Académique Documents
Professionnel Documents
Culture Documents
Millard W. Grubb
Backyard Gazette Publishing
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system without express written, dated and signed permission from the author.
DISCLAIMER AND/OR LEGAL NOTICE:
The information presented herein represents the view of the author and his experience as of the date of
publication. Because of the rate in which conditions change, the author reserves the right to alter and update
his opinion based on new conditions. This report is for informational purposes only. While every attempt has
been made to verify the information provided in this report, neither the author, nor his affiliates/partners
assume any responsibility for errors, inaccuracies or omissions. Any slights of people or organizations are
unintentional. If advice concerning legal or related matters is needed, the services of a fully qualified
professional should be sought. This report is not intended for use as a source of legal or accounting advice.
You should be aware of any laws which govern business transactions or other business practices in your
country or state. Any reference to any person or business whether living or dead is purely coincidental.
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Foreword
In this lesson, youll find out what to do once you have a client onboard.
Helping a client quickly can mean a lot more money in your pocket.
Lets get started.
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Introduction
Having a client onboard and working with them to grow their business is a heady
proposition. You are very much like a doctor with a new patient looking for help
with uncomfortable symptoms.
This doctor analogy is actually quite correct.
You are going to look at the symptoms of a business. You are going to analyze
every part of the business. and then offer solutions.
Being able to give your suggestions with confidence is really only a matter of
asking the right questions!
You have the same questions I ask at the end of this lesson.
In addition to asking the right questions, you need to be able to follow through
with great advice.
Ill show you how to do both in this lesson.
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From this group, you are going to establish your Strategies Teamthe group that
will be responsible for the implementation of the strategies and systems that you
will develop for them.
In a small company, this may consist of the owner and his or her spouse if they
are active in the business. In larger companies, this group may include several
department heads or other responsible people the CEO, president or owner wishes
to designate. In any case, these people must be responsible and have the
authority given to them to act on the ideas, implement the systems and
strategies, and hold accountable those under their supervision.
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10
Follow-Up Meetings
Once assignments have been made to your Strategies Teams, the follow-up
meetings are critical to their successful implementation. These meetings are not to
be taken lightly by anyone, and are to be attended by everyone as directed.
1. Present and review your Agenda. Remember to never go into a meeting and
try to wing-it. An Agenda will always present you in the best possible and
professional light, and show your audience that you respect their time.
2. Review progress. This meeting is your chance to:
Check on the progress of the assignments you have made.
Determine the seriousness of your client to work towards your established goals.
Assess the competency and seriousness of the team members towards the
same.
Reassign or replace certain team members as needed.
Determine which strategies and systems are working as they should.
Make necessary corrections, substitutions, additions or deletions to certain
systems in order to make sure they are functioning properly.
Install new or additional systems or strategies as needed.
3. Offer additional suggestions. Once you determine what is and what isnt
working as it should be, you can make suggestions for improving the effectiveness
or efficiency of the systems. Dont make changes for change sake, but dont be
afraid to make tweaks or adjustments, or even make some major changes if they
will improve the results.
4. Make new assignments. When a team has accomplished a certain
assignment or task, put them to work again. Dont let them lie dormant, give them
something else to do. Keep them busy with additional tasks or systems to develop
and install. Remember, youre being retained and/or paid by the results you
generate for your client. Dont let valuable time slip by unaccounted for.
5. Set a date for your next follow-up meeting. At the end of each of your
follow-up meetings, schedule your next one. Its important to always inspect what
you expect. That is, when you make an assignment, always, always follow up and
make sure it is either done by the appointed date, or if not, that there are good
and sound reasons (not excuses) for why it hasnt been completed.
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11
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12
Profit
Generating
Idea
Stimulators
Bumper Stickers
School Advertising and
Promos
Church Bulletins
Card Decks
Matchbooks
Classified Advertising
Door Hangers
Restaurant Placemats
Electronic Bulletin Boards
Bulletin Boards
Cable TV
On-Package Advertising
Bag Stuffers
CD-ROM Catalogues
Interviews
Flyers
In-Package Advertising
TV Infomercials
Special Reports
Fairs
Correspondence Courses
Online Catalogues
Personal Letters
In-Bound Telemarketing
Outgoing Calls
Private Unveilings
Loss Leaders
Canvassing House To
House
Banners Signs
Centers Of Influence
Gift Baskets
Celebrity Endorsements
Gasoline Pump Ads
Word-Of-Mouth
T-Shirt Ads
Statement Stuffers
Voice Mail
Radio/TV Interviews
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Fund Raisers
Gift Certificates
Newsletter Inserts
Magazine Inserts
Letters To Editors
Exhibits
Associate E-Marketing
Workshops
Previews
Tabloids
Flea Market Stands
Repetition
The Small Press
Big Newspaper
Advertising
Radio Advertising
Magazine Advertising
TV Advertising
Internet Advertising
Trade Journals
Industry Newsletters
College/Campus
Newspaper Advertising
Newspaper Inserts
Press Release
Drop Boxes
Handouts
Catalogues
Brochures
Yellow Pages
White Pages Listing
Alternate And Special
Directories
Barter And Trade
Exchanges
Buying Customer Lists
Direct Mail
Piggyback Mailings
