Brad Sugar’s Marketing Leverage Chart

Ways To Increase

No. Of Leads Conversion No. Of

5 Your Business Profits…
No. Of Average $$$
Turnover Margins Profits
/Prospects X Rate = Customers X Transactions X Sale = X =
Lead Conversion No. Of Average Profit
Generation Rate Transactions $$$ Sale Margins
1. Local Newspaper Advertising 1. Written Guarantees 1. Better Service, Make Your 1. Increase Your Prices 1. Increase Your Margins/Prices
2. Daily Newspaper 2. Define Your Uniqueness Customers Feel Special, Give 2. Up Sell 2. Sell More Big Margin Goods Or
3. Television Advertising 3. Develop Your Own Product Line Them Magic Moments 3. Cross Or Add On Sell Services
4. Radio Advertising 4. Sell An Exclusive Line 2. Under Promise & Over Deliver 4. Down Sell 3. NO Discounting
5. Magazine Advertising 5. Increase Range Or Variety 3. Streamline Your Service 5. Use A Checklist 4. Sell Only Quality
6. Trade Journal Advertising 6. Provide Quality Products 4. Deliver Consistently & Reliably 6. Use A Questionnaire 5. Sell Your Own Label
7. Industry NewsletterAds 7. Print A Benefits List 5. Keep In Regular Contact 7. Allow Payment Terms 6. Sell An Exclusive Label
8. School Newsletter Ads 8. Use A Testimonial List 6. Inform Customers Of Entire Range 8. Arrange Easy Finance 7. Sack C and D Grade Clients
9. Newspaper, Magazine & 9. Before & After Photo’s/Demo’s 7. Increase Your Range 9. Carry Exclusive Lines 8. Keep An Accurate Database
10. Newsletter Inserts 10. Show Samples/Example Photo’s 8. Increase Product Obsolescence 10. Rearrange Store Layout 9. Sell Via Direct Mail/Internet
11. Public Relations 11. Quality Brochures 9. Introduce Upgrades Regularly 11. In Store Merchandising 10. Sell Via Party Plan/Multi Level
12. Press Releases 12. Information Sheets/Booklets 10. Always Have Stock 12. Point Of Sale Material 11. Commission Only Sales Team
13. Letterbox Flyers 13. Added Value Offers 11. Offer Service Contracts 13. Impulse Buys 12. Provide Team Training
14. Sidewalk Handbills 14. Make An Offer 12. You Keep Clients Vital 14. Product Packaging 13. Pay NO Overtime
15. Catalogues 15. Start A Trend/Fad Information For Them, Develop 15. Sell With An Either/Or Question 14. Reduce Team Size
16. Brochures 16. Product/Price Listings Your Own Language 16. Create Package Deals 15. Reduce Unnecessary Management
17. Yellow Pages 17. Team Member Profiles 13. Product Of The Week/Month 17. Create Bulk Buy Deals 16. Reduce Directors Fees
18. White Pages 18. Write Company’s Magic Story 14. Ask Them To Come Back 18. Gift With $XX Purchase 17. Efficiency, Productivity & Time
19. Directories 19. Packaging 15. Use Call Cycling 19. Allow Eftpos, Cheques & Credit Management
20. Barter/Trade Exchanges 20. Display Awards/Certificates 16. Send Out A Newsletter Cards 18. Negotiate Employment Agreements
21. Buy Database Lists 21. On-Hold Messages 17. Run A Frequent Buyers Program 20. Make Sure Clients Know Your 19. Team Incentives Based
22. Direct Mail 22. Account Applications 18. Create A Membership/VIP Card Full Product and Service List On Margins
23. Piggy Back Invoice Mailings 23. Allow Mail Order, Home Delivery 19. Collect A Database Of Past Clients 21. Charge Consulting Fees 20. Reduce Duplication
24. Tender Lists 24. Pre-send Appointment Cards 20. Give Out Members Cards Or 22. Sell Service Contracts 21. Know Your Actual Costs
