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R.I.A.B.O.!                                                                            Revenue Increasing and Business Optimization

Table of Contents




             Creating value in the business life of SMBs       02   08 How can you stabilize your market position?

                                  Defining the target group     03   10 Useful Formulas in the business life

                                              Creating value   04   12 Where is the money magnet?

                                                 Positioning   05   16 Two way communication

                                     Appropriate marketing     06   17 How can you earn money ASAP!?!

                       Utilizing social capital, networking    07
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R.I.A.B.O.!                                                                                Revenue Increasing and Business Optimization

Creating value in the business life of SMBs
The only enemy of a business is money -           methods are not effective and the focus is    communication towards our ideal target
says Zsolt Szemerszky revenue specialist          no longer on the product and the service      group.
of the R.I.A.B.O. LLC - New York - We are         itself, but on creating value and achieving
living in a terrible status of continuous         trust. We need to dust off our old
effect, the media and marketing world             knowledge and develop new guidelines
revolves just around money, humanity has          within our companies, businesses.
become dependent on money. However
money is manipulated!                             The aim of R.I.A.B.O. LLC is to keep alive
                                                  the continuously changing mind-set in the
Through the work of banks and stock               business ventures of our partners, as the
market also money has become a                    company name initials indicates, our
commodity and has become separated                objective is no other than: Increasing
from the original value of the product or         Revenue and Business Optimization.
service, so this way money can be
manipulated to gain profit. Money in itself        More than 10 years of market research has
has no value at all! Its value used to be         showed that there are basically five things
determined by the product or service we get       that every business is strongly influenced
in return as an exchange for money.               by in its life, and which is not money!

Today the concept of money and the                1.   Defining the target group
economy is fused. Unfortunately, the              2.   Creating value
economic crisis is nothing more than the          3.   Positioning
crisis of money, which is capable to pull with    4.   Appropriate marketing campaign
itself also the economy. We need to do two        5.   Utilizing social capital, networking
basic things in order to rise above the crisis:
to create value and focus on the social           By applying adequately these points
capital, which means we need to take off          revenue growth is easily achieved so the
our focus from the money!                         revenue, cash flow increases as well.
                                                  However, it is important to understand
The age of dinosaurs has expired and the          that when developing the above points the
world of marketing and sales approach is          primary consideration is not money, but the
changing almost every year. The old               corresponding value creation and correct

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R.I.A.B.O.!                                                                                    Revenue Increasing and Business Optimization

Defining the target group
In addition to the entertainment electronics,      results? Who cares about the revenues?           Marketing generates people who are
marketing is the world's second fastest-           Only YOU!!!! When you have started a co-         interested in your product or solution. (And
growing business. It is especially interesting     operation with a PR company you wanted           the sales people will close the deal.)
that 70% of people working in the                  more incoming money, not more costs for
marketing segment do not know what                 yourself... If we see the results from this
marketing is. It is almost a trend of today        point, from your owner point of view, then
that everyone is competent in everything,          you can ask whether the 10 folders you
so that specialization has disappeared.            received have given any results for you?
Marketing is not equal to the PR or sales          No.
tasks, functions.
                                                   The number one task of marketing is
Real marketing is not a simple                     defining the target group and the building
advertisement. Real marketing is to catch          of confidence. The target group is the
the attention of your well-defined target           minority who is interested in your offer and
group. If you just put advertisements into         who interest you as well. Naturally you can
some magazines it is the same as hunting           have more target groups as well.
blindly. If you stay at the border of the forest
where you want to hunt, and you shoot with         Trust is particularly important in the case of
eyes closed into the trees maybe you will          marketing, we call this credibility. This can
hit an animal. But the chance you hit is very      help to measure, that if we say something
small...                                           how our target group will agree on it and
                                                   receive it. Trust must be earned!
The PR is not about press releases! It is the
same case in marketing as it is in PR. If          If you already have a target group who
your promotion, campaign does not create,          trusts you, you can gain a significant
generate reactions then you throw your             advantage during every marketing
money out of the window. RULE: The main            campaign.
task of the PR is to generate reaction!
Today the companies measure the PR                 But it is not enough to just define your
values by Kilograms... The PR companies            target group, because without marketing
fill up 5-10 folders with press releases and        you will loose your target group. This is the
advertisements... Who cares about the              tricky part...

     http://www.riabo.com ::: info@riabo.com!                                                                  Tuesday, July 6, 2010, Page 3 / 17
R.I.A.B.O.!                                                                                Revenue Increasing and Business Optimization

Creating value
Creating value in simple terms means                                                            fact of how much they want your product. It
creating products or services that people       The customer is capable to do only one          is worth asking your customers what
WANT!                                           thing, to bargain excellently. This is what     they want, what is most needed, what
                                                the business life has taught the customer. If   problems they face, then look at how your
Some years ago a huge new market has            the same product is sold in more places,        services, products help them and put the
opened to us through the Internet. We           the customer will buy it where it is the        emphasis onto the problems, so that your
overcame the invincible and were able to        cheapest. If you want to avoid that             customers see that they need this product,
communicate our products to places which        customers compare your prices, then show        that they WANT it. If you do this well, then
were unimaginable before. Distances             them that there are other considerations,       you have also almost positioned your
disappeared and suddenly huge choices of        criteria as well. This is what we call          product.
products appeared. It became increasingly       customer teaching. The aim is to show our
easier to make business, particularly in the    customers that what they are buying is not
area of trade and by now anyone can start       a price tag, it is much more than that.
their own web shop in almost an hour. New
opportunities have opened          up     for   It is very important to remember that
cheaters, and the previous confidence            everyone can see the price of the product
has turned over to mistrust. The new            but not its value! We need to show and
technologies      unfortunately bring with      teach the value of the      product in all
themselves new abuses. Because of the           cases.
daily scam letters or the time wasters, who
want nothing more than to collect ideas, to     The best is if we are able to add a plus to
benchmark, serious          suspicions arose    the product, which makes it unique, makes
that has set back the intentions of the         it more than its competitors and we offer
customers as well. Therefore, it is not         them to those who have needs for exactly
enough if the product is just good. The         these pluses, who want exactly these
value has always been a relative concept,       products with their added values. Anything
which is based on the personal judgement        can be sold to someone if he wants it
of the customer. The real product has never     even though he does not need it, but
an absolute value, a product is worth as        nothing can be sold that he does not want
much as the buyer is willing to pay for it in   even if he needs it. The key is to find out
exchange. All you need to achieve for this is   what your client wants and to serve this
for the customer to want the product.           need, since the value is no other than the

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R.I.A.B.O.!                                                                                   Revenue Increasing and Business Optimization

Positioning
The history of positioning goes back to the     Never focus on the money, because the
1970s, it is possible to find a lot of ways      real power lies in the value, which is
since then how it has been used. But what       represented by your products or
does the word "positioning" mean? I try to      solutions. If you have learned to create
demonstrate it to you with a few questions:     value, then you still have further tasks since
                                                you need to sell your products or solutions.
1., Who was the first man on the Moon?
Ok. Maybe it is easy, but who was the           If your PR is successful, then you have
second? Do you know? No?! No problem,           created value for your target group, that is
let's go forward...                             you have well-positioned your product or
                                                solution. The next task for marketing is to
2., Who was the first person who flew over        look for your potential buyers, customers,
the Atlantic Ocean?                             who want your products, services. The
Let me help you: Charles Lindbergh. And         sales performs the closing process, it
who was the second? Do you know? No?!           makes it possible for your customers to buy
No problem, let's go forward...                 from You.

3., What is the highest mountain in the         The PR, marketing and sales functions
World?                                          should never be mixed up. Although one
Mount Everest. And the second one? Etc...       does not exist without the other, it is
                                                necessary to separate them and to know
I hope you understand now the real              which is responsible for what, what is the
meaning of positioning. People usually          end result we expect from each of them.
remember only the best, the first One. If
you want to be successful in your PR, you       People want a product that has had a good
have to place your product or solution to       PR, so it's easy to find out its potential circle
the first place in the mind of your target       of customers, the sales is just one simple
group.                                          step after this. Many companies,
                                                businesses commit an error that they only
If your product is not in the first place, you   focus on the sales, while it carries out the
will loose a big potential market.              least work within the work process. The
                                                actual work begins in the reverse way.

