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Ronaldo is a renowned jewelry artist who built his business from one location to over 840 stores carrying his handcrafted product line throughout the United States and five countries. Ronaldo has been in business for over 25 years and has created business plans, and implemented strategies for over 900 individual businesses. His marketing strategies have created untold wealth for his business clientele. His expertise in marketing will help you to create a business plan, organize your business priorities, expand your marketing base, create an avenue to generate a more profitable business, and answer the many questions that businesses must ask in order to help their company grow. Ronaldo’s knowledge would cost the average business owner tens of thousands of dollars, but is being offered here absolutely FREE of charge. All you have to do is follow his advice, and watch the bottom line of your business increase.
Your Business Plan – Step One
Marketing is a skill. “Great marketers are made, not born.”
But here’s the biggest breakthrough of my life so far: Great marketing, without great management, is a hollow shell. You’re going to learn far more about how to run your company from this article than you will about marketing. Why? Because it is the missing piece in the puzzle to building a truly great company, so you need more than marketing.
Skill must be developed. Just like becoming who you are today was a process; you didn’t go to a weekend seminar and magically emerge as an entrepreneur and business owner, you worked for it.
So, what this means is that you must work on your business, not just in
your business.
In a sentence: The secrets of success are in the details: The ability to integrate, initiate and synthesize any concept or idea into your company on a constant and continuous basis, without killing yourself to do it. One hour per week is all you need. When you understand HOW to spend that one hour, your entire company will begin to form its Fortune 500 structure. Remember, “Great marketers and great companies are made, not born.” So please, make your company great.
So what is a “workshop?" How does a professional conduct them in his or her company? First, you put an idea on the board, something you want to improve in your company.
1) Goals
Take a blank sheet of paper and at the top, on the right, write down the word “GOALS.” Under your goals write down the gross revenue you would like to be at three years from now. Under that, write the personal income you would like to be drawing from the business.
Now write down how many hours per week you would like to work while making that money.
Now write down how many weeks’ vacation you would like to take.
At the top of the page, on the left, write down “CURRENT”
Under that write down the current numbers for each of those things:
1: Gross revenues
2: Personal revenues
3: Hours worked
4: Vacations taken
1) Action Plan
Goals focus the mind. Studies consistently show that those who have their goals written down, and read them regularly, engage the subconscious mind to assist in achieving those goals. Do not underestimate the power of this. If your brain were a computer, it would be the size of Texas. It makes 8 billion calculations per second and can do amazing things if you focus it.
There are only nine things that drive any business. Set goals for each of these areas every 12 weeks and watch how you SYSTEMATICALLY improve your business. Here they are:
· The Entrepreneur – Has Drive, Positive Mental Attitude, Passion, and Motivation
· Marketing (There are at least 4 pillars – 4 ways money is coming in)
· Strategy (Thoroughly explained shortly)
· Capital (Human, Intellectual, and Financial)
· Business Model (Shape what you want it to be)
· Relationships (Capitalize on every relationship, from your clients, to your vendors, to your friends, associates and business contacts)
· Distribution Channels (This is an enormous asset, more on this later)
· Products and Services (Create constant improvement in this area)
· Procedures, Processes, and Policies (THIS is what makes a business that runs without you)
2) Time Management
You will never achieve what you want to if you do not manage your time effectively. People get swept away, reacting to the life they created, and they stop creating a better life, or business. So once every 12 weeks, focus your meeting/workshop on maximizing and saving time.
The first requirement, Goal Setting, is where you set up a three-month plan, and the second requirement, Time Management, is where you break down the big plans into daily plans.
3) Planning, Policies and Procedures.
McDonald’s in Hazard, Kentucky runs just as well as McDonald’s in Beverly Hills, because there isn’t an area that McDonald’s does not have the procedures down to the letter. What’s more, the employee turnover rate at McDonald’s is 200% per year, but it doesn’t matter because everything is so well spelled out that new people can be put into the system and function at an optimum level very quickly.
If you ever want to have a business that can function without you, or replace staff with people who enter the business at peak performance, right from the start, you must have excellent policies, procedures and plans. Don’t spend your time spinning your wheels, use most of your day to think about and create new strategies and the tactics you will use to achieve them. Most people spend 80% of their time with the people who bring in 20% of the revenue. You should concentrate on the 20% of the people who make your business 80% of its revenue.
4) Strategy vs. Tactics
Strategy means that you have determined, in advance, an ultimate goal you would like to achieve for each tactic.
Tactics are the things you do to achieve your goal. A tactic is a marketing effort like; a yellow page ad, a newsletter, a speaking engagement, a sales call, a trade show, a newspaper ad, a meeting with a new client, etc.
