Tom Shay, CSP Certified Speaking Professional

Most people attending a seminar will see several ideas that they can utilize in their business. Unfortunately as they get back to their office, these ideas get set aside. If not acted upon within 72 hours after your return to your office, the idea will usually be lost. However, if you will write down 3 of the best ideas that you got from today, I will send you this post card in 2 week s . If you place this post card on your desk, you will then renew the 72 hour activation time period. When I get back to my business, I want to: 1. ______________________________________________________ 2. ______________________________________________________ 3. ______________________________________________________ Profits+Plus Seminars featuring Tom Shay P.O. Box 1577 St. Petersburg, Fl 33731 Can I be of further assistance to you? Please do not hesitate to contact me. Phone: (727) 464-2182 Fax: (727) 898-3179 Internet: www.profitsplus.org E-mail: [email_address]

Most people attending a seminar will see several ideas that they can utilize in their business. Unfortunately as they get back to their office, these ideas get set aside. If not acted upon within 72 hours after your return to your office, the idea will usually be lost. However, if you will write down 3 of the best ideas that you got from today, I will send you this post card in 2 week s . If you place this post card on your desk, you will then renew the 72 hour activation time period. When I get back to my business, I want to:

1. ______________________________________________________

2. ______________________________________________________

3. ______________________________________________________

It’s a war out there Not just in this economy, but always Who is the enemy (competition)? John Wick says, “It’s the new car dealerships” Is that all the competition?

It’s a war out there

Not just in this economy, but always

Who is the enemy (competition)?

John Wick says, “It’s the new car dealerships”

Is that all the competition?

Define competition Anyone, any where, any business that a customer can spend money with that could instead be spent with your business They are taking ‘bread’ off of our tables

Anyone, any where, any business that a customer can spend money with that could instead be spent with your business

They are taking ‘bread’ off of our tables

The enemy – New car dealership Other independents NAPA Anyone that can take a customer’s discretionary income Best Buy Vacation destination

The enemy –

New car dealership

Other independents

NAPA

Anyone that can take a customer’s discretionary income

Best Buy

Vacation destination

Fire away! As we plan the battle today, the Patton ivory handle pistol is the symbol of where you make your notes of your ideas and plans

As we plan the battle today, the Patton ivory handle pistol is the symbol of where you make your notes of your ideas and plans

Determine who the enemies are for your business Make your list of the enemies you are currently or expecting to face in the next 24 months

Determine who the enemies are for your business

Make your list of the enemies you are currently or expecting to face in the next 24 months

They say I am extreme It is a whole new ball game out there But we play using an old book

They say I am extreme

It is a whole new ball game out there

But we play using an old book

On War by Karl von Clausewitz circa 1832

Clausewitz said: What is fought over may change The armies may change Weapons may change Two aspects will not change Successful warfare is strategy and tactics

What is fought over may change

The armies may change

Weapons may change

Two aspects will not change

Successful warfare is strategy and tactics

Who better to lead us General George Smith Patton, Jr. Battle is the most magnificent competition in which a human being can indulge. It brings out all that is best.

General George Smith Patton, Jr.

Battle is the most magnificent competition in which a human being can indulge. It brings out all that is best.

Only two characteristics Strategy - A strategy is a long term plan of action designed to achieve a particular goal , most often winning. Strategies are used to make the problem easier to understand and solve.

Strategy - A strategy is a long term plan of action designed to achieve a particular goal , most often winning. Strategies are used to make the problem easier to understand and solve.

Second characteristic Tactics - A tactic is a conceptual action used to implement a specific strategy and achieve a specific objective, or to advance toward a specific goal.

Tactics - A tactic is a conceptual action used to implement a specific strategy and achieve a specific objective, or to advance toward a specific goal.

So, what’s your problem? What is the problem that you want to understand and solve? Is someone taking your business? Do you really think everyone is experiencing a downturn?

What is the problem that you want to understand and solve?

Is someone taking your business?

Do you really think everyone is experiencing a downturn?

Your initial battle strategy Existing in the long term; How long is ‘long term’? Issues: Margins? Staffing? Advertising? Sales? Market share? Profitability? Sustainability?

Existing in the long term; How long is ‘long term’?

Issues: Margins? Staffing? Advertising? Sales? Market share? Profitability? Sustainability?

