Robert Craven Sales and Marketing presentation - 5 December

www.directorscentre.com 2011

WHY YOU’RE NOT PAID WHAT YOU’RE WORTH Robert Craven – Dec 2011 Warwick Business School

www.directorscentre.com 2011 2

The Performance (FiMO)

turnover (sales/units)

break-even point

gross profit margin

net profit margin

liquidity ratios

ROCE

debtor/creditor days

gearing/interest cover

Finance

advertising spend

selling effectiveness

customer retention

new accounts won

repeat business

new products

brand perception

(by competition)

brand perception

(by customers)

market position

Marketing

output per person

output per machine

age of equipment

set-up times

down time

absenteeism

staff turnover

staff training

defect rate

performance advantage

Operations


Industry &

Market place

(PEST)

our competitive

capabilities and opportunities

(SWOT)

brand,

service &

delivery

the

product

Market

targets/

define

success

Who?

What?

Where?

Why?

When?

How?

Objectives

operational

needs

economies of

scale/scope

information

additional

needs

financial

resources

human

resources

physical

resources

Resources

balance

sheet &

P & L projections

cash flow

projections

loss

finance &

borrowing

facilities

contingencies

Financials

existing

appropriate

skill-set

new

skills

required

leadership &

commitment

drive &

focus

support

neccesarry

planning &

preparation

strategic

awareness

Ability

MORFA: Start-Up/Plan

www.directorscentre.com 2011 [The Directors’ Centre, Selling Survey, 03/04]

Which Sales Method is Most Effective?

• Where do you get your results? • Where do you spend your time and money? • Where should you spend your time and money?


The Expert!

+ an ‘ology’/system + testimonials


WHAT REALLY

HACKS OFF CUSTOMERS?


WHY CAN’T YOU SELL

MORE STUFF?


THE ADS DON’T WORK


LAZY MARKETING


Marketing Director? 1. Get more clients 2. Get them to buy more 3. Get them to buy more often 4. Stop them leaving so position/budget/targets…


If You want to sell as much as you possibly can and as often as you possibly can, the formula is simple. Find out what your customers really want and sell it to them. Make their lives easier. Make their lives better. Solve their problems. Deliver their dreams to their doorsteps. And watch your company grow beyond belief.

[Bob Serling]


WHAT IS YOUR JOB (what do you need to do)?


WHAT IS YOUR JOB (from the

customer POV)?


The Basics.. • What is your OVERT BENEFIT?

• What is the REAL REASON TO BELIEVE you can deliver?

• What is the… DRAMATIC DIFFERENCE?

[Doug Hall]


WHAT COULD/SHOULD YOU BE DOING?


WHAT IS THE USUAL

(=boring) WAY OF DOING

THINGS?


Thought Bubble…

“What is the biggest hassle or problem in using our product/service?”


Thought Bubble… “Which customers could significantly increase usage, if only we remove one specific barrier?”


Thought Bubble… “How would our product/service change if it were customised for every user?”


Thought Bubble… “Which technologies in our products/services have changed the most since it was last redesigned?”


WHY ARE YOU NOT PAID WHAT YOU’RE WORTH??? Robert Craven


CUSTOMERS DON’T THINK YOU’RE WORTH IT


- They don’t know you’re worth it


- You’ve not proven you’re worth it


- You don’t believe you’re worth it


- You believe you’re worth way too much


YOU ARE NOT ASKING FOR THE RIGHT FEE


The problem is not that

we aim too high and

fail, but that we aim too low and succeed.


What is the message? 1. It is all your fault 2. Stop procrastinating 3. Speed is of the essence 4.Just do it NOW 5.Tough decisions + massive action 6. Simultaneous not sequential 7.DIY my foot! Can’t do it alone


Intellectual Property Rights and Copyright Of ‘Grow Your Service Firm’ Materials Copyright ©Robert Craven, 2011

The rights of Robert Craven of The Directors’ Centre as the Author of this Work has been asserted by him in accordance with the Copyright, Designs and Patents Act, 1988. This workbook has been distributed by Robert Craven subject to the condition that it shall not, by way of trade or otherwise be lent, resold, hired out or otherwise circulated without the publisher’s or author’s prior consent in any form of binding or cover other than that in which it is published and without a similar condition including this condition being imposed on the subsequent purchaser. Whilst every care has been taken in the preparation of this workbook, no responsibility for any loss occasioned to any person acting or refraining from any action as a result of any material in this publication can be accepted by the author or the publisher. A catalogue record for the book is available from the British Library. The Directors’ Centre, 1 The High Street, Woolley, Bath BA1 8AR

November 2011


The Directors’ Centre • The Directors’ Centre – it works with the directors of fast-growing businesses who seek more sales and profit!!

• Grow Your Service Firm.

Robert Craven.

A limited edition imprint. The Directors’ Centre Ltd

1 The High Street, Woolley,

Bath BA1 8AR

T: 01225 851044

E: [email protected]

W: www.directorscentre.com

Robert Craven Sales and Marketing presentation - 5 December

Business

Transcript of Robert Craven Sales and Marketing presentation - 5 December