My recommendation – if you don’t have a customer promise clearly defined – arrange a meeting with your staff for a brainstorming session – Ask the question "What’s really important to our customers?" and "How can we define and then deliver on that?"

It’s always good to chat to John as he has the ‘finger on the pulse’ regarding the business sales market goes.

However, John Denton mentioned that as the trend is away from people buying newspapers and magazines – that these business will be worth less – but, at the moment people are still willing to buy newsagencies and Australia Post agencies at FULL PRICE – unaware of the trend – ahhhh, very interesting.

So – benefit for you? Well, it’s aways good to know HOW much your type of business is worth if you were to sell it – it’s worth contacting a business broker to find out!

Article published from our head office – Balcatta, Perth, Western Australia.

Okay, let’s work it out… Leads will come from your web-site in a number of ways:

1) Someone calls your business. To find out how many calls you get a week from your website, you can:

1. Use a separate phone number and note how many calls to that line (using a PABX, or a tally sheet), or
2. You can pay for a special VOIP service that records the number of calls, or
3. Train your staff to ask that important question "How did you find about us?"

2) Someone fills in your ‘Contact Us’ form (this is better than listing your email address on your website). Then record how many form enquiries you get each month.

3) Someone takes some other online action, like makes an online purchase, or enters their details to download a catalogue, etc. However, if someone subscribes to your e-newsletter – typically that is not a warm lead (as you usually only have their first name and email address only at this stage).

NEXT. Okay, you’ve got some tracking in place now – but then you discover that you are not getting as many enquires as you should… so we need to take the next step and IDENTIFY what’s happening on your website.

I’ll reveal exactly how you do this in my next post… as they say… "Stay tuned…"

HELP – I’m a ‘lost-customer’ with money to spend!

It just goes to show you that most businesses will spend an extraordinary amount of money to attract new customers and clients, but do very little to keep in touch with past customers. Sales are lost.

The leaky bucket photo above illustrates this problem.

I believe the main reason is that customer marketing is often ‘CLUNKY’. It requires administration effort to send something to a customer.

If the business owner or salesperson don’t ask the staff to organise it – it will never happen.

We understand that the business owner (or salesperson) wants the results (i.e. the sales). That’s why we provide a number of AUTOMATED customer follow-up systems to our clients.

If you would like more information about our AUTOMATED marketing systems, click here to send us an email.

In business much can be learnt from peers in your own industry or from related industries.

I found an ‘old’ photo – well, a November 2008 photo of Ari Galper (left), Steve Baker (right) and myself (middle) after we had attended a two-day marketing seminar.

Ari Galper is the creator of Unlock The Game™, a completely different mindset about selling. I actually invested in Ari’s program ‘Unlock The Game™’ back in 2005. The program based on using sincerity to build trust in a sales environment. Highly recommended.

Then there is Steve Baker former business coach to the carpet cleaning industry and now famous for his expertise with fax and voice broadcasts.

A quote from Michael Jordan : "I have missed more than 9,000 shots in my career. I have lost almost 300 games. On 26 occasions I have been entrusted to take the game winning shot, and I missed. I have failed over and over and over again in my life. And that is precisely why I succeed."

What a great attitude and what a great man!

Isn’t fascinating that every great person has this type of winning attitude and ‘mindset’. After all, in sports and in business – no game or venture (or even every marketing campaign) succeeds every time.

Even successful business leaders like Steve Jobs, Bill Gates and Donald Trump have failed with certain ventures (read their biographies to find out what they were). But, these successful business people know that one or two ‘home-runs’ can outweigh ten or more failures and make them very rich.

If something doesn’t work, try and try again. If all possible, seek mentors or experts to achieve goals faster. Our expertise here at Kinetic is ‘Great Business Marketing‘. Whether it’s business-to-business marketing (B2B) or business-to-consumer (B2C) we aim to bring in quality leads (enquiries) into a business at the lowest cost possible.

