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8 Killer Ways to Leave Less Money on the Table Experts|Empires You’re a Leader. Be a Legend. 2 Meet Brook. Brook Kreder is the Founder of Experts|Empires, a fast growing society of corporate warriors and entrepreneurs turning their visions in to impressive empires. Through on-site strategy sessions, 1-on-1 executive coaching, life-changing retreats and a 12 week Empire|Blueprint Program, Experts|Empires helps clients boost their sales, create an irresistible brand and build a knockout business. "Got the kick in the pants I needed today from an old friend and amazing BEYOND amazing coach, For over 12 years, Brook has worked with clients to amp Brook Kreder! Thank you so much for your belief up their U Factor (wow factor), roll over fear and deploy and honesty!!! Look out world – it’s global results driven marketing plans. Her results speak for domination time!!!" themselves...clients often far-surpass their marketing and Christa Peppard Sutton fiscal goals. Brook also has the uncanny ability to hone in on a client’s greatest asset and find fast and simple ways for them to make more money, have more freedom and build a legendary brand. According to Brook, everyone has the capacity to be a legend…the only thing stopping them is fear. The good news is *action* cures fear. “When we commit to scaring the hell out of ourselves daily, even in a small way, we inevitably move from being a leader to living life as a legend. We become more authentic, step in to our power and claim the success and freedom that is rightfully ours.” www.ExpertsandEmpires.com Experts|Empires 2011 © 8 Killer Ways to Leave Less Money on the Table Do you know you are leaving money on the table but you’re not sure wh▯at to do about it? 3 Maybe you’ve tried different sales strategies and the newest marketin▯g tactics, only to be disappointed in the lack of results? You’ve done seemingly everything, and nothing seems ▯to be impacting that ROI, leaving you frustrated and at a loss. You are not alone. Millions of other business owners just like you are exhausted. They’v▯e been running around blindly in circles, distracted and overwhelmed by all of their to-dos and they’re still n▯ot making the money (or having the success) they know they deserve. I’ve worked with hundreds of entrepreneurs who are desperate, overwhe▯lmed, anxious and unsure. They hire coaches, take classes, spend time researching next steps online, get ang▯ry, get sad, and give up. They go fetal in a corner at the thought of trying just one more thing because they ha▯ve tried everything and nothing has had any kind of lasting impact. It’s time to stop that cycle, together. This free report includes 8 Killer Ways to Leave Less Money on the Table▯. Yep, eight real, actionable strategies to start adding dollars to your bottom line on the cheap. Because you’▯re a brilliant business owner, some of these you already know, some of them will be new to you. Test one, or te▯st them all. Take what you can use and keep the rest for when you need a fresh start or a new idea. 1. Package Your Products or Services. Your ideal customers (we will call them your peeps) want value. More t▯han a discount, they want a smokin’ hot offer that includes all of the tools, steps, how-tos and support they ne▯ed to have what they want. Your peeps want to know what’s in it for them and it’s not just your job to t▯ell them, but to give it to them in a way that is easy to digest, apply or buy. They want to be taken care of so take care of t▯hem! You are leaving money on the table if you are trading dollars for hours ▯and you’re stopping the flow of money into your business by not finding a way to turn a one time customer into▯ a long-term client. Let’s look at Peter, for example: Peter owns a photography studio in Minneapolis. He offers several servic▯es including weddings, senior portraits and family pictures. The majority of his peeps are one-time sales becaus▯e they only get married once (hopefully) and their kid(s) only graduate from high school once. Peter has to wor▯k hard to get each individual client, only to have the relationship end when the sale is over. He doesn’t have a▯ way to expand his relationship with his peeps and provide more long-lasting value. Experts|Empires 2011 © Peter sits down and thinks about what his peeps want. He’s “in the▯ field” with them every day so he knows their concerns, questions, fears and wants. He knows from experience his weddi▯ng clients (brides and their mothers) want to be pampered and feel special. Using those concerns and wants, Pe▯ter decides to create a package that addresses them, while stacking his service with value. He starts by adding new services – a “finding the perfect dress”▯ photo package that gives his brides a record of the time before the big day, and his studio extra business. He also puts together a how-to guide with tips for guaranteeing spectacu▯lar photos the day of the event that he offers on his website and in his in-person consultations, alleviating so▯me brides’ fears of doing something to affect the final wedding album. He then adds limousine services to and from his studio for engagement photos and the post-wedding shoot. (Note: the post-wedding shoot is new too; this gives the bride and groom a photo for their Christma…people cards celebrating their first Christmas). “ are willing to Because Peter knows he is one of the first businesses to discover a couple is getting married (they call to schedule their engagementd more photos), he partners with a salon, caterer, baker, and dress shop and creates an affiliate marketing program that allows him to make money when life easier for prospective brides, since his all-in-one packagtheir heart is them direction for all the other wedding details that bride is juggling.