Initial Marketing Effort
Workbook
Table of Contents
Identifying Your Ideal Target Market............................................................3
Allocate Your Budget ....................................................................................6
Advertising and Promotion Results Analysis ................................................7
Phone Activity Monitor .................................................................................8
198 Joint Venture And Potential Client Possibilities ....................................9
Put Your Referral Program on Steroids Using the Team 100 Program! .......12
Team 100 Program Roster .............................................................................16
Memory Jogger ..............................................................................................20
Your Accountant’s or CPA’s Script ..............................................................21
New Accountant’s or CPA’s Script ...............................................................22
A Friend Who Owns A Business Script ........................................................23
A Friend Who Owns A Business Script – Follow-Up ...................................24
Alternate Follow-Up Script With Friend (‘Yes’)...........................................25
Alternate Follow-Up Script With Friend (‘No’) ............................................26
Cold Telephone Prospecting – Voice Mail Script ........................................27
Practice Approach With Friend .....................................................................28
Practice Approach With Friend (Alternate) ...................................................29
Networking Approach ...................................................................................30
Networking Approach ....................................................................................31
Face-to-Face ‘Take-Away’ Approach ..........................................................32
Face-to-Face Call-Back ................................................................................33
Referral Source Form .....................................................................................34
On-Page Handout ...........................................................................................35
Two-Page Handout ........................................................................................36
Identifying Your Ideal Target Market
While nearly every business in practically every industry, business or profession can use
the services provided by TopLine Business Consultants, there are a few checkpoints that
will make selecting the businesses that will produce the greatest financial rewards much
easier.
Some businesses can be improved or turned around with very little effort by changing or
tweaking some of the systems or operations they have in place. Others may require more
drastic measures, often completely scrapping, then redesigning and revamping entire
systems.
To get the fastest and most profitable returns, it pays to focus on businesses that are
already doing some things right, but they just aren’t optimizing those things. Here is a list
of identifiers that will help you in determining which businesses have the most potential
and can produce the best and fastest return on your investment of time and effort in
working with them.
Businesses with the greatest potential will usually have one or more of these
characteristics:
1. Database – Most businesses do not keep adequate records of who has purchased
from them, how much they spend on average every time they buy, how often
they purchase from them, or when the last time a purchase was made by them.
This is a big mistake. By knowing who their customers are (past, present and
future), big profits can be realized with very little effort.
2. The market – Very often people complain because there is too much
competition in their market. But in reality, the more competition there is, the
better the opportunity there is for an outstanding company or business to stand
out. The key is to position the business as not just doing what everyone else is
doing, but to create some quantifiable differences and then ethically exploit and
capitalize on those differences. The competition can actually be a great help to
the business who understands this critical point.
3. Competition – In nearly every business, profession and industry, businesses use
the same marketing, advertising and promotional strategies as their competitors.
To their prospects there is very little (if any) difference between them. If every
business sells the same or very similar product or service as the next business,
and they all charge the same or very similar prices for those products or
services, why should the prospect consider buying from one business over
another? There must be a quantifiable and measurable difference in the
marketing message a business communicates to their market in order for them
to capture the lion’s share of the interested prospects.
4. Sales personnel – Their sales staff are not properly trained, are not coached
effectively and are not held accountable for their actions or inactions.
5. Back-end products – In addition to the main products or services they sell, they
have other products or services that could be offered as “add-ons” or “backend” items, but they either don’t offer them, or they don’t do it effectively.
6. Joint venture opportunities – Some businesses only sell one or two products or
services. But there are other products and services on the market that can help
enhance the use, value, benefit and life the customer gets from using the one or
two products or services that business sells. Even if the business doesn’t have
anything else to offer, there may be joint venture relationships that can be
established with complimentary, but non-competing businesses that can be
offered to their customers, and a profit split or commission arrangement can be
made for referring them.
7. Untapped assets or opportunities – In every business there are areas of profit that
are lying untapped and are just waiting to be capitalized on. Very few
businesses optimize their potential for profits. And if one business is neglecting
or stepping over these sources of untapped profits, you can bet that other
businesses are doing the same. In many cases, it’s just a matter of identifying
one or two areas of potential, then going after those areas with a vengeance…
and the profits will naturally follow.
8. Growth areas – Most business owners are so busy working IN their businesses
that they either can’t see the profit opportunities lying there waiting to be
capitalized on, or they don’t have the time, energy or resources to go after them.
Once identified, it doesn’t take much work to develop a plan or a system that
will enable those areas to become regular income producers. Often it’s just a
matter of identifying them and then assigning or delegating to someone else the
job of working out and implementing an effective system.
