1. Marketing and Selling
How you can uncover
$10,000-$1,000,000 or
more in new found
sales from your
business in the next
60-90 days!
1 Jump to first page

2. Small business
administration study
60% of all new businesses fail
within the first six years of
operation.
Dun and Bradstreet estimates
82% will go under by their 10th
anniversary.
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3. Two reasons why
businesses fail
Failure to understand the market for the
business’s product or service.
“One of the biggest problems with small-business owners is
that they have a great idea about going into business, but
they don’t have a clue about the amount of work it will take to
get their product or service to their clients.”
Moe Mowry - Business Development Officer
Small Business Administration
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4. Two reasons why
businesses fail
Failure to understand the market for the
business’s product or service.
“One of the biggest problems with small-business owners is
that they have a great idea about going into business, but
they don’t have a clue about the amount of work it will take to
get their product or service to their clients.”
Moe Mowry - Business Development Officer
Small Business Administration
Inadequate capitalization
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5. How should your marketing and
selling be different today?
Asset marketing
 Discovering hidden assets
 Optimization
 Leverage
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6. How should your marketing and
selling be different today?
Asset marketing
 Discovering hidden assets
 Optimization
 Leverage
Multi-pillar marketing
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7. How should your marketing and
selling be different today?
Asset marketing
 Discovering hidden assets
 Optimization
 Leverage
Multi-pillar marketing
Systemization of your marketing process
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8. How should your marketing and
selling be different today?
Asset marketing
 Discovering hidden assets
 Optimization
 Leverage
Multi-pillar marketing
Systemization of your marketing process
Three ways to exponential growth
4 Jump to first page

9. How should your marketing and
selling be different today?
Asset marketing
 Discovering hidden assets
 Optimization
 Leverage
Multi-pillar marketing
Systemization of your marketing process
Three ways to exponential growth
Performance based
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10. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients
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11. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients
2. Owner expertise
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12. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients
2. Owner expertise
3. Staff expertise
5 Jump to first page

13. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients
2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
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14. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients
2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or
delivery
5 Jump to first page

15. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients
2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or
delivery
6. Sub-par sales performance
5 Jump to first page

16. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients
2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or
delivery
6. Sub-par sales performance
7. Relationships with other
businesses
5 Jump to first page

17. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients
2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or
delivery
6. Sub-par sales performance
7. Relationships with other
businesses
8. Location
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18. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients 9. Reputation
2. Owner expertise
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or
delivery
6. Sub-par sales performance
7. Relationships with other
businesses
8. Location
5 Jump to first page

19. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients 9. Reputation
2. Owner expertise 10. Current sales / marketing
process
3. Staff expertise
4. Under-promoted U.S.P.
5. Unique product or service or
delivery
6. Sub-par sales performance
7. Relationships with other
businesses
8. Location
5 Jump to first page

20. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients 9. Reputation
2. Owner expertise 10. Current sales / marketing
process
3. Staff expertise
11. Current customers / clients
4. Under-promoted U.S.P.
5. Unique product or service or
delivery
6. Sub-par sales performance
7. Relationships with other
businesses
8. Location
5 Jump to first page

21. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients 9. Reputation
2. Owner expertise 10. Current sales / marketing
process
3. Staff expertise
11. Current customers / clients
4. Under-promoted U.S.P.
12. Prospective customers / jobs
5. Unique product or service or
delivery
6. Sub-par sales performance
7. Relationships with other
businesses
8. Location
5 Jump to first page

22. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients 9. Reputation
2. Owner expertise 10. Current sales / marketing
process
3. Staff expertise
11. Current customers / clients
4. Under-promoted U.S.P.
12. Prospective customers / jobs
5. Unique product or service or
delivery 13. Up-selling and packaging
opportunities
6. Sub-par sales performance
7. Relationships with other
businesses
8. Location
5 Jump to first page

23. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients 9. Reputation
2. Owner expertise 10. Current sales / marketing
process
3. Staff expertise
11. Current customers / clients
4. Under-promoted U.S.P.
12. Prospective customers / jobs
5. Unique product or service or
delivery 13. Up-selling and packaging
opportunities
6. Sub-par sales performance
14. Average client value
7. Relationships with other
businesses
8. Location
5 Jump to first page

