1. LETS GROW Thanks them, 2 questions – time is your most valuable asset.
Ice breaker – stand and find 2 people – preferably people you don't know. Introduce yourself – your business (or what you do) and what your intention is for this workshop – 8 mins
Introduce the talk – 3 mins

2. Definition of a REAL Business…
Commercial, Profitable, Enterprise
So, brings up 2 goals … to get more profitability and to work less hours. Design a business that works with-out you.
Explain On V’s IN theory.
Explain Systems and how they should run a company and you should just monitor the company.
That works without YOU!

3. 6 Steps to a Great BusinessM A S I V E R U L T
Diversification
Results
Multiplication or Acquisition
Freedom
Synergy
Well Oiled Machine
Happiness
Team
Structure for Growth
Time
Talk through the overview step by step. Position that you’ll get into more detail as we go forward.
Leverage
Systematize for Efficiency
Cash
Niche
Predictable Cash Flow
Stability
Mastery
From Chaos to Control

4. 6 Steps to Massive Results
Diversification
Results
Multiplication or Acquisition
Freedom
Synergy
Well Oiled Machine
Happiness
Team
Structure for Growth
Time
Talk through the overview step by step. Position that you’ll get into more detail as we go froward.
Leverage
Systematize for Efficiency
Cash
Niche
Predictable Cash Flow
Stability
Mastery
From Chaos to Control

5. NO PRICE COMPETITION Definition of a Niche…
Question – How many of you have customers tell you that they purchase on price? No True!!
Most people are just too nice to tell you the truth so they go with Price because it’s safe.
Every survey conducted puts price at 10% of the reason people by, with service and liking the sales person coming higher up the list.

6. We will help you innovate…
USP
GUARANTEE

7. Unique Selling Proposition…
What is your USP?
What is your point of difference?...
(9 min)
If there is no difference between you and one of your competitors, create one, or you’ll be stuck competing on price.
So you need to create a difference! Now does that difference need to be a real one? NO!
Exercise – call out companies and see if they get their USP –
KFC – 11 Herbs and Spices
Baskin and Robbins – 31 Flavours – 1 for every day of the month
Bunnings – Lowest Prices are Just the Beginning
Hungry Jacks – Burgers are Better
McDonalds – I’m Loving It
Subway – The Fresh Alternative
Woolworths – Fresh Food People
Coles – Save Everyday
Automasters – You can feel the difference
LJ Hooker – Nobody Does it Better
Action International – The World’s Number 1 Business Coaching Team
Holden – Drive On
Toyota – Oh What A Feeling
BMW – The Ultimate Driving Machine
Volvo – For Life
Dominos – Ive got the hots for the box with the dots
Pizza Hut – The best pizzas under one roof
Eagle Boys – Fresha Pizza

8. List 10 ways your business is unique…1. 2. 3. 4. 5. 6. 7. 8. 9.
10.
Friendly staff
Shop is clean and tidy
We have a 24 hour money-back guarantee
Stock in a range of sizes
We have a unique 8-step fitting program to ensure that our staff fit you correctly
All of our staff attend an intensive 2 day colour co-ordination training program
We are well established
We care about you
So lets look at a few points of uniqueness (go through list)
What are some of the common links between the unique area:
Specific
Different etc
Important fact – marketing is all about perceptions – so sometimes you may be the same but you market as a point of difference
- give example of pure beer and process
We have a pick-up and delivery alteration service to and from your home
We have 28 different brands of coffee and tea just so you and your friend can enjoy your time with us
If your competitors can say it, then it's not unique!

9. A successful USP should be…
Truly unique …
Appeal to your target market ...
Something that will get people talking...
Something that can’t be easily copied, or if it can be, it will be an obvious rip-off on the part of the offending business ...
Law of Marketing – the rule of being FIRST

10. Creating a difference can also be done with a …
GUARANTEE

11. A myth about Guarantees…
Many people are frightened of Guarantees
– they honestly believe customers will
rip them off…

12. Why does a Guarantee work?...
Increases confidence...
Gives security...
Reduces risk ...
Builds trust...
Quality creates demand ...

