I Sent a Client a Pablo Picasso…

I Sent a Client a Pablo Picasso…

This week I was on the phone with a CPA talking about the difference of charging hourly or a flat fee arrangement. They were charging hourly.

 

His contention was sometimes…

 

His staff are spending less time on a client that they are charging a high fee.

Versus

His staff are spending more time on a client that they are charging a lesser fee.

 

The mentality of hourly versus flat fee is I think one of value and what your worth. I believe everyone should get paid the most for an hour for the value they’re demonstrating. But, a business should have the goal to demonstrate Ritz Carlton value and change Ritz Carlton prices.

 

When you have an hourly rate mentality you have a mentality of exchanging time for money. But, most people would gladly pay you for the value you provide not just the hour you provide to them.

 

One of my favorite stories to demonstrate value and price is this Pablo Picasso story.

 

The story goes…

 

Pablo Picasso was sitting at a café in Paris when a lady came up to him, excited shouting his name,

 

“Pablo”

 

She went on to say, “Pablo I never thought I would meet you. It would mean the world to me if you would do my portrait.”

 

Pablo responded, “I’m here with my friends.”

 

The lady said, “I will pay you.”

 

Pablo begrudgingly drew the ladies portrait. He handed it to her.

She exclaimed, “Pablo this is fantastic. How much do I owe you?”

 

Pablo said, “5000 Francs.”

 

The lady shouted, “5000 Francs!? It only took you 5 minutes!?”

 

Pablo said, “I respectfully disagree. This has taken me a lifetime.”

 

Today, I helped a long-time friend get started on a second sales funnel for their business. We established a joint venture. In doing so I sent them over two e folders full of my books, marketing pieces, content, strategies, etc.

 

My first thought was.

 

This is like Pablo Picasso sending over a master piece.

 

When I sent the folders that contain a whole business in them…

 

Should I get paid for the time….

It took me to send it over to him?

It took me to develop it all over the years?

Or

Should I split future profits indefinitely?

 

It’s up to you do you want to…

Trade time for money?

Or

Trade immense value for money?

 

Stop worrying about time for money and start worrying about creating immense amount of value with you time!

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How Do You Bring Your Brand, Marketing and Sales Process Together?

How Do You Bring Your Brand, Marketing and Sales Process Together?

I have been asked recently from an investment bank putting together my executive summary for investors what is my brand?

 

They never like my answer. There are rare brands out there, when you first encounter them, where you see the symbol and the tag line and get the value right away, but that is more of a rare occasion than the norm. McDonalds almost failed!

 

I went to them to raise money for me, so I’m not all that upset we keep disagreeing. The only annoying thing is they are the cobler’s kids who have no shoes. There Branding and Marketing is terrible. But, they have raised over $600 Million for businesses like mine. Nobody would no it though unless you stumbled across them like I did!

 

I also was training a $5 Million company recently and I was explaining to them different techniques on how build out their new sales territories. When their marketing person said we have to make sure we stay consistent with our brand message. They are only a $5 Million firm they don’t have a message.

 

Otherwise a great brand is built over time with consistent messaging, value and service.

There is a difference of what we’re taught in school about branding and marketing versus what gets the job done in the real world for most businesses and salespeople.

 
Over the years we have worked with companies to take their brand, whatever it is, and build systems around implementing measurable processes around Direct Response Marketing and Content Marketing. We integrate these marketing strategies around measurable sales activities to produce results.
 

But the disconnect lies in understanding the difference between…

Branding

Direct Response Marketing

Content Marketing

 

Here is the difference between the 3…

 

Branding

The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products

 

Direct Response Marketing

Direct response marketing is a type of marketing that elicits a specific, measured response resulting from a consumer’s direct response to a marketer. Direct response marketing facilitates the delivery of a call to action and outcome via direct or online interaction for immediate feedback and response.

 

Content Marketing

a type of marketing that involves the creation and sharing of online and offline material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

 

How do you implement them?

 

Branding I believe this is important, but I believe it’s the least important. Certainly, over time the symbol and image that represents your brand becomes important. The words associated with your brand as your tag line also becomes important as it tells the story of your brand over time. But without Direct Response Marketing and Content Marketing nobody will no that your brand exists.

