• Articles about referring, referrals and connecting!
    Click here to join the fastest growing social referral network www.referron.com
    Referron Empowers the champions of your business to refer their friends to you.
    Self enrolment
  • 7 Ways to Increase Your Profits

    Introduction

    It doesn’t matter what business you are in or where you are located, fundamentally there are 7 ways to increase the profitability of your business:

    1. Attract new potential customers (lead generation)
    2. Turn more of those potential customers into actual customers (sales conversion)
    3. Keep more of those customers from defecting to your competition (retention rate)
    4. Get those customers to do business with you more often (transaction frequency)
    5. Encourage them to spend more money with you each time they buy (‘average sale’ or ‘transaction value’)
    6. Reduce the Cost of Goods Sold (profit improvement)
    7. Reduce the Expenses (profit improvement)
    Learning Outcomes
     
    • Discover what those 7 ways to increase your profitability are
    • Understand how by making just a few small changes to what you’re doing now, can have a dramatic effect on your bottom line
    • See the hundreds of strategies that you can implement to increase your business profitability
    Self enrolmentPayPal
  • Seminar as a Lead Generation Tool

    Introduction

    Seminars are a very powerful way of generating highly qualified leads and sales – in all areas of your business. And – with the right marketing, the right content and the right presentation, you can easily generate extraordinary results.

    Learning Outcomes

    • Discover why seminar selling is so effective
    • Find out how to minimise no-shows
    • Find out what structures work
    • Determine how to see if a seminar will offer you a good return on investment
    • Discover how to make your topics sound interesting
  • Introduction

    Articles, whether they appear in magazines, newspapers, content websites, blogs or e-newsletters can be very effective marketing tools for any business. They are great for boosting your credibility by pitching you as an expert on a certain topic. They can also be powerful for attracting well-qualified prospects to your business and/or your website.

    Learning Outcomes

    • Discover the secrets to writing articles that stand out from the pack and get noticed
    • Find out the persuasion techniques that encourage people to contact you after reading the article
    • Discover the do’s and don’ts of article writing
    • Learn how to write a powerful article headline
    Self enrolment
  • Ask for the Order

    Introduction

    In an ideal world marketers could give a customer all the information they need to make a purchase and those customers would put their hand up and say, “Yes, I want to buy. How do I pay?” Great thought but in reality, it doesn’t always happen that way.

    Believe it or not, for a sale to occur, whether it’s as a result of reading some marketing material or in a face-to-face situation, people need to be asked to buy.

    If your salespeople aren’t asking for the order, you’re missing out on a truckload of sales.

    Learning Outcomes

    • Discover why it’s important to ask for the order in face to face and written marketing situations.
    • Learn valuable trial close and closing techniques to increase your success rate.
  • Attend Networking Events

    Introduction

    If done correctly, networking will deliver far more business than any promotional campaign ever will. In fact, 80% – 90% of business is done via referrals and networking so it makes sense to devote quality time to it.

    Learning Outcomes

    • Discover the do’s and don’ts of networking
    • Find out how to create a professional, positive first impression at the event.
    • Find out how to communicate with contacts for maximum effect
    • See examples of effective follow-up letters
  • Attract Referrals

    Introduction

     

    Imagine having a business where you don’t spend a cent on advertising to attract new customers. A business where every new customer that comes through your door, comes by way of referral from your existing customers. It would be fantastic wouldn’t it? A dream come true for most business owners!

     

    Business owners often spend a small fortune on advertising to attract new customers, yet the most lucrative source of sales (on a profit per sale basis) is referrals or word-of-mouth. Referral sales cost virtually nothing to attract because there’s no need to spend big money on advertising. What’s more, because they’re referred from your best clients, they’re usually a joy to deal with as well.

    Learning Outcomes

    • Discover the essential elements of any referral system.
    • Find out when and how to ask for referrals.
    • See examples of referral offers that work.
    • And see examples of referral letters, scripts and referral cards that get results
  • Back End Marketing

    Introduction

    Understanding the power of back-end marketing opens you up to a world of massive profit improvement potential.

