This is your latest edition of 4E Business Builders
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The process we rely on to build our business. At Louern we had great ideas and innovative services but we couldn't consistently get enquiries, prospects and customers. Some months were great and some were awful. Whenever we got busy, marketing went out the window and then things got slow and we panicked. 4E changed all that! After 18 months of design and development we now have the processes in place to give us a growing prospect base that we can develop efficiently and effectively. The difference was so remarkable that we realised 4E was an idea that could help lots of businesses to succeed. 4E works; we use it ourselves and we have a passion for what it does for us and what it can do for you. The process you can rely on to build your business.

Each month this newsletter brings you 4 business building tips one for each part of the 4E system. This month:

Entice - How Google Adwords can bring targeted traffic directly to your website Encourage - Best practices for electronic newsletters Engage - How to know why you either won or lost the business Enhance - 4 things you can do to deliver a better product or service

More prospects

Google Adwords is a form of advertising that is growing quickly and perhaps one of the main reasons that Google’s stock price is currently over US$300 per share. Every time you use Google small ads appear with your search results. These ads are part of the Adwords system. The advertiser is enticing you to visit their website and is willing to pay for your click. From Louern’s experience this PPC advertising is effective, efficient and easy to control in terms of budget. In the past 3 months our ads have been shown to internet users more than 150,000 times and resulted in more than 1,000 visitors to our website. This has cost us less than $100. As well as generating a stream of enquiries, we have used Adwords as a marketing tool to test and measure topics and ideas we think might be of interest to our target prospects. This is highly cost effective market research. If you have a website and would like to generate more visitors and enquiries visit https://adwords.google.com/select/ and give it a try.

More inquiries Two of the processes we use at Louern to encourage our prospects are this newsletter and publishing regular executive briefings. This month we will discuss best practices for electronic newsletters. Confirm email addresses of new subscribers before mailings commence. Provide a simple method for subscribers to terminate their subscriptions which is carried in each email. Provide an alternative method of communication i.e. other than email. Remove bad email addresses to minimise traffic on networks and hosts. Protect the subscriber list to ensure it is not accessed by anyone. Disclose how subscriber addresses will be used. Clearly disclose nature and frequency of newsletter Newsletter is offered in plain text, html and as a pdf Request subscriber adds newsletter email to “whitelist”

Better conversion Plan, Understand, Draft, Present, Negotiate & Conclude The final step in our Engage process is conclude. We use conclude rather than close as this step must take into account both positive and negative outcomes and must include a process for understanding why business is lost and also won. Create a standardised form to be used during the conclude stage making sure it evaluates your performance at each step of your sales process. Have your prospect evaluate your firm’s performance on a scale of 1-5 for each stage and where appropriate gives reason for each score. If you want to get a copy of Louern’s form send a request directly to brad@louernconsulting.com

More repeat business we use 4 steps to ensure client satisfaction; deliver, support, review and repeat Here are some of the things we do to deliver to our clients. Scheduling - We book our work with each client for the entire program, at the start of our assignment, so they know when we will see them and know what will happen during each session. The 3rd box - We always load up the deliverables for the client to be more than they signed for in the contract. Active expectation busting - We have a program that actively treats our clients like gold so that they are always surprised by their treatment. Being there - We are careful to make sure we have time for our clients. This means we don’t take on more clients than we can handle.

This email is sent to subscribers who have opted in to the list at www.louernconsultng.com
You can contact Louern staff directly as follows:
Brad Shields - brad@louernconsulting.com 61-4-07-272-353
Bede Boyle - bede@louernconsulting.com 61-4-19-213-010