ULTIVA INYECTABLE 1mg ULTIVA INYECTABLE 2mg

What can you create that would give you superior access to your dream 100? Here are some suggestions:

a. A magazine or newsletter? What would be the title? What questions would you ask if you were to interview them for a feature article?

b. A party or really cool invite? What would be something really cool that they would want to attend or in which they would participate? (Some suggestions: i. A movie premier.

ii. A charity event.

iv. A mass teleconference with a celebrity or for some other valuable purpose. What are some ideas for your particular situation?

v. A barbecue at your home?

vi. A free dinner somewhere?

c. A committee that you want them to join? What will THEY get out of

belonging? What benefit is there to them? Can you start a trade association that they would want to join?

d. An awards Ceremony. What would be the title of the awards? What would be the theme?

2) Now go back through your list and set some goals. Write the goals in the left hand margin next to the activity. WHEN are you going to do it?

Complete these sentences:

Write 12 headlines for your product/service/company that explains the biggest single payoff, benefit, result your product, service, company at work for a client produces/delivers. Go at it from every angle.

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

Write five ways your product/service adds specific, measurable benefit or value to your client. 1. 2. 3. 4. 5.

Write ten advantages you have over your competition, tangible or intangible. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Make a list of all the specific, direct and indirect competition you have for the problem your product/service/company solves.

A.) Now tell the five things everyone should look for in a product or service like yours (without directly referencing your product or service⎯you’re setting the market’s buying criteria here, so these should be things you do that your

competition doesn’t, or that they haven’t delineated. For example, if you’re a real estate broker you may find that all your competitors help guide the homeowner through the process AFTER the sale, but few real estate brokers make this part of their presentation in order to get the listing in the first place). 1.

2. 3. 4. 5.

Provide five metaphors or similes that analyze or illustrate what else having your product or service in their lives is like.

OR: Some analogies that show the pure logic of your positioning, such as: (Chet’s example of Outside Magazine and Sports Illustrated, versus Backpacker magazine or Tennis Magazine). 1. 2. 3. 4. 5.

1) My Master Strategy Is:

Now that you’ve “thought” through (for perhaps the first time ever) all of the ways you can “strategically” outsell your competition, can you tie it all together? What is your ultimate Strategic/Preemptive Position (how I differentiate from all the rest). Now spell it out for YOUR company (and note that this will grow even stronger when you have market data):

Just keep asking “what is the ultimate benefit,” and when you’ve answered that, ask the benefit of the benefit you just named.

2) Stadium Pitch: If we could gather all your customers in a stadium and give you an opportunity to present to them all at once, what would you say? (See

“Strategy Versus Tactics” video for rules, full understanding of the concept and the “Pyramid of Buyers” concept.) Again, now you can begin to see how much stronger your stadium pitch will be when you have hard data that can rivet the attention of your audience from the start. Outline your stadium pitch. This should be much stronger now that you’ve done all these other exercises:

Now say it in a single sentence. This is your slogan/strategic position, that statement that goes under your logo every time.

Deming 101

What are the key processes currently driving my revenue and how do they perform both transactionally in a timeline-denominated basis and measurably in a quantifiable basis. Meaning, taking sales as an example. You may have one person who is very good at getting new clients, but terrible at keeping them. Then you have another person who keeps them forever, but has a terrible time getting in the door. Each of those situations offers a “process” that can be defined, examined and then improved and duplicated. But first you have to study them.

You may also have marketing efforts that work better at some stages than others. You may also have delivery issues (for your product or service) that can be broken down, examined and improved. This is your opportunity to work ON your business. To look at each of these areas and look for incremental gains. For each area, we suggest a “workshop” with your crew in which you use everyone’s brain power to improve. So list each aspect of the functions of your company below and then the current levels of performance/results, and then; either what you can do to improve them, or at the very least, define the title of the workshop you will have, i.e.; “Do workshop with crew on improving our shipping department.” Or, “Do workshop with sales team to improve our closing ratio and test closing.” Or “Do workshop with crew to improve our rapport skills. Or, “Do workshop with technology team to streamline our information flow.” Workshops are covered thoroughly throughout the entire series.

What other companies, individuals or industries can I turn to for borrowing higher and better performing success procedures? List:

How Many Different & Complimentary Ways I Can Use My Marketing Weapons. Several pages of choices follow, but let’s begin with “the Seven Musts.” There are dozens of ways to use each of these marketing weapons. This has been explained in detail on the videos. In this section, you’re planning “what” you can do. In the next section, you will plan “how” you will do it, and in the following section, you will actually plan WHEN you will do what. So under each area, let’s begin with which of these weapons is appropriate for you and what are some of your ideas/goals for utilizing this area. Remember, goals focus the mind. So let’s write some down.

Salespeople Plans/Goals

P.R. Plans/Goals

Direct Mail Plans/Goals

Advertising Plans/Goals

Internet (web, email, affiliates) Plans/Goals

Increasing your lead generation through:

• Referral systems. What will they be, who will deploy them? What is the plan? (Put into calendar and into area that asks for “strategic objectives”).

• Acquiring clients at breakeven up front and make a profit on the back end

• Guaranteeing purchases through risk reversal

• Using telemarketing

• Running special events or information nights

• Acquiring qualified lists

• Increasing the perceived value of your product/service through better client education

Increasing your client retention rate by:

• Delivering higher-than-expected levels of service

• Communicating frequently with your clients to nurture them

Separate focus, which may involve the same weapons, but now with a different objective. This is designed to help you THINK more.

Increasing your conversion from inquiry to sale by:

• Increasing sales skills levels of your staff (more on this later)

Let’s review the “Seven Steps to Ever Sale” as it relates to YOUR Business

1. Rapport - Improved methods. Steps you will take that will help you build better rapport at every turn. List ideas for each level of customer contact, including electronic methods.

(Name at lease six questions you will ask every prospect—To help you find the acute areas of need for your product or service—pain AND pleasure)

3. Build Value What makes what you sell have “value” to them?

(Education you will provide that helps THEM, but also “Sets up the buying criteria in your favor.”)

4. Create Desire: How do you make them want it? Specific techniques, pain points, etc…

5. Overcome objections

What are the most common objections and the methods for overcoming them? This single exercise can dramatically improve your closing ratio.

Most Common objections How to overcome

6. Closing techniques

(What different closing techniques can you use: i.e., small point close, “either or” close, straight forward question close, graduated closes offering more and more with each offer. When do you close? Perfect time, secondary time, etc…)

7. Follow up: What are your standardized follow up efforts? Jay and Chet noted that it took 26 follow ups to sell PEQ / Business Growth Masters Series to people. How many do you have? List your minimum follow up procedures here:

NEXT:

• Guaranteeing purchases through risk reversal

• Host-beneficiary relationships

To Increase the Average Transaction Value, You Can Focus On:

• Improving your teams’ selling techniques to up-sell and cross-sell. How can you do that?

• Using point-of-sale promotions

• Packaging complementary products and services together

• Changing the profile of your products or services to be more “up market”

• Offering greater/larger units of purchase

To Increase Transaction Frequency, You Can Focus On:

• Developing a back end of products that you can go back to your clients with

• Communicating personally with your clients (by telephone, letter, email, etc.) to maintain a positive relationship

• Endorsing other people’s products to your list

• Running special events such as “closed door sales,” limited pre-release and so on

• Programming clients

From all these past several pages what will also serve as what Chet calls: “A superior access vehicle?” (Something that by design gives you superior access to your prospects.)