Supercharge Seminar Final 2

Your Presenters

James LawsonBusiness Owner and Business Coach at

Bob BaumgartnerAttorney at

How to Supercharge your Sales & Profits

and Legally Protect your Business

How To SuperchargeSupercharge Your Sales and Profits

04/10/23 4

About James Lawson and Angela Inzerillo

• James has Over 20 years as a successful business executive focused on Sales, Marketing, Business Development.

• International and Domestic experience and has generated over $1bn in sales revenue in my career.

• Built a start up division for a major network company growing the business to over $250M in less than 4 years.

• Born 30mins West of St. Andrews, Scotland and has lived in the US since 2001.

• Angela has over 17 years of Corporate sales and management experience.

• She has significant expertise in relationship-based sales earning her top performance club awards.

• Has generated over $700m in revenue across multiple industries including Networking, Telecoms and software.

• Is a graduate of the University of Richmond (go spiders!) with a BS in Business Administration and Marketing.

• Originally for Long Island, N.Y she now resides in Fairfax with husband James and their 2 Siberian Huskies.

Why Own a Business?

Owning a Business should be about-Money

FreedomFun

Are You On Track?

The United States has over 7.2 million pay-rolled businesses.

98% have under 100 employees.

Entrepreneurship is Thriving…

The Five Business Dangers

The Plight of Entrepreneurs

Source: Morgan Stanley

78% Lack a solid business

plan77%Are not pricing their products or

Services properly

73%Are being overly optimistic about sales

70%Don’t recognize or ignore their

weaknesses and don’t seek help

90%The % of businesses that will be out of business inside of10 years

Business Coaches Reverse This Trend!

A business coach mentors entrepreneurs in growing their businesses and provides education,

awareness, and accountability.

The 5 Steps to Business Freedom

FreedomReproduce, Acquire, Harvest

5

AffluenceEconomize, Invest, Repay

NormalizeCash Flow, Monitor, Adjust

4

3

ChaosSpend, Promote, Challenge

2

IrrelevanceResearch, Model, Create

1

The 5 Steps to Business Freedom

FreedomReproduce, Acquire, Harvest

5

AffluenceEconomize, Invest, Repay

NormalizeCash Flow, Monitor, Adjust

4

3

ChaosSpend, promote, Challenge

2

IrrelevanceResearch, Model, Create

1

Which Step Which Step Are You Are You Focused On Focused On The Most?The Most?

Which Step Which Step Are You Are You Focused On Focused On The Most?The Most?

The 3 Challenges Every Business Faces!

Time1. Apprenticeship Plan

2. Operations & Training Manual3. Time Management Plan

4. Comprehensive Exit Strategy

Team1. Employee Acquisition Plan

2. Psychometric Profiling Process3. Key Performance Indicators

Measurement System4. Lean Manufacturing Program5. Performance Incentive Plan

6. Strategic Plan7. Leadership Development Plan

8. Team Meeting Rhythm9. Organizational Plan

10.Team Building System

Money1. Current Business Plan

2. Break-even Plan3. Revenue and Profit Budget

4. Cash Gap Plan5. Unique Selling

Proposition & Guarantee6. Sales Management System

7. Tactical Marketing Plan

Rapid Impact Strategies

Freedom • Apprenticeship Plan• Comprehensive Exit Strategy

• Leadership Development Plan

Affluence • Operations and Training Manual• Time management Plan

• Organizational Plan• Lean Manufacturing Program• Strategic Plan• Team Meeting Rhythm

Normalization • Employee Acquisition Plan• Psychometric Profiling• KPI Systems• Performance Incentive

• Cash Gap Plan

Chaos • Team Building System • Revenue and Profit Budget• Sales Management System• Tactical Marketing Plan

Irrelevance • Current Business Plan• USP and Guarantee• Break Even Plan

Reproduce, Acquire, Enjoy

Economize, Repay, Invest

Cashflow, Monitor, Adjust

Spend, Promote, Challenge

Research, Model, Create

Time Team Money

At AdviCoach We Have 21 RIS,Tonight We Will Focus on Just 5!

