The Meaning of

Business Life
How  to  out  think,  out  market,  out  sell,  
out  posi3on,  out  maneuver,  out  
contribute,  out  perform,  out  compete,  
and  out  earn  your  compe33on.    
Being  Preeminent  
 Being  Strategic  
•  Strategy  versus  tac3cs  
•  Leveraging  your  tac3cs  
•  Strategy  defined  
•  Marke3ng  strategy  
•  The  tac3cal  touch  
Are  You  a  Mul3plier  or  
Diminisher?  
 Three  Categories  of  Business  Owners  
•  The  ones  who  constantly  make  things  happen  
•  The  ones  who  watch  things  happen  
•  The  ones  whom  things  are  always  happening  
to  
Defini3on  of  an  
Entrepreneur  
 3  Ways  to  Exponen3ally  Grow  Your  Business  

There  are  three  ways  to  grow  a    

business…any  business.  
ONLY  THREE  WAYS  
1.  Increase  the  number  of  customers  (clients)  
2.  Increase  the  average  transac3on  value  
3.  Increase  the  frequency  of  repurchase  
•  Get  more  residual  value  out  of  each  client  
 Op3miza3on  
Increase the Increase the
Increase the # of Average Dollars Repurchase
Customers per Sale Frequency Total

1000 * 100 * 2 = $200,000

To  appreciate  for  yourself,  first-­‐hand,  exactly  how  and  why  I  can  grow  so  
many  different  businesses  and  prac3ces,  so  fast,  so  big  and  profitable—
with  so  liYle  effort,  3me  or  expense,  study  these  three  pages.  
                      Op3miza3on  
Increase the Increase the
Increase the # of Average Dollars Repurchase
Customers per Sale Frequency Total

1000 * 100 * 2 = $200,000

10% Increase 10% Increase 10% Increase 33% Increase

*
1100 * 110 2.2 $266,200
=

A  10%  increase  in  each  of  the  three  areas  

equals  a  33%  increase  in  revenue.
                      Op3miza3on  
Increase the Increase the
Increase the # of Average Dollars Repurchase
Customers per Sale Frequency Total
1,000 * 100 * 2 = $200,000

10% Increase 10% Increase 10% Increase 33% Increase

*
1,100 * 110 2.2 = $266,200

33% Increase

1,333 * 125 * 3 = $499,875

Look  what  happens  now.    The  results  are  exponen3al.  

This  illustra3on  drama3zes  the  power  of  true  geometry  being  harnessed  for  your  
business.    Isn’t  this  smarter  than  the  strategy  you’re  presently  following?
To  Grow  Your  Client  Base  
Focus  on:  
 Increasing  Your  Lead  or  Inquiry  
Genera3on  Through  
•  Referral  systems.  
•  Acquiring  clients  at  break‑even  up  front  and  make  
a  profit  on  the  back‑end.  
•  Guaranteeing  purchases  through  risk  reversal.  
•  Host/beneficiary  rela3onships.  
•  Adver3sing.  
•  Using  direct  mail.  
•  Using  telemarke3ng.  
•  Running  special  events  or  informa3on  nights.  
•  Acquiring  qualified  lists.  
 Increasing  Your  Lead  or  Inquiry  
Genera3on  Through  
•  Develop  a  Unique  Selling  Proposi3on.  
•  Increasing  the  perceived  value  of  your  product/service  
through  beYer  client  educa3on.  
•  Using  public  rela3ons.  
•  Increasing  sales  skill  levels  of  your  staff.  
•  Qualifying  leads  up  front.  
•  Making  irresis3ble  offers.  
•  Educa3ng  your  clients  by  giving  reasons  why.  
•  Delivering  higher‑than‑expected  levels  of  service.  
•  Communica3ng  frequently  with  your  clients  to  
"nurture"  them.  
To  Increase  Your  Average  
Transac3on  Value  Focus  
on:  
 Increase  Average  Transac3on  Value:  

•  Improving  your  team's  selling  techniques  to  

up‑sell  and  cross‑sell.  
•  Using  point‑of‑sale  promo3ons.    
•  Packaging  complementary  products  and  services  
together.  
•  Increasing  your  pricing  and  hence  your  margins.  
•  Changing  the  profile  of  your  products  or  services  
to  be  more  "up  market."    
•  Offering  greater/larger  units  of  purchase.  
To  Increase  Transac3on  
Frequency  Focus  on:  
 Increase  Transac3on  Frequency  

•  Developing  a  back‑end  of  products  that  you  can  

go  back  to  your  clients  with.  
•  Communica3ng  personally  with  your  clients  (by  
telephone,  leYer,  etc.)  to  maintain  a  posi3ve  
rela3onship.  
•  Endorsing  other  people's  products  to  your  list.  
•  Running  special  events  such  as  "closed  door  
sales,"  limited  pre‑releases,  etc.  
•  Pre-­‐framing  or  programming  clients.  
•  Price  inducements  for  frequency  
 Three  Advanced  Ways  to  Grow  Your  
Business  
•  Acquire  new  products/services    
•  Acquire  new  markets  
•  Acquire  new  business  en33es  
 20  Marke3ng  Mistakes  
•  Mistake  #1  
 Not  tes-ng  all  of  your  marke-ng  ideas.  
 Corollary:  Test  all  your  marke:ng.  