    You’ll be exposed to opportunities to dramatically increasing repeat sales and referrals, and dramatically lowering your cost per sale. As a result of that, it increases customer loyalty and therefore increases the “Lifetime Value of a Customer”.

    Learning Outcomes

    • Discover how profitable your back end is
    • Learn how to profit from your back end
    • How to create a WOW experience
    • How to ask for repeat purchases
    • What is a nuturing program
    • Find out how to offer a product or service where you can lock in future sales in advance.
  • Blogs

    Introduction

    In the last few years, blogging has dramatically increased in popularity - so much so that it is now a powerful marketing tool in the online space. It’s a powerful tool for generating leads.

    Not only that, it’s also fantastic for building credibility with prospects as well as for maximising top-of-mind awareness, increasing conversion rates and generating repeat business.


    Learning Outcomes

    • See how to write effective blog postings
    • Discover blog layout and design tips that maximise readability
    • Learn how to maximise the success of your Blog
  • Business Cards

    Introduction

    How many business cards do you hand out each year? If you’re like most business professionals the chances are, the answer is “heaps”.

    And what do people do when you hand them your business card? Most of them look at it for a second or two and then file it away. When you think about it though, business cards can be a very powerful selling tool for your business.

    To start with, they are, in many cases, the first impression a customer receives of your business so the design, the content and the professionalism says a lot about your company.

    Learning Outcomes

    • Design and layout tips to enhance readability and make your card stand out.
    • Find out what information to include that will make people want to read, keep, act on and pass on your card.
    • Discover innovative industry-specific ideas that pack a punch … and more.
    Self enrolment
  • Call to Action

    Introduction


    Picture this...Someone has just read your marketing material and they’re really excited. They’re excited about the benefits of your product. They can vividly picture how that product will change their lives. In fact, they can actually see the outcome in their mind’s eye. They’re happy with the price and they want to buy.


    Learning Outcomes

     

    • See how to word a powerful call to action to increase your responses
    • Discover how to add a sense of urgency to increase responses further
    • Know how to create a response device that gets results
    • Know which of your marketing pieces should include a response device and why
    • Catalogues

      Introduction

      Catalogues are large product brochures featuring all a business’ products along with prices. The aim of a catalogue is to showcase “special offers” with the view of encouraging buyers to visit a store or to encourage buyers to buy direct via mail order.

      Catalogues are a great front-end and a great back-end marketing tools. On the front end, they’re great for “casting a wide net” offering a wide variety of products and services, then sitting back and seeing how many customers are caught in that net (so to speak).

      Catalogues are also a great back-end marketing tool.

      Learning Outcomes

      • Find out the different types of catalogues that get produced.
      • Discover how to create a winning catalogue
      • Learn the secrets of writing powerful catalogue copy
      • Find out design techniques to maximise catalogue sales and readership.
    • Introduction

      There are two types of classified ads; display classifieds; and straight, line classified ads.

      Line classifieds are the ads that are typeset by the newspaper all in the same font and sold on a “per line” basis. The only graphics that appear in these ads usually is a border and perhaps one photo.

      Display classifieds, on the other hand, are display ads or, if you like, mini-print ads so you have the freedom to use any design elements and typefaces you like (within reason, of course).

      Learning Outcomes

      • Approach new markets
      • Increase sales volume with Loss leader offers
      • Pre-test Yellow Pages ™ headlines
      • Test new pricing and new product offers prior to launch

      Self enrolment
    • Client Advisory Board

      Introduction

      The very thought of getting a group of clients into a room to talk about you is enough to send shivers down the spine of many a business owner. In reality, it’s not the nightmare most people think. In fact, it’s quite the opposite.


      A professionally run Client Advisory Board opens a treasure trove of opportunity for your business.

      Learning Outcomes

      • Find out how a Client Advisory Board can benefit your business.
      • See letter examples and invitations that you can adapt and use.
      • Discover what to do with the information.
      • See sample questions to ask.
      • Learn the steps to put in place to make it happen smoothly.
    • Contest

      Introduction

      Who DOESN’T love an opportunity to win something? We all do, right! That’s why contests can be a fantastic way of attracting new customers to a business. They’re also fantastic for getting your existing customers to purchase from you again.