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R.I.A.B.O.!                                                                                    Revenue Increasing and Business Optimization

Appropriate marketing
Writing the right marketing text is one of the   The formula includes 4 simple steps:               and methods, with which you can
most difficult step during the marketing                                                             continuously develop your base of
planning campaigns.                              1., "Who cares...."                                knowledge.
                                                 Say something that will make the other look
One of the most important thing when             up, that will erase the other's indifference       The only important thing in marketing
writing the marketing text is to try to          or carelessness and will make them                 campaigns, promotional materials and
describe the same thing as if we would be        immediately look up at you, will take you          marketing texts is that they
discussing it personally. If this is done then   into consideration.                                communicate. They should be personal and
it just has to be combined and you are                                                              should communicate that they are a great
ready for the advertisement.                     2., "Why am I talking about this"                  opportunity for the person who is reading
                                                  Explain why it is important for the OTHER,        them and that they have been written
It is very important that we dare to write       why you want to talk or write to him or her.       exactly for him or her.
why the product or service is good for the       After this, tell your "story" very shortly,
target people, and what they need to do to       aiming to the point.
make the products or services theirs. You
should not be afraid to ask from the clients/    3., "For example...."
customers or even to give instructions to        Tell the Other person one or more real life
them.                                            examples that illustrate and make your
                                                 point more realistic.
If your clients are contacted through the
Internet or direct mail marketing campaign,      4., "So what?"
the so-called Borden's formula can be a          Help the other Person get to the
very useful thing. This comes from Richard       conclusion that you want him or her to get:
C. Borden, head of New York University. He       why is it good, important for him or her, etc.
used this formula to originally make his         if he or she does what you are asking him
classes more exciting, but it is perfect for     or her.
attracting attention in offers,
advertisements, letters.                         The Borden formula is a very efficient
                                                 method, but you should never forget that
                                                 writing          marketing                and
                                                 advertisement texts is a separate
                                                 profession. There are still lots of other tricks

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R.I.A.B.O.!                                                                                  Revenue Increasing and Business Optimization

Utilizing social capital, networking
One of the greatest marketing method,           We must be conscious in the                       hands of those who could offer a good
which is undoubtedly the most                   communications and we have to reach that          product. Nowdays the world is in the hands
effective marketing is the so-called            our customers recommend our products, so          of those who have the right clients,
recommendation or reference                     that we can build a new communication line        customers, even if they have no products or
marketing.                                      with the contact network of our clients.          services at all. The biggest value in
                                                                                                  business is the client, the customer.
Acquiring a new customer, client in all         The only effective method of this is if we
cases is a matter of trust. The                 build our marketing model in three                In today's world the secret to
customer who buys does it because he is         dimensions. If we pay attention to our            successful business lies in the
confident that the product serves his            partners' needs and gain their trust, then        appropriate human relations,
interests and it makes his life easier, or it   the win-win-win business situation will be        connections.
fulfills his desire. The point is that the       developed.
purchase is always a matter of trust.
                                                So it is easy to see that the root of the most
The high-quality products have in itself PR     successful reference marketing is the
value, but it has to be made known to the       communication, conversation, continuous
outside world. The most effective marketing     keeping in touch. It is important that it is no
method for this is if we ask for so-called      longer the product that matters but the man
recommendations from our existing               himself, his values. We will see that
partners, clients. A product or service         connection is equal to bond, which is equal
recommended by a client in all cases            to several more recommendations. If we
supports trust, however you should not          pay attention to our partners, this process
forget that there are countless                 will be very much an automatic one and we
recommendations.                                will have a completely new "sales" team.

                                                Its strength is unbelievable when a person
The goal is nothing more than to achieve,       recommends a product or service who
that our current customers offer our            understands us and whom we trust. 90% of
products, being consciously messengers of       these recommendations end with buying.
our business.
                                                The world has changed radically over the
                                                years. In the past the world was in the

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R.I.A.B.O.!                                                                                  Revenue Increasing and Business Optimization

How can you stabilize your market position?
If you read my first letter maybe you know           one problem with them, they cost more than     1., Let's the client to push the price down.
by now that the marketing brings the                the money that they bring back to the          Usually the clients reaction to sales people
revenue not the sales, not you product or           company.                                       is that a certain product or solution is
solution.                                           There are a lot of marketing experts but       cheaper in the next store, company, etc.
Maybe you have a great product/solution             they are not looking for jobs. They do their   The sales person usually say immediately,
but it remains just on the shelf. Does it bring     own jobs.                                      ok I give you 10% discount. But why??? At
you money? No.                                                                                     this point is the sales person working for
                                                    There are only two solutions:                  you or working for the client???
If you do not use correctly marketing you           !      you do the job or
will loose potential clients. Ok, you can say       !      you will start to help somebody to      2., A client or a possible buyer calls your
that the marketing is not about selling, the        learn the job.                                 company and the sales person in your
marketing is just marketing. No, you are            No matter which solution you choose, you       company asks the possible buyer to write
wrong. The marketing is a weapon to sell            will need the KNOWLEDGE first!                  down his/her requests in an e-mail. NO!
well. If you look at the big companies, most        You will not need books, not university        The 80% of the clients have no time to write
of them do NOT use sales people, they use           programs, you will will need real daily        e-mails, they need immediate answers, this
only marketing and the well-defined                  experts, real knowledge from the business      is why they have called you directly.
communication process.                              life.
                                                                                                   3., If the sales can not manage the personal
Without marketing you will loose your target        One very important thing:                      contacts.
group.                                              The marketing generates people who are
                                                    interested in your product or solution.        You can create your own measuring system
Every CEO knows it, so they create the              And the sales people will close the deal.      to control the sales work measuring system
same mistake: they hire marketing                                                                  to control the sales work! This is what I like
managers...                                         So you have a good need for good sales         to do the most. :-)
You don't want to do the marketing because          people.
that is boring, you don't know it well, etc... If   You will need sales people who are with        A very simple example.
you would ask 10 CEOs, which area is the            you not with your customers.                   I had a big FMCG client. They had a lot of
worst in their companies 9 will answer the                                                         sales representatives.
marketing and PR.                                   How can a sales person kill your business?
                                                    I tell you three examples:
So back to the first thought: you are hiring a
marketing manager... Usually there is only

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R.I.A.B.O.!                                                                              Revenue Increasing and Business Optimization

How can you stabilize your market position?
The job was simple: the sales reps went to      From this little measurement the company
the stores and asked the orders. But the        got the statistics that only 2.3 % of the
main task was to create a good relationship     orders were registered personally at the
with the stores.                                client through direct relationship. We
This company had in average 78 sales            showed this result to the sales people, and
representatives in one country when I went      fired the worst 10. We told the sales rep.
there to help them. The CEO asked my help       exactly what we are monitoring and that the
because the product was good but the            company will be monitoring every sales
revenue increased only 4-5% per year. It        order from now on.
was not enough.                                 Next month the registration done personally
                                                with the clients was 99.4% but the travel
I created a little survey...                    costs were still high.
I asked some store owners about how their
relationship with the sales representatives     I talked with the company CEO and we
was, how they created the orders?               started to register the routes as well and
                                                analise them...
They said that the sales guys were there        After the second month the fuel costs
only in the first 3-4 times and after just       decreased by 72%, because the sales
called them for the new orders. Because         people went to the client in the optimal
the personal relations were not managed,        route and the orders from the personal
cared for, looked after, the store owners       visitings were still 99.4%!!!
never ordered anymore.
                                                We saved costs on fuel and won more
So I created a software solution to solve the   orders because of the personal contacts.
problem.
                                                That's simple. Measure your marketing and
Every sales representative had a                sales and never trust in your employees.
Blackberry. Their job remained the same: to     This is business!
take the orders but the software wasn't the
same...when the sales rep. put the order
into the system, the software in the
background checked the GPS coordinates.

