Renegade Direct Marketing

Twelve “Renegade” Steps to getting what you deserve in 2012 – from Rob and Kate at Oliver Group Direct

2012-01-03T05:37:00.000-08:00

It’s hard to believe that we are already putting the finishing touches on the “plan” for the New Year.

If you could use a little “jumpstart” to get things moving in the right direction check out the twelve steps below that we use in our “new year” planning.

We have used this process (or a hybrid of it) many times just to insure we had a roadmap for the upcoming year.

We shared this plan with our “Inner Circle” group in SW Florida recently and Kate suggested we send it out to everyone on the “Renegade” list in hopes of making 2012 a great year for as many of you as possible.

As you’ll see the “Twelve Steps” are not complicated, not real time consuming and don’t take a Masters Degree to complete.

The powerful thing about these “steps” is that very few business people (including your competitors) will take the time and energy to create any kind of plan at all.

Taking a little time now, before 2012 gets away from you, to create some kind of a plan or roadmap will repay itself several times over in the coming months.

Here you go -

Twelve “Renegade” Planning, Strategy and Actions for 2012

Day 1 – Set specific (business and personal) goals – “2012 will be a great year if” – create your list here.

The key word here is specific. The more specific you are in your goals the easier it will be to create actionable plans to reach them.

Day 2 – Prioritize the goals (think “gold coins”).

Not all goals are created equal. Some goals deserve a lot of attention – other goals less attention. Prioritize your goals by moving the things (gold coins) that will bring the biggest positive to you personally and in your business to the top of the list.

Day 3 – Make a list of “weaknesses” or “holes” in your business.

No business is perfect. Be brutally honest with yourself about the processes, systems, quality and even people in your business. Make this list without worrying about how you will deal with the things that you need to change – just make the list.

Day 4 – Prioritize the weaknesses and holes - biggest weakness first – be honest.

Again, no business is perfect – and it’s unlikely that any business will ever be perfect. But, you can prioritize the things that need to be fixed in the order that will offer the best results for your business. Note – identifying weaknesses and doing your best to eliminate or at least mitigate them is important. Just don’t get caught in the trap of spending all of your time focusing on “fixing” things. In a lot of cases you can get to your “end result” just as fast or even faster by spending time and energy capitalizing on your strengths. See Day 5.

Day 5 – Make a list of strengths in your Business - biggest strengths first.

Making a list of strengths is equally as important, if not more important than spending too much time focusing on your weaknesses. By leveraging your current strengths by creating action plans and strategies that capitalize on them you can often get amazing - and fast positive results. Example – McDonald’s didn’t get where they are today by worrying a whole lot about having amazing food. They spent most of their time creating amazing delivery systems – their true strength.

Day 6 – Make a list of opportunities - prioritize – use “gold coins” thought process.

Follow your instincts on this day – just make a list of all of the things you would do if you knew you couldn’t fail. Think big here. The only opportunity that I guarantee will not “fly” is the one you never try. Prioritize in the order that will add the most value to you both in business and in your personal life.

Day 7 – Choose the top three priorities in each of the categories to fix or leverage.

Starting with just three won’t be so overwhelming. It’s important to have some small victories quickly along the way. Don’t worry about the priorities that don’t make the top of the list – you can “re-prioritize” soon enough!

Day 8 and 9 – Create a simple plan with up to three action items for each priority.

Now it’s time for action. Create just three actions items for each priority on your list. In fact, some of your priorities can be fixed or leveraged by taking just one strong action. Remember, it’s just conversation until something happens.

Day 10 – Relax and ignore the entire process.

Some of your best solutions, ideas and plans can come at you when you just relax and let your mind takeover. You have been thinking, making lists and concentrating for nine days now. Take a “day off” and see what new amazing ideas and solutions “hit you”!

Day 11 – Take a second look at your priorities, plans and action items – make appropriate changes.

Take one last pass through your priorities, plans and action items. Don’t spend a ton of time over thinking things, but do make any changes that “came to you” while you were relaxing.

Day 12 - Share the plan with someone else.

I’m not suggesting that you necessarily ask for someone else’s opinion – unless you really believe that they have your best interests in mind – beware of “levelers”.

I am suggesting that by writing down your goals, prioritizing them, creating specific action plans and then sharing your goals with another person, your odds of successfully reaching them will increase exponentially – it’s just the way it works.

Finally, just get started – you will be amazed at what you can accomplish with strong and specific goals, thoughtful plans and by taking fast action!

2012 could and should be an amazing year for you. Most business people are waiting for “things to get better”. While competitors sit on the sidelines “Renegades” will be taking “massive” action and getting the results they deserve. If you take the time and energy to create and implement the twelve step plan above, you can and will see explosive growth in your sales and profits.

Dedicated to helping you increase your sales and profits,

Rob Oliver

P.S. I’ll be sharing several powerful and “tested” marketing and sales tools with you this year along with some successful “case studies” that can be duplicated in just about any business. Cheers to a great new year!

What does Jimmy Buffet really do all day?

2011-08-11T12:32:00.000-07:00

So much for just “hanging out” in the Sunshine State – I thought it sounded like a great idea – and idea I knew I could actually “take action” on. But then I got the “bad news”.

Success and wealth are attracted to “action”.

I’ll credit one of my mentors, Dan Kennedy for that tip – even though it totally screws up any ideas I had about just “hanging out” around the pool and palm trees now that Kate and I have relocated to Punta Gorda, Florida.

In the article by Robert Skrob below you’ll get an inside look at Jimmy Buffet’s real lifestyle and how “lying around all day in a hammock” with a Margarita in hand just isn’t in the equation for him – yet he has marketed and sold that lifestyle masterfully for decades now.

The “take away” I got from the story below is that money is NOT attracted to “ideas” – money IS attracted to “action”.

How many great ideas have we all had and not acted on, only to see someone else, usually not unusually brilliant or smarter than we are act on that very same idea with great success, sometimes leading to a small or large fortune – for them?

After you read Jimmy Buffet’s story below why not make a list of all of the great ideas you have had over the years and then make a commitment to act on just one – or maybe even two?

In most cases, simply getting started gets us more than halfway to the finish line!

Here is Jimmy’s story as told by Robert Skrob – another one of my mentors. I recommend that you read it in its entirety. It’s got several great messages about sales, marketing and the value of “taking action”.

By Robert Skrob – President, Information Marketing Association

Few musical artists have made more money or had as long a career as Jimmy Buffet. I went “undercover” at Jimmy’s concert this month to uncover his secrets for you.

By 11:00 a.m. the parking lot was slammed. It was impossible to find a parking place ... for an 8:00 p.m. show! Don’t worry about me; I was deep undercover, so I was there by 7:00 a.m. with the gas powered blender. To battle the cold weather, we mixed coffee drinks until 10:00 a.m. I brought the cigarette lighter plug-in coffee pot I bought at the truck stop.

O.K., so I was deep undercover. I looked like a crazy Parrot Head, as Jimmy’s fans call themselves. But, it was all for you. Here is what I learned:

One of the most profound choices Jimmy has made in his business is to give his fans exactly what they want. Every album follows the same template: a couple of party songs, a sad story, a ballad and a couple of middle of the road songs. With rare exception, every song tells a story. About the 4th album he discovered the formula, and the template was cast. His concerts for the last 15 years always include eight specific songs, because those are the songs his fans want to hear.

Many artists get bored with what works. Certainly the music critics have blasted Jimmy’s simpleminded style. But that is the entire point—it isn’t simpleminded. It’s a deliberate choice to provide a target market with exactly what that market wants.

About his restaurants, Jimmy has said, “All people want is a good hamburger and a great margarita, and that’s what we give them.” Yes, it would have been a lot more interesting to create a restaurant with fancy dishes and gourmet meals; however, he understands what his market wants, and he provides it.

Jimmy became the leader of his first band because he was the only one responsible enough to have credit. With that credit he could buy the equipment, so that made him the leader. From then on, he understood that business smarts are required to make money at anything, including playing music.

After his records became popular, he noticed other people selling T-shirts with quotes from his songs on them. His copyrighted song lyrics. While he did make efforts to stop them, he figured if others were making and selling shirts, maybe he should create shirts, too. That’s how Jimmy’s current merchandising empire was born.

Now he manufactures, sells and licenses his song lyrics, images and Margaritaville trademarks and sells thousands of products. These include flip flops, frozen shrimp, blenders, glassware, auto accessories, plush toys—you name it. That’s not all. In the last year, he released a studio album, a live concert album and a live concert DVD; opened a resort hotel, had a 40-show concert schedule; and ran his restaurants.

Jimmy has proven there is no end to customers’ willingness to buy, once they have bought into you. How can you leverage your relationship with your customers? Are there additional ways you can recruit others to create products and services for your customers that you can license and make a profit from? Your customers are buying products from someone; it might as well be you.

I asked Parrot Heads at the concert what Jimmy’s life was like. They told me he flies his planes around, lies in a hammock at the beach and parties every night. I asked where his main home is, and I got answers from Fort Myers to Key West to St. Barts.

Jimmy actually lives in Long Island, N.Y. Fact is, Jimmy is busy working. He puts in a ton of hours behind a desk, on the phone with show promoters, working with restaurant managers and selling every manner of product. However, all of these sales depend on him perpetuating the myth that he lives at the beach and sleeps in a hammock.

Of course, Jimmy did live in Key West and had his share of fun. But, while he lived there he supported himself by working as a first mate on a fishing boat. Every day, at the dock at 6:30 a.m. so he could spend his day in the sun cutting bait, baiting hooks for tourists, taking their fish off the hooks and cleaning fish for tips. Then, to build his music career, he sang in local bar until 2:00 a.m., grabbed some sleep and started all over again. His experience was not as romantic as it is publicly portrayed.

The myth is Jimmy enjoys a life of leisure. He does enjoy his life, but it’s because he’s working hard at something he loves. When you are giving people what they want and they praise you for it, it makes work a lot of fun.

Take time to enjoy the fruits of your business, but more importantly, enjoy the work. You have the opportunity to positively impact thousands of people with the information you possess. Thousands of people who will gladly support you in style if you do it right. You have a rare opportunity to escape to the good life of information marketing.

- Robert Skrob

At least Kate and I can go to a Jimmy Buffet concert now with a totally clear conscience – we’ll call it marketing research. Maybe our accountant will even let us write it off as a business expense!

Dedicated to helping you get more clients, keep more clients and generate more sales and profits,
Rob Oliver
P.S. It would

be great to here any story’s about how “taking action” on one of your ideas has paid off for you!

Avoid this one big sales mistake and increase your sales now

2011-04-12T15:10:00.000-07:00

Do you want to increase your sales quickly and efficiently without spending a ton of cash just keeping your name out there?

Take a minute to look at these statistics – you decide based on your own experience as a prospective buyer if these numbers are close!

2% of sales are made on the first contact.
3% of sales are made on the second contact.
5% of sales are made on the third contact.
10% of sales are made on the fourth contact.
80% OF SALES ARE MADE ON THE FIFTH THROUGH TWELFTH CONTACT!

Yet, 48% of sales people NEVER follow up.
25% make a second contact and STOP.
12% make a third contact and STOP.
Only 10% make more than three contacts.
And the remaining 5% - take a good guess!

In the “new economy” businesses that don’t pay attention to the statistics above and do not “take action” to create a system to follow-up are destined to just “tread water” at best or “fail’ at worst. I know that sounds pretty blunt but competing to win these days requires working smarter, faster and more effectively than the competition. The upside to all of the statistics above is that your competitors are likely in the 48% group – all you have to do is break away from the “pack”!

I know most of the statistics above are not exactly “breaking news” to you. But posting them somewhere for everyone in your company to see might “rattle some cages”.

Two Simple Sales and Marketing “Secrets”

The first big marketing “secret” is so simple that it gets ignored by most businesses – just follow up on your existing leads and contacts on a regular basis! A minimum of twelve times a year is best and now with the technology available and the “tried and true” tools – direct mail and the good old “telephone” and yes, even in person – following up twenty or more times per year just isn’t that hard (or expensive).

The second big marketing “secret” is even simpler - follow up until your prospect asks you to stop, not when you think they’ll never buy.

Just because you are ready to make a sale today doesn’t mean your prospect is ready to buy today, but over time most of them will buy a product or service similar to what you are offering – and you want to be first on the “list” when they are ready!

What if you set aside just ten minutes each day to follow up with your potential clients?Most of your competitors have a weak if not non-existent follow up system!

Just by creating a consistent and persistent “system” to stay in touch with your contacts will make a huge impact on your sales and your bottom line!

Over the next couple of weeks I will share more “simple” tools and strategies that you can actually implement in your business right away.

Important “Follow-up note of my own: Have you registered for the Renegade Marketing, Sales and Moneymaking “FAST START” Workshop on June 23rd in the Sunshine State yet?

There is still time to register at the lowest possible investment of just $197 – Click Here for the details.

This workshop might be just what you need to “jumpstart” your business in the “new economy”.

Click here to check it out!

It’s more important now than ever to take a look at your marketing and sales processes. A simple “tweak” or change might be all it takes to push your sales and profits to the next level!

What is Direct Marketing and Why Should You Care?

2011-04-12T14:59:00.000-07:00

Today’s Renegade Marketing Letter is really designed to help you make a choice. Read the information below carefully and don’t miss the 5 Tips at the end of this letter.

First, just a quick note: Should you continue on your current strategy and path to increase sales and profits or should you consider creating a new “road map” that will take you on a different route than the average business?

It’s your choice. You decide. You can take control. Keep reading.

If you are getting measurable results that are meeting or exceeding your business goals from your current marketing, advertising and sales plan then you really ought to stick to it.

But, if the questions that follow below “strike a chord” with you, then it’s time to take control and start getting the results you deserve from your investment of time, energy and money in your business. If you decide that being “average” won’t cut it anymore and you are ready to take control of your marketing, advertising and sales processes then be sure to watch your email tomorrow for details about the one day intensive Marketing and Sales workshop in Charlotte County, Florida slated for June 23rd - it won't be for the "faint of heart" or any business content with just "getting by" in the "new economy".

The space will be limited (likely to just 30 or so people) so take a couple minutes to see if it will be a good fit for you and your business – details tomorrow.

Now ask yourself the following questions:

Do you ever go to work in the morning and wonder if your advertising and marketing is actually working?

Do you find yourself trying the next “shiny object” that comes along in hopes that it will be the “big solution”?

Have you ever bought an ad because there was a special deal or because the "ad rep" called you at the last minute and said you were going to miss the deadline?

Have you ever pursued a new marketing or advertising “avenue” just because your competitors were doing it?

Have you ever spent money on marketing “stuff” because you thought you had to "keep your name out there"?

If you answered yes to any of these questions you are not alone.

Every day thousands of businesses make advertising and marketing decisions based on emotion - usually fear.

One fear is that if you don't do something your competitors might win.

Another fear is that if you don't get new customers right now your business will continue to have little or no profit at all.

Finally, there is a fear of doing nothing at all and solving it by doing "something" even if you don't know if it is effective at all.

Direct Marketing removes the fear and uncertainty from all of your marketing and advertising.

Before we define what Direct Marketing is let's talk about what it isn't:

Direct Marketing is not spending loads of money on advertising and marketing and "hoping" it will work.

Direct Marketing is not about creating "pretty" logos, brochures and other marketing items with literally no plan as to how they will be used to increase your bottom line.

Direct Marketing is not about spending thousands of dollars with a "branding" expert and hoping people might buy from you.

Direct Marketing is not a random process of buying from every "ad rep" or "media marketing expert" that comes through your door.

Direct Marketing is not about consistently "getting your name out there" along with all of the other businesses and crossing your fingers that it might work.

Now, let's define what Direct Marketing is:
Direct Marketing is about defining your specific market(s).

Direct Marketing is about creating specific offers for your specific markets.

Direct Marketing is always measurable.

Direct Marketing allows you to know if you are winning or losing when you invest your marketing dollars.

Direct Marketing is using a variety of tools and techniques to reach your target audience.

Direct Marketing scares some "media ad reps" because it holds their media accountable for results.

Direct Marketing allows you to test your marketing and make changes to get the best bottom line results.

Direct Marketing lets you see exactly what your ROI (return on investment) is with every dollar you spend.

Direct Marketing is the tool that can and will explode your sales and profits when used consistently and properly.

Direct Marketing is a sales and marketing SYSTEM that is continually tuned and refined to produce the maximum results in the most efficient and cost effective manner.

Here are 5 "tips" that can save you thousands of wasted advertising and marketing dollars and immediately increase your bottom line.

1.) If you don't know if a certain kind of advertising is working (making you more sales and profits) then stop it immediately. You would be better off using that money as a client or employee incentive or letting it increase your profits (or decrease your losses) than simply "throwing it into the wind".

2.) If you can't measure it, don't spend it. Even if you are presented with what looks like the best "advertising deal ever", don't buy it until you know that the results can be measured (good or bad). Spending money on advertising with no goal or measurement is like putting the family in the car for a vacation with no destination and just starting to drive and hope it works out OK.

3.) Take charge of your marketing now. Do not rely on the "expertise" of your local "ad reps" or "media marketing professionals" to make your business successful. Most work on a commission and quite frankly have no idea how to increase your profits. The more you spend the more they make - regardless of the results.

4.) Fire your "Ad Agency" if they continue to run "image" ads that produce little if any measurable results. If they insist they are "branding" you and that the sales and profits will come later then don't walk away from them - run!

5.) Take a hard look at your current customer and client list. Remember the 80/20 rule. Take care of that top 20% of customers and clients. Spend 80% of your time and resources marketing and selling to this group - not the other way around.

"Direct Marketing is a systemized process of creating and using specific messages and offers and presenting them to specific targeted markets and audiences with a specific "call to action" and using marketing tools and techniques that are the most effective and give you the ability to measure the results".

97% of businesses won’t take the time or effort to really take control of their marketing and sales systems. In the “new economy” this lack of attention and control can be fatal to any business. Set your goals, make your plan, create your “roadmap” and take action now.

Is there a "hole" in your business?

2011-04-12T14:50:00.000-07:00

Is it costing you $1000's in lost opportunities, lost clients and wasted time, money and energy spent on advertising and marketing?

Today's Renegade Marketing Letter deals with the "hole" in most businesses and a Renegade tip regarding the 80/20 rules and how they apply to most, businesses.

"How can I get more customers?"
"Where should I advertise to get more business?"
"I'm losing great customers to the competition!"
"I just can't seem to close the sale?"
"I can't lower my prices any more!"

These are some of the most common comments and questions I get from the business people that I work with. Most of the time it's pretty simple to figure out what the problems are and believe it or not, there are usually pretty simple solutions. We will continue to address these challenges in this newsletter.

Most businesses won't or don't take the time or the energy to plug the biggest "hole" in their business.

I'm going to get right to the point.

90% or more of the businesses that we patronize have a weak if not non-existent system for attracting clients, keeping clients and generating referrals.

Here a quick sampling of some of my own experiences (I'm sure you can add your own):
1.) Kate spots some spiders around the foundation of our house. We call the local pest control company - two blocks from our house. We tell them we want the spiders gone and a quote for the rest of the yard and our trees.

One week later I pull into our driveway. There's a guy spraying the foundation (took about 15 minutes). I ask about the quote and the answer is "not my job, but I'll remind the boss". It's over a year later and no quote. They lost all of my future business and more importantly any referral business they might have enjoyed.

2.) We have a local floor coverings business that spends a "ton" on advertising. We hired them and spent a quick $5,000.00 or so within the week. That was about two years ago and we have never heard from them again - Not a thank-you, not a request for a referral, not even a "are you satisfied" call. They continue to spend thousands of dollars trying to get "new" customers.

3.) We hired a local landscape company to "clean-up" the yard. They came, they cleaned and they left. They actually did a great job but I have never heard from them again - and I have lots of projects and even more referrals. Yet, they are advertising for new customers all the time and spending a "boat load" of money doing it.

For what it's worth, none of these examples are particularly unique. Think about the people and companies you do business with.

How many times do you hear from them after the sale?

How many requests for a referral have you been asked for this year?

How many follow-up thank-you notes have you received or sent?

How many times have you been offered a new product or service from an existing vendor - the list goes on and on.

All of those companies have a "hole" in their businesses that potential customers, existing customers and MONEY is falling through.

They spend a huge amount of time and MONEY trying to attract new business and very little time or MONEY making sure that their customers and MONEY don't fall into the "hole".

How does your business measure up? If someone doesn't buy on the first contact do you have a follow-up program or better yet follow-up SYSTEM?

Here's a secret concept that can change your business now if you grasp it.

"Your customer is not necessarily ready to buy just because you are ready to sell".

They will buy on their own schedule and you better be there when they are ready.

Most businesses want to plug the "hole". They really do want to set up a system for attracting customers, keeping customers and generating referrals and additional sales. They just never quite get around to it or they keep on "getting ready" to implement something.

