profile7_brochure_2016
TRANSCRIPT
Strategise your PROFILE
Communicate your PROMISE
Provide the best client VALUE
Harmony is the essence to SUCCESS
CONTENTSGood for you to know
PERCEPTION Consumers buy what has VALUE to THEM 3
GAINING & RETAINING The Process is Paramount 4
RIPPLE EFFECT Think differently about your business 5
HOW & WHY How effective is your company PROFILE? 6
Why is your client’s WORTH so valuable? 6
How we can improve your value
OUR VALUE We can strategically improve all or part of your business 7
PRODUCTS COMPANY Profiles - Your Strategic KEYSTONE Document 8
STRATEGY First - Branding & Marketing Program 9
SERVICES Hands On Consultancy - Fee for Service 10
Keep Me On Target - Monthly Strategy Workshop 10
Graphic Design - Project to Project 10
EXAMPLES Graphic Design 11
REFERENCES 12
ACTIVITY Are you rolling smoothly? 13
What is your current profile perception? 14
Designed & produced by © 2016 Profile7 - All Rights Reserved
Strategise your PROFILE
Communicate your PROMISE
Provide the best client VALUE
Harmony is the essence to SUCCESS
Careful synchronisation of all your specific
needs is crucialYour specific business needs are unique - Don’t copy what other businesses do
Build your Strategy FirstKeep it simple & always test
Don’t lose the personal touch- Listen to your clients closely
Your marketing is communicating your profile & promise to acquire
the desired clients
THE BIG QUESTION: Are you able to or have the time to create,
provide and manage all that is required to achieve your desired end
results PLUS do you have the trusted inner circle of service providers
that will achieve these results cost-effectively for you?
ANSWER: We will work with you to ease your burden and free up
your time so you can do what you do best and achieve your goals.
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PERCEPTION
The key question isn’t - “What product can I sell?” - but rather - “What do my customers really want, and how can I deliver that as an intuitive service rather than a
standalone product?” Tien Tzou, CEO of Zuora (enterprise software company)
Consumers buy what has VALUE to THEM.Many businesses miss the connection because they make the fatal mistake of SELLING!
Consumers are exposed to hundreds of selling messages every day and tune out all but the most
relevant ones of value to them. As a customer centric business you need to LISTEN to your customers -
create better connections with them by understanding how and why a indepth relationship is necessary.
The means to communicate with your clients has evolved with more technology options available,
increasing the ability but creating disconnection through too much automation, decreasing the
person-to-person connection – this is dangerous. The aim is to create a deeper connection, not a
disconnection driven by the need for more clients and ease of access.
Always ask your client “What do you want?’’ It should be a mindset in a customer centric business
that wants to understand consumer intent and optimise customer conversions based on preferences.
Asking is just not enough - you need to LISTEN with intent to act.
All to often marketing focuses on the competitve edge, being better than your competitors as the
ideal measure .... not so .... the depth of connection with your client is the ideal measure.
‘QUALITY not quantity – good business is not about how many clients you can turnover - it is
about the quality of the relationship and the transaction over the lifetime with the right clients.’
Business, marketing and finance strategies are never, ever ‘Set & Forget’ - you need to continually
communicate with your marketplace and adjust strategically within your company guidelines
- don’t be Reactive, be PROACTIVE.
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GAINING & RETAINING
Important Note: New Client Acquisition can be lost at any stage but can only be acquired at sales stage (4).
1 INTERNAL
Branding - ‘Who Are You?’
Marketing - ‘What Do You Do?’
INTERNAL - Branding & MarketingDevelop the tools - the strategy, message, image, client
value & promise compiled into the company profile,
then produce all the marketing materials required (logo,
brochures, website, ads, emails, signage, etc)
Profile7’s expertise Marketing
2 EXTERNAL
Marketing - ‘How Do You CONNECT?’
EXTERNAL - Marketing - Your VOICECreate awareness by presenting the company profile to the
right marketplace at the right time for the right reasons.
Outsource to a variety of expert service providers
3 DECISION to engage
Client - ‘To WHOM?’
DECISION to engage - Building TrustAs a result of the quality communication in no. 2 comes the
very important decision by consumers to engage or not,
based on their confidence in the value & promise.
New clients take a lot longer at this stage to build their trust.
Response
4 ENGAGEMENT
Conversion - ‘WHEN?’
ENGAGEMENT - Final ConnectionFinal connection is only successful if the consumer is satisfied
with the sales staff interaction - clients can be lost at this
stage even if the rest is right.
