1. 1

2. Right
THINGS
Wrong
WAYS
Right
Wrong
R/R•Having a core Marketing Message and putting
it on all marketing materials.
• Capturing e-mail addresses by giving out a
special report.
W/R•Not having a marketing strategy but having a
compelling brochure
• Having a compelling ad in the wrong
magazine.
R/W•Having a customer-focused website without a
way to capture their information.
• Going to a networking event, without a
compelling marketing message
W/W• Paying for an expensive “vanity” website, with
no SEO so prospects won’t find them.
• Going to a poorly attended trade show, with
an amateur-looking booth.
RIGHT THINGS – RIGHT WAY GRID
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3. Looking for the RIGHT THINGS the RIGHT WAY
• Doing the Wrong things the Wrong way includes
* Paying for an expensive “vanity” website and Not having any SEO done on the
site, so prospects could find them.
* Going to a poorly attended tradeshow with an amateur looking booth.
• Doing the Right things the Wrong way.
* Having a customer-focused website without a way to capture their information.
* Going to a networking event, without a compelling marketing message.
• Doing the Wrong things the Right way.
* Not having a marketing strategy but having a compelling brochure
* Having a compelling ad in the wrong magazine.
• Doing the Right things the Right way.
* Having a core Marketing Message and putting it on all marketing materials.
* Capturing e-mail addresses by giving out a special report.
3

4. YOUR BUSINESS HAS TO BE ON A SOLID FOUNDATION
• A MARKET OPPORTUNITY (Is there a want or need?)
• QUALITY PRODUCT OR SERVICE (No defects-bad news travels quick!)
• DELIVER ON THE PROMISE OF YOUR PRODUCT OR SERVICE
• COMMUNICATE WITH INTEGRITY (No “Outrageous Claims”!)
• STRONG “INNER GAME”
* An Optimistic Mindset
* A Growth Mindset
* A Preeminent Mindset (Show why you are better than the competition.)
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5. WHY EXCEPTIONAL CUSTOMER SERVICE
IS THE NEW MARKETING!
• Jeff Jarvis – Unhappy experience with Dell Inc. over laptop computer
• Went on buzzmachine.com & sent an open letter to Michael Dell
• Others jumped on to tell their Dell horror stories
• Consumers went to Dell’s site and posted harsh messages
• Consumers Googled Dell they were hit with the harsh messages
• Grabbed attention of PC World, Business Week, & The Wall Street Journal
• 1,000’s upon 1000’s heard about it
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6. WHY EXCEPTIONAL CUSTOMER SERVICE
IS THE NEW MARKETING!
• Bob Garfield received poor, unresponsive service by Comcast Cable
• Launched a site…“comcastmustdie.com”
• Over 700 supportive comments online
• Vince Ferrari called to cancel his AOL account
• The representative was rude, and refused to cancel
• At one point the representative said “He wanted to talk to Ferrari’s father!”
• He recorded the 21 minute conversation, posted it on YouTube and had 62,827 views in
two days
• He was called by CNBC, The New York Times and appeared on the Today Show
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7. Their
pains
Their fears
Their
worries
Their
problems
Their interests
Their
frustrations
Their
challenges Their
troubles
Their
difficulties
“YOUR NUMBER ONE OBSTACLE
IN MARKETING COMMUNICATIONS
YOUR MAJOR MARKETING/SELLING OBSTACLE
YOUR PROSPECT’S PREOCCUPATION BARRIER!
YOU HAVE COMPETITION FOR YOUR MESSAGES
Your audience is exposed to approximately 2500 marketing messages a day!
What are your prospects thinking about? – Themselves!
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8. YOUR MESSAGES MUST BE COMPELLING!
“What We Do”
Prospecting Messages
vs.
“What In It For Me”?
Prospecting Messages
Headlines that are intriguing,
capture prospect attention and
the right headline can outperform
by as much as 500% or more!
Pain / Fear outsells gain 5/1 Emotions outsell logic 5/1
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9. 9