Fax Broadcasting
Fax-on-Demand
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The Guarantee
Unique Selling Proposition
Carry An Exclusive Line
Develop An Exclusive Product
Offer Greater Variety
Sell Quality
Testimonials
Demonstrations
High Quality Brochure
Making An Offer
Packaging
Awards And Citations
Telephone On-Hold Messages
Set Up An Account
Mail Order
Payment Plans And Financing
Audio and Visual Demonstrations
Copy And Distribute Press Articles
Send An Action Plan
Mission Statement-Vision Statement
Questionnaires
Office Dress Codes
Try Before You Buy
Sales Scripts
Instilling Trust
Rapport
Sell Value, Not Price
Be the Expert On Your Product
The Up Sell
The Cross Sell
The Down Sell
NLP Techniques
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Appeal to Emotions
Follow-Up
Remember To Ask For The Sale
Toll-Free Number
Paid Reply Envelope
Entertaining
Sales Training
Incentive Builders
Conduct A Survey
First Time Buyer Incentives
Look Approachable
Trade-Ins
Selling In Bulk
Limited Time Offer
Direct Mail Innovation
Get Maximum Prospect Data
Give To Receive
Site Tours
Concentrate On High Quality
Prospects
Create And Use A Company Profile
Direct Mail Stimulators
Send A Gift Check
Have It On Hand
Exclusive Customers
Be Reliable, Be Consistent
Keep In Touch With Customers
Expand Your Product Range
Planned Obsolescence
Work With Pre-Payments
Set Solid Sales Goals
Track Sales Conversion Rates
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Loan Consolidation
Consider A Factoring Arrangement
Charge Your Own Finance Fees
Fees For Services
Manipulate Your Credit Terms
Clean House-Sell Off Unneeded Equipment
Increase Your Efficiency Through
Systemization
Reduce Your Tax Burden
Government Programs
Export Labor Costs
Get A Deal On Fixed Expenses
Employ Your Own Skills And Talents
Outsourcing
Your Location
Cash Only
Minimum Stock And Storage
Pay Slow, Collect Fast
Renting Can Be Cheaper Than Owning
Use Per Inquiry Advertising
Dump Inefficient Or Do-Nothing Marketing
A Better Accountant
Watch Fixed Monthly Costs
Bill Fast Or Take Cash
Monitor Your Billing, Bank Accounts
Constantly Test, Measure And Monitor
Get Paid For Your Time
Franchising
Efficiency/No Duplication
Across The Board Cuts
Negotiate
Recycle
Favor Fast Moving Merchandise
Use Purchase Order System
Negotiate Employee Pay
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Personal letters
Bag Stuffers
Networking
Thank You Dollars
Fax Sales
Reminder Schedule
Outgoing Calls
Practice Customer Differentiation
Promotional Premiums
Issue Exclusive Phone Numbers To The Best
Use Bounce-Back Tools
Private Unveilings
Use Continuity Techniques/Products
Statement Stuffers
Bring A Friend Free
Stop Competing, Start Creating
Surprise Others
Start A Specialty Club Focused On Our Brand
Gift Certificates
Master The Art Of Saying Thank You
Make Your Customers Feel Guilty
MLM
Post Card Mailings
Loss Leaders
Distributors And Agents
Sell The Experience As Much As The Product
Create A Newsletter
Direct Mail
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57 Referral-Generating Ideas
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Millard Grubb
Consulting
Confidential
Business
Audit
19. What is your vision or goal for your business for the next:
6 months: # of new customers:_________ Gross Sales: $____________ New Profit: $____________
Other _______________________________________________________________________
12 months: # of new customers:______ Gross Sales: $___________ New Profit: $__________
Other________________________________________________________________________
3-5 years: # of new customers:_______ Gross Sales: $____________ New Profit: $_________
Other________________________________________________________________________
10 years: # of new customers:________ Gross Sales: $____________ New Profit: $_________
Other________________________________________________________________________
20. What are your biggest opportunities to achieve this vision? _________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
21. What do you really want from your business? Become filthy rich? Build a turnkey money machine?
Position it for quick sale? Position it for high-dollar sale in the future? ________________________
_________________________________________________________________________________
_________________________________________________________________________________
22. In what areas of the business is the majority of your personal time spent? ______________________
_________________________________________________________________________________
Objectively and honestly, where should it be spent? _______________________________________
_________________________________________________________________________________
What needs to be done to change the situation?___________________________________________
_________________________________________________________________________________
23. Do you actively seek information from experts in your field and other fields related to yours?______
Has this helped you, and how?________________________________________________________
_________________________________________________________________________________
24. Do you have a marketing director? _____ Yes
_____ No
If so, explain their duties and how well they function relative to their assignments:_______________
_________________________________________________________________________________
_________________________________________________________________________________
Additional Notes: __________________________________________________________________
_________________________________________________________________________________
Vice President /
Marketing
Vice President /
Operations
Vice President /
Finance
Product
Development
Sales
Manager
Telemarketers
Production
Manager
Advertising /
Marketing
Manager
Outside Sales
Service
Manager
Production
Customer
Service
Accounts
Payable
Manager
Delivery
Inside Sales
Website
Manager
Internet Mktg.
Facilities
Manager
Accounts
Receivable
Manager
Custodian
Product 2: __________________________________________________________________________
How does your customer benefit from using this product?:_________________________________
________________________________________________________________________________
________________________________________________________________________________
What do your customers really want from their point of view from this product? (Be specific.
