For The Minority Of Business Owners Who Really Want To Improve Their ProfitsStop Moaning And Blaming  Your Lack Of Profits...
Copyright NoticesCopyright © Go4 Results LimitedAll rights reserved.No part of this publication may be reproduced or trans...
Introduction       Let’s start as we mean to go on…        Every business owner who has downloaded or sent for this book w...
Why This Book Will Help You       Most business owners have a strong desire to own their own, successfulbusiness. Whether ...
This book is for people who understand that marketing isn’t advertising. Thatmarketing isn’t about pretty work and it isn’...
1.        Not Marketing To Everyone       “You Can’t Be All Things To All Men.”       This strategy is the most important ...
DEF Chartered Accountants. Specialists in getting start-up businesses                         running quickly, profitably ...
2.        Differentiating Yourself, Having A UPB       “If You Don’t Allow Prospects To Choose You Because You’re       Sp...
And guess what – their target market was older people and this entirely matchedwhat they wanted to hear.        Sales grew...
3.        Using All Three Business Multipliers        “You’ll Get Better Results Across The Whole Business Rather Than    ...
Action:Five Step Process1. You need to look at each of the three areas in   turn, and break them down into the individual ...
4.           Make Sure You Have Enough ‘Routes To             Market’        “It Spreads The Risk, Reaches More People, An...
Action:Five Step Process1. Write down all the possible routes to market that   could work in your business. Be open minded...
5.        You Must Have A Sales & Marketing          System       “Who Makes More Money? The Company With A Great Product ...
Action:Five Step Process1. Write down all the key stages that have to happen   for a prospect to enquire about your produc...
6.        Do You Keep In Touch With Your          Customers?       “If You Don’t, You’re Leaving A Very Large Gap For Your...
Action:Five Step Process1. Write down all the ways you can keep in touch with   individual customers or clients.2. Think h...
7.         All Your Literature Must Include A Sales           Letter         “Not Doing This Really Is Throwing Money Down...
Action:Five Step Process1. List every communication and piece of literature   that you send out, not just brochures but   ...
8.        Understand Your Lifetime Customer Value       “Only When You Know What A Customer Is Worth Can You Know       Wh...
Action:Five Step Process1. Analyse the value of each order, and how often they   order…2. And the gross profit margin…3. A...
9.        Use Your Marketing Assets – Everywhere,          All The Time       “Accountants Tell You To Use Your Financial ...
Marketing Asset Employed                         Increase In ResponseIrresistible Offer                      Between 200% ...
10.       Moments Of Truth       “Nothing Demonstrates The Importance Of Real Marketing More       Than ‘Moments Of Truth’...
What assumptions do you now make about how well, and how often, the airlineservices its engines?       And do you feel com...
11.       Most Marketing Is Boring…       “Because Nobody Dares To Be Different.”       Stand back and look at your market...
BEFORECall 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
AFTERCall 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
Action:Five Step Process1. Before you start any marketing piece write down the   target market and what you want them to d...
12.          Why Do Business Owners Have A Lack Of             Time?         “And If You’ll Pass Me The Broom I’ll...”    ...
Of course consulting delivers the biggest increases, followed by coaching (well Iwould say that wouldn’t I?)       But tha...
13.       You Must Enjoy What You Do       “There Are Some Great Reasons To Run Your Own Business, And       Some Drawback...
Action:Five Step Process1. Implement at least six of the strategies in this   book, preferably all of them.2. If you do th...
What Happens Next         Hopefully by now you realise that success is in your hands.         You can1. Carry on moaning, ...
