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  1. If Patton Ran Your Business Tom Shay, CSP www.profitsplus.org

  2. Most people attending a seminar will see several ideas that they can utilize in their business. Unfortunately as they get back to their office, these ideas get set aside. If not acted upon within 72 hours after your return to your office, the idea will usually be lost. However, if you will write down 3 of the best ideas that you got from today, I will send you this post card in 2 weeks. If you place this post card on your desk, you will then renew the 72 hour activation time period. When I get back to my business, I want to: 1. ______________________________________________________ 2. ______________________________________________________ 3. ______________________________________________________ Can I be of further assistance to you? Please do not hesitate to contact me. Profits Plus Solutions featuring Tom Shay P.O. Box 1577 St. Petersburg, Fl 33731 Phone: (727) 464-2182 Fax: (727) 898-3179 Internet: www.profitsplus.org E-mail: TomShay@profitsplus.org www.profitsplus.org

  3. It’s a war out there • Not just in this economy, but always • Who is the enemy (competition)? www.profitsplus.org

  4. Competition • Anyone, any where, any business that your customer can spend money with that could instead be spent with your business • For retailers, other independents or ‘boxes’ • Anyone that can take a customer’s discretionary income • Vacation destination • They are taking the ‘bread’ off of your table www.profitsplus.org

  5. On War by Carl Philipp Gottfried von Clausewitzcirca 1832 www.profitsplus.org

  6. Clausewitz said • What is fought over may change • The armies may change • Weapons may change • Two aspects will not change • Successful warfare is selecting the correct strategy and implementing the right tactics www.profitsplus.org

  7. Our leader today • General George Smith Patton, Jr. • Battle is the most magnificent competition in which a human being can indulge. It brings out all that is best. www.profitsplus.org

  8. Only two characteristics required of successful warfare • Strategy - A strategy is a long term plan of action designed to achieve a particular goal, most often winning. Strategies are used to make the problem easier to understand and solve. www.profitsplus.org

  9. Tactics - A tactic is a conceptual action used to implement a specific strategy and achieve a specific objective, or to advance toward a specific goal. www.profitsplus.org

  10. Your battle strategy and the tactics you are using • What is your goal? (winning) • Apply numbers to the words www.profitsplus.org

  11. Clausewitz identifies four possible strategies • Defend a position • Attack their position • Flank their position • Stage a guerilla attack www.profitsplus.org

  12. How is a strategy determined? • Size of company? • Age of company? • Market share? • Money available? • Creativity? • Other considerations? www.profitsplus.org

  13. When elephants fight, the ants take the beating.Patton • Are you the elephant or ant? www.profitsplus.org

  14. 5 aspects of defensive strategy • Only the market leader should consider playing defense • The best defensive strategy is the courage to attack yourself. Attack your weak spots and rebuild yourself anew. www.profitsplus.org

  15. Strong competitive moves should always be blocked. Always counter an attack with equal or greater force. • Defend every important market. www.profitsplus.org

  16. Be forever vigilant in scanning for potential attackers. Assess the strength of the competitor. Consider the amount of support that the attacker might muster from allies. www.profitsplus.org

  17. Current defenders: • Hertz • Coca-Cola • Wal-Mart • Mercedes-Benz www.profitsplus.org

  18. When a man is lying in a shell hole, if he just stays there all day, a German will get to him eventually. The **** with that idea. My men don't dig foxholes. I don't want them to. Foxholes only slow up an offense. Keep moving. And don't give the enemy time to dig one either. Patton www.profitsplus.org

  19. Defend a position • Attack their position www.profitsplus.org

  20. 4 aspects of offensive strategy • Find a weakness in the leader’s strength and attack at that point. Consider how long it will take for the target to realign their resources so as to reinforce this weak spot. www.profitsplus.org

  21. Launch the attack on as narrow a front as possible. Whereas a defender must defend all their borders, an attacker has the advantage of being able to concentrate their forces at one place. www.profitsplus.org

