In business, we spend precious time building relationships and value-added offerings for our customers that, in theory, should lead to long-term customer loyalty and sales. However, in reality, we often don’t see the return in our revenue stream. It’s a costly game that everyone plays. And if we’re honest with ourselves, the real cost of the game is much more than money—it’s also time, energy and focus. But what if you could have an unfair advantage in the game? A bit of foresight, better strategy, and an action plan—an “Edge” so-to-speak? Wouldn’t that change the game completely? In this insightful keynote, direct marketing veteran Trish Witkowski will flip the current soft-sell craze on its head and fundamentally change the way you think of sales and the customer relationship. By using basic Blackjack principles and incredible insight from counting cards, Trish will remove the emotion and uncertainty from the sales process to provide a more rational view of the business relationship. Attendees will learn how to: • Anticipate the customer’s actions • Reset unbalanced business relationships • Start new business relationships on the right foot • Play a smarter sales game and win more business You’ll walk away with an Edge, armed with actionable steps to dramatically increase revenue and forever change the way you approach sales.

1. KEYNOTE
Trish Witkowski@foldingfanatic | trish@foldfactory.com
CHIEF EXECUTIVE OFFICER,
FOLDFACTORY
LOS ANGELES, CA ~ JUNE 14 – 15, 2017 | SALESSUMMITWEST.COM
#SalesSummitWest
The Edge: The 2% House
Advantage That Turns Soft
Sales Into Hard Cash

2. THE
EDGEThe 2% Advantage That Turns Soft Sales Into Hard Cash

3. Print is an opportunity
like never before.

9. Where does it end?
What’s the ROI?

10. The process can be long, and there are no guarantees.

11. Relationship selling is time-consuming and expensive.

12. Don’t forget the freebies!

13. By nature, relationships
are emotional, unbalanced,
and unpredictable.

14. RELATIONSHIP MARKETING is:
HIT OR MISS

15. MEDIOCRITY happens when:

16. ✓ We don’t have a plan
MEDIOCRITY happens when:

17. ✓ We don’t have a plan
✓ We let emotion drive decisions
MEDIOCRITY happens when:

18. ✓ We don’t have a plan
✓ We let emotion drive decisions
✓ Our results aren’t scalable/repeatable
MEDIOCRITY happens when:

19. Business is a long game.
Relying on luck and instinct
is a losing bet over time.

20. SUCCESS is repeatable when:

21. ✓ We commit to a plan
SUCCESS is repeatable when:

22. ✓ We commit to a plan
✓ We remove emotion from the process
SUCCESS is repeatable when:

23. ✓ We commit to a plan
✓ We remove emotion from the process
✓ We use data to generate insight
SUCCESS is repeatable when:

24. KEEP SCORE.
SET THE STRATEGY. TRUST IT.
THE DATA WILL TELL YOU WHICH MOVE TO MAKE.

25. STOP PLAYING BATTLESHIP.
START PLAYING
BLACKJACK.

26. Objective: Beat the dealer without going over 21

27. DEALER UP: 4 YOUR HAND: 12

28. TAKE A CARD?
DEALER UP: 4 YOUR HAND: 12

30. HOUSE EDGE

32. CLIENT EDGE = ?%

33. DEALER UP: 4 YOUR HAND: 12

36. Basic Strategy Says: STAND
DEALER:
40% BUST RATE

37. HOUSE EDGE

38. PROBLEM:
There is no “Basic Strategy”
chart for business.

39. But there are distinct parallels
between Blackjack moves and
the moves we make in business.

41. Stay the
course

42. Provoke
action

43. Go
“all-in"

44. Hedge
your bet

45. WHAT WE WANT

48. Card counters keep a running score:
2 – 6 = +1 7 – 9 = 0 10 – Ace = -1

49. Card counters keep a running score:
+1
RUNNING SCORE: 1

50. Card counters keep a running score:
+1
RUNNING SCORE:
-1
0

51. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1
1

52. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0
1

53. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1
0

54. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1
1

55. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1
2
+1

56. Card counters keep a running score:
+1
RUNNING SCORE:
-1 +1 +0 -1 +1+1
3
+1

57. PLAYER’S EDGE

58. THE FOUR KEY MOVES + KEEPING SCORE =
THE EDGE

59. Card counters know
when the odds are in their favor,
and when they’re not.

60. The DATA tells them
which move to make.

61. In business, if we want to know
when the odds are in our favor,
we need to think like Jeff Ma.

62. UPDATE: Today, Jeff Ma is in the business
of predictive data analytics.

63. KEEP SCORE.
SET THE STRATEGY. TRUST IT.
THE DATA WILL TELL YOU WHICH MOVE TO MAKE.

64. DANYL BOSOMWORTH / i-to-i TRAVEL & TOURISM

68. 3% conversion rate

69. “Where are we doing well?”

71. Do you like adventurous food?
Have you taken the TEFL exam?
Have you traveled outside the United States?

72. Aspiration = Buying Intent

73. 11x
MORE LIKELY TO
COMPLETE 3 LEAD TOOLS

74. Most Likely to Close (+4)Least Likely to Close (-5)

76. Target Audience

77. Target Audience NEW Target Audience

79. IN 3 YEARS, DAN GREW
THE PROGRAM BY
AND GREW ANNUAL REVENUE FROM
30%
$2MM to $6MM

80. Dan chose to:
on his marketing strategy
his sales approach by audience
with lead tools and a sliding scale

81. TO GET BETTER LEADS,
YOU HAVE TO
KEEP BETTER SCORE.

85. ✓ 1.5M+ YouTube views
✓ 20,000 loyal subscribers
✓ Building relationships!!

86. ✓ 1.5M+ YouTube views
✓ 20,000 loyal subscribers
✓ Building relationships!!
NOT KILLING IT

87. WHAT ARE THEY DOING RIGHT?

90. IT’S NOT JUST
KNOWING THE MOVES.
IT’S KNOWING WHEN
TO USE THEM.

91. IT’S NOT JUST
KNOWING THE MOVES.
IT’S KNOWING WHEN
TO USE THEM.
the data will tell you the best next move

92. ✓ Set a DATA-INFORMED PLAN
✓ TRUST the plan, rather than your gut
✓ KEEP SCORE, and the data will
tell you the best next move to make

93. BRIAN BENSON / LINCOLN ELECTRIC

99. Seek constant feedback,
both active/reported and behavioral.

100. 300+ Marketing-Qualified Leads (MQLs)
20+ Sales Accepted Leads (SALs)
10+ Quotes

101. . . . and addressed
“The other 97%”

102. Craig chose to:
with dual-marketing strategies
by educating the category first
with feedback and adjustments

103. CONSTANT FEEDBACK FUELS
BETTER BUSINESS
DECISIONS

104. DR. DUSTIN BURLESON / BURLESON ORTHODONTICS

106. With helpful lead tools and a
laser-focus on timely follow-up and
follow-through, he started winning.

108. 85%

109. The quiz made it easy
to let the least-compatible
customers go.

110. SOLD OUT coaching events for orthodontists

111. . . . and all of the proceeds go to charity.

112. TOP IN NORTH AMERICA
1%
7,500 active patients
4 locations
$4+ million in revenue

113. Dr. Burleson chose to:
by using technology to extend his
reach in a hyperlocal market
with simple marketing automation
and a specially-designed quiz
by letting customers walk away

114. WHEN THERE IS RISK
INVOLVED,
DATA BECOMES THE
ANTIDOTE TO YOUR FEAR

115. What about my business?

116. FOCUS: B2B

117. ✓ 60,000 views
✓ 115,000 impressions per month
GROWTH: B2C

118. NEW!
B2C
B2B
The data is telling us to: SPLIT

119. ✓ Make a move: Stand, Hit, Double Down or Split
✓ Gather constant feedback
✓ Let the data drive you to the best next move
✓ Focus in and trust the process
FIND YOUR EDGE

120. ALWAYS
KEEP SCORE.