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Learn expert strategies for prospecting, pitching, and closing sales to establish new Toastmasters clubs in corporate and community settings. Boost your success with effective marketing tips and techniques.
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Closing The SaleThe Path From Prospect to New Club Eileen Wolfe, DTM, PID Region Advisor 2013 -2014 Region 8
Prospecting for new clubs • Select your prospects wisely • Spend some time researching your community and determining the most likely prospects • Spend your valuable time selling toastmasters to companies that are most likely to need one • Don’t spend time selling to the wrong customer
Prospecting for new clubs • Qualify your prospects further • What is the company’s size, location and revenue? • Who are the key contacts that can be isolated in departments such as personnel, training, HR Finance or the office of the president? • Does the company invest in training for employees? • What are the companies priorities? • Is the company conservative? Into high growth with executives willing to take risks with products and services offered? • What are the company’s strategies, mission, key initiatives? • Is there any recent research, recent news or a web site about the company? • What is the business focus
Prospecting for new clubs • Brush up on features and benefits. You are marketing to corporate executives, you need to sell the benefits • Boosting their return on investment • Reducing turnover • Refining employees presentation skills • Achieving more effective meetings • Improving leadership skills • Promoting better teamwork • Increasing loyalty
Prospecting for new clubs • Send a letter of introduction • Send a nicely written letter of introduction to the executive you need to meet • Letter identifies you as a volunteer in Toastmasters and explains why you are asking for an appointment • Explain the benefits of the introductory meeting to the executive • Make first contact • Pick up the phone and call the contact. • Introductory letter was your “warm-up” • Can’t close the sale if you don’t meet • Stress the benefits of the program and request 20 minutes with the executive
Prospecting for new clubs • Present TI’s program to the Executive • Be prepared, do your homework • Offer several excellent brochures especially those focused on corporate club building • Reiterate benefits and give examples of TI’s success with other corporations • Answer questions and respond politely to any objections • Confirm their support for an in-house club – CLOSE THE SALE • Get them to sign the application form • Discuss dues and what the company is prepared to pay • Schedule the Demonstration meeting
Forming a community club • Step 1: Ensure your support team is in place • Step 2: Identify the main stakeholder whom you will be working with • Step 3: Plan a demonstration meeting that demonstrates the benefits of Toastmasters and how a club meeting should be conducted • Step 4: Publicize the demonstration meeting • Send personal invitations to colleagues and friends • Submit announcements to local newspaper and broadcast media • Post notices on community websites, bulletin boards, social networking channels • Invite anyone who would benefit from improved communication & Leadership skills, such as: • Employees of local businesses, church groups, military personnel
Forming A Corporate club • The key to success to starting a corporate club is to gain the support of a decision-maker inside the organization • Schedule a meeting with the HR Director or any other high-level executive • Prepare for the meeting • Be ready to discuss the value of Toastmaster training • Use the features, benefits and values chart to illustrate your point along with the corporate marketing PowerPoint presentation • Ask for the company’s support in starting the new club
Forming A Corporate club • Determine what portion of the club costs the company will pay (if any) • Arrange a time and place to conduct a demonstration meeting • Plan a demonstration meeting that showcases the benefits of Toastmasters both to the individual and to the corporation • The Demonstration meeting should also stage how a club meeting is conducted • Schedule the meeting at least 2 weeks in advance to allow plenty of time for promotion
Forming A Corporate club • Publicize the demonstration meeting • Post notices on the company’s intranet and bulleting board • Invite all employees and extend a special invitation to company officials • Ask your human resource official and any other inter-company contacts to help with promoting the cub
Closing The Sale • Step 2: Kick off Meeting • Agenda • 1 hour meeting format • Objectives • Demonstrate the components of a typical Toastmaster meeting • Illustrate the benefits and value of Toastmasters • Discuss the Charter process • Assign second meeting responsibilities and review specific responsibilities with each assignment • Topics to cover • Charter process • Explanation of key meeting roles