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R.I.A.B.O.!                                                                                   Revenue Increasing and Business Optimization

Useful Formulas in the business life
If your clients are contacted through the       Help the other Person get to the                   AIDA Formula:
Internet or direct mail marketing campaign,     conclusion that you want him or her to get:        Attention - Interest - Desire - Action
the so-called Borden's formula can be a         why is it good, important for him or her, etc.
very useful thing. This comes from Richard      if he or she does what you are asking him          Attention
C. Borden, head of New York University. He      or her.                                            Say something that will attract your reader's
used this formula to originally make his                                                           attention
classes more exciting, but it is perfect for    The Borden formula is a very efficient
attracting attention in offers,                 method, but you should never forget that           Interest
advertisements, letters.                        writing          marketing                and      Tell the other person why he or she should
                                                advertisement texts is a separate                  be interested in the issue and why he or
The formula includes 4 simple steps:            profession. There are still lots of other tricks   she should believe what you are
                                                and methods, with which you can                    saying.Prove that what you are saying is
1., "Who cares...."                             continuously develop your base of                  true and real (case studies, offerings,
Say something that will make the other look     knowledge.                                         opinions, references, etc.)
up, that will erase the other's indifference
or carelessness and will make them              The only important thing in marketing              Desire
immediately look up at you, will take you       campaigns, promotional materials and               Write down, list your product's or services'
into consideration.                             marketing texts is that they                       advantages, effects on the other person's
                                                communicate. They should be personal and           life, business etc. You should achieve that
2., "Why am I talking about this"               should communicate that they are a great           the other person should WANT, desire your
 Explain why it is important for the OTHER,     opportunity for the person who is reading          Product, service or You as a professional,
why you want to talk or write to him or her.    them and that they have been written               what you are offering.
After this, tell your "story" very shortly,     exactly for him or her.
aiming to the point.                                                                               Action
                                                                                                   Tell the other person to react to your offer if
3., "For example...."                                                                              the interest has been lighten up and tell him
Tell the Other person one or more real life                                                        or her to do it now.
examples that illustrate and make your
point more realistic.

4., "So what?"


     http://www.riabo.com ::: info@riabo.com!                                                                Tuesday, July 6, 2010, Page 10 / 17
R.I.A.B.O.!                                                                               Revenue Increasing and Business Optimization

Useful Formulas in the business life
Best practices for Offer writing:               CV formula:
Desire - Problem - Fears - Solution -           Desire - Problem - Fears - Solution -
Advantages - References                         Advantages - References

Desire:                                         Desire:
Write down what you want to sell                I want to have a position as a project
                                                manager in your company.
Problem:
Describe why it would be necessary for the      Problem: This would be good for you
other person to buy it, to take what you are    because...with my experiences....I can add
offering.                                       to your success in this way.....

Fears:                                          Fears: Many companies do not take,
You need to list here the excuses that          consider applicants over 40 years old. They
clients might say                               forget that between 20 and 30 years old
                                                people change their jobs more often, while
Solution:                                       a person more mature is much more loyal
Repeat in 2-3 lines the solution. You           to their jobs, positions and consider their
mention the price here!                         tasks, jobs as part of their whole life.

Advantages:                                     Solution:
What is the advantage by buying your            The expertise and experience is priceless.
product or service
                                                Advantage:
References:                                     I am not a simple expert, professional, your
Client or reference opinion, reference          company forms part of my Life...

                                                References:
                                                Reference from who you know, who knows
                                                you as well.




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R.I.A.B.O.!                                                                                 Revenue Increasing and Business Optimization

Where is the money magnet?
Let's start with a simple issue.                 votes, go to be a politician. Politics is all   If you know your target, do you thing the
                                                 about votes.                                    price is important? No!!! Never!
How can you increase your revenue?
IT is easy, forget waste...                      The amateurs are trying to sell products to     My question: Remember, when you bought
                                                 everybody, but the professionals select the     your last car, did you buy the cheapest
Every Euro or Dollar that you payed for          target. Later I will tell you how.              one? Did you say to the dealer that you
marketing, pr, press release, advertise, etc..                                                   need the cheapest one, no matter what the
which never generated the necessary              If you know your target exactly, then you       colors and options no are? I do not think
revenue is a waste. Time, money and              can communicate to her/him directly,            so... Why? Because everybody is different
energy. What did you do really? You missed       personalized.                                   and everybody has own feelings, subjective
the chance to win new partners and sell                                                          decisions. Just like you!
products...                                      If you think that you sell bread and
                                                 everybody needs bread, YOU ARE                  Please never fall in love of your products or
What we know: The aim of the marketing is        WRONG! A lot of people has bread cooking        your advertisements, your main aim is the
to sell. Sell solutions/products and increase    machine at home. They are not your target.      result that they give you.
your revenue. That's it.
                                                 A small example: In Toronto there is a tatoo    I know 63 types of marketing. The people
Two typical mistakes that sales people do:       saloon. In the window you can see the           who finish the university they know around
   1., Don't know the target group               following text: "What are you looking? If you   3... But one thing is common in everybody:
   2., Start immediately with an offer           want a tatoo come in, other case go to          we always forget why we are creating
                                                 hell..."                                        marketing campaigns...
If you want to be efficient, you can define
your target.                                     Yes, this is aggressive, maybe... I imagine     Never forget:
If you create a good marketing campaign          that the old couples walk around and they          marketing = helps to sell
that you like, your secretary likes and your     see this slogan in the window: It 's awful...      sales = brings revenue and money
family likes, who cares?... They ARE NOT         For them yes, but they are the real target
your target group. You have to focus on          for a Tatoo?? No, I do not think so. The
your target group, because they will buy         saloon found the target, they created the
your solutions/products and they will give       perfect style and they are full with
you the money. If you want gratulations          teenagers, who want tatoo. It was an
from your friends and family, collecting         excellent marketing strategy.


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R.I.A.B.O.!                                                                                Revenue Increasing and Business Optimization

Where is the money magnet?
You should memorize now the right steps:        whole job lasted for 3 months. 3 months for     I said to him this is bullshit. So we started to
   1., Solution/Product                         only one buyer who just payed 15.000            work a little together. I said to him work with
   2., Define the target group                   Euro. The event management company just         me for two days and we will find 10 ways
   3., Creating marketing campaign              wasted the time. They missed the chance to      how can you communicate to your target
    4., Knowing the reaction of your target,    win new partners and sell products because      group without paying for marketing...
know what they really want                      of the wrong strategy they chose. In this
   5., Offer                                    case they spent around 75.000 Euro easily       So what can we do in this situation with
   6., Sell                                     without any result.                             minimal budget?
   7., After sales                                                                              Advertising? NO! I said minimal budget!!!
                                                Before you start a marketing campaign first      You can pay for any advertisement but you
If you miss one of these steps you will lose    define your target.                              will not communicate to you target group.
70% potential money. Believe me.
                                                The real marketing is to catch the attention    Let's find the target group, the real target
I have a friend who has an event                of your well defined target group. If you just   group.
management company in Europe. They are          put advertisements into some magazines it       The background of the company: luxury
creating luxury events for the high end         is the same as hunting blind. If you stay in    travels, European car tours, race track
people. His problem is, how can you reach       the border of the forest, you close your        days, etc...
your ideal target?                              eyes and just shoot into the trees maybe
                                                you will hit an animal. But the chance you      We defined the target group and we started
They made the biggest mistake ever! They        hit is very small...                            to work. I share you two ideas from the ten
gave the whole marketing to a big                                                               what we created:
marketing and communication company for         Never forget:
fix monthly payment.                                marketing = helps to sell                    They focused on everyone who read
RULE: Never trust a company who is                 sales = brings revenue and money             Playboy, Financial Times, Vogue, etc...
working for fixed money. If they work for fix                                                     They used the blind hunting in the forest
they are not motivated and 99% they just        So this guy payed for big media                 strategy...
want your money.                                advertisements, merchandize materials,
                                                and for some press articles. When we            We picked each programs separately and
So this marketing company created a lot of      talked he said he is disappointed in the        defined the best target group for them.
media campaign for 75.000 Euros. The            people because nobody wants to buy. He
result was 2 types of flyers, 10                 said everybody is afraid of economy crash.
advertisements and only 1 buyer. The

     http://www.riabo.com ::: info@riabo.com!                                                             Tuesday, July 6, 2010, Page 13 / 17
R.I.A.B.O.!                                                                                Revenue Increasing and Business Optimization

