Gordon Carmichael of Home Counties Business Advisors will present on building profit, growth, and value in a business through customer loyalty, effective marketing and sales, and strategic planning and measurement. The presentation will provide practical advice from independent experts on how focusing on these areas can lead to higher profits and business value. Home Counties Business Advisors can help businesses improve their current position through strategic reviews and specialized solutions.

1. 23.11.11
Building Profit, Growth and Value
in your business
Woking Means Business - 23rd November 2011
1:00-1:25 pm
Gordon Carmichael
Home Counties Business Advisors
Practical advice that works
1
from the independent experts

2. Building Profit, Growth and Value
23.11.11
Marketing
and Selling
in the 21st
century
Art and
Planning and
Science of
Measuring is
building
the key to
customer
profit
loyalty
Practical advice that works
2
from the independent experts

3. Building Profit, Growth and Value
23.11.11
Art and
Science of
building
customer
loyalty
Practical advice that works
3
from the independent experts

4. Building Profit, Growth and Value
Art and Science of building customer loyalty
23.11.11
Science of Satisfaction Art of Satisfaction
• Customer expectations • Emotion
• Customer needs fulfilled – Feeling
– Like or dislike
• Behaviours after
purchase • Cognitive
• Returns – Thinking + Evaluation
• Recommendations – Specific to intended use
• Positive + negative • Behavioural
feedback
– Good choice v Regret
• Retention as a customer
– Current and future actions
Practical advice that works
4
from the independent experts

5. Building Profit, Growth and Value
Art and Science of building customer loyalty
23.11.11
Science of Satisfaction Art of Satisfaction
• Customer expectations • Emotion
• Customer needs fulfilled – Feeling
– Like or dislike
• Behaviours after
purchase • Cognitive
• Returns – Thinking + Evaluation
• Recommendations – Specific to intended use
• Positive + negative • Behavioural
feedback
– Good choice v Regret
• Retention as a customer
– Current and future actions
Practical advice that works
5
from the independent experts

6. Building Profit, Growth and Value
Art and Science of building customer loyalty
23.11.11
Customer Perception is Reality
Build trust before and after purchase
Customer Satisfaction
Customer Loyalty is the prize
Practical advice that works
6
from the independent experts

7. Building Profit, Growth and Value
Art and Science of building customer loyalty
23.11.11
• Inconsistent approach • Expectations are clear
• Not my fault • Empowerment
• Commitments are missed • Commitments are kept
• Good staff are frustrated • Communication ext. + int.
by indifferent staff • Recognition + Reward
Passive Proactive
Leadership
Culture Culture
Practical advice that works
7
from the independent experts

8. Building Profit, Growth and Value
Art and Science of building customer loyalty
23.11.11
• Inconsistent approach • Expectations are clear
• Not my fault • Empowerment
• Commitments are missed • Commitments are kept
• Good staff are frustrated • Communication ext. + int.
by indifferent staff • Recognition + Reward
Passive Proactive
Leadership
Culture Culture
Practical advice that works
8
from the independent experts

9. Building Profit, Growth and Value
23.11.11
Marketing
and Selling
in the 21st
century
Practical advice that works
9
from the independent experts

10. Building Profit, Growth and Value
Marketing and Selling in the 21st century
• Albert Einstein
23.11.11
– Insanity: doing the same thing over and over again and
expecting different results.
• The game has changed – updated version
– Expecting the same results and not doing different things is
insanity.
Practical advice that works
10
from the independent experts

11. Building Profit, Growth and Value
Marketing and Selling in the 21st century
23.11.11
Fundamental move from outbound to inbound marketing
Traditional Outbound Marketing effectiveness has diminished
Outbound
Inbound Transmit to customer
Found by Interact with
Customer Customer
Practical advice that works
11
from the independent experts

