Alumni Mastermind Meeting
Alumni Mastermind Meeting
Alumni Mastermind Meeting
Agenda
Day 1 – Marketing
2. Takeaway Selling
3. Price
6. Responding To Competition
8. Joint Ventures
Evening:
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Agenda
Page 2
Marketing
4. Marketing Competencies
5. Entrepreneurial Competencies
6. Mastermind Groups
7. Protecting Your Business Assets
8. Life Lessons & What Serves YOU Well, What Doesn't
9. Panels & Open Discussion
EVENING:
10. Awarding of Prizes
11. 5 Timely Strategies For Increasing Income & Improving Life Post-Alumni Meeting
12. Jeff Paul: A) Recent Lessons Driven Home
B) Accurate Tracking of Results – Discussion of Lead Management &
Maximizing Profits
Bonus Session: Tracking Software Demo
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Date:
# Pages Included:
Reminder:
When sending materials please be as brief and concise as possible.
Do NOT submit audio tapes, video tapes, CD's, 3-ring notebooks or books.
Materials must be received at least 7 days prior to scheduled call dates.
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But I'm jumping ahead. Let me tell you how this all came about. You've heard of
Dan Kennedy and his knowledge of marketing, business and time management.
Well I was listening to an informational tape last month of Dan's about time
management and I was thinking about the thing that wastes the most about of
time for me, and probably most of you. Sometimes it was just forgetting little
ideas that popped into my head or tasks that needed to be accomplished.
In any event I was trying to think of a way to solve this problem with little use of
technology.
• Make you remember all those little things that could be big money making
ideas later!
• Available anywhere.
• When you're done using it you can save it so you won't forget a thing.
Later that day I was in the office supply store. Then it hit me like a flash of
lightning as I was looking in the paper section. I wanted to get a notebook so I
cruised over to the notebook section. There it was, the little beauty that I had
been looking for and…
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• Just whip it out and write all the things you want about whatever you want!
• You can write the date that you've written the thought or note right on the
page!
• All you have to do is write on paper very easy and it has 80 sheets to write
on!
• There are a couple lines on the front so you can write dates on the book or
whatever you'd like to remember what's in the book!
How Cool!
Needless to say I
bought three and have been
using them ever since. Boy they
sure work great so I thought I'd
tell all of you about this little
99-Cent Miracle!
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1.
2.
3.
4.
5.
What Ideas Do I Find Interesting Enough To Research And Learn More About, For Future Use?
1.
2.
3.
4.
5.
What Ideas Do I Find Offensive or Disturbing… What Ideas Do I Instantly Disagree With—which
means I should give them more thought?
1.
2.
3.
4.
5.
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What Ideas Remind Me Of What I Already Know, Even That I Have Used Successfully—but
haven't continued using or am not using now?
1.
2.
3.
4.
5.
What Ideas Should I Pass Onto Someone Else In Or Associated With My Business?
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
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A Lifetime of
MARKETING
Secrets
Dan Kennedy's Marketing and Entrepreneurship Boot Camp Alumni Mastermind Meeting
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"Less I do,
more I make."
—Ron LeGrand
APPLICATIONS:
1. Quantum income leap: marketer of the thing vs. doer of the thing……the
biggest paycheck is in marketing. (One day writing one great sales letter
replaces 20 days' speaking.)
2. Time to think
3. Focus on high value activities and opportunities requires saying 'no' more
than saying 'yes'
4. Extracting maximum use and value from what already exists rather than
inventing new
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Takeaway
Selling
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Price
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As you increase prices, you may lose some portion of your past or present
clientele or prospect universe, but there is always, in every category,
another population segment fit to the higher price. VACUUMS FILL. NTURE
ABHORS A VACUUM.
If and when real results and empirical evidence tell you that you have hit a
price ceiling, that so suppresses response as to be disadvantageous, you
can still find a way to extract a higher price from a percentage of the
buyers, usually via skillful offering of premium options.
Remember that the advertised price and the actual price are rarely the
same. What occurs between the two is called: salesmanship.
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Obligation
as Marketing Strategy
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Overcoming
The Obstacles
To The Sale
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FEARS
2. Of irrevocability
3. Of embarrassment
PROCRASTINATION
OBLIGATION TO OTHERS
CONFUSION
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4. Insufficient urgency
5. Financial considerations
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Responding
To Competition
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Industry norms
equal average results.
Your success may very well be
directly proportionate to
the number of industry norms you violate,
the extent to which you violate them,
and the number of industry dinosaurs and self-important
gasbags you offend in doing so.
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1. __________________________________ ___________________________________
2. __________________________________ ___________________________________.
