how to take your business from chaos to control

What does Chaos Look like?

How to take Your Business fromChaos to Control

How to take your business from Chaos to ControlYour Host David Guest

AwardsMultiple Global Awards including awards for:

Client resultsProgram developmentMarketingPresentingEducationInvested over $748,000 in my own business education

Read over 240 books on sales, marketing, business & psychologyExperience23 Years Sales Experience

15 years of business coaching experienceInterviewed over 1,800 business ownersWINNERGlobal Marketing Coach 2012

How to take your business from Chaos to ControlConfusion4 Steps to learningOAR/BED2

EntrepreneurInvestorOwnerManagerSelf EmployedEmployee

From Chaos to Control

Structure For GrowthThe Big Game

How to take your business from Chaos to Control

3

Chaos

to

Control How to take your business from

How to take your business from Chaos to ControlYOUR PRESENTER - LEX TANNENBAUM30 years in the corporate world16 years as CEO of a major pharmaceutical wholesalerSmall business ownerPart of a start up in the bookkeeping arenaBusiness coach and mentorThe numbers guy at Outcomes.


So what does Chaos look like?Chaosnoun

complete disorder and confusion.Disorganization



to

Cntrol

JOBustverroke

How to take your business from Chaos to ControlControl

Kuh n trohl

manage, management, masteryWhat does control look like?


How to take your business from Chaos to ControlWhat does control look like for you?CommercialProfitableEnterpriseThat worksWithoutYou!

How to take your business from Chaos to ControlAnd your business has changed:From this

Operations

SalesMtk

Admin

Operations

SaleMtk

Admin

YouYouTo this

How to take your business from Chaos to ControlHow do you get out of the darkness?

Know where you want to goKnow where you areUse your time correctlyProvide truly great servicePut systems in placeHave a good team


Mission and vision so much hot air about something so real Jack Welch


You cant hit a target you cannot see, and you cannot see a target you do not have.-Zig Ziglar-


Goals

no written or verbal goals or plans

verbal goals

writtenOnly 3% of people have written goals and plans, these people account for 98% of the wealth. 3%27%70%98% of wealth


Focus & Context

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How do you get out of the darkness?


How to take your business from Chaos to ControlNumbersBUDGETING& REPORTING

Know where you are

How to take your business from Chaos to ControlQuestions How many of you currently have a budget for Profit?How many of you know what youre daily breakeven cost is? How many would like to know what these numbers are?Sell When we work with you (assumptive close) well give you our proven systems for calculating these numbers and help you get this CRITICAL addressed in the for 30 days.Remember this is stage 1 of a Commercial Profitable Enterprise

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The numbers that drive your businessOne piece of paper each day

How to take your business from Chaos to ControlThe Critical NumbersLeadsxConversion=Customersx TransactionsxAve. $$$ Sale=Revenuex Margin=Profit


LeadsxConversion=CustomersXTransactionsxAve. $$$ Sale=RevenuexMargin =Profit4,000x25%=1,000x2x$100=$200,000x25% =$50,000Lets Put Some Numbers In


LeadsxConversion=CustomersXTransactionsxAve. $$$ Sale=RevenuexMargin =Profit4,000x25%=1,000x2x$100=$200,000x25% =$50,0004,400x27.5%=1,210x2.2x$110=$292,820x27.5% =$80,525.5010% Increase?


THATS A 46% INCREASE IN YOUR REVENUEAnd a massive 61% increase in your profits


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2

3

4

5

The Critical NumbersLeadsxConversion=Customersx TransactionsxAve. $$$ Sale=Revenuex Margin=Profit


TEST&MEASURE

Who Would Like an Unlimited Marketing Budget?





DistractionDelusion

The ZoneDemandWeb surfingEmailsIncoming phone callsCrisesDeadlines

PlanningRelationship buildingImportanceUrgencyHighLowHighUse your time wisely






How to take your business from Chaos to ControlServiceRaving FanAdvocateMemberCustomerShopper

How to take your business from Chaos to Control75minPage 11

31



How to take your business from Chaos to ControlSYSTEMavingoutressimenergy &oneySystems

How to take your business from Chaos to Control338:29

Let me illustrate how systems save you time, energy, and moneyHow many of you drive to work the same way every day? Why do you do this? (Get responses)What do you do while your driving mindlessly to work? (Get responses)(Explain the connection: do the same thing the same way ever time makes you more efficient and allows for multi-tasking, creativity, etc.



How to take your business from Chaos to ControlTHE CYCLE OF BUSINESSYOUTEAMCUSTOMERSBUSINESS


to

Cntrol

JOBustverroke

CHAOS

Operations

SalesMtk

AdminYou

How to take your business from Chaos to ControlJust about everybody in this room is, to some degree, in chaos. Either youre just over broke, with your business headed toward the off-ramp of overdraft, or with the overdraft headed upwards, or youre in the middle of your business, head down and bum up, turning the wheel every day to keep things going.

CommercialProfitableEnterpriseThat worksWithoutYou!

CONTROL


ControlChaosWith a step by step plan its easier than you think!


How to take your business from Chaos to Control4 STEPS TO LEARNING

Unconscious IncompetenceConscious CompetenceConscious IncompetenceUnconsciousCompetence

How to take your business from Chaos to ControlFrom Chaos to Control 30 November 2016

How to take your business from Chaos to ControlWho are Wilson Pateras?Accountants with offices in both Cheltenham & RichmondExperienced in dealing with small to medium sized businesses

Brendan Farmer

Darren Trew


I feel successfulbut am I really?

