The Meaning of

Business Life
How to out think, out market, out sell,
out posi3on, out maneuver, out
contribute, out perform, out compete,
and out earn your compe33on.
Being Preeminent
 Being Strategic
Strategy versus tac3cs
Leveraging your tac3cs
Strategy dened
Marke3ng strategy
The tac3cal touch
Are You a Mul3plier or
Diminisher?
 Three Categories of Business Owners
The ones who constantly make things happen
The ones who watch things happen
The ones whom things are always happening
to
Deni3on of an
Entrepreneur
 3 Ways to Exponen3ally Grow Your Business

There are three ways to grow a

businessany business.
ONLY THREE WAYS
1. Increase the number of customers (clients)
2. Increase the average transac3on value
3. Increase the frequency of repurchase
Get more residual value out of each client
 Op3miza3on
Increase the Increase the
Increase the # of Average Dollars Repurchase
Customers per Sale Frequency Total

1000 * 100 * 2 = $200,000

To appreciate for yourself, rst-hand, exactly how and why I can grow so
many dierent businesses and prac3ces, so fast, so big and protable
with so liYle eort, 3me or expense, study these three pages.
 Op3miza3on
Increase the Increase the
Increase the # of Average Dollars Repurchase
Customers per Sale Frequency Total

1000 * 100 * 2 = $200,000

10% Increase 10% Increase 10% Increase 33% Increase

*
1100 * 110 2.2 $266,200
=

A 10% increase in each of the three areas

equals a 33% increase in revenue.
 Op3miza3on
Increase the Increase the
Increase the # of Average Dollars Repurchase
Customers per Sale Frequency Total
1,000 * 100 * 2 = $200,000

10% Increase 10% Increase 10% Increase 33% Increase

*
1,100 * 110 2.2 = $266,200

33% Increase

1,333 * 125 * 3 = $499,875

Look what happens now. The results are exponen3al.

This illustra3on drama3zes the power of true geometry being harnessed for your
business. Isnt this smarter than the strategy youre presently following?
To Grow Your Client Base
Focus on:
 Increasing Your Lead or Inquiry
Genera3on Through
Referral systems.
Acquiring clients at breakeven up front and make
a prot on the backend.
Guaranteeing purchases through risk reversal.
Host/beneciary rela3onships.
Adver3sing.
Using direct mail.
Using telemarke3ng.
Running special events or informa3on nights.
Acquiring qualied lists.
 Increasing Your Lead or Inquiry
Genera3on Through
Develop a Unique Selling Proposi3on.
Increasing the perceived value of your product/service
through beYer client educa3on.
Using public rela3ons.
Increasing sales skill levels of your sta.
Qualifying leads up front.
Making irresis3ble oers.
Educa3ng your clients by giving reasons why.
Delivering higherthanexpected levels of service.
Communica3ng frequently with your clients to
"nurture" them.
To Increase Your Average
Transac3on Value Focus
on:
 Increase Average Transac3on Value:

Improving your team's selling techniques to

upsell and crosssell.
Using pointofsale promo3ons.
Packaging complementary products and services
together.
Increasing your pricing and hence your margins.
Changing the prole of your products or services
to be more "up market."
Oering greater/larger units of purchase.
To Increase Transac3on
Frequency Focus on:
 Increase Transac3on Frequency

Developing a backend of products that you can

go back to your clients with.
Communica3ng personally with your clients (by
telephone, leYer, etc.) to maintain a posi3ve
rela3onship.
Endorsing other people's products to your list.
Running special events such as "closed door
sales," limited prereleases, etc.
Pre-framing or programming clients.
Price inducements for frequency
 Three Advanced Ways to Grow Your
Business
Acquire new products/services
Acquire new markets
Acquire new business en33es
 20 Marke3ng Mistakes
Mistake #1
Not tes-ng all of your marke-ng ideas.
Corollary: Test all your marke:ng.

Mistake #2
Running Ins-tu-onal Adver-sing.
Corollary: Run Only Direct Response Adver:sing

Mistake #3
Not ar-cula-ng and dieren-a-ng your Business.
Corollary: Develop a powerful USP and use it in all your marke:ng.

Mistake #4
Not having back-end product or service.
Corollary: Create a protable and systema:c back end.

Mistake #5
Not understanding your customer and their needs and desires
Corollary: Always determine and address the real needs of your customers and prospects.
 20 Marke3ng Mistakes
Mistake #6
You must educate your way out of business problems...you cant just cut the price.
Corollary: Always recognize that you must educate your customer as a part of the marke:ng and sales
process.

Mistake #7
Not making doing business with your company easy, appealing and fun.
Corollary: Make doing business with your business easy, appealing and fun.

Mistake #8
Not telling your clients the Reason Why.
Corollary: Always tell your client the reason why.

Mistake #9
Termina-ng marke-ng campaigns that are s-ll working.
Corollary: Dont stop marke:ng campaigns that are s:ll working just because you are :red of them.

