Winsby Services Brochure

Winsby Inc.

Experience Matters

Winsby Services Research • Implement • Contact • Measure

About Winsby Experience Matters

Extensive business experience In 2000 Winsby Inc. was founded to help companies grow quickly and profitably. Winsby has developed a unique approach to growing businesses that draws from many fields and many backgrounds.

We have experience in mergers and acquisitions and have scrambled to avoid negative consequences from over leveraging a company. We have initiated start-ups and have grown them, placed them on solid footing and sold them. We have been part of large and small corporations and have integrated new ideas and processes into businesses to help them grow successfully.

Proven systems Working with a wide range of companies for several years, Winsby tested and retested systems to develop effective ways to grow businesses. These systems were distilled into simple processes that are easy to implement and manage. The Winsby Approach was born.

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The Winsby Approach requires companies to focus on consistency at every point of contact with their customers. It begins with market research, which gives clear, succinct direction for your markets. We align your company’s products and services with the needs and wants of your customers and prospects in all of your messages and contacts. We identify problem areas in your organization by implementing measurements at points of contact.

Consistent results Regardless of the type of business, revenues, profit margins and return on assets increase dramatically, and marketing budgets are reduced. By incorporating established metrics, you can measure and manage performance continually at critical points of contact.

Any company, any industry Companies from almost any industry can benefit from the Winsby Approach. We have improved performance in a variety of industries from all sectors, including service, manufacturing, distribution and retail.

Table of Contents The Winsby Approach

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Market Research

6

List Management

8

Lead Generation

10

Active Accounts

12

Company Materials

14

Web Sites

16

Emails

18

Media Relations

20

Walk and Talk

22

Training

24

Customer Satisfaction Surveys

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Why Winsby Ask what customers want Winsby’s proprietary market research will determine the top three reasons why customers and prospects choose a company for the products and services you offer. We’ll find out how your company is perceived and how competitors are regarded. The survey shows how your market will respond to different offers and to various contact methods. We can also ask about service expectations, reading habits, anything you’d like to know.

Allocate dollars, time, assets Based on the results of the research, you’ll know how best to allocate your marketing dollars, employee time and assets. This allocation is critical in building your revenues, margins, and return on capital.

includes decision makers. We keep it up to date by calling, which can also generate prospects. Your list is always ready to distribute information about your company and support your sales and customer service team.

Consistent marketing Winsby has the resources to develop and implement a consistent marketing program that customers and prospects will respond to. We craft your message from the research results, and we develop materials that reflect the message. Your market will tell us what they will respond to, and that’s exactly how we’ll contact them. When your marketing program is consistent and has the right message, it is effective.

Implement metrics

Customer and prospect list Often your customer list comes from your accounting department. But the accounting contacts aren’t the people making decisions about your products and services. Salespeople are sometimes reluctant to share their contact information. Winsby will develop a list of customers and prospects that

Winsby provides management programs that are easy to use to measure the results of our efforts at key contact points. With simple tools, management can spend 90% of their time in front of customers and employees, rather than buried in numbers behind a desk.

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The Winsby Approach Research • Implement • Contact • Measure

Market Research Laying the groundwork for your strategy The Approach • Identify what’s most important to customers and prospects in purchasing your products and services • Pinpoint how they rate your company compared to your competition • Uncover which offers and sales approaches they will respond to

Implement Incorporating the research results into your strategy Customer Segments • List Management • Lead Generation • Active Accounts

Customer Needs & Expectations • Strategy: Metrics, Offers • Company Materials & Web Site

The Approach • Identify customer segments for growth • Develop offers, based on the research • Develop company materials, based on the research

Contact Customers Using the methods rated highly in the research Through the Company

• Sales Reps • Customer Service Reps • Products & Services • Billing

Outside the Company • Web Sites • Emails /Mailings /Ads • Media Relations

The Approach • Provide materials and training for employees to present a uniform message • Develop and implement a customer contact calendar to remind customers of your products and services

Measure Determining the effectiveness of the strategy • Walk and Talk • Metrics & Training • Customer Satisfaction Surveys

The Approach • Identify metrics that are important to the customer, according to the research • Use customer satisfaction surveys as your benchmark for potential growth

Consistent Growth Allocating resources to maximize your return on net assets Satisfy requirements to grow profits, sales and market share.

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Measure Contact

Implement Research

Points of Customer Contact

Your Customers

Marketing Awareness • Web sites • Emails/Mailings • Ads • Media relations • Trade shows

Sales Reps • Company materials • CRM • Lead generation • Offers • Training

Marketing

Customer Service Reps • Phone calls • Training • Customer materials

Products & Services • Delivery • Company materials • Customer history • Offers

Employees

Complaints • Resolution • Follow-up

Billing • Collections • Credit • Inserts • Identify problems through credits

Assets

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Market Research Find out where you are. Map out where you’re going.

