mafia offers: dealing with a market constraint_dr.lisa_final_mafiaoff.pdf · from her mafia offer...

1 © 2012TOCICO. All rights reserved.

TOCICO 2012 Conference

Mafia Offers:

Dealing with a Market

Constraint

Presented By: “Dr Lisa” Lang

Date: June 6, 2012

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© 2012 TOCICO. All rights reserved.


Mafia Offers: Dealing with a Market Constraint

In this session Dr Lisa will give a quick overview of her Mafia Offer chapter (#22) in the Theory of Constraints handbook emphasizing the points most people miss. The remaining time will be used for hands on application with exercises

from her Mafia Offer Boot Camp and Q&A. Read the chapter, bring your questions and come prepared to

challenge your thinking!

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Point #1

Mafia Offer

Vs

Decisive Competitive Edge

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Example

In 2009 Hyundai, due to its Assurance Program (its Mafia Offer), is enjoying sales for the year that are up about 4.9 percent over the same period in 2008. That compared with about a 40 percent drop for car sales overall.

• And this wasn’t even a great Mafia Offer because it was copied fairly quickly.

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Hyundai 2011 offer

What was their DCE?

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Point #2

The power of the Mafia Offer isn’t just that it’s unfuseable to the customer but that the client can’t and WON’T match it.

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Label Company - What else did it take?

• They had to challenge how they fundamentally did business.

−Why does the price/quantity curve exist?

They had to rethink their costs and financials …

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Point #3

Don’t use the templates/S&Ts – DO THE ANALYSIS!

Without the analysis, you may find it difficult to create the offer. Remember – the templates/S&Ts do NOT include an offer.

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Reliable Rapid Response

• What would another offer be that could be used with the Reliable Rapid Response template/S&T?

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Point #4

How you present the offer will make or break it. Once you have the offer – your work is just beginning!

− More time is typically spent with sales people on presenting the offer than was spent creating the offer.

− How it’s presented on-line or on paper can also take some time.

− How to use it to generate leads can also be a challenge.

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The offer

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Point #5

Your target market is very important to your overall success and ability to really increase sales.

− Is it big enough?

− Is it specific enough to really enter the conversation in your prospects mind?

Why were regional sized food and beverage manufacturers such a good market for the label company?

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Discussion

• Questions?

• Ah hahs?

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“Dr Lisa” Lang

“Dr. Lisa” is considered the foremost expert in the world in applying TOC to Marketing. She has been named a 2012 Trendsetter in the USA Today.

Dr. Lisa's Mafia Offers: Dealing with a Market Constraint ebook reached the #1 spot on the Amazon best seller list. And she will be co-authoring with renown marketing expert Dan Kennedy in a book due out in 2012.

Dr Lisa is the President of the Science of Business specializing in applying Theory of Constraints, Lean and Six Sigma to sales and marketing, having developed the Mafia Offer Boot Camp. She has developed over 100 Mafia Offers and has delivered over 200 keynote speeches.

Dr Lisa worked with Dr Goldratt serving as the Global Marketing Director for Goldratt Consulting. She has a PhD in Engineering and is a TOCICO certified expert. She is currently as an officer on the TOCICO Board of Directors.

Before becoming a consultant, Dr. Lisa was in operations, strategic planning, purchasing, R&D, and quality while working for Clorox, Anheuser-Busch, and Coors Brewing.

http://www.mafiaofferliveevent.com/ch22/





http://www.scienceofbusiness.com/

http://www.mafiaoffers.com/

http://www.mafiaoffers.com/

mafia offers: dealing with a market constraint_dr.lisa_final_mafiaoff.pdf · from her mafia offer...

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