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Describe your position:
How long have you been at the company?
What was your previous position?
2. Describe your company as a person.
Personality traits:
3. Describe your company as a football team. Who plays each position?
General Manager:
Team Manager:
3 a. Corporate structure: The following section is to force you to think through
the stucture of your organization. Fill in the boxes as appropriate. You may sp
lit the boxes to represent a different reporting structure, or create your own b
ox, but this is an excellent exercise for an entrepreneur serious about building
a bullet proof organization.
4. How do you explain your company to someone outside your industry (i.e. at a p
arty), keeping it as simple as possible.
Now describe your company in one sentence.
5. How do you explain your company to someone in the industry (i.e. to a potenti
al buyer
or client). This is the Company pitch NOT the product pitch (that next)
6. Describe the services you offer. This is the product/service pitch:
7. What does a client get when they buy your product/service?
8. What products/services do clients want that you do not offer?
9. Why must a prospect buy your product or service?
What would make it irresistible?
10. Describe your competition. (Use above criteria; Rate each on a scale from 1-
10) on:
Competitor s Name Product Sales Ability Marketing Ability Customer Service
Now rate your company:
11. Where do you see your industry in five years?
12. Where will your company be in five years? Chart year by year growth includin
g the initiatives necessary to accomplish your goals. List financial goal and th
en the initiatives
Financial goal Initiatives to achieve it

that 20% that would drive 80% of your sales)? A) Of those. Describe the full effort to prospect (list every way you have of generating a prospect). Do you ask for referrals. Describe the typical sales cycle to close a sale. How else does your customer get the product you supply? 22.Year one Year two Year three Year four Year five Sales Activity/Rep Productivity: Use this as a way to measure. When and how does money come into the picture? What s their buying criteria. but the person who ultimatel . What are the top three reasons that a prospect would do nothing at the end o f the sales cycle? 25. The factors effecting a deci sion? And anything else involved in the decision process?): 28. What are the most frequent objections you hear? 18. E) How many different people do you usually meet with to close a sale? 14. What are the top three reasons that you lose business to a competitor? 24. C) Length of cycle from initial contact to close? D) Number and type of competitors involved. evaluate the pers on/people responsible for making sales: 13. What do you do with the prospects you don t close? 20 How do your closing ratios fare against competitors? 21. and how? 27. how many will you close? (Closing ratio) 19. If you target 10 prospects. How many dream clients are there (the absolute most perfect clients. 15. What is the follow-up with a client after they buy? 26. how many do you have now? B) How many total potential clients altogether? 17. How many customers/clients do you have now in your database? 16. Describe five of your most typical purchasers: 1) 2) 3) 4) 5) 23. Describe the typical buying structure (what is your clients process to a dec ision? What are the factors that they will contend with. from generating the lead t hrough to a close: A) How many contacts to sell? B) Description of typical clients. With how many clients are you dealing with the top decision maker (not eh pe rson who has to go to someone else to get approval.

week. month? Average rep? Best rep? 44. What are the standards for hiring salespeople? 32. month? Average rep? Best rep? 41. week. How many prospects contacted per 100 efforts made? Average rep? Best rep? 43. How much outbound phone calling effort (to generate prospects) is made per d ay? Average rep? Best rep? 40. How many appointments set per day. Time management training? 35. week. Account management training? 33 a. How are salespeople compensated? 31. What are the procedures for training people? 37. How many letters sent out per day. What would make the sales training excellent? 32 b.y makes the decision (give percent%): 29. Product training? 32 c. What kind of training is currently being offered? Sales training? 32 a. What is the turnover rate for salespeople? 38. With how many of your clients do you have a strong relationship with top dec ision maker? 29 a) List three things you could do to strengthen your relationship? 1) 2) 3) 30. How often is training provided? 36. What would make the product training excellent? 33. How many active outlets serviced at any given time? Average rep? Best rep? 42. What would make the account management training excellent? 34. How often do you send clients interesting information that is not about your product but could be relevant to them or their business? 39. month? Average rep? Best rep? . How many brochures distributed per day.

