Mafia Offer LIVE Event Theory of Constraints Mafia Offers

Stop the Blah Blah Blah -- REALLY Differentiate Yourself to Get in More Doors, Get more Prospects, Increase Your Conversions, and Dramatically Increase Your Sales!

Wouldn't it be great to triple sales to new customers in less than 10 months like Nigel discusses in this video? Nigel was a BIG skeptic, so listen to what he has to say.

A “Mafia Offer” sounds like something out of a movie, not something that could actually allow you to increase and control your sales.

Initially Dr Goldratt defined a Mafia Offer as “an offer so good that your customers can’t refuse it”. I extended the definition as follows: “An offer so good that your customers can’t refuse it and your competition can’t or won’t offer the same.”

It has also been referred to as an unrefusable offer or unrefuseable offer (URO) or a market offer.

Let’s check. If I am one of your best prospects, what would you say to convince me to do business with you?

Many people confuse a Mafia Offer with a Unique Selling Proposition (USP), Value Proposition, or a Sustainable Competitive Advantage.

At first blush, it would seem that a Mafia Offer IS similar to other terms you may have heard of like an irresistible offer, a touchstone, brand positioning, a sustainable competitive advantage (SCA), a customer value proposition, or a unique selling proposition (USP). However, when most people are talking about these alternatives they are actually quite different from what I mean by a Mafia Offer.

They basically take what you already do and state it succinctly and with more specificity aimed at one or a few of their customers’ problems or gaps in current market offerings. These alternatives can be Mafia Offers, but many times they are not. And even so, they are still better than nothing which is where most businesses start.

Then there is the innovation camp that believes the only way to gain substantially more sales is to innovate better and faster, the stuff your customers want. And some have even gone so far as to call your existing products, in your existing markets, a bloody red ocean due to all the fierce competition.

In the book Blue Ocean Strategy the authors contend that it is NOT possible, in most cases, to sell more of your existing products in your existing markets. So they layout a process for developing new products for new markets – a highly risky endeavor.

Innovation is absolutely necessary for long term sustainability. No question. My issue with using innovation as your sole means for increasing sales is that -- it’s short lived. How long do most innovations last? How long does it take your competitors to copy?

And, new products and/or new markets are a risky proposition. So if the majority of companies could have a Mafia Offer, why use innovation as your sole approach to increasing sales?

But if you have to innovate, the process they laid out in Blue Ocean seems like a very good one.

And I would say the same thing about price. Price reductions can also be copied very quickly and do not typically provide a sustainable advantage.

Now, let’s go back to the list I asked you to make above – the why should I buy from YOU list.

These are NOT a Mafia Offer -- Don’t your competitors say the exact same thing?

All good companies have these qualities or they wouldn’t be in business for long. I call this the blah, blah, blah answer because that’s what it sounds like to your customers and prospects.

A Mafia Offer is NOT a list of strengths, a cliché, subjective, or offered by the competition. In addition, it is sold differently. When you have a Mafia Offer, you are making a business proposal. Everything changes.

If you have attended one of my speeches you have probably heard at least one example of a Mafia Offer. Here’s an example in case you haven’t heard one:

· Was developed for a regular company with its existing products in its existing markets.

· This company had no particular competitive advantage or innovation – no patent, no unique technology, the same equipment as competitors, and similar employees.

And yet, it was a not based on a price reduction, not easy for the competition to follow, and so good that most customers would accept it readily.

The reason that most companies don’t know that they have one or know what it is, is because they just don’t know how to develop them.

If you read Dr Goldratt’s book It’s Not Luck or one of the other Theory of Constraints (TOC) books, you read about how we use cause and effect logic (also called Theory of Constraints Thinking Processes) about your customers, your industry, and about your company to create the offer.

Traditionally, to develop a Mafia Offer you had to hire a Theory of Constraints Expert and spend about 2 weeks creating your Current Reality Tree, your Future Reality Tree and then your Transition and Pre-Requisite Trees.

And if you were not good at logic trees, then the consultant, who doesn’t know your business as well as you, was left to do it for you.

As a Theory of Constraints consultant and engineer I’m very good at the logic trees. In fact, I would say that they come easy to me.

However, as I worked with clients, I noticed that this was not true for the majority of the population. I put a tree in front of some clients and their eyes just glazed over.