When it comes to business attitude, we found that the wealthiest business owners have a strong ‘marketing mindset’. They understand that they need to ‘invest’ in order to achieve a ROI. For example, a business owner spends $1,000 on advertising, and brings in sales of $5,000 with a profit of $2,000.

Question is – How often would you run that advertisement? I hope you answered – "As often as possible."

Out of 14 retailers who I spoke to in December, only 4 (28%) understood the importance of constant promotion in a retail store. I was dumbfounded! The other 72% held the belief that doing the same things they were doing (very little) was somehow going to lead to sales increasing in their stores.

I heard that Albert Einstein quoted this definition of insanity … "Doing the same thing over and over again and expecting different results."

These retailers were silently praying for a few more people to come into the store, that staff won’t call in sick, suppliers won’t increase their prices, no competitors will open a shop nearby, and that the landlord won’t up the rent this year. Dan Kennedy calls this approach ‘passive marketing’ – which actually is doing nothing at all. He said "This person is a shop-keeper and an order taker, sticking up a sign, putting goods on a table, sitting and waiting."

The only way forward is being a marketer – constantly promoting to attract new customers, get them to spend more, and return more often. That’s how businesses really improve cash-flow and increase their value.

So how do we achieve this goal for our clients? The answer : We start with our Kinetic Media & Marketing ‘INSTANT CASHFLOW’ checklist!

One item on the checklist is the break-down of sales process into two components : The enquiry (lead, store browser) and the conversion of that lead into a paying customer. Often most businesses get enough enquiries, but it’s their sales and follow-up processes that are lacking. It’s easy to work out which area is the problem – we ask the business owner (and staff) to record how many enquires turned into sales. This becomes a percentage – sales conversion.

Funnily enough most business owners think their conversion is around 70-80%, but when we measure it, it’s often only around 10-40%.

It’s common for us to review the sales and follow-up systems for a business and make changes to improve sales conversion. I’ll give you an example :

A building material manufacturing company we worked with had a conversion from inbound calls to sales of only 18%. By reviewing ‘what’ they said to potential customers on the phone and then improving their telephone script, the sales conversion increased to 27%. The increase in percentage doesn’t sound like much but when you apply it to a half million dollar ($500,000) turn-over business – it equates to a massive $251,000 increase in sales.

Would you say it was worth it for this business to hire our consulting services? Hmmm, dumb question.

Summary

Improving sales conversion by examining inbound phone calls is one good marketing strategy to get more customers fast. In part two I’ll reveal another – watch this space…

I asked them how much research and due diligence had they conducted before buying the business. I was shocked by their response…

"We asked the solicitor who was performing the business settlement service if the business was a good buy."

Talk about throwing $$$ away. Needless to say, they no longer have any available capital to invest in marketing or anything else. The outcome will be to close up shop and accept the loss, and the lesson.

So how do you actually avoid this type of business disaster?

Ask yourself these questions…

1. What do I want from being in business?

• For lifestyle (to work fewer than 40 hours per week, with the freedom to go on holidays whenever you choose)?
• To make a profit by building the business up (increasing sales)?
• To generate more cash-flow than a 9-to-5 job?

If your reasons are not listed above – don’t buy the business. If you want to be involved in what the business does (manufacturing, retail, services, etc) out of personal interest, it’s much less stressful and safer to be an employee.

2. Why am I buying this particular business?

• It’s in a prime location.
• It has a massive customer database which is not being used to its full potential.
• You’ve created a specific plan to massively grow the sales revenue using knowledge you’ve accumulated from being an manager in a similar business, or from a previous business(es) owned.
• The business has ‘something’ (Intellectual property, branding, contracts, etc) that you cannot easily duplicate or purchase.
• You can buy the business at a price much lower than the market value. The vendor is highly motivated to sell.

3. What will be my exit strategy to get out of the business?

• Sell the business for a profit
• Sell the business to a major shareholder(s) and become a silent partner
• Pass the business down to a family member
• Franchise

4. What skills do I have that will make me successful in this business?

Please don’t think that all that is required to ‘improve’ the business is cosmetic – by changing some of the products, re-designing the store interior, etc. These ‘improvements’ won’t double sales.