If you have a plan and system in place - Congratulations! If not, start tomorrow.

Send a thank-you note to everyone you have done business with in the last two years. You will be amazed at what that single, simple gesture will do to your bottom line.

Send a follow-up note to anyone that has inquired about your product or service in the last year (most businesses don't even keep track) and offer them a special incentive if they respond in two weeks or less. Just doing that can generate great results for your business.

Be sure to read the note below and don't miss the Renegade Tip immediately following it!

Special note: If you are "sick and tired of being sick and tired" of trying every advertising and marketing "solution" out there (or have just given up on all of it) you should consider joining us in June. I mentioned in yesterday's Renegade Marketing Letter that we are finishing up the details on a one day intensive Marketing and Sales workshop in Charlotte County, Florida slated for June 23rd - it won't be for the "faint of heart" or any business content with just "getting by" in the "new economy".

If you are serious about taking control (real control) of your sales and marketing plans, strategies and systems be sure to check out the details this Thursday - you will receive a special email with all the information but the space will be limited (likely to just 30 or so people) so take a couple minutes to see if it will be a good fit for you and your business - more later.

Renegade Tip: Three 80/20 Rules You Need To Know

Don't forget the 80/20 rules. In most businesses 80% of the revenue comes from 20% of the customers. Are you taking great care of that 20% or spending all your time and money on the 80%?

If you take a hard look you may also see that 80% of your profits come from 20% of your products and services. Are you doing all that you can to market and sell that product or service that is highly profitable or are you spending most of your time working on the low margin, high maintenance products and services?

Sometimes just a small change in "focus" will create huge differences in your bottom line.

When it comes to your marketing the 80/20 rule also applies. Is 80% of your business coming from 20% of your marketing and advertising? Are you still doing the old "stuff" that isn't measurable (the 80%) or are you working hard to invest your time, energy and money in the 20% that does?

Sales and Marketing in the “new economy” – Take action now.

2011-04-12T14:35:00.000-07:00

Over the last two months or so Kate and I have had the opportunity to meet with business people in several parts of the country. In fact, in the last 40 days we put over 4,500 miles on a rental car traveling to cities in the state of Florida alone!

In the next several Renegade letters I’ll share some of the common marketing and sales challenges I heard from the people we met and give you a “roadmap” to create a “Renegade” sales and marketing plan and strategy that will be effective, measurable, trackable and executable. Your responses and comments are always welcome!

Let’s get started.

The common “thread” among the different business people we had the pleasure of meeting was pretty easy to identify – they all wanted to “compete and win” in the “new economy”. Making the decision to “compete and win” seemed to be the easy part.

Creating and implementing marketing and sales plans, strategies and tactics and then “taking action” seemed to be the difficult part – not surprising when you think about it.

We are all inundated with new choices daily when it comes to creating a plan to get more clients, keep more clients and generate additional sales and profits with our existing client base. It’s really hard to cut through the clutter of marketing and sales “stuff” available, choose the best and then get started with a plan.

I’m going to do my best in the next several Renegade letters to give you information and tools to help you create a real marketing plan that you can execute quickly that will get you results that you can actually track and measure.

In this first letter I want to give you a couple of things to consider before you move forward with any kind of plan. Taking a little time upfront will pay off in big dividends later.

Here is the first thing to consider:
Most businesses simply play “follow the leader” when it comes to running their business – especially when it comes to sales and marketing – but also in other areas of their business. In the “new economy” this is a dangerous way to run a business.

Take a look at your business and your competition – or any industry for that matter. What you will see is that most businesses operate within “boundaries” of about “plus or minus” ten percent of their competition regardless of the industry they are in.

If you look closely at your industry you will see that most of the advertising is the same, products and services are pretty much the same, sales and marketing tools used are about the same and even pricing and profits are the same.

The reason this happens is because most business people (especially when getting started) take a look at what others in their industry are doing in all of these areas and then choose a path for their own business that varies only slightly from everyone else.

In the “new economy” differentiation is critical.

If you want to “compete and win” it is more important than ever to separate yourself and your business from the “pack” and find ways provide “unmatched value” in the markets that you serve.

A good way to start is to make a “top 10” list of small things that you can do to improve your products and services that your competitors either can’t or won’t. Once you have the “list” of things that “make you different” create the action plan to implement all of them – not just one or two things from the list.

If you want to “compete and win” you need to consider taking “massive” action as opposed to “incremental” action.

Next, consider this:

Who is most likely to need or want (and can pay for) the products and services that you are offering?

Here is a hot tip – “everyone” is not your market.

Most businesses spend a ton of time, energy and money getting their “name out there” and hoping that at some point if they get their business in front of enough people “someone” will eventually respond.

In the “old economy” the “shotgun” approach to sales and marketing worked OK for some and not so well for others – but at least they felt like they were doing something.

Mass marketers even came up with a name for “just keeping your name out there”. They called it “branding” and most businesses, large or small, felt better about throwing money at mass advertising because it had a cool name.

Do not fall for the “branding” trap. Most businesses can’t afford to run mass advertising campaigns in hopes that people will remember them when they decide it’s time to shop around.

Here is a quick exercise that will help you “set the stage” for your sales and marketing plan. Make a list of the characteristics of your best and most profitable clients. Start by asking yourself simple questions like:

Where do they live?
What do they drive?
Do they have children?
What is their average income level?
What do they do for fun?
Where do they work?
What do they listen to?
What do they read?
What do they watch?
What clubs or organizations do they belong to?
Where do they go out to eat?Do they use Facebook, Twitter, Linkedin or other social media?

Once you find a set of common characteristics you can start to look for ways to target the people that are most likely to be inclined to want what you offer and that are predisposed to buy when you reach them.

I know this sounds too easy, but most businesses will never take the time to determine who their “target market” is and how to reach them – instead they will just “keep their name out there” and hope something happens.

I’ve said this before but it’s worth repeating – HOPE is not a marketing strategy.

Take a little time between today and tomorrow to determine the things that set you apart from your competitors and who your target market really is. If you do just those two things you will already be way ahead of your competition and well on the way to attracting more clients, keeping more clients and generating more revenue from your existing clients.

Tomorrow I’ll send you the next step to creating an effective and measurable sales and marketing plan – we’ve talked about it before in past Renegade letters.

It’s the “hole” in most businesses that time, money, energy and profits “fall through” every day. The great part is that “plugging the hole” is really easy once you discover it!

Get Personal in 2011!

2011-01-06T10:59:00.000-08:00

“You can’t change the direction of the wind, but you can change the settings of your sails” – Jim Rohn

“My marketing just doesn’t work like it used to!”
“I run ads but no one responds”!
“I’m losing sales to “cheaper competitors!”
“No one has any money to spend!”
“I’ve got the best “stuff” but no one is buying right now!”
“I guess I’ll just cut expenses to survive!”
“When the economy “comes back” I’ll…”
…and the list goes on and on and on!

Have you uttered any of these thoughts lately, maybe even all of them?

The truth is none of us can change the economy. It’s true that things are different now.
And yes, it’s even true that what worked in the “good old days” just doesn’t seem to pack the same punch as it used to.

That leaves just a few of choices for all of us!

We can keep marketing and selling the way we’ve always done it (even if it doesn’t produce the results we are looking for) and wait out the storm.

We can stop doing any marketing and selling because it seems so futile right now.

Or -

We can change the way we market and sell in the “new economy” and get the results and rewards we deserve!

The point is this – to compete and win in the “new economy” something has to change. And good, bad or otherwise it will take some extra effort and energy to get it done.

There are dozens of marketing and sales strategies and tactics that can and will work in 2011.

Here’s just one strategy (it’s really a tool) that can be implemented right away and will get great results fast. The best thing about is that your competitors won’t use it.

Get Personal!

I know that sounds too simple so I’ll just toss out a few of my own “buying” experiences and you can add your own to the list.
I took about 20 people to dinner to celebrate a birthday (mine) and picked up the check at the end of the night – about $650 plus the tip. I never got a thank-you note or any kind of follow-up at all.

Two years ago I helped raise $7,000 for a local charity in need at Christmas time. They thanked me when I dropped off the check – and I never heard from them again.

Kate and I did a “light” remodel on our house. We got new carpet, paint, central air conditioning and gutters. We have not heard from any of the companies that did the work.

We bought a brand new truck in 2005. We have never had an offer to “upgrade” since.

We bought our house over seven years ago. We might be ready to sell. We haven’t heard from the Realtor in years.

Of course, my list could be a mile long. How about yours?

None of the above companies are “bad companies”. In fact, all of them did a great job. They just never got around to making it personal so that we would buy again, buy more or refer our friends.

97% of businesses have no “system” in place to get “personal” when it comes to follow-up, client appreciation, up-sells, cross-sells, lead generation, getting referrals or even getting back “lost customers”.

But, fortunately they can all blame their “hard times” on the “bad economy”.

Do not fall into the same trap as the rest of the “pack”.

In 2011 make the decision to “get personal”.

1. Send a personal, signed thank-you gift or card after every sale.

2. Write a personal note to your best clients and let them know how important they are.

3. Communicate with your current “list” by postcard, newsletter, email and telephone at least 12 times per year.

4. Figure out the “buying cycle” of your customers and send them a personal “We want you back” letter with a special offer if they fall out of the cycle.

5. If you have clients with special interests or hobbies find an article on the internet and print and mail it to them with a short “thought you might find this interesting” note.

6. Make some kind of a new or existing product “special offer” and make sure you personalize it to the individual.

What would happen if you just got “personal” with your clients and customers for about ten minutes each and every day in 2011?

Could you send just one thank-you note? One offer? One personal article? One “second chance” letter or even one “request for a referral” note?

Make a list of the ways that you could get personal in your marketing, sales and follow-up in 2011 – even “brainstorm” ideas with your team.

Remember, all it takes is just “one degree of separation” to stand out with your potential and current clients.

You can change the “settings of your sails” and catch the wind in the “new economy”!

Happy New Year!

Personally, Rob Oliver – Dedicated to helping you increase your sales and profits!

“Hope” is Not a Marketing Strategy for 2011

2010-12-20T13:39:00.000-08:00

Don’t get me wrong – I am an eternal optimist and really do “hope” that the New Year is great for all of us. But, simply hoping that the economy gets better, hoping that our businesses improve, hoping we get more clients and hoping for a better bottom line just won’t cut it in the “new economy”.

To get more clients, keep more clients and generate more revenue and profits in 2011 it’s critical that we set goals, put aggressive marketing plans in place and most importantly, TAKE ACTION!

With that in mind here are twelve things you can do right away to insure that 2011 doesn’t just become another year that “gets away”!

1.) Set specific goals for your business and create marketing strategies to support them. Believe it or not only about 3% of businesses actually have written goals. Simply setting goals and documenting them is a huge first step to success.

2.) Make 2011 the year that you measure results from all of your marketing, advertising and sales activities. Most businesses do not have any way to measure what’s working and just “hope” that they attract more leads and increase their revenues and profits.

3.) Make a commitment to use multiple types of “client attraction” tools including direct mail, email, phone calls and tradeshows.

4.) When using “traditional” media like newspaper, radio and television remember to always have an offer and always have a deadline. If you have no deadline for a response – you have no offer!

5.) Set up a “lead capture” process and system. You can have the best marketing and advertising in the world but if you don’t have a way to capture the names, addresses, phone numbers and email addresses of ALL of the leads and potential clients you get it is impossible to follow up.

6.) Follow up on each and every potential client that calls you, walks into your business, emails you or visits your website. Just because you are ready to “sell” today doesn’t mean they are ready to “buy” today. Take a hard look at your follow up system (it really needs to be a “system”, not a random choice) and be consistent. Even if your marketing and advertising performs “just OK”, a great follow up system will generate a huge return.

7.) Stay in constant contact with your current clients. It is not their job to remember to come back to you or to send you referrals! It is your job to consistently stay in touch with them and ask for referrals.

8.) Send “thank you” notes regularly. A handwritten “thank you” note will be remembered for months or even years. This is one of the most effective yet least used marketing tools for most businesses.

9.) Take a hard look at your “lost client” list. If one of your past clients has “fallen” out of your sales cycle put them on a three step “sequential” mailing program reminding them that you want them back. A “special offer” to your lost clients can yield huge returns! By the way, your competitors are not doing this.

10.) Calculate your “lifetime value” of a client. You need to know this “number” in order to make smart decisions with your marketing and advertising. If you don’t the real “lifetime value” of a client to your business you cannot determine how much time, money or effort you should commit to getting a “new one” or getting back a “lost one”!

11.) Do a “gut check” on your sales process. It sad to watch so many businesses spend a “fortune” to generate new leads and potential clients only to totally drop the ball when it comes to actually making the sale!

12.) Finally, remember that the goal in getting a sale is to get a customer, not the other way around. Once you have attracted a potential new client, converted them to a “paying” client your follow up system and process becomes critical to keeping them.

If you follow the above twelve “easy” steps you won’t have to just “hope” for a better bottom line in 2011. If you are consistent and persistent and create systems to attract more clients, keep more clients and generate more sales from your current clients you will set yourself “apart from the rest” and 2011 will be a great year!

Dedicated to increasing your sales and profits,

Rob

P.S. The above “twelve step” plan is just the tip of the iceberg when it comes to Renegade Marketing. Over the next few months look for more in-depth tools and strategies as well as information about resources we can provide to help you “punch the new economy” in the face!

P.P.S. Your comments and suggestions are always appreciated. Just send me an email at rob@theolivergroupllc.com

2010-11-16T13:25:00.000-08:00

Marketing vs. Sales

2010-10-03T10:07:00.000-07:00

Are you spending too much time focusing on your marketing but missing the one real key to increasing sales?

“I market like crazy but the sales just don’t seem to follow!”

“It seems like we spend a ton of time, energy and money on advertising and marketing but our sales are still struggling!”

“We’ve tried every advertising and marketing tool out there but it doesn’t seem to increase our bottom line!”

Kate and I have had the privilege of meeting thousands of really great business people all over the country that attend our marketing and training workshops. The comments above are all too common and we have heard them hundreds of times.

Here is the one mistake that’s really easy to make when it comes to marketing and sales – assuming that they are the same thing and expecting your marketing to produce sales.
They are not the same thing and once you separate the two and make some simple adjustments you really can watch your sales soar!

Marketing has one purpose and one purpose only – to generate attention and interest in your products and services. The truth is that most businesses aren’t that bad at marketing. Granted, there is a right way and wrong way to do it depending on your type of business but you can have a mediocre marketing process and still generate leads and inquiries on a regular basis.

The real question is “do you have a sales process and system” that turns your marketing efforts into sales for your company?

We’ll cover more about the right way to market in the future (I’m even in the process of finishing up a what will be the biggest and best marketing package we have ever offered – details soon) but, for the next 60 days or so I recommend you keep doing whatever you are doing to generate attention and interest in your products and services assuming it is producing any kind of results at all.

For the next 60 days (hard to believe 2010 is winding down!) concentrate your efforts on your sales process and system.

Take a hard look at what happens when a potential client finally “raises their hand” and calls you, writes you, emails you or walks into your business. Make a list of the sales steps from “hello” to “goodbye” that occur when you finally get a “hot one”.

An effective “marketing system” can get you a whole “slew” of interested folks but if there is no “sales system” the odds of really capitalizing on your marketing efforts and increasing your revenue is pretty slim.

Here are a couple of tips you should start with:

1.) Make a list of all of the marketing tools and strategies that you are using now. Be sure to include things like newspaper, radio, TV, direct mail, signage, tradeshows, web and so on.

2.) Then monitor your business for a couple weeks and really figure out how many calls, drop-ins, emails and requests for more information you get on a daily or weekly basis.

3.) Finally, make a list of all of steps you take to create desire and action from the people that have expressed interest in what you are offering. By the way, follow up is the most under utilized yet powerful tool that most businesses simply ignore. So, be sure to write down all of your follow up steps as well.

In most cases, we find that the marketing tools (good or bad) are pretty easy to document. On the other hand, the sales process and system are kind of hard to define.
Once you have taken the above steps you can start to fine tune both your marketing system and your sales system to get the results you deserve.

In closing, for real measurable results having both a marketing system and a sales system is the key – doing just one of them well will limit your potential significantly!

I’ll let you know soon about the project we are working right now to help you make 2011 the “breakthrough” year for your business – even in the “new economy”.

A Quick Note About Direct Response Marketing (and a special request for your help)

2010-09-22T11:46:00.000-07:00

Well, 2010 will be a “memory” in just over 90 days. Have the last nine months flown by for you too?

Here is a quick marketing and sales tip that should help you make the last three months of the year as profitable as possible – if you decide to implement. And, by the way it’s not “rocket science” and it’s not new!

But, most business people will never implement it because it really does require an “attitude shift” when it comes to sales and marketing – I call it Direct Marketing 101 and most of you have heard me talk about it before but it is worth repeating so here you go.

If you expect and want a response from your marketing, advertising and sales efforts you need to make sure you include these three things all of the time:

1. Always have a compelling offer in your marketing and advertising. I know it sounds too simple but just keeping your name out there in the “new economy” just doesn’t cut it.

2. Always enhance the offer. Give your prospect or potential client some sort of incentive to respond quickly – even if it’s only to request more information!

3. Always have a deadline on your offer. If you have no deadline on your offer you have no offer. Most businesses are afraid or just don’t know how to create a real deadline that boosts response.

Believe it or not, if you follow the three steps above you will have taken a huge leap forward into the world of Direct Response sales, advertising and marketing!I have a SPECIAL REQUEST: Kate and I could really use your help on something but I better practice what I preach.

Are you a member of your local Chamber of Commerce?

Less than thirty days ago we had the privilege of working with the Charlotte County Chamber of Commerce in Florida on a two day, fast and furious membership drive using our Direct Drive process. They did an amazing job and added 159 new paid members in just two days!
We know that there are other Chamber of Commerce’s out there that would be eager to “boost membership” fast in the “new economy” but we need your help to find them!

So, here is the offer:

If you are a member of a Chamber of Commerce that would benefit from a 10, 20, 30 or even 50% increase or more in membership with no risk we need you to let us know who they are so we can contact them.

Here is the “enhancement”:

If you contact us fast and maybe even help make the introduction we will send you a free gift to make it worth your while for helping us out. If we work with your Chamber of Commerce on a membership drive we have a “free gift” for you worth at least $225.00!

And finally, now the “deadline”:

We can only work with a small percentage of the Chambers in the USA – there are literally 1000’s of them across the country.

To qualify for the $225.00 bonus you need to be one of the first 37 to respond.

OK, I’ll call it what is – a “Finders Fee”. We really would appreciate your referral and are willing to offer a “shameless bribe” in return.

Thanks in advance for your help on this – we really do appreciate it.

Rob

P.S. If you know of a Chamber of Commerce that would benefit from a fast “big boost” in membership just respond to this email and please type CHAMBER BONUS in the subject line.

2010-07-16T09:05:00.000-07:00

The Three C’s to Sales Success

Getting and keeping clients in the “new economy” is more challenging than ever – but hardly impossible. The same old sales tactics and strategies that worked just a few years ago are not producing the results that they used to.

Remember when you could just run an ad or send a brochure with your offer and people would just buy it?

Believe it or not, simply presenting your products or services and hoping someone will buy is potential “suicide” for most businesses these days. With money tight and potential clients trying to figure out what to buy and who to buy from there are three critical things (or traits) they are searching for – and they are not the “tangibles” that you are offering.

As buyers weigh their options they are looking for companies and people that give them reassurance that they are making a “good” decision.

The first trait they are looking for is your CONFIDENCE level. They want to know and see that you are absolutely confident (not arrogant) in your ability to deliver the end result they are looking for. This means that terms like “I’m pretty sure” or “we’ll do our best” or even “I’ll try to make sure you are pleased” need to be left to your competitors! Those types of phrases (whether spoken or in your advertising) will leave your clients and potential clients confused and unimpressed – making the eventual buying decision confusing and uncomfortable.

The second thing that is expected in the “new economy” is CERTAINTY. Your target market wants to know that you are certain (not pretty sure) that your product or service will solve their problem and/or meet or exceed their expectations – your confidence along with your certainty will not only ease their minds and make the buying decision easier, but will also build a trust factor that your competitors will struggle to match. By the way, a series of strong guarantees and a “slew” of testimonials will go a long way in demonstrating your confidence and your certainty.

Finally, and this is the most important of the three “C’s” – CONTROL. Yep, your clients want you to control the sales process. They don’t know how to buy from you. Even though you offer and sell your products and services on a regular basis, you can’t expect your prospects to know how to buy them. A strong “step by step” sales process – controlled by you, not the client will instill even more confidence in your ability to deliver “the goods”. Share your “here’s how we do it” sales process and don’t be afraid to be firm in keeping your prospects on your sales “track”. “How can we work together?” is not near as powerful as “here is how we will move forward and the steps we will take to make sure you are completely confident in your buying decision”.