9. Key profit generators – There are seven key areas that will contribute mightily
to a businesses bottom line profits. If a business isn’t working on each of those
key areas, they are leaving money on the table for their competitors to pick up
and use against them in their marketing efforts. The key areas are:
a. Lead generation
b. Conversion of leads into profitable sales
c. The monetary size of the sales transaction
d. The number of purchases a customer makes
e. The profit margins a business operates on
f. The average buying lifetime of a customer
g. The number of referrals generated by each customer
These are the kinds of businesses it is best to avoid or work with very carefully:
1. Profit margins – Some businesses sell their products at very low prices and hope
to make their money in sales volume. This is not a bad strategy (WalMart uses it).
But unless there are other, more profitable back-end products or services that can
be offered at the time of purchase (or very soon afterwards), these businesses
don’t generate the kinds of income streams that can sustain them for very long.
2. Cash flow – In business, cash is king. When a business has a steady stream of
cash coming in, they can do much more in the way of marketing and making other
changes or improvements in their business operations. But when they have very
little cash flow, things are much more difficult. Restricted or limited cash flow
businesses are usually good to shy away from.
3. Long sales cycles – Generally, the longer it takes to make a sale from first contact
through to the close and delivery of the product or service, the more difficult it
will be to see immediate and measurable profit improvements. Quick sales cycles
are where the fastest and most immediate results can bee seen.
4.
Character – If one or more of a businesses owners are shady, dishonest, unethical
or uncommitted, that business is one definitely not to get involved with. When
people find out about shady or unethical tactics or characteristics, and learn that
you have been involved in any way, you automatically take on the same stigma.
And if an owner is not committed to wanting to change or improve his or her
business, it can only mean trouble for you. Stay away from these types of
situations at all costs.
Allocate Your Budget
Total Amt Available $__________
1. Print………………………………….$_____
2. Radio / Television / Cable…………$_____
3. Trade Shows………………………..$_____
4. Telemarketing………………………$_____
5. Joint Ventures / Endorsements…..$_____
6. Direct Mail…………………………..$_____
7. Internet……………………………...$_____
8. Personal Contacts…………………$_____
9. Seminars……………………………$_____
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Info To Be Sent:
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Details/Pitch Given:
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Didn’t Contact The Person/Callbacks:
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Total Calls (dials) Made:
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Week Beginning: ________________________________
To be completed each week
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Please submit this form to your Supervisor/ Manager at end of the week.
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Booked Appointment:
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Not Interested / Not Qualified:
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Spoke With The Person:
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Phone Activity Monitor
198 Joint Venture And Potential
Client Possibilities
Accounting Services
Actuaries
Acupuncture Practitioners
Advertising Agencies
Advertising Agencies
Aerial Photographers
Agricultural Supply
Air Conditioning Services
Airlines
Alarm Companies
Amusement Parks/Suppliers
Animal Training Services
Antique Dealers/Appraisers
Apartment Finding & Rental
Services
Architects
Aromatherapy
Art Galleries
Art Supplies
Association Management
Athletic Organizations
Audio-Visual Services
Auto – Chauffeuring Services
Auto Body Repairs
Auto Rental & Leasing
Auto Repair
Auto Supply Stores
Auto Towing Services
Auto Valet Services
Banks & Financial Institutions
Banqueting Facilities
Beauty Salons
Beauty Schools
Bicycle Shops
Boarding Kennels
Boat Dealers/Manufacturers
Book Publishers
Book Stores
Building Contractors
Business and Management
Consultants
Car Wash Companies
Carpenters & Joiners
Carpet & Upholstery Cleaners
Carpet Installers
Caterers
Central Heating Services
Child Care & Day Nurseries
Childcare Agencies
Chiropodists
Chiropractors
Churches & Religious Societies
Civil Engineers
Cleaning, Maintenance & Janitorial
Services
Clothing Stores – Children/Babies
Clothing Stores – Men’s
Clothing Stores – Women’s
Computer Aided Design Services
Computer Consultants
Computer Consulting & Training
Computer Repair Firms
Computer Sales
Corporate Entertainment Services
Cosmetic Surgeons
Courier & Delivery Services
Credit & Finance Companies
Dentists – General
Dentists – Oral Surgeons
Desk Top Publishing
Dieting & Weight Control
Domestic Violence Centers
Driving Schools
Dry Cleaners
Electricians & Electrical Contractors
Employment Agencies, Headhunters
& Recruitment Counselors
Entertainers
Equipment Rental Companies
Fencing Services
Financial Advisors & Planners
Florists
Foster Care Facilities
Funeral Directors
Furniture Stores
Furniture Upholsterers
Glass & Mirror Companies
Glaziers
Golf Courses
Graphic Designers
Graphic Designers
Hairdressers
Health & Fitness Clubs
Health & Safety Advisors
