14 rules of low cost, high return marketing led sales which align you with modern buyer trends, overcomes market scepticism and significantly increases your credibility without wasting time and money on conventional advertising and cold calling.

1. 14 Secrets of Sales and
Marketing Integration
that Maximise Business
Development
How to Engage More Prospects Successfully & Have the
Best Customers Buy From You.
By Nicholas.S.Windley
B.Eng. Hons
14 rules of low cost, high return marketing led sales which align you with modern buyer trends,
overcomes market scepticism and significantly increases your credibility without wasting time and
money on conventional advertising and cold calling.
Nic Windley & Associates
Lead Generation And Conversion Strategies For Hi-Tech Businesses & Knowledge Led SME’s.
Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 1 of 8

2. Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 2 of 8

3. Why read this report ? - Today, every business is being forced to operate on new terms of
business whether they like it or not.
This report describes what’s causing this change, referred to as the “triangle of change” and puts
forward a series of powerful ideas that have successfully changed the future of open minded
businesses as well as my own life.
As you read through this report you may find yourself struggling to accept some of these concepts
but please bare with me as these ideas have been proven to be vastly more effective than traditional
strategies. These concepts can be adopted by any business whether it’s web based or a traditional
bricks and mortar operation, it makes no difference.
There are no gimmicks or tricks, instead I am sharing proven rules and ideas that build to formulate
an effective commercial strategy or business development programme for any business operating in
technical or scientific led markets (they are equally applicable to any market), and will work just as
well today and into the future as they did decades ago and have done in the recent past. Your time
and effort invested in this document will be worthwhile.
About Nic Windley – In just under 9 years I went from graduate engineer to international
commercial manager who continually sought and fought for positive, constructive and accountable
change even when the businesses I worked for were at times blind or resistant. This was born out of a
genuine care for the customers I was serving and a belief in the positive power of business. Career
training included Tack Levels I and II, Solution Selling: Selling Complex Products & Services.
Over my career I’ve personally sold millions of pounds worth of products and services in Hi-Tech
markets such as Electronics, Plastics, Internet and Information and Communication Technology
experiencing both the highs, where everything worked and the lows, where nothing worked at all.
Now a business owner and consultant, since going self employed at 29, I’ve been involved in directly
building a number of businesses, and made plenty of my own mistakes during the early days, which
were the eventual trigger for conscious recognition and development of these rules.
One such example was a company called Qtable, a promotional merchandise reseller, which was
started in an established market I had no prior knowledge and from scratch it generated over £70K
worth of profitable business single handed in its first year without having to cold call a single person,
in a highly competitive and commoditised market with almost zero running costs just to prove it
could be done.
Nic has also worked with customers like Aardvark Engineering to reshape their business from an
undervalued general engineering company into a leading automation specialist which as of January
2010 generated more in profitable sales in a single month than it had done in the whole of its
previous year, which equated to 150% increase in turnover and better profit margins and won an
award nomination with the British Engineering Excellence Awards (BEEA). All this during the biggest
recession of the last 50 years and in the beleaguered UK manufacturing sector. It works.
Today I’ve pulled together these direct experiences and consolidated what I’ve learnt into a replicable
system that even the smallest of companies can use to generate amazing growth and the big boys
could learn a thing or two as well. It’s this knowledge which was painfully and expensively gained
which can help growth conscious businesses with great products and services change and evolve
their sales and marketing strategies to help them achieve outstanding results.
Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 3 of 8

