Ok, you’ve defined your or your business singular promise (a.k.a. UBA) and identified the team to deliver that promise. This article shows you how to take that team you identified and ensure that your singular promise is achieved through a step-by-step process of systemisation. In short, this article teaches you the nuts and bolts to getting the most out of your people through the creation of a …
‘Performance Benchmarking System’
You need to understand that you can’t really manage people. Rather, you need to measure their performance and make them accountable against systems or duties.
Your employees or contractors are your most valuable resource. You have invested a lot in their recruitment and training, so getting the most out of them should be a priority for you as a business owner.
Investing your time and effort into creating these Performance Benchmarking Systems will take the guesswork out of your businesses future. Your people are made accountable to a system or road map to success that WILL deliver your singular promise.
How do you do this?
You create an eight step Performance Benchmarking System.
To start, you work backwards from the desired end result!
You have your singular promise and the people you will need to achieve this. Next, you should itemise what each of these people need to do for the singular promise to be achieved. Everyone in your identified team needs to complete certain activities or duties. List these duties in a duty list.
Next, determine benchmarks that your people need to perform to. These can be determined in-house, or you can research other businesses in your and other industries and apply appropriate benchmarks.
Benchmarks need to be determined for every duty performed by your people. Some may be qualitative, and others quantitative. Remember, you want a road map for your people to follow, so time spent here is well invested.
These benchmarks are then used to create key performance indicators (KPIs) for every duty per person on your identified team.
The secret to success is to make your people accountable to these KPI’s!!!
You will review their performance at regular intervals to ensure that they are performing to the expected level and successes should be rewarded.
This takes out all of the guesswork for your businesses future. If all of your people meet and/or exceed their key performance indicators, then YOU WILL ACHIEVE YOUR SINGULAR PROMISE!!?!!
The process is that simple!
Should you feel that you need help in implementation of ‘Performance Benchmarking System’ – please contact our office and we will put you in touch with an expert in your industry and area.
Impress Your Customer
By sending Thank You Letters or Simple Follow Up Notes.
It doesn’t really matter how or why you communicate to your customer, if you want to keep an existing customer or Impress a new customer or make your existing customer step up and become an “A” Customer you need to let them know that you want them. Every one wants to be needed and appreciated yet hardly any business adds the personal touch. Don’t wait for Christmas to thank them, do it all year.
There are many reasons to keep in touch with your customer and these are just a few:
- Birthday cards or notes: usually get this date off their account application forms etc, but it always nice to receive a surprise birthday card.
- Aniversary note: Just gives a gentle reminder thats its been a year since they had their last massage or 2 years since they bought their car from you and perhaps they may wish to trade it in Read More Here…
Would you like scores of qualified prospective customers calling your phone number, sending you emails with RFQ (requests for quotations), walking-in off the street and asking for business?
In this short video you will discover a simple concept that could assist you in:
1. Understanding how to create an irresistible offer; Read More Here…
What’s Your USP?
A Common Mistake Made By Many Business Owners – No USP!
One of the most common mistakes in business is not differentiating yourself from your competitor. Your USP or Unique Selling Proposition sets you apart from other similar businesses, and makes clients or prospective clients choose your products or services every time. This gives you the lead on achieving your dream and making your business OUTSTANDING instead of mediocre or worse… faltering.
To find your USP, look within your business! What is one of your services or benefits that you offer that would make someone buy from you every time instead of your competitor? Something unique but would benefit them.
In absence of Value or Point of Difference the only decisive argument is Lowest Price
If You Need To
Get New Customers, The Best (And
Cheapest) Way Is Offer A FREE
FREE is a magic word! What I am saying is, take the money you would have
spent on fancy advertising and give it to your best prospective customers (the
players) in the form of a sample or trial of your product or service.
Information You Give, The More
You Will Sell
As a general rule, 2 minute TV commercials will out-sell a 30 second commercial and a 30 minute ‘infomercial’ out-sells both again. Remember your ads are targeted at the ‘players’ – the people who want what you are selling and have the money to pay for it. They will read your ads (or watch them) if what you say is interesting and relevant to them. Some of the most famous ‘long copy’ ads include:
- ” 6,450 words for Merril Lynch Stockbrokers—1 insertion brought 10,000 responses from interested investors.
- ” 5 pages of text for selling Schlitz beer—within a few months Schlitz went from fifth in sales to first.
- ” 600 word ad for Puerto Rico by David Ogilvy got 14,000 readers to send in a coupon.
- ” 800 word ad for Mercedes Benz headlined “You give up things when you buy the Mercedes Benz 230S—Things like rattles, rust and shabby workmanship” increased sales from 10,000 cars a year to 40,000 a year in the USA.
- ” A copy-rich Yellow Pages ad got a $40,000 increase for the owner of a video repair shop the month Yellow Pages came out.
- ” Demtel built a $50 million dollar a year business virtually overnight with their 2 minute ads.
I could give you dozens of examples, but test it out for yourself.
Headlines In All Your Ads And Sales
On average 5 times as many people read the headline as read the rest of the
ad. If a reader’s attention is caught by a headline – they read on. Unless your
headline sells your product or service you’ve wasted 90% of your money. The
best headlines are those that promise the reader a benefit, as in the following:
- lose weight
- meet new friends
- less tooth decay
- easy to maintain garden
- make more money
- get relief from arthritis
… and so on.
Testimonials Increase Credibility -
Like a referral, a testimonial is a third party endorsement and therefore is
much more believeable. Hardly anyone (except mail order companies) uses
testimonials. Use them. They work.
Recall – vs – Actual Sales
The standard form of measuring the effectiveness of an ad by mainstream
advertising agencies and media reps is by recall, or how many people actually
remember the ad after it runs for a set period. This is really stupid.
What counts, from your point of view, is not how many people remember
your ads – but how many actually went and bought your product. If all you want
is recall, just run ads featuring chimpanzees dressed in swimming costumes!
To prepare for this formula, we need to create a “copywriting power’
questionnaire, which is a very powerful document as it will reveal almost
everything you need to know to create hot ads or letters that will sell your
products and services. The questionnaire is a copywriting guideline—a
guideline for getting the best information from your business to be able to:
- Get to know your product or service, inside and out.
- Get to know what you’ve tried in the past (so you don’t waste your time trying it again).
- Get to know your customers as well as you possibly can.
- Get to know your target prospects as well as you possibly can.
- Define your goals, your business objectives and your dreams.
These five questions are ones you absolutely must ask yourself. Think
carefully about the answers to these questions, because if you plan on writing
your own ads or sales letters to sell your product or service, this questionnaire
will be one of your most valuable tools. I don’t believe it’s a magic pill for
writing hot ads . . . but it is a solid first step in the process of creating great copy.
Here are 15 questions you must answer before you write a word of copy.
Write them out in the spaces provided below: