How you can profitably grow your Contractor

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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 OfficerSmall 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 OfficerSmall 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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How should your marketing and selling be
different today?

• Asset marketing
• Discovering hidden assets
• Optimization
• Leverage
• Multi-pillar marketing

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How should your marketing and selling be
different today?

• Asset marketing
• Discovering hidden assets
• Optimization
• Leverage
• Multi-pillar marketing
• Systemization of your marketing process

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How should your marketing and selling be
different today?

• Asset marketing
• Discovering hidden assets
• Optimization
• Leverage
• Multi-pillar marketing
• Systemization of your marketing process
• Three ways to exponential growth

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How should your marketing and selling be
different today?

• Asset marketing
• Discovering hidden assets
• Optimization
• Leverage
• Multi-pillar marketing
• Systemization of your marketing process
• Three ways to exponential growth
• Performance based

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

1. Past customers / clients

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

1. Past customers / clients
2. Owner expertise

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

1. Past customers / clients
2. Owner expertise
3. Staff expertise

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

1. Past customers / clients
2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

1. Past customers / clients
2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or delivery

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

1. Past customers / clients
2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or delivery
6. Sub-par sales performance

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

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

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

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

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

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

1. Reputation

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

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

1. Reputation
2. Current sales / marketing process

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

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

1. Reputation
2. Current sales / marketing process
3. Current customers / clients

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

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

1. Reputation
2. Current sales / marketing process
3. Current customers / clients
4. Prospective customers / jobs

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

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

1. Reputation
2. Current sales / marketing process
3. Current customers / clients
4. Prospective customers / jobs
5. Up-selling and packaging opportunities

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

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

1. Reputation
2. Current sales / marketing process
3. Current customers / clients
4. Prospective customers / jobs
5. Up-selling and packaging opportunities
6. Average client value

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Your marketing sales mindsetOptimizing
leveraging hidden marketing assets

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

1. Reputation
2. Current sales / marketing process
3. Current customers / clients
4. Prospective customers / jobs
5. Up-selling and packaging opportunities
6. Average client value
7. Community relationships

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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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Many companies will not survive the challenges of
marketing because they are only using one or two
pillars.
Advertising
Sales Staff
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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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Three ways to exponential growth

• More prospects
• Increase conversion rate of prospects to
  customers

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Three ways to exponential growth

• More prospects
• Increase conversion rate of prospects to
  customers
• Increase in the value of customer
• Increase in the average transaction value
• Increase in the number of transactions

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Three ways to exponential growth
Growth objective 20
Small improvements in each area will give you
dramatic growth overall
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Three ways to exponential growth
Growth objective 20
Small improvements in each area will give you
dramatic growth overall
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Three ways to exponential growth
Growth objective 20
Small improvements in each area will give you
dramatic growth overall
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Three ways to exponential growth
Growth objective 20
Small improvements in each area will give you
dramatic growth overall
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Three ways to exponential growth
Growth objective 20
Small improvements in each area will give you
dramatic growth overall
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Three ways to exponential growth
Growth objective 20
Small improvements in each area will give you
dramatic growth overall
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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.
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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 DruckerManagement
Consultant
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Performance success stories1

• Retail Store
• 2,000 investment
• 250,000 sales increase in 1st year
• Annual ROI 5,0002

1 Utilized all 3 ways to grow the business,
optimized and leverages all assets, implemented
multi-pillar system
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2 Assuming 40 Gross Margin
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Performance success stories1

• Retail Store
• 2,000 investment
• 250,000 sales increase in 1st year
• Annual ROI 5,0002
• Professional
• 3000 investment
• 62,500 sales increase in 90 days
• Annual ROI 3,3332

1 Utilized all 3 ways to grow the business,
optimized and leverages all assets, implemented
multi-pillar system
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2 Assuming 40 Gross Margin
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Performance success stories1

• Retail Store
• 2,000 investment
• 250,000 sales increase in 1st year
• Annual ROI 5,0002
• Professional
• 3000 investment
• 62,500 sales increase in 90 days
• Annual ROI 3,3332
• Service Company
• 48,000 investment
• 30,000,000 sales increase over 2 years
• Annual ROI 12,5002

1 Utilized all 3 ways to grow the business,
optimized and leverages all assets, implemented
multi-pillar system
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2 Assuming 40 Gross Margin
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Performance success stories1

• Retail Store
• 2,000 investment
• 250,000 sales increase in 1st year
• Annual ROI 5,0002
• Professional
• 3000 investment
• 62,500 sales increase in 90 days
• Annual ROI 3,3332
• Service Company
• 48,000 investment
• 30,000,000 sales increase over 2 years
• Annual ROI 12,5002
• Manufacturing Company
• 12,000 investment
• 550,000 sales increase in 1st year
• Annual ROI 1,8332

1 Utilized all 3 ways to grow the business,
optimized and leverages all assets, implemented
multi-pillar system
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2 Assuming 40 Gross Margin
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Marketing multi-pillar system

1. U.S.P. / E.V.P.

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Marketing multi-pillar system

1. U.S.P. / E.V.P.
2. Exponential marketing

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Marketing multi-pillar system

1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
   database

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Marketing multi-pillar system

1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
   database
4. Strategic alliance marketing

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Marketing multi-pillar system

1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
   database
4. Strategic alliance marketing
5. Custom advertising - Web optimize the media

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Marketing multi-pillar system

1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
   database
4. Strategic alliance marketing
5. Custom advertising - Web optimize the media
6. Community relations marketing

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Marketing multi-pillar system

1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
   database
4. Strategic alliance marketing
5. Custom advertising - Web optimize the media
6. Community relations marketing
7. One to one direct marketing

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Marketing multi-pillar system

1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
   database
4. Strategic alliance marketing
5. Custom advertising - Web optimize the media
6. Community relations marketing
7. One to one direct marketing
8. Word of mouth referral