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Stop moaning And Blaming Your Lack Of Profits On Other People

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Several Brilliant Strategies Guaranteed To Make Your Business More Profitable

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Stop moaning And Blaming Your Lack Of Profits On Other People

  1. 1. For The Minority Of Business Owners Who Really Want To Improve Their ProfitsStop Moaning And Blaming Your Lack Of Profits On Other People… And Start DoingSomething About It NOW! Thirteen Proven Strategies ThatDeliver More Sales And Profits To Small Businesses
  2. 2. Copyright NoticesCopyright © Go4 Results LimitedAll rights reserved.No part of this publication may be reproduced or transmitted in any form or by anymeans mechanical or electronic, including photocopying and recording, or by anyinformation and retrieval system.The reader is authorised to use any of the information in this publication for his or herown use only.Legal NoticesWhile all attempts have been made to verify information provided in this publication,neither the Author nor the Publisher assumes any responsibility for errors, omissions, orcontrary interpretation of the subject matter given in this product.The Publisher wishes to stress that the information contained in this publication may besubject to varying country and professional organisations’ laws or regulations.The reader must accept full responsibility for determining the legality and/or ethicalcharacter of any and all business transactions and/or practices adopted and enacted inhis or her particular field and geographic location, whether or not those transactionsand/or practices are suggested, either directly or indirectly, in this publication. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  3. 3. Introduction Let’s start as we mean to go on… Every business owner who has downloaded or sent for this book wants to growhis or her business – however well or badly you are doing you obviously want the futureto be better. The trouble is, that can mean one of two things. Are you saying “I want my business to get better…” Or are you saying “I’m going to do whatever it takes to make my business better” Because these two statements are nearly the same, BUT COMPLETELYDIFFERENT. And if you’re making the first statement, ‘you want your business to get better’,this book is not for you. Sorry, but however brilliant and proven our methods are, youhave to put time, money and effort into either making them work yourself or engaging aspecialist to make them work for you. So if you’re not in the latter camp, stop reading now. Put this on the shredderpile (or in the ‘Delete’ box) and accept our apologies for wasting your time… And if you are still reading now, congratulations. You are now in a relativelysmall minority of business owners who intend to improve their business performance. So let’s see if this book really is for you… Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  4. 4. Why This Book Will Help You Most business owners have a strong desire to own their own, successfulbusiness. Whether you started the business, inherited it or bought it, you will (or youused to) have the motivation to be your own boss. And most business owners also have an innate skill in what the business does –they are good at plumbing, or brilliant at customer service, or have great skill in the law,or are great at design, or sourcing the product, or making it, or whatever that skill is. But there are very few business owners who have all the skills needed to run abusiness – probably none in fact. I don’t! And that’s why official statistics tell us that 80% of businesses go out ofbusiness within their first five years. Scary, but there’s worse. Of those that remain,80% of them will not be in business after a further five years – after ten years of tradingjust 4% of people’s dreams actually survive. Yet even with the odds against them, people like you (and me) choose to run ourown business. And those odds can be dramatically improved in your favour if youaddress those areas where you don’t have the skills you need to survive and prosper. Here’s a list, and what most business owners do to compensate for their lack offormal training Small Business Problem Small Business SolutionI’m not strong on bookkeeping, payroll or Outsource what you can’t do, or don’taccounting. have time to do, to a bookkeeper or accountant.I’m not an expert on the law. Outsource to the appropriate expert for your lease, employment issues, client contracts etc.I don’t understand IT. Outsource to a local IT firm, hopefully one that specialises in small businesses.I don’t know much about marketing. “We’ll get by.” “I’ll write the ad at the last minute.” “That’s what the rep said everyone else does.” “Let’s get a website that looks good.” Now you’ve probably realised who this book is for – and don’t worry becauseI’m not selling anything. I only offer my services to business owners who ask for them.Your choice not mine, although I should tell you from the outset I only work with thosepeople who qualify by matching our criteria for success. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  5. 5. This book is for people who understand that marketing isn’t advertising. Thatmarketing isn’t about pretty work and it isn’t stuff you just bring out when you’re not asbusy as you’d like to be. Marketing is every single interaction between you and the outside world,planned and unplanned. Marketing is doing everything you can to make it easy for people to buy fromyou. Marketing generates more leads and enquiries for your business. Marketing builds a system that ensures that a higher proportion of those leadsare converted into paying clients or customers. Marketing makes sure that your customers spend more money with you, thatthey do so more often, that they stay with you for longer AND that they activelyrecommend more customers to you. And when you multiply (not add, multiply) the results that you get from all ofthis… MARKETING DETERMINES WHETHER YOU SUCCEED OR FAIL So do you still want to “get by”? Or do you want the contents of this report? The principles here are tried andtested, developed over the last seventeen years, and have created millions and millionsof pounds of profits for our clients in virtually every business sector – retail,manufacturing, service, wholesale, property, leisure, restaurants and many others. And you can learn for free. So why am I offering this to you? Well there are four reasons…1. I’m on a mission to spread our name and our success in the small business community – a sector that generates great benefit for the UK but is poorly supported.2. If you implement these strategies yourself then I won’t make a penny directly. But that’s OK because you’ll tell other business owners and some of them will want my help.3. After you’ve achieved success from this report, it’ll dawn on some of the readers that they’ll achieve even more success working with me.4. And some readers will miss out point 3 above and arrange a free one-to-one consultation on the phone straight away.So if this report is for you (or rather, if you are ready for this report), enjoy the next40 minutes… Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  6. 