1. Marketing/Selling
£ £
How you can
profitably
grow your
business and
increase your
sales in 2013.
2. Small Business Administration Study
• 60% of all new businesses fail
within the first six years of
operation.
• Dun and Bradstreet estimates 82%
will go under by their 10th
anniversary
3. Two reasons why
businesses fail
Failure to understand the market for the
business’s product or service.
Inadequate Capitalization
4. How should your marketing and selling be
different today?
Asset marketing
Discovering hidden assets
Optimization
Leverage
Multi-pillar marketing
Systemization of your marketing process
Three ways to exponential growth
Performance based
5. Your marketing & sales mindset
“Optimising & leveraging” hidden marketing assets
1. Past customers / clients
2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or delivery
6. Sub-par sales performance
7. Relationships with other businesses
8. Location
6. Your marketing & sales mindset
“Optimising & leveraging” hidden marketing assets
(cont)
9. Reputation
10. Current sales / marketing process
11. Current customers / clients
12. Prospective customers / jobs
13. Up-selling and packaging opportunities
14. Average client value
15.Community relationships
7. Optimizing and leveraging
“Getting the maximum return, for the least
amount of expense, for the longest duration
of time … on everything you are currently
doing now, have done in the past … and
will do in the future.”
8. Many companies will not survive the
challenges of marketing because
they are only using one or two pillars
£ £
Advertising
Sales Staff
9. “In order for any business to
work, it must become a
system, so that the business
works exactly the same way
every time, down to the very
last detail.”
Michael Gerber-Consultant Author,
The “E” Myth
10. Three ways to exponential growth
1. More prospects
2. Increase conversion rate of prospects to
customers
3. Increase in the value of customer
a. Increase in the average transaction value
b. Increase in the number of transactions
11. Three ways to exponential growth
Growth objective 20%
Number of Closing Number of Average Gross
Prospects Ratio Customers Customers Sales
Now 200 X 20.00% = 40 X £1,000 = £40,000
1) 240 X 20.00% = 48 X £1,000 = £48,000
2) 200 X 24.00% = 48 X £1,000 = £48,000
3) 200 X 20.00% = 40 X 1,200 = £48,000
4) 240 X 24.00% = 57.6 X £1,200 = £69,120
Actual Growth Achieved £72.80%
Small improvements in each area will
give you dramatic growth overall
12. Performance based marketing
Performance is maximized only
when all marketing assets are
leveraged in a multi-pillar
system, growing the business all 3
ways.
13. Performance based marketing
No better investment in your business
than marketing
“Marketing and innovation make money,
everything else is a cost.”
Peter Drucker
Management Consultant
14. Successful
- Using the
HiGear 7 Steps
Companies are
Built on Multiple
Marketing Pillars
Marketing System
USP/EVP
Exponential Marketing
Relationship Marketing
Alliance Marketing
Optimize the media
Community R/Mkt
Direct Marketing