If you haven’t completed any market research within the past few years, we think it’s important to start our program with research. Why? Because it makes us look like geniuses … and it insures that your business development strategy will be right on target. Of course, it makes a difference how you ask the questions and how you interpret the information, but we’re good at that. Chances are you’re already doing a good job in all of the areas that your customers think are important. You may not be talking about those things, however, because they’re obvious to you, and you always make sure they’re done correctly every day.

Pinpointing your differential advantage

Implement Market Research

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How you stack up against the competition We’ll find out how your company is perceived, too.

How well known is your company? What do your customers think of your products and services?

How do you stack up against the competition?

Will your customers recommend you to their friends and colleagues?

Develop a strategy for growth

By asking your customers what is most important to them when selecting a company that provides your products and services, we’ll identify your differential advantage and use it to your advantage by understanding what to emphasize in every message that might reach them. We’ll identify ranking and

Customer Segments • List Management • Lead Generation • Active Accounts

weighting to show the relative importance of each factor. We can even determine how they define ‘great service’ for all the services you offer. And what is ideal pricing. And even what names they’ll respond to when you introduce a new product.

We’ll ask which offers your customers will respond to and what kinds of marketing efforts they pay attention to. In our experience, they are very honest about how they’ll react. Any time we’ve rolled out offers that should be successful according to the research, they are!

Contact Customers Customer Needs & Expectations • Strategy: Metrics, Offers • Company Materials & Web Site

Through the Company • Sales Reps • Customer Service Reps • Products & Services • Billing

Measure Outside the Company • Web Sites • Emails /Mailings /Ads • Media Relations

• Walk and Talk • Metrics & Training • Customer Satisfaction Surveys

Consistent Growth

1.

Winsby drafts a survey script.

After we research your markets, your competitors, and your products and services, we’ll draft a survey script that addresses the questions we need to answer.

2.

Winsby discusses the script in a conference call.

Once we put together what your world looks like from our research, we need to know what it looks like from your vantage point. We need your input on important attributes, service questions, competitors, and offers. A conference call with your team is the best forum for discussing revisions.

3.

Winsby revises the survey script.

After our discussion, we’ll revise the script to reflect changes that are needed. It is not finalized, though, until you approve it.

4.

Winsby programs the survey script.

We will program the script into our proprietary calling system.

5.

Winsby tests the survey script and train callers.

We will test the script to assure that all data is captured accurately. Callers will then be thoroughly trained to assure that they understand each question. You will provide customer and prospect lists, or we can rent lists.

6.

Winsby conducts the survey.

We will let you know immediately if we are running into any problems with certain questions or respondent targets, so that revisions can be made quickly.

7.

Winsby compiles data and develop reports.

Once we have completed and confirmed all surveys, we will compile and analyze data and develop a report that includes findings, conclusions and recommendations.

How it works

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List Management Your list is the key to growing your business

Keeping track of customers and prospects The basic foundation of any business is its list of customers and prospects. More than 20% of the workforce changes jobs every year by moving to another company or through a promotion. Maintaining a current list of contacts is a critical component of increasing your sales.

Developing contact programs Through Winsby’s list management programs, we continuously verify contact information for your customers and prospects. Accurate lists provide essential information for developing contact programs and managing sales efforts.

Generating leads When we call to verify a company’s information, we’ll also ask whether the appropriate contact is interested in receiving details about a current offer. Leads are often generating through routine list verification calls.

Pulling lists Whenever there’s a need for a contact list, we can provide it when we’re managing your master list. Email lists, mailing lists, fax lists, active accounts by salesperson, and target prospects by industry are all available easily and quickly.

Providing reports We’ll send a monthly report for any list that we’re providing lead generation and list verification services. You can watch your list of verified contacts and emails grow each month.

Implement Market Research

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Customer Segments • List Management • Lead Generation • Active Accounts

Contact Customers Customer Needs & Expectations • Strategy: Metrics, Offers • Company Materials & Web Site

Through the Company • Sales Reps • Customer Service Reps • Products & Services • Billing

Measure Outside the Company • Web Sites • Emails /Mailings /Ads • Media Relations

• Walk and Talk • Metrics & Training • Customer Satisfaction Surveys

Consistent Growth

How it works

1.

2.

Winsby creates your master list.

First, we develop a master list by combining your customer list with prospect lists. Sources for prospects include: former customers, publicly available lists of purchasers (e.g., UCC-1), trade show attendees and exhibitors, subscribers to trade publications, association membership lists, Web site searches. These lists are identified, obtained and combined, then duplicates are removed.

Winsby verifies customer and prospect contact information.

