Offline Blueprint

7/27/2019 Offline Blueprint

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Lesson # 4 of 4Offline Blueprint Coaching

After Getting The Check

By

Millard W. GrubbBackyard Gazette Publishing

http://www.offlineblueprint.com


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Offline Blueprint Coaching: After Getting The Check

2011 Millard W. Grubb - All Rights Reserved. http://www.offlineblueprint.com2

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2011 Copyright Millard W. Grubb

All Rights Reserved. No part of this report may be reproduced or transmitted in any form whatsoever,

electronic, or mechanical, including photocopying, recording, or by any informational storage or retrieval

system without express written, dated and signed permission from the author.

DISCLAIMER AND/OR LEGAL NOTICE:

The information presented herein represents the view of the author and his experience as of the date of

publication. Because of the rate in which conditions change, the author reserves the right to alter and update

his opinion based on new conditions. This report is for informational purposes only. While every attempt has

been made to verify the information provided in this report, neither the author, nor his affiliates/partners

assume any responsibility for errors, inaccuracies or omissions. Any slights of people or organizations are

unintentional. If advice concerning legal or related matters is needed, the services of a fully qualified

professional should be sought. This report is not intended for use as a source of legal or accounting advice.

You should be aware of any laws which govern business transactions or other business practices in your

country or state. Any reference to any person or business whether living or dead is purely coincidental.


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Foreword

In this lesson, youll find out what to do once you have a client onboard.

Helping a client quickly can mean a lot more money in your pocket.

Lets get started.


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Introduction Having a client onboard and working with them to grow their business is a heady

proposition. You are very much like a doctor with a new patient looking for help

with uncomfortable symptoms.

This doctor analogy is actually quite correct.

You are going to look at the symptoms of a business. You are going to analyze

every part of the business. and then offer solutions.

Being able to give your suggestions with confidence is really only a matter ofasking the right questions!

You have the same questions I ask at the end of this lesson.

In addition to asking the right questions, you need to be able to follow throughwith great advice.

Ill show you how to do both in this lesson.


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The All-Important Business Audit

After getting the contract signed and payment arrangements made, you need to

set up a business audit.

This audit is the backbone of the work you will do with the business owner. Youmust set this audit up to have at least four hours of private time with the owner.

This meeting is of critical importance. Here is where you will complete the

Business Audit and really dig in and determine the areas where you can make bigdifferences and improvements in your clients business. This meeting will take

anywhere from 3 to 4 hours, and will require your clients undivided attention.

Make sure you let your client know in advance how much time it will take, and theimportance of getting good information right from the beginning so you candevelop and implement the systems that will provide him or her the best return on

their investment of time, money and effort.

This time needs to be time focused on the business and not interrupted bymeetings or business calls. The audit booklet at the end of this lesson is very

detailed. It will take some time to go over.

When you look at the audit material you will see questions of every type for thebusiness. The reason for this is so that every rock can be turned over, every nook

can be looked into and nothing left to chance. You will find that after going overthese questions with the business owner, you will know a tremendous amount of

information about the business. And with this information, you will know where thestrong points are and the weak points in the business.

1. Meet with the CEO, business owner, manager or other designee who can give

you pertinent an meaningful information, and who has the authority to delegate

certain tasks and assignments, and who has the power to hold those persons whoare assigned those tasks and responsibilities accountable for their completion.

2. Introduce and review your Agenda. Again, by introducing an agenda, youare showing your audience that you are a person of business, that you are well

organized, that you are not wasting your time, that you have prepared thoroughly

and that you are there to move their business forward in the most efficient and

profitable way possible.


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3. Review Preliminary Assignments. Your agenda should list the assignments

you made in your initial meeting with your client, and his or her schedule for their

completion. Go over those assignments to make sure they have been completed.If they have, congratulate them and let them know that this is the way to move

their business forward. If they have not been completed, let your client know thatif they expect to achieve the results you have outlined for them, that you have to

work together as a team that you cannot achieve those goals by yourself, andthat you need them to get serious about their business. Be strong and firm with

them, but not offensive to them.

4. Complete the Confidential Growth Audit. (See Confidential Business AuditSection at the end of lesson for sample copy.) Go through the Audit very carefully

letting them know that you want to accomplish 3 things:

1. You need good and honest information from them. Explain that you cant help them ifthey dont give you straight information. If they dont know the answer to something,

tell them to level with you and say they dont know. Its not good enough for them to

make up an answer to keep from looking stupid or ignorant. Honesty is the best (and

only) policy you will accept.

2. Tell your client that you want them to ask themselves, Why is he/she asking me that

particular question? What is it about that question that is important enough that he/she

would ask it of me?

3. Next, have them ask themselves, What would happen to my business if I were to

implement what that question suggests in my business?

Have them have a pen and notepad at hand so they can write down ideas they getfrom your questions. If you see that they are not making notes, then from time to

time, pause and ask them if the question you just asked spawned any ideas orthoughts from them. If they respond positively, tell them to write down their

thoughts.

If not, give them an idea or two, that if they implemented them, would make a

difference in their business. Sometimes people have to be led and shown what isexpected of them. As you go through each question, make notes or asterisks in

the margins when you see an area that has an immediate profit potential. This willmake it easy to find later when you are developing systems and strategies for the

business.

