Analysis & Strategic Action Plan

Customer/ Team Survey

Positioning Workshop

Project Management

Loyalty Program

Lead Generation

Continuous Improvement

Are you realising the FULL POTENTIAL of your business?  Do you have capacity to grow in your business? Would you like those extra sales now? Are you frustrated things are not moving fast enough? Are your sales people performing to your required level? Do they have clear targets? Are your sales people scrounging around for quality leads? Does your business generate a constant stream of qualified leads? Are your sales people wasting time on leads that go nowhere? If you want to boost your sales and profitability now you need the Money Maker^WP solution.

Winner Partnership has had extensive experience in growing small/ medium businesses.  All businesses need a strategic sales and marketing coach to focus the efforts of the team and lift performance to the next level. 

Through Customer Life Cycle Analysis of why they join, stay and leave we have identified three (3) levels of alignment needed to build long term sustainable win-win supplier/ customer partnerships.  We call this our ALIGNMENT BUSINESS MODEL.

Every business is unique.  However, this "BRAND" is often not adequately distinguished and communicated to the marketplace.  Most unique selling propositions (USP's) are not unique - they can be replicated very/ relatively easily eg. Domino's Pizza "You get fresh, hot pizza delivered to your door in 30 minutes or less - or it's free".  Most businesses, especially smaller businesses are an amorphous (unstructured/ undistinguished) mass, with no clear identity (values) and purpose (vision), no specific way (service promises) customers can expect to doing business and often the product (goods/ services) are not customised to the needs/ wants of specific target markets.  It is even more pertinent for smal/ mediuml businesses to be even more strategic in attracting, retaining and developing the "right" customers for them.  This Money Maker^WP solution is design to do that.  This is an opportunity for businesses to engineer UNIQUENESS in the three (3) levels and align, attract, retain and develop customers that really value them, creating a healthy business.

It is a strict prerequisite to this solution in that your business must have the operational capacity to deliver your products (goods - tangible or services -intangible) at existing quality levels and that your business has the resources - people with the skills, tools, time and money to commit and invest in sales and marketing.  If your business requires assistance in operations, staffing matters or any other area it should be raised as a separate project outside the scope of this solution. 

Business Advice Alignment

Many businesses are not strategic about their sales and marketing.  The common belief is "any customer is a good customer as long as they are willing to pay".  This leads to wasted time and resources on low probability prospects and lower profitability.  However, with limited resources it is even more pertinent that you work smarter not harder.

• Strategic Questionnaires & Action Plan - We conduct a thorough analysis of the sales and marketing functions of your business in our 42 page Analysis Questionnaire. Our primary focus here is PRODUCT/ CUSTOMER FIT. We look at things like what you do and whom you do it for. One of the things we find is that the 80/ 20 Rule (Pareto Analysis) applies to customers and products. The majority of the sales revenue and profitability generally comes from a minority of clients. We also find that the majority of the revenue and profitability generally comes from a minority of the products (goods & services). We call these your "JUST RIGHT" customers and your "CORE" products.

You probably know the marketplace better than your clients.  It is your responsibility to educate them on what you do and how it is different from other providers. eg. see our what we do page.  It's all about getting the "right" customers for your "core" products.

We look at your customer profile and the goods and services (products) you provide and help you select the target markets where you can get more "Just Right" customers that want your "Core" products.  The fact of the matter is your bigger revenue customers (sometimes called "A &  B" customers) are often not your most profitable customers and likely (probable) to do business with you - often margins are squeezed just to get them in the door and then you are sometimes required to bend over backwards to service them - doing things for free.  Often these really big customers hold your business hostage and what they want is often way "too much" for you to do profitably.  Alternatively, most businesses have many smaller customers (sometimes called "C & D" customers) where what they need and want, is "not enough" compared to what you offer.  They don't buy much, they are not really interested in any of your other goods or services, sometimes they can be high maintenance compared to their budgeted spend but generally they are a stable revenue stream.  They can be lower margin and if your business is not designed to handle volume efficiently will be lower profitability.  Somewhere in the middle is your businesses "Sweet Spot" your JUST RIGHT customers.  Similarly with your products some products may have volume but not much margin and vice versa, we will help you refine your Product Mix to maximise the profit potential of your CORE products.  This may include the introduction of new products or removal of existing ones.  We may also identify through this process inefficiencies in your business processes that would result in higher profitability.   

We also analyse your competitors to work out your relative positioning. We determine the optimal pricing strategy for you to maximise profitability. We identify the best distribution model to get your product(s) to market. We create a promotions plan to communicate with prospects. We map your sales process and see how we can make it more efficient. We set improvement goals, sales targets and measures to give us direction and focus.

We will basically analyse where you are now and where you want to be and provide you with strategies and tactics on how to bridge the gap in a Gap Analysis Report.  We will create a practical ACTION PLAN of what to do.  You will be able to set due dates and delegate it to the person(s) responsible for getting the tasks complete.