Once the master list has been created from various sources, we verify information by calling each available phone number to gather contact information. This information includes: names of decision makers for your products and services, their phone numbers, faxes and emails, primary business, company address, phone, fax, and specific needs that are relevant for purchases of your products and services.

3.

Winsby adds relevant data.

Purchasing, sales and credit information can be added to basic contact data to help identify appropriate targets for your products and services.

4.

Winsby manages contact targets.

We develop contact programs to maintain your prospect list continuously. These programs include regular mailings, faxes, emails and calling. If you have a Customer Relationship Management (CRM) system, we exchange updates periodically so our systems are synchronized. If not, we can help you establish a CRM system.

5.

Winsby builds your prospect list.

We increase your prospect list by adding new contacts, customers and prospects from additions to existing lists and from new sources.

6.

Winsby creates a target sales list.

Winsby can create target prospect lists, based upon industry, geography and preferences for products and services, tailored to specific offers or territories.

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Lead Generation Helping to keep your pipeline full of potential business

It’s the salesperson’s most common lament—if I only had some good leads. Generating leads takes time.

You need to call a lot of businesses to uncover the ones who might be looking for your products or services in the near future. And the calls must be made consistently to build a contact list and keep the pipeline full of potential business. That’s where Winsby can help.

Our callers are tested, trained, monitored We have management and metrics in place to maximize our callers’ productivity. Each one is tested to assure that their speaking and typing skills are first rate. If they pass our requirements, they are trained for any calling project they work on before they begin calling. First, they listen to an experienced caller. Then, they make calls to test numbers while trainers are listening and coaching. They are provided with materials on our clients’ businesses and must pass a test on the basics of the business before they begin calling.

Implement Market Research

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Customer Segments • List Management • Lead Generation • Active Accounts

We reach decision makers We have developed scripts that are effective in reaching decision makers in targeted industries to build your list of prospective customers. We confirm that they use your products or services and find out if they are planning any purchases.

Our calling system was developed just for us Our calling system was built from scratch specifically for lead generation. It includes internal reports to track the quality and quantity of calls that are made, to assure that your investment in the prospect program is working optimally. It also generates the details of the leads, by salesperson, in a format that can be customized for your company, and provides reports that summarize results.

Contact Customers Customer Needs & Expectations • Strategy: Metrics, Offers • Company Materials & Web Site

Through the Company • Sales Reps • Customer Service Reps • Products & Services • Billing

Measure Outside the Company • Web Sites • Emails /Mailings /Ads • Media Relations

• Walk and Talk • Metrics & Training • Customer Satisfaction Surveys

Consistent Growth

How it works

1.

Winsby locates lists.

First, we locate lists and target decision makers that are most likely to produce potential customers. Or, we can use lists that you provide with your customers and prospects.

2.

Winsby develops a script.

Next, we develop a calling script that qualifies your leads sufficiently, so your salespeople are not wasting time following up with leads that aren’t possible targets. Of course, you will approve all scripts.

3.

Winsby programs the script.

Then, we program the script in our proprietary system. It is a web based system that has been developed specifically for lead generation.

4.

Winsby trains the callers and begins calling.

Finally, we educate our callers about your business, define the goals of the calling program, and start calling.

5.

Winsby transmits leads directly to you.

We provide weekly leads directly to salespeople, with details on anyone who requested information or expressed an interest in purchasing. Hot leads, who are looking to purchase right away, are sent immediately in a separate email.

6.

Winsby provides reports to measure success.

Monthly reports are provided that include the results of our calls. We update results to your master list each week and send monthly list and lead reports to you.

7.

CRM support is available.

We will provide data in the best format for updating your CRM system—ACT!, Outlook, salesforce.com, etc. Winsby supports a web based open source software CRM that we can customize to fit your needs.

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Active Accounts A sales approach supported by rigorous analysis • Transforms selling from an art into a predictable science that can be repeated and taught • Identifies training needs by collecting metrics consistently • Ties together sales ability and quality of territory

Winsby’s Active Account Sales Program organizes customer account information by sales territory to categorize sales efforts and predict sales, based on account type. This information includes all of the existing and potential customers in a sales territory and organizes it into projected sales, based on predicted close rates, according to type of account.

More active accounts reduce risk A large customer base presents a lower risk. A lost customer simply has less of an impact when the customer base is large. In addition, more customers provide pricing and margin strength, and salespeople are less likely to offer discounts. A large customer base also forces efficient use of assets and people.

Potential sales can be reliably measured in a sales territory by categorizing customers, then assigning a close rate to each category. Salespeople earn the greatest return on their time by concentrating on active accounts.

Implement Market Research

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By identifying potential accounts regularly, lost accounts can be replaced more readily. A 5% annual loss of accounts is normal: companies go out of business, or customers are unhappy for some reason, and the competition woos them away. There is a 20% turnover annually in account contacts; new contacts often bring in vendors they are familiar with. Continually maintaining contact with a broad group of potential accounts is simply insurance for replacing lost accounts.

