winsby services brochure

Research • Implement • Contact • Measure

Winsby Inc. Exper ience Matters

Winsby Services

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.

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.

Experience Matters

AboutWinsby

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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.

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

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

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.

Why Winsby

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The Winsby Approach 4

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 26

Table of Contents

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The Winsby ApproachResearch • Implement • Contact • Measure

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

Market ResearchLaying the groundwork for your strategy

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

ImplementIncorporating 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 metrics that are important tothe customer, according to the research

• Use customer satisfaction surveys as yourbenchmark for potential growth

MeasureDetermining the effectiveness of the strategy

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

Consistent GrowthAllocating resources to maximize your return on net assetsSatisfy requirements to grow profits, sales and market share.

The Approach• Provide materials and training foremployees to present a uniform message

• Develop and implement a customercontact calendar to remind customersof your products and services

Contact CustomersUsing 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

Research

Implement

Contact

Measure

Points of Customer Contact

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CustomerService Reps• Phone calls• Training• Customermaterials

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

Marketing Employees Assets

Complaints• Resolution• Follow-up

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

Sales Reps• Companymaterials

• CRM• Lead generation• Offers• Training

Your Customers

Billing• Collections• Credit• Inserts• Identify problemsthrough credits

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

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 under-

standing what to emphasize in every message that

might reach them. We’ll identify ranking and

weighting to show the relative importance of eachfactor. 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.

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

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!

Market ResearchFind out where you are. Map out where you’re going.

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MarketResearch

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How it works

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 knowwhat 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 bestforum 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 notfinalized, 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 thenbe thoroughly trained to assure that they understand each question. You will providecustomer 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 certainquestions 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 dataand develop a report that includes findings, conclusions and recommendations.

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ListManagementYour 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.

How it works

1. Winsby creates your master list.First, we develop a master list by combining yourcustomer list with prospect lists. Sources for prospectsinclude: former customers, publicly available lists ofpurchasers (e.g., UCC-1), trade show attendees andexhibitors, subscribers to trade publications, associ-ation membership lists, Web site searches. These listsare identified, obtained and combined, then duplicatesare removed.

2. Winsby verifies customer and prospectcontact information.Once the master list has been created from varioussources, we verify information by calling each availablephone number to gather contact information. Thisinformation includes: names of decision makers foryour products and services, their phone numbers,faxes and emails, primary business, company address,phone, fax, and specific needs that are relevant forpurchases of your products and services.

3. Winsby adds relevant data.Purchasing, sales and credit information can be addedto basic contact data to help identify appropriatetargets for your products and services.

4. Winsby manages contact targets.We develop contact programs to maintain yourprospect list continuously. These programs includeregular mailings, faxes, emails and calling. If you havea Customer Relationship Management (CRM) system,we exchange updates periodically so our systems aresynchronized. If not, we can help you establish aCRM system.

5. Winsby builds your prospect list.We increase your prospect list by adding new contacts,customers and prospects from additions to existinglists and from new sources.

6. Winsby creates a target sales list.Winsby can create target prospect lists, based uponindustry, geography and preferences for products andservices, tailored to specific offers or territories.

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Lead GenerationHelping to keep your pipeline full of potential business

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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.

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.

How it works

1. Winsby locates lists.First, we locate lists and target decision makers that are most likely to produce potentialcustomers. 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 salespeopleare not wasting time following up with leads that aren’t possible targets. Of course, youwill approve all scripts.

3. Winsby programs the script.Then, we program the script in our proprietary system. It is a web based system that hasbeen 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 requestedinformation or expressed an interest in purchasing. Hot leads, who are looking to purchaseright 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 yourmaster 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 cancustomize to fit your needs.

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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.

Increase salesperson viability

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.

Assure replacement of accounts

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.

• 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%.

A sales approach supported by rigorous analysis

Active Accounts•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

How it works

1. You provide sales history and territories.All categories of revenue received during the past two years are required, along withcomplete 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 totalrevenue 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 totalrevenues. If a salesperson needs information on a particular customer, he or she can locateit in the alphabetical listing.

4. New business and proposals increase.The active account report provides an easy way for each salesperson to identify his topaccounts, including the potential for increased revenues (e.g., increasing business in acategory that is low).

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Assuring consistency makes it easier for your cus-

tomers 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.

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.

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.

Skilled writers

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.

Any type of materials

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.

CompanyMaterialsA consistent message, a uniform impression

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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 iswhat 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’rewriting about. We also talk to company leaders to discuss what sort of look and feel isenvisioned 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 theexperts 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 graphicstandards 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 accordingto the approved specifications.

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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.

Your Web site is how the world sees you

Web Sites

How it works

1. Winsby outlines the Web site.

After discussing your business with you, Winsby will develop an outline for your Website. We’ll start with what links will be included from your home page. You will approvethese 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 willapprove 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 discussthe best way of obtaining your approval. We can send Word documents with the contentfor you to edit, or we can upload the content onto a test site. Of course, any of thecontent can be changed on the test site—photos, verbiage, and links. You will approveeverything 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 thecoded 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 rankingsin popular search engines. Included in these packages are: title tag and meta tagoptimization and set up, keyword research and set up, analysis with competitors andrankings, adding Google and Yahoo webmaster tools, back links, optimized articlesubmission 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, howmany pages they view, which are your most popular pages, where visitors are coming fromand what keywords they use to reach your site.

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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

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

With sophisticated spam filters, emails are often

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.