24. Your marketing & sales mindset
“Optimizing & leveraging” hidden marketing assets
1. Past customers / clients 9. Reputation
2. Owner expertise 10. Current sales / marketing
process
3. Staff expertise
11. Current customers / clients
4. Under-promoted U.S.P.
12. Prospective customers / jobs
5. Unique product or service or
delivery 13. Up-selling and packaging
opportunities
6. Sub-par sales performance
14. Average client value
7. Relationships with other
businesses 15. Community relationships
8. Location
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25. Optimizing and leveraging
“Getting the maximum return, for
the least amount of expense, for the
longest duration of time … on
everything you are currently doing
now, have done in the past … and
will do in the future.”
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26. Many companies will not survive the
challenges of marketing because they are
only using one or two pillars.
Advertising
Sales Staff
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27. “In order for any business to
work, it must become a system,
so that the business works
exactly the same way every
time, down to the very last
detail.”
Michael Gerber-Consultant Author,
The “E” Myth
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28. Three ways to exponential
growth
1. More prospects
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29. Three ways to exponential
growth
1. More prospects
2. Increase conversion rate of prospects
to customers
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30. Three ways to exponential
growth
1. More prospects
2. Increase conversion rate of prospects
to customers
3. Increase in the value of customer
a. Increase in the average transaction value
b. Increase in the number of transactions
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31. Three ways to exponential growth
Growth objective 20%
Number of Closing Number of Average Gross
Prospects Ratio Customers Customer Sales
Now 200 x 20.00% = 40 x 1,000 = $40,000
Small improvements in each area will
give you dramatic growth overall
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32. Three ways to exponential growth
Growth objective 20%
Number of Closing Number of Average Gross
Prospects Ratio Customers Customer Sales
Now 200 x 20.00% = 40 x 1,000 = $40,000
1) 240 x 20.00% = 48 x 1,000 = $48,000
Small improvements in each area will
give you dramatic growth overall
10 Jump to first page

33. Three ways to exponential growth
Growth objective 20%
Number of Closing Number of Average Gross
Prospects Ratio Customers Customer Sales
Now 200 x 20.00% = 40 x 1,000 = $40,000
1) 240 x 20.00% = 48 x 1,000 = $48,000
2) 200 x 24.00% = 48 x 1,000 = $48,000
Small improvements in each area will
give you dramatic growth overall
10 Jump to first page

34. Three ways to exponential growth
Growth objective 20%
Number of Closing Number of Average Gross
Prospects Ratio Customers Customer Sales
Now 200 x 20.00% = 40 x $1,000 = $40,000
1) 240 x 20.00% = 48 x $1,000 = $48,000
2) 200 x 24.00% = 48 x $1,000 = $48,000
3) 200 x 20.00% = 40 x $1,200 = $48,000
Small improvements in each area will
give you dramatic growth overall
10 Jump to first page

35. Three ways to exponential growth
Growth objective 20%
Number of Closing Number of Average Gross
Prospects Ratio Customers Customer Sales
Now 200 x 20.00% = 40 x 1,000 = $40,000
1) 240 x 20.00% = 48 x 1,000 = $48,000
2) 200 x 24.00% = 48 x 1,000 = $48,000
3) 200 x 20.00% = 40 x 1,200 = $48,000
4) 240 x 24.00% = 57.6 x 1,200 = $69,120
Small improvements in each area will
give you dramatic growth overall
10 Jump to first page

36. Three ways to exponential growth
Growth objective 20%
Number of Closing Number of Average Gross
Prospects Ratio Customers Customer Sales
Now 200 x 20.00% = 40 x $1,000 = $40,000
1) 240 x 20.00% = 48 x $1,000 = $48,000
2) 200 x 24.00% = 48 x $1,000 = $48,000
3) 200 x 20.00% = 40 x $1,200 = $48,000
4) 240 x 24.00% = 57.6 x $1,200 $69,120
=
Actual Growth Achieved 72.80%
Small improvements in each area will
give you dramatic growth overall
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37. Performance based marketing
Performance is maximized
only when all marketing
assets are leveraged in a
multi-pillar system, growing
the business all 3 ways.
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38. Performance based marketing
No better investment in your
business than marketing
“Marketing and innovation make
money, everything else is a cost.”
Peter Drucker
Management Consultant
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39. Performance success stories 1
Retail Store
 $2,000 investment
 $250,000 sales increase in 1st year
 Annual ROI – 5,000%2
1
Utilized all 3 ways to grow the business, optimized and leverages all assets, implemented multi-pillar
13
system
2
Assuming 40% Gross Margin Jump to first page

