Jay Abraham's Case Study #8
From: Allan Ferguson
To: Jay Abraham
Sent: Wednesday, July 31, 2002 3:18 AM
Hello Jay,
I am glad to help you in any way I can. I also look forward to any help you can offer me in return. I will be honest with you , I have only so far read your book "getting everything you can out of all you've got". This is by far the best business development marketing book I have ever read.
My only problem is finding the time to implement all your great ideas. The biggest change in improvement to my business was to test & measure. We now monitor every single incoming call to our business. We now know exactly how many jobs, conversion rates & average & sales derive from existing clients & all our various types of marketing.
We have realized by doing this that our acquisition cost per client for yellow pages was extraordinary high. We have now started experimenting with various ads in the local paper and have reduced our acquisition cost to one third, which has increased company profitability.
We are continually experimenting with our advertising to try & improve results in this area. Because we are now aware of our conversion rates, we are using different strategies and sales tactics such as special offers act.
We have implemented as part of our service a call to our client after the work has been done asking them if they were happy with our service and if there was anything else we could do to improve our service. We have found people to respond to this with great appreciation and have received great feedback.
Currently we are implementing a more professional data base [file maker pro] to keep up with our client growth which we monitor closely. Since we decided to take our marketing seriously we have improved the amount of new enquiries from 24 in Jan 02 to 98 in July 02 with a conversion rate of approx. 65%.
We are about to prepare our 2nd newsletter & also target our marketing to our clients specific needs as the new data base is being custom designed to monitor everything I have mentioned above and more. Unfortunately this is all I have time for. I hope I have been helpful to you.
Allan Ferguson
Managing director Omega Plumbing
Sydney, Australia