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  3. Execute it (start with ONE section)

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • BBA Training's ideal customer is a newly appointed leader of a senior leadership team in a corporate setting, ideally within a growing startup that is expanding. This client is mid-career, leading a team of 800+ employees, and seeks external support to build trust, focus, and forward motion within their team.

Audience Type

  • B2B
  • Key customer segments: Senior leadership teams, Startups, Expanding businesses

Industries (if B2B)

  • Technology, Media, Banking and Finance

Needs – Primary Buying Considerations

  • Reliable team coaching services
  • Accountability in coaching delivery
  • Services that add notable value to their team development

Demographics

  • Age Range: Mid-career professional
  • Gender: Not specified
  • Geography: Ireland and international companies
  • Income Level: High-income level as associated with a leadership role
  • Profession: Corporate Senior Leadership
  • Business Size: 800+ employees

Psychographics

  • Lifestyle: Professionally focused, ambitious
  • What they value: Trust, clarity, and alignment within their team
  • Pain Points: Team tension, lack of focus, misalignment
  • Buying Behavior: Likely to invest in high-value services that promise a substantial return on investment
  • Decision-Making Roles:
  • Primary Decision Maker: Leader of the senior leadership team
  • Secondary Decision Influencers: Other senior leadership team members
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • BBA Training transforms senior leadership team tension into trust by turning friction into focus. Our clients regain their traction and direction, navigating through the noise to deliver results.

Understanding Their Pain Points

  • Leading a new team in a growing startup with minimal support
  • Strained relationships, lack of trust, and focus among team members
  • Difficulty in turning team friction into productive outcomes

Transformation

  • Regained trust, focus, and forward momentum within the leadership team
  • Improved team performance, leading to business growth
  • A more robust and accountable leadership approach

Unique Selling Proposition (USP)

  • Proprietary methodology combining diagnosis, coaching, mediation, and measurement
  • Proven track record with clients like Microsoft EMEA, Bauer Media UK, and Rothschild
  • Expert in transforming leadership team dynamics for high-growth firms and corporate

Brand Values & One-Liners

  • 'Turning tension into trust for senior leadership teams'
  • 'From friction to focus: transforming your team performance'
  • 'Understanding dynamics and altering trajectories'

Tone

  • BBA Training addresses leaders as informed professionals, providing straightforward and practical solutions. We provide a sense of assurance, empowerment, and focus.

Hero Text Idea

  • Flag Text: 'Ireland's Leadership Team Specialists'
  • Main Headline: 'Turn Team Friction into Focus'
  • Sub Headline: 'We help you cut through the noise, rebuild trust within your leadership team, steering them towards a unified objective'
  • CTA: 'Start Your Transformation Today'

3. The Media I Will Use to Reach my Target Market

Website

  • Conduct a site audit to improve SEO.
  • Add testimonial pages to build client trust.
  • Track conversions such as newsletter sign-ups, download of resources, and contact form submissions.
  • Optimize for mobile use, as potential clients may be researching on-the-go.

Social Media

  • LinkedIn: Share insights into leadership and team dynamics, post 2-3 times per week.
  • Twitter: Engage in leadership-focused conversations, post 1-2 times per day.

Paid Advertising

  • Google ads targeting leadership-related queries.
  • LinkedIn ads aimed at leadership titles in target industries.

Content Recommendations

  • Blog posts on leadership challenges and solutions.
  • Case studies demonstrating transformation in client teams.
  • Whitepapers on team dynamics and improvement strategies.

Podcasts

  • Start a bi-weekly podcast featuring guests from client companies.
  • Get featured on leadership podcasts like 'HBR IdeaCast', 'Leadership Biz Cafe'.

Directories

  • Listing on platforms like Crunchbase, UpCity.
  • Get featured in 'Business & Leadership' category on Irish business directory websites.

Publications

  • Articles in 'Harvard Business Review', 'Forbes Leadership'.
  • Guest columns in industry publications catering to Tech, Media, Banking.

Partnerships & Outreach

  • Partner with business schools for leadership webinars.
  • Outreach to Tech, Media, and Finance companies in Ireland.

SEO and Content

  • Keyword strategy targeting leadership, team dynamics, coaching terms.
  • Regular blog posting to improve organic visibility.

