WE11 Psssst ... Growth Strategies Highlights

WE 11: Psssst … Growth Strategies the Big Boxes Don’t Want You To Know About January 20, 2016 Brian E. Gracon

Learning Objectives

1. Refocus their marketing strategies and tactics with retail, brand-oriented, technology-savvy and/or B2B customers

2. Improve selling practices across the complete sales cycle including

following up with customers

3. Better serve customers through advanced staff hiring, training and coaching practices

4. Audit their business for the highest-return opportunities to apply

new marketing strategies and tactics

At the end of the this course, participants should be able to:

Is There a Blueprint?

Examples?

Restaurant sales grew

4-6%/yr.

Starbucks sales grew

10%/yr.

BMW and Mercedes sales

grew 10%/yr.

Day spa and nail salon sales

grew 6+%/yr.

Disney revenues up

7-8%

During the recession!

Three Strategies Form The Foundation

What do these marketing campaigns have in common...

… and how does it concern you?

7

http://www.ulta.com/salon

All brands are the property of their owners.

Sprint: “I need, no, I have the right to be unlimited.”

Sprint TV commercial, 2013

http://clubtattoo.com www.dosequis.com

The most interesting man in the world

http://www.hyundia.com/

https://turbotax.intuit.com/

“It’s amazing what you’re capable of.”

All of these campaigns are designed to appeal to the customer’s Self-Image



SPSU: “I pledge to have the

time of my life.” http://spsu.edu/


https://disneyworld.disney.go.com/

http://www.apple.com/itunes/?cid=OAS-US-DOMAINS-itunes.com

http://www.pikeplacefish.com/

http://www.benihana.com/

“Experience

Benihana”

http://www.throwedrolls.com/

All of these campaigns are designed to appeal to the customer’s need for Entertainment



http://www.bmwusa.com


http://www.massageenvy.com/

L’Oreal: “Because

we’re worth it!”

http://www.loreal.com/

http://www.samsung.com/us/ http://www.keurig.com/

All of these campaigns are designed to appeal to the customer’s need to be Pampered

Why Wouldn’t The Big Boxes Want You To Know About These Strategies?

Who can best satisfy customer wants and needs:

Enhanced Self-Image?

Be Entertained?

Be Pampered?

Let’s Build Competitive Advantage…

Self-

Image

Entertain

Pamper

Marketing

(Why?)

Selling (What?)

Managing (How?)

Let’s Build Competitive Advantage Skills!

Marketing (Why?)

Selling (What?)

Managing (How?)

Marketing Creates…

• Interest • Expectations • Relationships

• Emotion!

Marketing and the Self-Image Strategy

• Marketing appeals to a customer’s Self-Image … or not!

• Knowing and targeting customers’ Self-Images can be critical to marketing success

Self-Image Marketing Campaigns

My SXM: “Empowers you to personalize what you hear”

Philosophy cosmetics: “Hope in a jar”

Hyundai Elantra: “Classy. Sporty. Sexy.”

L’Oreal: “Because we’re worth it”

Tax Act software: “You got this”

Kia Cadenza: “Impossible to ignore”

Typical Self-Image Types

Intriguing

Deserving

Be Noticed

An Individual

Have Potential

Trend-Setter

DIY

Self-Image Marketing Examples

• Individual: o “We can meet all of your unique needs.”

• Deserving: o “You deserve to get exactly the right …”

• Have Potential: o “This … will help you achieve your decorating

goals.”

Intriguing

Deserving

Be Noticed

An Individual

Have Potential

Trend-Setter

DIY

Self-Image Marketing in Your Business

• What Self-Image marketing do you

currently do? • What Self-Image

marketing can you add to your business?

Marketing and the Entertain Strategy

• People value entertainment o 87 celebrities make > $30

Million/yr. o 72 college football coaches make

more than $1 Million/yr. (9 university presidents)

o Judges on “The Voice” earn $6-10 Million/yr.

Entertain Marketing Campaigns

Pillsbury: “Get to holiday fun faster.”

Sport Clips: “It’s good to be a guy”

TGI Friday’s: “Create a party now”

Pandora: “Stations that play only music you like”

Lexus RC350: “Let’s Play”

Entertain Marketing in Your Business

Materials Adjustments

1. Tagline

2. Website and

social media

sites

3. Customer

shopping

experience

4. Customer

incentives

Marketing and the Pamper Strategy

• People like to be pampered: o Dinner for two at Ruth’s Chris Steak

House costs 3-4X what it does at Western Sizzlin (a buffet)

o A 2015 Mercedes-Benz SLS AMG convertible costs 7X what a Mini Coupe costs

o Coffee costs $1 at McDonalds, but a bit more(!!!!) at Starbucks

Kia: “Impossible to ignore”

Mary Kay: “Create your own Fairytales & Fantasy”

Mercedes: “Set your soul free”

AT&T Next: “Get a new device every year”

Bulova: “Designed to be noticed”

Pamper Marketing Campaigns

Pamper Marketing in Your Business

Materials Adjustments

1. Tagline

2. Website and

social media

sites

3. Customer

shopping

experience

4. Customer

incentives

Marketing Campaign Strategy

Benihana restaurants implore you

to “Experience Benihana.”

( ) Self-Image

( ) Entertain

( ) Pamper

Ulta® Beauty asks “Why should

hair be one-dimensional when

you’re not?”

( ) Self-Image

( ) Entertain

( ) Pamper

Mercedes helps you “Set your soul

free.”

( ) Self-Image

( ) Entertain

( ) Pamper

Marketing Strategy Check

Selling (What?)