12. Building Profit, Growth and Value
Marketing and Selling in the 21st century
23.11.11
• Web sites – Inbound Marketing Found by
Customer
Interact with
Customer
1. If you don’t have one you are invisible
2. You have one but if customers can’t find you are still invisible
3. Your customers can find one but if it does not create credibility,
generate leads or sales it may as well be invisible
?
Practical advice that works
12
from the independent experts

13. Building Profit, Growth and Value
Marketing and Selling in the 21st century
• As always - Know your market, your USPs and your
23.11.11
value proposition
• Evaluate the effectiveness of your marketing spend
– Be ruthless where there is little benefit
• Traditional sales techniques sink the sale!
• Don’t sell to the wrong people - Qualify leads
• Cross sell and up sell where customers will benefit
• Take advantage of modern sales techniques e.g.
Freemium and Tasters + “sales automation”
• Have a clear strategy for your web presence
– Relevant up to date content addressing customer needs
– Ensure that Social Media is considered
Practical advice that works
13
from the independent experts

14. Building Profit, Growth and Value
Marketing and Selling in the 21st century
23.11.11
Which makes the biggest impact on your lead generation goals?
Source: Webmarketing 123 – 2011 State of Digital Marketing Report (500 US Companies)
Practical advice that works
14
from the independent experts

15. Building Profit, Growth and Value
Marketing and Selling in the 21st century
23.11.11
In which social network is your brand most active?
Source: Webmarketing 123 – 2011 State of Digital Marketing Report (500 US Companies)
Practical advice that works
15
from the independent experts

16. Building Profit, Growth and Value
23.11.11
Planning and
Measuring is
the key to
profit
Practical advice that works
16
from the independent experts

17. Building Profit, Growth and Value
Planning and Measuring is the key to profit
23.11.11
What is a key difference between a mediocre business and
a successful business?
Planning
Action Measuring
Practical advice that works
17
from the independent experts

18. Building Profit, Growth and Value
Planning and Measuring is the key to profit
• Plan what you want to achieve and identify the Key
23.11.11
Performance Indicators (KPIs) that show and forecast
your progress - Not just financials e.g.
Pre-Leads, Leads +
– Sales funnel Opportunities
Quotes +
– Staff retention, absence Offers
– Customer satisfaction
–
New
Lead times Customers
– Stock turns
• Try and balance leading and lagging indicators
• Ultimately all successes and failures are reflected in the
financial results
Practical advice that works
18
from the independent experts

19. Building Profit, Growth and Value
Planning and Measuring is the key to profit
• If you have managers, use the KPIs as a means to
23.11.11
delegate responsibility and measure performance
• Use the KPI results to identify early corrective actions
and any necessary changes to the plans
• Maintain focus on the important things that affect your
KPIs
• Grow profit and add value – opportunity to spend less
time in the business and be more strategic
• Ultimately get to a position where the business can run
without you
Practical advice that works
19
from the independent experts

20. Building Profit, Growth and Value
Summary
23.11.11
1. Lead the customer focused culture in your organisation
and achieve customer loyalty > Lower cost of doing
business > higher profits.
2. Get the Marketing and Sales fundamentals right and
take advantage of outbound marketing > Lower costs >
higher margins > sales growth > higher profits.
3. Utilise Plan, Measure and Action to manage the and
delegate effectively > Better decisions > efficient
operations > more time to be strategic > higher profits.
Sustained higher profits give your business value
Practical advice that works
20
from the independent experts

21. Building Profit, Growth and Value
How can Home Counties Business Advisors help?
23.11.11
Get from where you are now to growing value
• Holistic strategic business review
• External views to help with Diagnosis and Prioritisation
• Delivery of solutions by skilled specialists where required
• HCBA is part of UK Business Advisors
– Practical advice that works from the independent experts
– We have been there and done it!
Practical advice that works
21
from the independent experts

22. Contact Us
23.11.11
Contact HCBA: www.hcba.co.uk
info@hcba.co.uk
Contact Gordon: gordon.carmichael@hcba.co.uk
LinkedIn: www.gordoncarmichael.co.uk
Phone: 01276 818125
Practical advice that works
22
from the independent experts