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Advanced Marketing

Advanced Marketing. Lynette Ward AF Small Business Solutions Center. Assumptions. You’ve gotten your first government contract You’re performing successfully You want repeat business with that customer You want to develop/expand your customer base. Basics.

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Advanced Marketing

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  1. Advanced Marketing Lynette Ward AF Small Business Solutions Center

  2. Assumptions • You’ve gotten your first government contract • You’re performing successfully • You want repeat business with that customer • You want to develop/expand your customer base

  3. Basics • Everyone knows to do their homework • Who buys what you want to sell • Ability to solve potential customers issues/needs • Website searches • Fed Biz Opps • Small Business Specialists • SBA, SBDCs, PTACs • CCR Registration

  4. Revisit the Basics • Sources Sought/RFIs • Responding to in-depth Market Research surveys • Responding to draft RFPs (helps to shape the terms and conditions) • Teaming • Mentor • Use the SBA to resolve issues/seek opps

  5. How to approach customers • Using the small business specialist • Learn to network • Start with smaller groups (associations, clubs) • Join committees (chambers of commerce, etc.) • Arrive early to events • Practice your presentation skills (learn different approaches for diverse customers) • Keep an UPDATED brochure, business card on you at all times • Be a better listener – positive and sincere • Stay in touch – build your network

  6. Getting Referrals • Use your current customer base as a starting point • Ask about their “other” needs; similar organizations in other agencies; ask for a referral • The law of attraction: Attract, don’t chase, new clients • Customers vs. clients (customers do business with others as well as your firm, clients are exclusively yours)

  7. Using Technology • Your Website • Does it say what you want it to say? • When was it last updated? • Does it draw customers in? • Testimonials • What’s your “google” placement? • Keywords and Search Engines • You Tube/Face Book/MySpace Blogs

  8. Old Standby’s • Radio Ads • Television marketing • Knowing the right times • Press releases • Yellow Pages • Local on-line business directories • Trade Journals • Write your own article, success stories

  9. The Art of Presenting • Capability presentations • Start with current customers • Ask them who else might be interested • What can your product/service do for them!! • Outreach events, demos • Pick the most appropriate events • Market the fact that you will be there and what you will be showing • Use your website, flyers, ads, co-sponsorship, get on the agenda

  10. Marketing Literature • Appropriate to the situation • Sends the message you want sent • Explains your products and services thoroughly • Contact info!!

  11. Follow-Up • Once you’ve made your case, encourage customers to take the next step, then give them the chance to take that action • Give them a reason why (save money, save time, etc.) • Ask for an appropriate time to follow-up, to provide more info • Leave literature or samples/reminders • Follow up!

  12. Common Sense • Punctuality • Professional image • Time management • Preparation/advance planning/research • Clarity, synchronicity • Spelling, grammar • Eye Contact • Honesty • Enthusiasm

  13. Summary • Research/homework • Don’t neglect your current contacts • Request referrals • Expand your horizons/join groups • Network, network, network • Experiment • Analyze results • Repeat steps

  14. Questions? • Lynette Ward • AF SBSC • (210) 536-1317

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