Business Strategies To Increase Your Profits... Without Wasting Another Dime On Advertising
How Do Market Leaders Thrive In A Tough Economy?
Change is a constant in business. It provides both opportunities and threats. Market leaders have developed a long-term strategy that lets them quickly adapt to changing conditions as they arise.
Market leaders focus on systems and processes instead of quick fixes and short-term tactics. Their tactical flexibility comes from adhering to strategic business goals, and a commitment to squeezing the maximum value from assets they already have.
Most small businesses have a wealth of valuable assets, but they're usually either under-performing or completely overlooked. Companies that can identify and optimize those assets are in an ideal position to design breakthrough strategies for growth.
Great Strategy Requires Great Execution
Internet Knowledge Solutions helps midsize to small businesses leverage under-performing assets for immediate cash flow and profit. We do this by applying a methodology that shrinks operational costs while delivering predictable growth.
This body of knowledge is called the HMA System-- a proven set of principles and techniques derived from 18 years of helping businesses grow. The HMA System helps companies construct the strategies and support systems required to maintain control of critical processes at all times.
When we apply the methodology of the HMA System to your company you'll get
- A Strategic, Process-driven Small Business Marketing System
- Actual Implementation (We don't just advise-- We Execute)
- A Risk-Free Performance-Based Guarantee
What Is The Hidden Marketing Assets System?
The HMA System is a set of business optimization procedures that helps companies get more sales and higher revenues by maximizing the return on assets they already have. What we call "hidden" assets are the overlooked or under-used revenue generating assets that can produce more growth and real bottomline impact when optimized.
A Business Approach That's Modular, Measurable, and Manageable
Our system takes a modular approach to helping companies implement the necessary business optimization procedures. The modular approach offers multiple benefits. The first is a resultant business strategy that's based on milestones and measurements.
'If it can't be measured, it can't be managed' is a common business cliché. Sadly, the insight that's often missed is-- if it can't be managed, it can't be fluid-- because a company's survival and growth often depends on its ability to make adustments quickly.
The HMA system is comprised of seven modules-- the first four are examined below. These four are the cornerstones of the HMA System, and each takes between 4 to 6 weeks to implement. Collectively they are referred to as The Core Four.
#1 Identify and Establish Your Competitive Advantage
Build Your Unique Sales Value Proposition
When businesses fail to clearly distinguish themselves from competitors, they increase the need to compete on price alone. Price competition shrinks margins and makes companies more vulnerable to market shock. The key to establishing a competitive distinction is the development of what has been called a Unique Selling Proposition.
These days it's more commonly called a unique value proposition or extra value proposition-- but the purpose is the same. Your USP seeks to answer the following question: Why should a consumer do business with your company instead of any other option they have?
Using the HMA System we help companies overcome this challenge with a process that includes
- Competitive intelligence to uncover the business drivers in your market
- Surveys of customers, employees, and vendors to find out their perceptions
- Assessing your company's strengths, weaknesses, opportunities and threats
Cut Costs and Increase Operational Efficiency
The first HMA initiative is also concerned with cutting operational costs. We accomplish this goal by starting with an overall business systems evaluation. We then apply the HMA efficiency analysis to help you identify:
- Opportunities to transition fixed costs to variable
- Areas where waste can be eliminated or lower cost options substituted
- Ways to squeeze more value from existing assets
#2 Unique Value Proposition: Process Integration
Value Based Selling: Close More Sales With Larger Front-End Orders
Your value proposition has to be integrated throughout the entire company. Every sales person, employee, and all marketing collateral must promote value at every touchpoint. The intent is a strategic re-positioning, to help your company compete on value instead of price.
Promotional messaging will need to be evaluated and reframed starting from your lead generation initiatives. Additional sales training may be needed to ensure unique value is clearly communicated in every offer.
When we implement this module using HMA principles, cross-selling and upselling becomes easier, and price-selling becomes a thing of the past. Increased sales conversions and a spike in revenue will be the result.
#3 Database Marketing, Relationships, and Referrals
Database Marketing: Get More Revenue From Existing Clients/Customers
Our system uses a variety of techniques to help your company make more sales by leveraging existing customer relationships. Current customers are the cheapest consistent source of new sales, yet its a source most small businesses neglect.
Add-on business can often be acquired by email, text messaging, or a phone call. New sales usually require only the minimal costs of the promotion.
A similar process is used to re-active past customers, some of whom may have been pronounced "dead". It's not uncommon to "resuscitate" 10-35% of them by applying the reactivation methods of the HMA System.
Building Referral Systems: Referrals Are Too Important To Leave To Chance
Referred clients and customers come with the shortest sales cycles, highest entry-point orders, and greater lifetime value than those who come in through ad channels. So why do so many companies leave referral acquisition to chance?
The HMA strategy employs a systems approach to generating high quality referrals. Our techniques and referral generation procedures come with 109 referral systems to build on. With such a valuable source of revenue at stake, gratuitous "word of mouth" just won't do.
#4 Create Additional Revenue Streams
Profit From Joint Ventures and Strategic Marketing Alliances
Our fourth stage concentrates on building strategic marketing alliances with non-competing firms within your target market. Since alliances leverage the collective marketing of both partners, they open low-cost channels to reach new prospects.
Strategic alliances open additional revenue streams through enhanced opportunities for affiliate sales and bundled product/service promotions.
A strategic application of joint venture alliances will produce heightened brand recognition, a variety of cross-promotional opportunities, and more new customers and sales.
Here's How To Get Started:
To help you better determine whether our small business services fit your needs, we've developed a 20 minute "HMA Executive Briefing" that is conducted over the telephone with owners and executive staff/team. For more details, please see the sidebar.