13. What are the 3 biggest and worst frustrations people have when dealing with your industry … ?

14. Let’s look at an example…
(4 min)
Example – muffler client
So lets look at what the typical buying behaviour is for the yellow pages
-Pick 3 largest ads
Ring around and ask for the price – ok I’ll call you back
Pick the cheapest
So what do we first need to make sure we are? (one of the 3) and then make sure you have strategies in place to convert them into customers
So lets look at what a typical ad looks like in the Yellow Pages
Joe’s Mufflers – what we be at the top (name)
What would be some of things the ad would say
Best prices
All makes and models
etc
Lets look at what one of our clients did …
Transformed the ad (go through differences) – doubled response. In fact I know some people in fact ripped the add out of the yellow pages and brought it in – and said if you’re good enough to do what you say in the ad – you’ve got my

15. Marketing – The Accounting view…
Your accountant will teach you that
Sales & Marketing
is an:
Why is it an expense? Should it be? In most cases yes! Why, because marketing campaigns do cost money because they were poorly conceived Do you know that 8 out of 10 ads do not work. In the book, the author states that he has seen an 2 ads for the same product where one ad sold 19 ½ time more than the other ad..
Expense

16. Marketing – The Entrepreneurs view…
Investment
Why do some marketing programs work and some do not?
For every $ out, more $$$ should come in ...
Why is this true for some businesses,
but not for others?...

17. Because, they do 2 things in their business…
TEST AND MEASURE

18. Building a Marketing Campaign…
WHO?...
Make a list of your
Target Market segments, niche’s
or groups ...

19. Target Marketing is about …
Having a Single Target Market is one of the Biggest Fallacy’s in Marketing Today …
Target Marketing is about …
Chunks ...
(5 min)
Define your target markets

20. We’re Not After Market Share …
We're after ...
Wallet Share ...

21. INCH WIDE AND A MILE DEEP
The Power of Niche
INCH WIDE AND A MILE DEEP

22. Build your list ATTENTION BRIBE RAPPORT ASK FOR THE SALE
BUILD COMMUNITY AND ADD CHARACTER

23. Your Ideal Customer… A B C D
wesome
asic
an’t deal with
ead
80:20

24. Building a Marketing Campaign…
WHERE?..
Where will you find them
in the highest concentration?...

25. Building a Marketing Campaign…
WHAT?..
What is your offer going to be,
and, why do they want to buy?...

26. Building a Marketing Campaign…
WHY?..
Why do they want to
buy it?...
What are the BENEFITS?...

27. Building a Marketing Campaign…
HOW?..
How will you communicate your offer to them?...

28. The 3 MOST Important parts of any Marketing Campaign
10/10
TARGET
5/10
OFFER
1/10
COPY

29. Attention
Interest
Desire
(1 min)
Action

30. HEADLINES DON’T use your own Name ... Put the word YOU in it ...
Open a LOOP ...
QUALIFY the right readers ...
Sell the BENEFITS ...
20 to 25% of the space of the Ad ...
(5 min)
As written

31. Some Headline Starters ...
How to ...
How you can ...
Here’s how ...
Here’s why ...
7 Reasons why ...
7 out of
Advice ...
Wanted ...
Announcing ...
At last ...
Now ...
Free ...
“Reader Group”
You ...
(5 min)
Exercise – headline starters

32. Attention ... Layout & Pictures
Early right hand page, right hand edge ...
Photo - Top 1/3rd or Head & Shoulders ...
Stay off Left Pages & out of the Gutter ...
Headline at the top, name and contact details at the bottom ...
A dashed border for small ads ...
(2 min)

33. Interest ... Words, Font & Layout
What’s In It For Me ... A Point of ‘YOU’ ...
Times New Roman Upper and Lower Case ...
NO italics, CAPITALS, or underlining ...
Use columns, short paragraphs, spaces between para’s & indent the first line ...
Use a Caption under your photograph ...
(2 min)

34. A GREAT OFFER, SIZZLING WORDS, TESTIMONIES AND BENEFITS
Desire ...
A GREAT OFFER, SIZZLING WORDS, TESTIMONIES AND BENEFITS
(5 min)
Create offers

35. CALL TO ACTION – BE SPECIFIC. MAKE IT EASY AND USE A COUPON
(2 min)

36. Get the products on the shelf and then, get them off again ...
So in Business it’s 1/2 & 1/2 ...
1/2 Distribution
1/2 Marketing
(2 min)
What does this mean
Where is the focus normally for business owners?
Get the products on the shelf and then, get them off again ...