Only very good marketing, a good sales team and good systems will increase sales significantly. Think MARKETING, SALES and DELIVERY of the product or service (using systems).

5. What skills will I have to "hire in"?

6. What cash flow do I need?

What’s my break-even cash-flow (to cover expenses, wages, etc)?

7. How much working capital do I have access to?

8. Will this business suit me i.e. hours, type of operation?

To ask the vendor who is selling the business…

9. How long has the business been operating?

10. How long have they had the business?

11. Why are they selling?

• Worn out from working long hours for little money?
• Couldn’t make the business work (perhaps in its current location)?
• Actual legitimate reasons such as retiring, moving to another state or country, or looking for another challenge in another business?

12. What is the Cash flow and Profit (Gross and Net) for the business?

13. What is the business owner paying him/herself?

14. What do the last 3 years of financial accounts show?

15. How has the business been valued?

Using the ROI method – based on ‘current’ profit of the business? Certainly not priced on what effort & money the current owner put into the business over the years. Only profit counts.

16. Who are the key customers, suppliers, staff?

17. What are the terms and length of any leases?

18. Will the current owner stay on and assist for a period of time?

Ask them to put this period in WRITING!

19. What areas of the business are systemised?

20. Is there a business plan?

21. How many hours a week does the current owner work in the business?

22. When was the last time the current owner took a holiday?

23. What are the marketing systems like? Do they make money for the business?

Review all advertising material, the customer database, the POS systems (if applicable), any loyalty programs, special promotional material, etc.

24. What facts support the "story" of the business?

25. How secure is future income i.e. contracts with customers and suppliers?

26. How dependent is the business on the current owner?

27. What will it take to grow the business so I can sell it for a profit?

Before you make an offer!

1. Get your accountant to check the financial accounts

Obtain actual lodged tax returns with the government, not the business owner’s printout or handwritten bookkeeping summary.

Your accountant will ensure that the business has cashflow and is not over-capitalised.

2. Hire a solicitor who is experienced in buying businesses like the one you are looking at.

Your solicitor will ensure that the contracts with suppliers, the landlord, etc don’t have any surprises.

3. If you are spending over $250,000 on the business, or even if you want to be extra careful, pay for a business valuation.

Pay a licenced valuer to come in and audit the business. Even if you have to spend $7,000 for the valuation, it’s still much better than paying $50,000, $100,000 or more than you should have to buy the business.

You may even be able to ‘use’ the valuation to negotiate a better price.

The lesson

Homework always pays off in business. Taking shortcuts and buying a business on emotion often lead to regrets. Don’t let this happen to you.

The Monopoly Book by Maxine Brady

The Setting

The stock market crash of 1929 caused mass unemployment for millions of Americans. For Charles Darrow, the financial problems grew increasingly difficult. Once a salesman of heating and engineering equipment, he spent the early 1930s looking for a job. He’d been feeding himself, his wife, and their son by taking any odd job he could find. He repaired electric irons, did occasional fix-it jobs, even walked dogs – when he could find someone to pay him for his labors.

It wasn’t enough, though. Now his wife was expecting their second child. He had to find a way to make more money.

To fill his idle hours, and help him forget his worries temporarily, Darrow invented things. Some of them were fun; others were probably devised in hopes that they would become profitable. He made jigsaw puzzles; he created a combination bat-and-ball, which was supposed to be used as a beach toy; he designed an improved pad for recording and scoring bridge games. They were interesting diversions, but nobody was willing to pay for them.

Darrow’s problem, of course, was not unique. Many of his friends and family were out of jobs, and were having trouble affording even such necessities as food and shelter. For them, as for most people, the movies, the theater, and any form of entertainment which cost any money at all was too expensive.

So they got together in the evenings and on weekends, when the offices of the Federal Emergency Relief Administration were closed, and they talked. And after the gloomy recital of that day’s particular troubles, the conversation would usually become nostalgic: remember the good old days?

