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Marketing Solutions that work!

Adrienne McLean.com we work with small business owners and entrepreneurs to help them get booked solid with all of the clients they want.  And even more important, to be a client attraction magnet to keep the pipeline full and eliminate those sleepless nights worrying about cash flow.

It is not so hard to get clients – trust us, we will show you how.  Just as important as being booked solid, is figuring out how to serve your clients efficiently and effectively –without working 15 hours a day.
That’s where we come in.  Helping you with a system to market your services that works.  And working with you to develop the systems and process so that you can dazzle all of your clients while building your business to take on even more.
Marketing to raise awareness.  Processes and systems to help you delight your customers.  A winning combination.  We are ready to make that happen for you.

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Strategic Marketing to Make the Business Grow!

Let’s say you have started a business and it is starting to grow. If you are excited by this growth and you are thinking “No one can stop me” you are dead wrong.

Competitors know you exist. They have seen you grow and they feel threatened. They don’t want you to take their customers away and they will try hard to keep the customers just as much as you are motivated to take the customers away from them.

There are several strategies you can do to beat the competition. They are called:

1. The Flanker

2. The Fortress

3. The Expansion

Knowing when to use these strategies is the key to maximizing the chances of success.

Throughout these four strategies, I will be using car analogys

The Flanker.

Let’s say I run a retail used-car company and I have a competitor. The customers have diverse opinions on what is the best car to buy and my competitor sells used-Ford cars. This is where I would try to use the flanker strategy.

A flanker strategy is all about discovering a new gap in the market and penetrating it. This gap is more likely to be found if the customers have a wide variety of preferences. Instead of trying to climb the mountain of trying to sell Fords that your competitor capitalized on, you can attract the people who prefer Holdens.

It’s much easier to get the customers who have unmet demands than it is to get the customers who are loyal to competitors. That is because your competitor is probably using the fortress strategy.

The Fortress

If my competitor through “Hey, this (your growing) business has got a good idea selling all of these Holden’s. Let us try to take customers from him by selling Holden’s ourselves”

You may decide to buckle up and build your fortress of Holden’s

The Fortress, like any other fortress, is a strategy used to protect yourself from others. In this case, a fortress is used to protect your market share.

A fortress strategy is best executed if the customers have similar preferences and you have a strong influence on the market. I would only try this strategy if your growing business is up against a smaller growing business.

The fortress is is the most basic and commonly used marketing strategy for businesses that have established themselves in the eyes of their customers. However, if you want to further grow as a growing business you may want to try the marketing expansion strategy.

A fortress strategy is like defending your territory. It aims to sustain your market by constantly appealing to your current customers and dissuading them from joining a competitor.

If a company who sells Holden’s sees a growing competitor, the company who sells Holden’s will double down on their efforts and further increase customer satisfaction by adding new features (like increased car warranty, shinier tires, better steering etc.) to prevent their customers from switching to the competitor.

In other words: A business sees a competitive threat and responds by trying to keep their own customers from switching,

The Market Expansion

The market expansion strategy is the equivalent of jabbing and weaving in boxing. You are defending by attacking. It involves defending your share of the market by targeting a new market.

Say your used car company only sells Holden’s and you know that your competitor that has Fords will not let you in on the Ford market by using a fortress strategy. If he is too busy selling Fords and not letting you in on that customer base, you can go after different sets of consumers that have not been marketed to.

If your competitor has not targeted consumers who are into Kia’s, Mazda’s and Fiat’s, you can market to those people if the market is deemed large enough. Because of this, you have expanded your market. Even though you risk abandoning your Holden consumers, you may gain a whole new set of new consumers, increasing your presence in the market

The Bottom Line

These are just a couple of the strategies that business’ use every day in order to maintain a competitive advantage. To determine the correct marketing strategy, you must understand how these strategies will or won’t work based on the competitive landscape and the state of the consumer market.

Article Co-Authored by Nelson Cumming and Adrienne McLean.

Nelson Cumming is an enthusiastic business blogger with AdrienneMcLean.com with a keen interest in Marketing and PR.

Adrienne McLean is a BookYourselfSolid marketing coach who helps business owners to achieve their goals and keep them focused on achieving their goals. Adrienne offers BookYourselfSolid online and in person workshop as well as mentoring.  You can contact Adrienne on adrienne@adriennemclean.com  or ring on 0414 367 960.

