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www.BusinessAccelerationMovement.com
7 Steps to increase your
business profits
Strategies, tactics and tools to
attract and retain more customers
By Xavier Hurtado
Global business development facilitator
www.BusinessAccelerationMovement.com
www.BusinessAccelerationMovement.com
Legal Notice
• The publisher has strived to be as accurate and complete as possible in the creation of this eBook, notwithstanding
the fact that he does not warrant or represent at any time that the contents within are accurate due to the ever-
changing environment we now live in.
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relating to any information presented in this guide.
www.BusinessAccelerationMovement.com
Are you a business decision maker or entrepreneur
who would like to learn how to…
• … increase your sales and profits?
• … invest your marketing budget in media and
advertising that truly brings clients to your
business?
• …turn your clients in return customers and your
number 1 source of referrals?
• … change lives by satisfying your customers,
creating jobs and economic spillover in your
community?
• … re-design a profitable business that allows you
to have a balanced life with your family and health?
www.BusinessAccelerationMovement.com
Today we will show you…
• 5 ways to increase your business profits
• 8 elements to consider in your profit
increase project management
• The 7 stages of the customer
acquisition-retention process where you
can make changes to increase your
profits
• 7 steps to increase your sales and
profits
• 3 strategies to optimize your client
attraction and retention operating costs
www.BusinessAccelerationMovement.com
Why increase your business profits?
When you decided to start your business…
1. Did you do it to make profits?
2. Did you do it to provide your family with a certain quality
of life?
3. Did you do it because you wanted to make a difference
in your customers’ lives because of your knowledge,
public relations or services?
4. Did you do it because there was nobody else fulfilling a
need that you found in your community?
5. Did you do it to create jobs in your community?
6. Have you already accomplished all you started this for?
7. If you wanted to double or triple your sales this year, do
you already have a plan to achieve it?
www.BusinessAccelerationMovement.com
The time is now…
• Business decision makers have to adapt faster to the ever
changing environment with their customers:
– To socialize and get informed people use: Facebook,
Twitter, Linked in, Youtube, online forums and mobile apps
– To remember products or services: they use automated
reminders connected with SMS messaging, voice mails
and emails.
– To purchase the things they want: they use online and
mobile platforms connected to their credit cards
– To repeat purchases, they have frequent buyers lists
automated and synched with their banks and fulfillment
places
– To share with their peers: social networks, social
bookmarking and mobile applications
• Customers are willing to switch brands if they do not meet
their needs.
• Would you want to learn more about how to attract and retain
more customers to your business?
www.BusinessAccelerationMovement.com
My story of success and failure
 12+ years helping business decision makers to
increase their profits through the implementation of
marketing campaigns to attract and retain more
customers
 300+ lectures given on entrepreneurship, marketing,
profits acceleration, client attraction and global
expansion.
 Author of several marketing & business development
publications
 Founder of international business academies: Business
Acceleration Movement, Entrepreneur Movement,
Foreign Direct Investment Attraction Academy, Global
Expansion Academy and Global Consultant Academy.
You can connect with Xavier Hurtado at
www.XavierHurtado.com
www.BusinessAccelerationMovement.com
How did I use to attract potential clients?
 Advertising in publications, newspapers,
newsletters, radio, tv, billboards
 Investment ranging from $4,000 USD a
$80,000 USD each time.
 Average results: regardless of the
statistics those media companies use to
provide us with, we rarely got a an email
or phone call from a potential customer
because of those adds. However, they
always said it was good for branding.
 Does that sound familiar?
www.BusinessAccelerationMovement.com
How did I use to attract potential clients?
I organized speaking engagements and
seminars:
 Average investment ranging $30,000 -
$50,000 USD + hidden costs (brochures,
banners, travel expenses, booth, goodies,
travel expenses of other speakers and
executives.
 Average results:
 We used to land 25 to 40 B2B decision
makers through telemarketing and direct
mail invitations from a 14,000 database
that we owned.
 Problem – Interruption marketing yields
a very low return on investment
 Best case scenario: 1 attendee of every
seminar turned into a paying customer
with a long sales cycle (obviously the
nature of the product and the amount of
investment have a correlation here)
www.BusinessAccelerationMovement.com
How did I use to attract potential customers?
I attended trade shows:
Investment: $20,000 to $50,000 USD + hidden costs
(brochures, goodies, banners, booth, travel expenses,
executive wages, and so on)
Average results:
 50 business cards per day per executive
 Problem – 48 out of those 50 business cards
belonged to marketing and sales people, not the
decision makers I was trying to reach.
 Best case scenario: 1 out of each 100 business
cards turned into a new client.
www.BusinessAccelerationMovement.com
Attracting potential clients–
What was I doing wrong if this used to work?
Source: www.ZeroMomentOfTruth.com
Stimulus = when potential customers learned about your product or service (trade
show, seminar, magazine ad, etc)
First moment of truth = When they decided to contact you or visit your store
Second moment of truth = When they purchased your products and services
www.BusinessAccelerationMovement.com
What was I supposed to do?
• I kew I didn’t want to keep on investing my
marketing budget in “BRANDING” without
a measurable return on investment.
• I knew I wanted and needed to increase
my sales.
• I knew that besides the statistics of visits
to my website, I wanted to know who had
been in my site it so that I could contact
them.
• So I needed to invest in marketing
training!
Lessons learned: “Never let
marketing sign a check that your
company won’t be able to cash”
www.BusinessAccelerationMovement.com
So, I went to different training programs and coaches
1. Dani Johnson: Money comes from people – be a leader
2. Frank Kern & Kevin Nations: Clients will start buying
what you are selling when… & 3 steps beyond I did …
3. Loral Langemeier: Positive energy
4. Ali Brown: 99% vs 1%
5. Seth Godin y Frank Rumbauskas: Permission &
Attraction Marketing
6. Mike Joiner: Integration Marketing
7. Russell Brunson: Micro-continuity programs
8. Brendon Burchard: No traffic beyond the extra mile and
don’t let your small business make you small minded
9. Mike Koenigs: Helping entrepreneurs and value added
fundraising
10. Dave Vanhoose: Exposure and quality of life
11. Darren Hardy: Attitude and skill development + reading
12. Brian Tracy: life with no regrets
13. Clate Mask: Customer lifecycle + too many hats
14. Among other business coaches, authors and speakers
More than $70,000 USD invested in professional training and more than $1,000,000
USD invested in marketing campaigns in 7 years for different projects.
www.BusinessAccelerationMovement.com
Attracting potential clients
Decision Making Process Researched
Source: BtoB Online
First, they go to Online
Communities (Social
Networks) and Search
Engines
Then, they look for
whitepapers, webcasts,
videos and other online
educational media
www.BusinessAccelerationMovement.com
Attracting potential customers –
Decision Making Process Researched
Source: www.ZeroMomentOfTruth.com
Stimulus = when Investors learned about the opportunity of your region (trade show, seminar,
magazine ad, etc)
Zero Moment of Truth = Investors do research on search engines (google, bing), Social Media
(Twitter, Linked In), Videos (Youtube), Referrals, Reviews. Then, based on their own conclusions, they
decide if they will contact you (move on to the first and even perhaps to the second moment of truth.
www.BusinessAccelerationMovement.com
What else changed?
1. Local markets
2. Local competitors
3. Stable consumer behavior
4. Relatively easy to predict
inventories demand and
media plans
5. Push production
1. Global markets
2. Global competitors
3. Unstable consumer behavior
4. Since consumer loyalty is easy to lose,
inventory management and marketing
strategies are hard to predict
5. On-demand production model
Before Present & Future
www.BusinessAccelerationMovement.com
What else changed?
• Focusing on massive markets with
little or no competition.
•Product centered communication
strategy
• Pricing strategy based on the local
market pricing, not on value added.
• Interruption marketing media: TV,
Radio, Magazines, Direct mail
Billboards, etc.
• Interruption sales approach:
telemarketing, door-to-door sales,
SPAM
• Niche (Long-tail) marketing strategy
• Client centered communication strategy
• Pricing strategy based on global markets and
added value to the end customer.
• Attraction marketing media:
• Internet: Facebook, twitter, linked in,
slideshare, Youtube, (SEO, SEM), email
marketing, webinars, virtual events, etc.
• Mobile marketing & tablets.
• Smart cities and hotspots
• Geolocation
Before Present & Future
www.BusinessAccelerationMovement.com
What did I learn?
I learned to implement and measure virtual campaigns to
attract customers from different countries.
 Ebooks, webinars and virtual trade shows promoted
through social networks like Twitter and Linked-In had a
great response.
 Learning curve: we had to learn new technology terms,
media and technology: website design, social networks,
virtual trade shows, CRMs, smart email marketing
platforms, lead tracking software, among other marketing
tools.
 Advantages: we reduced travel expenses for our
company and also for foreign decision makers who were
eager to have an online presentation instead of a 3-4 day
trip.
 Results: the first webinar we hosted had 64 B2B decision
makers. Then, by launching ebooks, we had on average
100 registrants per week, yielding us around 15 qualified
leads per campaign.
