“Success That Lie Hidden In The Way You Behave” A BusinessBuilder Workshop Brought To You By - - - Elite Sponsors Comfort Inn of Butte – Desiree Shogren Best Western Plus Butte Plaza Inn – Kami Johnson Mainstreet Uptown Butte – George Everett Fairmont Hot Springs Resort – Steve Luebeck Butte Civic Center – Krystal Carlson Premiere Sponsors Butte Chamber of Commerce – Marko Lucich Montana Standard – Lynn Lloyd Hampton Inn – Brandi Jensen-Campbell Steele’ Warehouse – Kim Steele 1 Presentation by Frank Rowan (406) 410-1950 [email protected]
Transcript
“Success That Lie HiddenIn The Way You Behave”
A BusinessBuilder WorkshopBrought To You By - - -
Elite SponsorsComfort Inn of Butte – Desiree Shogren
Best Western Plus Butte Plaza Inn – Kami JohnsonMainstreet Uptown Butte – George Everett
Fairmont Hot Springs Resort – Steve LuebeckButte Civic Center – Krystal Carlson
Premiere SponsorsButte Chamber of Commerce – Marko Lucich
Montana Standard – Lynn LloydHampton Inn – Brandi Jensen-Campbell
86% didn’t ask for the caller’s address or phone number
52% took 8+ rings to answer the phone
44% gave a price without trying to make an appointment
28% put the caller on hold for 2+ minutes
38% gave the price, caller said thanks, business hung up
(RHL & Associates Shopping Study)
Do You Think This Buyer Experience Has Improved or Declined in the Last 7 Years?
“Success That Lie HiddenIn The Way You Behave”
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Roadmap for Driving Customers to Your Business
Measure
Attract
ConvertMeasure
Keep in Mind You Are Always Competing
Keep in Mind You Are Always Selling
Keep in Mind You Are Always Measuring
Attract
Convert
Measure
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YOU’LL LEARN:
► Values Before Value► Honest► Upward Thinking► Competent► Inspiring
Drive Ready-to-buy Customers to Your Business
What Differentiates Great vs. Good Behavior
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Keep in Mind You Are Always Competing
Keep in Mind You Are Always Selling
Keep in Mind You Are Always Measuring
Agenda
Attract
Convert
Measure
Communication► Know Your Business Purpose
► Know Your Customer’s Customers’ Needs
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Attract Keep in Mind that You Are Always Competing
Know Your Purpose:
► What Matters to my
► What is My USA
► What is my Ease of Doing Business —1—3—5Why
► What is the Best Customer Experience I’ve Had Why
► How Important is Community Involvement—1—3—5
► Is My Primary Goal to Make Money or Serve Buyers
► Who Are My Customer’s Customers’
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Attract Keep in Mind that You Are Always Competing
Express Your Purpose:
People Admire and Look For…
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Attract Keep in Mind that You Are Always Competing
Move TowardReasoned Risk:
Two Customer Types
“Success That Lie HiddenIn The Way You Behave”
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Attract Keep in Mind that You Are Always Competing
Know CustomerBuying Signs:
Level One: Level Two: Level Three:
Three Customer Levels
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Attract Keep in Mind that You Are Always Competing
Know Your CustomersMindset:
4 Customer Facts
Customers Expect You:
Customers Are:
Customers Don’t Care How:
Customers Don’t Care About:
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Attract Keep in Mind that You Are Always Competing
Know Your Customers:
Major Life Event
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Attract Keep in Mind that You Are Always Competing
Know Your Customers:
5 Active & Likely Buyer Traits
1. They have a consumer need2. They are experiencing a sense of urgency to find solutions3. They have thought through payment options4. They are experiencing a major life event5. They are not rational consumers at the moment of need
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Keep in Mind You Are Always Competing
Keep in Mind You Are Always Selling
Keep in Mind You Are Always Measuring
Agenda
Attract
Convert
Measure
Communication► Smart Ad Design
► The Value of Image► Content is Critical
“Success That Lie HiddenIn The Way You Behave”
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Attract Keep in Mind that You Are Always Competing
Understand How Your Customers’ Search For You—Offline Messaging
Message Creation: Image
Is Your Communication
Consistent
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Attract Keep in Mind that You Are Always Competing
Understand How Your Customers’ Search For You—
Message Creation: ContentFactors that Influences Buyers to Select an Ad
Are You Expressing Information Favored by Your Buyers
The RASCIL factors are a set of six standards that buyers use to select one message over another.
