 Okay, good morning everybody. So usually when people think of restructuring and you know the structure of a business they think of things like a website. Well I'm here to tell you that that is wrong. Sometimes people think of a business plan as a business structure for your business. Although people do business plans that is also wrong. As well as hiring a huge branding agency that is wrong as well. So today I am here to talk to you about how you can restructure your business to generate more sales. Now before I said that these things were wrong although that they you know are factors that can help you generate more sales they're not the first step that you should take. In fact they're probably one of the last steps that you should take in what I like to call the brand development process. So to tell you a little bit about myself I have been in the web and graphic design field for a little bit over two years now. I've serviced over 50 individuals and small businesses across the Metro Detroit area. All ranging from different platforms some most from word of mouth for different products and different services that I offer for people. Yeah so recently well before what I used to do was use my web and graphic design services to sell those you know use my new strategy to sell those products and services to other people. But recently I realized that that method has it has been working but you know what's the point of a website if you know there aren't any people coming or there's no traffic for your website. So I've you know come up with what I like to call the brand development process and it includes four steps and there are many steps within steps in the brand development process. So there is a long process that you know I usually take my clients through or in the future that I will take my clients through but it is definitely worth it and it is definitely worth the time and the money depending on you know who you who you may be working with. So the first step is brand awareness. Some essential questions to ask yourself during this product is you know what is your brand name. How do you want to convey your brand to your customers. How do you want your customers to view you. Who is your dream customer. Usually when you're finding your dream customer you know think of all the things that you may want out of your say for example if you were a customer you put yourself in your customer shoes. What would you want your customer to experience. And then after you know you have found out who your dream customer is this can help and assist in how you will market and how you will find your target audience for your business or your brand. The second step is strategic branding and development. And so this is you know asking yourself a few a couple of questions like what market are your customers in. You know how the what market are your customers in not on demographics because graphics usually aren't you know the same as who your particular market. And to kind of demonstrate this could I have everyone stand. I want females on this side of the room and males on this side of the room. Yes come on. Perfect perfect. Okay so next I want. If you are a male or a female and you are under the age of 45 I want you to come toward the front everyone above the age of 45 go towards the back still remaining on your side. Okay so right now you all are in demographic groups so you all will be males that are under the age of 45 and you all will be males over the age of 45 and for the female side as well over 45 and under 45. So all these people in this demographic group and all of your demographic groups have different interests which is primarily the reason why that you shouldn't advertise to a particular demographic because if you're trying to sell cat food and people in your demographic don't have cats then you're not going to be able to sell in that demographic. Is that making sense to everyone. So you want to make sure that you're not selling to the demographic and that you're selling to a particular market instead. Okay anybody can have a seat now. I'm sorry to expose some of you guys' ages just for the sake of this activity. Okay so a question to ask yourself is how where do you where do people in your market congregate to whether it be online or offline especially in this you know a generation where technology is advancing and everything. We have Facebook groups and different you know like you know online blogs and communities that people are a part of and so you want to just be sure or you want to know where your audience is and so there's a lot of research that goes into this. I won't really go deep into that because this is about restructuring and so the next question to ask is what process should I take my clients through to sell them on my product or service. And so this is where things get good. Okay so I want you guys to close your eyes if you want you know what I'll just turn around. Now I am Dr. Gregory. My name is Dr. Gregory and I primarily focus on dentistry and cleaning and you know working on people's teeth. Can I have a volunteer please anyone. Thank you so much for volunteering. Could you just come sit in this chair right here. So what I did is I made out a list of my services here. Now different services may be different pertaining to how your teeth are and so if we take a look at your teeth here. Okay so you know for you you may just need a teeth whitening kit because when I cleaned your teeth I was noticing that there were some yellow spots in different areas. So I can offer you my tooth whitening kit that I could upsell you on and you know would you be open to buying purchasing this tooth whitening kit. Great you know you have a boyfriend. No yes no okay he's gonna love your teeth you know he's you're gonna be all shining and why are you gonna be like hey you know what I am. So you know you gotta make sure that your teeth are white and pearly you know great and clean okay. So I'm gonna give you my teeth whitening kit and you know just keep your teeth clean. So that was an example of upselling someone on my product. So what you would do after you have listed all your products or services is that you would rank them because you are going to next put them in a value letter value letter thank you for your time. You put them in a value letter and basically as people go up this is an example of a value letter. So as people are going up your value letter you're increasing their you're increasing the value that they have in your company as