Dont just answer a quality product, low prices, or outstanding service.): ________________
________________________________________________________________________________
How does this product solve those wants for your customers?______________________________
________________________________________________________________________________
Why must a customer purchase this product?:___________________________________________
________________________________________________________________________________
Why should a customer purchase this product?:__________________________________________
________________________________________________________________________________
Who else sells this product? _________________________________________________________
________________________________________________________________________________
Why do customers buy this product from your competition rather than from you?_______________
________________________________________________________________________________
Regarding this particular product, what does your competition offer that you either cannot or do
not? __________________________________________________________________________
________________________________________________________________________________
Regarding this particular product, what can you offer that your competition either cannot or does
not? ____________________________________________________________________________
________________________________________________________________________________
What other products or services could your customers logically want or purchase from you that
could help them get more use, benefit, value or advantage from their original purchase?__________
________________________________________________________________________________
Do you carry those other products?___ If not, why not? ___________________________________
________________________________________________________________________________
What would make it irresistible for your customers to purchase this product from you? __________
________________________________________________________________________________
What is the major competing product or alternative to this particular product?:_________________
________________________________________________________________________________
Do you carry this competing product?_____ If no, why not? _______________________________
________________________________________________________________________________
________________________________________________________________________________
Product 3: __________________________________________________________________________
How does your customer benefit from using this product?:_________________________________
________________________________________________________________________________
________________________________________________________________________________
What do your customers really want from their point of view from this product? (Be specific.
Dont just answer a quality product, low prices, or outstanding service.): ________________
________________________________________________________________________________
How does this product solve those wants for your customers?______________________________
________________________________________________________________________________
Why must a customer purchase this product?:___________________________________________
________________________________________________________________________________
Why should a customer purchase this product?:__________________________________________
________________________________________________________________________________
Who else sells this product? _________________________________________________________
________________________________________________________________________________
Why do customers buy this product from your competition rather than from you?_______________
________________________________________________________________________________
Regarding this particular product, what does your competition offer that you either cannot or do
not? ____________________________________________________________________________
________________________________________________________________________________
Regarding this particular product, what can you offer that your competition either cannot or does
not? ____________________________________________________________________________
________________________________________________________________________________
What other products or services could your customers logically want or purchase from you that
could help them get more use, benefit, value or advantage from their original purchase?__________
________________________________________________________________________________
Do you carry those other products?___ If not, why not? ___________________________________
________________________________________________________________________________
What would make it irresistible for your customers to purchase this product from you? __________
________________________________________________________________________________
What is the major competing product or alternative to this particular product?:_________________
________________________________________________________________________________
Do you carry this competing product?_____ If no, why not? _______________________________
________________________________________________________________________________
________________________________________________________________________________
Product 4: __________________________________________________________________________
How does your customer benefit from using this product?:_________________________________
________________________________________________________________________________
________________________________________________________________________________
What do your customers really want from their point of view from this product? (Be specific.
Dont just answer a quality product, low prices, or outstanding service.): ________________
________________________________________________________________________________
How does this product solve those wants for your customers?______________________________
________________________________________________________________________________
Why must a customer purchase this product?:___________________________________________
________________________________________________________________________________
Why should a customer purchase this product?:__________________________________________
________________________________________________________________________________
Who else sells this product? _________________________________________________________
________________________________________________________________________________
Why do customers buy this product from your competition rather than from you?_______________
________________________________________________________________________________
Regarding this particular product, what does your competition offer that you either cannot or do
not? ____________________________________________________________________________
________________________________________________________________________________
Regarding this particular product, what can you offer that your competition either cannot or does
not? ____________________________________________________________________________
________________________________________________________________________________
What other products or services could your customers logically want or purchase from you that
could help them get more use, benefit, value or advantage from their original purchase?__________
________________________________________________________________________________
Do you carry those other products?___ If not, why not? ___________________________________
________________________________________________________________________________
What would make it irresistible for your customers to purchase this product from you? __________
________________________________________________________________________________
What is the major competing product or alternative to this particular product?:_________________
________________________________________________________________________________
Do you carry this competing product?_____ If no, why not? _______________________________
________________________________________________________________________________
________________________________________________________________________________
Product 5: __________________________________________________________________________
How does your customer benefit from using this product?:_________________________________
________________________________________________________________________________
________________________________________________________________________________
What do your customers really want from their point of view from this product? (Be specific.
Dont just answer a quality product, low prices, or outstanding service.): ________________
________________________________________________________________________________
How does this product solve those wants for your customers?______________________________
________________________________________________________________________________
Why must a customer purchase this product?:___________________________________________
________________________________________________________________________________
Why should a customer purchase this product?:__________________________________________
________________________________________________________________________________
Who else sells this product? _________________________________________________________
________________________________________________________________________________
Why do customers buy this product from your competition rather than from you?_______________
________________________________________________________________________________
Regarding this particular product, what does your competition offer that you either cannot or do
not? ____________________________________________________________________________
________________________________________________________________________________
Regarding this particular product, what can you offer that your competition either cannot or does
not? ____________________________________________________________________________
________________________________________________________________________________
What other products or services could your customers logically want or purchase from you that
could help them get more use, benefit, value or advantage from their original purchase?__________
________________________________________________________________________________
Do you carry those other products?___ If not, why not? ___________________________________
________________________________________________________________________________
What would make it irresistible for your customers to purchase this product from you? __________
________________________________________________________________________________
What is the major competing product or alternative to this particular product?:_________________
________________________________________________________________________________
Do you carry this competing product?_____ If no, why not? _______________________________
________________________________________________________________________________
________________________________________________________________________________
Service 2: __________________________________________________________________________
How does your customer benefit from using this service?: _________________________________
________________________________________________________________________________
________________________________________________________________________________
What do your customers really want from their point of view from this service? (Be specific.