When shopping, customers want to do business with companies that:R=ReliableA=Authorized Products and ServicesS=Special FeaturesC=Complete ServiceI=Illustrations and LogosL=Location
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Attract Keep in Mind that You Are Always Competing
Understand How Your Customers’ Search For You—
Think About It: Does this Message Meet the RASCIL Test
Tell Buyers What They Want to Hear
RASCILAnalysis
Yes NO
Reliable
Authorized Products and Services
Special Features
Complete Service
Illustrations and Logos
Location
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Attract Keep in Mind that You Are Always Competing
Understand How Your Customers’ Search For You—
What is the Do You; Can You Analysis:
The Do You; Can You Analysis is a questioning approach that is used to open up dialogue between you and your customer. This approach promotes helpfulness. Being helpful requires the ability to ask meaningful questions that allows the customer to see options from many points of view. Being helpful is giving what customers need, not always what they want.
Consider these steps:A. Ask Client for Most Common “Do You” QuestionsB. Convert Common Questions into AnswersC. Publish Answers in Ad MessageD. Listen for Can You RequestsE. Identifying and Acting on Buying Signs
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Attract Keep in Mind that You Are Always Competing
Understand How Your Customers’ Search For You—
What is a Competitive Ad Analysis:
Would you like to know as much about your competitors’ as possible? Yes of course most business owners reply. A competitive ad analysis examines the strengths and weaknesses of your ad compared to your competitors.
Here is how it works:A. Select a competitor’s ad messageB. Identify profit centers provided & advertisedC. Identify profit centers provided & don’t advertiseD. Identify profit centers not provide but couldE. Identify profit centers that you’re not interested in
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Attract Keep in Mind that You Are Always Competing
Understand How To Communicate Effectively—
Establish Your Five Message Elements:
1. Start with a Strong Beginning2. Use Simple Language3. Direct the Subject to One Theme4. Pictures reinforce Headline5. Conclude Message with an Emotional Ending
Advertising Target:► Reach the Right Customer► With the Right Message► At the Right Time► And Provide the Right Service Approach
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Attract Keep in Mind that You Are Always Competing
Market Your Business
Market Your Business
Effectively Online
Effectively Online
Residential
Residential
Commercial
Commercial
Personal
Personal
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Keep in Mind that You Are Always Competing
Attract
A search engine is a giant database of many Web pages and generally returns the result of a search ranked by that search engines’ indexing criteria.
The formula (called algorithms) varies widely between search engines and frustratingly enough seems to get modified depending upon which way the wind is blowing.
What is a Search Engine?What is a Search Engine?
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Attract Keep in Mind that You Are Always Competing
Why itWhy it’’s Critical For Your Businesss Critical For Your Businessto be Found & Chosen Onlineto be Found & Chosen Online
• 40% of Search Engine Users do not Have a Specific Business Name in Mind*
• 31% of Consumers now use Search Engines as their Primary Resource for Local Business information**
• Local Searches have Doubled in the Last Two Years***
* The Y Advantage, Knowledge Networks, 2008.** TMP Directional Marketing, Local Search Study, 2008.
*** Comscore search Local IYP Combo Reports,
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Attract Keep in Mind that You Are Always Competing
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Attract Keep in Mind that You Are Always Competing
Leads to Profit ► Remarkable vs. Repelling Service
► Say What You Do; Do What You Say► Enthusiasm Sells► Your Customers are Buying—What► What Does Your Business Stand For
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Keep in Mind that You Are Always Selling
Convert Potential Customers To Profit
Customer Experience for Level One and Two Buyers:
Convert
79% didn’t ask the caller’s name
86% didn’t ask for the caller’s address or phone number
52% took 8+ rings to answer the phone
44% gave a price without trying to make an appointment
28% put the caller on hold for 2+ minutes
38% gave the price, caller said thanks, business hung up
(RHL & Associates Shopping Study)
Do You Think This Buyer Experience Has Improved or Declined in the Last 7 Years?
