Allan Dib
If you’re good at the technical thing of what you do but feel like you could benefit from some help on the business side, then you’re in the right place at the right time. The whole point of this book is to take you from confusion to clarity—so you know exactly what to do to have business success. (Location 119)
Look at any profession where the stakes are high and you’ll see a well-thought-out plan being followed. Professionals never just wing it. (Location 127)
Struggling business owners will spend time to save money, whereas successful business owners will spend money to save time. Why is that an important distinction? Because you can always get more money, but you can never get more time. So you need to ensure the stuff you spend your time on makes the biggest impact. This is called leverage and leverage is the best kept secret of the rich. (Location 178)
By far the biggest leverage point in any business is marketing. If you get 10% better at marketing, this can have an exponential or multiplying effect on the bottom line. (Location 187)
Here’s the simplest, most jargon-free, definition of marketing you’re ever likely to come across: If the circus is coming to town and you paint a sign saying “Circus Coming to the Showground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed and the local newspaper writes a story about it, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales. And if you planned the whole thing, that’s marketing. (Location 214)
Yup it’s as simple as that—marketing is the strategy you use for getting your ideal target market to know you, like and trust you enough to become a customer. All the stuff you usually associate with marketing are tactics. We’ll talk more about strategy vs. tactics in a moment. (Location 222)
Strategy vs. Tactics Understanding the difference between strategy and tactics is absolutely key to marketing success. Strategy is the big-picture planning you do prior to the tactics. Imagine you’ve bought an empty block of land and want to build a house. Would you just order a pile of bricks and then just start laying them? Of course not. You’d end up with a big old mess that likely wasn’t safe. So what do you do instead? You hire a builder and an architect first and they plan everything out from the major stuff like getting building permits, down to what kind of tap fittings you’d like. All of this is planned prior to a single shovel of dirt being moved. That’s strategy. Then once you have your strategy, you know how many bricks you need, where the foundation goes and what kind of roof you’re going to have. Now you can hire a brick layer, carpenter, plumber, electrician, etc. That’s tactics. You can’t do anything worthwhile successfully without both strategy and tactics. Strategy without tactics leads to paralysis by analysis. No matter how good the builder and the architect are, the house isn’t going to get built until someone starts laying bricks. At some stage they’re going to need to say, “OK the blueprint is now good, we’ve got all the necessary approvals to build so let’s get started.” Tactics without strategy lead to “bright shiny object syndrome.” Imagine you started building a wall without any plans and then later found out that it was in the wrong place, so you start pouring the foundation and then you find out it’s not right for this type of house, so you start excavating the area where you want the pool but that isn’t right either. This clearly isn’t going to work. Yet this is exactly how many business owners do marketing. They string together a bunch of random tactics in the hope that what they’re doing will lead to a customer. They whack up a website without much thought and it ends up being an online version of their brochure or they start promoting on social media because they heard that’s the latest thing and so on. You need both strategy and tactics to be successful but strategy must come first and it dictates the tactics you use. This is where your marketing plan comes in. Think of your marketing plan as the architect’s blueprint for getting and retaining customers. (Location 241)
Therefore we need to clearly understand an important concept: a good product or service is a customer retention tool. If we give our customers a great product or service experience they’ll buy more from us, they’ll refer other people to us and build up the brand through positive word of mouth. However, before customer retention, we need to think about customer acquisition (AKA marketing). The most successful entrepreneurs always start with marketing. (Location 267)
Direct response marketing is designed to evoke an immediate response and compel prospects to take some specific action, such as opting-in to your email list, picking up the phone and calling for more information, placing an order or being directed to a web page. (Location 325)
The 1-Page Marketing Plan The 1-Page Marketing Plan template is designed so that you can fill it in, in point form as you read this book and end up with a personalized marketing plan for your business. Here’s what a blank template of the 1-Page Marketing Plan looks like: (Location 353)