Health Food Stores
Heating and Air Conditioning
Services
Home Remodelers
Horse Rental & Riding
Hotels
Humanitarian Services
Hypnotherapists
Insolvency Practitioners
Insurance Agents
Insurance Brokers
Interior Designers
Internet Services
Investment Consultants
Ironing & Laundry Services
IT specialists
Landscapers
Landscapers
Lawyers
Leasing Agents
Legal Services
Life Coaches
Locksmiths
Mail Box Shops
Mailing List Brokers
Mailing Services
Marketing & Advertising
Consultants
Marriage Counselors
Medical Doctors
Mortgage Brokers
Music Instruction
Musical Instruments
Rental/Repair/Supplies
Newspapers
Nursery Schools
Nursing Homes & Elder Care
Office Cleaners
Office Supply Stores
Orthodontists
Osteopaths
Outdoor Advertising Companies
Painters
Painters & Decorators
Party Planners & Organizers
Patent Agents
Payroll Services
Personal Trainers
Personal Trainers
Personnel Consultants
Pest Control Services
Pet Shops
Photographers – Commercial
Photographers – General
Physiotherapists
Planning Consultants
Plumbers
Pre-Schools
Printers
Printers
Private Investigators
Property Management
Psychiatrists
Psychologists
Psychologists
Quality Assurance & Control
Radio Stations
Real Estate Agents
Removals
Resorts
Restaurateurs
Roofing Services
Schools – Private
Schools – Public
Schools – Technical
Schools – Universities
Secretarial Services
Security Services & Equipment
Self Defense Schools
Senior Citizens Groups
Sign Makers
Sound Recording Services
Sporting Goods & Athletic Supplies
Sports Injury Clinics
Structural Engineers
Surveyors
Tax Advisors
Taxi Services
Technical Services
Telemarketing
Telephone Answering Services
Television Stations
Time Share Sales
Tire Stores
Tour Operators
Trade Mark Agents
Training Companies
Travel Agencies
Travel Agents
Tree Services
Upholsterers
Valet Services
Van & Truck Rental
Veterinarians
Waste & Garbage Disposal
Website Designers
Window Cleaning
Window Installation
Women’s Organizations
Youth Groups
Put Your Referral Program on Steroids
Using the Team 100 Program!
The “Team 100” referral program is perhaps the most powerful referral generating
program I have ever seen. It can boost your referrals 100 fold in just a short time. If done
correctly, it will take no more than five hours of your time each month. I wish I could say
that the Team 100 program was my brainchild; however, I borrowed it from a friend of
mine named Thomas Leonard who can be found at www.fullpractice.com.
The idea is to educate 100 other professionals on exactly what you do. And ask them to
educate you on exactly what they do. Tit for tat. No favors, no begging, no debt, no
smiley-facing, just a clean, fair, intriguing and powerful approach.
Why 100 other professionals? Because professionals know and come in contact with lots
of other people, some of who are absolutely perfect to be your clients. It’s just a matter of
expanding your network to tap into the network of other professionals. Simple, doable,
easy. No selling required, just honesty.
Starting this process is really easy.
1. Print out the Team 100 form that you can find in the Appendix.
2. Take out your Rolodex, Palm, Day-Timer, business card file or that drawer in
which you’ve stored those little slips of paper with people’s names and numbers
on them.
3. Start filling out the Team 100 form with those names. The objective is to fill up
your dance card of 100 professionals. That’s the first step. You may not know 100
other professionals, but you probably know 20 or 30 or 50. Start there; write them
down on the Team 100 form. Once you have completed your Team 100 form as
much as possible, send the following letter to each person on your team:
Dear Bob:
Wouldn’t it be great if we both knew ALL of the best professionals to refer our
clients for WHATEVER need they had?
I was looking through my Rolodex the other day, and I figure that I know about
50 other professionals – everything from chiropractors to divorce attorneys. I
naturally refer my clients to these other professionals, including you!
What I’ve prepared is a list of the 50 best professionals I know and I’ve included
a copy of this with this note to you; it’s part of a process called the Team 100. I
hope that it comes in handy for you and your clients should they need a
professional resource. Kind of like a private Yellow Pages.
But, as you can see, I only have this filled out for 50 professionals. Within 30
days, I want to fill up this “dance card” to a full 100 – or more professionals. Are
you willing to help?
All you need to do is to fill in about 10 or 15 blanks of professionals that you
know, but that I don’t. That will get them on this list, and when the list is full at
100, I’ll send you – and them – a fresh/updated copy of this Team 100 list so
you’ll have it should you ever need to refer clients to one of the professionals
listed here.
My goal is to have a professional resource for virtually ANY need that my
customers might have. And I thought this Team 100 was an easy way to build this
resource and offer something to share to you and the soon-to-be other 99
professionals in my network.
To your success,
David Frey
How To Convert Your Network Into A
Lifetime Of Referral Revenue
Now I want to share with you how to “convert” your network into a lifetime of referral
revenue. Most professionals I’ve met agree that getting referrals from their professional
network is a good thing because the referrals are prescreened and there isn’t a lot of
marketing effort required. The phone just rings and new referrals appear.