•  Mistake  #2  
 Running  Ins-tu-onal  Adver-sing.  
 Corollary:  Run  Only  Direct  Response  Adver:sing  

•  Mistake  #3  
 Not  ar-cula-ng  and  differen-a-ng  your  Business.  
 Corollary:  Develop  a  powerful  USP  and  use  it  in  all  your  marke:ng.  

•  Mistake  #4  
 Not  having  back-­‐end  product  or  service.  
 Corollary:  Create  a  profitable  and  systema:c  back  end.  

•  Mistake  #5  
 Not  understanding  your  customer  and  their  needs  and  desires  
 Corollary:  Always  determine  and  address  the  real  needs  of  your  customers  and  prospects.  
 20  Marke3ng  Mistakes  
•  Mistake  #6  
 You  must  ‘educate’  your  way  out  of  business  problems...you  can’t  just  cut  the  price.  
 Corollary:  Always  recognize  that  you  must  educate  your  customer  as  a  part  of  the  marke:ng  and  sales  
process.  

•  Mistake  #7  
 Not  making  doing  business  with  your  company  easy,  appealing  and  fun.  
 Corollary:  Make  doing  business  with  your  business  easy,  appealing  and  fun.  

•  Mistake  #8  
 Not  telling  your  clients  the  “Reason  Why.”  
 Corollary:  Always  tell  your  client  the  “reason  why.”  

•  Mistake  #9  
 Termina-ng  marke-ng  campaigns  that  are  s-ll  working.  
 Corollary:  Don’t  stop  marke:ng  campaigns  that  are  s:ll  working  just  because  you  are  :red  of  them.  

•  Mistake  #10  
 Not  specifically  targe-ng  your  marke-ng.  
 Corollary:  When  you  prepare  your  marke:ng,  focus  on  the  intended  prospect  and  no  one  else.  
 20  Marke3ng  Mistakes  
•  Mistake  #11  
 Not  capturing  prospect  &  addresses,  email  addresses  as  well  as  per-nent  contact  informa-on.  
 Corollary:  Capture  everything  on  a  prospect  or  client  that  you  can  in  an  organized,  retrievable  system.  

•  Mistake  #12  
 Not  being  strategic.  
 Corollary:  Always  having  a  strategy  which  tac:cal  ac:ons  and  methods  are  integrated  into.  

•  Mistake  #13  
 Not  having  a  marke-ng  or  sales  system.  
 Corollary:  Have  a  marke:ng  and  sales  system  in  place  and  refine  it  con:nuously.  Using  leRer/call/leRer  
call  or  email/leRer/call  strategies.  

•  Mistake  #14  
 Not  taking  advantage  and  integra-ng  the  Internet  into  every  aspect  of  you  marke-ng  and  sales  efforts.  
 Corollary:  Integra:ng  the  Internet  into  all  your  Marke:ng  and  sales  ac:vi:es.  

•  Mistake  #15  
 In  sales  situa-ons,  shoo-ng  from  the  hip.  
 Corollary:  Constantly  using  and  refining  a  sales  script.  
 20  Marke3ng  Mistakes  
•  Mistake  #16  
 Being  stuck  doing  “what  works.”  
 Corollary:  Always  be  willing  to  change.  

•  Mistake  #17  
 Not  reinves-ng  your  profits.  
 Corollary:  Always  parlay  your  success  and  momentum  into  greater  achievement.  

•  Mistake  #18  
 Not  knowing  and  leveraging  the  life-me  value  of  a  client.  
 Corollary:  Always  understand  the  life:me  value  of  your  clients.  

•  Mistake  #19  
 Not  maximizing  your  assets,  rela-onships,  opportuni-es,  resources,  etc.  
 Corollary:  Always  explore  and  maximize  your  resources,  assets  and  opportuni:es.  