Where is the money magnet?
ADVICE 01:                                      Why? Because your friend offered and you        stores in Europe. We contacted them first
                                                trust in your friend.                           via e-mail, just checked the reactions.
So first we picked the exclusive travel
program.                                        So the campaign was the following.              This was not a cost and after if they were
                                                Register to our travel and propose us           open, they could call them with Skype for
The target group was the wealthy people.        people. If somebody registers from the          example.
                                                people you have proposed we pay back to
The main aim: find potential partners,           you 15% from your travel price.                 The only investment was 4-5 hours
create a big marketing e-mail list for the                                                      research and 2-3 hours Skype phone calls.
future promotions                               The result was amazing. The people              That's it.
                                                wanted to came for free so within 2 weeks
Facts: everybody likes traveling but nobody     we had an over 5.000 names marketing list       The possible revenue was around 70%
wants to spend a lot of money for an            with the requested target group.                higher than any kind of advertisement!
exclusive travel.                                                                               Why? What's the offer?
                                                Yes we gave 15% discount after every new
From 2003-2008 I worked with IBM and we         person but the margin was bigger because        Everybody who buys a new luxury car
used a "You pass, we pay" program. The          of the lot more registered people.              wants to try it and show everybody that he
main point was that if you start a course       Remember: The people want to get things         has a Ferrari/Lamborghini/Porsche/etc...
and after you pass in the exam you get          for cheap or free...                            After we agreed with the dealer, they gave
back your money. So this was our starting                                                       a bonus or gift for the customers.
point.                                          ADVICE 02:
                                                                                                Gift: Because the customer bought the car,
So we created the "You travel and we pay"       After we chose the European car tours           he got a possibility to a luxury car travel in a
program.                                        program.                                        better price. He payed the standard price
                                                                                                and the passengers were free. He won, and
What we needed first were the personal           They focused until now on rich and wealthy      they also won!
contacts. We do not want to waste our time      young guys. Yes they were right, but...
for cold calls. If somebody calls you from      I started to focus on another target group      The only thing what was important that they
the street to sell you something usually you    the new car owners.                             motivated the dealer as well, because the
do not listen to her/him. But if somebody                                                       dealer brought them the opportunity.
calls you, that your friend gave her/him your   What we did was we started to create
contact then you will listen to the offer.      connections directly with a lot of luxury car

     http://www.riabo.com ::: info@riabo.com!                                                             Tuesday, July 6, 2010, Page 14 / 17
R.I.A.B.O.!                                                                                 Revenue Increasing and Business Optimization

Where is the money magnet?
The dealer won a possibility to be an official   The only way when the marketing is good if       for 5 Euro and blue balls for 7 Euro. The
sponsor or got a free travel, etc... The        it gives more...                                 pink is cheaper but you hate pink. The sales
travelers were potential luxury car buyers      The worst that you can do if you push            guy tell you that these balls are the same
and when they know the dealer's name            yourself and then usually the answer is:         quality maybe the pink is better, all made in
maybe the dealer will have a good business      "OK, I am thinking, maybe I will buy it... But   China, but blue is a unique color, but
later. This is a long term investment for the   there are a lot of other products..."            everybody buys pink. You will be everybody
dealer which brings media attention,            Result: 15-30% of buyers, maximum                or you will pay a little bit more for the color
marketing, public press and potentially new                                                      that you want?
clients. BUT!!! The most important it does      The hardest thing if you communicate that
not cost any money for the dealer! WIN-         you need money. This never works. The            If the product is good and your marketing
WIN situation! Marketing without money          best way if you can show to your possible        communicates absolutely to the target
investment in the whole Europe.                 customer that you want to help him, you          group, your customers are ready to pay
                                                want the best for him. Never give an offer       more, believe me. This is very important,
CONCLUSION:                                     first!!!                                          sales is not price fight, NEVER!

These two advices do not cost money only        If you do something and you believe in your      What I really wanted to show you that
time. Around one day each.                      product you can not be cheap. Remember           sometimes you pay more than necessary
I had a lot of other practical examples and     the people DO NOT WANT CHEAP things.             for marketing, maybe without results.
ideas but I can not share my best ones here     The cheapest wins is a bullshit, it is just a
in Facebook.                                    legend, it is just for amateur marketing         What you should memorize in this time the
                                                companies. Remember your car buying...           right steps:
The most of the marketing and PR                You bought the cheapest? NO! In this                1., Solution/Product
agencies want money for advertising and         generations sometimes the cheap things              2., Define the target group
media (TV, press, online) campaigns.            are sticky... If you are more than half             3., Creating marketing campaign
These campaigns are very beautiful and          cheaper than the others that case you can              4., Knowing the reaction of your target,
powerful, but never reach the maximum           communicate well: WHY??                          know what they really want
potential. But the marketing company never                                                          5., Offer
cares because they created and they got         If you just communicate: Because we are             6., Sell
the money... It is usually bad only for the     better. Who cares? A small example.                 7., After sales
client.
                                                You are going to the sport store because         The marketing is full with opportunities.
                                                you want a new ball. There are pink balls

     http://www.riabo.com ::: info@riabo.com!                                                              Tuesday, July 6, 2010, Page 15 / 17
R.I.A.B.O.!                                                                               Revenue Increasing and Business Optimization

Two way communication
In life one of the most important thing is      If your promotion, campaign does not           As I said before: Never trust in a company
communication. Communication should be          create, generate reactions then you throw      who is working just for fix amounts. Never.
two ways every time.                            your money out of the window. RULE: The        If they work for fix amounts they are not
If you do not answer you not do respect me.     main task of the PR is to generate reaction!   motivated and 99% of times they just want
That's simple. Or my campaign is bad and it     Not articles, press releases, REACTION!        your money. If you can create (maybe with
does not communicate well... Let's look at                                                     a good help) a two way communication
this a little in details.                       Today the companies measure the PR             channel with your clients, possible buyers
                                                values by Kilograms... The PR companies        you will be much more efficient!
Most of the company leaders are afraid          fills up 5-10 folders with press releases and
from the PR and marketing areas because         advertisements... Who cares about the          One more rule in PR: PR means that you
they have had bad experiences. In the last      results? Who cares about the revenues?         have to make known a product/solution in a
10 years most of the companies just bought      Only YOU!!!! When you started the co-          wider group, and you have to create a good
advertisements and never generated big          operation with the PR company you wanted       opinion about that product/solution.
results. A little example: I consulted a        more incoming money, not more costs for
company last year and the CEO spent lots        yourself... If we see the result from this     You can not sell if people do not know your
of money for campaigns.                         point, from your owner point of view, then     product or if they have a bad opinion about
                                                you can ask whether the 10 folders give        your product. How many sales people can
I asked him, the company CEO, what the          you any result? No.                            sell a very bad quality, unnamed product?
result was? He said some generation of                                                         Not so many...
new sales.                                      We use the communication verbal or
I asked him whether he was satisfied? He         written, because we want reactions. If there   You can maybe say that people did not
said no...                                      were no reactions then it was just a wasted    want to buy your product/solution...But No, I
I asked him what he thought the problem         time. The main task of the communication is    think you did not find the best offer for them.
was? He said the problem might be with the      to send a message to people and to get         People are always ready to buy! The only
product because the PR company made a           back a reaction or an answer.                  mistake you made was that your PR was
lot of beautiful advertisements and they                                                       not good, in all other cases you can make
presented 7 folders full with press releases.   Most of the marketing companies always         revenue easily.
I pointed to him that this was the problem...   break this rule. I always see campaigns like
                                                this: "Buy Lemonde!" Ok, thanks maybe          If you or your consultant partner can create
The PR is not about press releases! This is     next time. Never tell me as a client what I    a good opinion about your product/solution
the same case in marketing just as it is in     really want...                                 and can make it known in wider areas, then
PR.                                                                                            you can sell in a much easier way.

