“Business is So Much More Fun When There is Profit!”

Take 1 Idea &

DO IT!

Presentation Goal

Naughts & Crosses

Naughts & Crosses - Lessons1. Slow Down to Speed Up

2. First round used Brawn

3. Second Round used Brains4. Worked as a Team

5. Competition was Irrelevant. Focused on a Common Goal

• Stopped spending money on marketing without measureable results

• Saved $100’s of thousands of dollars per year

• Grew from 12 employees to 38 in 12 months

• Won a national supply contract

Most ‘Business’ Owners

Business Owners

`

Industry Leaders for 30+ Years

• Regularly emailed list of 1,000’s ofprevious buyers and got minimal response.

• Phone/e-mail/Phone campaignresulted in 25% of contacts converted to a buying inquiry!

• Video upload of people makingcoffee on their own machines togo in draw for coffee beansattracted 100’s of entries.

Statistics show the painful truth about record breaking business insolvencies.

INSOLVENCIES across Australia's small business sector are soaring, with the number of companies placed into external administration in February [2013] at the highest level since the statistics were introduced in 1999.

ASIC's data shows businesses with fewer than five full-time- equivalent employees accounted for more than half of those placed into external administration.

www.smh.com.au

Setting Goals -Conscious Activity

Achieving Goals -

Unconscious Activity

Attitude

Or

Skills?

Step 1:

What you measure you manage

&

What you manage improves

Expenses

Revenue

The Profit SecretProfit & Loss

Expenses

The Profit SecretUSP, Guarantee, Database Management

100- 60

= 40- 30

= 10

IncreasePrices

Gross Profit

Fixed Variable Costs

Profit

110- 60

= 50- 30

= 20

COGS

Profit +100%

AddValue

The Profit SecretUSP, Guarantee, Database Management

100- 60

= 40- 30

= 10

IncreasePrices

Gross Profit

Fixed Variable Costs

Profit

125- 60

= 50- 30

= 20

COGS

Profit +100%

AddValue

Imagine Missing Out On $37,800 Profit Every Year For The Last 4 Years!

• 350 rolls per day• 10,500 rolls per month• 10,500 rolls x .30 cents• $3,150 per month• $37,800 per year

• At an operating net profit of 15% this business would require additional sales of $250,000 to make $37,500!

Step 2:

Your business is your list …

&

You have 2 of them!

The Profit SecretThe 2 Databases of Every Business

PUQPST

PLTDEL

AB

C

D

Step 3:

Every Customer you want is

already someone’s Customer

The Profit SecretStrategic Alliance Partners:

Gym Masseuse

HealthFood Store

Physio

GymMasseuse

HealthFood Store

Physio

The Profit SecretStrategic Alliance Partners:

Menswear

Photography

Chiropractic

HairdresserSelfDefence

Beautician

Sports-wearStore

Strategic Alliances With Non-Competitive Businesses

• Strategic Alliances with image conscious Clients

• Lisa provides initial treatment and creates ongoing ‘Skin Health Plan’

• National Award Winner 2 years in a row

• Franchised and interviewing Franchisees

Robert Kiyosaki’sBI Triangle

Mission / Purpose

Cash Flow

Communication

Systems

Product

Legal

Mission / Purpose

Cash Flow

Communication

Systems

Product

Legal

E

S I

Questionnaire Diagnostic

BusinessOwner Goals

Leads/EnquiriesX X X X

Conversion Rate= = = =

New Clients+ + + +

Existing Clients= = = =

Total ClientsX X X X

Average $ SaleX X X X

Average number of transactions= = = =

TurnoverX X X X

Margin= = = =

Profit

20

5

0.22

22

27

$2,400$2,200

1.21.1

$65,340 $109,440

0.250.22

$14,375 $27,360

3022

$2,000

1

$48,000

0.20

$9,600

0.25

8

30

38

0.2

4

20

24

49% Increase

285% Increase

Current 10% Increase 12 Month Goal

Referral System Magazine advertising

Business Cards School newsletters

Pamphlet Distribution Business premises cold calling

Yellow Pages Catalogues

White Pages Shop front displays

Purchase database lists Television

Car sign writing Brochures

Point of Sale Shopping centre casual mall leasing (CML)

Internet website(s) and links Industry contact points

Fax outs Email

Telephone cold calling Radio

Telephone warm calling Sidewalk pedestrian handouts

Merchandising Shop-a-dockets

Joint ventures Trade journal advertising

Newspaper advertising Directories

Door knocking Piggy-back invoice mailings

Tender lists Taxi advertising

Billboards Supermarket hot spots

Newspaper/magazine inserts Window displays and signage

Lead Generation Cinema advertising Barter card Public relations Product placements Posters Sponsorships Postcard mailings Building signage Product packaging Press releases Giveaways Stickers Fridge magnets Sky writing

