2017 Marketing & Sales Playbook

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Decide Placement – will this campaign be online, onsite, in print, or all. 5. Define the People you'll need to ... Sal
2017



Marketing & Sales Playbook





Overcoming Your Biggest Obstacles To Closing More Sales



2017 Marketing & Sales Playbook © 2016 Cash Flow Engineering, LLC 9033 E. Easter Place Centennial, CO 80112 All rights reserved.

Additional Programs from Cash Flow Engineering:





50 Ways to Increase Your Cash Flow (eBook; PDF format) Here are 50 total strategies condensed into 28 actionable pages – any of which might be EXACTLY the idea you need to put your company in the black and keep the cash flowing in.

Managing Your Business With 7 Key Numbers Use 7 Key Numbers to help you earn greater profits with less time and energy Many builders and contractors struggle to get a clear picture of where their business is at the moment – and where it’s headed financially. By the time you compare your accounting reports with your job costing, estimating and change orders, and



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Introduction:

“If you fail to plan, you plan to fail.” - Benjamin Franklin Most of us have heard that quote. And, the majority of us understand the truth behind that statement – when we plan well, our chances of success go up appreciably. Knowing that is one thing; doing it consistently is another matter. I flash back to when I was about four years into my business – a new home sales/construction company in the Louisville, KY area. And I was struggling, up to my neck in debt and seeming to lose ground each day. No matter how hard I worked, it seemed I was just spinning my wheels and failing to get any forward movement. It was actually my father that stepped in by sending me a copy of an audio program by Brian Tracy, The Psychology of Achievement. It proved to be a lifesaver, particularly the section of setting goals. For the first time in my life, I began to understand not just that “you have to set goals”, but how to set them and which goals were the right ones for me. That changed everything. Learning how to apply the principles of goal setting, planning – and the actions that followed to achieve those goals allowed me to move out of debt, build a business that would support myself and my family, and then sell that business for a tidy sum – all within the next 18 months. Jeff Prager and I started Cash Flow Engineering, LLC as a way to help other business owners overcome similar obstacles and “get traction” in their businesses that would lead to consistent, predictable and sustainable cash flow – and that would allow them (you!) to find success and satisfaction in owning, running and growing your own business. Every year in early autumn, Jeff and I begin the process of revising our business, marketing and sales plans. We practice what we preach by using as the foundation of our planning the 7 Key Numbers that drive all revenue in any company, and the 8 P’s or Pillars that are the Keys to actionable strategies, tactics and growth. The following is based on our own planning sessions. You’ll find in outline format on the following pages: • Defining Your Plays (Goals, Objectives, Strategies and Tactics) • A list of suggested Plays • Sample Plays • An Implementation Plan to help you get started.

Scott Stroud, Co-Founder



Step 1: Defining Your Plays

Every coach has a playbook. At least, every coach that ever expects to score points has their plays. Likewise, every athlete has their key plays memorized so that they can pull the one that best suits their immediate situation and apply it at the drop of the hat. As business owners and Sales Professionals, you take the field every day with the goal of moving the ball forward, scoring points, and winning the day’s plays. And it’s a competitive field – every other business is vying for the same outcome. Regardless of the time of year that you are reading this, if you don’t have the next quarter completely planned out and your play ready to initiate, then you’ve lost that quarter – the best you can hope for is to get your planning done for the remainder of the year and hope you can make up the difference. Identifying the most important goals and creating a game plan to address them isn’t difficult. Your goals should be based on the 7 Key Numbers that drive revenue and cash flow. And the strategies, tactics and actions should then follow the 8 Ps. Plan as follows: Objectives > Strategies > Tactics > Tools > Implementation (8Ps).