But how to do you maximize the number of referrals you’re getting, in order to have
enough clients coming so that you can safely rely on your network to keep your business
humming?
That’s where the Team 100/250 approach comes in. Think about it... as you manage this
team, you are, in effect, gaining access to 5,000-25,000 other potential referrals – the
clients of those in your network. And this access is what will help fill your business and
keep it full for a lifetime.
Here are the steps to maximizing your referrals and revenue:
1. Appoint yourself as the host of this network of 100 or 250 professionals who you
have put on your Team 100 “dance card.” In other words, be their leader. (No
need to tell them, however.)
2. Now that you are the leader, ask yourself, “What do my constituents need most
that I can provide for them at a very small cost to myself?”
3. The answer? Training in how to build their businesses via referrals, and the Team
100 in particular. 95% of professionals want and need new and/or better clients.
And YOU can show them how.
It really is simple to get the ball rolling as “leader” of your network. Over the next year,
here’s all you have to do...

Send a monthly note and updated Team 100 list to your network so they will have
the most current “yellow pages” of who’s good in the various professions. You
need to be consistent with this mailing (or emailing) each month. In effect, the
monthly list/email also works as an effective reminder that you are there! And it
provides value to the recipients because they have the most current list/info and
seeing themselves on this list hits home. In your monthly note, include this type of
info:
o A simple profile of two to three professionals on your list, written by
them! This makes it newsy and helps to bond/connect the group.
o An update on YOUR business and the success you had, and with whom.
Make it personal about you. Your network is curious.
o A couple of mentions of special offers made by those on the list/network.
This adds a little more incentive for folks to read your note.
o A mention or two of how the Team 100 works and is working for folks.
This builds credibility/evidence.

Offer special stuff, from time to time.
o Personally, I’d offer a free TeleClass (you can get a free bridge line that
holds up to 100 people at www.FreeConference.com) where you teach
something you know to your constituents and invite others in your
network to do the same. This builds community and increases the profile
of the “members.”

Offer a hotline to folks one day a month where they can call you and others for
free and get help on your subject of expertise. Ninety nine percent of your Team
100 members will not call on that day, but they will quickly form the opinion that
you are accessible and generous. And, they will call or email you later. Wouldn’t
you rather support and manage your network and benefit from the resulting
referrals than to constantly market for new clients?
I have a friend who is a mortgage broker who hosts a monthly luncheon for his 50+ team
of professionals (referral group). He charges each person a quarterly fee to cover the cost
of the lunches. This is a great idea because once someone has prepaid for a lunch they are
sure to attend. He will then take his referral group to the different businesses of referral
group members and allow the referral group member to explain to the group about what
they do and why they are worthy of a referral.
Take a Leadership Role with
Your Team 100
Expand your role with this group. Take a leadership position without asking for
permission. Take the time to care and to find out what people in YOUR professional
network most want and need, and then to find an ultra-low cost way to deliver on that.
This can take a little reorienting in your thinking to evolve into this larger role with your
network. But once you see the impact you’re making – and when you receive your first
referral from your Team 100, you’ll be hooked and encouraged to continue. If you
could work with just 1% the 5,000-25,000 clients of the other professionals in your Team
100 Network, how would that affect your business?
Building Your Personal
Networking Team
Objective: To have a full network of expert professionals.
Step 1: Write down the names of experts you already know on the lines provided.
Step 2: Call or write each one and let them know that they are on your Team 100 List.
Send them a copy so they can play too.
Step 3: Seek out experts (not just anybody) to fill in the remaining categories of
professionals.
Step 4: Continue to fill up the list until you have 100 experts you feel great about.
Step 5: Send out a monthly or quarterly letter or mailing to each person on your Team
100 List to keep them updated on your professional development, accomplishments and
direction. Other professionals will send you more business if they are kept informed (and
reminded that you're there).
SCORING: Fill in the blank when you've identified the person for that slot. Note those
from whom you have received a referral.
How to Play:
1. Decide to get a full team within 1 year.
2. Fill in the team members you know now.
3. Start networking to fill in the other slots.
4. Pass around blank forms to associates.
5. Get yourself on one another's Team 100 lists.
TEAM 100 PROGRAM ROSTER
Specialty
Business and Work
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Business Coach
Business Diagnostic Coach
Career Consultant/Planner
Computer Consultant
Corporate Coach
Corporate Trainer
Enroller/Personal Marketer
Executive Coach
Graphic Artist
Hard Disk Crash Recoverer
Headhunter
Internet Marketing Expert
Marketing Coach
New Business Specialist
Printer/Copy Place
Professional Networker
Professional Writer
Software Consultant
Turnaround Biz Expert
Web Presence Provider
Money and Legal
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Attorney Copyright/Trademark
Attorney - Criminal
Attorney - Estate
Attorney – International
Attorney - Real Estate
Attorney - Small Business
Attorney – Tax
Banker
Bookkeeper/Bill Paying
Service
CPA
Name
Phone
Email
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Financial Planner
Grant Writer
Insurance - Home/Auto
Insurance - Liability
Insurance Life/Health/Disability
Money Manger
Property Manager
Realtor
Stockbroker
Venture Capitalist
Personal and Health
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Acupuncturist
Chiropractor
Dentist/Cosmetic Dentist
Diagnostician
Fertility Expert
Massage Therapist
MD - Cosmetic Surgeon
MD - Dermatologist
MD – Internist
MD - Opthamologist
MD - Psychiatrist
MD - Sports
Movement Therapist
ND (Naturopath)
Nutritionist
Pharmacist
Speech Therapist
Therapist - ADD Expert
Therapist – Depression
Therapist - Relationships
Personal Services
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Air conditioning/Heating
Auto mechanic/Car care
Caterer
Childcare/Babysitter
Dog Walker/Pet Sitter
Electrician
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Event Planner
Florist
Good Book Maven
Handyman/woman
Housekeeper/Cleaning
Interior Designer/Decorator
Minister/Clergy
Personal Concierge/Errands
Plumber
Portrait Photographer
Professional Gift Service
Professional Organizer
Seamstress/Tailor
Travel Agent
Extreme Self Care
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Alexander Technique Expert
Certified Rolfer
Communication Coach
Feng Shui Consultant
Healthy Food Delivery
Image/Color Consultant
Irresistible Attraction Coach
Jeweler
Lifestyle Design Coach
Manicurist/Pedicurist
Personal Assistant (Real)
Personal Assistant (Virtual)
Personal Coach
Personal Makeover Coach
Personal Trainer
Psychic
Reiki Master
Skin Care Specialist/Spa
Spiritual Advisor/Clergy
Visual Artist Consultant
ADDITIONAL TEAM 100 CONSIDERATIONS:
 Architect
 Attorney: Family Law
 Audiologist (hearing)
 Board of Directors/Trustees
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Business Growth Coach
Car leasing expert
Carpet Cleaner
Clothing Store Owner (Men’s, Women’s Children’s)
Coach
Cobbler
Conflict Management Expert
Corporate Culture Expert
Corporate Transformation Coach
Counselor
Decorator
Dental Insurance
Developmental Disabilities
Dry Cleaner
Elder Care specialist
Funeral Director
Golf Pro
Grief Counselor
Holistic Medical Practitioner
Home School Expert
International Banking Expert
Internet Service Provider
Landscaper
Life Coach
MD: Family Practitioner
MD-OB/GYN
MD-Pediatrician
Midwife
Minister/Clergy Person
Optometrist
Painter
Parenting Mentor
Personal Shopper
Personal Trainer
Pest Control
Pet Trainer
Psychologist
Recommended Bookstores
Retirement Planner
Self-Defense Trainer
Shaman
Speaking Coach
Spiritual Healer
Strategic Planner
Stress Reduction Coach
Team Building Consultant
Technical Writer
Therapist: Addictions
Time Management Coach
Veterinarian
MEMORY JOGGER
Relatives:
I Know Someone Who Is A:
Parents
Grandparents
Sisters
Brothers
Nurse
Golf Pro
Student
Fashion Model
Garage Mechanic
Editor
Lab Technician
Printer
Uncles
Aunts
Cousins
Accountant
Security Guard
Computer Technician / Repair
Sheriff
Secretary
Welder
Music Teacher
Restaurant Owner
Restaurant Owner
Office Manager
Surgeon
Librarian
Real Estate Agent
Dentist
Family Doctor
Minister
Financial Planner
Hairstylist
Drycleaner
School Teacher
Seamstress
Carpenter
Pilot/Flight Attendant
Bus Driver
Bank Teller
Interior Decorator
Lifeguard
Waitress
Notary Public
Antique Dealer
Contractor
Mechanic
Chiropractor
Banker
Insurance Agent
Motel Owner
Dietitian
Fireman
Loan Officer
Salesman / Sales woman
Chiropractor
Electrician
Police Officer
Realtor
Manager
Who Is My:
Who Sold Me My:
I Know Someone Who:
House
Car/Tires
TV/Stereo
Hunting License
Business Clothes
Computer
Goes to Church
Lives Next Door
Teaches my Kids
Was my Best Man
Was my Maid Of Honor
Was in the Military
Goes Bowling
Is my Former Boss
Was my Teacher
Repaired my TV
Air Conditioner
Roof
Pest Control
Personal Clothing/Shoes
Was my Photographer
Is my Babysitter
Fixes my car
Golfs
Was in my Car Pool
Cuts my Grass
Cuts my Hair
Plays Softball / Basketball
Your Accountant’s or CPA’s Script
This script can be used when contacting your personal accountant or CPA. The idea is to
ask them to give you a “second opinion” on the Business Growth Calculator to see if the
numbers add up and could make sense to a real business.
