Category Archives: marketing

CSUF Entrepreneurship Professor Sorrell on How to Charge Higher Prices

Scott Sorrell

Scott Sorrell, CSUF Entrepreneurship Professor

Scott Sorrell has been working with clients for decades helping them market their products and services better as a consultant and speaker. His clients include some of the largest companies in America and he is also one of our Entrepreneurship Professors at Cal State Fullerton. And the story of how he has arrived at this point in his life is as interesting as his presentation style, which was on full display last night during his talk last night at the CSUF Irvine campus.

If you don’t know Scott then you should make the effort to meet him. He’s energetic and bright and is one of those kinds of people who makes life more interesting.

I would never have believed it, but Scott didn’t start out his life as a business major or really very interested in business. He seems to have been born to be a presenter, a sales person, but he majored in Philosophy at school and went on from their to go to a seminary school because he wanted to spread the good word. But life intervened and money started to run out.

Realizing this, Scott decided to start his first business: a print shop. And, despite his lack of training in business he did okay. But he made a common mistake that many first time entrepreneurs make by charging too little for what he did. (As the title of this post would suggest, that is what his talk for us was all about.)

Eventually, Scott’s print shop started including marketing services and that was a great move. Scott’s natural ability to connect with people and communicate ideas effectively started to shine through. Since then Scott’s career has been on the same track. He has worked as a marketing executive, consultant, and speaker for decades now.

And it was because of this story and because of his expertise in marketing that we invited him to speak to the CSUF Entrepreneurship community last night. Specifically, Scott focused his talk on how to help his clients charge higher prices for their goods and services.

The talk was wide ranging and contained a lot of great value for those in attendance. I think we might be able to publish some of the videos from his talk but don’t hold me to it. One way to work with Scott is to engage with one of our CSUF Consulting teams. These consulting teams provide insights and come up with innovative solutions that no other consulting teams in Southern California can come up. These projects start at the beginning of each semester and the fall semester is less than a month away so make sure to get in touch now!


#CSUF

For more details on CSUF Entrepreneurship:
http://business.fullerton.edu/Center/Entrepreneurship/

For more details on how we help people become entrepreneurs:
http://business.fullerton.edu/Center/Entrepreneurship/Incubator

For more details on how CSUF Consulting can help businesses thrive:
http://business.fullerton.edu/Center/Entrepreneurship/Consulting

Attend one of our events for entrepreneurs or sign up for a free mentoring session:
http://bit.ly/CSUFEntrepreneurEvents

Knowledge @ CSUF Entrepreneurship video series:
http://bit.ly/csufknowledge

How to Charge Higher Prices and Get Your Customers to Thank You For It

Scott Sorrell

Scott Sorrell, CSUF Entrepreneurship Professor

This Wednesday at 6pm at the CSUF Irvine campus we are hosting a seminar by CSUF Entrepreneurship Professor Scott Sorrell that is all about how your business should be charging higher prices. It sounds like a simple concept but there is a lot more to it than meets the eye. Make sure to reserve your seat today.

Have you heard this…

“Your price is too high.”

“Your competitor is cheaper.”

“If you can’t give me a better deal, I’ll have to look elsewhere.”

In these challenging economic times, every customer pretends PRICE is how they make decisions. It’s the default objection, and IT’S THE BIGGEST LIE IN BUSINESS!

If prospects and customers are grinding you about price-price-price, you’re not alone. But what separates those who still get the cash from those who get hammered are a few secrets.

Learn 21 Ways to:

  • Sell on Value, Not Price!
  • Discover What Prospects are Really Willing to Pay!
  • Identify All the Money on the Table!
  • Create Compelling Demand Regardless of Your Price!
  • Use Professional Negotiation Techniques!
  • Command Higher Prices from Existing Customers!
  • Become More Persuasive (without being pushy)!

Who Should Attend:

  • Entrepreneurs who want to command top dollar!
  • Sales reps selling against low-priced competitors!
  • Service providers wanting higher-end clientele!
  • Businesses tired of clients whining about price!
  • Companies needing to boost their profits!

