marketing - enterprise week 2011

Enterprising DonegalBusiness Week 2011

Getting noticed – using marketing to win business

Suzanne Hill – Handel Export• 16 year’s experience international sales, marketing and

business development• Formerly worked for Randox & Brett Martin• Experience in scaling companies globally• Worked on the ground in 55 markets – Europe, N & S.

America, S. Africa.• 80% of time spent working directly in those markets• Speak fluent French, Spanish, Portuguese, Italian,

English• Honorary Consul for Slovenia in Northern Ireland • Regional Chair for Ireland Poland Business Association

Content summary

• Where do you start?• What are you selling?• What do you need to find out?• Where can you find it?• What do you do with the information when you do find it?• Raising your company profile

Where do you start?

Business development, sales & marketing

Push – Pull strategy

PUSH PULL

SALES MARKETING

TOTAL VALUE PROPOSITION

What are you selling??

Total value proposition should articulate:

• From the customer’s perspective:– What are you selling??– How will I benefit?– Why should I buy from you?

Total Value Proposition

Target audience

Benefits (measureable)

Differentiators / USPs

How does your Total Value Proposition deliver VALUE to your customer?

Reasons why customers buy

• To save money• To save time• To make money• To make their life easier• Reduce labour costs• Reduce staff numbers• Improve labour efficiency• Meet legislation and comply with regulations• To provide an enhanced product portfolio to customers• To provide a better service to customers

Clear messaging is essential

• Features v benefits– A feature is what it is– A benefit is how it improves the user’s/customer’s

experience

• What are your Unique Selling Points?

Communicating benefits

• Know what your customer will see as a benefit• Learn what your customer is looking for• Make sure you sell what the customer wants NOT what you

have..• Know what the customer is currently doing to solve this

problem • Don’t communicate irrelevant benefits – tedious• Understand VALUE of the benefits• Ensure customers understand this value

Communicating benefits• Show – demonstrate (e.g. At exhibitions), trial period, free

sample, sale or return• Explain clearly• Compare life with and without• Endorsements /references• Guarantee period• Case study showing return on investment

Communicating service benefits

• Case studies showing return on investment• Client list – well-known, recognised• Client testimonials• Must present well and be able to sell your experience

Who are your competitors?

What next?

• Research your market before going anywhere!• Information is power• Who are your customers? E.g. Kitchen market• Is there a demand for your product / service?• How will the recession affect your prospects?

– Run a credit check on potential customers

Where do you start?

• What are the trends in the market?• Where is your product in its life cycle?• If you invest time & money developing the market will you

get sufficient Return On Investment? And how quickly?

Where can you find it out?

• Google search• Yell.com / Goldenpages.ie• Europages.com• Kompass.com• LEAs / County Enterprise Boards• Chamber of Commerce Directories

Where can you find it out?

• Published reports:– Mintel.co.uk– Plimsoll.co.uk – top 100 analysis– Datamonitor.com– IGD Retail analysis

Specific business opportunities

• http://www.dfpni.gov.uk/cpd - Northern Ireland public sector procurement

• http://www.etenders.gov.ie/ ROI public sector procurement

• www.ukti.gov.uk – register for email bulletins for business opportunities by sector / country

What does business development involve?

Sales prospecting

• Target correct customers according to segments• What is the purpose of the phone call?

– Communicate TVP– Gauge initial interest– To set up meeting

• Be succinct• Email follow up information• Not time to communicate entire company history

Sales prospecting

• Need a hook to get customers interested – TVP• Send follow up email outlining 3-4 points max.• Ask for meeting, give specific date

– Would Tuesday or Thursday suit you?

• Be clear on objective for meeting• How do you secure the meeting?– Call, call, call, call, call.........

The meeting

• Golden opportunity to present company and create a good first impression

• VITAL to be well prepared• Many variables can influence how meeting goes,

preparation can help mitigate against this– Time available, other work pressures, culture, business

etiquette, company philosophy, personality of person you meet with....

Importance of networking• LEA / CEB events• Local Council events• Chamber of Commerce events• Irish Exporters• Sales Institute of Ireland• Women in Business• Institute of Directors• CBI• Industry associations e.g. Construction Employers Federation• Trade organisations e.g. Ireland Poland Business Association

Online presence

• Essential to have a good website– It will create the first impression of your company with

new potential customers

• Website is your “shop window” to the world• Available 24/7 – important sales asset• Make sure text clearly articulates your Total

Value Proposition

Online presence

• Register company details on online directories– www.kompass.com– www.europages.com– www.touchlocal.com– www.hotfrog.co.uk– Trade association directories for your industry– Etc.

Online presence

• Facebook – www.facebook.com • Twitter – www.twitter.com • LinkedIn – www.linkedin.com

Thank you for your attention!

Suzanne Hill

Handel Export Consultingwww.handelexport.com

Follow me on Twitter @handelexport