Photo is courtesy of Shutterstock

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Overcome Procrastination – How to Finish what you start

Taking massive action is what provides results.

For executing marketing strategies to promote and connect your business with prospects, constant, regular and major action is required to raise the profile of your business .

It is easy to fall into the cycle of perfectionism and put off doing the important tasks that will deliver results. Going into the self doubt pit and going around and around in circles.

Your offering doesn’t need to be perfect – it does need to deliver. Since you are an expert in your field, your programs will deliver but the fine tweeking can be left until perhaps the program is tested and you get some customer feedback. Perhaps, the feedback will be excellent and you don’t need to the tweeking anyway?! Have you thought of that?

Here are the top ten items to work through when you have identified your action list:

  1. Limit the number and be selective with the tasks.
  2. Think about resources – have you got the skills to be able to achieve the goals
  3. Workout a timeline of when you want the task completed so you can finish the task in a timely manner
  4. Quit being a perfectionist!
  5. Commit yourself, your time and focus on what needs to be done. Really committing to the task is essential.
  6. Know your purpose with the task and connect this with your end vision.
  7. Enjoy the journey, learn a lot and make it a positive experience
  8. Keep track of your progress
  9. Celebrate your victories and how far you’ve come!
  10. Assess at the end of the time allocated, if it is achievable and what you want.

There is a real sense of achievement when you get the tasks done and you see the benefits of the work. Making progress is the journey of  building a business. Just do the work!

Adrienne McLean is a BookYourselfSolid marketing coach who helps business owners to achieve their goals and keep them focused on achieving their goals. Adrienne offers BookYourselfSolid online and in person workshop as well as mentoring.  You can contact Adrienne on adrienne@adriennemclean.com  or ring on 0414 367 960.

Photo is courtesy of Shutterstock

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How well established businesses can benefit from focusing on their marketing?

Ok, so your company has been running for a long time, you have a customer base and things seem to be ticking along. But are you earning as much as you want ?

After a business has been operating, there may be systems and procedures in place but times have changed dramatically over the past ten years – technology has changed, marketing methods have changed, social media has been introduced, the Yellow Pages are defunct but what is being  done to keep up with these major changes?

Old systems may not be working and inefficiencies are developed over time. Many innovations have occurred and now apps are taking over and competition to the more traditional methods.

So this is where a real evaluation of where the business is up to , importantly from a financial aspect but also a marketing view and even operational as new methods have come in here too.

By going through the process of creating a new marketing plan, some of the opportunities and threats will be identified. Also, whats working and what needs improving will be identified. Doing a SWOT analysis can save a company. Many businesses have had major hardship or are experiencing this  because of current changes – online businesses taking away market share, road parking restrictions coming in, the overseas manufacturing taking over, an incredible number of changes in all sorts of ways that do impact on business.

Looking at the distribution channels and incorporating the web and social media can be very helpful. The use of Adwords is taking the place of the Yellow Pages.

If you would like to do this yourself, the Australian Government have very helpful plans – the Australian Government Marketing Plan Template  and also the business plan template. Consider creating a 90 day plan and looking at what can be done in the next 3 months to build business.

When going through this,  evaluate the following questions :

  1. Is your branding still current ? Is your business easily identifiable and does it look modern and current? This is not only your stationery and website but also your building
  2. Have you got a client list that is easily integrated into emails and promotional software?
  3. Is your client list as strong as you really think it is?
  4. Are you using the most best distribution channels for your business ? Are you getting your message to your audience?
  5. Are your operational methods still current?
  6. Revisiting the business/ marketing plan annually is good practice – its at the end of the year – now is a good time!

By doing this analysis, you can develop a fresh look at what needs to be done to grow the business. A focus on getting more clients.

A Marketing Discovery Audit will help identify this activities to see how efficient they are and what is required to develop further.

You can ask those niggling marketing questions to help you with raising awareness of your business at the Business  Information Forum at Thyme Square Cafe , Florence Street, Hornsby regularly on Tuesday 9.00 – 10.30am – check for dates.  Adrienne McLean will assist the marketing questions using a powerful  and tested marketing system – BookYourselfSolid.  If you need assistance with your marketing and getting more clients then contact Adrienne McLean on adrienne@thespeakerspracticecom or ring on 0414 367 960.