WHAT OTHERS ARE SAYING:

“A high energy program! You really hit the target with all the tools for selling, persuading and negotiating. I’d love for you to come back to Cisco.” Julie McCabe, Regional Manager, Cisco Systems

“Every day at High Achievers Network we hire the top name speakers and trainers like Tom Hopkins, Jack Canfield, Jim Rohn, Mark Victor Hansen, and Les Brown. I consider Scott among these ‘Speaking Giants.’ He is a true powerhouse.” Jeff Liesener, President, High Achievers Network

“I used to charge $50 an hour, but Scott Sorrell taught me strategies for charging hundreds of dollars per hour from clients, and now I not only make more money, but I get thank you videos!” Top SEO Expert


About the speaker, Scott Sorrell, CEO, Sales Adrenaline: They call him “Mr. Charge Higher Prices” because he teaches the Fortune 500 how to get to the top of their customer’s price range… and stay there! The reason you pay top dollar for many goods and services is that hundreds of companies practice Scott’s methods. His clients have include: New York Life, BMW, Rawlings, 3M, Time Warner and many others.

On the academic side, during the past 5 years Scott has served as an Adjunct Professor at Cal State Fullerton and Concordia University, teaching MBA and upper division sales and marketing courses, and leading consulting teams. He also guest lectures at USC, Chapman University, University of California, and many others.

Pizza and soft drinks will be served at this event.

We hope to see you there!

[You will need to purchase a parking permit to park on this campus. Information for parking can be found here: http://www.fullerton.edu/irvinecampus/about/campusmap.php]


#CSUF

For more details on CSUF Entrepreneurship:
http://business.fullerton.edu/Center/Entrepreneurship/

For more details on how we help people become entrepreneurs:
http://business.fullerton.edu/Center/Entrepreneurship/Incubator

For more details on how CSUF Consulting can help businesses thrive:
http://business.fullerton.edu/Center/Entrepreneurship/Consulting

Attend one of our events for entrepreneurs or sign up for a free mentoring session:
http://bit.ly/CSUFEntrepreneurEvents

Knowledge @ CSUF Entrepreneurship video series:
http://bit.ly/csufknowledge

So you want to build an App?

Dalip Jaggi explains the app development process to the CSUF Entrepreneurship community

Dalip Jaggi explains the app development process to the CSUF Entrepreneurship community

I’m not going to start this post off with the cliche “If you build it, they will come” but….

But many people do think that way; for them there isn’t much space between the epiphany and the first version of their product. Or their app.

In many ways, building an app is a lot like building a business. At least it is for Dalip Jaggi, the founder of Devise Interactive.

Dalip has helped many businesses develop their brands and a central part of that process for many of his clients is the development of an app as well. For Dalip, an app can be a central part of a company’s branding and a conduit for continued communication between his clients and their customers. In other words, developing a quality app is critical.

And how do you develop a quality app?

It’s not an easy task but for Dalip, who shared the app development process that he uses when working with his clients with members of the CSUF Entrepreneurship community Wednesday night in Irvine, but by and large the process is not too dissimilar to that of lean startup.

When Dalip first starts working with a client on the building of an app he helps the client determine what their goals are for their app. Do they want users of their app to be able to purchase their products? Do they want users to use the app to find out information about their upcoming tour schedule? Do they want users to be able to use the app to communicate with them?

All those scenarios and the countless other use cases for apps require different solutions. And once the ultimate goal of the app is discerned Dalip and his team get to work on creating a wire frame, or basic structure of how the different pages of the app will interact with one another. This is an iterative process and there are no design elements introduced at this time because there are inevitably so many changes that take place.

The wire frame stage is where clients start to see their vision come to life. They are able to make informed decisions on what they want each page to do and how they interact with one another.

