Wednesday, June 11, 2008

Slot 12: Test and Measure

We are deep into the midst of the BNI season now and there is some chance that the members have become used to your presentation style. They have mine - so it is time to spice things up a little by bringing in some help. I have enlisted a trusty member to help me out. I start a lot of my education slots with questions. This one will be no different except I have primed Dave to stand up and give a full explanation of his answer complete with hand hand gesticulations.

James: Has anyone heard of the term test and measure?
Dave: I have James. It refers to a commonly used marketing practice aimed at improving business processes.
James: What does that mean?
Dave: Well, sometimes, when successful it can be hard to know what you did right. Trying this and that randomly can make it hard to figure out what tactics are successful and which ones should be binned. By testing a strategy to generate more business and then measuring the results you can decide whether or not you should keep up with it.
James: So give me an example.
Dave: Well a good example might be how we have been sending out letters to invite visitors along.

Now it is time to flip back to Everybody has a Number and step through the process of sending out a letter. You should have had a few people try the technique and now is a good time to ask how they got on. How successful was it. What made it work for some and not for others etc. At the end - you can decide whether or not to keep going with it - or ditch it.

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