Become a marketing farmer with three simple steps:

Become a marketing farmer 👩‍🌾 with three simple steps:

Step 1 Lead Generation marketing: to generate leads with the sole intent to find people who are interested in what you have to offer. 

 

Step 2 Capture their contact information: Add them to your database. 

 

Step 3 Nurture them: Stay in constant contact with them with information that is personalized and they value, while occasionally making a sales pitch. 

 

90% of all salespeople (businesses) stop following up after 4 contacts. 

 

By the 6th to 7th follow-up nurturing message, you have earned top of mind awareness. 

 

By the 9th contact, when your prospect is ready to buy, you have a 90% chance they’ll contact you. 

 

Follow these three simple steps every day and over time you will have thousands of raving fans who only buy from you and become your outside sales force. 

 

Joe Girard was my “book-mentor” when I first started selling cars. He is the reason I became more of a marketer than a salesman.

He is listed in the Guinness World Records as the “world’s greatest salesman.”

Between 1963 and 1978, he sold over 13,000 cars at a Chevrolet dealership in Detroit, MI. and he did it retail, one at a time, no fleet sales.

Here are his stats:

  • He averaged 6 cars per day.
  • His best day was 18 vehicles.
  • Best month was 174.
  • The best year was 1,425.
  • He sold more cars than 95% of all dealerships in North America.

What was his secret, besides work ethic and a likable personality?

It’s the one thing I emulated and it brought me enough success that I eventually was able to purchase my own dealership at the age of 39 – constant follow-up with everyone he ever met.

Joe sent a “personalized” card every month to his entire list of customers and prospects.

By the time he was in the business 10 years, almost two-thirds of his sales came from repeats and the vast majority of the rest came from referrals.

Top sellers in any industry have mastered being a market farmer first and a salesperson second.

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2/3 of Small Business Owners Don’t Know How to Ask the Right Questions and It’s Costing Them Money

Ask the right questions and you’ll get the right answers. 

A recent survey of 2600 small business owners, conducted in January 2017 by “Small Business Trends” revealed that 62% of them believe Facebook advertising is ineffective.

First, we believe the reason for this is the same reason too many small business marketing strategies don’t work – they don’t ask the right questions.

Our Essential Elements discovery process is designed to help you discover the six elements every small business owner needs to know. The very first element is designed to determine who your ideal target audience is.

There are 6 elements to knowing who your Target Audience is.
In some cases, you’ll need to survey or have conversations with existing customers to accurately flesh out your target audience.

One, Demographic Information: Where do your clients come from specifically?

  • Geographic location
  • Income
  • Gender
  • Education
  • Marital status
  • Occupation
  • Religion
  • Age

Two, Psychographics:

  • Spending habits-where do they shop?
  • Hobbies
  • Values
  • Concerns
  • Desires
  • Lifestyles
  • Associations they might be affiliated with

Three, Sources of Information: Where Does Your Target Client [ideal customer] Get His or Her Information?
Who are the thought leaders they follow like authors, bloggers, magazines, websites, podcasters?
What Facebook pages are liked by your Target Audience?
What Facebook groups do your Target Audience belong to?
What are the most popular online discussion forums in your niche?
What are the most popular LinkedIn groups in your niche?

Four, Pain Point or Challenges: What is their major problem they have that you have a solution to?

Five, Objections In Their Purchase Process: What are the reasons your customer might choose NOT to buy from you or your product or service?

Six, What are their goals and values?
Second, they don’t understand the importance of testing.  One of the great advantages to Facebook advertising is how easy, fast and relatively inexpensive it is to test not only the answers to the  6 elements to knowing who your Target Audience but also the message including the attention grabbing headline.

Testing budgets as small as $5 or $10 a day, focusing on different mixes, can tell you what you need to know before you begin to invest larger amounts in your campaign.

Our Essential Elements discovery process helps you discover these six things which are critical regardless of what media or technology you use.