Dont just answer a quality product, low prices, or outstanding service.): ________________
________________________________________________________________________________
How does this service solve those wants for your customers? _______________________________
________________________________________________________________________________
Why must a customer purchase this service?: ___________________________________________
________________________________________________________________________________
Why should a customer purchase this service?: __________________________________________
________________________________________________________________________________
Who else sells this service?: _________________________________________________________
________________________________________________________________________________
Why do customers buy this service from your competition rather than from you? _______________
________________________________________________________________________________
Regarding this particular service, what does your competition offer that you either cannot or do not?
________________________________________________________________________________
________________________________________________________________________________
Regarding this particular service, what can you offer that your competition either cannot or does
not? ____________________________________________________________________________
________________________________________________________________________________
What other products or services could your customers logically want or purchase from you that could
help them get more use, benefit, value or advantage from their original purchase? _______________
_________________________________________________________________________________
Do you offer those other services?___ If not, why not?_____________________________________
_________________________________________________________________________________
What would make it irresistible for your customers to purchase this service from you?____________
_________________________________________________________________________________
What is the major competing service or alternative to this particular service?:___________________
_________________________________________________________________________________
Do you offer this competing service?_____ If no, why not? _________________________________
________________________________________________________________________________
Service 3: __________________________________________________________________________
How does your customer benefit from using this service?: _________________________________
________________________________________________________________________________
________________________________________________________________________________
What do your customers really want from their point of view from this service? (Be specific.
Dont just answer a quality product, low prices, or outstanding service.): ________________
________________________________________________________________________________
How does this service solve those wants for your customers? _______________________________
________________________________________________________________________________
Why must a customer purchase this service?: ___________________________________________
________________________________________________________________________________
Why should a customer purchase this service?: __________________________________________
________________________________________________________________________________
Who else sells this service?: _________________________________________________________
________________________________________________________________________________
Why do customers buy this service from your competition rather than from you? _______________
________________________________________________________________________________
Regarding this particular service, what does your competition offer that you either cannot or do not?
________________________________________________________________________________
________________________________________________________________________________
Regarding this particular service, what can you offer that your competition either cannot or does
not? ____________________________________________________________________________
________________________________________________________________________________
What other products or services could your customers logically want or purchase from you that could
help them get more use, benefit, value or advantage from their original purchase? _______________
_________________________________________________________________________________
Do you offer those other services?___ If not, why not?_____________________________________
_________________________________________________________________________________
What would make it irresistible for your customers to purchase this service from you?____________
_________________________________________________________________________________
What is the major competing service or alternative to this particular service?:___________________
_________________________________________________________________________________
Do you offer this competing service?_____ If no, why not? _________________________________
________________________________________________________________________________
Service 4: __________________________________________________________________________
How does your customer benefit from using this service?: _________________________________
________________________________________________________________________________
________________________________________________________________________________
What do your customers really want from their point of view from this service? (Be specific.
Dont just answer a quality product, low prices, or outstanding service.): ________________
________________________________________________________________________________
How does this service solve those wants for your customers? _______________________________
________________________________________________________________________________
Why must a customer purchase this service?: ___________________________________________
________________________________________________________________________________
Why should a customer purchase this service?: __________________________________________
________________________________________________________________________________
Who else sells this service?: _________________________________________________________
________________________________________________________________________________
Why do customers buy this service from your competition rather than from you? _______________
________________________________________________________________________________
Regarding this particular service, what does your competition offer that you either cannot or do not?
________________________________________________________________________________
________________________________________________________________________________
Regarding this particular service, what can you offer that your competition either cannot or does
not? ____________________________________________________________________________
________________________________________________________________________________
What other products or services could your customers logically want or purchase from you that could
help them get more use, benefit, value or advantage from their original purchase? _______________
_________________________________________________________________________________
Do you offer those other services?___ If not, why not?_____________________________________
_________________________________________________________________________________
What would make it irresistible for your customers to purchase this service from you?____________
_________________________________________________________________________________
What is the major competing service or alternative to this particular service?:___________________
_________________________________________________________________________________
Do you offer this competing service?_____ If no, why not? _________________________________
________________________________________________________________________________
Service 5: __________________________________________________________________________
How does your customer benefit from using this service?: _________________________________
________________________________________________________________________________
________________________________________________________________________________
What do your customers really want from their point of view from this service? (Be specific.
Dont just answer a quality product, low prices, or outstanding service.): ________________
________________________________________________________________________________
How does this service solve those wants for your customers? _______________________________
________________________________________________________________________________
Why must a customer purchase this service?: ___________________________________________
________________________________________________________________________________
Why should a customer purchase this service?: __________________________________________
________________________________________________________________________________
Who else sells this service?: _________________________________________________________
________________________________________________________________________________
Why do customers buy this service from your competition rather than from you? _______________
________________________________________________________________________________
Regarding this particular service, what does your competition offer that you either cannot or do not?