Offline and Local Media

  • Sponsor leadership events in tech, media, and finance sectors.
  • Radio interviews on popular Irish business radios.

Online Events

  • Webinars on leadership challenges and solutions.
  • Online workshops on team building and trust.

Online Networking

  • Participate in leadership discussions on Quora, LinkedIn groups.
  • Join related subreddits.

Cold Outreach

  • Connect on LinkedIn with leaders in target industries.
  • Send emails introducing services to potential clients.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Leadership Diagnostic Quiz' to identify key challenges
  • 'Team Dynamics Guide' explaining common friction points
  • 'Case Study Compilation' of successful transformations

Tripwire Offer

  • 'Leadership Strategy Session' at a nominal fee
  • 'Group Dynamics Assessment' with limited scope

Welcome Sequence

  • Email 1: Introduction and resources
  • Email 2: Case studies and testimonials
  • Email 3: Invitation for a strategy session

Segmentation

  • Based on the size of the business (e.g., Startups, Enterprise)
  • Based on the industry (e.g., Tech, Media, Banking, Finance)

Chatbot and Automation

  • Chatbot for initial engagement and questions
  • Automation for follow-up emails post-lead capture

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unknown
  • Recommended: HubSpot, due to its robust automation capabilities and alignment with BBA Training's revenue level.

Sales CRM

  • Current platform: Unknown
  • Recommended: Zoho CRM, it is suitable for small to mid-sized businesses and it offers customizable and scalable features.

Automated Follow-Ups

  • Post opt-in: Welcome sequence, introduction to BBA Training, and educational content.
  • Trigger-Based: Content upgrades, event invitations, or services promotions.
  • Frequency: Initial sequence upon opt-in, followed by bi-weekly touchpoints.

Newsletter

  • Frequency: Bi-monthly
  • Topics: Leadership insights, case studies, industry trends, and tips for team management.
  • Segmentation: Targeted according to industry or company size.

Retargeting & Ads

  • Platforms: Google Ads for search retargeting, LinkedIn Ads for professional targeting.
  • Goals: Increase brand awareness, promote lead magnets, and drive website traffic.

Social Media and Content

  • Posting Frequency: LinkedIn (2-3 times per week), Twitter (daily)
  • Content Focus: Leadership strategies, team dynamics, promoting lead magnets, and case studies.

Webinars and Events

  • Suggested Cadence: Monthly webinars on team leadership best practices.

Other Nurture Channels

  • Implementation of a Chatbot on the website for initial queries and lead capture.
  • Use of SMS or WhatsApp for reminders about webinars and events.
  • Personalized email outreach to LinkedIn connections engaged with BBA Training content.

3. Sales Conversion Strategy

Sales Process

  • Establish first contact via LinkedIn or a direct reference.
  • Offer a complimentary 'diagnosis' session to begin building trust.
  • Clearly delineate the proposed intervention plan to minimize ambiguity.
  • After delivering initial impact, shift conversation towards long-term partnership.
  • Automate follow-up sequences for leads who haven't yet signed up.
  • Utilize a CRM system to keep track of lead conversations and follow-ups.

Sales Assets

  • Develop a sales script highlighting the proprietary methodology and successful case studies.
  • Create a visual 'intervention plan' template for clarity during sales discussions.
  • Construct a proposal template, including key deliverables and pricing details.
  • Develop a pitch deck highlighting key benefits and transformation delivered.

Testimonials and Case Studies

  • Request video testimonials from satisfied customers post-engagement.
  • Develop detailed case studies highlighting transformation in previous clients.
  • Showcase testimonials prominently on the website ('Clients Speak' section).
  • Include relevant testimonial quotes in proposals and sales conversations.

Conversion Rate Insights

  • Track conversion rates on lead follow-ups and 'diagnosis' sessions.
  • Set goal to improve conversion rate from first contact to signed contract.
  • Regularly analyze conversion data and identify areas for improvement.

Urgency and Offers

  • Introduce time-limited 'kick-start' packages offering quicker trust-building sessions.
  • Communicate the costly risk of dysfunctional leadership in sales conversations.
  • Offer a 'fast-action' discount for clients who sign within a week of proposal.

