EOK Training Program

Presented by Dr. Scot Chrisman.

EOK Training Program

The twelve week marketing training guaranteed to increase your bottom line without you spending gobs of money on advertising.

Each step is designed to steadily add to your business's sales growth in one of three ways:

• -Increase your number of prospects
• Increase your conversion rate of prospects to paying customers

• Increase the average purchase amount and lifetime value of each customer

Please check our download section at the bottom of this page for the Excel Spreadsheet that reveals exactly how incremental increases in these three key areas will lead to exponential growth within your business. You can also download outlines from each week’s session, which are posted prior to Wed. AM.

WEEK ONE: UNCOVERING YOUR UNIQUE SELLING PROPOSITION You will learn how to position your company in the minds of prospects and customers. We will help you uncover and fully develop a uniqueness that distinguishes you in tangible ways from your competition. We’ll show you how to do client surveys and market research to uncover your true market positioning, and exactly why people should do business with you. We’ll look at “famous” USPs, and great examples of doing it Right, and doing it Wrong. This step is first because all other training and practice will build on your USP - Unique Selling Proposition. Once determined, you will learn how to package and deliver your USP effectively and efficiently in every aspect of your interaction with customers and clients. Having a solid USP will increase your sales by:

• Better positioning and branding of your company in the minds of prospects and customers.

• Clearly distinguishing your company from your competition and letting prospects know exactly why they should do business with you.

• Improving your own understanding of your company’s target marketing and prospect profile.

• Better understanding the added value your customers really want from your company, thereby increasing the repeat purchasing of customers.

WEEK TWO: LEVERAGING YOUR USP INTO EVERY ASPECT OF YOUR COMPANY FOR BETTER CONVERSION AND MORE SALES

You will learn how to integrate your Unique Selling Proposition into every single sales and marketing effort. (“Baptizing” Your Company) You will learn how to maximize every customer/client interaction for the greatest return. You’ll learn how to identify great salespeople, train them with the best of “what works,” and track, monitor and report their productivity. (This includes inside and outside salespeople, and also every one of your own employees, including the janitor!) This step increases sales by:

• Integrating a Unique Selling Proposition into all your current marketing.

• Improving the sales skill and performance of staff and salespeople.

• Increasing the Conversion Rate of prospects to customers.

• Establishing effective tracking and follow-up systems to keep prospects in the pipeline.

• Make the most efficient, effective use of your limited sales and marketing resources through integrated and synergistic strategies and tactics.

WEEK THREE: CREATING MORE SALES THROUGH EFFECTIVE LIST BUILDING AND DATABASE MARKETING We will show you exactly how to develop and properly use on-site and on-line Customer Lists. You’ll learn how to easily find more sales by reactivating old customers, treating current ones better and marketing more effectively to prospective customers. You’ll learn how to write effective copy and emails for communicating regularly with customers and prospects. We’ll go over the “List Building Cheat Sheet” and our “52 Week Marketing Calendar.” Database Marketing increases sales by:

• Getting former customers to buy again

• Increasing the lifetime revenue of each customer

• Getting more customers from lead or prospect databases

• Finding additional databases of prospective customers.

WEEK FOUR: STRATEGIC PLANNING, IDENTIFYING YOUR “PERFECT” CUSTOMER, CHOOSING TACTICS AND METHODS We’ll show you the great difference between “Tactical” companies and “Strategic” companies. You’ll learn how to identify your “Best Customers,” your “Best Neighborhoods,” and how to FIRE your “Bottom Feeders.” You’ll find out how to strategically segment Customer Lists, and pick the best tactics for reaching different types of customers. You’ll discover unique ways for following up with “rapid responders,” “average responders,” and “slow responders.” Strategic Marketing will increase your sales and profits by:

• Pointing your efforts to the most profit with the least expense and effort.

• More effectively targeting the different categories of customers.

• Tactics can be measured and reported for constant improvements.

• Reallocating scarce resources to what provably “works!”

WEEK FIVE: Getting CASH NOW! – Multiple, proven strategies to increase cash flow in any business.

Cash is the “Life Blood” of business. Without it, you DIE! Cash Flow is simply the “cycle” of cash moving INTO and OUT OF your business. Both are very important. In this session we’ll talk about:

• Pricing Models and Testing
• Getting Customers Back More Often
• Getting Them to Buy More Stuff!
• Receivables and Collections
• Cutting Expenses

WEEK SIX: Documentation and Procedures: – Creating your FRANCHISE, just like McDonalds did!

MickyD doesn’t have the best food – just the best Procedures Manual in the world. In this session we’ll talk about:

• Your “How To Manual” – If it’s important to the business, write it out!
• Phone Scripts
• Sales Scripts
• Employee Manual (CYA!)
• Video for Outsourcing Teams

WEEK SEVEN: Budgets and Strategic Allocations – Monies to Implement Tactics for the Whole Year! (reviewed quarterly)

Put your MONEY where your PLAN is! Be Pro-active, not Reactive. In this session we’ll talk about:

• Money and Materials for getting Customers In the Door
• Creating and Paying only for Materials that Work!
• Commissioning “Other People’s Stuff”
• Budgeting for Rewards and Incentives
• Having FUN!

WEEK EIGHT: Business Metrics and Testing – Count Everything!

If you don’t count it, you can’t report on it. If you don’t report on it, you can’t establish accountability! In this session, we’ll talk about the Plan, Do, Review – and Constant Improvement:

• Increasing Customer Contacts
• Email Open Rates / Click Rates
• Conversion Rates (prospect to customer)
• Repeat Rates / Customer Life Cycle
• Best Customers / Best Neighborhoods
• Increasing the Average Sale / Contract

WEEK NINE: Putting Your Business Online

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Download Dr. Scot's spreadsheet: Exponential_Growth.xls

Guide for Session 1: Session 1 - Determining your USP.pdf

Guide for Session 2: Session 2 - Baptizing USP for Conversions.pdf

Guide for Session 3: Session3_List_Building _Database_Marketing.pdf

Guide for Session 4: Session_4_Strategic_Planning_and_Tactics.pdf

Overview Sessions 5-8: EOK Training Program Outline Weeks 5-8.pdf

Guide for Session 5: Session_5_Getting_More_CASH_Now.pdf

Guide for Session 6: Session 6 - Documentation and Procedures Manual.pdf

Guide for Session 7: Session_7_BudgetsandStrategicMktgAllocations.pdf

Guide for Session 8: Session_8_BusinessMetricsandTesting.pdf

Guide for Session 9: Session_9_PuttingYourBusinessOnline.pdf