"Marketing and Sales 201"

Originally Posted by ImpactYourArea.com

Jason,

I am coming up on 38 years in two months. In those 38 years I've started 3 businesses, without a lick of sense, but somehow they became successful and then I eventually sold them all.

Thanks for asking
Woody Quiñones
ImpactYourArea.com

Great, drawing on your 18 years extra knowledge than myself, maybe you could help me by answering one of the questions I asked a bit farther down in the same post.

The question my dumb **** can't understand is why would a Big honcho marketing exec from a 27 store operation need someone to help them once the cat was out of the bag?
I can understand that if Don had all of the Real Estate locked up through the relationships he had built they would need him, but why else?
Not being a smart ****, I really don't get it.
Thanks,
Jason

Originally Posted by Jason

Great, drawing on your 18 years extra knowledge than myself, maybe you could help me by answering one of the questions I asked a bit farther down in the same post.

The question my dumb **** can't understand is why would a Big honcho marketing exec from a 27 store operation need someone to help them once the cat was out of the bag?
I can understand that if Don had all of the Real Estate locked up through the relationships he had built they would need him, but why else?
Not being a smart ****, I really don't get it.
Thanks,
Jason

Hi Jason, Why don't you ask your questions to someone who has been selling this program to Hotels and Pizza chains longer than Don Alm has?

His name is Don Clay and his website is: http://www.claypublishing.com/site_info.php?id=2

Maybe he will be willing to give you his secrets for free but it's not likely.

One thing about Don Alm is yes he sells info but he also gives much of it away for free and the fact is: His info works but only if one is willing to learn and apply it. Plus one needs to have a Can-Do Attitude. Most people have big Fat But's that stop them from doing much of anything but whine.

Cheers,
Steve Shulenski
www.PetPhotographyBusiness.com

Good Morning Jason,

Originally Posted by Jason

Great, drawing on your 18 years extra knowledge than myself, maybe you could help me by answering one of the questions I asked a bit farther down in the same post.

Sure, glad to help.

Originally Posted by Jason

The question I can't understand is why would a Big honcho marketing exec from a 27 store operation need someone to help them once the cat was out of the bag?

In a word, "VENDOR".

Originally Posted by Jason

I can understand that if Don had all of the Real Estate locked up through the relationships he had built they would need him, but why else?

Not being a smart aleck, I really don't get it.
Thanks,
Jason

Being that I have dealt with large corporations over the years, I had wondered that very same thing. I use to think, that if the proverbial cat got out of the bag, I would lose business.

But one day a client of mine revealed something to me, which validates what Don does.

From your viewpoint "Why would this executive pay $65,0000-$70,000 a year to Don, when they could do it themselves."

Again, in a word, "Cost". If Don's program saved them one third to two thirds in corporation's expenses then $65,000-$70,000 a year is cheap from the pizza chains viewpoint.

Large businesses are not in the business of doing it all themselves. They contract the work out and are always open to ideas that will save them time, money and manpower, but will make them money and build their business.

Being that there was a free trail period, this gave the pizza chain the time to do a cost anaylsis and measure pizza sales on a daily basis in the targeted cities. There was probably a projected increased amount desired.

For example, if the pizza joint was selling 10 pizzas every friday night for the past 6 months, the desired projection might be 13-15 pizza every friday night during the free trial period.

Even though Don promised 8. A good marketing director uses the +/- when calculating precentages.

If the increase reached or exceeded the projection then Don's program has proven itself. Now the company is ready to move forward and institute Don's program on a contractual basis.

And even with all this raw data, along with program knowledge and advertising locations, successful businesses trust their vendors to keep doing or improving on what they deliver.

This is one less thing they have to do, along with using their personnel to do what a vendor can do for them, faster, cheaper and more efficiently.

As for the real estate end of it. The executive won't upset the balance, if he is in a prime location. The mentality of it says, "If it ain't broke, don't fix it!"