OK, so there are the three “C’s” that motivate people to choose one company over another. Even if you have an amazing product or service, if you don’t demonstrate confidence, certainty and control you may lose the sale to a company that has an inferior solution but has all of the three “C’s” in place!

2010-06-29T15:48:00.000-07:00

Simple way to increase sales and referrals - now!
Just spent two days doing a “crash course on sales and marketing” at the Montana Building Industry Association Summer Board Meeting in Kalispell. In the “new economy” the same old advertising and marketing tactics and strategies are pretty much “dead” so we shared dozens of new tools that any business can implement “now” to increase sales and profits. Below is a tip that almost everyone in attendance was aware of but had not implemented. They were all looking for something they could execute right away!

“I really need to increase cash flow now!” I hear it all the time from business people all over the country. That statement is usually followed up with – “What can I do to get more business right now?”

Here’s a hot tip that most business people will say is way too simple and not near as “sexy” as creating a new ad or marketing campaign or sales strategy. In fact, it’s so simple that 97% of businesses (including your competitors) just ignore it!

Ready?

Send a quick thank-you note (sincere) to all of your current and past clients – it will probably take you ten minutes or so to write it and another few minutes or so to HAND ADDRESS the envelope and put a REAL stamp on it (crooked of course).

Don’t make an offer and don’t ask for a referral – just recognize and remind them how important they are to you and your business.

A handwritten note is best and will generate the highest response.

Did I say response? Only about three in 100 businesses ever bother with something as simple as letting their clients know that they are important and appreciated on a regular basis.

Yet, most people can remember a “note of appreciation” and the sender for literally months or years after they receive it!

If you send out just ten “thank you notes” today you will receive “thank you’s” for the “thank you’s” and odds are one or two (or more) of the recipients will want information about more of your products and services – and will refer your business to their friends.

Give it a shot – the worst case scenario is that you will actually feel good that you did something!

Just think about it – you can run ads, produce great brochures and even build an amazing website – but nothing “cuts through the clutter” like a simple and sincere “thanks”!

Rob

2010-06-29T15:37:00.000-07:00

Side Note from Kate on Thank You Notes:
Comments we hear a lot are “I don’t know where to start”, or “I don’t want to look dumb – so I just never get around to it” or my favorite “my handwriting is awful – no one will appreciate getting a note from me”.

WRONG – Everyone enjoys receiving special notes from the people in their lives. Our mail boxes are filled with useless information, bad news and down right boring mail. But you can change that for someone and I guarantee if you do it everyday, you will not only get good at it but YOU too will feel better about your business and your life. It is kind of strange but when you take time in the day to send a heart felt note to someone else you can turn a not so great day around and put yourself in a better mood.

One of my favorite poems says it all, if you put this poem on your desk (I have it taped on two monitors in my office to remind me) and you read it throughout the day it will make everyday a better day.

People will forget what you said,
People will forget what you did,
BUT People will Never
Forget HOW you made them feel!
Maya Angelou

Here are some “Hot tips” for writing the best thank you notes. Every card that you write will be better than the last one and in no time it will become a habit – a GOOD habit.

1. Always write in your own voice – have a conversation from your heart

2. Use “you” three times more than “me”, “we” or “I”

3. Always start your note with a compliment or acknowledgement, applaud their decision

4. This is a hard one to remember but when you do – look out! Don’t say “thank you” until the third or fourth sentence

Don’t let the process overwhelm you, remember three or four sentences can change someone’s day and will remind your customers that you do appreciate them doing business with you.

P.S. Thank you notes also work for staff members, co-workers, vendors, suppliers, co-association members, family members of all ages, your friends, the kid that mows your lawn, or even the girl who makes your coffee for you at the drive-thru. A few thoughtful words will go a long way for everyone involved.

P.P.S. We have two tools that could help you be successful at being a better note sender. If you are interested in hearing more email me and type THANK YOU’S in the subject line and I will email you some information to consider.
Your success is our goal.

2010-06-08T08:58:00.000-07:00

Do you want to increase your sales quickly and efficiently without spending a ton of cash just keeping your name out there?

Take a minute to look at these statistics – you decide based on your own experience as a prospective buyer if these numbers are close!

2% of sales are made on the first contact.
3% of sales are made on the second contact.
5% of sales are made on the third contact.
10% of sales are made on the fourth contact.
80% OF SALES ARE MADE ON THE FIFTH THROUGH TWELFTH CONTACT!

Yet, 48% of sales people NEVER follow up.25% make a second contact and STOP.
12% make a third contact and STOP.
Only 10% make more than three contacts.
And the remaining 5% - take a good guess!

I know most of these statistics are not exactly “breaking news” to you. BUT posting them somewhere for everyone in your company to see might “rattle some cages”.

The first big marketing “secret” is so simple that it gets ignored by most businesses – just follow up on your existing leads and contacts on a regular basis! A minimum of twelve times a year is best and now with the technology available and the “tried and true” tools – direct mail and the good old “telephone” and yes, even in person – following up twenty or more times per year just isn’t that hard (or expensive).

The second big marketing “secret” is even simpler - follow up until your prospect asks you to stop, not when you think they’ll never buy.

Just because you are ready to make a sale today doesn’t mean your prospect is ready to buy today, but over time most of them will buy a product or service similar to what you are offering – and you want to be first on the “list” when they are ready!

What if set aside just ten minutes each day to follow up with your potential clients?
Most of your competitors have a weak if not non-existent follow up system!

Just by creating a consistent and persistent “system” to stay in touch with your contacts will make a huge impact on your sales and your bottom line!

Over the next couple of weeks I will share more “simple” tools and strategies that you can actually implement in your business right away and offer you a powerful sales and marketing crash course that has already made a huge difference in our own business as well as many others.

Hope you will stay with us over the next couple of weeks and I really do appreciate any comments or input that you offer!

2010-05-12T14:03:00.000-07:00

What’s Next?

I just finished having a “what’s next” meeting with Kate. Typically these “conversations” about our business last about an hour or so once a month – today it was more like three hours because we had so much to cover!

You should consider having your own regularly scheduled “what’s next” meeting. The most successful business people in the world spend a majority of their time trying to figure out what to do “next”. Although it’s great to take some time to learn from and even celebrate the past and the present, it’s what you do “next” that will take your business to an even higher level.

At your “what’s next” meeting ask yourself some of these questions:

What is the next new product or service that can be offered to your customers or clients?

What is the next step you can take to improve customer service and satisfaction?

What is the next step in your sales and marketing plan?

What is the next thing you can do to follow up with new leads?

What is the next current product or service that you can offer to your exisitng customers and clients?

You can probably come up with dozens of other “what’s next” questions and ideas, but you get the drift.

By the way – and this is really important to remember. You have a competitor who is constantly working on “what’s next”. More customers are lost due to apathy and complacency than for any other reason. Make sure your customers – current and future, understand that you are always thinking and implementing new ways to meet and exceed their expectations!

Rob

P.S. I know it’s been a while since you have heard from me. Kate and I have been working hard on some exciting new sales and marketing tools, services and live national events. We will be “unveiling” them in the next few days and weeks – look for some pretty big announcements in upcoming letters!

2010-03-15T13:23:00.000-07:00

Don’t Suffer from “Sameness”

In the “new economy” it’s not nearly as easy to convince potential customers and clients that “you are the one”.

In the “old economy” a lot of businesses could just get by advertising and marketing their list of products and services and then wait for the phone to ring or for someone to walk in the door.

Not anymore – your potential buyers are being way more selective in how they spend their “hard earned” cash and who they choose to spend it with!
Do you have a compelling reason for “existing” in your marketplace?

Does your advertising and marketing convey the same message (for the most part) as everyone else in your industry?

Take a hard look at what you offer, how you offer it and who you offer it to.

What sets you apart from the rest?

Make a list of all of the things you could (and should) do that would give you an advantage over your competition.

This list could include special guarantees, additional services at a discount, faster delivery, a VIP Club or anything else that could differentiate you from the “pack”.

Sameness doesn’t work any more – create your unique selling proposition (USP) and make sure you include it in all of your marketing, advertising and sales presentations.

Your competition is likely not doing this – be a Renegade and “observe the masses and do the opposite”!
Dedicated to increasing your profits,

Rob

2010-03-02T17:27:00.000-08:00

Every business has two doors when it comes to sales and profits.

The “front door” is where the money comes in. The “back door” is where the money goes out. It doesn’t take a genius to figure out that if more money is going out the “back door” than coming in the “front door” then something has to change or trouble looms ahead!

But it’s not just about money. It’s also about time and energy!

It’s easy to fall into the trap of spending a lot of time and energy each day that does not lead to money coming in the “front door”. We all know that old saying –“activity does not equal productivity” but do we really know the ramifications that can cause to our bottom lines?

Once I really got this concept it caused me to do quite a bit of “soul searching” about the activities (time and energy) I was spending time on that really were not getting me the results I was looking (or hoping) for!

I just spent the morning making a list of all of the things I do in a day and found that a lot of them made me feel like I was accomplishing something (good feeling) but were not truly creating tangible financial returns that could be measured. I’m changing my “activities” fast so that I can provide the highest value to our clients and closing the “back door” that seems to let time and energy just “slip out” the back way.

Consider making your own list of how you spend your day and look for ways to eliminate activities that don’t give you a positive return on your investment of not only money – but time and energy. You might be surprised at what can happen when you adopt Gene Simmons (lead man for the band KISS) philosophy – “every day is a money day!”

What call can you make, offer can you send or new service or product can you launch that will really make a difference on your bottom line? I am going to spend a little bit of time each day (maybe only thirty minutes) asking myself what can I do TODAY to make it a “money day”.

The real message here is to stop letting time, energy and MONEY go out the “back door” – close it or at least take a little time to make sure the back door is not “wide open” all the time!

Finally, if you have employees, the effects of an “unguarded” and “unsupervised” back door can be catastrophic to your sales and profits!

Dedicated to increasing your profits,

Rob Oliver

P.S. If you are considering joining us at the “Mindshift 2010 Marketing and Sales Super Conference in Las Vegas at the end of the month, but are strapped for cash and just can’t decide – watch your email. Kate and I have heard from so many of you that want to come but just can’t make the investment all at once. I don’t anyone to miss this event because of the current balance in their bank account! I will send the details within the next 24 hours!

2010-03-02T17:17:00.000-08:00

The “Underground Marketers”

Five years ago and with nineteen years of sales, advertising and marketing experience I got my head turned around big time. From startup companies paying me a few thousand dollars a year to help them to big companies paying me five and six figure consulting fees I really thought I knew my “stuff”.

Then I attended a sales and marketing “Super Conference” and found out that there was a whole “other world” of marketing that only a small number of businesses were part of. I’ll call them “underground marketers”. These business professionals were (and are making small and large fortunes) using marketing tactics that most businesses either ignore or have no idea even exist!

The best part of this “awakening” for me was that all of the tools, strategies and “weapons” they use are relatively inexpensive, do not require huge media buys or tons of time and effort and could be easily implemented by any business that would just take a little time to learn new things and most importantly “execute” these tactics.

You can become a part of the “underground” and really “split from the pack” and start getting positive measurable results that can dramatically change your bottom line – fast!

If your business (regardless of size or condition) could use a real boost in leads, sales and profits – and YOU KNOW WHO YOU ARE, then you need to join the rest of us (businesses from across the country) in Las Vegas March 24th for just a couple days of pure, unadulterated and intense marketing, sales and advertising seminars and workshops GUARANTEED to spin your head around, change your “thinking” forever and set your business on a path for growth and success that most will never achieve!

I’m paying for the hotel rooms if you register quickly (click on the link below for all the details). You can even still take advantage of the “easy pay” option if money is an issue (all the more reason you should attend).

I promise and GUARANTEE you will leave Las Vegas with a whole new attitude about your business and the tools and tactics you need to compete and win in the “new economy”!
Won’t you take just a minute or two to at least find out what I’m talking about?

If you are ready to “punch the new economy in the face” take a moment to see what I’m talking about by following the link below:
Mindshift 2010

Dedicate to increasing your profits!

Rob Oliver

P.S. If I wasn’t sure that this investment of money (not much), time (a couple days) and energy (lot’s of it!) would not pay you back at least 10X your investment I would not be encouraging you to do this – you have my word! Just check out the link below – what can it hurt!

Mindshift 2010

P.P.S. Still not sure if this is for you? Call me personally at 509.888.2226 or send me an email rob@theolivergroupllc.com and I will answer any questions that you have –and even tell you if you shouldn’t attend!

Mindshift 2010

2010-02-24T12:58:00.000-08:00

Is that the best you can do?

I had a painter friend of mine call me a couple of days ago wanting advice about buying an ad on scorecards at a golf course – the cost was about $375 a year. The interesting thing was that prior to getting called to buy the ad, he had no intention of looking for a way to spend $375 on a new marketing tool. He’s on a pretty tight budget and is pretty conservative how he spends his advertising dollars.

So I asked him one question and I recommend that you ask yourself the same question every time you are considering investing (yes, advertising and marketing is an investment that deserves a measurable positive return on investment) in advertising and marketing for your business

“Is there anything else I could do with the same amount of money (or less) that could or would get a higher return for the financial investment?”
My friend the painter thought about the question for a minute and said that for less than $100 he could drive around nearby neighborhoods and look for homes that needed the garage doors painted, write down the addresses and send them a personal note with a special offer to get his “foot in the door”.

Marketing doesn’t get a whole lot more targeted and measurable than that!
If he ends up sending 100 letters and just one converts to a sale he will get his marketing investment back several times over – that’s the way it is supposed to happen with real direct response advertising and marketing!

Take a look at where you are “investing” your advertising and marketing dollars. Is it really the best you can do or is it just easier to throw a few hundred (or thousand) dollars a month out there and hope something good happens?

By the way, most businesses take the “easy way out” instead of really considering the outcome they want and the best way to get it – get out of this trap and watch your results increase dramatically!
Dedicated to increasing your profits,

Rob

P.S. Have you registered for our Mindshift2010 Marketing and Sales Super Conference in Las Vegas next month? I’ll still buy you two nights at the host hotel if you register quickly – I have to give the hotel a preliminary count in just a few days.

Remember, I guarantee you will get 10X your investment back if you will join us in Vegas – go to Mindshift 2010 for the details now!

2010-02-16T07:57:00.000-08:00

Renegade Marketing Lessons from the Super Bowl?
Do you know who won the NFL Super Bowl?

One hundred million plus watched it on TV to see the final outcome!

What would have happened if no one kept score?

There really is a strong business lesson to be learned for your business that I’m sure most of the folks watching the big game were not concentrating on – all of the stats that were measured throughout the game!

Everything from pass completions, yards gained running, penalties, comparisons to past games and the list goes on and on were measured meticulously throughout the game.

Ultimately, even with every detail of the game documented and measured the final outcome was the sports news story for the next several days. Every team in the NFL will study the films, make adjustments, even trade players and fire coaches in hopes that next year they will be in the “big game”!

Are you doing the same thing in your business?

Do you know what the “score” is in your business?

What kind of stats are you measuring?

Here are a few things that you can measure so that you can make the adjustments you need to increase your sales and increase your profits:

1. How many times a day does your phone ring or a potential customer or client actually walks into your business?
2. How many of these “leads” actually make a purchase immediately?
3. What advertising or marketing are they responding to?
4. How many times and in what ways do you follow up with each of them?
5. What is the “future value” of just one new customer or client to your business over time?
6. How many referrals do your current customers and client send you?
7. How many thank you notes do you send each day, week or month?
8. How many of your customers buy just once – never to be heard from again?
9. If you invest $1 in advertising or marketing what is your ROI (return on investment) for that dollar spent?

There are dozens more stats that could and should be measured so that you can make the changes and adjustments necessary to get the highest return on investment possible from all of your business activities – but, if you don’t test, measure and keep track of the score, it’s like a Super Bowl where no one knows the score minute by minute, quarter by quarter or even the final outcome!
Treat your business like everyday is a Super Bowl and come ready to play to win!

Rob

P.S. If you are ready to win the Super Bowl in your business then you need to join us in Las Vegas at the MINDSHIFT 2010 Marketing and Sales Super Conference in March! It will be the perfect chance to get new sales and marketing tools and strategies that you can put to work right away in this “new economy” to take your business to the level that you deserve! Read the details by clicking on this link and then register fast!

You can still save $500 and I will pay for your room at the Super Conference host hotel in Las Vegas but time is running out! The investment will go up in just a few days and I do have to give the hotel a preliminary count to hold the rooms by the end of this week. You can make 2010 your Super Bowl year but you have to get in the game first! Read the details and join the “Renegades” now!

Click here for more information!

2010-01-18T16:09:00.000-08:00

Remember when?

Do you remember the day that you finally decided to “take the reins” and go into business for yourself? Or, the excitement that ran through your mind when you got the “perfect” job offer and said “yes”?

For me it was pretty big day when I made the decision to give up a steady paycheck and create my own income, destiny and lifestyle. Truth is, it was pretty scary!
But, at the time (1987), my adrenalin was running so high I couldn’t resist. What followed was probably the most exciting (and toughest) time of my life!

I remember whenever the phone rang at my small publishing and marketing business I would jump at the chance to “grab” the phone and talk to a potential or current customer. If there was any way that I could help them and turn them into a lifelong customer, I pretty much did whatever it took to make it work. Not a day passed by that I didn’t try to figure out a way to just get one new “lead” or make just one more phone call or personal visit to get people to business with me and buy what I was selling.

But then a funny thing happened – I started acting like a business “owner”. I would find myself concentrating on the “big stuff” and leaving the “little stuff” like selling, marketing, and advertising up to a bunch of other people. My job was to be the “big picture” guy and be important – it worked pretty well for awhile.

I could send someone else to a chamber meeting or HBA function.

Someone else could return customer phone calls or even go out and “drum up” new business – lot’s easier just to run an ad in the media and hope someone would call.

Thank you notes and personal calls and letters just didn’t seem to be such a big deal anymore – why would my customers go anywhere else? Why should I have to remind them on a regular basis why they should choose me?

Was it really that important to do all the “follow-up” after someone called or even bought something from me?

Over time I found myself kind of doing a lot of the same things as my competitors and wondering why the numbers just weren’t growing like they used to. In fact, seems like a lot of time I just felt like I was keeping my nose against the “grindstone” and hoping for better days!

I had forgotten about all of the things I did in the early days and the excitement that I had for each new day. In fact, I had got so “conditioned” to business as usual that it wasn’t even that much fun anymore – but it was an ok living, so what the heck?

I’ll just get to point – business wasn’t all that fun anymore, the money wasn’t great, but most importantly I had lost a lot of the excitement and enthusiasm that I’d had when I started.

So, we put a big piece of paper on the wall and went to work to make things better. I wrote down all the reasons that we had decided to take control of our destiny and the things in the past that we had done that were not only fun but had helped us grow our little business really, really fast.

We even made a list of new things we could do to not just keep our business on track but to grow it into the company we really wanted to have – both in terms of income but also in lifestyle.

We made a list of goals accompanied by responsibilities, action items and deadlines.

Now the truth, it’s not perfect yet – probably never will be. But by taking some time to just really “stand back” and look at where we were and where we were going it helped us create what I describe as a “Mindshift” in our business and you know what? We are having fun, stepping out of our comfort zones and doing and accomplishing things that I really never thought possible!

Take a little time, go back in the past and remember why you made the decision to do what you are doing. Make an “honest assessment” as to where you are; decide what you need to do to get there and then just “get it done”.

Remember, it’s your business, it’s your job and there is no need to lay low and just be a victim of the “new economy”. Let everyone else do that while you go back and start doing the things that made you successful in the first place – start today!

Rob

P.S. By now you have received some of the details about our “MINDSHIFT2010 Marketing and Sales Super Conference coming March 24 – 26 in Las Vegas.

If you haven’t already decided to join us but you are ready for a change, are willing to learn and even more importantly – get around some amazing business people like yourself, you should register and come. I will still pay for your hotel room for two nights but you need to let me know fast – space is very limited. For details and registration go to: The Mindshift website. Let’s all get together and “punch this new economy in the face”!

2010-01-02T14:16:00.000-08:00

Is your Business Ready for 2010?

In my last email I mentioned taking “massive” versus “incremental” action to make 2010 the best ever. Several people responded and asked what specific “massive” actions they should consider for 2010.

Since it is New Year’s Eve and most of you are probably getting ready to celebrate I’ll share just a few actions you can take right away.

1. Take a hard look at the “face” of your business both inside and out. If you have a physical location, is it clean and inviting on the outside? When prospects or clients enter how are they welcomed? Does the environment build confidence in the minds of your clients?