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Pillar 1
Unique Selling PropositionExtra Value
Proposition (U.S.P. / E. V. P.)Differentiate
or Die by Jack Trout
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Pillar 1
Unique Selling PropositionExtra Value
Proposition (U.S.P. / E. V. P.)Differentiate
or Die by Jack Trout
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?
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Pillar 1
Unique Selling PropositionExtra Value
Proposition (U.S.P. / E. V. P.)Differentiate
or Die by Jack Trout
Two Questions You Need To Answer
Three Ways To Achieve A U.S.P. / E.V.P.
1. Why do people do business with you now?
2. If they are not doing business with you now,
why should they?
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Pillar 1
Unique Selling PropositionExtra Value
Proposition (U.S.P. / E. V. P.)Differentiate
or Die by Jack Trout
Two Questions You Need To Answer
Three Ways To Achieve A U.S.P. / E.V.P.
1. Why do people do business with you now?
1. Price leadership
2. If they are not doing business with you now,
why should they?
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Pillar 1
Unique Selling PropositionExtra Value
Proposition (U.S.P. / E. V. P.)Differentiate
or Die by Jack Trout
Two Questions You Need To Answer
Three Ways To Achieve A U.S.P. / E.V.P.
1. Why do people do business with you now?
1. Price leadership
2. Differentiation
2. If they are not doing business with you now,
why should they?
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Pillar 1
Unique Selling PropositionExtra Value
Proposition (U.S.P. / E. V. P.)Differentiate
or Die by Jack Trout
Two Questions You Need To Answer
Three Ways To Achieve A U.S.P. / E.V.P.
1. Why do people do business with you now?
1. Price leadership
2. Differentiation
2. If they are not doing business with you now,
why should they?
3. Target / Niche Price leadership Differentiati
on
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Pillar 2
Optimizing current marketing for exponential sales
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Pillar 2
Optimizing current marketing for exponential sales
1. Integrate the USP / EVP into all marketing
efforts
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Pillar 2
Optimizing current marketing for exponential sales
1. Integrate the USP / EVP into all marketing
efforts
2. Consistently work at increasing the conversion
rate
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Pillar 2
Optimizing current marketing for exponential sales
1. Integrate the USP / EVP into all marketing
efforts
2. Consistently work at increasing the conversion
rate
A. Sales training
B. Follow-up systems
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Pillar 2
Optimizing current marketing for exponential sales
1. Integrate the USP / EVP into all marketing
efforts
2. Consistently work at increasing the conversion
rate
A. Sales training
B. Follow-up systems
3. Always work at increasing the average client
value
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Pillar 2
Optimizing current marketing for exponential sales
1. Integrate the USP / EVP into all marketing
efforts
2. Consistently work at increasing the conversion
rate
A. Sales training
B. Follow-up systems
3. Always work at increasing the average client
value
A. Higher average transaction value
B. Increase number of transactions
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Pillar 3
Optimizing customer baseCustomer relationship
marketing
Set-up a system for capturing and segmenting the
different types of clients
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Pillar 3
Optimizing customer baseCustomer relationship
marketing
Set-up a system for capturing and segmenting the
different types of clients
Past A. Re-capture
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Pillar 3
Optimizing customer baseCustomer relationship
marketing
Set-up a system for capturing and segmenting the
different types of clients
Past A. Re-capture
Present A. Retain B. Work the back-end
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Pillar 3
Optimizing customer baseCustomer relationship
marketing
Set-up a system for capturing and segmenting the
different types of clients
Past A. Re-capture
Present A. Retain B. Work the back-end
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Pillar 4
Strategic alliance marketing
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Pillar 4
Strategic alliance marketing
1. Your own client base
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Pillar 4
Strategic alliance marketing
1. Your own client base
A. Seek an endorsement
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Pillar 4
Strategic alliance marketing
1. Your own client base
A. Seek an endorsement
2. Complimentary businesses outside your client
base
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Pillar 4
Strategic alliance marketing
1. Your own client base
A. Seek an endorsement
2. Complimentary businesses outside your client
base
A. Cross-sell other services
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Pillar 4
Strategic alliance marketing
1. Your own client base
A. Seek an endorsement
2. Complimentary businesses outside your client
base
A. Cross-sell other services
B. Work their client base
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Piller 5
Custom advertising web and E-commerce
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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.
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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.
1. Have the first four steps in place and working
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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.
1. Have the first four steps in place and working
2. Have a specific objective to accomplish with
the media
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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.
1. Have the first four steps in place and working
2. Have a specific objective to accomplish with
the media
3. Use each member of the media for its strength
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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.
1. Have the first four steps in place and working
2. Have a specific objective to accomplish with
the media
3. Use each member of the media for its strength
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?
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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.
1. Have the first four steps in place and working
2. Have a specific objective to accomplish with
the media
3. Use each member of the media for its strength
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.
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Pillar 6
Community relations marketing
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Pillar 6
Community relations marketing
1. Community marketing is image marketing and
results marketing
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Pillar 6
Community relations marketing
1. Community marketing is image marketing and
results marketing
2. Leverage the donations you provide to groups
and associations
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Pillar 6
Community relations marketing
1. Community marketing is image marketing and
results marketing
2. Leverage the donations you provide to groups
and associations
3. Educate
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Pillar 6
Community relations marketing
1. Community marketing is image marketing and
results marketing
2. Leverage the donations you provide to groups
and associations
3. Educate
4. Press releases
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Pillar 7
Direct or one-to-one marketing
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Pillar 7
Direct or one-to-one marketing
1. Types of direct marketing
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Pillar 7
Direct or one-to-one marketing
1. Types of direct marketing
- Direct mail
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Pillar 7
Direct or one-to-one marketing
1. Types of direct marketing
- Direct mail
- Telemarketing
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Pillar 7
Direct or one-to-one marketing
1. Types of direct marketing
- Direct mail
- Telemarketing
- Displays
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Pillar 7
Direct or one-to-one marketing
1. Types of direct marketing
- Direct mail
- Salespeople
- Telemarketing
- Displays
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Pillar 7
Direct or one-to-one marketing
1. Types of direct marketing
- Direct mail
- Salespeople
- Telemarketing
- Web / E-commerce
- Displays
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Pillar 7
Direct or one-to-one marketing
1. Types of direct marketing
- Direct mail
- Salespeople
- Telemarketing
- Web / E-commerce
- Displays
2. Make all tools direct response oriented
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Pillar 7
Direct or one-to-one marketing
1. Types of direct marketing
- Direct mail
- Salespeople
- Telemarketing
- Web / E-commerce
- Displays
2. Make all tools direct response oriented
Every direct marketing effort needs to do the
same thing you would do in person
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Pillar 7
Direct or one-to-one marketing
1. Types of direct marketing
- Direct mail
- Salespeople
- Telemarketing
- Web / E-commerce
- Displays
2. Make all tools direct response oriented
Every direct marketing effort needs to do the
same thing you would do in person
Have a reply mechanism
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Pillar 7
Direct or one-to-one marketing
1. Types of direct marketing
- Direct mail
- Salespeople
- Telemarketing
- Web / E-commerce
- Displays
2. Make all tools direct response oriented
Every direct marketing effort needs to do the
same thing you would do in person
Have a reply mechanism
Test-test-test
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Pillar 8
Word of mouth marketing
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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
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Marketing game plan

1. Customized marketing system

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Marketing game plan

1. Customized marketing system
2. Customized marketing system and implementation

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Marketing game plan

1. Customized marketing system
2. Customized marketing system and implementation
3. Fast start

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Marketing game plan

1. Customized marketing system
2. Customized marketing system and implementation
3. Fast start

Complimentary consultation to evaluate your
ability to compete
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