Know-How Exchange : Strategy

Quite frankly, I find the way you framed your question in extraordinarily poor taste, particularly on the heels of a week where so many children died needlessly in Russia.

I just don't see why you had to add that failing your mission would mean that you'd be "taken out to the carpark and shot dead along with the rest of your family."

I "get" that you were trying to convey that there's a sense of urgency here, but I really think you crossed a line.

Hopefully you or someone at MarketingProfs will consider editing your original question (if possible).

I've never fancied myself as someone overly concerned with being "politically correct," but yes, I accept the possitbility that I've finally become the crotchety old man that I swore I would never become.

"Now, get off my lawn!"

My $0.02. Overvalued even at that.

Paul

I like Paul's post, nice work Paul.

- Steve

I would quit the job. Not worth the risk.

I would be so panicked and terrified that I'd fail the task, die with my family, and you'd never see another posting from me on this MarketingProfs forum again.

What a creepy question, Philip! This sounds like Dick Cheney's reelection tactics...

The numbers in your example are absurd: in that situation, you should pinch yourself and wake up, because you are dreaming.

i would TAKE THE MONEY AND RUN!!!!!!!!!, or take the $ 5000 grand and go to the races or the casino.

to much hard work, i am getting tired just think ing about it!!.

Ignoring the questionable taste and timing of the question, let's assume it is actually you that is "under the gun" and you are just trying to translate the pressure to perform to the scared, unwilling-to-die-today-or-even-tomorrow forum members here...

Think you had better go negotiate a bulk deal with an undertaker 'cos you're gonna need it.

Ambition says it would be lovely to spend $5k over 30 days and generate $12M over next 12 months, but it seems, well, optimistic, doesn't it? I mean, that's a 240,000% return, just in year one. If you kept the same level of business over five years, that would mean a multi-million percentage ROI. Significantly better than any lottery I have ever heard of...

OK, let's get real. How much are you generating now? If you were generating, say, $120M pa I would say put prices up 20% and spend $5k communicating it as tactfully as you can. You'll lose some customers but increase margins on others, so who cares.

If you have x customers now and you genuinely think you can find 1000 new customers out there to spend $12k per annum, you had better know who they are and where their business is. Also, where they get their printing done now - and why you can win the business from their existing supplier...

Alternatively, think of a reason why a business needs to spend $12k per annum more than now (other than by a price hike) and why they should spend it with you, rather than a competitor.

Simply, if the pie isn't getting any bigger, you have to get a bigger slice. Conversely, if you can make the pie much bigger and keep that fact secret (i.e. bake your own big, subtle and delicious pie) then you have it made.

You haven't given any reasons why a customer might come to you rather than someone else. What is so great about your product/service and what can you do that a competitor can't?

Other than the fact you are "willing to die" for it?

More info please...

ChrisB

Have you visited our forum to teach us to "think outside the box"? Or, is it possible that there are creative and innovative folks on this forum who know quite a bit about developing and implementing effective marketing and promotion, and who (if you give them helpful information rather than fairy tales) can offer you sound advice?

I have personally worked for many years with two clients in the printing industry - one of them has taught sales and business development to printing firms for nearly 10 years, the other is the VP Sales for one of the few profitable and growing printing firms in his region. From my experience working in the industry, I can tell you that you have a difficult challenge. And many folks on this forum deal with printers every day, many more sell marketing related and business development related services.

If I were you, I would implement a three step approach.

1). I would be honest and reasonable about expectations. What is your actual revenue goal (no bullshit). Is this an aggregate figure, or do you really need to get some arbitrary number of clients, as in your question? What is your actual budget (if you know). What is your timeframe for results (if you will be fired unless you get X results in Y time, that is important to know).

2) Since this is a difficult and challenging industry (good printers go bankrupt every day) my second step would be to use the first $25 of my budget to buy 2500 points (click on the "buy points" link to the upper right). I would re-post this question as a serious question, and provide detailed and accurate information about my situation.

