Robert Craven Sales and Marketing presentation - 5 December

WHY YOU’RE
NOT PAID
WHAT YOU’RE
WORTH
Robert Craven – Dec 2011
Warwick Business School
www.directorscentre.com 2011

The Performance (FiMO)

Finance Marketing Operations

turnover (sales/units) advertising spend output per person
break-even point selling effectiveness output per machine
gross profit margin customer retention age of equipment
net profit margin new accounts won set-up times
liquidity ratios repeat business down time
ROCE new products absenteeism
debtor/creditor days brand perception staff turnover
gearing/interest cover (by competition) staff training
brand perception defect rate
(by customers) performance advantage
market position

2 www.directorscentre.com 2011

MORFA: Start-Up/Plan
Market Objectives Resources Financials Ability

Industry & targets/ operational balance existing
Market place define needs sheet & appropriate
(PEST) success P & L projections skill-set

our competitive economies of cash flow new
capabilities and opportunities Who? scale/scope projections skills
(SWOT) information loss required

brand, additional finance & leadership &
service & What? needs borrowing commitment
delivery facilities

the financial contingencies drive &
product Where? resources focus

human support
Why? resources neccesarry

physical planning &
When? resources preparation

strategic
How? awareness


Which Sales Method is Most
Effective?
• Where do you get your results?
• Where do you spend your time and money?
• Where should you spend your time and money?

www.directorscentre.com 2011 [The Directors’ Centre, Selling Survey, 03/04]

The Expert!

+ an ‘ology’/system
+ testimonials


WHAT
REALLY
HACKS OFF
CUSTOMERS?

WHY CAN’T
YOU SELL
MORE
STUFF?

THE ADS
DON’T WORK

LAZY
MARKETING

Marketing Director?
1. Get more clients
2. Get them to buy more
3. Get them to buy more often
4. Stop them leaving
so position/budget/targets…

If You want to sell as much as you possibly
can and as often as you possibly can, the
formula is simple.
Find out what your customers really want
and sell it to them.
Make their lives easier.
Make their lives better.
Solve their problems.
Deliver their dreams to their doorsteps.
And watch your company grow beyond belief.
www.directorscentre.com 2011 [Bob Serling]

WHAT IS
YOUR JOB
(what do you
need to do)?

WHAT IS
YOUR JOB
(from the
customer POV)?

The Basics..
• What is your
OVERT BENEFIT?
• What is the
REAL REASON TO BELIEVE
you can deliver?
• What is the…
DRAMATIC DIFFERENCE?
www.directorscentre.com 2011 [Doug Hall]

WHAT
COULD/SHOULD
YOU BE DOING?

WHAT IS
THE USUAL
(=boring)
WAY OF DOING
THINGS?

Thought Bubble…

“What is the biggest
hassle or problem in
using our
product/service?”

Thought Bubble…
“Which customers could
significantly increase
usage, if only we
remove one specific
barrier?”

Thought Bubble…
“How would our
product/service
change if it were
customised for
every user?”

Thought Bubble…
“Which technologies in
our products/services
have changed the most
since it was last
redesigned?”

WHY ARE YOU
NOT PAID
WHAT
YOU’RE
WORTH???
Robert Craven


CUSTOMERS
DON’T THINK
YOU’RE
WORTH IT

- They don’t
know you’re
worth it

- You’ve not
proven you’re
worth it

- You don’t
believe you’re
worth it

- You believe
you’re worth
way too much

YOU ARE
NOT ASKING
FOR THE
RIGHT FEE

The
problem is
not that
we aim too
high and
fail,
but that
we aim too
low and
www.directorscentre.com 2011 succeed.

What is the message?
1. It is all your fault
2. Stop procrastinating
3. Speed is of the essence
4. Just do it NOW
5.Tough decisions + massive action
6. Simultaneous not sequential
7. DIY my foot! Can’t do it alone

Intellectual Property Rights and Copyright
Of ‘Grow Your Service Firm’ Materials
Copyright ©Robert Craven, 2011

The rights of Robert Craven of The Directors’ Centre as the Author of this Work has been asserted by
him in accordance with the Copyright, Designs and Patents Act, 1988.

This workbook has been distributed by Robert Craven subject to the condition that it shall not, by
way of trade or otherwise be lent, resold, hired out or otherwise circulated without the publisher’s
or author’s prior consent in any form of binding or cover other than that in which it is published and
without a similar condition including this condition being imposed on the subsequent purchaser.

Whilst every care has been taken in the preparation of this workbook, no responsibility for any loss
occasioned to any person acting or refraining from any action as a result of any material in this
publication can be accepted by the author or the publisher.

A catalogue record for the book is available from the British Library.

The Directors’ Centre,
1 The High Street, Woolley, Bath BA1 8AR
November 2011


The Directors’ Centre
• The Directors’ Centre – it
works with the directors of fast-
growing businesses who seek
more sales and profit!!
• Grow Your Service Firm.
Robert Craven.
A limited edition imprint. The Directors’ Centre Ltd
1 The High Street, Woolley,
Bath BA1 8AR
T: 01225 851044
E: rc@directorscentre.com
W: www.directorscentre.com


Robert Craven Sales and Marketing presentation - 5 December

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