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Common Mistakes
ImprovingBottom
Line
Increasingrevenue
Getting new customers
InefficientUse ofTime.
What Is Marketing?
Is your signage marketing?
Is your signage marketing?
Is your signage marketing?
Is painting your window marketing?
Is window paint?
Is the way your employees dress
marketing?
Are your business cards Marketing?
Wh
at
messa
ge?
What business is in?
What business are you in?There is no one in the:
Financial Planning Business
What business are you in?There is no one in the:
Financial Planning Business
Car Sales Business
What business are you in?There is no one in the:
Financial Planning Business
Car Sales Business
Insurance Business
What business are you in?There is no one in the:
Financial Planning Business
Car Sales Business
Insurance Business
Retail Sales
What business are you in?There is no one in the:
Financial Planning Business
Car Sales Business
Insurance Business
Retail Sales
Real Estate Business
is in the marketing business
NOT:
Which is more important?
B. Being very good at marketing yourself.
A. Being very good at what you do.
Why do people choose to do business with
you?KNOW
LIKE
TRUST
REFERRAL
What is the cost of a new client?
Source:
Cost Per
Cost
Suspect
Prospects
Client
Newspaper
$300
15,000$15.02
2010 $30
QR Code
www.QRstuff.com
QR Code
Amazing Auto2010 Toyota Sienna
MSRP: $24,540 - $37,865KBB value: $21,700 - $32,300Fuel Econ: 17city / 23 hwyBase engine: 3.5L 266 hp V6Seating: 8 passengers
Our Price: $19,995
QR Code
Amazing AutoCongratulations
You have found the
FREE car wash for the month of August.
Show this message to an attendant for
your coupon.
Source:
Cost Per
Cost
Suspect
Prospects
Client
QR Codes / Give Away
$100
500$1.20
100
20 $5
Source:
Cost Per
Cost
Suspect
Prospects
Client
Cust Appreciation BBQ - TOP 20%
$400
300$2.66$1.33
15075 $5.33
Source:
Cost Per
Cost
Suspect
Prospects
Client
Sincere Appreciation
Thank You Cards
$300
275$7.50$1.11
4025 $12
Source:
Cost Per
Cost 100
Suspects 35000 0.028
Prospects 7 14
Client 2 50
Source:
Cost Per
Cost 300
Suspects 6000 0.05
Prospects 40 7.5
Client 12 25
Source:
Cost Per
Cost 500
Suspects 1000 0.5
Prospects 17 29.41176
Client 8 62.5
August 2011Source:
Cost Per
Cost 100
Suspects 200 0.01
Prospects 100 $1
Client 20 $5
Source:
Cost Per
Cost 400
Suspects 300 $1.33
Prospects 150 $2.66
Client 75 $5.33
Source:
Cost Per
Cost 300
Suspects 275 $1.11
Prospects 40 $7.50
Client 25 $12
Sept 2011Phone book
Radio
Direct Mail Thank you Cards
QR Codes/ Freebie
Customer app.BBQ
Source:
Cost Per
Cost 100
Suspects 35000 0.028
Prospects 7 14
Client 2 50
Source:
Cost Per
Cost 300
Suspects 6000 0.05
Prospects 40 7.5
Client 12 25
Source:
Cost Per
Cost 500
Suspects 1000 0.5
Prospects 17 29.41176
Client 8 62.5
August 2011Phone book
Radio
Direct Mail
August $900
Source:
Cost Per
Cost 100
Suspects 35000 0.028
Prospects 7 14
Client 2 50
Source:
Cost Per
Cost 300
Suspects 6000 0.05
Prospects 40 7.5
Client 12 25
Source:
Cost Per
Cost 500
Suspects 1000 0.5
Prospects 17 29.41176
Client 8 62.5
August 2011Phone book
Radio
Direct Mail
August 64 new prospects
Source:
Cost Per
Cost 100
Suspects 35000 0.028
Prospects 7 14
Client 2 50
Source:
Cost Per
Cost 300
Suspects 6000 0.05
Prospects 40 7.5
Client 12 25
Source:
Cost Per
Cost 500
Suspects 1000 0.5
Prospects 17 29.41176
Client 8 62.5
August 2011Phone book
Radio
Direct Mail
August 22 new clients
Source:
Cost Per
Cost 100
Suspects 500 0.20
Prospects 100 $1
Client 20 $5
Source:
Cost Per
Cost 400
Suspects 300 $1.33
Prospects 150 $2.66
Client 75 $5.33
Source:
Cost Per
Cost 300
Suspects 275 $1.11
Prospects 40 $7.50
Client 25 $12
Sept 2011
Thank you Cards
QR Codes/ Freebie
Customer app.BBQ
$800 295 prospects
135 new clients
0
50
100
150
200
250
300
Prospects Clients
AugustSeptember
Right Product
Right Person
Right Timing
Obtaining new clients
•48% never follow up with a prospect.
Obtaining new clients
•2% buy on first visit.
Obtaining new clients
•10% follow up more than 3 times
Obtaining new clients
•80% of sales had 5-12 contacts before purchase
Lose 10% of your influence
After 1 month?
After 3 months?
After 9 months?
• It is 6 times more expensive to _______ a new customer than to ________ one.
• Translation:•It is expensive to get a new customer.
• There is a cost to keeping a customer.
80/20 Rule
GETKEEP
ImprovingBottom
Line
Increasingrevenue
Getting new customers
InefficientUse ofTime.
Be more effective with
your marketing
What you can’t
track you can’t
measure.
What you can’t
measure, you can’t increase.
Sincere appreciation wins out over self
promotion
Thank You d
