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Volume 2, Issue 6    

      60 Seconds with Achievers Group        

                       Your Fortnightly Vitamin

 

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Dear Friends,

 

Here is another extract from our 1st book, The Pillars of Business Success.

 

Today we are discussing the pitfalls that many business owners fall into, 'Single shot marketing'.

 

Here you will learn the concept of using multiple lead generation strategies to bring more people through your doors.

Regards

Tony Gattari

Arriving

 

2 April 2007

 

 

The Pillars OF BUSINESS SUCCESS

Pre-Order Now!

$24.95 +p&h

Come to our Business Breakfast in Sydney or Melbourne

 

Click Here to Register

Foreword by Peter Irvine

Co-Founder of Gloria Jean's Coffees

 

 

The Principle of Multiple Touches

 

John has a sporting goods business which sells equipment direct to sporting clubs. John has owned the business for over 20 years, and has had the same clubs year after year purchase from him. On the eve of his 21st year in business, John decides it is time to retire, and pass on the business to his son Matt.

 

In the first year of Matt’s tenure the business was ticking along the same as before, when John had the business. In the second year, a few of the regular’s started to shop with an on-line competitor, who to low cost business model could keep their prices down. In the third year, the government introduced a new law which increased the taxes on poker machines. The large sporting clubs, whose main source of revenue came from poker machines, started to reduce the amount of sponsorship it gave to local feeder clubs. The reduction in sponsorship meant that the clubs started to tighten their spending, and shopped around looking for the best price.

 

Year 3 was a disaster for Matt. Matt followed his father’s formula in running the sporting goods business. Now it is just not working. Matt started going into the blame game; blaming the on-line competitor for under cutting prices, blaming the government for increasing the poker machine taxes, so that the clubs were stop spending. Matt was blaming all the factors that were outside his control, but did not question what he was going to do to fix the problem.

 

Business owners who are below the line focus on problems. A business owner who is above the line, focuses on finding solutions. Marketing is all about finding solutions, because marketing is solving customer’s problems, and communicating effectively how your business will solve their problems. How can you solve other people’s problems if you cannot solve your own?

 

Matt spoke to a couple of his friends who had businesses of their own. They told him how advertising in the local paper had worked for them. So a couple of weeks later, Matt placed an advertisement in the local paper, and he received a couple of enquiries. Matt went into a mini depression; he had spent $2,000 on an advertisement that had not really bared much fruit.

 

If you are an archer in a tournament, and you shoot only one arrow, how do you feel your chances would be in winning the tournament? Yet business owners like Matt, use the ‘one arrow’ approach all the time. How does one marketing campaign cut through all the clutter of thousands of other advertisements that an individual will see each day?

 

ACTIVATION

 

How many marketing campaigns did you conduct last year? ________________

How many of these marketing campaigns were effective? __________________

 

Enquiry Generation

 

“I don’t know which touch is going to get me a lead. But I do know that one of them eventually will”

 

Look at jewelry stores, nearly every second week; it seems that there is a catalogue inside the newspaper that promotes engagement rings. Now how many times does the normal person get engaged? In speaking to a jewelry retailer, this concept was put to me very simply, and he said “I don’t know when people plan to get engaged, but when they do, I want them to remember where they can buy their engagement ring from”.

 

The principle of multiple touches is about how many ways that you can engage an individual to enquire about your goods or services. The principle states that not one way will work on each individual, but one particular form of communication will engage them into action.

 

 

Pre-Order Your Copy Now!

Only $24.95 +p&h

 

Articles

Leveraging Off Other's Success

Discounting and Killer Categories

How to Build a Top Sales Team

Get a Better Deal From Your Suppliers

Treat Your Business Like the Ballet!

Business Success Club

Australia's premier business development company, ACHIEVERS GROUP, has teamed up with Business Essentials, who is Australia's premier producer of business related audio and video programs, to bring you a powerful monthly educational program.

 

What is the Business Success Club?

The Business Success Club is a monthly audio subscription program. Not only will you be inspired by the teachings of Tony Gattari, you will also listen to leading business experts from Australia and around the world on topics such as:

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Sales and Marketing Strategies

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Cash Flow Improvement Strategies

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Leadership and Team Building

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Goal Setting and Time Management

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Systemising Your Business

PLUS

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Business Case Studies

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Reports about today's best business practices

What You Will Receive Each Month?

You will receive a:

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Business Essentials CD

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A Live Recording of one of Tony Gattari's Workshops

BONUS

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50% off Achievers Group Workshops and Mastery Programs

Subscribe Now!

 

Business Masters Academy - A Vision for the Future

Imagine if you could increase your profits, whilst reducing the amount of time that you work in the business. Imagine if you could improve your cash flow, so that you never have to go begging to the bank.

 

The Business Masters Academy works on reducing all of your major headaches, and turn your business into a highly profitable turn key operation.

 

Click here to view all 10 workshops

 

 

Workshop 2: A Vision for the Future

Successful people set goals. In this workshop you will learn the power of goal setting, vision and having a mission statement for your business and your life. You will also learn how to manage and prioritise your time better.

 

When:

Wednesday 28 March 2007

Where:

C2 Connection Centre

Cnr Silverwater Rd & Egerton St

Silverwater, NSW

 

Registration - 4.45pm

5.00pm - 8.00pm

Investment: $195.00
Click Here to Book Your Seat Now!

 

 

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