     http://www.riabo.com ::: info@riabo.com!                                                            Tuesday, July 6, 2010, Page 16 / 17
R.I.A.B.O.!                                                                             Revenue Increasing and Business Optimization

How can you earn money ASAP!?!
There are often lots of situations in           What can you add to your product/solution
business life when you need money ASAP.         that increases more buying?
Maybe it is not necessary but, you want a
new car, you want to travel somewhere or        Step FIVE:
you just do not want to ask a loan for your     Test the possible options!
new investment.
                                                Step SIX:
So, do you want to earn some money              Advertise a fast promotion.
ASAP? I teach you a good way, how you
can achieve it.                                 Step SEVEN:
                                                Ask your target group, why didn't they buy
I have a very useful strategy, my friend        your product/solution?
Robert used this since 10 years, we used
this with many companies when consulting        Step EIGHT:
with them.                                      Solve the problems.

Step ONE:                                       Step NINE:
Choose your best and most successful            Repeat your campaign.
product/solution which is available
immediately in your stock.                      Important, if you want to earn money,
                                                always use ready made products/solutions.
Step TWO:                                       If the product was good in the last years
Remember when and how you sold most of          that case you can use it easily for earn
your product/solution.                          money now.

Step THREE:
How can you reach your possible target
group and in what kind of communication
ways?

Step FOUR:


     http://www.riabo.com ::: info@riabo.com!                                                          Tuesday, July 6, 2010, Page 17 / 17