2. How are people greeted, both in-person and on the telephone? Have you set a standard that everyone adheres to? You can add significant sales and profits simply by changing the way people are treated as they come in the door or call your company!

3. Take a hard look at all of your advertising and marketing. Increase the things that work and “pull the plug” on the things that aren’t working. I know that sounds pretty simple but when we take a look at the advertising and marketing plans of some of our clients, in many cases they have just done pretty much the same thing for years and most don’t know if it’s been profitable or not – they just know they should do something.

4. Get a “direct response” attitude about your sales and marketing. Most advertising and marketing is of the “branding” type – not measurable and often expensive. Beware of the “Branders”.

Here’s a really, really simple way to create effective marketing messages regardless of the media you are using:

- Always state what you are offering – you’d be amazed how often this is missing?
- Always explain what your product or service will do for the prospect – what’s in it for them? You need to give details here.
- Always tell them what to do next – the “next step” is nearly always left out in traditional advertising and marketing. Be specific in what action(s) you want your prospect to take and don’t be bashful about it.

5. Develop the following three “SYSTEMS” and implement them fast:

First System - Build a client and lead “attraction” system that brings you new prospects on a continual basis.

Second System – Build a client and customer “retention” system that will “fence in” your customers and keeps the competition out. This will also lead to a “flood” of referrals over time when done correctly and consistenly.

Third System – Build a system that constantly “up-sells” and “cross-sells” to your new and existing clients. There is a potential “goldmine” here that most businesses completely overlook!

The above are just a few of the things you can consider to make a “massive” change in your sales and profits. The real key is to do ALL of them - not just one or two!

That’s the difference between taking “massive” action versus “incremental” action.

Finally, for what it’s worth, most of your competitors won’t take any new actions at all – leaving the door “wide open” for you to make 2010 your best year ever!

Happy New Year and all the best to you, your family and your business team,

Rob

P.S. Next year (next week) I’ll be unveiling a few surprises for those of you that are ready to “punch the new economy in face” – Cheers!

2010-01-02T14:11:00.000-08:00

Which Category is your Business In?

Here are some pretty interesting numbers that you should know about as you get your business ready for 2010. Only you will know where your business fits in today and where you want to take it in the new year.

Here goes:

1% of all businesses provide an incredible income and lifestyle for the owner.

4% are doing fine and continue to reach their goals each year and the owner doesn’t wake up in the middle of the night wondering how they are going to make payroll.

15% of businesses are basically just getting by. They are not necessarily in trouble, but their business is more like a job than a profit generating enterprise.

Finally, 80% of businesses struggle to stay in business each day – and many “throw in the towel” and just give up.

Before I go any further, I will tell you that in the 22 years that I have been a business owner I have been in each of those categories at least once! I call one of my business ventures my $100,000 MBA – I think that’s how much I lost in a failed partnership in the mid 1990’s.

What do the top 5% of business people do that sets them so far apart from the rest?

1. They set huge, seemingly impossible goals (and they write them down).

2. Instead of taking incremental steps to grow their business they take “massive action” on all “fronts” to reach their goals.

3. They take control of their sales, advertising and marketing and do not leave their fate in the hands of others.

4. This one is really important – exceptional business people are exceptional “learners”. They read dozens of books, magazines and trade journals. Instead of a giant TV they usually have a giant library of information.

5. Very successful business people spend time with other successful and forward thinking business people. They attend business events, tradeshows, workshops and seminars and are constantly adding more and more tools to their business arsenal.

There are dozens of other traits these business “leaders” continue to improve on a daily, weekly and annual basis, but the five listed above are a great place to start.

Over the next couple of weeks I’ll be sharing more details about how to make 2010 the year of “massive action” for your business (if you are ready) and will also let you in on some of the goals we have set in our own business that are designed to help you increase your sales and profits next year.

2009-11-17T03:00:00.000-08:00

The Only Trophy or Award that Counts is the One You can Deposit in the Bank!

Let me explain. When it comes to your business the only vote, the only award and the only recognition that counts is that of your customers. They will vote with their wallets and checkbooks and award you with their hard earned cash. It seems really simple to me but there is a “trap” that is easy to fall into.

It’s the image “trap”. If you run that ad campaign – what will your friends, competitors and business associates think? Will they be impressed? Does is show you in the best light? Will it elevate their impression of you? Will it win awards? Will if offend my competitors?

Who cares? Those people can all give you “pat’s on the back”, comments on how nice your ads look and so on and so on and so on…

The awards and recognition that really count are in the form of new and repeat sales and referrals from happy customers. PERIOD.

Tons of ad agencies, marketing experts and ignorant media people have been perpetuating this “image” thing for years at the expense (sometimes dramatic) of small and medium sized businesses that simply want to sell their wares. They create beautiful ads and brochures that are literally suitable for framing. They enter them in contests to show you and their next victim how creative they are. They boast about their awards and trophies (most can be bought from the people that run the contests) and prey upon our own weakness of wanting “recognition”.

Unfortunately, most of that award winning creative work (that costs an arm and a leg) doesn’t do a darn thing to increase sales and profits, is not measurable, contains no compelling offer or reason to respond and in most cases just announces that you are “here”. It may all look really great on your walls in your office or above your fireplace but the bank will still not accept it as a cash deposit.

The person that counts – I’ll say it again is the person that awards you with their cash. If your advertising and marketing is great to look at but isn’t adding to your bank account, my advice is simple – quit doing it. Start using the direct marketing tools and strategies that work.

Do not worry about offending your competitors – they will not pay your kid’s college tuition – I promise.

Do not rely on your media or marketing representatives expertise or opinion – in many (most) cases they will put their own interests ahead of yours – think commissions, awards and recognition from their peers – none of which puts money in your bank account for the Escalade payment.

Finally, in a lot of cases direct marketing isn’t all that pretty. Most of it wouldn’t look good on a wall or mantle. Truth be known, effective direct marketing doesn’t win a lot of awards and trophies. In fact, a lot of your friends and family might even say it looks kind of ugly.

But, effective direct marketing
1. Gets noticed,
2. Demands a response,
3. Attracts new clients,
4. Increases sales to existing customers
5. Creates a steady stream of referrals…
...and you CAN take that to the bank!

2009-11-10T03:00:00.000-08:00

You’ve heard me preach it time and time again.
You need to have a newsletter!
Most importantly - it’s a way to stay in contact and in the forefront of your customers, past and present. It’s a way to communicate with your customers and create an association with them. Whether its an e-publication, a 4 page fold-over, or a single page front and back, you are showing the public that you’re making an effort to take care of them and follow up with them. And finally, you’re setting yourself apart from your competitors because they probably are not doing this.

So what’s holding you back? You think you don’t have anything of interest to say. You don’t think you can come up with enough information every month. You don’t know where to start.

Here are some tips and topics to help you get started.
Remember, implementation over perfection…ready, FIRE, aim???

What’s Up?
Since you’re sending your newsletter out to current customers, make sure they know what you’re up to. Not that you’re taking your son to little league, but what your company has been working on, what your service department has developed. When you can, tell them about your new product or revised service OR compare a new and improved product to one that they may already own. As customers, they already trust you and have a positive opinion about your company. Letting them know “what’s new” increases the chances of repeat transactions and new customers.

I Didn’t Know
How many times have you pulled up to a job to see a service van parked on site that offers one of the services your company offers? How did that happen? Your customers aren’t aware of all the services you offer – that’s how that happened. Every month go into detail about one of the services you provide or one of the products you offer. You can list them all every issue but actually go into detail. Maybe include a picture if applicable. This will help with repeat business, referrals and lead generation.

Break It Down
When you’re listing the services or products you provide, make sure you take the time to tell the reader what it all means to them - "what's in it for them" – feature followed by benefit - always. Also, tell them why it’s important for them by giving examples of ways they could benefit. People aren’t always really good at connecting dots. Tell your 70 year old customer that it would be good tax free investment for his grandchild’s college fund; tell the 20 year old that it would help offset their college expenses.

Also, don’t just list a bunch of acronyms (GRI, MLS,CFP, etc) when it comes to special certifications you hold. Tell them what they are in a way they can understand and give reasons why they will benefit from them.

Ain’t too Proud
Ask for referrals in every issue. If you have space, always have a special offer section. If they send one or “x-many” referrals your way, they can receive a $100 gift certificate to Ruth’s Chris Steakhouse. Include some sort of an incentive for referrals.

Power of a Testimonial
Hopefully by now you’re collecting customer testimonials. Testimonials are important for so many reasons, one of which is the powerful credibility they give to your business. Feature a testimonial in your newsletter every month. You can also have a special offer if customers provide you with a testimonial. Direct them to your website and have them type in their testimonial for a free $5 gift card to a coffee shop.

Not About You
Now this one may seem a little contradictory, but it’s a very important point. Your newsletter is not about “you”. You would not read these Renegade Inner emials and blog if all I gave you was information about myself – awards I’ve won, charities I support, or even my opinion on current events. Your customers don’t care about that either. You are an expert in your industry. Make sure you offer useful, interesting and informative subject matter. This is not a personal soapbox, but a means of staying with them and creating a relationship with them.

Riddle Me This
Don’t talk in terms they can’t understand. Always use a conversational tone and don’t go over their heads. Try to be entertaining, informative and educational without technical jargon – they won’t get or appreciate the industry inside jokes. And don’t be afraid to let your personality shine through. People love being able to relate to one another. Always use good taste, but don’t be afraid to let your true tone shine.

Consistency over Perfection
I subscribe to some hideous looking newsletters. No color, ugly colors and clipart, never the same layout or number of pages, but you know what I notice – the fact that I receive it every month. It may not be on the same day, but it gets to me every month. You may find it hard to believe but having a consistent newsletter is more important than the way it looks and even what’s inside. If you go to the trouble to do a monthly mailing, you will build relationships and trust with your customers.

You cannot wait for the perfect layout or design or material because it will never happen and neither will your newsletter!

Space For Sale
If you still don’t think you can fill an 8 1/2x11 newsletter once a month, don’t be afraid to use some space for special offers or coupons. We’ve already talked about special offers for referrals and testimonials. Have a special that is timely – a “4th of July” or a “Thanksgiving” Special. Whether or not you have multiple pages, don’t be afraid of using the back mailing area for the things you really want your customer to notice. After all, the back is the first thing they see.

Still don’t know what to say...
List all the Benefits of your Products.
Features are different than benefits. Inform your customers of the benefits of purchasing your products or services. Have an ongoing section titled Benefits and give a few sentences every month devoted to the benefits.

School Them
Take the time to describe your guarantees or warranties to them.
What is manufacturer guarantee vs. XXX (Company?) warranty

Value vs. Benefit
Explain to your readers why your product or service is such good value for money.
Describe your pricing structure, and define why it’s priced the way it’s priced.
Breakdown how much they could pay if they’re not proactive now.

Go to where?
Point your readers to your Web site for more information. Reference a special offer only
available at your website.

Special Offers
Make sure that your newsletter has a special offer every month. Include a deadline with
every special offer. Make your offers contemporary – Turkey Day sale, St. Patty’s offer,
Halloween Treat.

Lastly, and surprisingly sometimes overlooked, ALWAYS remember to give them your contact information. Website, phone, fax, address, service address, address of your satellite offices. Introduce your staff or sales team.

2009-11-02T03:00:00.000-08:00

Seven Ways in Seven Days

Are you still finding it hard to get a simple and effective marketing system in place?
Here’s a quick and easy (not too painful) way to create a marketing process that you can implement right away and begin getting more leads, more sales and higher dollar transactions.

Day One: This is a pretty easy day. Make a list of all of the different media and marketing tools you use (newspaper, radio, direct mail, email, billboards, signs, yellow pages, etc). Ask yourself which ones are giving you a measurable return on investment. Cancel anything that cannot be measured or is not getting you the return you want or need.

Day Two: Write a personal letter to all of your current clients and thank them for doing business with you and request just one referral of a friend or associate that would benefit from your products and services. Don’t be bashful…people enjoy helping other people succeed.

Day Three: Make a list of all of your past customers and clients that have not purchased from you in your usual sales cycle (lost customers). Send all of them a card or note and tell them in plain English that you want them back. Include a special offer so irresistible that they will have to respond. Remember to always include a deadline with your offer.

Day Four: Pick up the phone and personally call your top five clients or customers and ask them if they can give you any tips on how you could serve them better or if there is a product or service that they need that you currently don’t offer. You will be amazed at the insight you can get just by talking to the people that do business with you.

Day Five: Send a letter or note to ten people that may never buy from you but can influence others that could. For example, if you are plumbing company, send letters to insurance agents, bankers, remodelers, plumbing supply companies, building supply companies, electricians, etc. Think out of the box on this one. You will be surprised at the response. No one else is doing this.

Day Six: Have a friend or business associate call or walk into your company and inquire about your products or services. Ask him or her to document what happens from hello to goodbye. How was the greeting? Did they communicate clearly? Did they give information that was helpful? Did they ask them to buy? Did they offer more than one option? Finally, did they get contact information so you will be able to follow-up later?

Don’t be afraid to “secret shop” your own operation. It’s your business and you need to know what is happening when someone finally responds to your advertising and marketing. A high percentage of potential sales and long-term customers are lost at “hello”.

Day Seven: Make a list of your top 20 or top 100 “dream” customers and clients. Put the list on a wall in plain sight that you will see daily. Include name, phone number and address on the list so that when you have time or get brave it will be easy to take action. Send a letter, card or note to each of them and be honest. Write in a conversational manner and tell them that you have put them on your “dream” list and would really appreciate a chance to introduce yourself in person and find out more about their company or them personally. Most of these people will be “blown away” that you took the time and energy to tell them that you want their business and have a real interest in them. If you are really aggressive you can call them about a week later to follow-up and request a time to get together. Trust me...this is really powerful if you just do it.

Okay, there’s “seven ways in seven days”. If you are asking yourself what to do after the seven days you are on the right track. The simple answer is just do it again. Choose seven days each month and do the process again. If you are consistent and persistent you will get results that will shock you. Can you start today?

2009-10-27T01:00:00.000-07:00

Do you have a list of your TOP 100 “Dream Customers”?

Do you have a list – mental or otherwise – of 100 “Dream” customers or clients?
If you don’t, you should. Knowing "Who" you want to work with will help you decide "How" to get them.

What makes a dream customer can vary - It could be transaction size, transaction frequency, well-known or upstanding members of the community or just good people that you would like to do business with on a daily basis. Imagine how nice your days could be if you worked with 100 of your “dream” customers or clients and the peace of mind you will have just knowing "who" they are.

So how do you go about obtaining these dream clients? - You must recruit them!

The first step in the recruiting process is to make a list of the specific companies that you WANT as customers. It’s not “rocket science” but this step gets overlooked often.

If you don’t have a list of prospects, take the time to segment your list of past customers what you haven’t done business with in a while. Even if you’ve worked with them in the not so distant past, if they were “good” customers, go ahead and add them to your TOP 100 “Dream” list.

Once you have this list, you must create a specific plan to contact these prospects. Decide which “tools” you will use (phone, fax, email, personal visit, referrals) that will be the most effective when trying to recruit a “TOP 100” client. It’s important to note that a recruiting tactic or strategy that works on one individual or company may be totally ineffective on another potential client.

HOT TIP: Post the name and phone number of your TOP 100 list on a “BIG SHEET” of paper and put it in a highly visible location where staff and visitors can’t miss it. In many cases, just making it easy to identify who should or could be recruited as a new or welcomed “Dream” client will result in some kind of a personal contact. If you are really daring, publish the list in your newsletter (printed and email) and “accidentally” send it out to not only your current client base but everyone on the TOP 100 “Dream Member” list.

Note – Be sure to set up some type of criteria for your TOP 100 list that may include things like community influence, industry excellence, referral base, etc. This list really should be a specific TOP 100 list and not just a general list of people you haven’t worked with before.

Side Bar: What Makes Grade “A” Client? If you haven’t made your “best” or “worst” client list, do it.
Here are some things to ask yourself to help you build your criteria:
What makes a good client?
Pays the Set Price
No Hassle / No Haggle
On-time Payment
Easy to Deal With
Fun to Work With
Transaction Size
Repeat Business

Only you can determine what makes a client “one of your best”. This list is helpful in many fields, especially in your marketing. Taking the time to look at your Grade “A” clients will help you to DO BUSINESS ON YOUR OWN TERMS. If you are able to fill your day working with and for your best customers, chances are, prosperity will trickle down into every aspect of your business. And when you know who they are you will be able to make good decisions on how to reach them.

Be sure to differentiate between a “bad” customer and a “pain-in-the-butt” customer. Just because a client requires extra attention or additional service steps, does not make them a “bad” customer if the price or fee is right.

2009-10-13T03:00:00.000-07:00

Are You Ready for a Challenge in the "New Economy"?

Shhhhh – don’t tell Rob but I (Kate) am filling in this week!
This week’s Renegade Tip will be just a little bit different. I have a challenge for every business person who wants to take this “New Economy” on with both feet forward.

Are you ready for an easy challenge that will (if you aren’t already) get you on the path to doing business different then you did in the “Old Economy”?

Do you want to stand out in the community and get more business and new leads?

Do you want to make those around you feel appreciated and motivated to refer you business or even call you to do more business?

Quick Update: We are currently getting ready to leave for Florida and New York. We have had an amazing fall schedule sharing with Home Builders Associations across the country how to increase membership, keep the members they have and even making more non-dues revenue. As of today we have been to 17 States, met with 74 Local Home Builders Associations and have been privileged to meet way over 600 business people. MOTIVATED business people who are all waking up everyday the same goal of creating more sales, finding more new customers and keeping their current clients motivated to do business with them. After talking to so many of them I wanted to give you a “Renegade Direct Marketing Challenge” this week. And this will be easy enough that you can start today. Spend a quick ten minutes doing this easy to accomplish task and begin to see results NOW. Are YOU Ready?

If you know me, you will know how passionate I am about the “written note”. NOT emailing – really writing a note – do you remember handwritten notes? So, when was the last time you really sent a thank you note or any note of appreciation to someone in your business world?

Challenge: Start today and write one note.
Write one note a day each day this week. That is four notes to start (if you are reading this in Tuesday)
IF you start this new habit you may even continue next week, and send five more. Don’t get caught up in how it is written or the paper it is written on. Just start by getting out a note card or even a yellow tablet and write a note from your heart in your words. The person receiving this note will know it is from you by how you write it and will be pleased that you took the time to do it. Here are some ideas of who you could send a note to:

Past client – maybe someone who has not worked with you in the past year
(I hope you have not lost your way – we want you to find your way back to us.)

Current client – thanking them for doing business with you
(We appreciate your business and know that it is clients like you that keep our business growing)

Employee/staff person – for doing all that they do to help keep your business growing
(Times get busy in our work day and I wanted you to know I noticed you going the extra mile to make our company a success)

Vendor – for taking care of your company and providing you with their service
(We know how busy your day is and we appreciate you going the extra mile to provide our company with excellent service)

Potential client – someone you want to do business with
(You are someone our company wants to do business with and we have a special offer for you.)

Remember: Have an Offer, Enhance the Offer and Put a Deadline on the Offer!

Last Tips for the best results:
Hand address the envelope
Put a real stamp on it – CROOKED!
Put your first name above the return address
Put your business card inside with a short note on the back
And if you want to really go the extra mile – make the envelope lumpy.

There is your challenge! If you really want to do business in this “New Economy” you will have to do things different to stand out and be noticed.

The goal is to get a sale to get a customer – not the opposite!

Let me know about your results!

2009-09-29T03:00:00.000-07:00

What is a USP and Why Should You Care…?

What sets your business apart from the rest of your competitors?

Why should a potential customer (or existing customer) buy from you or your company? Is it because you claim to have great service?

Is it because you claim to have more experience? Is it because you have a great selection? Is it because you have been around the longest…the shortest? What is the compelling reason people should choose to business with you instead of your competitors?

Your USP (Unique Selling Proposition) is one of the most critical components of your business. It is a description of what your company does that provides unmatched value in the marketplace. Your USP needs to be specific. Almost every business uses words like “great service”, “satisfaction guaranteed”, “in business since…” or “wide selection” to describe why people should choose to do business with them. Unfortunately, nearly any business can make these types of non-specific claims and for the most part nobody really cares. For example, look up your type of business in the yellow pages and see how your competitors advertise. Usually there is a company name and/or logo at the top (least important to the reader) and a list of services just like everyone else’s on the page - just arranged a little different. Typically, there are very few, if any specific things that set each business apart from each other.

Imagine sitting at a table with four of your biggest competitors. Across the table is a potential client that represents an incredible transaction that would add a significant amount of money to your bottom line. Now imagine them making this statement and asking this question:

Statement: “I am going to make my buying decision before I leave this table.”