But before you deploy one of these tactics, you have to determine the ultimate objective in a preemptive strategy for capturing your competition’s clients. Maybe you want to build in an automatic referral program to generate more referrals.
Maybe you want to arm all your clients with better information; every client you have is a potential salesperson for your organization. What do you want them to say about your business? Have you considered all the right strategies you could use? In other words,
How do you get your clients to generate new business for you?
The point is that if you’re not THINKING this one through, your tactics do not MAXIMIZE on the opportunity at hand.
Of course, once you “strategize” on what you expect from each tactic, now you need to create an actual policy or procedure to implement that idea with piercing effectiveness at the tactical level.
Also, your tactics should be working together to achieve the ultimate goal or outcome that you want. Most companies do not look at their tactics as an integrated program.
Imagine that you had all the time you needed and this incredible opportunity to tell all your best potential buyers exactly what you want them to know about you and your business. What would you say? Here are some things you should think about before you get in front of this group:
A) What is the long-term reputation you want and are you operating today in a way that is going to achieve that reputation?
B) Exactly how do you want to be perceived?
C) What’s different or better about how you do things over everyone else? Every company has something unique to offer, something that sets them apart…If you don’t then you should. You’d better think about it and make sure you are communicating it. So what’s different about you?
The better your story is. . . the better all of your marketing is going to be.
5) GETTING CUSTOMERS
Once you know what you want to say to your clients, then you are ready to expand the ways in which you get them. Once every 12 weeks, you need to sit down and think of new strategies and tactics for getting clients. How often do you do this now? Stop the world and WORK ON your business. Again, if you’re serious about building a bulletproof business, then do what I’m saying here. The results will amaze you.
Let me give you a strategy for getting clients, and then let me show you how that strategy might be implemented tactically. This will illustrate a few points really well, including the preceding requirement.
WE HAVE A CONCEPT “THE DREAM 100 CLIENTS TO SELL TO”
Write That Down.
Every society/market is geared toward paying attention to the leaders or high visibility people in the society/market. We want you to become the most popular, most trusted, and respected business of your type in your community/market. That’s an example of thinking strategically.
To simply think in terms of getting clients, is a very tactical approach. To think in terms of becoming the most trusted and respected company in your area of specialty is an example of thinking strategically. Here’s how you’ll become the most trusted and respected person in your field:
I want you to build a list of what we call “Market Influencers.” This means that you are going to target the people in your community or market who have the most influence: The leaders, the CEO’s of your best client candidates. If you sell to consumers, who are the “Market Influencers”, you are selling to those who have the most influence over the other consumers that you want to attract. Local politicians, Captains’ of industry, and community group leaders, etc… Meaning, if you were a financial advisor in Detroit, you would target the 100 (or more) most influential people in the community.
If you sell B2B (Business to Business), who are the best possible buyers you could target? Who are the biggest buyers, the companies that need what you have, will pay the best prices to get it and will put you on the map in a huge way if you get them?
The secret here is to target your marketing efforts where the best buyers are, or those who wield a lot of influence. Your goal is to help these groups go from “I never heard of this company,” to “who’s this company I keep hearing about,” to “Oh yeah, I’ve heard of that company before,” to “That’s my supplier.”
Your Dream 100 might be only fifty, or it may be 250, of it may be 2500, depending upon the size of your market, but it’s always cheaper to go after best buyers rather than all buyers. Your target group will now hear from you at least once per month.
Most of the people on the list will throw the letter away the first four of five times that they get it, but remember that you are committed to building a reputation, not just getting clients. Building a reputation is a strategic objective, not a tactical one. And if you want to build one on purpose, this means you must be targeting the people who will help you accomplish this faster. And who are they? “Market Influencers.”
You are going to get something out to these people every month, even if it’s only a letter or a flyer. And everything that you communicate to them will have pieces of what your “story” has to say.
The only way you are going to become popular to this group is to have a constant process. This process isn’t going to cost you a lot of money ($60 per month to send 100 letters), but it will be very, very effective.
The first thing you’re going to do is to send them a letter introducing yourself and offering a free consultation in your area of specialty. Over the next twelve months, these people are going to hear from you each and every month. So you are going to commit to sending at least one letter per month to your Dream 100 list. This is just one concept about getting clients, but it has helped many people to literally double sales in 12 to 18 months.
6) Effective Presenting
You must keep focusing on your presentation skills and the presentation experience. Studies show that 85% of all motivation is optically stimulated. Can you build some visual aids that will help you communicate YOUR STORY more effectively? Build better and better communication tools.
Remember that it only takes one hour per week WORKING ON your business, resulting in remarkable improvements in all areas.