From the 7 Key Numbers, decide which area of business you need to address. For each of the areas listed, you should have a projected goal. And if you’re monitoring those goals, then you’ll be able to compare your actual numbers with your projections and quickly see if, as Jeff puts it, you’re “thumbs up” or “thumbs down”. On a simple spreadsheet you can model your 7 Key Numbers are follows:





In the above example, the actual numbers are falling short in several key areas from the projections, leaving this company with a negative cash flow. You can quickly see where the problems are, and those are the areas that would deserve your immediate attention; the areas where you would need to define your next ‘play’.



Implementation Once you’ve defined your goal, then use the 8 Ps to begin working on an implementation plan:





1. Define the Purpose of the campaign and specific projected results 2. Decide the Product or service that you will feature 3. Define your target audience – demographics and psychographics; pains they feel that need solutions, specific benefits and incentives you offer and Calls to Action (CTAs); (Promotion) 4. Decide Placement – will this campaign be online, onsite, in print, or all 5. Define the People you’ll need to use – employees, outside agency, etc. 6. Create a marketing budget for the campaign (Price) 7. Production: Create a calendar of tasks, deadlines, and assignments (what, when, who) 8. Refine copy for each chosen media: a. Website / Landing Page b. Flyers and onsite sales materials c. Email campaigns and downloadable materials d. Social Media e. Digital advertising – PPC, Retargeting, etc. f. Print and broadcast media 9. Test 2-3 offers, headlines and CTAs 10. Monitor and record results 11. Analyze and refine as needed; 12. Measure and record ROI – Profit and Cash Flow

Marketing & Sales Strategies/Tactics/Actions: Based on our own planning as well as the consulting we’ve done for our clients, below is a list of possible Strategies, Tactics and Campaigns that could be implemented. This list continues to grow, so add your own as appropriate.

Branding - Increase Awareness & Value Perception

Awareness Paid Search - Pain/Solution Campaign Media Advertising – Pain/Solution Campaign Social Share Campaign Referrals Differentiation Things you offer that your competitors don’t. Things you do better than your competitors Location – How you are the closest to [high-value area] Quality Leader How your product is safer, more comfortable, more efficient, etc… Celebrity – Who already uses your product and will endorse you Price Leader Scarcity – Only XXX available at this price Urgency – Only available at this price until XXX Volume – We can offer because we are largest, fastest, leanest, etc. Low-Cost – Lowest overhead; no frills; Value Leader Stop wasting money on rent/lease Ownership builds equity Lowest maintenance cost Highest appreciation Highest customer satisfaction rating Best Resale / Trade-In Value



Paid Search Awareness Campaign Targeted Buyer Facebook Customer Audiences/Similar Audiences SEO & Organic Results Localize Landing Pages YouTube Channel Social Media – G+, Instagram, Pinterest Event Marketing (Webinars, Seminars, Open Houses, Trade Shows) Education Seminars Webinars / Facebook Live / Google Hangouts

Lead Generation





Sponsor local events – Fundraisers; Chamber After-Hours Referral Program Tell a Friend campaign Bring a Friend event

Nurture & Engagement

Marketing Automation Educational Process Qualify; be relevant FAQs

Conversion

Better Follow Up Nurture Campaigns CRM Sales Assistant Improve closing skills Sales Training http://learningoutsourcegroup.com/sales-effectiveness-self-assessment-quiz/ Make it easier to buy – Streamline processes Terms Location Inventory Communication



Upsells and Add-ons Extended Warranty Maintenance Program Loyalty Program Long-term nurture; customer perks; (Car dealer offers free car wash) Rewards Program (12th cup of coffee free) Customer-Only Promotions Past-customers preview sale Bring a Friend event Maintenance Program Service Program Customer Satisfaction Program Net Promoter Score (NPS) Trade-In/Trade-Up

Customer Retention

Increase Average Transaction

Options, Upsells and Add-Ons 1-Click Upsell Complimentary Product campaign Value Add Promotions



Price Increase Maintenance/Service Agreements Monthly Membership / Continuity Program

Shorten Sales Cycle

Urgency Campaign Inventory Reduction Sale Discounts and Incentives if purchase by XXX Credit Repair Service Added Services – Free delivery, installation Layaway Program Trade-In Program