3. __________________________________ ___________________________________
4. __________________________________ ___________________________________
5. __________________________________ ___________________________________
6. __________________________________ ___________________________________
7. __________________________________ ___________________________________
8. __________________________________ ___________________________________
9. __________________________________ _______________________________________
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Lesson #17:
CUSTOMER VALUE
1-Frequency of Transaction
2-Size of Transaction
3-Longevity
4-Referrals
FREQUENCY
Measure and monitor
How to offer more products and services
How to utilize event-driven marketing to stimulate more activity
How to increase REPEAT purchases
How to CROSS-SELL
How to create RENEWABLE income
SIZE OF TRANSACTION
Raise prices/fees
How to bundle
How upsell
Options
Easy payment terms
LONGEVITY
How to design and use customer loyal—frequent buyer programs
How to create and use "membership" for your customers
How to create a loss for the customer who leaves
How to remain interesting, entertaining, attractive to customers
In-house credit
REFERRALS
"WOW"-ed customers
Frequent communication
How to convey expectations
How to use RECOGNITION as motivation
How to REWARD as motivation
Formal referral marketing programs (continuous)
Referral "Surge" Campaigns, periodic
Endorsed Mailings
"Forced" referrals
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5. Increase RETENTION
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THE
INCOME AT WILL
POSITION
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Getting
Difficult
Appointments
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Post 9-11:
What's Changed,
What Works,
What's Next
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Membership Marketing:
A Closer Look
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Marketing Strategy
MEMBERSHIP MARKETING
1. Turn customers into "members"
Models to study:
AARP
NASE
Playboy Clubs
Captains Club
Oxford Club
CEO Clubs
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A Lifetime of
ENTREPRENEUR'S
SUCCESS
SECRETS
What It really takes to be
exceptionally successful
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FEARS
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Ability To
Ability To
Provide
Affordably
Appealing
Acquire
Products, Services
Customers
And Offers
SALES
PROFITS
Ability To
Ability To
Retain
Manage
Customers &
For
Maximize
Maximum Profit
Value
STABILITY
WEALTH
Ability To Ability To
Develop Meet
Value Personal
& &
Equity Lifestyle Goals
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WARNINGS
How Entrepreneurs Get In Serious Trouble
Lesson #3:
Danger of concealed information
Lesson #4:
Underestimating difficulty of tĂsk
Lesson #5:
Unable to control own destiny
Lesson #6:
Underestimating legal, regulatory risks……lazy or negligent about
precautions……
Lesson #7:
Excessive resistance, delayed reaction to new methods or technology
Lesson #8:
Ignoring predictable human flaws
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Lesson #1:
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Lesson #2:
HOW TO BECOME
ENSLAVED BY YOUR OWN BUSINESS
6. Debt
Owning a business requires operating and managing a business, and performing certain
key functions personally, and carefully monitoring other functions.
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Examples
1. At Guthy-Renker
2. Platinum
3. My informal network
4. How clients do it
5. George W. Bush
Caveats
Benefits
1. "Sounding Board"
2. Encouragement
3. Shared Experience
4. Dissenting and Differing Opinions
5. Expanded Testing. R&D
6. Joint Ventures
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Protecting
Your Business Assets
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Respond aggressively to
trends and changes that
threaten your security, objectives
or lifestyle preferences.
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Life Lessons
& What Serves You Well,
What Doesn't
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Premium pricing
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5 Timely Strategies
For Increasing Income
& Improving Life
Post-Alumni Meeting
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Tracking
& Measuring
Response
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It is also a foolish adage: you can't count your money when you're sitting at
the table. Perhaps true gamblers feel this way. But not investors,
entrepreneurs; not those who understand that blind archery is dangerous
minute by minute. After all, when will you not be 'sitting at the table'?
When you are dead. So you must know where you are, and where you are
in relation to the progress the timetable you have set up for yourself, all the
time. You do not attract money by pretending it doesn't matter. That is
disrespectful and insulting to money; it is fundamentally dishonest or
delusional.
It is also wrong to advise against hoarding money. If not wrong, at least
simplistic. Some portion of the money that is attracted to you must be
hoarded—that is, placed in the most conservative and safe of investments,
immune to loss of value in any way. Other portions of the money attracted
to you must be re-invested in your own enterprises, invested more
aggressively elsewhere, invested in your health and well-being and personal
satisfactions, invested in your family, and, of equal importance, given away
freely to others you choose as legitimately deserving of assistance.
Ironically, giving is as important as accumulating, in the continuous
attraction of money. Giving conveys a message to money of both
confidence and fairness, which attracts money. Accumulating without the
counter-balance of giving conveys fear, which repels money. This was first
driven home to me by my late friend Foster Hibbard. It is the strangest
secret of money; that if you have two and give away one, you do not have
one left; you have three or four or five.
