25 Ways To Improve Sales Richard Johnson Review
Twenty Five Ways To Improve Sales Without Spending An Extra Dime On Advertising by Richard Johnson
Review - 4 Stars
The latest book for review is "Twenty Five Ways To Improve Sales Without Spending An Extra Dime On Advertising: How To Find And Leverage Your Hidden Marketing Assets" by Richard Johnson.
A very long title there for a good, practical marketing book.
Richard Johnson & Jay Abraham
Richard Johnson is a former Jay Abraham protege (like Mitch Axelrod) and still works at the sharp end as a marketing consultant. He is also the founder with Michael Senoff of the HMA Consultants opportunity. (HMA stands for hidden marketing assets).
Hidden marketing assets are ways that you can easily make more money in your business if you learn to leverage them.
The book still shows the influence Jay Abraham has on Richard Johnson and the HMA approach but I see that as a good thing since I am a big believer in Jay's techniques. As such, there is a clear link between Richard's ideas for hidden marketing assets and my focus on hidden profits.
25 Ways To Improve Sales
"Twenty five ways to improve sales..." starts off with a marketing evaluation to allow you to check off the potential hidden marketing assets most relevant to you and introduces a three ways to grow your business model.
It's not quite the same as Jay Abraham's more famous methods but Richard Johnson looks at:
- Increasing the number of prospects
- Increasing the conversion rate into customers
- Increasing the lifetime value of customers
Personally I don't find that it opens up the opportunities quite as well as Jay Abraham's model but it is still a useful framework as it emphasises the lifetime value of a customer.
"Twenty Five Ways To Improve Sales..." then lists each way, explaining the idea and then providing a step by step method.
I will start you with the first three:
- Determine your unique selling proposition - and yes it does refer to Domino's Pizza but it is such a fine example.
In the HMA world, this is a core issue and this chapter is probably the strongest in the book with a nicely balanced technique for drawing all the influences together into something you can base all your marketing around. This is certainly the chapter I will go back to most often.
- Integrating the USP - once you have a winning USP, it becomes the core message in all your marketing.
- Databasing past customers - Richard Johnson says nine out of ten businesses don't have a record of all the customers and prospects and therefore miss out on opportunities to extend the relationship.
I don't think it would be right if I go much further and give away more secrets from Richard Johnson.
My Rating Of 25 Ways To Improve Sales by Richard Johnson
With a four star rating I recommend "Twenty Five Ways To
Improve Sales Without Spending An Extra Dime On Advertising: How To
Find And Leverage Your Hidden Marketing Assets" by Richard Johnson as a buy for anyone who wants more practical advice in implementing Jay Abraham style marketing techniques.
It is nothing like as detailed as Scott Hallman's program in the Small Business Growth Club which also draws on Jay Abraham's ideas but it is much cheaper.
The book is also a useful primer if you are thinking of using a HMA marketing consultant or you are considering the HMA option for yourself.
If you want a career in business development consultancy I recommend you look at Mitch Axelrod's Rainmakers For Hire program.
I Just really want to know that how can we improve our sales without spending alot of time on advertising and marketing can you please let me know more about this ?
Posted by: Jeff Paul Internet Millions | February 23, 2009 at 05:51 AM
Depending on your budget, read the book, get some of Jay Abraham's materials and as I say above, I think the Small Business Growth Club is great.
Two things if you want more sales without spending a fortune on advertising
1) Focus on current and past customers first and persuade them to buy again.
2) Optimise your current marketing - give it the best chance of working through regular contact and effective copywriting.
Posted by: Paul Simister | February 23, 2009 at 06:47 AM