 

What I’m saying doesn’t mean that your symbol, tag lines and the colors aren’t important, but they only become important if people know you exist.

 

Direct Response Marketing is important because you want your phone to ring. You want someone to take actions no matter how big or small. Certainly, you want large actions, because you want to make money. But, getting someone to spend some time or money in exchange for value from you will lead to sales and larger sales in the future.

Sometimes we overlook getting some to take a small action or spend a small amount of money with us. We all want to hit home runs, but even the best hitters hit singles and doubles with not as frequent home run.

 

Content Marketing gives you the opportunity to stay in contact with your clients and prospects without always being salesy. This helps educate your clients along the way to them making a decision.

 

I do an exercise where I ask someone detailed questions about their car buying experience. The car buying experience from thought to purchase takes around 9 months for the average person.

 

9 MONTHS!

 

The get the idea, “Hey I want / need a car.”

Then the research process begins.

On line

Conversations

Debates

Visiting Show Rooms

Then they buy

 

In most of my conversations with sales people, sales managers marketing and advertising professionals is that they are using or understand 1 maybe 2 of these concepts.

 

What is a great Brand?

A great brand is one that is built over time through delivering great value. Nobody will ever understand the value your brand produces unless they buy. People don’t buy unless they are educated and trust the value before they buy.

 

How do you do that?

 

Direct Response and Content Marketing.

Building a great Brand is about building great trust through Direct Response, Content Marketing, delivering a great product that provides value and great service.

 
That my friend is how branding, marketing and the sales process come together.
 

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SATISFIED is a past tense word that never makes it to tomorrow.

SATISFIED is a past tense word that never makes it to tomorrow.

What is it that separates the Exceptional CEO’s and Businesses from being average or slightly above it?

 

Great leaders have a few major characteristics that are in common. I’ve found that same holds true in many strong businesses. Regardless of industry high performing leaders and businesses are highly adaptable, focused and passionate about their vision. They make it a habit not to get caught up in a lot of details. Rather they focus on one question…

 

“How can we improve ourselves to do better tomorrow than we did today?”

 

Using this question sets the frame work and mindset to consistently drive the business forward never staying idol. It reinforces the idea that you should be constantly shifting and morphing whether times are good or bad. All, without exception, high performing businesses that I have had interaction with have an impeccable and current accounting and measurement system in place that delivers predictable and efficient results. And when it stops delivering consistent results, any hesitation for change is not tolerated.

 

Exceptional CEO’s aren’t worried about being the smartest person in the room. Instead they are focused on attracting the best and smartest talent to get on the Company Bus. It’s not rocket science to understand that the TEAM BRAIN is far more powerful than the individual. Adding Great DNA in the form of New People allows you to keep your pulse on the outside world and its impact on your business. Human talent is the currency of the new economy!

 

Although turning a profit is a must to maintain existence the Exceptional Leader values time at the same level as money. You can sometimes recoup the money, but you can never get back the time. The value of the Return on Minutes (ROM) is equal to the Return on Investment (ROI) for the elite business owner.

 

Everybody wants results and they want them tomorrow. The not-so-exceptional CEO’s and business owners focus on the results forgetting the most important key to sustaining them…

How were they obtained? Measurement is the key to repeating results!

 

For the Exceptional it’s a never ending process. There’s no ultimate finish line where they can say they have arrived. In their world, Satisfied is a past tense word that never makes it to tomorrow!

 

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Are You In The Bottom 48% or Top 4%

Are You In The Bottom 48% or Top 4%

How many contacts does it take you to close someone? Over the years I’ve gotten varying answers to this question. But, more recently people are familiar with these statistics and I get answers revolving around them. But, why are these statistics relevant?

 

48% of Sales People Only Make 1 Call

 

Why?

 

I believe most sales people are lazy or just don’t understand sales is a process. In this number is the reality that the sales person is just spewing out everything they know. They expect the prospect to make a decision on the spot. When they don’t the sales person moves on.

 

15% of Sales People Make 2 Calls

 

Why?

 

In addition, to the reasons already stated, here the sales person doesn’t position the second call properly. They either don’t move the sales process along through properly educating the prospect or the call goes something like this…

 

“I’m calling to just follow up. Do you have any questions?”