Here’s the way your conversation may go. Of course, you can make some changes or
tweaks to the script to fit your personality or the circumstances, but this gives you a
starting point.
-------“I’m adding a new dimension to my business and was wondering, because you know
numbers, if you could take a look at something for me and see if it makes sense.”
Show the Business Growth Calculator, using some realistic numbers from the
Seven Key Profit Generators of a hypothetical business.
Continue…
“Even if we just make some very minor changes to several areas of a business, the results
can be very dramatic. I’m wondering if you know any businesses that could benefit from
those kinds of increases?”
New Accountant’s or CPA’s Script
This script can be used if you don’t have a personal accountant or CPA, or if you are
prospecting to find a new accountant or CPA to work with as a center of influence or
endorsing party.
The idea here is to gain an audience with someone who understands numbers and who
evaluate and endorse the validity of the Business Growth Calculator, and who has
influence over businesses that can benefit from your services.
You are looking for a progressive and aggressive accountant who understands business
and the benefits of providing additional services and increased profits to their clients.
You want to promote the possibility of them having you as a client as well as working
with other businesses that you may bring to them. Here’s an example of what you might
say…
-------“I’m looking for an accountant that understands business and who can help me with my
business and the clients I work with. I’m wondering… is your business in a growth mode,
or do you have all the clients you can handle? Can I schedule about 20 minutes with you
to explain what I do and we can see if we’re a fit for each other?”
Show the Business Growth Calculator, using some realistic numbers from the
Seven Key Profit Generators of a hypothetical business.
Continue…
“Even if we just make some very minor changes to several areas of a business, the
results can be very dramatic. I’m wondering if you know any businesses that could
benefit from those kinds of increases?”
A Friend Who Owns A Business Script
Sometimes approaching a friend that owns a business can be touchy. On one hand, you
don’t want to alienate them or somehow put your friendship in jeopardy. But on the other
hand, you may very well have a solution that can help them solve some of their most
aggravating and costly business problems.
How you approach your friends is very critical. In the first place, you may not want to tell
them that you have started a new business. Somehow, that often erroneously translates
into the thought of you wanting them to join your multi-level organization, which is
certainly not the case.
By stating that you are adding a “new dimension” to your business and that you have
something that you would like them to listen to and then getting their feedback, you can
remove the “sting” or the threat of using your friendship to gain their business.
But in the process of listening to your CD or reading your Special Report, they might
pick up an idea or two that will stimulate their interest in what you do, and they just may
ask you for additional information… which is exactly what you want. Look this script
over and see how you can make it work for you.
----------Script for Recording…
“I’m adding a new dimension to my business and have put together this CD with an
interview that’s designed to help business owners grow their businesses. I’m wondering
if you would mind doing me a favor and listening to it… it’s about 12 minutes long…
and then giving me your feedback.
“I’m looking for ideas on what you, from a business owner’s point of view, think of it, as
well as suggestions on how I can make it better. Would you mind helping me out?”
----------Alternate Script for Printed Report…
“I’m adding a new dimension to my business and have put together this Special Report
with some information that’s designed to help business owners grow their businesses. I’m
wondering if you would mind doing me a favor and taking a look at it… it’s 6 pages and
will take you about 16 minutes to read. Then when you’ve finished, I’d appreciate your
feedback.
“I’m looking for ideas on what you, from a business owner’s point of view, think of it, as
well as suggestions on how I can make it better. Would you mind helping me out?”
A Friend Who Owns A Business – Follow-Up
After giving your business owner friend your CD or Special Report and asking them for
their input and comments, the most important thing you can do is to follow up with them.
Way too often, this critical step is overlooked because the consultant is timid or afraid to
go back to their friend. But put yourself in your friend’s shoes. Suppose someone gave
you something to evaluate and they never got back to you. How would you feel? It’s not
your responsibility to get back to them. After all, they were the one looking for your
feedback. The result is, you would most likely not be too impressed, and even if you did
get some good ideas from their information, you might not feel comfortable or even
confident in asking them for their help.
The bottom line is, if you ask for help or for your friend’s evaluation, be sure to follow up
with them. You (and they) are running a business, and follow up is a critical part of
business success. Here is a sample script you might consider using…
---------“Have you had a chance to listen to the CD [read the report] yet? What did you think?
I’m looking for some specific things that you think would be valuable to business
owners… things they can do to make their businesses more effective, more efficient, and
more profitable. Anything come to mind?
“Now, what about other things you think I should have included, but didn’t? Anything?
Can you think of anyone who owns or manages a business that might be able to benefit
from these ideas, or in talking with me about how to improve their business?”
Alternate Follow-Up Script With Friend (‘Yes’)
This is an alternate script that can be used in following up with a friend, and they say that
they have read your report or listened to your recording.
---------“Hi [Prospect’s Name], this is [Your name]. Is this a good time to talk? In our last
discussion you told me about [build rapport]. Well, I’m just checking in to see if you’d
had a chance to review the information I gave you.
