HMA Marketing Presentation - Timed

Marketing and Selling
How you can uncover

$10,000-$1,000,000 or
more in new found
sales from your
business in the next
60-90 days!
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Small business
administration study
60% of all new businesses fail

within the first six years of
operation.
Dun and Bradstreet estimates
82% will go under by their 10th
anniversary.
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Two reasons why

businesses fail
Failure to understand the market for the

businesss product or service.
One of the biggest problems with small-business owners is
that they have a great idea about going into business, but
they dont have a clue about the amount of work it will take to
get their product or service to their clients.
Moe Mowry - Business Development Officer
Small Business Administration
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Two reasons why

businesses fail
Failure to understand the market for the

businesss product or service.
One of the biggest problems with small-business owners is
that they have a great idea about going into business, but
they dont have a clue about the amount of work it will take to
get their product or service to their clients.
Moe Mowry - Business Development Officer
Small Business Administration
Inadequate capitalization
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How should your marketing and

selling be different today?
Asset marketing
Discovering
hidden assets
Optimization
Leverage
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Asset marketing
Discovering
hidden assets
Optimization
Leverage
Multi-pillar marketing
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Asset marketing
Discovering
hidden assets
Optimization
Leverage
Systemization of your marketing process
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Asset marketing
Discovering
hidden assets
Optimization
Leverage
Three ways to exponential growth
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Asset marketing
Discovering
hidden assets
Optimization
Leverage
Performance based
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Your marketing & sales mindset
Optimizing & leveraging hidden marketing assets

1. Past customers / clients
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2. Owner expertise
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2. Owner expertise
3. Staff expertise
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2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
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2. Owner expertise
3. Staff expertise
5. Unique product or service or
delivery
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2. Owner expertise
3. Staff expertise
delivery
6. Sub-par sales performance
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2. Owner expertise
3. Staff expertise
delivery
7. Relationships with other
businesses
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2. Owner expertise
3. Staff expertise
delivery
businesses
8. Location
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9.
Reputation
2. Owner expertise
3. Staff expertise
delivery
businesses
8. Location
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9.
2. Owner expertise
10. Current sales / marketing

process
3. Staff expertise
Reputation
delivery
businesses
8. Location
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9.
2. Owner expertise

process
3. Staff expertise
Reputation
11. Current customers / clients

delivery
businesses
8. Location
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9.
2. Owner expertise

process
3. Staff expertise
delivery
Reputation

12. Prospective customers / jobs

businesses
8. Location
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9.
2. Owner expertise

process
3. Staff expertise
delivery
Reputation

13. Up-selling and packaging
opportunities

businesses
8. Location
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9.
2. Owner expertise

process
3. Staff expertise
delivery
businesses
Reputation

opportunities
14. Average client value
8. Location
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9.
2. Owner expertise

process
3. Staff expertise
delivery
businesses
Reputation

opportunities
14. Average client value
15. Community relationships
8. Location
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Optimizing and leveraging

Getting the maximum return, for
the least amount of expense, for the
longest duration of time on
everything you are currently doing
now, have done in the past and
will do in the future.
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Sales Staff
Advertising
Many companies will not survive the

challenges of marketing because they are
only using one or two pillars.
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In order for any business to

work, it must become a system,
so that the business works
exactly the same way every
time, down to the very last
detail.
Michael Gerber-Consultant Author,
The E Myth
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Three ways to exponential

growth
1. More prospects
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growth
1. More prospects
2. Increase conversion rate of prospects
to customers
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growth
1. More prospects
2. Increase conversion rate of prospects
to customers
3. Increase in the value of customer
a. Increase in the average transaction value
b. Increase in the number of transactions
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Growth objective 20%
Now
Number of
Prospects
200
Closing
Ratio
20.00%
Number of
Customers
40
Average
Customer
1,000
Gross
Sales
$40,000
Small improvements in each area will

give you dramatic growth overall
10
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Now
1)
Number of
Prospects
200
240
x
x
Closing
Ratio
20.00%
20.00%
=
=
Number of
Customers
40
48
x
x
Average
Customer
1,000
1,000
=
=
Gross
Sales
$40,000
$48,000