      Learning Outcomes

      Something important to consider before you read any further. In most states of Australia there are special laws that govern the running of competitions, contests and sweepstakes. Make sure you are thoroughly aware of what the rules and regulations are before you start promoting and running your contest. If you don’t, you could find yourself faced with a hefty fine. Just check out the Government website for your particular state.

      • Discover the three types of contests and which is right for you
      • Learn how to come up with a contest that gets maximum media exposure
      • Get dozens of great ideas for contests that will add excitement to your promotions
      • Find out how to select the right type of contest based on your company’s objectives
    • Create a Newsletter

      Introduction

      One of the best ways to keep in touch with customers is to send out a regular newsletter to both your prospects and your customers. Today, e-newsletters are quite common and due to their affordability are more common than printed newsletters.

      Having said that, both online and offline versions are really effective at strengthening your relationships with your existing customers generating repeat sales. Obviously, one is more expensive than the other. And one is more effective than the other too.

      Let’s look at a comparison between e-newsletter and newsletter …

      Learning Outcomes

      • Find out the difference in effectiveness between e-newsletters and newsletters
      • Discover the do’s and don’ts of writing a powerful newsletter
      • Learn how to involve your readers to maximise repeat sales and strengthen your relationship with your customers
      • See how to use your newsletter to stimulate sales
    • E-Newsletter

      Introduction

      They’re also called “e-zines” or “e-bulletins” as well as “e-newsletters”.In the US they are often called “e-zines”. In Australia, they are often known as “e-newsletters”.

      Email newsletters are great for keeping in touch with subscribers. They are also great for maximizing top-of-mind awareness, increasing conversion rates and generating repeat business (if you do them right).

      There’s a good chance that you receive oodles of e-newsletters and e-zines in your email inbox each week – but how many of them do you read? And how many of them have valuable content that is worth reading? In fact, most e-newsletters don’t offer valuable content – instead just include promotional material to sell the company’s products or services.

      Learning Outcomes

      • Find out the difference in effectiveness between e-newsletters and newsletters.
      • Discover the do’s and don’ts of writing a powerful e-newsletter.
      • Find out the mechanics of sending out an e-newsletter and managing subscriptions.
      • Discover the format that works best.
    • Cross Selling

      Introduction

      “Master this technique and watch your sales increase by 10% or more overnight.”

      Cross-selling is such a powerful yet easy way of increasing your average transaction value, and in turn, increasing your profits.

      The most commonly known example is “McDonalds”. The cashier at Maccas always asks, “Would you like fries with that?”

      Learning Outcomes
       
      • Learn a systemised way to ensure cross-selling happens effortlessly and consistently
      • Learn how to excite your team about cross-selling
      • Discover different ways to cross-sell
      • Learn dialogue techniques to encourage customers to say “yes”
    • Customer Complaints

      Introduction

      When you mention the word; “customer complaints” many people cringe because it’s something that they hate dealing with. Instead, by employing the right approach it can be very exciting and rewarding marketing opportunity for your business.

      According to a professionally conducted survey, 26 out of 27 people who experience problems with a company don’t complain. That works out to be only 4% of disgruntled customers complain. Of those 96% who don’t complain most of them stop doing business with that organisation.

      Learning Outcomes

      • Discover how to turn complaints into sales opportunities;
      • Find out how to turn disgruntled customers into raving fans;
      • See how to compensate for mistakes;
      • Get a feel for what to say and do when people complain;
      • Learn how to find out feedback before small problems turn into big ones.
    • Customer Database

      Introduction


      There are 7 ways to increase the profitability of your business – your customer database affects three of those areas.

       

      The 7 ways are: generate leads, convert more leads (prospects) into customers, maximise customer retention, maximise average sale value, increase transaction frequency and reduce cost of goods sold and improve profits.

      Establishing and maintaining a customer database is the vehicle that makes it much easier for you to convert more leads (prospects) into sales (customers), to maximise customer retention (ensure they stay for longer) and maximise transaction frequency (or get customers to do business with you more often).