37. Two sides to marketing ... Acquisition Cost
If you invested $300 advertising and got 10 customers ...
You paid $30 each ...
How can we reduce that ... ?
(1 min)
Who he would like to have an unlimited marketing budget?
Now there are two sides to marketing.
The first is Acquisition Cost. Acquisition Cost is what it costs you to get a new customer to buy off you. For example, If you invested $300 in an advertisement, and got 10 customers, then you paid $30 for each of those customers. Is it the same as lead generation cost - No! It it cost you $20 per lead and you convert 1 in 5, your acquisition cost is $100. What we need to know is how can we reduce that. (Bakery example),

38. Bakery example ... Original Ad Free Eclair $300 ad 10 customers
$30.00 Acquisition Cost
$3.54 Average $ Sale
$265 loss from campaign
$300 ad + 30c eclairs
300 customers
$1.30 Acquisition Cost
$4.11 Average $ Sale
$453 profit from campaign
(2 min)
A bakery we were working with, some time ago had these figures. They were placing a $300 advertisement and getting 10 customers to come into their shop on average, which means from that ad, each customer was costing them about $30.00.
So when we went into that business and saw what they were doing, the first thing we asked was how much was each of those customers spending. They didn’t know so we measured it and found out that customers were spending on average, $3.54.
So what does that tell us, that tells us that the advertisement was making a huge loss every time it was run. In fact they were losing $265 every time they ran the ad.
So we said how much does a chocolate éclair cost you. He said 30 cents. I said great what we are going to do is write a new ad that has a headline FREE CHOCOLATE ECLAIR. No strings attached. He said we can't’ do that! That’s giving stuff away. I can’t do that that. I said why not, he said I’d have too many people in my shop!!!
Guess what, he was right, he did have lots of people in his shop. Around 300 people responded to the ad and came in to collect the chocolate éclair. How much is his acquisition cost per customer now. $1.30, The cost of the ad plus the cost of the chocolate éclair. Now the interesting thing is that on average when he gave away a free chocolate eclair away, the average dollar sale went up to $4.11.
Sure there were some people that came in collected the chocolate éclair and left, but who cares on average the people coming in spent $4.11. All of a sudden the $300 advertisement went from a $265 loss to a $473 profit. Just by changing one headline and doing a couple of things differently.
It’s just a matter of thinking outside the box, doing things a little differently. You see if you do things the same way as everyone else, you’ll get the same results as every one else. And if everyone else in your industry is going broke, you will too. You know how I know that, because 80% of businesses that start this year will not be in business in five years. They’ll either go broke or shut their doors.
So the lesson is ask yourself the question. What is my acquisition cost of a customer. Then ask how you can bring it down and if you don’t know what the acquisition cost is what are you going to do? Measure it.

39. Two sides to marketing ... Acquisition Cost Lifetime Value
If your client spent $550 a year for 6 years ...
That’s $3,300 to you!
How do you increase that ... ?
(1 min)
The second side of marketing. Lifetime Value:
I asked two different personal trainers how much a new customer was worth to them, one said $45, the other said $1620. I asked why. The first guy said, well a customer pays me $45 to come out and work with them. Which is fair enough. The second guy said well I also charge $45 a month but a good customer stays with me for 3 years. Which means they spend $1620.
Think about this. How many people own a dog? How much do you spend on dog food a week. Lets say you spent $10 and your dog lived for 10 years. Whats the lifetime value of your dog. About $5000 dollars
Supermarkets are great at this. They don’t see you as someone who spends $100 or $200 a week on groceries. They know most people live in an area for 7 years and they will spend thousands of dollars on groceries in that time. Think about how much you spend on toilet paper in your lifetime.
If your client spent $550 a year for 6 years. Their lifetime value is $3,300. Is it worth paying $30 for a $3,300 customer?
Most businesses take 2 or 3 sales before their customers become profitable so if you can break-even on your ads or, even better make a profit, you’ll be way in front.
In order for your marketing to be profitable, all you need to know is the acquisition cost and the life time value of a customer. Because if the lifetime value is more than the acquisition cost guess what, you’ve made a profit. And if your marketing makes you a profit every time that you run it, you can run them all day every day, forever.
Remember, always increase your lifetime value and decrease your acquisition cost.