10
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Now
1)
2)
Number of
Prospects
200
240
200
x
x
x
Closing
Ratio
20.00%
20.00%
24.00%
=
=
=
Number of
Customers
40
48
48
x
x
x
Average
Customer
1,000
1,000
1,000
=
=
=
Gross
Sales
$40,000
$48,000
$48,000

10
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Now
1)
2)
3)
Number of
Prospects
200
240
200
200
x
x
x
x
Closing
Ratio
20.00%
20.00%
24.00%
20.00%
=
=
=
=
Number of
Customers
40
48
48
40
x
x
x
x
Average
Customer
$1,000
$1,000
$1,000
$1,200
=
=
=
=
Gross
Sales
$40,000
$48,000
$48,000
$48,000

10
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Now
1)
2)
3)
4)
Number of
Prospects
200
240
200
200
240
x
x
x
x
x
Closing
Ratio
20.00%
20.00%
24.00%
20.00%
24.00%
=
=
=
=
=
Number of
Customers
40
48
48
40
57.6
x
x
x
x
x
Average
Customer
1,000
1,000
1,000
1,200
1,200
=
=
=
=
=
Gross
Sales
$40,000
$48,000
$48,000
$48,000
$69,120

10
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Now
1)
2)
3)
4)
Number of
Prospects
200
240
200
200
240
x
x
x
x
x
Closing
Ratio
20.00%
20.00%
24.00%
20.00%
24.00%
=
=
=
=
=
Number of
Customers
40
48
48
40
x
x
x
x
x
Average
Customer
$1,000
$1,000
$1,000
$1,200
=
=
=
=
=
Gross
Sales
$40,000
$48,000
$48,000
$48,000
57.6
$1,200
$69,120
Actual Growth Achieved 72.80%

10
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Performance based marketing
Performance is maximized
only when all marketing
assets are leveraged in a
multi-pillar system, growing
the business all 3 ways.
11
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Performance based marketing

No better investment in your
business than marketing
Marketing and innovation make
money, everything else is a cost.
Peter Drucker
Management Consultant
12
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Performance success stories
Retail Store
$2,000 investment
$250,000 sales increase in 1st year
Annual ROI 5,000%2
Utilized all 3 ways to grow the business, optimized and leverages all assets, implemented multi-pillar
system
1
13
Assuming 40% Gross Margin
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Retail Store
$2,000 investment
Annual ROI 5,000%2
Professional
$3000 investment
$62,500 sales increase in 90 days
Annual ROI 3,333%2
system
1
13
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Retail Store
Professional
$2,000 investment
Annual ROI 5,000%2
$3000 investment
Annual ROI 3,333%2
Service Company
$48,000 investment
$30,000,000 sales increase over 2 years
Annual ROI 12,500%2
system
1
13
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Retail Store
Professional
$3000 investment
Annual ROI 3,333%2
Service Company
$2,000 investment
Annual ROI 5,000%2
$48,000 investment
$30,000,000 sales increase over 2 years
Annual ROI 12,500%2
Manufacturing Company
$12,000 investment
Annual ROI 1,833%2
system
1
13
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Marketing multi-pillar
system
1.
14
U.S.P. / E.V.P.
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system
1.
2.
14
U.S.P. / E.V.P.
Exponential marketing
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system
1.
2.
3.
14
U.S.P. / E.V.P.
Relationship marketing - Optimize customer
database
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system
1.
2.
3.
4.
14
U.S.P. / E.V.P.
database
Strategic alliance marketing
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system
1.
2.
3.
4.
5.
14
U.S.P. / E.V.P.
database
Custom advertising - Web optimize the media
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system
1.
2.
3.
4.
5.
6.
14
U.S.P. / E.V.P.
database
Community relations marketing
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system
1.
2.
3.
4.
5.
6.
7.
14
U.S.P. / E.V.P.
database
One to one direct marketing
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system
1.
2.
3.
4.
5.
6.
7.
8.
14
U.S.P. / E.V.P.
database
One to one direct marketing
Word of mouth referral
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Pillar #1
Unique Selling Proposition