Being that Don has the "IN" with the hotel/motel, sending in someone from corporate, which doesn't have an established relationship, could cost them that prime spot in all the rooms, that is increasing their sales.

Let's also not forget that this marketing director, now has a connection into the hotel/motel chains via Don. It wouldn't be reaching for the executive to consider having Don go into other regions to promote their pizza chain using his methods. My mug program did that for a flooring company, that advertised on my mug.

I hope this makes it a little clearer for you, but more importantly, I hope we can start hearing of your projects and the progress you are making.

Woody Quiñones
ImpactYourArea.com

Originally Posted by SteveSki

Hi Jason, Why don't you ask your questions to someone who has been selling this program to Hotels and Pizza chains longer than Don Alm has?

His name is Don Clay and his website is: http://www.claypublishing.com/site_info.php?id=2

Maybe he will be willing to give you his secrets for free but it's not likely.

One thing about Don Alm is yes he sells info but he also gives much of it away for free and the fact is: His info works but only if one is willing to learn and apply it. Plus one needs to have a Can-Do Attitude. Most people have big Fat But's that stop them from doing much of anything but whine.

Cheers,
Steve Shulenski
www.PetPhotographyBusiness.com

I don't disagree with anything that you said above.

With that said, would it be acceptable for me to grab a few of the images from the claypublishing site throw them up on my own site and then tell fantastic stories of how I have been doing this and for a few bucks I will sell you a package that will teach you how to do it?


Or even closer to home, What if I were to lift a few of your portraits from one of your sites and set up a page where I sold similar info via telling stories of what a great photog I was and you to could be great if you bought my info.
What would you do if this happened?

Remember when it did happen?
Did I help you in that case Steve?

Jason

(Looking forward to hearing your promo this Wednesday on Millards show)

Quote:
Originally Posted by Jason
The question I can't understand is why would a Big honcho marketing exec from a 27 store operation need someone to help them once the cat was out of the bag?

Originally Posted by ImpactYourArea.com

Good Morning Jason,







In a word, "VENDOR".


I understand that several companies use vendors.
. In your daily business of selling ad specialties with K&B, every order you fill is through an outside company.


Being that I have dealt with large corporations over the years, I had wondered that very same thing. I use to think, that if the proverbial cat got out of the bag, I would lose business.

But one day a client of mine revealed something to me, which validates what Don does.

From your viewpoint "Why would this executive pay $65,0000-$70,000 a year to Don, when they could do it themselves."
No this is not my viewpoint. My viewpoint is this....


A chain of 27 pizza joints has a firm grip on how to sell pizzas or they would not have 27 locations would they?
Part of selling pizzas is forming relationships, just like any other business.
What I tried to explain is , based on my own dealings with pizza joints while working at a hotel, that they all work on the relationships with the hotels.

Again, I don't think they should do it themselves, I think they should outsource the production of materials to vendors just like you suggest.
I was drawing on my personal experiences and left out the fact that every pizza joint in a 5 mile radius was always trying to get us to sell their pizzas for them.
This is why I offered Don the REAL ADVICE that I did.
Yes there were a few nudges in the statement directed at Don, but so what??

I Told Don, and everyone else for that matter, to secure the locations first.
Once you have the locations, you have the real estate that everyone wants!
Plain, simple, and REAL advice.
I even offered a link that may help secure a location for anyone that may be interested trying this thing!