  • Who is your Target Audience. Your ideal customer. The 20% that generate 80% of your revenue, cash flow and ultimately your profits.
  • The Lifetime Value of your customers. You know exactly how much you can spend or ethically reward someone to become your client or remain a loyal fan.
  • Your Unique Selling Proposition (USP). This is what sets you apart from everyone else.  What makes you, your products or services unique?
  • Risk Free Guarantee. This is what makes it easier for your clients to say YES vs
  • 100% Financial Capacity. This clarifies how much money you are potentially leaving on the table and gives you the insight and courage to move forward.
  • 80/20 Principle. Also originally known as the Pareto Principle.
    The vast minority of your customers, employees, products/services, efforts, time, money, resources are generating the vast majority of your results. This process helps you identify them.

The question is always the answer.

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Quantum Results come from Paradigm Shifts

Paradigm comes from the Greek. In a general sense it means the way we “see” the world – not in a visual sense but in terms of understanding, perceiving or interpreting.

A simple way to understand paradigms is to see them as maps – mental maps. Our paradigms are the source of our attitudes and behaviors.

A paradigm shift is actually a break from traditional thinking.  All major breakthroughs almost always occur due to a paradigm shift.

Ptolemy convinced everyone that the earth was the center of our universe; then Copernicus came along and “broke the traditional way of thinking” by showing that actually the earth revolved around the sun instead.  Suddenly the map was different and everything took on a different interpretation.

As soon as germ theory was developed, a lot of needless deaths were averted. Up until that paradigm shift we had more men dying from small wounds and diseases than were dying on the battle field.

The United States is another example of the fruits of a paradigm shift. Up until our Founding Fathers created us as a republic, the traditional form of government was a monarchy. The 200 years after creating our Constitution saw the unleashing of the greatest nation the earth has ever witnessed.

“If you want to make minor, incremental changes and improvements, work on practices, behavior or attitudes.  But if you want to make significant, quantum improvement, work on paradigms.”    – Stephen Covey

If you start with a wrong assumption you will come to a wrong conclusion.

People are motivated by two things:
Pain – Fear of Loss or the Valley of Despair
Gain – Deep, Deep Desire

Learn more

Sell Anything Anywhere Anytime
All breakthrough, quantum improvements come about only after a major paradigm shift.

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The Pain – The Problem – The Solution

As I was writing this message – “The Pain – The Problem – The Solution”, I was reminded of just how much pain there is in our world today:

“I have no life.”

“Our month-to-month cash flow is always inconsistent.”

“I’m angry, I’m scared. I can’t afford to…..(fill in the blanks)”

“I can’t change things.”

“I’m worthless.”

“I’m too old.”

“I am so constantly overwhelmed with day-to-day problems of running my business that I can no longer take the time to be innovative or learn new things.”

The best way to eliminate the Pain in your life and find a lasting Solution, is to first understand the fundamental root Problem causing the pain.

Being honest about current reality is the critical first step.

Author John Gardner said, “Most ailing organizations have developed a functional blindness to their own defects. They are not suffering because they cannot resolve their problems, but because they cannot see their problems.”

Why can’t most business owners see their problems?

Well, for many, it’s because nothing fails faster than success.

We get comfortable and all too often we succeed in spite of ourselves.

The talents, passion and need that were there in the beginning when you started your business are no longer there or adequate for the new challenges facing you now or are right around the bend.

All too often, we don’t even know we have a problem until it’s too late.  Then instead of responding in a proactive way we are forced to react in an urgent manner.

As I have previously pointed out, there are four common problems every business owner seems to have in common:

  1. Lack of time – both personal and business.
  2. Uncertain or inconsistent cash flow.
  3. Not enough of the “right” customers.
  4. Not enough of the “right” employees.

When I first became a Chrysler dealer, my wife and I were awarded a cruise on the QE II, chartered just for the top performing Chrysler dealers in America.

Lee Iacocca was also on the cruise and one night he spoke about the three things that make up any business, he said it was product, profit and people and people are the most important asset.

That is a principle of life, not just business.

People are your most valuable asset.

Having the right people, in the right positions trumps everything else.

You can have the best systems, but if you have the wrong people in those systems, those systems will eventually fail.