 Investment: we achieved to launch full campaigns for
about $8,000 USD including all the production,
technology, human capital and campaign resources.
www.BusinessAccelerationMovement.com
Lessons learned about potential customers
 Clients buy when they are ready to buy, not when we
are ready to sell.
 Clients buy solutions to their needs and wants, not the
characteristics of my product or company.
 Clients are going to try to measure the return on
investment in my product. So it’s my responsibility to
make sure they can measure a true value proposition
in the bank.
 To create a strong impression in my potential
customers’ mind, I need to have 12 to 20 touch points.
If those 12 to 20 touch points are devoted to add my
customers with valuable knowledge to improve their
quality of life or solve their problems without selling I
will be able to grow a relationship with them.
www.BusinessAccelerationMovement.com
Marketing lessons learned
 Internet marketing goes far beyond a simple website.
 Email marketing is not SPAMMING databases.
 It will take time and money to rank and show in google
with different keywords.
 Online education tools (videos, ebooks and webinars)
can help me save in travel expenses and time.
 Social networks are a great deal to generate leads, just
as long as I have a good attraction strategy, not an old
school communication strategy.
 If I publish a book on how to solve my customer’s
problems by using the products or services I provide, I
can turn into an expert.
www.BusinessAccelerationMovement.com
Subject Prospect
Qualified
prospect
Opp Client
Lead Nurturing
Early Mid Late
What did I learn about the client attraction process?
1. Subject: a potential client that meets the
criteria of who I am trying to reach
2. Prospect: potential client who shows
interest in my products or services
3. Qualified prospect: Prospect that
requests a proposal
4. Opportunity: Qualified prospects at the
negotiation stage
5. Client: when we get an opportunity to
sign a contract and start paying for our
services.
This graph shows the 5 stages of the customer acquisition process:
I learned that I need to capture leads and nurture them until I can sign them, and to track my
conversion rates from one stage to another.
www.BusinessAccelerationMovement.com
Early Mid Late
Find and
attract
subjects
Capture
Leads
Educate
and
nurture
leads
Convert
opportunities
Sign and upsell
clients
Lead nurturing
Repeat sales Referrals
What did I learn about the client attraction & retention process?
“X” 2% 25% 10% 10% 25% 30%
These are the market conversion rates from one stage to another.
So, how many potential customers do I need to reach in order to be profitable?
The arrows indicate the
moment when a potential
customer needs more
information before
committing to our
services
www.BusinessAccelerationMovement.com
The 3 ages of Business Decision Makers
After all the lessons learned, we can clasiffy business decision makers and their companies in 3 Ages,
depending on how they attract and retain customers. Here are just some examples. Obviously, the
Accelerated Proactive Business is the most profitable of the 3.
•Advertising: TV,
Radio, Newspapers,
Magazines, websites
without valuable
information for their
customers
• Contents: centered
in their own company
and products
• Without any metrics
on marketing lead
generation
accountability
• Without client
retention programs
• Without referral
programs
• Advertising: some traditional media combined with social media
•Contents: Fully centered in their own company and products
• Basic metrics about the market: surveys and analytics
• Without customer retention programs
• Offers discount coupons for customers who refer them new clients
• Advertising: Combination of traditional + social media + mobile marketing
• Contents: customer centered campaigns
• Full accountability for marketing budget spent vs lead generation accountability
•Intelligent Customer retention programs
• Provokes referral marketing with his own customers and allies
Traditional
Business
Proactive
Business
Accelerated
Proactive
Business
www.BusinessAccelerationMovement.com
Challenges most Business Decision makers are facing
 How can I increase my sales and profits?
 How can I measure marketing and sales efforts so that I can
improve them and grow year after year?
 How can I attract and engage with potential customers to grow
my business?
 How can I retain the customers that I already attracted?
 How can I launch an effective referral program?
 How can I automate the customer acquisition and retention
process so that I can scale my business and expand to new
territories?
 How can I shift my company to be an Accelerated Proactive
Business?
Despite all lessons learned, we still have the following concerns:
www.BusinessAccelerationMovement.com
Purpose
That is why we committed
ourselves to helping business
decision makers to increase their
sales and profits so that they can
grow to new territories generating
jobs, economic spillover and quality
of life improvement in different
communities.
The previous learning curve led us to think on the impact we could have in our community
by sharing what we experienced and creating solid teams of business growth and support.
We sistematized our learning curve in a framework that we will share with you in this
publication.
www.BusinessAccelerationMovement.com
5 ways to increase your business profits
To increase our sales, we have 3 options
1. Selling more products and services to
existing customers
2. Selling more frequently to existing
customers.
3. Acquiring new customers
To optimize how we currently do business,
we have 2 options:
4. Automating different processes in the
customer attraction and retention
process
5. Subcontracting the human side of the
equation to other companies leveraging
on economies of scale
We found 2 major streamlines to grow your profits: by increasing sales and by optimizing
how we currently do business.
Which one of these five should you focus on?
Which one will yield a better result in profits?
How can you make a business plan for any or some of the 5 strategies outlined here?
www.BusinessAccelerationMovement.com
8 elements to integrate in your business plan to
increase your profits
• ResultsE1
www.BusinessAccelerationMovement.com
7 STEPS TO
INCREASE YOUR
BUSINESS PROFITS
Our Business Acceleration Framework
www.BusinessAccelerationMovement.com
7 Steps to increase your business profits
1. Determine your vision, numbers and rules
2. Sell more profitable products
3. Sell more frequently and reward your customers
4. Attract new customers through multcasting campaigns
5. Attract new customers through other people
6. Attract new customers from new territories
7. Optimize your operation costs by automation and outsourcing
How can you implement these simple steps?
Let’s now cover strategies, tactics, tools and case studies for each step.
www.BusinessAccelerationMovement.com
Step 1: Determine your vision with
specific numbers
• This picture shows boats that once
were in an inland sea. Since there was
a severe drought, they started building
a canal to take their boats to the sea.
They couldn’t catch up with the speed
of the drought.
• So, they had to abandon their ships in
the middle of the desert.
• Can you imagine if a scenario like that
happened to your business for not
being able to take action on time?
Are you taking the right action steps to move your business forward in a profitable way?
www.BusinessAccelerationMovement.com
1.Specifically, how much money or increase in sales would
you want to grow this year?
2. What are the profit margins you ought to have in order to
have the quality of life you want?
3.How much time will you work per week, month and year?
4.When will you be willing to partner with other companies
and decision makers?
5.How will you configure your life to be in balance (4 Fs:
family, fitness, faith and finance)?
c
Step 1:
Determine your numbers, business rules and personal life
For example, if you want to make 1 million dollars in a year, and we want to measure the income needed per
hour, we have the following variables:
Time = 1 year. If we plan to work 40 hour weeks times 50 weeks a year, that adds up for 2,000 work hours.
So, if we divide 1 million dollars between 2000 hours, we need to make $5,000 dollars per hour.
Questions: what if you want to work only part time? Then you need to make $10,000 per hour. So let’s focus
on how much you want to make in how much time and then, make sure you do specifically the tasks you
need to fulfill that.
www.BusinessAccelerationMovement.com
Case study #25:
Hospital gowns business owner grows his sales
because of clarity in his numbers.
The challenge:
• This business owner wanted to increase his sales. He was
serving 11 different markets with 10 different products (a
total of 110 potential business opportunities –product &
market binomials)
The process:
• Once we put all the information together in our Product-
Market Binomial Matrix, we filtered the top 3 niches that he
needed to focus on, based on his preferences. He
explained that he wanted to get $1.5 million dollars in
profits per year per contract signed.
• That is exactly what we looked for by running the matrix.
www.BusinessAccelerationMovement.com
The results:
• Since we were very laser focused while going after potential
customers, it was very clear for his team to determine which
marketing and sales strategies to use, like what trade shows to
attend or what discussion groups in social media to use.
• He landed several contracts after this exercise.
Lessons learned:
• You don’t have to serve every market you can think of: “Just
because you can, it doesn’t mean you should”
• Select the customers that can afford your highest quality
services, who will in return give you good profits.
• Balance your 4 Fs (family, fitness, faith and finance in that
particular order, meaning that you need to generate enough
funds to support the other 3 in the time and manner that you
need and want).
Case study #25:
Hospital gowns business owner grows his sales
because of clarity in his numbers.
www.BusinessAccelerationMovement.com
1. Identify your most profitable product-market binomial: the
best customer profile who could pay your highest quality
service.
2. Determine the complete solution that they need and get
integrated with other service providers to fulfill your
customer’s complete needs.
3. Establish a “Strategic Business Partner” model which
means that you need to commit with the end result, not only
with your products.
4.Make sure you provide a differentiated experience with your
services (i.e. scent-marketing and other tangible strategies)
5.Establish an upsell with in your selling stage: 7 out of 10
customers might say YES. Then a down sell: you may
recover 5 out of every 10 lost sales.
Step 2:
Sell more profitable products
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Understanding what your client needs:
www.BusinessAccelerationMovement.com
Case study #47: Retail business owner increases
his sales and profits
The challenge:
• An apparel store used to sell all kinds of clothes
for every member of the family: babies, children,
teenagers, adults.
