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Successful Approaches to Marketing for MBEs

Successful Approaches to Marketing for MBEs. October 30, 2013 Margaret Klinsport, Supplier Diversity Director Allstate Insurance. Today’s Goals. The Basics. The Presentation. Networking. Maintaining Corporate Relationships. Ineffective Approaches. Statistics. Prepare. Be prepared

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Successful Approaches to Marketing for MBEs

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  1. Successful Approaches to Marketing for MBEs October 30, 2013 Margaret Klinsport, Supplier Diversity Director Allstate Insurance

  2. Today’s Goals My Goal Share the “Do’s” and “Don’ts” of what will help get you in the door (or keep you out) Develop potential partners who are able to compete and win business to help build and maintain the Allstate Brand MBE Goal Be remembered for the right reasons and make connections that will lead to potential business

  3. The Basics Are you the right fit? Do you have products and services that benefit the corporation? Strategize your approach Research the company Know your capabilities Be ready to clearly articulate your value Lead with your strengths—what uniquely qualifies you to compete for the corporation's business?

  4. The Presentation Presenting your value Here is how I will add value to your corporation... Have a strong to-the-point pitch Examples of past performance Demonstrate you can compete at the corporate level The Shark Tank Experience Have a contemporary presentation and a professional website Stay ahead of the technology curve YouTube Sales Expertise

  5. Networking Develop a wide network Diversity Organizations Be an active member Find a mentor Be a mentor MBE B2B Leverage Corporate Partners Scholarships, mentoring and special events Industry group contacts Introduction to peers

  6. Maintaining Corporate Relationships After the initial contact Stay current Continue to learn about the corporation Submit your information to the database Polite persistence RFI/RFPs Be thorough, careful and ask questions If you win.... If you lose...

  7. Ineffective Approaches Approaches to avoid Blast e-mails Scripted cold calls Multiple calls to the same company Presuming you are a good sales person Styles to avoid Demands based on diversity status Impatience Blast e-mails Scripted Cold calls Multiple calls to the same department Impatience Destroying the relationship

  8. Statistics

  9. Prepare • Be prepared • Do your homework and be prepared to have an educated conversation • Have a strong elevator speech; be able to clearly and concisely articulate your value proposition and what differentiates you from the competition • Know the company you are approaching and know how you can help them achieve their corporate goals

  10. Follow Up Effectively • Create a follow-up plan • Confirm you have the correct contact information • Follow up as requested in a timely fashion —via email, phone, etc. • Make sure your website is current as companies will research you • Personalize any communications that you will send — don’t send out generic mass communications • Don’t abuse connections and “stalk” contacts

  11. Final Thoughts • Are you ready? • Be sure you’re ready to compete at the corporate level • Ensure your products and services are evolving with current technology and market needs • Understand that you’re not a fit for everyone • The timeline of winning business depends on corporate needs and direction • Keep your profile updated in databases • Be patient!

  12. Questions/Comments • 12

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