Strategy Results Vol 2.pdf

Jay Abraham

Marketing Strategy Diagnostic

Assessment Results

VOLUME II

This 1500+ page report contains the

confidential results of a survey of over 3000

business owners and entrepreneurs on

marketing strategy and the implications on

their business.

I guarantee it will change the way you think

about your marketing strategy.

Table of Contents

Question 31. Whose business strategy do you most admire and why?...................................................... 527

Question 32. Is customer lifetime value (marginal net worth) reshaping your marketing strategy?

If so how? ............................................................................................................................................ 547

Question 33. What’s the most advanced marketing concepts or tools you use to sell more products

to more people? Describe briefly below.............................................................................................. 565

Question 34. Who is the most masterful business or marketing strategist you’ve ever known?

How did he/she best apply their strategic genius? Describe their biggest strategic “coup.” ............... 585

Question 35. Do you have a profitable business/marketing strategy for the internet? If “yes”

describe briefly below. ........................................................................................................................ 604

Question 36. How do you explain your marketing strategy to someone outside your industry (i.e.,

at a party), keeping it as simple as possible? ....................................................................................... 614

Question 37. Now describe your marketing game plan in one sentence. ................................................. 638

Question 38. Describe the different marketing tactics you successfully use. ............................................ 656

Question 39. What do you think are the Strategic benefits of each tactic?................................................ 676

Question 40. What are the Advantages people choose your company/product or service by (i.e.

your USP)? Define briefly................................................................................................................... 695

Question 41. What sequential marketing (if any) does a prospective client get when initial contact

is made vs. when they buy your product/service? ............................................................................... 720

Question 42. What marketing efforts/activities do you want to be doing right now that you are

not? Why? ........................................................................................................................................... 739

Question 43. Describe your competition and any effective marketing strategy or tactic they use

that you don’t. ..................................................................................................................................... 763

Question 44. Do you have a long-term written marketing game plan----if so, include a written

copy as an attachment with this questionnaire? How do you accomplish your marketing

goals?................................................................................................................................................... 786

Question 45. Briefly describe the complete strategic marketing cycle from generating the lead

through to closing the sale on to requesting repurchase and all follow-up referral generating

that you do........................................................................................................................................... 791

Question 46. How do you currently prospect and generate for new first time buyers? ............................. 831

Question 47. What frequency of communication do you have with your prospects, active or

inactive clients/buyers? What forms do they take (call, visit, letter, etc.)? ......................................... 852

Question 48. What tactics do you use to overcome frequently posed objections? .................................... 874

Question 49. What is your strategy for reclaiming windfall profits from prospects you don’t sell

or close? .............................................................................................................................................. 897

Question 50. Describe five of your most formidable competitors and their marketing approaches. ......... 906

Question 51. What are the top two reasons that you lose business to the competition? ............................ 933

Question 52. How much follow-up do you do with a client---AFTER they buy? With a prospect if

they don’t purchase? And with a client AFTER they buy. .................................................................. 954

Question 53. Do you ask for referrals, how and how often? ..................................................................... 974

Question 54. List three things you could do to strengthen your marketing effectiveness now.................. 987

Question 55. List the materials, products, programs of mine you’ve been exposed to---plus how

often, how well you’ve studied and honestly applied each one..........................................................1011

Marketing Strategy Diagnostic Assessment Results

Question 31. Whose Business Strategy Do You Most Admire and

Why?

Question 31. Whose business strategy do you most admire and why?

1. ?(13)

2. 555 Soul and Diesel they’re very unique stray from the norm and create clothes

with both character and style. They tied I-D in with their product effectively and

seem to make the wearer feel more confident and expressive.

3. A big publishing company’s strategy. They sell just business ideas instead of real

businesses. So they have an endless market of people who just want information

but don’t really want to get “dirty” doing real business.

4. A combination of Amazon.com and Land’s End. Amazon is very proactive in

recommending what I may want to purchase, based on previous purchases. They

soften the risk of mail order with free shipping—when my order reaches a cost

threshold. They offer more than books, making it easy to buy stuff online from one

site with a couple of clicks. Every once in a while a bonus product is included with a

shipment as a Thank You (and, I’m sure, a sampling strategy for another company

who paid dearly for the opportunity). They provide customer recognition, they are

pro-active in providing a meaningful benefit (free shipping!), and they communicate

when my order was shipped and how to track it. Land’s End has their brilliant

“Guaranteed. Period.” risk reversal. Their customer service people are tops, and

their service is tops. Their products are truthfully represented. They have not

strayed from their branding. I know what to expect. I am always delighted yet never

surprised when they come through.

5. Abraham & Kennedy. They work!

6. Abraham. It’s not brain surgery, and it works!

7. Abraham’s. it makes a lot of money.

8. Abrahams, it works

9. Absolutevodka

10. AFLAC - because it is memorable without being antagonizing.

11. After Jay's, it would be Tony Robbins, because he is able to create great demand

for his products and his service so that people have to work at getting what he has

to offer, whether that be coming up with large sums of money or gong long

distances to hear him.

12. Agora Publishing- because they are extremely effective at back-end and cross-over

marketing.

13. Agora Publishing. They publish several excellent, daily, free e-mail newsletters and

then advertise in the email newsletters all their fee-based newsletters and

conferences.

14. Alan Weiss – maximum leverage and long term value from each of his clients

15. Alan Weiss’ marketing gravity. Leads to warm leads and respect for him before he

even meets the client

16. ALDI – a german supermarket chain – very, very successful

17. All those people/companies who give their employees some share in equity or

profits of their venture. They thoroughly deserve all the commitment that they

inevitably receive from their staff.