week. Marketing Weapons: Do you buy advertising (if not describe what you COULD/MIGHT be doing)? How often do you buy? What sources do you use? What is the theme of the campaign? What do you want the campaign to accomplish? Describe its effectiveness. How often is there follow-up with? Every day. week. Do you have promotion pieces covering important sales points. month? Average rep? Best rep? 46. Number of cold prospects? Marketing 52. month. How do clients perceive your industry? How do clients perceive your company? . If so how many? What are some examples? What promotion ideas do you have? Think of three themes right now that would mak e good headlines for promotional pieces that pitch/sell/persuade on one particul ar aspect of what you sell: 56. Number of warm prospects? 51. What is the marketing theme or slogan? 54. How do you educate your clients? Do you provide seminars? Attend trade shows? Newsletters? Sponsor events? Clients 60. year? Average rep? Best rep? 47.45. Describe your direct-mail efforts? 58. How often is your company in touch with clients as a corporate initiative. Do you have a PR effort? If so. How many proposals per week/month? 49. 53. Do you have a brochure/media kit? How is it used? What message is the brochure trying to communicate? 59. what does it consist of? Who is responsible for PR? How does the press view your company? 57. How many introductory presentations made per day. Describe the company s marketing philosophy. n ot something the depends on the mood or skills of an individual rep? 48. What is the staff s attitude toward marketing? 55. Number of hot prospects at any given time (pipeline)? 50.

Describe every successful advertising. Where does most of your business come from (describe for each category below )? a. selling or marketing program you have engaged in for the last three years that has worked. What are your year-to-date sales levels? 70. Wow ? 65. Describe a situation where you were able to turn an unhappy client into a ha ppy one. do you have or have you ever had? How did they fare and how did they effect your business? 74. if any. 63. Last Year Year before Year before Year before Year before 67.e. List all overhead factors. or co ncurrent to the purchase? 75. What strategic alliances.Your competitors? 61. Do you have a database? Profile (what are the factors by how you can sort)? Format? 66. 68.. 69. Geography (Is there a particular region that is more fruitful? 71. What could you do/offer to make your clients say. Who are your suppliers or other providers of products or services that benef it . showing breakdowns of what the overhead includes. Do you have a marketing budget? What is it? How is it allocated? How has it been used in the past? 73. and how many were more of a one shot promotion? 72. What do clients say about your company? 64. Who stands to gain more than you if you grow.. people who have product s or services that are purchased after your products or services arc purchased. How many of these that have worked have you continued. List your last five year s sales gross sales and approximate profits (pre-tax) . Indicate all costs of sales. i. Product or service (which products or services drive the most revenue?) b. Category of customer (which category/type of customer drives the most revenue ?) b. Describe your most satisfied customer: Describe your ideal client relationship? 62.

Describe as much as possible about their selling approaches. do you have a referral program? If . service or space. How much of your business comes from referrals? 93. how much more business you can add without having to add any more people. I owned a business but I was neve r there and I deferred to my manager. What is the power structure? (For example.massively when you are successful? 76. what life factors have influenced and impacted the person who is answering this questionnaire. What is the operating philosophy that the business has been built on? 89. 84. the y save $400 a month forever on electricity. What people. realistically. we want to know what that is. 88. equipment. 81. What do you really want from your business? Do you want to become filthy ric h? Do you want it to become a turnkey money machine? Do you want to position and maneuver it for ultimate sales? What are your goals? 91. 87. etc. Explain. 92. What do they do best? 79. If you r e a real estate person and you put someone in a greater lifestyle and get them a house they can appreciate. Give an assessment of the transactional implication your product or service has in the end -user s life. who are the decision makers. if. 85. hands off. What do they do worst? 80.) We want to know whether it s hands on. who r uns things. Describe all you know about your competitors: Who arc the top three. their infrastructures. What are the goals of the owner: 83. Explain where all your time is being spent versus where it should be spent. Who are the key people involved in the initiatives that will develop out of this PEQ process? 86. what books. Go through all 30 of the standard options in the Three Ways to Grow a Busines s Model and tell us what you do. Describe exactly who the owner or owners are. 90. In other words. what kind of turf or political environment we re dealing with. 82. list all the factors you think you impact when a sal e is made. their selling s trategies. What products or services do people normally buy prior to. 77. because someone has your product or service. In other words. in conjunction wi th and right after your product is purchased. Where are they located? 78.