In-store and side-walk signage Lead networks

Telemarketing Surveys

Branded novelty items Direct mail

Host beneficiaries Fetes and shows Fundraising Trade shows Competitions Distributions Multi-site/new locations Government contacts Trading hours Track and record results Blimps Team rewards Free reports Strategic Alliances CD Rom business cards Open days Publish a book Party plan Licensees Seminars/workshops

Facebook

• The Importance of having a profile

• Your Personal Profile Set-up

• The Importance of having a Business Profile

• Business Profile Set-up

• Tagging photos

• The hidden power of Business reviews

Linked In

• The importance of having a LinkedIn profile

• Your LinkedIn profile set-up

• The Importance of having a Business Profile

• Business Profile Set-up

• How to get work from LinkedIn

Meet Up

• How does Meetup work?

• What should you have in your profile?

• How to review Meetup functions you attend

• How to generate business from going to a Meetup

Google

1. Quality – Not Quantity

2. Paid Vs Organic

3. Start with the Basics

Google is looking for ‘Quality’

NOT ‘Quantity’.

Honest, human interaction is

rewarded i.e. Reviews!!

Cinema advertising Barter card

Public relations Product placements

Posters Sponsorships

Postcard mailings Building signage

Product packaging Press releases

Giveaways Stickers

Fridge magnets Sky writing

In-store and side-walk signage Lead networks

Telemarketing Surveys

Branded novelty items Window displays and signage

Host beneficiaries Fetes and shows

Fundraising Trade shows

Competitions Distributions

Multi-site/new locations Government contacts

Trading hours Track and record results

Blimps Team rewards

Free reports Strategic Alliances

CD Rom business cards Open days

Publish a book Party plan

Licensees Seminars/workshops

Get customer into follow up loop Merchandising

Build relationships – use the client’s name

Display the business’s vision and mission statements

Distribute press articles First purchase special

Confirm the sale Use reply paid envelopes Team member profiles Offer refreshments

Listen to the customer – discover their needs Mail order

Payment plans Use contracts

Give professional advice Track and record conversion rates

One-on-one scripts Use team incentives

Team training on product knowledge

Professional team presentation –uniforms, name badge

Pleasing personality – SMILE Accept trade-ins Team role plays Bulk buy specials

Use up-sell tools and techniques “Call to action” – all advertising

Appointment reminders – phone call/email/text message

Provide atmosphere – positive sounds etc

Educate “how to buy” – step by step process

Maintain accurate information on database

Deliver quickly – no fuss Keep in touch – birthdays Special courier Free give-aways

Have the client verbalise their dream Distribute newsletters

Conversion

Intro Pack (Smash Pack!)

• 90 Real Estate Agents

• Purchasing Planner

• 8 Most Important Questions Booklet

• Trusted Brands Collateral

• Thermal Imaging

• Concierge Desk

“If at the time of handing over your million dollar

home you’re not satisfied whatsoever …

We’ll knock the house down and start again!

AND We’ll put that in writing! ”

“So … You think you have a Guarantee?”

Awesome customer service Accept advance payments

Under promise and over deliver Joint promotions with other businesses

Reminder system – phone call/email/mail/text Reactivate past clients

Increase credit allowance Temporary deals

Accept trade-ins Sell other business’s products and services

Plan future purchases with clients

Special offer with next purchase

Direct mail special offers Provide a shopping checklist

Contracts Incentives

Anti “buyer’s remorse” – send follow up gift

Target repeat purchase type customers

Team training Membership card/key ring/etc

Remove products – provide scarcity

Book in next visit at time of purchase

Calendar reminder system Educate clients on value

Company share incentives Rebates

Introduce new products Closed door sales

Maintain impeccable database information

Points collection program –frequency

Tell the company’s magic story Personalised gifts

Fax offers Develop friendships

Information get togethers Free upgrades

Multiple competition entry chance Socialise with customers

After service flow chart Labels and stickers on everything

Build trust with consistency Temporary deals

Carefully monitor all contacts Sell database(s)

Inform clients of entire product range Free catalogues

Increase range Inform customers of all services available

Offer bigger and better regularly Pamphlet drops

Never run out of stock Use the client’s full name

Use service contracts Free trials

Product of the day/week/month Guarantees

Business anniversary/birthday Sell consumable items

Seasonal events Invite client to return

Random customer check ups Newsletters

Special club membership Loyalty cards – multiple purchase

Store credit card Telemarketing

VIP customer club

Increase Transactions

Increase prices Key performance indicators (KPIs)

