How to win business and gain market-share

If your customer has money to invest, would you rather they spent it on you?
You might think what a silly question, of course I want the money spent on me and not my competitor you say. If that is the case why do many business owners act in such a careless way as if they rather the money was spent with our competition?


Rather than focussing on how the extra revenue might benefit ourselves should we look long-term at what we can offer our customers, distributors, clients, franchisees and the best way is GC&P.... So instead let's look at guidance,care and protection.
If your client needs a product/service could you offer more guidance care and protection... You or your competitor?
If you have a competitor that is better than you at GC&P then watch out as they will take market share away from you and your business.


Just save all your the expense of running a business and send each customer to the competition. However if you set a best practice, getting it right on each and every occasion you will take customers away from you competitors. Don't be the one only after the money be the one that really wants to see your client/distributor grow and succeed.


This get's your customer into your fold as you start to gain a loyal following.
The word customer could be exchanged for anyone you do business with including franchisee,agent,client, distributor and possibly sometimes even supplier.

You must never be a weakling when it comes down to marketing as the best man will win and the meek will not inherit the sale.
Treat the customer like they are a child and not just any child... Your child.


So the customer is not just someone off the street they are like your child.
You are sworn to care, protect and guide your own child.Do the very same with your customer.


You could ignore this idea, even snigger, when you do the, there's a massive chance that the customer or rather the child will buy into another persons pitch and find someone who's saying they are more caring than you.


As customers sometimes buy the story of a scam artist a child can be lured by someone of warped character and in the same way customer can be taken advantage of.

Okay you say now he's rambling and lost the plot!


Wrong! Open both your eyes as right now today all around you there are people selling get-rich quick schemes. Whilst others have tremendous business opportunities and do not offer the (fake)care or guidance of the pitch of a well oiled get rich quick scheme.


The fake gurus all preach (give me money)I'll get you, customers quick, get to the top of Google in a day. If anybody offers you anything in the fast success department run away and do not even ask them any questions.
I will just repeat that again, when offered get-quick-anything WALK AWAY asking or answering no questions. There never has been get-whatever-fast and long-term never will be.
Customers are like children and simply it is not the customers job to know that.


With free sweets,like a child, they see the sweets and they get entranced. Those sweets look so tasty they forget why they came and why they met. In business it is more lolly than lolly pops that makes sane peolple forget that they didn't really want to get into business to get-quick-(insert a word). The real pitch is not instant riches more often we want freedom to live how and where we choose. Today I write this from my home on the beautiful Indian Ocean Island of Sri Lanka and I know that all my old chums (before self employment as a manufactures agent) are working 08:00am until 9:00pm 6 days a week playing a game called never enough and some earn more... so they should as they forgot how to stop.


Because most of us don't get into the business to 'get-top of Google,rich or whatever else-quick" keep very clear why we got into business.
Freedom over our lives and for our family.


We know that if we work for someone else,we've sold ourselves as wage slaves,someone will tell you what to do, when to do it and how long you can go on
holiday. The places you go are also dictated by the boss as they decide how much you will get paid and we're always at their beck and call.


Pissing you life away at the beck and call of another means they enjoy the lifestyle and you can count all the sunny days that pass you by. In the UK today we have around 250,000 people looking to escape that employment
trap and that is when we start a business. Then we find the business is actually much harder than we have ever intended. We work 7 days a week, three for the taxman, two for the bank and end up with a 10% bottom line profit. More sunshine is passing us by than ever before.
That's when the pervs with the sweeties pitch up. In business terms it is the fake guru's and outright scam artist who know you're struggling.
These people feed their family from knowing you'll do anything to get some more lolly in the bank. They know that you'll do anything legal to get noticed by the search engines or pitch all of your friends on a fake set of e-books or tapes. You should do your duty and fight off the fake guru and slick pitcher.
Your customer will get promised the world by these people and you know that the promise is false. You know that the get-quick-whatever is just a waste of time, energy and money. You can let these scam merchants win. Or fight them off. You will need to market the way you should and create more opportunities to do business. You are now going to brush up to present your products and services the way you should.A long comprehensive demonstration built off the back of asking questions will convert more customers and I promise you presentation matters.
Do you see what I see? Our false guru's selling get-quick-rich-whatever,are selling thin air.
The real business has real products/services and will not have anything to present that is so spectacular.
You can win the battle against the false guys by being smarter and this comes from understanding the psychology of a customer. So you have to be smarter. You have to present the information in a manner and sequence that goes in sequences to your customer's brain.