Before We label people going through the before phase as a prospects. At the beginning of the “before” phase, prospects typically don’t even know you exist. The successful completion of this phase results in the prospect knowing who you are and indicating interest. Example: Tom is a busy business owner and is frustrated that he can’t keep his contacts in sync between his laptop and smartphone. He searches online for a solution and comes across an ad with the headline “Five Little Known Strategies That Unlock The Power Of Your Business IT System.” Tom clicks on the ad and is taken to an online form where he must enter his email address in order to download a free report. Tom sees value in what the report has to offer so enters his email address. During We label people going through the during phase as a leads. At the beginning of the “during” phase, leads have indicated some interest in your offer. The successful completion of this phase results in the prospect buying from you for the first time. Example: Tom gets a lot of value from the report he downloaded. It has some genuinely good tips that he didn’t previously know and implementing them has saved him a lot of time. In addition, the IT company that wrote the report has been emailing him additional valuable tips and information and offers Tom a free Twenty-one-point IT audit for his business. Tom takes them up on this offer. The audit is thorough and professional and reveals to Tom that his IT systems are vulnerable because a lot of the software on his computers is out of date. Also, the backups he thought were happening actually stopped working six months ago. They offer Tom a heavily discounted offer where they’ll send a technician to fix all the problems identified during the audit. Tom takes them up on this offer. After We label people in this phase as customers3. At the beginning of the “after” phase, customers have already given you money. The after never ends and when executed correctly, results in a virtuous cycle where the customer buys from you repeatedly and is such a fan of your products or services that they consistently recommend you and introduce you to new prospects. (Location 366)
In summary if we were to describe the three phases in table form, it would look like this: (Location 392)
Selecting your target market is a crucial first step in the marketing process. (Location 406)
To be a successful small business marketer you need laser-like focus on a narrow target market, sometimes called a niche. (Location 429)
Now you may be thinking why on earth would we want to limit our market so much? Here’s why: You have a limited amount of money. If you focus too broadly, your marketing message will become diluted and weak. The other critical factor is relevance. The goal of your ad is for your prospects to say, “Hey that’s for me.” (Location 435)
Targeting a tight niche allows you to become a big fish in a small pond. It allows you to dominate a category or geography in a way that is impossible by being general. The type of niches that you want to go after are “an inch wide and a mile deep.” (Location 453)
If you had just suffered a heart attack, would you prefer to be treated by a general doctor or a heart specialist? Of course you’d choose the specialist. Now if you had a consultation with the heart specialist, would you expect them to charge you more than a general doctor? Of course. Your bill with the specialist would likely be much higher than with your general practitioner, yet you’re not shopping on price. (Location 459)
Whether you do heart surgery or offer cellulite treatment, you can now charge far more for your services than by being a generalist. You’re perceived differently by your prospects and customers. A specialist is sought after, rather than shopped on price. A specialist is much more highly respected than a jack of all trades. A specialist is paid handsomely to solve a specific problem for their target market. So figure out the one thing your market wants a solution to, something that they’ll pay you handsomely for. Then enter the conversation they’re having in their mind, preferably something they go to bed worrying about and wake up thinking about. Do this and your results will dramatically improve. (Location 463)
Trying to target everyone in reality means you’re targeting no one. By going too broad you kill your “specialness” and become a commodity bought on price. By narrowly defining a target market that you can wow… (Location 468)
Dominate a niche, then once you own it, do the same with another and then another. But never do so all at once. Doing so dilutes your… (Location 472)
Given that you’ve now seen the power of choosing a narrow target market it’s time to select yours. As with most businesses, you may currently serve multiple market segments. For example back to our photographer friend, he might do: - Weddings - Corporate photography - Photojournalism - Family portraits These are vastly different market segments. A great way of figuring out your ideal target market is to use the PVP index4 (Personal fulfillment, Value to the marketplace and Profitability) and giving each market segment you serve a rating out of 10. P - Personal fulfillment: How much do you enjoy dealing with this type of customer? Sometimes we work with “pain in the butt” type customers just because of the money. Here you rate how much you enjoy working with this market segment. V - Value To The Marketplace: How much does this market segment value your work? Are they willing to pay you a lot of $$$ for your work? P - Profitability: How profitable is the work you do for this market segment? Sometimes even when… (Location 474)
There’s likely to be a standout market segment for you too. This doesn’t mean that you can’t take on work outside your ideal target market; however, for now our marketing efforts will be directed at one ideal market segment. We want to be laser focused. Once we dominate this market segment, we can go on and add others. If we are too broad initially and target a laundry list of market segments, then our marketing efforts will be ineffective. Who is your ideal target… (Location 488)
