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Marketing and Selling

How you can uncover


$10,000-$1,000,000 or
more in new found
sales from your
business in the next
60-90 days!

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Small business
administration study

■ 60% of all new businesses fail


within the first six years of
operation.
■ Dun and Bradstreet estimates 82%
will go under by their 10th
anniversary.

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Two reasons why
businesses fail

■ Failure to understand the market for the


business’s product or service.

“One of the biggest problems with small-business owners is


that they have a great idea about going into business, but they
don’t have a clue about the amount of work it will take to get
their product or service to their clients.”
Moe Mowry - Business Development Officer
Small Business Administration

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Two reasons why
businesses fail

■ Failure to understand the market for the


business’s product or service.

“One of the biggest problems with small-business owners is


that they have a great idea about going into business, but they
don’t have a clue about the amount of work it will take to get
their product or service to their clients.”
Moe Mowry - Business Development Officer
Small Business Administration

■ Inadequate capitalization

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How should your marketing and
selling be different today?

■ Asset marketing
 Discovering hidden assets
 Optimization
 Leverage

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How should your marketing and
selling be different today?

■ Asset marketing
 Discovering hidden assets
 Optimization
 Leverage
■ Multi-pillar marketing

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How should your marketing and
selling be different today?

■ Asset marketing
 Discovering hidden assets
 Optimization
 Leverage
■ Multi-pillar marketing
■ Systemization of your marketing process

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How should your marketing and
selling be different today?

■ Asset marketing
 Discovering hidden assets
 Optimization
 Leverage
■ Multi-pillar marketing
■ Systemization of your marketing process
■ Three ways to exponential growth

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How should your marketing and
selling be different today?

■ Asset marketing
 Discovering hidden assets
 Optimization
 Leverage
■ Multi-pillar marketing
■ Systemization of your marketing process
■ Three ways to exponential growth
■ Performance based

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Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients

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Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients


2. Owner expertise

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Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients


2. Owner expertise
3. Staff expertise

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Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients


2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.

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Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients


2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or
delivery

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Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients


2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or
delivery
6. Sub-par sales performance

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Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients


2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or
delivery
6. Sub-par sales performance
7. Relationships with other
businesses

5 Jump to first page


Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients


2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or
delivery
6. Sub-par sales performance
7. Relationships with other
businesses
8. Location

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Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients 9. Reputation


2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or
delivery
6. Sub-par sales performance
7. Relationships with other
businesses
8. Location

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Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients 9. Reputation


2. Owner expertise 10. Current sales / marketing
process
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or
delivery
6. Sub-par sales performance
7. Relationships with other
businesses
8. Location

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Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients 9. Reputation


2. Owner expertise 10. Current sales / marketing
process
3. Staff expertise
11. Current customers / clients
4. Under-promoted U.S.P.
5. Unique product or service or
delivery
6. Sub-par sales performance
7. Relationships with other
businesses
8. Location

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Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients 9. Reputation


2. Owner expertise 10. Current sales / marketing
process
3. Staff expertise
11. Current customers / clients
4. Under-promoted U.S.P.
12. Prospective customers / jobs
5. Unique product or service or
delivery
6. Sub-par sales performance
7. Relationships with other
businesses
8. Location

5 Jump to first page


Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients 9. Reputation


2. Owner expertise 10. Current sales / marketing
process
3. Staff expertise
11. Current customers / clients
4. Under-promoted U.S.P.
12. Prospective customers / jobs
5. Unique product or service or
delivery 13. Up-selling and packaging
opportunities
6. Sub-par sales performance
7. Relationships with other
businesses
8. Location

5 Jump to first page


Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients 9. Reputation


2. Owner expertise 10. Current sales / marketing
process
3. Staff expertise
11. Current customers / clients
4. Under-promoted U.S.P.
12. Prospective customers / jobs
5. Unique product or service or
delivery 13. Up-selling and packaging
opportunities
6. Sub-par sales performance
14. Average client value
7. Relationships with other
businesses
8. Location