5. Set a date for your Executive Meeting. Once your Audit is completed,

arrange for a date and time to get together again, but with the Executive Team.


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From this group, you are going to establish your Strategies Teamthe group that

will be responsible for the implementation of the strategies and systems that you

will develop for them.

In a small company, this may consist of the owner and his or her spouse if theyare active in the business. In larger companies, this group may include several

department heads or other responsible people the CEO, president or owner wishesto designate. In any case, these people must be responsible and have the

authority given to them to act on the ideas, implement the systems and

strategies, and hold accountable those under their supervision.


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Formulate Strategies & Develop Systems

Once you have your Confidential Growth Audit completed, it is time to work on theactual formulation of the strategies and systems you will implement in your clientsbusiness.

Go back through all the information you have collected from you research with the

business competitors, customers and the Confidential Growth Audit, anddetermine what are the Hot Buttons, or quickest, easiest and most profitable

things to implement in the business.

Sidebar:One way to quickly determine Hot Buttons is to have ayellow highlighter with you when the doing the audit. You can

Highlight the question that waves a red flag at you about somethingthe business needs to work on fast.

Use the Profit Generating Idea Stimulatorsmanual, (Located at the end of thelesson) and other resources you have to determine the best things to do for thebusiness. Make adetailed plan, but dont get over-zealous and attempt to give

them too much. It is far better togive the Strategies Teams a few things they can

accomplish quickly and with ease, than toover-burden them with too much, and

have them not accomplish anything.

The biggest problem you will have is to determine from the many ideas you have,which are the few that you should implement.


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The Executive Meeting

1. Meet with the Strategies Team. This is your first meeting with the people

who will be responsible for implementing the ideas and systems you havedeveloped for the company. It is extremely important that you establish your

credibility, expertise and authority right up front. Remember, you are dealing with

people of responsibility in the company, and some of them have been with thecompany for a long time and may resent you being there. They may look at your

presence as a threat to themsomeone who is there because

they havent been able to do the work.

Make sure you let them know that you are not there to replace them, but to help

them become more effective, more efficient, and to make the business moreprofitableand that you can only do it with their help and assistance. Let them

know that you depend on them, that they are necessary and respected membersof the team, that they have been hand-chosen and that you value theirexperience, ideas and suggestions.

But also let them know that you have a certain assignment to do for the owner of

the company and for the good of the company, employees and customers as awhole, and that while you dont mean to offend, and will not do so intentionally,

that some of them may not agree with certain things you do or suggest, but not to

let their personal feelings or personalities get in the way. Only by working together

as a cohesive team, can you accomplish the results that, based on your experience

and expertise, can make the company perform the way it can, should andeventually will.

2. Present and review your Agenda. Again, the Agenda is critical to yourpositioning as an organized and experienced expert who knows what they want toaccomplish and the steps necessary to do so. Most of these people dont use anagenda themselves for their meetings, and certainly have never had an outside

consultant present such an item in any meeting with them previously. This

immediately sets you apart as someone who knows where theyre going and thesteps necessary to get there.

3. Present your strategies. Refer to the section in the Idea Stimulators

manual for some ideas on what to cover in this meeting, as well as any additionsorenhancements you have made to the Business Improvement Ideas you came

up with inyour research phase.


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4. Make assignments using the Accountability Record. (Found after this

lesson) Make sure all persons assigned tasks understand their assignments and

their accountability for their completion. Do not let anyone leave the meeting withquestions as to what they are to do and when their tasks are to be completed.

Remember, you are the consultant, and you are in charge. The responsibility formaking sure the tasks are completed is yourseven though you have delegated

them to others. It is up to you to make sure they are clearly understood andcompleted. Thats what youre being paid for.

5. Set a date for your next follow-up meeting. Agree on a date for you to

return and check the accountability and progress of each of your Strategies Teammembers and their respective assignments.

6. Rinse and Repeat You keep going back week after week until the end of your

contract and do the same things as before.

Sidebar:An important thing to consider. Make sure and work on just asmall number of things at one time. Get one system or program up to

speed then add another system. For example: You can spend an entire

week with the strategies teams working on referral systems. Everyone

and every department thinks about, discusses, and puts into place

referral systems. The next time it can be upsells, the next joint

ventures, and so on.


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Follow-Up Meetings

Once assignments have been made to your Strategies Teams, the follow-upmeetings are critical to their successful implementation. These meetings are not to

be taken lightly by anyone, and are to be attended by everyone as directed.

1. Present and review your Agenda. Remember to never go into a meeting andtry to wing-it. An Agenda will always present you in the best possible and

professional light, and show your audience that you respect their time.

2. Review progress. This meeting is your chance to:

Check on the progress of the assignments you have made.

Determine the seriousness of your client to work towards your established goals. Assess the competency and seriousness of the team members towards the

same. Reassign or replace certain team members as needed.

Determine which strategies and systems are working as they should.

Make necessary corrections, substitutions, additions or deletions to certain

systems in order to make sure they are functioning properly. Install new or additional systems or strategies as needed.

3. Offer additional suggestions. Once you determine what is and what isnt

working as it should be, you can make suggestions for improving the effectiveness

or efficiency of the systems. Dont make changes for change sake, but dont beafraid to make tweaks or adjustments, or even make some major changes if they

will improve the results.

