wc by lanyuehua


									                                                                                                                                               A simple idea increases sales by               The strategies for continual                     The future is electrifying for these
                                                                                                                                               328%                                           business success                                 electricians

                                                                                                                                               After analysing the current marketing of       Now the advertising side to the business         Now seven months into the business
                                                                                                                                               the business, Dmitri knew the first step       was in place the next step was to create a       relationship (between Dmitri and Paul) we
                                                                                                                                               would be to change the current                 marketing structure, which would provide a       continuously see great results being
                                                                                                                                               advertising. Paul was already spending         consistent increase of leads being               achieved”. The biggest result is measured
                                                                                                                                               $3,000-$5,000 per week on advertising in       generated and sales being made.“We sat           in the hard dollars. Paul’s sales have now
                                                                                                                                               all local papers in the greater Auckland       down and thought who has our clients right       increased from a projected $300,000 to
                                                                                                                                               area. The ad was very standard - “Call         now? Instantly we realised that we could do      just over $1 million in 2003-2004 financial
                                                                                                                                               Stewart and Rogers Electrical” as the          a joint venture with plumbing companies,         year! In a strategic move Stewart and
                                                                                                                                               headline, with the phone number in small       property valuers and real estate agents”         Rogers Electrical is now branding their
                                                                                                                                               print, and the slogan… “no job too small” –    states Dmitri. A joint venture is where two      company, by publishing advertorials on
                                                                                                                                               with a black background.                       companies work together for a mutual             the success of their clients using their
                                                                                                                                                                                              benefit. The joint ventures proved to be a       services. “This has proved a powerful
                                                                                                                                               As you would imagine with an advertising       valuable source of qualified leads for           strategy, as clients that call from these
                                                                                                                                               budget like this, making a change would        Stewart and Rogers Electrical!                   advertisements have belief about our
                                                                                                                                               have an immediate impact on the business.                                                       business and the service we provide! The
                                                                                                                                               The strategy for changing the                  The next step was to introduce a qualify-        other benefit is building a long-term
                                                                                                                                               advertisement was simple “what Dmitri          ing questionnaire, which would eliminate         relationship with the clients we feature”
                                                                                                                                               helped us do is increase the number of         potential clients ringing up and saying          says Paul. Discovering the keys to
                                                                                                                                               benefits (reasons to do business with the      “what is your hourly rate,” getting the          marketing has proved a profitable
                                                                                                                                               company), began showing clients testimoni-     answer… and then hanging up! By doing            experience for this electrician turned
                                                                                                                                               als (demonstrates other happy clients) and     this, the business was losing out on the         Entrepreneur!
                                                                                                                                               outlined the companies guarantee” says Paul.   massive ‘long-term’ value that these
                                                                                                                                                                                              clients represented. After Dmitri made

 An Electrician Uses Smart Marketing To                                                                                                        Once these areas were strongly defined,
                                                                                                                                               the next step was to have a strong call to
                                                                                                                                               action (a reason to call the business now).
                                                                                                                                                                                              some minor changes to the script, the
                                                                                                                                                                                              sales again increased, as people who were
                                                                                                                                                                                              hanging up before, were now purchasing.
                                                                                                                                               As a result of changing the advertisement,     “Sometimes I have helped my clients
  Generate a 328% Increase In Business                                                                                                         the monthly sales went from 70 per
                                                                                                                                               month to 230 sales per month, which
                                                                                                                                                                                              increase their business with this one strat-
                                                                                                                                                                                              egy alone, as it turns lookers into buyers”
                                                                                                                                                                                                                                             “Turning everday people into entrepreneurs”

                                                                                                                                               represents a 328% increase.                    says Dmitri.
Every year tens of thousands of would be entrepreneurs go into business chasing one of the
Australian dreams… succeeding in their own business.
           hat most don’t realise is, when         thought he was guaranteed success, and       Stern (a licensee of the Better Business
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So how did this new entrepreneur (Paul
                                                   this assumption left the business
                                                   humbled. Being an electrician by trade,
                                                   marketing was not his strong point!
                                                                                                Institute) from Outstanding Results
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from the beginning? How was he able to             After a couple of months struggling Paul     his advertisement in the local paper, and          and achieve personal fulfilment. If you are frustrated with
have a 328% increase in sales, and instead of      made the decision that something needed      realised that it had all the signs of a bad        your job or your business, because it’s not giving you the        If you feel you are the kind of person who would gain
a revenue of $300,000 for the year, they are       to change. They needed to get leads for      advertisement. It had the company name             financial results or lifestyle you desire then…                   satisfaction in helping small businesses succeed, the Better
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there’ is a poor strategy                          and he was convinced that “Marketing                                                            the process allow you to . . .                                    with balance sheets of the potential income you can make,
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All too often business owners are told by          crap.” To ease his own mind Paul decided     took an immediate liking to him “Dmitri
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we were wrong!” Says Paul. Having just             After speaking to a few different people,    using and his ambitions for their first year
moved business from Wellington to                  Paul was about to give up his search and     turnover, Dmitri went away to formulate
Auckland (a city 4 times the size) Paul            then he received a phone call from Dmitri    the best strategy for the business.

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