What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling? What are they afraid of? What are they angry about? Who are they angry at? What are their top daily frustrations? What trends are occurring and will occur in their businesses or lives? What do they secretly, ardently desire most? Is there a built-in bias to the way they make decisions? (Example: engineers = exceptionally analytical) Do they have their own language or jargon they use? What magazines do they read? What websites do they… (Location 494)
Here’s an example of avatars for Max Cash, the owner of a successful financial planning firm and his personal assistant Angela Assistant. (Location 513)
I’m absolutely amazed how boring, similar and useless most advertising is. The waste going on is staggering. Wasted money and wasted opportunity. You could summarize the structure of most ads from small businesses as follows: (Location 571)
To start marketing on purpose we need to look at two vital elements: What Is The Purpose Of Your Ad? What Does Your Ad Focus On? (Location 585)
Rather than trying to sell directly from your ad, simply invite prospects to put their hand up and indicate interest. This lowers resistance and helps you build a marketing database—one of the most valuable assets in your business. (Location 594)
Once your objective is clear, you need to communicate it to your reader. What exactly do you want them to do next? Do they call your toll free number to order? Do they call you or visit your website to request a free sample? Do they request a free report? You need a very clear call to action—not something wimpy and vague like “don’t hesitate to call us.” (Location 596)
Unfortunately, you’re in a crowded market and with everyone shouting “look at me!” at the same time, it just becomes background noise. By contrast, direct response marketing focuses heavily on the needs, thoughts and emotions of the target market. By doing this you enter the conversation already going on in the mind of your ideal prospect. You will resonate at a deeper level with your prospect and your ad will stand out from 99% of other ads that are just shouting and talking about themselves. (Location 607)
Capturing leads in a database system for future follow-up is critical to your marketing success. This is because only a very small percentage of interested leads may be ready to purchase from you immediately. Lead capture is all about properly handling interest and building your future sales pipeline. (Location 1335)
How to transition from “hunting” to “farming” and ensure you always have a full pipeline of new business. (Location 1338)
In my experience, most businesses are hunters—not farmers: (Location 1347)
If you ask them what the purpose of their advertising is, most will say it’s to sell their products or to “get their name out there.” This is wrong! Dead wrong. They may as well be flushing money down the toilet. In direct response marketing, the purpose of your advertising is to find people who are interested in what you do, rather than trying to make an immediate sale from the ad. When you interested leads respond, you put them on your follow-up database so that you can build value for them, position yourself as an authority and create a relationship built on trust. (Location 1352)
This will take a mindset shift but is an absolutely vital concept to understand. (Location 1357)
Why not try to sell to them from your ad? It’s true that some people reading your ad might be ready to buy immediately, but the vast majority will not be ready to make a purchasing decision on the very day they read your ad—even if they are interested in what you do. (Location 1358)
But how do we separate the wheat from the chaff? The short answer is we bribe them into telling us! Don’t worry, there’s nothing underhanded here. We offer an “ethical bribe” to get them to identify themselves to us. For example, our friend the photographer could offer a free DVD telling prospective brides exactly what they should look for in a wedding photographer and showcasing some of his work. A very simple lead generating ad could be headlined: “Free DVD Reveals The Seven Costly Mistakes To Avoid When Choosing A Photographer For Your Wedding Day.” Anyone requesting this “ethical bribe” would be identifying themselves as a high probability prospect. You now have at least their name and address which would go onto your marketing database. Remember the goal is simply to generate leads. Avoid the temptation of trying to sell from your ad. At this early stage you just want to sift out the uninterested and unmotivated so that you can build your database of high probability prospects. (Location 1377)
By creating a lead generating ad, you increase your addressable market to 40%. You do this by capturing the 3% who are immediate buyers but also by capturing the 7% who are open to talking as well as the 30% who are interested but not right now. By going from a 3% addressable market to 40%, you’re increasing the effectiveness of your advertising by 1,233%. (Location 1390)
When you educate and teach you are seen as an expert and an authority. (Location 1397)
A sample campaign might have an offer of a free report or video series promising to educate your clients about the things they need to be aware of, how to avoid being ripped off and what they should look for. Once your prospect receives the value-packed information, you’ve delivered on all the promises made in your advertisement. This skyrockets your trustworthiness, positions you as the expert and sets you apart from your competition. You haven’t put sales pressure into your ad just to make a quick sale. Instead you’re just starting with the process of getting them to raise their hand. You’re asking them to contact you just so they identify themselves to you. (Location 1398)
Nurturing leads is the process of taking people from being vaguely interested in what you have to offer to desiring it and wanting to do business with you. (Location 1428)
