In part 1 of this 4-part series we looked at The 10X SOI Digital Marketing System, how to get sales equivalent to 10x your marketing spend.

CLICK HERE TO READ PART #1

In part 2, I want to take a look at the concept of growing your sales and profit by 100% in less than 36 months.

You might ask “why” and it wouldn’t necessarily be a stupid question.

The challenge with business growth is getting your team on-board.

To do that you have to set some big, audacious goals, as well as describe in clear terms exactly WIIFT? (what’s in it for them?).

Historically, what happened at the end of your trading year?

• nothing – nobody in your team knew it had happened?
• something – you paid a small bonus, told everyone “thanks and well done”, then arrived back for another Monday morning?
• something special – you invited the team to a celebration:

• looking back at the highs of last year
• considering what you have all learned
• congratulating individual achievement
• setting audacious goals for next year
• explaining WIIFT

There really isn’t much point in calling your team a team unless you periodically do something special.

WIIFT?

All the research indicates that your team members want more (and in this order)

• appreciation for what they do
• career progression
• money
• fun

So your end of year speech must incorporate clear signals that all 4 are possible.

100% Growth in sales and profit over 36 months is equivalent to 26% per annum compound growth in profit and sales in each of three years.

It looks like this:

And there is a big assumption there – that you can maintain 30% net profit before tax on all activities – that’s not as easy as it looks because expansion at this level will require:

• an increase in the size of your team – more people doing things
• an increase (probably) in your marketing spend
• an increase (to pay for the above) in the average daily production of your fee-earners

All of which are possible with careful recruitment, promotion, training and mentoring. So here is a 14-point self-assessment test to determine whether your practice is ready to grow 100%:

Tactic #1 – You hold accountability meetings face to face with your SEO, Digital and Direct Marketing providers EVERY MONTH AND PREFERABLY FACE TO FACE and ask them the golden question, “what have you done with my money?”

Tactic #2 – You train your team in actively asking for emails, social connections, testimonials, referrals and networking invitations

Tactic #3 – You make sure that everyone in your team understands The Lifecycle Marketing Workflow and their role in lead generation and lead conversion

Tactic #4 – You create White Paper downloads on your web site for all of the major treatment modalities that you wish to broadcast

Tactic #5 – You embed White Paper offers into your existing email newsletters

Tactic #6 – You train your team to complete internal tracking systems for all new patient enquiries and up-sales to existing patients

Tactic #7 – You create reactivation sequences for dormant treatment plans

Tactic #8 – You use a CRM software-based recall system that encourages up-sales and referrals

Tactic #9 – You encourage your relevant TCO’s and clinicians to get trained and adept with Digital Treatment Planning

Tactic #10 – You train your team to implement a 12-Point Word of Mouth Checklist

Tactic #11 – You coach yourself and your managers to demonstrate Passion and Leadership on a daily basis

Tactic #12 – You use a Smile Check

Tactic #13 – You use The Dental Health Review System

Tactic #14 – You train your team to grow a strong membership base

(CLICK HERE to download a copy of the 14-point checklist)

If you want to know more about each of these 14 tactics for 100% Growth, you can download and read my e-book on the subject if you CLICK HERE.

As a bonus – here is a link to download my 12-point checklist for how effective your Word of Mouth Systems are:

https://www.dropbox.com/s/xfdrnp6ekcwuuiw/12%20point%20Check-List%20V2%202.pdf

I’m interested in working with people who want:

• a ratio of 10:1 for sales to marketing spend – for every £10,000 you invest in marketing; you want £100,000 in new business sales;
• growth of 100% in sales and profit – you want to DOUBLE the sales and profit of your existing business
• Turnover of £10m – you want to build a hub and spoke operation that could be sold for £10m+ in less than 10 years (or carry on producing over £2m+ profit each year)
• a business that be 100% delegated – starting from the point that you can either go on holiday or take a course and not worry – leading to the option of completely handing over the tactical management of your business to your management team – with confidence

The Chris Barrow Mentoring System

I’d like to apply for a job at your practice please:

• Title – Business Mentor
• Start Date – ASAP
• Duration – 6 months (initially)
• Fees-£1,200 pcm (including VAT). Your total investment = £7,200 (including VAT)
• Benefits – I do not require any health insurance, or a pension, or life cover, or expenses or an invite to the Christmas party
• Working conditions – I don’t need a desk, a chair, a telephone, a computer, a uniform, a locker or any business cards – oh, and you don’t need to be nice to me
• Attitude – I’m a business builder and I know how to grow your business
• I’m not scared of getting my hands dirty
• After 5 months I will resign on a month’s notice and ask you to provide a reference for my next client – or I’ll want you to ask me to stay another 6 months – either way I’ll want you to say that I’m worth it because I helped your practice to start the process of growing 100%.

What I will do:

• Every month I will attend a 3-hour management meeting on site with you and/or your senior managers.
• Between our monthly meetings, you and your managers will have unlimited access to me and the 7connections team via email, Skype and telephone.
• I will also be on hand to help with any other projects required.

In conclusion – if you would like to interview me as your potential Mentor for 6 months, I’m happy to attend a 30-minute telephone or Skype call – no charge, no obligation, no hard sell.

You have nothing to lose.

Just email coachbarrow@me.com and we will book some time.