  22. Launch the attack quickly. The element of surprise is worth more than a thousand tanks. • The main consideration is the strength of the leader’s position. www.profitsplus.org

  23. If everyone is thinking alike, then somebody isn't thinking.Patton www.profitsplus.org

  24. Current offensive players: • Avis • Pepsi • Target • Lexus www.profitsplus.org

  25. Defend a position • Attack their position • Flank their position www.profitsplus.org

  26. 4 aspects of flanking strategy • A good flanking move must be made into an uncontested area that is not the center point for the defender • Tactical surprise ought to be an important element of the plan www.profitsplus.org

  27. The pursuit is as critical as the attack itself • Niche – advertising, customers, market www.profitsplus.org

  28. Some fool once said that flanks have got to be secure. Since then, *** all over the globe have been guarding their flanks. I don't agree with that. My flanks are something for the enemy to worry about, not me. Before he finds out where my flanks are, I'll be cutting the ***'s throat. Patton www.profitsplus.org

  29. Current flankers • Enterprise • 7 Up • Dillard’s • BMW www.profitsplus.org

  30. Defend a position • Attack their position • Flank their position • Stage a guerilla attack www.profitsplus.org

  31. 6 aspects of guerilla attack • Find a segment of the market small enough to defend • No matter how successful you become, never act like the leader • Be prepared to bug out at a moment’s notice www.profitsplus.org

  32. You invest time, energy and imagination – not necessarily a lot of money • Measured in profit – not sales • Viral marketing www.profitsplus.org

  33. One does not plan and then try to make the circumstances fit those plans. One tries to make plans to fit the circumstances. Patton www.profitsplus.org

  34. Current guerrilla attackers • Rent a wreck • Mountain Dew • Any specialty store • Volvo www.profitsplus.org

  35. Once again: • Strategy - A strategy is a long term plan of action designed to achieve a particular goal, most often winning. Strategies are used to make the problem easier to understand and solve. www.profitsplus.org

  36. Who do you think is the… • Fast food defender • Fast food offense • Fast food flanker • Fast food guerrilla www.profitsplus.org

  37. Who do you think is the… • Beer defender • Beer offense • Beer flanker • Beer guerrilla www.profitsplus.org

  38. “There are three ways that men get what they want; by planning, by working, and by praying.” Patton www.profitsplus.org

  39. Tactics - A tactic is a conceptual action used to implement a specific strategy and achieve a specific objective, or to advance toward a specific goal. www.profitsplus.org

  40. For the fast food providers, determine a tactic to: • Defend • Attack • Flank • Guerrilla attack www.profitsplus.org

  41. For the beer producers, determine a tactic to: • Defend • Attack • Flank • Guerrilla attack www.profitsplus.org

  42. You can’t beat them without knowing them • Rommel, you magnificent ***! I read your book! Patton www.profitsplus.org

  43. In your market place, name the players: • Defense • Offense • Flanker • Guerilla attacker www.profitsplus.org

  44. Which of the four is your strategy? • Defenders • Offense • Flankers • Guerilla attacker www.profitsplus.org

  45. “A man must know his destiny… if he does not recognize it, then he is lost. By this I mean, once, twice, or at the very most, three times, fate will reach out and tap a man on the shoulder… if he has the imagination, he will turn around and fate will point out to him what fork in the road he should take, if he has the guts, he will take it.” Patton www.profitsplus.org

  46. What are your tactics? • When you choose to defend, attack, flank or be a guerilla; how will you do it? What are your tactics? www.profitsplus.org

  47. In competing for the customer’s dollars, how are the non-industry competitors asking for the money? • To know if you have ‘won’, how are you going to measure your success? www.profitsplus.org

  48. There are four hundred neatly marked graves somewhere in Sicily. All because one man went to sleep on the job. But they are German graves, because we caught the *** German that was asleep before they did. Patton www.profitsplus.org

  49. Let’s see if your efforts will work • Define the similarities to the competition • Define the differences • How long is the each list? • Your target customer is: www.profitsplus.org