Six Steps to Creating Profit

Foreword ix
<p>Preface xi</p>
<p>Acknowledgments xv</p>
<p>Introduction 1</p>
<p>Chapter 1 Changing the Rules of Operation 7</p>
<p>Increasing Sales 9</p>
<p>Cross–Selling 9</p>
<p>Relationship Selling 10</p>
<p>Vertical versus Horizontal Selling 11</p>
<p>Expanding Your Market 12</p>
<p>Using Loss Leaders 14</p>
<p>Brand Extensions 15</p>
<p>Replacing Yesterday′s Stale</p>
<p>Successes with Today′s Winners 16</p>
<p>Decreasing Expenses 17</p>
<p>The Office 17</p>
<p>Cost of Goods 19</p>
<p>The Workforce 20</p>
<p>Streamlining Administration 21</p>
<p>Computerizing 22</p>
<p>Outsourcing 25</p>
<p>Standardizing 26</p>
<p>Revamping 28</p>
<p>In Summary 29</p>
<p>Chapter 2 Staying Visible and Connected 31</p>
<p>Increasing Credentials 33</p>
<p>The Basics 34</p>
<p>Awards 37</p>
<p>Employee Recognition 38</p>
<p>Growing Affiliations 40</p>
<p>Traditional Associations 41</p>
<p>Strategic Alliances 42</p>
<p>New Tactics 44</p>
<p>In Summary 45</p>
<p>Chapter 3 Maximizing Cash Flow 47</p>
<p>Keeping the Cash Flowing 49</p>
<p>Retainer Plans 49</p>
<p>Maintenance Contracts 52</p>
<p>Working with the Calendar 53</p>
<p>Managing the Workload 54</p>
<p>Scheduling Vendor and</p>
<p>Cross–Selling Income 55</p>
<p>Credit Planning 57</p>
<p>Knowing Your Budget 58</p>
<p>Including All Possible Income 59</p>
<p>Including All Known Expenses 60</p>
<p>Working to the Bottom Line 62</p>
<p>Job Costing 62</p>
<p>Time and Billing 65</p>
<p>In Summary 66</p>
<p>Chapter 4 Streamlining Management Costs 69</p>
<p>Changing the Back–Office Focus 71</p>
<p>Accurate Information for Ultimate Value 71</p>
<p>Guarding the Bottom Line 76</p>
<p>Information Sharing 78</p>
<p>Managing for Profit 81</p>
<p>Fixed Pricing 82</p>
<p>Hourly Billing 83</p>
<p>In Summary 85</p>
<p>Chapter 5 Raising the Marketing Bar 87</p>
<p>Networking 89</p>
<p>Online Networks 89</p>
<p>Blogs 90</p>
<p>News Columns 91</p>
<p>Web Conferencing 93</p>
<p>Forums 94</p>
<p>Webcasts and Podcasts 95</p>
<p>Covering All Bases 96</p>
<p>Laying the Groundwork 97</p>
<p>Blatant Advertising 98</p>
<p>Subtle Message Spreaders 101</p>
<p>Referrals 102</p>
<p>Direct Contacts 103</p>
<p>Strategizing 105</p>
<p>Starting at Ground Zero 105</p>
<p>Measuring Your Efforts 106</p>
<p>In Summary 108</p>
<p>Chapter 6 Making Everyone a Salesperson 111</p>
<p>Enlisting the Troops 113</p>
<p>Spreading the Message 113</p>
<p>Breaking the Mold 115</p>
<p>Being Excellent 117</p>
<p>Creating a Mantra 120</p>
<p>Knowing What s Working 120</p>
<p>Finding What s Wrong 121</p>
<p>Making It Right 122</p>
<p>Joining the Club 123</p>
<p>In Summary 124</p>
<p>Conclusion 125</p>
<p>Appendix A: The How–To Guide to Creating Profit 131</p>
<p>Deciding What Changes Should Be Made 132</p>
<p>Step 1: Changing the Rules of Operation 132</p>
<p>Step 2: Staying Visible and Connected 140</p>
<p>Step 3: Maximizing Cash Flow 143</p>
<p>Step 4: Streamlining Management Costs 149</p>
<p>Step 5: Raising the Marketing Bar 153</p>
<p>Step 6: Making Everyone a Salesperson 159</p>
<p>Appendix B: Scheduling the Changes 163</p>
<p>Checklist 164</p>
<p>Step 1: Changing the Rules of Operation 164</p>
<p>Step 2: Staying Visible and Connected 169</p>
<p>Step 3: Maximizing Cash Flow 171</p>
<p>Step 4: Streamlining Management Costs 174</p>
<p>Step 5: Raising the Marketing Bar 178</p>
<p>Step 6: Making Everyone a Salesperson 182</p>
<p>Worksheets 184</p>
<p>Reevaluating Each Area Over and Over Again in the Future 185</p>
<p>About the Author 187</p>
<p>Index 188</p>