Sales
The Process is Paramount!The process of gaining and retaining clients is fairly logical, if you understand the simple basics of the flow chart below. Gaining new clients takes longer to build trust hence more expensive than retaining.
Marketing is responsible for creating the tools to communicate to the marketplace - then utilising those tools all company staff and outside sources must promote - this will create a marketplace response - followed by the sales staff closing the deals.
A misconception often occurs when the sales staff can’t close the deal then marketing gets the blame, in some cases rightly so if the message misses the mark, however the sales environment has changed completely. New clients and even existing clients don’t want to be SOLD to or spoken at. As I mentioned earlier ‘Consumers only buy what has value to them’, so if the following steps have been developed carefully then there shouldn’t be any misconceptions.
There will be adjustments and there will be hard times and good times however if this outline is followed thoroughly it will aid in lifting sales at all times.
The 2 most important stages are the first and last stages (1 & 4) - if you don’t start with the right strategy and components at the beginning then the sales staff can’t close the deals hence no new clients and a loss of existing clients. If you want or need to better your sales results by improving your stage 1 call today - don’t hesitate, time is money.
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RIPPLE EFFECTThink differently about your business.Many business people don’t quite grasp the flow-on effect or ripple effect that they can leverage and benefit from both short term and long term. The 2 basic examples below can be acquired by simply exploring your strategy options - opening your mind to the possibilities by working ON your business in regular monthly intervals instead of IN your business all the time.
We can work through your options and assist with implementation plus keep you on target each month to achieve better goals and more revenue.
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Service Provision FlowMany business owners only consider the initial value they offer to their immediate clients (first ripple). What if that value could enhance your clients’ unique service
offering increasing their value to market (second ripple)? Your clients would become very appreciative generating a much greater sense of loyalty
- ‘Deeper client connection’.
Product Provision FlowMake sure your product range works as a collection to your clients as this will
not only save time and cost on your part but will provide better reasons for your clients to keep coming back (repeat sales) - ‘Deeper client connection’.
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Thanks to the well known ‘Wheel of Life’, we have developed the above ‘Wheel of Worth’ which provides a great indicator as to your current business activity.
Above is an example of a company with a drastic imbalance that turns over
too many clients, spends too much on poor marketing for little sales return,
the boss is taking on too much responsibility, not delegating so eroding the
leadership and destroying the culture. Their future is in serious jeopardy. Ideally
all ratings should fall between 3 & 5. De
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HOW & WHYHow effective is your company PROFILE?Profile 7’s services specifically focus on improving Your Profile and the depth of value in the connection with your client or Your Client’s Worth. We will help you gain complete CLARITY of Who you are, What you do, How you connect, To whom and When? We will work with you to develop and design your company STRATEGY according to the specifics of your highly valued unique business attributes.
As a result of over 20 years in the marketing industry, many client discussions and workshops it is crystal clear that all good business actions and decisions stem from the quality design, strength, clarity and purpose of the company PROFILE and STRATEGY.
As Peter Drucker – father of business consulting said several years ago – “Because the purpose of business is to create a customer, the business enterprise has 2 and only 2 basic functions – marketing and innovation. Marketing and innovation produce results, all the rest are costs. Marketing is the distinguishing, unique function of all business.”
Be proactive, take charge of what you can control (your internals) and enjoy far better results from the areas you can’t control (your externals).
Why is your client’s WORTH so valuable?QUALITY clients not quantity – If you want your business to thrive and last then the focus needs to be on the quality of the relationship and the transaction over the lifetime of the right clients – making quick sales for a sales sake is not sustaining and burns bridges by showing the client you have no regard for their end result.
A deep connection or relationship with your client is definitely driven by how you, your staff, your reputation, your presentation, your company, your integrity, your promise, your brand and finally, your products are perceived in the marketplace. Then, and only then, when trust is acquired, will good, long term clientele decide to deal with you.
Remember, to better your business, increase your brand equity, sales, client quality and overall company value you need to dedicate more time and preparation to the areas you can control by getting your INTERNALS (strategy) right, first.
Understand the difference between quality and quantity, internal and external plus between ‘need to sell’ and ‘want to buy’.
All success is a journey, not a destination - so it doesn’t just happen because you aspire to it. It happens because you plan it and act on it daily, weekly, monthly – your strategy must always come first.
Example Only
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Try these 2 activities as a quick self assessment and if you aren’t happy with the
results call me and we can get started on improvements right away.
NB: Blank forms for you to try at the end of this document.