While I was working with Dr Goldratt in Goldratt Consulting a couple things happened to my understanding and to the development of the Mafia Offers body of knowledge.

I watched Dr Goldratt do a number of what we called “2 hour meetings”. In these meeting he would ask the CEO and his top 2 executives some questions.

The questions lead to answers that basically created the logic of a Current Reality Tree (CRT).

Then Dr Goldratt suggested that they make a few changes. He then explained, how these changes, if implemented, would lead to a Future Reality where the problems of their current reality would be gone.

I performed about fifty “2 hour meetings” with the same result – complete understanding of the logic without a single tree in sight!

So – you CAN develop and uncover the underlying logic without putting the client through the torture of creating logic trees. So that’s what we did.

We created a process where in 2.5 days using all the logic, without the trees and without templates, we can facilitate a client to uncover their Mafia Offer.

We started by offering PRIVATE Mafia Offer Boot Camps for $25,000 (includes travel). And they worked great.

Then we provided 3 months of follow on coaching so that as clients started to put their plan into action they could continue to call on us for questions and support.

Next, we decided to test a GROUP Mafia Offer Boot Camp. We wondered if having 5 companies (no competitors of course) go through the process together would generate even better offers, better feedback, or even greater confidence that their offer would work.

Each company brings up to 5 people and the cost was $10,000 per company plus the travel of their team to Denver or wherever it was. This format was also a huge success.

Each of the 5 companies walked away with the same deliverables listed above and received 3 months of follow-on coaching. And while their offers weren’t better than the offers we developed in PRIVATE boot camps they were just as good.

Both the PRIVATE and GROUP Mafia Offer Boot Camps are going strong, and you can still sign up for them. Go to www.MafiaOffers.com for more information. We found that both formats have their place and both deliver the results! And, we've also added an on-line version: www.MafiaOfferBootCamp.com

The Mafia Offer LIVE Event is a 3 day live event usually conducted in Phoenix, AZ. There are multiple companies participating and each company is working on their offer. Hot seats and Q&A are used to ensure you are on the right track to developing YOUR offer.

1. Create your Mafia Offer. During the event we walk you step by step through the creation of YOUR offer. The event is structured so that you work on your offer during the event. A step in the process is presented and then you apply that step to your company. Q&A and hot seats are used to answer your questions and keep you on track.

2. Create the collateral for your offer. Once everyone has their offer we show you how to present it. During the event your will create a one pager or PowerPoint presentation of your offer.

3. And, create the implementation plan for your offer (what you need to do BEFORE you go make your offer). We take you though a process to create your action plan so that you can hit the ground running when you leave the event.

These are the same deliverables that we have for both the GROUP and PRIVATE boot camps.

BONUS 1: Access to Dr Lisa’s “Maximizing Profitability” speech so that you and your group have a shared experience and lay the ground work necessary to be successful with a Mafia Offer. This bonus will be immediately available and should be watched prior to the live event.

BONUS 2: Access to Dr Lisa’s “The Psychology of Mafia Offers” webinar so you can really study what it takes to successfully present your offer to your customers and prospects. This bonus will be available after you complete Session 13.

Choose your team who will participate in the boot camp. Who should that be? Anybody whose buy-in you will need to implement your offer. This is typically your entire top management team – even operations.

That’s because Mafia Offer typically require operational changes. If you could deliver your offer tomorrow, so could your competition, so expect to make some operational changes.

Before you start working on your Mafia Offer, we lay a little ground work. You and your team will go through our Maximizing Profitability workshop. (That was one of the bonuses mentioned above.) This will give everyone a common experience and lay the ground work for developing your Mafia Offer.

FAQs

Can I afford this?

A price this reasonable is typically only an issue if you don't get the results. As long as you’re willing to make the operational changes that your offer requires AND you actually make your offer, you will get results.

Many of our clients have said that the analysis portion alone, where you gain deep understanding of your customers/prospects, is worth the price of admission.

What if it doesn't work for me?

If at the end of the first day, you don’t think you are getting value, just let me know and you will receive a full refund.

I can’t guarantee that your sales will increase because it’s up to you to take action. But I can guarantee** my process.

OUR 100% GUARANTEE**: If at the end of the first day, you don’t think you are getting value, just let me know and you will receive a full refund.

When can I sign up?

You can sign up for a live event at any time. Please realize the NEXT live event may be full, but then you can sign up for the following one. These events sell out, so register as soon as you can.