When asked why he wrote his book -”The 8th Habit” ,  Stephen Covey said  “It is NOT about adding one more habit that somehow got forgotten, but rather it is about helping you to find your Voice and to help others find theirs.
It’s about helping people realize they are unique and significant in this world and finding your passion, your special talent that allows you to fill a need, and your conscience so that you can feel confident of what is the right action to take and prompts you to actually take it.”

 “If you want to make minor, incremental changes and improvements, work on practices, behaviors or attitudes.  If you want to make significant, quantum improvement – work on paradigms, change the way you think.” – Stephen Covey

The pain, the problem and the solution are easily discovered by asking smart questions centered on our six Essential Elements.

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When Trust is High…

When Trust is High, so are your profits.

In his book “The Speed of Trust”, Stephen M.R. Covey said there is an economics to Trust.

Low trust = low speed and high cost

High trust = high speed and low cost

Low trust causes friction whether it is caused by low Character or low Competence or both.

Low trust causes hidden agendas, politics, personal conflicts, win-lose thinking, defensive and protective communication.

Low trust slows everything down – every decision, communication and every relationship.

High Trust on the other hand, produces speed.

There is one thing that is common to every individual, relationship, team, organization, nation, economy and civilization – the one thing that if removed, will destroy the most powerful government, the most successful business, the most thriving economy, the most influential leadership, the greatest friendship, the strongest character, the deepest love.  Trust.

Not long ago I shot a quick video, simply using my iPhone to explain to some of my Real Estate partners why I felt I was so successful in that industry.  (Not to digress, but this simple and inexpensive method of video marketing is a potential gold mine for you. We will teach you and implement it for you.)

Because trust is based off of principles, my message works regardless of the industry, location or time.

Learn more here:

When_Trust_is_High...

Here’s my definition of TRUST

Trust = Competence + Character demonstrated over Time.

When trust is high:

  • Communication is easy and effortless.
  • The emotional bank account with everyone in your Circle of Concern is high so mistakes are more easily forgiven.
  • When mistakes are made, meaning is still understood.
  • Everything in your life goes smoother and momentum is always in a positive direction.

Conversely, when trust is low:

  • Communication is ineffective, time-consuming and difficult.
  • Every little mistake is taken personally by the offended.

In my experience, I have found that people instinctively trust someone whose communication and personality is based on accurate Principles –those founded on God’s Natural Laws.

People recognize when they are being manipulated for the benefit of the manipulator.

15 Habits to cultivate within yourself and your business that will help you build strong meaningful relations – both personal and business:

1. Be Honest & Authentic. Always be straight with people.

2. Act with Kindness & Courtesy. Be Respectful of everyone; even those who might be “in-your-face”. You may have to “fire” a customer one day, but be respectful about it and then move on.

3. Be Transparent – An Educated Customer is the Best Customer. Consistently tell the world what you offer, why you offer it and how it will benefit them.
Tell the complete story about what makes you and your product or service unique. You don’t have to just tell the good, tell some bad as well. Every product or service will not be the right fit for everyone. Admit it right up front. Stating what you can’t do builds trust and alleviates unpleasant problems down the road. I’d rather lose the sale right up front and build a reputation of integrity than lose a client after the sale due to disappointment.

4. Apologize When Wrong. When you screw up, take responsibility, apologize and make some sort of meaningful restitution.

5. Be Loyal – especially to the Absent (never talk badly about anyone behind their back)

6. Deliver Results – One of the best habits you can cultivate in order to accomplish the results your clients/customers/patients expect is to adhere to clarify expectations, the next habit.

7. Clarify Expectations – Make sure everyone fully understands including yourself). Almost all conflicts are a result of violated expectations. Even though most of my business is done with a simple handshake, it is still imperative that the expectations of effort, responsibilities and results are clarified in writing.

8. Be a Student of your Business – Constantly Improve by exposing yourself to new ideas, techniques and people.

9. Be Honest about Reality. Being self-aware is one of the foundations of ever achieving greatness. You have to know what motivates and de-motivates you. What you strengths and weaknesses are.

10. Be Proactive – Take responsibility and hold yourself and others accountable. Learn to “Think Win-Win or No Deal.” Never blame someone else.

