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5 Wayst o I n c r e a s e Yo u r B u s i n e s sTo build yourself a bigger or better business there are only FIVE areas of Marketingand Sales that you should be concerned with At ActionCOACH we call those the “5 Ways”, and massive results are possible by achieving only smallimprovements in each of these areas.1.2.3.4.5.Number of Leads—how many potential clients do you attract?Conversion Rate—how many leads do you convert into clients?No. of Transactions—how many times a year do your clients buy?Average Sale—how much do they spend each time they buy?Margins—what is the gross or net margin your business achieves?This simple but effective system of evaluating your business in terms of marketing and sales efficiency allowsus to benchmark where we are right now, select strategies and tactics from the ActionCOACH resources—strategies that have worked with thousands of businesses just like yours all over the world.Once you have selected the strategies for your business, we will work on implementing them together andTesting and Measuring the results. Our objective will be to reduce acquisition costs and increase lifetimevalues of your “A” grade clients to your business.actioncoach.com
The table below gives the figures for a client. By improving each of the 5 Ways byonly 10%, you can see what the effect is on the Revenue and Profit CURRENTLead GenerationxConversion Rate Number of CustomersxNumber of TransactionsxAverage Sale RevenuexMargins1370x42% 575x4x780.00 1,794,000.00x25% Profits448,500.00The figures have been completed for you to check on the next page actioncoach.com10% INCREASEp. 2
Now you can see the power that small improvements in each ofthe 5 Ways will deliver to your business Lead GenerationxConversion Rate Number of CustomersxNumber of TransactionsxAverage Sale RevenuexMarginsp. 3CURRENT10% INCREASE13701507x42%46.2% 575696x44.4x780.00858.00 1,794,000.002,627,539.00x25% Profits448,500.0027.5%722,257.00That’s a massive 46% increase in Revenue anda 61% increase in Profits actioncoach.com
p. 4AREACURRENTSTRATEGIC CHOICESINCREASELeadsxxConversions Customersxx# TransxxAvg Sale RevenuexxMargins ProfitsInstructions:1.2.3.4.On the left hand column“Current”, measure your business as it performs right nowMake your “Strategic Choices” from the 5 Ways table on the next page Set yourself a target for % improvement and put in the “Increase” boxesCalculate the new “New Forecast” based upon your predictionsactioncoach.comNEW FORECAST
Brad Sugars’ Marketing Leverage Chart5 WaysNo. of Leads/xProspectsConversionRateLead 84.85.86.87.Local Newspaper AdvertisingTelevision & Radio AdvertisingMagazine & Trade Journal AdvertisingIndustry Newsletter AdsSchool Newsletter AdsNewspaper, Magazine &Newsletter InsertsPublic RelationsPress ReleasesPostcardsSidewalk esBarter/Trade ExchangesBuy Database ListsDirect MailPiggy Back Invoice MailingsTender ListsBillboards/PostersCraigslist/ClassifiedsTaxi BacksCinema AdvertisingSponsorshipsPost Card MailingsInternet/Web PagesBuilding SignageCar SignageInternet/Web Pages/Digital AdsInstore & Sidewalk SignageWindow DisplaysPassing TradePoint of Sale Material/DisplaysProduct PackagingVideo/In-store DisplaysShopping Centre PromotionsCreate an Industry NewsletterStickers & TagsRefrigerator MagnetsBlimps, Balloons, Plane Banners& SkywritingGovernment Programs/ContractsUniforms/Name TagsBusiness CardsNetworking FunctionsSalespeopleNetworking Functions &Chamber MembershipsTelemarketingCold CallingCompetitions/SurveysHost Beneficiary’sStrategic AlliancesWrite a BookSeminars & EventsFestivals & ShowsOpen Days & Sign On DaysFundraising CampaignsTrade ShowsParty PlanNetwork arket DaysChange/Open More LocationsTrade Longer/Different HoursOpen New TerritoriesTest & MeasureProvide Team Selling IncentivesTeam Buying IncentivesReferral SystemEvent MarketingTicketsPPC Advertising, Google Adwords,DSPs PlacementsSocial