      Learning Outcomes

      • Discover the benefits of a customer database and hot it can transform your marketing results;
      • Discover the different types of database software and how they benefit your business;
      • See how to capture names for your database;
      • Find out which fields to include in your database and why; and
      • Learn how to use this information to better target your marketing and improve your results.
    • Dangers of Discounting

      Introduction

      One of the biggest issues that business owners and managers have is around how to price their products and services. With that, there’s a fear in the marketplace that the only thing that is important to a customer is price.

      The reality is, most people DON’T purchase on price.

      Sure, price, or rather, value for money is important to a customer but price is NOT a driving factor for most people.

      Learning Outcomes 

       

      • Discover how important price is (or isn’t) to customers
      • Find out exactly how much discounting affects your profitability
      • How to outsell your competitors without competing on price … even in a price sensitive market.
      • Direct Mail

        Introduction

        Direct mail is one of the most effective yet at the same time, under-utilised forms of marketing.

        Direct mail is the posting out of personalised sales letters to a “house” (internal) list or a rented list.

        A few of the reasons why direct mail is so effective is that it’s personal, it can be tailored to the needs of a specific audience and (unlike print advertising) you get to see immediate results for your efforts. You get to see whether or not a campaign has been successful in as little as a few days, whereas with running a print ad, you can sometimes wait many months before you see if your ad was successful or not.

        Learning Outcomes

        • Experience a greater “quality” of leads, and therefore increased conversion rates by using this personalised approach
        • Discover the different ways to increase your leads and attract more clients using direct mail
        • Learn how to write direct mail letters that sell
      • Educate Your Customers on Selection Tips

        Introduction

        When people are in buying mode they crave information and it’s often the companies that give people this information that end up securing a sale – information about your product, about product selection techniques, about your competition and about how to get the best results using your product.

        Learning Outcomes

        • Discover the importance of educating customers
        • See examples of different methods to educate customers
        • Learn how to educate customers on the value that you deliver
        • See how to position your company ahead of the competition
        • Learn why most businesses suffer from the “curse of assumption” and how to overcome this “curse” and profit.
      • Educate Your Customers on Value

        Introduction

        When people are in buying mode they crave information and it’s often the companies that give people this information that end up securing a sale - information about your product, about product selection techniques, about your competition and about how to get the best results using your product.

        Learning Outcomes

        • Discover the importance of educating customers
        • See examples of different methods to educate customers
        • Learn how to educate customers on the value that you deliver
        • See how to position your company ahead of the competition
        • Learn why most businesses suffer from the “curse of assumption” and how to overcome this “curse” and profit.
      • Elevator Speech

        Introduction

        Ever been to a networking function and you introduce yourself to someone and they ask what you do? Ever been asked at a meeting, a workshop or an event to stand up and briefly share something about your business?

        If you have, this 10, 30 or 60 seconds of fame is a great sales opportunity for your business – if you use that time wisely.

        If you don’t, it’s a waste.

        Learning Outcomes

        • Learn things to avoid when preparing a elevator speech
        • Find out the ingredients of a winning elevator speech
        • Learn how to construct a powerful, memorable elevator speech
        • Discover how to deliver your elevator speech in an impactful way
      • Fax Marketing

        Introduction

        Fax Marketing can be a powerful and relatively affordable way of communicating directly on a one-to-one basis, with your target market. It’s a lot cheaper than direct mail and a lot more effective than email marketing.

        Learning Outcomes

        • Discover how to construct a winning fax campaign
        • Learn specific design guidelines for fax marketing
        • See two winning formats along with the format to avoid
        • See examples of winning fax campaigns
        • Plus a bunch of do’s and don’ts to maximise your fax marketing success
      • Features and Benefits

        Introduction

        Communicating in benefits is one of the most important writing techniques inside any advertising formula. It doesn’t matter whether you are writing an ad, a sales letter, a brochure or communicating with a potential customer face-to-face, explaining the benefits of your product or service is a critical part of the formula.

        It enables you to talk in a language that your customer understands.