6. 1. Not Marketing To Everyone “You Can’t Be All Things To All Men.” This strategy is the most important part of any business – and yet so fewbusinesses choose their target market(s) at all, let alone do it well. If your business is marketed to the wrong people, or to everyone, your incomecan never reach its full potential. Most businesses try to be ‘all things to all people’ and I’m often asked “if I limitmy market won’t I be reducing the chances of doing business with more people?” Well of course you will, but in today’s marketplace you need to target yourmarketing on a few well chosen target markets where you can pour your resources,knowing that you’ll get a much healthier return on your investment. The ‘scattergunapproach’ is just too expensive. It doesn’t have to be one target market, it could be three or four as long asyou talk to each one separately and offer the products or services that relate tothem. And by doing so, you have two other benefits as well. Firstly, you may actually reduce your overall marketing spend. Secondly, for each carefully identified target market you can tailor the messageyou send to exactly fit what THAT target market wants to hear. So if you’re a gardenerspecialising in design and maintenance of large gardens you can save money by onlydelivering your leaflet in areas with large suburban houses. Then you can align your marketing message to what that owner of that largegarden needs to hear – they read your marketing piece and say “this leaflet is talking to me…” And there’s no reason why you can’t have several target markets, each carefullychosen and each responding to a different message from you. Example Imagine you are starting your business for the first time. You know you need anaccountant so you turn to Yellow Pages and amongst pages of ads you see these two… ABC Chartered Accountants. Audits, tax, bookkeeping, payroll, start-ups, management accounts. Whatever your problem, we can help. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  7. 7. DEF Chartered Accountants. Specialists in getting start-up businesses running quickly, profitably and effectively. So if a hundred start-up businesses were to read both ads, how many wouldchoose the first one… and how many the second? Exactly! And don’t forget, that accountant can have another lead generation strategyaimed at bigger, older businesses and even a third one that appeals to limitedcompanies. Action: Five Step Process 1. Write down the groups of companies or consumers that want (and more importantly, need) your products or services. 2. Analyse them by ability to afford your products. 3. Make sure they can easily be reached by your marketing efforts. 4. Find similarities (demographic? psychographic?) so you can group them together and send a coherent message that talks to each target market. 5. Implement a scoring system so you can prioritise your most important target market first. Two Step Process  Email bernard.keavy@system4results.co.uk or call 01536 763664 to arrange your free Progress Call.  Have that free 30 minute one-to-one phone consultation and then, if you and I both want to, we’ll arrange a two-hour Go 4Ward Review Meeting* where I’ll show you not just what to do but also how to do it. *includes a free Competitor Spy Report™ worth £997. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  8. 8. 2. Differentiating Yourself, Having A UPB “If You Don’t Allow Prospects To Choose You Because You’re Special, You’re Forcing Them To Choose on Price.” The majority of the businesses in this country appear to be very similar to theircompetitors. When you ask business owners why their customers choose them they say“quality” or “service” or something equally meaningless. And if you’re viewed by your customers and prospects as being much the sameas your competitors, what becomes the most important parameter upon which customersmake their decision? You’re right – it’s price. And that’s why 95% of the business owners I meet don’t feel they can chargewhat they want to charge, and moan that their customers are price driven. So now’s the time to do something about it… You may well have heard of a USP (Unique Selling Proposition). Manybusiness owners have and yet virtually none of them actually have one. The problem with a USP is they are extremely difficult to create. That’s why I believe in a UPB – Unique Perceived Benefit. It may be that what you do is not unique but you should be able to packageseveral services or benefits together and present them in such a way that what you offeris perceived to be unique because you’re the only company shouting about it. Doesn’t that sound easier and more achievable? And cheaper too! Example One of our clients was a furniture retailer – worried about sales but even moreabout margins. It’s a sector driven more by price than most. Ian & Cindy put together a UPB based around the following guaranteed package  Free assembly of all furniture (no tedious DIY)  Free siting of the furniture (try it in different places, no heavy lifting)  Free removal of all packaging (no trip to the tip)  Free carriage of the old furniture to a charity shop (hassle free, feel good) So they were now shouting about something that nobody else was offering – andas long as it matches what the customers want, that’s a UPB. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  9. 9. And guess what – their target market was older people and this entirely matchedwhat they wanted to hear. Sales grew by 140% over a 7-month period, margins increased by over 10%because discounting wasn’t needed any more. Obviously that was also a result of theother strategies that we launched with Ian & Cindy, but the UPB had more effect thatany single other strategy and it’s still working now. Action: Five Step Process 1. Ask your best customers what you could offer them that would make you unique. 