Question: “Why should I choose your company instead of one of these other companies and what value do you have to offer that sets you apart from the rest?”

How would you answer? Where do you provide “unmatched value” that your competitors can’t. Could you be specific?

Do you offer services that your competitors can’t?

Here is an example of a great USP that created a billion dollar business in an already saturated market - “Hot Pizza Delivered to your Door in Thirty Minutes or Less – Guaranteed!” This USP is simple, specific and to the point. Note that there is no mention of the pizza being the best tasting or biggest. Those claims were left to the competition.

Here is another USP from a company you might recognize – “Your Package Delivered Overnight – Guaranteed!” Again, a simple, to the point, statement that clearly describes the service and the benefit this company offers.

Here is the questionable USP of their biggest competitor – “What Can Brown Do for You?” Shouldn’t they be telling you that? There is no specific product or service feature or benefit.

So how do you go about creating your USP?

First, be specific and make sure that you include the benefit to the customer.

Second, keep your USP brief and to the point but don’t hesitate to use enough words to make your point.

Below are a couple of examples of weak Unique Selling Propositions and how they were improved:

Here is a weak, non-specific USP – “Fast Service and Great Selection”.

Now, let’s turn it into a powerful USP – “We’ll help you choose from 127 unique styles and can deliver your choice within 48 hours – Guaranteed”.

Here is another weak USP – “Serving Our Customers for over 20 Years”.

Now, let’s make it specific and strong – “Over 2700 local businesses have saved time and money using our system since 1987”.

Take some time and really look at your client base. Who buys your product or service? What is most important to them? How can you offer value that your competitors can’t or won’t?

Create your USP and show it to a few of your best customers or clients. Do they agree with your USP?

If you have a really hard time figuring out your USP here is a great tip: Ask 5 or 10 of your top customers or clients why they continue to choose you instead of your competitors. If you get the same answer from most of them you have just found your Unique Selling Proposition!

2009-09-22T03:00:00.000-07:00

What Happens When They Finally Raise Their Hand?

OK. So you have a great direct marketing plan including advertising, direct mail, email, your website, the sales letter, the newsletter, the Special Report and all of the other tools that Renegades use to generate new leads, new customers and protect and grow their current customer list. You’ve taken the time, energy and money to create a system that actually causes people to respond by calling your office or even walking in the door…and then what happens? Do you want the truth? In many cases absolutely nothing happens. After the huge investment of time and money to get someone to call or come in there is no process to capture (EVERY TIME) the contact information of the person that calls or comes in.

What happens when someone calls your office to inquire about your products or services? Is the person that answers the phone trained to get a physical address, phone number, NAME, or email address so that they can be put into your direct marketing and sales system?

Do you keep a log of every new visitor to your facility or office so that you can add them to your direct marketing list?

If the answer is yes, then you are on your way to potentially huge gains in sales and profits.

If the answer is “sort of” or “not really” then you are on your way to wasting huge sums of time and money and flushing thousands in potential profits down the drain.

How often have you called or stopped by a business, asked a few questions, even met with a salesperson only to hang up the phone or walk out without anyone ever asking who you are or how to contact you in the future?

Better yet, you can probably count on one hand the number of times you have responded to some sort of an ad or marketing piece and yet never heard from the company again.

One of the main goals in creating a direct marketing system is to get potential buyers to “raise their hands” and show some interest so that you can capture their contact information and add them to your “list”.

One of the best ways to capture this information is to offer to send the prospect something for FREE. It may be your newsletter, a free trial, your Special Report, your amazing sales letter or even a free gift of some kind just for inquiring. The key is to make sure that every prospect that calls or walks in has some sort of a compelling reason to let you know who they are and how to find them. Even having them enter a simple monthly drawing for a gift certificate can yield huge returns…if you follow up.

Don’t let all of your hard work and financial investment in direct marketing get “tripped” up at the door by not keeping careful track of every visit or call.

Finally, think about this for a minute. How many times have you dropped your business card in a fishbowl at a restaurant to win a free lunch in the monthly drawing? How many times have you won? Maybe you got lucky once or twice, maybe not. But, here is the real question – how many times have you been contacted by mail, phone or email with a special offer since the day you handed over all of your contact information to that same restaurant? Ever…?

Don’t fall into the trap of not growing your “list” on a daily basis and never let someone “raise their hand”, give you all of the contact information that you could ever ask for…and then do nothing.

2009-09-15T03:00:00.000-07:00

Don’t Take Customer Loyalty for Granted

Earning customer loyalty is one of the most powerful marketing tools that most businesses could ever employ…yet most of the businesses I deal with are so busy working on getting a new client that the idea of growing and protecting the loyalty of their current customers just kind of goes by the wayside.

One of the biggest and most costly mistakes any of us in business can make is to assume that once we get a customer or client they’ll be loyal to us forever. Taking for granted that your customer or client will never “shop anywhere else” just because you provided good service when they needed or wanted it will cost you dearly in both the short and long term.

When Macy’s opened a department store in our little city, many of the merchants downtown said they weren’t concerned about it because their customers were very loyal to them. They were confident…right up until Macy’s opened and was flooded with those same “loyal” customers.

Customers and clients are fickle. They need to be constantly reminded of the products and services you offer. They need and want to feel important and appreciated. From a pure marketing point of view, if you are not ready to allocate at least as much time and money towards protecting that loyalty as you are towards getting new clients, you will likely find yourself like a “mouse on a wheel.” While you continue to chase the next new customer, your “loyal” customers will leave the “flock” to “try someone new,” to “take advantage of a discount,” or will get “referred to someone else through a friend,” or a number of other reasons that all result with their “leaving” you.

If you have read other articles I have written or heard tele-seminars on this subject we have talked about ways to follow up with your current customers and clients using tools like simple monthly newsletters, sending at least five to seven cards and/or letters per year, using email to send relevant information, etc. All of these tools will help increase customer loyalty, yet I still find that most businesses are just “too busy” to do all that follow-up work even if it means protecting their customers and clients from their competitors.

Without being too redundant, I want to remind you that each of your current customers or clients need to and should be contacted in some way, shape or form not less than seven times per year. In my opinion, there is no limit on the upside as long as you are sending quality information and valuable offers. I know some businesses that use various types of contacts that add up to fifty-two “touches” per year!

Hot Tip: With the holiday season upon us, now is the perfect time to remind your customers and clients that they are important to you and that you appreciate the business that they bring you. Make a list of your clients and customers. Calculate approximately what each of these customers is worth to you in sales, profits and referrals over their “life cycle”. If you go through this exercise maybe you will understand why you should think about doing something other that sending a pre-printed card with an embossed signature via bulk mail and somehow believe that your customers will now be loyal for another year. Aren’t most of your customers worth more than the cost of bulk mail? Can you think of a creative gift other than a pen with YOUR name on it?

This year try having flowers delivered, chocolates sent, a fruit basket dropped off, a surprise catered lunch at their office, a dinner certificate, a personal phone call or visit, a bottle of wine, a handwritten letter, a favorite book…the list goes on and on (if you offer a high-end product or service you may want to send all of the above to a really valuable customer!). Brainstorm with your staff, friends or family to come up with ideas that will help your company break through the holiday marketing clutter. Follow-up your first “gift” with a separate New Year’s card or gift. Can you imagine the reaction and the loyalty you could build by thanking your customers TWICE in the same month? Don’t let this opportunity go by because you are just too “busy” and you believe your customers and clients will never go elsewhere.

2009-09-09T03:00:00.000-07:00

Take Advantage of the Amazing Power of Sequence in Direct Marketing and Increase Sales Now!

One of the biggest complaints I hear is that someone tried direct mail marketing and it didn’t work. When I press about the process or system that was used I usually get kind of a “blank stare” and the same answer from everyone – “What do you mean by process or system? I mailed my brochure to 500 households and no one called me. Direct mail doesn’t work!”

They’re wrong. Period. Think I feel pretty strongly about this?

Direct mail is one of the most powerful tools you can use to market your business…when used correctly.

Here are some things you need to understand and remember when it comes to using direct mail:

1. Do you have the right message? Does your message provide a solution to a problem or need that your recipient has (or at least believes they have)?

2. Does the headline address this issue powerfully and clearly?

3. Is there a specific offer and “call to action”?

4. Are you providing enough information for someone to be able to make a decision to take an action? Long copy is very powerful when used correctly. Don’t be afraid to tell the whole story if that’s what it takes to get your message across.

5. Is there a deadline to take action? If you have no deadline…you have no offer – and in most cases you are throwing your money away.

6. Does your direct mail piece stand out from the rest in the mailbox? Spend a little extra and get unique envelopes, use real stamps and hand address if possible. Always do something that will make your mail get opened…hand writing your name in the upper left hand corner will dramatically increase your “open rate”.

Finally, and this is the most critical piece, use the power of sequence to increase your response.

Sequence is one of the basic principles of direct marketing and also one of the simplest to implement effectively.

It works like this:

1. Send your first offer to your “list”.

2. Wait about fifteen days and send the same offer again with a note reminding them that is a follow-up to the first offer you sent.

3. Wait about fifteen more days and send the offer again with a note that refers to both the first and second mailings.

That’s called a “sequential” mailing and it will increase your response in almost every case (assuming you are sending the right message to the right market). It’s typical to double your response rate using the power of sequence and sometimes the return on the second and third mailing can be exponential.

Do not make the mistake of sending just one direct mail offer and then moving on to a new group or media. Consistency and persistency are two of the traits of a true Renegade direct marketer.

Remember just because you are ready to sell something does not mean they are ready to buy it.

Quick note - One of the best tools that we have found that makes prospecting and follow-up simple and consistent is a program called Send Out Cards. We use it on a daily basis. It's an online tool that allows you to send "physical" cards and notes through the US Mail.
Click on this link to learn more and even "test drive" the program by sending a couple of cards yourself for FREE! Don't hesitate to call us or email Kate at kate@theolivergroupllc.com if you have more questions.

2009-09-01T03:00:00.000-07:00

The Tools Might Change but the Process is the Same!

Have you ever made a successful face-to-face sales presentation? Odds are you didn’t walk in “blind” and just “wing it”. Every super successful salesperson uses a step-by-step process leading the “prospect” down a pre-planned path to a positive outcome. Their sales plan and process is consistent and they control the situation from start to finish.

They know where they will start and they know where they will finish…and they always ask for the order.

A face-to-face sales presentation is a tool. In this case you are the “media” that is delivering the “message”.

Too often, it’s easy to abandon all of our sales principles, strategies and tactics when it comes to using other media tools like direct mail, print advertising, broadcast advertising and most recently the internet. Instead of taking our sales presentation and simply transferring it to another media, we tend to throw out our sales process and do something completely different.

Here are couple things to remember when using “other” media:

A sales letter or print ad is nothing more than salesmanship in print (broadcast media is no different). The process should not change. You still need to lead your reader down the same successful path you use when selling face-to-face.

Look at your most recent direct mail letters or print ads and ask yourself if the letter or ad controls the reader and takes them step-by-step through your sales process and leads them to an offer and a call to action (just like your face-to-face process). If the answer is “no” then stop running the ads until you alter the message.

Do not let a media “rep” or graphic “designer” convince you that the “artwork” or “images” are what makes your ad successful. In fact, if they start using those words – just walk away. You will save thousands in wasted dollars.

Artwork and images have only one job – increase the readership of the “copy”. That’s it…it is ok to use graphics to increase the readership of your “sales copy” – not the other way around.

Remember, the tools may change but the sales process does not. Regardless of the media tool you are using, always ask yourself (or a trusted friend or colleague) if the message and offer follow your successful face-to-face sales sequence and process.

Final tip: Record or simply write or type out your sales presentation. Every time you create a sales letter, ad, web copy, etc. get out the transcription and use it as an outline for the message you are creating. Media people, graphic designers and ad agencies won’t much like what you are doing because the response and return will be measurable. Do not let this stop you from creating great sales copy – they’ll get over it!

2009-08-25T06:00:00.000-07:00

First Class: A Price Worth Paying

First Class! The only way to fly. Sure. Pay a bunch of extra money just so you can get on the plane and sit up with the corporate suits in the front of the jet. Well, this traveler wasn't about to pay that kind of money when I could get to California just as fast by sitting with the real people in coach.

But what if it didn't cost more? Well, I had that opportunity a while ago when Kate and I flew to do a membership training for a Home Builders Association. We just happened to have accumulated enough flight miles to earn two free upgrades from coach to first class. At that price, who could refuse?

Let me tell you what happens in first class. The first thing that happens is your boarding pass gets a big stamp put on it acknowledging that you deserve special treatment. You also get to board the plane with the people with small children who need boarding assistance. Once in the plane, you get ushered to the front-row seats with extra leg room and a great view out the window. Before you sit an extra friendly flight attendant asks to take your jacket or anything else you wish not to worry about. They secure your things in a special closet only for first-class passengers.

Once seated, beverages are offered so you can relax while others are entering to go sit with the regular folks. By the way, your beverages are part of your fast-class ticket, so you can have as much as you want from takeoff to landing. Since it was a 7 a.m. flight, I opted for Bailey's Irish cream and coffee. She brought two to start. It's then that you really begin to feel pampered.

As my coffee was delivered, I was offered a paper to read. I said I'd love one. She replied, “U.S.A. Today or Wall Street Journal?” “Both,” I said. She smiled and delivered the two with a fruit plate, cloth napkin and request for our breakfast order. I settled for a light breakfast and settled back with my papers, fruit, coffee and Cheshire grin. Okay, this first-class stuff works.

As the jet finally left the ground and I accustomed myself to this special service, many thoughts came to mind. How much does it really cost the airline to provide this service? How much are people really willing to pay for it?

In answer to the first question, it can't cost that much. Newspapers, cloth napkins, real silverware, and of course your own coat closet couldn't be that expensive.

In answer to the second question, people pay a bunch for this service. I don't know how much, but I always fell it was unaffordable.

Another thought was: “I'm not alone up here in first class and I bet these other people didn't all get free upgrades. They were paying the price. And they still wouldn't get to their destination any faster than the coach-paying customers behind them. These people are simply willing to pay the price for service!”

How many of our customers would pay extra simply for great service? How many of us who perhaps can't compete with other companies size-wise or price-wise can add
first-class service to our businesses and attract the customers who appreciate it? If we can't afford to promote like our competitors or price like our competitors, I bet we can afford to offer first-class service. I mean, really, how much extra does it cost?

Put together a first-class package for your best customers. Pamper them, treat them with incredible respect, smile - even when it hurts. Yes, even tell them how much you appreciate them. They'll do business with you like never before. Your competitors won't be able to lure them. And price becomes an afterthought as opposed to a first thought. Who are your best customers? All of them.

2009-08-17T14:54:00.000-07:00

The Harder You Work, The Luckier You Get

“Aren't they lucky to have such a nice house!” “Isn't she lucky to drive such a nice car!” “What a good marriage! Aren't they lucky!” “They're so lucky their business is successful!”

How many times have you heard someone refer to someone’s good fortune as “luck”? I've done it myself: "Boy, if only I'd been lucky enough to come up with that idea.”

Well, over the last couple of years I've had the opportunity to meet some really “lucky” people. They are generally not real tough to find. If you want to meet lucky business people, drive through your local business district at around 9 p.m. Often times lucky people will be in their offices planning their next stroke of good fortune.

If you would like to talk to some of these people, go to a local Chamber of Commerce or business association meeting. There is a high degree of likelihood you'll find these lucky business people in attendance. Don't be shy about striking up a conversation. Most lucky people turn out to be pretty friendly and will probably be more interested in you than you are in them.

Lucky people are also good to have as friends. Most lucky people are recognizable by their personal integrity. If they give you their word on something, you can take it to the bank. They tend to do what they say they will do. You don't have to watch your back when dealing with these lucky people, either. Most would not compromise their good fortunes by lying, cheating or stealing. The next time you find yourself commenting, “She's so lucky to have such a glowing personality,” look a little deeper. You'll notice things such as honesty and sincerity in that person…lucky traits to have.

People who have all the luck tend to hang out in groups. They believe spending time with other lucky people will make them even luckier. They share lucky ideas and thoughts pretty freely with one another. If you'd like some of that luck to rub off on you, a suggestion might be to get involved in a community group, a service club, your church or maybe your city government. Lucky people are found in all these places and they will be more than happy to admit you as a "future lucky."

You see, lucky people won't judge you by your looks, or your car, or your house, or even your money. Lucky people will judge you for your integrity, your honesty, your consistency and, most importantly, for your ethics.

You can't pay your way into the lucky group. You can't sell your way in, and you certainly can't cheat your way in. You simply walk in. All lucky people ask is that you treat people right, be a dependable friend, care about your community, and work hard.

You see, the harder you work, the luckier you'll get.

2009-08-11T06:00:00.000-07:00

Finding Your "Second Wind" in the "New Economy"

I subscribe to a number of marketing newsletters and magazines and one that I got had a quote that kind of “hit home”.

Every business has kind of a “way to do things”, whether it’s adding new customers, retaining clients or increasing transaction size.

Most of the time, all of those systems or processes work really well. But, once in a while, even a tried and true way of doing things can lose its effectiveness due to the "New Economy", local business climate, competition or some other outside force. Sometimes, we see it coming and sometimes we don’t.

The way it has “always been done before” just doesn’t quite have the same impact it used to.

Here is the quote (maybe one of you knows who said it, I don’t):
“When there is no wind in the sails, start rowing”

How does that quote apply to business?

If you’ve been “sailing along” for the past several years and are finding that some of the things you are used to doing just aren’t working as well as they used to, now is the time to start “rowing”. It’s not the time to just sit in the boat and wait for the “old wind” to come back. It’s time to “row” until you get the wind behind you again.

Look for new ways to attract customers. Really get a “focus” on marketing and start a systematic approach to communicate with your client list. Set aside some of the “old ways” of doing things and try some new ones. Ask yourself - "can I measure the results of this action"? IF you can't measure it - DON'T DO IT! Look at things like pricing schedules, your current advertising campaigns, product or service mix and take some time with your staff or business colleagues and brainstorm new ways of generating revenue – without any preconceived notions or ideas.

I’m not suggesting at all that you abandon your current systems and processes.

I am suggesting that when the wind stops (or slows way down) you can either sit in the boat and wait for something to happen, or you can “grab an oar” and make things happen.

Here are a couple of things that might help you get some fresh ideas and strategies:

Call two or three of your best customers and ask them if they can recommend any new products or services that would benefit them. Often, you will be surprised at their willingness to give you great ideas.

Make a list of all of your products and services. Are there any complimentary products or services (we call them a “second glass) that you could add? Ask yourself these questions?

What are my customers asking for that I am constantly referring to someone else?
Is it a product or service that I could provide myself without a huge investment in time and money?
Can I set up a “strategic alliance” or JV (joint venture) with someone that does provide that service and share in the profits?

Here’s a really simple personal example from our own business:
In our marketing company, we have a complete “sign division” that allows us to create banners, site signs, window lettering, decals and just about any other type of “sign” you can think of. During the sales and production process a lot of our clients would ask if we knew a good printing company, or they would ask for all of the artwork we created so they could go get their printing done. Finally, the light went on and we leased a full-color digital high-speed “copy machine” and started offering digital printing as a “second glass”. It was a high margin, relatively low cost addition to our business that has generated thousands in new revenue and our bottom line.

Sometimes, just adding the things that your customers and clients have been asking for can add sales revenue and profits.

What are your customers asking for? Knowing that we are now in the "New Economy" you have two choices to consider in your business. ONE: just wait for the old economy to come back (AND it won't) and just keep doing things like you always have done. TWO: Understand that we are now in a "New Economy". When you embrace the change in the economy you will be able to see the need to build a new plan of attack - from how you do business, market and even how your staff operates and takes care of your customers and clients.

SO...Start “rowing” and you will find a “second wind”, business should be as fun today as it was the day you started. I will leave you with one more quote - and if I were you I would put it on a BIG piece of paper for everyone in your company to see.

"Life (Your Business) is not about waiting for the storms to pass...it's about learning how to dance in the rain!"

2009-08-04T00:30:00.000-07:00

You Can Influence the “Influencers”

There’s a group of individuals that have the ability to make or even possibly break your business. They can send you new leads and clients on a regular basis or they can send them to someone else. They are usually easily identifiable and easy to market to, yet most businesses either completely overlook them or don’t have any kind of a systematic plan to reach and communicate with them.

We call these valuable assets to your business “the influencers”. These are the “go to” people in your community or region that are often asked questions like “do you know a good Realtor”? “Do you know a good builder or remodeler?” “Can you recommend a good window or door company?” “Where can I get a good pizza?” This list could go on and on.

If you wanted to build a house, who would you ask advice from about choosing a builder? It’s not going to be the unemployed twenty-two year-old kid living in an apartment. It is going to be someone that is respected and perceived to be knowledgeable on that subject.