4. Make new assignments. When a team has accomplished a certainassignment or task, put them to work again. Dont let them lie dormant, give them

something else to do. Keep them busy with additional tasks or systems to develop

and install. Remember, youre being retained and/or paid by the results you

generate for your client. Dont let valuable time slip by unaccounted for.

5. Set a date for your next follow-up meeting. At the end of each of yourfollow-up meetings, schedule your next one. Its important to always inspect what

you expect. That is, when you make an assignment, always, always follow up andmake sure it is either done by the appointed date, or if not, that there are good

and sound reasons (not excuses) for why it hasnt been completed.


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On the following pages you have a sample

of the Confidential Growth Audit I do, plus

an accountability record, action plan

worksheet, a plan for workshops, Idea

Stimulators for Business Growth, and howto figure Lifetime Value of Customers.


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ProfitGenerating

Idea

Stimulators


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111 Lead-Generating Ideas

1. Bumper Stickers

2. School Advertising andPromos

3. Church Bulletins

4. Card Decks

5. Matchbooks

6. Classified Advertising

7. Door Hangers

8. Restaurant Placemats

9. Electronic Bulletin Boards

10. Bulletin Boards

11. Cable TV

12. On-Package Advertising

13. Bag Stuffers14. CD-ROM Catalogues

15. Interviews

16. Flyers

17. In-Package Advertising

18. TV Infomercials

19. Special Reports

20. Fairs

21. Correspondence Courses

22. Online Catalogues

23. Personal Letters

24. In-Bound Telemarketing

25. Outgoing Calls

26. Private Unveilings

27. Loss Leaders

28. Canvassing House ToHouse

29. Banners Signs

30. Centers Of Influence

31. Gift Baskets

32. Celebrity Endorsements

33. Gasoline Pump Ads

34. Word-Of-Mouth

35. T-Shirt Ads

36. Statement Stuffers

37. Voice Mail

38. Radio/TV Interviews

39. Fund Raisers

40. Gift Certificates

41. Newsletter Inserts

42. Magazine Inserts43. Letters To Editors

44. Exhibits

45. Associate E-Marketing

46. Workshops

47. Previews

48. Tabloids

49. Flea Market Stands

50. Repetition

51. The Small Press

52. Big NewspaperAdvertising

53. Radio Advertising

54. Magazine Advertising

55. TV Advertising

56. Internet Advertising

57. Trade Journals

58. Industry Newsletters

59. College/CampusNewspaper Advertising

60. Newspaper Inserts61. Press Release

62. Drop Boxes

63. Handouts

64. Catalogues

65. Brochures

66. Yellow Pages

67. White Pages Listing

68. Alternate And SpecialDirectories

69. Barter And TradeExchanges

70. Buying Customer Lists

71. Direct Mail

72. Piggyback Mailings

73. Fax Broadcasting

74. Fax-on-Demand

75. Billboards And Poster

76. Taxi And Bus Advertising

77. Cinema Advertising

78. Sponsorships79. Post Card Mailings

80. Signs On Buildings

81. Company Car Or VehicleAdvertising

82. In-Store Signs

83. Moving Display In-Store

84. Signs

85. Sidewalk Signs

86. Window Displays

87. In-Store Special Promotions88. Start A Newsletter

89. Stickers

90. Refrigerator Magnets

91. Promotional Premiums

92. Sky Writing

93. Blimps

94. Business Cards

95. Networking

96. Cold Calling

97. Sales Personnel

98. Telemarketing

99. Competitions

100. Host Beneficiary

101. Strategic Alliance

102. Publish A Book

103. Seminars

104. Trade Shows

105. Public Markets

106. Location, Location, Location

107. Business Hours

108. Referrals

109. Testing

110. Grand Openings/SpecialOpenings

111. Party Plans


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63 Ways To Increase Conversion Rates

1. The Guarantee

2. Unique Selling Proposition

3. Carry An Exclusive Line

4. Develop An Exclusive Product

5. Offer Greater Variety

6. Sell Quality

7. Testimonials

8. Demonstrations

9. High Quality Brochure

10. Making An Offer

11. Packaging

12. Awards And Citations

13. Telephone On-Hold Messages

14. Set Up An Account

15. Mail Order

16. Payment Plans And Financing

17. Audio and Visual Demonstrations

18. Copy And Distribute Press Articles

19. Send An Action Plan

20. Mission Statement-Vision Statement

21. Questionnaires

22. Office Dress Codes23. Try Before You Buy

24. Sales Scripts

25. Instilling Trust

26. Rapport

27. Sell Value, Not Price

28. Be the Expert On Your Product

29. The Up Sell

30. The Cross Sell

31. The Down Sell32. NLP Techniques

33. Appeal to Emotions

34. Follow-Up

35. Remember To Ask For The Sale

36. Toll-Free Number

37. Paid Reply Envelope

38. Entertaining

39. Sales Training

40. Incentive Builders

41. Conduct A Survey

42. First Time Buyer Incentives

43. Look Approachable

44. Trade-Ins

45. Selling In Bulk

46. Limited Time Offer

47. Direct Mail Innovation

48. Get Maximum Prospect Data

49. Give To Receive

50. Site Tours

51. Concentrate On High QualityProspects

52. Create And Use A Company Profile

53. Direct Mail Stimulators54. Send A Gift Check

55. Have It On Hand

56. Exclusive Customers

57. Be Reliable, Be Consistent

58. Keep In Touch With Customers

59. Expand Your Product Range

60. Planned Obsolescence

61. Work With Pre-Payments

62. Set Solid Sales Goals63. Track Sales Conversion Rates


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53 Ways To Increase The Average

