Agreement for the Marketing Mastery Program



Ken Prevost Mar 30/20

Ken Prevost: More Clients Preparation

Ideal Clients

My ideal clients are employed within the Canadian Public Service. There are approximately 80,000 employees employed in 80 departments or agencies within Ottawa, Canada’s National Capital where my home-based business is located.

Demographics:

Ethnics: mainly white with the language being English and French.

Gender: 50/50 male female however my students’ ratio is 80% female, 20% male

Age: 25-60 years

Employment status: 50% administrative, 45% officer level, 5% management

Personality:

Values: family, friendship, a good job, good pay

Lifestyle: hard working, diverse, interesting leisure, travel, good hobbies

Attitude: positive, appreciative, honest, happy (mostly)

Interests: home and family and hobbies; working in a bureaucracy can be boring

Goals: very few. Example: They have put in 25 years and have only 8 to retirement.

Type of clients:

- Economic decision-maker (often a manager)

- User which is my student (each have about $1,000 annual allocation for training)

- Admin – those who manage registrations, payments, etc

Ultimate Outcome and Core Client Question

On two levels:

Performance Measurement – “How beneficial would it be if our Performance Measurement workshop taught your people how to properly measure performance, follow the steps to acquire the necessary information, report on it in a timely manner, and submit the mandated reports to Treasury Board?”

Core issue for performance measurement: get accurate information, use it with decision-making, and forward it to Treasury Board and thus, avoid the embarrassment and possible reprimand by failing to deliver.

Productivity- “How useful would it be to you (or your staff) to take a workshop which helps deal with stress, improves effectiveness on the job, enhances concentration, facilitates note taking, improves memory, reading skill and time management, providing valuable skills which not only help the individual on the job but in their personal lives as well?”

Core Issue for productivity: provides a solution which deals with stress, anxiety, and a lack of motivation in the workplace by providing a solution which helps relieve stress and anxiety, provides techniques which improve productivity and represents a solution for the older employee who may find their memory slipping as they move towards retirement.

Example of an Ultimate Outcome: “We put “joy into job”: our students learn to meditate which helps them to like themselves more and then they find they like others more (seems counter-intuitive) as well which enhances a sense of good will, trust, and cooperation in the workplace. Our training gives students a sense of control in their work environment where they handle change more readily, knowledge about how to do their jobs effectively, insights into how to be more effective in the workplace, working with less stress and anxiety.”

Example of a Core Client question: “How meaningful would it be if you can do your job well, without wasting time, stressing out, and enabling you to go home at end of day with a sense of satisfaction that you have accomplished what you needed to do during the day ?”

Success Story

Mary

Mary, a former nurse, handled files for a government employer. Her work was to determine if their clients were eligible for forgiveness of student loans because of their health conditions.

Mary’s boss felt that she was spending too much time on files and not processing enough during the day.

Mary was despairing and was afraid of losing her job.

Mary took a 2-day workshop with me (The Mental Life-Saver) where she learned meditation (how to de-stress), mindmapping (how to systematically organize each file for greater clarity and completeness), memory skills (techniques to enhance her ability to remember detail), reading skills (how to process the details of a file which might contain 30-40 pages in a comprehensive, focused manner) and have an improved grasp of file contents, time management (how to manage numerous files efficiently over the day utilizing available time).

Mary returned to work and was able to process files with greater confidence while experiencing less stress, was more relaxed in knowing that she had a good awareness of file content, was able to justify her time on key files, and was able to produce professional results.

Mary referred coworkers to the course and over time most of her coworkers attended the Mental Life-Saver workshop.

