In This Issue:

• Titan Sales Boot Camp in Dallas March 14/15 2006! sIGN UP TODAY!
• Feature Article- What’s The Best Way to Grow Revenues—Vertically or Horizontally?
• Living vs. Creating a Legacy

MAKE SURE 2006 GENERATES RECORD REVENUIES! LEARN HOW TO SELL MORE IN LESS TIME AT HIGHER PROFIt! Titan Sales Boot Camp in Dallas on March 14/15, 2006. Act now and reserve your seat today!!! http://ronkarr.com/bootcamp or CALL US AT 800.423.5277.

What’s The Best Way to Grow Revenues—Vertically or Horizontally?

For the next two issues of this report, we are going to tell two stories involving a friend and colleague, Al Parinello. This week, we will look at how he built a successful business around a radio station. Next issue, how he successfully negotiated the rights for the Howard Stern radio show which catapulted his station to the top of the ratings.

When Al bought his radio station in Atlantic City over a decade ago, it was losing money. Costs far outweighed advertising revenue. As Al found ways to sell more advertising, he realized one thing. Every radio station was making the same mistake. They all were trying to grow their business horizontally, by constantly increasing advertising revenues. His dilemma was, how far can a radio station increase its advertising revenues when there is only so much advertising dollars to be spent in a given market? Yes, you can succeed in building a better product and gaining a greater share of the pie, which he did. But eventually, you are going to hit a plateau where you can only increase revenues in one area so far.

This is where Al deviated from the competition and struck gold. He decided instead of playing the highly competitive horizontal revenue game, he would concentrate on growing his business vertically. This means reaching out to the market with other products and services that could be easily leveraged through the radio station.

For example, many of Al’s advertising clients were struggling to find ways to succeed on the internet. Hence, he started and built a highly successful web company that not only hosts his clients web sites, but creates them as well. Now, he can help a client advertise their service and products on the airwaves as well as succeed in advertising on the internet.

Another example came from the promotion business. What better arena to promote concerts than through a radio station? But advertising costs money, doesn’t it? Not as much if you owned the radio station. Thus, Al started a production/promotion company that brought popular concerts to Atlantic City. The radio station won because it became one of the sponsors and helped attract new listeners, which turned into extra dadvertising dollars. The production company won because it leverage an extremely low cost venue for advertising and selling out its events. Eventually, Atlantic City caught up with Al and some of the new casinos started producing their own concerts. Did that stop Al? Not at all! He simply adapted to the changing market and now uses his production company to produce broadway plays in Atlantic City.

As you know, I am a great proponent of increasing revenues from existing clients. You should definitely be selling as much of the current products you are providing your customers. You should also be doing an excellent job of cross-selling all of your products and services into your existing and future customer base. As Al has proven to us, cross-selling provides an opportunity to uncover new revenue opportunities, help strengthen your overall brand and capture revenue dollars that should be sitting in your pocket instead of the competitor’s bank account.

One of the most competitive offerings you can provide your customers with is the unique mix of products and services you have to offer. Always take advantage of selling everything you have to offer. The Magic to Your Success Lies in the Mix of Everything You Have to Offer!

Living vs. Creating a Legacy

As some of you know, the past few months have been rather difficult in terms of family illnesses. The reason you have not read an e-report during the past couple of weeks is due to the recent passing of my father’n'law, Norman Roth. This past week was spent with the family attending his funeral and visiting with people who came to pay their respects. As Norm’s son’n'law, I got to see first hand how courageous an individual he was. At age 15, when his father past away, he immediately went to work to provide for his family. He never stopped doing that for the next 62 years as he built and eventually sold a very successful dry cleaning business. Along the way, he counseled many people on what it took to succeed. He was compassionate to the point where he continuously gave employees several chances to prove themselves, even after they may have done him some wrong. He never spoke ill will of anyone and always gave his time, energy and knowledge to anyone interested in getting a helping hand. He was there not only for his employees, but friends and family alike.

How do you know he made an impact? You know it from the countless stories told over and over by mouners paying their respects. 250 people showed up at the funeral! Over 100 cars took part in the funeral procession. Dozens of stories were told during the week of how people claim they owe their success to Norm. As family, we knew he was a phenomenal person. Yet, we were all stunned to witness the outpouring of gratitude, appreciation and love for Norman.

Which brings me to a great lesson of life. Norman would not have had these tremendous impacts on other people’s lives if he was not living his legacy. All too often I hear people talking about creating and leaving behind a legacy. How about living your legacy while you have the opportunity! Living a legacy creates impact now and guarantees a future in which people will be inspired and enriched by your good deeds. As the famous Nike line states, “Just Do It”. Norm, thank you for reminding me there is no better day than today to start living my legacy. You will be missed!

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