Episode C3.012 (AA) Season Recap

Introduction

So we have come to the end of Season two and here we sit as a stage three company and now its about solidifying our revenue streams and making the most of our people and our opportunities so let's take a good look at what it looks like when you have a sales and Marketing strategy and the processes in place that are going to build upon.

It is easy to get distracted by all the noise in the business world at large but jump day is your chance to settle in and work on your business in ways that allow you to make the most of your opportunities today, tomorrow and forever.

IBGR is committed to your success and our programming is designed to give you the tools and resources as well as the one percenters you might be missing it’s now time to review and check that you have put all the key learnings from season 2 into place to make the most out of Season 3.

Have a fantastic week, hopefully we have turned your hump day into jump day and you are all fired up for success.


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​Show Objectives - The Why
The purpose of today’s show is to give you an overview of what we talked about this season of Sales and Marketing  for Stage III companies. The information we covered the last ten weeks is an in-depth set of sales and marketing topics which deal with the items that need to be looked at implemented and refined  when your company has entered into Stage III

Remember at Stage III you are a business that is getting ready to consolidate growth to date, solidify your systems and processes and get ready to level up to Stage 4.

Key Issues - Owner Perspective:

1. Making sure our objectives fit with those of our customers
   
2. Is our sales process one of surprise and delight for our customers or is it like pulling teeth? Where are the road bumps?
   
3. Are the expectations we are creating through marketing messaging being delivered at the end or are we breaking our brand?
   
4. What are all the touch points or “moments of truth” on the customer journey
   
5. What are the metrics and benchmarks we need to be across and how are we performing?
   

What You Need to Know - What we covered

1. Align Marketing & Sales Objectives with Customers - the operational realities of understanding how our customers use our product or service and what their results are.
   
2. Align Sales Processes with Customers - looking at it through a marketing, sales and service experience perspective are we delivering on the expectations we are creating.
   
3. Understand Customer Usage (User Friendly & Results) how is our product or service working for them now they are using it. 
   
4. Characteristics of Best Customers - understanding how the customers are buying, who are my best accounts and why cost of acquisition in comparison to top line sales.
   
5. Opportunities to PLUS 1 the Relationship  - if you are going to improve the customers experience how do I surprise and delight them in some way. The one percent that creates raving fans.
   
6. Opportunities to Increase Share of Wallet with best Customers  - What opportunities do I have to increase purchase frequency, upsell, cross sell or diversify to grow your wallet share with your customers?
   
7. Identify New Users for Existing Offer  - Now it's time to identify who else is out in the market that we haven’t reached and who is floating in the adjacent markets that we need to talk to.
   
8. Balance Between Selling to the New and Servicing the Old  - The difference between Acquisition and Retention and what it costs you on both sides of the coin. How to evaluate your processes to ensure you have a balanced book and who contributes to the journey.
   
9. Customer Recovery - You are never going to get it right all the time. Deliver on promise and recover when you don’t. The hidden path to profitability in the long term.
   
10. Sales Metrics & Earn Rate - How to interrogate your numbers and ratios to ensure that your team is running on all cylinders, where coaching is required and what to look at.
    

What You Need to Do​ to make the most of our current and future programming for your business

1. Join our Community of Commerce to get access to all of the episodes in all lanes including Finance, Operations, Sales, People, & Owner as Executive.  Plus you will get the newsletter which is full of great information.
   
2. Determine what stage your business is in.
   
3. Search for the Podcasts that address the topics that most interest you.
   
4. Interact with us.  Give us topics you want to hear about. Or send in questions and we will do our best to get you answers.
   
5. Application of ideas.  Let us know how it goes.
   
6. Get ready for our 3rd quarter launch on October 5.
   

Shows
Previous: Episode C3.011 Sales Metrics & Earn Rate  
Next: Episode Season 3 Overview

Written by Simone Douglas 
The Publican & Licensee of the Duke of Brunswick Hotel, Executive Director for BNI Adelaide North one of the biggest networking organisations in the world, the driving force behind South Australia’s leading social media agency, Social Media AOK and best-selling author with her first book “Seriously Social – turning your online game into real-world gain”. Her next book “The Confident Networker” is set for release on November 6th.

Simone also serves as Deputy President of the State Chapter Committee South Australia for the Franchise Council of Australia and sits on the Franchise Advisory Council for BNI Australia

You can connect with Simone on any of her seriously social platforms
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