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Five Secrets To Explosive Top Line Growth
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2/11/2010 to 2/18/2010
When: February 11th and 18th, 2010
From 2:00 PM until 3:30 PM EST
Where: IMC USA Academy Webinar
Contact: Sarah Rodda

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Five Secrets To Explosive Top Line Growth: A Consultant's Guide To Sustainable Success, By Steven Winokur
This course contributes to the requirements for CMC certification with the Core Competency focus area of Business Acumen, Advanced level.
This course will teach the philosophy behind the Growth Gap – the five levers that make up the revenue formula. Traditionally, companies fail at closing the Gaps and optimizing the revenue their business should generate. By addressing these Gaps, businesses can attract more qualified prospects, convert more of them to customers, retain more of them for a longer period of time, and sell more products to them at a price premium.
Especially in times like this, many companies focus on cutting costs. While cost containment is important, you cannot cut your way to growth. The only way to grow your business organically is to address one (or more) of the Growth Gaps.
  • The Prospect Gap™ - The opportunity to attract more qualified prospects.
  • The Customer Gap™ - The opportunity to convert more prospects to customers.
  • The Loyalty Gap™ - The opportunity to maximize the number of purchasing occasions.
  • The Expansion Gap™ - The opportunity to sell additional ancillary products to customers.
  • The Margin Gap™ - The opportunity to maximize the price per purchase.
The fundamental flaw that most companies fall into is believing the misconception that causes the Gap in the first place.
Understanding the Growth Gaps will force consultants to look at their business in a new light. This course will teach the background behind each Gap, why they occur (its misconception), why they are so important to close and strategies and tactics to act on.
As a part of the course, attendees will learn about the power of brand and positioning and how they impact the Growth Gaps. Finally, understanding the power of the customer experience will leave the attendees with a new found passion for their business.
After spending his early career in large companies such as Apple Computers, Anheuser-Busch and Cap Gemini America, Steven decided to apply his business experience and education to help companies focus on top-line growth by launching Turning Point Strategies, a brand and strategic marketing firm.

Working with businesses ranging from small local companies all the way to Fortune 500 companies, Steven has worked with hundreds of companies to help them clarify their position, differentiation and message in the marketplace. As a result, these companies have experienced dramatic growth in their sales and profitability.

A graduate of the University of Miami, Steven has also earned an MBA from Emory University. Recognized as a thought leader in branding and architect of The Growth Gap™, Steven is an accomplished speaker and presenter, having delivered seminars and presentations to corporations and associations.

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Don Matheson CMCChair and CEO, IMC USA
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