Lean Marketing Workshop by Mitch Gooze

A recognized expert in marketing, innovation and leadership, strategic positioning, and customer relationships, Mitch Goozé has addressed groups throughout the world, winning high ratings for his energetic presentation style and results oriented approach.
His publications have formed the basis of Rocket Builders practices for many years. We are so pleased to announce that he is coming to town on October 17th. Mitch knows sales effectiveness.

His ideas have helped senior executives from more than 4,000 companies define their market niches, manage innovation, develop and implement practical, workable plans, and realign their efforts to focus more closely on the customer.

Mitch Goozé is an experienced general manager and leader with operating experience in the high technology and consumer products industries. He has experience running divisions of large companies, as well as being CEO of mid-sized companies. Mr. Goozé was president of Teledyne Components, a division of Teledyne, Inc. for five years from 1985 to 1990.

Mr. Goozé has a B.S. in Engineering from the University of California , Los Angeles . He did graduate work in electrical engineering at the California State University , Long Beach and graduate business studies at Santa Clara University . He holds an MBA from The Edinburgh Business School, Heriot-Watt University , Edinburgh , Scotland . Mitch has been an invited guest lecturer at the Stanford University and Santa Clara University Business Schools .

If you’re ready to move beyond gut feel and guess work to drive your marketing/sales management, this one-day workshop is for you. Discover how to increase sales and lower your marketing and sales costs by applying proven process management principles to marketing/sales.

Competitive advantage comes from being better than the competition where it matters. Too many companies still spend on marketing and sales rather than invest in marketing and sales. Why? Because what to invest in is driven by gut feel or guess work. The hoped-for investment too often becomes just another expense.

In this breakthrough workshop, we will show you proven methods to move from spending to investing in marketing/sales. We will teach you how to get started using proven process management principles to make better decisions in marketing and sales.

You will leave this workshop with real actions you can go take the next day to get better results.

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The Brochure:

http://www.customermfg.com/leanmarketingca.shtml

Title: Lean Marketing Workshop

Date : Oct 17th

Time: registration 8:30. 9-4 (lunch provided)

Lctn: Delta Vancouver Airport

Investment: $1900 (You may register 1 to 5 people from your company)

Register: James@customermfg.com

Call: 408-987-0140
Mitchell Goozé, CSP
Customer Manufacturing Group, Inc.
1900 Wyatt Drive, #11
Santa Clara, CA 95054
408.496.4585

408.727.3949 (fax)

www.customermfg.com

Knights of Black & White and Standard of Honour. Books 1 and 2 of the Templar Trilogy. Jack Whyte. 0143017365 and 0670045144. 2007. Alright I will come clean . I am a sucker for a well written historical novel. I have been reading Jack Whyte for years. First, 8 titles around the Arthurian legend, and now his Knights Templar series ( one more to go!) which track the Crusaders. Whyte lives Kelowna and he does a first class job of research and tale telling. Plus the language! You just have to enjoy someone who uses the English language as he does. He makes Dan Brown novels look like the poor excuses for writing that they are, since now you have a real story with real characters! For me, once I pick up one of Whyte’s books, I can not stop. Perfect for a long air flight, at the cabin or on a cruise!

Influence. The Psychology of Influence. Robert B. Cialdini. 2007 (revised). ISBN 9780061241895. Someone just replaced my sales six shooter with an AK-47. Wow! This is a very valuable book, not just for sales but for life. He has five main areas on what influences us. I have used them all, but now I really know how to use them: Reciprocation ( I give you a bit to get a lot) , Commitment and consistency (If I get you to state in public what you will do, you will likely do it), Social Proof (If you see others doing it you will too), Liking, (All I need is you to like me and if I provide a good deal, I make a sale), Authority (Nurses could kill you if a Dr says so!), Scarcity ( if I give and then take away an item, you want it more) . His discussions wheel from how to ensure you get help if you are having a heart attack to how to prevent a revolution. Thoughtful, insightful, easy to read and to use. He has reaffirmed my faith in some academics. Buy it! Read it! “Cause if you don’t, when I call, you will buy whatever I am selling, “cause you haven’t got a chance now!

The Ultimate Sales Machine. Turbo charge your business with relentless focus on 12 key strategies. Chet Holmes 2007. ISBN 9781591841609. This is way more than a very good sales book. It is a very concise business management book. I can think of 200 company CEOs that I know that must read this book and put the principles into action. Holmes has nailed efficiency and effectiveness in one book. No wonder so many great writers have given him such terrific praise. It’s a plane ride book, night stand book, sales group bible, something you read and reread. Despite the ease in reading there are few wasted words in the book. Lesson learned, he really draws out the value in the educational sell with examples in every type of business sale. The author is a very high performance sales guy who shows you how to do the hard things well and get the results. Yes I liked it. He quotes Jay Abraham, “If you truly believe that what you have is useful and valuable to your clients, then you have a moral obligation to try to serve them in every way possible.”