Your initial battle strategy What has been your goal? (winning) Apply numbers to the words

What has been your goal? (winning)

Apply numbers to the words

What is your initial plan for tactics ? We will see if your strategy and tactics hold up after ‘war college’

We will see if your strategy and tactics hold up after ‘war college’

Clausewitz’s strategies Defend a position Attack their position Flank their position Stage a guerilla attack

Defend a position

Attack their position

Flank their position

Stage a guerilla attack

What determines a strategy? Size of company? Age of company? Market share? Money available? Creativity? Other considerations?

Size of company?

Age of company?

Market share?

Money available?

Creativity?

Other considerations?

When elephants fight, the ants take the beating. Patton Are you the elephant or ant?

When elephants fight, the ants take the beating. Patton

Are you the elephant or ant?

Only the market leader should consider playing defense The best defensive strategy is the courage to attack yourself. Attack your weak spots and rebuild yourself anew. 5 point defensive strategy

Only the market leader should consider playing defense

The best defensive strategy is the courage to attack yourself. Attack your weak spots and rebuild yourself anew.

5 point defensive strategy Strong competitive moves should always be blocked. Always counter an attack with equal or greater force. Defend every important market.

Strong competitive moves should always be blocked. Always counter an attack with equal or greater force.

Defend every important market.

5 point defensive strategy Be forever vigilant in scanning for potential attackers. Assess the strength of the competitor. Consider the amount of support that the attacker might muster from allies.

Be forever vigilant in scanning for potential attackers. Assess the strength of the competitor. Consider the amount of support that the attacker might muster from allies.

Who defends? Hertz Coca-Cola Wal-Mart Mercedes-Benz

Hertz

Coca-Cola

Wal-Mart

Mercedes-Benz

When a man is lying in a shell hole, if he just stays there all day, a German will get to him eventually. The **** with that idea. My men don't dig foxholes. I don't want them to. Foxholes only slow up an offense. Keep moving. And don't give the enemy time to dig one either. Patton

When a man is lying in a shell hole, if he just stays there all day, a German will get to him eventually. The **** with that idea. My men don't dig foxholes. I don't want them to. Foxholes only slow up an offense. Keep moving. And don't give the enemy time to dig one either. Patton

Clausewitz’s strategies Defend a position Attack their position

Defend a position

Attack their position

The main consideration is the strength of the leader’s position. 4 point offensive strategy

The main consideration is the strength of the leader’s position.

4 point offensive strategy Find a weakness in the leader’s strength and attack at that point. Consider how long it will take for the target to realign their resources so as to reinforce this weak spot.

Find a weakness in the leader’s strength and attack at that point. Consider how long it will take for the target to realign their resources so as to reinforce this weak spot.

4 point offensive strategy Launch the attack on as narrow a front as possible. Whereas a defender must defend all their borders, an attacker has the advantage of being able to concentrate their forces at one place.

Launch the attack on as narrow a front as possible. Whereas a defender must defend all their borders, an attacker has the advantage of being able to concentrate their forces at one place.

4 point offensive strategy Launch the attack quickly. The element of surprise is worth more than a thousand tanks.

Launch the attack quickly. The element of surprise is worth more than a thousand tanks.

Who plays offense? Avis Pepsi Target Lexus

Avis

Pepsi

Target

Lexus

Clausewitz’s strategies Defend a position Attack their position Flank their position

Defend a position

Attack their position

Flank their position

4 point flanking strategy A good flanking move must be made into an uncontested area that is not the center point for the defender Tactical surprise ought to be an important element of the plan

A good flanking move must be made into an uncontested area that is not the center point for the defender

Tactical surprise ought to be an important element of the plan

4 point flanking strategy The pursuit is as critical as the attack itself Niche – advertising, customers, market

The pursuit is as critical as the attack itself

Niche – advertising, customers, market

Who can flank? Enterprise 7 Up Sears Saturn

Enterprise

7 Up

Sears

Saturn

Some fool once said that flanks have got to be secure. Since then, *** all over the globe have been guarding their flanks. I don't agree with that. My flanks are something for the enemy to worry about, not me. Before he finds out where my flanks are, I'll be cutting the ***'s throat. Patton

Some fool once said that flanks have got to be secure. Since then, *** all over the globe have been guarding their flanks. I don't agree with that. My flanks are something for the enemy to worry about, not me. Before he finds out where my flanks are, I'll be cutting the ***'s throat. Patton

