5 Simple Steps To Running A Successful Promotional Products Business
(Create the promotional products business you really want to have by understanding how
the business pieces fit together)
What Activities Are Missing In Your Promotional Products Business?
•
•
•
•
•
•
•
•
•
•
Personal development
Segmenting and targeting your market
Positioning your brand
Planning
Strategies
Tactics
Sales
Follow up
Budgeting
Back office optimization
Expectations for this Workshop
•
•
•
•
•
•
Learn how the various business functions go together to create a successful promotional
products business.
Identify your greatest area of business challenge.
Prioritize your market opportunities.
Develop strategies and tactics that will address your prioritized market opportunities.
Know the steps to creating an effective marketing plan.
Do you know your business weak spots?
The 5 Simple Steps
1. Get your promotional products business organized.
2. Get your branding/marketing in place.
3. Get your sales conversations down.
4. Get your follow up protocols in place.
5. Get your order flow process developed.
Every Business Activity Can Be Organized Into One Of 5 Sweetspots
•
•
•
•
•
Thoughts
Branding
Marketing
Sales
Logistics
Sweetspot Strategies, Inc. 954.804.9413/abigail@sweetspotstrategies.com
sweetspotstrategies.com
Get Your Mind Focused
•
•
•
•
•
•
•
•
Decide whether you’re a business owner, or a hobbyist.
Become a conscious entrepreneur.
Take responsibility for your success (or failure).
Create an emotional detachment to how you do things.
Know your relationship to money and success.
Learn to be grateful and celebrate your success.
Have a global perspective.
Think strategically, critically and understand context.
Get Your Mind Organized
•
•
•
Set short-term, mid-term and long-range goals:
SMART
 Measureable
 Achievable
 Realistic
 Time Sensitive
Develop a process for prioritizing daily and weekly activities with accountability
components.
Be patient: it can take 30-180 days to change a habit.
How We Sabotage Ourselves
• Not sharing your “WHY” as it relates to your customer’s “WHY”.
• Worrying about being liked instead of being respected.
• Selling your expertise instead of selling the solution a prospect needs.
• Negotiating with emotion.
• Not saying what you want, or assuming others know.
• Overselling.
• Running your business instead of growing your business.
• Not being able to say NO!
Branding
• Branding is the first link in the branding, marketing, sales chain.
• It is the first step in launching, engaging and compelling your prospects to action.
• If marketing is everything, branding is the first something you need to create.
• Branding is not about getting your target market to choose you over the competition.
• Branding is about getting your prospects to see you as the only one who provides a
solution to their specific problem, in the way they want their problem to be solved.
What Are You Known For?
•
•
Innovation
Customer Service
Sweetspot Strategies, Inc. 954.804.9413/abigail@sweetspotstrategies.com
sweetspotstrategies.com
•
•
•
•
Quality
Turnaround
Budget Conscious
Great Personality
A Good Brand Delivers
•
•
•
•
•
A clear message.
Credibility.
An emotional connection to your prospects.
A prospect motivated to action.
The start of a relationship-building process.
5 Steps In Branding
•
•
•
•
•
Step 1 - Know You.
Step 2 - Know Your Market.
Step 3 - Know Your Target Client.
Step 4 - Create Your Graphic Identity.
Step 5 - Create Your USP.
Step 1 - Know You
•
•
•
•
What is your WHY?
What are your vision, mission, and values?
What is your BIG reason for doing what you do?
How does your experience and process make you different from any other supplier?
Step 2 - Know Your Market
•
•
•
•
Understand the scope of your competitive opportunity.
Do the research to see what's out there.
Find the gaps that you can fill.
Segment your target market into viable subgroups.
Step 3 - Know Your Target Client
•
•
•
•
•
Know your client's WHY.
Understand both the demographics and psychographics of your client.
What does your customer need?
 Reliability?
 Innovation?
 Range of options?
Why do they need it from you?