Here is a quick list of people that can influence someone looking for a builder: bankers, insurance brokers, investment brokers, realtors, architects, accountants, mortgage brokers, remodelers and more. These individuals influence the buying decisions of dozens, maybe even hundreds of your potential clients and customers each year.

It doesn’t matter what business or industry you are in there is a group of “influencers” out there that are either sending business to you or sending it to your competitor. You can influence the “influencer” with a simple, yet consistent system of communication.

Here’s the plan:

1.) Make a list of ten types of businesses or industries that have a direct or indirect connection to yours.

2.) From the above list choose two specific individuals in each type of your ten businesses (two bankers, two insurance brokers, etc.). It doesn’t matter if you know them personally, but they should be respected in your community.

3.) Now you have a list of twenty “influencers” to put into your system. Create a database (could be on a yellow tablet) that includes name, business address, phone, fax, email and website.

4.) Now set up a contact schedule of at least seven time per year. I recommend fifteen to twenty or more, but let’s start with something easy.

Here is a sample of types of “touches” you can use:

Introduction letter – short and handwritten

Short note requesting information about their business - so you can be an “influencer” for them too.

Testimonial letter – “one-sheet” with comments from your satisfied clients.

Holiday card – two or three a year each with a handwritten note.

Business update – brief “announcement” notes about your business.

Tear sheet letter – find an article about their business or industry and “tear it out” and mail with a “thought you might find this interesting” sticky note.

“Thank you for your consideration” letter with a small gift – (pen, Starbucks card, hat, specialty item with your logo – be creative!).

Request for referral letter – it’s OK to ask. Most people are afraid to do this. Renegades do it all the time.

Ideal client request – send a quick note asking them what their ideal client or customer type is so that you can refer people to their business when appropriate.

Birthday card – always with a personal, handwritten note.

Set these “touches” up on a regular basis (every three to six weeks or so) and send to your list of twenty “influencers.

You will be amazed at the results and positive comments you will receive…and the number of “word of mouth” referrals you will get. The key is to be consistent. Most businesses send a “stuffy” letter or a glossy brochure one time and then move on to someone else. Your goal is to be consistent with a very targeted audience and to build relationships with your “influencers” list.

Note: Some or most of the “influencers” on your list may never do business with you but they will send you referrals and leads on a regular basis.

Imagine the number of referrals you will receive as you grow your “influencers” list to fifty, one-hundred or even one-thousand people.

Hot tip: Very few, if any, of your competitors are doing this. They are “too busy” or believe “everyone already knows me”. Once in a while they run an ad in the paper or do one direct mail “piece” and then go try something else. How many businesses are “touching” you on a systematic and regular basis? You could probably count them on one hand.

2009-07-26T16:09:00.000-07:00

Renegade Client Attraction

The goal of these articles is to set up some baseline thinking about marketing and advertising. When it comes to attracting new customers and clients the first thing that really has to be considered is who do you want to attract?
What makes an ideal client and what makes the disastrous client?
1. Make a list of the traits that make up your dream customer or client. It may include things like transaction size, repeat business, level of satisfaction with your service or product, ability to refer others to you, etc.
2. Take a look at you current client list and pick some of your best customers and write down the different reasons you consider them to be some of your “best”.

Now, do the same with your “worst” type of customer.
3. Make a list of the traits that make up your “worst” type of customer or client.This list may also include things like transaction size, repeat business, level of satisfaction, etc.

4. Pick a couple of your most difficult customers and write down the things that make them hard to deal with.

Now that you have your “best” and “worst” lists you can start using “bait” that will attract the “best” customers and repel the “worst” customers. For clarification, many of your current clients may not know which category they fall into because you haven’t told them. Sometimes, simply telling one of your difficult customers the truth can move them into the “best” category. They really didn’t know how you wanted to do business with them.

Finally, take a look at your current marketing and advertising. Does your message state who or what type of customer you are looking for or better yet - not looking for? Here is an example of a headline that clearly states what type of client this company is looking for:

Are You Ready to Remodel Your Home Now?
If Quality of Craftsmanship and Materials are More Important
Than Simply Finding the Lowest Price Then Call Us Right Away!

This is a pretty basic message but I hope you get the point. This builder wants to attract clients that are ready to make a decision now, not get ideas for their dream home they intend to have in ten years. This builder is also clear that if you want the cheapest price you probably won’t be a good fit. The body copy would reinforce exactly the type of client they are trying to attract. Get out a newspaper or go through the yellow pages and look at your competitor’s ads and messages. Most are trying to be everything to everybody and are surprised when they attract the “worst” customers or sometimes none at all. What kind of “bait” are you using?

2009-07-21T00:30:00.000-07:00

Renegade Advertising Secrets

This article will probably be one of the most honest.
Why? Because when it comes to creating effective advertising that has a measurable return on investment most ad reps, ad agencies and marketing professionals are giving really bad, sometimes damaging advice. It’s not that they aren’t nice people. They just don’t have a clue about direct marketing.

Here’s a quick tip: If you can’t tell if a certain ad or campaign is working, just stop it. Yep!
Call the media company today, right now and tell them to cancel it. They’ll tell you how important it is to “keep your name out there” and how it takes time for “image” advertising to really work and finally that repetition is the key to results. Wrong. Keeping your name out there in front a bunch of people that will never buy from you is a waste of money. Waiting for years to see a return is a waste of money. Repeating a “bad” ad over and over again is simply a waste of money. Buying into the “white space” sells myth is waste of money.

If you are running ads that have no offer, no deadline and no specific call to action cancel them now. It might be mentally painful but just take that money you save and put it in your own bank account, not theirs.

So what should you do when you use media?

Create a clear message

In every ad that you run, in any media, always have a compelling offer, make it very clear, even if it takes a lot of copy (people that have an interest will take the time to read it) and create a deadline to respond by offering an incentive, free report or bonuses. If you don’t have a deadline you don’t have an offer.

Define your market. Who do you want to sell to? Who is most likely to buy from you? Are they rich? Are they poor? Do they own homes? Are they self-employed? Government workers? Retired? Do some research on your “best” customers. Where can you find some more just like them?

Make sure the media you are using actually reaches your market.

Do you really want to pay for a circulation of 150,000 readers or listeners if only a small percentage of them are ever likely to buy what you are offering? Do some homework and find out what your target market reads, watches and listens to before you just throw money into the wind at the mass media.

Finally, measure your results. If no one responds, change the offer or find another media.

Dedicated to increasing your profits,
Rob Oliver

2009-07-13T14:13:00.000-07:00

Stop "We're Here" Marketing and Start Direct Marketing

All of us are inundated with about 3,500 or more marketing "hits" every day. The sad thing is that a good share of them are "tuned out" or just ignored - they have no compelling headline, there is no "call to action" and the message is either weak or non-existent.

If you want to break through the clutter - keep reading.

"We're Here" - So What!

Make your advertising "work" for you by following a simple three-step process.

This will be a relatively quick marketing comment - but I hope it causes you to stop and take a look at your current advertising program - whether it's print, broadcast, internet, direct mail or some combination of all of them (I recommend using several types of media).

Anyway, and some of you have heard this before - it is critical that you have some sort of "call to action" in every marketing tool that you use.

Simply announcing that you "are here" does not create any special interest or urgency.

Here is a quick Direct Marketing 101 three step process you can use that can increase your response rates dramatically:

Step One - Always have an offer. Give your prospects a reason to respond.

Step Two - Enhance the offer. Give your prospect some sort of extra incentive or bonus for calling you, emailing you or coming to your office or store.

Step Three - Always have a deadline. Your deadline can be a certain date or time (respond by next Tuesday at noon) or it can be based on availability (only 32 of these are available at this price with the bonuses).

If you have no deadline, you have no offer!

And finally, your logo is not a headline - believe it or not, even if you spent a "boatload" of money on a fancy logo, it does not belong on the top of our ad. Your prospects want to know what you are offering and why it will benefit them. Make sure that the offer and the benefit are included in your headline.

As you thumb through the newspaper, listen to the radio, watch TV or take a look at a brochure of flyer you have received, take note of how many of them lack a headline, offer or deadline and make their logo the most prominent part of the message - then take a look at your own marketing tools and compare - are you doing the same thing as everyone else or are you - observing the masses and doing the opposite?

Dedicated to increasing your profits,
Rob Oliver

2009-07-13T14:07:00.000-07:00

Beware of the "Levelers"

In my last letter I talked about making the "Mindshift" to create the life-style and income of your choice. It seemed to hit a "hot spot" because I received dozens of comments on it.

That being the case I wanted to warn you about one of the biggest obstacles that you may run into as you set out to take yourself and/or your business to the next level.

Beware of the "Levelers"!

And I'm not talking about the window coverings.

All of us have experienced "levelers" in some way, shape or form.

Basically, a "leveler" is a person or group that wants to make sure that no one gets too far ahead of them in their business success, career success and sometimes just life in general.

The problem with "levelers" is that for the most part they don't want to work any harder, learn any more or do much at all to improve their "lot in life".

Instead, a "leveler" will do their best to make sure you don't get ahead of them. They want you to stay at their level so they don't end up looking bad.

Instead of encouraging you to pursue your goals and create the lifestyle that you want, "levelers" will tell you why your idea will never work, your goals are way too lofty and give you all kinds of advice on how to "just make the best of things" as they are.

And you know what - it works!

Have you ever had a great idea or set a personal or business goal that you were really excited about? Maybe you even started the process of taking the steps necessary to succeed?

In fact, maybe you were so excited or enthusiastic about your new plan or idea that you actually told some other people what you were up to - and then the "levelers" stepped in.

- They told you how they had already tried that and it didn't work.

- They knew someone who knew someone that had tried it and failed.

- They reminded you how much work it would be and maybe even made you feel "guilty" about the time commitment.

SPECIAL NOTE: A really good "leveler" will even ridicule you or embarrass you in public by revealing your "way too lofty goals" or your great idea to others in hopes they will help "level" you as well!

Finally, after all of the advice and input from the "levelers" you felt like you might as well just give up and "stay where you are".

So how do you avoid this "leveling" stuff?

Ignore the "levelers". Don't listen to them. In fact, the more people that tell you that you are on the "wrong track" the higher the odds are that you are moving in exactly the right direction.

In our Renegade Direct Marketing Inner Circle Group one of our slogans is "observe the masses and do the opposite".

The other way to beat the "levelers" is to start spending time with people who are crazy like you - people that want and know that they can choose any lifestyle they want, create the income level and financial security they deserve and really just don't give a hoot about what the "levelers" think or say.
In this "weird" economic climate the "levelers" will literally "come out of the woodwork" to keep you at their level.

Be prepared, be strong and keep moving ahead.

Dedicated to increasing your profits,
Rob

2009-07-13T13:57:00.000-07:00

The "Gaping Hole"

I have been working hard (at least my version of hard) for a couple of months taking a good look at the sales and marketing tools and information that I have shared and decided there was one "gaping hole" that needs to be addressed.

Ignoring this "gaping hole" will cost you dearly in terms of your money, your time and your lifestyle.

I know because I've been there and now work daily to "patch the hole".

In all honesty, some days it's pretty hard if I start my morning watching the news or end the day reading about all of the economic "misery" the journalists (remember, they are entertainers, not geniuses) are spewing out on a regular basis.

Even though I believe "Renegade" style marketing is the absolute key to success for most small to medium sized businesses there is one thing that is far more important to get a handle on if you really want to create and live the lifestyle of your choosing.

Get this one right and the rest will fall into place quickly - get it wrong and you'll end up working harder, longer and for far less money that you deserve.

Here goes:

Before you can make a "marketing shift" that can and will catapult your business and lifestyle to new heights there is one important step (really more like a leap) you will have to take.

A couple of weeks ago, while we were making a 1,000+ mile round trip drive to Montana, Kate and I were talking about how the most successful (defined by degree of control over their time, money and lifestyle) people we have met seemed to have one special trait that set them apart from everyone else.

These individuals have great products and services, but not that much better than most.

They are typically pretty nice people too, but not that much nicer than other people.

They seem to be pretty smart, but not that much smarter than everyone else.

So what is it that allows these people to create huge incomes, have total control of their time and enjoy the type of lifestyle that many people just dream about?

What is it about these people that sets them apart from the rest?

Here's the secret - they did a "MINDSHIFT".

I know that sounds a little "out there" coming from me but just stay with me on this for a minute.

A simple but calculated SHIFT IN THINKING is what really creates success for these otherwise pretty ordinary folks.

They decided to step (or run) away from the rest of the "pack".

They made a conscious decision to take complete control of their businesses and their lifestyle and have determined that no one but themselves can or will be responsible for their success (however they choose to define it).

They set absolutely outrageous, audacious and out-of-this-world goals that defy logic for most of us. These wild goals aren't just financial. They include things like how many hours a day they will work (or not). Firm decisions are made about what compromises they refuse to make when it comes to family and friends.

Finally, time is often the most valued and protected asset of those that make the "MINDSHIFT". They build their business around their "lifestyle plan" - not the other way around.

In short, the "MINDSHIFT" is a not just a decision to be successful - it's much, much more.

- It's a decision to create a whole new set of written business and personal goals based on how you want to live and work - in that order.

- It's a decision to not let your fate lie in the hands of other people (they have enough of their own issues to deal with) and take control of it yourself.

- It's a decision to quit playing "follow the leader" and chart your own course on your own terms - regardless of the "status quo" or what other people might say or think - let 'em stay "broke" if they want to.

- It's a decision that money is a "means to an end". Instead of deciding what you can do with the money you have, decide what you want to do and figure out how much money it will take.

Once we make the "MINDSHIFT" we can actually create the plans, strategies and tools that we need to get where we want to be.

If you've already made the "MINDSHIFT" you are a step ahead of nearly everyone.

By the way, you don't need permission from anyone to start creating the lifestyle of your choice. All you need to do is the make the decision and then start taking specific steps to reach your goals.

Dedicated to increasing your profits,
Rob

2009-07-13T13:51:00.000-07:00

You Had Me at Hello!

Seems appropriate that since it's the day before Halloween I pick a "scary" topic that a lot of business owners really don't want to tackle.

What happens when all of the time, energy and money that you have invested in marketing to attract customers and clients actually works?

We did a little "case study" over the last couple of days that was a bit of an "eye-opener" yet the results weren't altogether surprising.

Here's just a little glimpse of customer service reality that is really happening in some businesses. We got to see it first hand.

As part of a Halloween promotion we are working on we had the opportunity to walk into over 40 businesses in about 2 hours.

Sarah, (dressed professionally) from our office walked into each business to simply drop off a "trick or treat" bag (no selling).

As she walked into this wide variety of businesses the reception was pretty interesting.

In at least 10 of the companies there was no one around to acknowledge that she had even walked in the door. After a couple "hello's" someone would finally come from the back or get up from a cubicle to find out what the "interruption" was.

In several (at least 20 or so) there actually was a receptionist or greeter. Unfortunately, in 8 of those businesses they were either so busy on the phone, computer or talking to a co-worker that there just wasn't enough time to even look up and say hello!

In at least 10 other businesses the "gatekeeper" looked at Sarah suspiciously as she asked for the owner or manager (by name) and basically asked "just what is it you want?" in a cold and somewhat derogatory tone.

But, here is the most interesting observation of all. In the small, owner operated, one or two person companies everything changed.

If the owner of the business was at the counter or nearby they quickly and kindly greeted Sarah and asked if they could help her. In a couple of the small businesses even when the owner was in the backroom or in another office they called out and said they would be "right with her".

As I mentioned earlier, Sarah was dressed nice, was friendly and professional as she
walked through the doors of these businesses. She could have easily been a potential customer or client referred by someone else or responding to an expensive marketing campaign. Sarah also has the ability to influence other potential customers.

In about 75% of the "stops" the acknowledgment and/or reception was "tepid" at best. The "scary" part is that in every case it was an employee that was either ignoring, guarding or greeting at the door.

In the owner operated businesses the reception was kind, respectful and welcoming.

What happens at the "face" of your business? Are potential customers "scared off" or "put off" as they come through the door?

Is there a "snap" judgment made by an employee about the people walking through the door?

Have you "secret" shopped your own business to see for yourself what happens when you aren't there?

Do you have a specific process for how customers and clients are treated as they come through the door?

In our little "case study" it was pretty clear that the person paying the bills (the owner) understood the value and future value of a customer or client.

It was also pretty clear that many of the employees DID NOT.

The "face" of your business is one of the most powerful and easy to use direct marketing tools you have. Don't let all of the time, energy and money you spend on attracting and keeping clients and customers be wasted.

Remember, you "had them at hello".

By the way, every business has many "faces" to be aware of. Our "case study" was conducted walking through the door. I wonder what happens when we call on the phone?

Dedicated to increasing your profits,
Rob Oliver

2009-07-13T13:45:00.000-07:00

The ABC's of Direct Mail

At our office we get about twenty pieces of mail each day. At home I get five to ten pieces of mail each day. So, on average I get to sort through over five-hundred pieces of mail each month or around six-thousand pieces each year - and we are a pretty small business. As usual, the 80/20 rule takes over meaning about 80% of the mail is deemed "junk" right away and goes straight to the "round file". Of the other remaining 20% about half goes into the "look at it later" pile and the final 10% gets opened right away. That means the one out of 10 pieces of mail actually gets opened and dealt with immediately.

Those averages don't bode real well when it comes to using the US Mail as a communication and sales tool. Now, imagine the barrage of mail most of your customers get each day, month and year.

How many times a year do you mail something to your customers (special offers, invoices, announcements, letters, newsletters, event updates, etc.)?

Where do you think the mail that you send your customers rates when it comes to the 80/20 rule?

I'm not suggesting for a minute that your customers "toss" all of the mail you send them. I am suggesting that with the sheer volume of mail they receive that some of yours will end up in one of three "piles.

The "C" mail pile: "C" mail really doesn't go into a pile at all. It goes into the trash. Usually unopened or torn in half, "C" mail is considered junk mail with zero importance and is quickly discarded. Think for just a second about how you sort your own mail. Do you ever sort it over the garbage can? I believe that most of the mail that you send your customers does NOT end up in this pile. But, don't celebrate yet - beware of "B" mail.

The "B" mail pile: The "B" mail pile may be the most dangerous pile to have your customers put your mail. The "B" pile is the place mail goes that will be opened or at least glanced at "later". Unfortunately, when your customers are receiving hundreds of pieces of mail each week the "B" pile can stack up pretty quick and even become overwhelming.

At a certain point in time the "B" pile can get so big that when it comes time to look at it a good share of it winds up in the same place as the "C" pile mail. "B" mail usually contains good information but because of the lack of urgency and the sheer magnitude of the "B" mail pile this valuable information often gets overlooked and eventually tossed. You do not want your mail to fall into this category.

The "A" mail pile: This is the "good" place. "A" mail really doesn't find its way into a pile at all. "A" mail gets opened immediately. "A" mail is mail that contains checks (good bookkeepers can smell a check in an envelope). Tax notices, letters from family, birthday or holiday cards, utility bills, some vendor invoices and other "urgent" mail falls into the "A" category.

If you want your mail to be noticed and opened by your customers the best way is to figure out how to make it "A" mail.

Here are a few tips:

1.) If you really want your customer to pay attention to something you mail them don't use a #10 white envelope. Most "C" mail arrives in this format. The goal is to make your mail stand out so that it gets opened. Try a goldenrod colored envelope that is a little bigger than a regular #10. Your open rate will go up.

2.) Use real stamps when sending important information and offers. Metered mail has the look and feel of junk mail. It may take a few extra minutes and might cost a couple cents more but if you want it opened use a real stamp. For extra impact, put the stamp on a little crooked. Really, a crooked stamp will create curiosity and create a higher "open" rate.

3.) Either hand address important mail or at least take a felt tip marker and circle the address label. I know it sounds crazy but mail with a personal touch is way more likely to get opened upon receipt.

4.) Make the envelope lumpy. Add a pen, keychain, letter opener or some other type of promotional item that will cause curiosity. Lumpy mail almost always becomes "A" mail.

5.) This is the "killer" tactic that breaks through all of the clutter. THE FEDEX ENVELOPE. FedEx envelopes get opened and get opened fast. They convey urgency and importance to the recipient. Use FedEx envelopes for special offers, up-sells to current clients, very important "thank you" notes and any other type of information that is critical. You will pay a little more but the return on investment can be huge.

If you take a little more time and INVEST a few cents more you can make the mail you send to your customers "A" mail. When it comes to getting and keeping customers and clients constant relevant communication is critical.

There are dozens of ways to get and keep the attention of your customers.

Dedicated to increasing your profits,
Rob Oliver

2009-07-13T13:40:00.000-07:00

"Small Targets"

If you are selling eggs for 89 cents a dozen or bread for 99 cents a loaf mass advertising can be a great tool. After all, nearly everyone buys eggs and bread.

