AAED AZEd Pro 2017 · About The Presenter Jennifer Delaporte Business Development Manager Graycor...

AZEd Pro Tracking Your Results: One Campaign and Lead at A Time

About The Presenter

Jennifer Delaporte

Business Development Manager

Graycor Construction Company, Inc.

480-225-5094

[email protected]

(C) Jennifer Delaporte, 2017

About The Presenter

Retail and Entertainment Office Hospitality and Lodging Industrial: Distribution Centers, Manufacturing and Cold

Storage

Tracking Your Progress

Establish Your Best Competitive Positioning

Define Your Brand

Develop A Corporate Identity

Establish Who Will Hear You Best

Plan, Budget and Track for Success

What Comes Next….. and Every Interaction After That


THE POWER OF THREE

SALES is selling directly to an end customer.

MARKETING is influencing that buying decision.

BUSINESS DEVELOPMENT is creating partners and advocates for your product, when you are not in the room.


THE POWER OF A NETWORK

Simply stated, the function of sales is to sell directly to the end customer. The function of business development is to work through partners to sell to the end customer, in scalable way.

Andrew Dumont

http://andrewdumont.me/the-difference-between-sales-and-business-development


What is The Difference

Sales• Trade Shows

• 1:1 Client Visits

• Business Tours

Marketing• Marketing

Materials

• Website

• Contests, Promotions

Business Development• Site Selectors

• Industry Organizations

• Providers


Your client recruitment approach can be:• Passive• Active


To truly be effective, your efforts must be: • Consistent• Purposeful• Always in Support of Your Brand Indentity• Legally Compliant

The benefit you provide in the marketplacethat becomes the basis

for every customer interaction.

The Most Successful market positioning:

• Based on research

• Driven by your VALUE PROPOSITION


TYPES OF VALUE PROPOSITIONS


• Typically Driven By Price• Improving their operations provides for

increased revenue

Operational Excellence

• Typically driven by the customer experience• Improving their relationship provides for

increased revenue

Customer Intimacy

• Typically driven by product improvements• Improving their product offering and

uniqueness provides for increased revenue

Product Innovation

PRIVATE SECTOR EXAMPLES OF VALUE PROPOSITIONS


• Walmart• KB Homes• QT• Kia


• Target• Fulton Homes• Starbucks• Lexus

Customer Intimacy

• AJ’s Finer Foods• Del Webb• Gevalia• BMW

Product Innovation

ECONOMIC DEVELOPMENT OFFERINGS IN SUPPORT OF A VALUE PROPOSITION


• Cost of doing business is low: fees, space rental rates, utility costs


• Architect pre-certification program• Streamlined zoning process

Customer Intimacy

• Shovel ready sites• Codes that allow for cutting edge design:

higher clear heights, Google cable

Product Innovation

VALUE PROPOSITIONS ARE NEVER:

• Advertised to the client as a feature or benefit

• Ignored to achieve an immediate payoff orpromotional edge


EXERCISE: DEFINING YOUR VALUE PROPOSITION

The primary value proposition resides at the heart of every customer interaction and the secondary vale proposition

offers additional clarification.

Our primary VALUE PROPOSITION is: ______________

Our secondary value proposition is: _______________


DEFINING YOUR VALUE PROPOSITION

Our primary VALUE PROPOSITION is: ______________

Our secondary value proposition is: _______________

These should be documented and shared with all members of the staff.

Are they congruent with your best positioning in the market and can you deliver on them everyday?


Your VALUE PROPOSITION drives your messages

Brand Personality

The way a customer describes an

interaction with you.

WIIFM What’s In It For Me

Brand Equity The amount of time,

effort or money a customer is willing to spend to do business

with you.


How many leads are you working with at this exact moment?


A Good Marketing Plan Aligns With Your Sales Funnel


LEADS

PROSPECTS

CUSTOMERS


LEADS

PROSPECTS

CUSTOMERS

REFERRALS

Residents,Council,Partners

ALWAYS BASE YOUR CAMPAIGNS ON A

DOCUMENTED SALES FUNNEL AND MARKETING PLAN

Should be database driven

Offers baseline reporting and tracking

Sets clear benchmarks

Creates knowledge of your metrics

Allows for ongoing testing and improvement


ALWAYS BASE YOUR CAMPAIGNS ON A

DOCUMENTED SALES FUNNEL AND MARKETING PLAN

A Marketing Budget and Plan outlines: Who is the target audience? What is the delivery method? What is the projected cost? What is the timing? What is the recurring frequency? What is the call to action? What is the response mechanism? How will you track it? What is the goal?

Planning allows for: Best Tracking

Best Results

Best Customer Experience

Best Budgeting

Consistent Brand Personality


TRACK YOUR RESULTS

300

5

5

3

3

1

Lead ClientProspect

Sent a direct mail out to

Registered on your landing

page

Sent an email to follow up

Responded to your email

and purchased


1.6% Response

Rate

60% Conversion

Rate

33% Conversion

Rate

TRACK YOUR RESULTS

500

20

20

3

3

1

Lead ClientProspect

Attended A Trade Show

Registered on your landing

page

Sent an email to follow up

Responded to your email

and agreed to FAM Tour


4% Response Rate

15% Conversion

Rate

33% Conversion

Rate

How do we lose people from the Sales Funnel

Do they have financing?

Did they make a move… are you sure?

Didn’t connect or understand yo

Your brand personality needs to be consistent

Most likely, not advanced enough in the sales process


How do we lose people from the Sales Funnel

Seepage

Deflection


The Triple Threat

Robust Database

Documented

Sales Funnel

Marketing Plan and Budget

Driven By your Value

Propositions


Q & AJennifer Delaporte

Business Development Manager

Graycor Construction Company, Inc.

480-225-5094

[email protected]


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AAED AZEd Pro 2017 · About The Presenter Jennifer Delaporte Business Development Manager Graycor...

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