Understand how you, and only you, solve their problem.
Sweetspot Strategies, Inc. 954.804.9413/abigail@sweetspotstrategies.com
sweetspotstrategies.com
Step 4 – Create Your Graphic Identity
•
Identify a unique, appealing, and compelling graphic identity. Create a custom graphic
approach that you can use across your marketing activity. Decide how you're going to
show up in your professional photos. Own your graphics.
Step 5 – Create Your USP/UVP
•
•
•
•
•
•
•
•
Create a results oriented marketing message.
Make your marketing message simple, and single focused.
Clarity is critical - "A confused mind always says NO.“
Engage prospect at an emotional level.
Have passion and experience to back up the promise.
Reinforce primary distinction (creativity, innovation, turnaround).
Listen to your customers.
Focus on relevant content.
Your Branding Allows You To:
•

•

•

Segment your market opportunities.
Prioritize based on greatest potential
Target your prospects.
Customize content, placement, frequency
Introduce your brand positioning.
Provide intention for all messaging
Branding Recap
•
•
•
•
•
•
•
•
Branding is the one process that should be developed with care and analyzed periodically.
From the brand, all marketing follows.
Without a brand there is no reason to market.
The key success measurement of any successful brand is ultimately whether perception
meets reality in the only eyes that matter…the customer.
Your brand is the foundation on which you will build your marketing efforts. If you don't
create your brand, the market will.
Own the hearts and minds of your customers, prospects, and community. Your brand is
the sum total of these groups’ experiences and perceptions, some of which you can
influence, and some of which you cannot.
Understand their demographics and psychographics. Develop a profile on their intent to
buy. Know why your product solves their problem. Communicate with them in their
language.
Integrate your brand at every point of contact. Research, define, and build your brand.
Your brand is your promise to your consumer. It's a foundational piece in your all your
communication.
Sweetspot Strategies, Inc. 954.804.9413/abigail@sweetspotstrategies.com
sweetspotstrategies.com
Marketing
•
•
•
•
•
Marketing creates interest and engages prospects.
Good marketing creates interest with your target group.
Great marketing gets prospects to self identify and indicate that they want to proceed to
the next step.
Marketing is the PEOPLE MOVER of your business.
The goal is ACTION.
The Key To Effective Marketing
•
•
•
•
Planning
Positioning
Intention
Frequency
An Effective Marketing Mix
•
•
•
•
Meets customer needs.
Achieves marketing objectives.
Is balanced and consistent.
Creates a competitive advantage in the marketplace.
The 4 P’s Of Product Marketing (And Then Some)
Price
People
Product
Positioning
Packaging
Promotion
Place
Sweetspot Strategies, Inc. 954.804.9413/abigail@sweetspotstrategies.com
sweetspotstrategies.com
Marketing Builds Awareness, Creates Interest, And Compels Action Through:
•
•
•
•
Advertising
Sales Promotion
Public Relations
Point of Sale
Strategy - A method or plan chosen to bring about a desired future, such as achievement of a
goal or solution to a problem. It is the result of choices made to maximize long-term
value.
Tactic - A means by which a strategy is carried out; planned and ad hoc activities meant
to deal with the demands of the moment, and to move from one milestone to another in
pursuit of the overall goal.
Possible Strategies
•
•
•
•
•
•
•
•
•
Increase number of new customers.
Increase dollar amount of orders.
Build awareness among X audience.
Increase repeat business.
Increase number of recurring orders.
Increase market share.
Increase number of large company accounts.
Increase number of referral customers.
Increase trial of new products among current customers.
Possible Tactics
Advertising
Public
Relations
Referral
Alliances
Promotion
Marketing
Activity
Workshops
Speaking
Events
Writing
Merchandisi
ng
Networking
Social Media
Sweetspot Strategies, Inc. 954.804.9413/abigail@sweetspotstrategies.com
sweetspotstrategies.com
Marketing Motivators
•
•
•
•
•
•
Feeling good
Looking good
Saving money
Saving time
Avoiding effort
Making money
Transaction Marketing
•
•
•
•
•
•
Focused on the sale.