Marketing Like A Farmer What would you guess the average number of times a salesperson follows up a lead? If you guessed once or twice you’d be about right. 50% of salespeople give up after one contact, 65% give up after two and 79.8% give up after three shots6. Imagine that a farmer planted seeds and then refused to water them more than once or twice. Would he have a successful harvest? Hardly. When it comes to marketing, the money is in the follow-up. Based on this we build the irresistible lead nurturing model. (Location 1456)
Immediately after you’ve captured a lead, they should go into your system where repeated contacts are made over time. These are not contacts where you obnoxiously try to pester them into buying. You build a relationship, giving them value in advance of them buying anything from you and in the process building trust and demonstrating authority in your field of expertise. Accept the fact most people will not be ready to buy right away. (Location 1462)
The most important thing you can take away from this message is to become a marketing farmer. It’s a simple three step process: (Location 1472)
Most good CRM systems can be set up to automatically fire off an email or SMS to a client or alert a salesperson to call and follow up. The automation can be triggered based on some action taken by the prospect, by tracking inquiries and purchases or based on preset timers. (Location 1486)
Now that you have a database of high probability prospects, your job is to market to them until they buy or die. (Location 1489)
Instead of being a pest, I advocate becoming a welcome guest. Send your high probability prospects a continuous stream of value until they’re ready to buy. This could be in the form of tutorials, articles, case studies or even something as simple as a monthly newsletter that’s related to their area of interest. This builds trust, goodwill and positions you as an expert and educator rather than just a sales person going for the jugular. (Location 1493)
Some of these prospects will convert into customers immediately, while others will do so weeks, months or even years later. The point is that by the time they’re ready to buy, you’ve already built a solid relationship with them based on value and trust. This makes you the logical choice when it comes time for them to make a buying decision. (Location 1498)
While your competitors are blindly shooting arrows every which way in the hope of hitting one of the 3% of immediate buyers, with this technique you’re focusing all of your firepower on a clear and visible target. Your marketing infrastructure will be made up of “assets.” Here are a few of the assets I’ve successfully deployed in marketing infrastructures that I’ve built to help manage: (Location 1501)
With your first few interactions with prospects you have the opportunity to make one of the following three impressions: same same crappy mind-blowingly amazing (Location 1542)
A shock and awe package is essentially a physical box that you mail or deliver to prospects full of unique benefit-laden assets related to your business and industry. Here are some of the things you can and should include in a shock and awe package: (Location 1546)
A shock and awe pack should do three things: (Location 1565)
If you make the crafting and sending offers to your list of clients and prospects part of your regular routine, within a short time you’ll have a dramatically different business. (Location 1591)
It takes different “types” to make a business work. Here are the three major types that it takes: (Location 1600)
For example, you might decide the following marketing calendar is right for your business: (Location 1627)
For example, consider these event triggers and their corresponding actions: (Location 1635)
Add them to your CRM system which automatically emails them an educational five-part video series over the next thirty days. (Location 1638)
As entrepreneurs we have a “can do” mindset. This often means when something needs to be done, we are tempted to just roll up our sleeves and just do it. (Location 1644)
The answer is probably not, but a rule of thumb I like to use is if someone else can do it 80% as good as you can, then you should delegate it. (Location 1648)
The production of this book is a perfect example of this. (Location 1669)
Sales conversion is all about creating enough trust and demonstrating enough value to motivate interested leads to become paying customers. Positioning yourself correctly will make the sales conversion process easy and natural for both you and your customer. (Location 1684)
The fact is unless you’re the well-known incumbent in your industry, you’re not even starting the selling process in neutral territory but rather you’re starting behind in negative territory. (Location 1697)
By the time you get them to the point of sales conversion, they should already be pre-framed, pre-motivated and pre-interested (Location 1707)
The problem is likely that they’re positioning themselves as a commodity, a “me too” type of business. When you position yourself in this way you’re only marketing weapons are to shout as loudly as possible (which is very expensive) or to discount your prices as far as possible (which is dangerous). Unless you (Location 1719)
Once you’ve reached a level of competence, the real profit comes from the way you market yourself. (Location 1729)
The same talented musician, playing the same music on the same violin, yet in one instance he earns $32 an hour and in another, he earns $60,000 per hour. What made the dramatic difference? In a word—positioning. (Location 1743)
In other words, people will generally take you at your own appraisal—unless proven otherwise. (Location 1747)