• Customer/ Team Surveys - It's not only what you do but how you do it!  Many competitors may have similar goods or services (products) but don't take the opportunity to differentiate themselves in how they DELIVER their products, engineering a unique customer experience.  Your business has the opportunity to reverse the clients' frustrations by making/ keeping promises so it is easier for customers to do business with you.  eg. see our Seven Point Promise and engineer "Wow" experiences for the customer.    

We conduct independent confidential surveys (approx. 2hrs) with a group (8-12) of your "Just Right" customers in a boardroom like setting in what we call a Customer Advisory Board (CAB).  We facilitate the discussion to bring forward (5-10) suggestions on challengers/ frustrations/ difficulties customers have in dealing with your business or a business like yours.  We will also do some initial research to identify what some of these issues might be to initiate/ guide conversation.  Your clients will help us design PROMISES that would make it easier for them to do business with you.  We present these suggestions to you in a CAB Report.  This will help you evolve (design and reverse engineer) your business to be perfectly adapted the demands (needs/ wants) of your "Just Right" customers.

For some businesses getting their clients together in a group may not be appropriate eg. competitors/ timing/ location etc.  In this case we can customise something deem appropriate eg. Individual 1:1 meetings, phone interviews or email/ internet surveys etc.

Alternatively, if no customers are available for survey then we can run a Team Advisory Board (TAB) where we conduct a survey with the team/ employees to get their input on what they want out of working with the business, their frustrations/ difficulties encounter when dealing with customers and what they would like to see improved.  The team will put themselves in the clients "shoes" and come up with PROMISES that they believe will make it easier for clients to do business with the company.  These suggestions (5-10) will be presented in a TAB Report.

The marketplace (environment) is always "telling" businesses what resonates/ works, what is appropriate and what is not.  To really thrive in your niche you have to be best adapted to the needs/ challenges of that niche.  Our customer and team surveys are a formal way of fine tuning that "intelligence".   

• Positioning Workshop - This is to do with who you are as an organisation.  From the work we have done with clients in helping them choose suppliers we know that it increasingly difficult to differentiate between providers.  We know every business is UNIQUE and DIFFERENT but they all "look" the same.  This is known as Brand Convergence in marketing.  Most businesses don't distinguish/ create and communicate their BUSINESS IDENTITY in terms of what is most important to them (values) and that is the driving force (vision) of the business.  Sometimes business people do intuitively make a decision based on who they feel comfortable with or who they trust however often business people are in our heads making a decision based on the cheapest price or what they think will be the best value without knowing what customer experience to expect.  If a business puts out who they are and why they are here we believe it will follow the universal principle and attract clients that are alike. 

We do a Brand Audit taking into account the results of the Analysis Questionnaires and the CAB/ TAB surveys.  In this audit we look at your marketing material (eg. brochures/ website) to see what is communicated.  We look at your business name, logo, colours, premises, dress code, possibly certain business processes (eg. phone); anything that you feel creates your prospects first impressions of your business.  In a Positioning Workshop (4 hours) we help you work out what is really important to you - your core values.  We also help you define a customer orientated purpose - your business vision.  This will be there in some form within your business.  We will also help you define your brand essence which is a big picture benefit that you provide customers eg. Winner Partnerships is "Your Winning Partner".  We will also provide you a narrative to your brand story which is more an "emotional" piece about why your business and why they should join you now.  We provide our suggestions in a Positioning Report.

We will help your business determine its identity and elaborate it so that the "right" clients are attracted to you, clients that you can grow with and keep for the long term, building profitable and sustainable relationships.

Business Advice Projects

Over the years of working with various interior, web, graphic designers, fitout and signage people, copywriters, printers etc we have found that as the people that helped create the brand we are very familiar with it and end up having to deal with problems and often project managing the "project manager".  Generally, we know more than our client knows about these areas and there are a lot of differences when you get into the details.  Hence, we figured we should offer Project Management services as an option for clients.  If this is something you would like assistance in please let us know.  We normally charge this as an hourly basis but can also offer "fixed" price quotes for an agreed scope.

Measure & Manage

There are five (5) ways to grow your business.  We measure, manage and help you grow and develop your business by focusing on these areas.

• Loyalty Program - How can you keep your existing clients for longer? We will work with you to identify why clients leave and improve your client retention rate. We will implement customer care/ account management strategies appropriate for your business. We will also work out more ways to help your existing customers so they buy more often and spend more money with you boosting your revenue and profitability.
• Lead Generation - How can you get more new customers? How can you improve your conversion rate and time? We determine the best lead generation strategy with you. Depending on what lead generation strategy we decide on we can do it for you (consulting) or help you to do it (coaching). We put into place a "marketing machine" to generate a constant stream of quality leads. We look for ways to leverage different sources of leads. We can provide training to your team to be more proficient.

• Continuous Improvement - We meet regularly to gauge the progress of your marketing and sales activities and take steps for continuous improvement.  It is a prerequisite for your business to have the tools to measure the effectiveness of your sales and marketing functions. We will use these reports in our regular (weekly or monthly) meetings to measure marketing activity and sales results for continuous improvement.

Request a Meeting

If you want to grow your business and realise more of the potential you know you have contact us today. We are conveniently located in the Sydney CBD, just a hop, skip and a jump from Martin Place railway station. Or, find out more about our financial planning services.