Example Only
Branding & Marketing Program
Profile Improver 7 steps to strategically improve
your brand & reinforce your promise
Client Connector7 steps to tactically increase
the value of your client connection
STRATEGYFirst
Hands OnConsultancyStrategy implementation - Daily, weekly or monthly fee for service
GraphicDesignDesign, production & supply of marketing materials
Keep Me On Target Monthly half day ‘Strategy Workshop’ to keep you focused
Products Services
OUR VALUE
Your Strategic Keystone Document
Strategically designed to work better for you!
Version 1- Comprehensive, private & internal
Version 2- Summary of above, public & external
COMPANYProfiles
We can strategically improve all or part of your business.We can work with you on your Big Picture Vision - company strategy and profile documentation to start with, followed by implementation, workshops for staff and all marketing materials ORWe can assist you with each of the necessary components individually.
We recognise that all businesses are uniquely different and may require a combination of components at varying times or to compliment your strengths - ‘Harmony is the essence of your success!’
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Motivation
Actio
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Supp
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Supply
Co
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Ideally it is best to run your
business with the intent and
preparation of selling within
5 years, even if you don’t.
Action
Motivation
PRODUCTSCOMPANY
Profiles
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Your company profile, as your strategic KEYSTONE document for your whole business should be a comprehensive, business operating manual with company details, strategies, visions, promises, goals, responsibilities and more, primarily for internal use - staff reference, major acquisitions (shareholder / investor), contract negotiations, funding and when selling the business (version 1).
Then summarised down (version 2) for a specific usage like capability statements, brochures or public promotional profiles. Today’s typical company profile is not comprehensive enough to work effectively hence the reason they get left on the shelf.
If you want your company profile to be more effective and jump off that shelf call me today for further discussions.
Your Strategic Keystone Document
Version 1 example - used for shareholder acquisition
Version 1 example - primarily used internally for major acquisitions & contract
negotiations
Version 2 examples - ‘Capability Statements’ derived from their main company profile
- includes strategy diagram for visual
impact
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Client Connector7 steps to tactically increase the value of your client connection
Develop ‘What you do’
Marketing unearths & activates buyers
Tactical & ImpactfulCommunicating client valueCreating better connections
Branding makes loyal clients out of buyers
Strategic & ConsistentNeeds to be memorable
& present your promise honestly
VA
LU
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Profile Improver
7 steps to strategically improveyour brand & reinforce your promise
Design ‘Who you are’
BRA
ND
PRODUCTSSTRATEGY
First
My Time one on oneFull version - we will work through the program
with you over an agreed timeframe.Ratecard available on request
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This program is designed to fine-tune and better prepare your internal requirements so that your external marketing efforts maximise there effectiveness. This is an action program, a changing habits for better results program. By doing the exercises and writing down your responses creates a more memorable, presentable and trackable system.
If your branding and marketing is just not working effectively enough call me today to get started on a better future.
1. AssessmentHistory
2. Recognition
3. IdentificationFuture
4. Vision
5. DevelopmentInternal
6. Synchronisation
7. Activation External
1. InspirationConcept
2. Visualisation
3. PreparationMaterials
4. Integration
5. ActivationTo Market
6. Connection
7. Realisation Results
Option A Option B
Branding & Marketing Program
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‘Branding is STRATEGIC & marketing is TACTICAL - not an after-thought.’
- Branding & marketing strategy & advice- Engage us to make sense of your marketing- We work with your staff to ensure everybody is on the same page- Develop new messages & markets- Generate better communications & deeper client connections- Includes all Profile7 graphic design services (conditions apply)- Daily, weekly & monthly consultancy rates available
SERVICES
All prices include all design, production & supply of artwork for your marketing materials (excludes expenses, print, delivery, hosting, marketing advice, etc) - example work following
- Monthly half day strategy workshop with all relevant staff at your workplace- Starts with a full day Strategy Brainstorm to collect all relevant data- Ideal for micro-businesses to retain direction & stay focused- Develop & maintain the company strategy- Includes my time only & relevant followup reports
Designed & produced by © 2016 Profile7 - All Rights Reserved
Rates available on request
Rates available on request
Rates available on request
GraphicDesign
Hands OnConsultancy
Keep Me OnTarget ‘Monthly Strategy Workshop’
‘Fee for Service’
‘Project to Project’
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EXAMPLES
Production of ...