well as going up the scale for the products that you ultimately want them to reach which is for the people who have no teeth at all a full denture installation why because you're getting the most money from that from that service. So maybe you would bring them in and attract them attract your clients or customers in your market as bait with a free teeth cleaning kit so maybe that includes like you know a toothbrush and floss and toothpaste mouthwash stuff like that just to keep your teeth clean on a regular basis. Then you know you'd upsell them on a buy annual teeth cleaning and I don't know the prices for this you know because I'm not a dentist so bear with me on this I don't know if this is accurate or not. So then you would you go up the value letter to a annual buy annual teeth cleaning and then if you notice that you know their teeth are kind of yellow after you've cleaned their teeth where you notice that they were yellow before cleaning their teeth because hopefully if you're a good dentist their teeth are not yellow after you finish cleaning them. So you would you could offer them a free teeth of upsell them on a teeth whitening kit that may you know help them keep their teeth white and then you know if you were cleaning their teeth and notice that they had you know some little spaces here and there you could give them a partial denture installation which is basically like tooth caps and bridges and stuff like that. Oh Jesus. Then you know if you saw that it varies based on the customer so you can jump from different places on the value ladder if necessary although it is not recommended if it is necessary for that client like if they open up they might have no teeth obviously then we need a full denture installation because you know how you're going to clean your teeth if they don't have any teeth. So in some cases it is necessary to jump to different places on the value ladder although it is not recommended but sometimes it may help depending on your different client. So after you have a value ladder you are going to make it into a what I call a sales funnel. A sales funnel basically is your where everybody okay so the basis of a funnel is to you know how it's being at the top and then it kind of goes down at the bottom to this point right here. So in a sales funnel the top is where all of your customers come in you know when you see advertisement whether it be online or a billboard or wherever it may be this is where your clients start this is what you show to them this is what you attracted them as baits a free teeth cleaning kit to help them clean their teeth okay so that is where you're presenting them with value at the first part and you know they don't have to pay anything so you're attracting them as bait and then you upsell them well hey you know if you would like to come and get your teeth clean you know just to check up every six months we can do that for you and you know upsell them to that $99 and then you know when you come in to clean their teeth just basically taking them down the sales funnel like how you did up the value ladder the only reason that I like to use the analogy of a sales funnel is because everybody starts at the top but not everybody is going to reach this point at the bottom and that's okay because not all of your clients or potential customers will have the financial means necessary to reach this bottom part but this is where you want certain people to meet and so you know you have to make sure that there are different processes different skills and strategies that you can use to help people go down of this sales funnel for an example I know that how many of you are familiar with the TV show sign field okay perfect so you know how sign field comes on every day and they have different stories you know just about pretending to know different things right so what you can do is in an email newsletter is tell your clients or customers different stories and I noticed that because you know I signed up for a lot of brand brand development consulting and people who do like online marketing and stuff like that and they're always sending me emails hey come join my free webinar hey come do this hey come do that but before they you know tell me about their product or what they want me to do they tell me a story and they tell me a story based off of just to attract me to come back to my sales funnels to go through this process again so for example if you know your dentist you can be like hey you know once upon a time I had no teeth too so you know if you don't have no teeth you come to me and I could get you this dental installation and you know you'd be rocking with all the ladies again so you know you just have to you know tell people different stories attract them in different ways and then there's another one another strategy you can use called the soap opera sequence and you know like you know my grandma calls them her stories and they come on every day you know and they have different there's a process that you know they go through as well and so you can use the soap opera sequence to because it's kind of like you know it's basically kind of the same thing as assigned field sequences it comes on every day so you're like kind of trying to sell them on your product telling different stories and everything but there's always a climax and you know hate when they leave you on a cliff hanger and then you have to watch the next day so it gives you something it gives your clients and customers something to look for the next day to keep them coming back to your emails so that they could ultimately get them back through this sales funnel process so say for example you know if you send them an email the first day talking about how you lost your teeth then you can give them you know leave them on a cliff hanger and kind of discuss how tomorrow you're going to talk about you know how I help my friend get his teeth back too because you know we was just you know we was both sitting there without no teeth so you know just different different sequences different strategies to help people go out but you know you can use you can use different it doesn't have to be you know dentist because I know a lot of you here work with WordPress or if you don't then you know you do like a soul singer UI or UX design stuff like that you can do it based off of your market and what you sell so it doesn't have to be for dentists of course I'm just using this because it's a great analogy okay so after you have completed and made