2. If they give you coherent answers and you can deliver it and afford it you’ve just created your UPB. 3. If not, research all the benefits you provide that your customers most value. 4. Research what benefits your competitors offer, and especially the ones they don’t. 5. Bundle what the research tells you into a UPB. Two Step Process  Email bernard.keavy@system4results.co.uk or call 01536 763664 to arrange your free Progress Call.  Have that free 30 minute one-to-one phone consultation and then, if you and I both want to, we’ll arrange a two-hour Go 4Ward Review Meeting* where I’ll show you not just what to do but also how to do it. *includes a free Competitor Spy Report™ worth £997. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  10. 10. 3. Using All Three Business Multipliers “You’ll Get Better Results Across The Whole Business Rather Than Just In One Area – And It’s Cheaper Too!” No matter what sector your business is in, there are only three ways you cangrow it. I call them the Three Business Multipliers because the increases you achievedon’t add together they multiply together to give extraordinary results. The Three Business Multipliers are Multiplier One: LEAD GENERATION. Generating more qualified leads or enquiries. Multiplier Two: SALES CONVERSION. Converting a higher proportion of those qualified leads into paying customers. Multiplier Three: CUSTOMER MAXIMISATION. Ethically obtaining more money from existing and new customers by getting them to:  Spend more each time  And do it more often  And stay with you for longer  And actively refer more new customers to you Now most businesses just put their energies into one of these three multipliers.Does that apply to you? Because if it does, quite frankly, it’s daft for two reasons. Firstly, why fire on one cylinder when you’ll go faster on all three? And secondly, nearly every business I’ve ever seen that works on just one ofthese three multipliers chooses the first one – Lead Generation. The joke is that’s also the most expensive of the three! It cost an awful lot moreto find prospects than it does to convert them and keep them – provided you know howof course. Example The mathematics are quite straightforward. Once you apply the rest of this bookto your business you won’t find it outrageous to expect 25% more enquiries, 25% betterconversions and 40% greater customer spend. And 1.25 x 1.25 x 1.4 = 2.19 That’s right, a 119% increase in sales and an even greater increase in profit. Believe me, I see it all the time. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  11. 11. Action:Five Step Process1. You need to look at each of the three areas in turn, and break them down into the individual steps.2. Trial at least five different ways to generate leads, spread across different media types (see later). Pick the most successful and then continuously test new approaches to beat this.3. Install a follow up system so you keep ‘talking’ to prospects until they buy from you.4. Install a similar system so you keep in contact with existing customers, sending them newsletters, offers, thank you’s, new product launches etc.5. Make sure you also build a system that encourages clients to recommend you, and rewards them when they do.Two Step Process Email bernard.keavy@system4results.co.uk or call 01536 763664 to arrange your free Progress Call. Have that free 30 minute one-to-one phone consultation and then, if you and I both want to, we’ll arrange a two-hour Go 4Ward Review Meeting* where I’ll show you not just what to do but also how to do it. *includes a free Competitor Spy Report™ worth £997.Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  12. 12. 4. Make Sure You Have Enough ‘Routes To Market’ “It Spreads The Risk, Reaches More People, And Makes You More Profitable And More Secure.” The worst number in business is one. All business owners know they are in trouble if they have just one customer. Orone supplier. Or one product. At best it’s a risk, at worst it’s fatal. And the same applies to having only one way to reach the market place and getnew customers. When I ask how many marketing strategies (routes to market) a business has I’moften told “We’ve a Yellow Pages ad, and we do leaflets sometimes” or “I’ve got a website” Usually that’s it. One or two marketing channels only. And the business gets byand the owner settles for that because he doesn’t know what else to do that’ll have ahigh probability of success. It’s risky because one or both strategies could start to under-perform. It’s wasteful because different prospects respond to different media. It’s expensive because the more profit generating strategies you run, the more profit you make. You need at least five ‘routes to market’ – but have as many as are profitable foryour business. Example I don’t have to go very far for an example here. I always read mailings, mybrother is a sucker for telemarketing calls (but I refuse to take them) and my sister is anavid reader of the local paper, adverts and all. We may all be in your target market but if you want to reach us all you’re goingto have to have several routes to market. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  13. 13. Action:Five Step Process1. Write down all the possible routes to market that could work in your business. Be open minded because if they’ve failed in the past it may not be the medium, it may be that you didn’t do it so well. This could include postcards, letters, leaflets, email, website, classified ads, telemarketing, press releases etc etc.2. Choose five that you are comfortable with – looking at how your current customers found you could help you.3. Write a ‘media piece’ for each e.g. what you would actually write in the mailshot letter. Don’t go ahead with this until you’ve read section 9 about using your Marketing Assets.4. Test each media piece in a small way, and then improve it until you have a cost-effective response.5. Once you have at least five successful strategies, make sure you test new media pieces at regular intervals to see if you can beat your own performance.Two Step Process Email bernard.keavy@system4results.co.uk or call 01536 763664 to arrange your free Progress Call. Have that free 30 minute one-to-one phone consultation and then, if you and I both want to, we’ll arrange a two-hour Go 4Ward Review Meeting* where I’ll show you not just what to do but also how to do it. *includes a free Competitor Spy Report™ worth £997. