Where Are My Customers

Presented by the

Where Are My
Customers?
Michael T. Sobus, Ph.D.
CEO, Head Coach

Next Level Business Development Inc.
“Business Science Evolved”

Strategy Development, Professional Business Coaching and Training
Mike Sobus mike@coachsobus.com 978-278-5541

Where Are My
Customers?
CEO, Head Coach
I Know

You‟ve Tried Everything
Done It All


Dealing
With
Difficult
Customers Wouldn’t it Be Great
Founder, President

Have All The Prospects You Want

Qualify Them As Prospects Who
Want to Buy What You Offer

Convert your Prospects Into
Customers Who Buy From You
Forever


4
Most Important Things
To Know About Your
Business Coach:
Mike Sobus

Mike Sobus

1 Successful Business Executive (1983 to Present)
Over 28 years as a successful business executive with proven experience in
marketing, sales, team leadership, management, training, product development,
HR, business startups and business turnarounds. Managed multi-million dollar
customers including, GE, Miller Brewing, Abbott, Asahi. SAB, and DuPont to
name a few and opened new $multi-million markets in Japan, Korea, South
Africa, and Eastern Europe including Hungary and Bulgaria. Managed new
product development and roll out of $7 million beverage addititive.

Schedule Your “Cash & Customers Strategy Session” Today!

+1 (978) 278- 5541
http://www.nextlevelbizdv.com


4
To Know About Your
Business Coach:
Mike Sobus
Successful Business Executive
1 (1983 to Present)

Mike Sobus

International Business Builder
2 and Turnaround Leader (1983 to 2007)
Responsible for building from scratch In just three years a $30 million Specialty Chemical
Business for a European-based Joint Venture. Hired and managed a multi-cultural team of 35
professionals in 5 countries, was responsible for the completion of 2 multi-million dollar
manufacturing facilities on-time and on-budget and opened highly profitable markets in Easter
Europe and Africa. Led the turn-around of a $12 million nanoparticles business from a loss of
$1. 2 million to a net profit of $1.3 million in just 3 years. Championed product development
and opening of markets in Asia to fuel the turnaround.


+1 (978) 278- 5541


4
To Know About Your
Business Coach:
Mike Sobus
1 (1983 to Present)
2 and Turnaround Leader (1983 to 2007) Mike Sobus

3 Avid Learner (1972 to Present)
Ph.D. in Chemistry from University of Maryland, M.Div. from Weston School of Theology and Graduate of Executive
Management Program at University of Pennsylvania, Wharton School of Business.
In 2008 founded Next Level Business Developmentlicensed and accredited by the Professional Business Coaches
Alliance where he remains an active member sharing cutting-edge strategies and proprietary secrets with more
than 100 business coaches throughout North America.


+1 (978) 278- 5541


4
To Know About Your
Business Coach:
Mike Sobus
1 (1983 to Present)
2 and Turnaround Leader (1983 to 2007) Mike Sobus

3 Avid Learner (1972 to Present)
4 All Around Nice Guy. (?? to Present)
Happily married and shares the now empty nest with Tank, the cocker spaniel, Moo, the short-hair cat,
and any number of fish. Voracious reader of titles on business leadership and management, investing,
politics, economics, philosophy, and ethics. Avid pro sports fan who listens to sports radio and recovering golfer.
Enjoys Classical Music, exercise, trying to grow things in the garden and fine dining! Guilty pleasures:
Tanquary Martinis and arguing politics.


+1 (978) 278- 5541


Expectations, Expectations!
• My expectations for you:

• Participate actively

• Ask questions!

• Try using what you learn

• Turn off your cell phone

• What are your expectations for me?

List

TOP TEN things you would like to learn about
client/customer attraction.

What is a business?
A business provides products and/or services that fill a need or want of a
particular group of people, in exchange for something of similar value
(usually money).

