how to accelerate ahead of the competition presentation
Post on 18-May-2015
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© Kiki Maurey Consultancy Limited
GET FIRED UP!how to accelerate ahead of the competition
© Kiki Maurey Consultancy Limited
Get fired up!
it’s not just about the money!a 90 minute opportunity, and some…
some bog-standard truthsno market for our goodsa scattergun approach to marketingdon’t understand our marketnot competitive enoughdon’t deliver a memorable experiencetoo many dodgy customers!
© Kiki Maurey Consultancy Limited
Get fired up!
they want the right resultsthe right solutionsa relief from frustrationsan answer to their challenges
we think we’re really cool
the MCI model of small business success‘MUST HAVE’ MARKETING‘CHOICE’ CUSTOMER CARE‘IRRESISTABLE’ INFLUENCING
© Kiki Maurey Consultancy Limited
the MCI model: rocket fuel not rocket science
C = C = YOUR CUSTOMER
ORIENTATION
M = M = YOUR MARKETING
ORIENTATION
I =I =YOU!YOUR
BELIEFS & IMPACT
INTEGRATION
© Kiki Maurey Consultancy Limited
‘Must have’ marketing
Identify and build your
NICHE
First Rule:
who are your ‘must have’ customers?
do you know what they want?
are you clear about what will appeal to YOUR target customer base?
10% difference => uniqueness/USP
© Kiki Maurey Consultancy Limited
‘Must have’ marketingSecond Rule:who else is out there doing similar things?be distinct: can your potential customers spot you in a crowded market place?
have you got what it takes to get and keep their attention?
is it easy to buy from you?
Benchmark against your
COMPETITORS
© Kiki Maurey Consultancy Limited
‘Must have’ marketingThird Rule:
do I keep tabs on my customer base?
am I busy chasing new ones?
am I keeping the right customers?
can I integrate the right ones into my network?do I leverage great R&R?
Build great & lasting
RELATIONSHIPS
© Kiki Maurey Consultancy Limited
‘Must have’ marketing
get savvy!
ALL!someConvert more customers into your pipeline network
£115x4£100x3Get these customers spending more with you, and then coming back more often
45%40%Convert more of these into real sales (by being smart about what people really want)
25%20%Generate more interest (by having more effective ‘sales’ conversations)
1210Get more leads (get your pipeline working more effectively)
LaterNowCRITICAL RELATIONSHIP BUILDING
© Kiki Maurey Consultancy Limited
‘Must have’ marketingGet savvy:
Pricing:low price = cheap => low quality
high price = expensive => high qualityBe imaginative:bundle goods and servicesloyalty schemesoffer smaller, bite-size amountsoffer price competitive ways of giving customers ‘treats’
your competition – the Branson effect!!
© Kiki Maurey Consultancy Limited
‘Choice’ customer careFACT:
Harvard Business Review study:
if retailers retained only 5% of the customers who defect to other competitors…
their profitability would go up by between 30-85%!!!
© Kiki Maurey Consultancy Limited
‘Choice’ customer careFirst Rule:
are you memorable enough?do you always deliver high quality, how do you know?
do you appeal to your customers’senses and emotions?
can you keep it simple?
Deliver MEMORABLE
QUALITY
© Kiki Maurey Consultancy Limited
INVOLVE your customers
‘Choice’ customer careSecond Rule:do you talk to your customers about the service they receive?
do ever ‘walk’ in your customers shoes?
do you really know what it’s like doing business with you?
do you use this ‘intelligence’ to improve what you do?
© Kiki Maurey Consultancy Limited
‘Choice’ customer careThird Rule:
‘whilst the cat’s away the mice will play’… staff can be a huge liability
do you train and support your staff to understand ‘great expectations’do you reward great behaviours?
INSPIRE your staff
© Kiki Maurey Consultancy Limited
‘CHOICE’ CUSTOMER CAREFACT
a customer who has had an unpleasant experience with a business will tell…
about 13 percent of disgruntled customers will tell more than 20 other people!!
9 or 10 other people…
© Kiki Maurey Consultancy Limited
Rocket fuel not rocket science
you’re going to become great at understanding the needs & challenges of your customers…you’re listening and reflecting back their key words and phrases, their ‘trigger points and emotional hot buttons’
delivering ‘choice’
customer care
improved your ‘must
have’marketing
you’re delivering a great customer experience
© Kiki Maurey Consultancy Limited
‘Irresistible’ influencing
First Rule:
‘people buy from people’, especially from positive peopledo you genuinely have customers’interests in mind?
do you use positive intentionality?
OR, are you sometimes a BIG TURN OFF? ‘miserable, moaning, & mithering’
Be Professionally PERSONABLE
© Kiki Maurey Consultancy Limited
‘Irresistible’ influencingSecond Rule:
are you more concerned with survival than active listening?
or are you led by the needs, desires, dreams and wishes of your customers?do you build genuine rapport, eg by using customers’ words and phrases?
Learn to LISTEN
PROPERLY
© Kiki Maurey Consultancy Limited
‘Irresistible’ influencingThird Rule:
Find & use the YES
BUTTONS!
Why people say ‘no’
it's been done beforeit's never been done beforethey feel threatened by changethey don't understand your product/servicethey’d rather take your idea for themselvesthey don't like you, or can’t relate to youor maybe it's just a bad ideaor even a great idea presented/explained in a bad way!
© Kiki Maurey Consultancy Limited
‘Irresistible’ influencingThird Rule:
Find & use the YES
BUTTONS!
they like you, they identify with you, and they trust you!you’ve given them a basis for comparison (why you’re great value!)you’ve demonstrated you can deliver exactly to their needs and concernsyou’ve offered them non-importantconcessions or trade-offsyou’ve engaged and involved them throughout the process
© Kiki Maurey Consultancy Limited
Rocket fuel not rocket science
deliver memorable quality
involve your customers
inspire your staff
delivering ‘choice’
customer care
developing your ‘must
have’marketing
improving your
positive influence
professionally personable
learn to listen
find & use ‘YES’ buttons
ID & build your niche
benchmark against your competition
build great relationships
© Kiki Maurey Consultancy Limited
Take action NOW!
… and finally
be genuinely client-centric
be distinctive, be unique to create a great impact
leverage your profile to become known and trusted
thank you and goodnight…
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