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Creating Business Value

  • 1. R.I.A.B.O.! Revenue Increasing and Business Optimization Table of Contents Creating value in the business life of SMBs 02 08 How can you stabilize your market position? Defining the target group 03 10 Useful Formulas in the business life Creating value 04 12 Where is the money magnet? Positioning 05 16 Two way communication Appropriate marketing 06 17 How can you earn money ASAP!?! Utilizing social capital, networking 07 http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 1 / 17
  • 2. R.I.A.B.O.! Revenue Increasing and Business Optimization Creating value in the business life of SMBs The only enemy of a business is money - methods are not effective and the focus is communication towards our ideal target says Zsolt Szemerszky revenue specialist no longer on the product and the service group. of the R.I.A.B.O. LLC - New York - We are itself, but on creating value and achieving living in a terrible status of continuous trust. We need to dust off our old effect, the media and marketing world knowledge and develop new guidelines revolves just around money, humanity has within our companies, businesses. become dependent on money. However money is manipulated! The aim of R.I.A.B.O. LLC is to keep alive the continuously changing mind-set in the Through the work of banks and stock business ventures of our partners, as the market also money has become a company name initials indicates, our commodity and has become separated objective is no other than: Increasing from the original value of the product or Revenue and Business Optimization. service, so this way money can be manipulated to gain profit. Money in itself More than 10 years of market research has has no value at all! Its value used to be showed that there are basically five things determined by the product or service we get that every business is strongly influenced in return as an exchange for money. by in its life, and which is not money! Today the concept of money and the 1. Defining the target group economy is fused. Unfortunately, the 2. Creating value economic crisis is nothing more than the 3. Positioning crisis of money, which is capable to pull with 4. Appropriate marketing campaign itself also the economy. We need to do two 5. Utilizing social capital, networking basic things in order to rise above the crisis: to create value and focus on the social By applying adequately these points capital, which means we need to take off revenue growth is easily achieved so the our focus from the money! revenue, cash flow increases as well. However, it is important to understand The age of dinosaurs has expired and the that when developing the above points the world of marketing and sales approach is primary consideration is not money, but the changing almost every year. The old corresponding value creation and correct http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 2 / 17
  • 3. R.I.A.B.O.! Revenue Increasing and Business Optimization Defining the target group In addition to the entertainment electronics, results? Who cares about the revenues? Marketing generates people who are marketing is the world's second fastest- Only YOU!!!! When you have started a co- interested in your product or solution. (And growing business. It is especially interesting operation with a PR company you wanted the sales people will close the deal.) that 70% of people working in the more incoming money, not more costs for marketing segment do not know what yourself... If we see the results from this marketing is. It is almost a trend of today point, from your owner point of view, then that everyone is competent in everything, you can ask whether the 10 folders you so that specialization has disappeared. received have given any results for you? Marketing is not equal to the PR or sales No. tasks, functions. The number one task of marketing is Real marketing is not a simple defining the target group and the building advertisement. Real marketing is to catch of confidence. The target group is the the attention of your well-defined target minority who is interested in your offer and group. If you just put advertisements into who interest you as well. Naturally you can some magazines it is the same as hunting have more target groups as well. blindly. If you stay at the border of the forest where you want to hunt, and you shoot with Trust is particularly important in the case of eyes closed into the trees maybe you will marketing, we call this credibility. This can hit an animal. But the chance you hit is very help to measure, that if we say something small... how our target group will agree on it and receive it. Trust must be earned! The PR is not about press releases! It is the same case in marketing as it is in PR. If If you already have a target group who your promotion, campaign does not create, trusts you, you can gain a significant generate reactions then you throw your advantage during every marketing money out of the window. RULE: The main campaign. task of the PR is to generate reaction! Today the companies measure the PR But it is not enough to just define your values by Kilograms... The PR companies target group, because without marketing fill up 5-10 folders with press releases and you will loose your target group. This is the advertisements... Who cares about the tricky part... http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 3 / 17
  • 4. R.I.A.B.O.! Revenue Increasing and Business Optimization Creating value Creating value in simple terms means fact of how much they want your product. It creating products or services that people The customer is capable to do only one is worth asking your customers what WANT! thing, to bargain excellently. This is what they want, what is most needed, what the business life has taught the customer. If problems they face, then look at how your Some years ago a huge new market has the same product is sold in more places, services, products help them and put the opened to us through the Internet. We the customer will buy it where it is the emphasis onto the problems, so that your overcame the invincible and were able to cheapest. If you want to avoid that customers see that they need this product, communicate our products to places which customers compare your prices, then show that they WANT it. If you do this well, then were unimaginable before. Distances them that there are other considerations, you have also almost positioned your disappeared and suddenly huge choices of criteria as well. This is what we call product. products appeared. It became increasingly customer teaching. The aim is to show our easier to make business, particularly in the customers that what they are buying is not area of trade and by now anyone can start a price tag, it is much more than that. their own web shop in almost an hour. New opportunities have opened up for It is very important to remember that cheaters, and the previous confidence everyone can see the price of the product has turned over to mistrust. The new but not its value! We need to show and technologies unfortunately bring with teach the value of the product in all themselves new abuses. Because of the cases. daily scam letters or the time wasters, who want nothing more than to collect ideas, to The best is if we are able to add a plus to benchmark, serious suspicions arose the product, which makes it unique, makes that has set back the intentions of the it more than its competitors and we offer customers as well. Therefore, it is not them to those who have needs for exactly enough if the product is just good. The these pluses, who want exactly these value has always been a relative concept, products with their added values. Anything which is based on the personal judgement can be sold to someone if he wants it of the customer. The real product has never even though he does not need it, but an absolute value, a product is worth as nothing can be sold that he does not want much as the buyer is willing to pay for it in even if he needs it. The key is to find out exchange. All you need to achieve for this is what your client wants and to serve this for the customer to want the product. need, since the value is no other than the http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 4 / 17
  • 5. R.I.A.B.O.! Revenue Increasing and Business Optimization Positioning The history of positioning goes back to the Never focus on the money, because the 1970s, it is possible to find a lot of ways real power lies in the value, which is since then how it has been used. But what represented by your products or does the word "positioning" mean? I try to solutions. If you have learned to create demonstrate it to you with a few questions: value, then you still have further tasks since you need to sell your products or solutions. 1., Who was the first man on the Moon? Ok. Maybe it is easy, but who was the If your PR is successful, then you have second? Do you know? No?! No problem, created value for your target group, that is let's go forward... you have well-positioned your product or solution. The next task for marketing is to 2., Who was the first person who flew over look for your potential buyers, customers, the Atlantic Ocean? who want your products, services. The Let me help you: Charles Lindbergh. And sales performs the closing process, it who was the second? Do you know? No?! makes it possible for your customers to buy No problem, let's go forward... from You. 3., What is the highest mountain in the The PR, marketing and sales functions World? should never be mixed up. Although one Mount Everest. And the second one? Etc... does not exist without the other, it is necessary to separate them and to know I hope you understand now the real which is responsible for what, what is the meaning of positioning. People usually end result we expect from each of them. remember only the best, the first One. If you want to be successful in your PR, you People want a product that has had a good have to place your product or solution to PR, so it's easy to find out its potential circle the first place in the mind of your target of customers, the sales is just one simple group. step after this. Many companies, businesses commit an error that they only If your product is not in the first place, you focus on the sales, while it carries out the will loose a big potential market. least work within the work process. The actual work begins in the reverse way. http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 5 / 17
  • 6. R.I.A.B.O.! Revenue Increasing and Business Optimization Appropriate marketing Writing the right marketing text is one of the The formula includes 4 simple steps: and methods, with which you can most difficult step during the marketing continuously develop your base of planning campaigns. 1., "Who cares...." knowledge. Say something that will make the other look One of the most important thing when up, that will erase the other's indifference The only important thing in marketing writing the marketing text is to try to or carelessness and will make them campaigns, promotional materials and describe the same thing as if we would be immediately look up at you, will take you marketing texts is that they discussing it personally. If this is done then into consideration. communicate. They should be personal and it just has to be combined and you are should communicate that they are a great ready for the advertisement. 2., "Why am I talking about this" opportunity for the person who is reading Explain why it is important for the OTHER, them and that they have been written It is very important that we dare to write why you want to talk or write to him or her. exactly for him or her. why the product or service is good for the After this, tell your "story" very shortly, target people, and what they need to do to aiming to the point. make the products or services theirs. You should not be afraid to ask from the clients/ 3., "For example...." customers or even to give instructions to Tell the Other person one or more real life them. examples that illustrate and make your point more realistic. If your clients are contacted through the Internet or direct mail marketing campaign, 4., "So what?" the so-called Borden's formula can be a Help the other Person get to the very useful thing. This comes from Richard conclusion that you want him or her to get: C. Borden, head of New York University. He why is it good, important for him or her, etc. used this formula to originally make his if he or she does what you are asking him classes more exciting, but it is perfect for or her. attracting attention in offers, advertisements, letters. The Borden formula is a very efficient method, but you should never forget that writing marketing and advertisement texts is a separate profession. There are still lots of other tricks http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 6 / 17
