education
enterprise: 1. 2. 3.
Get more customers Increase your average sale Get your existing customers to come back and buy
more often Three years ago, when Bill Warren realized his role was to
market, he adopted these three goals. By steadily working on the marketing of his business, he was able to go from a typi- cal month of $40,000 to a May to more than $61,000. That’s more than a 50 percent increase in just one month.
new customers came his way in May. Bill is operating out of a small town, but he more than doubled his business in less than two years, surpassing the million-dol- lar mark and staying there, right through the recession. Odds are you have spent considerable time and money to become the professional that you are. You have practical expe- rience. You may have paid for substantial training to become certified. You unquestionably have countless hours invested in learning your craft. In addition, you may have taken business courses, even gotten a degree. You may have taken special
Start with a simple commitment of 30 minutes a day. Set aside at least a half-hour a day to work on the marketing systems of your business.”
What did Bill do? He installed a formal up-selling/add-on sell- ing system in his business that increased his average ticket dramatically and served his clients at a higher level. He also took advantage of a unique PR opportunity resulting from his training that had the phone ringing off the hook. As a result, 88
classes on accounting or other business disciplines. What have you done to become the marketer you need to be?
Have you invested the same kind of time developing and honing the skills you need to run the “engine” that truly drives your business?
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Visit Our Website 1-800-88-TUNES 52 Mobile Electronics December | January 2012
COMMIT TO 30 MINUTES Start with a simple commitment of 30 minutes a day. Set aside at least a half-hour a day to work on the marketing sys- tems of your business. (Remember, that is to work on developing and implementing marketing systems, not operating them.) If you don’t have an up-sell/add-on selling system in place, that would be your most lucrative place to start. Determine what the pieces of the puzzle are for such a system, then de- cide how many 30-minute sessions it will take to develop all of those pieces. If it will take 10 sessions, you will have your new system ready to put in place in 10 working days. After you’ve completed your first project, select another — perhaps a formal referral system — and begin working on that the same way. Put in your 30 minutes and stop at the end. Become a marketing machine, simply putting forth the effort for just the time you have committed to on a daily basis. The key is to remain true to the commitment. Set an appointment with yourself and honor it. Unless the building is literally burning down, do not let anything — even clients — interfere with this effort. Finally, if you’re not skilled as a marketer, it might be a good idea to get some help. This does not mean simply abandoning your marketing responsibilities. It may include some delega- tion. It certainly includes getting some training, and gathering some resources. Consultants, ad agencies, trainers, books and audio programs — these are all resources. But remember that resources are there to help you accomplish your responsi- bilities to bring in the business, not take over that job for you. Ultimately the responsibility can only rest with you, the owner. Although not specific, this is some of the most powerful and useful advice on marketing you will ever receive. Fail to heed it at your own peril. Follow it and you will quickly and easily add tens of thousands — maybe even hundreds of thousands of dollars — in revenue to your enterprise. ■
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