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Contents

1 THE FOUR BASICS. 1

2 WHAT MATTERS TO YOU REALLY MATTERS. 2

3 DO A SWOT ANALYSIS. 4

4 GET CLEAR ON YOUR PRODUCTS AND SERVICES. 5

5 DEFINE YOUR UNIQUE SELLING PROPOSITION (USP) 8

6 WRITE A BUSINESS PLAN. 10

7 DEVELOP TARGETS, FORECASTS AND BUDGETS. 12

8 TRACK YOUR KEY PERFORMANCE INDICATORS. 13

9 SYSTEMISE EVERYTHING. 15

10 APPLY THE LATEST TECHNOLOGY. 16

11 OUTSOURCING. 17

12 SURVEY YOUR CUSTOMERS. 18

13 RESOLVE COMPLAINTS. 22

14 APPLY THE 80/20 RULE. 24

15 CONDUCT A FOCUS GROUP MEETING. 26

16 ANALYSE YOUR VALUE DIFFERENTIAL. 27

17 GET YOUR PRICING RIGHT. 30

18 BREAK SOME COMPROMISES. 33

19 OFFER MONEY-BACK GUARANTEES. 34

20 SURVEY YOUR COMPETITORS. 35

21 SURVEY YOUR TEAM MEMBERS. 37

22 INCENTIVISE YOUR TEAM.. 38

23 DEVELOP REFERRALS AND INTRODUCTIONS. 39

24 NO SECOND CHANCE TO MAKE A FIRST IMPRESSION. 42

25 ANSWER THE PHONE! 44

26 MAKE YOUR RECEPTION AREA SPECIAL. 45

27 HIRE A MARKETING PERSON. 47

28 DEVELOP YOUR BRAND IDENTITY. 49

29 BUILD A CONTACT MANAGEMENT SYSTEM.. 52

30 BUILD A HELPSHEET SYSTEM.. 54

31 CREATE A “FREEBIE” KIT. 56

32 GATHER TESTIMONIALS. 58

33 DEVELOP A BROCHURE. 59

34 SEND E-NEWSLETTERS. 61

35 SEND PRINTED NEWSLETTERS. 62

36 SEND WELCOME LETTERS. 62

37 SAY THANK YOU. 64

38 SEND DIRECT MAIL. 66

39 MAKE FOLLOW-UP PHONE CALLS. 69

40 WRITE ARTICLES. 73

41 SEND PRESS RELEASES. 74

42 GIVE SPEECHES. 76

43 RUN SEMINARS AND WEBINARS. 78

44 PARTICIPATE IN TRADE ASSOCIATIONS. 79

45 ATTEND TRADE SHOWS. 80

46 HOLD AN OPEN HOUSE. 81

47 USE GIFTS, GIMMICKS AND GIVEAWAYS. 83

48 GO TO LUNCH. 84

49 JOIN A BUSINESS REFERRAL GROUP. 85

50 ORGANISE BUSINESS-TO-BUSINESS LUNCHES. 86

51 GET A KILLER WEBSITE. 87

52 USE VIDEO. 89

53 USE SOCIAL MEDIA. 90

54 WOW YOUR CUSTOMERS. 93

55 WRITE AN ACTION PLAN. 94

56 GET CLOSE WITH YOUR ADVISER TEAM.. 95

57 THE FOUR PHASES OF OWNING AN ELEPHANT. 96

Bicknell Business Advisers Limited. 97

REFERENCES. 98

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