) 94 Describe your training. If the answer is yes. Educating Your Clients By Giving Them The Reasons Why . Guaranteeing Purchases Through Risk Reversal 4. Please evaluate and improve your process in the below listed a reas. and by increasing the conversion from inquiry to sale. Acquiring Qualified Lists That More Effectively Target Your Prospect Increasi ng The Perceived Value Of Your Product/Service Through Better Client Education Increasing your customer retention rate by: 1. your interests. the answer is no explain why. In other words. What one thing. write what you could be doing o how you can improve what you are currently doing: Increasing your lead or inquiry generation through: 1. So if you are not doing something in the given area. Include all the details. Communicating Frequently With Your Customers To Nurture Them Increasing your conversion from inquiry to sale by: 1. Host-Beneficiary Relationships 5. Advertising 6. What is your greatest life achievement? 97. Increasing Sales Skill Levels Of Your Staff 2. Describe your family. Go through all 30 of the standard options in the Three Ways to Grow a Busines s Model and tell us what you do. If the answer is yes. and why? 95. (See Attachment 1 3O Standard Options. Qualifying Leads Up Front 3. Referral Systems 2. Are you married? Are you divorced? How many children? How is your health? 96. do you have a referral program? If the answer is no explain why. Include all the details. Using Direct Mail 7. What do you do when you re not at the office. Running Special Events Or Information Nights 9. Using Telemarketing 8. Delivering Higher-Than-Expected Levels Of Service 2. Acquiring Customers At Break-Even Up Front And Making A Profit On The Back-End 3. Making Irresistible Offers 4. describe how it works. METHODS TO INCREASE THE NUMBER OF CLIENTS OR CUSTOMERS The number of clients can be increased by increasing the lead or inquiry generat ion. what you do. what you do. more than anything else. and your hobbies. describe how it works. ) ATTACHMENT 1 30 STANDARD OPTIONS I. do you want to accomplish in this b usiness before you get out? 98. (See Attachment 1 3O Standard Options. increasing the client retention rate.

Letter. occurrence. Changing The Profile Of Your Products Or Services To Be More Up Market 6. et c. Limited Pre-Releases. changed since the inception of your business? What is your vision for your business for the next: 6 months 1 year 3 5 years 10 years What is your biggest opportunity to achieve this vision? What is your greatest strength and is it consistent with this opportunity? What is your greatest problem or weakness in achieving this vision and what s the solution? What are your sales per employee? Is that above. method or action did you use)? Why did customers originally buy from you? Why do customers buy from you now? What ongoing sales efforts do you personally perform today? What sales functions did you perform when you started your business? What are you most proud of about your business. you can focus on: 1.II. or the product(s) or service line(s) y ou market. or equal to your industr y average and what are the steps you are taking (or going to take) to improve it . Programming Customers 6. Etc. product or service? If you had a magic wand. you can focus on: 1. Developing A Back-End Of Products That You Can Go Back To Your Customers With 2.? When you first started. below.) To Maintain A Positive Relationship. 3. METHODS TO INCREASE YOUR TRANSACTION FREQUENCY To increase transaction frequency. Running Special Events Such As Closed Door Sales . Offering Greater/Larger Units Of Purchase III. 5. Improving Your Team s Selling Techniques To Effectively Up-Sell And Cross-Sell 2. METHODS TO INCREASE THE AVERAGE TRANSACTION AMOUNT To increase the average transaction value. Price Inducements For Frequency ATTACHMENT 2 STRATEGIC PLANNING QUESTIONNAIRE What initially got you started in your business? What motivation. Endorsing Other People s Products To Your Customer Base 4. how did you attract your first customers (what process. Etc. Communicating Personally With Your Customers (By Telephone. would you rather attract more new customers or garner m ore money from your existing customers. and why? How have your methods for doing business. Increasing Your Pricing And Hence Your Margins 5. Packaging Complementary Products And Services Together 4. Using Point-Of-Sale Promotions 3.

