Alan Sartain

The real secret to leadership starts by improving time management skills. No one can manage time; it exists and just keeps marching forward. What can be managed is what you do with your time.

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Today we’ll talk about shameless self-promotion. That’s right, I said it! Shameless! After all, we are learning from Kim Kardashian here.

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I recently had an opportunity to meet Kevin Harrington at the EO (Entrepreneurs’ Organization) meeting in Buffalo. In 1984, Mr. Harrington produced one of the industry’s first 30 minute infomercials. Since then, he has helped produce over 500 product launches with over $4 Billion in global sales. Mr. Harrington was also selected as an inventor “Shark” on the ABC television series the Shark Tank.

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In today’s economy, it is more crucial than ever to make sure your marketing dollars are well spent.

Marketing and advertising are not intended to generate customers for your business. Say what?

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I am often asked “How can I develop marketing that works?”

The answer is quite simple. You don’t. Instead, let the market tell you what works by testing and measuring. To help you understand this principle, I will introduce you to Joe from Joe’s Plumbing. Joe grew his business rapidly through effective lead generation and conversion while increasing the number of transactions, average dollar sales and margin. He then put the systems in place to create a successful enterprise that worked without him. He now wants to increase his business with an aggressive print and television campaign. I agree that this makes sense but not without testing and measuring the campaign first.

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The secret to a better business lies on our ability to break the business down into logical pieces that we can build upon. Virtually any business can be divided into five segments:
• Lead Generation
• Lead Conversion
• Number of Transactions
• Average Dollar Sales
• Profit Margin.

By breaking each segment down and focusing your attention on each segment separately, the process is much more manageable.

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