Transactional Value Of Each Sale

1. Raise Your Prices

2. The Up Sell3. Back-End Sale

4. Down-Sell

5. The Cross Sell

6. Checklist

7. Questionnaire

8. Terms And Financing

9. Capture An Exclusive Position

10. Expand Your Product Range

11. Terms And Financing

12. Set Up An Account

13. Try Before You Buy

14. Follow-Up

15. First Time Buyer Incentives

16. Concentrate On High QualityProspects

17. The Science Of Store Layout

18. Set Solid Sales Goals

19. Selling In Bulk

20. Give To Receive

21. Point Of Sale Tools

22. Stimulate Impulse Buying

23. Work With Pre-Payments

24. NLP Techniques

25. Sales Scripts


27. Directing Customer Response

28. Use Package Deals

29. Sell Bulk30. Direct Mail Stimulators

31. Sell Value, Not Price

32. Keep In Touch With Customers

33. Have In On Hand

34. Incentive Builders For Big Purchases

35. Offer Greater Variety

36. Sell Extended Warranties

37. Demonstrations

38. Carry An Exclusive Line

39. Educate the Customer On All YourProducts

40. Audio And Visual Demonstrations

41. Incentive Builders

42. Consult For Your Own Product

43. Service Contracts

44. Testimonials

45. Make Home Delivery Available

46. Build Rapport Appeal To Ego


48. Have A Goal

49. Send An Action Plan

50. Be The Expert On Your Product

51. Remember To Ask For The Sale

52. Use The Element Of Free

53. Minimum Order Amounts


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68 Profit Margin Enhancers

1. Across The Board Price Hikes

2. Deal In High Margin Products

3. Forget Discounting

4. Create Your Own Label5. To Sell Right, You Have To Buy Right

6. Keep Your customers Coming Back ByTreating Them Right

7. Learn From Others In Business

8. Innovate

9. Your Employees Can Be Your Eyes AndEars

10. Overheads And Costs Concern And AffectEveryone

11. Control Billing and Collections

12. Collect Past-Due Receivables

13. Watch Your Expenses

14. Monitor And Control Employee Costs

15. Measure And Monitor Financial Statements

16. Establish Benchmarks For Future Plans

17. Enlist The Help Of Advisors Or Mentors

18. Bypass Low Quality Customers

19. Monitor Your Database

20. Record Your Presentations

21. Use Direct Mail

22. Use A Web Page

23. Operate From Home

24. Trim Staff

25. Reduce Management

26. CEO/Director

27. Engineer Efficiency

28. Make Margins Everyones Business

29. Budget Monthly30. Costs As Percentage Of Sales

31. Sell Consignment

32. Repackage With Your Own Label

33. Make Better Use Of Down Time

34. Buying Groups

35. Loan Consolidation

36. Consider A Factoring Arrangement

37. Charge Your Own Finance Fees

38. Fees For Services39. Manipulate Your Credit Terms

40. Clean House-Sell Off Unneeded Equipment

41. Increase Your Efficiency ThroughSystemization

42. Reduce Your Tax Burden

43. Government Programs

44. Export Labor Costs

45. Get A Deal On Fixed Expenses

46. Employ Your Own Skills And Talents47. Outsourcing

48. Your Location

49. Cash Only

50. Minimum Stock And Storage

51. Pay Slow, Collect Fast

52. Renting Can Be Cheaper Than Owning

53. Use Per Inquiry Advertising

54. Dump Inefficient Or Do-Nothing Marketing

55. A Better Accountant

56. Watch Fixed Monthly Costs

57. Bill Fast Or Take Cash

58. Monitor Your Billing, Bank Accounts

59. Constantly Test, Measure And Monitor

60. Get Paid For Your Time

61. Franchising

62. Efficiency/No Duplication

63. Across The Board Cuts

64. Negotiate

65. Recycle

66. Favor Fast Moving Merchandise

67. Use Purchase Order System

68. Negotiate Employee Pay


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55 Ways To Increase The Frequency

Of Purchases

1. Get Maximum Use From Your Customer

Database2. Demand Better Ad Placement

3. Get Customers To Tell You What They Want

4. Cold Cash Instead Of Discount

5. Make Use Of Key Trigger Phrases

6. The Wow! Factor

7. Establish A Frequent Buyers Club And Card

8. Keep Customers Informed

9. Telemarketing

10. Work Within A Niche11. In-Package Advertising

12. Customer Appreciation Day

13. Superior Customer Service

14. Over Deliver On your Promise

15. Use Service Contracts

16. Freebie for 9th Customer

17. Find Out Everything You Can AboutCustomer

18. Target Top Performing Customers

19. Newsletter Inserts

20. Back-End Selling

21. Pre-Sell After First Sale

22. Start A newsletter

23. Competition

24. Previews

25. Send Gifts

26. New Offers Every Week, Month

27. In-Store signs

28. Personal letters

29. Bag Stuffers30. Networking

31. Thank You Dollars

32. Fax Sales

33. Reminder Schedule

34. Outgoing Calls

35. Practice Customer Differentiation


37. Issue Exclusive Phone Numbers To The Best

38. Use Bounce-Back Tools39. Private Unveilings

40. Use Continuity Techniques/Products

41. Statement Stuffers

42. Bring A Friend Free

43. Stop Competing, Start Creating

44. Surprise Others

45. Start A Specialty Club Focused On Our Brand

46. Gift Certificates

47. Master The Art Of Saying Thank You48. Make Your Customers Feel Guilty

49. MLM

50. Post Card Mailings

51. Loss Leaders

52. Distributors And Agents

53. Sell The Experience As Much As The Product

54. Create A Newsletter

55. Direct Mail


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38 Ways To Increase The Average