5 Jump to first page


Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets

1. Past customers / clients 9. Reputation


2. Owner expertise 10. Current sales / marketing
process
3. Staff expertise
11. Current customers / clients
4. Under-promoted U.S.P.
12. Prospective customers / jobs
5. Unique product or service or
delivery 13. Up-selling and packaging
opportunities
6. Sub-par sales performance
14. Average client value
7. Relationships with other
businesses 15. Community relationships
8. Location

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Optimizing and leveraging

“Getting the maximum return, for


the least amount of expense, for the
longest duration of time … on
everything you are currently doing
now, have done in the past … and
will do in the future.”

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Many companies will not survive the
challenges of marketing because they
are only using one or two pillars.

Advertising

Sales Staff

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“In order for any business to
work, it must become a
system, so that the business
works exactly the same way
every time, down to the very
last detail.”
Michael Gerber-Consultant Author,
The “E” Myth

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Three ways to exponential growth

1. More prospects

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Three ways to exponential growth

1. More prospects
2. Increase conversion rate of
prospects to customers

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Three ways to exponential growth

1. More prospects
2. Increase conversion rate of
prospects to customers
3. Increase in the value of customer
a. Increase in the average transaction
value
b. Increase in the number of transactions

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Three ways to exponential growth

Growth objective 20%

Nu m b er o f C lo s in g Nu m b er o f Average G ross
P r o s p e c ts R a tio C u s to m e r s C u s to m e r S a le s
No w 200 x 2 0 .0 0 % = 40 x 1 ,0 0 0 = $ 4 0 ,0 0 0

Small improvements in each area will


give you dramatic growth overall

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Three ways to exponential growth

Growth objective 20%

Small improvements in each area will


give you dramatic growth overall

10 Jump to first page


Three ways to exponential growth

Growth objective 20%

Small improvements in each area will


give you dramatic growth overall

10 Jump to first page


Three ways to exponential growth

Growth objective 20%

Small improvements in each area will


give you dramatic growth overall

10 Jump to first page


Three ways to exponential growth

Growth objective 20%

Small improvements in each area will


give you dramatic growth overall

10 Jump to first page


Three ways to exponential growth

Growth objective 20%

Small improvements in each area will


give you dramatic growth overall

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Performance based marketing

Performance is maximized
only when all marketing
assets are leveraged in a
multi-pillar system, growing
the business all 3 ways.

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Performance based marketing

No better investment in your


business than marketing

“Marketing and innovation make


money, everything else is a cost.”
Peter Drucker
Management Consultant

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Performance success stories 1

■ Retail Store
 $2,000 investment
 $250,000 sales increase in 1st year
 Annual ROI – 5,000%2

1 Utilized all 3 ways to grow the business, optimized and leverages all assets, implemented multi-pillar
system
13 2 Assuming 40% Gross Margin Jump to first page
Performance success stories 1

■ Retail Store
 $2,000 investment
 $250,000 sales increase in 1st year
 Annual ROI – 5,000%2
■ Professional
 $3000 investment
 $62,500 sales increase in 90 days
 Annual ROI – 3,333%2

1 Utilized all 3 ways to grow the business, optimized and leverages all assets, implemented multi-pillar
system
13 2 Assuming 40% Gross Margin Jump to first page
Performance success stories 1

■ Retail Store
 $2,000 investment
 $250,000 sales increase in 1st year
 Annual ROI – 5,000%2
■ Professional
 $3000 investment
 $62,500 sales increase in 90 days
 Annual ROI – 3,333%2
■ Service Company
 $48,000 investment
 $30,000,000 sales increase over 2 years
 Annual ROI – 12,500%2

1 Utilized all 3 ways to grow the business, optimized and leverages all assets, implemented multi-pillar
system
13 2 Assuming 40% Gross Margin Jump to first page
Performance success stories 1