We all think in the same steps whenever we are buying something, we always follow a solid path to making a decision.
It will happen as fast as light and you need to be trained as to how this will happen. The brain sees the buying process as a ritual, customers like to solve problems, customers buy from what they see as people like themselves, customers never like to commit, customers have a secret code that they talk in to avoid buying, this code is often called telling fibs and customers use the information presented to thems against your business by touting it around the competitor.


Politely some might say this is a series of extremely analytical steps and this should be avoided at all costs and you should break the routine. Of course when we're marketing, we completely ignore the buying process. And in doing so, we fail to get hold the customer's attention and simply lose control.


When we lose control we drive that customer right into the arms of our competition.
The competition might be out of tune (like you), let the customer go,off they drift until a false guru does some smart selling and your customer is swallowed up.


The false guru and the scam artist has no hard sell to get the customer, they simply use psychological step and this is also great news is for you no hard sell need take place. Hard sell is not needed. Not wanted. Not required. What's needed is a buying process with all the right question, establishing the right information in the right process, and followed up with the right call to action.
The questions and the presentation are very important. The hard sell doesn't. Present your information, try to see if it is the right solution for a customer, customer, I prefer to try to eliminate in the right sequence and then the customer will come to you. And you can care, protect and guide them in the way you care and protect a child. Guidance, care and protection are the keys to controlling the ritual or you will fail to care, protect and guide.


You lose the customer. You lose the money a customer was about to pay you. You have less money than when you had a job, less holiday, no family treats and do not hit the business plan!


Keep this up and the bank will call in the loans or you struggle with the mortgage and then the family get at you. You go from happy-go-lucky employee to desperate business owner. And then the false guru comes along with a get rich quick pitch and you join the viscous circle. What happens next. If you wish to avoid what happens next keep an eye on this blog and get a slice of the online action at http://myinternetmillionaire.blogspot.com


I am pleased to keep you furnished with tips and quite frankly your money is not my motivation.

Just monitor your marketing, only spend money on what brings people to you, or you to the people and spend more on what works.

Make a presentation off the back of asking questions and present the price.

Have a reason to do business now.

Ask do you like it?
Is the price right?

Shall we get the paperwork out of the way?

The right process in these unusual times will make you a fortune and I hope to be of service along your journey

See you at the top!

Richard

Richard Williams

Make More Money From Your Website With 5 Easy Steps

Should a real business operator make their own website?

Who should design your website? 

Would the same business owner make the clothes they wear for a business meeting?

Some would say the boss, others the ad agency or marketing
department and others would even suggest I.T. or the webmaster. 

We would suggest that if you want to maximise the revenue generated from your website that your customers should design any website used by your company and then we can be sure it works for them and therefore your business.

As Internet Business Consultants advise the most successful Internet millionaires we thought it could be a great idea to share our finding with you.

Netbods kindly identified the 5 most annoying challenges with business websites

1: Advertise one thing and then hide it from your visitor

Problem: Your advert mentions a service or offer and we cannot find it on the home page or specified landing page. Prospective clients feel annoyed they cannot find the offer and think it is not what they expected and they leave.

Idea: Make an offer and then keep repeating this compelling reason to do business:
- Repeat the ad-text or keywords on your website
- Make sure you provide clear information in the advert and explain what we do next as a call to action

2: Call to action is vague
Problem: The visitor is not sure to what to do next on the page therefore they'll spend precious time
deciding what to do next, get confused and look around before making a buying decision.

Idea: If it is worth having a call to action ensure this is clear and catches the eye through being above-the-fold. Above the fold forms get a 42% better response

3: : Telling is not selling and less is more
Problem: Do you really expect the visitor to read all of words on each page? 