Each event is limited in size to insure high quality and plenty of interaction.

Can we work on more than 1 offer?

During the event you should only work on one offer. You will be learning a process you can apply to developing other offers in your business -- but DURING the event, you will need to select one. At the event we will provide guidance on which offer to work on.

You are learning a process that you can use to create other offers for YOUR company (the same company).

If you want to work on multiple offers at the same time, we recommend our PRIVATE boot camp.

Can I “share” this program with another company?

No. Each company must purchase a separate license to use our process. Each company can, once you’ve learned the process, use it an unlimited number of times to create additional offers for that same company.

You are restricted from sharing any part of the Mafia Offer Boot Camp process outside your one company or offering a competitive product to the Mafia Offer Boot Camp.

The boot camp provided a step by step way to break down what your clients need, and then help you build a concept and offer that is irresistible to your clients and prospects. We landed a new $1 million account within 3 months of our boot camp. Now that’s an offer!

Paul Caravello, SVP Sales, New York
See note (1) below for typical results.

Payment -- How Much Does it Cost?

One ticket to our Mafia Offer LIVE Event is $2997 (vs $25,000 for a private or $10,000 for a group). But to encourage you to bring at least one other person from your company to help you to devlop your offer, each additional ticket is $2000.

The NEXT event will be in mid to late March 2010 in Phoenix, AZ. This event will sell out. Register now to ensure your seat!

[Use the above button if you HAVE A PayPal account. If you don't have a PayPal account call to register 303-909-3343 or fax (click here to download the fax form).]

We hope you’ll join us in this program, and invite us to be your coaches to help you grow your business.

P.S. Remember... you will develop YOUR mafia offer ... the collerateral for YOUR offer .... YOUR implementation plan ... and you get Dr Lisa’s Maximizing Profitability speech... and Dr Lisa’s “The Psychology of Mafia Offers” webinar. And it all comes backed by an unbeatable guarantee**.

Who are “Dr Lisa” Lang and Brad Stillahn?

“Dr Lisa” is the foremost expert in the world on applying Theory of Constraints to Marketing and served as Dr. Goldratt's Global Marketing Director. She's an international speaker, author of 3 books, and the President of Science of Business, a Theory of Constraints consulting company. She is recognized as one of the few TOC Experts worldwide by Dr. Goldratt, developer of the Theory of Constraints and author of the best selling business novel The Goal. In addition, Dr Lisa is currently serving on the Theory of Constraints International Certification Organization (TOCICO) Board of Directors.

Brad Stillahn, also a certified TOC expert, is the owner of Adstick Custom Labels. Since, he has nicely offloaded the running of Adstick after a successful TOC implementation (and nice mafia offer – that example was his company!) and now works with Dr Lisa on helping other companies make more money. He has served as Marketing Director of Menasha Corporation and is known for innovative thinking and is an identifier of erroneous assumptions.

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(1) Typical results include 1. Creating a Mafia Offer; 2. Creating the collerateral for the offer; and 3. Creating an action list following the boot camp. Implementation results vary wildly. About 30% of the companies that go through a Mafia Offer Boot Camp end up doing nothing with it. Even though they have successfully created a Mafia Offer. All companies have reported getting value from going through the process.

© Copyright 2009 Dr Lisa Inc, All Rights Reserved. Important Note: While I honestly believe this information to be useful and valuable, I cannot guarantee that you will get the same results that we’ve gotten (or that anyone in the program has gotten). Our results are not typical at all. All of this information should be considered “informational” in nature, and not as specific business, legal, or financial advice. If you invest in this program, you are taking full responsibility for making sure that any idea you use, implement, don’t implement, or integrate into your business is legal, ethical, and prudent. By purchasing this program or using any of the information on this site, you are also agreeing to hold me, my company, my clients, and their companies 100% harmless in the event that you lose money or are harmed in any way as a result of the use or lack of use of anything you’ve learned from this program, or our company. **If you take me up on my 100% money-back guarantee, you must actually go through the entire program, complete and submit Sessions 1 - 16, and when you submit Session 16 homework you must notify me personally to ask for your refund. This is only fair, considering the incredible amount of value I’m putting on the line. Facts and figures on this website are believed to be accurate, but are not guaranteed.

The World's Leading Theory of Constraints experts on Marketing explain how Mafia Offers can dramatically increase sales.