Just as patients need correct diagnoses and appropriate
treatment plans to get better, so do speakers who are trying to
promote their businesses, increase their number of speaking
engagements and boost their revenue. Without a plan, it is
easy to overlook valuable sales and marketing opportunities
that are essential for achieving business success.
Meet the Patient
Hector M. Escarcega, CSP, CSL, ARM,
is president of Bilingual Solutions International, Inc. (BSI), a Los Angeles-based
company that provides bi-lingual corporate training and consulting in the area
of workplace safety/OSHA and cultural
diversity in English and Spanish. The
company has an established product
and service portfolio that has been sold
successfully for nine years. Escarcega
acknowledges that business is decent,
but readily admits that he earns 50 percent less than he should based on his education and background.
Recently, for example, he presented
OSHA programs in Mexico and also has
served as a motivational and industry-specific professional to college and university
food service personnel and managers. His
presentations were well-received and generated audience interest.
So, why isn’t Escarcega getting more
business? The answer is simple: He doesn’t
have a written sales and marketing plan.
In addition, his expertise is clearly not evident in his promotional materials or Web
site. In fact, his promotional kit does not
contain any success stories supporting
his superior track record with clients. In
today’s highly competitive workplace, it
is critical to show clients how they can
benefit from hiring you.
Send in the Doctor
Escarcega contacted me to make a “house
call” on his business. I conduct cost-effective
“clinics” with clients to produce detailed
written sales and marketing plans. (A clinic
consists of a one- or two-day consultation at
your place of business and looking at every
area of your operation that can be improved
to make your bottom line stronger.) After
meeting with Escarcega, I developed a marketing plan outline identifying the following
key areas: executive summary, goals, opportunities, problems, strategy and tactics.
Then, together, we fleshed out and elaborated on the three most important areas:
opportunities, goals and tactics.
Construction training has been well
received and Escarcega’s OSHA programs
are good sellers. He has the technical
expertise and credentials to provide
unique, powerful and cost-effective fleet
vehicle safety programs to companies of