  • 7. R.I.A.B.O.! Revenue Increasing and Business Optimization Utilizing social capital, networking One of the greatest marketing method, We must be conscious in the hands of those who could offer a good which is undoubtedly the most communications and we have to reach that product. Nowdays the world is in the hands effective marketing is the so-called our customers recommend our products, so of those who have the right clients, recommendation or reference that we can build a new communication line customers, even if they have no products or marketing. with the contact network of our clients. services at all. The biggest value in business is the client, the customer. Acquiring a new customer, client in all The only effective method of this is if we cases is a matter of trust. The build our marketing model in three In today's world the secret to customer who buys does it because he is dimensions. If we pay attention to our successful business lies in the confident that the product serves his partners' needs and gain their trust, then appropriate human relations, interests and it makes his life easier, or it the win-win-win business situation will be connections. fulfills his desire. The point is that the developed. purchase is always a matter of trust. So it is easy to see that the root of the most The high-quality products have in itself PR successful reference marketing is the value, but it has to be made known to the communication, conversation, continuous outside world. The most effective marketing keeping in touch. It is important that it is no method for this is if we ask for so-called longer the product that matters but the man recommendations from our existing himself, his values. We will see that partners, clients. A product or service connection is equal to bond, which is equal recommended by a client in all cases to several more recommendations. If we supports trust, however you should not pay attention to our partners, this process forget that there are countless will be very much an automatic one and we recommendations. will have a completely new "sales" team. Its strength is unbelievable when a person The goal is nothing more than to achieve, recommends a product or service who that our current customers offer our understands us and whom we trust. 90% of products, being consciously messengers of these recommendations end with buying. our business. The world has changed radically over the years. In the past the world was in the http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 7 / 17
  • 8. R.I.A.B.O.! Revenue Increasing and Business Optimization How can you stabilize your market position? If you read my first letter maybe you know one problem with them, they cost more than 1., Let's the client to push the price down. by now that the marketing brings the the money that they bring back to the Usually the clients reaction to sales people revenue not the sales, not you product or company. is that a certain product or solution is solution. There are a lot of marketing experts but cheaper in the next store, company, etc. Maybe you have a great product/solution they are not looking for jobs. They do their The sales person usually say immediately, but it remains just on the shelf. Does it bring own jobs. ok I give you 10% discount. But why??? At you money? No. this point is the sales person working for There are only two solutions: you or working for the client??? If you do not use correctly marketing you ! you do the job or will loose potential clients. Ok, you can say ! you will start to help somebody to 2., A client or a possible buyer calls your that the marketing is not about selling, the learn the job. company and the sales person in your marketing is just marketing. No, you are No matter which solution you choose, you company asks the possible buyer to write wrong. The marketing is a weapon to sell will need the KNOWLEDGE first! down his/her requests in an e-mail. NO! well. If you look at the big companies, most You will not need books, not university The 80% of the clients have no time to write of them do NOT use sales people, they use programs, you will will need real daily e-mails, they need immediate answers, this only marketing and the well-defined experts, real knowledge from the business is why they have called you directly. communication process. life. 3., If the sales can not manage the personal Without marketing you will loose your target One very important thing: contacts. group. The marketing generates people who are interested in your product or solution. You can create your own measuring system Every CEO knows it, so they create the And the sales people will close the deal. to control the sales work measuring system same mistake: they hire marketing to control the sales work! This is what I like managers... So you have a good need for good sales to do the most. :-) You don't want to do the marketing because people. that is boring, you don't know it well, etc... If You will need sales people who are with A very simple example. you would ask 10 CEOs, which area is the you not with your customers. I had a big FMCG client. They had a lot of worst in their companies 9 will answer the sales representatives. marketing and PR. How can a sales person kill your business? I tell you three examples: So back to the first thought: you are hiring a marketing manager... Usually there is only http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 8 / 17
  • 9. R.I.A.B.O.! Revenue Increasing and Business Optimization How can you stabilize your market position? The job was simple: the sales reps went to From this little measurement the company the stores and asked the orders. But the got the statistics that only 2.3 % of the main task was to create a good relationship orders were registered personally at the with the stores. client through direct relationship. We This company had in average 78 sales showed this result to the sales people, and representatives in one country when I went fired the worst 10. We told the sales rep. there to help them. The CEO asked my help exactly what we are monitoring and that the because the product was good but the company will be monitoring every sales revenue increased only 4-5% per year. It order from now on. was not enough. Next month the registration done personally with the clients was 99.4% but the travel I created a little survey... costs were still high. I asked some store owners about how their relationship with the sales representatives I talked with the company CEO and we was, how they created the orders? started to register the routes as well and analise them... They said that the sales guys were there After the second month the fuel costs only in the first 3-4 times and after just decreased by 72%, because the sales called them for the new orders. Because people went to the client in the optimal the personal relations were not managed, route and the orders from the personal cared for, looked after, the store owners visitings were still 99.4%!!! never ordered anymore. We saved costs on fuel and won more So I created a software solution to solve the orders because of the personal contacts. problem. That's simple. Measure your marketing and Every sales representative had a sales and never trust in your employees. Blackberry. Their job remained the same: to This is business! take the orders but the software wasn't the same...when the sales rep. put the order into the system, the software in the background checked the GPS coordinates. http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 9 / 17
  • 10. R.I.A.B.O.! Revenue Increasing and Business Optimization Useful Formulas in the business life If your clients are contacted through the Help the other Person get to the AIDA Formula: Internet or direct mail marketing campaign, conclusion that you want him or her to get: Attention - Interest - Desire - Action the so-called Borden's formula can be a why is it good, important for him or her, etc. very useful thing. This comes from Richard if he or she does what you are asking him Attention C. Borden, head of New York University. He or her. Say something that will attract your reader's used this formula to originally make his attention classes more exciting, but it is perfect for The Borden formula is a very efficient attracting attention in offers, method, but you should never forget that Interest advertisements, letters. writing marketing and Tell the other person why he or she should advertisement texts is a separate be interested in the issue and why he or The formula includes 4 simple steps: profession. There are still lots of other tricks she should believe what you are and methods, with which you can saying.Prove that what you are saying is 1., "Who cares...." continuously develop your base of true and real (case studies, offerings, Say something that will make the other look knowledge. opinions, references, etc.) up, that will erase the other's indifference or carelessness and will make them The only important thing in marketing Desire immediately look up at you, will take you campaigns, promotional materials and Write down, list your product's or services' into consideration. marketing texts is that they advantages, effects on the other person's communicate. They should be personal and life, business etc. You should achieve that 2., "Why am I talking about this" should communicate that they are a great the other person should WANT, desire your Explain why it is important for the OTHER, opportunity for the person who is reading Product, service or You as a professional, why you want to talk or write to him or her. them and that they have been written what you are offering. After this, tell your "story" very shortly, exactly for him or her. aiming to the point. Action Tell the other person to react to your offer if 3., "For example...." the interest has been lighten up and tell him Tell the Other person one or more real life or her to do it now. examples that illustrate and make your point more realistic. 4., "So what?" http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 10 / 17
  • 11. R.I.A.B.O.! Revenue Increasing and Business Optimization Useful Formulas in the business life Best practices for Offer writing: CV formula: Desire - Problem - Fears - Solution - Desire - Problem - Fears - Solution - Advantages - References Advantages - References Desire: Desire: Write down what you want to sell I want to have a position as a project manager in your company. Problem: Describe why it would be necessary for the Problem: This would be good for you other person to buy it, to take what you are because...with my experiences....I can add offering. to your success in this way..... Fears: Fears: Many companies do not take, You need to list here the excuses that consider applicants over 40 years old. They clients might say forget that between 20 and 30 years old people change their jobs more often, while Solution: a person more mature is much more loyal Repeat in 2-3 lines the solution. You to their jobs, positions and consider their mention the price here! tasks, jobs as part of their whole life. Advantages: Solution: What is the advantage by buying your The expertise and experience is priceless. product or service Advantage: References: I am not a simple expert, professional, your Client or reference opinion, reference company forms part of my Life... References: Reference from who you know, who knows you as well. http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 11 / 17
  • 12. R.I.A.B.O.! Revenue Increasing and Business Optimization Where is the money magnet? Let's start with a simple issue. votes, go to be a politician. Politics is all If you know your target, do you thing the about votes. price is important? No!!! Never! How can you increase your revenue? IT is easy, forget waste... The amateurs are trying to sell products to My question: Remember, when you bought everybody, but the professionals select the your last car, did you buy the cheapest Every Euro or Dollar that you payed for target. Later I will tell you how. one? Did you say to the dealer that you marketing, pr, press release, advertise, etc.. need the cheapest one, no matter what the which never generated the necessary If you know your target exactly, then you colors and options no are? I do not think revenue is a waste. Time, money and can communicate to her/him directly, so... Why? Because everybody is different energy. What did you do really? You missed personalized. and everybody has own feelings, subjective the chance to win new partners and sell decisions. Just like you! products... If you think that you sell bread and everybody needs bread, YOU ARE Please never fall in love of your products or What we know: The aim of the marketing is WRONG! A lot of people has bread cooking your advertisements, your main aim is the to sell. Sell solutions/products and increase machine at home. They are not your target. result that they give you. your revenue. That's it. A small example: In Toronto there is a tatoo I know 63 types of marketing. The people Two typical mistakes that sales people do: saloon. In the window you can see the who finish the university they know around    1., Don't know the target group following text: "What are you looking? If you 3... But one thing is common in everybody:    2., Start immediately with an offer want a tatoo come in, other case go to we always forget why we are creating hell..." marketing campaigns... If you want to be efficient, you can define your target. Yes, this is aggressive, maybe... I imagine Never forget: If you create a good marketing campaign that the old couples walk around and they    marketing = helps to sell that you like, your secretary likes and your see this slogan in the window: It 's awful...    sales = brings revenue and money family likes, who cares?... They ARE NOT For them yes, but they are the real target your target group. You have to focus on for a Tatoo?? No, I do not think so. The your target group, because they will buy saloon found the target, they created the your solutions/products and they will give perfect style and they are full with you the money. If you want gratulations teenagers, who want tatoo. It was an from your friends and family, collecting excellent marketing strategy. http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 12 / 17