• The owner wanted to increase his profits.
The process:
• Once he understood the concept of profitability per
square foot, he wanted to make changes.
• He ran the Product-Market Binomial Matrix and he
found that selling blouses to business women was
his most profitable niche in his city.
• Since he was hesitant about getting rid of the other
product lines, it took him little over year to take
action.
www.BusinessAccelerationMovement.com
The results:
• The first year of the change he registered an increase in
sales of 180%. The second year, the growth marked 400%.
• This business owner regretted not taking action before.
Lessons learned:
• Make sure you get profitability rates per square foot or
minute of companies similar to yours in the market.
Benchmark from them and strategize a roadmap to become
the number one option for your niche market.
• Develop an upsell and down sell program for your own
business. If needed, develop the right alliances to
complement your service with what the client needs.
Case study #47: Retail business owner increases
his sales and profits
www.BusinessAccelerationMovement.com
1. How can you change your product or service into
something that could bring a monthly recurring income?
2. How can you send your loyal customers intelligent
advertising based on their personal preferences?
3. What value added services can you offer your customers
after they purchased your products or services?
4. What type of gifts can you provide your customers when
there is an important milestone or an emotional moment
like a birthday?
5. How can you stimulate and reward that your customers
share their success stories and give you real life
testimonials?
Step 3:
Sell more frequently and reward your customers
www.BusinessAccelerationMovement.com
Case study #53: Oil businessman increases his sales and profits
because he changed his business model and ideal client
The challenge
 A businessman who used to sell engine oil in retail stores was
facing the challenge of competing against Asian products at almost
50% of his pricing. Obviously, his sales started to drop.
The process:
 Instead of focusing on changing his own product or packaging, he
decided to focus on a specific type of customer who needed added
value services with little or no competition: women with cars who
knew nothing about the adequate automobile maintenance.
 He designed a special service in which he offered a towing service
together with the repair service for any lady whose car broke down.
To do this, he created a well planned marketing campaign with an
inbound telemarketing center and strategic service locations in the
cities where he was established.
 Then, after earning their trust, he offered a recurring service of
maintenance where he could sell his own oil.
www.BusinessAccelerationMovement.com
The results:
 He got rid of his warehouses and trucks.
 Not only did he reduce costs, but he developed a
recurring income business model, that he did not have.
 Besides, his service was so helpful to women who
were neglected by other shops that it turned into a viral
campaign.
 He has expanded his business model in Mexico and
Latin America.
Lessons learned
 When you differentiate your service based on what
your customer really needs, it can turn into a very
profitable business, with residual income and even into
a viral campaign.
Case study #53: Oil businessman increases his sales and
profits because he changed his business model and ideal client
www.BusinessAccelerationMovement.com
1.What media will you use to attract customers based on their
own preferences?
• Socialcasting - Facebook, Twitter, Linked In, Youtube,
Pinterest, other social networks or online media
• Traditional media: Newspaper ads, magazines, direct
mail, TV, billboards?
2.How will you communicate your message?
• Videocasting - Videos for youtube or vimeo?
• Podcasting – audios on Itunes or Podomatic?
• Presentations supported by Slideshare, Issuu,
Powershow, Prezi?
• Bookcasting publishing on Amazon and Kindle
• Online or offline seminars?
• Mobile apps and magazines for smartphones and
tablets?
3. Who will develop the content of your message? You, or will
you outsource or crowdsource it?
c
Step 4:
Attract new customers through multicasting campaigns
www.BusinessAccelerationMovement.com
Do something I care
about.
Maket it fun and
worth remembering.
Make me share it
with my friends
Make sure it’s all
true so that I do not
look bad in front of
my friends
Tell me something that makes my conversations
more interesting.
A customer oriented campaign: I am the story– Not
you, your company or your product
www.BusinessAccelerationMovement.com
The challenge
• To position a new touristic reserve in Australia in the
global market to attract visitors.
The process:
• Instead of going to a traditional marketing approach,
they launched a spectacular job position offering
$150,000 USD for a 6 month assignment as an island
care taker.
• To apply for the job, each candidate had to record a
video saying why they would be the right person for the
job. Then they would need to upload it to social media
and ask their friends to vote for them since it was a
social contest.
• Reporters from all over the world talked about it.
Case study #77: The best job in the world
www.BusinessAccelerationMovement.com
The results
• Around 35,000 videos were uploaded from more than
200 countries with over 200,000 people voting for their
friends in just 3 months.
• By the end of month 4, still 3 months away from revealing
the winner for the contest-job position, they hit the $100
million dollar mark in money spent in the region from
international tourists that had been attracted by this
campaign.
• The results that this campaign yielded would have costed
around $90 million dollars with traditional media and
communication strategy product-centered. This one
costed $1.5 million dollars. A clear case of brains vs
budget.
Lessons learned.
• Multicasting with the right communication strategy:
customer-centered yields a great result with a lower
budget.
Case study #77: The best job in the world
www.BusinessAccelerationMovement.com
Step 5: Attract new customers through other people
1. How can you make your own customers
recommend your products or services?
2. How can you make other companies
promote your products or services?
3. How can you find international
promoters?
4. How can you embed your product in
another one making it easy to promote
by other companies like Microsoft did?
5. How can you monitor and reward your
international promoters?
www.BusinessAccelerationMovement.com
The challenge
• A business coach wanted to launch a global
campaign to position his products and expertise
in order to increase his sales and profits.
The process:
• He developed a training seminar for business
decision makers seeking for a value proposition
of 20:1 meaning that his customers would get
20 times the investment if they implemented
what he taught.
• He made a campaign to get international
promoters offering 80% in commissions from his
seminar.
Case Study #27: Speaker launches a coaching program
and gets help from an army of international promoters
www.BusinessAccelerationMovement.com
The results:
• International promoters sold 5,000 seats for the
seminar at a value of $5,000 Dollars.
• $25 million dollars for a 4-day seminar.
• Obviously, he had to share $20 million dollars in
commissions and cover the seminar expenses.
• Still, he had great profits, not only with what he had
left, but also with his back end coaching program.
Lessons learned:
• If you concentrate yourself on providing a 20:1 value
to your customers, that will make a NO BRAINER
for them.
• If you offer a high commission for front end
products, then you will have plenty of interest from
potential international promoters and consultants.
Case Study #27: Speaker launches a coaching program
and gets help from an army of international promoters
www.BusinessAccelerationMovement.com
1. How can you leverage on your business partners,
suppliers and customers to help you attract more
clients from other regions?
2. What countries would you like to attract customers
from?
3. What countries would you like to expand your
business to?
4. What business model would be the best for your
business expansion? A franchise, distributorship,
starting your own branch?
5. How will you follow the growth trend of the Mega
regions and mega cities with their young
populations?
Step 6: Attract new customers from new territories
www.BusinessAccelerationMovement.com
The challenge:
• Several business owners wanted to increase their sales by
attracting new customers .
• Their independent resources and budgets could not afford a
global campaign.
The process:
• They decided to benchmark from what other companies did
in regions with similar characteristics in the world.
• They focused on how different warm communities attracted
baby boomers from North America in the winter.
• They put together funds to create new golf courses and a
promotional agency with representation in the USA and
Canada under the name “Destination Laguna”
Case study #43: Creating a business integration entity
to attract foreign customers
www.BusinessAccelerationMovement.com
The results:
• The promotional agency they created starting taking
frequent tours with baby boomers to play golf and have a
great vacation, semi-retirement time.
• All local business owners participating increased their
sales and profits from international clients: hotels,
restaurants, local transportation and other entertainment
services.
Lessons learned:
• When you attract companies that are not direct
competitors and integrate them to attract common
clients, you will leverage on the shared budget and
economies of scale in marketing.
Case study #43: Creating a business integration entity
to attract foreign customers
www.BusinessAccelerationMovement.com
Step 7:
Optimize your operation costs by automation and
outsourcing
.
• How can you map your client
attraction and retention
process?
• What stages of this process
can you automate due to its
repetitiveness?
• How can you outsource the
human side of the equation to
release time for you as a
business decision maker for
more strategic tasks?
If you had extra time in your busy schedule, would you use it to grow your business by expanding
to new territories or business models?
“Work ON and not IN your BUSINESS”
www.BusinessAccelerationMovement.com
The challenge:
• This piano instructor used to teach lessons in his own
home.
• His financial ceiling was his own time.
• He decided to record his lessons and turn them into
products where he could go beyond his time barrier and
stop trading time for money.
• Even though his business evolved, he had a lot of
complaints between marketing, sales and fulfillment
because of manual work.
The process:
• He decided to get an automation software to capture and
nurture leads.
• Then he linked this software to his fulfillment house where
he had stock of his recorded lessons.
• Then he linked this software with SENDOUTCARDS and
automated cards and gifts for customers with his own
handwriting.
Case study #43: A piano instructor automates his client
attraction and retention process.
www.BusinessAccelerationMovement.com
The results:
• His sales grew and he had enough budget to
hire assistants that could take him out of the
marketing, sales and fulfillment equation.