Image courtesy of Shutterstock.

Accountability – Continuous Improvement program

Setting goals and focus is essential for getting ahead. With the support of One-on-One Coaching and our Continuous Improvement Strategy program, this will enable you to keep the focus on your business goals and get ahead. This mentoring program is especially suitable for Entrepreneurs and certainly can be implemented in corporate business.

This is a Continuous Improvement program to support you through the process of establishing and running a business. This program can be started anywhere during the business lifecycle.

Our 10 step process is based on the system developed by Dr Joseph M. Juran who headed the quality management movement in Japan. Juran urged management continually to pursue improvements by focusing on planning, control and improvement. Our 10 step program will assist you to identify and set goals, be supported through the improvement process and celebrate the successes of achieving the goals.

We utilise this 10 step Continuous Improvement program  with BookYourselfSolid® Marketing System, Quality Assurance methods, SpeakersTrainingCamp® and other specialities to assist you with moving forward with your business goals.

Our Accountability – Continuous Improvement Strategy program includes the following 10 steps :

  1. Identification of the Need and Opportunity to Improve
  2. Set goals for Improvement projects
  3. Organise How to reach those goals
  4. Provide Training
  5. Carry Out Projects to solve Problems
  6. Report Progress
  7. Give Recognition
  8. Communicate Results
  9. Keep Score
  10. Keep Momentum by Annual Review

Adrienne McLean has worked in the area of Continuous Improvement and Quality Assurance for many years. Adrienne is also a trained Facilitator. With her corporate and small business background, Adrienne will mentor you through the continuous improvement process. This program includes regular, proactive support, promotional opportunities if desired, training programs, and more.

Speak with Adrienne McLean on 0414 367 960 or email adrienne@adriennemclean.com

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Sales Conversations

The ability to have sales conversations is really vital for all business owners. Confidently being able to have a conversation with the air in the room being comfortable and not “salesy” is essential.
The skills associated with well executed sales conversations do need experience and need to be said with a level of confidence. The key is you can only make sales offers that are proportionate with the amount of trust earnt.
This training gives the following:
1. Let Go of Limiting Beliefs and Say it with Confidence
2. Follow the BookYourselfSolid Paradigm of Sales
3. Learn the 4 Part Formula to a successful Sales Conversation
4. You learn the steps for not being a sleazy sales person and learn to be a valued, trusted resource.

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Effective On Camera Presenting

Do you need video for your website?
Are you keen to learn more skills about presenting to a camera?
Do you want to maximise your impact on a video?

The Speakers Practice is pleased to offer the Presentation and Video program assisting Businesses to create professional quality video to connect with your customer.

This is a two step process so we can enable the presenter to deliver a high quality video performance.

In our “Effective On-Camera Presenting Skills” program, our guest trainer Tim Stackpool  and Adrienne McLean will guide you through training to assist you to become comfortable to present in front of a camera. You go through one on one training and practice your presentation for maximum impact.

Our “Connect with Your Audience by Video “ program will guide you to create a Professional Quality Video you will be proud to represent your business on your website or YouTube channel.

What do our clients say about The Speakers Practice Presentation and Video Workshop?

For more – see http://thespeakerspractice.com.au/presentation-and-video-program/

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Speakers Training Camp

Boost your presentation skills with a dynamic public speaking course
Dynamism, influence, and charm are important elements of public speaking. The Speaker’s Practice operates the SpeakersTrainingCamp®, the best of top-tier public speaking courses, which helps you learn and incorporate the most important qualities of an effective presentation and master public speaking skills.

Hands-on speaking training offered by our speech coach in this course maximises your presentations with improved communication and delivery. You’ll learn how to feel calm and how to deliver the most effective, energetic presentation or speech imaginable.

Here’s what you’ll take away from this intensive public speaking training camp:

Master the magic of memorable presenters
Captivate your audience
Cut preparation time in half
Become more dynamic
Organise your thoughts
Apply 10 techniques for handling nervousness
Maximise your voice
Make dull facts and figures come to life
Handle questions with ease
About SpeakersTrainingCamp®
The SpeakersTrainingCamp® is an elite 2-day program that stands above other public speaking courses. First established in the United States in 1981, SpeakersTrainingCamp® has trained business leaders from companies like Nike, Proctor & Gamble, Owen’s Corning and British Airways with resounding results.

