Differentiate or Go Home

Transcription

1 Welcome to today s presentation Differentiate or Go Home Setting Yourself Apart in a Crowded Marketplace Presented by Cliff Quicksell, MAS Founder & President Cliff Quicksell Associates cliff@quicksellspeaks.com

2 Goals for Today s Presentation What are your goals and challenges? Why would clients buy from you? Get you to think deeper about your business. Evaluate IF it s time for a change. What will set you apart in the coming years? Determine the next steps for you! For each of you it WILL be different

3 A Quick Review of the Past & Present 30 Years Ago 20 Years Ago 10 Years Ago 5 Years Ago Now and beyond

4 Commonly perceived differences Customer Service Quality Better Price Supersonic Turn-around Amazing credit terms Biggest, Best FREE samples, freight and/or artwork Double or Triple the difference back

5 Put Yourself in the Buyer s Shoes

6 What s different have YOU looked lately?

7 What s different have YOU looked lately?

8 What s different have YOU looked lately?

9 What s different have YOU looked lately?

10 Your Secret CODES, not a secret anymore Now we have potentially taken price away

11 Why Clients Buy For Branding to keep themselves Top-of-Mind Have something to hand out Cheap, budget conscience To promote a new service How much would it take for a client to go away? 20%

12 Why Create A Difference? # of Distributors in the business Lack of training, there is no acumen qualifier Tons of part-timers and hobbyists Internet has hindered/helped your business Profits are eroding thanks to Dennis Graves & others Loyalty seems to have all but disappeared

13 What Today s Buyers Really Want 1. Strong strategic thinker; 2. Understanding of the client s business; 3. Experience in the client s industry; 4. Excellent creative work; 5. Ability to think outside the box melt the box!; 6. Proven success with clients; 7. Ability to measure R.O.I. & R.O.O.; 8. Clear articulation of the agency s vision; 9. Resources to grow with the client; 10. Ability to execute an integrated strategy.

14 What Today s Buyers Look Like Young & Assertive Multi-tasker WEB-SAVVY

15 Ask yourself What is your mission & USP? What is it that you do? What makes you different? What are your core values? Is your message compelling? Is it targeted? Why would I buy from you? Why would I continue to buy?

16 Tenure is a Differentiator, if You stay current it s not JUST about the years You know the market SPECIFIC You are perceived as a knowledgeable expert You are current with technology Decorating techniques Marketing techniques Social media

17 Ask yourself My Marketing Plan Do you have one? Are you among the 3% ers Who is your ideal client? Which categories do you own? Is you market targeted or fragmented? Golf, Headwear, Tradeshows, Human Resources are you a specialist or a generalist?

18 Own a Category Become focused and targeted Don t give up on your current clients However, review and categorize your list Consider going vertical, lateral or both Manageable Measurable can go VIRAL! Financial Market Credit Unions Las Vegas 50 miles radius from your office With 3+ locations 500+ members Bi-lingual

19 Be First Constantly Reinvent Technology is driving our market Utilize innovation and creativity to your advantage Understand the market, YOUR MARKET and re-invent

20 Constantly Reinvent Apple Computer Company KFC Kentucky Fried Chicken

21 Be First to Market Company Branding Campaign ~ Paul & Stephanie Zafarana Easy Green Shop

22 Be First to Market Planning Calendar & Cloth Program Rochelle Moneta LeRoe Promotions Lunch & Learn Program Theresa Gonzalez Stay Visible

23 Be First to Market Merchants Bank & Hastings Multi-tiered Marketing CAMPAIGN Laurel Grey President ID Marketing

24 Be First to Market Trash Can & Letter Campaign

25 Ask yourself How are you perceived by your clients? Balloon Man Pencil Guy T-shirt Person Trinket Man

26 In Every Industry There Are Specialists

27 Or Seasoned Professional Consultative Knowledgeable Creative Innovative Remarkable Intelligent Customer Focused Become the Specialist Successful Loyal Clients Value Higher More Profitable Longevity Focused Appreciated

28 Award Winning is a Differentiator Use the press Testimonials from clients Use publicity to your advantage Statistics on the campaigns you create R&D ideas Network with peers PPAI s Idea Source

29 Maintaining your difference Practice KIAZEN the state of to make better Believe it! Live it! Be passionate about it! Don t waver it s easy to slip back, don t! Whenever someone else is doing it, go the other way. ~ Bob Lutz, former president of Chrysler and author of the book, GUTS

30 Where does it begin In the mind With you Make it simple, then build and expand Become a specialist it s what they want Change your mindset and become the best

31 Steps to Creating a Difference Make sense of it all, break it down Find a different idea Have credentials Communicate your difference Own a category Believe it, Live it Act upon it!

32 Who s in charge? YOU! So what are you going to do next? Whatever it is be Passionate!

33 Thank you for attending today s presentation Differentiate or Go Home Setting Yourself Apart in a Crowded Marketplace Presented by Cliff Quicksell, MAS Founder & President Cliff Quicksell Associates cliff@quicksellspeaks.com