3) I would pick the best solutions and implement them.

Thanks for providing more info - the numbers in your 09/14 1:05am post make more sense.

I think the number of leads you generate each month is completely irrelevant. You began looking for ten big clients, and you are half way there. Congratulations. DON"T QUIT NOW - YOU NEED FIVE MORE.

If you generate 150 leads a month for a year, that would be 1800 leads in a year, and I would doubt very, very, very seriously that there are 1800 companies who spend $100K per year on printing in the geographic territory you serve.

You probably have fewer than 100 legitimate prospects who can spend that kind of money - you can find them thru demographics (companies who are similar in size and SIC to your best companies) or you can find them by following the trucks of your competitors if you have to.

Once you build the list of real prospects, you need to go after them. It does not matter whether or not someone there responds to a direct mail piece, you need to sell them anyway.

Once a fellow gave me a list of 25 companies, and told me, "These are my customers... they don't know it yet". My mission was to identify the decision makers, let them know about our company, and follow up, follow up, follow up. Eventually, we would get appointments and jobs, and clients.

You do not need 1800 prospects - you need 5 more customers. DO NOT STOP, DO NOT GIVE UP, KEEP YOUR EYE ON THE BALL.

In today's world of immediate gratification, hard work and persistence still pays off. Good luck.

I agree with all of the comments above. Specifically, telemoxie and Chris.

It sounds like you are doing VERY well for a young business. So why the need to focus on making billions whenyou are already making millions? Concentrate on on your current customers and, like many stated above, find wys to increase the pricing, value, and repeats. I have found that having a handful of VERY satisfifed customers goes a long way...especially with regards to creating evangelists, case studies, testemonies, references, etc. By showing how much you dedicate to your current clients, you will build invaluable brand equity, and people will start coming to you.

The problem with thinking outside the box is everyone is doing it...or at least trying. So, the term/practice is no longer "outside the box". I believe it is a tactic to TRY to tap into creative ideas from people who are not creative. It's a buzz word, a psychological ploy to entice folks to be creative. Unfortunately, the very definition of therm implies zero boundaries...including important boundaries like proven tactics and practices. This causes people to try to "fix something that ain't broke", and can run companies into the ground and/or distract them from their objectives.

The term was born from a brain teaser in which people were asked to connect a series of dots without lifting the pencil or crossing lines (this is arguable). Consider the folowing pattern of dots and apply the connecting method I described above:

Most people try to use straight lines, fornimg a very box-like structure. They never think to draw "outside the box" implied by the way the dots are arranged. Although there are many solutions, all of them include drawing outside of the box in order to connect all the dots.

In other words, it's a different way of saying. "Think of new ideas".

So what is the problem? Like I mentioned above, people read stories about entrepreneurs making millions in less than a year by using "unique" tactics, then turn their focus toward emulating the proces for their own companies despite the fact they are doing very well with their current techniques/tactics. Customers and bottom-lines start to suffer, and the perceived need to think of something "outside the box" becomes ever more present...creating more distraction, employees are placed under more pressure to produce "outside the box" ideas, and the next thing you know, you are all trapped in a box of thinking outside the box, when the real answers and focus should be directed INSIDE the box. Confused yet?

Concerning your question, if taken literally, I would do one of 2 things:

1. Use the $5000 to hire a crew of armed mercs to ambush the killers in the garage.

2. Use the money to to get as far away as possible.

Answering in the context of evoking an outside the box response:

1. Start an MLM.

2. Hire a consultant who is not attached to the company.

3. Offer 20% referral rewards to your current clients and use the money to pass the message along.

4. Prepare for failure and use the money for an insurance policy or therapy. Why? Like telemoxie stated, the numbers are unrealistic. Plus, you are trying to fix something that is not in need of repair.

Not much different than the other posts..I guess I'm inside the box today.

Good Luck!