9 Ways Slides

9 Ways to Grow Your Business in the Next 90

Days...

about me...

. . .

. . .

. . .

Henry Ford - on ‘Thinking’…

“Thinking is the hardest work there is…

which is probably why so few people engage in it”

There are no ‘rules’ in marketing

So why do we conform to so many…?

List 3 unspoken rules you / your industry

conforms to

teach to learn

The 3 Dimensions of Business Growth

1) More Clients

2) More Spend

3) More Often

more Spend

more Often

more Clients

Where are YOU spending time/money?

more Spend

more Often

more Clients

% ? % ? % ?

100 £100 10 pa = £100,000

Today

+10%

110 £110 11 pa = £133,100

+25%

125 £125 12.5 pa = £195,312

x

x

xx

x

x

x xmore Spend

more Often

more Clients

LifeTime Value of your Client

Grease the Chute

TestingBack EndingReferrals

Risk ReversalHost Beneficiary

Communicate to Sell

Client not Product Driven

What would you do with an extra 95%?

Imagine

Client not Product Driven

1)

Are YOU selling Drills or Holes?

Clinicalexperience(the drill)

or ‘jolly’ (the hole)

A Client... or

Customer?

“under your protection”

“avails themselves of your product or service”

STARBUCKS

sells 20 minutes of peace

rather than coffee…

oldest profession...

“goodbye”

“if you do not revere your

product or service, your

clients certainly will not”

abraham.com

“LifeTime Value” of Your Client

2)

Life Time Value = £250 x 7 = £1,750

A client spends £50 per visit (average)

5 visits / yr (average)

(annual value: £250)

Clients stay 7 years (average)

£83,000

Some industries rely on LTV

- others ignore it?!

It’s what you do with LTV that counts…

$3.45Discovered average

repurchase was 8 x year - until death or cure!

Gave the first one away!

‘Icy Hot’

Icy Hot went from $20k pa to $13m in 18

months!

Case study: Industrial Hydraulics firm

Took them a week to it work out…

‘What’s the life time value of your customer?’

‘Huh’!?

On average a customer would stay 3 years.!

On average, a new customer order was worth $200 in profit.!

Case study: Industrial Hydraulics firm

On average, a new customer would buy5 times a year

So EVERY new customer they got in the door was worth $3,000

‘Just test it’

Case Study: Industrial Hydraulics Firm

Give the salesmen 100% of profit of first order(instead of 10% they were getting)

‘You’re crazy!’

800% growth in 12 months!

Result?

Life Time Value

how can you…Subsidise the first sale?Give more (100%) commission on first sale?Give the first one free?Create a customer service revolution?

Grease the Chute!

#3

.Grease Your Chutes!

.

Where are YOU asking for chassis numbers?

&

OVER Deliver

UNDER Promise

Internal Chutes!

You Lose on 4 Levels:

4 Their referral value

1 The cost of bringing her to you

2 The profit on the sale itself

3 Their ‘Life Time Value’

#4

Experiment!

Testing

The Motivaider

£59£79

£39+212%+530%

FORTUNE 500 co’s spend 4% of turnover

on R&D (testing)

ass meuassume

What to test?

DeliveryColours

SizesGuarantees

Music!Name

Price PresentationsOffers 3 + 1?

HoursScripts

Payment terms

Indicative

Definitive

Profitable Marketing is Simply a Function of

Testing!

“The Entrepreneurs

Guide to Success”

Why S.O.B’s succeed and Nice

Guys Fail in Business…

( = New York Times Best Seller!)

Back-ending

#5

Adding complimentary products & services

What single questions grew

McDonalds 23%?

“Do you want fries with that,

sir?”

Where are my chips?

Adding Volume or Time

Adding Volume Options

the ‘3 + 1’

§

Adding Time Options(membership?)

Vitamins...

Membership

Float Monthly - for just £25

Now you’ve discovered floatation, make it a regular part of

your life. A float session each month will help keep

you calm, creative and healthy.

~ ~ ~

Some benefits of membership...

1. Have as many extra floats as you like

every month for just £12.50 each.

2. You’ll receive FREE float gift vouchers,

when you pay via the annual or quarterly

option.

3. You save at 30 - 65% on the price of a

regular float!

4. Expect profound life change during this

amazing program.

~ ~ ~

Terms and conditions?

None really ! you can cancel your membership at any time, without penalty. One float should be

taken per calendar month but, should you miss one, we’ll be flexible in letting you “roll it over” for later use.

~ ~ ~

Act now… complete the following section and welcome in a new era of your life.

!~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Yes, I want to continue floating…

Name: ________________________________ Address: ________________________________

___________________________________________________ Tel: ________________________

Choose your preferred option…

! via monthly instalments of £25.

! via quarterly instalments of £75 (and receive a £35 float gift voucher as a bonus)

! via an annual payment of £300 (and receive 3 float gift voucher as a bonus, worth £89)

Payment via debit/credit card no. _______________________________

Exp. Date _________ Date ___________ Signature: ____________________________

The London Float Centre 7a, Clapham Common South Side, London SW4 7AA Tel: 0171 720 4952

What would you do with an extra 95%?

Imagine

60% of your clientswant to be back ended!

Soft v Hard Dollar

Referrals

#6

or... turning your clients into

your sales-force

‘Stored Value’

Not on your balance sheet

Who has a referral program?

Referrals

They are; Least expensive

Least riskMuch less likely to price shop

or have buyers remorse

Proactive!

Create tools...

Like Attracts

Like

sensitivity

timing

Your Duty

Just ask!

paddylund.com

Risk Reversal

#7

The biggest obstacle to a new sale is…

who bears the risk?

If you really are good…

Prove It!

You’re Probably Doing This Anyway!

Legally obliged!

Hot and Fresh in 30 minutes…

Do people abuse guarantees?

Yes!

a small %a small %

10 am next day - or it’s free!

Trial

The Puppy Dog Trial

Host Beneficiary

#8

Who’s already got my perfect client?

‘Crafting’ is Key

paint a picture

Win / Win

not Win / Lose

Communicate to SELL

#9

Direct Response Marketing

Sales letter Brochures

EmailsFlyersAds!

(anything unsolicited)

You’ve got 4 seconds to sell

… count ‘em

Simple formulathe 4 ‘W’s

Why are you bothering me?

1st ‘W’ is…

Answered in the headline

See 37 Greatest Headlines

compare them to yours

Why should I care?

2nd ‘W’ is…

(elaborate)

Why should I believe you?

3rd ‘W’ is…

(testimonials, graphs, guarantees, free trial,

charts, etc)

Why should I do it NOW?

4th ‘W’ is…

(give them a reason to act now)

An Up-to-the-Minute Course to Meet Today's Problems

Announcing a New Course for Men Seeking Independence in

the Next Three Years

The first headline trounced the second headline by about 370%.

Bridal

US immig

Wrtie for profit

Wrtie for profit

Wrtie for profit

Superlatives

Direct Mail

Secret weapon!

Mailing Lists

why are you bothering

me?why should I care?

please do it now!why sh

ould I care

Busy fonts & colours

Why are you bothering me?

Why should I care?

Why should I believe you?

Why should I do it now?

Why are you bothering me?

Why should I care?

Why should I believe you?

Why should I do it now?

The 5 Most Common Marketing Mistakes

• No Testing (of anything!)

• Selling drills - not holes

• No Back End!

• Miserable Chutes

• No risk reversal strategy

info @

MarketingWright.com