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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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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
5
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Your marketing & sales mindset“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients
2. Owner expertise
3. Staff expertise
5
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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
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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
5
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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
5
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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
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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
8. Location
5
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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
8. Location
9. Reputation
5
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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
8. Location
9. Reputation
10. Current sales / marketing process
5
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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
8. Location
9. Reputation
10. Current sales / marketing process
11. Current customers / clients
5
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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
8. Location
9. Reputation
10. Current sales / marketing process
11. Current customers / clients
12. Prospective customers / jobs
5
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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
8. Location
9. Reputation
10. Current sales / marketing process
11. Current customers / clients
12. Prospective customers / jobs
13. Up-selling and packaging opportunities
5
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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
8. Location
9. Reputation
10. Current sales / marketing process
11. Current customers / clients
12. Prospective customers / jobs
13. Up-selling and packaging opportunities
14. Average client value
5
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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
8. Location
9. Reputation
10. Current sales / marketing process
11. Current customers / clients
12. Prospective customers / jobs
13. Up-selling and packaging opportunities
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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Adv
ertis
ing
Sal
es S
taff
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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
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1. More prospects
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Three ways to exponential growth
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1. More prospects
2. Increase conversion rate of prospects
to customers
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Three ways to exponential growth
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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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Three ways to exponential growth
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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Three ways to exponential growth
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 = $40,0001) 240 x 20.00% = 48 x 1,000 = $48,000
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Three ways to exponential growth
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 = $40,0001) 240 x 20.00% = 48 x 1,000 = $48,0002) 200 x 24.00% = 48 x 1,000 = $48,000
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Three ways to exponential growth
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 = $40,0001) 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
10
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Three ways to exponential growth
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 = $40,0001) 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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Three ways to exponential growth
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 = $40,0001) 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
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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
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Performance success stories1
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
2 Assuming 40% Gross Margin
1 Utilized all 3 ways to grow the business, optimized and leverages all assets, implemented multi-pillar system
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Performance success stories1
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
2 Assuming 40% Gross Margin
1 Utilized all 3 ways to grow the business, optimized and leverages all assets, implemented multi-pillar system
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Performance success stories1
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
2 Assuming 40% Gross Margin
1 Utilized all 3 ways to grow the business, optimized and leverages all assets, implemented multi-pillar system
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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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Unique Selling PropositionExtra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout
Pillar #1
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Unique Selling PropositionExtra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout
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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Unique Selling PropositionExtra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout
Pillar #1
Two Questions You Need To Answer Three Ways To Achieve A U.S.P. / E.V.P.
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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Unique Selling PropositionExtra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout
Pillar #1
Two Questions You Need To Answer Three Ways To Achieve A U.S.P. / E.V.P.
1. Why do people do business with you now?
2. If they are not doing business with you now, why should they?
1. Price leadership
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Unique Selling PropositionExtra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout
Pillar #1
Two Questions You Need To Answer Three Ways To Achieve A U.S.P. / E.V.P.
1. Why do people do business with you now?
2. If they are not doing business with you now, why should they?
1. Price leadership
2. Differentiation
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Unique Selling PropositionExtra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout
Pillar #1
Two Questions You Need To Answer Three Ways To Achieve A U.S.P. / E.V.P.