Once every 12 weeks, you’re going to focus on the communication experience and how to improve it with another policy or procedure. When you improve communication skills to clients, all of your marketing improves, including word of mouth. The better you communicate to me, that better I can communicate about you to my friends and associates.
How often have you worked on this area? Now you’re going to work on this at least once every 12 weeks.
Now that you have some idea of our material, let’s take a minute right here, to discuss how you make real progress in any company.
There is no magic trick that you’re going to hear that will radically change your life. Let’s take the DREAM 100 CONCEPT as an example. This concept requires constant attention. This is our whole point. You will not cause any improvement in your organization without constant process.
We have tried to make this as simple as possible because we know that regular discipline is more difficult to achieve than spurts of determination. We’ve made it so all you have to commit to is one hour per week, and we just want to know right now, if you are going to do that?
One hour per week to work ON your business and you will see remarkable results. One hour per week, focusing on a different requirement, a different driver, but religiously, you’re going to work ON your business and we’ve given you the subjects, which is half the battle.
If you haven’t been doing this and you keep coming to me for breakthroughs, you’re doing yourself a grave injustice. Not working on your business, instead of in your business one hour a week is the missing link to being a truly great entrepreneur. You have to decide it you want to be a person who builds a company that runs better and better every day, every week, and every year. The Japanese have a word for this, CANI, a word meaning Constant and Never-ending Improvement.
Okay, let’s go to the next requirement.
7) Master the Telephone
The telephone should be used to connect with clients. It costs six times more to get the attention of a new client as it does to get the attention of a client who has already heard of you and used your services.
How do you handle inbound new “call-ins”?
The best companies constantly use the telephone like a weapon to attract new buyers and the best buyers. Break it down into steps, look for your ultimate strategic objective, and work on improving each aspect of what goes on involving the telephone in your office.
One of the things it can be used for is by using the next requirement:
8) Get Appointments
The telephone can intensify your DREAM 100 SELL. Can you follow up your Dream 100 approach with a phone call? You’re beginning to see how this entire program is a better integration of skills and the systems to drive them, than ANYTHING I’ve ever even dreamed of offering you.
Any sales organization must be focused, at least 2.5 hours per day, on getting in front of more buyers and the best buyers. Use this requirement to hone more ways to get in front of customers on a regular basis.
9) Follow Up/Continue The Bonding Process
Too often you will get into an organization and then they never hear from you again. Or, you can wait too long after a meeting to follow up and they forgot your name while you were waiting. Once every 12 weeks think about how you can better follow up with clients and with organizations to build a better and profitable relationship.
Continue The Bonding Process. You need policies and procedures in this area. Leaving the follow up process to the individual skills and moods of staff is an organization that will never be at the head of its market.
10) Traits Of Overachievers
Think about the kinds of behaviors and traits you would like to promote within yourself and your staff.
These traits must be posted for all employees to see, so that they know what behavior is expected of them. Once every 12 weeks you are going to further define what makes an overachiever in you business.
11) Hiring and Motivating
You should establish personality traits and behaviors that would be ideal for yourself and office staff. Through extensive research, we’ve discovered and developed an entire process for attracting the highest level of talent for each position within a company. Sales, marketing, administration, etc…there is a psychological profile that is ideal for each of these situations and it makes background almost irrelevant. Determine the “type” of person who functions at peak levels in the various positions in your company.
That’s what YOU need to do. Also, involve your staff. Although, let me give you a warning: The weak staff members will try to help you design a program that will attract people to make them look good.
Get yourself some high performers; they change everything. Every 12 weeks look at the “ideal” candidates and slant your entire hiring approach to attract them.
What do you suppose happens to your organization when you put that kind of horsepower into it? You need to think about how you harness a few superstars and get them to help your company grow MUCH faster than you could ever grow it without them.
12) Understanding “The Sales Process”
If you analyze the steps that a client or group goes through in order to make a decision to purchase, and then you break down those steps and focus on improving them, you will inevitably become better at the process.
As you can see we’ve given you a lot of information to digest. You need to cut this article out, put it in a notebook, and refer to it every morning and evening. Make it a part of your everyday routine. Develop your strategies, tactics, policies, and procedures. In upcoming issues I am going to cover how to build the 4 pillars of revenue, co-ventures, upside leverage, how to get free advertising, sales tips, negotiating with vendors, mail order ads, secrets to writing ads that produce 700% better than previous ads, and many more topics.
To sign up for Ronaldo’s free million-dollar marketing strategies you can either email
gca@DesignerJewelryByRonaldo.com or call
(812)-737-2756 to set up a private consultation. I would also love to hear how implementing and following the above strategies have helped you grow your business.
Sincerely,
Ronaldo
