Marketing and Sales Accelerator for Thought Leading Professionals

e: david@doitmarketing.com | p: 610.716.5984
ADVANCED!
Marketing and Sales Accelerator
for Thought Leading Professionals
David Newman, CSP

BIG idea...
•  Professional Speaker is a SKILL SET
•  ... NOT a job description
–  I get up
–  I talk
–  I get paid
–  I leave
•  Thought-Leading Professionals include...

I’m trading 90 min. of my life for:

Your notes will be about !
YOUR BUSINESS - not my slides...
• Deﬁne
• Organize
• Implement
• Track
=
=
=
=
Want to do it
Will do it
Do it! (V-N-D)
Did you do it?

Your notes will be about !
YOUR BUSINESS - not my slides...
Ninja note taking:
1.  “Easily Doable”
2.  “Major Impact”
GSTFSG: Jim Jacobus, CSP

Discussion Question 1:
•  Get with your Pre-Planned Strategic Learning
Action Team Partners and answer...
If I had it to do all over
again, I would…
Deﬁne

1. Decide Who YOU Are
Deﬁne
What I am
passionate
about
Who I am
passionate
about
What
THEY are
passionate
about

2. Decide Who THEY Are
Deﬁne
X = Relevant, Valuable, High Potential Prospects
X = Urgent, Pervasive, Expensive PROBLEMS
Don’t get it = Messaging problem
Won’t value it =
Commodity
problem
Can’t scale it =
Target/scope
problem

3. Who are YOU disturbing?
YOU?
Deﬁne

Organize
4. Repackage
Traditionally published book
Self-published book
Ebooks, booklets, special reports
Articles, audios, podcasts, etc.

Organize
5. Repurpose
Chunk It Up & Down
Keynotes into…
Articles into…
Special Report into…
Videos into…
Book into…
Blogs into…
Podcasts into…
? ? ?

6. Reposition
•  Sales Success Secrets
•  Overcoming the Stall: How to !
Get Your Prospect Off the Dime
•  Becoming a More Effective CFO
•  Seven CFO Negotiating !
Strategies for Vendor Contracts
•  MAGIC WORD = “FOR”
Organize

7. Refocus on Right Now
•  Motivating
•  Inspiring
•  Touching
•  Laughed
•  Cried
•  Spilled my soda
•  Milk came out my
nose
•  Results
•  Outcomes
•  Skills
•  Tactics
•  What to say
•  How to say it
•  What to do
•  How to do it
•  In a recession
•  When no one's
hiring
•  During tough
times
•  In a crisis
Organize

Discussion Question 2:
•  Get with your Pre-Planned Strategic Learning
Action Team Partners and answer...
The #1 thing that has
worked consistently
Implement

8. Change Your Approach
Implement
Stop thinking like a
marketer or advertiser.
Start thinking like a
publisher and socializer.

9. Rethink How You Redistribute
Implement

10. Stop Selling: Filter and Sort
•  Make THEM qualify for YOU – Power phrase
•  Template: Build Your Happy Machine
–  You need it when... [symptom, challenge, gap]
–  You get... [Seminar, Program, Mentoring, YYY]
–  So that... [Results, Outcomes, Impact + Emotion]
•  Powerful headline question: IS THIS YOU?
Implement

Is This You? Example
•  “I love working with my clients. I just want to do a
better job of marketing and selling.”
•  “I feel like I’m the best kept secret in my industry.
Clients love me but I’m invisible to new prospects.”
•  “I have enough clients; why aren’t I making more
money?”
•  “I’m tired of ‘marketing by accident’ and settling
for whatever business falls in my lap.”

11. Sales “A-ha!” Moment
•  Don’t let your fee be the ﬁrst number that
comes up in conversation
•  Context of value and Contrast of scale
–  Average salary of employees x How many
–  Average deal size
–  Customer lifetime value
–  1-2-5-10% increase/decrease in key areas
–  Opportunity cost: “Can you put a number on it?”

“You’re gonna wanna buy this”
• “Your fee is too high”
• 3 Problems it’s NOT
• Ask about money:
– Where they are
– Where they want to go
• Use the Magic Statement

12. Referral template
•  I’m looking to meet ______
•  Advice – Insights – Recommendations (AIR)*
•  Tell ‘em what to say/send (Referral Blurb)
•  Three-way meetings
•  Give, give, give
Track
* Michael Goldberg, CSP

1. I’d like to put my professional network on LinkedIn at your
disposal. After we connect, if there's someone to whom you'd
like a personal introduction, just let me know. Thanks in
advance.
2. I’m glad to be connected to you on LinkedIn and wanted to
reach out to you personally. My expertise is in _______. If a
brief conversation about your situation would be valuable, I’d be
glad to brainstorm with you. [Name] [Phone]
13. LinkedIn Template
Track

14. Cold Call Email Template
Hi [NAME],
I'm not sure if you can help me, but I am hoping you
might point me in the right direction.
Would you happen to know who is responsible for
selecting speakers for your 2015 Conference coming up in
[MONTH]? I have a program titled, [TITLE] I am not sure
if a high-energy [TOPIC] program like this is a good fit
for your event (from what I saw on your website, I think
it might be), and I would like to connect with the right
person to find out. Any help you could provide would be
greatly appreciated.
Thank you in advance,
[YOUR NAME] Track

15. Phone Call Template
Hi Susan, This is David Newman. I speak to groups of [WHO]
who want to [OUTCOME] and [RESULT]. I’m calling to see if a
program like this might be valuable for your [members].
Track
Hi Susan, This is Jane Buck. I speak to groups of bankers who
want to get more small business banking customers and boost
both deposits and lending. I’m calling to see if a program like
this might be valuable for your members.
Hi Susan, This is Betsy Ross. I speak to groups of cancer
patients who want to feel good and look great even during
treatment. I’m calling to see if a program like this might be
valuable for your patients and nurses.

16. “Speaker” is a skill set!
NOT a job description!
1. You are in the ____________ industry
2. Your job title is __ __ __
3. Your focus is __ __ __
4. Your guiding principle is...
Do WORK you love WITH those you love !
and FOR those you love
Track

17. Be coachable, ASK and LISTEN
•  Let buyers help you connect your expertise to
their audience’s needs
•  NOW more than ever your buyers will TELL
you how to ADD VALUE... so LISTEN!
•  Track 5 C’s: Conversations, Connections,
Content, Conversions, Cash
Track

Get serious, Get help, !
or Get out
Izzes
Gonna be
Newbie
Wannabe
Is always getting better
Never gonna be

Roy Scheider

Right mountain

Make Sure This Sticks!
• YOUR Biz Card = $47 product for FREE
• Write on back: FREE20 and/or REFER
• Visit www.doitmarketing.com for more
!

Marketing and Sales Accelerator for Thought Leading Professionals

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