• His quality of life changed dramatically by
dedicating more time to balance his 4 Fs
(Family, fitness, faith and finance).
Lessons learned:
• If you can map your client attraction and
retention process and automate it or outsource
it, you will be able to work “ON” your business,
instead of “IN” and this will lead to a balance in
your 4 Fs.
Are you ready to increase your sales and profits?
Case study #43: A piano instructor automates his client
attraction and retention process.
www.BusinessAccelerationMovement.com
Whatever you do, make sure you get into the control circle!
 To increase your sales and
profits, evaluate what you can
immediately do, and GO DO IT.
These are the things you can
fully control.
 Try not to leave the success of
your company to the second or
third circles of this diagram,
where your success will be tied
to other’s people will,
regulations or money.
No control or influence
Influence
Control
Spheres of control
www.BusinessAccelerationMovement.com
Are you our next success story?
We invite you to accept our challenge:
“Accelerate your business profits in 12 weeks”
At Business Acceleration Movement, we are on a
mission:
To help business decision makers and
entrepreneurs to increase their sales and profits by
implementing marketing campaigns to attract and
retain more customers.
www.BusinessAccelerationMovement.com
Let’s see the framework in which we will address this program
“Accelerate your business profits in 12 weeks”
12 weeks of hands-on training organized in 7 stages:
Stage 1: Profitability assessment: income earning opportunities in your own business model (week 1)
Stage 2: Strategies to increase your sales with your current customers (weeks 2 and 3)
Stage 3: Strategies to attract new customers to your business (weeks 4 and 5)
Stage 4: Strategies to expand your business to new territories (week 6)
Stage 5: Strategies to automate and outsource your client attraction and retention process (week 7)
Stage 6: Marketing campaign launch contest (weeks 8, 9,10 and 11)
Stage 7: Creating your own Business Growth Roadmap (week 12)
Note: starting from week 1 you will be able to implement changes to your current client attraction and
retention process that will help you to increase your sales and profits.
www.BusinessAccelerationMovement.com
What contents will we cover each week?
This is the framework in which we will cover the contents of each week:
1. Determine the outcome of the campaign
2. Determine the most cost-effective product-market marriage for your campaign
3. Benchmarking: learning from market trends and competition
4. Strategy determination
5. Human capital needs
6. Developing the 2 visions of your process: the one of your client and the one of your company
7. Determining the needed marketing and sales tools technology and budget.
8. Strategic contents needed
“Accelerate your business profits in 12 weeks”
www.BusinessAccelerationMovement.com
Week 1: Finding ways to profit from your current business model
and how to capitalize from:
Your current client attraction efforts, results & expectations
Your current lead capturing mechanisms (if any)
Your current lead nurturing and conversion mechanisms (if any)
Your current money collection strategies, up-selling and down
selling mechanisms (if any)
Your current recurring sales model (if any)
Your current referral program (if any)
Your current business expansion model (if any)
Stage 1: Profitability assessment: income earning opportunities in your own
business model (Marketing & Sales Audit + Life & Business Model)
“Accelerate your business profits in 12 weeks”
Product-Market Binomial Matrix
KEY Action: Find your most
profitable niche through our:
www.BusinessAccelerationMovement.com
Week 2: Selling more products to your current
customers
Structuring your upselling & down selling strategies
Sensorial marketing strategy: scent, visual and tactile
marketing at points of purchase .
Integrating solutions for your customers with cross-
selling.
Offering financing plans for your customers for new
projects.
Stage 2: Strategies to increase your sales with your current customers (weeks 2 and 3)
“Accelerate your business profits in 12 weeks”
www.BusinessAccelerationMovement.com
Week 3: Selling more frequently to your current customers
Strategies to implement an intelligent and tailored strategy to your current customer’s
preferences.
Strategies to trigger emotional buying from your current customers: birthdays and
anniversaries.
Key tools
• CRM
• SMS messaging tool
• Direct marketing tools
• Social media tools
Stage 2: Strategies to increase your sales with your current customers (weeks 2 and 3)
“Accelerate your business profits in 12 weeks”
www.BusinessAccelerationMovement.com
Week 4: Attracting new customers through advertising
Strategies to structure lead capturing and nurturing
strategies.
Strategies to structure lead conversion mechanisms
Stage 3: Strategies to attract new customers to your business (weeks 4 and 5)
Re-designing a client attraction website with lead capturing and nurturing tools
Structuring campaigns with multicasting: social media (Facebook, Twitter, Linked In), search
engines (Google, Bing, Yahoo), videos (Youtube), presentations (slideshare), pictures
(Pinterest, Flickr), books (Amazon, Kindle),
Structuring campaigns for traditional media: radio, TV, magazines, flyers and billboards.
“Accelerate your business profits in 12 weeks”
www.BusinessAccelerationMovement.com
Week 5: Strategies to attract new customers through events, public
relations and referral partners
Client attraction strategies at trade shows
Client attraction strategies through speaking engagements and
seminars
Client attraction strategies through webinars and virtual trade
shows
Client attraction strategies through points of sale activations
Client attraction strategies through supporting philanthropic causes
Client attraction strategies through referral partners programs
Stage 3: Strategies to attract new customers to your business (weeks 4 and 5)
“Accelerate your business profits in 12 weeks”
www.BusinessAccelerationMovement.com
 Strategies to select new territories for your business expansion
 Strategies to adapt your client attraction strategies for new
territories: languages and business models
 Strategies to measure the size of the opportunity in a new market
 Getting allies and incentives to start doing business in a new region
 Finding cost-effective real estate in a new region
 Planning an expansion tour or commercial mission in the new
region
Stage 4: Strategies to expand your business to new territories (week 6)
“Accelerate your business profits in 12 weeks”
www.BusinessAccelerationMovement.com
 Mapping your client attraction and retention process and
planning your funnel.
 Strategies to automate actions
 Strategies to configure an intelligent marketing campaign
 Automating the purchasing process, upselling and
contract signing.
 Automating fulfillment with clients
 Automating rewards and emotional gifts for loyal customers
 Outsourcing the human side of the client attraction and retention process
Stage 5: Strategies to automate and outsource your client attraction and retention
process (week 7)
“Accelerate your business profits in 12 weeks”
www.BusinessAccelerationMovement.com
At this stage you will launch the campaign(s) you
structured in the previous weeks with a weekly
evaluation:
 Campaign to sell more products to current
customers
 Campaign to sell more frequently to current
customers
 Campaigns to attract new customers
 Refining your process and determining what parts
you will automate and outsource.
Stage 6: Client attraction & retention campaign launch (weeks 8, 9,10 and 11)
“Accelerate your business profits in 12 weeks”
www.BusinessAccelerationMovement.com
 Evaluating results and conversion rates at each one of
the stages of your client attraction and retention
process.
 Potential customers impacted through your
campaigns
 Potential customers responding to your campaigns
 Customers who bought
 Customers that went for the upsell
 Customers that went for the frequent buyer model
 Customers that bring referrals
Stage 7: Creating your own Business Growth Roadmap (week 12)
 Evaluation of your growth strategy to new regions based on current
experience
 Documenting lessons learned and readapting your system on an
ongoing basis
“Accelerate your business profits in 12 weeks”
www.BusinessAccelerationMovement.com
Methodology:
• Virtual academy with live sessions through
teleconferences and webinars.
• 2 sessions per week: 1 for content and the other one
for questions and answers (Q&A)
• 24/7 access to our members site with marketing
materials, ebooks and tools.
• Intended for entrepreneurs, business owners and
business decision makers.
• Limited seats: 40 companies per group
• Admission process: you need to apply and get an
Acceleration Assessment.
Investment:
$997 USD
Pre-requisite:
Decision making ability
and Implementation
commitment
“Accelerate your business profits in 12 weeks”
www.BusinessAccelerationMovement.com
When you register you will have immediate access to:
 Our Product-Market Binomial Matrix
including 20 business indicators to filter as
critical success factors.
 Tactic tools and resources to implement
your campaigns to attract and retain
customers to your business.
 Directory of key suppliers who can help
you when you outsource tasks.
Additional benefits of the challenge
“Accelerate your business profits in 90 days”
www.BusinessAccelerationMovement.com
 Income leak at the client attraction stage
 Income leak at the lead nurturing stage
 Income leak at the sales conversion and upselling stage
 Income leak at the stage of fulfillment and client retention stage
 Income leak at the getting referrals stage
Request your evaluation now and “Accelerate your business in 12 weeks”
http://12weeks.BusinessAccelerationMovement.com
When you get registered, you will receive an Acceleration Assessment that will help us
review your current client attraction and retention process with the following reports:
Do you want to know if you qualify for this challenge?