40. Acquisition Cost
Lifetime Value
(1 min)

41. The Rule of 10 by 10 ... 10 ways of 10% = 100% (3 min)
Write down current strategies at moment. How many?

42. Marketing Leverage Chart
Now there are 2 cars we have on the screen – the Ford Contour (now e don’t have them in Australia at present but their similar to a laser or the new focus) and the Jaguar X?
Now would anyone like to have a guess what these cars have in common?
They are built on the same chassis. And what I am going to share with you now is the most powerful business formula you will ever learn. This is a chassis that applies to any business. Make sure you have a pen and paper and take lots of notes.
Apply this in your business and you will turn a business that is doing ok into a profit generating machine. You see you can take this and you can build a ford or you can build a Jaguar – the choice is yours.
It looks very simple but trust me it will change the way you do business. So take out your pens and get ready to jot down some notes.
You can use this CHASSIS to build either a Ford Contour or a Jaguar X …
This is the most powerful business secret you’ll ever learn ...

43. 5 Ways to Increase Your Business Profits ... Number of Leads x
Conversion Rate =
No. of Customers
No. of Transactions
Ave. $$$ Sale
Revenues
Margin
Profits
There are only five ways to increase your business profits. How many? They are…
The number of leads. This is the number of people that are interested in buying from you.
Conversion Rate, What is conversion: the number of people you meet versus the number of people you sell to. So if you had 100 people that were interested in buying from you and 25 bought from you your conversion rate would be…25%
Multiplying leads by conversion gives us the number of customers. Understand this is you sell to someone once you don’t have a business. You have a promotion. The objective in business is once you have a customer you want them coming back as much as possible and you want them spending as much as possible when they come to you. Which brings me to the next parts of the formula...
No. of Transactions, This is an average figure. Some people will buy from you once a week others once a month others once a year. This is how many times people buy from you on average.
Average $ Sale. This is the average amount that people spend. Some customers spend $2.00 others spend $500 but on average they spend so much.
This gives us our turnover. Now is turnover the most important thing in a business? We are in business to make a profit. So we multiply this by our margin to give us profit.
Margin. This is your gross margin
Often people will come to me and say - Rueben I want more customers, Rueben I want more Turnover or Rueben I want more profits and I say - You cant have them. The reason I say that is because these things are all RESULTS (they have equals in front of them). You need to work on the factors that contribute to these
So if you need to get more customers you need to increase the Number of Leads and increase the Conversion Rate.
Now lets put in some numbers so you know how it works.

44. Let’s put in some numbers ...
Number of Leads x
Conversion Rate =
No. of Customers
No. of Transactions
Ave. $$$ Sale
Revenues
Margin
Profits
4,000 x
25% =
1,000 2
$100
$200,000
$50,000
Ok lets take your typical business, say you’ve got a hardware store. So we go into Harry’s hardware store.
So we go in and ask Harry how many leads to you get in your business? Lets say Harry gets about 4000 people coming into his store per year.
Then we asked what’s your conversion rate. He said I don’t know I don’t …….. BUT he said I think it is around 60 – 70%. 60 – 70% of people that come into the store actually buy – that’s pretty good. Let’s put a measuring system in place to see if that’s true for you. Two weeks later Harry came back ‘ I've got the conversion rate’ great, what is it? Well it is a lot less than I thought it was – as a matter of fact it works out to be 25%. Great. That’s great! He said wadda ya mean that’s great? That’s terrible! I’m losing so many customers. We said yeah but look at it this way can you double 70%? No. What can we do with 25%? We can double it! In fact we can even triple it!
Anyone know types of businesses with high conversion rates - pizza, supermarket
So the number of customers… Is 1,000
Next we looked at the number of transactions.
Again Harry didn’t have a system in place so we put one in and found out that an average people came into his store twice per year. Some people came once per year some people once a month some people once every 2 months but on average people came in twice a year.
Then we looked at the average dollar sale. Some people spent $2.00 while others spent $500 but on average the customer spent $100
So those of you that are good at maths multiply the number of customers by the number of transactions. Then multiply this times the average dollar sale. You will get the turnover which is … $200,000
Then we measured what his margin was – This is a gross profit margin. Just so there is no confusion. This is the amount of money you make over and above the cost of goods expressed as a percentage. The profit margin in this case was 25%. Simply put 25% of Harry’s turnover was profit.
So turnover times the profit margin is $200,000 X 25% $50,000
Is everybody comfortable about how we calculated these figures?
I am now going to show you how you can get just a 10% increase in each of the 5 areas. In fact this book here Instant Cashflow different strategies for improving your profits and cashflow. RRP $30 - who would give me $10 for this book.. Its all about opportunity - you see I am going to teach you some strategies but how many of you are going to put them in place in your business?