        Learning Outcomes

        • Understand the difference between communicating the features of a product and the benefits.
        • How to change from feature-focused marketing to benefit-focused marketing using only 3 questions.
        • Different ways to list benefits in different marketing pieces, for maximum impact.
      • Frequent Buyer Program

        Introduction

        One of the things that differentiate successful businesses from not so successful businesses is the fact that the successful businesses are amazing at getting their customers to come back and do business with them time-and-time-again.

        So – given that the more times you can get an existing customer to come back and do business with you, the more successful you will be - it makes sense then - to give customers an enticing incentive for them to purchase from you again. Make sense?

        That’s where a Frequent Buyer Program comes in.

        Learning Outcomes

        • Find out the different types of Frequent Buyer Programs and which one is best for your business.
        • Discover the steps involved with setting up your own Frequent Buyer program.
        • Learn how to use your Frequent Buyer Program as a way of increasing your average sale, maximising customer retention, increasing transaction frequency and generating more referrals.
      • Fridge Magnets

        Introduction

        Believe it or not, the humble fridge magnet can be a great sales tool for your business, depending on what industry you’re in – especially when you consider they can cost as little as 15 cents each to produce!

        If you think about it, it’s probably the most cost effective way to keep your phone number in front of your potential customers and customers for weeks, months or years.

        Not only that, they see your ad several times a day every time they open the fridge.

        Learning Outcomes

        • Discover wording that has an impact
        • Format tips that get noticed
        • How to tell whether or not fridge magnets are right for your business
      • Get Paid Sooner

        Introduction

        Naturally, the sooner customers pay, the more cash you’ll have on hand to pay your expenses so it makes sense to spend some time developing systems to …

        Learning Outcomes

        • Discover strategies to get your customers to pay their invoices sooner Find out how to encourage people to make a purchasing decision sooner
        • Learn how to shorten the production fulfilment times.
      • Guarantees

        Introduction

         

        Discover how a well-crafted guarantee can impact your business. You’ll also find out the different types of guarantees and how they are used for best impact. Discover how to develop a guarantee for your business too.

         

        You’ll also be shown examples of real-life guarantees that you can learn from.

        Let’s face it - 8 out of 10 potential customers who visit any business are sceptical to some degree of another. Some of those people are quite open to you but have a slight nagging doubt.

        They wonder whether your product or service will live up to their expectations. Others are pure, dyed-in-the-wool cynics and they are sceptical about everything to do with your business.

        Learning Outcomes

        • Discover how Guarantees DRAMATICALLY increase sales
        • Learn that Guarantees DON’T cost businesses money – refunds from dishonest customers are minimal.
        • Understand the key to offering a great guarantee is to minimise the terms and conditions and maximise the perceived pain to your company.
        • Discover how to communicate your guarantee in all marketing material
      • Handling Objections

        Introduction

        When people are considering buying a product or a service they are naturally a little sceptical. They’re unsure of whether the product or service is likely to give them the results they’re looking for. They’re also a little nervous about being ripped off.

        In fact, they have all sorts of questions running through their minds. Before a person purchases they need to have satisfactory answers to those questions or concerns. If they don’t, they won’t buy - it’s as simple as that.

        Learning Outcomes

        • See exactly why objections are important
        • Discover the real reason behind objections
        • Learn how to handle those objections and secure more sales
        • Discover specific dialogue for a whole range of situations
        • Find out how to adopt these objection handling procedures in your business
      • Headlines

        Introduction

        In advertising and marketing, there’s one element that stands out head and shoulders above anything else, in terms of “sales power”. It doesn’t matter whether you’re writing a letter, an ad, a radio script or creating a sales presentation, by far the most important element is the headline or the opening paragraph of that marketing piece.

        Learning Outcomes

         

        • The purpose of a headline
        • The most common mistake that people make
        • The most powerful advertising words of all time
        • Different Types of Headlines
        • Headlines in Direct Mail
      • Host Beneficiary System

        Introduction

        Each year most businesses spend a sizable amount of money on advertising and promotion - yet at the same time - for one reason or another, they neglect a very powerful and profitable opportunity for generating sales.

        Called the Host Beneficiary Relationship, this strategy is when two non-competing businesses that have similar client bases, make reciprocal offers to each other’s customers.

