Julia Doak on Psychotactics

In the short term you were an expense

Julia Doak
Entrepreneur and Multiple Franchise Owner

"Today, when customers walk into my store, I don't sell them a bed. They buy a bed from me.

That was not the case about a year ago.
I'd been in business for close to ten years owning and managing three franchises, when I ran into Sean on a cruise ship, of all places. He was speaking at our annual franchise conference. I met Sean later at a franchise meeting over lunch, but we never really got down to working together.

Till after the PsychoTactics Workshop, that is...
I went to the PsychoTactics Workshop and it totally changed the way I looked at my business. The concepts were easy to implement both for customers and for staff. And I'm glad I took the team members on my staff as well, as they too started looking at the business in a way they had never done before.

I did two consecutive workshops with Sean
In the first one, I think we improved about 20%. We changed our whole way of thinking. It was a pretty dramatic shift in the way we approached things after learning the concepts in the Brain Audit.

The second workshop really drilled home the facts. My sales tripled. The best part is that I wasn't spending any more money, but my approach was totally different. Once you think differently, the words come out more effectively with customers.

My husband was quite skeptical that it would work
I was on a high after the workshop. It's often hard to maintain the momentum - to keep that spirit going. Often in two weeks time it's all gone. The consulting with PsychoTactics helps me keep the momentum on track. Working with Sean is like having a workshop all the time, 52 weeks a year.

My husband was skeptical at first. I was full of enthusiasm, and he said "Oh yeah, this will fade away." I would regale him with ideas and customer stories and how we were going to change our advertising. He wasn't impressed at first, but he soon came around when he saw the changes.

In fact, we reduced our advertising by 90%!
The advertising spend is a tenth of what it was last year at this time, and the sales have increased by 30% . At first we were not sure. We didn't want to pull out the advertising. It was what we'd done in the past and how we made profits in the last 8 years. Sean got us to analyse our advertising, test our systems. We had to make some hard calls, but we can see now how it wasn't really doing us as much good as we thought.

As for my husband, he's totally converted. He's even been trying to get the password into 5000 B.C. (the member's section of PsychoTactics) to get information on marketing and I'm not giving it to him.

I don't wonder if I can make the sale...
I also have loads more confidence. When I approach a customer, I don't wonder if I might make the sale. That's a given fact. Instead, I am totally confident. I now concentrate on other things. Like how to upsell, cros-sell and add to the sale instead. The consulting has changed my approach from How do I get the sale? to How do I upgrade the customer?

This time last year, if someone had told me that I would be thinking this way, I would have laughed at them. It's a progressive thing. Because I approach things differently, I see things differently. I see opportunities literally popping up every single day.

My idea of the future has changed...
Even though I own the stores, at the end of the day, it's just a job. It's like me buying a job. I'm sick of a job even though I am self-employed. It takes up too much of my time.

Sean has me thinking about how I can leverage the information I have in my head. That gives me a future that's quite different from where I am now. It is more self- contained, and I won't have to worry about staff and huge overheads.

The biggest gains from PsychoTactics consulting

1 ) Advertising was taking up a lot of our budget. Sean forced me to test it. It was a difficult decision to make but we know better today and every dollar is well accounted for. What's better is I now think differently. I use tactics I've learned in the Brain Audit to keep our profile up. I got featured in a prestigious magazine as a result. We now have a focused strategy and measurable returns, without spending the money we used to.

2) I think differently. My whole approach is different. Single handedly in the store, I did over 70% of the sales last month and this month I'm already up to 69%. The whole philosophical approach is unique and hey, it works!

In the short term you were an expense
I have to say that. Like most business owners, I saw working with PsychoTactics as yet another expense. Yet as time moves on, I've found that I've actually grown the business, yet saved on advertising costs. Overall that's a great return on my *expense.*

Why I'd recommend PsychoTactics to business owners
I think most business people have so many demands on time. You have got to have someone keeping you on track. By having someone, I can prioritise my life and my business.

Working with PsychoTactics puts more time in my day and more money in my pocket!"
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Julia Doak has successfully grown and sold successful franchises. Her expertise lies in taking retail outlets with moderate growth and transforming them into money making enterprises. Her background includes forex trading and banking.
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Read More About More PsychoTactics™ experiences.
If you would like to be part of the PsychoTactics experience, through workshops, telephone consulting or one-on-one consulting, email Sean.

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Julia Doak ------------	Eugene Moreau ------------	Samantha Feldman-Bihary ----------	Tony Loxton ----------	Greg Pavett ----------
Michael Smyth -----------	Gregory Caruso -----------	Nina Menezes -----------	Michael Webb -----------	Woody Quiñones ----------

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