________________________________________________________________________________
________________________________________________________________________________
Regarding this particular service, what can you offer that your competition either cannot or does
not? ____________________________________________________________________________
________________________________________________________________________________
What other products or services could your customers logically want or purchase from you that could
help them get more use, benefit, value or advantage from their original purchase? _______________
_________________________________________________________________________________
Do you offer those other services?___ If not, why not?_____________________________________
_________________________________________________________________________________
What would make it irresistible for your customers to purchase this service from you?____________
_________________________________________________________________________________
What is the major competing service or alternative to this particular service?:___________________
_________________________________________________________________________________
Do you offer this competing service?_____ If no, why not? _________________________________
________________________________________________________________________________
___ No
___ No
___ No
___ No
___ No
___ No
___ No
21. What is your market potential (universe) and what is your and your top three competitors current
share of that market?
Name of Company
Your Company
1
2
3
Product 3:________________________________________________________________________
________________________________________________________________________________
28. What is your Unique Competitive Advantage or UCA for your company? (What is it about your
company that distinguishes it from your competition? Why should your prospects or customers do
business with you and not your competitors?) ____________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
29. What is your Unique Competitive Advantage or UCA for yourself or your sales staff? (What is it
about you (or them) that distinguishes you from your competition? Why should your prospects or
customers do business with you and not your competitors?) _________________________________
_________________________________________________________________________________
_________________________________________________________________________________
30. Are your UCAs consistent themes in all of your marketing and sales efforts? If so, how? If not, why
not?_____________________________________________________________________________
_________________________________________________________________________________
31. What other businesses that sell similar products/services as you do your customers patronize?______
_________________________________________________________________________________
_________________________________________________________________________________
32. What other businesses regardless of similarities to your products/services do your customers
patronize? ________________________________________________________________________
_________________________________________________________________________________
33. How much is your marketing budget?
$____________ per _______________ or _____________% of ____________________________
34. How did you arrive at that figure? _____________________________________________________
_________________________________________________________________________________
35. How is your budget allocated? ________________________________________________________
_________________________________________________________________________________
36. How has it been used in the past?______________________________________________________
_________________________________________________________________________________
37. How much does it cost for you to acquire a new customer? (If you run an ad that costs $1,000 and
you acquire two new customers, your Cost of Acquisition is $500.): $_________________________
38. What are the average sales and profits generated from a new customer in the first year?
First year revenues: $___________________ First year net profits: $ _________________________
39. How much could you afford to spend on marketing over the next 90 days? $___________________
40. Right now, how much more business could you comfortably accommodate without having to add
any more staff, machinery, equipment, move your premises, etc?
Number of customers:______________________ Gross revenues: $_________________________
41. How many inquiries from prospects do you receive each week or month and what percentage are
converted into sales?
Source of Prospect Inquiries
1
2
3
4
5
42. Of the clients you currently have, where did most of them emanate from?
First source: ______________________________________________________________________
Why?____________________________________________________________________________
Secondary source:__________________________________________________________________
Why?_________________________________________________________________________
43. Geographically, where are most of your existing customers? ________________________________
_________________________________________________________________________________
Why?____________________________________________________________________________
44. Geographically, where do most of your new customers come from?___________________________
_________________________________________________________________________________
Why?____________________________________________________________________________
45. How much of your business currently comes from referrals?
Number of customers: ________ per week / month
Percent of new business:________%
Gross revenues generated by referrals: $______________ per week / month
46. Describe your current, proactive referral-generating script, strategy or system:__________________
_________________________________________________________________________________
_________________________________________________________________________________
47. Who is in a position to refer customers to your business?
Suppliers / Vendors:
1._______________________________________________________________________________
2._______________________________________________________________________________
3._______________________________________________________________________
4._______________________________________________________________________
5._______________________________________________________________________
Associations:
1. _____________________________________________________________________________
2. _____________________________________________________________________________
3. _____________________________________________________________________________
4. _____________________________________________________________________________
5. _____________________________________________________________________________
Centers of Influence:
1. _____________________________________________________________________________
2. _____________________________________________________________________________
3. _____________________________________________________________________________
4. _____________________________________________________________________________
5. _____________________________________________________________________________
Individuals:
1. _____________________________________________________________________________
2. _____________________________________________________________________________
3. _____________________________________________________________________________
4. _____________________________________________________________________________
5. _____________________________________________________________________________
Competitors:
1. _____________________________________________________________________________
2. _____________________________________________________________________________
3. _____________________________________________________________________________
4. _____________________________________________________________________________
5. _____________________________________________________________________________
48. What specific offers do you use to get new customers?
Offer 1: ________________________________________________________________________
Number of customers it produces _____________ per week / month / each time it runs
Gross revenues it produces: $_________________ Gross profits it produces: $________________
Offer 2:_________________________________________________________________________
Number of customers it produces _____________ per week / month / each time it runs
Gross revenues it produces: $_________________ Gross profits it produces: $________________
Offer 3:_________________________________________________________________________
Number of customers it produces _____________ per week / month / each time it runs