Mistake #10
Not specically targe-ng your marke-ng.
Corollary: When you prepare your marke:ng, focus on the intended prospect and no one else.
 20 Marke3ng Mistakes
Mistake #11
Not capturing prospect & addresses, email addresses as well as per-nent contact informa-on.
Corollary: Capture everything on a prospect or client that you can in an organized, retrievable system.

Mistake #12
Not being strategic.
Corollary: Always having a strategy which tac:cal ac:ons and methods are integrated into.

Mistake #13
Not having a marke-ng or sales system.
Corollary: Have a marke:ng and sales system in place and rene it con:nuously. Using leRer/call/leRer
call or email/leRer/call strategies.

Mistake #14
Not taking advantage and integra-ng the Internet into every aspect of you marke-ng and sales eorts.
Corollary: Integra:ng the Internet into all your Marke:ng and sales ac:vi:es.

Mistake #15
In sales situa-ons, shoo-ng from the hip.
Corollary: Constantly using and rening a sales script.
 20 Marke3ng Mistakes
Mistake #16
Being stuck doing what works.
Corollary: Always be willing to change.

Mistake #17
Not reinves-ng your prots.
Corollary: Always parlay your success and momentum into greater achievement.

Mistake #18
Not knowing and leveraging the life-me value of a client.
Corollary: Always understand the life:me value of your clients.

Mistake #19
Not maximizing your assets, rela-onships, opportuni-es, resources, etc.
Corollary: Always explore and maximize your resources, assets and opportuni:es.

Mistake #20
Trea-ng marke-ng and sales as opera-onal silos.
Corollary: Do your best to integrate marke:ng components into all your opera:onal and backend
processes.
 Leveraged Marke3ng
Explained, Explored,
Exampled.
(hidden assets, overlooked opportuni3es,
underperforming ac3vi3es, underu3lized
distribu3on channels ext.)
OPR
 Maximizing RC Leverage is essen-al to
any business achieving an edge!
Unimaginable spectrum, scope and scale of
protable possibili-es at your nger-ps:
1. Easily established 17. Rapidly overpower the competition 34. Provide marketing/selling
2. Augment selling effort 18. Joint marketing 35. Easily establish purchasing/supply
3. Increase sales and profitability 19. Joint selling or distribution relationships
4. Lower barrier of entry 20. Design collaboration 36. Set up instant distribution networks
5. Enhance your image, stature, posture 21. Quicker to create/form 37. Capitalize on hidden assets
6. Expand customer client base 22. More flexible to operate 38. Earn Higher ROIs and ROEs on
7. Boost marked presence 23. Less risky alliances than from your core/main
8. Provide added value to customers 24. Requires less cash business
9. Contribute substantially to perceived 25. Technology license 39. Difficult for your competitors to
customer benefits 26. Research and development imitate or emulate
10. Enter emerging markets 27. Enhance R&D capabilities 40. Remain focused on your core
11. Expand your horizons 28. Access knowledge and expertise opportunity
12. Speed access to a wide variety of new beyond company borders 41. Outsourcing non-core competencies
markets 29. Strengthen reputation in industry as 42. Lets you maximize/stretch your
13. Expand beyond geographic result of association management and technical
boundaries 30. Extend product offerings operational resources
14. Gain foothold in international 31. Widen your scope of innovation 43. Reduce overhead through shared
marketplace 32. Establish unique position in market costs and outsourcing
15. Control other peoples markets 33. Secure position as front runner in 44. Manufacture/fulfill cost effectively
16. Gain competitive advantage marketplace
 Break
Alice cooper
 Extra Credit

Grad school for personal trainers

 Maximizing What You Have

Knowing where you are headed, why, and how

best to get their.
Op3miza3on/ highest and best use theory
The art of being unbeatable
Life3me value
Elimina3ng the number one obstacle to buyers
 Mul3ply Your Maximum Result
Strategic referral systems
Credibility building
Know your goals - - - reverse engineering
Your deni3on of success
PHD Level
 Nine Drivers
1. Marke3ng 6. Your distribu3on channels
2. Your strategy 7. Your products and
3. Your capital services

4. Your business module 8. Your processes, your

5. Rela3onships procedures, your systems

9. Your Ideology
 12 Strategic Pillars
1. Con-nuously iden-fying and discovering hidden assets in your business.

2. Mining cash windfalls each and every month out of your business.

3. Engineering success into every ac-on you take or decision you make.

4. Building your business on a founda3on of mul3ple prot sources instead of depending on one single revenue source.

5. Being dierent, special unique and advantageous in the eyes of your customers.

6. Crea3ng real value for your customers and employees for maximum loyalty and results.

7. Gaining the maximum personal leverage from every ac-on, investment, -me or energy commitment you ever make.

8. Networking/masterminding/brainstorming with like-minded, success-driven people who share real life experiences with
you.

9. Turning yourself into an idea generator and recognized innovator within your industry or market.

10. Making growth-thinking a natural part of your everyday business philosophy.

11. Reversing the risk for both you and your customers in everything you do (so the downside is almost zero, and the
upside poten-al nearly innite).

12. Using small, safe tests to eliminate dangerous risks and adop3ng funnel vision instead of tunnel vision in your thinking.