Buying Lifetime Of Your Customers

1. Excel At Customer Service

2. Implement A Customer Reactivation Program3. Deliver More Than They Expected

4. Use Service Contracts

5. Know Your Costumers Well And Make sureThey Know You Well

6. Highlight Weekly Deals

7. Invite Them Back

8. Create Longevity Psychology, Perks

9. A Key Ring, A Pen, A Calendar

10. Retainers Or Contracts11. Till Further Notice Arrangement

12. Prearrange Future Sales

13. Take Trade-Ins

14. Jack Up Their Credit

15. Massage Your Best Repeat Customers

16. After Purchase Affirmation

17. Explain Additional Benefits, uses

18. Keep The Direct Mail Coming

19. Follow-Up

20. Phone Call Contacts

21. Customer Appreciation Contests22. Free Trial Offers

23. Train For Repeat Selling Behavior

24. Invite Customers To Buy Stock In You

25. Deal In the Consumable

26. Schedule Of Communication

27. Make Friends, Socialize With Clients

28. Stickers

29. Catalogues

30. Co-Op Selling31. Rent Your House List

32. Clean Your List Often

33. Create A Database Beyond The List

34. Customer Appreciation Events

35. Unadvertised Sales


37. Sneak Previews

38. Upgrade For Free


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57 Referral-Generating Ideas

1. Put Them At Ease

2. They Owe It To Others To Refer

3. New Residents

4. Previous Business Contacts

5. Join A National Organization

6. Concentrate On A Core Referral Group

7. Provide A Tape

8. Offer A Group Rate

9. Bring A Friend Free

10. First Time Quota

11. Get A Publisher To Recommend You

12. Spiritual Leaders

13. Use A Variety Of Referral Letters

14. School Tours

15. Thank You Dollars

16. Gear Up Your Web Site As A Referral Tool

17. All Office Contact

18. Extended Family

19. High Visibility

20. Image Of Generosity

21. Expand Your Circle

22. New Business Contacts

23. Surprise Others

24. Set Conditions

25. Use Signs In Your Place Of Business

26. Referral Letters

27. Send Referrals To Others

28. Send Gifts

29. Customer Appreciation Day

30. The Wow! Factor

31. Educate Your Customers

32. Position Yourself As Unique

33. Target Top Performing Customers

34. Attend Professional Meetings

35. Freebie For 9th Customer

36. Unsold Prospects

37. Train your Employees To Get Referrals

38. Create A Referral Kit

39. Offer Money Back

40. Care And Share Appeal

41. Public Speaking

42. Appreciation Prompters

43. Work Within A Niche

44. Supply Referral Forms To Employees

45. Endorsement Letters

46. Join Chamber Of Commerce

47. Use Case Histories

48. Try Direct And Specific

49. Web Site Referrals

50. Work With Out Of Area Clients

51. Forward Looking Communication

52. Let The Media Know What You Are Doing

53. Jump At Compliments

54. Cold Cash Instead Of Discount

55. Work With Vendors

56. Up The Reward For Each Referral

57. Contact Competitors


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Confidential

Business

Audit

Millard Grubb

Consulting


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Confidential Marketing Needs Analysis

General Information About You And Your Business

1. Contact Name: __________________________ Phone: ____________ Email: __________________

2. Alternate Contact: _______________________ Phone: ____________ Email: __________________

3. Company: ____________________________________ Industry/Profession: ___________________

4. Address: _____________________________________ City: ______________ St: ___ Zip:________

5. Website: _______________________________________

6. Number of years company has been in business: _____________

7. Number of years at this location: _____________

8. Number of Employees: _____________

9. Number of Salespeople: _____________

10. Annual Gross Receipts: $_____________

11. Dollar amount of increase in gross receipts this year compared to last year: $___________________

12. Dollar amount of increase or decrease in net profits this year compared to last year: $____________

13. Percent of increase or decrease in gross receipts this year compared to last year: ______________%

14. Percent of increase or decrease in net profits this year compared to last year: _________________%

15. How long has this upward or downward trend been sustained?: _____________________________

16. What factor(s) do you believe are responsible for the upward or downward trend?_______________

_________________________________________________________________________________

__________________________________________________________________________________________________________________________________________________________________

_________________________________________________________________________________

17. Describe what your business or company (not your product) does (what you sell, how you sell it, andwho you sell to, by industry, commercial category, or specific niche). Explain it as though you weretalking to someone outside your industry: __________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

__________________________________________________________________________________

18. What is your business philosophy as it relates to your customers? ____________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________