■ Retail Store
 $2,000 investment
 $250,000 sales increase in 1st year
 Annual ROI – 5,000%2
■ Professional
 $3000 investment
 $62,500 sales increase in 90 days
 Annual ROI – 3,333%2
■ Service Company
 $48,000 investment
 $30,000,000 sales increase over 2 years
 Annual ROI – 12,500%2
■ Manufacturing Company
 $12,000 investment
 $550,000 sales increase in 1st year
 Annual ROI – 1,833%2
1 Utilized all 3 ways to grow the business, optimized and leverages all assets, implemented multi-pillar
system
13 2 Assuming 40% Gross Margin Jump to first page
Marketing multi-pillar
system
1. U.S.P. / E.V.P.

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Marketing multi-pillar
system
1. U.S.P. / E.V.P.
2. Exponential marketing

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Marketing multi-pillar
system
1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
database

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Marketing multi-pillar
system
1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
database
4. Strategic alliance marketing

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Marketing multi-pillar
system
1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
database
4. Strategic alliance marketing
5. Custom advertising - Web optimize the media

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Marketing multi-pillar
system
1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
database
4. Strategic alliance marketing
5. Custom advertising - Web optimize the media
6. Community relations marketing

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Marketing multi-pillar
system
1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
database
4. Strategic alliance marketing
5. Custom advertising - Web optimize the media
6. Community relations marketing
7. “One to one” direct marketing

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Marketing multi-pillar
system
1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
database
4. Strategic alliance marketing
5. Custom advertising - Web optimize the media
6. Community relations marketing
7. “One to one” direct marketing
8. Word of mouth referral

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Pillar #1

Unique Selling Proposition


Extra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout

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Pillar #1

Unique Selling Proposition


Extra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout

Two Questions You Need To


Answer
1. Why do people do
business with you now?

2. If they are not doing


business with you now,
why should they?

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Pillar #1

Unique Selling Proposition


Extra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout

Two Questions You Need To Three Ways To Achieve A U.S.P. / E.V.P.


Answer
1. Why do people do
business with you now?

2. If they are not doing


business with you now,
why should they?

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Pillar #1

Unique Selling Proposition


Extra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout

Two Questions You Need To Three Ways To Achieve A U.S.P. / E.V.P.


Answer
1. Why do people do 1. Price leadership
business with you now?

2. If they are not doing


business with you now,
why should they?

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Pillar #1

Unique Selling Proposition


Extra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout

Two Questions You Need To Three Ways To Achieve A U.S.P. / E.V.P.


Answer
1. Why do people do 1. Price leadership
business with you now?
2. Differentiation
2. If they are not doing
business with you now,
why should they?

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Pillar #1

Unique Selling Proposition


Extra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout

Two Questions You Need To Three Ways To Achieve A U.S.P. / E.V.P.


Answer
1. Why do people do 1. Price leadership
business with you now?
2. Differentiation
2. If they are not doing 3. Target / Niche
business with you now, Price leadership
why should they? Differentiation

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Pillar #2

Optimizing current marketing


for exponential sales

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Pillar #2

Optimizing current marketing


for exponential sales
1. Integrate the USP / EVP into all marketing efforts

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Pillar #2

Optimizing current marketing


for exponential sales
1. Integrate the USP / EVP into all marketing efforts
2. Consistently work at increasing the conversion rate

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Pillar #2

Optimizing current marketing


for exponential sales
1. Integrate the USP / EVP into all marketing efforts
2. Consistently work at increasing the conversion rate
A. Sales training
B. Follow-up systems

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Pillar #2

Optimizing current marketing


for exponential sales
1. Integrate the USP / EVP into all marketing efforts
2. Consistently work at increasing the conversion rate
A. Sales training
B. Follow-up systems
3. Always work at increasing the average client value