Once the wire frame is complete, then Dalip and his team get to work on the design of the app. Lots of decisions are made at this stage as well with the goal of staying consistent with the client’s branding as well as creating an app that is intuitive to use and achieves the overall goal of the client.

But that’s not the end of it! Once the app has been built then Dalip gets to work on a plan of action to get as many targeted customers to download the app and use it. This includes the implementation of robust analytics to see how people are using the app in addition to the marketing plan for getting people to use it.

There’s obviously a lot more to it then that, and the whole process can take a long time, especially if changes are made (which is why doing a good job at the wire frame stage is so important). While Dalip has created an app for a client in less than three days, the reality of the situation is that it will take weeks, if not months, to create an effective app.

We did take video of this event and will be posting key segments from this talk to our Knowledge @ CSUF Entrepreneurship video series over the coming weeks. So make sure to subscribe to our weekly newsletter, the CSUF Entrepreneurship Insider, to make sure that you don’t miss any of these videos.

And we look forward to seeing you at one of our upcoming events.


#CSUF

For more details on CSUF Entrepreneurship:
http://business.fullerton.edu/Center/Entrepreneurship/

For more details on how we help people become entrepreneurs:
http://business.fullerton.edu/Center/Entrepreneurship/Incubator

For more details on how CSUFConsulting can help businesses thrive:
http://business.fullerton.edu/Center/Entrepreneurship/Consulting

Attend one of our events for entrepreneurs or sign up for a free mentoring session:
http://bit.ly/CSUFEntrepreneurEvents

Knowledge @ CSUF Entrepreneurship video series:
http://bit.ly/csufknowledge

 

What Entrepreneurs Need to Know about Social Media @ CSUF Startup Incubator

Jessica Joy Reveles is coming to the CSUF Startup Incubator in Placentia to give a seminar on how startups and established businesses should use social media

Jessica Joy Reveles is coming to the CSUF Startup Incubator in Placentia to give a seminar on how startups and established businesses should use social media

Jessica Joy Reveles knows social media and how harnessing its power can help drive your brand and sales. Most Americans see the news first, get recommendations on products, and communicate with each other through one of the many different social media platforms that are out there.

Has your business taken advantage of this communications revolution? How can your startup leverage this medium to jumpstart your path to success?

Jessica will reveal her strategies for social media success at this talk and help you learn the keys to successfully elevate your company’s social status above the fray!

Pizza and soft drinks will be served at this event.

Click here to reserve your seat.

We hope to see you there!

[Parking for this event is free. Please park on S Bradford Avenue and go through the front gate, this event will be located in the back of the building.]

More about Jessica:

Seasoned Editor and Writer with nearly 15 years of integrated marketing including social media, sales, advertising, management, instructional design and teaching experience across Health & Wellness, Fashion & Beauty and Lifestyle. Solution oriented and meticulous, I bring a solid foundation in digital communications and publishing with an emphasis on research and journalism, strategy, branding, blogging, analytics and more.


#CSUF

For more details on CSUF Entrepreneurship:
http://business.fullerton.edu/Center/Entrepreneurship/

For more details on how we help people become entrepreneurs:
http://business.fullerton.edu/Center/Entrepreneurship/IncubatorFor more details on how CSUF

Consulting can help businesses thrive:
http://business.fullerton.edu/Center/Entrepreneurship/Consulting

Attend one of our events for entrepreneurs or sign up for a free mentoring session:
http://bit.ly/CSUFEntrepreneurEvents

Knowledge @ CSUF Entrepreneurship video series:
http://bit.ly/csufknowledge


****Release of Liability****

CSUF Consulting Projects are Special

CSUF Consulting Team Clear Vision with their professor Scott Sorrell (front left)

CSUF Consulting Team Clear Vision with their professor Scott Sorrell (front left)

As you will read in this week’s CSUF Entrepreneurship Insider, our CSUF Consulting projects are special. I’ve worked on these projects as a student, mentor, and as a client so I know our program from just about every vantage point possible and I can safely say that they provide tremendous value for all involved, especially for the clients of our program. For a comparatively small consulting fee, clients receive a comprehensive plan that targets a particular part of their company and while most clients believe their number one need to be marketing or sales I can tell you that some of our greatest successes come from projects that focus on other areas like leadership, operations, or finance.

