This document summarizes a presentation on aligning marketing, sales, and business strategies for success. It discusses aligning goals across marketing and business, defining different types of products, understanding customer needs, determining customer value, branding challenges, and gaining referrals and apostles. Key points include identifying top customers, developing a strategic networking plan, thanking and rewarding top clients to encourage retention, and following customers across online conversations. The overall message is on integrating strategies across departments to exceed customer expectations and drive business success.

1. Presented by:
Ethan Chazin
President
The Chazin Group
Master Your Marketing

2. What’s a “PRODUCT”

3. Know Your Customers

4. Align Your Marketing,
Sales & Business
Strategies for
Success.

5. Aligning Goals
Your Business Goals Your Marketing Goals
Increase market share
By 15% this year.
Increase sales to existing
clients by 20%.
Acquire 2 competitors with
combined 10-15% market
share.
Acquire 400 new clients.
Discontinue 30% of your
existing product portfolio.
Launch minor league baseball
advertising campaign.
Form 3 strategic partnerships. Integrate outdoor ad
campaign in Central/No. NJ

6. Aligning Goals
MARKETING’s YEAR-LONG “THEME”
CATEGORY STRATEGIES
Target Market
Positioning Statement
Offering to customers
Price Strategy
Distribution
Sales Strategy
Service Strategy
Promotion Strategy
Marketing Research
Any other component of your
marketing plan

7. 5Ps Meet 2Is:
Individualization
& Interactivity

8. • MASS CUSTOMIZATION means you have the
ability to send out customized communications
with MANY of your customers simultaneously.
• Your customers decide how much interaction
they have with you through:
– Social media
– User forums/online user communities
– Chat & Messaging
– Email
– Website contacts
Individualization

9. • The extent/amount of 2-WAY communication
between your customers and you.
• The Internet gives your customers the
power to engage with you in a way never
previously permitted.
• Shift from broadcast 1-WAY dialog (TV & radio)
to an interactive marketing dynamic which
fosters debate, exchanges, and…
…CONVERSATION!
Interactivity’s New Paradigm

10. Kinds of Product

11. What’s a “PRODUCT”

12. • Core Product Benefit: most basic value
offered by your products.
• Basic/Actual: minimum product offering
needed to deliver your core benefit.
• Augmented: Features that go beyond
your customer’s basic expectations.
What’s a “PRODUCT”

13. Customer Needs

14. • STATED: inexpensive car.
• REAL: car with LOW operating cost.
• UNSTATED: good service.
• DELIGHT: include a cool GPS system.
• SECRET: your friends see you as a cool
and savvy consumer.
5 Needs

15. Pareto Lives

16. 3 Types of Client
Mercenary (87)
Loyalist (10)
Raving Fan (3)

17. 4 Stages of the
Customer
Relationship Model

18. The Relationship

19. You need different skills at
different stages of the
sales process.

20. The Sales Process
Prospect Marketing Skills
Sale Solution Selling Skills
Repeat Customer
Service Skills
Apostle
Relationship Skills
Know Your Customers

21. • Customer relationships increase your
profitability 3 ways:
– It costs less to service existing clients than to
generate new ones.
– Existing clients are willing to pay a higher price for
your products and services.
– Strong buyer-seller relationships increases the
likelihood that customers will share their personal
information which can help you customize offerings
and sell more effectively to them.
Value in Relationships

22. • Define the “expected” lifetime value of your
customer.
• The PARETO Principle matters.
• You MUST have a database of past customer
purchases.
• A profitable/unprofitable client today is an
unprofitable/profitable one tomorrow.
• Consider how many referrals they give you.
RFVP: Recency, frequency, volume & profit.
Determine Customer Value

23. Know Your Customers
• Goal: Identify and Study Your Top 20:
– Create a Profile To Match Your Top 20
– Use the RFVP Profile:
• Recency Of Them Doing Business With
You
• Frequency of Them Doing Business With
You
• Volume of Business They Do With You
• Profit They Contribute (conduct an ROI)