Most businesses try to sell without first creating trust. They either cold call or advertise using outdated methods that no longer work. The problem with this is you’re asking your customer to make a decision when they have no idea about who you are or what you’re about. They don’t know you, don’t like you and don’t trust you yet. (Location 1760)
And so you end up with a poor closing ratio of say 1 in 10 or 1 in 20 and you waste a significant amount of time, energy and money dealing with unqualified prospects. What’s more, you waste a lot of money on poor advertising. (Location 1764)
Over the years, clients have become more and more skeptical. They’ve been burnt too many times and they simply don’t believe you. So the problem is you’re not even starting at zero, you’re starting in negative territory. (Location 1778)
Instead you need to move towards the model of... educate, educate, educate. With education, you build trust. With education, you position yourself as an expert. With education you build relationships. With education you make the selling process easier for both buyer and seller. As discussed in the previous chapter, instead of trying to sell to them straight off the bat, the first thing you do is offer your readers something of value that educates them about a problem they have. A free report, free CD, free DVD, online webinar, etc., are all great educational tools you can use. (Location 1781)
You must stop selling and start educating, consulting and advising prospects about the benefits your products and services deliver as opposed to each and every competitor in your category. (Location 1789)
Bottom line, don’t let them think you are in sales for one second. The best way to do all this is consultative, advisory selling using a nurturing system (Location 1797)
Become the expert in your category or industry. (Location 1799)
Consultative, advisory selling is the most cost effective, the most enduring, the most impactful and the most powerful marketing strategy a business owner could ever devise. (Location 1801)
Beware of the following signals which scream to potential prospects that you are small or potentially untrustworthy: (Location 1823)
A risk reversal guarantee for this type of business might look like: “We guarantee that our certified and experienced IT consultants will fix your IT problems so they don’t recur. (Location 1853)
Your guarantee should be very specific and address the fear or uncertainty that the prospect has about the transaction. (Location 1858)
Here’s the other thing about guarantees. If you’re an ethical operator, you are most likely already offering a guarantee but you just aren’t using it to your advantage in your marketing. (Location 1868)
Conventional wisdom would have you believe that the more choice you offer, the more sales you will make. However, this has been proven totally false time and time again. (Location 1893)
The conclusion? Offering too much choice can actually prevent sales. (Location 1900)
A better option than discounting is to increase the value of your offering. Bundling in bonuses, increasing quantities or adding peripheral services (Location 1935)
Every staff member at some stage will have the opportunity to positively or negatively influence a sales opportunity. (Location 1958)
This brings us to another very powerful technique you can and should add to your follow-up sequence—try before you buy. Sometimes also known as a free trial or “the puppy dog close.” (Location 1964)
You need to offer your customers their preferred payment method—not yours. Also don’t punish customers for using their preferred payment method by adding a surcharge. (Location 1983)
In this phase you’ll turn your customers into raving fans by delivering a world class experience. You’ll then find ways of doing more business with them and increasing their lifetime value. Finally you’ll create an environment where referrals continually come your way. (Location 1999)
Highlights covered in this chapter include: (Location 2008)
One of the things that separates extraordinary businesses from ordinary ones is that they lead tribes, tribes of raving fans—not just customers. (Location 2016)
Most ordinary businesses stop their marketing efforts once they’ve converted a prospect into a customer (Location 2025)
When it comes to delivery of your product or service we need to give our customers not just what they want but what they need. (Location 2039)
A customer who buys a product or service and doesn’t use it or implement it correctly is highly likely to write it off as something that doesn’t work and that’s the last thing we want. (Location 2053)
Except now the consumer has access to online forums and social media and will either spread positive feedback if they got positive results or negative feedback if they didn’t. (Location 2056)
Helping your customers all the way through to achieving results will have a big payoff for both yourself and them. (Location 2066)
If you’re in an “unsexy” business where your customer’s first question is generally centered around price, you may be a bit skeptical about all this talk of innovation and theatre. (Location 2078)
For example a website can be used for selling a product or getting prospects to opt-in to a marketing database. (Location 2130)
You need to be a thought leader in your industry. Someone who is sought out for opinion and comment. You do this by becoming a creator of content. (Location 2138)
Firstly, it’s about positioning yourself as an authority in your target market. (Location 2150)
Secondly, it’s about building relationships—becoming the trusted advisor to your target (Location 2152)
Here’s the lesson—tell your audience about all the effort that goes into delivering your product or service. (Location 2175)