000 and you attained two new customers it would be $500.? What s the lifetime value of your typical customer (i.) What is the average sales and profits generated from a new customer in the first year and how is that information useful in your overall marketing strategy? What is your biggest and best source of new business and are you doing everythin g possible to secure this business? If no. advertising campaign. Do you actively seek information from experts in your field and other fields rel ated to yours? Explain: When was the last time you introduced a new product or service to your market (b oth existing customers and prospects). 3. telemarketing script etc.e. why not? What has been your biggest marketing success to date (defined as a specific prom otion. and what was the re ason? What is your Unique Selling Proposition or USP (why do your customers buy from y ou what is it about your product and/or service that distinguishes you from your competition)? You may have more than one for different product/service lines or segments of your business.g. and if no. why not? How much of your time each month do you devote to marketing and how much will yo u devote in the future? Do you have a marketing director? If so. describe his/her primary responsibiliti es and duties? Do you provide incentive bonuses to your employees for creating new and better m arketing methods for your company? Explain. how well did it work. other What does it cost you to get a new customer? (e.) and are you still using it or a version of it? . if you ran an advertisement t hat costs $1. 2. how much revenue will he/sh e generate for you over the entire period he/she does business with your company )? What is the biggest customer complaint about your industry and how does your com pany address this problem? Do you buy from your competitors to keep track of what they re doing right and wro ng? Explain how these insights have helped you refine and better focus your overall business strategy. Is your USP a consistent theme in all of your marketing and sales efforts? If ye s. 4. What s your market potential (universe) and your current share of that market (%)? What are the ways you have attained your existing customers (from best to worst) ? 1. how.

g. If you had as much money as you wanted. do you see barter possibi lities in the future? Explain. addresses. high.e. or is it a variable percentage of sales? Why do customers buy from you? Do they buy from you exclusively or do they also patronize your competitors? What steps can you take to get the main portion of t heir business? Do you have an adequate supply of customer testimonials and is there a system in place for their capture? Are they written or taped. explain it. if any. what is your biggest marketing problem or challenge today)? If you had as much money as you wanted. what would you do to improve your produc t or service and what impact would that have on your customers? Do you have a written marketing plan that you adhere to? If so. or low relative to your indu stry and what is the reason? How can it be improved? . Do you use bonuses in all your sales/marketing propositions.Do you have a systematic back-end (selling your own or others products to existin g customers)? Describe how it works. how do they interrelate? How loyal are your customers? Is that normal. Do you ever barter your products. Have you ever tried selling your non-converted prospects to your competitors? Ex plain. $1000 per month in the yellow p ages). services. Is the plan based on a fixed budget number (e. or assets with other companies in ex change for their products. how does it work and if not. what would you do to improve your market ing (i. and are you actively looking to sell other complimentary products or services during the slower periods? If so. and how are they (or will they be) used in your marke ting? Do you actively solicit referral business? If so. and how did it affe ct the response? Do you use risk-reversal in your marketing propositions? Explain its effectivene ss: What kind of guarantee or warranty do you give your customers and how does it co mpare with your competitors or with the industry at large? How do you capture the names. w hy not? Have you ever tried to reactivate your former customers and non-converted prospe cts? Explain. and phone numbers of all your customers and prospects? Do you then use them in your marketing programs? What is your selling season. services or assets? If not.