Competitive Intelligence Primer: 1.5-hours
Your business doesn’t exist in a vacuum. Whatever sector you operate in, and however unique your Selling Proposition is, there will always be other businesses competing for customers in your target market.
When you look around at your current competitors, do you know what they’re doing? Do you know how effective their current operations are, or how satisfied their customers are? When you develop your business strategies, do you consider what your competitors’ strategies might be? This sort of knowledge is Competitive Intelligence (CI).
Many small to medium businesses are, at least, vaguely aware of the concept of CI, but most do not attempt to collect CI data. There are several reasons why they don’t, such as they feel it may necessitate unethical behavior, alienate their customers, they don’t see the potential value, they’re lazy, or often, they don’t know how to go about it. First of all, most CI techniques do not involve unethical behavior (I will not recommend any such behaviors). Second, CI will help you improve your processes and that should improve your products and services. Most significantly, if you actively engage your team in Competitive Intelligence you will give your company a significant advantage, and I assert, will actually improve your relationship with your clients.
10 Social Media Tips for Small Businesses: 1-hour
Capacity – especially to plan and execute effective marketing strategies – is a big challenge for every small business.
In this training session, we offer 10 suggestions for how small businesses can supercharge their marketing efforts by leveraging social media.
For each suggestion, we will discuss a basic strategy – for those who simply want to get their toes wet, as well as an advanced strategy – for those who want to spend a bit more time and go a bit deeper in their social media marketing efforts.
SWOT Analysis: 1 to 1.5-Hours
SWOT Analysis is a powerful technique for understanding your Strengths and Weaknesses, and for looking at the Opportunities and Threats you face.
What makes SWOT particularly powerful is that, with a little thought, it can help you uncover opportunities that you are well placed to exploit.
By understanding the weaknesses of your business, you can manage and eliminate threats that would otherwise catch you unawares.
More than this, by looking at yourself and your competitors using the SWOT framework, you can start to craft a strategy that helps you distinguish yourself from your competitors, so that you can compete successfully in your market.
Understanding Key Elements of an Effective Sales Process: 2-hours
The Effective Sales Process:
1. Is a multi-step methodology that is:
- Client Focused
2. Transforms services / products into revenue in a cost effective way
3. Includes performance goals, measurement procedures for those goals and analysis
4. May be composed of many sub-processes
- Common language
- Learning the Client’s: Needs, Wants, Emotional Hook, Company’s Internal Dynamics, etc.
- Development Steps, Line of Inquiry, Closing
- Ongoing process for
- Analyzing sales opportunities
- Prioritize strategies
- Manage / Measure / Track objectives
- Training, Professional Development and Energizing the Sales Team
5. An Effective Sales Process Develops a Close & Long-term Relationship with the Client
6. The goal of every contact is to advance the opportunity.
Unique Selling Proposition: 1-Hour
For years, business trainers have stressed the importance of “USPs” (Unique Selling Propositions). Your USP is the unique thing that you can offer that your competitors can’t. It’s your “Competitive Edge”. It’s the reason that customers buy from you and you alone.
USPs have helped many companies succeed. And they can help you too when you’re marketing yourself (when seeking a promotion, finding a new job or just making sure you get the recognition you deserve.) If you don’t have a USP, you’re condemned to a struggle for survival – that way lays hard work and little reward.
However, USPs are often extremely difficult to find. And as soon as one company establishes a successful USP in a market, competitors rush to copy it.
This tool helps you find your USP. And it then helps you think how you’ll defend it.
Tip: When you identify your USP, make sure it’s something that really matters to potential customers. There’s no point in being the best in industry for something they don’t care about.