In just 30 minutes Donald will show you how to redefine your business to create and deliver compelling customer value and experiences that will ‘grab’ your target customers, clearly differentiate you from your competitors, make you ‘famous’…and grow your bottom line!
The biggest complaint in business today is that there’s no such thing as customer loyalty any more. This is simply not true. It’s a lie. ‘People are loyal to what’s best for them…or what they assume is best for them.’
So, as business owners and managers, we have two important jobs. First, we must do the work to be the clear ‘wise choice’ for our target customers. What might that look like in your business?
Then, our second job is to communicate our compelling value story in everything we do. There’s no point being the best if we’re also the best kept secret.
And, here’s the good news. Small improvements in sales can make a big difference in your bottom line. Donald will help you understand the math of profitability!
Handout available at http://barriechamber.com/DonaldCooper…
——00:00 WELCOME & INTRODUCTIONS——
Moderator: Paul Markle, Barrie Chamber of Commerce
Speaker: Donald Cooper, MBS, CSP, HoF
-00:08 – Reality Check –
-00:10 – Reality Check – The Simple Truth About Customer Loyalty
-00:14 – Your Free Business Tool: https://www.donaldcooper.com/yfbt/
-00:15 – Get Specific
-00:19 – The Easiest Way to Increase Sales
-00:20 – There Are Only 3 Kinds of Value
-00:24 – Compelling Value
-00:28 – Exaggerate to get “Famous”!
-00:34 – Where’s The Proof? Delivering Compelling Value
-00:38 – Are We Creating Customers or Fans?
-00:41 – Everything We Do Communicates!
-00:49 – The Bottom Line Impact of Increasing Your Sales
00:54 – My biggest challenge now is with no face to face networking which makes it hard to find new clients. My product is life insurance and financial advising.
00:58 – If I reassess my value and want to make a change, how do I get started? Do I slowly adjust my marketing and communications, or do I launch a big campaign to rebrand with new messaging?
01:05 – What percentage of my costs should be spent on marketing & communications?
01:10 – We are in a service industry that has been hit relatively hard. We followed health protocols and shut down completely. Others in our industry did not. This has caused confusion among our loyal customers and most have waited for us but some others not. Can or should we use this in our social media and website, sales etc.
01:11 – When you did your clothing retail warehouse, allowing people to take as many items as they wanted, did you notice an increase in shrink?
About Our Expert: Donald Cooper, MBA, CSP, HoF
Donald has been both a world-class manufacturer and an award-winning retailer. He started his business career at the age of 6, sweeping the floor in the family business for 5 cents a day. Long days and low pay…excellent early training for an entrepreneur.
He earned an MBA from the Ivey Business School in London, Ontario, followed by 18 years at Cooper Canada, the family business. From humble beginnings, Cooper Canada became the world’s leading maker of hockey equipment and a Canadian Brand icon. As a growing family business, Cooper Canada bought competitors, went public, imported, exported to 20 countries, opened an offshore factory in Barbados, and grew to over 2,800 employees.
At age 43, Donald reinvented himself as a visionary retailer of ladies’ fashions and gifts, creating a 13,000 sq. ft. destination ‘Warehouse Boutique’ in which he fundamentally redefined the customer experience. For this he was voted Canada’s Outstanding Innovative Retailer. As both a manufacturer and a retailer, Donald has been ‘in the trenches’.
For his transformational business insights, courage to speak the truth and unique ability to inform, challenge and inspire audiences around the world, Donald has been inducted into the Canadian Speaking Hall of Fame and been awarded the Certified Speaking Professional (CSP) designation…the highest international designation in professional speaking. For more info about Donald, go to donaldcooper.com.
What clients say about Donald’s Sessions:
-Every business owner needs to spend a few hours with Donald Cooper. It changes everything
-Donald’s management program has delivered the best take-away value of any session that we’ve attended. He delivers effective insights and tools that will have a profound impact on any business
-The best, bottom-line business session offered by our Association in 20 years
-Awesome insights; edgy, engaging humour; passion and humanity…the whole package
-I can honestly say that this was the most eye-opening, forward-thinking and helpful business event I’ve attended