4. Contents
What’s Wrong With Conventional Sales And Marketing ................. 7
Buyers Determine the Where, When and How .............................................................................................. 7
Buyers are Informed and Multi Faceted......................................................................................................... 7
Buyers are Busy and Picky ................................................................................ Error! Bookmark not defined.
Buyers Dislike Risk ............................................................................................ Error! Bookmark not defined.
Buyers Loyalties Change .................................................................................. Error! Bookmark not defined.
Buyers Want the Best Value............................................................................. Error! Bookmark not defined.
What’s Going on Outside of Your Business Cannot be Changed so Focus on The Cause Not The Symptoms
Where Simple Choices Can Make A Big Difference............................................... Error! Bookmark not defined.
“Business As Usual” Is Over.............................................................................. Error! Bookmark not defined.
A Few Dirty Secrets .......................................................................................... Error! Bookmark not defined.
New Channels Evolve and Expand to Fill Growing Gaps Between Suppliers and Customers .... Error! Bookmark
not defined.
A Triangle of Change Has Developed Which Is Holding Your Business Back ........ Error! Bookmark not defined.
When Things Went Wrong In My Career.............................................................. Error! Bookmark not defined.
Start Using The Right Strategy By Cutting Loose From Old School Sales And Marketing Thinking .............Error!
Bookmark not defined.
The 14 Secrets ............................................................................... Error! Bookmark not defined.
1. Your Guaranteed To Pull A Crowd Outside Your Front Door Using The Power Of Laser Targeted
Positioning Over Shotgun Prospecting ................................................................. Error! Bookmark not defined.
Buyers Are More Likely To Buy From A Trusted Source Than From Anywhere Else ....... Error! Bookmark not
defined.
Real Authority and Trust Is Established By Serving Your Market In The Right Way ....... Error! Bookmark not
defined.
Improve Your Status By Offering Expertise Instead Of Just Finding Excuses To Interrupt Prospects For A
Sale................................................................................................................... Error! Bookmark not defined.
The Easiest Way To Become An Authority Is To Create The Content Your Audience Craves. Error! Bookmark
not defined.
Why Anybody In Business Can And Must Seek Out Expert Status .................... Error! Bookmark not defined.
2. Predictable and Sustainable Business Outcomes are Achievable When You Deploy a System Based on
Proven Formulas ................................................................................................... Error! Bookmark not defined.
A Business Can Only Grow Successfully On Formulaic Facts Not Mysterious Factors .... Error! Bookmark not
defined.
Systems Give You Frameworks For Creating Predictable, Repeatable And Scalable Outcomes .............Error!
Bookmark not defined.
Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 4 of 8

5. A System Focuses Your Resources More Effectively Allowing You To Achieve More With Less ..............Error!
Bookmark not defined.
3. The Sales and Marketing Overlap is Your Opportunity to Integrate and Make Your Selling and
Marketing Activities Far More Effective ............................................................... Error! Bookmark not defined.
Advertising And Marketing Is Selling In Words And Selling Is Advertising And Marketing ... Error! Bookmark
not defined.
Where To Go And Learn The Formulas For Selling Remotely In Words............ Error! Bookmark not defined.
An Engineer Learns To Write And Present Persuasively ................................... Error! Bookmark not defined.
4. Have Your Marketing Do The Business Development Grunt Work For You . Error! Bookmark not defined.
Your Strategy Should Be To Campaign Not Pitch Or Promote ......................... Error! Bookmark not defined.
Effective System Automation Eradicates The Labour Intensive Low Return Repetition Work ................Error!
Bookmark not defined.
You Can Use 99.9999% Of The Time Available In Every Day To Campaign and Sell With A Website .....Error!
Bookmark not defined.
Websites Don’t Need To Be Search Engine Optimised To Have People Find Them ........ Error! Bookmark not
defined.
Your Marketing Should Be A Sales Lead Filtering Mechanism ......................... Error! Bookmark not defined.
5. Your Prospects And Customers Will Be Instantly Sceptical Of Any Claim You Make Even When Your
Offer Is A Genuine One ......................................................................................... Error! Bookmark not defined.
The Core Ideas Of Your Message Must Be Constantly Reinforced ................... Error! Bookmark not defined.
Messages Must Remain Consistent Across Every Sales And Marketing Channel Before They Will Be
Accepted .......................................................................................................... Error! Bookmark not defined.
Matching Your Actions With Your Words Will Further Reinforce Your Message ........... Error! Bookmark not
defined.
You Have To Prove What You Say Before You’ll Be Believed............................ Error! Bookmark not defined.
6. An Expert Status Will Earn You Free Advertising And Multiply Your Credibility ........ Error! Bookmark not
defined.
Ensure Your Voice Is Consistently Heard Above The Market Mayhem ............ Error! Bookmark not defined.
The Media Can Help You To Further Prove Your Case ...................................... Error! Bookmark not defined.
7. The Only Way To Avoid Commoditising Yourself And Your Business Is To Create Value And Opportunity
That You Control ................................................................................................... Error! Bookmark not defined.
No Longer Be Forced To Rely On Resellers And Distributors To Bring You Customers ... Error! Bookmark not
defined.
Put A Stop To Supplier Price Wars By Not Starting One In The First Place ....... Error! Bookmark not defined.
Differentiate Yourself With Offers And Packages That Deliver More Than Your Competition................Error!
Bookmark not defined.
Work With Credible Offers That Need A Voice ................................................. Error! Bookmark not defined.
8. Significantly Reduce Your Risk By Using Every Channel That Generates Measureable And Profitable
Results That You Can Quantify And Track ............................................................ Error! Bookmark not defined.
Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 5 of 8