25. Fax Outs 25. Point Of Sale Displays Keyrings 23. Sell Extra Warranty/Insurance 22. Work Costs As Percentage
26. Billboards/Posters 26. Use Payment Plans & Financing 21. Use A Multiple Purchase Card 24. Train Your Team Of Sales
27. Shop-A-Dockets 27. Take Credit Cards, Cheques & 22. Pre-sell Or Take Pre-payments 25. Use Sales Scripts 23. Set Monthly Expenditure Budgets
28. Taxi Backs EFTPOS 23. Contracts 26. Train Your Customers 24. Only Allow Your Team To Buy
29. Cinema Advertising 28. Daily/Weekly Cost Breakdown 24. Till Further Notice Deals 27. Stock More High Priced Ranges With An Authorised Purchase
30. Sponsorships 29. Flowchart Your Sales Process 25. Re-book Next Visit Now 28. Create A Quality Image Order
31. Post Card Mailings 30. Audio, Video & CD Sales Demo’s 26. Plan Future Purchases With Clients 29. Only Service ‘A’ Grade Customers 25. Better Negotiation Skills
32. Internet/Web Pages 31. Reprint Press Articles 27. Offer On Next Purchase 30. Sack ‘C’ & ‘D’ Grade Customers 26. Reduce ALL Costs By 10%
33. Building Signage 32. Re-write Quotes, Tenders & 28. Reminder System 31. Allow Trade-ins/Trade-ups 27. Do It Right The First Time
34. Car Signage Proposals Into Action Plans 29. Accept Trade-Ins 32. Offer Home Delivery 28. Recycle
35. Instore & Sidewalk Signage 33. Print Company’s Vision/Mission 30. Increase Credit Levels 33. Charge For Delivery/Post & 29. Decrease Range
36. Window Displays 34. Use Prospect Questionaires 31. Offer Incentives/Rebates Package 30. Take Stock On Consignment
37. Passing Trade 35. High Dress Standards/Uniforms 32. Target Likely Repeaters 34. Build Rapport/Treat As Special 31. Lower $$ Tied Up In Inventory
38. Point Of Sale Material/Displays 36. Try Before You Buy 33. Post Purchase Reassurance 35. Set An Average $$$ Sale Goal 32. Only Sell Fast Moving Stock
39. Product Packaging 37. In Store Merchandising 34. Educate On Full Value 36. Measure The Average $$$ Sale 33. Buy In Bulk, Pay & Receive
40. Video/Instore Displays 38. Sales Scripts 35. Suggest Alternative Uses 37. Customer Incentives For Bigger Over Time
41. Shopping Centre Promotions 39. Greet Prospects & Use Their Name 36. Special Occasion Cards/Gifts Purchases eg. Fly Buy Points 34. Buy Direct
42. Create An Industry Newsletter 40. Introduce Yourself 37. Direct Mail Regular Offers 38. Team Incentives For Bigger Sales 35. Manufacture Yourself
43. Stickers & Tags 41. Smile, Build Trust & Rapport 38. Follow Up & Follow Up Again 39. Stop Discounting 36. Repackage Smaller/Own Label
44. Fridge Magnets 42. Ask Questions & Listen 39. Telemarket 40. Add Value 37. Promote Idle Time
45. Named Promotional Gifts 43. Provide Ideas & Advice 40. Run Competitions 41. Give Away Perceived Value 38. Rent Idle Space
46. Blimps, Balloons, Plane Banners 44. Educate On Value, Not Price 41. Past Customer Events/Promotions 42. In Store Promotions 39. Work 2 Or Even 3 Shifts
47. & Skywriting 45. Provide A Timely Response 42. Closed Door Sales 43. Red Light Specials 40. Have Smaller Outlets
48. Gov’t Programs/Contracts 46. Increase Product Knowledge 43. Fax Sales 44. Educate On Value, Not Price 41. Work From Home
49. Uniforms/Name Tags 47. Up Sell, Cross Sell & Down Sell 44. Named Promotional Gifts 45. Ask People To Buy Some More 42. Have A Mobile Business
50. Business Cards 48. Educate How To Buy, What To Do 45. Information Nights 46. 4 For The Price Of 3 Offers 43. Join/Start A Buying Group