Also, we do have an event in Placentia this week focusing on how entrepreneurs should be leveraging social media to their benefit. Social media is now a well entrenched part of the normal marketing mix and it’s just one of the many things that our CSUF Consulting teams can help established businesses with and the CSUF Startup Incubator can help startups with.

Director Jackson is on a well deserved two week vacation so he asked me (Entrepreneur in Residence Travis Lindsay) to fill in for this week’s CSUF Entrepreneurship Insider newsletter. Without further ado, let’s get to it.

This Wednesday at 6pm in Placentia we are hosting a talk on how entrepreneurs can be using social media more to their advantage. It is definitely an important topic and I hope you can make it; I’m certain you will learn a lot from the speaker, Jessica Joy Reveles.

Having a good social media plan is a must for any business but it is only a part of the overall marketing mix. More needs to be considered and planned for and that is exactly what Professors like Scott Sorrell do every semester with their CSUF Consulting teams. In one of our recent articles, we interviewed Scott to find out exactly what our clients can expect from an engagement with one of our teams:

“There are several branches of marketing initiatives that these teams can research and develop. These marketing initiatives that the teams develop for their clients can range from developing a new website, to creating a public relations campaign for the company, to assisting with an entire marketing plan for the organization, and much more. Every project is unique and custom built.”

Having worked on dozens of these projects as a student, a mentor, and as a client I can personally vouch for how special these projects are. For clients, a CSUF Consulting team can unearth many opportunities that they otherwise would never have known about. Take, for example, Andrew Lee. He was one of our clients from the recently concluded spring semester who found out how special our projects can be firsthand.

“They took [the project] as far [as they possibly could], as if they were a partner with my group. That was great!”

Incidentally, we are now recruiting clients for the fall semester for our CSUF Consulting program. If you know of a company or have a company that could benefit from one of these projects please get in touch with Client Project Specialist Charlesetta Medina at cymedina@fullerton.edu or (657) 278-8243.

Sincerely,

Travis Lindsay
Entrepreneur in Residence
CSUF Center for Entrepreneurship, CSUF Consulting,
& CSUF Startup Incubator

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CSUF Consulting Team Helps LA County Small Business with Marketing Plan

 “I needed to make a change.”

After years of feeling like he was putting his job as a police officer before his family, Andrew Lee just wanted to find a way to make a living and still have time to play cops and robbers with his sons. With a dream and a webpage, Andrew found his niche.

tomato bathAndrew’s small business started when he decided to board dogs at his Diamond Bar home. From there the seeds for Diamond Bar Dogs and Estate Management were planted.  Andrew’s daily tasks have now gone past boarding and walking dogs. Diamond Bar Dogs not only provides professional animal services such as feeding but they get into the nitty gritty of dog care such as administering tomato baths for dogs who have been attacked by skunks. Although the business had started out offering pet services they have now expanded to landscaping, dry cleaning services, and provides private transportation.

For almost five years, Diamond Bar Dogs has had a profitable income stream but after 14-months of no new clients, Andrew decided to move in a new direction and entrust his company to the students of California State University, Fullerton’s Consulting program. Andrew worked with six CSUF students who spent time evaluating his company, working alongside him, and presenting Andrew with their recommendations for Diamond Bar Dogs. Andrew complimented the group, which included Danny Corona, Steven Allen, Jonny May, Khoi Pham, Reuben Ponce De Leon, and Ally Sanchez.  “They were willing to sacrifice and maybe even go beyond what they needed to. So, that was beyond my expectations,” Andrew said of his experience with the team.