6. Diversify Your Channels To Expand Your Market And Reduce Your Risk .......... Error! Bookmark not defined.
Just One Good Sales Letter, Ad, Press Release, Blog Post or Interview Can Make You Consistent Money
......................................................................................................................... Error! Bookmark not defined.
9. You Must Know Your Numbers To Determine A Return From Any Time And Effort Invested .............Error!
Bookmark not defined.
10. Always Be Working On Your Relationships With Key Audiences ............. Error! Bookmark not defined.
Life and business is far too short to be boring all of the time .......................... Error! Bookmark not defined.
More Sales are Made Based on Emotional Responses Than Anything Else ..... Error! Bookmark not defined.
Tailor Your Communications To Each Prospect And Customer ........................ Error! Bookmark not defined.
A Well Maintained Database Ensures You Stay Relevant And Personal While You Sell In Bulk ..............Error!
Bookmark not defined.
The Best Way To Establish, Maintain Or Repair A Relationship Is With Open, Honest Communication Error!
Bookmark not defined.
11. Its Significantly More Profitable To Service Your Existing Customers ..... Error! Bookmark not defined.
12. Your Market is an Ongoing Conversation and you Will Earn Far More Credibility by Getting Involved
Openly and as a Contributor of Value Which Can be Easily Understood ............. Error! Bookmark not defined.
Buyers Prefer Easy Reading And Listening Over A Great Story Told In A Complicated Way . Error! Bookmark
not defined.
See The World Through Your Customers Eyes.................................................. Error! Bookmark not defined.
Match The Language Of Your Market.............................................................. Error! Bookmark not defined.
The Conversation Is Your Key To Being Able To Innovate Effectively ............... Error! Bookmark not defined.
13. Maintaining Alignment With Current and Potential Buyers Will Keep the Door Open Error! Bookmark
not defined.
14. Your Focus Should Always Remain On Helping Your Customers Solve Real Problems . Error! Bookmark
not defined.
Examples Of Wasteful Sales And Marketing............................................................. Error! Bookmark not defined.
The Future Of Sales And Marketing .......................................................................... Error! Bookmark not defined.
What to do Next ....................................................................................................... Error! Bookmark not defined.
Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 6 of 8

7. What’s Wrong With Conventional Sales And Marketing
We live in a buyer’s market, where access to information and powerful research tools has put customers and
prospects at an advantage over businesses using ineffective and outdated sales and marketing strategies.
Buyers are changing the rules and your now operating on new terms of business and only those people and
businesses that evolve will survive.
The effectiveness of outbound, push style, prospecting and marketing promotion is diminishing, because
customers have had enough of suppliers that don’t deliver on their promises and now they’re taking a stand.
If your sales and marketing strategies are not aligned with these developments then you have little hope in
getting any profitable results.
Buyers Determine the Where, When and How
Sales teams and marketers all over the world are experiencing increasing difficulty in reaching new prospects
as buyers now dictate the terms of engagement.
Buyers today choose, where, when and how they will interact with suppliers whether its online in the form of an
internet search engine or market place listing, directories, webinars, video conferences, whitepapers, articles,
slide shares, bookmarks, forums and
communities or offline in clubs,
networking events, sales letters, trade
shows, mentoring programmes,
magazines or journals and with you and
your business directly.
They also determine what medium they
prefer to use whether its voice over the
phone or in podcasts, audio downloads
and CD’s, in words by email, letters,
texts, tweets, blogs, or over video in pre-
recorded or live stream formats.
Much of this diversification is a result of
technological developments which can also be used as defences for screening and filtering incoming
communications such as ad blockers, spam filters, call barring, Tivos (digital video recording device that can
bypass advertisements in television programs), security card passes and don’t forget the well trained human
gatekeepers.
People still want to BUY though, it’s just they don’t want to feel “sold to”, so they retreat and diversify away
from what they don’t like or trust. As the years go by head on in your face selling and marketing assaults will
continue to be met with higher levels of resistance.
Buyers are Informed and Multi Faceted
Buyers no longer need sellers to tell them what’s new anymore. They review their latest RSS feed, send out a
tweet or run a quick search online and have instant access to information about you and your competitors.
Copyright ©2010 Nic Windley All Rights Reserved Worldwide Page 7 of 8

8. FOLLOW THIS LINK
TO REQUEST THE FULL
BUSINESS DEVELOPMENT GUIDE
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