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Accountants in Medway - Sinden Thackeray Partnership

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Complete Profit Guide - Contents

Section 1 - Introduction

  • Hello
  • The opportunities are there
  • Don't worry about mistakes
  • Read and learn from others.
  • Follow the success formula
  • The importance of small businesses
  • The problems of a small business
  • The best profit improvement ideas for small businesses
  • Time management
  • Pareto's law
  • Get a good product

Section 2 - Your strategy

  • Your personal objective
  • Your business strategy

Section 3 - Organising & managing your business

  • At McDonald's
  • Organisational strategy

Section 4 - Systematising your business

  • Putting the system in the box
  • Management systems - do without experienced managers

Section 5 - People strategy

  • It's all about motivation
  • They must want to play your game
  • The rules of the game
  • Recruitment, induction, ongoing & leavers

Section 6 - Times change

Section 7 - Marketing strategy overview

  • Customer dedication
  • Adding value
  • The 2 ways to increase profits
  • Is it sales or marketing?
  • The power of leveraging
  • Isn't it time to start generating leads?

Section 8 - Your target market

Section 9 - Unique selling proposition(USP)

  • When it absolutely, positively, has to be there
  • How to find your USP or UPB
  • How to write your USP

Section 10 - Guarantee it with risk reversal

  • Remove the risk completely
  • Are you worried customers will take advantage?
  • To improve the power of guarantees...

Section 11 - Testimonials & case studies

Section 12 - Your pricing strategy

  • What's the best price?
  • Value pricing
  • How to raise prices
  • Discounting for profit

Section 13 - Get your fonts right

  • Serif fonts
  • Sans serif fonts
  • Script fonts

Section 14 - Customer satisfaction is of no use

  • Only loyalty matters
  • How customers are treated
  • Being friendly
  • WOW your customers
  • Angry customers, complaints & policies
  • Give help without the expectation of return
  • The phone's ringing, is someone going to answer?
  • Customer visits to the premises
  • To get loyalty
  • Business is great & we're looking for more
  • Your mission statement
  • Focus groups

Section 15 - More preparation

  • Your business name
  • Geographic location
  • Company image
  • Colour & shape guide
  • Your logo
  • Stationery
  • Your premises
  • Displays
  • Shop window ideas
  • Sign magic
  • Posters
  • Telephone numbers
  • Freepost & business reply
  • Food & drink
  • Dress
  • Strapline
  • Vehicles
  • Opening hours
  • Speed of service
  • Gift certificates
  • What are the competition doing?
  • Get feedback
  • Attitude
  • Payment methods
  • Business awards
  • Charity incentives

Section 16 - Contact management database & lists

Section 17 - Testing, measuring & budgeting

  • Why test?
  • The lifetime value of a customer
  • How to test
  • The law of probability

Section 18 - Lead generation

  • Brand marketing v direct marketing
  • Using an ad agency
  • One step & two step lead generation
  • Hard v soft offer
  • Qualification of leads
  • Written lead generation tools & AICDA
  • How to write powerful headlines
  • The opening words
  • How to write body copy
  • Generate interest
  • Create desire
  • Building credibility
  • More top tips
  • Call to action
  • Formatting tricks
  • Editing
  • Gimmicks
  • Be ready for the response

Section 19 - How to grow with advertising

  • Advertising does work
  • How to advertise in the best places
  • Start with a small ad
  • Negotiate the ad price
  • Negotiate the position of your ad
  • How to write your ad
  • How frequently should you run the ad?
  • Classified ads
  • Directory advertising
  • Secrets to get to the front of your directory classification
  • Optimizing the size of your directory ad
  • Layout of directory ad
  • Adding pictures to adverts
  • Inserts

Section 20 - Sales letters - sausage & sizzle

  • Sales letter work
  • Salutation rules
  • Signing off
  • The P.S.
  • More top letter tips
  • The reply device
  • How to get your envelope opened
  • Example letter layout
  • Postcard marketing

Section 21 - Fax advertising

  • Selecting your fax bureau
  • Fax format
  • When to send the fax

Section 22 - Internet marketing

  • How to build your web site
  • Search engine optimisation
  • More web marketing ideas
  • E-mail marketing
  • Getting repeat visitors
  • Fantastic web resources

Section 23 - Telephone marketing & selling

  • Telemarketing that works
  • Getting ready to call
  • Beating the gatekeeper
  • Opening with your prospect
  • Asking questions
  • Developing the dialogue
  • Asking for the desired action
  • Literature requests
  • Follow up
  • Closing the sale

Section 24 - How to write press releases

  • Press releases that work
  • Format of the release
  • Your press kit
  • How else to make sure it's published
  • Now leverage
  • Example press release layout

Section 25 - Presentations and seminars

  • Why seminars work
  • Finding your audience
  • Promoting your seminar
  • Preparing the seminar
  • Equipment tips
  • Controlling the nerves
  • Your introduction
  • Development
  • The end
  • Follow up
  • Now leverage

Section 26 - Networking magic

Section 27 - How to write newsletters

Section 28 - Proven referral systems

Section 29 - The power of endorsement marketing

  • Hosts & beneficiaries
  • The start up business people
  • The endorsement offer
  • How to operate the endorsement arrangement
  • How else to use endorsement marketing

Section 30 - How to write special reports

Section 31 - The competition busting special report

Section 32 - Tip sheets

Section 33 - Information packs

Section 34 - Brochures

Section 35 - Catalogues

Section 36 - Mad marketing ideas

Section 37 - How to convert your leads into paying customers

  • A conversion system
  • The quality of your lead
  • Sales conversion letters
  • Future contact letter
  • More information letter
  • Sowing the seeds letter
  • Sales conversion letter
  • The buyers remorse letter
  • The sales meeting
  • The preparation stage
  • Greeting the prospect
  • The chit chat
  • Asking questions
  • Listening
  • Now it's your turn
  • Overcome the objections
  • The close
  • The follow up - making 3109% more sales

Section 38 - The re-Selling system

  • Why use re-Selling
  • Re-Selling tools to increase the average order value
  • Re-Selling tools to increase the frequency of purchase
  • Re-Selling tools to keep your customers longer
  • The windows of opportunity chart

Section 39 - Finance: managing the money

  • The accounting system
  • Management information
  • What if questions

Section 40 - Cost controls & expense minimization

Section 41 - Using barter to reduce costs

Section 42 - How to make sure you get paid

Section 43 - Minimizing your risks

Section 44 - How to raise finance

  • How to get your bank to say "Yes"
  • Small firms loan guarantee scheme
  • Factoring
  • Hire purchase & leasing
  • Trade credit
  • Equity finance
  • Venture capital
  • Business angels
  • Grants

Section 45 - Choosing your business structure

  • Limited company
  • Partnership
  • Limited liability partnership (LLP)
  • Sole trader
  • Franchising

Section 46 - How to find a product to market

Appendix - Recommended reading & information sources

 


Christopher Kember FMAAT is licensed and regulated by AAT under licence number 7213. AAT is recognised by HM Treasury to supervise compliance with the Money Laundering Regulations and Sinden Thackeray Partnership is supervised by AAT in this respect.