18. Allen Says – creativity at the service of problem solving, an explosive marketing

mix that is ignited by viral and affiliate marketing, self propelling itself to amazing

heights.

19. Allen Says/Jay Abraham. Because they both get me to start thinking creatively, to

Marketing Strategy Diagnostic Assessment Results

Page 527

Question 31. Whose Business Strategy Do You Most Admire and

Why?

realize that there are a lot more options available to me that may seem at times.

20. Amazon.com – Jeff Bezos - first to use the internet effectively

21. AMAZON.com they make it easy to shop with them

22. Amazon.com. See 17 above.

23. Amazon.com. Great site. Keep adding great ideas that make shopping an easy

and fun experience.

24. Amazon: User friendly, open, engaging.

25. Amazon’s, because Bezos is not consumed by the day to day movement of his

share price, but on building a great company and a great brand.

26. Amway. It’s success if built upon making other people successful.

27. Andy Andrews – he rose from being a storeman to Dean of the business school at

the University of the Witwatersrand – to running practical, down to earth courses for

managers on “how to manage Return on Assets Managed”, basic, really needed

skills.

28. Anglo American they minimize every outlay and maximize every return locally and

globally and always go for the residuals.

29. Anita Broderick of the Body Shop ie she really tapped into the animal friendly

products, being part of the community and giving back to the community and

having a consistent product and image.

30. Anthony Robbins and Jim Rohn. They have long lasting and varied empires with

multiple streams of income while helping and inspiring others

31. Anthony Robbins because he has created an empire from nothing.

32. Anthony Robbins because I see what it has produced.

33. Anthony Robbins, he is always looking for better ways to do what he does and he

is so strongly admired for what he does because he is so sincere.

34. Anthony Robbins, Brian Tracy, Jay Abraham

35. Any company that creates a great product, tells their customers about it and

enables them to make the “right” choice for themselves. I like it because it seems

to create a “loyal customer” who ends up being far more valueable than the “run of

the mill” customer.

36. Any company that Warren Buffet invests

37. Anybody's story of carving out a market niche and dominating it such as Jack

Welch of GE with financing and Michael Dell and building customized orders

without appreciable inventory.

38. Anyone who gives a high quality product or service for a reasonable price.

39. Anyone who has a real niche market, who has surveyed that market and then

delivers exactly what that market needs and wants.

40. Anyone who perseveres and is consistent.

41. AOL making it easy to become a client by being preloaded on computers. Plus

their service is easy to use and inconvenient to switch to a competitor.

42. Apple computer, due to their differentiation approach in pc market

43. Argent Financial Group. They are prompt and professional.

44. Artists of America because of their uniqueness and success

45. As above, Tony is the only one that springs to mind right now, because he is so

closely related to our own business. Admire Jay’s (obviously) but doubt we could

do anything that major in the short term. We don’t have the manpower.

Marketing Strategy Diagnostic Assessment Results

Page 528

Question 31. Whose Business Strategy Do You Most Admire and

Why?

46. As I said AMWAY – they've made world sell for them.

47. At our level I have no knowledge

48. Barry Farber. He promotes the needs of the customer as the basis for sales. Also,

honesty, so I don’t have to remember lies.

49. Besides Jay Abraham? Corey Rudl. Because he's the best on the Internet

50. Big ticket seminar and highly paid copy writers Because of the leverage /more

money in a time a time slot -because they duplicate themselves better

51. BillGates

52. Bill Gates -- $$$$$$$$$$$

53. Bill Gates – he found his niche, negotiated with a heavy hand / out thought the

competition.

54. Bill Gates – he seems to be able to capture the PC market through his software.

55. Bill Gates – his success can be traced back to his childhood – he bought and sold

McGovern-Eagleton campaign buttons when he was 16 and made $20,000,

Warren Buffet – brilliant investor relies on competent honest managers, Disney –

tremendous brand recognition and entertain visitors.

56. Bill Gates – market growth, integration and domination Glen Taylor – same reasons

57. Bill Gates – phenomenal growth and shared success

58. Bill Gates because he gets results and gives back a huge portion to charity.

59. Bill Gates, because of his never-ending focus on marketing.

60. Bill Gates. A computer on every desktop running Microsoft software. A bold

statement made when computers where rare.

61. Bill Gates. He sells something that every needs and charges what he wants for it.

62. BMW – the ultimate driving machine. The company repositioned themselves in the

late 60’s as the super premium German car company. They are still regarded this

way despite selling record numbers of cars whereby in the UK they are not as rare

a site as they were many years ago. Virgin – successfully positioned themselves

as the company that takes on big business and wins by being smarter, better value

for money and more caring for their customers than rival companies in whatever

sector they go into. The whole company is built on the image of Richard Branson

yet his direct contact with consumers must be minimal.

63. Can’t really answer this one very well. We like the McDonald’s concept of prototype

development and subsequent franchise roll-out. We’d like to take that approach,

but requires the perfection of our current single depot down to a fully systemized

entity … and we have a ways to go before that’s achieved.

64. Cannot pick one.

65. Carnival cruises. They provide good service to the customers that are trapped on

the boat.

66. CDW. They have an amazing service model and always deliver what they promise.

67. Changes week by week, but I really appreciated hearing from Alex Mondossian

(marketingwithpostcards.com) and his approach. He had a lot of good ideas, and

implements them all quite effectively to my mind.

68. Charles Lewis. Starting from nothing, he has grown to be one of the most

respected and well paid photographers in the country.

69. Chet and Jay

70. Chet Holmes strategy with Jay’s tactics

Marketing Strategy Diagnostic Assessment Results

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