        The “host” is the business that promotes another business’s products/services to their client base. The recipient is the “beneficiary”.

        Learning Outcomes

        • Discover the power of host-beneficiary relationships for attracting new customers
        • Find out the rules to consider when weighing up potential host-beneficiary partners
        • Learn different methods of executing a host-beneficiary relationship
      • How to Drive Traffic to your Website

        Introduction

        Your website can be a powerful sales tool for your business but if it isn’t getting seen, it’s a white elephant. Naturally, just because you have a website doesn’t mean people (other than your current customers) will visit it.

        Getting traffic to your website isn’t that different to getting customers to a shop. If your shop is tucked away in an alley without a sign and you don’t advertise, there’s a good chance that the only new customers you get stumble across it by mistake.

        Learning Outcomes

        • Discover the different ways to drive traffic to your website
        • Discover dozens of websites you can use to help drive more traffic to your site
        • Identify which methods are most effective for your business based on what you want to achieve
      • Implementation Program


        Introduction


        You may know that the more frequently you interact with customers, the more repeat sales you’ll generate. And the more repeat sales you make, the greater your profits will be.

        Learning Outcomes 

         

        • Provides the platform for your customer servicing functions
        • Identifies initiatives to increase repeat sales
        • Identifies initiatives to improve client retention rates and minimise defections
        • Helps forecast future cash flow
        • Increase referrals
        • Systemises your client servicing functions
      • Increase Your Sales

        Introduction 

        In the “Sales Promotion Offers” Study Guide we discussed the power of offers or more specifically, how they can dramatically increase your sales and profits. Powerful offers give customers a reason to purchase now. It does that by offering the customer a massive amount of extra value free if they purchase before a certain date.

        Learning Outcomes

        • Discover the different types of value-added offers
        • See which type of value added offer is most powerful
        • See how value-added offers compare with discounts.
        • See examples of ads featuring powerful offers.
        • Discover examples of powerful value added offers per industry.
        • Find out the factors to consider when formulating your own value-added offer.
      • Increase your prices

        Introduction

         

        The easiest way to increase your average sale is to increase your prices, yet this is an area where many business owners and managers have challenges. They fear that if they increase their prices their customers will leave in droves.

         

        In reality, they won’t.

        On many occasions increasing your prices can actually increase your sales volume.

        Learning Outcomes 

        • Learn why most customers AREN’T focused on price
        • Find out the effect a price increase can have on your profitability
        • Discover how raising your prices could actually bring you more sales
        • Find out the steps to put in place to roll out a price increase
        • Keywords

          Introduction

          Writing web copy embodies many of the same principles of writing “offline” copy, but there are just a few more elements to consider.

          This learning module talks about the differences.

          There are two key differences between web copy and offline copy:

          • It’s leaner than offline copy

          It needs to be “search engine friendly”

          You see, Search Engines review websites and rank them in their search engines according to a very specific and ever-changing set of criteria. The more highly a search engine rates a website, the higher up on the list of search results it appears.

          Learning Modules

          • Discover copywriting techniques to increase your search engine ranking
          • See the right and wrong ways to use keywords
          • Learn how to develop keywords that increase popularity of your site
        • Know your Customers

          Introduction

          Two people are in a room. One is a single truckie who is on an average income. He drinks and swears a lot, loves to go “roo shooting” on his days off and his main values are alcohol and womanizing. He often sleeps wherever he falls (on the lounge, on the floor.... wherever) as most evenings he’s full of grog.

          The other person is a reserved, well-educated mother of four who works part-time for a public relations consultancy and lives in an upwardly mobile suburb of a major city. She drives a Range Rover and spends her spare time ferrying her children around to sporting fixtures. She pays particular attention to her own health and the health of her family. She suffers from lower back problems.

          Now, imagine you own a mattress company. Obviously both of these people are potential buyers of mattresses yet the way in which you would market to each of them is vastly different, isn’t it?

