9 Ways Slides

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slides from September 07 Leela workshop

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9 Ways Slides

  1. 1. 9 Ways to Grow Your Business in the Next 90 Days...
  2. 2. about me...
  3. 3. ... ... ...
  4. 4. Henry Ford - on ‘Thinking’… “Thinking is the hardest work there is… which is probably why so few people engage in it”
  5. 5. There are no ‘rules’ in marketing So why do we conform to so many…? List 3 unspoken rules you / your industry conforms to
  6. 6. teach to learn
  7. 7. The 3 Dimensions of Business Growth
  8. 8. 1) More Clients
  9. 9. 2) More Spend
  10. 10. 3) More Often
  11. 11. more more more Clients Spend Often
  12. 12. Where are YOU spending time/money? more more more Clients Spend Often %? %? %?
  13. 13. more more more x x Clients Spend Often Today x 100 x 10 pa = £100,000 £100 +10% x x = £133,100 110 £110 11 pa +25% x x £125 12.5 pa = £195,312 125
  14. 14. Client not Product Driven LifeTime Value of your Client Grease the Chute Testing Back Ending Referrals Risk Reversal Host Beneficiary Communicate to Sell
  15. 15. Imagine What would you do with an extra 95%?
  16. 16. Client not Product 1) Driven
  17. 17. Are YOU selling Drills or Holes?
  18. 18. Clinical experience (the drill) or ‘jolly’ (the hole)
  19. 19. A Client... or Customer? “under your protection” “avails themselves of your product or service”
  20. 20. STARBUCKS rather than coffee… sells 20 minutes of peace
  21. 21. oldest profession... “goodbye”
  22. 22. “if you do not revere your product or service, your clients certainly will not” abraham.com
  23. 23. 2) “LifeTime Value” of Your Client
  24. 24. A client spends £50 per visit (average) 5 visits / yr (average) (annual value: £250) Clients stay 7 years (average) Life Time Value = £250 x 7 = £1,750
  25. 25. £83,000
  26. 26. Some industries rely on LTV - others ignore it?!
  27. 27. It’s what you do with LTV that counts…
  28. 28. ‘Icy Hot’ $3.45 Discovered average repurchase was 8 x year - until death or cure! Gave the first one away!
  29. 29. Icy Hot went from $20k pa to $13m in 18 months!
  30. 30. Case study: Industrial Hydraulics firm ‘What’s the life time value of your customer?’ ‘Huh’!? Took them a week to it work out…
  31. 31. Case study: Industrial Hydraulics firm On average, a new customer order was worth $200 in profit.! On average, a new customer would buy 5 times a year On average a customer would stay 3 years.! So EVERY new customer they got in the door was worth $3,000
  32. 32. Case Study: Industrial Hydraulics Firm Give the salesmen 100% of profit of first order (instead of 10% they were getting) ‘You’re crazy!’ ‘Just test it’
  33. 33. Result? 800% growth in 12 months!
  34. 34. Life Time Value how can you… Subsidise the first sale? Give more (100%) commission on first sale? Give the first one free? Create a customer service revolution?
  35. 35. #3 Grease the Chute!
  36. 36. . . Grease Your Chutes!
  37. 37. Where are YOU asking for chassis numbers?
  38. 38. UNDER Promise & OVER Deliver
  39. 39. Internal Chutes!
  40. 40. You Lose on 4 Levels: 1 The cost of bringing her to you 2 The profit on the sale itself 3 Their ‘Life Time Value’ 4 Their referral value
  41. 41. #4 Testing Experiment!
  42. 42. The Motivaider £39 £59 +212% £79 +530%
  43. 43. FORTUNE 500 co’s spend 4% of turnover on R&D (testing)
  44. 44. ass u me assume
  45. 45. What to test? Price Delivery Presentations Colours Offers 3 + 1? Sizes Hours Guarantees Scripts Music! Payment terms Name
  46. 46. Indicative Definitive
  47. 47. Profitable Marketing is Simply a Function of Testing!
  48. 48. “The Entrepreneurs Guide to Success”
  49. 49. Why S.O.B’s succeed and Nice Guys Fail in Business… ( = New York Times Best Seller!)
  50. 50. #5 Back-ending
  51. 51. Adding complimentary products & services
  52. 52. What single questions grew McDonalds 23%?
  53. 53. “Do you want fries with that, sir?”
  54. 54. Where are my chips?
  55. 55. Adding Volume or Time
  56. 56. Adding Volume Options the ‘3 + 1’
  57. 57. §
  58. 58. Adding Time Options (membership?)
  59. 59. Vitamins...