Facts about proposals • Referrals from active accounts generate up to 80% of all new business.

• Most customers/prospects ask for proposals from three sources but usually receive only two.

Increase salesperson viability

Customer Segments • List Management • Lead Generation • Active Accounts

Assure replacement of accounts

• The first proposal is accepted by over 60% of customers.

• Vendors with prior relationships generally take priority.

• Following up on a quote increases the close rate by over 20%.

Contact Customers Customer Needs & Expectations • Strategy: Metrics, Offers • Company Materials & Web Site

Through the Company • Sales Reps • Customer Service Reps • Products & Services • Billing

Measure Outside the Company • Web Sites • Emails /Mailings /Ads • Media Relations

• Walk and Talk • Metrics & Training • Customer Satisfaction Surveys

Consistent Growth

How it works

1.

You provide sales history and territories.

All categories of revenue received during the past two years are required, along with complete contact information for each customer.

2.

Winsby categorizes all revenue information by salesperson.

Accounts are assigned to the appropriate salesperson and sorted in two files: by total revenue and in alphabetical order.

3.

Each salesperson has a personal report.

With the active account report, it is easy to identify the top customers in terms of total revenues. If a salesperson needs information on a particular customer, he or she can locate it in the alphabetical listing.

4.

New business and proposals increase.

The active account report provides an easy way for each salesperson to identify his top accounts, including the potential for increased revenues (e.g., increasing business in a category that is low).

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Company Materials A consistent message, a uniform impression

Assuring consistency makes it easier for your customers to understand who you are and what you offer, and it makes it easier for your sales group to communicate your company’s selling points to your customers the same way, every time.

Skilled writers

When your customers see anything about your company, the message and the look should be consistent. The presentation folder, company brochure, product catalog, services brochure, Web site and emails should all look like they are coming from the same company. They all need to be coordinated with the same basic message, the same general look and the same tone throughout.

Any type of materials

Creative and versatile designers Our graphic designers are skilled in developing a company look that suits your products and services and helps to mold a positive impression of your company at a glance.

Implement Market Research

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Customer Segments • List Management • Lead Generation • Active Accounts

Our writers convey your message by choosing words carefully and arranging them to convey your message succinctly. Our style is not breezy and superficial, but informative and relevant.

We can produce anything you need. At a minimum, companies typically need a presentation folder and a company brochure describing the company’s history, selling points, services, capabilities, markets served, locations and contact information. Additional materials required depend on what type of business you’re in and which selling tools are most effective for you—catalogs, cd’s, tearsheets, postcards, trade show booths, dvd’s, podcasts, Web sites, newsletters, case studies, emails. Whatever will help you sell your products and services, we can develop it.

Contact Customers Customer Needs & Expectations • Strategy: Metrics, Offers • Company Materials & Web Site

Through the Company • Sales Reps • Customer Service Reps • Products & Services • Billing

Measure Outside the Company • Web Sites • Emails /Mailings /Ads • Media Relations

• Walk and Talk • Metrics & Training • Customer Satisfaction Surveys

Consistent Growth

How it works

1.

Ideally, we have conducted market research for your company.

Market research will tell us exactly what is most important to your customers, and that is what we emphasize in your company materials.

2.

Winsby interviews key personnel or customers.

Whatever we’re developing, it’s important to talk to your experts to understand what we’re writing about. We also talk to company leaders to discuss what sort of look and feel is envisioned for company materials.

3.

Winsby drafts the materials and submits copy for approval.

Once we have drafted the brochure or tearsheet or newsletter, we submit the draft to the experts for edits to make sure everything is explained properly.

4.

Your experts approve the draft.

Winsby makes whatever revisions are necessary to obtain copy approval from your experts.

5.

Winsby designs the materials.

Your materials are designed with the approved copy. We can follow your existing graphic standards to assure compliance or we can create an entirely new look for your company, using your guidance to incorporate company goals, existing logos and any color preferences.

6.

You approve the materials.

Tell us what you like and what you don’t. We’ll keep revising until you’re happy.

7.

Winsby quotes materials and oversees production.

We can work with our contacts or yours to be sure that everything is produced according to the approved specifications.

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Web Sites Your Web site is how the world sees you

What’s important in a Web site? It should be technologically correct, so it loads quickly. It should be well organized, so that it’s easy to find information. It should reflect your company’s image. It should be up to date.

It should be easy to find. A lot of things need to work together to ensure that your Web site displays well.

Our designs and content are effective Finding what you’re looking for is critical for a Web site. We develop designs that reflect your image and organize the site, so it’s easy to navigate. The content is straightforward and comprehensive.