▯ Everybody wins -- Peter gets longer-term customers and lots of involved. mouth from his partners, his partners win from the extra referrals, and most importantly, the brides win, by having all of those millions of det▯ails” and choices covered with one phone call -- to Peter. Do you see how this works? Peter went from just a wedding photographer t▯o a value-added service provider that gives brides an entire experience. Weddings are emotional and people are▯ willing to spend more money when their heart is involved. Knowing this, Peter became instrumental to the ▯event and expanded the relationship with his customer from one day to several months, for a premium price. He was leaving money on the table but by thinking about what his peeps w▯anted he was able to sell less, make more and provide an outstanding service. ACTION STEP T:hink about your product or service. How can you package that, either wi▯thin your organization or with partnerships? Come up with several ideas today. 1) ________________________________________________________________________▯_________ ________________________________________________________________________▯_________ ________________________________________________________________________▯_________ Experts|Empires 2011 © 2) ________________________________________________________________________▯_________ ________________________________________________________________________▯_________ ________________________________________________________________________▯_________ 5 3) ________________________________________________________________________▯_________ ________________________________________________________________________▯_________ ________________________________________________________________________▯_________ 2. Diversify. It’s easy to hit a financial plateau in your business. You can either find yourself within an easy comfort zone, or you may think you’re just too darn busy to go out and drum up new bus▯iness. Combat that plateau and grow some new revenue quickly by adding a produc▯t or service thatmplimentsyour existing offering. It gives you the chance to pull more money from your▯ current clients and attract new peeps with something different. Since it’s much easier to tap into a peep who h▯as already spent money with you than it is to go after someone altogether new, you can easily build new revenue stream▯s without the time it takes to go out and forage for new clients. For example: Let’s say you run an architectural firm that provides all the basic services. You have a great business, a decent client-base, and give great service with what you do. Yet, you’ve reached a financial lull in your business and you’re not sure how to get more clients. It’s time to think differently, and look at diversifying those servic▯es. You could: 1) Start offering space planning (or design, marketing, fund-raising assis▯tance, etc.) to existing clients; 2) Put together and sell a product that teaches others to do what you do (▯on a much smaller, home use scale); or 3) Find a product line you can get behind and use to grow your business (b▯ecome a furniture or carpet vendor, or partner with one on a joint-venture level, maybe with a co-br▯anded label or for referring customers back and forth). Diversifying allows you to sell more to your existing clients and lessens the burden of finding new customers, while keeping your name in your paying clients’ minds. You build you▯r brand and your reach...all in one. ACTION STEP W: here, in your existing business, can you diversify your offerings to ad▯d even more value to your customer’s experience with you? What steps do you need to ta▯ke to get that started? Experts|Empires 2011 © Two areas you can diversify: 1) ________________________________________________________________________▯_________ 2) ________________________________________________________________________▯_________ 6 Action steps to get started: 1) ________________________________________________________________________▯_________ 2) ________________________________________________________________________▯_________ 3) ________________________________________________________________________▯_________ 3. Be the Expert You Are. The very best way to distinguish yourself from your …distinguish yourself competition and improve your market share is to “ (and have been) about how to position yourself from your competition… as an expert in your field(s), but there are some simple ways you can increase your authority whilebuild your authority. not adding too much to your already-burdened to- do list. Try a few of these: ” 1. Create a video series and post it to YouTube showing/teaching people▯ what you do. YouTube is second only to Google for searches. Your videos should be educational or inform▯ational in nature, and show your potential customers exactly what your business is abouyou are the service provider who would be the perfect choice to give it to them. It doesn’t need to be tech▯nically perfect, but do make sure that the information you’re providing is helpful, useful, or actionable fo▯r your viewers. 