Selling based on what you offer.
Not worried about future business.
Not interested in customer feedback.
No connection to customer needs and program development.
New day, new transaction.
Attraction Marketing
•
•
•
•
•
Getting people to work with you because of who you are.
You’re branded as an advisor so prospects approach you without the pressure of a pitch.
You show people who you are, what you do, how you’ve built and continued to maintain
your business.
Prospects turn to you as a trusted advisor.
While the majority of marketers are trying to make a sale you are focused on the needs of
your prospects and how you can best serve them.
Relationship Marketing
•
•
•
•
•
•
•
•
Be the first resource for all that is your product and service.
It's not about authenticity, transparency, connection, being social or commitment; it's
about being meaningful, personalized, and creating a lasting impression with your
prospect.
Can be employed in any tactical activity.
Enables you to ask people's opinions.
Platform to create new and custom programs, see holes in current offers, satisfy wish
lists, identify trends, get feedback, create better products.
Allows you to build tribes and gives others a platform to edify you.
Gives you a reason to systemize your business.
Creates high satisfaction, which creates higher value.
Sweetspot Strategies, Inc. 954.804.9413/abigail@sweetspotstrategies.com
sweetspotstrategies.com
Today’s Marketing Is About:
•
•
•
•
Attracting the right customers
Creating experiences
Developing Trust
Marketing
Marketing Recap
•
•
•
•
•
The goal of marketing is to foster loyalty, interaction and long-term engagement on an
emotional level.
Ultimately you want to show up as the brand you are, and the promise you deliver.
It's about being seen by who you value most.
Understanding how to think strategically is a priority.
Marketing is all strategy. You cannot develop effective tactics without identifying
potential strategies first.
Sales
•
•
•
•
If marketing is your road map > sales is your destination
If marketing is your arrow > sales is your bulls eye
If marketing creates the problem > sales solves it
If marketing creates interest > sales drives action
When you’re talking to your customers you are in a Marketing conversation.
When you’re customers are talking back you are in a Sales conversation.
A Brief History Of Sales Since 1900
•

•

•

1900-1960 - Age of Manufacturing - Ford, RCA
The sales process was based entirely upon the ability to make a product
1960-1990 - Age of Distribution - Global Connection
The sales process was based on the ability to make and distribute a product
1990-2010 - Age of Information - Digital Revolution
The sales process was based on the ability to make a product, distribute it and sell it
online
• 2010-? - Age of the Customer
 The sales process is based on satisfying customer needs
Basic Needs And Wants Of Your Customers
•
•
•
Health, wealth, state-of-being, and time are the four most basic needs that consumers
want met.
More time, more money.
Healthier including: thinner, younger-looking, less dependence on medical help.
Sweetspot Strategies, Inc. 954.804.9413/abigail@sweetspotstrategies.com
sweetspotstrategies.com
•
•
Less effort, less time, lower cost.
Happier, safer.
Avoid Pitfalls That Prevent People From Buying
•
•
•
•
•
•
They don't understand what you have to offer.
You don't provide enough information to say YES.
You don't explain how you solve their problem.
They don't feel an immediate need to act.
Your marketing isn't attracting the right target group.
There is no know, like, and trust factor.
There Are Only Three Ways To Grow Sales
•
•
•
Get a current customer to buy more.
Get a competitive customer to switch.
Get a new customer to enter the market.
Understand The Decision-Making Process
•
•
•
•
•
•
•
•
•
•
•
•
People make decisions emotionally.
People justify decisions with facts.
People are egocentric.
People look for value.
People think in terms of people.
You can’t force people to do anything.
People love to buy.
People are naturally suspicious.
People are always looking for something.
People buy “direct” because of convenience and exclusivity.