  60. 60. Float Monthly - for just £25 Now you’ve discovered floatation, make it a regular part of your life. A float session each month will help keep you calm, creative and healthy. ~~~ Some benefits of membership... 1. Have as many extra floats as you like 3. You save at 30 - 65% on the price of a every month for just £12.50 each. regular float! 2. You’ll receive FREE float gift vouchers, 4. Expect profound life change during this when you pay via the annual or quarterly amazing program. rship option. ~~~ Terms and conditions? None really ! you can cancel your membership at any time, without penalty. One float should be taken per calendar month but, should you miss one, we’ll be flexible in letting you “roll it over” for later use. ~~~ Act now… complete the following section and welcome in a new era of your life. !~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Yes, I want to continue floating… Name: ________________________________ Address: ________________________________ ___________________________________________________ Tel: ________________________ Choose your preferred option… ! via monthly instalments of £25. ! via quarterly instalments of £75 (and receive a £35 float gift voucher as a bonus) ! via an annual payment of £300 (and receive 3 float gift voucher as a bonus, worth £89) Payment via debit/credit card no. _______________________________ Exp. Date _________ Date ___________ Signature: ____________________________ The London Float Centre 7a, Clapham Common South Side, London SW4 7AA Tel: 0171 720 4952
  61. 61. Imagine What would you do with an extra 95%?
  62. 62. 60% of your clients want to be back ended!
  63. 63. Soft v Hard Dollar
  64. 64. #6 Referrals or... turning your clients into your sales-force
  65. 65. ‘Stored Value’ Not on your balance sheet
  66. 66. Who has a referral program?
  67. 67. Referrals They are; Least expensive Least risk Much less likely to price shop or have buyers remorse
  68. 68. Proactive! Create tools...
  69. 69. Like Attracts Like
  70. 70. sensitivity timing
  71. 71. Your Duty
  72. 72. Just ask!
  73. 73. paddylund.com
  74. 74. #7 Risk Reversal
  75. 75. The biggest obstacle to a new sale is… who bears the risk?
  76. 76. If you really are good… Prove It!
  77. 77. You’re Probably Doing This Anyway! Legally obliged!
  78. 78. Hot and Fresh in 30 minutes…
  79. 79. Do people abuse guarantees? Yes! aasmall % small %
  80. 80. 10 am next day - or it’s free!
  81. 81. Trial The Puppy Dog Trial
  82. 82. #8 Host Beneficiary
  83. 83. Who’s already got my perfect client?
  84. 84. ‘Crafting’ is Key paint a picture
  85. 85. Win / Win not Win / Lose
  86. 86. #9 Communicate to SELL
  87. 87. Direct Response Marketing
  88. 88. Sales letter Brochures Emails Flyers Ads! (anything unsolicited)
  89. 89. You’ve got 4 seconds to sell … count ‘em
  90. 90. Simple formula the 4 ‘W’s
  91. 91. 1st ‘W’ is… Why are you bothering me? Answered in the headline
  92. 92. See 37 Greatest Headlines compare them to yours
  93. 93. Why should I care? 2nd ‘W’ is… (elaborate)
  94. 94. 3rd ‘W’ is… Why should I believe you? (testimonials, graphs, guarantees, free trial, charts, etc)
  95. 95. 4th ‘W’ is… Why should I do it NOW? (give them a reason to act now)
  96. 96. Announcing a New Course for Men Seeking Independence in the Next Three Years An Up-to-the-Minute Course to Meet Today's Problems The first headline trounced the second headline by about 370%.
  97. 97. Bridal
  98. 98. US immig
  99. 99. Wrtie for profit
  100. 100. Wrtie for profit
  101. 101. Wrtie for profit
  102. 102. Superlatives
  103. 103. Direct Mail Secret weapon!
  104. 104. Mailing Lists
  105. 105. Busy fonts & colours why are you bothering me? why should I care? are Ic uld sho hy w please do it now!
  106. 106. Why are you bothering me? Why should I care? Why should I believe you? Why should I do it now?
  107. 107. Why are you bothering me? Why should I care? Why should I believe you? Why should I do it now?
  108. 108. The 5 Most Common Marketing Mistakes • No Testing (of anything!) • Selling drills - not holes • No Back End! • Miserable Chutes • No risk reversal strategy
  109. 109. info @ MarketingWright.com

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