1、 2011 Gary Slavin7 Stepsto Business SuccessAssociation of Small Business Development CentersAnnual ConferenceSeptember 9, 2011Presented by Gary Slavin 2011 Gary Slavin7 Stepsto Business SuccessMarketing AuditMarket ResearchMarketing MessageMarketing StrategySales StrategySales Tool DevelopmentSales

2、Staff Analysis and Training 2011 Gary SlavinStep 1: Marketing AuditWhere is your business?How did you get here?Measure successPrepare for planning 2011 Gary SlavinStep 1:Marketing AuditObjectiveRepeat or RepairAnalyze 2011 Gary SlavinStep 2:Market ResearchTarget marketHow to reachDetermine needsHow

3、to satisfyProper messageProper media 2011 Gary SlavinStep 2: Market ResearchHow to conductObjectivesInstrumentData gatheringData analysisReportBasis for messageand strategy 2011 Gary SlavinStep 2:Market ResearchMarket research is not a one-time event. Continuously research to keep pace with market c

4、hanges and stay ahead of the curve. 2011 Gary SlavinStep 3:Marketing MessageDefine targetProblems/needsGet their attentionYour solutionDifferentiationNo more than 30 secondsLet them ask questions 2011 Gary SlavinStep 3:Marketing Message We work with successful established and start-up organizations

5、by assisting them in determining the best methods for taking their companies to the next level, launching new products and services or finding unique ways to put life back into existing product lines and maximize profits. 2011 Gary SlavinStep 3:Marketing Message Follow-up We work with management in

6、developing and implementing business plans, marketing and sales strategies and then conduct training seminars to ensure staff members in all departments have the necessary skills to successfully reach their corporate goals. 2011 Gary SlavinExercise:Your Marketing MessageTake 10 minutes to write your

7、 own marketing message and follow-upBe prepared to recite your message to the group 2011 Gary SlavinStep 4: Marketing StrategyIf you plan it, it will happen!Marketing auditMarket research 2011 Gary SlavinStep 4: Marketing StrategyGoalsObjectivesStrategiesTactics (Programs) 2011 Gary SlavinExample: G

8、oalsGenerate $2.4 million by year end 2012.Hire two new developers by third quarter 2012. 2011 Gary SlavinExample: ObjectivesGoal 1.Obtain 25 percent of total revenue from government sector by October 1, 2012.Obtain 75 percent of total revenue from private sector by year end 2012. 2011 Gary SlavinSt

9、ep 4: Marketing StrategyCommunicate planReview quarterlyBe flexible“Plan the work, work the plan” 2011 Gary SlavinStep 4: Marketing StrategyResponsibilityBudgetDaily “to-do”Where are we, where should we be? 2011 Gary SlavinExercise:Your Marketing GoalsTake 10 minutes to write at least two marketing

10、goalsUse these as the start of your new marketing strategy 2011 Gary SlavinStep 5: Sales StrategyIf you plan it, it will happen!It is an extension of your marketing planThere is no OR in marketing AND salesIt must be aligned with corporate goals 2011 Gary SlavinStep 6: Sales ToolsCreate problem/solu

11、tion documentsAssist salesBuildBrandImageName recognition 2011 Gary SlavinExercise:Problem/solutionDefine, on a piece of paper, one of your products or services in terms of problem/solutionBe prepared to present this to the group 2011 Gary SlavinStep 7: Sales Staff Analysisand TrainingSales teamSkil

12、ls assessmentSkills developmentOngoing training 2011 Gary SlavinBut, What If?It is a new business developmentIt is a new businessMarketing and sales are not the issueNow what? 2011 Gary SlavinBusiness PlanMarket researchVisionMissionGoalsStrategyInitialExitFinancials 2006 Gary SlavinImplementationBusiness planMarketing strategyMaking it all happen 2011 Gary SlavinIn SummaryWhere do you want to be?How did you get where you are?How do you get to t