          Learning Outcomes

          • See how to segment your customer base and develop a customer profile.
          • Learn the different ways to categorising a customer.
          • Find out what makes your customers tick – why they buy, what’s important to them and so on.
        • Landing Pages

          Introduction

          A website or certain pages on a website be fantastic for building a database of potential clients. Then – by taking that one step further and building a relationship with the people in your database, as time goes by, you will turn a good portion of those prospects into customers.

          The key is in having a mechanism that encourages people to leave their details. The best way to do that online is by creating a landing page.

          Learning Outcomes

          • See how to use a landing page on a website to increase sales
          • Discover how to write powerful copy for your landing page
          • See examples of landing pages that work
        • Letter Box Drops

          Introduction
          Approaching prospective customers on a one-on-one basis and hoping they’ll say “yes” to a sales pitch, is the most powerful and probably the oldest marketing technique ever used. The trouble is, it’s very slow; it takes time, so it can take forever to build up healthy sales volume.

          Then one day someone said, ‘What if we could broadcast this to as many people as possible, rather than one at a time?’ And advertising was born!

          Learning Outcomes

          • Learn the types of letterbox drops that don’t work and the types that do
          • Discover a remarkable format that breaks through the clutter and increases your responses ten-fold
          • Find out the different distribution methods and which suits your needs best
          • Read about examples of winning approaches
          • Learn copywriting and design tips to maximise responses
          • Review some definitions and cost considerations
        • Marketing Pillars

          Introduction

          Marketing Pillars or the “Parthenon Strategy” is when you undertake any marketing campaign that will experience a synergistic effect by promoting it via a variety of media.

          So, if you're promoting a seminar in the newspaper and you also utilise direct mail you'll get more responses than you would by running two campaigns promoting separate services.


          Learning Outcomes

          • Discover what marketing pillars are and how they work together to enhance your marketing responses.
          • Discover why embracing a multiple pillar strategy can deliver exponential results in your marketing and bullet-proof your sales results even when one marketing medium starts to dry up.
        • Merchandising Success Tips

          Introduction

          Have you ever wondered why Starbucks makes millions of dollars selling coffee while millions of coffee shops struggle to sell enough coffee to survive?

          Or what about the likes of Bunning’s Warehouse and Home Depot dominating the “do-it-yourself” home improvement industry while other smaller retailers fall by the wayside?

          Their success is largely due to clever merchandising. Not only will clever merchandising increase the average dollar value per sale but it will also increase the number or frequency of sales.

          If people like your store they will come back time and time again and usually tell their friends to go there as well.

          Learning Outcomes

          • Discover how the “feel” of the environment greatly impacts on turnover
          • Get a new perspective on retail signage and why it’s critical to merchandising success
          • See why product placement is often the key to unlocking extra profits
          • Find out why your merchandising environment must speak to your customer’s core desires
          • Learn the little known secrets to packaging to give your product a higher perceived value
          • Discover the market stall tricks that stops your shoppers in their tracks and makes them buy
        • Online Purchasing

          Introduction

          If you want to maximise your conversion rates it’s vitally important that you make it as easy as possible for customers to buy from you.

          For instance, let’s say that you own an arts and crafts store. Betty Smith is a fan of quilting and loves your store, and so does her friend, Joan. Betty doesn’t have a driver’s license or a car and there are no buses nearby so she doesn’t get out to the shops very often.

          It’s Saturday afternoon and she has just realised that it’s her friend, Joan’s birthday early next week and she hasn’t bought her a gift yet. The only shop that Betty can get to in time is the gardening shop at the end of her street.

          Learning Outcomes

          • Discover the various methods for accepting payments online
          • See which one is right for your business
          • Find out what other factors affect whether or not people are likely to buy online
        • Package Products Together

          Introduction

          Packaging products together is a great way of maximising your average transaction value or average sale value. It’s also a great way of moving old, unpopular stock that you have been having trouble shifting.

          Packaging simply means combining a range of complimentary products together and offering them at a special package price, as the initial sale (at a great savings figure, of course).

          For instance, a beauty therapist might have a Valentine’s Day indulgence package featuring a combination of services that they offer.