a channel then you will go on to your art and design strategy this is where your website comes into play and your logo and your you know everything like business cards this is how where you make everything pretty and it's basically focused on the aesthetics of everything and so when you are when you are you know using when you are trying to make everything pretty and you know using the aesthetics the questions you should ask is what art direction could I use to attract my customers so I know that there are some companies there are different types of design styles some companies go for a more elegant modern feel with nice sans serif fonts and you know very minimalistic then there are other companies that like big bold flashy colorful branding and that that's what's used to attract their customers so you want to know what art direction should you use to attract your customers but to know what art design you use you should know what trends attract people aesthetically because I know that there are a lot of different web design trends and branding trends that attract people but it's also based on your market so you have to know what attracts people in your market so say if I was trying to if I my market was Millennials I have to research and find out what type of design and what attracts Millennials before I can use art there use different art directions or what art direction I should use to attract the clients that are in my market which is Millennials but this can be for you know any people any any market it doesn't really matter just it's important to know what competitors are what they're using what art direction there they tend to go through and you don't have to just look at one competitor you can look at you know many other competitors it doesn't really matter yes so so do you mean like where would you okay so basically what she was asking is where would you go for okay so remember at the beginning when I said that you shouldn't hire a branding agency first this is the time where you hire a branding agency if you don't have the skills to use you know brand for your business by yourself does that make sense does that make sense to everybody else too so you know if you don't have the necessary you can hire a branding agency now different branding agencies may do things differently depending on especially how they price especially how much value their company has and so you have to you know make sure that it's in your budget but actually also make sure that what they're saying makes sense so like say for example you had this ditches company right if you see that you know if they if you you give them a competitor analysis tell them your competitors right and they take a deep deep look at all your competitors and they see that all of your competitors have you know a logo pretending to something that has you know teeth or something like that then if your branding agency comes back and says oh we're just gonna do a full text logo that just has your name on it what good is that doing me if all my competitors are thriving in this market with a logo that has a tooth on it because if you just have a text logo of course you know that you know it gives people an idea of what you do but also at the same time you want to have a logo that tells your cost that tells your customers and clients who you are what you do give them a little bit of personality what your brand is like who are the people like that you're gonna work with all these people I mean well you you be able to see you know you can you're able to see how you know your brand works and how the people are when they look at your logo that answer your question okay no problem and so you know you also want to think how can you prevent yourself from misleading customers in your market so like the exemplizers used if you don't use a logo that is going to convey your brand and how you want to portray your brands other people then you know it's not going to be you know you're not going to be able to be as you test full so you have to make sure it this is a very very very very tedious process and you know it takes a lot of steps and there are a lot of things that you know play into the whole process but it is very worth it and you will you know be able to receive sales and generate more sales at the end of day anybody have any questions about you know art and design related because you know that's where it's where I specialized in okay okay and then the final step oh yes a lot of graphics so what's wrong with that what's wrong with that what's wrong with that process because I'm not I'm not I'm not I'm not but if there's elements out there that I can pull on my site but I don't know how to configure to get the most out of it so what should I do from that standpoint as far as either hiring someone to come in to help me to make the structure properly or okay so if you are on budget cuts you know you can't hire somebody to do you know WordPress thank you WordPress related new website for you I'd recommend don't tell nobody because this is word camp talking about WordPress but if you're on a budget and you can't hire anybody and you don't have the skills to make a WordPress website and you don't have time to learn don't use WordPress because you know you're not gonna you're not gonna be benefited but I do recommend that in this process that you know if you do have if you do have the money then to do that because there there are many things that there is a lot that goes into a website for a brand especially considering you know what your brand is and you know how you want to convey and so you know if you have a basic understanding or in-depth understanding of this process then I guess you can build your own website although it is not recommended does that make sense everybody cool okay oh right yeah you have another question I just said that sometimes when you're like you're doing your own stuff you're so close to it that you can't make good decisions you don't have that you don't have that objective view whereas a designer or somebody else that's outside of your genre has a better view and a better concept of what it should be okay so the final step is the marketing and advertisement step now this is where we take everything that we did in the previous steps and we tie it all together and we market and we advertise your business or your brand and so when you are you know when you when you're marketing advertising it is important to implement the strategies that you brainstorm before so that