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  1. 1. Do Everything Differently 2015. Version 1.0 1
  2. 2. Do Everything Differently 2015. Version 1.0 Insanity is doing the same thing over and over again and expecting different results. Albert Einstein
  3. 3. Do Everything Differently 2015. Version 1.0 Only 6% of businesses achieve high growth. They do things differently to the rest. And the very best, they... 6% High Growth
  4. 4. Do Everything Differently 2015. Version 1.0 4
  5. 5. Do Everything Differently 2015. Version 1.0 who do you want your customers to be? what do you offer to your customers? how do you win new customers? how do you delight your customers, so they return? why should your customers care? how many customers do you want? 5 Some fundamental questions, first
  6. 6. Do Everything Differently 2015. Version 1.0 who 6 buyer personas customer segments
  7. 7. Do Everything Differently 2015. Version 1.0 what 7 solving problems selling benefits
  8. 8. Do Everything Differently 2015. Version 1.0 how 8 marketing process marketing function (winning new customers)
  9. 9. Do Everything Differently 2015. Version 1.0 how 9 your product your service (delighting your customers)
  10. 10. Do Everything Differently 2015. Version 1.0 why 10 emotional logical
  11. 11. Do Everything Differently 2015. Version 1.0 how many 11 selecting customers chasing customers
  12. 12. Do Everything Differently 2015. Version 1.0 We start at the end how many customers do you want?
  13. 13. Do Everything Differently 2015. Version 1.0 The truth is your capacity is limited! 13
  14. 14. Do Everything Differently 2015. Version 1.0 Exercise 1: Your Capacity How many customers can you truly serve or how many products can you really sell? 14
  15. 15. Do Everything Differently 2015. Version 1.0 15 who do you want your customers to be?
  16. 16. Do Everything Differently 2015. Version 1.0 16 Think buyer persona, not customer segment
  17. 17. Do Everything Differently 2015. Version 1.0 Meet work hard, play hard Nick 17
  18. 18. Do Everything Differently 2015. Version 1.0 Exercise 2: Whats the Buyer Persona of your Ideal Customer? 18 BackgroundDemographics Motivations Problems / Challenges / Pain Points Hopes & Fears Hobbies & InterestsExperience they want Average Day Values Information sources Goals
  19. 19. Do Everything Differently 2015. Version 1.0 what do you offer to your customers?
  20. 20. Do Everything Differently 2015. Version 1.0 20 Achieving GAIN? Avoiding LOSS?
  21. 21. Do Everything Differently 2015. Version 1.0 21 Achieving GAIN? Avoiding LOSS?
  22. 22. Do Everything Differently 2015. Version 1.0 22 Achieving GAIN? (selling benefits) Avoiding LOSS? (solving problems)
  23. 23. Do Everything Differently 2015. Version 1.0 Combine problems with personas and you really start to understand your customers needs & wants 23
  24. 24. Do Everything Differently 2015. Version 1.0 wwwww 24 www.youtube.com/watch?v=ZUG9qYTJMsI
  25. 25. Do Everything Differently 2015. Version 1.0 Dollar Shave Club solve the expense and inconvenience of buying razor blades problem for the young blokes whod rather spend their time & money on enjoying themselves (persona). 25
  26. 26. Do Everything Differently 2015. Version 1.0 26 www.youtube.com/watch?v=evL5jaZx8vkm
  27. 27. Do Everything Differently 2015. Version 1.0 27 Hubspot solve the people have transformed how they buy and I need to adapt problem for the non-marketing savvy small business owner (persona).
  28. 28. Do Everything Differently 2015. Version 1.0 28
  29. 29. Do Everything Differently 2015. Version 1.0 Freedom Brewery solve the great tasting lager problem for the lager aficionados (persona). 29
  30. 30. Do Everything Differently 2015. Version 1.0 30
  31. 31. Do Everything Differently 2015. Version 1.0 31 Do Everything Differently solves the grow fast and grow profitably problem for the entrepreneurs wishing to create extraordinary value for themselves (persona).
  32. 32. Do Everything Differently 2015. Version 1.0 Types of problem you can solve 32 Save or make money Save time or eliminate wastage Make people feel better - bring increased emotional benefit Ease pain, suffering or negative emotions
  33. 33. Do Everything Differently 2015. Version 1.0 33 The objective is to create a reason for your perfect client to love what you do, because it solves a high value problem for them in a remarkable way. Daniel Priestley, entrepreneur & author
  34. 34. Do Everything Differently 2015. Version 1.0 Exercise 3: What problem do you solve for who? I solve the .. problem for the... (persona) aka.your value proposition 34
  35. 35. Do Everything Differently 2015. Version 1.0 It can be an iterative process 35 YOU HAVE $ YOU ME I ME
  36. 36. Do Everything Differently 2015. Version 1.0 36 how do you win new customers?