40. Performance success stories 1
Retail Store
 $2,000 investment
 $250,000 sales increase in 1st year
 Annual ROI – 5,000%2
Professional
 $3000 investment
 $62,500 sales increase in 90 days
 Annual ROI – 3,333%2
1
Utilized all 3 ways to grow the business, optimized and leverages all assets, implemented multi-pillar
13
system
2
Assuming 40% Gross Margin Jump to first page

41. Performance success stories 1
Retail Store
 $2,000 investment
 $250,000 sales increase in 1st year
 Annual ROI – 5,000%2
Professional
 $3000 investment
 $62,500 sales increase in 90 days
 Annual ROI – 3,333%2
Service Company
 $48,000 investment
 $30,000,000 sales increase over 2 years
 Annual ROI – 12,500%2
1
Utilized all 3 ways to grow the business, optimized and leverages all assets, implemented multi-pillar
13
system
2
Assuming 40% Gross Margin Jump to first page

42. Performance success stories 1
Retail Store
 $2,000 investment
 $250,000 sales increase in 1st year
 Annual ROI – 5,000%2
Professional
 $3000 investment
 $62,500 sales increase in 90 days
 Annual ROI – 3,333%2
Service Company
 $48,000 investment
 $30,000,000 sales increase over 2 years
 Annual ROI – 12,500%2
Manufacturing Company
 $12,000 investment
 $550,000 sales increase in 1st year
 Annual ROI – 1,833%2
1
Utilized all 3 ways to grow the business, optimized and leverages all assets, implemented multi-pillar
13
system
2
Assuming 40% Gross Margin Jump to first page

43. Marketing multi-pillar
system
1. U.S.P. / E.V.P.
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44. Marketing multi-pillar
system
1. U.S.P. / E.V.P.
2. Exponential marketing
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45. Marketing multi-pillar
system
1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
database
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46. Marketing multi-pillar
system
1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
database
4. Strategic alliance marketing
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47. Marketing multi-pillar
system
1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
database
4. Strategic alliance marketing
5. Custom advertising - Web optimize the media
14 Jump to first page

48. Marketing multi-pillar
system
1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
database
4. Strategic alliance marketing
5. Custom advertising - Web optimize the media
6. Community relations marketing
14 Jump to first page

49. Marketing multi-pillar
system
1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
database
4. Strategic alliance marketing
5. Custom advertising - Web optimize the media
6. Community relations marketing
7. “One to one” direct marketing
14 Jump to first page

50. Marketing multi-pillar
system
1. U.S.P. / E.V.P.
2. Exponential marketing
3. Relationship marketing - Optimize customer
database
4. Strategic alliance marketing
5. Custom advertising - Web optimize the media
6. Community relations marketing
7. “One to one” direct marketing
8. Word of mouth referral
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51. Pillar #1
Unique Selling Proposition
Extra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout
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52. Pillar #1
Unique Selling Proposition
Extra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout
Two Questions You Need To Answer
1. Why do people do
business with you now?
2. If they are not doing
business with you now,
why should they?
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53. Pillar #1
Unique Selling Proposition
Extra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout
Two Questions You Need To Answer Three Ways To Achieve A U.S.P. / E.V.P.
1. Why do people do
business with you now?
2. If they are not doing
business with you now,
why should they?
15 Jump to first page

54. Pillar #1
Unique Selling Proposition
Extra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout
Two Questions You Need To Answer Three Ways To Achieve A U.S.P. / E.V.P.
1. Why do people do 1. Price leadership
business with you now?
2. If they are not doing
business with you now,
why should they?
15 Jump to first page

55. Pillar #1
Unique Selling Proposition
Extra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout
Two Questions You Need To Answer Three Ways To Achieve A U.S.P. / E.V.P.
1. Why do people do 1. Price leadership
business with you now?
2. Differentiation
2. If they are not doing
business with you now,
why should they?
15 Jump to first page

56. Pillar #1
Unique Selling Proposition
Extra Value Proposition (U.S.P. / E. V. P.)
“Differentiate or Die” by Jack Trout
Two Questions You Need To Answer Three Ways To Achieve A U.S.P. / E.V.P.
1. Why do people do 1. Price leadership
business with you now?
2. Differentiation
2. If they are not doing 3. Target / Niche
business with you now, Price leadership
why should they? Differentiation
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57. Pillar #2
Optimizing current marketing
for exponential sales
16 Jump to first page

58. Pillar #2
Optimizing current marketing
for exponential sales
1. Integrate the USP / EVP into all marketing efforts
16 Jump to first page

59. Pillar #2
Optimizing current marketing
for exponential sales
1. Integrate the USP / EVP into all marketing efforts
2. Consistently work at increasing the conversion rate
16 Jump to first page

