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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

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. evaluate the pers on/people responsible for making sales: 13. how many do you have now? B) How many total potential clients altogether? 17. Describe the typical buying structure (what is your clients process to a dec ision? What are the factors that they will contend with. What do you do with the prospects you don t close? 20 How do your closing ratios fare against competitors? 21. The factors effecting a deci sion? And anything else involved in the decision process?): 28. How else does your customer get the product you supply? 22. C) Length of cycle from initial contact to close? D) Number and type of competitors involved. How many dream clients are there (the absolute most perfect clients. and how? 27. that 20% that would drive 80% of your sales)? A) Of those. What are the top three reasons that a prospect would do nothing at the end o f the sales cycle? 25. When and how does money come into the picture? What s their buying criteria. What is the follow-up with a client after they buy? 26. E) How many different people do you usually meet with to close a sale? 14. how many will you close? (Closing ratio) 19. How many customers/clients do you have now in your database? 16. If you target 10 prospects. 15. Describe the full effort to prospect (list every way you have of generating a prospect).Year one Year two Year three Year four Year five Sales Activity/Rep Productivity: Use this as a way to measure. Describe the typical sales cycle to close a sale. What are the top three reasons that you lose business to a competitor? 24. What are the most frequent objections you hear? 18. Do you ask for referrals. but the person who ultimatel . Describe five of your most typical purchasers: 1) 2) 3) 4) 5) 23. from generating the lead t hrough to a close: A) How many contacts to sell? B) Description of typical clients.

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

month. what does it consist of? Who is responsible for PR? How does the press view your company? 57. 53. Describe your direct-mail efforts? 58.45. week. Describe the company s marketing philosophy. Do you have a PR effort? If so. What is the staff s attitude toward marketing? 55. Do you have a brochure/media kit? How is it used? What message is the brochure trying to communicate? 59. week. How often is there follow-up with? Every day. Do you have promotion pieces covering important sales points. n ot something the depends on the mood or skills of an individual rep? 48. month? Average rep? Best rep? 46. What is the marketing theme or slogan? 54. 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 many introductory presentations made per day. 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. How often is your company in touch with clients as a corporate initiative. Number of warm prospects? 51. How do clients perceive your industry? How do clients perceive your company? . How do you educate your clients? Do you provide seminars? Attend trade shows? Newsletters? Sponsor events? Clients 60. year? Average rep? Best rep? 47. Number of hot prospects at any given time (pipeline)? 50. Number of cold prospects? Marketing 52. How many proposals per week/month? 49.

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

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

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

how did you attract your first customers (what process. you can focus on: 1. Offering Greater/Larger Units Of Purchase III. Packaging Complementary Products And Services Together 4. METHODS TO INCREASE THE AVERAGE TRANSACTION AMOUNT To increase the average transaction value. would you rather attract more new customers or garner m ore money from your existing customers.? When you first started. Programming Customers 6. product or service? If you had a magic wand. 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. Improving Your Team s Selling Techniques To Effectively Up-Sell And Cross-Sell 2. Etc. occurrence. 5. Developing A Back-End Of Products That You Can Go Back To Your Customers With 2. Price Inducements For Frequency ATTACHMENT 2 STRATEGIC PLANNING QUESTIONNAIRE What initially got you started in your business? What motivation. METHODS TO INCREASE YOUR TRANSACTION FREQUENCY To increase transaction frequency. Endorsing Other People s Products To Your Customer Base 4. 3. Increasing Your Pricing And Hence Your Margins 5. Letter. Etc. et c. Running Special Events Such As Closed Door Sales . 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.II. Communicating Personally With Your Customers (By Telephone. or equal to your industr y average and what are the steps you are taking (or going to take) to improve it .) To Maintain A Positive Relationship. or the product(s) or service line(s) y ou market. Using Point-Of-Sale Promotions 3. you can focus on: 1. and why? How have your methods for doing business. below. Limited Pre-Releases. Changing The Profile Of Your Products Or Services To Be More Up Market 6.

how. 3. 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). how well did it work. why not? What has been your biggest marketing success to date (defined as a specific prom otion.) 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. telemarketing script etc. 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. 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. 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.e.g. advertising campaign.? What s the lifetime value of your typical customer (i.000 and you attained two new customers it would be $500. Is your USP a consistent theme in all of your marketing and sales efforts? If ye s. if you ran an advertisement t hat costs $1. 4.) and are you still using it or a version of it? . 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. 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. 2. other What does it cost you to get a new customer? (e.

or low relative to your indu stry and what is the reason? How can it be improved? . how does it work and if not.Do you have a systematic back-end (selling your own or others products to existin g customers)? Describe how it works. and phone numbers of all your customers and prospects? Do you then use them in your marketing programs? What is your selling season. addresses. how do they interrelate? How loyal are your customers? Is that normal. Do you use bonuses in all your sales/marketing propositions.g. and how are they (or will they be) used in your marke ting? Do you actively solicit referral business? If so. w hy not? Have you ever tried to reactivate your former customers and non-converted prospe cts? Explain. if any. what would you do to improve your market ing (i. explain it. or assets with other companies in ex change for their products. services or assets? If not. services. $1000 per month in the yellow p ages). 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. Is the plan based on a fixed budget number (e. Do you ever barter your products. high. If you had as much money as you wanted. 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.e. do you see barter possibi lities in the future? Explain. and are you actively looking to sell other complimentary products or services during the slower periods? If so. what is your biggest marketing problem or challenge today)? If you had as much money as you wanted. Have you ever tried selling your non-converted prospects to your competitors? Ex plain. 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.