But, if your product or service is more specialized (and it is) you can and will have a lot more success using advertising and marketing tools that reach the types of customers and clients that would want or have a need for what you are selling.

Take a look at your existing client base and see what traits they share. Are they professionals? Are they middle income? Where do they live? What kind of cars do they drive? If you take a hard look at your list of current clients you will see similarities. By the way if you aren't satisfied with your current client type then you need to change your "bait".

If you are attracting the "wrong" kind of clients it's usually your own fault by virtue of the marketing message you are sending - change the bait, change the client.

Once you have identified your ideal market, it's time to start focusing on getting your message to that market using the right media. Assuming you have the right message and you have identified the right market choosing the media to reach them is critical.

Media isn't just newspapers, radio and TV. Media includes direct mail, email, billboards, customers that refer, meetings you attend, newsletters, signs, tele-marketing, sales people, influencers, strategic alliances and any other tools that will get your message to your market.

By first identifying your target market you can create a plan and strategy that is specific to that group and contains a message that will resonate with them.

One final thing to consider and it may sound a little rough. Unless you are selling a product or service with "mass appeal" that everyone buys, most of the money spent on regular advertising is wasted.

Most people - that's right, most people will never buy from you. They don't want and don't need or can't afford what you are selling. By using "mass media" as your main tool for getting your message out you are really spending money reaching a HUGE percentage of people that will never buy from you.

Focus your time, energy and money identifying and marketing to only that segment of the market that could or would buy from you.

With a "smaller target" you can market much more efficiently and a lot more effectively.

Dedicated to increasing your profits,
Rob

2009-07-13T12:53:00.000-07:00

"Set Things in Motion"

Have you ever had a really great idea that you knew would be a real "winner" for your business and then put off implementing it? Then, weeks or months later you watch as your competitor takes that same idea and just gets it done?

One of the biggest obstacles in business is "setting things in motion". When it comes to marketing most businesses really over complicate things and ultimately get very little actually implemented. They are so intent on trying to create the perfect plan, strategy or system that in the end nothing happens.

This is a dangerous place to be for any business. If you don't have at least a simple two or three step marketing system in place that is attracting new clients, retaining current clients and bringing you referrals, then you are at the mercy of the "next best thing" that you are offered because you know you should at least be doing something.

Media salespeople love it when a business doesn't have a marketing plan or system.
It allows them to appear to be the only solution available and makes it pretty easy to convince businesses to buy their "flavor of the day". Out of confusion, desperation and fear, bad advertising decisions are made everyday by most companies.

Don't let yourself get in this trap. "Set things in motion" now.

Here is a simple exercise you can do to get things moving. It might take you a couple of
hours to complete but it can pay big dividends for years.

At the beginning of this letter I commented on the fact that lots of great ideas are never implemented or are left to the competition. Let's get those ideas on paper now and take action.

Make a list of three actions you can take now to attract more clients.

Make a second list of three actions you can take now to retain your current clients.

Make a third list of actions you can take now to sell more to your current clients.

Make a fourth list of actions you can take now to get more referrals from your clients
and influencers.

Finally, take one action from each list and put it into "motion" this month.

Next month do the same and the following month do it one more time.

If you will take the time to create your four lists and implement one action or idea from each for the next three months you will have "set in motion" a plan and system that will separate you from about 90% of the businesses in the country. You will also be able to say "no" when offered the "flavor of the day" by media people coming through your door.

Dedicated to increasing your profits,
Rob

2009-07-12T14:39:00.000-07:00

"Every Day is a Marketing Day"

Gene Simmons of the rock band KISS (and amazingly successful business man) has a credo that he lives by every day. According to Gene, "Every Day is a Money Day". At a conference we attended Gene said that every morning when he gets up to "go to work" he asks himself what actions and activities should he take that will result in generating more revenue and profits for his company - and then he implements and executes them. Period. It's really not "rocket science".

How does that quote relate to your company? Try this credo for your business:

"EVERY DAY IS A MARKETING DAY!"

What does that mean? Take a look at a "typical" day in your business. Take a hard look at the activity around the office - even if you are a one person office.

Will the activities of the day help increase sales and profits?

How many items on the "to do" list are aimed directly at sales and marketing?

Is there a focus on increasing sales and profits or just maintaining the status quo?

At our office there is usually so much activity going on that it's easy for me (a true procrastinator) to just kind of move through the day and look back at the end of the day to see what happened. Usually, when I let myself just make it through the day the level of real productivity
slips - actually it kind of plummets.

One of the things that has helped me is to make a very short list of at least three activities or actions that are directly aimed at getting a new client, retaining an existing client and offering a new product or service to our clients.

My goal each day is to implement and execute at least one activity in each of those areas, regardless of whatever else happens around me.

If your day tends to get away from you occasionally or at the end of the day you sometimes wonder if you really accomplished what you set out to - you might create a simple, three item action list that will help make "Every Day A Marketing Day". These daily actions do not need to require a lot of time and effort to be effective - they just need to be implemented consistently.

Here's a really easy and simple three-step "Every Day is a Marketing Day" plan:

1.) Send a short letter to a prospect each day that describes the features and benefits of one of your products or services and contains at least five "testimonials" from current customers. The letter can be a form letter but should be written in a conversational "tone". Always have a special offer with a deadline and include a handwritten note and signature.

2.) Call or send a short note to a current customer or client that you haven't heard from in a while or has not made a purchase within your typical sales cycle. I recommend either a personal call or a handwritten note just to let them know you appreciate and value their continued business relationship.

3.) Send a current client or customer an "unexpected" thank-you note (never an email) each day and include a list of any new products or services that you have available.

These are just three ideas to get you thinking. There are all kinds of small but effective things that you can do make "Every Day a Marketing Day". All three of the above activities can be completed in just a few minutes each day. You will be pleasantly surprised at the the results but will also have a real sense of accomplishment each day, week and month.

Dedicated to increasing your profits,
Rob

2009-07-12T14:34:00.000-07:00

"Is There Wind in the Sails?"

I subscribe to a number of marketing newsletters and magazines. I got one a couple of days ago and it had a quote that kind of "hit home".

Every business has kind of a "way to do things", whether it's adding new customers, retaining clients or increasing transaction size.

Most of the time, all of those systems or processes work really well. But, once in a while even a tried and true way of doing things can lose its effectiveness due to the economy, local business climate, competition or some other outside force. Sometimes, we see it coming and sometimes we don't.

The way it has "always been done before" just doesn't quite have the same impact it used to.

Here is the quote (maybe one of you knows who said it, I don't):

"When there is no wind in the sails, start rowing"

How does that quote apply to business?

If you've been "sailing along" for the past several years and are finding that some of the things you are used to doing just aren't working as well as they used to now is the time to start "rowing". It's not the time to just sit in the boat and wait for the "old wind" to come back.

It's time to start "rowing" until you get the wind behind you again.

Look for new ways to attract customers. Really get a "focus" on marketing and start a systematic approach to communicate with your client list. Set aside some of the "old ways" of doing things and try some new ones. Look at things like pricing schedules, your current advertising campaigns, product or service mix and take some time with your staff or business colleagues and brainstorm new ways of generating revenue - without any preconceived notions or ideas.

I'm not suggesting at all that you abandon your current systems and processes.

I am suggesting that when the wind stops (or slows way down) you can either sit in the boat and wait for something to happen or you can "grab an oar" and make things happen.

Dedicated to increasing your profits,
Rob Oliver

2009-07-12T14:25:00.000-07:00

"Plug the Hole" and Increase Profits Now

I'm going to get right to the point. Most, in fact I would guess 90% of the businesses that we patronize have a weak if not non-existent system for attracting clients, keeping customers and generating referrals.

Here a sampling of some of my own experiences:

1.) Kate spots some spiders around the foundation of our house. We call the local pest control company - two blocks from our house. We tell them we want the spiders gone and a quote for the rest of the yard and our trees. One week later I pull into our driveway. There's a guy spraying the foundation (took about 15 minutes). I ask about the quote and the answer is "not my job, but I'll remind the boss". It's now three months later and no quote. They lost all of my future business and more importantly any referral business they might have enjoyed.

2.) We have a local floor coverings business that spends a "ton" on advertising. We hired them and spent a quick $5,000.00 or so within the week. That was about six months ago and we have never heard from them again. Not a thank-you, not a request or a referral, not even a "are you satisfied" call. They continue to spend thousands of dollars trying to get "new" customers.

3.) We hired a local landscape company to "clean-up the yard. They came, they cleaned and they left. They actually did a great job but I have never heard from them again - and I have lots
of projects and even more referrals. Yet, they are advertising for new customers all the time and spending a "boat load" of money doing it.

For what it's worth, none of these examples are particularly unique. Think about the people and companies you do business with.

How many times do you hear from them after the sale?

How many requests for a referral have you been asked for this year?

How many follow-up thank-you's have you received?

How many times have you been offered a new product or service from an existing
vendor - the list goes on and on.

All of those companies have a "hole" in their business that potential customers, existing customers and MONEY is falling through.

They spend a huge amount of time and MONEY trying to attract new business and very little time or MONEY making sure that their customers and MONEY don't fall into the "hole".

How does your business measure up? If someone doesn't buy on the first contact do you
have a follow-up program?

Here's a secret concept that can change your business now if you grasp it.

"Your customer is not necessarily ready to buy just because you are
ready to sell".

They will buy on their own schedule and you better be there when they are ready.

Most businesses want to plug the "hole". They really do want to set up a system for attracting customers, keeping customers and generating referrals and additional sales. They just never quite get around to it or they keep on "getting ready" to implement something.

If you have a plan and system in place - Congratulations! If not, start tomorrow.

Send a thank-you note to everyone you have done business with in the last two years. You will be amazed at what that single, simple gesture will do to your bottom line.

Send a follow-up note to anyone that has inquired about your product or service in the last year (most businesses don't even keep track) and offer them a special incentive if they respond in two weeks or less. Just doing that can generate great results for your business.

Now, here is a shameless offer - If you want a "system" in place but don't have the time or skill
to set one up then you should try the same system we use.

We used to struggle keeping in contact with clients and potential clients. Sometimes,
we even forgot to say thank-you for a referral or big sale. It wasn't that we didn't want to - I just always wanted to make sure whatever we sent was unique and would be appreciated and from time to time it just wouldn't get done.

It's not a problem any more. We found a company that let's you do all of your card and gift sending from one easy place from any computer anywhere (even Mexico!). You can actually put your customer or client list in this online program and send a real card, in your handwriting with your signature and a real stamp for about a buck.

If you want to add a gift card (like Starbucks, Home Depot, Chili's Barnes & Noble and others) or other gift items (like cookies, gift baskets, coffee baskets and more) you can do that too, all from one place. No more dashing around (when you have time) to pick up a card, grab a gift card or gift and then taking the time to get the message written and then the whole thing mailed.

This program even let's you set up schedules so that your different types of clients or customers can automatically receive a card, postcard or three-panel card with your
pre-written personal message on any schedule you set up. You can stay in contact as often as you want (imagine your customers getting a card with your message or offer each month, quarter or however you set it up?) or use it on the spur of the moment as a quick thank you or special offer or to remember a special occasion in their life.

Anyway, we use this program and it has made a huge difference in our ability to stay in contact with customers, friends and even family members.

If you would like more information about this "marketing tool" just click on Kate's email address below and type "PLUG THE HOLE" in the subject line. No one will call you or pester you, we'll just email you some information and even the ability to do a free test drive of your own.
kate@theolivergroupllc.com

P.S. I absolutely will not recommend anything that we wouldn't use ourselves. We have tested this simple profit building program and it is "as advertised" and has helped us get and keep some really valuable customers and clients.

Dedicated to increasing your profits,
Rob Oliver

2009-07-12T14:21:00.000-07:00

Is Your Business Like a "Frog In a Pot?"

No doubt you have heard the "Frog in a Pot" story before, but it's worth repeating and then taking a hard look at your business and see how it applies.

Frogs can jump really high and really fast. If you boil a pot of water and then toss in the frog, odds are that it will hit the boiling water and jump out faster than you can blink.

But, if you put cold water in the pot and toss in the frog it will likely just sit in the pot. If you heat the water slowly enough the frog will just sit in the pot until it gets so hot it kills the frog. As long as the heating is really gradual the frog won't notice until it's too late.

A lot of businesses are like the frog. Gradually, over the years a little bit less attention is paid to a detail here and a detail there. After awhile some of the bad habits or lack of attention almost become standard operating procedures.

Same old advertising, phone etiquette declines, the office gets a little cluttered, customer follow-up is lacking just a little, the work truck looks kind of beat up, the sign outside is peeling, employees get a little apathetic, so on and so on and so on.

Then one month you notice business is off a little bit, expenses are up a little bit, you lose a couple good clients or big sales but it's not a big deal. It will be better next month.

After a few months you notice it's not getting any better, sales are plummeting and the key employees and clients are going to your competitors and it's just too late to do anything about it. The business dies and in looking back it's hard to put a finger on the "one thing" that caused the decline and ultimately the demise of the business.

Is your business like the frog in the pot? Are your products, services, facilities, tools, employees and even clients just a little tired? Are you going to do something about it "soon", but "soon" just never seems to come?

Take a look at the businesses that you frequent. Can you spot some "frogs in a pot"? Has their level of service and customer follow-up declined just a little bit each year?

Businesses seldom fail overnight (there are exceptions). Usually, it takes months or years of gradual decline to lead to the closing of doors.

What can you do today in your business to improve customer service, improve employee morale, increase revenues, reduce cost, raise transaction value and increase profits?

Don't decide that you will address these issues "soon". You too, could become a "frog in the pot".

Dedicated to increasing your profits,
Rob Oliver

2009-07-12T14:16:00.000-07:00

Marketing to the Affluent

I want to start this article by telling you that there is no way I can give you all the information necessary to become an "expert" at marketing to "rich people" in the limited space of this letter.

What I am going to try to do is get you to start giving some serious thought to ways you can transform your business to reach and sell to this GROWING market.

If you watch or read the news you might be convinced everyone is broke, no one has any money and if they do they have to use it to buy $4+ a gallon gas.

Now I'm not saying there are people and businesses that are struggling and having really hard times. I'm just suggesting that there is this other group out there that has plenty of money and is very willing to part with it when the right product or service is presented in the right way.

Real quick let's define who these people are:

Mass-Affluent - Household incomes of $85,000 to $150,000 and/or net worth of $250,000
or more.

Affluent - Household incomes of $150,000 to $250,000 and net worth of $1,000,000 or more.

Ultra-Affluent - Household incomes of $250,000 and up with net worth of 3 million to
10 million dollars.

Ultra-Utlra Afflluent - Household incomes of $1,000,000 million or more and net worth of
10 million and up.

Note: Much of the information in this article comes from a book I recommend: "NO B.S. Marketing to the Affluent" by Dan Kennedy. It's available on Amazon and in most bookstores. It's under 20 bucks and if you are serious about marketing to this group it is a must read.

There is a pile of demographic information that goes with each of the above groups but just understand that the range is from families with young children to executives of Fortune 1000 companies. Small business owners, white collar workers, blue collar workers and divorced singles are all found in these different categories.

You have probably heard this question before but I'll ask anyway.

"If you were going to rob a business would you choose a convenience store with less than $50 in the till or would you rob a bank that has tons of money?"

Now look at your business. Are you spending endless time, energy and money trying to sell to people or demographic groups that are barely getting by and scratching just to make ends meet or are you going where the money is?

Does your advertising and marketing specifically target any of these groups?

Can you set up strategic alliances and joint ventures with other companies that do reach these different groups?

Do you have an Ultra Premium version of your product or service that includes a level of service and exclusivity not available at any other price?

Do you have a VIP club that includes special benefits like private sales, early notifications or maybe a special maintenance program?

When someone sees the "face" of your business does it reflect professionalism, integrity and an attention to detail that these groups appreciate?

How do you find these people?

There are dozens of "list broker' companies that will sell you mailing lists in your local area that are sorted literally down to the "tightest" criteria including household income, vehicle type and even what magazines they subscribe to. Look up "list broker" in your phone book and see what you find. If you can't find any, email me and I'll send you a couple you can contact.

At the very least, get in your car and drive around some of the "affluent neighborhoods" and see for yourself where and how these people live. Write down 100 addresses and write
a special letter with an offer inviting them to see or sample your products and services.

Every business has the ability to go "where the money is".

Your business is no different. Once you understand this group and really believe that you can market and sell to them you will open up a huge opportunity for your business.

Here's a secret: Most businesses will never take the time to find these people, "remodel" their business to reach and cater to them and continually raise the bar on their competitors.

Take the time to look at your business and see how you can cater to these different groups. You don't have to go after all of them but look for a "niche" that fits your business and start "remodeling" today.

I know I am only scratching the surface on this topic. For an in-depth look at how to increase your profits dramatically get Dan Kennedy's book "No B.S. Marketing to the Affluent". You can read it in a weekend and it is an "eye opener".

Dedicated to increasing your profits,
Rob Oliver

2009-07-12T14:12:00.000-07:00

One Degree of Separation

How do some businesses do it? You know what I mean. Every time you go to that one restaurant, clothing store, hardware store, bank or accountant, it just seems like they have it all "dialed" in and the whole buying experience is extraordinary.

Are they really that much different than their competitors? If you look close and pay attention in most cases they really aren't. They may have the same products, similar services and even buy from the same suppliers. Yet they have more customers, repeat business, a flood of referrals and here's the scary part - they actually charge more than their competitors.

How come a "fine" steakhouse" can sell a sirloin steak dinner for $50 bucks and another restaurant can only get $10.99 for nearly the same thing? Do you think the cut of meat really costs the "fine" restaurant four or five times more?

How do they do it and how does it apply to your business? The secret is "one degree of separation". Some businesses do everything just a little better. It really doesn't take a lot to separate your business from competitors. I know this is pretty basic stuff but it's the pretty basic stuff that can make a huge difference in your sales, repeat business, referrals and the prices you can command.

Think about the last great customer experience you had. What really made the difference? Next time you go back to that business really open your eyes as to what you see, what you hear and how you feel.

Are you applying those same strategies and tools in your business?

Here's a quick list of things we can all look at in our own businesses that cost little or nothing to improve but can pay huge dividends with just little "tweaks" here and there.

How is the phone answered when a customer or client calls?
Have a friend call your company and inquire about your product or service while you listen on another line. It's OK to do this. It's your business.

What do people see when they pull up to your office?
Does it look like a "fine" restaurant or an OK diner? A broom, paint and a new $100 sign can absolutely change the face of nearly any business.

How are people greeted when they walk through your door?
Is their a consistent policy or is it left up to each individual? Do people stand up to welcome people in or do they look up say "hi" and then go back to their email?

How does your place look?
Clean, professional and organized or always in a state of 'just a little chaos"? I get "heat" for this one but the receptionist's work area is not a great place to turn into an art gallery of children's crayon drawings or finger painting masterpieces. Take a look and see how you feel walking through your own business door.

There are literally hundreds of little "details" that when altered just one degree can make a huge difference.

Make your own list by documenting all the steps in each type of customer or client interaction you have "from hello to goodbye" and most importantly the follow-up.

Dedicated to increasing your profits,
Rob Oliver

2009-07-12T14:08:00.000-07:00

The Biggest Asset in Your Business

What is the biggest asset in your business? Think about it for a minute. Is it your employees? Is it you? Is it your equipment and furniture? Is it the product or service you provide?

All of the above assets are critical to your business but there's one that rises above all and is often the most neglected: THE LIST.

What's the list? It's your customer and client list.

How much attention do you pay to your list? Do you have a plan to grow it? Do you have a strategy and plan in place to protect it from your competitors?

Have you devised a way to get more revenue and profits from your current list?

One of my business mentors, Dan Kennedy, refers to himself as a "rancher".

He describes his job as "attracting and building a herd of customers" and then "fencing them in" so that they can't wander off somewhere else and then "treating them so well" that they rarely if ever want to leave.

It's a pretty good analogy that has stuck with me for several years?

Are you a "rancher" in your business?

Here's a few quick tips:

1.) Take a look at the list of all of the customers and clients that you have attracted over the years. If you don't have a formal list make a printout from your bookkeeping program.

2.) When was the last time you communicated with the list? Yesterday? Christmas? One time since they "bought"? Never? Make an honest assessment here even if it hurts a little.

3.) Segment the list. Break your list into smaller lists like regular customers, one-time customers, big ticket buyers, small ticket buyers, one item buyers, multiple item buyers, etc. Don't over complicate it but do try to be as specific as you can.

Oh, don't forget the "lost customers" list. Look at your sales "cycle" (the average time it takes a customer or client to make their next purchase from you) and make a special list of the customers that have not returned.

