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1 Lesson 3

Lesson Three

THE LMI® MARKETING SYSTEM

Sales Certification 1

The purpose of this lesson is to familiarize you with:

• The Objective of the LMI System

• The Showcase Process

• Results, Referrals, Resales and Relationships

• The LMI Marketing System Process

• Benefits of the LMI Marketing System

• Why Clients Buy LMI Programs

The Objective of the LMI Marketing System

The objective of the LMI Marketing System is to help you build a base clientele of 25-50 companies that continuously use the LMI product line and facilitation services for performance improvement of individuals and their organizations. Your goal is to partner with organizations and establish long-term relationships through establishing an ongoing continuous improvement program with them.

The LMI Marketing System encourages you to facilitate a minimum of six new Showcases per year; one new showcase, every 60 days, with a minimum of five participants in each showcase. The net result will be a minimum of 25 new clients established the first year the LMI Representative is in business with a minimum of 60 participants for the year. By using the LMI Marketing System, you will establish the growth of your own organization through the attraction and retention of new clients.

The LMI Marketing System is designed to work from the top in an or-ganization, by first enrolling the Economic Decision-Maker (EDM) into the Showcase program. The Economic Decision-Maker is the person(s) who is/are responsible for making the decision to bring you in-house and has the ability to authorize payment for services. Generally speaking the EDM is the Owner, CEO, CFO, COO, President, Vice President, Director, Manager, Partners, or sometimes a group of board members.

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NOTES The purpose for the EDM to attend the Showcase first is to begin a relationship between the client organization and the LMI representative. By starting with the EDM, this enables them to experience the process first hand, build trust, and determine the return on investment before taking the LMI process in-house. The EDM also begins the relationship with a much smaller investment for the Showcase than going straight to the higher investment of in-house programs. This also leads to an easier and quicker sale for you and additional income opportunity through in-house program sales. Once the relationship has been established with the EDM, you will be able to facilitate the more expensive in-house LMI programs and sell additional products and services to the organization. There are several reasons for using the LMI Marketing System:

1. Build a base clientele (25-50), who use In-house LMI products and services.

2. Build a long-term relationship with clients.

3. Promote resales with clients quickly.

4. Build a residual income.

5. Build a firm. It allows the licensee to hire full-time associates to assist in the growth of the licensee’s business. The licensee can then better tend to the resale business and the new associates can build the business bigger through more Showcases.

6. Build a reputation in an industry or profession.

The LMI Marketing System Flow Chart (page 13)

The Marketing System is divided into four stages:

1. Showcase program

2. In-house executive team cross departmental program

3. In-house supervisory and staff programs

4. Resale of other LMI products and services

You should first target companies with 25 to 250 employees with a minimum of one million dollars in gross revenue. The exact characteristics and description of the model EDM will be described in Lesson Five: Pros-pecting. In the marketing plan, you first approach the EDM using several prospecting methods to attract and entice the EDM into the Showcase. The prospecting methods of the LMI Marketing System will be explained

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in detail in Lesson 5: Prospecting. The objective is to enroll the EDM in the Showcase program to begin a relationship that allows you to partner with the organization. The Showcase program is a low risk method of getting your “foot in the door” with companies that have in-house, long-term po-tential, and is a great way to begin a relationship with the decision-maker of an organization. It is a small investment for an executive to make compared to the cost of an In-house program. This gives the client the opportunity to try the LMI process before making a decision to go in-house with LMI products and services.

The Showcase Process

The Showcase serves three main purposes:

1. It provides an opportunity for the EDM to see firsthand how the process works, how their organization will benefit, and to deter-mine their potential return on investment.

2. The showcase helps the EDM identify current challenges and set specific smart goals both for themselves and the organization to accomplish.

3. The EDM decides who else in their organization should be in-volved in the following in-house programs.

Pricing

The Showcase program and the in-house programs are facilitated by the LMI representative for a fee charged for each participant. If you need assistance with the retail pricing of the LMI products and services for your area, please contact your LMI mentor or coach.

Controlled Environment

The Showcase is always conducted conference-style around a con-ference table or in a U-shaped configuration with the facilitator at the head of the room. The conferences should always be held at a convenient location for the participants. The purpose for taking the showcase off-site is to prevent interruptions during the sessions. No use of cell phones or pagers are allowed during the session. It is important to take the partici-pants out of their work environment and away from their organization so that they can focus on the program and discussion without distraction. If you do not have a conference room available to you in your own facility or office, consider renting one. You may find conference rooms to rent in

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NOTES office-shares, mini-office rental companies, business incubators, banks, the Chamber of Commerce, hotels, and restaurants. A trade of services may be considered when renting a room. For example, you may consider trading one seat in the Showcase to the general manager of a hotel for the use of a conference room. The room should be set up with a conference table, comfortable chairs, audiovisual equipment and refreshments.