Darrow did. For him and his wife, thinking back to the more prosperous life they had led only a few years before, some of the pleasant memories were of the vacations they had spent at one of their favorite holiday places, a seaside resort in New Jersey called Atlantic City.

The Game

One evening in 1930, Darrow sat down at his kitchen table in Germantown, Pennsylvania, and sketched out some of the street names of Atlantic City on the round piece of oilcloth that covered the table. The streets he chose were all from the same side of the city: between the Inlet and Park Place, along the Boardwalk. When he finished, Darrow was short one name, so he choose Marven Gardens, a section from nearby Margate. Probably unintentionally, he altered the spelling, and it was penciled onto his board as Marvin Gardens.

He included the three railroads that carried the wealthy vacationers to the resort, and the utility companies that serviced them, as well as the parcels of real estate of varying prices. He wanted a fourth railroad to make his board symmetrical, so he added the Short Line: actually it was a freight-carrying bus company that had a depot in Atlantic City. A local paint store gave him free samples of several colors, and he used them to color his game board. A new game began to take form in his mind.

Darrow cut houses and hotels for his little city, using scraps of wooden molding that a lumber yard had discarded. He rounded up stray pieces of cardboard, and typed out title cards for the different properties. The rest of the equipment was fairly easy to acquire: colored buttons for the tokens, a pair of dice, and a lot of play money.

From then on, in the evenings, the Darrows would sit around the kitchen table buying, renting, developing, and selling real estate. They had little enough real cash on hand, yet The Game, as they all referred to it, permitted them to manipulate large sums of money as they engaged in complex negotiations to acquire valuable blocks of property. The simple, almost crude set exerted a continuing fascination and challenge. As friends dropped in to visit, they were invited to join the game. Soon the “Monopoly evenings” became a standard feature at the Darrow home.

Then the friends wanted to take the game home with them. Each night’s winner, a bit heady with his success in the nether reaches of high finance, asked for a set of his own, so that he could show off his financial wizardry. The runner-up, convinced that he could win the next time if he could only hone his skill with a little practice, generally wanted a set too. Darrow had an overabundance of free time, so he began making copies of his board, property cards, and buildings. His delighted friends supplied their own dice and tokens, and often their own package of play money.

But the demand increased, and Darrow increased his output to two handmade sets a day. Selling them for $4 apiece, each set brought him new customers. People kept talking about the new game and playing it with their friends. Through word-of-mouth advertising alone, Darrow sold about one hundred sets, and had orders for many more. But his one-at-a-time production technique simply couldn’t keep up with the demand.

Encouraged by his friends, Darrow decided to test the game outside his personal sphere of acquaintances and friends of friends. He made up a few sets and offered them to department stores in Philadelphia, the nearest city. They sold.

With the knowledge that his game was marketable, he attempted to increase his rate of production. A friend helped out by printing the Monopoly boards and the title cards. Darrow continued to paint in the colors and assemble the sets by hand. This partial automation enabled him to produce six games a day. It wasn’t enough.

Parker Brothers

By 1934, now fully aware that his interesting diversion had turned into a potentially profitable business, Darrow arranged to have the same friend print and package the complete sets. It looked like they had the problem solved, for a little while. Production was finally keeping pace with sales. But they hadn’t reckoned with the Philadelphia sales. Soon, a department store began ordering sets wholesale, in quantities far greater than anything they could accommodate. It became obvious to Darrow that he had only two choices. He could borrow money and plunge wholeheartedly into the game business, or he could sell Monopoly to an established game company. Darrow wrote to Parker Brothers, then as now one of the world’s major game manufacturers and distributors, to see if the company would be interested in producing and marketing the game on a national basis.

Parker brothers had by then been in business for half a century, and had become accustomed to enthusiastic inventors sending in new game creations. Some of the ideas had even proven marketable, but, by and large, the company’s managers tended to trust the creativity of their own staff far more than they did an unproven novice.