Search engine optimization is key It doesn’t matter how good your site is, if no one can find it. We spend time developing titles and researching keywords, so that search engines can find your site easily and quickly.

Our sites are state-of-the-art and professional As technology changes, Web site protocol evolves. We stay abreast of current trends and adapt our Web site designs and programming to incorporate the latest advances.

Implement Market Research

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Customer Segments • List Management • Lead Generation • Active Accounts

Contact Customers Customer Needs & Expectations • Strategy: Metrics, Offers • Company Materials & Web Site

Through the Company • Sales Reps • Customer Service Reps • Products & Services • Billing

Measure Outside the Company • Web Sites • Emails /Mailings /Ads • Media Relations

• Walk and Talk • Metrics & Training • Customer Satisfaction Surveys

Consistent Growth

How it works

1.

Winsby outlines the Web site.

After discussing your business with you, Winsby will develop an outline for your Web site. We’ll start with what links will be included from your home page. You will approve these links.

2.

Winsby designs the home page and the first inside page.

We’ll design your home page, with the approved links, and an inside page. You will approve both before we proceed with programming.

3.

Winsby develops content and programs the Web site.

We will write, identify links and find photos to be included in the Web site. We will discuss the best way of obtaining your approval. We can send Word documents with the content for you to edit, or we can upload the content onto a test site. Of course, any of the content can be changed on the test site—photos, verbiage, and links. You will approve everything before the site goes live.

4.

Winsby transfers information from your existing site.

To be certain that your search engine rankings don’t fall, we’ll need to transfer some of the coded information in your existing site to the new one.

5.

Winsby programs your site for search engine optimization.

One of our search engine optimization packages can be selected to elevate your rankings in popular search engines. Included in these packages are: title tag and meta tag optimization and set up, keyword research and set up, analysis with competitors and rankings, adding Google and Yahoo webmaster tools, back links, optimized article submission to hundreds of sites, and RSS feed submission.

6.

Winsby provides Web site statistics.

Our monthly Web site reports give you information on how many visitors you have, how many pages they view, which are your most popular pages, where visitors are coming from and what keywords they use to reach your site.

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Emails Consistent emails remind customers about your products and services

What do you think when you receive an email?

If it’s from a company you do business with or are interested in, you’re probably pleased to receive information about their products and services, news, and helpful facts. If it’s from a company you aren’t interested in, you’ll mark the email as spam, delete it or request to be removed from their list.

Whatever you decide, you’ll see the company’s name each time there’s an email from them. It’s a reminder that the company exists, and it may prompt you to purchase. Emails are excellent reminders, which is why they are effective.

Our open rates exceed industry averages

shuttled off to a spam file and never actually arrive in the inbox. Winsby is experienced in developing email content and subject lines that slip through spam filters. Our open rates are much higher than industry averages.

We pinpoint optimal times for distribution Another factor that boosts open rates is the time the email is sent. We’ve developed ideal send times for a wide range of industries.

Our design and content are effective Some messages work well in an email. Others don’t.

We can suggest and help create offers and content that spark interest.

What’s most important is that your emails are seen.

With sophisticated spam filters, emails are often

Implement Market Research

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Customer Segments • List Management • Lead Generation • Active Accounts

Contact Customers Customer Needs & Expectations • Strategy: Metrics, Offers • Company Materials & Web Site

Through the Company • Sales Reps • Customer Service Reps • Products & Services • Billing

Measure Outside the Company • Web Sites • Emails /Mailings /Ads • Media Relations

• Walk and Talk • Metrics & Training • Customer Satisfaction Surveys

Consistent Growth

How it works

1.

Winsby designs the email template.

We’ll design a template for your email that includes the categories that will be on every email—consistent links to your Web site and features that will change in each email.

You will approve this template before we proceed.

2.

Winsby develops content for the email.

We will write, identify or develop links and find photos to be included in the email.

Everything will be compiled for your approval.

3.

Winsby identifies a schedule.

After discussing your business with you, Winsby will develop a calendar for your emails.

The calendar can be changed, of course, but it provides a general schedule to follow.

4.

Winsby programs the email.

Once the content is approved, we will program the email and send a test to you to approve before it is released to your email list.

5.

Winsby schedules the email.

Upon approval, the email is scheduled and distributed to your email list.

6.

Winsby provides statistics.

Within a few days after the email is released, we will provide relevant statistics which include the open rate, opt outs and click throughs. We’ll also send you a list of who opens your email.

7.

Winsby builds your email list.

There are several ways to increase your email list. We can call your customers, develop links on your Web site, provide offers to post in your offices and stores, or suggest incentives to salespeople for collecting emails.