Marketing

(Why?)

Managing (How?)

Greet Learn Solve Re-

Solve Satisfy

Follow Up

The Sales Process

Learn techniques for other steps in the sales process

in blog posts available through my LinkedIn profile/group

• First impressions • Ways to identify customer’s Self-Image • Link to marketing

• Second impressions • New questions

• “Open” for future business • New techniques

• Formula • New techniques

Greet Learn Solve Re-

Solve Satisfy

Follow Up

• There’s no I in team… … but there is a “me” in customer!

• More than ever, benefits are about wants and needs

Self-Image Entertain Pamper

Self-

Image

Entertain

Pamper

Self-Image, Entertain and Pamper Benefits Practice

Statement Feature? Benefit? New Benefit Statement

_________________________

_________________________

_________________________

( )

( ) Strategy: _________________________

Statement: _________________________

___________________

_________________________

_________________________

_________________________

( )

( ) Strategy:

___________________

Statement:

___________________

___________________


Self-

Image

Entertain

Pamper

Greet Learn Solve Re-Solve Satisfy Follow

Up

• Solve again • Not yet • Which benefits have you

missed?


Self-

Image

Entertain

Pamper


Self-

Image

Entertain

Pamper

• Think about: o Have I addressed each

strategy? o Have I stated benefits

using the strategies? o What else can I learn

about the customer’s wants and needs?

Greet Learn Solve Re-Solve Satisfy Follow

Up

Concern Strategy? New Solution

________________________

________________________

________________________

( ) Self-

Image

( ) Entertain

( ) Pamper

Question to Clarify: __________________________________

Solution: __________________________________

________________________

________________________

________________________

( ) Self-

Image

( ) Entertain

( ) Pamper


Solution: __________________________________

________________________

________________________

________________________

( ) Self-

Image

( ) Entertain

( ) Pamper


Solution: __________________________________

Self-Image, Entertain and Pamper Re-Solve Practice


Self-

Image

Entertain

Pamper

Managing

(How?)

Marketing

(Why?)

Selling (What?)

Manage Customer Interactions

Hire

Train

Coach


Self-

Image

Entertain

Pamper

Interview Questions: Self-Image Strategy • What’s your self-image?

• How do you feel about customers who

are yyyyy or zzzzz?

• How would you determine a customer’s self-image?

• Which products and styles would you show to a customer with each of the following self-images: xxxxx, and yyyyy?


Self-

Image

Entertain

Pamper

Interview Questions: Entertain Strategy

• What have you done in the past to make shopping enjoyable for your customers?

• What would you recommend we do here to make shopping more fun?

• What promotions do you think our customers would enjoy?


Self-

Image

Entertain

Pamper

Interview Questions: Pamper Strategy

• How do you feel about customers who want to be pampered?

• Please give me an example of when you made a customer feel very special.

• Please give me examples when customers complimented your service. What did you do to deserve the compliment?


Self-

Image

Entertain

Pamper

It’s All About Serving the Customer Customers Staff Composition Where We Should Look

for Candidates

______ % Self-Image

______ % Entertain

______ % Pamper

______ % Self-Image

______ % Entertain

______ % Pamper

Therefore, we need to

hire more:

______ % Self-Image

______ % Entertain

______ % Pamper

Self-Image __________________ __________________ Entertain __________________ _________________ Pamper __________________ __________________


Self-

Image

Entertain

Pamper

Hire

Train*

Coach


Self-

Image

Entertain

Pamper

* Available via my LinkedIn Profile/Group

Manage Customer Interactions

Coaching Using the Self-Image Strategy • What is the self-image of each member

of your staff?

• How does each member of your staff like to be treated?

• What kind of coaching does each member of your staff prefer?

• Give rewards publicly and development ideas in private.


Self-

Image

Entertain

Pamper

Coaching Using the Entertain Strategy • Are you glad you have the staff you do or

are they a lot of work and drudgery?

• Celebrate success with your staff and share its rewards.

• Provide enjoyable facilities and working conditions (desks, food, etc.).

• Provide entertainment incentives to your staff (concerts, music downloads, etc.).


Self-

Image

Entertain

Pamper

Coaching Using the Pamper Strategy

• Do you treat your staff respectfully or do you complain and punish them?

• Does your staff know how you expect them to pamper customers?

• Do you provide an environment and tools so they can pamper customers?


Self-

Image

Entertain

Pamper

Self-Image, Entertain and Pamper Coaching Guide

Strategy Skill Observed? Corrective Action

Self-Image State the Self-Image benefits of the proposed solution to the customer’s wants and needs.

( ) Yes

( ) No

Ask the salesperson to review your training about the Self-Image strategy and benefit statements. Then ask her/him to practice telling you the Self-Image benefits of your top sellers.

Entertain

( ) Yes

( ) No

Pamper ( ) Yes

( ) No


Self-

Image

Entertain

Pamper

Self-

Image

Entertain

Pamper

Marketing

(Why?)

Selling (What?)

Managing (How?)

Strategies and Skills

• Marketing o Brands o Tech-Savvy Customers

• Selling

o Greeting o Learning o Satisfying o Following-up

• Managing

o Audits o Training o B2B

See my blog posts via my LinkedIn profile/group or contact me

Other Key Business Practices?

Thank You! This concludes The American Institute of Architects

Continuing Education Systems Course

Questions?

Speaker Contact Information:

Brian Gracon Brian Gracon & Associates, Inc. www.traininggetsresults.com

Linkedin.com/in/hirebriangracon [email protected]

(404) 771-3405

Documents

WE11 Psssst ... Growth Strategies Highlights