Turn Your
Marketing Into an
Investment
Ownership
Accountable
Responsible
Blame
Excuses
Denial
The ONLY
Failure ...
Is the Failure to
PARTICIPATE ...
Give 100% and
you’ll get 100% ...
To Make Sure You Get the
Most Out of Your
Learning…
I KNOW
Which is your business…?
Many businesses we see
look like this…..
Operations
YOU
Admin
OPERATIONS
YOU
ADMIN
SALES
& M’KTING
Sales &
M’kting
The ideal
performing business
looks more like
this……
The Key to Business Success ...
Let’s put in some numbers ...
Number of Leads
4,000
x
x
Conversion Rate
25%
=
=
No. of Customers
1,000
x
x
No. of Transactions
2
x
x
Ave. $$$ Sale
$100
=
=
Revenues
$200,000
x
x
Margin
25%
=
=
Profits
$50,000
What if a 10% increase….
Number of Leads
x
Conversion Rate
=
No. of Customers
x
No. of Transactions
x
Ave. $$$ Sale
=
Revenues
x
Margin
=
Profits
4,000
x
25%
=
1,000
x
2
x
$100
=
$200,000
x
25%
=
$50,000
4,400
x
27.5%
=
1,210
x
2.2
x
$110
=
$292,820
x
27.5%
=
$80,525.50
Most people know their
financials…
Number of Leads
x
Conversion Rate
=
No. of Customers
x
Ave. $$$ Sale
=
8,000
X
50%
=
4,000
X
4
x
$200
=
$3,200,000
X
50%
=
$1,600,000
Financials
No. of Transactions
x
4,000
x
25%
=
1,000
x
2
x
$100
=
$200,000
x
25%
=
$50,000
Revenues
x
Margin
=
Profits
Number of Leads
x
Conversion Rate
=
No. of Customers
x
No. of Transactions
x
Ave. $$$ Sale
=
Revenues
x
8,000
X
50%
=
4,000
X
4
x
$200
=
$3,200,000
X
50%
=
$1,600,000
But What About
these?
Margin
=
4,000
x
25%
=
1,000
x
2
x
$100
=
$200,000
x
25%
=
$50,000
Profits
Marketing Leverage
• Lead Generation
• Conversion Rate
• Average $ Sales
• Number of Transactions
• Time
Most businesses
forget that these are
critical drivers…
and need to be
focused on to make
a profit.
What’s holding your business
back from increasing YOUR
profits by ...
In the next 9 months?
• Can you list 10 strategies you can
implement into your business in the
next 90 days that will increase
profitability or sales?
• Here’s One Simple One
Lead Source ROI
Lead Source Performance and ROI
Date Range= YTD 2014
Lead Source
Our Niebourhood April - June)
Pro Saver
HomeStars ( 350 month)
Google (250 month)
Personal
Home Show
Design Expo
Neighbourhood Home Show
Referals
Networking
Truck
Houzz
Cost of
Campaign
$950
$950
$4,200
$3,000
$0
$4,000
$1,915
$450
$0
$0
$0
$616
$16,081
New Lead
(Qty)
3
6
14
16
8
25
14
6
4
10
3
3
112
New Client
(Qty)
1
2
10
4
8
1
1
1
9
2
1
40
Income $ Total
$5,500
$15,600
$40,833
$21,073
$71,635
$2,450
$0
$2,975
$3,243
$26,600
$7,900
$14,563
212,372
Ave $ Sale
$5,500
$7,800
$4,083
$5,268
$8,954
$2,450
#DIV/0!
$2,975
$3,243
$2,956
$3,950
$14,563
$5,309
Cost per
lead
$317
$158
$300
$188
$$160
$137
$75
$$$$205
$144
Cost per Client
$950
$475
$420
$750
$$4,000
#DIV/0!
$450
$$$$616
$402
Lead Conversion
to Sale
33%
33%
71%
25%
100%
4%
0%
17%
25%
90%
67%
33%
36%
Leverage – Divide to
Multiply – Lead Sources
Weekly Test And Measure System
Pro Saver
Start Date
Day 1
Number of Prospects
1
Number of Customers
0
2/2/15 End Date
2/8/15
Day 2
Day 3
Day 4
Day 5
Day 6
DY 7
Conversion Rate
%
%
%
%
%
%
%
Total Sales $
$
$
$
$
$
$
$
Average $ Sale
$
$
$
$
$
$
$
Google Ad Words
Start Date
Day 1
Number of Prospects
0
Number of Customers
0
2/2/15 End Date
2/8/15
Day 2
Day 3
Day 4
Day 5
Day 6
DY 7
Conversion Rate
%
%
%
%
%
%
%
Total Sales $
Average $ Sale
$
$
$
$
$
$
$
$
$
$
$
$
$
$
HomeFUN…
• Create your Lead
Source ROI
Spreadsheet
Now it’s time to ...