Clausewitz’s strategies Defend a position Attack their position Flank their position Stage a guerilla attack

Defend a position

Attack their position

Flank their position

Stage a guerilla attack

Find a segment of the market small enough to defend No matter how successful you become, never act like the leader Be prepared to bug out at a moment’s notice 6 point guerrilla attack

Find a segment of the market small enough to defend

No matter how successful you become, never act like the leader

Be prepared to bug out at a moment’s notice

6 point guerrilla attack You invest time, energy and imagination – not necessarily a lot of money Measured in profit – not sales Viral marketing

You invest time, energy and imagination – not necessarily a lot of money

Measured in profit – not sales

Viral marketing

Who can guerrilla attack? Rent a wreck Mountain Dew Any specialty store Scion

Rent a wreck

Mountain Dew

Any specialty store

Scion

If everyone is thinking alike, then somebody isn't thinking. Patton Let’s take a break

If everyone is thinking alike, then somebody isn't thinking. Patton

Let’s take a break

Second exercise One does not plan and then try to make the circumstances fit those plans. One tries to make plans to fit the circumstances. Patton

One does not plan and then try to make the circumstances fit those plans. One tries to make plans to fit the circumstances. Patton

Let’s try someone else’s war! Each table is a general Engage in three wars Decide your strategies and tactics

Each table is a general

Engage in three wars

Decide your strategies and tactics

Determine a strategy Strategy - A strategy is a long term plan of action designed to achieve a particular goal , most often winning. Strategies are used to make the problem easier to understand and solve.

Strategy - A strategy is a long term plan of action designed to achieve a particular goal , most often winning. Strategies are used to make the problem easier to understand and solve.

Name the strategies Fast food defender Fast food offense Fast food flanker Fast food guerrilla

Fast food defender

Fast food offense

Fast food flanker

Fast food guerrilla

Name the strategies Beer defender Beer offense Beer flanker Beer guerrilla

Beer defender

Beer offense

Beer flanker

Beer guerrilla

Name the strategies Cellular phone defender Cellular phone offense Cellular phone flanker Cellular phone guerrilla

Cellular phone defender

Cellular phone offense

Cellular phone flanker

Cellular phone guerrilla

Determine a tactic Tactics - A tactic is a conceptual action used to implement a specific strategy and achieve a specific objective, or to advance toward a specific goal.

Tactics - A tactic is a conceptual action used to implement a specific strategy and achieve a specific objective, or to advance toward a specific goal.

“ Untutored courage is useless in the face of educated bullets.” Patton

“ Untutored courage is useless in the face of educated bullets.” Patton

For the fast food providers, determine a tactic to: Defend Attack Flank Guerrilla attack

For the fast food providers, determine a tactic to:

Defend

Attack

Flank

Guerrilla attack

For the beer producers, determine a tactic to: Defend Attack Flank Guerrilla attack

For the beer producers, determine a tactic to:

Defend

Attack

Flank

Guerrilla attack

Generals report in Fast food Beer Strategy for each of four One tactic for each strategy

Fast food

Beer

Strategy for each of four

One tactic for each strategy

“ There are three ways that men get what they want; by planning, by working, and by praying.” Patton

“ There are three ways that men get what they want; by planning, by working, and by praying.” Patton

Third exercise “ May God have mercy upon my enemies, because I sure as h*** won't.” Patton

“ May God have mercy upon my enemies, because I sure as h*** won't.” Patton

Let’s go to war in this industry! Each table is an army/business Describe your business Describe your enemies

Each table is an army/business

Describe your business

Describe your enemies

Define the similarities Define the differences Compare your business to the competition

Define the similarities

Define the differences

You can’t beat them without knowing them Rommel, you magnificent ***! I read your book! Patton

Rommel, you magnificent ***! I read your book! Patton

Name the Defender Attackers Flankers Guerrilla attackers

Defender

Attackers

Flankers

Guerrilla attackers

Anticipated strategy for the Defense Offense Flanker Guerilla attacker (Which one are you?)

Defense

Offense

Flanker

Guerilla attacker

(Which one are you?)