Great SalesPublic Brand

Young & Energetic


The spark that lit the fire!Build it and they will comeWhere is the money?Team working good times and bad I really feel no good right now


Chaos ...

to the brink of calamity

to Control

talktalktalk

Its here

How to take your business from Chaos to ControlHow to sell a $1m business and pay no tax (Small Business Concessions)

Sale Price $1,000,000Less Cost Base($50,000)Net Capital Gain$950,00050% Discount($475,000)Net$475,00050% Active Asset Discount($237,500)Net$237,500Contribution to super fund($237,500)Net Taxable Gain$NIL

If under 55 yrs of age then proceeds go to super fundIf 55 yrs & over doesnt need to stay in super$2m turnover threshold$500,000 cap15 year rule




How to take your business from Chaos to ControlNo Price Competition!

How to take your business from Chaos to ControlUSP & Guarantee50

Brand Chaos to Brand Control



How your brand makes people feel is as important as what you do.


Clearly articulating your brands purpose can take your brand from Chaos to Control


Most SME brands are in chaos.

Yet for many, their brand is their single most valuable asset.


On Average SMEs spend between 5 to 7 percent of sales on marketing. "Entrepreneurs" 10 and 12 percent of annual projected sales.


We take a sporadic or irregular approach to marketing spend

Logo looks badMessages incoherentCreating marketing materials with different standards


Can you write in one sentence What your brand stands for?Your brands purposeYour why


Control comes when you and your team can answerWhat are you trying to say?Whats the message?Who are you and why do you matter?


Brand Strategy isA thought process you go through to ensure that every piece of communication is synchronised around a common concept.


So how can we gofrom chaos to control?


Getting to the heart of your brand


Deep Insights


Complete partial attentionThe customer journey has changed.There are countless online platforms with individual personalities, tones, lingo and audience layers.


Purpose


Brand Wheel


Salvation Army


Brand purpose can be immensely profitable because consumers are willing to pay a premium for brands that they love, trust and believe in.


Real Point of Difference


Review Target Insights - List the 5 most significant


Review the competition:StrengthsWeaknessesSimilaritiesDifferencesTone and Manner


Brand Map


Patagonia


With a clear point of difference, it is the perception of their brand being different that leads to increased sales.


Positioning Statement


Positioning Statement Format(Your Brand) is known for (A) because of (B).

Patagonia is known for its quest to save the planet because it uses business to inspire and implement solutions to the environmental crisis.


Control Strategy


Online Presence Content StrategySocial MediaSales Strategy


Final Thought


A reason to believeStand for something



We specialise in brand strategies that help our clients articulate their purpose, ignite their point of difference and accentuate their brand message!


Stadium Pitch

3% Buying Now

7% Open to it

30% Not Thinking About It

30% Dont Think Theyre Interested

30% Know Theyre Not Interested

How to take your business from Chaos to Control41minPage 883

The Devil is in the DataIan HopkinsonFounder & Head of Results

How to take your business from Chaos to ControlOptimise Everything


How to take your business from Chaos to ControlThere are over 200 signals that Google looks for to rank brands online.

The average SEO company only tells you about 10, and performs or advises on activities that only satisfy about 5.

How to take your business from Chaos to ControlIdentity

How to take your business from Chaos to ControlTrust

How to take your business from Chaos to ControlRelevance

How to take your business from Chaos to ControlLongevity

How to take your business from Chaos to ControlConsistency


We may be the only people in the world who can say our goal is to have people leave our website as quickly as possible.

How to take your business from Chaos to ControlIn 2015 more Google searches took place on mobile devices than on computers.

How to take your business from Chaos to ControlUnderstand your customers intentions as much as you can, and this also applies to desktop94

Content is KingWhy do people say it?

How to take your business from Chaos to ControlLinksContentRankBrain

How to take your business from Chaos to ControlOn-Page SEOOptimise your Website

How to take your business from Chaos to ControlLocal SEOCommunity Marketing

How to take your business from Chaos to ControlOff-Page SEOLocal SEO, Social Media, Press Mentions, Links



How to take your business from Chaos to ControlConversions CountOnline & Offline

How to take your business from Chaos to ControlGoogle AnalyticsGoogle Search ConsoleOther Analytics Software

How to take your business from Chaos to ControlSet GoalsWatch & LearnAct




How to take your business from Chaos to ControlSearch TipsIts not just about online

How to take your business from Chaos to ControlBe AwesomeSpend time on your brand & business strategyDevelop a great product or serviceWork with great peopleLearn how to sellLearn about your marketMeasure your progressEstablish great partnerships

How to take your business from Chaos to ControlDigital StrategyLink your business strategy to your digitalDevelop great contentBecome a thought leaderBuild a communityEngage with and nurture your customersWork with traditional media channels too

Optimise everything online you possibly can

How to take your business from Chaos to ControlSuffering from overwhelm?

Dont just Google stuff and take everything you read as the truthConsult an expert who is not self-proclaimedAsk around and get trusted referrals and case studies

Have a plan and clear goals for your business and your digitalMeasure and learn from your successes and failuresKeep going, dont give up


Thank you !Ian HopkinsonFounder & Head of Results


We specialise in brand strategies that help our clients articulate their purpose, ignite their point of difference and accentuate their brand message!