1. Why do people do business with you now?
2. If they are not doing business with you now, why should they?
1. Price leadership
2. Differentiation
3. Target / NichePrice leadershipDifferentiation
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Optimizing current marketing for exponential sales
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Pillar #2
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Optimizing current marketing for exponential sales
1. Integrate the USP / EVP into all marketing efforts
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Pillar #2
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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
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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
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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
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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 #2
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Optimizing customer base“Customer relationship marketing”
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Pillar #3
Set-up a system for capturing and segmenting the different types of clients
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Optimizing customer base“Customer relationship marketing”
Past A. Re-capture
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Pillar #3
Set-up a system for capturing and segmenting the different types of clients
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Optimizing customer base“Customer relationship marketing”
Past A. Re-capture
Present A. Retain B. Work the back-end
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Pillar #3
Set-up a system for capturing and segmenting the different types of clients
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Optimizing customer base“Customer relationship marketing”
Past A. Re-capture
Present A. Retain B. Work the back-end
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Pillar #3
Set-up a system for capturing and segmenting the different types of clients
Prospective A. Follow-up B. Educate
C. Close again
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Strategic alliance marketing
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Pillar #4
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Strategic alliance marketing
1. Your own client base
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Pillar #4
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Strategic alliance marketing
1. Your own client base
A. Seek an endorsement
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Pillar #4
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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
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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
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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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Pillar #4
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Custom advertisingweb and E-commerce
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Piller #5
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Custom advertisingweb 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
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Custom advertisingweb 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
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Custom advertisingweb 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
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Custom advertisingweb 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
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Custom advertisingweb 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
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Custom advertisingweb 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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Piller #5
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Community relations marketing
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Pillar #6
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Community relations marketing
1. Community marketing is image marketing and results marketing
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Pillar #6
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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
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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
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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 #6
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Direct or “one-to-one” marketing
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Pillar #7
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Direct or “one-to-one” marketing1. Types of direct marketing
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Pillar #7
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Direct or “one-to-one” marketing1. Types of direct marketing
- Direct mail
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Pillar #7
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Direct or “one-to-one” marketing1. Types of direct marketing
- Direct mail
- Telemarketing
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Pillar #7
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Direct or “one-to-one” marketing1. Types of direct marketing
- Direct mail
- Telemarketing
- Displays
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Pillar #7
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Direct or “one-to-one” marketing1. Types of direct marketing
- Direct mail
- Telemarketing
- Displays
- Salespeople
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Pillar #7
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Direct or “one-to-one” marketing1. Types of direct marketing
- Direct mail
- Telemarketing
- Displays
- Salespeople- Web / E-commerce
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Pillar #7
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Direct or “one-to-one” marketing1. Types of direct marketing
2. Make all tools direct response oriented
- Direct mail
- Telemarketing
- Displays
- Salespeople- Web / E-commerce
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Pillar #7
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Direct or “one-to-one” marketing1. Types of direct marketing
2. Make all tools direct response oriented
- Direct mail
- Telemarketing
- Displays
- Salespeople- Web / E-commerce
Every direct marketing effort needs to do the same thing you would do in person
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Pillar #7
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Direct or “one-to-one” marketing1. Types of direct marketing
2. Make all tools direct response oriented
- Direct mail
- Telemarketing
- Displays
- Salespeople- Web / E-commerce
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
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Direct or “one-to-one” marketing1. Types of direct marketing
2. Make all tools direct response oriented
- Direct mail
- Telemarketing
- Displays
- Salespeople- Web / E-commerce
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 #7
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“Word of mouth” marketing
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Pillar #8
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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 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
2. Exponential marketing
7. “One to one” direct marketing
6. Community relations marketing
5. Custom advertising - Web optimize the media
4. Strategic alliance marketing
3. Relationship marketing - Optimize customer base
1. U.S.P. / E.V.P.
8. Word of mouth referral
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Word
of Mou
th R
eferral
“On
e to On
e” Mark
eting
Com
munity R
elations Marketing
Op
timize th
e Med
ia
Strategic A
l liance M
arketin
g
Relation
ship
Mark
eting
Sales S
taff
Ad
vertising
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
2. Exponential marketing
7. “One to one” direct marketing
6. Community relations marketing
5. Custom advertising - Web optimize the media
4. Strategic alliance marketing
3. Relationship marketing - Optimize customer base
1. U.S.P. / E.V.P.
8. Word of mouth referral
Word
of Mou
th R
eferral
“On
e to On
e” Mark
eting
Com
munity R
elations Marketing
Op
timize th
e Med
ia
Strategic A
l liance M
arketin
g
Relation
ship
Mark
eting
Exp
onen
tial Mark
eting
U.S
.P. / E
.V.P
.
Asset Marketing
$
26
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