56. Who would be an ideal or logical candidate to consider for back-end joint ventures?
Candidate 1: ______________________________________________________________________
Back-end product or service: _________________________________________________________
How would you offer that product or service?____________________________________________
_________________________________________________________________________________
Candidate 2: ______________________________________________________________________
Back-end product or service: _________________________________________________________
How would you offer that product or service?____________________________________________
_________________________________________________________________________________
Candidate 3: ______________________________________________________________________
Back-end product or service: _________________________________________________________
How would you offer that product or service?____________________________________________
_________________________________________________________________________________
Candidate 4: ______________________________________________________________________
Back-end product or service: _________________________________________________________
How would you offer that product or service?____________________________________________
_________________________________________________________________________________
Candidate 5: ______________________________________________________________________
Back-end product or service: _________________________________________________________
How would you offer that product or service?____________________________________________
_________________________________________________________________________________
57. Do you have any incentives for multiple purchases? If so, explain. If not, why not? ______________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
58. Do you regularly solicit current customers to buy from you again? If so, how? If not, why not?_____
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
59. Do you regularly solicit past customers to buy from you again? If so, how? If not, why not? _______
_________________________________________________________________________________
_________________________________________________________________________________
60. Do you have an adequate supply of current customer testimonials? ___ Yes ___ No If not, why
not? _____________________________________________________________________________
_________________________________________________________________________________
61. Explain your system for obtaining testimonials from satisfied customers: ______________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
62. How do you use testimonials in your marketing/sales efforts? _______________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
63. Do you offer a guarantee or warranty? If not, why not? If so, what do you offer, and how does it
compare with your competitors and the industry at large?___________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
64. When was the last time you introduced a new product or service to your market (both existing
customers and prospects)? How well did it work and what was the reason for its success or failure?
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
65. Which sector of your market do you think offers the most potential for growth and profit?_________
_________________________________________________________________________________
Why?____________________________________________________________________________
_________________________________________________________________________________
Are you currently serving that sector? ___ Yes ___ No If not, why not? If so, what percentage of
penetration do you now possess? ______________________________________________________
_________________________________________________________________________________
66. For consumer businesses:
Do most of your customers own their own home or rent? Rent ________% Own _______%
What percentage are self-employed? _______%
What is the average income of your typical customer? $________________
67. How do your prices compare with similar products offered by your competitors?
Product or service 1:_______________________________________________________________
Top competitor for this product or service: ______________________________________________
Your dollar competitiveness: $____________ above or below this competitor
_________________________________________________________________________________
70. Have you ever tried selling your non-converted prospects to your competitors? Explain:__________
_________________________________________________________________________________
_________________________________________________________________________________
71. Do you ever barter your products, services or assets with other companies in exchange for their
products, services or assets? _____ Yes _____ No
If not, why not?____________________________________________________________________
_________________________________________________________________________________
Can you see some possibilities for future transactions? _____________________________________
_________________________________________________________________________________
72. Do you use bonuses in all your sales and marketing propositions? _____ Yes
_____ No
_____ No
_________________________________________________________________________________
Competitive Information
1. Who are your top three competitors, and what do they offer that you do not?
Competitor 1: _____________________________________________________________________
Their unique advantage: ______________________________________________________________
__________________________________________________________________________________
What steps are you taking to offset their advantage? Are they working? If not, what needs to be
changed? __________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
What is this competitors biggest failings and how do you specifically fill those voids?:____________
__________________________________________________________________________________
__________________________________________________________________________________
What advantages do you have over this particular competitor?: _______________________________
__________________________________________________________________________________
__________________________________________________________________________________
Are you capitalizing on this advantage? _____ Yes _____ No If no, why not?_________________
__________________________________________________________________________________
What is their primary source of new business?:____________________________________________
__________________________________________________________________________________
What is their secondary source of new business?: __________________________________________
_________________________________________________________________________________
Are you doing the same things as them? ____ Yes ____ No Should you be? ____ Yes ____ No
If yes and youre not doing them, why not?_______________________________________________
__________________________________________________________________________________
On a 1-10 scale, how would you rate their:
Sales Ability ________
Competitor 2: _____________________________________________________________________
Their unique advantage: ______________________________________________________________
__________________________________________________________________________________
What steps are you taking to offset their advantage? Are they working? If not, what needs to be
changed? __________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
What is this competitors biggest failings and how do you specifically fill those voids?:____________
__________________________________________________________________________________
__________________________________________________________________________________
What advantages do you have over this particular competitor?: _______________________________
__________________________________________________________________________________
__________________________________________________________________________________
Are you capitalizing on this advantage? _____ Yes _____ No If no, why not?_________________