2. Start writing articles and posting them on wweww.submityourarticle.or www.ezinearticles. com. These can be posted to your own blogs, as well, providing double-duty fo▯r your content and adding to your authoritative clout. If you know of well-known blogs in your in▯dustry, offer the articles (or new ones) to them as guest posts, as well. The key is to get your name out▯ there as someone who knows his/ her subject matter and is willing to share that knowledge. (Not a writ▯er? See #4.) 3. Book speaking gigs (or have someone book them for you). Create a p▯ersonal media kit and send it to local or relevant media letting them know you’re available for interviews. ▯Blog, and mention your availability in a sidebar or your “about me” post. 4. Join online forums and share your knowledge. Most forums have restr▯ictions on self-promotion (either rules-based restrictions or social restrictions -- avoid being seen as a▯ spammer or just “that guy” who constantly promotes without providing any relevant discussion or you’▯ll do more harm than good.) By answering other people’s questions, you show how much you know, ranlling how much you know...and your authority grows. The fact is, if you really know your stuff, you’re doing a disservice▯ to the world by not sharing it. Chances are, you know more about your industry than the vast majority of the world outsid▯e that industry, and by sharing that stuff, you can pretty quickly position yourself as the person to go to when a p▯roblem arises with which you can help. Experts|Empires 2011 © Your visibility and credibility -- both important in most decision-makin▯g processes -- are impacted in a big and positive way when you establish your authority. ACTION STEP P:ick one of the above-mentioned possible ways to build your authority, a▯nd try it today, right now. Search for some new forums in your industry while you’re at it, ▯and observe the culture of each. How 7 can you get in there and really start positioning yourself as the expert▯ t,day?e To build my authority today, I will: ________________________________________________________________________▯________________ ________________________________________________________________________▯________________ ________________________________________________________________________▯________________ 4. Leverage Your Content. Many business owners struggle with “what should I say?” Even peop▯le who know their customer bases intimately can draw a blank -- it’s not just you. Choose your soap box (or message) you want to communicate on a daily, ▯weekly, bi-weekly or monthly basis. Then, to make it easier on yourself, identify your customp’ain points, or the places where they most often have problems within that soap box content. Speak to those pain points,▯ solve the problems, give light at the end of the tunnel -- and you’ve got an irresistible body of content t▯hat people won’t fail to read. Expand the content under each message and use it across multiple platfor▯ms. Your platforms may include an e-zine, social media posts, your blog, online articles, a letter to your clients, a free training call, a white paper, whatever creative thing you can come up with. Having one message work a▯cross many forms of media will help you leverage your time. Don’t be afraid to re purpose content for dif▯ferent niches, too, if your business serves more than one. If it’s the writing that scares you, servicelance.com, odesk.com, and contentauthority.comcan give you fairly cost-effective writing on the subject of your choice in almost no▯ time. While most of the resulting content still needs a little “tweaking” to fit what you had in mind, it can be a time and sanity saver if you’re simply drawing a blank for a starting point, or if you need a quick-and-dirty article t▯o put up across several article sites. Writing it yourself may be best, but in a pinch, call in an expert. ACTION STEP M:ake a list of ten different “pain points” that your customer▯ ave that your product or service could solve. For each of those pain points, come up with several aspects▯ that you could write an article or blog post about that would solve, highlight, or help alleviate the pain▯ ur customers. Then write one. Yes, today. Pain Point ________________________________________________________________________▯_________ Solution________________________________________________________________________▯___________ ________________________________________________________________________▯__________________ Experts|Empires 2011 © Pain Point ________________________________________________________________________▯_________ Solution________________________________________________________________________▯___________ ________________________________________________________________________▯__________________ 8 ________________________________________________________________________▯__________________ Pain Point ________________________________________________________________________▯_________ Solution________________________________________________________________________▯___________ ________________________________________________________________________▯__________________ ________________________________________________________________________▯__________________ Pain Point ________________________________________________________________________▯_________ Solution________________________________________________________________________▯___________ ________________________________________________________________________▯__________________ ________________________________________________________________________▯__________________ Pain Point ________________________________________________________________________▯_________ Solution________________________________________________________________________▯___________ ________________________________________________________________________▯__________________ ________________________________________________________________________▯__________________ Pain Point ________________________________________________________________________▯_________ Solution________________________________________________________________________▯___________ ________________________________________________________________________▯__________________ ________________________________________________________________________▯__________________ Pain Point ________________________________________________________________________▯_________ Solution________________________________________________________________________▯___________ ________________________________________________________________________▯__________________ ________________________________________________________________________▯__________________ Experts|Empires 2011 © Pain Point ________________________________________________________________________▯_________ Solution________________________________________________________________________▯___________ ________________________________________________________________________▯__________________ 9 ________________________________________________________________________▯__________________ Pain Point ________________________________________________________________________▯_________ Solution________________________________________________________________________▯___________ ________________________________________________________________________▯__________________ ________________________________________________________________________▯__________________ Pain Point ________________________________________________________________________▯_________ Solution________________________________________________________________________▯___________ ________________________________________________________________________▯__________________ ________________________________________________________________________▯__________________ 5. Do it Scared. This is one of the most powerful tools available to ..ction. Business owners who refuse to get out of their own way and into the flow of money, abundance, recognition, and success leahuge sums of money on the table. Doing it scaredmeans being willing to take action even if it feels yucky or, worse, ha▯rd. Here’s the deal:Action cures fear every t.me Pick up the phone and call a potential peep. Connect with power partners▯ on LinkedIn. Do that radio show call in. Whatever it might be, take your cue from Nike ajust do it! There is nothing more empowering than showing up on the other side of fear, no matter what the result. And considerin▯g that every time you stand up to fear, you build new “muscles” that help you face the next challenge head-on?▯ It’s the single best thing you can do on a regular basis to springboard yourself straight to the top of the heap. Show up. Take a deep breath. And do it scared. ACTION STEP P:ick one thing that you’ve been putting off because it gives you that▯ knot in your stomach full of butterflies. Then make the call, put in the connect request, answer the email or make theiist .do it. I want________________________________________________________________________▯__________ ,__ but I am afraid________________________________________________________________________▯___.__ Experts|Empires 2011 © Action you can take NOW to overcome this fear:__________________________________________________ ________________________________________________________________________▯__________________ 10 6. Mine Your Customer List. Are you always working on your website, making last minute changes that ▯you hope will help? How about trolling Facebook? Do you know more about your Twitter friends’ lives than you▯ do your own? Let’s give these activities a rest and start working on building you ▯a list of peeps. Look at how are you capturing your customers’ contact information. Do▯ you have a system in place that pulls them to your business, gives them what they need and leaves them begging▯ for more? If you don’t, it’s time to start collecting that information and delivering your messager,ight now. It’s been said that you can make a million dollars out of a list with▯ just 1000 people, depending on your business model and your price-points. While no one can guarantee that kind of su▯ccess, think about it:hat if you did 10% of that? Work tirelessly at building your audience so you have people to serve. O▯nce your list is built there are many, many creative ways to talk to your peeps that will leave them eager to b▯uy from you. ACTION STEP L:ook at how you’re capturing customer information. Do you even have a▯ mailing list set up? If not, start today. Pick a mail provider (like Constant Contact or Mad▯ Mimi) and put the sign-up form on your website. If you have one already, look at how you’re using it. A▯re you just sending sales messages, or are you providing value? Look at how you can engage those peeps inste▯ad of just talking at them, and send a new message today. Who is your mail provider?