“Why Just 8% of Businesses Get 60% of the Sales!” Marketing and Sales- Lack of Systems / Processes and Structure. No method for improvement and replication. Develop, Enquiries/Leads, Conversions, Optimise and Maximise – Structure, Processes, Systematise. Basic elements first.

What’s the Difference? Delivering your honed message

Control Delivering your honed message

DIAL Business Growth System ® DIAGNOSE DEFINE INFORMATION INSIGHT ANALYSIS ACTION ACCELERATE LEVERAGE LIFT LONGEVITY

Two things you REALLY need to do…

Differentiate Your Offering How do you stand out?

What does your customer really want?

Identify their real needs, fears and frustrations … Insurance? …and address them!

What do your customers need to make a fully qualified decision? CONFIDENCE How do you give them confidence? Information, education, understanding and appreciation. What do they fear? Making the wrong choice. Not getting value.

Use understandable language Not jargon Don’t make assumptions

For those using online SEO

Explain how your product solves customers’ problems or improves their situation (relevancy) Deliver specific benefits (quantified value) Tell your ideal customer why they should buy from you and not from the competition (unique differentiation)

Exercise 1: What are the three primary reasons your clients might need your services? What are their biggest fears? What are their biggest frustrations?

Take people behind the scenes

“Make the invisible visible” How It’s Made

We do ‘X’ ... Which means ‘Y’ ... So that ‘Z’

WIIFM? Why tell them?

No Advertising Directories Direct Mail Word of Mouth Website/SEO Google AdWords Email Broadcast Telemarketing Networking Exhibitions Seminars Leaflets/ Flyers Phone Call Inform. Follow Up Meeting Quote Present New Client No 90 Events Conversion System Newsletters Offers Temp. Check Calls 100 10 80 40 30 33% 80% 100% 50% 75% Magic Moments Client Nurturing Cross Sell

Where are your real growth opportunities?

The Geometry of Business Growth Number and type of clients Average Transaction Value Frequency of Purchase 30 £1000 3 £90,000

The Geometry of Business Growth Number and type of clients Average Transaction Value Frequency of Purchase 30 £1000 3 £90,000 20% 36 £1000 3 £108,000 (+20%)

The Geometry of Business Growth Number and type of clients Average Transaction Value Frequency of Purchase 30 £1000 3 £90,000 20% 20% 20% 36 £1200 3.6 £155,520 (+72.8%)

90 Day Contact Cycles 90 Day Contact Cycles 0 3 6 9 12

When it comes to winning new business… “No” is not always “No” When it comes to winning new business… 44% give up after the first “no” 22% give up after the second “no” 14% give up after the third “no” 12% after the fourth “no” 92% of all companies involved in winning business give up after four “no’s” *Bain & Co.

Yet, 60% of clients will say “no” at least 4 times before they say YES

Exercise 2: What does your client need to look for? What should they avoid? What key questions should they ask?

No Advertising Directories Direct Mail Word of Mouth Website/SEO Google AdWords Email Broadcast Telemarketing Networking Exhibitions Seminars Leaflets/ Flyers Phone Call Inform. Follow Up Meeting Quote Present New Client No 90 Events Conversion System Newsletters Offers Temp. Check Calls 100 10 80 40 30 33% 80% 100% 50% 75% Magic Moments Client Nurturing Cross Sell

75% response to mailer 37.5% bought Sales of £540,000

51.8% increase in conversion rates

300% increase in turnover

Our fees 28% higher than competition Sales up 30% Market share grown by a further 9% Withdrawal rate reduced by 25% so 25% more of the work being done is paid for Time taken to sell properties reduced by 22%

DIAL Business Growth System ® DIAGNOSE DEFINE INFORMATION INSIGHT ANALYSIS ACTION ACCELERATE LEVERAGE LIFT LONGEVITY

from Profitable Marketing Ltd cbh@profitable-marketing.co.uk