(If ‘yes’, continue.)
1. What did you learn? What was the one thing that stood out that you thought was
good… that you might be able to apply in your business? If you did that kind of
difference do you think it would make to you?
2. Tell me about that. (Let them talk, take notes, use this information to ‘feed back’
to them later.)
3. Let me ask you, and this may sound like a silly question, but it’s important…
What do you want from your business… to make a little money or a lot?
4. Why is that important? (LISTEN to what they say!)
5. If you continue operating in the same way you are now, how long will it take you
to be able to (feed back what they told you in the last question)?
6. If I can show you a few simple things you can begin doing immediately, that will
cost you virtually nothing to implement, and can help you make 2 to 3 times what
you are now, and (restate what they told you in question 4), how soon would you
want to get started?”
Alternate Follow-Up Script With Friend (‘No’)
This is an alternate script that can be used in following up with a friend, and they say that
they have not read your report or listened to your recording.
---------“Hi [Prospect’s Name], this is [Your name]. Is this a good time to talk? In our last
discussion you told me about [build rapport]. Well, I’m just checking in to see if you’d
had a chance to review the information I gave you.
(If ‘no’, continue.)
“Well, I’ve spend a lot of time putting this together and there is some very good
information there. Tell me... when do you think you might be able to listen? It’s only 12
minutes. I don’t want to be a pest, but I do value your feedback and I’d like to know what
you think. When do you think would be a good time to check back with you?”
Cold Telephone Prospecting – Voice Mail Script
This script can be used when calling a business owner and you reach his or her voice
mail. You don’t want to leave too much information, just enough to catch their interest
and give them a reason to call you back.
In smaller businesses where there is not a main switchboard, you can often bypass the
secretary or receptionist and go directly to the business owner’s voice mail by calling
early in the morning or late in the evening.
If you call during the day and a receptionist answers, you might start off by saying… “Hi,
is Bill in? Oh, on second thought, I don’t want to interrupt him. Just patch me through to
his voice mail and he can get back to me when he’s not busy.” This is a very effective
way to get around the gate keeper and go directly to the business owner. Your voice mail
script might sound something like…
---------“Hi [Prospect’s Name], this is [Your Name] with [Your Company]. We’re a marketing
and business growth company that helps companies like yours optimize their businesses
and increase their profits.
“We’ve just had a spot open up and are doing some pre-screening interviews to find
business owners who tired of the results they’re currently getting, and who are serious
about strategically positioning their businesses for fast bottom line increases.
“If you’ll give me a call, I can get some information to you about what we’ve done for
others, how we may be able to work together, and what you can expect. And by the way,
there’s no obligation. Just give me a call at 555-555-5555.”
Practice Approach With Friend
Let’s say you’re starting out and you need some real, quantifiable results and some
testimonials to help you build credibility. You might find a friend who has a business and
ask them if you can “test” or “try out” some ideas on their business, and when you get the
results you expect, in return, they will give you their comments or testimonial. Here’s
how it might sound…
---------“Hi [Prospect’s Name], I’m working on a new marketing (or business development) idea
(or project), and I need some quantifiable results before I introduce it to my market. I’m
wondering if I can use your business as sort of a ‘guinea pig’… a ‘testing’ ground.
“What I’d like to do is introduce a couple of ideas to your business and measure the
effectiveness… the results of what we’ve been able to do. This won’t cost you a dime and
there’s no obligation for you to continue after the test is completed.
“All I want in exchange for your help and the results (or profits) we generate for you are
your comments that I can use to promote my system to other businesses. What do you
say, would you be willing to help me out?"
Practice Approach With Friend (Alternate)
Here’s another way you might approach a friend who has a business that you can try out
some of your strategies on.
---------“Hi [Prospect’s Name], as you may know, I’ve made a career change and I’ve got some
pretty exciting things that can help businesses grow and increase their profits.
“When I launch my business full time I want to get up and running as quickly as possible,
and the best way to do that is to have some quantifiable results under my belt… results
that I’ve generated for other businesses. That serves as a ‘proof-source’ and helps
establish my credibility with my prospects.
“I’m wondering if you’d allow me to try out a couple of no-cost ideas on your business
and measure the results. Then if it works the way I’m sure it will, all I’d like from you are
a few comments that I can share with other business owners.”
Networking Approach
Starting your own networking or “leads” group is a very effective way of getting your
message out to people who can use your services. What you want to bring together is a
group of businesses that are complimentary, but non-competing… businesses that can
benefit from a relationship with other like-minded businesses.
An example might be… a mortgage company, real estate agent, financial planner,
insurance agent, estate planning attorney, financial planner, landscaper, home repairman,
painter, A/C repair, pest control, carpet cleaner, maid service, etc.