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  14. 14. 5. You Must Have A Sales & Marketing System “Who Makes More Money? The Company With A Great Product And No Sales & Marketing System, Or The One With An Adequate Product And A Great System.” If there were any justice it probably ought to be the first business. But in your experience is that actually what happens? Can you think of half a dozen examples straight off the top of your head –companies where the product or service isn’t world beating and yet they are a large andsuccessful business? Self preservation prevents me from naming any companies, but I bet my list issimilar to yours! So how do they get away with it? Very simply, because having a great system is more important. Of courseyou’ve got to have a decent product or service. And a great product and a great systemwill always win the race. But most small businesses don’t have a system, or if they do it’s poor. Example The best way I know to illustrate this is to imagine a car being built on anassembly line. It starts off as an unpromising shell (an unqualified enquiry) and by the end it’sbeen transformed into a beautifully shiny car (a happy customer who stays happy andshiny for a long time). Each part of the process is relatively small, but absolutely vital to the end result. And this works because  It ensures the best results every time.  It speeds up the process.  It is productive and cost efficient. And it’s exactly the same for your Sales & Marketing System – or are you stillbuilding your models by hand? Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  15. 15. Action:Five Step Process1. Write down all the key stages that have to happen for a prospect to enquire about your products – the enquiry funnel.2. Then list a ‘Prospect Follow Up’ ladder so that you keep in touch with them and they don’t feel ignored.3. Make sure once the prospect becomes a paying client that you have a suitable offer, after they’ve bought, to build their loyalty with you.4. Have a similar ‘Follow Up’ ladder for every customer – it may need to vary depending on what type of customer they are.5. And also have a newsletter and other communications that reflect your own cycle of business – see the next section about ‘Keeping In Touch’.Two Step Process Email bernard.keavy@system4results.co.uk or call 01536 763664 to arrange your free Progress Call. Have that free 30 minute one-to-one phone consultation and then, if you and I both want to, we’ll arrange a two-hour Go 4Ward Review Meeting* where I’ll show you not just what to do but also how to do it. *includes a free Competitor Spy Report™ worth £997. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  16. 16. 6. Do You Keep In Touch With Your Customers? “If You Don’t, You’re Leaving A Very Large Gap For Your Competitors To Walk Through.” Most small businesses don’t stay in regular contact with their customers. Apparently it costs too much and it’s time consuming. If you think there is any truth in the sentence above, please sit down before youread on. Once you have a Marketing System it doesn’t cost very much at all to talkregularly to your customers. And because it’s a system it may take some of your time to set up, but very littleto run it. But here’s the important point. How much more time and money does it cost togo and get new customers to replace the ones who left you because you didn’t careenough to stay in touch. Research shows that nearly 80% of customers who leave do so because of“indifference” on the part of the supplier. I hope I don’t embarrass anyone but I often ask clients “do you love yourcustomers?” If they reply “yes” (and they should) my next question is “How wouldyour customers know that?” Example Michelle’s restaurant was transformed when she introduced a Diners’ Club. So were her profits. Membership was free and the diners received a monthly newsletter telling themabout special events – ones where members had priority booking privileges for busytimes like Valentines Day. Every month there was a prize draw – the winner got a free meal andEVERYBODY else got a special offer as second prize. And another nice touch – a card on their birthday or anniversary and theirpartner contacted the month before to be offered a booking. It’s all about staying in touch… Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  17. 17. Action:Five Step Process1. Write down all the ways you can keep in touch with individual customers or clients.2. Think how you can do this cost-effectively. Emails and website downloads are free, but so is putting something in the envelope with the monthly statement.3. Now do the same with ways to keep in touch with all customers collectively.4. Think of time effective ways of getting the content – what you’re actually going to put in the newsletter for example. Can you get content from staff, from suppliers, from customers, or from trade publications?5. And make sure you get regular feedback from your customers - are you giving them what they want?Two Step Process Email bernard.keavy@system4results.co.uk or call 01536 763664 to arrange your free Progress Call. Have that free 30 minute one-to-one phone consultation and then, if you and I both want to, we’ll arrange a two-hour Go 4Ward Review Meeting* where I’ll show you not just what to do but also how to do it. *includes a free Competitor Spy Report™ worth £997. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  18. 18. 7. All Your Literature Must Include A Sales Letter “Not Doing This Really Is Throwing Money Down The Drain.” Some companies have adequate sales brochures or catalogues. Few have good ones. And most companies send out those catalogues and brochures without anaccompanying sales letter. To be blunt, most catalogues aren’t that good, but the quality of the responseyou get will actually be determined by how good the covering sales letter is. And if you don’t even send a sales letter… … that’s like sending a salesperson with your brochure but telling him not tospeak! If the purpose of the brochure is to get a meeting with the prospect, the lettermust ‘sell’ the benefits of the meeting. It it’s to secure an order, the letter must tell the reader how easy it is to place thatorder and stress the advantages of doing so. Example A training company used to send out brochures listing the content of theirvarious (very good) management-training courses. The purpose was to arrange ameeting onsite to assess the prospect company’s greatest training needs and build abespoke series of training for them. After they introduced a sales letter explaining the benefits of this ITN(Identification of Training Needs) and incorporating testimonials from satisfied clients,the number of meetings doubled – and conversion from those meetings to actual clientsincreased by nearly 40% as well. