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Kelly O'Brien, President
TurningPointe Marketing and Washington Business Journal "Pick Up Lines" columnist
May 17, 2006
Revenue Success BootCamp
TeqCorner, 1616 Anderson Road, McLean, VA
8:30 am - 4:00 pm
REGISTER NOW!
Sponsored by:
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What People Are Saying About This Program
"Kelly taught me more in 8 months than I learned at 4 years at an Ivy League school. She helped me pinpoint my problem areas and guided me through a simple step-by-step process to refine my marketing and sales. She did so much to help me, I’m telling everyone I know that they should work with her too!" –A. Loehr, Riverstone Endeavors
“Thank you very much for the great help! It’s made a huge difference for our business -- I cannot thank you enough!” –V.Baselga, NetLifeUSA
"Working with Kelly, we went from ruing the thought of marketing to being comfortable and enthusiastic about it! TurningPointe Marketing helped us get there in a cost effective, time efficient way. As a result, we've become self-sufficient and confident in our marketing efforts." -Dr. L. Bassi, McBassi & Company
“TurningPointe Marketing embraced my practice and facilitated growth right when I needed it! When Kelly O'Brien stepped in to help make this mission come through, it was truly a turning point!” -K. Abrams, Ph.D., Founder, Abrams & Associates, LLC
“Kelly O’Brien helped us develop a new sales management software rollout plan...[and]...uncover key issues for Field buy-in and implementation...by addressing those issues early, we accelerated adoption and usage of the new technology...giving [the field] new marketing and sales tools to improve their productivity. Kelly made a difference in our bottom line results!” – J. Gordon, Vice President, Sales Support, Guardian Insurance
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An Urgent Message If You’re Looking for Reliable Ways to Attract and Keep Great Customers…
Go (or send your key people!) to the “Revenue Success System BootCamp” on May 17th in Tysons Corner
with special guest Washington Business Journal
Sales Guru, Terry Nicholetti
From: Kelly O'Brien, President, TurningPointe Marketing, Inc.
Re: Attracting and keeping great clients
Dear Friend,
Does any of this sound familiar...?
"We spent more on marketing last year than ever, and we still don't know what we got for our money." "Our marketing department doesn't give us collateral that we can really use - it's all fluff." “I have a graduate degree in my field, but that doesn’t mean I know how to get business…” "We can't get buy-in for our initiatives inside our organizations - it feels like an uphill battle."
You’re not alone if you find it difficult, frustrating and downright painful to consistently attract, nurture and keep a steady stream of qualified buyers (clients, funders, members, and internal customers) streaming to your business, organization or programs.
Whether you’re a small business owner, professional inside of a larger organization, on the front line selling, or leading the charge – finding and keeping great clients will gobble up enormous amounts of your time and money if you’re not using a systematic, planned approach.
Here’s the current reality…
The truth is, most approaches to marketing and sales don't have the buyer in mind. Visit any given website or sit in on your typical sales meeting, and the "conversation" is one-way, all about what the seller can do, and completely insensitive to what the buyer really needs at that point.
Finding and keeping great clients is like dating, courtship and falling in love. You can’t rush it, and you can’t force trust, intimacy or commitment for the relationship to work. If your approach has amounted to the equivalent of unsuccessful blind dates and kissing frogs, read on!
Why Traditional Approaches to
Marketing & Sales Don't Work
Reason #1: In our enthusiasm to make the score, we lose sight of the buyer's timing and pace. Your buyer wants to be warmed up, invited, respected - not stalked! This doesn’t happen in a conversation or two, or even after one purchase. Too soon, too fast means it’s not real, but more like a fleeting moment or worse, a one-night stand.
Reason #2: You confuse the buyer with inconsistent, mixed signals. You launch a website, send sales letters, mail post cards, network, make calls, place ads, present, do proposals…but often without rhyme or reason to the sequence, timing and linkage between moving parts. This costs lots of money and creates volatile ups and downs in your sales cycle. You wonder what you’re getting for your investment and end up disappointed and frustrated.
Reason #3: Messages and actions are not in your buyer’s best interests. Smart buyers see right through the "lines" of a Player - someone who's only out for the score. I doubt that's how you want to be positioned in the marketplace, and it's certainly no way to build a business.
