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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

7 steps to increase your business profits

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Business Acceleration Movement offers a free ebook for entrepreneurs, business decision makers, business executives and consultants where we share 7 steps to increase your business sales and profits by implementing marketing campaigns to attract and retain customers in the most cost-effective manner. Get it now and join our program at http://www.BusinessAccelerationMovement.com

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Page 1: 7 steps to increase your business profits

www.BusinessAccelerationMovement.com

7 Steps to increase your

business profitsStrategies, tactics and tools to

attract and retain more customers

By Xavier Hurtado

Global business development facilitator

www.BusinessAccelerationMovement.com

Page 2: 7 steps to increase your business profits

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.

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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?

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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

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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?

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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?

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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

Page 8: 7 steps to increase your business profits

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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?

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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)

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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.

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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

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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”

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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.

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Attracting potential clients

Decision Making Process Researched

Source: BtoB OnlineFirst, they go to Online Communities (Social Networks) and Search

Engines

Then, they look for whitepapers, webcasts, videos and other online

educational media

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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.

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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

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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

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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.

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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.

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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.

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Subject ProspectQualified

prospectOpp 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.

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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

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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

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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:

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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.

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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?

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8 elements to integrate in your business plan to

increase your profits

• ResultsE1

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7 STEPS TO

INCREASE YOUR

BUSINESS PROFITS

Our Business Acceleration Framework

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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.

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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?

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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.

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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.

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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.

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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:

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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.

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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

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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

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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.

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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

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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

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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

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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

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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

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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?

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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

Page 47: 7 steps to increase your business profits

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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

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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

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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

Page 50: 7 steps to increase your business profits

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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

Page 51: 7 steps to increase your business profits

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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”

Page 52: 7 steps to increase your business profits

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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.

Page 53: 7 steps to increase your business profits

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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.

Page 54: 7 steps to increase your business profits

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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

Page 55: 7 steps to increase your business profits

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.

Page 56: 7 steps to increase your business profits

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.

Page 57: 7 steps to increase your business 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”

Page 58: 7 steps to increase your business profits

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:

Page 59: 7 steps to increase your business profits

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”

Page 60: 7 steps to increase your business profits

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”

Page 61: 7 steps to increase your business profits

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”

Page 62: 7 steps to increase your business profits

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”

Page 63: 7 steps to increase your business profits

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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”

Page 64: 7 steps to increase your business profits

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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”

Page 65: 7 steps to increase your business profits

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”

Page 66: 7 steps to increase your business profits

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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”

Page 67: 7 steps to increase your business profits

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”

Page 68: 7 steps to increase your business profits

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”

Page 69: 7 steps to increase your business profits

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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”

Page 70: 7 steps to increase your business profits

www.BusinessAccelerationMovement.com

Get registered today:“Accelerate your business

Profits in 12 weeks”

http://12weeks.BusinessAccelerationMovement.com

USA +1 (915) 235-2966

[email protected]