Media: Facebook, LinkedIN,Instagram, Twitter etcNewsletter sign-upsRSS FeedsSEOSEMArticle, Blogs and MicroblogsWebsite; Search Engine Optimization,Keywords focusWebsite Chat BotMobile AdvertisingSqueeze Pagesactioncoach.com No. ofCustomersxConversion Written GuaranteesDefine Your UniquenessDevelop Your Own Product LineSell an Exclusive LineIncrease Range or VarietyProvide Quality ProductsPrint a Benefits ListUse a Testimonial ListBefore & After Photo’s/Demo’sShow Samples/Example Photo’sQuality BrochuresInformation Sheets/BookletsAdded Value OffersMake an OfferStart a Trend/FadProduct/Price ListingsTeam Member ProfilesWrite Company’s Magic StoryPackagingDisplay Awards/CertificatesOn-Hold MessagesAccount ApplicationsAllow Mail-Order, Home DeliveryPre-send Appointment CardsPoint of Sale DisplaysUse Payment Plans & FinancingTake Credit Cards, Cheques & EFTPOSDaily/Weekly Cost BreakdownFlowchart Your Sales ProcessAudio, Video & CD Sales Demo’sReprint Press ArticlesRe-write Quotes, Tenders & Proposals IntoAction PlansPrint Company’s Vision/MissionUse Prospect QuestionairesHigh Dress Standards/UniformsTry Before You BuyIn-store MerchandisingSales ScriptsGreet Prospects & Use Their NameIntroduce YourselfSmile, Build Trust & RapportAsk Questions & ListenProvide Ideas & AdviceEducate on Value, Not PriceProvide a Timely ResponseIncrease Product KnowledgeUp-sell, Cross-sell & Down-sellEducate How to Buy, What to DoUse NLP TechniquesSell on Emotion & DreamsFollow Up & Follow Up AgainAsk for the Sale, Confirm the Sale1-800 # & Reply Paid AddressProvide RefreshmentsEntertain, Wine & DineCompetitions, with Follow-upMake it Easy to BuyMeasure Conversion RatesTrain Entire Team in Sales/ServiceProvide Team IncentivesSurvey Your Past CustomersSurvey People Who Don’t BuyProvide a 1st Buyers IncentiveOffice Vehicle & Team AppearanceLighting, Clean Toilets, Air Conditioning,Kids Room, Snack Bars &Background MusicAccept Trade-insBulky Buy SpecialsScarcity & Limits, Fear & PainHire More/Some Sales/Telesales PeopleChange Your Direct Mail PiecesCollect All Prospects’ DetailsStay in Touch, Cards, NewslettersEmail DripFactory/Site ToursTarget Better ProspectsCompany Profile & Business CardsGimmicks with Direct MailCharge for Normally Free AdviceGift Cheque Towards PurchaseAlways Have Stock on HandOffer ExclusivelyAllow PrepaymentSet Sales TargetsYelp, Trustpilot reviewsNet Promoter Scoreto IncreaseYour Business Profits.No. ofxTransactionsAverage Sale # of Transactions1. Better Service, Make Your Customers FeelSpecial, Give Them Magic Moments2. Under Promise & Over Deliver3. Streamline Your Service4. Deliver Consistently & Reliability5. Keep in Regular Contact6. Inform Customers of Entire Range7. Increase Your Range8. Increase Your Product Obsolescence9. Introduce Upgrades Regularly10. Always Have Stock11. Offer Service Contracts12. Keep Clients Vital Information for Them,Develop Your Own Language13. Product of the Week/Month14. Ask Them to Come Back15. Use Call Cycling16. Send Out a Newsletter17. Email Campaigns18. Create a Membership/VIP Card19. Collect a Database of Past Clients20. Give Out Member Cards or Keyrings21. Use a Multiple Purchase Card22. Pre-sell or Take Pre-payments23. Contracts24. Until Further Notice Deals25. Re-book Next Visit Now26. Plan Future Purchases with Clients27. Offer on Next Purchase28. Reminder System29. Accept Trade-ins30. Increase Credit Levels31. Offer Incentives/Rebates32. Target Likely Repeaters33. Post Purchase Reassurance34. Educate on Full Value35. Suggest Alternative Uses36. Special Occasion Cards/Gifts37. Direct Mail Regular Offers38. Follow Up & Follow Up Again39. Telemarket40. Run Competitions41. Past Customer Events/Promotions42. Closed Door Sales43. Email Sales44. Named Promotional Gifts45. Information Nights46. Free Upgrades for More Loyalty47. Socialize with Clients48. Provide a Shopping List49. Labels & Stickers50. Direct Mail Special