© 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d. © 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Taking the Next Step:
Your Journey from
Order Taker
to
Expert
713.520.5532 www.hollinden.com
March 27, 2014 Presented by
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d. 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Christine Hollinden, CPSM
Founder & Principal
Jessica Stenklyft
Director of Consulting
© 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d. © 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
•
Q&A at the end of the call
•
Tweets: @hollinden
#marketingstrategy
•
We’re recording this webinar
•
Follow up email
•
CE credits for CPSMs
Details
3
© 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d. © 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Taking the Next Step:
Your Journey from
Order Taker
to
Expert
713.520.5532 www.hollinden.com
March 27, 2014 Presented by
© 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Characteristics of
Generalists
5 ©20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.www.hollinden.com #marketingstrategy
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d. 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Characteristics of Experts
© 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d. © 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
www.hollinden.com #marketingstrategy
The Impact on Professional
Service Firms
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Expert
Generalist
Taking the Next Step:
Your Journey from
Order Taker to Expert
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
•
Positioning
•
Core Messages
•
Say “no”
Cold Calls/
Unsolicited Emails
© 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Expert
Generalist
Taking the Next Step:
Your Journey from
Order Taker to Expert
9 ©20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d. 9
www.hollinden.com #marketingstrategy
•
Positioning
•
Core Messages
•
Say “no”
Cold Calls/
Unsolicited Emails
Collateral
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Expert
Generalist
Taking the Next Step:
Your Journey from
Order Taker to Expert
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
•
Positioning
•
Core Messages
•
Say “no”
Cold Calls/
Unsolicited Emails
Collateral
Print Advertising
© 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Expert
Generalist
Taking the Next Step:
Your Journey from
Order Taker to Expert
11 ©20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d. 11
www.hollinden.com #marketingstrategy
•
Positioning
•
Core Messages
•
Say “no”
Cold Calls/
Unsolicited Emails
Collateral
Print Advertising
Trade Shows
& Conferences
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Expert
Generalist
Taking the Next Step:
Your Journey from
Order Taker to Expert
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
•
Positioning
•
Core Messages
•
Say “no”
Cold Calls/
Unsolicited Emails
Collateral
Print Advertising
Trade Shows
& Conferences
Website
© 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Expert
Generalist
Taking the Next Step:
Your Journey from
Order Taker to Expert
13 ©20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d. 13
www.hollinden.com #marketingstrategy
•
Positioning
•
Core Messages
•
Say “no”
Cold Calls/
Unsolicited Emails
Collateral
Print Advertising
Trade Shows
& Conferences
Website
eMarketing/Newsletter/
Announcements
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Expert
Generalist
Taking the Next Step:
Your Journey from
Order Taker to Expert
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
•
Positioning
•
Core Messages
•
Say “no”
Cold Calls/
Unsolicited Emails
Collateral
Print Advertising
Trade Shows
& Conferences
Website
eMarketing/Newsletter/
Announcements
Social Media
© 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Expert
Generalist
Taking the Next Step:
Your Journey from
Order Taker to Expert
15 15
www.hollinden.com #marketingstrategy
•
Positioning
•
Core Messages
•
Say “no”
© 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.Cold Calls/
Unsolicited Emails
Collateral
Print Advertising
Trade Shows
& Conferences
Website
eMarketing/Newsletter/
Announcements
Social Media
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Expert
Generalist
Taking the Next Step:
Your Journey from
Order Taker to Expert
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
•
Positioning
•
Core Messages
•
Say “no”
Cold Calls/
Unsolicited Emails
Collateral
Print Advertising
Trade Shows
& Conferences
Website
eMarketing/Newsletter/
Announcements
Social Media
Webinars & Videos
© 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Expert
Generalist
Taking the Next Step:
Your Journey from
Order Taker to Expert
17
www.hollinden.com #marketingstrategy
•
Positioning
•
Core Messages
•
Say “no”
17 17 17 ©20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.Cold Calls/
Unsolicited Emails
Collateral
Print Advertising
Trade Shows
& Conferences
Website
eMarketing/Newsletter/
Announcements
Social Media
Webinars & Videos
Speaking
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Expert
Generalist
Taking the Next Step:
Your Journey from
Order Taker to Expert
•
Positioning
•
Core Messages
•
Say “no”
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.Cold Calls/
Unsolicited Emails
Collateral
Print Advertising
Trade Shows
& Conferences
Website
eMarketing/Newsletter/
Announcements
Social Media
Webinars & Videos
Speaking
Whitepapers & Branded Studies
© 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d. 19
Expert
Generalist
Taking the Next Step:
Your Journey from
Order Taker to Expert
19
www.hollinden.com #marketingstrategy
•
Positioning
•
Core Messages
•
Say “no”
19 19 19 ©20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.Cold Calls/
Unsolicited Emails
Collateral
Print Advertising
Trade Shows
& Conferences
Website
eMarketing/Newsletter/
Announcements
Social Media
Webinars & Videos
Speaking
Whitepapers & Branded Studies
Articles & Paid Speaking
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
Moving Up the Ladder
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
© 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d. © 20 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d. 21
www.hollinden.com #marketingstrategy
14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d. 14 H ol lin de n | Po si tio ni ng . Pro ce ss. Pe op le . Al l ri gh ts re se rve d.