51. Networking Functions 49. Use NLP Techniques 46. Free Upgrades For More Loyalty 47. Buy One Get One Free Offers 44. Re-finance
52. Salespeople 50. Sell On Emotion & Dreams 47. Socialize With Clients 48. In Store Video Promotions 45. Charge For A Finance Facility
53. Telemarketing 51. Follow Up & Follow Up Again 48. Provide A Shopping List 49. Store, Team & Vehicle Appearance 46. 30 Day Terms To 7 days
54. Cold Calling 52. Ask For The Sale, Confirm The 49. Labels & Stickers 50. Suggest Most Expensive First 47. Invest In Technology
55. Competitions/Surveys Sale 50. Direct Mail Special Offers 51. Provide A Shopping List 48. Systematise The Routine,
56. Host Beneficiary’s 53. 1800 No. & Reply Paid Address 51. Catalogues So Visitors 52. Have A Minimum $$ Humanise The Exceptions
57. Strategic Alliances 54. Provide Refreshments Can Re-order Order Amount 49. Automate As Much As possible
58. Write A Book 55. Entertain, Wine & Dine 52. Co-operative Promotions 53. Allow Lay-By 50. Sell Obsolete
59. Seminars & Events 56. Competitions, With Follow Up 53. Sell Other People’s Products Equipment/Machinery
60. Fetes & Shows 57. Make It Easy To Buy & Services 51. Sell Off Old Stock
61. Open Days & Sign On Days 58. Measure Conversion Rates 54. Rent/Sell Your Database 52. Reduce/Eliminate Taxation
62. Fundraising Campaigns 59. Train Entire Team In Sales/Service 55. Continually Clean Up Expense
63. Trade Shows 60. Provide Team Incentives Your Database 53. Negotiate Fixed Not Variable
64. Party Plan 61. Survey Your Past Customers 56. Keep Good Data On Clients Expense
65. Network Marketing 62. Survey People Who Don’t Buy 57. Tell Your Magic Story 54. Employ People In-House
66. Distributors/Agents 63. Provide A 1st Buyers Incentive 58. Build A Relationship 55. Outsource
67. Licensees/Franchisees 64. Office,Vehicle & Team Appearance 59. Know Your Customers Name 56. Move Premises
68. Market Days 65. Lighting, Clean Toilets, Air 60. Tell Them Your Full Name 57. Pay Cash Rather Than Loan
69. Change/Open More Locations 66. Conditioning, Kids Room, Snack 61. Become Their Friend Interest
70. Trade Longer/Different Hours 67. Bars & Background Music 62. Offer Free Trials 58. Only Buy What You NEED
71. Open New Territories 68. Accept Trade-Ins 63. New Product Launches 59. Use A Company Credit Card For
72. Test & Measure 69. Bulk Buy Specials 64. Train Your Team Bonus Points & Up To 55 Days
73. Provide Team Selling Incentives 70. Scarcity & Limits, Fear & Pain 65. Offer A Shareholding In Company Interest Free
74. Team Buying Incentives 71. Hire More/Some Sales/Telesales 66. Sell More Consumables 60. Rent For Maximum Tax Write Off
75. Referral System People 67. Rolling Timeline Of 61. Change Accountants
72. Change Your Direct Mail Pieces Communication 62. Beg, Borrow Or Steal
73. Collect All Prospects Details 68. Calendar Timeline Of 63. Keep Overheads To A Minimum
74. Stay In Touch, Cards, Newsletters Communication 64. Stop Running Ads That Don’t Work
75. Give Away To Get Back, 65. Measure Everything
Reciprocity 66. Regular/Timely Accounts
76. Factory/Site Tours 67. Get Phone Bills Etc. Checked
77. Target Better Prospects
78. Company Profile & Business Cards
79. Gimmicks With Direct Mail
80. Charge For Normally Free Advice
81. A Gift Cheque Towards Purchase
82. Always Have Stock On Hand
83. Offer Exclusivity
84. Allow Prepayment
85. Set Sales Targets

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