“ A man must know his destiny… if he does not recognize it, then he is lost. By this I mean, once, twice, or at the very most, three times, fate will reach out and tap a man on the shoulder… if he has the imagination, he will turn around and fate will point out to him what fork in the road he should take, if he has the guts, he will take it.” Patton

“ A man must know his destiny… if he does not recognize it, then he is lost. By this I mean, once, twice, or at the very most, three times, fate will reach out and tap a man on the shoulder… if he has the imagination, he will turn around and fate will point out to him what fork in the road he should take, if he has the guts, he will take it.” Patton

What are your tactics ? When you choose to defend, attack, flank or be a guerilla; how will you do it? What are your tactics?

When you choose to defend, attack, flank or be a guerilla; how will you do it? What are your tactics?

Non-industry enemies Notice how they market Notice what they market

Notice how they market

Notice what they market

Success How will you know it? How will you measure it? When?

How will you know it?

How will you measure it?

When?

Armies report in What strategic position did your business take? Why? What was your tactic to defend, attack, flank, or guerrilla attack?

What strategic position did your business take?

Why?

What was your tactic to defend, attack, flank, or guerrilla attack?

There are four hundred neatly marked graves somewhere in Sicily. All because one man went to sleep on the job. But they are German graves, because we caught the *** German that was asleep before they did. Patton

There are four hundred neatly marked graves somewhere in Sicily. All because one man went to sleep on the job. But they are German graves, because we caught the *** German that was asleep before they did. Patton

Fourth exercise Now we’re talking about your business

Now we’re talking about your business

In your market, position your enemies Name your enemies Position them: Defenders Offense Flankers Guerilla attackers

Name your enemies

Position them:

Defenders

Offense

Flankers

Guerilla attackers

What is your new battle strategy? What is the problem that you want to understand and solve? How long is ‘long term’? What are the issues? Margins? Staffing? Advertising? Sales? Market share?

What is the problem that you want to understand and solve?

How long is ‘long term’?

What are the issues?

Margins? Staffing? Advertising? Sales? Market share?

Which of the four is your strategy? Defenders Offense Flankers Guerilla attacker

Defenders

Offense

Flankers

Guerilla attacker

The differences How is this strategy different from your initial strategy? Why is this strategy different from your initial strategy?

How is this strategy different from your initial strategy?

Why is this strategy different from your initial strategy?

Define the similarities to the competition Define the differences How long is the each list? Your target customer is: Let’s research to determine if your strategy will work

Define the similarities to the competition

Define the differences

How long is the each list?

Your target customer is:

Accessory items Consumable products What is your business reputation?

Accessory items

Consumable products

What is your business reputation? Unique products Additional hours Offer fast delivery Unbelievable customer attention Cheap prices

Unique products

Additional hours

Offer fast delivery

Unbelievable customer attention

Cheap prices

In making additions If you had new products, would they bring in new customers, or would you be selling new products to existing customers? Are you selling 5/1 or 1/5?

If you had new products, would they bring in new customers, or would you be selling new products to existing customers?

Are you selling 5/1 or 1/5?

Your hours – your people Stores that open early on Sunday morning increase revenues by 40% over those that open at 1pm More than 70% of all Americans view the salesperson as the store

Stores that open early on Sunday morning increase revenues by 40% over those that open at 1pm

More than 70% of all Americans view the salesperson as the store

A good general never makes military strategy based on having better personnel. The larger the company the more likely the average employee will be average. Patton

A good general never makes military strategy based on having better personnel. The larger the company the more likely the average employee will be average. Patton

What is your business reputation? Save the customer money Give the best value for the money Great shopping atmosphere Top quality products Problem solvers The latest products

Save the customer money

Give the best value for the money

Great shopping atmosphere

Top quality products

Problem solvers

The latest products

What is your plan for tactics ? Weapons required: Money Staff Time Other resources

Weapons required:

Money

Staff

Time

Other resources

Your strategy and tactics Time line for implementation

Time line for implementation

A good plan violently executed now is better than a perfect plan executed next week. Patton

A good plan violently executed now is better than a perfect plan executed next week. Patton

Accept the challenges so that you can feel the exhilaration of victory. Patton

Final Note www.profitsplus.org This presentation will be specialized to your industry and your attendees’ specific needs. For more information about having Tom present for you, contact us at (727)464-2182 or visit our website: www.profitsplus.org

This presentation will be specialized to your industry and your attendees’ specific needs.

For more information about having Tom present for you, contact us at (727)464-2182 or visit our website: www.profitsplus.org