Each course, limited to 12 participants, allows you to simultaneously maximise learning-time by working with other public speakers, as well as benefit from personalised training.

For more details – see The Speakers Practice – Presentation Skills – SpeakersTrainingCamp Workshop

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How to talk about what you do & learn to love presenting

When you’ve asked someone about what they do – have you ever heard a long complicated explanation and still not quite understanding what they do?

Talking about what you offer can be more difficult than it seems,  speaking about what you do becomes a very big part of the world of managing a business. Whether it is speaking to a group , speaking to suppliers or speaking with clients or at networking meetings.

How to talk about what you do & learn to love presenting details the fundamentals of talking about what you do so it is clear when delivering a presentation or even talking to one person. It gives the attendees an understanding of what audiences are wanting from their presenter – and it doesn’t matter about the size of the audience.

Finding out what audiences are wanting really assists the presenter – this presentation will give ideas and approaches to really build rapport and connect – which is so important in the business world.

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Process, People, Productivity and Profit

So why in business are the 4 P’s – Process, People , Productivity and Profit so important?

Businesses do not exist with just good products. It doesn’t matter how fantastic the product is if the marketing and processes are not in place the product will not sell.

It is essential to be able to connect with the customers who need your service and who’s problem you solve. So having a sound marketing process is essential, as well as a number of others – sales, logistics, customer service, human resources, warehousing, finances and so on.

If you have good people around you supporting your vision, then the business will grow. The business is dependant on having skilled and positive people who understand their roles and the processes they are expected to undertake. Having the right people “on the bus” is important.

Productivity will increase by having good systems in place, detailing the activities along with the right people who share your vision and are positive and supportive. A combination of sound processes and the right people will increase productivity and support the business to achieve the goals in place.

Profit will follow by having the sound business processes, the right people and the efficiencies in the productivity. Having the business running as a well oiled machine will ultimately result in higher profits as the business is running efficently.

So the aim is to have the processes (in all areas of the business) running well, the right people sharing the same vision executing the work and working efficiently with high productivity.

So the 4 P’s – Process, People, Productivity and Profit combine together to create the business you are wanting. Are your 4 P’s ideal or are there areas to address?

That’s where an Implementation Strategist will focus – helping business owners to achieve the profit they desire by developing their processes, people and productivity.

An Implementation Strategist helps professionals to make things happen and move forward. Ring Adrienne McLean on 0414 367 960 or email on adrienne@adriennemclean.com for more details.

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The 4 P’s to an Implementation Strategy

What makes an Implementation Strategist different to coaches, trainers and even mentors ?

An Implementation Strategist identifies what are the underlying challenges, hurdles and problems being faced by the business and works out strategies with the business owner to grow the business. What differentiates an Implementation Strategist from coaches, trainers and mentors, is they are willing to go the extra mile  and roll up their sleeves and get the jobs done.  Make it happen!

How incredibly supportive and useful to a business owner is having an Implementation Strategist in your court?

So what are the areas that an Implementation Strategist works ?

The main focus of an Implementation Strategist is on business growth.  Utilising multiple areas including a powerful marketing system BookYourselfSolid and a continuous improvement approach along with accountability.

The four areas that the Implementation Strategist will take into account are :

1. People – looking at the support the business owner has to achieve the desired goals.
2. Process – assessing the processes in place (or lack of processes)
3. Productivity – looking at what is being achieved and what needs improving.
4. Profit – assessing the profitability and and areas for growth.

The main focus of an Implementation Strategist is to help the business owner identify strategies and ensures the work gets done. This approach has a strong continuous improvement philosophy of building on what is in place, identifying what is working and what needs addressing and then introducing improvements to increase awareness of the business, increase efficiencies and helping the business run successfully.

The benefits to the business owner are:

  • growth in the bottom line
  • relief in seeing projects completed
  • having time to get their won work done
  • enjoying seeing systems working and supporting the business.
  • And so much more…..

So when you are run off your feet with so much to do, not knowing what to do first, wanting to grow the business but don’t have enough hours in the day. Consider a new approach, call for an Implementation Strategist.

An Implementation Strategist helps professionals to make things happen and move forward. Ring Adrienne McLean on 0414 367 960 or email on adrienne@adriennemclean.com for more details.