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  19. 19. Action:Five Step Process1. List every communication and piece of literature that you send out, not just brochures but quotations and anything else.2. Make sure each of the above has a single purpose – to arrange a meeting, to generate an order?3. Write an appropriate covering letter that explains the benefit of that meeting or order.4. Don’t try to kill two birds with one stone – the greatest lack of success in this area comes if you try to have more than a single objective.5. Never forget my golden rule – “Your brochure tells, your letter sells”.Two Step Process Email bernard.keavy@system4results.co.uk or call 01536 763664 to arrange your free Progress Call. Have that free 30 minute one-to-one phone consultation and then, if you and I both want to, we’ll arrange a two-hour Go 4Ward Review Meeting* where I’ll show you not just what to do but also how to do it. *includes a free Competitor Spy Report™ worth £997. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  20. 20. 8. Understand Your Lifetime Customer Value “Only When You Know What A Customer Is Worth Can You Know What You Can Afford To Pay To Get More.” Very few business owners know about Lifetime Customer Value. Which is odd, because it’s vital to understanding how you can grow yourbusiness. Very simply, a customer’s value to you is [Value of Each Order] x [Number of Orders per Year] x [Your Gross Profit Margin] x [The Number of Years Your Customers Stay With You] = Lifetime Customer Value. And unless you know this you can’t safely grow your business. Example Let’s go back to Michelle’s restaurant… She ran an advert costing £300 and it generated four new customers (she knewthat because there was a coupon to bring in for a free glass of wine). Those new customers spent £280 between them, an average of £70 per party,and she knew her gross margin was 70% (= £196 in total) so two years ago she figuredshe had made a loss on the advert and stopped it. But now she knows better. And that’s because she knows that on average her customers dine with her sixtimes a year. And by following all the strategies in this report (and some others I use)she knows that on average her customers stay with her for around six years. So the Lifetime Customer Value for Michelle’s business is £70 x 6 x 70% x 6 = £1764 … a whacking SIX TIMES the cost of each advert – and that’s for EACHCUSTOMER. So once she knew this, how long did it take her to reinstate the advert? Not long. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  21. 21. Action:Five Step Process1. Analyse the value of each order, and how often they order…2. And the gross profit margin…3. And how long customers stay with you.4. Make sure your answers above give you the Lifetime Customer Value for THAT marketing channel – for Michele different publications produced different types of customers.5. Accept that the example I’ve used is for a cash business. If you give credit terms you must allow for that otherwise you’ll spend all the money before you get paid.Two Step Process Email bernard.keavy@system4results.co.uk or call 01536 763664 to arrange your free Progress Call. Have that free 30 minute one-to-one phone consultation and then, if you and I both want to, we’ll arrange a two-hour Go 4Ward Review Meeting* where I’ll show you not just what to do but also how to do it. *includes a free Competitor Spy Report™ worth £997. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  22. 22. 9. Use Your Marketing Assets – Everywhere, All The Time “Accountants Tell You To Use Your Financial Assets Wisely. What About Your Marketing Assets?” Very little marketing that I see is about the customer. It’s usually about the seller. But customers don’t care about you. They don’t care about your name. They just want to know what’s in it for them. And that means they want to know why they should choose you. Imagine you’re in court. The jury will decide on the basis of the evidence youpresent. Customers do exactly the same thing. So you need to give them evidence,good strong evidence, and lot’s of it. I call this evidence your ‘Marketing Assets’ – what you can show the jury sothey can be (ethically) swayed to see things your way. And seventeen years of trials and campaigns and working with clients showswithout a shadow of a doubt that the following are the most important influences onyour jury – on your prospects and customersHere they are… 1. Irresistible Offer 2. Unique Perceived Benefit 3. Headline 4. Benefits 5. Guarantee/Risk Reversal 6. Sales Barrier Demolition 7. Reasons Why 8. Call To Action 9. Social Proof Example Sorry, I can’t just do one example here. But here is a sample list of the range of increases achieved across many, manymarketing strategies by the use of these pieces of evidence… Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  23. 23. Marketing Asset Employed Increase In ResponseIrresistible Offer Between 200% and 1000% increaseUnique Perceived Benefit Between 25% and 400% increaseHeadline Between 50% and 500% increaseBenefits Between 25% and 500% increaseGuarantee/Risk Reversal Between 50% and 600% increaseSales Barrier Demolition Between 25% and 400% increaseReasons Why Between 25% and 400% increaseCall To Action Between 25% and 200% increaseSocial Proof Between 100% and 1000% increase Action: Five Step Process 1. Create an Irresistible Offer for your customers and tie it up with a Guarantee, an explanation of the Reasons Why you are making this offer, and demolish any mental barriers the customer may have. 2. Make sure you list all the benefits of your product or service (not features, benefits) and create a UPB (section 2, page 8) 3. Write a headline that’s interesting enough to entice readers to read on, and sprinkle testimonials (one form of Social Proof) throughout the strategy. 4. Finish with a Call to Action – telling your customers what to do and encouraging them to do it now. 5. As you create new strategies, only change one Marketing Asset at a time – then you’ll know why the response went up or down. Two Step Process  Email bernard.keavy@system4results.co.uk or call 01536 763664 to arrange your free Progress Call.  