When someone is selling their home, often the first people to know about it is a carpet
cleaner, maid service, home repairman, painter, or landscaper. They get to talk to the
homeowner on a regular basis and often have established a good rapport with them. And
these people are a great source for leads for the other professionals in the group.
When someone is buying a home, a real estate agent, mortgage broker, or insurance agent
can often refer the other businesses in their group to the homeowner.
And whatever you do, don’t underestimate the power of the Law of Reciprocity. In your
case… the business consultant… because you started this group and have brought all
these people together, you are in a great position to be able to help each of their
businesses grow and increase their profits. And of course, if a homeowner also owns a
business, you may very well be referred into them by one of the others in your group.
Check out this script and see if there is a way you can use it…
---------“Hi [Prospect’s Name], how’s it going? (Establish rapport). I’m putting together a group
of progressively-minded business owners who operate businesses that are complimentary
to each other, but that are not in competition.
“The idea is to meet together once a week (month) and share ideas about what’s working
in your business and see if there are some things that someone is having good results with
that you can apply to your own business.
“We’ll also share leads and refer our customers or clients to each other. We’ll only take
one person per market niche, and any new members will have to be recommended by
someone in the group and voted on by the rest. Is this something you might be interested
in?”
Networking Approach (Alternate)
Here is an alternate script that you might use in establishing a networking group.
---------“Hi [Prospect’s Name], how’s it going? (Establish rapport). I’m putting together a group
of reliable vendors that offer quality products and have a track record of providing
outstanding service… people I feel good about referring business to.
“In my business I work with or have access to a number of businesses that I need to
recommend various products or outsourced services to.
“I’m meeting with a group of entrepreneurs like you on [Date & Time], and would love
to have you join us. I’m only looking for one type of business in any specific niche or
industry.
“In the meeting, each person will have an opportunity to explain to the group what you
do, what’s unique to your business, and how others can benefit from doing business with
you.
“Of course, you’ll want to make sure to bring some business cards with you because
you’ll be making some new contacts that might be valuable to your business. What do
you think? Is this something that you think you might be interested in?”
Face-to-Face ‘Take-Away’ Approach
This is a script that you might use when you’ve met someone at a social or business
function, or that you’ve been introduced to. It uses the “take-away” idea… you have
some things that have worked for other businesses like theirs and that you’re pretty sure
can help them, but you have no way of knowing for sure unless the two of you get
together and you learn more about their business. This sets the stage for an appointment.
---------“Hi [Prospect’s Name], how’s it going? (Establish rapport). As you may know, I work
with companies in a variety of professions and industries, helping them optimize their
businesses and grow their bottom line profits.
“From what I know about your business, I think there are some things that we can do to
create some pretty dramatic results, just as we’ve done for other businesses much like
yours.
“Now I’m not sure exactly what we can do for you… maybe nothing at all… but if you
can set aside about 17 minutes, I can ask you a few questions and we can get a pretty
good idea of what’s possible.
“Of course, there’s no cost to you and no obligation to do anything more. What do you
think? What’s a good time to get together?”
Face-to-Face Call-Back
A script for you to use when following up with someone and they asked that you call
back at another time.
---------“Hi [Prospect’s Name], this is [Your Name]. You and I spoke the other day and you
asked that I call you back today. To save us both time, I need to ask you a few questions
to determine what information to direct you to. Is that okay?
1. How long have you been in business?
2. What do you want from your business? (Direct them to areas such as; more new
customers, increased profits, better employees, improved customer service,
cheaper and more effective advertising, more personal income, more time away
from the business, etc. Listen to what they say. They will tell you how they want
to be sold.)
3. Imagine it is 3 years from today and you’ve achieved those goals. What would
have had to have taken place for that to happen?
4. What do you consider to be the biggest challenge that is keeping those things
from happening?
5. What have you done to solve or correct that problem?
6. What have been the results of your efforts?
7. What other things do you think could be done there?
8. Other than that problem, what do you think is the one area of your business that
could be turned around the quickest and most cost-effectively?
9. If that happened, what would that mean to you?
“Because a lot of work goes into bringing a new client on board and we’re going to spend
a lot of time together, it is very important that we are compatible and that our goals are
clear right from the outset.
“So tell me, on a one-to-ten scale, one being ‘not interested’ and ten being ‘must-fix-thisright-now, do-or-die’, relative to making the changes in your business that would (feed
back the things they told you in Question 2), where would you rate yourself? (If they
answered a ‘10’, continue.)
“Assuming we could get started right away, and I’m not saying I can… I need to evaluate
our discussion and check my workload… how soon would you be ready? (Assume
‘soon.’)
“Great. Let me leave you with this (report, CD, etc.). I’ll look things over and get back to
you within 24 hours. How does that sound?”
Marketing Manual
Referral Generating Systems
Page 14
Marketing Manual
Professional’s Joint Venture
Page 9
Marketing Manual
Professional’s Joint Venture
Pages 10 and 11