Hma ppt. timed

transcript

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How you can uncover $10,000-$1,000,000 or

more in new found sales from your

business in the next 60-90 days!

Marketing and Selling

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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 OfficerSmall 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 OfficerSmall 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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Multi-pillar marketing

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Multi-pillar marketing Systemization of your marketing process

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Multi-pillar marketing Systemization of your marketing process Three ways to exponential growth

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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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2. Owner expertise

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2. Owner expertise

3. Staff expertise

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2. Owner expertise

3. Staff expertise

4. Under-promoted U.S.P.

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2. Owner expertise

3. Staff expertise

5. Unique product or service or delivery

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2. Owner expertise

3. Staff expertise

6. Sub-par sales performance

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2. Owner expertise

3. Staff expertise

7. Relationships with other businesses

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2. Owner expertise

3. Staff expertise

8. Location

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2. Owner expertise

3. Staff expertise

8. Location

9. Reputation

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2. Owner expertise

3. Staff expertise

8. Location

9. Reputation

10. Current sales / marketing process

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2. Owner expertise

3. Staff expertise

8. Location

9. Reputation

11. Current customers / clients

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2. Owner expertise

3. Staff expertise

8. Location

9. Reputation

12. Prospective customers / jobs

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2. Owner expertise

3. Staff expertise

8. Location

9. Reputation

13. Up-selling and packaging opportunities

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2. Owner expertise

3. Staff expertise

8. Location

9. Reputation

14. Average client value

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2. Owner expertise

3. Staff expertise

8. Location

9. Reputation

14. Average client value

15. Community relationships

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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.

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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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1. More prospects

2. Increase conversion rate of prospects

to customers

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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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Growth objective 20%

Small improvements in each area will give you dramatic growth overall

Number of Prospects

Closing Ratio

Number of Customers

Average Customer

Gross Sales

Now 200 x 20.00% = 40 x 1,000 = $40,000

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Number of Prospects

Closing Ratio

Number of Customers

Average Customer

Gross Sales

Now 200 x 20.00% = 40 x 1,000 = $40,0001) 240 x 20.00% = 48 x 1,000 = $48,000

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Number of Prospects

Closing Ratio

Number of Customers

Average Customer

Gross Sales

Now 200 x 20.00% = 40 x 1,000 = $40,0001) 240 x 20.00% = 48 x 1,000 = $48,0002) 200 x 24.00% = 48 x 1,000 = $48,000

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Number of Prospects

Closing Ratio

Number of Customers

Average Customer

Gross Sales

Now 200 x 20.00% = 40 x $1,000 = $40,0001) 240 x 20.00% = 48 x $1,000 = $48,0002) 200 x 24.00% = 48 x $1,000 = $48,0003) 200 x 20.00% = 40 x $1,200 = $48,000

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Number of Prospects

Closing Ratio

Number of Customers

Average Customer

Gross Sales

Now 200 x 20.00% = 40 x 1,000 = $40,0001) 240 x 20.00% = 48 x 1,000 = $48,0002) 200 x 24.00% = 48 x 1,000 = $48,0003) 200 x 20.00% = 40 x 1,200 = $48,000

4) 240 x 24.00% = 57.6 x 1,200 = $69,120

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Number of Prospects

Closing Ratio

Number of Customers

Average Customer

Gross Sales

Now 200 x 20.00% = 40 x $1,000 = $40,0001) 240 x 20.00% = 48 x $1,000 = $48,0002) 200 x 24.00% = 48 x $1,000 = $48,0003) 200 x 20.00% = 40 x $1,200 = $48,000

4) 240 x 24.00% = 57.6 x $1,200 = $69,120Actual Growth Achieved 72.80%

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Performance is maximized only when all marketing assets are leveraged in a

multi-pillar system, growing the business all 3 ways.

Performance based marketing

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No better investment in your business than marketing

“Marketing and innovation make money, everything else is a cost.”

