Creating Green: Building Your Unique Market Opportunity
Learn the current trends in green positioning, branding, consulting and sales to help you better position your company. You will also learn how to apply these trends when creating your market proposition and value so that you can build a strong customer base.
The Green Technology Alliance (GTA) is proud to present the first of our green marketing professional development series. This special workshop session will help you learn how to create a customized marketing and integrated customer development program that helps you build "gold customers" and "bridge the credibility gap."
Location: Austin MTC
9606 North MoPac Expressway
Stonebridge Plaza Building One, Ste 200
Learn More and Register Here... https://www.123signup.com/event?id=thdtr
Session One: Bridging the Credibility Gap: Collaborative Strategies to Deliver Real Value for Your Customers and Partners
While the marketplace seems to be asking for more earth-friendly products, all too often, claims of "green" and "eco-friendly" are dismissed as marketing puffery or are perceived as too experimental (or too expensive) to effectively do the job. And despite the need for green offerings, the customer frequently cites “price” as the biggest determining factor in the decision process. But if you lower prices to stimulate sales, your profits shrink. In essence, your client doesn't trust that you will be able to deliver on the promise in your sales pitch.
Of course, you can try and hammer home your point through negotiation. Yet, usually the seller will lose; and almost always result in a discounted price. However, there is another path: bridge the credibility gap by communicating a real value.
Join us for this session to learn how to get your clients to understand and believe in the superior value of your offerings. You will learn how to communicate a compelling customer value proposition and explain how your offerings outmatch your rivals on points that matter most to your customer.
Session Two: Go for the Gold: How to Find, Get & Keep Gold Clients
Lead generation is more than numbers. And it is not just about sales and marketing. The wrong clients mean money going out and money left on the table. But, you can spend less and keep more. Learn the Diener-Triplett process on how to find, get and keep the "gold". Find out how to avoid or get rid of those "lead" and "concrete" prospects and clients that drag you down. (We’ve all had them.)
See how to use appropriate pricing to help seal the deal. Discover what else you can do to keep the right clients coming back and bringing or referring the “right” friends.
SCHEDULE:
8:30 - 9:30 am Registration & Networking
9:30-9:45 am Opening Remarks
9:45-10:15 am Session Overview
Green Trends in the Marketplace
Presented by: Michelle Naquin-- CEO, Green Technology Alliance
10:15 - 11:15 am Session One
Bridging the Credibility Gap: Collaborative Strategies to Deliver Real Value for Your Customers and Partners
Presented by: Matthew Parente—Principal, Aperio Marketing
11:15-11:30 am BREAK
11:30 - 12:30 pm Session Two
Go for the Gold: How to Find, Get & Keep Gold Clients
Presented by: Dr. Jan Triplett-- Chief Operating Officer, Business Success Center
12:30 - 1:00 pm Question and Answer
1:00 - 1:45 pm More Networking
SPEAKER BIOS
Matthew Parente
For over 7 years Matthew Parente has focused on what makes a successful marketing initiative. His experience spans the full marketing process. Over the years, Matthew learned that successful businesses are the ones that implement marketing well. The foundation of his marketing philosophy begins with the belief that marketing, especially for small- and medium-sized organizations, should be results oriented, measurable, and fully tracked.
Matthew shares his knowledge frequently by speaking at industry events, educational seminars, through his blog The Illusion of Communication, and contributing articles to various publications.
Dr. Jan Triplett
Jan Triplett, Ph.D. is the Chief Operating Officer of the Business Success Center (BSC). The BSC provides individual guidance and support through its virtual incubator for owners of existing businesses who want to get their business turned around, under control or to maximize assets.
The BSC produces measurable results using a matrix of required tasks for each area of business at each level of success from idea, through survival to transference. Dr. Triplett is a Certified Technical Advisor for the National Community Reinvestment Coalition and a frequent keynote speaker and workshop presenter.