 

You know the prospect is going to say no probably close to 100% of the time.

 

12% of Sales People Make 3 Calls

 

Why?

 

I believe if the sales person makes it to 3 calls they are on the right track.

 

The problem here?

 

Sales people stop at 3 calls because most people under estimate the amount of effort it takes to sell someone. It is a gentle persistent game. We need to keep educating our prospect until they feel they have enough information. 3 calls may or may not be enough depending on the complexity of your product.

 

When I do trainings, I walk someone through their car buying process. I find someone who recently bought a car. The process from start to finish takes the person 6 months to a year every time.

 

80% of Sales Happen Between the 7th and 16th Contact.

4% of Sales People Make 64% of the Sales!

 

What is your process?

 

We have a clearly defined process at my firm for each one of our different funnels. The last territory I had in the corporate world my sales were up 400% in the first quarter I was there. Now certainly I took over an under performing territory, but I instituted the process to get to the right amount of touches.

 

Here was our pre-planned touches between myself and my internal sales person (Internal Wholesaler).

 

Let’s look at 12 week rotation we had through our territory.

 

During that 12 weeks…

2 Face to Face Meetings

4 Pre-Planned Phone Calls

2 Direct Mail Pieces

1 Memorable Direct Mail Piece

1 Gift

12 Emails (1 Per Week)

2 Thank You Cards for Meetings

24 Personal Pre-Planned Touches

X4 Quarters

96 Pre-Planned Touches Per Year

 

Look back at your first quarter and did you have 24 Pre-Planned Touches to Your Top 100 Clients?

 

100 Clients

X24 Pre-Planned Touches

2,400 Quarterly Personal Pre-Planned Touches

 

Ask yourself…

Do I want to be a part of the 48%?

Or

Do I want to be a part of the top 4%?

 

The difference is your…

Effort

Process

Persistence

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Contact

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Tel: 312-330-5094

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Todd@LinkBizSolutions.com

You Pay Too Much in Taxes Because You Tax File. You Don’t Tax Prepare

You Pay Too Much in Taxes Because You Tax File. You Don’t Tax Prepare

I bet you’re like most business owners and CPAs you don’t think about your taxes until January of the following year. When March 15th comes you Tax File.

 

I know this is the process for the majority of business owners and CPAs. Matter of fact CPAs have created such a nice lifestyle business it’s not uncommon for them to take 12 weeks off per year.

 

How do you TAX PREPARE?

 

You have to tax prepare every day, month and quarter. If you have the right CPA and Accounting team you don’t have to do this.

 

I remember at my first job selling air tools I walked into the owner Harry’s office and he had a few thousand page book sitting on his coffee table about taxes.

 

Naively I asked, “Did you read this?”

 

He said, “The way you become rich is by keeping more of your money rather than losing it to taxes.”

 

This conversation has stuck with me ever since.

 

How do you become like Harry?

 

I don’t want you to read thousands of pages.

 

What you need is a PROACTIVE TAX PLAN. I have put together a team that has already read the entire tax code. To be honest I don’t think any of them has read the entire 75,000 pages, but they all have differing expertise in their respective areas.

 

A PROACTIVE TAX PLAN reviews…

How you run your business. We can identify many tax saving drivers you’re just not utilizing.

Your financials monthly and quarterly. Both revenue drivers and profit drivers.

How your business is set up to operate structurally. Are you an LLC, S Corp, C Corp etc.

Fringe Benefits

Available Tax Credits (Most businesses aren’t utilizing)

PLUS, PLUS, PLUS

 

You can check out www.LinkBizSolutions.com for all the different areas you’re missing out on.

 

There are a number of different strategies we put into place to make sure that your MAXIMIZING YOUR TAX PLAN. The key is to get a plan so you can TAX PREPARE and not just tax plan.

 

I’m like you, I became interested in tax planning when I realized how much was leaving my paycheck and my business.

 

You have a choice…

Keep Tax Filing

Or

GET A TAX PREPARATION PLAN!

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Contact

Phone

Tel: 312-330-5094

Email

Todd@LinkBizSolutions.com