60. Pillar #2
Optimizing current marketing
for exponential sales
1. Integrate the USP / EVP into all marketing efforts
2. Consistently work at increasing the conversion rate
A. Sales training
B. Follow-up systems
16 Jump to first page

61. Pillar #2
Optimizing current marketing
for exponential sales
1. Integrate the USP / EVP into all marketing efforts
2. Consistently work at increasing the conversion rate
A. Sales training
B. Follow-up systems
3. Always work at increasing the average client value
16 Jump to first page

62. Pillar #2
Optimizing current marketing
for exponential sales
1. Integrate the USP / EVP into all marketing efforts
2. Consistently work at increasing the conversion rate
A. Sales training
B. Follow-up systems
3. Always work at increasing the average client value
A. Higher average transaction value
B. Increase number of transactions
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63. Pillar #3
Optimizing customer base
“Customer relationship marketing”
Set-up a system for capturing and segmenting the different types of clients
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64. Pillar #3
Optimizing customer base
“Customer relationship marketing”
Set-up a system for capturing and segmenting the different types of clients
Past
A. Re-capture
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65. Pillar #3
Optimizing customer base
“Customer relationship marketing”
Set-up a system for capturing and segmenting the different types of clients
Past Present
A. Re-capture A. Retain
B. Work the back-end
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66. Pillar #3
Optimizing customer base
“Customer relationship marketing”
Set-up a system for capturing and segmenting the different types of clients
Past Present Prospective
A. Re-capture A. Retain A. Follow-up
B. Work the back-end B. Educate
C. Close again
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67. Pillar #4
Strategic alliance marketing
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68. Pillar #4
Strategic alliance marketing
1. Your own client base
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69. Pillar #4
Strategic alliance marketing
1. Your own client base
A. Seek an endorsement
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70. Pillar #4
Strategic alliance marketing
1. Your own client base
A. Seek an endorsement
2. Complimentary businesses outside your
client base
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71. Pillar #4
Strategic alliance marketing
1. Your own client base
A. Seek an endorsement
2. Complimentary businesses outside your
client base
A. Cross-sell other services
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72. Pillar #4
Strategic alliance marketing
1. Your own client base
A. Seek an endorsement
2. Complimentary businesses outside your
client base
A. Cross-sell other services
B. Work their client base
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73. Piller #5
Custom advertising
web and E-commerce
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74. Piller #5
Custom advertising
web and E-commerce
All media members work! You must learn to create SYNERGY if you are going
to maximize your marketing and advertising investments.
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75. Piller #5
Custom advertising
web and E-commerce
All media members work! You must learn to create SYNERGY if you are going
to maximize your marketing and advertising investments.
1. Have the first four steps in place and working
19 Jump to first page

76. Piller #5
Custom advertising
web and E-commerce
All media members work! You must learn to create SYNERGY if you are going
to maximize your marketing and advertising investments.
1. Have the first four steps in place and working
2. Have a specific objective to accomplish with the media
19 Jump to first page

77. Piller #5
Custom advertising
web and E-commerce
All media members work! You must learn to create SYNERGY if you are going
to maximize your marketing and advertising investments.
1. Have the first four steps in place and working
2. Have a specific objective to accomplish with the media
3. Use each member of the media for its strength
19 Jump to first page

78. Piller #5
Custom advertising
web and E-commerce
All media members work! You must learn to create SYNERGY if you are going
to maximize your marketing and advertising investments.
1. Have the first four steps in place and working
2. Have a specific objective to accomplish with the media
3. Use each member of the media for its strength
4. Three elements will determine success. You must maximize all three:
A. Who does it reach
B. How often does it reach them - frequency
C. What is the message?
19 Jump to first page

79. Piller #5
Custom advertising
web and E-commerce
All media members work! You must learn to create SYNERGY if you are going
to maximize your marketing and advertising investments.
1. Have the first four steps in place and working
2. Have a specific objective to accomplish with the media
3. Use each member of the media for its strength
4. Three elements will determine success. You must maximize all three:
A. Who does it reach
B. How often does it reach them - frequency
C. What is the message?
5. Test against the control measure in terms of profitability. If it is profitable
do it some more.
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80. Pillar #6
Community relations marketing
20 Jump to first page

