Rifle vs. Shotgun Marketing ®

Increase your business value through training and goals coaching

Rifle vs. Shotgun Marketing ®

Business education and training services, namely, seminars and training’s for individuals, teams, groups, and companies in the field of strategic marketing

This training and coaching are made possible for customers by requesting a specific quote from Excel Management Systems. Fill in your name on the right-hand side of this screen to request a specific quote for your company.

Our RIFLE VS. SHOTGUN MARKETING® training teaches you how to use a powerful formula that combines industry segment growth rates and the segment gross margin to determine the optimum high potential success business segments that you serve. This will help determine the highest value segments to concentrate on within your marketing program; thus the RIFLE VS. SHOTGUN MARKETING® strategy that works to increase revenue 20% to 200%. Naturally, different industries will require a different marketing focus. For example, this canna marketing guide suggests businesses in the cannabis industry should focus their efforts on other types of marketing. Nonetheless, everyone with an interest in business growth should read on.

What is the value of a high-growth industry? Some examples will help explain.

What if your industry’s growth rate is 2% per year but your financial projections show a 20% growth rate? Where do you get the 18% growth from? (20% projected growth vs. 2% industry growth). It must come from the competitor’s market share. It is very expensive to take market share from competitors. Therefore, your projections will have more doubt and less value to a potential investor or buyer.

What if the industry is growing at 20% and your projections are at 20% growth? You can obtain that growth from the industry growth rather than taking it from competitors. This is a more probable scenario and would have a higher value component.

One CEO in New York was in a 2% growth industry but discovered a sub-segment that was growing at 200%. He shifted his marketing efforts to that segment and for the last three years, they grew at 150% without taking market share from others. This is something that can be tapped into via SEO, as many have opted to try here before.

Examine your product lines, market segments and find the segment(s) that have the highest growth rate. Then times that by the gross margin. Make a list of the combined scores from highest to lowest. The highest value segment has the highest potential company financial return. Focus the marketing and promotion efforts and expenses in that area. This will give the greatest return on the investment and higher value probability.

Topics on Financial value increase tools to follow include:

Net Profit: History and Potential: Management Accounting vs. Financial Accounting

• $1 Expense Reduction = $1 Net Profit Gain
• $1 Sales Gain @ 25% Cont. Margin = $0.25 N Profit Gain
• Contribution Margin: Break–even

Financial Qualitative Performance

• A/R Days – A/P Days
• Cash Flow
• Valuation Metrics
• Performance Dashboard

This training and coaching are made possible for customers by requesting a specific quote from Excel Management Systems. Fill in your name on the right-hand side of this screen to request a specific quote for your company.

The training consists of:

1. Individual
2. Teams
3. Groups
4. Multi-company groups
5. A company, companies with multi-divisions
6. The training can be a seminar or actual implementation scope

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Ways to Increase Value

TOP TEN WAYS

• Productivity Pyramid ® Goals–Coaching-Accountability–Rewards
• 80/20 Customer “Gold Program”®
• Performance Dashboards: A/R, A/P, Cash Flow, Contrib. Margin (CM), Productivity $Rev/FTE, $CM/FTE, NI/FTE
• Why Do Customers Buy? – Build Brand –
• Rifle vs. Shotgun Marketing ® Approach
• Systems – Processes
• Reoccurring or Recurring Revenue
• Know your Competition – Market and Value Advantage
• Optimize Product Pricing/Profits
• Remove Product Dead Wood –Increase Margins & Profits