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19. What is your vision or goal for your business for the next:

6 months: # of new customers:_________ Gross Sales: $____________ New Profit: $____________

Other _______________________________________________________________________

12 months: # of new customers:______ Gross Sales: $___________ New Profit: $__________

Other________________________________________________________________________

3-5 years: # of new customers:_______ Gross Sales: $____________ New Profit: $_________Other________________________________________________________________________

10 years: # of new customers:________ Gross Sales: $____________ New Profit: $_________

Other________________________________________________________________________

20. What are your biggest opportunities to achieve this vision? _________________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

21. What do you really want from your business? Become filthy rich? Build a turnkey money machine?Position it for quick sale? Position it for high-dollar sale in the future? ________________________

_________________________________________________________________________________

_________________________________________________________________________________

22. In what areas of the business is the majority of your personal time spent? ______________________

_________________________________________________________________________________

Objectively and honestly, where should it be spent? _______________________________________

_________________________________________________________________________________

What needs to be done to change the situation?___________________________________________

_________________________________________________________________________________

23. Do you actively seek information from experts in your field and other fields related to yours?______

Has this helped you, and how?________________________________________________________

_________________________________________________________________________________

24. Do you have a marketing director? _____ Yes _____ No

If so, explain their duties and how well they function relative to their assignments:_______________

_________________________________________________________________________________

_________________________________________________________________________________

Additional Notes: __________________________________________________________________

_________________________________________________________________________________


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Chief OperatingOfficer

SalesManager

Advertising /

MarketingManager

ProductionManager

WebsiteManager

FacilitiesManager

AccountsReceivableManager

AccountsPayableManager

Vice President /Operations

Vice President /Marketing

Executive Level Organizational Chart

Service

Manager

ProductDevelopment

Telemarketers

Outside Sales

Inside Sales

Internet Mktg.

Vice President /Finance

Production

CustomerService

Delivery

Custodian


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Products And Services Information

1. Describe the products you offer:

Product 1: _______________________________________________________________

How does your customer benefit from using this product?:_________________________________

________________________________________________________________________________

________________________________________________________________________________What do your customers really wantfrom their point of view from this product? (Be specific.Dont just answer a quality product, low prices, or outstanding service.): ________________

________________________________________________________________________________

How does this product solve those wants for your customers?______________________________

________________________________________________________________________________

Why must a customer purchase this product?:___________________________________________

________________________________________________________________________________

Why should a customer purchase this product?:__________________________________________________________________________________________________________________________

Who else sells this product? _________________________________________________________

________________________________________________________________________________

Why do customers buy this product from your competition rather than from you?_______________

________________________________________________________________________________

Regarding this particular product, what does your competition offer that you either cannot or donot? __________________________________________________________________________

________________________________________________________________________________Regarding this particular product, what can you offer that your competition either cannot or does

not? __________________________________________________________________________

________________________________________________________________________________

What other products or services could your customers logically want or purchase from you thatcould help them get more use, benefit, value or advantage from their original purchase? _______

________________________________________________________________________________

Do you carry those other products?___ If not, why not? ___________________________________

________________________________________________________________________________

What would make it irresistible for your customers to purchase this product from you? __________

________________________________________________________________________________

What is the major competing product or alternative to this particular product?:_________________

________________________________________________________________________________

Do you carry this competing product?_____ If no, why not? _______________________________

________________________________________________________________________________


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Product 2:__________________________________________________________________________


________________________________________________________________________________

________________________________________________________________________________

What do your customers really wantfrom their point of view from this product? (Be specific.Dont just answer a quality product, low prices, or outstanding service.): ________________

________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________

Why should a customer purchase this product?:__________________________________________

________________________________________________________________________________

Who else sells this product? _________________________________________________________

________________________________________________________________________________


________________________________________________________________________________

Regarding this particular product, what does your competition offer that you either cannot or donot? __________________________________________________________________________

________________________________________________________________________________

Regarding this particular product, what can you offer that your competition either cannot or doesnot? ____________________________________________________________________________

________________________________________________________________________________

What other products or services could your customers logically want or purchase from you thatcould help them get more use, benefit, value or advantage from their original purchase?__________

________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________

________________________________________________________________________________


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Product 3:__________________________________________________________________________


________________________________________________________________________________

________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________Who else sells this product? _________________________________________________________

________________________________________________________________________________


________________________________________________________________________________

Regarding this particular product, what does your competition offer that you either cannot or donot? ____________________________________________________________________________

________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________

________________________________________________________________________________


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Product 4: __________________________________________________________________________


________________________________________________________________________________

________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________



________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________

________________________________________________________________________________


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Product 5: __________________________________________________________________________


________________________________________________________________________________

________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________



________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________

________________________________________________________________________________


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2. Describe the services you offer:

Service 1:__________________________________________________________________________

How does your customer benefit from using this service?: _________________________________

________________________________________________________________________________

________________________________________________________________________________

What do your customers really wantfrom their point of view from this service? (Be specific.Dont just answer a quality product, low prices, or outstanding service.): ________________

________________________________________________________________________________

How does this service solve those wants for your customers? _______________________________

________________________________________________________________________________

Why must a customer purchase this service?: ___________________________________________

________________________________________________________________________________

Why should a customer purchase this service?: __________________________________________________________________________________________________________________________