What You Need Instead
What you need is a much more effective approach that helps you approach "revenue success" as a series of connected, sequential, integrated actions designed to build trust in your buyer…that moves them to action incrementally…and that earns long term commitment. And this doesn’t happen in a conversation or two. Or even after one purchase. This takes time…just like dating, courtship, and falling in true love take time to evolve. You can’t “make” your buyer go faster or go to the next level…as in dating and love, you’ve got to go there willingly, together.
Whether a new flame or new buyer, there are predictable phases of involvement: Stranger, Acquaintance, Friend, Lover, and Loyal Partner. As in dating, the laws of attraction, permission, trust, and commitment rule when it comes to successfully finding and keeping clients. Just as a cheesy pick-up line won’t work on the dating scene, driving revenue takes thoughtfulness, strategy and mutual consent.
These rules apply in any buyer-seller relationship – whether you’re selling in the marketplace, or inside your organization for buy-in on a major initiative. Large company, small or medium business, public agency or association, these dynamics ring true.
Introducing the Revenue Success System.
During this 1-day, hands-on workshop, you’ll discover revenue success secrets all presented in a step-by-step system you can begin implementing the minute you walk out the door.
Step 1: Create your Relationship Funnel. How will you turn Strangers’ heads? How will you move them to Acquaintance, all the way to Lover and beyond? What about leaks? Not all buyers progress. How many frogs must you kiss before finding true love? With proper assumptions and metrics, you can predict hard numbers for each stage.
Step 2: Instead of tactics, think integrated system. Whether through websites, networking events, advertising, or tradeshows – there’s a specific and predictable path, based on buyer behavior at each level. The model, “marketing generates leads and sales takes it from there” is very limiting. Both functions must be involved all the way. We'll show you how.
Step 3: Coordinate online and offline touches. What you do offline to attract and progress buyers must dovetail with what happens online. Everything’s coordinated, on message, and with a clear next step. With endless ways to set this up, keep it simple and be consistent. We'll give you examples and tons of ideas.
Step 4: Instill a marketing culture. Most marketing and sales initiatives overlook and underestimate the internal consensus building and alignment required for success. How will you coordinate everyone to help buyers through your Relationship Funnel, considering the classic disconnects, turf wars and silos inherent in even the smallest of organizations? The larger you are, the more complex this gets. We'll show you how to bust through organizational "silos" and get people on board.
Who Should Attend This Event?
You should attend this BootCamp if you want to:
Attract and reach buyers: business owners, department heads, professional service providers, consultants, membership directors, principles and partners, federal agency staff responsible for finding Other Agency (OA) funding
Get buy-in, budget or support for internal programs: training officers, human resource professionals, department heads, project leaders, chiefs of staff, OD specialists
Create a customer-centric, revenue-focused, aligned culture: CEOs, COOs, chiefs of staff, OD specialists, department and agency leaders
A Baker's Dozen of the Most
Important Lessons You’ll Learn
Here’s a comprehensive list of secrets we’ll share in this seminar. Which ones do you want to learn?
- A sophisticated, yet realistic strategy that creates long term relationships with five different types of buyers: Strangers, Acquaintances, Friends, Lovers, and Loyal Partners
- Identify the right buyers, then get and hold their attention
- Stop wasting your time with the wrong buyers and screen out tire-kickers
- How to successfully tackle the intimidating task of prospecting.
- Take the guesswork out of selecting the right tools and tactics to progress your buyer, based on where they are in the buying cycle
- Reduce the perceived risk of doing business with you
- Develop easy ways for people to buy from you that lead to more and larger sales
- Avoid the costliest pitfalls made by most traditional marketing and sales approaches
- Get better results for your current approach, without scrapping everything you've done to date
- A system that gets marketing and sales working together
- Create a systematic, reasonable approach to marketing and sales that you can sustain and measure over time
- Get your entire organization on board to help you implement and deliver on your strategy
- Sell in the context of building long-term client relationships, not pushing products and services
And a Special Guest!
The Washington Business Journal’s Terry Nicholetti, account executive and sales trainer, will show your how to “Use Business News to Get New Business!”, for which she has received rave reviews for two years running. Terry will share her simple system for finding warm leads through the Washington Business Journal, and giving added value to your prospects and clients.