___________________________________________________________________ What types of messages can you send to provide value and engage your pee▯ps? (Hint: These can also be the solutions you identified earlier when exploring your peep’s pain point) 1) ________________________________________________________________________▯_________ 2) ________________________________________________________________________▯_________ 3) ________________________________________________________________________▯_________ 7. Teach Others to Do What You Do. Continuing education is a multi-billion dollar industry. Everyone on the▯ planet is buying self help books for every thing imaginable. We’ve already established that you know thingsv ..luable things...so it’s high time to start tapping into that education market to get your own piece of that highly-▯lucrative pie. Experts|Empires 2011 © This doesn’t have to mean teaching an in-person class (although it m▯ight, if you are so inclined.). It can also mean teaching a teleseminar or webinar, creating a DVD series, a workboo▯k, checklists, how-tos -- anything that leaves your peeps with more knowledge than they had before your teaching▯. People love to learn and they are willing to part with their hard earned▯ dollars to do so. What can you teach the world that is valuable and that they are willing to pay for? Once you ha▯ve decided to teach, think about what products you can develop to support your message, your brand, and your b▯usiness. ACTION STEP :it down with a notebook and a pen and think for a minute about all of t▯he things you know about your business or industry. What dright nowthat most people don’t know? Make a long list, and pick one or two to develop into potential classes or le▯arning opportunities to your visitors, peeps, and potential customers. Three things you know that most people don’t: 1) ________________________________________________________________________▯_________ 2) ________________________________________________________________________▯_________ 3) ________________________________________________________________________▯_________ How could you turn these into classes or learning opportunities? 1) ________________________________________________________________________▯_________ 2) ________________________________________________________________________▯_________ 3) ________________________________________________________________________▯_________ 8. Double Your Price. If your peeps are buying on price alone then you’ve positioned …you need yourself as a commodity. This is a losing galllwaysre wia “ be someone out there willing to do what you do for less money thancharging you’re willing to take. Always. what you Whatever price point you’re at today, or whatever you think you are worth…*drum roll please*….double it. That’s double it.aid deserve for the value that And that’s just a starting point. you're giving. If you’re trying to expand your business it’s time you start opera▯ting from a place where people are willing to pay good money for your ” time, energy or product. You need to be chargdeservet you for the value that you’re giving. Experts|Empires 2011 © You may lose some peeps initially (if you do, they weren’t your peep▯s anyway) but you’ll make just as much or more money working with people who find that value in what you provide. *Side note: this is where that gnome inside your head is going to rear i▯ts ugly face and say, “who are you to charge more? Your time, energy, heart, know-how aren’t worth that muc▯h! You have to work 100 hours a week to make that much! You can’t do that!” If this is you, go back to ▯number 6 where we talk about doing it scared. 12 The operative here isdo it. The gnomes don’t stand a chance against your consistent action. ACTION STEP N:eed I even say it? Look those gnomes straight in the eye, and double yo▯ur price. Right now. Today. This second. Your game just changed. Sorry, gnomes. BONUS Lucky # 9 "Brook Kreder is pure energy. Her creativity inspires and brings the Take the Leap. best out of others. She lives at the intersection of innovation AND Making decisions and taking consistent action over time is what results. She is brilliant at creating leads to positive results in your business. The big question after you strategic plans and identifying the learn something new is ALWAYS how to apply everything you’ve steps to get there…once you work learned (and actually take action). This is where most business with her, you (or your organization) owners wonder, can I do this on my own? What happens if I don’t will never be the same!" know the answer? Who will grab my hand, pull me out of my own stink and show me the way? Who will hold me accountable so that by Mary Colfack, this time next year, I barely recognize myself or my business because GM, Holiday Inn Express I have grown so much? (You do know this is possible, right?) Well here’s the thing. This