Stand on Zanzibar. John Brunner. 1968 1857988361. Thanks to Steven Forth for pushing me to find this book. Written in ’68 about the 2010 time frame and what a wonderful read this has been! Brunner has a sense of the future unlike most I have read plus he is a strong and inventive writer. He tries several innovative techniques, including stream of consciousness. which will have the reader going every which way. But it works. The background character Chad Mulligan makes pithy and relevant comments on society in this crowded, paranoid and resource poor world powered by mega corporations. If you can get into this book, i.e. past the first three to four chapters, it is well worth the read. Take that Stephen King!

the myths of innovation. Scott Berkun. 2007. ISBN 0596527055. This is a really good read! It includes thoughts on how individuals spread innovation and how society determines the impact. Its rally is a myth busting book. He reinforces the “lucky or smart” comments from “Fooled by Randomness”. Lots of great quotes . Steve Jobs, ” real artists ship.” Dewey, ” A problem, properly defined is partly solved”. A very good discussion on what Osborn really meant in “Applied Imagination” when inventing brainstorming. He felt that an equal amount of time needed to be spent on facts, ideas and solutions, people were to quick to jump to a solution. Another takeaway, No one knows what’s possible”. Some parallels in Godin’s rant on competence vs brilliance. i.e. Competent managers are scared to try anything new, since that threatens their competence. Great line on Frederick Taylor, he could have saved himself hours and hours of studies if he had asked the workers where the process was inefficient.

small is the new big. and 183 other riffs, rants and remarkable business ideas. Seth Godin. 2006. ISBN 1591841267. I think that Seth’s books are getting better. But this is not a book book, its a collection of articles, newsletters and blog posts. But it is real, quality, and very useful. Such useful ideas as, ” The best marketers, of course, use the needle and the vise at them same time:. They don’t assault, they don’t demand, instead they earn attention. And they apply their marketing pressure so consistently and in such a measured and relentless way that sooner or later, they profit from it. ” A great book if you want it in small lumps or more, It would be a good plane ride book, but bring a highlighter! I love this one
“I. Humans tend to work on a problem until they get a good enough solution, not a solution that’s right.
2. The marketplace often rewards solutions that are cheaper and good enough, instead of investing in the solution that promises to lead to the right answer.”

Rebel Yell. A short guide to fiction writing. Lance Olsen. 1998. ISBN 1878914502. This was recommended as one of the best guides to fiction writing. I have to agree. Even if you have no intention of ever writing fiction, this book will dramatically increase your appreciation of all types of fiction and many many writers. Its full of interviews of 40 authors and publishers., pithy analysis of styles, genres etc, creativity exercises, tips on publishing, promotion,m contracts- its just incredibly thorough. Plus its easy to read! With this book and Mas “Writer Tells All” you have the pragmatic package that covers fiction and non fiction writing

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A client had a case study need which we were able to solve. Here’s some background.

History

The client had tried on two previous (and very hi-priced) engagements with a US marketing firm to create new sales materials. Yet they seemed no further ahead with new sales or leads despite quite a bit of effort and some glossy materials. They did not really know much about the persons they were trying to target. They had zero market presence, so the targets did not know the company (and its services) existed. As a consequence targets were loath to take their calls/approaches. A tough one. We were recommended by one of their consultants.

Our approach

During Discovery we pointed out that the client website had multiple (11) “messages” which forced it to try to occupy numerous value positions with the target audience. Sales scripts and materials used the shotgun approach which assumed that all targets wanted to know all the information and/or that they would read materials with lots of information to find what they want. These sales materials also carried multiple messages.

Our research shows that this combination is a good way to “kill” any lead generation and it really slows down the sales cycle (increasing the cost of sales). Targets want to know that you know their problems, speak like them and have solved their core issue for people like themselves (down to having similar jobs and job titles). And they neither have little patience nor time to do all the reading. Researchers and most very technical people will often read everything, but they are rarely all the people involved in the buy decision.

We researched the client preliminary prospect lists to find that the target decision makers could be segmented into two types, companies where the highest rank was a Director (operations) and those that had a titled VP (planning/strategy) in the area of interest.

Further work led us to believe that the companies in the segment that had a titled VP were the most likely to have budget for the services offered. We further segmented the companies with VP list, through web research, into a list of companies that had experienced certain corporate “trigger events” which would increase demand for our client’s offerings and a list of those who had not. (This is to make sure we separate migraine headache clients from oil change clients, since we sell pain reliever)

As part of our process, we broke down the VP with trigger events list into three different smaller segments in order to create distinct core value statements for each of these final target segments. These three separate core values would have the best call to action with these targets since it would tie directly into key trigger events and the day to day pressures of the executive involved.

Each of the following three core values were used to create a different case study:

Study 1. Save money

Study 2. Extend reach

Study 3. Increase revenue.

These case studies formed key client evidence for the next phases of the project, which included a lead generation campaign, sales responses and follow-up. These case studies were then also re-purposed in educational presentations to present clients in order to solicit work in new areas.

Results were extraordinary. A projected six week campaign achieved its goals in less than sixty hours.

Summary

Not presenting the right message to the right audience can be costly (in lost time, opportunity, effort and money). A well defined, researched process ensures that that clients are precise in their audience selection and messaging. We identify the market segments with the most to gain from the offer presented. The offer is crafted with segment specific messages to trigger action. All messages are backed up with trusted proof. This becomes part of a highly targeted repeatable lead generation program.

By clearly presenting each message in its simplest form, you also allow the target to self-serve for the evidence they want. Sometimes, but not always, they will pick up on a second supporting message during the sales cycle. Often, another individual enters the discussion that has a different concern, requiring different proof. By paying very close attention to the details of your targets’ behavior, you can be both effective and efficient in your sales and marketing efforts.

Truth. The new rules for marketing in a skeptical world. Lynn Upshaw. 2007. ISBN 978-0-8144-7376-4. Another Amacom book. Since at our firm we use truth based marketing, the title of this book caught my eye. You could also call this Integrity based marketing. However you say it this book delivers in a big way. It is so incredibly thorough and right that at times the paragraphs seem to jump out and smack you in the head. One of so many lines that made too much sense,” marketing needs to ….inject customer needs into the product development process….help develop more competitive products….help transform products into agents of integrity. A servant provides what a customer wants, a partner provides what a customer needs. ” If you have anything to do with marketing in your company this is a must read book.