MARKETING AND SALES TECHNIQUES

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MARKETING AND SALES TECHNIQUES TIPS

• Presented to
• CALSAGA
• November 7, 2007

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MARKETING AND SALES

• Marketing and Sales concepts differ only slightly
  with the type of service you are attempting to
  market
• What we do to attract and keep customers is the
  key!
• Sales is a byproduct of effective marketing!

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MARKETING

• How do you market your business?
• Networking
• Direct marketing
• Sales person/mailers
• Indirect marketing
• Web site
• Company newsletter
• Association interaction
• Trade Shows
• Public speaking

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TARGET MARKETING

• Basic marketing principal
• Most effective with new sales people
• Helps maintain focus
• Vertical markets
• By Industry
• By Occupation
• By service/products

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EVALUATE YOUR MARKET POSITON

• What is your position within the marketplace? Or,
  how do you compete/compare in the market?
• High-end
• Mid-range
• Low-end
• Is this consistent with managements objectives?
  Marketing materials? Sales/Business development?
• Does Client/Prospect perception match your
  position?
• Who are your target audiences?
• Are your unique selling propositions (USP)
  considered value-added by clients? Prospects?

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INTERNAL STRUCTURE

• Do internal structures exist for growth?
• Sales/Lead follow-up
• Customer relationship management
• Operational
• Management and administrative support
• Financial and accounting expertise
• Equipment, uniforms, etc.
• Are you adequately prepared for growth, success?

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WHAT IS YOUR BRAND?

• Represented by entire organization
• every contact
• Long-term commitment
• cumulative effect
• Can brand everything
• Differentiating

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WHAT IS YOUR BRAND?

• Industries dominated by BIG brand
• Work-in-Progress
• always evolving
• Relevance to clients
• Can you be ALL things to ALL people often
  recognized or identified with one product and/or
  service

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WHAT IS YOUR BRAND?

• Design and message consistency
• look and feel of ALL materials, correspondence,
  reports, business cards, etc.
• Subcontracting/Licensing may weaken the brand
• everything you do must focus on positive
  positioning of the brand, the client (perception)
  owns the brand, NOT US!

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CREATING OPPORTUNITIES

• Combining/ Services to Increase Sales Potential
• Developing niche markets
• Establishing your company as the expert agency
  in your market
• Developing strategic alliances or partner with
  agencies outside of your areas of expertise to
  offer a one stop shop

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MARKETING TIPS

• Always research companies you are considering
  doing business with
• Always think strategically continually
  positioning your company for growth
• Hire those in sales with a passion for the
  business
• Develop true partnerships with your client, staff
  officers (external internal clients)

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HIGH TECH TIPS

• Web Page
• Develop your own domain and web page
• Encourage your prospects to visit your web page
• Use it to highlight your strengths
• Staying in Touch
• Cellular (Sell) phone
• Blackberry
• E-mail access yet control your impulse
• Laptop computer

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FACTS

• Global market for contract security services is
  projected to advance 7.3 per annum through 2010
• By 2010 total security services revenue will
  surpass 160 Billion
• Contract guarding remains the largest segment of
  the market accounts for over 40 of total
  security revenue

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FACTS

• U.S. will remain largest single consumer of
  private contract security services
• U.S. will account for 30 of total world demand
• Global acquisitions still only control 30 - 35
  of U.S. market share
• Acquisitions creating sales opportunities for
  regional and local companies

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THE END

• Gary H. Kuty
• CEO
• Kuty and Associates, LLC
• Office [phone]
• gary_at_kutyassociates.com
• www.kutyassociates.com