Who else sells this service?: _________________________________________________________

________________________________________________________________________________

Why do customers buy this service from your competition rather than from you? _______________

________________________________________________________________________________

Regarding this particular service, what does your competition offer that you either cannot or do not?________________________________________________________________________________

________________________________________________________________________________

Regarding this particular service, what can you offer that your competition either cannot or doesnot? ____________________________________________________________________________

________________________________________________________________________________

What other products or services could your customers logically want or purchase from you that couldhelp them get more use, benefit, value or advantage from their original purchase? _______________

_________________________________________________________________________________

Do you offer those other services?___ If not, why not?_____________________________________

_________________________________________________________________________________

What would make it irresistible for your customers to purchase this service from you?_____________________________________________________________________________________________

What is the major competing service or alternative to this particular service?:___________________

_________________________________________________________________________________

Do you offer this competing service?_____ If no, why not? _________________________________

_________________________________________________________________________________


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Service 2:__________________________________________________________________________


________________________________________________________________________________

________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________

Why should a customer purchase this service?: __________________________________________

________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


_________________________________________________________________________________


_________________________________________________________________________________

What would make it irresistible for your customers to purchase this service from you?____________

_________________________________________________________________________________


_________________________________________________________________________________


________________________________________________________________________________


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Service 3:__________________________________________________________________________


________________________________________________________________________________

________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


_________________________________________________________________________________


_________________________________________________________________________________

What would make it irresistible for your customers to purchase this service from you?____________

_________________________________________________________________________________


_________________________________________________________________________________


________________________________________________________________________________


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Service 4:__________________________________________________________________________


________________________________________________________________________________

________________________________________________________________________________What do your customers really wantfrom their point of view from this service? (Be specific.Dont just answer a quality product, low prices, or outstanding service.): ________________

________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


_________________________________________________________________________________


_________________________________________________________________________________



_________________________________________________________________________________


________________________________________________________________________________


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Service 5:__________________________________________________________________________


________________________________________________________________________________

________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________

Why should a customer purchase this service?: __________________________________________________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


________________________________________________________________________________


_________________________________________________________________________________


_________________________________________________________________________________



_________________________________________________________________________________


________________________________________________________________________________


35/108

General Marketing Information

1. How do your prospects perceive your industry?____________________________________________

__________________________________________________________________________________

2. How do your prospects perceive your company? ___________________________________________

__________________________________________________________________________________

3. How do your customers perceive your industry?___________________________________________

__________________________________________________________________________________

4. How do your customers perceive your company? __________________________________________

__________________________________________________________________________________

5. How would you describe your ideal client relationship? _____________________________________

__________________________________________________________________________________

__________________________________________________________________________________

6. Describe your most satisfied customer or client: ___________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

7. What do your clients say about your company? ____________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

8. Describe a situation where you were able to turn an unhappy or disgruntled client into a happyclient:_____________________________________________________________________________

__________________________________________________________________________________

10. What would it take for you to make your clients say, WOW? ______________________________

_________________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

11. What is the biggest customer complaint about your industry and how does your company address thisissue?____________________________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

12. What is the lifetime value of your typical customer (i.e. how much revenue will he/she generate foryou over the entire period he/she does business with your company)?: $_______________________

13. What are your target markets and how did you arrive at them?

Primary target market: ______________________________________________________________

________________________________________________________________________________

How did you decide on that particular market?: __________________________________________

________________________________________________________________________________


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Secondary target market: _______________________________________________________________

____________________________________________________________________________________

How did you decide on that particular market?:______________________________________________

_________________________________________________________________________________

14. Who is your typical customer? (Are they all kinds of people/companies, or can you identify the mostprobable prospects in your marketing area, and if so, who would they be?_______________________

____________________________________________________________________________________

____________________________________________________________________________________

15. Can you assemble a listing by name and contact information of these prospects? ___ Yes ___ No

16. Do you have your current customers in a computer database? ___ Yes ___ No

How many are there? ________________

Are they segmented into groups with similar buying habits/patterns? ___ Yes ___ No

Do you keep in touch with them on a regular basis? ___ Yes ___ No

How often per year? _____________________

When was the last time you contacted them? _____________________________________________

What was the occasion?______________________________________________________________

17. Do you have your past customers in a computer database? ___ Yes ___ No

How many are there? ________________

Are they segmented into groups with similar buying habits/patterns? ___ Yes ___ No

Do you keep in touch with them on a regular basis? ___ Yes ___ No

How often per year? _____________________

When was the last time you contacted them? ____________________________________________

What was the occasion? _____________________________________________________________

18. Does your average customer come back after the first purchase

To buy more of the same product? ___ Yes ___ No

Other, complimentary products or services? ___ Yes ___ No If so, what?_________________

______________________________________________________________________________

Non related products or services? ___ Yes ___ No If so, what?________________________

_____________________________________________________________________________

How often do your customers buy from you in a years time? ____________________________

19. How many customers do you serve each week?_______ x 52 = _________/year 12 = _______/mo.

20. How many customers have you served since establishing your business? _____________


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21. What is your market potential (universe) and what is your and your top three competitors currentshare of that market?