Extra Value Proposition (U.S.P. / E. V. P.)
Differentiate or Die by Jack Trout
15
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Pillar #1

Two Questions You Need To Answer
1. Why do people do
business with you now?
2. If they are not doing
business with you now,
why should they?
15
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Pillar #1

Three Ways To Achieve A U.S.P. / E.V.P.
1. Why do people do
why should they?
15
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Pillar #1

1. Why do people do

1. Price leadership

why should they?
15
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Pillar #1

1. Why do people do

1. Price leadership
2. Differentiation

why should they?
15
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Pillar #1

1. Why do people do
1. Price leadership

why should they?
3. Target / Niche
Price leadership
Differentiation
15
2. Differentiation
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Pillar #2
Optimizing current marketing

for exponential sales
16
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Pillar #2

1. Integrate the USP / EVP into all marketing efforts
16
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Pillar #2

2. Consistently work at increasing the conversion rate
16
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Pillar #2

A. Sales training
B. Follow-up systems
16
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Pillar #2

A. Sales training
3. Always work at increasing the average client value
16
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Pillar #2

A. Sales training
3. Always work at increasing the average client value
A. Higher average transaction value
B. Increase number of transactions
16
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Pillar #3
Optimizing customer base

Customer relationship marketing
Set-up a system for capturing and segmenting the different types of clients
17
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Pillar #3

Past
A. Re-capture
17
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Pillar #3

Past
A. Re-capture
17
Present
A. Retain
B. Work the back-end
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Pillar #3

Past
A. Re-capture
17
Present
A. Retain
B. Work the back-end
Prospective
A. Follow-up
B. Educate
C. Close again
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Pillar #4
18
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Pillar #4

1. Your own client base
18
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Pillar #4

A. Seek an endorsement
18
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Pillar #4

2. Complimentary businesses outside your
client base
18
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Pillar #4

client base
A. Cross-sell other services
18
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Pillar #4

client base
A. Cross-sell other services
B. Work their client base
18
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Piller #5
Custom advertising
web and E-commerce
19
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Piller #5
Custom advertising
web and E-commerce
All media members work! You must learn to create SYNERGY if you are going
to maximize your marketing and advertising investments.
19
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Piller #5
Custom advertising
web and E-commerce
1. Have the first four steps in place and working
19
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Piller #5
Custom advertising
web and E-commerce
2. Have a specific objective to accomplish with the media
19
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Piller #5
Custom advertising
web and E-commerce
3. Use each member of the media for its strength
19
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Piller #5
Custom advertising
web and E-commerce
4. Three elements will determine success. You must maximize all three:
A. Who does it reach
B. How often does it reach them - frequency
C. What is the message?
19
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Piller #5
Custom advertising
web and E-commerce
4. Three elements will determine success. You must maximize all three:
A. Who does it reach
B. How often does it reach them - frequency
C. What is the message?
5. Test against the control measure in terms of profitability. If it is profitable
do it some more.
19
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Pillar #6
20
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Pillar #6

1. Community marketing is image marketing
and results marketing
20
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Pillar #6

2. Leverage the donations you provide to
groups and associations
20
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Pillar #6

3. Educate
20
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Pillar #6

3. Educate
4. Press releases
20
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Pillar #7
Direct or one-to-one marketing
21
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Pillar #7

1. Types of direct marketing
21
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Pillar #7

- Direct mail
21
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Pillar #7

- Direct mail
- Telemarketing
21
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Pillar #7

- Direct mail
- Telemarketing
- Displays
21
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Pillar #7

- Direct mail
- Salespeople
- Telemarketing
- Displays
21
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Pillar #7

- Direct mail
- Telemarketing
- Salespeople
- Web / E-commerce
- Displays
21
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Pillar #7

- Direct mail
- Telemarketing
- Salespeople
- Web / E-commerce
- Displays
2. Make all tools direct response oriented
21
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Pillar #7