“Accelerate your business profits in 12 weeks”
www.BusinessAccelerationMovement.com
Get registered today:
“Accelerate your business
Profits in 12 weeks”
http://12weeks.BusinessAccelerationMovement.com
USA +1 (915) 235-2966
Strategy@BusinessAccelerationMovement.com

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7 steps to increase your business profits

  • 1. www.BusinessAccelerationMovement.com 7 Steps to increase your business profits Strategies, tactics and tools to attract and retain more customers By Xavier Hurtado Global business development facilitator www.BusinessAccelerationMovement.com
  • 2. www.BusinessAccelerationMovement.com Legal Notice • The publisher has strived to be as accurate and complete as possible in the creation of this eBook, notwithstanding the fact that he does not warrant or represent at any time that the contents within are accurate due to the ever- changing environment we now live in. • While all attempts have been made to verify information provided on this publication, the Publisher assumes no responsibility for errors, omissions, or contrary interpretation of the subject matter herein. Any perceived slights of specific persons, people or organizations are unintentional. • In practical advice books, like anything else in life, there are no guarantees of results. Readers are cautioned to reply on their own judgment about their individual circumstances to act accordingly. • This book is not intended for use as a source of legal, business, international commerce or financial investment advice. Any recommendations or advice given in this publication is the author’s personal opinion based on his own experience. All readers are advised to seek services of competent professionals in legal, business, international commerce or financial investment fields before acting on something that the author has published or recommended. Please understand that there may be some links contained in this guide that the author may benefit from financially. • The material in this guide may include information, products or services by third parties. Third Party materials comprise the products and opinions expressed by their owners. As such, the author does not assume responsibility or liability for any Third Party material or opinions. • The Publication of such Third Party materials does not constitute a guarantee of any information, instruction, opinion, products or services contained within the Third Party Material. The use of recommended Party Material does not guarantee any success and or earnings related to you or your business. Publication of such Third Party Material is simply a recommendation and an expression of the author’s own opinion of that material. • All rights reserved and content may not be reproduced, disseminated, published, or transferred in any form or by any means, except with the prior written permission of the author. • By reading this guide, you agree that the International Business & Economic Development Consulting Group, Marketing Crafter LLC and the author are not responsible for the success or failure of your business decisions relating to any information presented in this guide.
  • 3. www.BusinessAccelerationMovement.com Are you a business decision maker or entrepreneur who would like to learn how to… • … increase your sales and profits? • … invest your marketing budget in media and advertising that truly brings clients to your business? • …turn your clients in return customers and your number 1 source of referrals? • … change lives by satisfying your customers, creating jobs and economic spillover in your community? • … re-design a profitable business that allows you to have a balanced life with your family and health?
  • 4. www.BusinessAccelerationMovement.com Today we will show you… • 5 ways to increase your business profits • 8 elements to consider in your profit increase project management • The 7 stages of the customer acquisition-retention process where you can make changes to increase your profits • 7 steps to increase your sales and profits • 3 strategies to optimize your client attraction and retention operating costs
  • 5. www.BusinessAccelerationMovement.com Why increase your business profits? When you decided to start your business… 1. Did you do it to make profits? 2. Did you do it to provide your family with a certain quality of life? 3. Did you do it because you wanted to make a difference in your customers’ lives because of your knowledge, public relations or services? 4. Did you do it because there was nobody else fulfilling a need that you found in your community? 5. Did you do it to create jobs in your community? 6. Have you already accomplished all you started this for? 7. If you wanted to double or triple your sales this year, do you already have a plan to achieve it?
  • 6. www.BusinessAccelerationMovement.com The time is now… • Business decision makers have to adapt faster to the ever changing environment with their customers: – To socialize and get informed people use: Facebook, Twitter, Linked in, Youtube, online forums and mobile apps – To remember products or services: they use automated reminders connected with SMS messaging, voice mails and emails. – To purchase the things they want: they use online and mobile platforms connected to their credit cards – To repeat purchases, they have frequent buyers lists automated and synched with their banks and fulfillment places – To share with their peers: social networks, social bookmarking and mobile applications • Customers are willing to switch brands if they do not meet their needs. • Would you want to learn more about how to attract and retain more customers to your business?
  • 7. www.BusinessAccelerationMovement.com My story of success and failure  12+ years helping business decision makers to increase their profits through the implementation of marketing campaigns to attract and retain more customers  300+ lectures given on entrepreneurship, marketing, profits acceleration, client attraction and global expansion.  Author of several marketing & business development publications  Founder of international business academies: Business Acceleration Movement, Entrepreneur Movement, Foreign Direct Investment Attraction Academy, Global Expansion Academy and Global Consultant Academy. You can connect with Xavier Hurtado at www.XavierHurtado.com
  • 8. www.BusinessAccelerationMovement.com How did I use to attract potential clients?  Advertising in publications, newspapers, newsletters, radio, tv, billboards  Investment ranging from $4,000 USD a $80,000 USD each time.  Average results: regardless of the statistics those media companies use to provide us with, we rarely got a an email or phone call from a potential customer because of those adds. However, they always said it was good for branding.  Does that sound familiar?
  • 9. www.BusinessAccelerationMovement.com How did I use to attract potential clients? I organized speaking engagements and seminars:  Average investment ranging $30,000 - $50,000 USD + hidden costs (brochures, banners, travel expenses, booth, goodies, travel expenses of other speakers and executives.  Average results:  We used to land 25 to 40 B2B decision makers through telemarketing and direct mail invitations from a 14,000 database that we owned.  Problem – Interruption marketing yields a very low return on investment  Best case scenario: 1 attendee of every seminar turned into a paying customer with a long sales cycle (obviously the nature of the product and the amount of investment have a correlation here)
  • 10. www.BusinessAccelerationMovement.com How did I use to attract potential customers? I attended trade shows: Investment: $20,000 to $50,000 USD + hidden costs (brochures, goodies, banners, booth, travel expenses, executive wages, and so on) Average results:  50 business cards per day per executive  Problem – 48 out of those 50 business cards belonged to marketing and sales people, not the decision makers I was trying to reach.  Best case scenario: 1 out of each 100 business cards turned into a new client.
  • 11. www.BusinessAccelerationMovement.com Attracting potential clients– What was I doing wrong if this used to work? Source: www.ZeroMomentOfTruth.com Stimulus = when potential customers learned about your product or service (trade show, seminar, magazine ad, etc) First moment of truth = When they decided to contact you or visit your store Second moment of truth = When they purchased your products and services
  • 12. www.BusinessAccelerationMovement.com What was I supposed to do? • I kew I didn’t want to keep on investing my marketing budget in “BRANDING” without a measurable return on investment. • I knew I wanted and needed to increase my sales. • I knew that besides the statistics of visits to my website, I wanted to know who had been in my site it so that I could contact them. • So I needed to invest in marketing training! Lessons learned: “Never let marketing sign a check that your company won’t be able to cash”
  • 13. www.BusinessAccelerationMovement.com So, I went to different training programs and coaches 1. Dani Johnson: Money comes from people – be a leader 2. Frank Kern & Kevin Nations: Clients will start buying what you are selling when… & 3 steps beyond I did … 3. Loral Langemeier: Positive energy 4. Ali Brown: 99% vs 1% 5. Seth Godin y Frank Rumbauskas: Permission & Attraction Marketing 6. Mike Joiner: Integration Marketing 7. Russell Brunson: Micro-continuity programs 8. Brendon Burchard: No traffic beyond the extra mile and don’t let your small business make you small minded 9. Mike Koenigs: Helping entrepreneurs and value added fundraising 10. Dave Vanhoose: Exposure and quality of life 11. Darren Hardy: Attitude and skill development + reading 12. Brian Tracy: life with no regrets 13. Clate Mask: Customer lifecycle + too many hats 14. Among other business coaches, authors and speakers More than $70,000 USD invested in professional training and more than $1,000,000 USD invested in marketing campaigns in 7 years for different projects.
  • 14. www.BusinessAccelerationMovement.com Attracting potential clients Decision Making Process Researched Source: BtoB Online First, they go to Online Communities (Social Networks) and Search Engines Then, they look for whitepapers, webcasts, videos and other online educational media
  • 15. www.BusinessAccelerationMovement.com Attracting potential customers – Decision Making Process Researched Source: www.ZeroMomentOfTruth.com Stimulus = when Investors learned about the opportunity of your region (trade show, seminar, magazine ad, etc) Zero Moment of Truth = Investors do research on search engines (google, bing), Social Media (Twitter, Linked In), Videos (Youtube), Referrals, Reviews. Then, based on their own conclusions, they decide if they will contact you (move on to the first and even perhaps to the second moment of truth.