1.1. Unique Selling PropositionUnique Selling Proposition2.2. Break Even PlanBreak Even Plan3.3. Tactical Marketing PlanTactical Marketing Plan4.4. Sales Management SystemSales Management System5.5. Cash Gap PlanCash Gap Plan

USP

Unique Selling Proposition (USP)

(What’s Yours)

USP

USP & Guarantee (UG)

USP & Guarantee (UG)

$14,400 in 1.5 months!

A.I.D.A. Formula

The ‘Litmus’ Test

Where do you stand relative to your Where do you stand relative to your competitors?competitors?

Where do you stand relative to your Where do you stand relative to your competitors?competitors?

B.E.P.

Break Even Plan

Question – Who has a Break Even Plan??

Break Even Plan (BEP)

($1,000,000)

($500,000)

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

Revenue

Fixed Costs

Total Expenses

Net Profit

Variable Costs

Break Even Plan (BEP)

BE = FC/GP%BE = Revenue Required to Break-Even

FC = Fixed CostsGP% = Gross Profit Margin %

Gross Profit Margin % = Gross Profit/RevenueGross Profit = Revenue – Variable Costs

Discounting vs. Increasing Price

What is the No.1 reason a business won’t increase its prices????

F.E.A.R.False Evidence Appearing Real

24

Break Even Plan (BEP)

40% gross margin10% price change = 25% profit change

60 60 60

40 3050

0

20

40

60

80

100

120

Base 10% Discount 10% Increase

ProfitVariable/Direct Costs

Break Even Plan - Increase (BEP)

If Your Present Margin Is: 20% 25% 30% 35% 40% 45% 50% 55% 60%

And you INCREASE your prices by:

Your sales could DECLINE by the amount shown before your Gross Profit is reduced …

2% 9% 7% 6% 5% 5% 4% 4% 4% 3%

4% 17% 14% 12% 10% 9% 8% 7% 7% 6%

6% 23% 19% 17% 15% 13% 12% 11% 10% 9%

8% 29% 24% 21% 19% 17% 15% 14% 13% 12%

10% 33% 29% 25% 22% 20% 18% 17% 15% 14%

12% 38% 32% 29% 26% 23% 21% 19% 18% 17%

14% 41% 36% 32% 29% 26% 24% 22% 20% 19%

16% 44% 39% 35% 31% 29% 26% 24% 23% 21%

18% 47% 42% 38% 34% 31% 29% 26% 25% 23%

20% 50% 44% 40% 36% 33% 31% 29% 27% 25%

25% 56% 50% 45% 42% 38% 36% 33% 31% 29%

30% 60% 55% 50% 46% 43% 40% 38% 35% 33%

When you adopt a premium pricing strategy this table shows the amount by which your sales would have to

decline following a price increase before your gross profit is reduced below it's present level.

For example, at a 40% margin a 10% increase in your price could sustain a 20% reduction in revenue.

Break Even Plan - Decrease (BEP)

If Your Present Margin Is: 20% 25% 30% 35% 40% 45% 50% 55% 60%

And you DECREASE your prices by:Your sales must INCREASE by the amount shown to keep the same Gross Profit ... 2% 11% 9% 7% 6% 5% 5% 4% 4% 3%

4% 25% 19% 15% 13% 11% 10% 9% 8% 7%6% 43% 32% 25% 21% 18% 15% 14% 12% 11%8% 67% 47% 36% 30% 25% 22% 19% 17% 15%

10% 100% 67% 50% 40% 33% 29% 25% 22% 20%12% 150% 92% 67% 52% 43% 36% 32% 28% 25%14% 233% 127% 88% 67% 54% 45% 39% 14% 30%16% 400% 178% 114% 84% 67% 55% 47% 41% 36%18% 900% 257% 150% 106% 82% 67% 56% 49% 43%20% 400% 200% 133% 100% 80% 67% 57% 50%25% 500% 250% 167% 125% 100% 83% 71%30% 600% 300% 200% 150% 120% 100%

The table indicates the increase in your sales that are required to compensate fora price discounting strategy. For example, if your margin is 40% and you reduceyour price by 10% you need your sales volume to increase by 33% to maintainyour profit. Rarely has such a strategy worked in the past and it's unlikely it willwork in the future.