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Keep in Mind that You Are Always Selling
Convert Potential Customers To Profit
Convert
We shape positive customer relationships by followingthrough on our promises. This is especially true withadvertising promises. Consumers expect that there willbe a link between your advertising message and theexperience they receive from you and/or your employees. The wider the promise/experience gap, cynic’s are born.And they tend not to repeat and/or refer business. Indeed,quite the opposite takes place causing long term revenueshortfall for business owners.
Five Proven Customer Service Requirements:1. Be Warm2. Be Friendly3. Be Inviting4. Be Engaging5. Be Helpful
What Would Your Most Recent Customer Say About Their Experience With You
Say What You Do; Do What You Say:
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Keep in Mind that You Are Always Selling
Convert Potential Customers To Profit
Value Begins with Your Own Expression of Enthusiasm:
Convert
What is your level of enthusiasm for your business, it’s products and services, your employees, and the customers you serve?
Do you have a strong desire to be involved with the business at hand? Are you interested in and enjoy the business that you’ve created or are supporting?
It goes without saying that if your answers to these questions is absolutely YES; then, your enthusiasm is likely to be transparent to your customers.
Enthusiasm “Sells”! And, consumers ache for it! Give them what they want; value and enthusiasm.
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Keep in Mind that You Are Always Selling
Convert Potential Customers To Profit
Value is the Association You Create Between ProductsAnd the Way in Which You Express it’s Customer Worth
Convert
What’s Occurring in Your Business that Excites You:
1.
2.
3.
What Business Anticipation Excites You:
1.
2.
3.
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Keep in Mind that You Are Always Selling
Convert Potential Customers To Profit
Compete on Value:
Convert
Consumers are willing to trade their dollars for yourproduct and service value they obtain from you.
Make sure that you distinguish what you are selling from what your customers are buying.
Connecting with your customer at this level requires that you step into their world.
Express the value that they will receive by owning/using your products/services vs. describing the products/services themselves.
Distinguish What You Sell vs. What Your Customers Buy:
I Sell ; They Buy
I Sell ; They Buy
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Keep in Mind that You Are Always Selling
Convert Potential Customers To Profit
Value is a Product and Service Expression of Your Belief:
Convert
Establish A Minimum Of Three Value Statements:
1.
2.
3.
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Keep in Mind You Are Always Measuring
Track Employee, Consumer Off and Online Track Employee, Consumer Off and Online ResultsResults
Measure
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Keep in Mind You Are Always Measuring
Measure
Based on the information just Presented, Which Ad do you Think
Generated the Most Calls?
You’ll Never KnowUntil You Track
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Keep in Mind You Are Always Competing
Keep in Mind You Are Always Selling
Keep in Mind You Are Always Measuring
Attract
Convert
Measure
Summary – So Now What?
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Keep in Mind You Are Always Competing
Keep in Mind You Are Always Selling
Keep in Mind You Are Always Measuring
Attract
Convert
Measure
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Please Let Us Know How We Can Help:
“Success That Lie HiddenIn The Way You Behave”
39
Roadmap for Driving Customers to Your Business
Measure
Attract
ConvertMeasure
Keep in Mind You Are Always Competing
Keep in Mind You Are Always Selling
Keep in Mind You Are Always Measuring
Attract
Convert
Measure
“Success That Lie HiddenIn The Way You Behave”
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“Success That Lie HiddenIn The Way You Behave”
Disclaimer:
This Manual has been prepared by Mr. BusinessBuilder®, LLC, and every care has been taken in its compilation. The Manual is intended to be used as a guide only and not as an authoritative statement of every conceivable step or circumstance which could be expected to manifest itself in the key learning concepts.
This Manual is used for the instruction phase of training. If you have any questions or need clarification on the material covered herein, it is your responsibility to ask your Mr. BusinessBuilder® training instructor for explanations or clarifications.
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