__________________________________________________________________________________
What is their primary source of new business?:____________________________________________
__________________________________________________________________________________
What is their secondary source of new business?: __________________________________________
__________________________________________________________________________________
Are you doing the same things as them? ____ Yes ____ No Should you be? ____ Yes ____ No
If yes and youre not doing them, why not?_______________________________________________
__________________________________________________________________________________
Sales Ability ________
Competitor 3: _____________________________________________________________________
Their unique advantage: ______________________________________________________________
__________________________________________________________________________________
What steps are you taking to offset their advantage? Are they working? If not, what needs to be
changed? __________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
What is this competitors biggest failings and how do you specifically fill those voids?:____________
__________________________________________________________________________________
__________________________________________________________________________________
What advantages do you have over this particular competitor?: _______________________________
__________________________________________________________________________________
__________________________________________________________________________________
Are you capitalizing on this advantage? _____ Yes _____ No If no, why not?_________________
__________________________________________________________________________________
What is their primary source of new business?:____________________________________________
__________________________________________________________________________________
What is their secondary source of new business?: __________________________________________
__________________________________________________________________________________
Are you doing the same things as them? ____ Yes ____ No Should you be? ____ Yes ____ No
If yes and youre not doing them, why not?_______________________________________________
__________________________________________________________________________________
2. Do you buy from your competitors to keep track of what theyre doing (both right and wrong)?_____
If so, what have you learned that has helped you refine and better focus your overall business
strategy?__________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
If you are not doing this, why not? _____________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
Additional Notes: _________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
Advertising Information
1. What is your advertising philosophy? What influenced or forged your thoughts on this? Describe how
you embody it in your ads:___________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
2. Do you use Direct Response advertising, as opposed to Image or Institutional advertising? If no,
why not? If yes, describe the essence of the offer or proposition you typically make: _____________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
3. Are your ads working? ___ Yes ___ No How do you know? ______________________________
_________________________________________________________________________________
4. Do you have a testing and tracking system in place that allows you to consistently measure the results
of your advertising efforts? If not, why not? If so, describe how it works:_______________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
5. Do you use one-step, two-step, or multi-step advertising? Describe your system: _________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
6. What is your conversion ratio? (Out of every X leads, you get Y customers or sales.): ________%
7. What have you done in the past to improve your conversion rate?_____________________________
_________________________________________________________________________________
_________________________________________________________________________________
8. What is your advertising cost per sale? (i.e., when you run an ad that costs $1,000, you generate X
number of sales. Ad cost divided by the number of sales gives you ad cost per sale.) $_____________
9. How much have you spent in the last year on advertising and what return did you get?
Advertising source 1:________________________________________________________________
Cost of ad or promotion: $______________
Return (number of customers ad or promotion produced): _____________
Gross revenue produced by this ad or promotion: $_____________ Net revenue: $______________
Return On Investment (ROI) [Return / Investment * 100]: Gross: __________% Net: __________%
Advertising source 2:_______________________________________________________________
Cost of ad or promotion: $______________
Return (number of customers ad or promotion produced): _____________
Gross revenue produced by this ad or promotion: $_____________ Net revenue: $______________
Return On Investment (ROI) [Return / Investment * 100]: Gross: __________% Net: __________%
Advertising source 3:_______________________________________________________________
Cost of ad or promotion: $______________
Return (number of customers ad or promotion produced): _____________
Gross revenue produced by this ad or promotion: $_____________ Net revenue: $______________
Return On Investment (ROI) [Return / Investment * 100]: Gross: __________% Net: __________%
Advertising source 4:_______________________________________________________________
Cost of ad or promotion: $______________
Return (number of customers ad or promotion produced): _____________
Gross revenue produced by this ad or promotion: $_____________ Net revenue: $______________
Return On Investment (ROI) [Return / Investment * 100]: Gross: __________% Net: __________%
Advertising source 5:_______________________________________________________________
Cost of ad or promotion: $______________
Return (number of customers ad or promotion produced): _____________
Gross revenue produced by this ad or promotion: $_____________ Net revenue: $______________
Return On Investment (ROI) [Return / Investment * 100]: Gross: __________% Net: __________%
Additional Notes: __________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
Company 4:______________________________________________________________________
Type of product: __________________________________________________________________
How can you make it more beneficial or advantageous for them to let you market to their list than it
is for you?________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
Company 5:______________________________________________________________________
Type of product: __________________________________________________________________
How can you make it more beneficial or advantageous for them to let you market to their list than it
is for you?________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
4. Do you test the different aspects of your mailings? If so, what do you test? (Check all that apply):
___ Headline
___ Offer
___ Price
___ List
___ Graphics
___ Other
Telemarketing
(No Direct Mail)
9. What is your Cost of Acquisition in direct mail and telemarketing? (If you run an ad that costs $1,000
and you acquire two new customers, your Cost of Acquisition is $500.):
Direct Mail
(No telemarketing follow-up)
Telemarketing
(No Direct Mail)
Additional Notes/Comments
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
10. If you use another form of direct sales (independent sales reps, dealers, manufacturers reps), have
you ever compared the results to an inside or outside sales force? If so, how did it compare? If not,
why not?_________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
11. Do you have a Sales Manager? Describe his/her duties and objectives. How do they coincide and fit
with your overall marketing strategy?__________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
12. How did they become a sales manager? _________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
13. What specific sales management training have they had? ___________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