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Media Relations Editorial space implies endorsement by the media

Winsby develops relationships with the press on your behalf, targeting the media that are the most influential for your customers. We position your company as the authority in your field. We submit press releases and articles regularly and offer the editors a group of experts within your company to interview for any stories they may be writing or researching. Once the articles are published, they can be reprinted and circulated to customers and potential customers as contact pieces. A complimentary story about a particular product or service implies that the media delivering the story is promoting the product or service.

Publicity ideas With experience in a wide range of businesses, Winsby provides ideas for publicity that usually obtain coverage. We understand what editors are looking for and translate their needs into areas where your company can gain exposure.

Effective pitches Have you ever noticed that it’s easier to promote a friend than it is to promote yourself? The same thing happens with media relations; an editor would rather hear a pitch from an agency than from the company itself. We can be much more convincing touting your best qualities than you can.

Relationships with editors After developing relationships with editors in many fields, Winsby is trusted by prominent media to provide quality contacts that will enhance their editorial content. We won’t recommend a source for a story unless we’re sure they will deliver a message that is valuable. We’ve earned our stripes with the media so that we can help companies tell their stories effectively.

Implement Market Research

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Customer Segments • List Management • Lead Generation • Active Accounts

Money well spent It is not unusual for the equivalent advertising value of editorial space accumulated over the first year of media relations to equal two times the actual fees paid for media relations. Normally, that relationship increases dramatically for each additional year of targeted media relations.

Contact Customers Customer Needs & Expectations • Strategy: Metrics, Offers • Company Materials & Web Site

Through the Company • Sales Reps • Customer Service Reps • Products & Services • Billing

Measure Outside the Company • Web Sites • Emails /Mailings /Ads • Media Relations

• Walk and Talk • Metrics & Training • Customer Satisfaction Surveys

Consistent Growth

How it works

1.

Winsby develops a press kit.

We will design and write a press kit for your company. It includes the company background, a fact sheet and biographies. You will approve the press kit.

2.

Winsby identifies target media.

We develop a list of target media in all of the industries in which your products and services are sold. You will approve the list.

3.

Winsby distributes the press kit.

We send your press kit to appropriate editors.

4.

Winsby contacts editors and obtains editorial calendars.

We follow up with editors to discuss editorial opportunities for your company. We will also obtain editorial calendars and explore how to include your company in any stories that are planned.

5.

Winsby writes and distributes press releases.

We help identify newsworthy articles and distribute press releases to appropriate media.

There are many reasons to issue a press release: new employees, new business, new products or services, new technology, events that are planned. Most companies have many reasons to distribute press releases.

6.

Winsby contacts editors.

We contact editors to discuss editorial opportunities for your company. These opportunities include articles, interviews and following up on interest in press releases.

7.

Winsby provides reports.

Our reports show the advertising dollar equivalent of stories that are placed about your company and its products, services and employees.

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Walk and Talk Establish standards, maintain consistency

You might have the best strategy, the most capable employees, excellent systems, limitless resources and amazing opportunities, but your company cannot succeed without consistent execution. The Winsby Walk & Talk is a guide for managers to use when walking around their facilities with employees, talking about standards and goals wherever employees come in contact with customers, monitoring employee performance, and gathering ideas for improvements. It provides a method of assuring consistent execution by employees, day after day, week after week.

Your competitive advantage lies entirely in the execution—how your employees perform whenever they come in contact with your customers. Excellence in execution results in referrals and growth.

The Walk & Talk focuses on what's right and finding ways to improve continuously, rather than on what's wrong and casting blame.

Research sets benchmark metrics and performance standards Winsby's research determines customer needs, customer expectations and establishes benchmark metrics at each point of customer contact. The research helps determine a company's strategy, the required resources and the expected employee behavior, attributes and skills. Based on these expectations, simple metrics are established that can be used for evaluating the company's and the employees’ performance at each point of customer contact.

Why is the Winsby Walk & Talk successful?

Time is management’s scarcest resource

• Provides on the job training.

The most successful managers spend 90% of their time each day in front of employees and customers to insure that strategies are executed properly. The Winsby Walk & Talk allows managers to lead by being proactive and empowering their employees.

Together, they set the direction and align resources.

The management style is to motivate and inspire, avoiding reactive and controlling approaches.

• Empowers the employee at the points of customer contact.

Implement Market Research

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Customer Segments • List Management • Lead Generation • Active Accounts

• Allows management to recognize, reward and train employees and to realign resources, based upon simple, clear visual metrics where employees come in contact with customers.

• Encourages efficient use of marketing dollars, employee time and company assets to generate the return on net assets needed to grow revenues, profits and market share.

Contact Customers Customer Needs & Expectations • Strategy: Metrics, Offers • Company Materials & Web Site

Through the Company • Sales Reps • Customer Service Reps • Products & Services • Billing

Measure Outside the Company • Web Sites • Emails /Mailings /Ads • Media Relations

• Walk and Talk • Metrics & Training • Customer Satisfaction Surveys

Consistent Growth

How it works 1.