Values

Knowledge and learning: I am a curious person intent on innovating in my business and sharing insights. My mantra is LSD (Learn – Share – Develop)

Self-control: the privilege of running my own business and determining my course of action

Legacy: positioned to make a difference in the world facilitated by my business resources and personal make-up through services rendered or funds donated

Sharing and teaching: mine is a training business

Curiosity and invention: I am an inventor with a 5,000 book library focused on business, the mind, and technology

Humility: being a quiet helpful leader

I enjoy getting related to people: I enjoy laughter and humor

As an introvert, I appreciate quietness and meditation

Business Vision

• My Clients

In the future, 5-10 years, I plan to work with two types of clients, individuals who self-register, and groups where there is a financial decisionmaker, a training coordinator, and groups of students. As well, we will see an increase in the number of private sector clients, potentially accounting for 20-30% of total volume.

• Business Volume Annually

At present, we generate approximately $170,000 and I anticipate that that number will increase by 80% in the year starting with the post-pandemic period and increasing yearly at a rate of 15-20% over our 8-10 year targeted time frame.

• Office and surroundings

Working from a home office, we enjoy the cost-effectiveness of home. This accommodation includes my office, library, work room, and gym.

Much of our communication with clients is virtual. We will take steps to change this approach, initiating face-to-face meetings as we interact with financial decision-makers whom we will sell on the advantages of group training of all employees in their division, branch or department. Our workshops are delivered at a training center in downtown Ottawa or occasionally at our clients’ offices. Classrooms are rented on an as need-be basis, where the facility management looks after room preparation, student food, etc

In the advent of virtual training, our client reach will become national and even international. My instructors are paid for their time delivering our workshops only.

• Home, relationship, etc

My personal life is happy and stimulating. My wife and I have three adult children living in our city. Two years ago, my wife, I, and our dog moved from our home of 14 years which had 2 furnaces, 5 bathrooms and 8 bedrooms into a 3-bedroom, garden home. Needless-to-say, I have had to work magic to squeeze 5,000 books into limited space.

My wife is a former nurse and we enjoy many friends in our community who initially were her co-workers. We have many friends and we entertain often. At Christmas eve, we traditionally host a party for friends whose extended families live out of province.

As for community involvement, 23 years ago I started a group called the Ottawa Creative Thinking Group and we have been meeting monthly for 23 years. During the month of August, I host a garden party for the group. We have a variety of brilliant people (some PhDs) as members, many with advanced education and experience.

Health and exercise are covered through yoga (I may start a yoga teaching program in our new workshop expansion), T’ai chi, cycling, weight training, and walks with the dog.

Much of my personal growth stems from workshop development, online study and exploration, as well as reading in my extensive library. Because I teach memory skills, I practice really owning the content of the books I read. A personal goal is to become a SME (subject-matter expert) sometimes referred to as a polymath in many areas be it marketing, sales, yoga, (I love to play golf), entrepreneurship, finance, Warren Buffet strategy, creativity, invention, aeronautics etc. I enjoy several forms of meditation daily.

T'ai Chi is a form of meditation.

• When All is Well

When all is progressing well, I have a sense of satisfaction, of confidence, of enjoyment, of achievement. And I am finding that I have control over these ways of feeling. I know how to live them every day. As Brian Tracy says, it is not what you do but who you are that makes all the difference. And I find my students have difficulty understanding how to change who they are. No problem doing more or doing better but how do you change who you are?

I am happy to say that I have found the answer, it was one of my breakthroughs.

Some turning points: having a son, daughter, and son, having a good relationship, learning a new skill, enjoying meditation or t’ai chi or yoga or swimming or golf or addressing 500 clients in a room or patenting and selling an invention or making an effective prototype.

Major insights

The importance of living in the moment, living your purpose, witnessing excellence…

And encountering vital words:

“Don’t ask what the world needs.

Ask what makes you come alive, and

Go do it. Because what the world

Needs is people who have come alive.”

Howard Thurman

And realizing that everyone has value, knowledge, intuition, and insights.

My business and life right now are great and it will certainly get better.

See attached PDF: RM-VC.pdf outlining changes now and in the near future.

High-End, Outcome-Based Program or Service

A relatively expensive program

My post-pandemic plan will manifest on two levels.