10. HOW TO ACHIEVE EXPONENTIAL
GROWTH IN YOUR MARKETING & SALES RESULTS!
3 KEY SALES METRICS:
1.Increase sales by generating more prospects for a given period of time.
2.Increase sales by improving your conversion rate – percentage of prospects
that buy.
3.Increase sales by improving customer worth
A. Increase in average sale
B. Increase in the number of transactions (increases the Lifetime Value of
the Customer)
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11. EXPONENTIAL GROWTH EXAMPLE
CURRENTLY 10% INCREASE
TOUCHING 100 PROSPECTS TOUCHING 110 PROSPECTS
10% ARE BUYING (10 PROSPECTS) 11% ARE BUYING (CONVERSION RATE)
AVERAGE SALE IS $1,000 AVERAGE SALE IS $1,100
TOTAL SALES = $10,000 TOTAL SALES = $13,310
THE MATH
110 PROSPECT CALLS
x 11% CONVERSION RATE
12.1 PROSPECTS ARE BUYING
x $1,100 PER SALE
$13,310 TOTAL SALES
3310 ÷ 10,000 = 33% GROWTH IN SALES!
10% increase in each of the 3 areas = 33% Growth in sales!
20% increase in each of the 3 areas = 73% Growth in sales!
30% increase in each of the 3 areas = 120% Growth in sales!
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12. SO, HOW DO YOU INCREASE YOUR PROSPECTS, IMPROVE
YOUR CONVERSION RATE AND INCREASE YOUR
CUSTOMER WORTH…ALL AT THE SAME TIME?
START BY AUDITING THE HIDDEN MARKETING ASSETS
IN YOUR BUSINESS
HIDDEN MARKETING ASSETS ARE YOUR SMALL BUSINESS
ASSETS THAT ARE UNDERUTILIZED AND/OR ARE
UNDERPERFORMING
THEY ARE ALSO OVERLOOKED SALES OPPORTUNITIES
AND UNTAPPED SALES POSSIBILITIES
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13. COMMON HIDDEN MARKETING ASSETS
There are numerous Hidden Marketing Assets. Your small business may have
unique Hidden Marketing Assets that may be limiting your growth.
However, there are some common Hidden Marketing Assets that apply
to a wide range of businesses.
UNDERPERFORMING ASSETS NEGATIVE IMPACT ON YOUR BUSINESS
• Advertising that falls short
• Broken Sales & Marketing Process
• Poor Website Performance
• Reduces Prospects
• Reduces Prospects, Lowers
Conversion Rate, and Lowers
Customer Worth
• Reduces Prospects, Lowers
Conversion Rate, and Lowers
Customer Worth
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14. COMMON HIDDEN MARKETING ASSETS (Continued)
UNDERUTILIZED ASSETS NEGATIVE IMPACT ON YOUR BUSINESS
• Relationships with Other
Businesses
• Competitive Advantage not
Articulated or Integrated
• Past Customers
• Limits New Prospects
• Reduces Prospects, Lowers
Conversion Rate, and Lowers
Customer Worth
• Reduces Conversion Rate and
Lowers Customer Worth
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15. IF YOU WANT TO INCREASE SALES, CUSTOMERS, AND
PROFITABILITY YOU MUST KNOW YOUR CORE SALES
NUMBERS!
For instance…
…How many new prospects are you touching a month from all sources?
…How many prospects are buying a month (your conversion rate)?
…What is your average sale?
Remember, the DATA SPEAKS!
It will tell you what assets are underperforming and/or underutilized.
It will show you overlooked sales opportunities and untapped sales possibilities.
GET YOUR ARMS AROUND YOUR CORE SALES NUMBERS!
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16. MARKETING WITH A SYSTEM
Marketing and Sales Results Occur, Good or Bad,
Because a System is in Place Producing Them!
RANDOM MARKETING
Toes in the Water
Lack of Commitment
“Silver Bullet”
Throwing Money at Marketing
Inconsistent
Unrelated
Shotgun
Winging it
Stop n’ Go
Mercy of the Marketplace Hit n’ Miss
Hope
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17. MARKETING WITH A SYSTEM (continued)
SYSTEM MARKETING
Capture Core Sales Numbers
Track Core Sales Numbers
Map Results / Develop Ratios
Evaluate Results
Tweak and Optimize the Process
Create a Sustainable and Repeatable Process
17

18. MAPPING YOUR CORE SALES NUMBERS
AN EXAMPLE
BROKEN SALES AND MARKETING SYSTEM
(SALES ARE FLAT, DECLINING)
MAP YOUR PROCESS AND EVALUATE RESULTS!
Retail Store Mails 500 Pieces to Prospects with a Coupon
50 Prospects Enter the Store
Sales Conversation Takes Place
10 Sales are made
Average Sale = $80 x 10 Equals $800 18

19. OPTIMIZATION
YOU WANT TO GET THE MOST OUT OF EVERY STEP
IN YOUR SALES AND MARKETING PROCESS
SO, HERE ARE SOME KEY OPTIMIZATION QUESTIONS FOR EACH STEP IN THE EXAMPLE:
Step 1 – Retail Store Mails 500 Pieces to Prospects with a Coupon
* Direct-Response Advertising – Ads, Billboards, etc.?
* Referrals?
* Networking?
* Joint Promotions?
* Business Alliances?
* Publicity Opportunities?
* Search Engine Optimization (SEO) for our website?
* Database Marketing – Prospective Customers, Current Customers,
Past Customers?
GOAL = INCREASE PROSPECTS AND CUSTOMER WORTH
19

20. OPTIMIZATION (continued)
Step 2 – How Do I Make the Direct Mail and E-Mail More Effective to Increase
Prospects?
* Right Target Market?
* A Different, More Compelling Headline?
* A Different Offer?
* Build in more Benefits?
* Offer Proof and Testimonials?
* “You” Approach Rather Than a “We” or “Us” Approach?
* Test it on a Smaller Population Before we Roll it Out?
GOAL = INCREASE PROSPECTS AND CUSTOMER WORTH
20

21. OPTIMIZATION (continued)
Step 3 – 50 Prospects Enter the Store
* How do we create a more positive impression?
* How do we make the store more inviting?
* How do we create a relevant greeting?
GOAL = INCREASE THE CONVERSION RATE
Step 4 - How Do We Increase the Persuasiveness of Our Sales Conversations with
our Prospects, Prospective Customers, Current Customers, and
Past Customers?
* Are we hiring the right people?
* Do Our Sales Reps Have Consultative Sales Training That Teaches Them How to
Build Rapport, Trust, and Integrity in Their Sales Conversations?
* Do our Sales Reps Know How to Sell to Different Styles of Buyers?
* Do our Sales Reps Know How to Ask for an Order Without Being Pushy and
Shovey?
GOAL = INCREASE THE CONVERSION RATE 21

22. OPTIMIZATION (continued)
Step 5 – Sale Is Made or Not Made
* How do we improve the closing rate of our reps?
* How do we generate more buying commitment during the sales conversation?
GOAL = INCREASE THE CONVERSION RATE
Step 6 – How Do We Increase the Average Value of a Sale?
* Are There Upsell Opportunities?
* Are There Cross-Sell Opportunities?
* Are There Back-End Selling Opportunities?
GOAL = INCREASE THE WORTH OF A CUSTOMER
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23. OUR SEMINAR CHALLENGE TO YOU!
FINISH 2013 STRONG
AND
MAKE 2014 A YEAR TO REMEMBER!
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