slides from September 07 Leela workshop

1. 9 Ways to Grow Your
Business in the Next 90
Days...

2. about me...

3. ...
...
...

4. Henry Ford - on
‘Thinking’…
“Thinking is the hardest
work there is…
which is probably why so
few people engage in it”

5. There are no ‘rules’ in
marketing
So why do we conform
to so many…?
List 3 unspoken rules
you / your industry
conforms to

6. teach to learn

7. The 3 Dimensions of
Business Growth

8. 1) More Clients

9. 2) More Spend

10. 3) More Often

11. more more more
Clients Spend Often

12. Where are YOU
spending time/money?
more more more
Clients Spend Often
%? %?
%?

13. more more more
x x
Clients Spend Often
Today
x
100 x 10 pa = £100,000
£100
+10%
x x = £133,100
110 £110 11 pa
+25%
x x
£125 12.5 pa = £195,312
125

14. Client not Product Driven
LifeTime Value of your Client
Grease the Chute
Testing
Back Ending
Referrals
Risk Reversal
Host Beneficiary
Communicate to Sell

15. Imagine
What would you do
with an extra 95%?

16. Client not Product
1)
Driven

17. Are YOU selling
Drills or Holes?

20. Clinical
experience
(the drill)
or ‘jolly’
(the hole)

21. A Client...
or
Customer?
“under your protection”
“avails themselves of
your product or service”

22. STARBUCKS
rather than coffee…
sells 20 minutes of
peace

24. oldest profession...
“goodbye”

27. “if you do not revere your
product or service, your
clients certainly will not”
abraham.com

28. 2) “LifeTime Value”
of Your Client

29. A client spends £50 per visit (average)
5 visits / yr (average)
(annual value: £250)
Clients stay 7 years (average)
Life Time Value = £250 x 7 = £1,750

30. £83,000

31. Some industries rely on
LTV
- others ignore it?!

32. It’s what you do with
LTV that counts…

33. ‘Icy Hot’
$3.45
Discovered average
repurchase was 8 x year -
until death or cure!
Gave the first one away!

34. Icy Hot went from
$20k pa to $13m in 18
months!

35. Case study: Industrial Hydraulics firm
‘What’s the life time value of your
customer?’
‘Huh’!?
Took them a week to it work out…

36. Case study: Industrial Hydraulics firm
On average, a new customer order was worth
$200 in profit.!
On average, a new customer would buy
5 times a year
On average a customer would stay 3 years.!
So EVERY new customer they got in the door was
worth $3,000

37. Case Study: Industrial Hydraulics Firm
Give the salesmen 100% of profit of first order
(instead of 10% they were getting)
‘You’re crazy!’
‘Just test it’

38. Result?
800% growth in 12
months!

39. 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?

40. #3
Grease the Chute!

41. .
.
Grease Your Chutes!

42. Where are YOU asking
for chassis numbers?

43. UNDER Promise
&
OVER Deliver

44. Internal
Chutes!

62. You Lose on 4 Levels:
1 The cost of bringing her to you
2 The profit on the sale itself
3 Their ‘Life Time Value’
4 Their referral value

63. #4
Testing
Experiment!

64. The Motivaider
£39
£59 +212%
£79 +530%

65. FORTUNE 500 co’s
spend 4% of turnover
on R&D (testing)

66. ass u me
assume

67. What to test?
Price Delivery
Presentations Colours
Offers 3 + 1? Sizes
Hours Guarantees
Scripts Music!
Payment terms Name

68. Indicative
Definitive

69. Profitable Marketing
is Simply a
Function of
Testing!

70. “The
Entrepreneurs
Guide to
Success”

71. Why S.O.B’s
succeed and Nice
Guys Fail in
Business…
( = New York Times Best Seller!)

73. #5
Back-ending

74. Adding complimentary
products & services

75. What single
questions grew
McDonalds 23%?

76. “Do you want
fries with that,
sir?”

77. Where are my chips?

80. Adding Volume or Time

81. Adding Volume Options
the ‘3 + 1’

83. §

84. Adding Time Options
(membership?)

86. Vitamins...

88. 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 3. You save at 30 - 65% on the price of a
every month for just £12.50 each. regular float!
2. You’ll receive FREE float gift vouchers, 4. Expect profound life change during this
when you pay via the annual or quarterly amazing program.
rship
option.
~~~
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

89. Imagine
What would you do
with an extra 95%?

90. 60% of your clients
want to be
back ended!

91. Soft v Hard Dollar

92. #6
Referrals
or... turning your
clients into
your sales-force

93. ‘Stored Value’
Not on your balance
sheet

94. Who has a referral
program?

95. Referrals
They are;
Least expensive
Least risk
Much less likely to price shop
or have buyers remorse

96. Proactive!
Create tools...

102. Like Attracts
Like

103. sensitivity
timing

104. Your Duty

105. Just ask!

106. paddylund.com

107. #7
Risk Reversal

108. The biggest obstacle to
a new sale is…
who bears the risk?

109. If you really are good…
Prove It!

110. You’re Probably Doing
This Anyway!
Legally obliged!

111. Hot and Fresh in 30
minutes…

112. Do people abuse
guarantees?
Yes!
aasmall %
small %

113. 10 am next day - or it’s
free!

114. Trial
The Puppy Dog Trial

115. #8
Host Beneficiary

116. Who’s already got my
perfect client?

117. ‘Crafting’ is Key
paint a picture

119. Win / Win
not Win / Lose

120. #9
Communicate to SELL

121. Direct Response
Marketing

122. Sales letter
Brochures
Emails
Flyers
Ads!
(anything unsolicited)

123. You’ve got 4 seconds to
sell
… count ‘em

124. Simple formula
the 4 ‘W’s

125. 1st ‘W’ is…
Why are you bothering
me?
Answered in the
headline

126. See
37 Greatest Headlines
compare them to
yours

127. Why should I care?
2nd ‘W’ is…
(elaborate)

128. 3rd ‘W’ is…
Why should I believe
you?
(testimonials, graphs,
guarantees, free trial,
charts, etc)

129. 4th ‘W’ is…
Why should I do it
NOW?
(give them a reason to act
now)

130. Announcing a New Course for
Men Seeking Independence in
the Next Three Years
An Up-to-the-Minute Course
to Meet Today's Problems
The first headline trounced the
second headline by about 370%.

131. Bridal

132. US immig

135. Wrtie for profit

136. Wrtie for profit

137. Wrtie for profit

139. Superlatives

140. Direct Mail
Secret weapon!

141. Mailing Lists

143. Busy fonts & colours
why are you bothering
me?
why should I care?
are
Ic
uld
sho
hy
w
please do it now!

144. Why are you
bothering me?
Why should I care?
Why should I believe you?
Why should I do it now?

145. Why are you
bothering me?
Why should I care?
Why should I believe you?
Why should I do it now?

148. The 5 Most Common
Marketing Mistakes
• No Testing (of anything!)
• Selling drills - not holes
• No Back End!
• Miserable Chutes
• No risk reversal strategy

149. info
@
MarketingWright.com