Winsby researches your customers’ expectations.

Once we ask your customers what their expectations are for things like response time, turnaround time, expertise, pricing, and what capabilities are offered, we can develop performance standards for your employees.

2.

Winsby translates the research into simple point of contact metrics.

The metrics are developed at each point of customer contact and are tracked on white boards at each point of customer contact. These metrics include things like number of incoming phone calls, number of calls answered in four rings, number of voicemails and dropped calls, complete orders shipped in 24 hours.

3.

Winsby demonstrates the basics of the Walk & Talk at a client location.

Who is included? All employees.

How often is it? Daily or weekly and every time management visits a facility.

When is it?

At the same time every day or week. Always. It is never cancelled.

How long should 15-20 minutes it last?

Who leads it?

An employee who is always available takes notes on ideas for performance and improvements and insures employee attendance.

What happens?

• Visit each point of customer contact.

• Review the metrics posted on each white board to determine progress and insure that the measurement is a valid representation of customer expectations. The boards are maintained by the employees responsible for their metrics. The metrics help management and employees determine whether they are meeting the needs of their customers, are properly trained, have the resources to meet the customers expectations and are the right employees for the job.

• Ask: What can be done better? Do you have the right training, the right people, the right metrics?

The results?

• Management uses the Walk & Talk to recognize, reward and train employees, which avoids employee performance review disconnects.

• Employee time, assets and resources are continuously reallocated to maximize the return on net assets employed to meet the customers’ needs.

4.

Find out what your customers think about you.

Winsby’s customer satisfaction surveys continuously update your Net Promoter Score, which shows how likely your customers are to refer your company to friends and colleagues. This score will show you whether your customers’ expectations are being met and how those expectations translate into your ability to grow (see pages 26-27 for details).

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Training Assures success—Everything from team building to performance coaching

Winsby provides training and support for managers, sales groups, and employees who come into contact with customers. Our training programs are based on visual management where employees are measured, recognized and trained through simple metrics at points of customer contact. In addition, Winsby offers workshops to assist management in overcoming roadblocks that interfere with changes required to build a successful company. Our three workshops are led by Bob Teichart, author of Motivator, Teacher, Shrink: How to Attract and Develop Highly Successful Salespeople.

Succeeding Beyond Your Wildest Fears This workshop provides salespeople with the tools and insight necessary to increase drive, identify key strategies for sales growth, and minimize selfdefeating thinking that interferes with success.

The workshop covers these topics: • How to understand and apply the following concept: The result of drive and learning – The interference of self-defeating thinking that clutters the mind = Continued growth • How to create a one page business plan that aligns your sales strategy with your company's key objectives.

Implement Market Research

24

Customer Segments • List Management • Lead Generation • Active Accounts

• How to develop a breakthrough tactical sales plan for the next 90 days.

• Tools to minimize self-defeating thinking that slows implementation of an action plan.

Sales Management Workshop The following topics are covered to enhance sales management skills: • The Growth Rate Formula—A method for both the salesperson and sales leader on how to diagnose the root cause of a performance problem.

• How to gain the respect of the people you coach and how to challenge them in a way that accelerates change.

• The content of an in-depth selection interview to minimize hiring mistakes and to position you as a leader.

• How to build effective strategic and tactical action plans for sales growth.

• The coaching process that insures tactical action plans are implemented quickly.

• The coaching tools needed to increase drive, accelerate new learning, and minimize normal resistance to change.

Contact Customers Customer Needs & Expectations • Strategy: Metrics, Offers • Company Materials & Web Site

Through the Company • Sales Reps • Customer Service Reps • Products & Services • Billing

Measure Outside the Company • Web Sites • Emails /Mailings /Ads • Media Relations

• Walk and Talk • Metrics & Training • Customer Satisfaction Surveys

Consistent Growth

Team Building Workshop This workshop focuses on coordinating a group to reach a common goal. Participants learn to understand their roles in implementing strategy. Included are processes to plan, problem solve, make decisions and resolve conflict.

All great teams that have achieved exceptional results have a leader who rallied the team around a common goal that was challenging and required the coordinated skills and knowledge of the group.

The Winsby Customer Service Training Program is supported by the Winsby Walk & Talk Program and the Winsby Customer Satisfaction Surveys. These programs are used to measure progress and identify customer satisfaction problems.

The program emphasis is on understanding customer expectations and proactive customer contact to prevent unhappy customers and costly errors. The training stresses “doing the job right the first time” and assuming personal responsibility.

Identifying the goal may be easy, but coordinating a group of people can be extremely difficult. This team building works to help the members of the group understand their roles and how to use tools to assure success.