4.) Make a plan to start taking care of each list (your herd) and think of ways to put a "fence" around them so they can't get out and the "rustlers" (your competitors) can't get in.

Clearly, this is only an overview of how to deal with the "most important asset in your business".

Give it a little thought while your cooking the burgers and hot dogs on this holiday weekend.

With some care and feeding you can grow your list, keep it safe and ultimately get immense value from it.

Dedicated to increasing your profits,
Rob Oliver

2009-07-12T13:58:00.000-07:00

Word of Mouth Advertising and the "Influencers"

Here are three ways to increase your word of mouth advertising and referrals that you can use now to increase your bottom line

The first thing to realize is that word of mouth advertising really is a marketing tool that should be given a top priority in your business. Most businesses really enjoy having people talk about their business and the occasional referral that walks through the door. But, they don't take the time or energy to really "fuel the fire" when it comes to managing word of mouth advertising.

1.) Create a system that creates continuous word of mouth advertising. Your system should include regular and steady communication with all of your current and past customers and clients. This should be a combination of letters, cards, emails and a regular newsletter. At the very least you should be "touching" your customer list at least seven times per year but fifteen or twenty times will increase your results exponentially. Your customers are bombarded with 3000 to 4000 marketing messages per day! If you don't consistently remind your customers to do business with you and tell others about you, they will forget about you.

2.) Make a list of types of individuals and businesses that influence your potential customers and clients. For instance, if you sell life insurance you should make sure that every attorney, banker and accountant in your area are hearing from you on a regular basis. These are the people that get asked "do you know a good life insurance agent". These "influencers" can be a huge asset to your marketing efforts if they know who you are and what you do. Do not take it for granted that "everyone already knows you" and already recommends you. It's not true. Who influences your business? Make the list now and use a mix of postcards, letters and maybe even a personal visit (bring 'em a plant) to communicate at least seven times a year. It requires a little effort and money but it will pay huge dividends.

3.) This is critical, easy and effective but often overlooked or put off. Learn to say "Thank you" when someone recommends your business. I know it sounds simple but it doesn't happen nearly as often as you think. When was the last time you sent a simple note of thanks for a referral or recommendation? Did you send more than one? Are they on your Birthday, Christmas, Thanksgiving and other holiday lists? If you take the time to recognize the people that are sending you business they will send even more. If you don't, eventually they will become a "salesman" for someone else.

As you might of guessed by now, most of what we are talking about is follow-up, follow-up,
follow-up. How much is just one good "influencer" worth to you? Do the math and send someone
a thank-you right now!

Dedicated to increasing your profits,
Rob Oliver

2009-07-12T13:55:00.000-07:00

Increase Profits Now With The "Second Glass"

When is the best time to get an additional sale from a customer or client?

Your best odds are at the time of the original sale. I'll explain. Let's assume that you have gone through the process of creating a sale with a new or existing customer. They have agreed to buy the product or service that you are selling and are about to write the check or give you a credit card or arrange financing. Once your customer gets to this point it is the perfect time make an additional sale by offering a "second glass".

Just like it sounds the "second glass" is simply a second offer after the first offer has been accepted and the customer has taken mental ownership of your product or service and is about to pay.

Have you ever been to a restaurant, ordered a drink, then ordered dinner and as you are finishing your meal the waiter/waitress asks you if you would like another drink? Have you ever said "no"? Sure you have...but how often have you said yes? That's the power of the "second" glass. How much did the restaurant have to spend in additional marketing to get that sale? Nothing. With no additional marketing expense, labor expense or overhead expense how profitable was that sale?

The moment someone has solidified their buying decision and "has their wallet out" is a perfect time to offer your "second glass". The odds of a positive outcome are in your favor because you have already earned the trust and confidence of your customer. Here are some examples to get you thinking about your own "second glass":

Landscaper - "for only X dollars more we could create a paved path to your new garden".

Window Company - "since we will already be here we could replace the old sliding glass door for 25% off the regular price".

Remodelor - "for 9% more we could make the dining room trim match the cabinets in your new kitchen".

Banker - "thank you for moving your business account to us. Would you like to apply for our low interest credit card while you are here. Approvals only take a couple of minutes."

What could your "second glass" be?

Ideally your second offer should be a complimentary product or service that has a high perceived value and a relatively low cost of goods.

What is a typical second purchase from an existing client? Start offering it at the time of the first sale and watch what happens.

What would happen if just 20% of your clients opt for the "second glass" at the time of purchase?

If you sell a $1000.00 product or service with a 15% net profit ($150) adding a $200.00 "second glass" with a gross margin of 40% ($80) with no new marketing or overhead expense could literally increase your net profit on that sale by 50% or more.

Here's just a couple of final notes -

Your "second glass" offer must have real value to your customers or clients. You have earned their trust and confidence and you don't want to do anything to compromise that.

The "second glass" should only be offered after the first purchase has been agreed to but prior to the actual exchange of money. It's a lot easier for your customer to say "yes" if they don't have to "pull out their wallet" a second time.

Dedicated to increasing your profits,
Rob Oliver

2009-07-12T13:50:00.000-07:00

Getting Prospects to "Raise Their Hand" and Ask You to Market to Them

Do you know who is looking at, listening to, reading or watching your advertising messages and offers?

Is your only goal to get someone to buy something right now?

It's great when they do but for every customer that buys now there are several more who have an interest but either need more information or the timing isn't quite right. Some simply don't know if you are the one they should buy from. How do we find out who these potential buyers are and what should we do with them?

First, let's get them to "raise their hands" and identify themselves.

You have to have a way for them to respond to your marketing without having to make an immediate purchase. One of the best tools to accomplish this is a Free Special Report. A "Special Report" is a short (often) one page document (physical and online) that answers questions that are in the mind of the prospect, positions you as the "expert" and gives them a sense of security that you and your company are the best source for their needs.

For example, if you have a remodeling company the title of your Free Special Report could be "Five Things Every Home Owner Must Know Before They Choose a Remodeling Company". In the report would be real information that will truly help someone who is considering a remodeling project.

A mortgage company could create a Free Special Report called "Five Secrets Most Lenders Won't Tell You When You Apply for a Loan". Secrets may include things like how they read a credit score, best ways to present your information, etc.

The final example, a window coverings company could have a Free Special Report called "The Top Ten Mistakes Most People Make When Buying Window Coverings" and include information on privacy, energy conservation, color coordination, adding resale value, etc.

Creating a Free Special Report is pretty easy if you stick to "Top Five Reasons" or "Seven Tips" type of reports. You just make a list and write a short paragraph for each and you have a report.

Next, make sure in every ad you run, direct mail piece you send and marketing tool you create, you always offer your Free Special Report. Make it available by phone, fax, email, regular mail and on your website.

In return for the Free Special Report the prospect needs to give you a name and email address, physical address or fax number so that you can "deliver" their Free Special Report to them. The less personal information you ask for the higher response you will get. Do not make them give you any more than you need to get them their Report. A first name and email address or physical address is usually plenty to start your marketing campaign with them.

The only people that will "raise their hand" and ask for your Report are people that are interested in the product or service you offer and are considering a purchase now or in the future.

Other than an immediate sale there is no better prospect.

Once they give you their contact information in exchange for your valuable Free Special Report you can add them to your list and start your direct marketing process sending mailings, newsletters, special offers and more relationship building information.

Note: It is absolutely appropriate to send a special offer with your Free Special Report as a way of saying thank you. You will be surprised at the positive response you will receive.

Dedicated to increasing your profits,
Rob Oliver

2009-07-12T13:45:00.000-07:00

Create a Customer Relationship System

The goal in getting a sale is to gain a customer not the opposite. Most businesses work really hard and spend a lot of time and money trying to get
a customer so they can get a sale.

Renegades actually do the opposite which is to get a sale to get a customer.

Personally, I have made several major purchases over the last couple of years (cars, remodeling and home improvement, real estate and insurance and hospitality) and it appears that most of the businesses (nearly all) were satisfied with that single transaction, because for the most part I haven't heard from any of them since (no, we weren't hard to work with and yes, we did pay cash). In some cases, when asked, I don't even remember the name of the company or individual I worked with (makes it hard to give a referral).

Most business people, though well intentioned, simply forget or fail to understand the future value of a customer or client and tend to focus on just "getting the sale".

Take a look at your own business and ask yourself these questions:

What is the lifetime value (LTV) of a customer?
What is the value of the average transaction?
What is your customer's purchasing cycle (how often should they buy)?
How many years do you keep a customer on average?
What is your "lost customer" rate (these are customers that have exceeded the average purchasing cycle and have not returned)?

Once you can answer these questions (most people will never take the time to figure this out) you can do some simple things that will absolutely increase your sales and profits.

1.) You will be able to determine how much to spend to get a new customer. If the lifetime value of a customer or client is $1,000 in profit would you spend $100 to get one?

Tip - make a list of the individual people or companies that you would like to do business with. Figure out what their LTV (lifetime value) is and decide what you would spend in time and money to get them. Then, put a direct marketing plan together to consistently communicate with them (cards, postcards, letters, newsletter, phone and email) always offering a way for them to respond - Free Special Report, Free Gift, Special Service, Additional Incentive, etc.

Communicate at least seven to twenty-one times per year in some fashion and watch what happens. What if you turned just two or three of these prospects into buyers? What if you created a system that consistently produced new prospects and new customers?

2.) You will be able to determine how much money to spend to keep a customer. If the lifetime value is $5,000 in profit, how much would you spend to keep one?

Tip - Use the same process above using thank-you notes, "up-sell" or "cross-sell" offers, new product or service announcements and always, always ask for referrals! As long as you have provided a valuable product or service and continue to communicate on a regular basis (seven to twenty-one times per year in some fashion) it is entirely appropriate to ask for referrals.

In future Blogs I will talk about some of the most effective methods and tools for getting new customers and clients, keeping them, and increasing their lifetime value to your business.

To get the highest return on your marketing investment of time and money develop ways to start, keep and enhance the customer relationship and avoid focusing only on the single transaction.

Finally, take a look and make an assessment of your current customer relationship system and make sure you are maximizing the lifetime value of a customer.

Dedicated to increasing your profits,
Rob Oliver

2009-07-12T13:36:00.000-07:00

Pricing for Profit and the "Experience"

Do you ever wonder how a competitor in your market gets away with prices that are a lot higher than yours? Does it surprise you when even though your price is lower you can't steal these customers or clients away from the "other guy"?

Most businesses operate under the assumption that their customers and clients are actually buying their product or service when what they are really buying is a solution and/or an experience.

Simple and obvious "experience" example: Starbucks can get three or four bucks for a cup of coffee you could make at home for about 25 cents. Do you think people are buying ground coffee beans with hot water poured through it at Starbucks? They are buying the experience - the pleasant surroundings, the friendly baristas, the coffeehouse aroma, the camaraderie with other customers, the sound of the background music, the hiss of the espresso machines and dozens of other experiences.

You wouldn't pay the same price in a convenience store? Why not? Because it's a different experience with a far less perceived value. You can get a steak dinner at Applebee's, Chili's
or Ruby Tuesday's for ten to fifteen dollars (is there really a difference between these places?) or you can go to a Ruth's Chris Steakhouse or a Fleming's and get a steak dinner (better steak) for forty to sixty dollars. Is the steak really five times better? Do the premium steak houses really pay five times more for the beef? How do they justify the price? They are selling prestige, personal satisfaction, status and any variety of personal reasons someone can use to rationalize the cost. Think of your own examples using hotels, auto dealerships, appliances, carpet, professional services, remodeling, and real estate - the list goes on and on.

Now take a look at your business. Are you selling what people are buying? If you are simply selling a product or service then you are a commodity that can be price shopped and in almost every case beaten. Why would a woman pay $400 for a purse at Saks's when she can buy almost the same thing for $40 at Penney's? Do you think she is really buying something to carry her "stuff" in?

Look at your facility or storefront - does it set expectations of low prices or high value? Does it give the perception of an experience and solution or simply products and services for sale? Evaluate your staff and levels of service - what price expectations do they present? Are you providing the same level of service and atmosphere as most of your competitors? If that's the case then it is hard to justify charging higher prices.

The Three Tiers of Pricing

Low Price

1. Selling on low price alone is very dangerous. Someone will always undercut the low price leader. Even Wal-Mart worries about this on a regular basis. Selling at low prices almost guarantees that you will not be able to provide an outstanding experience and above average customer service. These things cost money to provide and you won't have it. Trying to be the low cost provider with the highest level of service is typically impossible. Most companies caught in this trap either go out of business or struggle to meet the expectations of their market.

Middle Price

2. Pricing in the middle is equally as dangerous but far less stressful for the business owner. At least you can provide okay service with prices that people are okay with. Heck, it's what every body else is charging. The danger of being in the middle is that the price shoppers will go elsewhere and the "experience and solution" buyers will go where they perceive the highest level
of service and the best solution to be and will almost always be willing to pay a higher price. That leaves the company in the middle fighting for what's left with dozens of other competitors in the same position. It is very hard to create a high level of loyalty and customer satisfaction when you have limited profits and resources to reinvest because you are priced in the middle.

High Price

3. Being the highest price in the market is a great place to be when it comes to profits but it requires an unrelenting commitment to high-quality products and services, creating an unparalleled experience and/or solution for the client or customer and an attention to even the smallest of details. These companies cannot let their "guard" down for a minute but the extra effort can bring big, big rewards.

Note: There is another tier which is the ultra-high price that is reserved for those businesses that market to the very wealthy and affluent customers and clients. Most businesses ignore this "price is no object" market even though it can be the most lucrative price position.

Consider the following when analyzing your pricing structure:

When pricing your products and services remember most customers are buying an experience
or solution not the commodity.

Assess the customer experience and solutions you provide. Are you charging too little or too much - better to err on the high side.

What simple changes could you make that would enhance your customer's perception of value?

What new levels of service could you provide if your prices were 20% higher? In many cases a 20% price increase can actually cause a 50 - 100% increase in profits! Imagine the possibilities.

Finally and you may not like this one - most businesses could raise their prices by up to 20% with little if any resistance from their customers or clients! Test it yourself and see what happens. I think you'll like the outcome.

Dedicated to increasing your profits,
Rob Oliver

2009-07-12T13:09:00.000-07:00

Message! Market! Media!

"I know that half of the money I spend on advertising and marketing is wasted - I just wish I knew which half!!"

Ever had that thought? You aren't alone. Read this if you want to have an easy three - step test for all of your advertising and marketing. It's pretty simple but amazingly important!

If you are tired and frustrated by trying to decide how to get your products and services in front of the right people at the right time you are not alone. Every day thousands of business owners try to figure out if the money they are spending on advertising is working for them.

Get more results from your marketing and stop wasting money and time on ineffective methods or media!

Three of the biggest challenges businesses face are deciding on a message, finding the right market and choosing the media to use to reach that market.

Here is a Three Step Process you can use to help make Smart and Valuable Advertising and Marketing Decisions

1.) First let's talk about the message: the message you use in your marketing needs to always include your USP (Unique Selling Proposition).

What is the one thing that sets your business apart from your competition? Is it your experience, special pricing, huge selection, 24 hour service - think about it.

"If you and three of your competitors were sitting across the table from a potential customer or client and they asked why they should choose your company instead of your competitors
how would you answer?"

Your USP should be clear, easy to understand and included in every marketing or advertising tool you use. If you don't know what your USP is and have trouble figuring it out just call a few of your best customers or clients and ask why they choose you - you'll be surprised at their answers, but there is usually one thing that stands out - it could just be your USP!

2.) The next thing that has to be considered is: who is the right market for your message.

You could have the perfect message but if you get it to the wrong market you will have wasted your money, time and energy.

"You can have the best, cheapest, most unique product or service but if you continually present it to the wrong market your results
will be dismal"

Who is most likely to buy what you sell? Who influences other peoples buying decisions and could send potential customers to you. Most businesses spend 100's or 1,000's of dollars every month sending the perfect message to the wrong market or sending the completely wrong message to the perfect market. If you don't figure this out you will waste huge amounts of money over the years and never get the results you should.

Figure out your message and identify the right market - and one more thing...

3.) If you have the right message and have identified the right market there is one more thing you need to really pay attention to: the tool (media) you use to reach them.

Media could be direct mail, posters, billboards, fax, newspaper, radio, television, email, trade shows, trade organizations and clubs or literally any of hundreds of other choices.

One of the biggest ways to waste your money is to have a great message, a perfect audience and choose completely the wrong media to get the word out.

How many times a day are you exposed to meaningless messages, clearly meant for some one else so you completely ignore them? Find out what your target market reads, where they live, who they spend time with, what they watch, what they listen to and then choose a media that reaches them - it's not rocket science but most businesses rarely take the time to do the homework to make good, informed decisions when it comes to choosing the right media to get their message to the perfect market!

MESSAGE! MARKET! MEDIA!
You have to make sure all three are correct each time you market your business. Skip just one and you will have wasted your money and left countless potential customers and clients on the table.

"Direct Marketing is a systemized process of creating and using specific messages and offers and presenting them to specific targeted markets and audiences with a specific "call to action" and using marketing tools and techniques that are the most effective and give you the ability to measure the results".

Dedicated to increasing your profits,
Rob Oliver

2009-07-12T13:02:00.000-07:00

What is Direct Marketing and Why Should I Care?

Do you ever go to work in the morning and wonder if your advertising and marketing is actually working? Have you ever bought an ad in the paper or on radio or television because there was a special deal or because the "ad rep" called you at the last minute and said you were going to miss the deadline? Have you ever bought advertising because your competitors were doing it? Have you ever spent money on advertising because you thought you had to "keep your name out there"?

If you answered yes to any of these questions you are not alone. Every day thousands of businesses make advertising and marketing decisions based on emotion - usually fear. One fear is that if you don't do something your competitors might win. Another fear is that if you don't get new customers right now your business will continue to have little or no profit at all. Finally, there is a fear of doing nothing at all and solving it by doing "something" even if you don't know if it is effective at all.

Direct Marketing removes the fear and uncertainty from all of your marketing and advertising.

Before we define what Direct Marketing is let's talk about what it isn't:

Direct Marketing is not spending loads of money on advertising and marketing and "hoping" it will work.

Direct Marketing is not about creating "pretty" logos, brochures and other marketing items with literally no plan as to how they will be used to increase your bottom line.

Direct Marketing is not about spending thousands of dollars with a "branding" expert and hoping people might buy from you.

Direct Marketing is not a random process of buying from every "ad rep" or "media marketing expert" that comes through your door.

Direct Marketing is not about consistently "getting your name out there" along with all of the other businesses and crossing your fingers that it might work.

Now, let's define what Direct Marketing is:

Direct Marketing is about defining your specific market(s).

Direct Marketing is about creating specific offers for your specific markets.

Direct Marketing is always measurable.

Direct Marketing allows you to know if you are winning or losing when you invest your marketing dollars.

Direct Marketing is using a variety of tools and techniques to reach your target audience.

Direct Marketing scares most "media ad reps" because it holds their media accountable for results.

Direct Marketing allows you to test your marketing and make changes to get the best bottom line results.

Direct Marketing lets you see exactly what your ROI (return on investment) is with every dollar you spend.

Direct Marketing is the tool that can and will explode your sales and profits when used consistently and properly.

Direct Marketing is a sales and marketing SYSTEM that is continually tuned and refined to produce the maximum results in the most efficient and cost effective manner.

Here are 5 "tips" that can save you thousands of wasted advertising and marketing dollars and immediately increase your bottom line.

1.) If you don't know if a certain kind of advertising is working (making you more sales and profits) then stop it immediately. You would be better off using that money as a client or employee incentive or letting it increase your profits (or decrease your losses) than simply "throwing it into the wind".

2.) If you can't measure it, don't spend it. Even if you are presented with what looks like the best "advertising deal ever", don't buy it until you know that the results can be measured (good or bad). Spending money on advertising with no goal or measurement is like putting the family in the car for a vacation with no destination and just starting to drive and hope it works out OK.

3.) Take charge of your marketing now. Do not rely on the "expertise" of your local "ad reps" or "media marketing professionals" to make your business successful. Most work on a commission and quite frankly have no idea how to increase your profits. The more you spend the more they make - regardless of the results.

4.) Fire your "Ad Agency" if they continue to run "image" ads that produce little if any measurable results. If they insist they are "branding" you and that the sales and profits will come later then don't walk away from them - run!

5.) Take a hard look at your current customer and client list. Remember the 80/20 rule. Take care of that top 20% of customers and clients. Spend 80% of your time and resources marketing and selling to this group - not the other way around.

"Direct Marketing is a systemized process of creating and using specific messages and offers and presenting them to specific targeted markets and audiences with a specific "call to action" and using marketing tools and techniques that are the most effective and give you the ability to measure the results".

Dedicated to increasing your profits,
Rob Oliver