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Pillar #2

Optimizing current marketing


for exponential sales
1. Integrate the USP / EVP into all marketing efforts
2. Consistently work at increasing the conversion rate
A. Sales training
B. Follow-up systems
3. Always work at increasing the average client value
A. Higher average transaction value
B. Increase number of transactions

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Pillar #3

Optimizing customer base


“Customer relationship marketing”

Set-up a system for capturing and segmenting the different types of clients

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Pillar #3

Optimizing customer base


“Customer relationship marketing”

Set-up a system for capturing and segmenting the different types of clients

Past
A. Re-capture

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Pillar #3

Optimizing customer base


“Customer relationship marketing”

Set-up a system for capturing and segmenting the different types of clients

Past Present
A. Re-capture A. Retain
B. Work the back-end

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Pillar #3

Optimizing customer base


“Customer relationship marketing”

Set-up a system for capturing and segmenting the different types of clients

Past Present Prospective


A. Re-capture A. Retain A. Follow-up
B. Work the back-end B. Educate
C. Close again

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Pillar #4

Strategic alliance marketing

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Pillar #4

Strategic alliance marketing


1. Your own client base

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Pillar #4

Strategic alliance marketing


1. Your own client base
A. Seek an endorsement

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Pillar #4

Strategic alliance marketing


1. Your own client base
A. Seek an endorsement

2. Complimentary businesses outside


your client base

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Pillar #4

Strategic alliance marketing


1. Your own client base
A. Seek an endorsement

2. Complimentary businesses outside


your client base
A. Cross-sell other services

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Pillar #4

Strategic alliance marketing


1. Your own client base
A. Seek an endorsement

2. Complimentary businesses outside


your client base
A. Cross-sell other services
B. Work their client base

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Piller #5
Custom advertising
web and E-commerce

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Piller #5
Custom advertising
web and E-commerce
All media members work! You must learn to create SYNERGY if you are going
to maximize your marketing and advertising investments.

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Piller #5
Custom advertising
web and E-commerce
All media members work! You must learn to create SYNERGY if you are going
to maximize your marketing and advertising investments.
1. Have the first four steps in place and working

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Piller #5
Custom advertising
web and E-commerce
All media members work! You must learn to create SYNERGY if you are going
to maximize your marketing and advertising investments.
1. Have the first four steps in place and working
2. Have a specific objective to accomplish with the media

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Piller #5
Custom advertising
web and E-commerce
All media members work! You must learn to create SYNERGY if you are going
to maximize your marketing and advertising investments.
1. Have the first four steps in place and working
2. Have a specific objective to accomplish with the media
3. Use each member of the media for its strength

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Piller #5
Custom advertising
web and E-commerce
All media members work! You must learn to create SYNERGY if you are going
to maximize your marketing and advertising investments.
1. Have the first four steps in place and working
2. Have a specific objective to accomplish with the media
3. Use each member of the media for its strength
4. Three elements will determine success. You must maximize all three:
A. Who does it reach
B. How often does it reach them - frequency
C. What is the message?

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Piller #5
Custom advertising
web and E-commerce
All media members work! You must learn to create SYNERGY if you are going
to maximize your marketing and advertising investments.
1. Have the first four steps in place and working
2. Have a specific objective to accomplish with the media
3. Use each member of the media for its strength
4. Three elements will determine success. You must maximize all three:
A. Who does it reach
B. How often does it reach them - frequency
C. What is the message?
5. Test against the control measure in terms of profitability. If it is profitable
do it some more.

