Marketing is an effective engine that is driven by research, segmentation, positioning, and strategy. Fueling this engine means telling a compelling story and engaging in conversations that lead to a better understanding of your customers wants and needs.
A branding expert, a sales success strategist, a photographer and the owner of a successful debt collection agency share their knowledge, experience and insights on the steps you can take to improve communication across all aspects of your business.
Meet the panel
Peter Engelhardt: Plan2Brand
Business Branding Specialist
Respect Your Audience as You Respect Yourself:
To be a clear and effective communicator, you must first recognize that your message is not just about you or what you want. It’s about “what’s in it for the audience.” You must both believe in your message and sincerely care about the needs and the unique perspectives of those you are communicating to if you truly want to be heard. After all, they took the time and trouble to hear what you have to say, so it’s equally important to recognize and respect that we each have different perspectives based on our positions, motivations, and needs.
Source: Seven Steps to Clear and Effective Communication
by Joel Garfinkle
What Peter’s clients say
A genius at branding and strategy. Peter has helped us identify the brand’s personality, archetype, purpose, target market, positioning statement, brand pillars and brand promise. Everything we need to communicate our point-of-difference… THANK YOU Peter for doing such an amazing job!
The Ultimate Sales Summit
Most companies are good at communicating what they do, but few brands successfully communicate why they do it.
The problem with ‘what’ is obvious. The competition is fierce and there are many brands offering similar products and services. Communicating why you do it helps to differentiate your brand. It can be a certain philosophy or a unique approach that separates you from the rest. Further, it’s more difficult to copy a company’s ‘why’.
Frances Pratt: Metisan
Sales Success Architect
This topic came from a story I was reading about this quote from Warren Buffet.
“Invest in yourself. One easy way to become worth 50 percent more than you are now at least is to hone your communication skills. If you can’t communicate, it’s like winking at a girl in the dark: Nothing happens. You can have all the brainpower in the world, but you’ve got to be able to transmit it.”
Tonight, I want you to think about what your company transmits to its employees, customers and stakeholders.
Are you winking in the dark or getting your message through?
What Fran’s clients say
Most of all we love Fran’s “words” they helped us take back control in servicing our customers, with respect. The increased sense of control and teamwork has been our greatest achievement.
Tracey Bode ~ Zyteq
Welcome to the Conversation Age.
Information is abundant! The new advantage comes from the ability to connect dots and discuss ideas. It is conversation that creates connections and builds trust.
Frank Amato: Frank Amato Photography
Specialist business photographer
Interesting facts from Frank’s perspective
Have a quick on line search of a professional service based businesses in your capital city and view five to ten website landing pages. Are you able to pick the stock images from the ‘real’ images? If so, which instantly communicates a sense of trust more than the other? Chances are it’s the businesses that have seen the importance of differentiating themselves from competitors with images that showcase the core of their business, its people.
Consider that in a matter of hours one can register a domain name, purchase hosting, choose a pretty website template, populate it with stock imagery and wording to suit, then start trading as one of your potential competitors.
What Franks’s clients say
You have the ability of making an average scene look amazing. Your attention to detail is excellent. I have always said that quality maintains quantity, you will never be out of work. Keep up the awesome work. R.Chatfield, Chatfield OzCool
Jeanine Purdie: Business Credit Solutions
Credit Management Specialist
Interesting facts from Jeanine’s perspective
- 18 million hours p.a are spent chasing debtors in Australia
- 72.5% of all business invoices are paid late
- Number of court actions increased 20% Q1 2019 in Victoria, 50% in SA and 40% in Qld
- 4.6% annual growth rate between 2013 and 2018 in Australian debt collection industry, employs
7 780 people and $515.5m spent on wages each year
Source: Dun & Bradstreet; ABS; Creditor Watch; ACDBA Conference 2019
What Jeanine’s clients say
The actions, advise, and guidance that you provided ultimately got us paid and have been hugely appreciated.
It … is now hard to imagine how the results that have been achieved could be better. We are now in a stronger financial position and have begun to recover from the very dire position we faced.
I would heartily recommend your services and am happy to be used as a reference for your business in any way that you would deem appropriate.
Martin and Pam at MBM Grounds Maintenance
Good communication from the moment you engage with a customer is the key to a successful transaction and maximising cash flow…even if you have nothing to say…tell them there is no news. Silence is not always golden.
Meet the host
Stewart Clark, Founder and Principal coach of SCS Performance
SCS performance is a specialist consultancy firm delivering a specially designed range of coaching programs to the small to medium business market - to drive bottom line return.
Stewart is an energetic and experienced business adviser with many years of experience coaching, advising and supporting small and medium sized businesses across Australia.
Leveraging a lengthy career in finance and corporate business, Stewart has worked "in" or "on" a range of businesses and industries Australia wide.
Possessing a people-oriented style and a keen eye for detail, Stewart is well versed in strategic planning, financial analysis, sales delivery and business improvement. Stewart is also a published author of “It’s not what you make, but what you keep” and is a regular speaker.
Unlike a traditional business coach, Stewart focuses on enhancing the mechanics of a business – its people, its process and its systems – to achieve long-term business success.