Facilitated Programs

The LMI Programs are delivered through facilitation, not through teaching or lecturing. Teaching and lecturing merely deliver information and very little of that information is retained for any length of time. An LMI facilitated program delivers the transformation of individuals by modifying attitudes and behavior. Simply stated: “Information without application is merely entertainment.”

Selected Participants

The number of participants attending the Showcase typically range from 3 to 12 participants from several different organizations in the com-munity. No more than three representatives from any one organization should be enrolled in the Showcase. More than three people from any one organization could dominate discussions and prevent other participants from becoming involved in the group interaction and thus affecting your resale into that organization.

Do not put different levels of management or line and staff em-ployees in a Showcase to fill seats. A small group of executives can lead to forming good, solid relationships that lead to in-house resales. If you have other participants who do not fit the EDM model, conduct an open enrollment public session. An open enrollment program is different than the Showcase program in that this program is open to the public and all levels of management and line and staff employees. Mixing various levels of participants in a Showcase may result in low resales of in-house programs or poor group dynamics.

Executive Showcase Structure

The Showcase conference is 60-90 minutes for the duration of the program, depending on the number of participants. An LMI representative

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schedules a minimum of six showcases per year, one every two months. When setting up conference schedules, actual showcase times may vary due to the rush hour traffic flow in your community, the availability of the conference room used, and where the conference room may be located in relation to the clients. The materials used by the participants during the Showcase include the Effective Personal Productivity program, a My-Tyme system, and a Profile Evaluation System (PES) test. The Showcase program will be discussed in detail later in this lesson.

Results, Referrals, Resales and Relationships

Once the EDM experiences the results from the Showcase, the next step is for the LMI representative to set up the in-house program with the next level of management. It is obvious that results obtained with the EDM lead to resales of in-house programs. The LMI programs have activities that lead to referrals and resales. For example, the Mid-Term Evaluation form has a question asking the participant to list the names of individuals they believe might benefit from participating in an LMI program. There are activities built into the materials that lead to the participants identifying other possible participants for an LMI program. The facilitator’s Facilitation Guide explains to the facilitator what to do and how to help participants identify additional prospects for resales. You are building long-term rela-tionships with long-term clients.

The In-House Program

Once the EDM becomes comfortable with the process and under-stands the return on investment, you now begin facilitating LMI programs on the client’s premises with the next level of employees. Typically, this would be the next level of executives or department heads. The purpose of working with this group is to deliver the goals established by the EDM, while attending the Showcase program. The department head can then begin to implement the goals within the organization. By involving the department heads, you will be able to establish a relationship with the core management group, and will be able to identify the supervisory staff and line employees to be involved in the next level of in-house LMI programs. Generally, the in-house programs are held on the client’s premises in their conference room. It is set up around a conference table, with refreshments, and held at a convenient time for the participants. Any additional costs for the in-house program such as conference rooms, food, and audiovisual equipment is generally at the client’s expense.

The LMI program of choice for the first round of in-house programs is the Effective Personal Productivity program which is accompanied by a My-Tyme system and a profile evaluation PES where available. The in-house

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NOTES program is conducted in the same manner as the Showcase with emphasis on the organization’s challenges and goals. Within three to five weeks of the company starting its first Showcase, you then begin the process of establishing other LMI in-house programs with the supervisory staff and line employees creating additional residual business with the client. It is at this point that the LMI Marketing System has allowed you to partner with the client and additional LMI products and services are sold.

The LMI Marketing System Process

The LMI Marketing System Process is set up to assist the affiliate in marketing the LMI product line and services. The steps to the marketing process are as follows:

Step One: Identify and locate prospects for the Showcase program.

Step Two: Schedule and conduct interview with EDMs.

Step Three:

Sell one to three of the EDMs into the Showcase.

Step Four: Implement the EPP program and facilitate to results.

Step Five: Make resale presentation to EDM to go in-house with the next exec-utive level and schedule in-house program on their premises.

Step Six: Begin resale into supervisory level and staff programs three to five weeks into the executive level program.

Step Seven:Begin additional marketing of other LMI products and services to the organization.

The Benefits of the LMI Marketing System

For the client:

1. No risk for the client due to a money back guarantee on Show-cases.

2. Gives client opportunity to experience the LMI process.

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3. Helps the client to clearly identify challenges and set goals.

4. Lets the client identify people in their organization that should participate in an in-house program.

5. The client may use our network of certified facilitators worldwide.

6. There is no travel, lodging or expensive food costs for participants.

7. No lost time from participant being away from the job for lengthy periods of time.

8. Client has consistency of using the same LMI materials, delivery, and services anywhere throughout their organization.

