full deliveries High-quality product Changed to meet our

customer’s evolving needs Given their all to ensure

our customers are taken care of

What do you do to mirror our brand promise?

Marketing – Your Brand Identity

Breakout Session (15 minutes) Get with your group and talk about the things you do

to mirror our brand promise—how can you be “People You Can Count On” with your prospects?

Marketing – Your Brand Identity

What can you do to stand out as your own personal brand? Networking – Using the resources around you Seeding – Creating a vision for the prospect Marketing – Keeping the AmeriPride / CLAUS name

out in front in your area Ability to present compelling solutions

Marketing – Your Brand Identity

What are ways you can damage your brand? Unresponsiveness – not every interaction is a positive

one. But what makes it worse is not reacting / following up

Reputation – Are you someone people will want to refer their family/friends/colleagues to?

Online presence – Social media can be a great tool when used correctly, but scary when not.

Marketing – Corporate Mission

Establish the preferred brand in the marketplace, known as the People You Can Count On.

Strengthen customer value through innovative product and service solutions differentiated from our competitors

Deliver highly qualified and targeted leads to accelerate our growth

How each tenant relates to you:

Marketing – Strengthening Customer Value

How can you strengthen customer value through innovative product and service solutions differentiated from our competitors?

Marketing – Strengthening Customer Value

Mastery of Business Rapport “Marketing’s task is to discover unmet needs and to

prepare satisfying solutions.” – Peter Drucker Sales is marketing! “The aim of marketing is to make selling superfluous.” -

Philip Kotler You cannot offer a compelling solution to a need /

problem that you don’t understand.

Marketing – Strengthening Customer Value

Mastery of Product / Service Offerings Lack of product / service knowledge often leads to missed

opportunities Being a CLAUS / AmeriPride / Quebec Linge

Ambassador – around the clock Understanding the impact you can make—positive and

negatively Social media is either your best friend or worst enemy

Always be selling i.e.: Making it a point to go to a prospect’s establishment for

dinner and making yourself seen

Marketing – Strengthening Customer Value

Seeding A seeding item can be a myriad of things, but they are all

designed to do the same thing: grab the prospect’s attention and differentiate yourself from all the other salespeople trying to get their attention

Examples of Seeding Packages: Customized shirt / chef coat / lab coat

Present new ideas! Show the Prospect things they haven’t considered – customized patches for different departments, new styles, etc.

“Clean-Up Kits” – Cleaning Chemicals + Microfiber Towels Items personalized for Decision Maker Tickets to Events

*According to the Corporate Executive Board

Marketing – Strengthening Customer Value

Why is seeding so important? According to a 2011 survey of 1,900 B2B customers, 60%

of the purchasing decision making process is complete before contacting vendors* What makes up the other 40%?

Pricing (The Spreadsheet!) Researching referrals Looking for other selling points that did not surface in research

If you’re part of the 40%, you probably have a 5-10% chance of getting the account.

Don’t be a lonely cell on a spreadsheet—become Unspreadsheetable!

Marketing – Strengthening Customer Value

Seeding Strategy Have Target Lists – Your top 20-40 Prospects in your

area Systematically send seeding packages every quarter Show a progression in services that they may find

interesting These steps show both professionalism and genuine

interest in partnering with their business, which will separate you from the competition

Marketing – Corporate Mission

Establish the preferred brand in the marketplace, known as the People You Can Count On.

Strengthen customer value through innovative product and service solutions differentiated from our competitors

Deliver highly qualified and targeted leads to accelerate our growth

How each tenant relates to you:

Marketing – Lead Generation

How can you get more highly qualified and targeted leads?

Marketing – Lead Generation

Service Leads Your relationships with the CSRs and CSMs in your

area are vital Communication, communication, communication

New Customer Leads Keeping up with your new customers helps build out

and grow your professional network Connections Program

Networking

Connections Program

Reward your customers for giving you leads!

Every referral that becomes a customer receives a $50 Visa gift card.

Should be given to EVERY new customer during or shortly after Install.

Networking

What are different ways you can network and build your personal brand?

Networking – Branding Yourself

Chamber Tips Groups

Niche Networking Groups Professional Organizations

Websites / Blogs

Volunteering / Community Service Religious Organizations

Keynote Speaking

Networking

Industry Associations Chamber Tips Groups LinkedIn Sales Genie

Networking – Industry Associations

Being truly involved is key Sponsor events

Position yourself as the “go-to” expert

Be seen!

Networking – Tips Groups

Being truly involved is key Don’t expect leads if you don’t bring them yourself!

Try to be involved with the leadership of the group Attendance is crucial – if you’re going to be in a

group, you need to commit.

Networking – LinkedIn

Have at a minimum: Professional profile

picture Complete Summary,

Experience, Skills/Expertise, Education – NO TYPOS

Advanced: Share relevant articles

w/colleagues, prospects, & customers

Be involved with industry groups

Searches (demo)

Examples: Good! Bad.

Networking – Sales Genie

Watch Demo Video

Prospecting

Different Ways to Prospect: Cold Calling Target Selling (Target Lists) Referrals (Personal) Referrals (Professional) Research (Sales Genie, Google, etc.)