  37. 37. Do Everything Differently 2015. Version 1.0 Creating a marketing process, not a Marketing function 37
  38. 38. Do Everything Differently 2015. Version 1.0 The Marketing Process 38 Generate leads Convert leads into prospects Convert prospects into sales
  39. 39. Do Everything Differently 2015. Version 1.0 Generating leads Fish where the fish are where your ideal customers are 39
  40. 40. Do Everything Differently 2015. Version 1.0 Generating leads 40 Think Web, Think Mobile. 2011 2012 2013 2014 2015 2016 0.0 20.0 40.0 60.0 80.0 100.0 120.0 Mobile Desktop
  41. 41. Do Everything Differently 2015. Version 1.0 Generating leads Communicating clearly, concisely & powerfully 41
  42. 42. Do Everything Differently 2015. Version 1.0 Convert leads into prospects Educate or Entertain 42
  43. 43. Do Everything Differently 2015. Version 1.0 Trust. 43
  44. 44. Do Everything Differently 2015. Version 1.0 44 Trust.
  45. 45. Do Everything Differently 2015. Version 1.0 Calls to Action 45
  46. 46. Do Everything Differently 2015. Version 1.0 46
  47. 47. Do Everything Differently 2015. Version 1.0 Convert prospects into sales Products for Prospects 47
  48. 48. Do Everything Differently 2015. Version 1.0 48 Products for Prospects
  49. 49. Do Everything Differently 2015. Version 1.0 Credentials how youve solved the problems of other ideal customers. 49
  50. 50. Do Everything Differently 2015. Version 1.0 50 Scripts
  51. 51. Do Everything Differently 2015. Version 1.0 Exercise 4: Whats your Pipeline look like? Your pipeline its Strengths & Areas for Improvements ? Numbers how many Ideal customer leads, prospects and customers do you need? Key Actions you need to take? 51
  52. 52. Do Everything Differently 2015. Version 1.0 52 how do you delight your customers?
  53. 53. Do Everything Differently 2015. Version 1.0 Do you have a product that is worth talking about? 53 A satisfied customer tells 3 friends A dissatisfied one tells 11. Fantastic Disgusted
  54. 54. Do Everything Differently 2015. Version 1.0 Its not about the steak its about the sizzle 54
  55. 55. Do Everything Differently 2015. Version 1.0 Its about the steak its not about the sizzle 55
  56. 56. Do Everything Differently 2015. Version 1.0 What value do you deliver? 56 make it properly? make it on time? make it efficiently? make promises? make it matter? make connections? make a difference? make a change? More compelling (but more difficult)
  57. 57. Do Everything Differently 2015. Version 1.0 57 neutral Which way will you send your customers? Wow!Woe!
  58. 58. Do Everything Differently 2015. Version 1.0 58
  59. 59. Do Everything Differently 2015. Version 1.0 59 Exercise 5: Are you delighting your customers?
  60. 60. Do Everything Differently 2015. Version 1.0 60 why should your customers care
  61. 61. Do Everything Differently 2015. Version 1.0 61 human being are powered by emotion not by logic. Kevin Roberts, CEO Worldwide, Saatchi & Saatchi
  62. 62. Do Everything Differently 2015. Version 1.0 www.youtube.com/watch?v=evL5jaZx8vkm 62 www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en
  63. 63. Do Everything Differently 2015. Version 1.0 if you dont know why you care about what you do, then how do you expect any one else to care.and be part of what it is you do. Simon Sinek, Author Start with Why 63
  64. 64. Do Everything Differently 2015. Version 1.0 64 Why? Everything we do we believe in challenging the status quo, we believe in thinking differently. How? The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly. What? We just happen to make great computers.
  65. 65. Do Everything Differently 2015. Version 1.0 65 Why? I believe that life is an adventure. Do something new tomorrow and youll experience new and wonderful things. How? Whilst others Zig, I Zag. What? I challenge people to think and act differently, to achieve new and wonderful things for themselves and their business; I challenge them to do everything differently.
  66. 66. Do Everything Differently 2015. Version 1.0 66 Why? We believe that light influences peoples behaviours and emotions; it can make people happier, feel more secure and be more productive. How? We light up peoples lives with everything we do. What? We do this by designing, installing and maintaining exterior architectural, urban and festive lighting and interior LED lighting.
  67. 67. Do Everything Differently 2015. Version 1.0 Exercise 6: Why do you care about what you do? What do you believe? Are you doing business with those who believe what you b