The Sales & Marketing MasterPlan
If you run a service or empowerment business, the diagram below is your masterplan.
You know how when you are doing a jigsaw, it’s almost impossible to get it right unless you can see the picture on the front of the box?
A lot of people who run businesses are staring at a jumbled pile of landing pages, videso, emails and the like, and trying to work out how to fit those pieces together.
So here is the picture on the front of your sales and marketing jigsaw box:
This is the plan that we have developed over the last 15 years, and which has helped businesses like yours go from startups to 8 figures.
And here is what some of the various elements mean:
- Vision: a clear idea of where we are going, and why we do what we do . Ideally, it’s a mission customers admire and can get behind, and become fans of. It’s about giving the business a personality. (Apple, I’m looking at you circa 1989.)
- Content Pool: a pool of useful content that will help your customer be, do or have more of what they want. We need to know as much as possible about our customer’s threats and opportunities, so we can become their trusted expert.
- Potential Customers: It’s important we define who our target groups are, what they like, who they are likely to be interested in – things which help us put our message in front of them as cheaply as possible.
- Engagement: This is about creating routes to our target folks, identifying them by what we know and then establishing a relationship as someone who can help. Social media, per-per-click, YouTube, emails, referrals, affiliate deals
- Lead Magnets: Ebooks, optins – these are information or experience-based consumables that we gift to the customer in return for the opportunity to communicate with them.
- Ad Cost Liquidators: bit of a mouthful, but these are simply small products or service offerings we use at the point of opt-in to get back some of our marketing spend. That means our budget goes further – and we reach more people.
- Engagement Value Sequences: there are two key reasons why people won’t always buy straight away. This first is that they don’t need it right now, the second is they are slow to trust and choose. In either case, we want to have a valuable conversation with them that positions us as a trusted expert, and gives us opportunities to walk them towards a conversion funnel.
- Conversion Funnels: This is where we get them to take action. The conversion funnel can take many forms: live event, landing page, webinar, phone call etc – but in all cases the aim is the same: the customer needs to want what we offer more than they value that amount of money in their pockets.
- Upsell & Cross-Sell: Each customer will have a different budget and appetite for what you have. They will also have other needs – other opportunities for us to serve them profitably. Getting this bit right is a balance between not leaving any “money on the table”, and not ruining the relationship by seeming too grabby.
- Continuity Products: These are sources of regular income such as membership site, newsletters and the like, that give people regular doses of what they need in return for a regular income for you. These can be very useful income backbones for your business.
- Low-Cost Products: these are what we would refer to as 1 to many products. Group training, digital products – all of these are things where you can leverage your knowledge and expertise without hitting a capacity ceiling.
- High-Value Services: By and large, the more personalised a service becomes, the more expensive it is, because you take up more time and focus. 1:1 coaching & tuition, inner circle programmes, implementation services – these are the services where we charge more because it costs more to scale up, and also because the value to the client is much greater.
- Resell/Referral: When it comes to reselling, there are lots of companies that miss the trick of selling to the customer again. With referrals, this is where we can access other customers through our existing customers. Word of mouth is one of the most powerful forms of advertising – and we can help that along.
- Affiliated Products & Services: This is where we can – with permission – connect our customers to other businesses that supply complimentary services.
When we put this engine together properly, then we get a number of benefits:
- Lower advertising costs
- Happier, more engaged customers
- Faster growth
- Higher profitability
- Better reputation
- Happier and longer term staff
Give us 30 minutes to walk you through this, and we’ll show you how it can map across to what you do.
The diagram above might seem a bit complex – but it works.
The best way to understand it is probably to have one of our team walk you through it, and they can tell you what each part would look like for you.
If this something you’d like to do, then drop us a line at firstname.lastname@example.org, and we’ll arrange a Zoom call.