Break Even Plan (BEP)

Profit Equation by MonthJanuary February March April May

Leads Generated 150 165 180 195 210

X

Conversion Rate 5.0% 7.5% 10.0% 12.5% 15.0%

=

New Customers 7.5 12.4 18.0 24.4 31.5

+

Retained Customers 50.0 57.5 69.9 87.9 112.3

=

Customers 57.5 69.9 87.9 112.3 143.8

X

Revenue/Customer $ 500.00 $ 505.00 $ 510.00 $ 515.00 $ 520.00

=

Revenues $ 28,750.00 $ 35,286.88 $ 44,816.25 $ 57,808.75 $ 74,750.00

X

Gross Margin 40% 41% 42% 43% 44%

=

Gross Profit $ 11,500.00 $ 14,467.62 $ 18,822.83 $ 24,857.76 $ 32,890.00

-

Fixed Costs $ 20,000.00 $ 20,000.00 $ 20,000.00 $ 20,000.00 $ 20,000.00

=

Net Profit ($8,500.00) ($5,532.38) ($1,177.18) $4,857.76 $12,890.00

Cash Position ($8,500.00) ($14,032.38) ($15,209.56) ($10,351.79) $2,538.21

Working Capital Balance $41,500.00 $27,467.62 $12,258.06 $1,906.27 $4,444.48

Starting Working Capital $ 50,000.00

Tactical Marketing Plan

Profit Equation – What’s Possible in Your Business

Leads Generatedx

Conversion Rate=

New Customers+

Retained Customers=

Customersx

Revenue/Customer=

Revenuex

Gross Margin=

Gross Profit-

Fixed Costs=

Net Profit

550x

22%=

121+

250=

371X

$550=

$204,050X

62%=

$125,695-

$45,000=

$80,695!

500x

20%=

100+

250=

350X

$500=

$175,000X

56%=

$98,000-

$50,000=

$48,000

10%

Tactical Marketing Plan (TMP)

100 Marketing weapons – 64 of them are FREE

100 Marketing Weapons

1. Marketing plan 28. Giver vs taker stance 50. Media contacts 74. Infomercials

2. Marketing calendar 29. Fusion marketing 51. Neatness 75. Movie ads3. Niche/positioning 30. Marketing on telephone hold 52. Referral program 76. Direct mail letters4. Name of company 31. Success stories 53. Sharing with peers 77. Direct mail postcards5. Identity 32. Employee attire 54. Guarantee 78. Postcard decks6. Logo 33. Service 55. Telemarketing 79. Posters7. Theme 34. Follow-up 56. Gift certificates 80. Fax-on-demand8. Stationery 35. Yourself and your employees 57. Brochures 81. Special events9. Business card 36. Gifts and ad specialities 58. Electronic brochures 82. Show display10. Signs inside 37. Catalog 59. Location 83. Audio-visual aids11. Signs outside 38. Yellow Pages ads 60. Advertising 84. Spare time12. Hours of operation 39. Column in a publication 61. Sales training 85. Prospect mailing lists13. Days of operation 40. Article in a publication 62. Networking 86. Research studies14. Window display 41. Speaker at any club 63. Quality 87. Competitive advantages15. Flexibility 42. Newsletter 64. Reprints and blow-ups 88. Marketing insight16. Word-of-mouth 43. All your audiences 65. Flipcharts 89. Speed17. Community involvement 44. Benefits list 66. Opportunities to upgrade 90. Testimonials18. Barter 45. Computer 67. Contests/sweepstakes 91. Reputation19. Club/Association memberships 46. Selection 68. Online marketing 92. Enthusiasm & passion20. Partial payment plans 47. Contact time with customer 69. Classified advertising 93. Credibility21. Cause-related marketing 48. How you say hello/goodbye 70. Newspaper ads 94. Spying on yourself and others22. Telephone demeanor 49. Public relations 71. Magazine ads 95. Being easy to do business with23. Toll free phone number 72. Radio spots 96. Brand name awareness24. Free consultations 73. TV spots 97. Designated guerrilla25. Free seminars and clinics 98. Customer mailing list26. Free demonstrations 99. Competitiveness27. Free samples 100. Satisfied customers