22. Where or how do you get your present customers?

Primary source:____________________________________________________________________

Secondary source:__________________________________________________________________

23. What methods of marketing have you used to attract new business?

Most successful methods:____________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

Least successful methods:____________________________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

24. Are you still using the most successful strategies? If not, why not?__________________________

_________________________________________________________________________________

_________________________________________________________________________________

25. What was the one marketing method most responsible for building your company to its currentsuccess? _________________________________________________________________________

________________________________________________________________________________

26. Are you still using this strategy? If so, how is it working for you now?________________________

________________________________________________________________________________

If not, why not?___________________________________________________________________

________________________________________________________________________________

27. What is your Unique Competitive Advantage or UCA for your top three products? (What is it aboutyour product/service that distinguishes it from that offered by your competition? Why should yourprospects or customers buy this product from you and not your competitors?)

Product 1:________________________________________________________________________

________________________________________________________________________________

Product 2:________________________________________________________________________

________________________________________________________________________________

Name of Company Percent of YourPrimary Market

Percent of YourSecondary Market

Your Company

1

3

2


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Product 3:________________________________________________________________________

________________________________________________________________________________

28. What is your Unique Competitive Advantage or UCA for your company? (What is it about yourcompany that distinguishes it from your competition? Why should your prospects or customers dobusiness with you and not your competitors?) ____________________________________________

_________________________________________________________________________________

_________________________________________________________________________________

29. What is your Unique Competitive Advantage or UCA for yourself or your sales staff? (What is itabout you (or them) that distinguishes you from your competition? Why should your prospects orcustomers do business with you and not your competitors?) _________________________________

_________________________________________________________________________________

_________________________________________________________________________________

30. Are your UCAs consistent themes in all of your marketing and sales efforts? If so, how? If not, whynot?_____________________________________________________________________________

_________________________________________________________________________________

31. What other businesses that sell similar products/services as you do your customers patronize?______

_________________________________________________________________________________

_________________________________________________________________________________

32. What other businesses regardless of similarities to your products/services do your customerspatronize? ________________________________________________________________________

_________________________________________________________________________________

33. How much is your marketing budget?

$____________ per _______________ or _____________% of ____________________________

34. How did you arrive at that figure? _____________________________________________________

_________________________________________________________________________________

35. How is your budget allocated? ________________________________________________________

_________________________________________________________________________________

36. How has it been used in the past?______________________________________________________

_________________________________________________________________________________

37. How much does it cost for you to acquire a new customer? (If you run an ad that costs $1,000 and

you acquire two new customers, your Cost of Acquisition is $500.): $_________________________38. What are the average sales and profits generated from a new customer in the first year?

First year revenues: $___________________ First year net profits: $ _________________________

39. How much could you afford to spend on marketing over the next 90 days? $___________________

40. Right now, how much more business could you comfortably accommodate without having to addany more staff, machinery, equipment, move your premises, etc?

Number of customers:______________________ Gross revenues: $_________________________


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41. How many inquiries from prospects do you receive each week or month and what percentage areconverted into sales?

42. Of the clients you currently have, where did most of them emanate from?

First source: ______________________________________________________________________

Why?____________________________________________________________________________

Secondary source:__________________________________________________________________

Why?_________________________________________________________________________

43. Geographically, where are most of your existing customers? ________________________________

_________________________________________________________________________________

Why?____________________________________________________________________________

44. Geographically, where do most of your new customers come from?___________________________

_________________________________________________________________________________

Why?____________________________________________________________________________

45. How much of your business currently comes from referrals?

Number of customers: ________ per week / month

Percent of new business:________%

Gross revenues generated by referrals: $______________ per week / month

46. Describe your current, proactive referral-generating script, strategy or system:__________________

_________________________________________________________________________________

_________________________________________________________________________________

47. Who is in a position to refer customers to your business?Suppliers / Vendors:

1._______________________________________________________________________________

2._______________________________________________________________________________

3._______________________________________________________________________

4._______________________________________________________________________

Source of Prospect Inquiries Number/Week Conversion Rate

1

2

4

3

5


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5._______________________________________________________________________

Associations:

1. _____________________________________________________________________________

2. _____________________________________________________________________________

3. _____________________________________________________________________________

4. _____________________________________________________________________________

5. _____________________________________________________________________________

Centers of Influence:

1. _____________________________________________________________________________

2. _____________________________________________________________________________

3. _____________________________________________________________________________

4. _____________________________________________________________________________

5. _____________________________________________________________________________Individuals:

1. _____________________________________________________________________________

2. _____________________________________________________________________________

3. _____________________________________________________________________________

4. _____________________________________________________________________________

5. _____________________________________________________________________________

Competitors:

1. _____________________________________________________________________________

2. _____________________________________________________________________________

3. _____________________________________________________________________________

4. _____________________________________________________________________________

5. _____________________________________________________________________________

48. What specific offers do you use to get new customers?

Offer 1:________________________________________________________________________

Number of customers it produces _____________ per week / month / each time it runs

Gross revenues it produces: $_________________ Gross profits it produces: $________________

Offer 2:_________________________________________________________________________


Gross revenues it produces: $_________________ Gross profits it produces: $________________

Offer 3:_________________________________________________________________________



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Gross revenues it produces: $_________________ Gross profits it produces: _________________

Offer 4:_________________________________________________________________________


Gross revenues it produces: $_________________ Gross profits it produces: $_________________

Offer 5: _________________________

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