Have that free 30 minute one-to-one phone consultation and then, if you and I both want to, we’ll arrange a two-hour Go 4Ward Review Meeting* where I’ll show you not just what to do but also how to do it. *includes a free Competitor Spy Report™ worth £997. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  24. 24. 10. Moments Of Truth “Nothing Demonstrates The Importance Of Real Marketing More Than ‘Moments Of Truth’.” If you haven’t heard of Moments Of Truth before – don’t worry. Very few people have, which is odd because it has the power to either makeor break your business. In 1987 Jan Carlzon, wrote the book, ‘Moments Of Truth’. It explained how hetook a company from loss making to profit by ‘moving’ it to a customer-focusedorganisation. Now, as you may know, there have been many books written on customerservice, but where Carlzon’s strategy really differed was in his focus on each interactionthe customer has with the business. He calls these ‘Moments of Truth’ and of course each interaction can be apositive or a negative experience. Now everyone knows that dirty vans don’t present a good image for a business.Or brochures with spelling mistakes. And badly answered (or not answered) phonesaren’t good either. And yet, even if business owners try to avoid these howlers, they still don’t takethe whole picture seriously enough. I doubt if more than one percent of small businessowners realise how many customers they lose, perhaps even without meeting them,because they don’t apply enough attention to making sure that customers receive apositive experience at every stage of the process – every letter, every greeting everyeverything. Planned and unplanned. And if you’ve ever left a pub because you couldn’t get served you’ll know thatyou had a negative Moment of Truth and the pub owner doesn’t even know that he’slost you. Example You buy tickets on an airline you’ve never used before. At every stage the staff are helpful, friendly and smiling. You board the plane and sit down, and just before take-off you fold down yourcoffee table flap. And it is filthy dirty. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  25. 25. What assumptions do you now make about how well, and how often, the airlineservices its engines? And do you feel comfortable buying tickets for your family to fly it again? Action: Five Step Process 1. List down ALL the planned interactions that your customers have with your business, and systematise the positive experience that should happen at each stage. 2. Repeat the process for unplanned interactions (much harder, but just as important). 3. Repeat the process of 1 and 2 for prospects… 4. And for suppliers and any other important people who interface with your business. 5. Train everyone in how important this is – how many positive experiences do you think can be wiped out by one negative one? Two Step Process  Email Bernard.keavy@sysyem4results.co.uk or call 01536 763664 to arrange your free Progress Call.  Have that free 30 minute one-to-one phone consultation and then, if you and I both want to, we’ll arrange a two-hour Go 4Ward Review Meeting* where I’ll show you not just what to do but also how to do it. *includes a free Competitor Spy Report™ worth £997. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  26. 26. 11. Most Marketing Is Boring… “Because Nobody Dares To Be Different.” Stand back and look at your marketing strategies, past or present. Look at your ad, or sales letter, or website, or whatever you’ve chosen. Can you honestly say that it ‘jumps off the page’? In fact, can you truthfully say it isn’t boring? Because most marketing is veryboring for two reasons. Firstly, the material ‘doesn’t match the conversation going on in theprospect’s head’ and until it does it isn’t going to be interesting to that reader. We touched on this in Section 9 – Marketing Assets. You’ve got to know what’s going on inside his or her head – does he buy yourproduct or service out of fear, or for enjoyment, or for peace of mind or to save time…? And does your marketing then join in on that conversation to the point where theprospect says, “they’re talking to me.” Secondly, almost all marketing looks the same. It’s staid, boring, conventionaland lacks any personality. And it’s usually unsuccessful as well. Example The first advert, produced by an advertising agency, is “pretty” – and itgenerated just about enough sales to cover the cost of the advert itself. The second advert shows what happens when you forget about how it looks andfocus on what the customer needs to hear. The second ad has generated millions and millions of pounds in sales… Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  27. 27. BEFORECall 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  28. 28. AFTERCall 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  29. 29. Action:Five Step Process1. Before you start any marketing piece write down the target market and what you want them to do after they’ve read your piece.2. Make sure you deploy all the Marketing Assets and that they fit the target market so that you are ‘joining the conversation going on in their head’.3. Don’t be conventional – write as you talk because it helps people to read.4. Never ever put your company name at the top – put a headline that captures their interest.5. And don’t worry what it looks like. Do you want to win an award, or generate a profit?Two Step Process Email bernard.keavy@system4results.co.uk or call 01536 763664 to arrange your free Progress Call. Have that free 30 minute one-to-one phone consultation and then, if you and I both want to, we’ll arrange a two-hour Go 4Ward Review Meeting* where I’ll show you not just what to do but also how to do it. *includes a free Competitor Spy Report™ worth £997. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  30. 30. 12. Why Do Business Owners Have A Lack Of Time? “And If You’ll Pass Me The Broom I’ll...” Business owners never have enough time. Do you agree? Yes I thought you would. But that isn’t the reason most of them don’t do their marketing properly. OK, lack of time is part of it. But when it comes to marketing most businessowners  Don’t know WHAT to do  Don’t know HOW to do it.  