The Marketing Plan

Tactical Marketing Plan

Marketing Weapons

November December January February

Leads Plan Actual Plan Actual Plan Actual Plan Actual

25. Free seminars and clinics 25 0 0 0 20 0 25 0

38. Net working 10 5 15 0 30 0 30 0

40. Direct Mail with FU 5 2 5 0 10 0 10 0

41. E-marketing 15 0 10 0 10 0 10 0

42. Newsletter 10 0 10 0 10 0 10 0

52. Referral program 30 10 20 0 15 0 15 0

55. Telemarketing 10 3 8 0 5 0 5 0

58. Strategic Partners 20 6 10 0 10 0 15 0

Leads (Plan vs. Actual) 115 26 78 0 110 0 120 0

Leads (Required) 130 100 120 120

Gap (Plan vs. Actual) 15 22 10 0

Sales Management Systems

3 Things a Winning Sales Team Needs To Have…

Attitude Adjusting Books

Sales Activity System

The Rule of 3’s

• 3 sec “Do I TRUST you?” (Pitch GK)

• 30 sec “Do I TRUST you?” (Pitch DM)

• 3 min “Do I NEED you?” (Objections)

• 30 min “Can you HELP me? (Solution)

• 3 hour “Will you BENEFIT me?” (Decision)

Rule of 3’s for Sales Scripts

Sales Script Template

Practice 30 Second Pitch

Good [morning/afternoon] [DM 1st name only], this is [your first and last name] from _________, here in [your town]. How are you? Good! [DM 1st name only], I’m a _________. I [what you do and for whom you do it] here in [your town] and I can help you [the solutions or services you provide] so you can [benefits]. I’m calling to schedule a [next steps].So, can you tell me a little bit about your business?

Practice Need/Help/Benefit Table

The Cash Gap Plan

We’ll Help You Manage Your Cash…

InventoryArrives

InventoryShipped

Days InventoryInventory

ReceivablesReceivablesPayablesPayables

The Cash GapThe Cash Gap

0 20 40 60 80 100 120 140

CashPaid

CashReceived

Cash Gap Plan (CGP)

1. Longer terms with vendors

2. Shorter terms with customers

3. Fast collection system

4. Bonus AR staff

5. Outsource AR

6. Cut inventory

Two ways you can go…

Keep trying to improve your business on your own…

Do what every winner does: invest in their own education with the help of a business coach…

The Growth Of Coaching

•The number of businesses engaging a Business Coach to help them in 2006 was approx. 1.4million, in 2010 that number is expected to rise to 2.8million.

(International Coach Federation)

•On average, 1 in 10 businesses in the US will have or will plan to engage the services of a Business Coach through 2010!!

•Question? Is it possible 1 or more of your competitors are engaging outside help to re-position or institute new growth strategies for thier future?

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• FSBI brands dominate the business coaching franchise market…

• Pioneers of business coaching with over 24 years of proven experience…

• Exclusive strategic partnership…

FSBI 33%

#1 In Business Coaching

CONCLUSION and WRAP-UP

• Figure out your USP – Its about what your clients value – NOT YOU! And it has demographic implications!

• What are the Tactical weapons needed for your target market?• Create systems that measure and reward – Remember, People

respect what you inspect!• Protect your business and your operations!

• Get the RIGHT people to help you!

Follow Up and CCS

James Lawson703 -745-8197

jlawson@advicoach.com