Thursday, February 11, 2010

Back to Black | Out of the Red

Clients and other consultants often ask us variations of the following question:


“Which step of your system generates the most profit in the shortest time?”


Now I’m sure we’re not the only consultants to hear this type of question. The question is rooted in the nature of business. The question is also rooted in our human nature. The question may be a capricious query stemming from a desire for instant gratification, or it may be a desperate plea of one who has nothing more to lose.


Those familiar with our system know that we believe marketing is much more than getting more prospects inquiring about your product or service. We believe that marketing should be systematic, and simultaneously do three things.


1. Increase your qualified prospects

2. Increase your conversion ratio of prospects to paying customers

3. Increase the value of each individual customer


The reality is that any number of things could be what catches on and creating the desired results. Anyone with experience would agree that putting all of your eggs into one basket is not the wisest of methodologies.


So why do so many advertising and marketing firms only work on one?


The beauty of being able to create growth in three separate areas is the mathematical assurance of exponential growth when all three work together. This exponential aspect of our system has allowed us to guarantee results for almost 20 years now. Providing your clients with a guarantee: that they will get more of what they want – profits – out of what they already have – assets, is a fun thing to be able to do.


Is there any one right answer to the question of the largest ROI in the shortest amount of time? Well, after implementing a system for 20 years in just about every industry, we have recognized one particular step that seems to consistently produce extraordinary results.


How often do you hear someone tell you they “need more customers?”


But after evaluation, it is clear that they don’t need more customers, what they need is to consistently convert more of the prospects that are already inquiring into paying customers, and then increase the value of each one of those customers. Working on the marketing and sales processes from the inside out is so much more efficient than trying to bring more customers in. There are mounds of statistics that show that maintaining a customer is anywhere from 5-10 times less expensive than trying to acquire a new one.


If you haven’t already guessed it, I’m talking about Step 2 of our system: “Integrating the USP” into your current sales and marketing processes.


It goes without saying that developing an effective USP (unique selling proposition) is the necessary first step here, and this is so much more than branding, positioning, or developing a creative slogan or catch phrase. What good is creative and targeted messaging if it’s not communicated effectively? Not just in advertising, but by all levels of the company, in every aspect of the customer experience.


Step two ensures that the USP is integrated in to the sales force, in scripting, in literature, and in presentations. It is so crucial for the marketing and sales departments to be on the same page here. Anyone who answers the phones needs to be communicating the USP. It needs to be on the website, everywhere. Integrating a powerful USP into your sales process is a very quick and easy way to increase both the conversion rate of prospects to paying customers, as well as increase the value and worth of each individual customer through the average transactional value and the frequency of purchase.


In conclusion, there are many ways to increase your bottom line, getting you out of the red and back into black. Our experience shows one of the quickest and most effective ways of doing just that is through the comprehensive integration of a powerful USP.

Friday, February 5, 2010

Slides and Audio now available

Many who had registered from international locations to listen to our tele-seminars last week, requested that we record the calls, and make the recordings available for download.

We now have the slides and the recordings available for download. Let me know if you're interested.

Monday, January 25, 2010

We've Increased Capacity!

Because of a much larger-than-expected increase in demand for our system in recent months, and because we believe that it will be the small business sector, the entrepreneurs, that pull us out of this recession; we have dedicated ourselves this year to helping as many entrepreneurs as we can.

This week we are hosting two free tele-seminars.

On Tuesday, January 26th (tomorrow!) the first tele-seminar, for sales professionals is scheduled for 7 pm Eastern.

“How to Leverage Your Selling Skills into Your Own Marketing/Sales Consulting Practice”

To learn more, and to register, visit:

http://www.21st-centurymarketing.com/leverage-p/

The second tele-seminar, for current and aspiring consultants, will be Thursday, January 28th at 7 pm Eastern.

“How to Leverage Your Current Skills into Your Own Niche Consulting Practice”

To learn more, and to register, visit:

http://www.21st-centurymarketing.com/leverage-c/


We're very excited about the calls. We have some great content prepared, and with listeners from 11 different countries registered to attend, we've had to increase capacity!

We look forward to having you on the call.

Monday, January 11, 2010

Leverage Your Selling Skills Into Your Own Marketing/Sales Consulting Business!