estate! The fact is, no one cares about your logo, company name or some dubious claim about being the leader in your industry. They want to know about what your product will do for them, and your backstory is essential to this. (Location 2182)
There are four main types of business systems you need to create regardless of what type of business you’re in. You’re almost guaranteed to make a fortune if you can create scalable and replicable systems in these four areas of your business: (Location 2199)
In short, business systems start with documented procedures and processes that allow your business to run without you. (Location 2214)
Our goal is to eliminate the biggest bottleneck from your business—YOU. (Location 2254)
I can tell you one of the most important things a purchaser looks for and that you need to satisfy is whether you HAVE a business or whether you ARE the business. (Location 2305)
That’s why business systems are so crucial. Having documented systems is what enables the business to run without you. (Location 2308)
Highlights covered in this chapter include: (Location 2328)
but trust me this chapter is where the real money is made. (Location 2338)
Most businesses have a rich “diamond mine” in the form of existing customers which remains largely untapped, yet they leave this “family” of existing customers after the first few transactions and spend all their marketing energy, money and resources on seeking new sources of revenue. (Location 2345)
mine. Increasing revenue and more importantly profit from existing and past customers is far easier than getting new ones. A widely quoted statistic10 is that a person is 21 times more likely to buy from a business whom they’ve bought from in the past compared to one they’ve never purchased from. (Location 2349)
The real profit is in figuring out how to sell more to existing and past customers and increasing their lifetime value. Let’s look at five major ways to do this. (Location 2353)
Upselling is the bundling of add-ons with the primary product or service being sold. (Location 2379)
The exact same thing applies to price. When prospects buy the primary “expensive” item first, the suggested add-ons feel comparatively cheap. (Location 2384)
A great way of framing an upsell is, “most customers who bought X also bought Y.” (Location 2394)
Some mistakenly think that when a customer has just bought, they need to be given a break before attempting to sell to them again. Nothing could be further from the truth. (Location 2397)
Increasing the frequency with which your customers buy from you is another solid strategy for increasing lifetime value. (Location 2421)
Send reminders by post, email or SMS to remind them to do business with you again. (Location 2424)
Great candidates for reminder notices are products and services whose benefit or usefulness expires over time. (Location 2426)
What if you sell a product or service that has a longer lifespan, like for example real estate, cars or financial planning where you don’t really know when the customer might be likely to buy? We covered this in Chapter 5. Keep in touch and continue building and developing a relationship through your nurturing system. It could be as simple as having a monthly postcard or newsletter. This keeps you top of mind so when they’re ready to buy again you’ll be top of mind. (Location 2428)
When she paid for her purchase she was given a voucher worth $30 for every hundred dollars she spent. She spent about $300 and ended up with a $90 voucher. The voucher was given to her at the checkout when she paid and had an expiry date that was about six months into the future. (Location 2432)
Help them buy repeatedly with subscriptions. (Location 2444)
Reactivation If you’re like most businesses you’re sitting on a gold mine in the form of a list of past customers. Past customers have trusted you enough to cross the chasm between prospect and customer. (Location 2459)
Now you just need to run a reactivation campaign to win them back. This is great for getting some quick wins and bringing in “fast cash.” (Location 2464)
Here are the basics of running a reactivation campaign: (Location 2465)
Marketing is a game where you need to constantly measure, manage and improve your numbers. (Location 2489)
for now here are some of the key numbers you need to know: (Location 2493)
Now all we want to do is focus on improving three key numbers. We want to improve Leads, Conversion Rate and Average Transaction Value by just 10% each. (Location 2505)
Many businesses wish and hope for referrals but don’t have a deliberate system for making them happen. By implementing some simple tactics you can make the flow of referrals a more reliable part of your marketing process. (Location 2624)
You made the referral because it made you look and feel good. That’s the exact same concept we want to use in our referral marketing, (Location 2649)
From that he figured that every person he did business with represented 250 potential referrals, if he did a great job or 250 enemies if he did a crappy job. (Location 2659)
One of the things he did was follow up with new customers and ask how their new car was going. If it was going well, he’d ask for a referral. If it wasn’t, he’d fix the problem and then ask for a referral. (Location 2661)
Something as simple as: (Location 2667)
One of the things you can be almost sure of is that your customers know other people who are similar to themselves. (Location 2675)
A Bird’s Eye View Of What We’ve Covered (Location 2773)
Remember, no one knows how good your products or services are until after the sale. Before they buy, they only know how good your marketing is. Put simply the best marketer wins every time. (Location 2892)