45. With just a 10% increase ... Number of Leads Conversion Ratex
Conversion Rate =
No. of Customers
No. of Transactions
Ave. $$$ Sale
Revenues
Margin
Profits
4,000 x
25% =
1,000 2
$100
$200,000
$50,000
4,400 x
27.5% =
1,210
2.2
$110
$292,820
$80,525.50
Prior to the seminar look at types of businesses so you can use relevant examples for industries in the room
Use participation – get them to call out examples for each one
Lead generation ( )
Change your advertising: Yellow pages: Jo’s Plumbing
Swapping cards - two new leads for your business today - how often does that opportunity come up.
Direct Mail: Salesmanship in print send out a letter to each customer.
Referrals: Would it be possible if we asked each customer that we have for just one referral in a year, (doubled the size of the leads)
Host Beneficiary: Hair dresser and fashion shop.
Tested and Measure - what works and what doesn't – how did you hear about us?
Who believes they could increase the number of leads in their business by 10% in the next 12 months?
Conversion rate (25%-27.5%)
Easiest way to change your conversion rate is to measure it.
Scripts - Anyone here in retail? I’ll give you a line to use in your store that will increase your conversion rate by somewhere between 10-16%.
Sales Training
Who here would like to know how you can put your prices up and sell more? USP/Guarantee
Quotes into proposal.
No. transactions (2-2.2)
Who are your best prospects to buy from you tomorrow? People who bought from you yesterday!
So why does the average biz spends 6X more to get new customers than it costs to bring back old customers. How do you get their names? ASK!
In the last 3 months, how many times have you received a card saying “thank you buying from us!” Joe Girard, car salesman; Guinness book of world records; average car salesman 8-10/mo; good 40/mo; Joe Girard 6/day! How? 1 cards per month! Average person buys car 2-3 years; 12 cards/yr for 3 yrs; $36 vs full-page ad!
Is it possible for you to increase this by 10%? Is there anyone for whom this is not possible? Loyalty programs/VIP, special deals, keep in contact
Stay in contact every 90 days or they are not your customers
Closed Door Sale
Average $$ sale ( )
Who is the master of this - Mcdonalds - would you like fries with that
Lawyer we worked with - Pharmacists
Sack Cs and Ds - Paddi Lund
Check lists - Hardware store
TURNOVER - $292,820
Margins (25%-27.5%)
Easiest way is to put your prices up! If your current margin is 20% and you increase your prices by 10% you can lose 33% of your business before it affects your profits!
Reduce costs
Do things more efficiently - systems
Change accountants
Efficiency and Productivity
PROFIT $80,525.50
Go through one by one stressing the fact of the 70 or 80 solutions you can teach them in each of the 5 areas. For some ideas for your business get this book – Instant Cashflow? Get them to call out the calculations for each of the 10% increases, and then be sure to lead them to their doom. Say, of course you’ve increased your turnover by 10% haven’t you ... Haven’t you ?
So what is your business doing in each of the 5 ways?

46. That’s a 46% increase in your revenues ...
This one speaks for itself, but remind them that they agreed to each and every
10% increase so they agree that if they work with you they’ll see those sort of
returns. Remember to protect yourself here, and state that not everyone can
expect those returns, they should expect more Mins.
And, a massive
61% increase
in your profits ...

47. 5 Ways Strategy Order … 5 2 4 3 1 Number of Leads Conversion Ratex
Conversion Rate =
No. of Customers
No. of Transactions
Ave. $$$ Sale
Turnover
Margin
Profits 5
Margins: increase prices, sell more high margin items
Conversion Rate: USP/guarantee, selling scripts, improve existing advertising
Average $ Sale: add on and up sell sales scripts
No. of Transactions: loyalty strategies, regular communication
Number of Leads: most expensive, 6x cost of bringing back existing
3 Mins. 2 4 3 1

48. To summarise Create a USP
Understand that marketing is the most important function in a business
Use guarantees
Target A class clients
Have a 10 by 10
Understand your acquisition costs and lifetime value
Marketing is maths