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How to take your Business from Chaos to Control

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Discover how to take your business from chaos to control and build a business that works without you

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How to take your Business from Chaos to Control

  1. 1. How to take Your Business from Chaos to Control
  2. 2. How to take your business from Chaos to Control Your Host David Guest Awards  Multiple Global Awards including awards for: • Client results • Program development • Marketing • Presenting Education  Invested over $748,000 in my own business education  Read over 240 books on sales, marketing, business & psychology Experience  23 Years Sales Experience  15 years of business coaching experience  Interviewed over 1,800 business owners WINNER Global Marketing Coach 2012
  3. 3. How to take your business from Chaos to Control Owner Manager Self Employed Employee From Chaos to Control Structure For Growth The Big Game
  4. 4. How to take your business from Chaos to Control Chaos to Control How to take your business from
  5. 5. How to take your business from Chaos to Control YOUR PRESENTER - LEX TANNENBAUM 30 years in the corporate world 16 years as CEO of a major pharmaceutical wholesaler Small business owner Part of a start up in the bookkeeping arena Business coach and mentor The “numbers guy” at Outcomes.
  6. 6. How to take your business from Chaos to Control So what does Chaos look like? Chaos noun complete disorder and confusion. Disorganization
  7. 7. How to take your business from Chaos to Control
  8. 8. How to take your business from Chaos to Control to Cntrol J O B ust ver roke
  9. 9. How to take your business from Chaos to Control Control Kuh n trohl manage, management, mastery What does control look like?
  10. 10. How to take your business from Chaos to Control
  11. 11. How to take your business from Chaos to Control What does control look like for you? Commercial Profitable Enterprise That works Without You!
  12. 12. How to take your business from Chaos to Control And your business has changed: From this OperationsSales Mtk Admin Operations Sale Mtk Admin You You To this
  13. 13. How to take your business from Chaos to Control How do you get out of the darkness? Know where you want to go Know where you are Use your time correctly Provide truly great service Put systems in place Have a good team
  14. 14. How to take your business from Chaos to Control “Mission and vision– so much hot air about something so real” – Jack Welch
  15. 15. How to take your business from Chaos to Control You can’t hit a target you cannot see, and you cannot see a target you do not have. -Zig Ziglar-
  16. 16. How to take your business from Chaos to Control Goals no written or verbal goals or plans verbal goals written Only 3% of people have written goals and plans, these people account for 98% of the wealth. 3% 27% 70% 98% of wealth
  17. 17. How to take your business from Chaos to Control How do you get out of the darkness? Know where you want to go Know where you are Use your time correctly Provide truly great service Put systems in place Have a good team
  18. 18. How to take your business from Chaos to Control Numbers BUDGETING & REPORTING… Know where you are
  19. 19. How to take your business from Chaos to Control •The numbers that drive your business •One piece of paper each day
  20. 20. How to take your business from Chaos to Control The Critical Numbers Leads x Conversion = Customers x Transactions x Ave. $$$ Sale = Revenue x Margin = Profit
  21. 21. How to take your business from Chaos to Control Leads x Conversion = Customers X Transactions x Ave. $$$ Sale = Revenue x Margin = Profit 4,000 x 25% = 1,000 x 2 x $100 = $200,000 x 25% = $50,000 Let’s Put Some Numbers In…
  22. 22. How to take your business from Chaos to Control Leads x Conversion = Customers X Transactions x Ave. $$$ Sale = Revenue x Margin = Profit 4,000 x 25% = 1,000 x 2 x $100 = $200,000 x 25% = $50,000 4,400 x 27.5% = 1,210 x 2.2 x $110 = $292,820 x 27.5% = $80,525.50 10% Increase…?
  23. 23. How to take your business from Chaos to Control THAT’S A 46% INCREASE IN YOUR REVENUE And a massive 61% increase in your profits…
  24. 24. How to take your business from Chaos to Control TEST & MEASURE Who Would Like an Unlimited Marketing Budget?