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Pillar #6

Community relations marketing

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Pillar #6

Community relations marketing


1. Community marketing is image marketing
and results marketing

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Pillar #6

Community relations marketing


1. Community marketing is image marketing
and results marketing

2. Leverage the donations you provide to


groups and associations

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Pillar #6

Community relations marketing


1. Community marketing is image marketing
and results marketing

2. Leverage the donations you provide to


groups and associations

3. Educate

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Pillar #6

Community relations marketing


1. Community marketing is image marketing
and results marketing

2. Leverage the donations you provide to


groups and associations

3. Educate

4. Press releases

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Pillar #7

Direct or “one-to-one” marketing

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Pillar #7

Direct or “one-to-one” marketing


1. Types of direct marketing

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Pillar #7

Direct or “one-to-one” marketing


1. Types of direct marketing
- Direct mail

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Pillar #7

Direct or “one-to-one” marketing


1. Types of direct marketing
- Direct mail
- Telemarketing

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Pillar #7

Direct or “one-to-one” marketing


1. Types of direct marketing
- Direct mail
- Telemarketing
- Displays

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Pillar #7

Direct or “one-to-one” marketing


1. Types of direct marketing
- Direct mail - Salespeople
- Telemarketing
- Displays

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Pillar #7

Direct or “one-to-one” marketing


1. Types of direct marketing
- Direct mail - Salespeople
- Telemarketing - Web / E-commerce
- Displays

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Pillar #7

Direct or “one-to-one” marketing


1. Types of direct marketing
- Direct mail - Salespeople
- Telemarketing - Web / E-commerce
- Displays

2. Make all tools direct response oriented

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Pillar #7

Direct or “one-to-one” marketing


1. Types of direct marketing
- Direct mail - Salespeople
- Telemarketing - Web / E-commerce
- Displays

2. Make all tools direct response oriented

Every direct marketing effort needs to do the same


thing you would do in person

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Pillar #7

Direct or “one-to-one” marketing


1. Types of direct marketing
- Direct mail - Salespeople
- Telemarketing - Web / E-commerce
- Displays

2. Make all tools direct response oriented

Every direct marketing effort needs to do the same


thing you would do in person

Have a reply mechanism

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Pillar #7

Direct or “one-to-one” marketing


1. Types of direct marketing
- Direct mail - Salespeople
- Telemarketing - Web / E-commerce
- Displays

2. Make all tools direct response oriented

Every direct marketing effort needs to do the same


thing you would do in person

Have a reply mechanism

Test-test-test
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Pillar #8

“Word of mouth” marketing

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How we work with you

“A coach is someone who makes


you do what you don’t want to do
so you can be who you want to be.”
Tom Landry, former Dallas Cowboys Coach

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Marketing game plan

1. Customized marketing system

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Marketing game plan

1. Customized marketing system


2. Customized marketing system and
implementation

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Marketing game plan

1. Customized marketing system


2. Customized marketing system and
implementation
3. Fast start

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Marketing game plan

1. Customized marketing system


2. Customized marketing system and
implementation
3. Fast start

Complimentary consultation to evaluate


your ability to compete
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A successful company’s
marketing is systematized

$
through multiple marketing
pillars, leveraging &
optimizing marketing assets,
growing their business all 3
ways
1. U.S.P. / E.V.P.

Community Relations Marke ting


Strategic Alliance Mark eting

“One to One” Mark eting

Word of Mouth Referral


Relationship Mark eting

Optimize the Media


2. Exponential marketing

Advertising

Sales Staff
3. Relationship marketing -
Optimize customer base
4. Strategic alliance marketing
Asset Marketing
5. Custom advertising - Web
optimize the media
6. Community relations marketing
7. “One to one” direct marketing
8. Word of mouth referral

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A successful company’s
marketing is systematized

$
through multiple marketing
pillars, leveraging &
optimizing marketing assets,
growing their business all 3
ways
1. U.S.P. / E.V.P.

Community Relations Marke ting


Strategic Alliance Mark eting

“One to One” Mark eting

Word of Mouth Referral


Exponential Mark eting

Relationship Mark eting

Optimize the Media


2. Exponential marketing

U.S.P. / E.V.P.
3. Relationship marketing -
Optimize customer base
4. Strategic alliance marketing
Asset Marketing
5. Custom advertising - Web
optimize the media
6. Community relations marketing
7. “One to one” direct marketing
8. Word of mouth referral

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For more information:

Jump to first page