Generate Referrals Loyalty Program Bring-a-Friend Promotion Testimonials/Customer Ratings Social Media ‘Tell Your Story’ Promotion Additional Marketing and Sales Goals, Strategies and Actions:







Sample Plays for your Playbook: Objective: Branding – Increase Awareness and Value Perception Tactics: Differentiation / Competitive Positioning Quality Leader Price Leader Value Leader

Branding Tactic – Differentiation Messaging: Define your USP and craft your story. Focus on benefits to buyer. What makes you different, special or unique in a way that is of benefit and value to your prospect? Years in business, experience, or number of customers may sound impressive, but unless they are relevant to your buyer, they aren’t of interest. So, what differentiates the value you offer your customer – the comfort they will feel, the satisfaction they will attain or the status they will enjoy that only you can provide? How will purchasing from you improve their lives more than what anyone else can accomplish? That’s what will be meaningful to your buyer. Campaigns: Things you offer that your competitors don’t. Things you do better than your competitors Location – How you are the closest to [high-value area] Tools: Website – Create landing page, banner or sidebar ads Email client Social Media Signage Outdoor Media – Broadcast Media - Print Implementation: See Chart on Page 6 Tools: Website – Create landing page, banner or sidebar ads CRM | Email Social Media Signage Outdoor Media – Broadcast Media - Print

Branding Tactic – Quality Leader

Being a Quality Leader is a difficult position to gain, and even harder to maintain. It has less to do with the actual quality you offer than how well you convey that level of quality to your buyers. Quality in this context is completely subjective (Ford v. Chevy) unless you can educate your buyers with specific comparisons that are relevant to them (Lexus v. Toyota). Messaging: Define qualitative benefits to customer only you offer. Campaigns: How your home is safer, more comfortable, more efficient, etc… And why that is important to your buyer? Celebrity – Who that is known and respected already uses your product? Tools: Website Print: Lifestyle Magazines Social Media CRM | Email Broadcast: Lifestyle PPC Again, Quality is often assumed, so it is the hardest differentiator to justify. It must be communicated in very specific terms and supported with 3rd party proof, i.e., rated #1 by Consumer Reports; or with celebrity endorsement: The choice of Tiger Woods and pro golfers everywhere. Implementation: See Chart on Page 6

Branding Tactic – Price Leader

Are you sure you want to go here? In a competitive market, the lowest price vendor is often the one leading the race to bankruptcy! However, it can work if you offer a better value for the money (JC Penny’s v. Macys), the reason your prices are lower are obvious to your market (manufactured home v. site built)… and your buyers are okay with the difference. Messaging: Why you can offer equal or above product at the lowest price Campaigns: Scarcity – Only XXX available at this price Urgency – Only available at this price until XXX Volume – We can offer because we are largest, fastest, leanest, etc. Low-Cost – Lowest overhead; no frills; Tools: Website Direct Mail – Renters CRM | Email Media – Broadcast; classifieds/Craig’s List Social Media Outdoor Implementation: See Chart on Page 6



Branding Tactic– Value Leader

Of all the Branding strategies, this is the one that generates the most action from buyers and sales for you. The key is to describe value from the buyer’s perspective rather than your own. Buyers determine value as what meets their most pressing needs in a way that improves their lives or lifestyle immediately. They also attribute value in relation to current problems or ‘pains’ that they are feeling – cost of living too high; home too small; car too unreliable; commute too long; healthcare too expensive, etc. Offer a solution that they can act on to alleviate a problem that they currently face and you’ll create value. Messaging: How you/your product or service improves the lives of your buyers. Campaigns Stop wasting money on rent/lease Ownership builds equity Lowest maintenance cost Highest appreciation Highest customer satisfaction rating Best Resale / Trade-In Value Tools: Website Media – Lifestyle magazines CRM | Email Media – Broadcast: news, lifestyle Social Media Events – Open House, fundraisers/charity Networking - Real Estate Referrals Implementation: See Chart on Page 6

