How To Accelerate Ahead Of The Competition Presentation

GET FIRED UP!
how to accelerate ahead of the competition

© Kiki Maurey Consultancy Limited

Get fired up!
a 90 minute opportunity, and some…
it’s not just about the money!
some bog-standard truths
no market for our goods
a scattergun approach to marketing
don’t understand our market
not competitive enough
don’t deliver a memorable experience
too many dodgy customers!


Get fired up!
we think we’re really cool
they want the right results
the right solutions
a relief from frustrations
an answer to their challenges
the MCI model of small business success
‘MUST HAVE’ MARKETING
‘CHOICE’ CUSTOMER CARE
‘IRRESISTABLE’ INFLUENCING


the MCI model: rocket fuel not rocket science

I =YOU!
YOUR
BELIEFS
& IMPACT

C = YOUR M = YOUR
CUSTOMER MARKETING
ORIENTATION ORIENTATION

INTEGRATION


‘Must have’ marketing

First Rule:
who are your ‘must have’ customers?
do you know what they want? Identify and
are you clear about what will appeal
build your
to YOUR target customer base? NICHE
10% difference => uniqueness/USP


Second Rule:
who else is out there doing similar
things?
be distinct: can your potential
customers spot you in a crowded Benchmark
market place? against your
COMPETITORS
have you got what it takes to get
and keep their attention?
is it easy to buy from you?


Third Rule:
do I keep tabs on my customer base?
am I busy chasing new ones?
am I keeping the right customers? Build great &
lasting
can I integrate the right ones into RELATIONSHIPS
my network?
do I leverage great R&R?


CRITICAL RELATIONSHIP BUILDING Now Later

Get more leads (get your pipeline working 10 12
more effectively)
get savvy!

Generate more interest (by having more 20% 25%
effective ‘sales’ conversations)
Convert more of these into real sales (by being 40% 45%
smart about what people really want)
Get these customers spending more with you, £100x3 £115x4
and then coming back more often
Convert more customers into your pipeline some ALL!
network


Get savvy:
your competition – the Branson effect!!
Pricing:
low price = cheap => low quality
high price = expensive => high quality
Be imaginative:
bundle goods and services
loyalty schemes
offer smaller, bite-size amounts
offer price competitive ways of giving customers ‘treats’


‘Choice’ customer care
FACT:

Harvard Business Review study:

if retailers retained only 5% of
the customers who defect to
other competitors…

their profitability would go up
by between 30-85%!!!


First Rule:

are you memorable enough?
do you always deliver high
quality, how do you know? Deliver
MEMORABLE
do you appeal to your customers’ QUALITY
senses and emotions?
can you keep it simple?


Second Rule:
do you talk to your customers about the
service they receive?
do ever ‘walk’ in your customers
shoes?
INVOLVE your
do you really know what it’s like customers
doing business with you?
do you use this ‘intelligence’ to
improve what you do?


Third Rule:

‘whilst the cat’s away the mice will
play’… staff can be a huge liability
do you train and support your staff INSPIRE your
staff
to understand ‘great expectations’
do you reward great behaviours?


‘CHOICE’ CUSTOMER CARE
FACT

a customer who has had an unpleasant
experience with a business will tell…

9 or 10 other people…
about 13 percent of
disgruntled customers will tell
more than 20 other people!!


Rocket fuel not rocket science
improved delivering
your ‘must ‘choice’
have’ customer
marketing care

you’re going to become great at understanding the
needs & challenges of your customers…
you’re listening and reflecting back their key words and
phrases, their ‘trigger points and emotional hot buttons’
you’re delivering a great customer experience


‘Irresistible’ influencing
First Rule:
‘people buy from people’, especially
from positive people
do you genuinely have customers’ Be
interests in mind? Professionally
PERSONABLE
do you use positive intentionality?
OR, are you sometimes a
BIG TURN OFF? ‘miserable, moaning, & mithering’


Second Rule:
are you more concerned with
survival than active listening?
or are you led by the needs, Learn to
desires, dreams and wishes of your LISTEN
customers? PROPERLY
do you build genuine rapport, eg by
using customers’ words and
phrases?


Third Rule:
Why people say ‘no’ Find & use the
YES
it's been done before BUTTONS!
it's never been done before
they feel threatened by change
they don't understand your product/service
they’d rather take your idea for themselves
they don't like you, or can’t relate to you
or maybe it's just a bad idea
or even a great idea presented/explained in a bad way!


Third Rule:
they like you, they identify with you, and
they trust you!
you’ve given them a basis for
comparison (why you’re great value!)
you’ve demonstrated you can deliver Find & use the
exactly to their needs and concerns YES
you’ve offered them non-important BUTTONS!
concessions or trade-offs
you’ve engaged and involved them
throughout the process


Rocket fuel not rocket science

deliver memorable quality professionally personable
improving
involve your customers your learn to listen

inspire your staff positive find & use ‘YES’ buttons
influence

delivering developing
‘choice’ your ‘must
customer have’
care marketing
ID & build your niche
benchmark against your competition
build great relationships

Take action NOW!
… and finally

be genuinely client-centric

be distinctive, be unique to create a great impact

leverage your profile to become known and trusted

thank you and goodnight…


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