Marketing and networking: Developing Your Personal Brand

1. Marketing and networking: Developing Your Personal Brand Evolution University – August 14-16th, 2013

2. Agenda • Marketing and How It Impacts Your Business • Corporate Mission and how it translates to you • Seeding – Ideas and Strategy • Networking – Unleashing Your Personal and Professional Network • Prospecting – Different Methods

3. Marketing – Brand Identity “If you are not a brand, you are a commodity.” – Philip Kotler

4. Marketing – Just Because • Pretty, pretty, pretty, pretty, pretty close. Pretty close.

5. Marketing – Brand Identity

6. Marketing – Corporate Mission • Establish the preferred brand in the marketplace, known as the People You Can Count On. • Strengthen customer value through innovative product and service solutions differentiated from our competitors • Deliver highly qualified and targeted leads to accelerate our growth

7. Marketing – Corporate Mission • Establish the preferred brand in the marketplace, known as the People You Can Count On. • Strengthen customer value through innovative product and service solutions differentiated from our competitors • Deliver highly qualified and targeted leads to accelerate our growth How each tenant relates to you:

8. Marketing – Your Brand Identity • Discussion: What does “People You Can Count On” mean to you?

9. Marketing – Your Brand Identity • People You Can Count On • Our people will not relent until our customers have: • Full deliveries • High-quality product • Changed to meet our customer’s evolving needs • Given their all to ensure our customers are taken care of • What do you do to mirror our brand promise?

10. Marketing – Your Brand Identity • Breakout Session (15 minutes) • Get with your group and talk about the things you do to mirror our brand promise—how can you be “People You Can Count On” with your prospects?

11. Marketing – Your Brand Identity • What can you do to stand out as your own personal brand? • Networking – Using the resources around you • Seeding – Creating a vision for the prospect • Marketing – Keeping the AmeriPride / CLAUS name out in front in your area • Ability to present compelling solutions

12. Marketing – Your Brand Identity • What are ways you can damage your brand? • Unresponsiveness – not every interaction is a positive one. But what makes it worse is not reacting / following up • Reputation – Are you someone people will want to refer their family/friends/colleagues to? • Online presence – Social media can be a great tool when used correctly, but scary when not.

13. Marketing – Corporate Mission • Establish the preferred brand in the marketplace, known as the People You Can Count On. • Strengthen customer value through innovative product and service solutions differentiated from our competitors • Deliver highly qualified and targeted leads to accelerate our growth How each tenant relates to you:

14. Marketing – Strengthening Customer Value • How can you strengthen customer value through innovative product and service solutions differentiated from our competitors?

15. Marketing – Strengthening Customer Value • Mastery of Business Rapport • “Marketing’s task is to discover unmet needs and to prepare satisfying solutions.” – Peter Drucker • Sales is marketing! • “The aim of marketing is to make selling superfluous.” - Philip Kotler • You cannot offer a compelling solution to a need / problem that you don’t understand.

16. Marketing – Strengthening Customer Value • Mastery of Product / Service Offerings • Lack of product / service knowledge often leads to missed opportunities • Being a CLAUS / AmeriPride / Quebec Linge Ambassador – around the clock • Understanding the impact you can make—positive and negatively • Social media is either your best friend or worst enemy • Always be selling • i.e.: Making it a point to go to a prospect’s establishment for dinner and making yourself seen

17. Marketing – Strengthening Customer Value • Seeding • A seeding item can be a myriad of things, but they are all designed to do the same thing: grab the prospect’s attention and differentiate yourself from all the other salespeople trying to get their attention • Examples of Seeding Packages: • Customized shirt / chef coat / lab coat • Present new ideas! Show the Prospect things they haven’t considered – customized patches for different departments, new styles, etc. • “Clean-Up Kits” – Cleaning Chemicals + Microfiber Towels • Items personalized for Decision Maker • Tickets to Events

18. Marketing – Strengthening Customer Value • Why is seeding so important? • According to a 2011 survey of 1,900 B2B customers, 60% of the purchasing decision making process is complete before contacting vendors* • What makes up the other 40%? • Pricing (The Spreadsheet!) • Researching referrals • Looking for other selling points that did not surface in research • If you’re part of the 40%, you probably have a 5-10% chance of getting the account. Don’t be a lonely cell on a spreadsheet—become Unspreadsheetable! *According to the Corporate Executive Board

19. Marketing – Strengthening Customer Value • Seeding Strategy • Have Target Lists – Your top 20-40 Prospects in your area • Systematically send seeding packages every quarter • Show a progression in services that they may find interesting • These steps show both professionalism and genuine interest in partnering with their business, which will separate you from the competition

20. Marketing – Corporate Mission • Establish the preferred brand in the marketplace, known as the People You Can Count On. • Strengthen customer value through innovative product and service solutions differentiated from our competitors • Deliver highly qualified and targeted leads to accelerate our growth How each tenant relates to you:

21. Marketing – Lead Generation • How can you get more highly qualified and targeted leads?

22. Marketing – Lead Generation • Service Leads • Your relationships with the CSRs and CSMs in your area are vital • Communication, communication, communication • New Customer Leads • Keeping up with your new customers helps build out and grow your professional network • Connections Program • Networking

23. Connections Program • Reward your customers for giving you leads! • Every referral that becomes a customer receives a $50 Visa gift card. • Should be given to EVERY new customer during or shortly after Install.

24. Networking • What are different ways you can network and build your personal brand?

25. Networking – Branding Yourself • Chamber Tips Groups • Niche Networking Groups • Professional Organizations • Websites / Blogs • Volunteering / Community Service • Religious Organizations • Keynote Speaking

26. Networking • Industry Associations • Chamber Tips Groups • LinkedIn • Sales Genie

27. Networking – Industry Associations • Being truly involved is key • Sponsor events • Position yourself as the “go-to” expert • Be seen!

28. Networking – Tips Groups • Being truly involved is key • Don’t expect leads if you don’t bring them yourself! • Try to be involved with the leadership of the group • Attendance is crucial – if you’re going to be in a group, you need to commit.

29. Networking – LinkedIn • Have at a minimum: • Professional profile picture • Complete Summary, Experience, Skills/Expertise, Education – NO TYPOS • Advanced: • Share relevant articles w/colleagues, prospects, & customers • Be involved with industry groups • Searches (demo) Examples: Good!Bad.

30. Networking – Sales Genie • Watch Demo Video

31. Prospecting • Different Ways to Prospect: • Cold Calling • Target Selling (Target Lists) • Referrals (Personal) • Referrals (Professional) • Research (Sales Genie, Google, etc.)