People like to experience it before they buy it.
Most people follow the crowd.
When we need to convince someone that what we have is right for them, we're selling.
When our customer sees the value of the transaction on their own, they're buying.
Know Your Customer’s Sales Cycle
•
•
•
•
Understand how long it takes to get a customer.
Appreciate that the average sales cycle is about 90 days.
Understand the buying timeframes of your customers.
Put follow-up activities in place to move the customer along their own decision-making
path so that when they’re ready to buy, they chose you.
Sweetspot Strategies, Inc. 954.804.9413/abigail@sweetspotstrategies.com
sweetspotstrategies.com
What’s Your Follow-Up Strategy?
•
•
•
•
•
•
Frequency?
Method of contact?
Content strategy?
System?
Do you know what they need?
Can you effectively communicate with them through their buying cycle?
Follow Up Statistics From The National Sales Executive Association
•
•
•
•
•
•
•
•
•
48% of salespeople don’t follow up
25% stop after the 2nd contact
12% stop after the 3rd contact
10% make 3+ contacts
2% of sales are made after the 1st contact
3% of sales are made after the 2nd contact
5% of sales are made after the 3rd contact
10% of sales are made after the 4th contact
80% of sales are made after the 5th-12th contact
Key Business Operations
•
•
•
•
•
•
Back office activities
Order processing
Quoting, invoicing, etc.
Priority management
Batching or time-blocking
Outsourcing
Activities That Streamline Operations
•
•
•
•
•
•
•
•
•
•
•
Planning.
Creating a “To Do” list with deadlines, and time needed to complete.
Creating a budget.
Evaluating your marketing and sales funnel.
Refining and developing products that continue the relationship with customers.
Prioritizing strategies, and making sure tactics are aligned to strategies.
Creating a productivity map.
Organizing bookkeeping for payroll, taxes, P&L statements.
Automating lead generation, order processing, order follow-up, inventory, customer
retention.
Updating website and social media -- check for hot links, opt-ins, pop-ups.
Creating a floating 90-day calendar
Sweetspot Strategies, Inc. 954.804.9413/abigail@sweetspotstrategies.com
sweetspotstrategies.com
Sabotage Patterns
•
•
•
•
•
When feeling overwhelmed you are more likely to pick the wrong tasks.
Work your time and time your work. Science shows people work best in 90 minute
increments with breaks in between.
We underestimate the time needed to complete a task.
Procrastination stops forward momentum.
Create a habit to get into the flow.
Know Your Numbers!
•
•
•
•
•
Where you are now?
Where you want to go?
What's the lifetime value of a client?
How much does it cost to acquire a client?
How much you’re willing to invest in marketing?
Next Steps
•
•
•
•
•
•
•
•
•
Schedule a company planning session.
Evaluate your branding.
Identify, prioritize and organize your market opportunities.
Review your positioning.
Develop a strategic and tactical plan.
Create a customer-management system that works for you.
Learn your numbers.
Investigate resources to outsource tasks you don’t, can’t or won’t do.
Hire an accountability partner - mentor, coach, or consultant.
Abigail Tiefenthaler
Sweetspot Strategies, Inc.
954.804.9413
abigail@sweetspotstrategies.com
www.sweetspotstrategies.com
www.facebook.com/sweetspotstrategies
www.linkedin.com/in/abigailtiefenthaler
www.twitter.com/mysweetstrategy
www.instagram.com/sweetspotstrategies
The Sales Profession
2 - Selling In The Modern Market – The Decade Of Technology
3 - Prospecting
4 - Overcoming Call Reluctance
5 - Uncovering Wants & Needs
6 - Questions Are The Answers – Beginning With Need Analysis
7 - Interview – Know Prospect Goals & Needs
8 - Need Awareness
9 - Lead With Need
Sweetspot Strategies, Inc. 954.804.9413/abigail@sweetspotstrategies.com
sweetspotstrategies.com