Visitors are relentless when on the web and do not hang around for complicated explanations.
A load of text is a sure way for a visitor to hit the ‘back’ button.

Idea: Less text equals more business:
- Put important information as headings
- Use  bullet points to make information easier to read quickly
- Be ruthless as you complete copy go back over this 4 times to edit and shorten your text

4: Too much distraction costs you money
Problem: The visitor doesn’t know where to look and therefore gets confused and annoyed
because there is no clear separation of content and navigation.

Idea: Make each page have one key focal point :
-Don’t compete with the call-to-action by adding too many offers
- Economise with your mix of colourful page elements or flash style animations
- Bin the photo library and use specific images

5: Forgetting to establish trust and make friends will cause a lack of credibility 
Problem: The new client doesn’t know who you are and will not you or buy from you?

Idea: We are who we associate with:
- Feature endorsements from clients and testimonials create trust
- Use supplier or client brands as badges displaying our honesty
- Identify a major problem when buying your kind of products and then deliver a massive solution through generous policies and guarantees

Now you can increase the conversion rate of visitors to customers significantly.  

You can increase the revenue generated for each transaction from your website and now when you  increasing advertising expenditure you will make more profit.

Chris Dawson, founder of the £150m retail empire The Range and Britain's boldest retailer

A great meeting is taking place and shows that great things will happen during tough times

Chris Dawson says that Allied Carpets is a place people visit to commit suicide. When MFI went bust, he bought £68m-worth of its stock, piled it onto 2,400 lorries and made an instant fortune. To him, recession is an opportunity to hire "first division managers for third division prices".

STOP PRESS>>>ENTREPRENEUR Chris Dawson has pulled off another massive coup – buying £29million worth of electrical goods from a failed national wholesaler.

Chris Dawson, 57, is the kind of man who could smell a fiver in a force nine gale. The son of a market trader, he gained his first sales experience aged seven, when he took charge of a jumble stall at a church market in his home town of Hooe in Plymouth. "It was a piping hot day and this guy came up, took off his plimsolls" and gave them to Dawson for jumble. Dawson tossed them in the pile, and an hour later, the man returned. "I sold him his old ones back for six pence," says the founder of £150m-a-year discount superstore The Range. "I remember thinking, bloody hell, I'm good at this."

He left school at 15 with little to show for it, and helped his father flog cockles and mussels from the back of a van, before trying his hand at motocross riding. Unfortunately, he didn't have the talent, he says. "World champions can see and hear differently from the rest of us. I couldn't." However, he could sell a suitcase full of jewellery and perfume better than anyone else on the markets. "At 18, I became quite a successful street trader. My mates were giving the same spiel, but I was taking double the money." Dawson, it seemed, was hearing and seeing things differently.

By his mid-20s he was making £10,000 a week, "telephone numbers", he says, because of the inventive ways he used to sell his products. Underneath a side door on a large white van, he started putting down straw in muddy fields and shining spotlights down on it. "So on an overcast day when most market traders would pack up and move on, I'd look nice and homely, and take more money selling china and dinner sets than anyone else."

But while he enjoyed the salesmanship, "once you've had all the rounds of applause, you think I want to achieve more". So in 1988, after "blagging credit from everyone I knew", he opened The Range, a 15,000 sq ft discount superstore outside Plymouth, kitting it out with everything from toys and homeware to DIY equipment and jewellery. One of Britain's first giant outlet stores, it competed directly with high-street stores, "who had a different set of overheads" at the time, and didn't negotiate hard enough on getting prices down. Dawson saw the gap and, without "one bit of planning permission and no banking facilities", opened the store in the Sugar Mill industrial estate. A Lidl-type operation, everything was sold out of boxes. "People used to come up to me and criticise what a mess the store was, but they'd be buying stuff as they were saying it."

Within four months, turnover hit £1m, and in the first year he made £250,000 profit. Within 14 months, he opened up in Exeter and by 1994 he had six stores across the southeast. Today, he has 40 branches and unlike many businesses, he remains unfazed by the recession. In fact, he says, "there are so many opportunities out there right now that it's like being an alcoholic in an off-licence". For example, he is the new owner of £68m-worth of goods from bankrupt furniture store MFI, which he is selling via www.tradingbargains.co.uk. But as to whether he'd ever sell The Range, the answer is a definite no. "You know, life's full of prizes and challenges, and this is my prize. You couldn't give me enough money to replace the fun I'm having."