  • 16. www.BusinessAccelerationMovement.com What else changed? 1. Local markets 2. Local competitors 3. Stable consumer behavior 4. Relatively easy to predict inventories demand and media plans 5. Push production 1. Global markets 2. Global competitors 3. Unstable consumer behavior 4. Since consumer loyalty is easy to lose, inventory management and marketing strategies are hard to predict 5. On-demand production model Before Present & Future
  • 17. www.BusinessAccelerationMovement.com What else changed? • Focusing on massive markets with little or no competition. •Product centered communication strategy • Pricing strategy based on the local market pricing, not on value added. • Interruption marketing media: TV, Radio, Magazines, Direct mail Billboards, etc. • Interruption sales approach: telemarketing, door-to-door sales, SPAM • Niche (Long-tail) marketing strategy • Client centered communication strategy • Pricing strategy based on global markets and added value to the end customer. • Attraction marketing media: • Internet: Facebook, twitter, linked in, slideshare, Youtube, (SEO, SEM), email marketing, webinars, virtual events, etc. • Mobile marketing & tablets. • Smart cities and hotspots • Geolocation Before Present & Future
  • 18. www.BusinessAccelerationMovement.com What did I learn? I learned to implement and measure virtual campaigns to attract customers from different countries.  Ebooks, webinars and virtual trade shows promoted through social networks like Twitter and Linked-In had a great response.  Learning curve: we had to learn new technology terms, media and technology: website design, social networks, virtual trade shows, CRMs, smart email marketing platforms, lead tracking software, among other marketing tools.  Advantages: we reduced travel expenses for our company and also for foreign decision makers who were eager to have an online presentation instead of a 3-4 day trip.  Results: the first webinar we hosted had 64 B2B decision makers. Then, by launching ebooks, we had on average 100 registrants per week, yielding us around 15 qualified leads per campaign.  Investment: we achieved to launch full campaigns for about $8,000 USD including all the production, technology, human capital and campaign resources.
  • 19. www.BusinessAccelerationMovement.com Lessons learned about potential customers  Clients buy when they are ready to buy, not when we are ready to sell.  Clients buy solutions to their needs and wants, not the characteristics of my product or company.  Clients are going to try to measure the return on investment in my product. So it’s my responsibility to make sure they can measure a true value proposition in the bank.  To create a strong impression in my potential customers’ mind, I need to have 12 to 20 touch points. If those 12 to 20 touch points are devoted to add my customers with valuable knowledge to improve their quality of life or solve their problems without selling I will be able to grow a relationship with them.
  • 20. www.BusinessAccelerationMovement.com Marketing lessons learned  Internet marketing goes far beyond a simple website.  Email marketing is not SPAMMING databases.  It will take time and money to rank and show in google with different keywords.  Online education tools (videos, ebooks and webinars) can help me save in travel expenses and time.  Social networks are a great deal to generate leads, just as long as I have a good attraction strategy, not an old school communication strategy.  If I publish a book on how to solve my customer’s problems by using the products or services I provide, I can turn into an expert.
  • 21. www.BusinessAccelerationMovement.com Subject Prospect Qualified prospect Opp Client Lead Nurturing Early Mid Late What did I learn about the client attraction process? 1. Subject: a potential client that meets the criteria of who I am trying to reach 2. Prospect: potential client who shows interest in my products or services 3. Qualified prospect: Prospect that requests a proposal 4. Opportunity: Qualified prospects at the negotiation stage 5. Client: when we get an opportunity to sign a contract and start paying for our services. This graph shows the 5 stages of the customer acquisition process: I learned that I need to capture leads and nurture them until I can sign them, and to track my conversion rates from one stage to another.
  • 22. www.BusinessAccelerationMovement.com Early Mid Late Find and attract subjects Capture Leads Educate and nurture leads Convert opportunities Sign and upsell clients Lead nurturing Repeat sales Referrals What did I learn about the client attraction & retention process? “X” 2% 25% 10% 10% 25% 30% These are the market conversion rates from one stage to another. So, how many potential customers do I need to reach in order to be profitable? The arrows indicate the moment when a potential customer needs more information before committing to our services
  • 23. www.BusinessAccelerationMovement.com The 3 ages of Business Decision Makers After all the lessons learned, we can clasiffy business decision makers and their companies in 3 Ages, depending on how they attract and retain customers. Here are just some examples. Obviously, the Accelerated Proactive Business is the most profitable of the 3. •Advertising: TV, Radio, Newspapers, Magazines, websites without valuable information for their customers • Contents: centered in their own company and products • Without any metrics on marketing lead generation accountability • Without client retention programs • Without referral programs • Advertising: some traditional media combined with social media •Contents: Fully centered in their own company and products • Basic metrics about the market: surveys and analytics • Without customer retention programs • Offers discount coupons for customers who refer them new clients • Advertising: Combination of traditional + social media + mobile marketing • Contents: customer centered campaigns • Full accountability for marketing budget spent vs lead generation accountability •Intelligent Customer retention programs • Provokes referral marketing with his own customers and allies Traditional Business Proactive Business Accelerated Proactive Business
  • 24. www.BusinessAccelerationMovement.com Challenges most Business Decision makers are facing  How can I increase my sales and profits?  How can I measure marketing and sales efforts so that I can improve them and grow year after year?  How can I attract and engage with potential customers to grow my business?  How can I retain the customers that I already attracted?  How can I launch an effective referral program?  How can I automate the customer acquisition and retention process so that I can scale my business and expand to new territories?  How can I shift my company to be an Accelerated Proactive Business? Despite all lessons learned, we still have the following concerns:
  • 25. www.BusinessAccelerationMovement.com Purpose That is why we committed ourselves to helping business decision makers to increase their sales and profits so that they can grow to new territories generating jobs, economic spillover and quality of life improvement in different communities. The previous learning curve led us to think on the impact we could have in our community by sharing what we experienced and creating solid teams of business growth and support. We sistematized our learning curve in a framework that we will share with you in this publication.
  • 26. www.BusinessAccelerationMovement.com 5 ways to increase your business profits To increase our sales, we have 3 options 1. Selling more products and services to existing customers 2. Selling more frequently to existing customers. 3. Acquiring new customers To optimize how we currently do business, we have 2 options: 4. Automating different processes in the customer attraction and retention process 5. Subcontracting the human side of the equation to other companies leveraging on economies of scale We found 2 major streamlines to grow your profits: by increasing sales and by optimizing how we currently do business. Which one of these five should you focus on? Which one will yield a better result in profits? How can you make a business plan for any or some of the 5 strategies outlined here?
  • 27. www.BusinessAccelerationMovement.com 8 elements to integrate in your business plan to increase your profits • ResultsE1
  • 28. www.BusinessAccelerationMovement.com 7 STEPS TO INCREASE YOUR BUSINESS PROFITS Our Business Acceleration Framework
  • 29. www.BusinessAccelerationMovement.com 7 Steps to increase your business profits 1. Determine your vision, numbers and rules 2. Sell more profitable products 3. Sell more frequently and reward your customers 4. Attract new customers through multcasting campaigns 5. Attract new customers through other people 6. Attract new customers from new territories 7. Optimize your operation costs by automation and outsourcing How can you implement these simple steps? Let’s now cover strategies, tactics, tools and case studies for each step.
  • 30. www.BusinessAccelerationMovement.com Step 1: Determine your vision with specific numbers • This picture shows boats that once were in an inland sea. Since there was a severe drought, they started building a canal to take their boats to the sea. They couldn’t catch up with the speed of the drought. • So, they had to abandon their ships in the middle of the desert. • Can you imagine if a scenario like that happened to your business for not being able to take action on time? Are you taking the right action steps to move your business forward in a profitable way?
  • 31. www.BusinessAccelerationMovement.com 1.Specifically, how much money or increase in sales would you want to grow this year? 2. What are the profit margins you ought to have in order to have the quality of life you want? 3.How much time will you work per week, month and year? 4.When will you be willing to partner with other companies and decision makers? 5.How will you configure your life to be in balance (4 Fs: family, fitness, faith and finance)? c Step 1: Determine your numbers, business rules and personal life For example, if you want to make 1 million dollars in a year, and we want to measure the income needed per hour, we have the following variables: Time = 1 year. If we plan to work 40 hour weeks times 50 weeks a year, that adds up for 2,000 work hours. So, if we divide 1 million dollars between 2000 hours, we need to make $5,000 dollars per hour. Questions: what if you want to work only part time? Then you need to make $10,000 per hour. So let’s focus on how much you want to make in how much time and then, make sure you do specifically the tasks you need to fulfill that.
  • 32. www.BusinessAccelerationMovement.com Case study #25: Hospital gowns business owner grows his sales because of clarity in his numbers. The challenge: • This business owner wanted to increase his sales. He was serving 11 different markets with 10 different products (a total of 110 potential business opportunities –product & market binomials) The process: • Once we put all the information together in our Product- Market Binomial Matrix, we filtered the top 3 niches that he needed to focus on, based on his preferences. He explained that he wanted to get $1.5 million dollars in profits per year per contract signed. • That is exactly what we looked for by running the matrix.
  • 33. www.BusinessAccelerationMovement.com The results: • Since we were very laser focused while going after potential customers, it was very clear for his team to determine which marketing and sales strategies to use, like what trade shows to attend or what discussion groups in social media to use. • He landed several contracts after this exercise. Lessons learned: • You don’t have to serve every market you can think of: “Just because you can, it doesn’t mean you should” • Select the customers that can afford your highest quality services, who will in return give you good profits. • Balance your 4 Fs (family, fitness, faith and finance in that particular order, meaning that you need to generate enough funds to support the other 3 in the time and manner that you need and want). Case study #25: Hospital gowns business owner grows his sales because of clarity in his numbers.