          Learning Outcomes

          • How selling packages is more profitable than simply cross-selling.
          • Different ways to package products together in the most attractive way possible.
          • How to excite customers about the benefits of buying a package.
        • Pay Expenses Later

          Introduction

          Naturally, the slower you pay your debts (within the terms between you and a supplier, of course), the longer you get to keep cash in your pocket. In other words, the healthier your cash flow is. And the healthier your cash flow is, the more easily you can manage your business.

          If you’re in retail or hospitality you naturally deal mainly in cash so there’s a very good chance you don’t have a debtors’ problem.

          On the other hand, in consulting or professional service businesses you often don’t receive payment for the work for months after you have completed the job. Yet, at the same time you have fixed variable overheads to meet.

          Learning Outcomes

          • Learn how paying expenses more slowly increases your cash flow.
          • Discover the different method for paying accounts more slowly,
          • Identify how to systemize the process to maximize efficiency.
        • Pay-Per-Click Advertising

          Introduction

          The most common Pay-Per-Click advertising options are Google AdWords and Yahoo Search Marketing (formerly Overture). In this Study Guide we will focus on Google AdWords, however Yahoo Search Marketing is very similar so most of the rules will apply to their advertising as well.


          There are a number of others as well. We’d recommend that you perfect your advertising approach using Google AdWords first and then once you have hit on a winning formula THEN start advertising with other pay-per-click providers.

           

          Learning Outcomes

           

          • Understand what pay-per-click advertising is
          • Identify the different types of pay-per-click advertising
          • Understand the structure of a Google AdWords Ad
          • Know how to write an ad that gets results
          • Familiarise yourself with Google’s advertising rules
          • See how to test using Google AdWords
          • Discover the 8 tips for boosting your Google AdWords success
        • Phone-Mail-Phone Strategy

          Introduction

          If your sales process involves selling by way of appointment you’ll know that the more appointments you get (with the right people) the more sales you’ll generate. The challenge is, getting those appointments in the first place.

          Chances are, your business currently does certain activities to generate leads for your salespeople to follow-up to secure a sales presentation or an appointment with those people. Either that or your sales people approach prospects cold with the view of securing an appointment.

          Learning Outcomes

          • Find out about the phone-mail-phone strategy and how it is a powerful way of securing appointments
          • Discover the importance of follow-up
          • Learn effective telemarketing techniques to ensure you stay confident and leave the best impression
          • See examples of winning telemarketing scripts for you to adapt and use
        • Postcards

          Introduction

           

          Naturally, you’ll be familiar with the well-loved tourist postcard that you’ve sent when you go on holidays. And perhaps you’ve received a few dozen from family and friends, over the years.

          The term “postcard” also refers to a highly effective marketing vehicle. A marketing postcard is any type of card in either an A6 (1/4 of an A4) or DL (1/3 of an A4) format, that has a picture on one side and text on the other.

           

          One of the reasons why postcards can work well is that they attract attention AND they scream out urgency. In other words, when people see a postcard they subconsciously feel that the writer of the postcard has an urgent but very important message that they want to convey.

           

          Learning Outcomes

           

          • Discover the different types of postcards and how you can profit from them in your marketing
          • Learn layout and copywriting techniques to increase your responses
          • See how you can use postcards to increase the responses of your direct mail campaigns
        • Print Advertising

          Introduction

           

          Print ads can be fantastic for producing large volumes of sales in a low hassle way. What’s more, ads are often much simpler and sometimes much faster to produce and roll out than direct mail.

           

          Apart from generating direct sales, print advertising is also a great way of increasing brand awareness of your company.

          Learning Outcomes

          • Types of ads and which are most suitable for your business
          • See how to write one step and two step ads that work
          • Discover the different types of print media and the pros and cons of each
          • Find out advertising placement tips to maximise your responses
          • Learn how to save money on advertising space

        • Radio Advertising

          Introduction

           

          Radio advertising can be priceless if you are promoting a special offer or an event and if you want to increase brand awareness over a period of time.

           

          Learning Outcomes

          • Learn how to write radio scripts that work
          • Identify the factors that determine the success of your radio campaign
          • Know when to run your ad and for how long
        • Re-Book Next Visit Now

          Introduction