11. Listen with the Intent to Understand Rather than Simply to Respond. Ask Smart Questions and listen.

12. Keep your Promises. One of the best ways to accomplish this is under-promise, over-deliver.

13. Extend Trust -Give trust and expect it in return.

14. Actively Seek Complaints – Be open to feedback; That means proactively seek out complaints as an opportunity to build trust.

15. Have an Attitude of Gratitude.

There is a positive velocity to your life that occurs when trust is high that can’t be compensated for in any other way.

 

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Only Immediate Response Marketing

If you are not creating Immediate Response marketing, you are wasting your money.

Most brick & mortar, mom & pop owned and operated businesses advertise and market like the Big Brand boys.   Their marketing is full of platitudes pushing the wrong agenda of Image, Brand and Presence.

 

Dan Kennedy, marketing guru, shared these sad facts that coincidently follow the 80/20 Principle:

1% of Small Business Owners create tremendous income and wealth for themselves.  They DOMINATE their market within their industry.

4% do quite well. They are prosperous and have created a very nice lifestyle for themselves and their families.

15% make a good living.

80% struggle day-to-day or fail altogether.

 

When I owned my new car franchised dealership I fought a continual battle.

The factory charged me several hundred dollars per car/truck that they designated as “co-op advertising funds”.

They would give that money back to me IF I advertised to promote their Image, Brand and Presence.

I can’t adequately communicate how much this irked me and how short-sighted I viewed this.

Like all “Policies & Regulations” there were loopholes, but what a waste of time and energy to have to run my business that way.

Those small businesses in the 20% tiers don’t blindly follow the crowd. They adhere to a different way of doing business and that especially applies to their marketing.

According to Dan Kennedy:  Your Marketing Strategy needs to be and can be much SIMPLER.

  1. Every $1.00 spent on marketing has to provide you an IMMEDIATE Return-on-Investment (ROI) – FAST! Like TODAY preferably.
  2. That ROI must able to be accurately tracked back to that $1.00 spent.
  3. DO NOT spend a $1.00 that does not IMMEDIATELY return more than it costs you.

We will not take on a client where we do not feel confident we can bring them a return 3 to 5x’s what they spend for our advice, strategies and plans.

As a small business owner with limited resources, your sole agenda has to be to SELL SOMETHING TODAY!

You cannot afford any other way of thinking.

Every marketing communication you create from now on must be created with these 7 Rules at the forefront of your thinking:

  1. It must be created with the intent to get a sale TODAY!
  2. Every marketing/advertising communication will have an Intriguing and near Impossible-to-Refuse Offer in it.
  3. Always, always have a reason for the prospect or customer to RESPOND – Immediately.
  4. It must have very clear instructions on What you want them to do, When and How.  Always make it easy to do business with you AND to say YES!
  5. Every marketing/advertising communication will be trackable. “You can’t manage what you don’t or can’t measure.”
  6. Brand-building will only be done using NO-COST methods. Absolutely no platitudes.
  7. Follow-up will be built right into every marketing communication.

 

If you are spending money with agencies, radio stations, television ads, newspaper ads, online advertising, websites, postcards, brochures, etc. and they are not adhering to these rules. Fire them! NOW!   You are on the path to joining or remaining in that 80% that just survive.

Our Desired End Results for every owner we work with is to get them to that 1%.

Only Immediate Response Marketing will get you there.

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Why Businesses Fail

Reason One why businesses fail or at best remain average:

They don’t fully understand their 100% Financial Capacity so they don’t fully realize how much they are actually “leaving on the table” as additional profit to invest in growth.

Let’s look at a simple example of a Restaurant: If you have 30 tables and average 1 hour to turn the table and you are open 10 hours per day, 6 days a week and average ticket is $25 and average table is 2 people.

30 tables x 10 hours x $50 (2x $25) = $15,000 in sales per day would be 100% Capacity….$90,000 per week.

If you are currently averaging $23,000 per week you are 25% of Capacity.

Now I’m not saying it is going to be easy to get to $90,000 in revenue per week, but at least now the owner fully realizes what his full potential is at this very moment.