  • 34. www.BusinessAccelerationMovement.com 1. Identify your most profitable product-market binomial: the best customer profile who could pay your highest quality service. 2. Determine the complete solution that they need and get integrated with other service providers to fulfill your customer’s complete needs. 3. Establish a “Strategic Business Partner” model which means that you need to commit with the end result, not only with your products. 4.Make sure you provide a differentiated experience with your services (i.e. scent-marketing and other tangible strategies) 5.Establish an upsell with in your selling stage: 7 out of 10 customers might say YES. Then a down sell: you may recover 5 out of every 10 lost sales. Step 2: Sell more profitable products
  • 36. www.BusinessAccelerationMovement.com Case study #47: Retail business owner increases his sales and profits The challenge: • An apparel store used to sell all kinds of clothes for every member of the family: babies, children, teenagers, adults. • The owner wanted to increase his profits. The process: • Once he understood the concept of profitability per square foot, he wanted to make changes. • He ran the Product-Market Binomial Matrix and he found that selling blouses to business women was his most profitable niche in his city. • Since he was hesitant about getting rid of the other product lines, it took him little over year to take action.
  • 37. www.BusinessAccelerationMovement.com The results: • The first year of the change he registered an increase in sales of 180%. The second year, the growth marked 400%. • This business owner regretted not taking action before. Lessons learned: • Make sure you get profitability rates per square foot or minute of companies similar to yours in the market. Benchmark from them and strategize a roadmap to become the number one option for your niche market. • Develop an upsell and down sell program for your own business. If needed, develop the right alliances to complement your service with what the client needs. Case study #47: Retail business owner increases his sales and profits
  • 38. www.BusinessAccelerationMovement.com 1. How can you change your product or service into something that could bring a monthly recurring income? 2. How can you send your loyal customers intelligent advertising based on their personal preferences? 3. What value added services can you offer your customers after they purchased your products or services? 4. What type of gifts can you provide your customers when there is an important milestone or an emotional moment like a birthday? 5. How can you stimulate and reward that your customers share their success stories and give you real life testimonials? Step 3: Sell more frequently and reward your customers
  • 39. www.BusinessAccelerationMovement.com Case study #53: Oil businessman increases his sales and profits because he changed his business model and ideal client The challenge  A businessman who used to sell engine oil in retail stores was facing the challenge of competing against Asian products at almost 50% of his pricing. Obviously, his sales started to drop. The process:  Instead of focusing on changing his own product or packaging, he decided to focus on a specific type of customer who needed added value services with little or no competition: women with cars who knew nothing about the adequate automobile maintenance.  He designed a special service in which he offered a towing service together with the repair service for any lady whose car broke down. To do this, he created a well planned marketing campaign with an inbound telemarketing center and strategic service locations in the cities where he was established.  Then, after earning their trust, he offered a recurring service of maintenance where he could sell his own oil.
  • 40. www.BusinessAccelerationMovement.com The results:  He got rid of his warehouses and trucks.  Not only did he reduce costs, but he developed a recurring income business model, that he did not have.  Besides, his service was so helpful to women who were neglected by other shops that it turned into a viral campaign.  He has expanded his business model in Mexico and Latin America. Lessons learned  When you differentiate your service based on what your customer really needs, it can turn into a very profitable business, with residual income and even into a viral campaign. Case study #53: Oil businessman increases his sales and profits because he changed his business model and ideal client
  • 41. www.BusinessAccelerationMovement.com 1.What media will you use to attract customers based on their own preferences? • Socialcasting - Facebook, Twitter, Linked In, Youtube, Pinterest, other social networks or online media • Traditional media: Newspaper ads, magazines, direct mail, TV, billboards? 2.How will you communicate your message? • Videocasting - Videos for youtube or vimeo? • Podcasting – audios on Itunes or Podomatic? • Presentations supported by Slideshare, Issuu, Powershow, Prezi? • Bookcasting publishing on Amazon and Kindle • Online or offline seminars? • Mobile apps and magazines for smartphones and tablets? 3. Who will develop the content of your message? You, or will you outsource or crowdsource it? c Step 4: Attract new customers through multicasting campaigns
  • 42. www.BusinessAccelerationMovement.com Do something I care about. Maket it fun and worth remembering. Make me share it with my friends Make sure it’s all true so that I do not look bad in front of my friends Tell me something that makes my conversations more interesting. A customer oriented campaign: I am the story– Not you, your company or your product
  • 43. www.BusinessAccelerationMovement.com The challenge • To position a new touristic reserve in Australia in the global market to attract visitors. The process: • Instead of going to a traditional marketing approach, they launched a spectacular job position offering $150,000 USD for a 6 month assignment as an island care taker. • To apply for the job, each candidate had to record a video saying why they would be the right person for the job. Then they would need to upload it to social media and ask their friends to vote for them since it was a social contest. • Reporters from all over the world talked about it. Case study #77: The best job in the world
  • 44. www.BusinessAccelerationMovement.com The results • Around 35,000 videos were uploaded from more than 200 countries with over 200,000 people voting for their friends in just 3 months. • By the end of month 4, still 3 months away from revealing the winner for the contest-job position, they hit the $100 million dollar mark in money spent in the region from international tourists that had been attracted by this campaign. • The results that this campaign yielded would have costed around $90 million dollars with traditional media and communication strategy product-centered. This one costed $1.5 million dollars. A clear case of brains vs budget. Lessons learned. • Multicasting with the right communication strategy: customer-centered yields a great result with a lower budget. Case study #77: The best job in the world
  • 45. www.BusinessAccelerationMovement.com Step 5: Attract new customers through other people 1. How can you make your own customers recommend your products or services? 2. How can you make other companies promote your products or services? 3. How can you find international promoters? 4. How can you embed your product in another one making it easy to promote by other companies like Microsoft did? 5. How can you monitor and reward your international promoters?
  • 46. www.BusinessAccelerationMovement.com The challenge • A business coach wanted to launch a global campaign to position his products and expertise in order to increase his sales and profits. The process: • He developed a training seminar for business decision makers seeking for a value proposition of 20:1 meaning that his customers would get 20 times the investment if they implemented what he taught. • He made a campaign to get international promoters offering 80% in commissions from his seminar. Case Study #27: Speaker launches a coaching program and gets help from an army of international promoters
  • 47. www.BusinessAccelerationMovement.com The results: • International promoters sold 5,000 seats for the seminar at a value of $5,000 Dollars. • $25 million dollars for a 4-day seminar. • Obviously, he had to share $20 million dollars in commissions and cover the seminar expenses. • Still, he had great profits, not only with what he had left, but also with his back end coaching program. Lessons learned: • If you concentrate yourself on providing a 20:1 value to your customers, that will make a NO BRAINER for them. • If you offer a high commission for front end products, then you will have plenty of interest from potential international promoters and consultants. Case Study #27: Speaker launches a coaching program and gets help from an army of international promoters
  • 48. www.BusinessAccelerationMovement.com 1. How can you leverage on your business partners, suppliers and customers to help you attract more clients from other regions? 2. What countries would you like to attract customers from? 3. What countries would you like to expand your business to? 4. What business model would be the best for your business expansion? A franchise, distributorship, starting your own branch? 5. How will you follow the growth trend of the Mega regions and mega cities with their young populations? Step 6: Attract new customers from new territories
  • 49. www.BusinessAccelerationMovement.com The challenge: • Several business owners wanted to increase their sales by attracting new customers . • Their independent resources and budgets could not afford a global campaign. The process: • They decided to benchmark from what other companies did in regions with similar characteristics in the world. • They focused on how different warm communities attracted baby boomers from North America in the winter. • They put together funds to create new golf courses and a promotional agency with representation in the USA and Canada under the name “Destination Laguna” Case study #43: Creating a business integration entity to attract foreign customers
  • 50. www.BusinessAccelerationMovement.com The results: • The promotional agency they created starting taking frequent tours with baby boomers to play golf and have a great vacation, semi-retirement time. • All local business owners participating increased their sales and profits from international clients: hotels, restaurants, local transportation and other entertainment services. Lessons learned: • When you attract companies that are not direct competitors and integrate them to attract common clients, you will leverage on the shared budget and economies of scale in marketing. Case study #43: Creating a business integration entity to attract foreign customers
  • 51. www.BusinessAccelerationMovement.com Step 7: Optimize your operation costs by automation and outsourcing . • How can you map your client attraction and retention process? • What stages of this process can you automate due to its repetitiveness? • How can you outsource the human side of the equation to release time for you as a business decision maker for more strategic tasks? If you had extra time in your busy schedule, would you use it to grow your business by expanding to new territories or business models? “Work ON and not IN your BUSINESS”
  • 52. www.BusinessAccelerationMovement.com The challenge: • This piano instructor used to teach lessons in his own home. • His financial ceiling was his own time. • He decided to record his lessons and turn them into products where he could go beyond his time barrier and stop trading time for money. • Even though his business evolved, he had a lot of complaints between marketing, sales and fulfillment because of manual work. The process: • He decided to get an automation software to capture and nurture leads. • Then he linked this software to his fulfillment house where he had stock of his recorded lessons. • Then he linked this software with SENDOUTCARDS and automated cards and gifts for customers with his own handwriting. Case study #43: A piano instructor automates his client attraction and retention process.