- Direct mail
- Telemarketing
- Salespeople
- Web / E-commerce
- Displays
Every direct marketing effort needs to do the same
thing you would do in person
21
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Pillar #7

- Direct mail
- Telemarketing
- Salespeople
- Web / E-commerce
- Displays
Have a reply mechanism
21
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Pillar #7

- Direct mail
- Telemarketing
- Salespeople
- Web / E-commerce
- Displays
Have a reply mechanism
Test-test-test
21
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Pillar #8
Word of mouth marketing
22
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How we work with you

A coach is someone who makes you
do what you dont want to do so you
can be who you want to be.
Tom Landry, former Dallas Cowboys Coach
23
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Marketing game plan
1.
24
Customized marketing system
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Marketing game plan
24
1.
2.
Customized marketing system and

implementation
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Marketing game plan
24
1.
2.

implementation
3.
Fast start
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Marketing game plan
1.
2.

implementation
3.
Fast start
Complimentary consultation to evaluate

your ability to compete
24
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A successful companys
marketing is systematized
through multiple marketing
pillars, leveraging & optimizing
marketing assets, growing their
business all 3 ways
Asset Marketing
6. Community relations marketing

7. One to one direct marketing
8. Word of mouth referral
25
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Word of Mouth Referral
One to One Marketing
Community Relations Marketing
Optimize the Media
5. Custom advertising - Web

optimize the media
Relationship Marketing
4. Strategic alliance marketing
Sales Staff
3. Relationship marketing Optimize customer base
Advertising
2. Exponential marketing
Strategic Alliance Marketing
1. U.S.P. / E.V.P.
A successful companys
marketing is systematized
through multiple marketing
pillars, leveraging & optimizing
marketing assets, growing their
business all 3 ways
$
Word of Mouth Referral
One to One Marketing
Community Relations Marketing
Optimize the Media
5. Custom advertising - Web

optimize the media
Relationship Marketing
4. Strategic alliance marketing
Exponential Marketing
3. Relationship marketing Optimize customer base
U.S.P. / E.V.P.
2. Exponential marketing
Strategic Alliance Marketing
1. U.S.P. / E.V.P.
Asset Marketing
6. Community relations marketing

7. One to one direct marketing
8. Word of mouth referral
26
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HMA Marketing Presentation - Timed

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Marketing and Selling

How you can uncover

Jump to first page

60% of all new businesses fail

Jump to first page

Two reasons why

Failure to understand the market for the

Jump to first page

Two reasons why

Failure to understand the market for the

Jump to first page

How should your marketing and

Jump to first page

How should your marketing and

Jump to first page

How should your marketing and

Jump to first page

How should your marketing and

Jump to first page

How should your marketing and

Jump to first page

Your marketing & sales mindset

Optimizing & leveraging hidden marketing assets

Jump to first page

Your marketing & sales mindset

Optimizing & leveraging hidden marketing assets

Jump to first page

Your marketing & sales mindset

Optimizing & leveraging hidden marketing assets

Jump to first page

Your marketing & sales mindset

Optimizing & leveraging hidden marketing assets

Jump to first page

Your marketing & sales mindset

Optimizing & leveraging hidden marketing assets

Jump to first page

Your marketing & sales mindset

Optimizing & leveraging hidden marketing assets

Jump to first page

Your marketing & sales mindset

Optimizing & leveraging hidden marketing assets

Jump to first page

Your marketing & sales mindset

Optimizing & leveraging hidden marketing assets

Jump to first page

Your marketing & sales mindset

Optimizing & leveraging hidden marketing assets

Jump to first page

Your marketing & sales mindset

Optimizing & leveraging hidden marketing assets

10. Current sales / marketing

Jump to first page

Your marketing & sales mindset

Optimizing & leveraging hidden marketing assets

10. Current sales / marketing

11. Current customers / clients

5. Unique product or service or

Jump to first page

Your marketing & sales mindset

Optimizing & leveraging hidden marketing assets

10. Current sales / marketing

11. Current customers / clients

6. Sub-par sales performance

Jump to first page