  25. 25. How to take your business from Chaos to Control How do you get out of the darkness? Know where you want to go Know where you are Use your time correctly Provide truly great service Put systems in place Have a good team
  26. 26. How to take your business from Chaos to Control Distraction Delusion The Zone Demand Web surfing Emails Incoming phone calls Crises Deadlines Planning Relationship building High Low High Use your time wisely
  27. 27. How to take your business from Chaos to Control
  28. 28. How to take your business from Chaos to Control
  29. 29. How to take your business from Chaos to Control How do you get out of the darkness? Know where you want to go Know where you are Use your time correctly Provide truly great service Put systems in place Have a good team
  30. 30. How to take your business from Chaos to Control Service Raving Fan Advocate Member Customer Shopper
  31. 31. How to take your business from Chaos to Control How do you get out of the darkness? Know where you want to go Know where you are Use your time correctly Provide truly great service Put systems in place Have a good team
  32. 32. How to take your business from Chaos to Control S Y S T E M aving ou tress ime nergy & oney Systems
  33. 33. How to take your business from Chaos to Control How do you get out of the darkness? Know where you want to go Know where you are Use your time correctly Provide truly great service Put systems in place Have a good team
  34. 34. How to take your business from Chaos to Control THE CYCLE OF BUSINESS YOU TEAM CUSTOMERS BUSINESS
  35. 35. How to take your business from Chaos to Control to Cntrol J O B ust ver roke OperationsSales Mtk Admin You
  36. 36. How to take your business from Chaos to Control Commercial Profitable Enterprise That works Without You!
  37. 37. How to take your business from Chaos to Control
  38. 38. How to take your business from Chaos to Control
  39. 39. How to take your business from Chaos to Control 4 STEPS TO LEARNING Unconscious Incompetence Conscious Competence Conscious Incompetence Unconscious Competence
  40. 40. How to take your business from Chaos to Control From Chaos to Control 30 November 2016
  41. 41. How to take your business from Chaos to Control Who are Wilson Pateras? •Accountants with offices in both Cheltenham & Richmond •Experienced in dealing with small to medium sized businesses Brendan Farmer Darren Trew
  42. 42. How to take your business from Chaos to Control I feel successful…but am I really? Great Sales Public Brand Young & Energetic
  43. 43. How to take your business from Chaos to Control The spark that lit the fire!
  44. 44. How to take your business from Chaos to Control Chaos ... to the brink of calamity to Control
  45. 45. How to take your business from Chaos to Control How to sell a $1m business and pay no tax (Small Business Concessions) Sale Price $1,000,000 Less Cost Base ($50,000) Net Capital Gain $950,000 50% Discount ($475,000) Net $475,000 50% Active Asset Discount ($237,500) Net $237,500 Contribution to super fund ($237,500) Net Taxable Gain $NIL 1. If under 55 yrs of age then proceeds go to super fund 2. If 55 yrs & over doesn’t need to stay in super 3. $2m turnover threshold 4. $500,000 cap 5. 15 year rule
  46. 46. How to take your business from Chaos to Control
  47. 47. How to take your business from Chaos to Control
  48. 48. How to take your business from Chaos to Control
  49. 49. How to take your business from Chaos to Control No Price Competition!
  50. 50. How to take your business from Chaos to Control Brand Chaos to Brand Control
  51. 51. How to take your business from Chaos to Control
  52. 52. How to take your business from Chaos to Control How your brand makes people feel is as important as what you do.
  53. 53. How to take your business from Chaos to Control Clearly articulating your brands purpose can take your brand from Chaos to Control
  54. 54. How to take your business from Chaos to Control Most SME brands are in chaos. Yet for many, their brand is their single most valuable asset.…
  55. 55. How to take your business from Chaos to Control On Average SME’s spend between 5 to 7 percent of sales on marketing. "Entrepreneurs" 10 and 12 percent of annual projected sales.
  56. 56. How to take your business from Chaos to Control We take a sporadic or irregular approach to marketing spend Logo looks bad Messages incoherent Creating marketing materials with different standards
  57. 57. How to take your business from Chaos to Control Can you write in one sentence What your brand stands for? Your brand’s purpose Your why
  58. 58. How to take your business from Chaos to Control Control comes when you and your team can answer What are you trying to say? What’s the message? Who are you and why do you matter?
  59. 59. How to take your business from Chaos to Control Brand Strategy is… A thought process you go through to ensure that every piece of communication is synchronised around a common concept.
  60. 60. How to take your business from Chaos to Control So how can we go from chaos to control?
  61. 61. How to take your business from Chaos to Control Getting to the heart of your brand
  62. 62. How to take your business from Chaos to Control Deep Insights
  63. 63. How to take your business from Chaos to Control Complete partial attention The customer journey has changed. There are countless online platforms with individual personalities, tones, lingo and audience layers.
  64. 64. How to take your business from Chaos to Control Purpose
  65. 65. How to take your business from Chaos to Control Brand Wheel
  66. 66. How to take your business from Chaos to Control Salvation Army
  67. 67. How to take your business from Chaos to Control Brand purpose can be immensely profitable because consumers are willing to pay a premium for brands that they love, trust and believe in.