  • 53. www.BusinessAccelerationMovement.com The results: • His sales grew and he had enough budget to hire assistants that could take him out of the marketing, sales and fulfillment equation. • His quality of life changed dramatically by dedicating more time to balance his 4 Fs (Family, fitness, faith and finance). Lessons learned: • If you can map your client attraction and retention process and automate it or outsource it, you will be able to work “ON” your business, instead of “IN” and this will lead to a balance in your 4 Fs. Are you ready to increase your sales and profits? Case study #43: A piano instructor automates his client attraction and retention process.
  • 54. www.BusinessAccelerationMovement.com Whatever you do, make sure you get into the control circle!  To increase your sales and profits, evaluate what you can immediately do, and GO DO IT. These are the things you can fully control.  Try not to leave the success of your company to the second or third circles of this diagram, where your success will be tied to other’s people will, regulations or money. No control or influence Influence Control Spheres of control
  • 55. www.BusinessAccelerationMovement.com Are you our next success story? We invite you to accept our challenge: “Accelerate your business profits in 12 weeks” At Business Acceleration Movement, we are on a mission: To help business decision makers and entrepreneurs to increase their sales and profits by implementing marketing campaigns to attract and retain more customers.
  • 56. www.BusinessAccelerationMovement.com Let’s see the framework in which we will address this program “Accelerate your business profits in 12 weeks” 12 weeks of hands-on training organized in 7 stages: Stage 1: Profitability assessment: income earning opportunities in your own business model (week 1) Stage 2: Strategies to increase your sales with your current customers (weeks 2 and 3) Stage 3: Strategies to attract new customers to your business (weeks 4 and 5) Stage 4: Strategies to expand your business to new territories (week 6) Stage 5: Strategies to automate and outsource your client attraction and retention process (week 7) Stage 6: Marketing campaign launch contest (weeks 8, 9,10 and 11) Stage 7: Creating your own Business Growth Roadmap (week 12) Note: starting from week 1 you will be able to implement changes to your current client attraction and retention process that will help you to increase your sales and profits.
  • 57. www.BusinessAccelerationMovement.com What contents will we cover each week? This is the framework in which we will cover the contents of each week: 1. Determine the outcome of the campaign 2. Determine the most cost-effective product-market marriage for your campaign 3. Benchmarking: learning from market trends and competition 4. Strategy determination 5. Human capital needs 6. Developing the 2 visions of your process: the one of your client and the one of your company 7. Determining the needed marketing and sales tools technology and budget. 8. Strategic contents needed “Accelerate your business profits in 12 weeks”
  • 58. www.BusinessAccelerationMovement.com Week 1: Finding ways to profit from your current business model and how to capitalize from: Your current client attraction efforts, results & expectations Your current lead capturing mechanisms (if any) Your current lead nurturing and conversion mechanisms (if any) Your current money collection strategies, up-selling and down selling mechanisms (if any) Your current recurring sales model (if any) Your current referral program (if any) Your current business expansion model (if any) Stage 1: Profitability assessment: income earning opportunities in your own business model (Marketing & Sales Audit + Life & Business Model) “Accelerate your business profits in 12 weeks” Product-Market Binomial Matrix KEY Action: Find your most profitable niche through our:
  • 59. www.BusinessAccelerationMovement.com Week 2: Selling more products to your current customers Structuring your upselling & down selling strategies Sensorial marketing strategy: scent, visual and tactile marketing at points of purchase . Integrating solutions for your customers with cross- selling. Offering financing plans for your customers for new projects. Stage 2: Strategies to increase your sales with your current customers (weeks 2 and 3) “Accelerate your business profits in 12 weeks”
  • 60. www.BusinessAccelerationMovement.com Week 3: Selling more frequently to your current customers Strategies to implement an intelligent and tailored strategy to your current customer’s preferences. Strategies to trigger emotional buying from your current customers: birthdays and anniversaries. Key tools • CRM • SMS messaging tool • Direct marketing tools • Social media tools Stage 2: Strategies to increase your sales with your current customers (weeks 2 and 3) “Accelerate your business profits in 12 weeks”
  • 61. www.BusinessAccelerationMovement.com Week 4: Attracting new customers through advertising Strategies to structure lead capturing and nurturing strategies. Strategies to structure lead conversion mechanisms Stage 3: Strategies to attract new customers to your business (weeks 4 and 5) Re-designing a client attraction website with lead capturing and nurturing tools Structuring campaigns with multicasting: social media (Facebook, Twitter, Linked In), search engines (Google, Bing, Yahoo), videos (Youtube), presentations (slideshare), pictures (Pinterest, Flickr), books (Amazon, Kindle), Structuring campaigns for traditional media: radio, TV, magazines, flyers and billboards. “Accelerate your business profits in 12 weeks”
  • 62. www.BusinessAccelerationMovement.com Week 5: Strategies to attract new customers through events, public relations and referral partners Client attraction strategies at trade shows Client attraction strategies through speaking engagements and seminars Client attraction strategies through webinars and virtual trade shows Client attraction strategies through points of sale activations Client attraction strategies through supporting philanthropic causes Client attraction strategies through referral partners programs Stage 3: Strategies to attract new customers to your business (weeks 4 and 5) “Accelerate your business profits in 12 weeks”
  • 63. www.BusinessAccelerationMovement.com  Strategies to select new territories for your business expansion  Strategies to adapt your client attraction strategies for new territories: languages and business models  Strategies to measure the size of the opportunity in a new market  Getting allies and incentives to start doing business in a new region  Finding cost-effective real estate in a new region  Planning an expansion tour or commercial mission in the new region Stage 4: Strategies to expand your business to new territories (week 6) “Accelerate your business profits in 12 weeks”
  • 64. www.BusinessAccelerationMovement.com  Mapping your client attraction and retention process and planning your funnel.  Strategies to automate actions  Strategies to configure an intelligent marketing campaign  Automating the purchasing process, upselling and contract signing.  Automating fulfillment with clients  Automating rewards and emotional gifts for loyal customers  Outsourcing the human side of the client attraction and retention process Stage 5: Strategies to automate and outsource your client attraction and retention process (week 7) “Accelerate your business profits in 12 weeks”
  • 65. www.BusinessAccelerationMovement.com At this stage you will launch the campaign(s) you structured in the previous weeks with a weekly evaluation:  Campaign to sell more products to current customers  Campaign to sell more frequently to current customers  Campaigns to attract new customers  Refining your process and determining what parts you will automate and outsource. Stage 6: Client attraction & retention campaign launch (weeks 8, 9,10 and 11) “Accelerate your business profits in 12 weeks”
  • 66. www.BusinessAccelerationMovement.com  Evaluating results and conversion rates at each one of the stages of your client attraction and retention process.  Potential customers impacted through your campaigns  Potential customers responding to your campaigns  Customers who bought  Customers that went for the upsell  Customers that went for the frequent buyer model  Customers that bring referrals Stage 7: Creating your own Business Growth Roadmap (week 12)  Evaluation of your growth strategy to new regions based on current experience  Documenting lessons learned and readapting your system on an ongoing basis “Accelerate your business profits in 12 weeks”
  • 67. www.BusinessAccelerationMovement.com Methodology: • Virtual academy with live sessions through teleconferences and webinars. • 2 sessions per week: 1 for content and the other one for questions and answers (Q&A) • 24/7 access to our members site with marketing materials, ebooks and tools. • Intended for entrepreneurs, business owners and business decision makers. • Limited seats: 40 companies per group • Admission process: you need to apply and get an Acceleration Assessment. Investment: $997 USD Pre-requisite: Decision making ability and Implementation commitment “Accelerate your business profits in 12 weeks”
  • 68. www.BusinessAccelerationMovement.com When you register you will have immediate access to:  Our Product-Market Binomial Matrix including 20 business indicators to filter as critical success factors.  Tactic tools and resources to implement your campaigns to attract and retain customers to your business.  Directory of key suppliers who can help you when you outsource tasks. Additional benefits of the challenge “Accelerate your business profits in 90 days”
  • 69. www.BusinessAccelerationMovement.com  Income leak at the client attraction stage  Income leak at the lead nurturing stage  Income leak at the sales conversion and upselling stage  Income leak at the stage of fulfillment and client retention stage  Income leak at the getting referrals stage Request your evaluation now and “Accelerate your business in 12 weeks” http://12weeks.BusinessAccelerationMovement.com When you get registered, you will receive an Acceleration Assessment that will help us review your current client attraction and retention process with the following reports: Do you want to know if you qualify for this challenge? “Accelerate your business profits in 12 weeks”
  • 70. www.BusinessAccelerationMovement.com Get registered today: “Accelerate your business Profits in 12 weeks” http://12weeks.BusinessAccelerationMovement.com USA +1 (915) 235-2966 Strategy@BusinessAccelerationMovement.com