Offers51. Catalogs So Visitors Can Re-order52. Co-operative Promotions53. Sell Other Peoples Products & Services54. Rent/Sell Your Database55. Continually Clean Up Your Database56. Keep Good Data on Clients57. Tell Your Magic Story58. Build a Relationship59. Know Your Customers Name60. Tell Them Your Full Name61. Become Their Friend62. Offer Free Trials63. New Product Launches64. Train Your Team65. Offer a Shareholding in the Company66. Sell More Consumables67. Rolling Timeline of Communication68. Calendar Timeline of CommunicationRevenuexMarginsAvg. .53.54.55.56.57.58.Increase Your PricesUp-sellCross or Add-on SellDown-sellUse a ChecklistUse a QuestionnaireAllow Payment TermsArrange Easy FinanceCarry Exclusive LinesRearrange Store LayoutIn-store MerchandisingPoint of Sale MaterialImpulse BuysProduct PackagingSell with an Either/Or QuestionCreate Package DealsCreate Bulk-buy DealsGift with xx PurchaseAllow EFTPOS, Checks & Credit CardsMake Sure Clients Know Your FullProduct & Services ListCharge Consulting FeesSell Service ContractsSell Extra Warranty/InsuranceTrain Your OwnUse Sales ScriptsTrain Your CustomersStock More High-priced RangesCreate a Quality ImageOnly Service ‘A’ Grade CustomersSack ‘C’ & ‘D’ Grade CustomersAllow Trade-ins/Trade-upsOffer Home DeliveryCharge for Delivery/Post & PackageBuild Rapport/Treat as SpecialSet an Average Sale GoalMeasure the Average SaleCustomer Incentives for BiggerPurchases eg. Fly Buy PointsTeam Incentives for Bigger SalesStop DiscountingAdd ValueGive Away Perceived ValueIn-store PromotionsRed Light SpecialsEducate on Value, Not PriceAsk People to Buy Some More4 for the Price of 3 OffersBuy 1 Get 1 Free OffersIn-store Video PromotionsStore, Team & Vehicle AppearanceSuggest Most Expensive FirstProvide a Shopping ListHave a Minimum Order AmountAllow Lay-AwayOnline PromotionsHome DeliveryDedicated Shopper ProgramFrequent Filler Program orLoyalty Program ProfitsProfit ncrease Your Margins/ProfitsSell More Big Margin Goods or ServicesNO DiscountingSell Only QualitySell Your Own LabelSell an Exclusive LabelSack ‘C’ & ‘D’ Grade ClientsKeep an Accurate DatabaseSell Via Direct Mail/InternetSell Via Party Plan/Multi-levelCommission Only Sales TeamProvide Team TrainingPay NO OvertimeReduce Team SizeReduce Unnecessary ManagementReduce Directors FeesEfficiency, Productivity, & TimeManagementNegotiate Employment AgreementsTeam Incentives Based on MarginsReduce DuplicationKnow Your Actual CostsWork Costs as % of SalesSet Monthly Expenditure BudgetsOnly Allow Your Team to Buy with anAuthorised Purchase OrderBetter Negotiation SkillsReduce ALL Costs by 10%Do it Right the First TimeRecycle, Go GreenDecrease RangeTake Stock on ConsignmentLower Tied Up in InventoryOlny Sell Fast Moving StockBuy in Bulk, Pay & Receive Over TimeBuy DirectManufacture YourselfRepackage Smaller/Own LabelPromote Idle TimeRent Idle SpaceWork 2 or Even 3 ShiftsHave Smaller OutletsWork From HomeHave a Mobile BusinessJoin/Start a Buying GroupRe-financeCharge for a Finance Facility30-Day Terms to 7 DaysInvest in TechnologySystematise the Routine, Humanize theExceptionAutomate as Much as PossibleSell Obsolete Equimpent/MachinerySell Off Old StockReduce/Eliminate Taxation ExpenseNegotiate Fixed, Not Variable ExpenseEmploy People In-HouseOutsourceMove PremisesPay Cash Rather Than Loan InterestOnly Buy What You NEEDUse a Company Credit Card for BonusPoints & Up to 55 days Interest FreeRent for Maximum Tax Write-offChange AccountantsKeep Overheads to a MinimumStop Running Ads That Don’t WorkMeasure EverythingRegular/Timely AccountsGet Phone Bills etc. CheckedConsolidate Bills and Billing
Jun 05, 2020 · Use NLP Techniques Sell on Emotion & Dreams Follow Up & Follow Up Again Ask for the Sale, Confirm the Sale 1-800 # & Reply Paid Address Provide Refreshments Entertain, Wine & Dine Competitions, with Follow-up Make it Easy to Buy Measure Conversion Rates Train Entire Team in Sales/S