you be able to sell successfully to the people in your market and there's something that is called a pre-frame so a pre-frame let me give you an example so say you're at a webinar you're at a conference about you know let's just say building a website with WordPress and you're about to go into this session and you know learn from a speaker that you've never heard of so somebody could say oh well this speaker is very in this area he knows he's doing he he's very kind and very nice and he's intelligent and everything but then another person could go and they can say oh this person is terrible he's oh my gosh like I can't stand him he's just so mean he doesn't know anything he's talking about it's just like don't don't even go to a session so that's that's an example of a pre-frame so you have like you know you're you have to figure out how people are coming to you and what is making them come to you because if you're on a website and you're you're advertising dental services somebody's ad could say well you know these teeth if you go if you go to this dental you know if you go to this dentist office you know your teeth to be pearly white and clean and everything and then you know they have those images of those perfect teeth and you know couples just sticking next to each other frolicking along and everything but then there are some ads that have you know like bad teeth and like really messed up in brown and black looking teeth and they said oh well this is what happened after I visited this dentist office so you have to make sure that your pre-frame and how people view you before they come to your website and go through your sales funnel you have to make sure that it is positive pre-frame and not a negative pre-frame because if you have a negative pre-frame then they're going to come to your website think well you know I don't want to come to him I just you know was trying to see what his customers were thinking and you know how you know his how everything was and how he was and stuff like that and you also want to know what follow-up strategies can I use to help people come back to this sales funnel so you know I said before the Seinfeld sequence and the soap opera sequence you know those different strategies are things that you can use to get people to come back to your sales funnel thank you and you know so and you also know how you can engineer other companies sales funnels and things like that to see where their traffic is coming from how they get this traffic and you know what market they're doing so this is you know your competitors so where your competitors traffic is coming from and how you can implement the strategies that they use to use to use it in your brand so that you'll be able to be successful and generate more sales does anyone have any questions yes okay so the process varies based off of what the client has so some clients may already have a website and then you know but they don't have this process and you know others may others may not have you know a website but then have this step you know the sales funnel so it varies based on your client so you know you just have to work around what your client has and doesn't have if they don't have anything I mean it varies based on your client you know you you really don't you can't tell until you actually get into the process how long it will take okay so basically I mean I know the goal is to generate sales right right oh well usually I do have a you know when taking this process I would make a document based on not really not really a spreadsheet but just a document of what I did the process what we went through what we came up with after you know different directions that different directions that we took after looking at other competitors or you know just you know things that you know came out of the blue or maybe you know what they said based on their brief so just everything that we that we've done I put it in the document the sales funnel and there all their products and services that were on the value ladder and in the sales funnel just you know it it it would depend solely based on what the client needs so to track their sales though and their clicks and everything their sales I would use something like sales force or something like that but for their analytics and to see you know their bounce rate because you know with their aesthetically pleasing so that people don't bounce from your website going somewhere else so to measure their bounce rate how many views they're getting and everything I would use Google Analytics and another tool called similar web and basically what you would do is you could track your you know your referrals and where everything is coming from and where they're going to afterwards and how many views you're getting per month but the thing about similar web is that you can also track other people's you could track other people's sales and everything that you know that they've gotten as well and so you know where they're you know where their clients come from and where they go to afterwards how many sales they can you can you could track everything what devices where in the world are they viewing your website from there are so many things you could do with similar web and if for those of you didn't get that is similar web and there's more with the pro they have a pro plan that you can use to and they give a whole lot more information specifically for other people's brands and your brands as well my laptop died but I have a card of business card a business card for you all because you know people that can take business cards and do anything with them so if you would like to get my contact information to implement this process into your branding and into your company so that you could you know help sell people with strategy at first and then go forth with your services then please don't be afraid to contact me at all I'd be happy to help you with this or if you're a brand who is looking to restructure your own business and would like to use this process there is so much more than just what I've touched I've just just touched just a little bit there's so much more that goes into this and I'd be really happy to work with you throughout this process so if you are interested please contact me up and see me afterwards or I'll be around all day so if you see me hey you want to send me that card go ahead you know I give it to you so you know I'll be around thank you all for your time I really appreciate it and I hope you have a wonderful day