There is a truism that 50 percent of advertising is wasted, but no one ever knows for sure which 50 percent it is. As a result, advertising budgets always seem higher than necessary. This problem persists in many areas of business today. Money is being wasted, but no one is exactly sure where and how it is happening.
Low Profits or No Profits
Many companies today are earning low profits or no profits because their costs of doing business are not coordinated with their sales. Many products and services are priced by people who are completely unaware of the real costs involved in bringing these products or services to the market. These mistakes in pricing are then buried in the overall operations and general revenues of the business.
Conduct a Profit Analysis on Every Product
One of the most important parts of the Turbostrategy process is for you to conduct a complete profit analysis on each product or service you sell. Very few companies have ever done this. But when you begin applying profit analysis in your company, you can often increase your profits dramatically.
High-Volume vs. High Profit Customers
As you examine these numbers, you will find that, in many cases, your biggest customers are not your most profitable customers, and your biggest selling products or services are not your most profitable ones either. You may find that your costs of doing business with some customers and with some products are so high that it is hardly worth the investment of people are resources. This can only be determined by taking a hard look at the numbers.
Focus on Cash Flow
You need to be your own turnaround specialist all the time, and most especially when business slows for any reason. To pump up your profits, you do a complete profit analysis on your business and move immediately to focus the energies of the company on those areas that represent the very best sources of net cash. This process requires that you continually analyze your business so that you know exactly the profitability of every product or service you sell in comparison with every other product or service you sell, right down to the penny.
From Most to Least Profitable
The fact is that with a little effort, every single product or service can be organized on a scale from the most profitable to the least profitable, both on a per item or per hour basis, and in net dollar amounts. There is always one that is more profitable than any other.
You begin your profit analysis by determining the exact gross sales revenues that you receive from a product or service after all subtractions for defects, returns, breakage, loss, wastage, and bad debts. Take every single deduction so that your gross dollar amount is completely accurate, and you are crystal-clear about the exact amount you are netting from sales.
Face the Bitter Truth
You will probably find that fully half of your product and service offerings are generating very little profit or even causing you to lose money with every sale. A turnaround specialist would immediately either raise the prices of the low-profit items or discontinue them altogether. You must do the same.