Core Collateral Use Training

Customer Service Training

Winsby Tools

The Winsby Customer Service Training Program is designed for customer service managers and representatives and focuses on each point of customer contact. The training consists of a one day workshop plus follow up support calls and emails for all workshop participants. The workshops include on the job reinforcement exercises and job aids that increase employee retention and encourage the delivery of outstanding customer service.

Winsby has developed simple tools that can be used to support training for managers and employees. These tools include white boards, customer and employee assessment tools, process flow charts, form and report formats and information systems. They are integrated with the Winsby training programs.

Winsby trainers are available for “Core Collateral Use” workshops and on-site employee training. Core Collateral Use Training is also included in all other Winsby workshops.

25

Customer Satisfaction Surveys What do your customers really think of you?

No one intentionally mistreats a customer. But it happens. The easiest way to spot a location or division with a problem is through continuous customer satisfaction surveys. They’re a bit like customer insurance: you hope no one is mistreating customers, but if they are, you’ll find out where the problem is quickly and can stop it, before it festers.

Net Promoter Score Our customer satisfaction surveys include the Net Promoter Score, a scoring system for businesses, created under the belief that the willingness of a customer to recommend a company is the best way to measure customer satisfaction. The method was developed by Frank Reichheld of Bain and Company over a 15 year period studying businesses and their growth. When the NPS Score exceeds 40, there is an 89% correlation with a company’s ability to sustain growth.* *Reichheld, Frank, The Ultimate Question: Driving Good Profits and True Growth. Cambridge, MA: Harvard Business School Press, 2006.

Implement Market Research

26

Customer Segments • List Management • Lead Generation • Active Accounts

Our callers are tested, trained, monitored We have management and metrics in place to maximize our callers’ productivity. Each one is tested to assure that their speaking and typing skills are first rate. If they pass our requirements, they are trained to understand and conduct your survey before they begin calling. First, they listen to an experienced caller. Then, they conduct surveys while trainers are listening and coaching. They are provided with materials on our clients’ businesses and must pass a test on the basics of the business before they are eligible for survey calling.

We talk to the person who made the purchase We conduct the survey only with the person who actually made the purchase, so we’ll receive accurate feedback on your company.

Our calling system was developed just for us Our calling system was built from scratch specifically for surveys. It includes internal reports to track the quality and quantity of calls that are made, to assure that we are maximizing our productive calls each hour.

Contact Customers Customer Needs & Expectations • Strategy: Metrics, Offers • Company Materials & Web Site

Through the Company • Sales Reps • Customer Service Reps • Products & Services • Billing

Measure Outside the Company • Web Sites • Emails /Mailings /Ads • Media Relations

• Walk and Talk • Metrics & Training • Customer Satisfaction Surveys

Consistent Growth

1.

How it works 2.

3.

4.

Winsby develops a script.

We develop a series of questions to find out how satisfied your customers are about recent transactions with your company. We customize the questions according to the type of purchase that was made. Service purchases include questions about the competency of the service personnel, for example. Of course, you will approve all scripts.

Winsby programs the script.

Then, we program the script in our proprietary system. It is a web based system that has been developed specifically for surveys.

or services during the previous week.

Information to be transmitted includes all customer contact information, plus the type and dollar amount of the transaction.

5.

Winsby processes the list.

We will process each list to remove anyone we’ve spoken with for the same transaction category within the past six weeks.

6.

Winsby calls the customers.

We then call the customers and ask the approved questions, according to the type of purchase.

7.

Winsby provides negative feedback immediately.

We will email details to you immediately if we find any unhappy customers.

8.

Winsby compiles a monthly report.

At the end of each month, we will compile the surveys and provide a report, which shows the results for the current month and for the three month rolling average.

We can also divide the results by location.

Winsby trains the callers.

We educate our callers about your business, define the goals of the survey and begin calling.

You send us your sales transactions weekly.

Each week, you will send us the list of customers who purchased your products

27

Industries Served

Services Market Research Surveys Focus Groups Customer Satisfaction Surveys

Customer Contacts Emails Faxes Postcards Mailings

Lead Generation Target Markets Geographic Areas

Management Tools Walk & Talk Active Accounts

List Maintenance List Verification List Building List Reports Sales Territories Customers & Prospects

Web Based Systems CRM Email

Company Materials Brochures Catalogs Media Relations Media Kits Press Releases Placements Speaking Engagements

Web Sites Search Engine Optimization E-commerce Training Customer Contacts Management Sales Acquisitions / New Ventures Market Evaluations Start Up / Transition Support Name Change Research

Advertising Planning Development Placement

Winsby Inc. 1854 Sherman Avenue • Evanston, IL 60201 p. 847.316.9800

f. 847.328.1901

www.winsbyinc.com

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