Does your Marketing Plan Really Deliver Sales

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Does your Marketing Plan Really Deliver Sales?

• Creating Value for Buyers
• Introducing ADSPORT
• Guaranteed Sales Leads on Realistic Budgets

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Why are Companies Successful?

• They Provide an excellent product or service.
• They Successfully Sell and Support what they
  produce.

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5 Key factors Influencing Success

• Lead Generation (Marketing)
• Converting Leads to Sales
• Lifetime Customer Value (annualised)
• Operating Costs (Margin)
• Reinvesting Profit to foster innovation

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Lead Generation (Marketing)

• Commonly known as Marketing
• A lead is defined as follows
• A person or company that has expressed an
  interest in you or your product

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Converting Leads to Sales

• What problem or desire does Your product address?
• What does solving that problem enable them to do?
• Can the buyer assign a value to that new
  capability?
• When do they want to have this new capability?
• What is the cost of doing nothing?

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Increasing Lifetime Value

• Excellent Service Support
• Customer Relationship Management
• Make it easy for customers to buy and get
  support, wherever and whenever they want it.
• Leads to Customer Loyalty
• Brand Recognition Value

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Increasing margin (optimize costs)

• Margin Selling Price Cost
• 2 ways to increase Margin
• Increase Selling Price
• Reduce Cost of Production and Sales
• Costs consist of two variables
• Fixed constant regardless of production volume
• Variable - relating to volume and sales

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Protect Profit and Increase Wealth

• Financial
• Maintain cash flow at optimum cost
• Reinvest Profits Strategic Planning
• RD Innovation and diversification
• Increase production and sales capacity
• Legal
• Protect Intellectual Property
• Mitigate against contrary Conditions
• HR
• People are your most vital asset

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Focusing on the 1st - Marketing

• Marketing - Providing a constant flow of quality
  leads.
• Sales Converting the leads into customers, in
  the shortest time, with a maximum lifetime value.

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Before you spend a cent!

• Do you know your Target Market?
• Do you know why they will Buy Your Product?
• Do you know how they put a value on it?
• If Not, Dont spend any money on Marketing it
  wont give you any return!

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250 Techniques fall into 7 Tactics
The spokes in a wheel Support the wheel Keep it
Round And Turning Smoothly To Keep Your Lead
Generation Running Smoothly And Delivering
Results You need 1 Technique From each of the
7 Tactics running All the time
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Tactic 1 - Advertising

• Classic Advertising
• Print, TV, and Radio
• New Wave
• Google, Viral, Banner
• Innovative
• Luas Tickets, Space Shuttle, Taxi
• Promotional
• POS, Product hand-outs, competitions
• All Advertising MUST have a Call-to-Action

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Tactic 2 Direct Marketing

• Printed and Personalised
• Letter, Flyers, postcards, newsletters
• Electronic and Personalised
• eZines, Fax, Text, Newsreader
• Innovative
• Creative way of delivering targeted message to
  decision maker

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Tactic 3 Speaking

• Company Run Seminars
• Audio Tapes/CDs
• Training
• Media Interviews (TV, radio)
• Guest Speaker
• Excellent 1 to Many medium

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Tactic 4 Publishing

• Media Interviews in Print
• Web Articles, Blogs
• Press Releases
• White Papers
• eBooks
• Books
• let me introduce you to the guy who wrote the
  book!

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Tactic 5 Online

• Web Presence
• Marketing and Sales Tool
• What should it achieve?
• Sign up for newsletter
• Avail of Consultation
• Buy Product
• Inform your prospects
• Can it be seen
• SEO, Page ranking, Blogs, etc

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Tactic 6 Referrals

• The Ultimate Lead Generation Tool
• Commonly known as Word of Mouth
• Have a Strategy
• Always ask
• Make it easy
• Reward Referrers

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Tactic 7 Telephone

• Outbound
• Cold calling (never)
• Telemarketing agency
• Inbound
• Scripts
• Interactive Call to Action
• Dont Sell set appointment

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Focusing on the 2nd - Selling

• Marketing - Providing a constant flow of quality
  leads.
• Sales Converting the leads into customers, in
  the shortest time, with a maximum lifetime value.

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Converting Leads to Sales
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Converting Leads to Sales

• What problem or desire does the product address?
• What does addressing that issue enable the
  purchaser to do?
• Can the buyer assign a value to that new
  capability?
• When ideally do they need this by?
• What is the cost of doing nothing?

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Definition of the 3Rs

• Solution Payback is expressed in terms of at
  least one of the following
• Revenue Growth
• Reduction in costs
• Regulatory Requirements

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Sales Cycle 1 Identifying 10

• Solution payback mapped to 3Rs
• Champion Identified
• Timeline to Purchase agreed

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Sales Cycle 2 Valuing 25

• Champion Visualizes 3R payback
• Agreement to meet Decision Maker/s
• 3R Stakeholders Identified

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Sales Cycle 3 Qualifying 50

• Decision maker confirms 3R payback
• Evaluation criteria and plan agreed
• Method of Finance agreed

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Sales Cycle 4 Negotiating 75

• Evaluation criteria met or exceeded
• Verbal agreement from DM
• Contracts with Legal and Purchasing

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Closed - 100

• You have the signed order and PO Number.
• Customer is really looking forward to delivery.
• You deliver and give great service.
• Customer is now a prospect again!

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3R Sales Process in Operation
A good Sales Process means You can Track and
Manage all Opportunities In a consistent Fashion.
It Ensures that you Repeat Success And Avoid
Failure
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Can we help?

• Do People really understand what you provide We
  can help by
• Assessing your current marketing plans and past
  campaigns
• Creating Marketing Messages for you, that ensure
  prospects understand the value of what you do.
• Are you getting enough Quality Sales Leads we
  can help by
• Working with you set up and deliver the ADSPORT
  Lead Generation Program.
• Testing, adjusting and measuring all tactics, to
  maximise return on your spend.
• Do you want to close more Sales faster without
  discounts we can help by
• Assessing, training your Sales Teams
• Managing your Sales Teams
• Putting in place appropriate sales processes

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Thank you for Participating

• Your Business Growth Specialists
• Increasing Your Sales
• Delivering More leads
• Coaching Leaders for Success
• Motivating teams and groups

www.3r.ie