EmailsConsistent emails remind customers about yourproducts and services

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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 everyemail—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 approvebefore 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 includethe 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 linkson your Web site, provide offers to post in your offices and stores, or suggest incentives tosalespeople for collecting emails.

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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 comp-

limentary story about a particular product or service

implies that the media delivering the story

is promoting the product or service.

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.

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.

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.

Editorial space implies endorsement by the media

Media Relations

How it works

1. Winsby develops a press kit.We will design and write a press kit for your company. It includes the companybackground, 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 andservices 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 willalso obtain editorial calendars and explore how to include your company in any storiesthat 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, newproducts or services, new technology, events that are planned. Most companies havemany reasons to distribute press releases.

6. Winsby contacts editors.We contact editors to discuss editorial opportunities for your company. These opportunitiesinclude 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 yourcompany and its products, services and employees.

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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.

Time is management’s scarcest resource

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.

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?

• Provides on the job training.

• Empowers the employee at the points of

customer contact.

• 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.

Walk and TalkEstablish standards, maintain consistency

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How it works

1. Winsby researches your customers’ expectations.Once we ask your customers what their expectationsare for things like response time, turnaround time,expertise, pricing, and what capabilities are offered, wecan develop performance standards for your employees.

2. Winsby translates the research into simple pointof contact metrics.The metrics are developed at each point of customercontact and are tracked on white boards at each pointof customer contact. These metrics include things likenumber of incoming phone calls, number of callsanswered in four rings, number of voicemails anddropped 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 timemanagement visits a facility.

When is it? At the same time every day orweek. Always. It is never cancelled.

How long should 15-20 minutesit last?Who leads it? An employee who is always

available takes notes on ideas forperformance and improvementsand insures employee attendance.

What happens?• Visit each point of customer contact.

• Review the metrics posted on each white board todetermine progress and insure that the measurementis a valid representation of customer expectations. Theboards are maintained by the employees responsiblefor their metrics. The metrics help management andemployees determine whether they are meeting theneeds of their customers, are properly trained, havethe resources to meet the customers expectationsand are the right employees for the job.

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

The results?• Management uses the Walk & Talk to recognize,reward and train employees, which avoids employeeperformance review disconnects.

• Employee time, assets and resources are continuouslyreallocated to maximize the return on net assetsemployed to meet the customers’ needs.

4. Find out what your customers think about you.Winsby’s customer satisfaction surveys continuouslyupdate your Net Promoter Score, which shows howlikely your customers are to refer your company tofriends and colleagues. This score will show youwhether your customers’ expectations are being metand how those expectations translate into your abilityto grow (see pages 26-27 for details).

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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 over-

coming 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 andDevelop 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 self-

defeating 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 interferenceof 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.

• 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.

Assures success—Everything from team buildingto performance coaching

Training

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.

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.

Customer Service Training

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.

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.

Core Collateral Use Training

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.

Winsby Tools

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.

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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 ScoreOur 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 Profitsand True Growth. Cambridge, MA: Harvard Business SchoolPress, 2006.

Our callers are tested, trained, monitoredWe 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 purchaseWe 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 usOur 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.

CustomerSatisfaction SurveysWhat do your customers really think of you?

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How it works

1. Winsby develops a script.

We develop a series of questions to findout how satisfied your customers areabout recent transactions with yourcompany. We customize the questionsaccording to the type of purchase that wasmade. Service purchases include questionsabout the competency of the servicepersonnel, for example. Of course, youwill approve all scripts.

2. Winsby programs the script.

Then, we program the script in ourproprietary system. It is a web basedsystem that has been developedspecifically for surveys.

3. Winsby trains the callers.

We educate our callers about yourbusiness, define the goals of the surveyand begin calling.

4. You send us your salestransactions weekly.

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

or services during the previous week.Information to be transmitted includes allcustomer contact information, plus thetype and dollar amount of the transaction.

5. Winsby processes the list.

We will process each list to remove anyonewe’ve spoken with for the same trans-action category within the past six weeks.

6. Winsby calls the customers.

We then call the customers and ask theapproved questions, according to the typeof purchase.

7. Winsby provides negativefeedback immediately.

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

8. Winsby compiles a monthly report.

At the end of each month, we will compilethe surveys and provide a report, whichshows the results for the current monthand for the three month rolling average.We can also divide the results by location.

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ServicesMarket ResearchSurveysFocus GroupsCustomer SatisfactionSurveys

Lead GenerationTarget MarketsGeographic Areas

List MaintenanceList VerificationList BuildingList ReportsSales TerritoriesCustomers & Prospects

Company MaterialsBrochuresCatalogs

Media RelationsMedia KitsPress ReleasesPlacementsSpeaking Engagements

AdvertisingPlanningDevelopmentPlacement

Customer ContactsEmailsFaxesPostcardsMailings

Management ToolsWalk & TalkActive Accounts

Web Based SystemsCRMEmail

Web SitesSearch Engine OptimizationE-commerce

TrainingCustomer ContactsManagementSales

Acquisitions /New VenturesMarket EvaluationsStart Up/ Transition SupportName Change Research

Winsby Inc.1854 Sherman Avenue • Evanston, IL 60201

p. 847.316.9800 f. 847.328.1901

www.winsbyinc.com

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winsby services brochure

Documents

contact information

list of customers

point of contact

winsby approachwas

critical points of contact

various contact methods

marketing dollars

customer list