Although Parker Brothers thought the basic framework of the game seemed possibly interesting, they handled the game routinely. Various members of the company sat down at their offices in Salem, Massachusetts, to try it out, as they do all prospective games. They played it several times and found that they all enjoyed it. But the company had evolved a set of inviolable ground rules for “family games,” which they held to be mandatory for any game that could be successfully marketed. According to the Parker precept, a family game should last approximately forty-five minutes. Monopoly could go on for hours. Parker also felt that a game should have a specific end, a goal to be achieved. (In their other board games, the players’ tokens progressed around a track until they reached the end – which might be symbolized by a pot of gold, a home port, a jackpot, or even Heaven – and the first player to reach this goal was the winner.) In Monopoly, the players just kept going round and round the board. The only goal was to bankrupt the other players and emerge still solvent yourself. Furthermore, Monopoly’s rules seemed far too complex to the Parker staff; they thought the general game-playing public would be hopelessly confused trying to learn how to handle mortgages, rents, and interest.

After testing the game for several weeks, Parker Brothers made the unanimous decision to reject it. The company wrote and informed Darrow of this decision, explaining that his game contained “fifty-two fundamental errors.” It would never be accepted by the public.

Darrow, of course, was considerably annoyed. He knew very well how people responded to his game. Despite Parker Brothers’ analysis, Monopoly was decidedly marketable. Unfortunately, however, it was far more marketable than Darrow himself; he was still unemployed. Monopoly, it seemed, was virtually his only asset.

Therefore, he went back to his printer friend, ordered the production of five thousand sets, and continued to sell the game locally. But locally included Philadelphia, and the department stores there were soon aware that Darrow was increasing his output. They began placing massive orders for the Christmas season. Darrow now found himself working fourteen hours a day just trying to keep up with the shipping.

With the game now being ordered in wholesale lots, Parker’s sales representatives soon became acutely aware that the Philadelphia stores were expecting huge sales of Monopoly the following Christmas, the traditional game-buying season. Word was quickly passed back to corporate headquarters in Salem, where the issue was deemed worthy of reconsideration. Then, to top things off, a major New York toy and game store, the prestigious F. A. O. Schwarz, bought two hundred sets out of the original five thousand printing.

Shortly afterwards, a friend telephoned Saly Barton (daughter of Parker Brothers’ founder, George Parker) to rave about a wonderful new game she had purchased at F. A. O. Schwarz. It was called Monopoly, and it was hard to come by and in short supply. The friend suggested that Mrs. Barton tell Parker Brothers about it. Sally did. She told her husband, Robert B. M. Barton, who happened to be the president of the company. Curious about a competitor’s product, he purchased a copy of the game at F. A. O. Schwarz, took it home and wound up playing it until 1 A.M. The next day, Barton wrote to Darrow, and three days later they met at Parker Brothers’ New York sales office in the Flatiron Building.

Parker Brothers offered to buy the game outright and give Darrow royalties on all sets sold. The company insisted, though, on making some revisions which would refine the game and clarify the rules. Some of the staff were still concerned about the indefinite playing time, so they agreed to market the original version as long as Darrow permitted them to develop a variation of the game which could be played in less time. This shorter version was to be printed along with the general rules, to give the public an option.

Darrow agreed and the contract was signed. Later, in explaining why he had decided to sell his brainchild, Darrow related his decision to the monetary commitment he would have otherwise had to make in order to keep producing the game himself. “Taking the precepts of Monopoly to heart,” he said, “I did not care to speculate.” Years afterward, commenting on the final offer from Parker Brothers, he wrote: “I gladly accepted and have never regretted that decision.”

The royalties from sales of Monopoly soon made Darrow a millionaire. He retired at the age of forty-six, to become a gentleman farmer in Bucks County, Pennsylvania, a world traveler with a particular interest in ancient cities, a motion picture photographer, and a collector of exotic orchid species. In 1970, a few years after Darrow’s death, Atlantic City erected a commemorative plaque in his honor. It stands on the Boardwalk, near the juncture of Park Place.