You can condition yourself and your thoughts to be magnetically attractive
to money.
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INDEPENDENT POSITION
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3 MONEY MANAGEMENT
RESPONSIBILITIES
FOR ENTREPRENEURS
Liberate cash.
Avoid tying up cash in idle, inactive assets.
Use credit wisely.*
Take advantage of all no interest business credit*
Abhor fixed overhead.
Carefully monitor and control expenses.
Minimize taxes.
Extract cash.
You are to extract cash from your business.
MISTAKE: letting too much cash accumulate in the business.
Get and carefully use good tax and financial advice EARLY.
Invest cash.
"Untouchables" At risk
Assets that appreciate (or at least don't depreciate) Tax advantaged investments
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TO GENERATE $1,000,000.00
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Presentation Materials
Used By Guest Speakers
On Overhead Projector
Bill Glazer
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Remember, as a preferred (name of your store) client you are eligible for
up to 18% off your purchase and if you bring a friend or relative, I'll give
you both a full 20% off your purchases.
On behalf of the entire (name of your store) family, I hope you and yours
have a safe and Happy Thanksgiving.
PRODUCTION SPECS:
You can order Automated Voice Broadcast Service through our
office at a special BGS Member price. Interested members
can inquire by calling 1-800-545-0414.
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Hi, this is (your name), owner of (name of your store), I hope you had a
great Thanksgiving. Just a reminder…today, tomorrow, Sunday, and
Monday it's the (name of your store) Customer Appreciation Days where
you can bring in the special discount certificate I mailed you I your
Thanksgiving Card… Remember, as a preferred (name of your store)
client you are eligible for up to 18% off your purchases and if you bring
a friend or relative, I'll give you both a full 20% off.
I really want to thank you for your business this year…and your discount
certificate is our way of saying “thanks” at (name of your store)…We'll
see you there!
PRODUCTION SPECS:
You can order Automated Voice Broadcast Service through our
office at a special BGS Member price. Interested members
can inquire by calling 1-800-545-0414.
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Lesson #18
Print Radio
Newspapers
Newspaper Inserts TV
Magazines
Telecommunications
Direct-Mail Recorded Messages
Sales Letters Voice Broadcast
Postcards Inbound Telemarketing
Oversize Postcards Outbound Telemarketing
Self-Mailers
Internet
Tear Sheets
Web Sites
Lumpy Mail
Links
Statement Stuffers
Coupon Mailings FAX
FAX Broadcasts
E-Mail
FAX Auto-Response/F.O.D.
E-Mail Broadcasts Drive to Store
E-Mail Broadcasts Drive To Site(s) Miscellaneous
E-Mail Auto-Responders Back of grocery receipts
E-Publishing Billboards
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Stephen McLean
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MBE Tests
Combine:
New Customer Acquisition Strategies
with
Get Existing Clients to Spend More Strategies
Voice Broadcast
6011 Existing MBE clients queued
2767 Connected to answering machine (46.0% connect rate)
$485 (8¢/phone number queued)
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Voice Broadcast
561 Existing MBE clients queued
289 Connected to answering machine (51.5% connect rate)
$49 (8¢/phone number queued)
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Steven Clausen
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Dr. Davis was, at one point in time, completely blind due to his advancing
diabetes. With the aid of a skilled and caring physician his eyesight was
restored. Later, the diabetes attacked his kidneys resulting in a transplant,
which enabled him to discontinue dialysis. The restoration of his eyesight
and transplant of his kidney has allowed Dr. Davis to continue his
chiropractic practice in Elk Grove.
Dr. Davis and his staff will be celebrating their anniversary on December
15th from 9:00 a.m. to 6:00 p.m. All adjustments and 30-minute massage
are only $15.00 each. New patient exams and consultations are FREE of
charge. A variety of refreshments will be served all day long for your
enjoyment.
Organ donor cards will be available at our office for those interested in
being an organ donor.
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Dr. Davis didn't want to make a big deal out of his birthday, but his entire
staff wouldn't let another year go by without a BIG celebration. The official
birth date is September 10. During the week of September 10th – 14th, Old
Town Chiropractic will be serving cake to all patients who have
appointments on the books.
In honor of this occasion, Old Towne Chiropractic has a special offer for the
entire month of September. Enjoy a 30-minute massage for only $10.00
with an adjustment at our regular price. New patient exams and
consultations are FREE of charge.
If they can't squeeze you in during the birthday week, we will get you
scheduled ASAP! As an extra BONUS, bring Dr. Davis a birthday card and
Old Towne Chiropractic will let you take advantage of this special up to 4
times for the month of September.
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