•  Mistake  #20  
 Trea-ng  marke-ng  and  sales  as  opera-onal  “silos.”  
 Corollary:  Do  your  best  to  integrate  marke:ng  components  into  all  your  opera:onal  and  backend  
processes.  
 Leveraged  Marke3ng  
Explained,  Explored,  
Exampled.  
•  (hidden  assets,  overlooked  opportuni3es,  
underperforming  ac3vi3es,  underu3lized  
distribu3on  channels  ext.)  
OPR  
 Maximizing  RC  Leverage  is  essen-al  to  
any  business  achieving  an  edge!  
Unimaginable  spectrum,  scope  and  scale  of  
profitable  possibili-es  at  your  finger-ps:    
1.  Easily established 17.  Rapidly overpower the competition 34.  Provide marketing/selling
2.  Augment selling effort 18.  Joint marketing 35.  Easily establish purchasing/supply
3.  Increase sales and profitability 19.  Joint selling or distribution relationships
4.  Lower barrier of entry 20.  Design collaboration 36.  Set up instant distribution networks
5.  Enhance your image, stature, posture 21.  Quicker to create/form 37.  Capitalize on hidden assets
6.  Expand customer client base 22.  More flexible to operate 38.  Earn Higher ROI’s and ROE’s on
7.  Boost marked presence 23.  Less risky alliances than from your core/main
8.  Provide added value to customers 24.  Requires less cash business
9.  Contribute substantially to perceived 25.  Technology license 39.  Difficult for your competitors to
customer benefits 26.  Research and development imitate or emulate
10.  Enter emerging markets 27.  Enhance R&D capabilities 40.  Remain focused on your core
11.  Expand your horizons 28.  Access knowledge and expertise opportunity
12.  Speed access to a wide variety of new beyond company borders 41.  Outsourcing non-core competencies
markets 29.  Strengthen reputation in industry as 42.  Lets you maximize/stretch your
13.  Expand beyond geographic result of association management and technical
boundaries 30.  Extend product offerings operational resources
14.  Gain foothold in international 31.  Widen your scope of innovation 43.  Reduce overhead through shared
marketplace 32.  Establish unique position in market costs and outsourcing
15.  Control other peoples’ markets 33.  Secure position as front runner in 44.  Manufacture/fulfill cost effectively
16.  Gain competitive advantage marketplace
 Break  
•  Alice  cooper  
 Extra  Credit  

•  Grad  school  for  personal  trainers  

 Maximizing  What  You  Have  

•  Knowing  where  you  are  headed,  why,  and  how  

best  to  get  their.  
•  Op3miza3on/  highest  and  best  use  theory  
•  The  art  of  being  unbeatable  
•  Life3me  value  
•  Elimina3ng  the  number  one  obstacle  to  buyers  
 Mul3ply  Your  Maximum  Result  
•  Strategic  referral  systems  
•  Credibility  building  
•  Know  your  goals  -­‐  -­‐  -­‐  reverse  engineering  
•  Your  defini3on  of  success    
PHD  Level  
 Nine  Drivers    
1.  Marke3ng   6.  Your  distribu3on  channels  
2.  Your  strategy   7.  Your  products  and  
3.  Your  capital   services  

4.  Your  business  module   8.  Your  processes,  your  

5.  Rela3onships   procedures,  your  systems  

9.  Your  Ideology  
 12  Strategic  Pillars  
1.  Con-nuously  iden-fying  and  discovering  hidden  assets  in  your  business.  

2.  Mining  cash  windfalls  each  and  every  month  out  of  your  business.  

3.  Engineering  success  into  every  ac-on  you  take  or  decision  you  make.  

4.  Building  your  business  on  a  founda3on  of  mul3ple  profit  sources  instead  of  depending  on  one  single  revenue  source.  

5.  Being  different,  special  unique  and  advantageous  in  the  eyes  of  your  customers.  

6.  Crea3ng  real  value  for  your  customers  and  employees  for  maximum  loyalty  and  results.  

7.  Gaining  the  maximum  personal  leverage  from  every  ac-on,  investment,  -me  or  energy  commitment  you  ever  make.  

8.  Networking/masterminding/brainstorming  with  like-­‐minded,  success-­‐driven  people  who  share  real  life  experiences  with  
you.  

9.  Turning  yourself  into  an  idea  generator  and  recognized  innovator  within  your  industry  or  market.  

10.  Making  “growth-­‐thinking”  a  natural  part  of  your  everyday  business  philosophy.  

11.  Reversing  the  risk  for  both  you  and  your  customers  in  everything  you  do  (so  the  downside  is  almost  zero,  and  the  
upside  poten-al  nearly  infinite).  

12.  Using  small,  safe  tests  to  eliminate  dangerous  risks  and  adop3ng  funnel  vision  instead  of  tunnel  vision  in  your  thinking.