When I conducted this exercise with my Service Director of my auto dealership, it suddenly took off his blinders as to the full potential of our fixed operations and suddenly there was innovation born of confidence.

It turned out there were a lot of what I call “low-hanging” fruit solutions to dramatically improve our back-end.

Most of us, unless we receive some sort of external stimulation, just see the world based on past experiences and it taints our possibility thinking.

We get stuck in a certain paradigm and unless we are nudged out by some external force, we accept things the way they have always been.

Here is a story to illustrate.

“At a recent family gathering my wife was helping her mom make dinner. As they were about to put the beef roast into the pan, grandma cut the ends off. My wife asked her why she always cut the ends off; was it to somehow let the juices flow more freely? Her mom said no, I’ve always just done it that way, because my mom always did it that way.
As it happened great-grandma was in the living room, so my wife and her mother went and asked her why she always cut the end of the roast off.
‘I cut the ends off because my pot was too small to hold a full roast!”

This is just one of the advantages to having a consultant, coach or adviser on your team.

We’ll take you to a different level of thinking.

Stephen Covey, author of The 7 habits of Highly Effective People said:

If you want to make minor, incremental changes and improvements, work on practices, behavior or attitudes.  But if you want to make significant, quantum improvement, work on paradigms.   

Learn more at my video: 100% Financial Capacity

 

Second Reason: They don’t have a clear understanding of who their Ideal Target Audience is and/or what they want.

I’m sure you are somewhat familiar with the 80/20 Principle.

This principle states that 20% of your customers are generating 80% of your revenue.

These are your champions. And these are the people you want to reward and retain, get referrals from and just as importantly, duplicate.

You can actually take this even a step further and identify the 20% of the 20% (4%) that is generating 64% of your revenue.

It is uncanny how accurate this is.

Remember, the single easiest and cost-effective way to double your business is to have each client bring you another client…preferably just like them (assuming they are a 20% ‘er)

To market and sell your business, product or service properly, the very first thing you must do is get clear on WHO your ideal customer is, where they are hanging out, what their challenges are, etc…Every marketing piece must know what your clients and potential clients “hot buttons” are, where they get their information and what’s important or relevant to them.

Customers only care what’s important to them, not what’s important to you.

Cardinal Rule: Always remember that the customer is thinking What’s In It For Me? (WIIFM)

Once you find who the target truly is then you can know how to create your most intriguing message.

The more you know about this Ideal Target Audience the easier it is to duplicate them.  We have found Facebook’s marketing tool to be one of the most effective ways to accomplish this.

There are 5 major components to help identify  your Ideal Target Audience.

In some cases, you’ll need to survey or have conversations with existing customers to accurately flesh out your target audience.

  1. What are their Goals and Values
  2. Where Does Your Target Client Get His or Her information?
  3. Demographic Information
  4. Challenges and Pain Points
  5. Psychographic information

All we need is an email or phone number of your Ideal customers and with Facebook marketing we can find potential new customers who have similar traits. (think birds of a feather, flock together)

 

That brings us to the third ReasonNot knowing the Lifetime Value of your Customer.

Just like knowing what your 100% Financial Capacity is, knowing what the average Lifetime Value of each customer gives you the advantage over your competition of knowing  exactly how much you can spend or ethically bribe someone to be your client.

And by incorporating our 80/20 Analysis we can help you identify the value of each level of your customers which will allow you to reward each level according to their value to your business.

You won’t believe what an eye-opening experience it is to see in black and white, the difference in values.

I had lunch a few weeks back with the president of a local bank. They inadvertently discovered that approximately 600 of their 12,000 customers were earning them enough to break-even.

Interestingly, this 600 accounted for around 5% of their total clients.

They created 4 categories or quadrants of clients based on their value.

Another interesting thing they found was that in the 4th quadrant, or about 80% of their customers, they were actually losing money on them.

This knowledge allowed them to create different levels of service for each quadrant.

They have pulled out all the stops to learn everything they can about these 600, in terms of the 5 major components to help identify  your Ideal Target Audience.

And they stay in constant and consistent communication with things these 600 individually value.

He told me that within 120 days, they almost doubled the business from these 600.