First, I will dramatically improve my existing products and execute major changes in the marketing using video and selling of these products which will result in significant increases (50%) in annual revenue. Most of these would be unit sales ($1000) and would fill up our classrooms.

Secondly, I will promote the marketing and sale of my Mental Life-Saver workshop

as a program that will benefit groups and will result in a measurable increase in morale in client organizations. The cost of a regular 2-day workshop is $995 per individual however a group of 15 or more will receive a 20% discount, resulting in a total contract of $12,000. This training program would differ from others in that it would consist of classroom training, either at our location or at the client’s site, followed by 5 1-hour virtual support sessions, probably using Zoom, where students would get clarification and reinforce their skills learned in the training. As well, we will offer a virtual LMS package for those students who prefer to take the training on their own time or, for students living in what we term “the regions” which may be out-of-province.

With four of these offerings in one year, we will increase our revenue by at least $50,000. The combination of a flexible program with ongoing support plus the possibility of reaching candidates in the regions will positively impact our chances of selling this training as a group program.

This program would be offered to several organizations as separate programs.

The same approach would apply to my PhotoReading workshop as well as our Performance Measurement training.

Our ideal clients would come from existing clients in our database as well as new potential leads in client organizations.

Rolling out these programs would represent a dramatic increase in revenue, an improvement in our products as we converted them to virtual, an increase of brand recognition in our market place, a positive spin-off in terms of word of mouth accolades from students, and an expansion of our footprint beyond the national capital. I anticipate that we will require an admin assistant by mid-way through our post-pandemic first year.

Strengths and Weaknesses

Strengths

Our objective is to provide value to our students. Our instructors are extremely experienced in their fields and they have major insights into the needs of client organizations and of the employees trying to deliver on those needs, and they share those insights willingly with students. Years ago, I learned that many clients went to McDonalds because of the “McDonalds’ experience” of quality food in very pleasant surroundings; we strive because of the quality of our workshops, the seating, the food (we provide lunch at an adjacent restaurant which is excellent), the instructors, the course content, to make this training, the “gcTraining experience”.

We maintain an attention to detail. Our student satisfaction is measured through our evaluations. It is in the 90-100% range.

My personal strengths:

Sincere, calm, curious, systematic, logical, friendly, prepared, fair, thoughtful, humble, reliable, honest, grateful, sharing, considerate, entertaining, hardworking, creative, knowledgeable, possess common sense.

Weaknesses

To date, 99% of our business is done with the Canadian Federal Government. The policy is that each employee may spend $1000 per year on personal development. This is good however occasionally the government puts a freeze on spending. And then, the well dries up. So, a weakness in our business is that we have all our eggs in one basket. In post-pandemic Ottawa, funds may be scarce.

My personal weaknesses:

Although I sell, I am an introvert. I have to push (Or organize) myself to sell. I strive for perfection. I overanalyze. I get distracted. I get ready to get ready… Drawback of Ken: his accounting books are not up-to date. I juggle too many balls at the same time.

Commitment

I find opportunity in this pandemic disaster as it gives me a window to get much done.

It represents a time-out to do the many things that have been on the back-burner.

I am putting the systems in place and expect to be ready when business starts up again. I will commit to doing the assignments as they rollout, cooperate with other students to be as helpful as possible and to work with Robert who I expect to help me stay on target.

My goal is to daily work from 7:00 am to noon phoning (a time for “How are you doing? Or How can I help?”), and if I can get email addresses, sending emails as I initiate and build on the sales process which I know will generate the business results which I desire. If I find that it is no longer business as usual, I will dramatically go virtual, expand my market footprint, and build the business that way. I have several other workshops which I can add to the mix (such as my “I’m a Hit” Hypnotic Sales Training). I have options: write a book (or an e-book), find out what my prospects perceive to be their real need, market crazily through social media using video clips, lunch and learns, free webinars, and public talks and after that, if worse-comes-to-worse, build and sell airplanes!

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