Guarantees and Risk Reversal

  • Offer a 'money-back satisfaction guarantee' for the first engagement.
  • Clearly state in the proposal that there will be no hidden or additional costs.

Shock and Awe

  • Send a branded 'diagnosis kit' to prospects after the first contact.
  • Provide a complimentary ‘Leadership Dynamics Report’ post-diagnosis session.
  • Post-engagement, send personalized ‘Thank You’ notes and a leadership book as a token of appreciation.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send a welcome email introducing the coaching team and thanking the leadership team for their confidence.
  • Schedule a kickoff conference call to understand the team’s strengths, weaknesses, and objectives.
  • Provide an onboarding kit with a roadmap, expectations, and communication channels.

Communication Cadence

  • Weekly check-ins via video conferencing to discuss progress and concerns.
  • Bi-weekly email updates to share insights, promising practices, and progress.
  • Monthly reports on team dynamics and improvements.

Client Education

  • Offer dedicated online portal with resources such as books, articles, and webinars on team building and leadership.
  • Arrange quarterly workshops on leadership, trust building, and conflict resolution.

Personalized Touches

  • Celebrate team milestones with a personalized note acknowledging their hard work and achievements.
  • Birthday surprises for each senior team member.
  • Yearly team-building retreats or workshops.

Visuals and Documentation

  • Provide before and after comparison reports with visual graphics showing team progress.
  • Document and share real-life cases and success stories to inspire improvement.

Feedback and Proactive Support

  • Initiate monthly feedback sessions to understand client concerns and rectify them early.
  • Assign a dedicated coach for 24/7 ‘Emergency Support’ to handle immediate team conflicts.

Guarantee or Promise

  • Assure clients of noticeable improvement in team dynamics within six months or they can claim a partial refund.

Operational Excellence

  • Ensure punctuality and professionalism during all interactions.
  • Adherence to stringent confidentiality norms when dealing with team issues.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Encourage extended contracts for ongoing coaching engagements
  • Offer a renewal discount for 2+ years' commitment

Upsells & Cross-Sells

  • Introduce executive 1:1 coaching as an upsell
  • Propose 'refresher sessions' as an add-on for past clients

Bundling & Packaging

  • Roll out a 'Leadership Development Package' including coaching, training, and assessment services
  • Offer a premium package balancing live sessions, digital resources, and bespoke assessments

Loyalty & Retention Programs

  • Initiate referrals discounts for existing clients
  • Reward repeated contracts with gradually more substantial discounts

Custom Services and Personalization

  • Develop white-glove consultation and coaching services for SMEs and large corporates
  • Personalize coaching plans based on team demographics and industry

Pricing Strategy

  • Offer discounted packages for longer-term commitments
  • Streamline all prices to be value-based, with demonstrated ROI

Customer Data and Insights

  • Leverage CRM data to predict churn and target renewals
  • Track engagement metrics to identify ways to enhance service delivery

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide a 10% discount on next session for successful referrals.
  • Offer a free 1-hour coaching session to referees.

Shareable Assets

  • Create a digital 'Referral Toolkit' with email templates, social media posts, and a succinct summary of services.
  • Design a high-quality, branded 'Referral Card' with a unique tracking code for offline sharing.

Timing and Triggers

  • Request referrals after successful milestones or major breakthroughs in coaching sessions.
  • Automate an email request for referrals after a set period (e.g., 6 months) of successful engagement.

Client Success Stories

  • Conduct a 'Transformation Spotlight' blog or video series showcasing how past clients have benefited from the service.
  • Encourage testimonials on LinkedIn and gather them for sharing on the site and in marketing materials.

Referral Contests

  • Host a quarterly 'Referral Challenge' with gifts or exclusive coaching services for the client with the most referrals.

Partner or Affiliate Programs

  • Develop strategic partnerships with local networking groups or relevant industry associations.
  • Roll out a targeted referral affiliate program for past and current clients with clear tracking and remuneration.

Thank-You Experience

  • Send personalized thank-you notes or gifts to top referrers, perhaps coupled with public recognition on social media.
  • Premium clients making multiple successful referrals could be invited to an annual VIP coaching session or event.

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

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