I then opened his eyes to how we can now help him “duplicate” these 600 and take his business to a whole ‘nother level.

Here’s another thing, don’t think of reward as only free stuff, but what extra services can you invest in to reward your clients.

Let me give you an example…
Let’s say that your average client brings an average profit of $75 on the 1st sale. He or she repurchases three more times a year, with an average order amount of $300 and on each $300 reorder you make $150 gross profit.
With the average life of a customer’s patronage being 2 years, every new client is worth $975.
(Note: You need to determine how many years your average customer stays with you; it may be 10 years)

Theoretically you could spend $975 to bring in new clients and still break even.

If you KNOW you can afford to spend up to $975 in acquiring a new customer then you can create advertising, special offers and deals with that key number in mind…

or, here is an example as an auto dealer:

Let’s say that you make a gross profit of $1400 on the sale of a used car.
This customer then typically spends another $100 in that first year of ownership on normal maintenance of which $70 is gross profit.

The first year Value of your average customer then is $1470.

However, let’s also say that your average customer stays with you 3 years and spends an average of $400 a year on service work at $210 gross profit for each visit.

Now you have a Lifetime Value (LTV) of $1470 first year + $210 GP x 3 years = $630, for a total LTV of $2100.

This does not include the number of people he refers to you over that 3 year period that you really didn’t have to spend any money chasing and convincing to buy from you and they have the same $2100 value. 

Now, think of what you might learn if we were to go thru an 80/20 Analysis on these customers and help you discover who the 4% are that are generating 64% of your revenue.

Do you begin to see the why it really is not that hard to DOMINATE your market?

Your competitors who don’t know these Essential Elements will either lose their nerve or lose serious money trying to compete with you because the key metrics for every business are different.

 

The fourth element that most business owners fail at is not knowing your Unique Message.

Every business and business owner is unique and has a unique story to tell.

It is thinking about and articulating, in every advertising, marketing and sales presentation a consistent message of what makes you and/or what you sell UNIQUE and it’s commonly called your USP.
Learn more here:  USP! What is Your Unique Selling proposition? 

The more clearly you communicate what makes you the better choice (benefits, advantages, guarantee, etc) the more often people will choose you over your competition and see you as more valuable.

You can easily tell people why they should choose you in your marketing and have them come in presold.

All your marketing should be built around explaining and reinforcing your USP to your prospects and current customers.

Here is a great example: An Educated Customer is the Best Customer. The Schlitz Brewery story 

 

Fifth, is failing to Make it Easy for your customers or clients to do business with you.

Having a Risk Free Guarantee gives you a clear and compelling advantage over your competition.

A Risk Free Guarantee makes it Easier for your clients to say YES than NO.

Look at every aspect of your business from the products or services you provide to your clients and even your employees and make a list of all the obstacles to your clients or employees that could prevent any of them from purchasing from you, dealing with you or choosing you over your competition.

We have a whole series of questions that lead you thru discovering and creating your Risk Free Guarantee.

Learn more here: Always Make It Easy To Do Business With You

 

Finally, the sixth element, is the failure to realize It’s all about relationships.

Principles, Consistency and Innovation are usually lacking.

Two huge mistakes almost all businesses do that are essential to creating trusting relationships because without these two low-hanging fruit activities, you can’t know enough about who your customers or clients are to build meaningful long-term relationships.

  1. Failure to capture contact information of everyone, and I mean everyone, that visits your web site or your brick & mortar part of your business.
    (You need: name, address, phone# and/or email)
  2. Failure to create a consistent Marketing strategy and system for follow-up.

Building trusting relationships takes constant and consistent communication with information of value to each particular customer.

This is a lot easier than you may think, especially once we’ve helped you create SIMPLE, SIMPLE systems and processes for each of the 6 Essential Elements that are unique to our Principle Centered Marketing, Selling and Business Practices advisory and consulting business.

Not having a trusted adviser or coach on your team certainly isn’t the death knell of your business. But, not having someone on your team who can constantly challenge you and hold you accountable is definitely going to hold you back from ever DOMINATING your market within your industry.

 

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