Peter DruckerManagement Consultant

Performance based marketing

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Performance success stories1

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

2 Assuming 40% Gross Margin

1 Utilized all 3 ways to grow the business, optimized and leverages all assets, implemented multi-pillar system

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

Marketing multi-pillar system

1. U.S.P. / E.V.P.

2. Exponential marketing

1. U.S.P. / E.V.P.

3. Relationship marketing - Optimize customer database

1. U.S.P. / E.V.P.

4. Strategic alliance marketing

1. U.S.P. / E.V.P.

5. Custom advertising - Web optimize the media

1. U.S.P. / E.V.P.

6. Community relations marketing

1. U.S.P. / E.V.P.

7. “One to one” direct marketing

1. U.S.P. / E.V.P.

8. Word of mouth referral

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Unique Selling PropositionExtra Value Proposition (U.S.P. / E. V. P.)

“Differentiate or Die” by Jack Trout

Pillar #1

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Pillar #1

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

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

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Pillar #1

1. Price leadership

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Pillar #1

1. Price leadership

2. Differentiation

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Pillar #1

1. Price leadership

2. Differentiation

3. Target / NichePrice leadershipDifferentiation

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Optimizing current marketing for exponential sales

Pillar #2

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1. Integrate the USP / EVP into all marketing efforts

Pillar #2

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2. Consistently work at increasing the conversion rate

Pillar #2

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A. Sales training

B. Follow-up systems

Pillar #2

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A. Sales training

3. Always work at increasing the average client value

Pillar #2

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A. Sales training

3. Always work at increasing the average client value

A. Higher average transaction value

B. Increase number of transactions

Pillar #2

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Optimizing customer base“Customer relationship marketing”

Pillar #3

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

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Past A. Re-capture

Pillar #3

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Past A. Re-capture

Present A. Retain B. Work the back-end

Pillar #3

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Past A. Re-capture

Present A. Retain B. Work the back-end

Pillar #3

Prospective A. Follow-up B. Educate

C. Close again

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Strategic alliance marketing

Pillar #4

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1. Your own client base

Pillar #4

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A. Seek an endorsement

Pillar #4

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2. Complimentary businesses outside your client base

Pillar #4

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A. Cross-sell other services

Pillar #4

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A. Cross-sell other services

B. Work their client base

Pillar #4

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Custom advertisingweb and E-commerce

Piller #5

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All media members work! You must learn to create SYNERGY if you are going to maximize your marketing and advertising investments.

Piller #5

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1. Have the first four steps in place and working

Piller #5

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2. Have a specific objective to accomplish with the media

Piller #5

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3. Use each member of the media for its strength

Piller #5

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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?

Piller #5

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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.

Piller #5

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Community relations marketing

Pillar #6

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1. Community marketing is image marketing and results marketing

Pillar #6

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2. Leverage the donations you provide to groups and associations

Pillar #6

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3. Educate

Pillar #6

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3. Educate

4. Press releases

Pillar #6

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Direct or “one-to-one” marketing

Pillar #7

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Direct or “one-to-one” marketing1. Types of direct marketing

Pillar #7

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- Direct mail

Pillar #7

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- Direct mail

- Telemarketing

Pillar #7

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- Direct mail

- Telemarketing

- Displays

Pillar #7

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- Direct mail

- Telemarketing

- Displays

- Salespeople

Pillar #7

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- Direct mail

- Telemarketing

- Displays

- Salespeople- Web / E-commerce

Pillar #7

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2. Make all tools direct response oriented

- Direct mail

- Telemarketing

- Displays

Pillar #7

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- Direct mail

- Telemarketing

- Displays

Every direct marketing effort needs to do the same thing you would do in person

Pillar #7

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- Direct mail

- Telemarketing

- Displays

Have a reply mechanism

Pillar #7

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- Direct mail

- Telemarketing

- Displays

Have a reply mechanism

Test-test-test

Pillar #7

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“Word of mouth” marketing

Pillar #8

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

Marketing game plan

1. Customized marketing system

Marketing game plan

2. Customized marketing system and implementation

Marketing game plan

3. Fast start

Marketing game plan

3. Fast start

Complimentary consultation to evaluateyour 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

3. Relationship marketing - Optimize customer base

1. U.S.P. / E.V.P.

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Asset Marketing

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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

3. Relationship marketing - Optimize customer base

1. U.S.P. / E.V.P.

of Mou

eferral

e to On

e” Mark

munity R

elations Marketing

timize th

Strategic A

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Asset Marketing

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For more information:

Call Brian Sebastian “Doc Marketing”

The Target Group Inc.

716-871-1111 x211

brian@thetargetgroupinc.com