  68. 68. How to take your business from Chaos to Control Real Point of Difference
  69. 69. How to take your business from Chaos to Control Review Target Insights - List the 5 most significant
  70. 70. How to take your business from Chaos to Control Review the competition: Strengths Weaknesses Similarities Differences Tone and Manner
  71. 71. How to take your business from Chaos to Control Brand Map
  72. 72. How to take your business from Chaos to Control Patagonia
  73. 73. How to take your business from Chaos to Control With a clear point of difference, it is the perception of their brand being different that leads to increased sales.
  74. 74. How to take your business from Chaos to Control Positioning Statement
  75. 75. How to take your business from Chaos to Control Positioning Statement Format (Your Brand) is known for (A) because of (B). Patagonia is known for it’s quest to save the planet because it uses business to inspire and implement solutions to the environmental crisis.
  76. 76. How to take your business from Chaos to Control Control Strategy
  77. 77. How to take your business from Chaos to Control Online Presence Content Strategy Social Media Sales Strategy
  78. 78. How to take your business from Chaos to Control Final Thought
  79. 79. How to take your business from Chaos to Control A reason to believe Stand for something
  80. 80. How to take your business from Chaos to Control
  81. 81. How to take your business from Chaos to Control We specialise in brand strategies that help our clients articulate their purpose, ignite their point of difference and accentuate their brand message!
  82. 82. How to take your business from Chaos to Control Stadium Pitch 3% Buying Now 7% Open to it 30% Not Thinking About It 30% Don’t Think They’re Interested 30% Know They’re Not Interested
  83. 83. How to take your business from Chaos to Control The Devil is in the Data Ian Hopkinson Founder & Head of Results
  84. 84. How to take your business from Chaos to Control Optimise Everything
  85. 85. How to take your business from Chaos to Control
  86. 86. How to take your business from Chaos to Control There are over 200 signals that Google looks for to rank brands online. The average SEO company only tells you about 10, and performs or advises on activities that only satisfy about 5.
  87. 87. How to take your business from Chaos to Control Identity
  88. 88. How to take your business from Chaos to Control Trust
  89. 89. How to take your business from Chaos to Control Relevance
  90. 90. How to take your business from Chaos to Control Longevity
  91. 91. How to take your business from Chaos to Control Consistency
  92. 92. How to take your business from Chaos to Control “We may be the only people in the world who can say our goal is to have people leave our website as quickly as possible.”
  93. 93. How to take your business from Chaos to Control In 2015 more Google searches took place on mobile devices than on computers.
  94. 94. How to take your business from Chaos to Control “Content is King” Why do people say it?
  95. 95. How to take your business from Chaos to Control 1. Links 2. Content 3. RankBrain
  96. 96. How to take your business from Chaos to Control “On-Page” SEO Optimise your Website
  97. 97. How to take your business from Chaos to Control “Local” SEO Community Marketing
  98. 98. How to take your business from Chaos to Control “Off-Page” SEO Local SEO, Social Media, Press Mentions, Links…
  99. 99. How to take your business from Chaos to Control
  100. 100. How to take your business from Chaos to Control
  101. 101. How to take your business from Chaos to Control Conversions Count Online & Offline
  102. 102. How to take your business from Chaos to Control 1. Google Analytics 2. Google Search Console 3. Other Analytics Software
  103. 103. How to take your business from Chaos to Control 1. Set Goals 2. Watch & Learn 3. Act
  104. 104. How to take your business from Chaos to Control
  105. 105. How to take your business from Chaos to Control
  106. 106. How to take your business from Chaos to Control
  107. 107. How to take your business from Chaos to Control Search Tips It’s not just about online
  108. 108. How to take your business from Chaos to Control Be Awesome Spend time on your brand & business strategy Develop a great product or service Work with great people Learn how to sell Learn about your market Measure your progress Establish great partnerships
  109. 109. How to take your business from Chaos to Control Digital Strategy Link your business strategy to your digital Develop great content Become a thought leader Build a community Engage with and nurture your customers Work with traditional media channels too Optimise everything online you possibly can
  110. 110. How to take your business from Chaos to Control Suffering from overwhelm? Don’t just Google stuff and take everything you read as the truth Consult an expert who is not self-proclaimed Ask around and get trusted referrals and case studies Have a plan and clear goals for your business and your digital Measure and learn from your successes and failures Keep going, don’t give up
  111. 111. How to take your business from Chaos to Control Thank you ! Ian Hopkinson Founder & Head of Results
  112. 112. How to take your business from Chaos to Control We specialise in brand strategies that help our clients articulate their purpose, ignite their point of difference and accentuate their brand message!
  113. 113. How to take your business from Chaos to Control
  114. 114. How to take your business from Chaos to Control

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