Game time
Pick a partner
Look them over carefully for 10 seconds
Turn your back – change 5 things about your
appearance
Face each other again. See how many changes
you noticed
Turn around again. Change 5 more things.
Face each other. See how many you can get
again.
STOP – Who got all 10 things?
Thank your partner and take your seat.

What was your BEHAVIOR during
that last game ... ?
1st 5 changes 2nd 5 changes
 Didn‟t know what I  Was Harder
should do
 Got easier
 Had some FUN
 Did some Market
 Felt uncomfortable
Research (Cheated)!
 Couldn‟t think of
enough to change  Got more creative
 Hated it  Just changed back
 Analyzed it  More analysis
 What else ... ?  What else ... ?

So then WHY ... ?

When all I asked you to do was...
THANK YOUR PARTNER AND TAKE
YOUR SEAT ...

Have YOU Changed Back
to the Way You Were
Before the Game ... ?

Thinking
Acting

Watch Those Habits!!!

Why People Buy

List 5

Your List
Target market(s)
What they want/need
Why they buy
Pains
Pleasures
Hate

Exercise - Continued
Pick a partner
You have 3 minutes for …

Your List

Now you have a HUGE list of reasons people buy your product
or service AND what they don‟t like about buying it.

Business Success Is Not
Random
Based on a study of :
• 12,424 brands
• 1,337 advertisements
• 4,129 business-to-business buyers
• 6,000+ innovation teams
• 294,732 customers
• 3,846 industrial buyers
• 3,057 sales reps
• 2,657 small businesses.

OVERT Benefit
REAL Reason to Believe
DRAMATIC Difference

Overt Benefit
3M Study- we are faced
with 3,000
advertisements/day

Features Into Benefits
Why should the customer care?
Why did you create it?
Why is the feature important?
Why is the feature necessary?
Why doesn‟t the competition have it?

Benefits to OVERT Benefits

Be SPECIFIC!

Fast = 2 minutes
Safe for most fabrics
= Gentle cleansing
for suede
Don‟t worry, you
won‟t insult them

Now They Have to Believe You!!!
REAL Reason to Believe

RRB is pervasive – in message and small details.
Tom Peters “When I see coffee stains on an airline
seat, I wonder about engine maintenance.”

RRB Strategies
Kitchen Logic
Processes, Things that “make sense”
Personal Experience
Sampling, Demonstration, Sensory feedback
Pedigree
Heritage of development, Marketing results (contests,
awards, customer results), Trademarks, copyrights
Testimonials
Customers, Experts, Media
Guarantees
Specifically addressing pains

Dramatic Difference
Can come from many areas
Price
Target Market Served
Product Line Offered
Ease/Speed of Purchase
Location
Portability/Ease of Use
Quality
Personal Attention

Putting it All Together- An
Ad
Target Market is specifically addressed
Strategy
Offer
Time, Quantity limited
Featured strongly
Uniqueness
We are the only…
Benefits
News
Call to Action
Tell them what to do

Ad Specifics
The Headline- Hit „em between the eyes
with question/statement that captures
Target Market
Sub-Headline- Proposition/ Solution
The Body Copy
Benefits / RRB
Layout
Easy on the eye
Pictures (with people)
Text, white space, bullets, johnson boxes

Write an ad
Everyone will write an ad to share

Feedback

Going forward

To deliver on your promise – what has to change?

Marketing Strategies
Look at strategies on list
What do you already use?
What can you do going forward?

You should have at least 10 marketing strategies going on
concurrently

Pulling it together – Get Help
Business Builder Review
• Business Effectiveness
Evaluation
• Identifies what is standing
between you and the business
of your dreams.
• 90 Day Action Plan- Clear the
path to building the business
of your dreams.


Pulling it together – Get Help
Business Builder Review
• Bonus One Target Market
Demographics
• Bonus Two Psychographics –
what your target market
WANTS
• Bonus Three- 90 minute
private coaching session


Where Are My Customers

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