14. What is the gross income and net income of your salespeople?
Salesperson
Accounts
Prospects Gross Dollars Profit Dollars
Accountable Accountable Accountable Accountable
For
For
For
For
15. What sales training programs or methods have you used in the past to train your salespeople? _____
_________________________________________________________________________________
_________________________________________________________________________________
16. What type of ongoing training do you presently provide for your sales force, and at what frequency?
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
17. What is your average order amount?
Product or Service
Average Order
Amount
$
$
$
$
$
_________________________________________________________________________________
_________________________________________________________________________________
Describe what you do during the trade show: ____________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
7. Do you collect the names and addresses of everyone that attends your booth? ___ Yes ___ No
How do you collect these names?_______________________________________________________
__________________________________________________________________________________
Does this method attract qualified leads? ___ Yes ___ No
How do you know?__________________________________________________________________
__________________________________________________________________________________
8. Do you have a system in place for following up on these leads? ___ Yes ___ No
Describe the system (i.e., assigned to sales team, direct mail, telemarketing, etc.): ________________
__________________________________________________________________________________
__________________________________________________________________________________
9. Do you use a two-step trade show process to qualify your leads and then move them on to the next
step in the buying process, or is it a one-step sale where you close them at the show? _____________
_________________________________________________________________________________
_________________________________________________________________________________
10. What trade organizations/associations do you belong to, and do you attend their meetings and
frequent their programs?____________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
11. Do you visit other booths or displays while at the trade show, looking for joint venture opportunities
or other promotional ideas? __________________________________________________________
If so, what has been your success?_____________________________________________________
________________________________________________________________________________
If not, what can you do to make this work for you? _______________________________________
________________________________________________________________________________
Additional Notes: ____________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
_____ No
How is it used?_____________________________________________________________________
_________________________________________________________________________________
What message is your brochure or media kit attempting to communicate?_______________________
_________________________________________________________________________________
_________________________________________________________________________________
Is it working? _____ Yes
_____ No
Time
(Hours or
Minutes)
Time
(Percent)
Administrative / paperwork
Referral-generating strategies
Income-increasing strategies
Role play
Other
10
Other
Accountability Record
Schedule Of Events
Date
Event
Invitees
Expenditure Reevaluation
Team: _______________________________________________________________
Assignment: _________________________________________________________
_____________________________________________________________________
Due Date: ___________________
Goal: ________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Date of Review: __________________ Percent Completed: ___________________
Findings/Comments: __________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
The Guarantee
Team: _______________________________________________________________
Assignment: _________________________________________________________
_____________________________________________________________________
Due Date: ___________________
Goal: ________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Date of Review: __________________ Percent Completed: ___________________
Findings/Comments: __________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Comments:___________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Competitive Analysis
Team: _______________________________________________________________
Assignment: _________________________________________________________
_____________________________________________________________________
Due Date: ___________________
Goal: ________________________________________________________________
_____________________________________________________________________
Date of Review: __________________ Percent Completed: ___________________
Findings/Comments: __________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Comments:___________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Comparative Analysis
Team: _______________________________________________________________
Assignment: _________________________________________________________
_____________________________________________________________________
Due Date: ___________________
Goal: ________________________________________________________________
_____________________________________________________________________
Date of Review: __________________ Percent Completed: ___________________
Findings/Comments: __________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Comments:___________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Product PMA
Team: _______________________________________________________________
Assignment: _________________________________________________________
_____________________________________________________________________
Due Date: ___________________
Goal: ________________________________________________________________
_____________________________________________________________________
Date of Review: __________________ Percent Completed: ___________________
Findings/Comments: __________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Comments:___________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Product PMA
Team: _______________________________________________________________
Assignment: _________________________________________________________
_____________________________________________________________________
Due Date: ___________________
Goal: ________________________________________________________________
_____________________________________________________________________
Date of Review: __________________ Percent Completed: ___________________
Findings/Comments: __________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Comments:___________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
Calculating The
Lifetime Profit Value
Of Your Customers
15 1
LV
Table Of Contents
Calculating The Lifetime Value Of Your Customers
Lifetime Profit Value Of A Hypothetical Customer ................... 3
Lifetime Profit Value Of Your Average Customer .................... 4
Action Plan .............................................................................. 5
10% Increase
A Monthly leads
100
110
1200
1320
30%
33%
360
436
$100
$110
50%
55%
$50
$61
2.2
$100
$133
3.3
$300
$439
$108,000
$191,329
1.1
50%
55%
0.5
0.605
180
264
$54,000
$115,754
$450
$705
$162,000
$307,082
89.56%
$135
$233
72.32%
$450
$705
56.66%
Monthly leads
%
$
%
$
%
$
%
$
%
$
$
%
New Figures
Percent
Increase
Percentage Increase
Lifetime $ Value of Each New Lead
%
$
$
%
These are just a few ideas that can be used. As you can see the ideas are nearly endless and are
only limited by your imagination. If you held a workshop that was focused on getting ideas for
future workshops, the ideas would fill an entire page and you would have more than enough
work cut out for youand the results would show very quickly in your clients bottom line
profits.
As a consultant, your role in conducting workshops is not to tell the attendees what they need
to, or should do, or even how to do it. Your main function is to act as a facilitator and pull
information and solutions out of the attendees. You should seek to create a harmonious and
participatory environment so everyone not only contributes, but feels their comments and
suggestions are appreciated and will be acted on.
BUSINESS
DEVELOPMENT
ACTION PLAN
for
Client Company:
Contact:
Consultant:
WHO
BY WHEN
PROGRESS
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
Business Factors
Creating A Personal Marketing Advantage
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
Guarantees/Risk Reversal
Positioning Strategies
Joint Venture/Endorsements
Add-On Products/Services
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
Further Considerations
Facebook Fan pages
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
Testing
Reasons Why
Other
WHO
BY WHEN
WHO
BY WHEN
WHO
BY WHEN
Other
Other
Notes
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