9. LMI programs identify and achieve specific goals and track the results.

For the LMI Representative:

1. Generates sales and income quicker.

2. Gives a reason to meet with and start a relationship with the EDM.

3. Provides a way to demonstrate the LMI process and results par-ticipants can achieve.

4. Leads to in-house sales, more showcase sales, and other LMI product sales.

5. Expands the LMI representative’s client list.

6. Helps the LMI representative obtain referrals and the opportunity to network with client’s vendors and customers.

7. Niche marketing and target marketing through reputation.

8. Low price resistance to in-house programs.

9. Ease of facilitation due to familiarity with client’s business, in-dustry or profession.

10. More profit through results, referrals, resales and relationships.

Why do Clients Buy LMI Programs?

Most training today is delivered in seminars, night school adult ed-

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NOTES ucation courses, and courses taught at universities and colleges. It is all good information. The problem is that information without application is merely entertainment. The LMI process takes that information and delivers transformation of a participant through attitude and behavioral changes that get on-the-job results. This makes an LMI program unique. The client can usually realize tangible results within the first weeks of the program. Clients buy LMI programs:

1. To increase productivity.

2. To develop organizational skills.

3. To enhance communication in the organization.

4. To develop others in the organization.

5. To set and achieve personal and organizational goals.

6. To develop leadership skills and techniques.

7. To improve profits.

8. To improve sales.

9. To decrease waste.

10. To decrease turnover.

11. To implement a supervisory program.

12. To develop a vision, purpose, and mission for the organization.

13. To improve morale.

14. To set up a Strategic Plan.

15. To reduce tardiness and absenteeism.

16. To identify and focus on Critical Success Factors.

17. To learn to delegate more effectively.

18. To build an effective team.

19. To put a motivation plan in place for employees.

20. To learn how to deal with the problem employee.

21. To increase production.

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22. To downsize the company.

23. To right-size the company.

24. To increase the return on investment.

25. To develop and use more of their full potential.

Summary

Your job is to look for companies that have a people need, a need for improvement, and a need to make their companies and individuals grow and move forward. The first step is to meet with the Economic Decision Maker. The next step is to give them an opportunity to be involved in a Showcase. The Showcase is a demonstration of what we do in our shortest and most measurable program, Effective Personal Productivity.® The EPP is a great demonstrator of the LMI process and gives the EDM an overview of development; what needs to be done to become more effective in their career path and how to become a better CEO, president, or top executive in the organization. Based on the measurable results and return on invest-ment, we meet with the EDM during the third to fifth weeks. This meeting leads to the next logical step, which is setting up the in-house resale. Three to five weeks into that in-house program, we are setting up multiple in-house programs with management and line and staff employees. Those in-house programs lead you to other LMI product and service sales with the client and a long-term relationship.

Opportunities are everywhere for one who understands and uses self-motivation.

Paul J. Meyer

Lesson Three

APPLICATION AND ACTION

Topics are provided here to stimulate thought and application of the material in this lesson. With your particular situation in mind, write your responses in the space provided. Discuss specific ideas with your team and/or your LMI coach/mentor.

11 Lesson3

Sales Certification 1

1. The LMI Marketing System objective is to help you build a business base which will probably be less than 100 companies. Can you build the kind of business you want with less than 100 companies as a base clientele?

Why or Why not? ______________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

2. Why does LMI suggest the Executive Showcase process?

____________________________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

3. There are four words, all beginning with “R” that lay the foundation for great success in the LMI business. What are they?

(1) _________________________________________________________________________________

(2) _________________________________________________________________________________

(3) _________________________________________________________________________________

(4) _________________________________________________________________________________

12Lesson 3

4. What is the most important benefit to you of the LMI Marketing System?

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

5. What is the definition of an Economic Decision Maker (EDM)?

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

Name three EDMs you know personally:

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

6. What are the benefits for an EDM attending the Executive Showcase before doing an in-house program?

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

7. Why do clients buy LMI products?

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

13 Lesson3

Sales Certification 1

3-12

LMI Marketing SystemPersonal Contacts

Referrals

Executive Seminars, etc.

Qualify Prospects LMIProspecting

System

Referrals

Class AProspect

Appointment

Showcase SalesInterview

LMIShowcase

SellingSystem

Close Showcase Sale

Close ResaleIn-House or Showcase

Pre-CourseConference

Kick-Off Conference

LMI Resale System

Resale Sales Interview

Document MeasurableResults and ROI

Post-Course Evaluation

1st Half Conferences

Mid-Term Evaluation

Resale Sales Interview

LMI Facilitation

System

2nd Half Conferences