Shake the money makers - richard Miller

Richard Miller - "Building Brands & Selling Stuff"

Shake the money makers.

‘Shake the money makers’ is all about profitability.
Winning accounts is easy, winning profitable accounts is harder.
So, how do we identify and win the most profitable accounts?


SETTING THE SCENE.

As our businesses grow and mature, the way we hunt for business and view prospects must change. Winning new business feels great. But if it isn't a profitable business, we could be setting ourselves up for failure.

WHY?

• Why is profitable business important and what does profitability mean?
  • Revenue 
  • Brand equity
  • Volume
  • Activity
  • Reputation

WHAT YOU NEED TO DO

• Draw a Reward v Output chart
• Grid your current clients and asses their qualities
• Look for clients that represent similar qualities and would add value to your business as much as you will to theirs.

 

1. Identify an industry
2. Identify a client wish list
3. What’s in it for them?
4. Develop a case study
5. Decide what you are prepared to invest to win them

HOW?

• Draw a graph. Up the vertical axis is REWARD 1 - 10, the horizontal is OUTPUT 10 - 1.
• Draw a cross in the middle that represents 4 quadrants
• Place your clients in the quadrant according to their REWARD v OUTPUT with the best clients (ie highest reward and lowest output being in the top right quadrant) etc.

 

• Where do your best clients come from?
• What do they have in common?
• How does the relationship work?
• Where will you find more just like them?

 

• Make a list
• Identify where they are and research them
• Figure out what you can offer
• Create a case study
• Go get ‘em!

 
Written by - Richard Miller – Brand Director, Crisp & Co.
Business insight, creative content and strategic communication specialist.

Richard started his first business at the age of 14 and has thrived on creating and building entrepreneurial opportunities ever since.
He began his advertising career as Agency Sales Executive for TV network Channel 10 in 2006. 

Experienced in both media sales and buying, Richard was responsible for multi-million-dollar media accounts as National Media Manager for Iceberg Media before co-founding Crisp & Co. in 2009 (formally Crisp Advertising). 

Taking a pragmatic and results focussed return on investment approach has established Crisp & Co. as the go to creative and communications agency for local and national businesses seeking expertise in business insight, creative content and strategic communication. 

With a lifetime of experience operating small to medium businesses and working closely with both local and national brands, Richard is well positioned to take a holistic view of a full marketing and sales plan with a keenly trained eye on creative concepts and communication strategy.
 
Along with wife and work colleague Siobhan Miller, Richard also co-hosts the podcast series Mad Man & The Hospitalian; interviewing highly successful professionals from business, marketing and hospitality backgrounds around Australia, discussing the highs and lows of their careers and asking the ultimate question; ‘what is your definition of a fruitful life?’.
Find out more about Crisp & Co. here www.crispand.co and listen to Mad Man & The Hopitalian wherever you get your podcasts. Connect with Richard on LinkedIn

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