Project image of quality Add value

Red light specials Give away maximum soft cost & minimum hard cost items

Inform clients of all products and services Create special moments

Phone scripts Promotions

Shopping lists Recommend more purchases

Offer credit Team incentives

Exclusivity 5 for the price of 4 offers

Store layout In-store education video/DVD

Questionnaires Measure average dollar sale

Point of sale Project professional image

Product packaging Suggest premium first

Cross sell Lay-by

Home delivery Allow trade-ins

Accept credit cards, cheques, EFT and EFTPOS Bulk purchase deals

Merchandising Finance

Bolt on consultation fees Use either/or/which in scripts

Plus GST POS scripts

Team role plays Minimum spend

Train customers Service contracts

Stock premium products Down sell to increase total cheque

Build rapport Insurance

Bigger purchase incentives Team training

No discounts Recommend dearer products/services first

Impulse buys Focus on “A” grade customers

No-Money down deals Set average dollar-sale goals

Add-on packaging BOGOF – Buy 1, Get 1 Free

Hot spots Team culture

Increase Average $ Sale

You’re the Expert

• Clients expect you to help them to buy

• Humans love processes

• Processes build trust

Checklists

Increase prices Cost reduction across the board

Focus on more profitable products Remove unnecessary management

Train team to “do it right the first time”

Refinance to reduce interest and fees

Recycle Negotiate time payments

Measure wastage Repackage smaller

Never discount prices Rent un-utilised space

Reduce stock on hand Owners/directors work some shifts

Focus on high quality Traineeships and cadetships

Stick to the budget Reduce team size

Produce your own product Utilise consignment practices

Decrease range Reduce work space size

Don’t deal with unprofitable customers

Encourage team to work from home

Team incentives based on margin Measure sales hourly/daily/weekly

Develop your own label Mobile business

Quantify actual costs Form a buying group/network

Flow chart all processes Charge for finance facility

Maintain accurate database Reduce terms to COD or 7 days

Reduce director’s salary Update technology

Closely monitor team sick days Systemise routines

Sell via party plan Look for automatable area

Monitor costs as percentages of sales

Update obsolete machinery/equipment

Analyse team rostering Analyse taxes paid Source alternative suppliers Do not carry old stock

Review using workplace agreements

Increase team member responsibilities

Measure and monitor productivity Outsource

Measure team sales/costs ratios Hire professional book keeper

Reduce duplication Move premises

Sell via direct mail Employ people in-house

Employ lower cost team members Pay cash

Reduce team size Only buy what you must

Lease equipment, machinery, vehicles

Use interest-free period credit facilities

Negotiate everything Have set system for all purchases

Commission only sales team Hire a new accountant

Measure and monitor all overheads

Review professional fees and charges

Focus on fast moving stock Team training

Measure and monitor time management

Stop unproductive marketing strategies

Sell via website Pay accounts on time Buy in bulk Have phone bills analysed Buy direct No paid overtime culture

Increase Margins

And Now … Introducing … THE MOST POWERFUL MARKETING APP

in the WORLD!

Rules for Promotion Campaigns

• Finish your campaign before you begin.

• Include identifiers for performance tracking.

• Plan for the worse –hope for the best.

• Compile a history of wins and ‘learning experiences’

• Reduce costs with intelligence – JV’s, SAP’s, Supplier contributions, take advantage of timing, land lord contributions, etc

“What you Measure You

Manage&

What You Manage Improves”

Sliding ScaleArea of Focus – Database

Effect on Business Low Effect = 1

High Effect = 10

Client Database Management

VIP Program

Educate all Clients on all products/services available

Strategic Alliances with other businesses

Make offers to other databases

Client feedback system

Referral & Reward system for ideal clients to use

Send regular newsletters

Thank You system

Client retention programN

one

Ave

rage

Exce

llent

Sliding ScaleArea of Focus – Sales Systems

Effect on Business Low Effect = 1

High Effect = 10

Prioritise & consistently measure all sales by profitability

Consistently communicate an “Amazing” Guarantee

Consistently communicate your Unique Selling Position

Consistently measure all Sales & Marketing activity

Consistently use up to date testimonials and case studies

Sales & phone scripts are used consistently

Mystery Shopper program in place

New quality lead generation system in place

Team recruitment system

Team training & development systemN

one

Ave

rage

Exce

llent

Dashboard

Too Much Not Enough

3 ‘Must Read’ Books …

• Look at your goals

• See if your behaviour matches your goals

• Look at your performance

Take a Minute ...

• You now have some extremely effective resources to connect with businesses, particularly in the local area.

• As you grow relationships and become known as a helpful and trustworthy business person you will attract more business.

• Be a Team player (remember the Noughts & Crosses exercise).

• Remember … Focus on genuinely helping people.

“Don’t wish it were EASIER, wish you were BETTER!”

Jim Rohn