What Does An Engineer, a Canuck, a Sales Professional, Marketing & Advertising Guy and an Ironman Have In Common?
As an engineer I believe in systems and data, as a sales professional I believe in gaining profitable long-term clients by giving them superior value, and as a marketing and advertising professional I believe in measurable direct response marketing to support sales efforts. (As a Canuck, a.k.a. Canadian, I speak funny and have a laid back intense focus. And yes, I play hockey – eh!)
My focus is on three distinct steps:
And employing these in a systematic, data-driven methodology that can also allow you to put your marketing on autopilot so you can free up time to do what’s important to you.
In my 20+ years of working with 100′s of small to mid-sized businesses in over 41 different industries, I have developed a methodology to get you to your money priorities. Every business has opportunities that exist in their business right now to significantly increase their top and bottom lines. The problem is most business owners I work with are so busy being successful they don’t have time to find these opportunities. Through our data driven process, we can uncover 3-4 Areas of Highest Opportunities where you can add 15-35% profit in 3 months (most small businesses can add 50-200% or more in 3 months).
The other main belief I have is that you can achieve remarkable gains through incremental changes. If you don’t like numbers, skip this section and just know that using our tools we can help you make remarkable gains hassle-free. For example, most businesses can achieve a 15-35% increase in profits by realizing a 3% incremental gain in 5 areas. If you had a 3% gain in 5 areas, your profits would increase 25%. It works like compounding interest. If you want a 50% gain, you are looking at 7% incremental gains. Knowing where to look and quantifying the opportunity and gains is where my skills come in. This all starts with an understanding of a company’s Three Circles of Wealth, or their TCP – Traffic, Conversion and Profitability. This is the key to unlocking the game of increasing sales and profits. This is revealed in my initial consult with a company.
Now I combine all those areas – Engineering, Sales, Marketing and Advertising – with the dedication, determination and endurance of an Ironman – to help my clients.
I have always loved being an entrepreneur and I am passionate about seeing people win.
And I do all this while having fun. Life is too short not to eh?!!
P.S. If you want the really boring details of my background, then here you go…
I am Canadian – eh! I was born in Toronto. My dad, Gene, is Italian and mother Carole is from Scandinavian descent. I went to High School in Windsor Ontario. When we moved to Windsor I was told it was the automotive capital of Canada and “the armpit of Canada” – not very exciting for a 13 year old eh? What I found is it has the best people I have ever met.
I have a degree in engineering from GMI Engineering & Management Instititue (now re-named to Kettering University). It is in the top 5 Universities in the U.S. My degree is in Mechanical Engineering with a minor in Electrical Engineering and Business. I worked at Ford Motor Company in Canada and as the new kid on the block I got all the jobs nobody wanted (ugh!) and all the cool high tech jobs that intimidated others – I had private meetings with the CEO and did several presentations to high level execs – I LOVED IT!
Shortly after college I moved to California to chase a 5’3″ blonde I went to college with. I joke that she turned into a 5’4″ brunette (different girl) – my wife Naomi made me an offer I couldn’t refuse – she said she would give me beautiful children AND a green card if I married her. I ended up marrying her. The green card was the kicker.
I was an engineer for 10 years, all in manufacturing – I worked in automotive, defense (I designed bearings for the Space Program, defense, bicycles, airplanes, Hunt for Red October submarine), and commercial. I became a master of Strategy, Critical Thinking, Problem Solving and Automating Systems.
After engineering I wanted to learn about sales, so off I went… And after failing miserably initially in sales, I had an incredible opportunity to be mentored by, in my opinion, the greatest sales and communication trainer in the country, possibly the world – Jeffrey Hansler. Brilliant man. He has trained most of Fortune 500 staff and many small businesses. He taught me in great depth and I became a master in people, what makes them tick, how we make decisions, why we do the crazy things we do, personality styles, NLP, values-based selling, persuasion, influence and negotiation. And much, much more.
After mastering sales, I learned as much as I could about advertising from the inside. And in my first 8 months with an advertising company, I cracked the top 10 in the nation in sales in my industry. The company I worked for, RSVP Publications had over 100+ markets and offices around the country. I was very fortunate to have picked up many good clients that I was able to help. I studied, learned and became an expert in advertising and marketing before starting my own consulting business.