What’s The Meat?How to Achieve Exponential Growth By Finding Out What The Customer Wants

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Housekeeping

• Why Are You Here? • What Are You Trying To Make

Happen?

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Which do you think would work better, the brilliant execution of a

flawed strategy, or the flawed execution of a brilliant one?

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In business, it’s the flawed execution of a brilliant strategy

that usually wins the day.

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So Where Do You Find A Brilliant Strategy?

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Ivan Pavlov

There’s really Only One Thing I Know About Strategy

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What’s The Meat In The Heart Of Your Dog?

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Matters EnoughAll Tell

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WHAT’S IN IT FOR ME?

Nobody cares about you they only care about themselves

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Every business owner is on the inside,

looking out, and what they see is entirely different from what their customers see.

Customers are on the outside, looking in.

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Felt Need:

A desire in the heart of the customer. To speak to an unfelt need is to answer

a question that no one was asking.

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What is Your Market Potential?

33% of the market is about the most you will ever get. The rarest of rare will only see 40%

Selling Strategy We won the game when we picked the teams.

Part I

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Morris Hite

"If you have a good selling idea, your secretary can write your ad for you."- Morris Hite

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Growing A Business is Easy When You Have a Strong Selling Strategy

• Good strategy always starts with the customer.

• Bad strategy is about the business, business owner or anything other than the customer.

• What’s in it for the customer?• What could you do your competitors

couldn’t, wouldn’t or don’t have the guts to do?

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Defining Characteristics

Unusual features or distinguishing elements that are used to identify the “shape” of a business or customers.

Objections? • What objections do

customers have for not doing business with you?

• What objections do the customers have for your industry?

• Do people NOT do business with you because they don’t know about you or because they DO know about you?

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Limiting Factors:

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Anything that’s holding you back.

• What Is limiting you from growth?• What’s limiting customers from

buying from you?

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REMOVE THE LIMITING FACTOR!!!

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Unleveraged Assets:

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An Ace You Forgot Was Up Your

Sleeve

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Can A D.U.I Lawyer Have A Strategy?

• Had A 5 Frequency ~ was a household name in his market.

• Was doing 1.8 million.• Increased to 4.6 million in 12 months

with the right selling strategy.

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What’s The Offer?

• If you don’t feel like a person would be an idiot not to follow up on this don’t do the offer.

• Guarantees?

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•Founded in 1999.•Exceeded 1 Billion in sales in 2008.•365 day money back guarantee with paid shipping both ways.

Experiment

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Nothing has to be set in stone, you can always conduct experiments.

Business Problem Topology

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Henry Ford •Henry Did Not Invent The First Automobile•Gottlieb Daimler and Karl Benz in 1886•2000 manufacturers preceded Henry Ford•Henry's Sword In The Stone was to sell automobiles at $795•Overhead Rail, Hook and Disassembly Line•In 1908 Ford Motor Company introduced the Model T for $850 selling nearly 15,500,000 by 1920 for as low as $280

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What Are You Trying to Make Happen?

What Are The Objections?

What Are The Limiting Factors?

Do You Have Any Unleveraged Assets?

What Does The Customer Care About?

Part II:Brand-Development

A Brand Is A Character,It Has A Personality

1 2

3

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RELATIONAL ADVERTISING

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Protagonist The Protagonist

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WHO DID YOU PICK?

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Goal Of A Campaign

1. Be the company people like, know, trust & feel best about when they need your product or service.

2. Develop the character and personality of the company.

3. Become a household name (Top Of Mind).4. Be Who You Say You Are.

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Character Diamond:

1.T

hinks

2.Acts

Core Values & Personality Traits That Determine How The Business Owner

David Freeman 3.Sees The World

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Your uncompromised set of beliefs, what you stand for and what you stand against

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Personality Traits

•Honesty•Generosity •Fairness •Stubborn

•Anxious •Gullible •Happy•Witty

•Dangerous•Jovial •Frank • Giddy

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Elements Your Character Diamond Must Have

1. Strong Traits (Amped Up) - get remembered.2. Must have at least 3 defining characteristics. 3. Duality - Skewed opposites - Conflict raises

interest. 4. Relatable - who will you attract to your tribe?5. You must also be believable, authentic,

humanistic.

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Forest GumpA Brilliant Goober

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Talked about his mom a lot – Strong

Always ran from trouble – Relatable

Forest always thought of Jenny – Strong

Brilliant Goober – Duality

Jenny came in and out of his life - Loyalty

Big Hearted – Strong

How Many Forrest Gump Quotes Do You Know?

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Word Flags

• Unexpected• Memorable Name• Word or phrase that customers will

voluntarily mention in their efforts to be friendly or connect with you.

• Forrest Gump – Many Word Flags• Forrest Gump – Different Language Tone

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Strategy Trumps Character

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Fun Insurance Man

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Word Flags

10 Bucks Hugs

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Become The Company PeopleLike Know Trust & Feel Best About

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Customer Experience

Part III

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Good Marketing & Advertising Cannot Fix A Bad Business, A Bad Customer

Experience Or A Bad Selling Idea.

A business is a reflection of its

owner. That persons core values and characteristic traits trickle down into the rest of the

organization.

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Cleanest Restroom In America

www.whatsthemeat.com/customers-shoes/

How Do You Hire?• Hire those who have already been

trained by their parents. • If you see someone that is great

OFFER THAT PERSON A JOB.• Zappos offers $2,000 to quit. • If a candidate doesn’t reflect your

core values DO NOT HIRE THAT PERSON. Core Values first Experience second.

• Create a place people want to work.

What Is Your Close Ratio?Are You Talking People In To Buying From You Or Are You Talking People

Out Of Buying From You?

What is Your Customer Experience Factor?

•Never say you have “Great Customer Service”.

•Customer Service is Experiential.

•Show Don’t Tell

Pleasant Surprise Factor

• Create A GREAT Selling Strategy.• Become the company people like, know,

trust and feel best about when they need your product or service.

• Give Exceptional Unexpected Customers Experience.

What’s The Meat?How to Achieve Exponential Growth By Finding Out What The Customer Wants

And Always, Always Ask “What’s The Meat In The Heart Of Your Dog”?

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Mike Sloverwww.whatsthemeat.commike@whatsthemeat.com618-889-0674