  • 13. R.I.A.B.O.! Revenue Increasing and Business Optimization Where is the money magnet? You should memorize now the right steps: whole job lasted for 3 months. 3 months for I said to him this is bullshit. So we started to    1., Solution/Product only one buyer who just payed 15.000 work a little together. I said to him work with    2., Define the target group Euro. The event management company just me for two days and we will find 10 ways    3., Creating marketing campaign wasted the time. They missed the chance to how can you communicate to your target 4., Knowing the reaction of your target, win new partners and sell products because group without paying for marketing... know what they really want of the wrong strategy they chose. In this    5., Offer case they spent around 75.000 Euro easily So what can we do in this situation with    6., Sell without any result. minimal budget?    7., After sales Advertising? NO! I said minimal budget!!! Before you start a marketing campaign first You can pay for any advertisement but you If you miss one of these steps you will lose define your target. will not communicate to you target group. 70% potential money. Believe me. The real marketing is to catch the attention Let's find the target group, the real target I have a friend who has an event of your well defined target group. If you just group. management company in Europe. They are put advertisements into some magazines it The background of the company: luxury creating luxury events for the high end is the same as hunting blind. If you stay in travels, European car tours, race track people. His problem is, how can you reach the border of the forest, you close your days, etc... your ideal target? eyes and just shoot into the trees maybe you will hit an animal. But the chance you We defined the target group and we started They made the biggest mistake ever! They hit is very small... to work. I share you two ideas from the ten gave the whole marketing to a big what we created: marketing and communication company for Never forget: fix monthly payment.    marketing = helps to sell They focused on everyone who read RULE: Never trust a company who is    sales = brings revenue and money Playboy, Financial Times, Vogue, etc... working for fixed money. If they work for fix They used the blind hunting in the forest they are not motivated and 99% they just So this guy payed for big media strategy... want your money. advertisements, merchandize materials, and for some press articles. When we We picked each programs separately and So this marketing company created a lot of talked he said he is disappointed in the defined the best target group for them. media campaign for 75.000 Euros. The people because nobody wants to buy. He result was 2 types of flyers, 10 said everybody is afraid of economy crash. advertisements and only 1 buyer. The http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 13 / 17
  • 14. R.I.A.B.O.! Revenue Increasing and Business Optimization Where is the money magnet? ADVICE 01: Why? Because your friend offered and you stores in Europe. We contacted them first trust in your friend. via e-mail, just checked the reactions. So first we picked the exclusive travel program. So the campaign was the following. This was not a cost and after if they were Register to our travel and propose us open, they could call them with Skype for The target group was the wealthy people. people. If somebody registers from the example. people you have proposed we pay back to The main aim: find potential partners, you 15% from your travel price. The only investment was 4-5 hours create a big marketing e-mail list for the research and 2-3 hours Skype phone calls. future promotions The result was amazing. The people That's it. wanted to came for free so within 2 weeks Facts: everybody likes traveling but nobody we had an over 5.000 names marketing list The possible revenue was around 70% wants to spend a lot of money for an with the requested target group. higher than any kind of advertisement! exclusive travel. Why? What's the offer? Yes we gave 15% discount after every new From 2003-2008 I worked with IBM and we person but the margin was bigger because Everybody who buys a new luxury car used a "You pass, we pay" program. The of the lot more registered people. wants to try it and show everybody that he main point was that if you start a course Remember: The people want to get things has a Ferrari/Lamborghini/Porsche/etc... and after you pass in the exam you get for cheap or free... After we agreed with the dealer, they gave back your money. So this was our starting a bonus or gift for the customers. point. ADVICE 02: Gift: Because the customer bought the car, So we created the "You travel and we pay" After we chose the European car tours he got a possibility to a luxury car travel in a program. program. better price. He payed the standard price and the passengers were free. He won, and What we needed first were the personal They focused until now on rich and wealthy they also won! contacts. We do not want to waste our time young guys. Yes they were right, but... for cold calls. If somebody calls you from I started to focus on another target group The only thing what was important that they the street to sell you something usually you the new car owners. motivated the dealer as well, because the do not listen to her/him. But if somebody dealer brought them the opportunity. calls you, that your friend gave her/him your What we did was we started to create contact then you will listen to the offer. connections directly with a lot of luxury car http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 14 / 17
  • 15. R.I.A.B.O.! Revenue Increasing and Business Optimization Where is the money magnet? The dealer won a possibility to be an official The only way when the marketing is good if for 5 Euro and blue balls for 7 Euro. The sponsor or got a free travel, etc... The it gives more... pink is cheaper but you hate pink. The sales travelers were potential luxury car buyers The worst that you can do if you push guy tell you that these balls are the same and when they know the dealer's name yourself and then usually the answer is: quality maybe the pink is better, all made in maybe the dealer will have a good business "OK, I am thinking, maybe I will buy it... But China, but blue is a unique color, but later. This is a long term investment for the there are a lot of other products..." everybody buys pink. You will be everybody dealer which brings media attention, Result: 15-30% of buyers, maximum or you will pay a little bit more for the color marketing, public press and potentially new that you want? clients. BUT!!! The most important it does The hardest thing if you communicate that not cost any money for the dealer! WIN- you need money. This never works. The If the product is good and your marketing WIN situation! Marketing without money best way if you can show to your possible communicates absolutely to the target investment in the whole Europe. customer that you want to help him, you group, your customers are ready to pay want the best for him. Never give an offer more, believe me. This is very important, CONCLUSION: first!!! sales is not price fight, NEVER! These two advices do not cost money only If you do something and you believe in your What I really wanted to show you that time. Around one day each. product you can not be cheap. Remember sometimes you pay more than necessary I had a lot of other practical examples and the people DO NOT WANT CHEAP things. for marketing, maybe without results. ideas but I can not share my best ones here The cheapest wins is a bullshit, it is just a in Facebook. legend, it is just for amateur marketing What you should memorize in this time the companies. Remember your car buying... right steps: The most of the marketing and PR You bought the cheapest? NO! In this    1., Solution/Product agencies want money for advertising and generations sometimes the cheap things    2., Define the target group media (TV, press, online) campaigns. are sticky... If you are more than half    3., Creating marketing campaign These campaigns are very beautiful and cheaper than the others that case you can       4., Knowing the reaction of your target, powerful, but never reach the maximum communicate well: WHY?? know what they really want potential. But the marketing company never    5., Offer cares because they created and they got If you just communicate: Because we are    6., Sell the money... It is usually bad only for the better. Who cares? A small example.    7., After sales client. You are going to the sport store because The marketing is full with opportunities. you want a new ball. There are pink balls http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 15 / 17
  • 16. R.I.A.B.O.! Revenue Increasing and Business Optimization Two way communication In life one of the most important thing is If your promotion, campaign does not As I said before: Never trust in a company communication. Communication should be create, generate reactions then you throw who is working just for fix amounts. Never. two ways every time. your money out of the window. RULE: The If they work for fix amounts they are not If you do not answer you not do respect me. main task of the PR is to generate reaction! motivated and 99% of times they just want That's simple. Or my campaign is bad and it Not articles, press releases, REACTION! your money. If you can create (maybe with does not communicate well... Let's look at a good help) a two way communication this a little in details. Today the companies measure the PR channel with your clients, possible buyers values by Kilograms... The PR companies you will be much more efficient! Most of the company leaders are afraid fills up 5-10 folders with press releases and from the PR and marketing areas because advertisements... Who cares about the One more rule in PR: PR means that you they have had bad experiences. In the last results? Who cares about the revenues? have to make known a product/solution in a 10 years most of the companies just bought Only YOU!!!! When you started the co- wider group, and you have to create a good advertisements and never generated big operation with the PR company you wanted opinion about that product/solution. results. A little example: I consulted a more incoming money, not more costs for company last year and the CEO spent lots yourself... If we see the result from this You can not sell if people do not know your of money for campaigns. point, from your owner point of view, then product or if they have a bad opinion about you can ask whether the 10 folders give your product. How many sales people can I asked him, the company CEO, what the you any result? No. sell a very bad quality, unnamed product? result was? He said some generation of Not so many... new sales. We use the communication verbal or I asked him whether he was satisfied? He written, because we want reactions. If there You can maybe say that people did not said no... were no reactions then it was just a wasted want to buy your product/solution...But No, I I asked him what he thought the problem time. The main task of the communication is think you did not find the best offer for them. was? He said the problem might be with the to send a message to people and to get People are always ready to buy! The only product because the PR company made a back a reaction or an answer. mistake you made was that your PR was lot of beautiful advertisements and they not good, in all other cases you can make presented 7 folders full with press releases. Most of the marketing companies always revenue easily. I pointed to him that this was the problem... break this rule. I always see campaigns like this: "Buy Lemonde!" Ok, thanks maybe If you or your consultant partner can create The PR is not about press releases! This is next time. Never tell me as a client what I a good opinion about your product/solution the same case in marketing just as it is in really want... and can make it known in wider areas, then PR. you can sell in a much easier way. http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 16 / 17
  • 17. R.I.A.B.O.! Revenue Increasing and Business Optimization How can you earn money ASAP!?! There are often lots of situations in What can you add to your product/solution business life when you need money ASAP. that increases more buying? Maybe it is not necessary but, you want a new car, you want to travel somewhere or Step FIVE: you just do not want to ask a loan for your Test the possible options! new investment. Step SIX: So, do you want to earn some money Advertise a fast promotion. ASAP? I teach you a good way, how you can achieve it. Step SEVEN: Ask your target group, why didn't they buy I have a very useful strategy, my friend your product/solution? Robert used this since 10 years, we used this with many companies when consulting Step EIGHT: with them. Solve the problems. Step ONE: Step NINE: Choose your best and most successful Repeat your campaign. product/solution which is available immediately in your stock. Important, if you want to earn money, always use ready made products/solutions. Step TWO: If the product was good in the last years Remember when and how you sold most of that case you can use it easily for earn your product/solution. money now. Step THREE: How can you reach your possible target group and in what kind of communication ways? Step FOUR: http://www.riabo.com ::: info@riabo.com! Tuesday, July 6, 2010, Page 17 / 17