24. What’s a “Brand?”

25. Is a Brand a
PROMISE?

26.  Memorable
 Invaluable
 Unique

27. Brands Matter

28. • Reduces the cost associated with searching for
products internally (how much to think about
them) and externally (how much to look for
them.)
• Define product/service qualities.
• Present product/service characteristics.
• Chance to “connect” with product maker.
• Sign of “perceived” quality…PRESTIGE.
• Help consumers organize their knowledge
about a product to clarify their decision-making
and thus adds value to firms.
Brands Matter

29. • Savvy customers.
• Brand proliferation.
• Media fragmentation:
– Cost
– Clutter: 10-15 second spots join :30 & :60 spots
– Fragmentation: Growth of independent stations &
cable
– Technology: VCRs, Remote controls, TiVo
• Increased competition.
• Increased costs.
• Greater accountability by marketers to hit
short-term profit goals.
Branding Challenges

30. • You achieve different outcomes from the
“added value” attributed to a product as a
result of marketing the brand.
• You can create value for the brand in many
different ways.
• Brand equity provides a common denominator
for interpreting marketing strategies and
assessing the value of a brand.
• There are many different ways in which the
value of a brand can be exhibited or exploited
to benefit the firm.
Brand Equity

31. 31
The Chazin GroupSeek New Markets

32. 32
• How Long Does It Take to Follow Up on a
Lead? Set a Company Policy.
• Ask All Leads: How Did You Hear About Us?
• Assign Campaign Reference Codes.
• Use Unique Tel #s For Each Campaign to
Track Results.
• Utilize a Lead Capture/Management System.
• Custom Landing Pages.
The Chazin GroupProspecting

33. 33
• Develop a Strategic Networking Plan For
Identifying, Engaging and Converting
Prospects.
• Create a BEST Customer Profile.
• Launch a “Give to Get” Referral
Strategy.
The Chazin GroupSeek New Markets

34. 34
Where Are Your
Referrals?
The Chazin Group

35. 35
• For Small Businesses New Business Comes
One of 3 Ways:
 50% from existing clients
 35% are referrals from existing
customers
 15% from advertising efforts
85% of your NEW business
comes from EXISTING business
The Chazin GroupPower of Referrals

36. Reward, Recognize,
Retain Your Top Clients

37. • Thank them.
• Give gifts.
• Discounts, coupons, special offers.
• Honor outdated returns.
• Encourage desired behavior.
• Customer “Spotlights.”
• Waive outstanding balances.
The Chazin GroupReward Them

38. • Maintain a robust database.
• Keep in touch.
• Encourage complaints.
• Offer loyalty programs.
• Do an amazing job!
The Chazin GroupClient Retention

39. • Create Action Plan to Develop
Apostles:
– Conduct needs assessment
– Develop set of CUSTOMIZED solutions
– Convince client to implement your
recommendations
– Review annually
– Target 12
Gain Apostles

40. • 3 Steps to Gain Apostles:
– Write down your apostles.
– Say what it takes to keep them.
– Define a list of clients to convert to
apostles:
• 2X the Actual # Current Apostles
• Follow Actions From Previous Step
• Convert 50% Per Year Until Magic 12
Gain Apostles

41. • Learn Your Prospect/Client’s Top Pain Points
• What Challenges Do They Face
• Deliver Value at Every Stage of the 4-Step
Sales Process
• Exceed Their Wildest Expectations
• Empower Every Employee to do the Same
• Account Penetration Strategy
• Create Policy of “Standards of Care”
Sales Success

42. • Follow Your Customer Conversations Online.
• Align Sales, Marketing, & Product Management.
• Touch Them Several Ways.
• Focus Your Presentations in Their Problems.
• Become More Visible:
– Attend Events, Trade Shows & Conferences
– Get Published & Interviewed
– Blog, Blog, Blog, Blog, blog, Blog, Blog
– Serve on Roundtables & Panels
– Engage In Social Media
Sales Success