After their initial meeting with Andrew to get a better understanding of his goals, the consulting team went to work. After hundreds of hours spent evaluating the business, taking time to get an up close and personal look at operations, such as helping getting the dogs ready for walks, they put their heads together and came up with an in-depth list of ideas to take Diamond Bar Dogs and expand its customer base. The most significant piece of advice that Andrew took from the group was the need for marketing his business. At the end of the presentation Andrew asked the group what they thought was the one thing he needed to concentrate on in order to improve his business. Their resounding answer: Marketing.

CSUF Consulting Team

Andrew (fourth from left) and his CSUF Consulting team

“It is something I think I’ve ignored…. My own idea of marketing is a company vehicle with signage on it,” Andrew said.

After this was brought to his attention, Andrew’s next question was how they thought he could improve in this area. From here they discussed using mailings and online marketing to garner new clientele. They even discussed getting a second vehicle, an idea with which Andrew had toiled with on his own.  The team then presented him with a comprehensive strategic plan they developed for how he could implement their recommendations for a new marketing plan. They even went as far as providing Andrew with quotes for marketing services that would fit his needs and purchasing a domain name.

At the end of his time with the CSUF consulting team, Andrew had an outsider’s look at what he could implement in his business to help it become even better than it is. Andrew went on to compliment the level of commitment he received from the CSUF Consulting group he worked with and talked about how he appreciated the work that was completed.

“They took it as far, as if they were a partner with my group. That was great,” said Andrew.

DrewanddogAndrew promised himself and his group that he would commit to 2-3 of their proposals and apply it to his future business plan. He went on to say that he would recommend local small businesses, such as restaurants, to become a client of the CSUF Consulting program. He also believes that businesses that may not have the resources, such as time or expertise to grow their business, should consider becoming new clients.

Do you have a business that you think can benefit from our consulting program? We at the Center for Entrepreneurship are always looking for new clients. For information on how a CSUF Consulting team can craft a custom consulting report for your company, please contact our Client Project Specialist, Ms. Charlesetta Medina, at cymedina@fullerton.edu or (657) 278-8243.


#CSUF

For more details on CSUF Entrepreneurship:
http://business.fullerton.edu/Center/Entrepreneurship/

For more details on how we help people become entrepreneurs:
http://business.fullerton.edu/Center/Entrepreneurship/Incubator

For more details on how CSUF Consulting can help businesses thrive:
http://business.fullerton.edu/Center/Entrepreneurship/Consulting

Attend one of our events for entrepreneurs or sign up for a free mentoring session:
http://bit.ly/CSUFEntrepreneurEvents

Knowledge @ CSUF Entrepreneurship video series:
http://bit.ly/csufknowledge

CSUF Marketing Consulting Projects Make a Difference

Scott Sorrell

Scott Sorrell, CSUF Entrepreneurship Professor

As many students know, the practical experience one gains during their time in college is the most valuable and is almost always crucial to employers. The CSUF Consulting program empowers students to work with companies and nonprofits in Orange County and Los Angeles County that requires hands on work, giving them practice and a deeper understanding than what a textbook can bring. And the clients get an amazing return on investment in the form of a comprehensive report and presentation focusing on strategically important matters for their organization. These projects focus on what is important to the clients whether that is social media, email marketing, customer retention, or public relations. The possibilities are endless.

One of the courses that features a CSUF Consulting project is Marketing 462: Marketing for Entrepreneurs. Professor Scott Sorrell is one of the professors who teaches this unique course.

CSUF Consulting Team Clear Vision with their professor Scott Sorrell (front left)

CSUF Consulting Team Clear Vision with Professor Scott Sorrell (front left)

Outside the classroom, Scott is the CEO of Sales Adrenaline. He is known as “Mr. Charge Higher Prices” and is a professional speaker and business growth acceleration consultant. He brings his considerable business expertise into the classroom to teach Marketing and Entrepreneurship students fundamentals and tactics that are applicable for small businesses to large, entrepreneurial corporations. Scott augments his course by inviting a variety of guest speakers to his class, all experts in a different area of marketing.