"Terry showed me how to turn my knowledge of the local marketplace into direct client opportunities for me and my firm." -D. Pordy, Shulman Rogers Gandal Pordy & Ecker
What You’ll Get When You Attend
It’s rare that you’ll come to an event that keeps giving you fresh ideas, 24/7 support and 1:1 custom advice after the fact – but you do here! Here’s what you get, included in the price of your workshop:
- Follow-up coaching session with a TurningPointe Certified Consultant (this alone is worth more than your tuition!)
- Online access to TurningPointe eLearning resources, articles, templates, checklists, case studies…and more!
- Lifetime subscription to TurningPointe’s Online Forum for support and answers for your toughest marketing, sales and branding questions with unlimited 24/7 access.
- The opportunity to network with Washington-area leading businesses, key executives, business owners, and decision makers.
Worth of Bonuses
3 e-books: It’s Not About You, It’s About Them (and other hard truths about marketing, sales, and getting your ideas embraced), Mini-book #1 Strategy!, Mini-book #2 Tactics!, & Mini-book #3 Execution!
1 Audio CD: Kelly O’Brien’s newest audio CD, Turning Strangers Into Lovers: How to Get Customers to Fall in Love With You and Stay for Life!
Your Satisfaction 100% Guaranteed
Our guarantee is simple. If you aren't 100% satisfied with this event, you get your money back. There's no fine print. If you're not satisfied with the quality and quantity of useable information you learn, we don't deserve to be paid!
Why Past Attendees Recommend This Event
“Kelly’s BootCamp gets 5 stars!! This is like marketing therapy – the frank feedback from other members of the workshop was invaluable.” –D. Weil, WordBiz.com, Inc.
“This BootCamp was a real wake-up call to the effort needed for my marketing program. The path is clear and now makes sense.” –G. McDonough, Pinner Financial
“With a 20 year history in corporate marketing, I was absolutely amazed at what I didn’t know. TurningPointe’s program helped me transition my thinking into workable concepts to help me deliver real value to my clients.” –S. Schiro, Morgan Stanley
Three Easy Ways to Register
Click here to register online, call Angela Franke at 301-655-4405, or email Angela at angela@turningpointemarketing.com.
When, Where and How Much?
We'll be at TeqCorner, at 1616 Anderson Road, in McLean, VA on Wednesday, May 17, 2006. Just off Rt. 66 and 495, with free on-site parking.
Registration opens at 8:00 a.m. and we'll start promptly at 8:30 a.m. We'll serve you a lovely lunch, then end at 4:30.
The regular fee for this event is $995 per person. But because of our collaboration with the Teqcorner and The American Small Business Coalition, we can offer it to you here for a fraction of the usual cost.
That's just $395, with discounts for groups of 3 or more from the same organization. You also get a discount if you're a member of The ASBC .
Think about it for a minute. That’s far less than you’d pay for any one item in your marketing or sales arsenal. Less than you’d pay for most annual membership dues - just for the privilege of paying more to go to networking functions! And a lot less than you’d pay to have me share all of this information with you during private consultations.
And remember, if you register before May 3rd, you also get four bonus gifts worth $197, plus after-workshop support, coaching and resources worth far more.
Plus lunch!
It makes sense to register today. Do the math for yourself.
Think about every networking event, sales trip, website page, direct mail piece, brochure, trade show, and proposal you spend time and money on. Don’t you want to make the most of these investments?!
"Don't spend another dime on marketing until you've gone through TurningPointe's BootCamp!" -F. Donner, Business Stamina
So Now What?
You have a choice. You can either make the decision to spend a little bit of time and money to check our system out, or you can walk away. The only thing you have to lose at this point is more clients. So it's up to you - what do you want: more clients? Or to take a chance that you'll miss out on something great - something that could be a real turning point for you and your organization?
I look forward to seeing you there.
Kind regards,
Kelly O'Brien
President, TurningPointe Marketing, Inc.
PS If you’re not ready yet, click here to take our short marketing quiz - if you don't pass, you might reconsider!
PPS Want to talk to someone in person? Call Angela Franke at 301-655-4405 or email her at angela@turningpointemarketing.com.
PPPS Don't forget to ask about group discounts! And if this date doesn't work for you, we can bring this same program in-house for your organization.
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