same thing used to happen to me. I’d g▯et all of the information (like what was outlined in this e-book) and inspiration. Then I’d try to figure out how to make it all happen (overnight of course). In a short amount of time I’d start to feel isolated, frust▯rated and sometimes even silly. Once in a while I did manage to implement a few new things in my business but the ▯results were always SLOWER than I anticipated. Now, you can probably guess how much I believe in having a mentor during▯ the empire building process, but I’ve learned some important things about how to do it right. For one ▯thing, you’ve gotta have some skin in the game and invest in yourself. Once I took the leap and experienced a hig▯h-level of coaching (yes, even now, I’m in a coaching program), I began to see OUTRAGEOUS results, wildl▯y increased income, and a level of accountability like I never knew existed. So, I’d like to share with you the high-level coaching programs I off▯er so you can massively increase your income, hone in on your unique position, and build your business. My 1-o▯n-1 coaching programs are by invitation only and are for business owners who are serious about taking▯ clear action in the coming year and doing what it really takes to blow the doors off their income in the▯ next 12-24 months. Experts|Empires 2011 © I can only accept a few people so they get the level of support and the ▯results they deserve. I only allow people who are truly ready to play a HUGE game, who are ready for a high-level ▯of support and who will unquestionably commit to doing the work. That’s the only way I can help my clients r▯amp up their business quickly and significantly. If you know deep in your heart you were born to be a LEGEND and you’r▯e questioning whether you can do it3 all on your own or you are serious about amping up your business and inc▯ome this year please e-mail me at email@example.com.I want you to have what you want and I will give you the tools to build▯ it. I can’t do the work for you. I can mentor and guide, but you have to show up for▯ yourself, make decisions and take action. Take the Leap. Do it scared. Turn up the volume and be prepared ▯to shine. Be a LEGEND! Brook Kreder, Founder Experts|Empires ACTION STEP V:isitwww.ExpertsandEmpires.com , click on programs and download the 1-on-1 coaching application. There is no obligation. Once we receive your application, I▯ will contact you to set up a FREE “Get Acquainted” call. It's 30 minutes for us to chat and see if we’re a good match. At that point, I will review my programs with you so we can determine which one would be the very best fit for where you are in your business today. You will know within 7 days if you've been accepted into a program. Picture Yourself in Your New Business Flying out of bed each morning overflowing with enthusiasm and excitement to start your day. Committed to imperfect, rapid action and making decisions with clarity. Losing your biggest client and immediately connecting with a better one ▯(this can and does happen!) Staying calm in the face of fear and taking action to cure it. Pulling customers to you with ease instead of fighting constantly to push a sale. Creating products and services that your customers want and are not just▯ wiultamoring topay a high price for. Doubling your prices and then doubling them again! Ruthlessly pursuing your zone of brilliance daily with ample time to work on your business instead of in your business. Sharing your expertise with the world and your peeps are begging you to ▯do so. Experts|Empires 2011 © It’s a pretty picture, isn’t it? Now, you just need to take action, but you may also be wondering where t▯o start. After all, there are only so many hours in a day and you’ve tried everything with less than desirable r▯esults. Not to mention, all this information can be overwhelming at first. 14 And since that’s the way you feel, I have the perfect solution… Your final (and arguably most important) ACTION STEP: Join Me. If you have a fanatic desire to take action, increase your income, attra▯ct more peeps and make more money, join not just me, but an entirecommunityof like-minded leaders, entrepreneurs and visionaries that’s buildinr▯g ight now – all committed to creating wealth from the inside out. You’ll hav▯e all of the information; tools and support that you need to develop and maintain a healthy, thriving business, and ▯leave less money on the table. Experts|Empires offers 1-on-1 Executive Coaching (with Brook), 1 or 2 ▯Day Strategy Sessions, Double Your Business in 90 Days Retreats and Empire|Blueprint, a 12-week group progr▯am that teaches guerilla tactics to boost your sales, create an irresistible brand and build a knockout busi▯ness. Stop leaving money on the table. Click your mouse on over towww.ExpertsandEmpires.comto get all the information about how you can be a part of this community and start kicking your dreams into high-gear. "There are, when it all boils down, two kinds of people in this world: people who talk about getting things done, and people who actually do those things. Brook Kreder is one of the few people I’ve ever worked ▯with who can not only see with exceptional clarity what needs to be done, but▯ knows exactly how to get you there. She walks the walk, and makes sure you do, too." E. Metz, Founder, Hometown Girl Experts|Empires 2011 ©