Don’t allocate the TIME it deserves, even though GOOD AND EFFECTIVE MARKETING DETERMINES WHETHERYOU SUCCEED OR FAIL It’s human nature that we spend our time on what we know and/or what we like. Since marketing doesn’t fit into either of those categories it’s left until last andthen done (badly) in a hurry thereby ensuring a poor result. If you think I’m being harsh here, ask yourself when you wrote your last YellowPages advert, newspaper advert or other marketing campaign. Was it two weeks before it was needed, having allocated time to consider all thepoints, do the work, sleep on it and then improve it a day or two later? Or was it the day before the deadline? Example There are five ways that business owners like you have used my systems andexpertise to grow their business. They are  Using the techniques in free books I write like this one and others.  Buying my ‘DIY’ products, which go into greater detail and give you more help.  By attending the low cost seminars I run, or the more detailed training courses.  By signing up to my coaching programme where I show you exactly what to do, step by step and then you do it with my guidance.  By signing up to my consulting programme where I do virtually everything. And all five vehicles deliver spectacular growth in the owner’s business. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  31. 31. Of course consulting delivers the biggest increases, followed by coaching (well Iwould say that wouldn’t I?) But that isn’t the point is it? The real point is that once the business owner had some help and knew WHATto do, HOW to do it and decided to allocate TIME to it, the results have followed inliterally hundreds of cases. Action: Five Step Process 1. Go back to page 3 and answer the question, “Do I want my business to get better or am I going to do whatever it takes to make my business better?” 2. If you are determined to make it grow, think about whether you are going to do this by yourself or whether you will want some external help. 3. Decide how much time you are prepared commit to this… 4. And how much money. Remember that if you’re not prepared to allocate enough of each then you’re not doing ‘whatever it takes’. 5. Follow the Two Step Process below because you really should use the free 30 minute one-to-one with me even if we don’t go any further. Two Step Process  Email bernard.keavy@system4Results.co.uk or call 01536 763664 to arrange your free Progress Call.  Have that free 30 minute one-to-one phone consultation and then, if you and I both want to, we’ll arrange a two-hour Go 4Ward Review Meeting* where I’ll show you not just what to do but also how to do it. *includes a free Competitor Spy Report™ worth £997. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  32. 32. 13. You Must Enjoy What You Do “There Are Some Great Reasons To Run Your Own Business, And Some Drawbacks. Make Sure You Maximise The Former.” This is both the easiest strategy of the thirteen, and the hardest. Easiest because if you’ve actioned the other twelve you’re 90% of the way there. Hardest because you have to action the other twelve to be 90% of the way there! Remember, you’ve chosen to run your own business. So if you aren’t enjoyingit either change that or go and do something else. And this is so important, not just for you and the people you love. It’s also vital because if you’re not enjoying, really enjoying, what you do, howyou do it and who you do it with, is it really likely that your clients or customers aregetting the very best value for money from your products or services? Example A wholesale business in Bedfordshire was in slow but steady decline, allegedlybecause the whole of that industry was in decline. The owner hadn’t enjoyed thebusiness for years mainly because it hadn’t grown and his frustrations had become deepseated disappointment. He loved to moan about it. In 2006 he sold the business to an enthusiastic purchaser who was bursting withideas to grow the business. But, wisely, the new owner decided not to implement any new strategies for thefirst six months. Not until he fully understood the business, its strengths and itsweaknesses. And amazingly (remember, no new strategies were introduced) the businessgrew by 44% in those first six months. Old customers came back. New customers wereimpressed. Staff went the extra mile. New suppliers offered favourable terms. The only thing that had changed was the business now had a happy, encouragingand welcoming owner who enjoyed what he did. The rest followed. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  33. 33. Action:Five Step Process1. Implement at least six of the strategies in this book, preferably all of them.2. If you do them properly your business will quickly show signs of growth and at that point many of my clients suddenly start to get more enjoyment from what they do.3. Identify the tasks that you dislike doing and allocate some of your extra profits to outsource that work, or to train or recruit someone else to do it.4. Identify other parts of your business that trouble you and that you now feel able to tackle. If you have troublesome customers you can now afford to put their prices up a lot. If they leave you’ve exported the problem to a competitor. If they stay you’ll be surprised how much enjoyment you get from their ‘special’ prices.5. Make sure everything is systematised so it carries on without you having to continually intervene. That’s the real secret of enjoying running your own business.Two Step Process Email bernard.keavy@system4Results.co.uk or call 01536 763664 to arrange your free Progress Call. Have that free 30 minute one-to-one phone consultation and then, if you and I both want to, we’ll arrange a two-hour Go 4Ward Review Meeting* where I’ll show you not just what to do but also how to do it. *includes a free Competitor Spy Report™ worth £997. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk
  34. 34. What Happens Next Hopefully by now you realise that success is in your hands. You can1. Carry on moaning, but do nothing.2. Stop moaning and do nothing.3. Take the strategies here and start putting them to work in your business. or4. Phone me on 01536 763664. Alternatively email me at bernard.keavy@system4results.co.uk to arrange your free one-to-one call with me. If you do ‘1’ or ‘2’, I just hope your competitors do the same, otherwise… If you do ‘3’, I respect you and wish you all that you deserve. And if you do ‘4’, well I don’t need to say here because I’ll tell you when wespeak. So remember to phone 01536 763664 or email bernard.keavy@system4results.co.uk You’ve now got everything you need so the flow of information stops here. No more stuff from me. No more books. No more information. Unless of course I hear from YOU. Call 01536 763664 Alternatively email bernard.keavy@system4results.co.uk

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