Again, in a word, "Cost". If Don's program saved them one third to two thirds in corporation's expenses then $65,000-$70,000 a year is cheap from the pizza chains viewpoint.
Woody, I think that we may not be thinking on the same level here.
We both agree that the job should be produced with outside help, yet I can't understand why They should pay Don an ongoing fee for something that they can hire a Graphic designer and pay them $50 for the job and then send the job to a printer to get a professional looking display (remember I saw Dons and they look Cheap!).
I am not bashing him, just stating my opinion!
Large businesses are not in the business of doing it all themselves. They contract the work out and are always open to ideas that will save them time, money and manpower, but will make them money and build their business.
I agree 100%, however I don't see how paying anyone an ongoing fee will do any of the things you just spoke of!!!!!
They can get te job done for much less $ and will be at least equal in manpower and possibly better on time
If the increase reached or exceeded the projection then Don's program has proven itself. Now the company is ready to move forward and institute Don's program on a contractual basis.
This is where I disagree. I feel they will obviously move forward and pay a graphic deisgner, and a printer to to the jobs instead of don as it will save them even more money "once the cat is out of the bag!"
Unless Don, or anyone else for that matter, has secured the real estate!
Does this help you understand the importance of securing the REAL ESTATE prior to the pizza joint?
You bash my advice as if it is youthful and unfounded, yet the real advice is true and I stand by it!!!

And even with all this raw data, along with program knowledge and advertising locations, successful businesses trust their vendors to keep doing or improving on what they deliver.

This is one less thing they have to do, along with using their personnel to do what a vendor can do for them, faster, cheaper and more efficiently.
My vendors, the graphic designer and printer, are less expensive that Don correct?

As for the real estate end of it. The executive won't upset the balance, if he is in a prime location. The mentality of it says, "If it ain't broke, don't fix it!"

Being that Don has the "IN" with the hotel/motel, sending in someone from corporate, which doesn't have an established relationship, could cost them that prime spot in all the rooms, that is increasing their sales.
Don Doesn't have an in with all of the hotels, he claims to get the go ahead with 7 locations as he was not ready with the others. This leaves 20 markets wide open for them to impliment this minus Don!
Again Woody, another reason not to chase a pizza joint.

I stand behind my post and everything stated in it!
http://www.sowpub.com/forum/showthread.php?p=13451
Is the Real Estate not the most important thing in this deal?
If Don has the real estate secured, they kind of have to use him rather than rely upon their own contacts within don't they?
I guess you can try to do it any way that you wish Woody, however I still say that one should not put the cart before the horse in this case.

If I had a relationship with bic and offered you imprinted pens for $1.00 each with a min order of 200, yet your own relationship with K&B delivered you the same pen for $.75, who ya going to go with?

Now lets assume that I secured the "real estate" with bic and the only place you could get them was through me, where you going to order from?

See Woody, the Real Estate is what this deal is all about

I hope this makes it a little clearer for you, but more importantly, I hope we can start hearing of your projects and the progress you are making.
I tried, you closed your mind and struck me in the eye, that is o.k. though as I have 2 eyes.

Woody Quiñones
ImpactYourArea.com

Hey thanks Millard....although I'm VERY agressive when "selling" (I "take no prisoners)....YOU did PRETTY GOOD with the "Menu Books".

1) You got the Locations to agree to accept YOUR Books (even though you showed them mine)
2) You got restaurants to participate AND pay YOU
3) You put the Book together and got them to the locations

Now...when "Renewal Time" comes around you will have an easier time.

Also...I just sold another of my Menu Book Programs (this makes the 2nd town) to a "Graphics Business" owner.

The 1st Town was a "fluke" where the owner of a Graphics business contacted me. AND.....this gave me a thought that possibly Graphics Business Owners would be interested in THIS in the other towns I had.

The next town I sent a PostCard to all the Graphics businesses....informing them my "Menu Book" program was "Available" and if they wanted more info to phone my 24hr Recorded Message (This "Recorded Message" thing STILL works like a charm)

To those who left their Name & Addy I sent my "Offering Letter"...giving them the details of what I had set up...what I was charging...how many accounts I had....how many locations....AND...even asking them to "GO TO THE LOCATIONS AND ASK THE PEOPLE AT THE FRONT DESK HOW THEY LIKED THE MENU BOOKS!

Wound up that 2 people were HIGHLY interested and it became somewhat of a "Bidding War".

It would've never dawned on me that the owners of Graphics businesses would be interested in my Menu Books.

So...you might consider selling the Menu Book business that you set up in Branson. I've been meaning to call you and will try to find time this week.

Later....Don Alm