81. Pillar #6
Community relations marketing
1. Community marketing is image marketing
and results marketing
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82. Pillar #6
Community relations marketing
1. Community marketing is image marketing
and results marketing
2. Leverage the donations you provide to
groups and associations
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83. Pillar #6
Community relations marketing
1. Community marketing is image marketing
and results marketing
2. Leverage the donations you provide to
groups and associations
3. Educate
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84. Pillar #6
Community relations marketing
1. Community marketing is image marketing
and results marketing
2. Leverage the donations you provide to
groups and associations
3. Educate
4. Press releases
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85. Pillar #7
Direct or “one-to-one” marketing
21 Jump to first page

86. Pillar #7
Direct or “one-to-one” marketing
1. Types of direct marketing
21 Jump to first page

87. Pillar #7
Direct or “one-to-one” marketing
1. Types of direct marketing
- Direct mail
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88. Pillar #7
Direct or “one-to-one” marketing
1. Types of direct marketing
- Direct mail
- Telemarketing
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89. Pillar #7
Direct or “one-to-one” marketing
1. Types of direct marketing
- Direct mail
- Telemarketing
- Displays
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90. Pillar #7
Direct or “one-to-one” marketing
1. Types of direct marketing
- Direct mail - Salespeople
- Telemarketing
- Displays
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91. Pillar #7
Direct or “one-to-one” marketing
1. Types of direct marketing
- Direct mail - Salespeople
- Telemarketing - Web / E-commerce
- Displays
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92. Pillar #7
Direct or “one-to-one” marketing
1. Types of direct marketing
- Direct mail - Salespeople
- Telemarketing - Web / E-commerce
- Displays
2. Make all tools direct response oriented
21 Jump to first page

93. Pillar #7
Direct or “one-to-one” marketing
1. Types of direct marketing
- Direct mail - Salespeople
- Telemarketing - Web / E-commerce
- Displays
2. Make all tools direct response oriented
Every direct marketing effort needs to do the same
thing you would do in person
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94. Pillar #7
Direct or “one-to-one” marketing
1. Types of direct marketing
- Direct mail - Salespeople
- Telemarketing - Web / E-commerce
- Displays
2. Make all tools direct response oriented
Every direct marketing effort needs to do the same
thing you would do in person
Have a reply mechanism
21 Jump to first page

95. Pillar #7
Direct or “one-to-one” marketing
1. Types of direct marketing
- Direct mail - Salespeople
- Telemarketing - Web / E-commerce
- Displays
2. Make all tools direct response oriented
Every direct marketing effort needs to do the same
thing you would do in person
Have a reply mechanism
Test-test-test
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96. Pillar #8
“Word of mouth” marketing
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97. How we work with you
“A coach is someone who makes you
do what you don’t want to do so you
can be who you want to be.”
Tom Landry, former Dallas Cowboys Coach
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98. Marketing game plan
1. Customized marketing system
24 Jump to first page

99. Marketing game plan
1. Customized marketing system
2. Customized marketing system and
implementation
24 Jump to first page

100. Marketing game plan
1. Customized marketing system
2. Customized marketing system and
implementation
3. Fast start
24 Jump to first page

101. Marketing game plan
1. Customized marketing system
2. Customized marketing system and
implementation
3. Fast start
Complimentary consultation to evaluate
your ability to compete
24 Jump to first page

102. A successful company’s
marketing is systematized
through multiple marketing
pillars, leveraging & optimizing
$
marketing assets, growing their
business all 3 ways
1. U.S.P. / E.V.P.
Community Relations Marketing
Strategic Alliance Marketing
“One to One” Marketing
Word of Mouth Referral
Relationship Marketing
Optimize the Media
2. Exponential marketing
Advertising
Sales Staff
3. Relationship marketing -
Optimize customer base
4. Strategic alliance marketing
Asset Marketing
5. Custom advertising - Web
optimize the media
6. Community relations marketing
7. “One to one” direct marketing
8. Word of mouth referral
25 Jump to first page

103. A successful company’s
marketing is systematized
through multiple marketing
pillars, leveraging & optimizing
$
marketing assets, growing their
business all 3 ways
1. U.S.P. / E.V.P.
Community Relations Marketing
Strategic Alliance Marketing
“One to One” Marketing
Word of Mouth Referral
Exponential Marketing
Relationship Marketing
Optimize the Media
2. Exponential marketing
U.S.P. / E.V.P.
3. Relationship marketing -
Optimize customer base
4. Strategic alliance marketing
Asset Marketing
5. Custom advertising - Web
optimize the media
6. Community relations marketing
7. “One to one” direct marketing
8. Word of mouth referral
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104. For more information:
www.smarterprofits.net
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