Every semester, the students in Scott’s class work with their clients to develop innovative marketing solutions.  Once assigned to a client, the student teams are assigned a mentor with a wealth of marketing and business experience to help the students more fully develop their recommendations for their client. Once all teams have been assigned a client, they commence their consulting process with an in-depth interview with the client to find out the client’s wants and needs, their weaknesses, what they want to change or improve, and what their goals are for their semester-long project.

Following the interview, the teams work and develop a scope of work that details what they are proposing to provide to their client by the end of the semester. With four to six members on a team and each member responsible for their own section of the project, there are several branches of marketing initiatives that these teams can research and develop. These marketing initiatives that the teams develop for their clients can range from developing a new website, to creating a public relations campaign for the company, to assisting with an entire marketing plan for the organization, and much more. Every project is unique and custom built for each client.

“The course is a lot of work,” Scott admits. However, each project is “a huge opportunity for learning. That’s why I tell my students, ‘Don’t focus on your grade, focus on excellence.’”

CSUF Consulting Team Gravity Ball with their Professor Scott Sorrell (far right)

CSUF Consulting Team Gravity Ball with Professor Scott Sorrell (far right)

At the end of the semester, after meeting with their clients multiple times and discussing with them the progress that they have made in developing a comprehensive marketing strategy report, each team delivers a comprehensive presentation to their client where they discuss their findings with them and how best to implement their recommendations.

Collectively, the students will spend hundreds of hours on each project in order to create an actionable plan that their clients can implement right away. “Many students will say it’s the hardest course they’ve ever taken,” Scott points out. However, the difficult workload and sacrifice required of the students that take Marketing 462 hasn’t seemed to deter students away from their positive outlook on the course: “I’ve had students tell me they’ve learned more in this class than their entire college education combined,” he adds.

One of the overlooked benefits for the clients who have a CSUF Consulting project done for them is that the teams can review their client’s current or potential marketing plans and determine whether or not the ROI justifies their continuation. “What those students come to understand and appreciate is that they just succeeded in saving the client probably tens of thousands of dollars pursuing a marketing avenue that would have been a dead end for them,” states Scott.

In addition to the course helping students gain experience, it also significantly helps the clients because they get amazing work at an amazing price. They pay a relatively small “donation-sized” fee to have a CSUF Consulting team develop innovative marketing solutions for their company. The work that these teams do helps clients develop ideas that they otherwise wouldn’t be able to with their current resources and because CSUF Consulting teams provide a fresh perspective that can unearth hidden opportunities.

The course also requires a lot of work from a professor standpoint. In addition to regular duties all professors have, such as giving quizzes, midterms, and other assignments, Scott manages and mentors all of his consulting teams. This consists of multiple critiques and reviews of each team’s letter of engagement, reading up on the periodic individual section reports, staying in communication with the teams and their clients, evaluating their final presentations and then reviewing their final reports (which can run upwards of 200 pages).

But despite the endless work, Scott doesn’t seem to regret taking on the position one bit, “Why do I do it? Love. I love these students. I love giving to them because they’re an amazing investment.”

Students interested in the Marketing 462 course or companies interested in applying to be a client for future consulting projects that take place during the fall and spring semesters every year can contact Client Project Specialist Charlesetta Medina at cymedina@fullerton.edu or visit the Center for Entrepreneurship office, located in room 3280 at Steven G. Mihaylo Hall on campus.

Written by Traci Muldoon


#CSUF

For more details on CSUF Entrepreneurship:
http://business.fullerton.edu/Center/Entrepreneurship/

For more details on how we help people become entrepreneurs:
http://business.fullerton.edu/Center/Entrepreneurship/IncubatorFor more details on how CSUF

Consulting can help businesses thrive:
http://business.fullerton.edu/Center/Entrepreneurship/Consulting

Attend one of our events for entrepreneurs or sign up for a free mentoring session:
http://bit.ly/CSUFEntrepreneurEvents

Knowledge @ CSUF Entrepreneurship video series:
http://bit.ly/csufknowledge