Next Steps:

Create Operations /Organization Playbook Production Staffing & HR Inventory Management Facilities Management Create Financial Management Playbook Estimating & Quotes Scheduling, Purchasing and Delivery Asset Management



Create Your First Play 1. Purpose: What do you want to achieve? 2. Product: What do you want to sell 3. Place: Where will you promote this? 4. Promotion: What will motivate your target audience to act? 5. Price: Will this be a price incentive or a value-add incentive? a. If price incentive, then how much will you discount? b. How will this affect margins? Cash Flow c. What is the budget for this promotion? 6. Production: What will it take to launch this promotion? a. What material will need to be created? b. What copy will need to be written? c. Will we need a landing page? Follow up campaign? 7. People: Who will be responsible for launching this play? 8. Profit: What are the anticipated results and ROI? a. How many unit sales? b. Dollar volume in revenue? c. Profit d. Immediate cash flow



Automate Your Marketing & Sales Playbook Get 3X more ROI from your marketing and sales activities with CRM + Marketing Automation services from Cash Flow Engineering. CRM and Marketing Automation are no longer a luxury; they are an absolute must for small businesses. Cash Flow Engineering® is all about implementing processes in your business that deliver predictable results. Processes require measurement and automation. For a sales team, a critically important tool is a robust CRM (Contact Relationship Management) application that is easy to use, gives your sales team instant access to their entire funnel, and give management instant reporting and the ability for make sales and revenue projections. We recommend Infusionsoft as your CRM + Marketing Automation + Workflow Automation All-In-One program. Cash Flow Engineering, LLC is an Infusionsoft Certified Partner and licensed retailer and service provider. Why Infusionsoft? Simple – there is no better or more powerful marketing automation tool for the money! Infusionsoft is: • • • • • • •

Easy to learn and use Combines powerful automated follow-up and nurture tools with a CRM, Task Management, Calendar, and Sales Funnel Automation Cloud-based and accessible from any connected computer, smart phone or tablet Keeps all marketing and sales contact information in one location Shows entire prospect/customer history, including emails, actions and downloads Store all customer files online for easy remote retrieval. Competitively priced for small business

All support services are US based. And, yes, we use Infusionsoft ourselves as the engine to deliver all our emails, keep track of new contacts, manage our mailing list, and service our Cash Flow Engineering Academy members!

For more information or to schedule a tour, call Scott Stroud at 606.416.2078. Or, email Scott at [email protected].



About Cash Flow Engineering, LLC

Cash Flow Engineering is a unique system that teaches you a different way to look at your business – from a leader’s view, where you are standing at the helm of your company looking forward… you’re watching your key instruments with the security that you are on course. Let us show the clearest, fastest way to achieve your unique course and keep your organization on track to deliver consistent, predictable and sustainable results. This is 180 degrees from how most business owners manage their companies. This system was developed by Jeff Prager and Scott Stroud who have spent over 45 years developing a system that gives you more control of your business than you’ve ever experienced. What makes Cash Flow Engineering unique is that we don’t just tell you to do something; we show you how to do it. For many business owners, determining the destination isn’t their problem. They often know what they “probably should” be doing. Instead, their problem is overcoming natural hesitation or procrastination - just getting started. Cash Flow Engineering® helps you not only lay out every step of the plan for your journey, but also helps you get started.

About Scott Stroud

Scott Stroud is a founding partner of Cash Flow Engineering, LLC. He has over 30 years of marketing and sales experience, having lead award-winning marketing teams and consulted with small businesses across the country. He is co-author of three books on marketing and sales, including Managing Your Business with 7 Key Numbers and The Complete Guide to Marketing and Selling New Homes. Scott is a marketing automation specialist and an Infusionsoft Certified Partner, and works with small businesses to create automated sales processes.

CashFlowEngineering.com Scott Stroud | [email protected] o. 303.221.0823 c. 606.416. 2078