Company Profiles
Logo / Branding
Business Cards
Brochures
Flyers & Folders
eMags & Magazines
Information Memorandums
EDM for emailing
Basic Websites
Advertising & Signage
Market Research
Editorial & Publishing
PR & more
www.profile7.com.au
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Graphic Design
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“I first worked with Steve in 1988 where he supplied consultative advice on marketing campaigns for my business and how to best leverage ROI from my marketing campaigns and investments. Since then I have remained close to Steve as I find his commercial insights, innovative solutions and suggestions not only a breath of fresh air but a source of ‘driving for better financial results’. His understanding of the consumer and corporate markets plus segmentation knowledge assisted me in becoming a great deal more focussed on customer intimacy. I would recommend Steve to any organisation whose focus is their customers.” Tim Greenhill - Impacta (International) - Sydney
Chris Wren - Highland Financial Pty Ltd & The Prosperity Accelerator Program (National) - Brisbane m: 0406 534 233 e: [email protected] Relationship type: National Marketing Consultancy Client & Affiliate Partner
Tim Greenhill - Impacta (International) - Sydney m: 0414 356 144 e: [email protected] Relationship type: International Referral Partner
Tony Paterson - AdBuySell.com & Dailyshopper.com (International) - Melbourne m: 0400 673 346 e: [email protected]
Relationship type: International Joint Venture Partner
Sebastian Musculino - Synergy Property Solutions (National) - Brisbane m: 0403 735 475 e: [email protected]
Relationship type: Affiliate & Referral Partner
Robert Gamble - Gamble Consultancy (International) - Melbourne m: 0411 575 696 e: [email protected] Relationship type: International Marketing & Design Client
Karmel Rashidi - Senol Property Group (International) - Melbourne m: 0433 229 229 e: [email protected] Relationship type: National Design Client
“I have worked with Steve professionally on and off since 2005 and he has provided valuable advice and strategy each time. I consider Steve an extremely valuable resource and trusted colleague. I have no hesitation in recommending Steve in the knowledge that he will honour any commitment with honesty, open mindedness and willingness to provide the best possible result.” Tony Paterson - AdBuySell & Dailyshopper - Melbourne
“I have worked with Steve on many occasions over a 15 year period. We have had nothing but the highest level of service and results to match! His ability to find business opportunities and connections is unsurpassed.” Charles Richards - Director at Hervey Bay Resort, Property Developer
“Steve’s trademark is his excellent customer service skills. We had the opportunity to work together on several occasions, firstly in 2004 - 06 when I was Publicist for 7-time World Champion Swimmer Shelley Taylor-Smith and again for myself in 2009 - 10. Throughout Steve’s interpersonal skills and creative solutions provided value that enabled us to extend the overall value. Steve genuinely cares for his clients and their needs and he thinks outside the box with professional ease. I consider it a privilege to recommend Steve to any business wanting to improve their position.”Catherine White - Speaker, Author & Photographer (International)
www.profile7.com.au
REFERENCES
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Designed & produced by © 2016 Profile7 - All Rights Reserved
ACTIVITYAre you rolling smoothly?Thanks to the well known ‘Wheel of Life’, we have developed our own ‘Wheel of Worth’ which provides a great indicator as to your current business activity.
Earlier we gave an example of a company with a drastic imbalance that turns over too many clients, spends too much on poor marketing for little sales return, the boss is failing to relinquish responsibility, not delegating so eroding the leadership and destroying the culture. Their future is in serious jeopardy and worst of all the clients recognise this and look elsewhere speeding up the inevitable. So it is NOT just about getting a sale, everything that supports the process affects the likelyhood of a sale.
Ideally all ratings should fall between 3 & 5. Be honest as this could be your baseline to work up from - your line in the sand.
How it works, answer the following questions and rate from 1 (worst) to 5 (best):
Your profile perception in the marketplace is reflective of who you are, how you conduct business, your staff support, your company culture, knowledge, experience and your ability to communicate (2way - convey & listen). All of these attributes are noticed, valued and possibly, in time, respected by current clients and prospective clients alike.
Be proactive, take charge of what you can control (your internals) and enjoy far better results from the areas you can’t control (your externals).
Branding How well is your brand & message understood?
Marketing How much marketing are you doing currenlty?
Sales How good is your sales conversion?
Clients How well do your clients know your company & offerings?
Connection How deep is your current connection with your clients?
Staff How well do your staff understand your latest strategy?
Culture How harmonious is the company culture?
Leadership How well is your leadership skills respected?
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ACTIVITY
Process Questions Your Description Staff Perception Client Perception
1 INTERNAL
(branding)
Who Are You?
(marketing) What Do You Do?
2 EXTERNAL
(marketing)
How Do You CONNECT?
3 DECISION to engage
To WHOM?
4 ENGAGEMENT WHEN?
Designed & produced by © 2016 Profile7 - All Rights Reserved
What is your current profile perception?Quite often what you think you are doing is very different from the reality so be extremely honest when answering the questions below as this will be your line in the sand toward a much better future.
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