Inc.com recently listed "Niche Consulting" as one of the best industries for “Starting a Business Right Now”. They reported (and our experience confirms) that businesses everywhere are "dropping corporate consultancies in favor of smaller, more specialized firms."


Because the demand for our system has increased so much in recent months, and because we believe that it will be the small business sector, the entrepreneurs, that pull us out of this recession; we are dedicating ourselves to helping as many aspiring entrepreneurs as we can this year.

On January 26th we are hosting a free Tele-Seminar titled:

"How to Leverage Your Skills into Your Own Marketing/Sales Consulting Business"

Date: Tuesday January 26th, 2010
Time: 4pm Pacific (5pm Mountain, 6pm Central, 7pm Eastern)

You can register at:

http://www.21st-centurymarketing.com/leverage-p/


Our niche is helping small businesses grow WITHOUT asking them to spend more money on advertising. You will learn a step-by-step system that helps businesses uncover, leverage, and optimize their existing marketing assets for guaranteed growth of up to 25-100% or more.


Hoping that 2010 is the best year for you yet!


Regards,

Tuesday, December 22, 2009

Would you consider an underperforming sales force an asset?

Do you believe there are assets within your business that could be leveraged and optimized for more profits?

Would you consider an underperforming sales force an asset? How about advertising that doesn’t get results? How about your database of past and present customers, do you regard it as an asset?

There are many things that can make your company unique. Why was it that you went into business in the first place? Do you have a unique set of skills or experience? Does your staff have unique experience/skills? Do you have good relationships with vendors and suppliers? Do you have a high percentage of satisfied customers? Do you have comprehensive knowledge of your industry including your competitors? A great story to tell? A “leading edge” product or service?

Do your customers know why you went into business? Do they know what makes you unique and why they should continue to buy from you?

If they don’t, they probably won’t be customers for long.

If you don’t have a unique selling proposition (USP), or if it’s not clearly and consistently articulated, then you have probably reduced the buying decision down to price. If you’re set up to win a low-price battle, you might be alright for a while. If you’re not winning, or interested in winning the low-price battle, what do you do?

All of these questions, individually and collectively, represent marketing assets that are already within your business, that can be leveraged and optimized for more sales and profits.

Just knowing what your conversion ratio of prospects to paying customers could be considered an asset. Knowing how much your average first-time customer spends, and how often they return can also be an asset.

A great way to make sure your marketing is as efficient as possible is to focus “in-house” first. Make sure you have identified and leveraged all the “assets” you already have. This is what we help companies do. Before you spend money on advertising, or any efforts that get you in front of more prospects, make sure your closing ratio of prospects to paying customers is respectable. A small increase in closing ratio alone can bring about dramatic results. Also, make sure you understand the true lifetime value of a customer.

Make sure your USP is truly unique, and clearly and consistently communicated, and then your efforts to get in front of more prospects will be much more effective. Your underperforming sales team is an example of an asset you have already invested in! Now, without getting into the psychology of whether you have the right people in the right seats on the bus, your current team can be leveraged for more sales and profits. And it can be done without taking them out of their areas/away from their customers for expensive sales training. One way to do that is in the formation of a solid USP. Arming your underperforming sales force with a carefully crafted and clearly articulated USP, alone, can dramatically increase their results.

Forming a USP, the first step in our system, is often so successful, that the companies we work for don’t know if they can handle the growth!

I’d love to hear of other success stories in the formulation and communication of USP’s!

Best,

Wednesday, December 16, 2009

Get Beyond Cutting Costs and Start Building Your Business

“Position Yourself For Real Growth: 6 tips to help you get beyond cutting costs, and start building your business.”


A great article by Andrew Abend on Entrepreneur.com


http://bit.ly/5excNk


Tip # 3 is: Share your customers.


It doesn't mean you have to give up your hard-earned customers. You simply partner with non-competing, complimentary businesses that have similar client bases, giving you access to a huge number of potentially new customers at virtually no cost.

We have had incredible success doing this in the past, and at our recommendation many of our clients have experienced success with it as well.

Why do so many businesses refuse to even consider it?

Tuesday, December 15, 2009

The Best Industries for Starting a Business

According to Inc:

The nation's fastest-growing industry is niche business consulting! It’s workforce is expected to increase by 5.9 percent through 2016.

If this interests you, we can show you how!