Meet Chris Dawson and other confirmed Speakers

• Rohan Blacker & Pat Reeves, founders of Sofa.com, on how they turned the furniture industry on its head
• John Pickup, founder & CEO, Amputees in Action, on overcoming obstacles to build an award-winning business
• Chris Dawson, founder of The Range who bought £68m-worth of MFI stock, piled it onto 2,400 lorries and made an instant fortune, on his extraordinary entrepreneurial journey
• Barak Robinowitz, chief executive of one of Britain’s buzziest businesses Amuso, on the next generation of mobile business.
• Simon Calver, CEO of LOVEfilm, on building great British brands.
• Karen Darby, serial entrepreneur and founder of Call Britannia, on social entrepreneurship and job-creation.
• Obi Felten, technology guru at Google, will show how SMEs can make search engines work for them
• Chris Giles, Financial Times economics editor, will chair the debate on the future of the UK economy.
• Professor Russell Griggs, chairman of the CBI SME Council, on how Britain’s SMEs will raise finance in the future.
• Nigel Hammond, co-founder of Vespa Capital, will discuss how private equity is adapting to support SMEs.
• Lastminute.com founder Brent Hoberman will chair our debate on the next big technology trends
• Michael Jackson, the man who took Sage to the FTSE 100 and a truly legendary business leader, will talk about how the UK will create its next great businesses.
• Richard Lambert, director-general of the CBI, on how the British economy might look in the future.
• Tom Savigar from The Future Laboratory will paint a vivid picture of the future of UK business.
• Stephan Shakespeare, Britain’s top pollster and co-founder of polling company YouGov, on what entrepreneurs can expect from a new government.
• Philip Shaw, chief economist at Investec Private Bank, on the forces shaping the UK economy.
• Sir Stelios Haji-Ioannou, founder of EasyGroup and the Stelios Philanthropic Foundation, on keeping Britain a great place for entrepreneurs; and how entrepreneurship has the power to change lives.
• Tim Weller, the utterly inspirational CEO of Incisive Media, on building an international media giant.
• Jos White, co-founder of MessageLabs and Notion Capital, on where the next great UK companies can be found.

Bookings

BOOK YOUR PLACE NOW

Venue: London Marriott Hotel Grosvenor Square

Date: Wednesday May 12, 2010

Dress code: Business attire

Prices:

Early bird rate: £345 (+ £60.38 VAT) = £405.38

(book before April 14, 2010)

Standard rate: £395 (+£69.13 VAT) = £464.13

Booking confirmation...
Confirmation of your booking and a VAT invoice will be sent to you shortly after receipt of your application form and payment. If you do not receive your booking confirmation within two weeks of making your application, please telephone us on 020 7368 7123.

Cancellations...
Cancellations received in writing before midday on Tuesday April 13, 2010 will be subject to a 20% administration fee. All fees are forfeited thereafter.

In exceptional circumstances, the organisers reserve the right to change the programme without notice.

30,000 emails a month for only £69.95 !!!

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In the olden days of the 80's and even early 90's we used to send out direct mail and 5000 A4 letters could cost you a couple of grand to send with letter, brouchure, envelope, paying staff to stuff, lick and post!!

Now one simple email can link to a website and we can be in front of thousands for very little.
I want to bring some of these great deals to your attention as we all expand our business in tough times.

As the old saying is never more true than today

"When the going gets tough ..... the tough gets going"
.

They say

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Please give me feedback on your findings?

Be a linchpin not a cog!

Why do you have a front lawn?
It's a tradition.

Lawns were invented as a way for the landed gentry to demonstrate that they could afford to waste land.

By taking the land away from the grazing sheep, they were sending a message to their neighbors. We're rich, we can happily waste the opportunity to make a few quid from our front lawn.

In every city there are expensive hotels that are noisy, with £50 breakfasts, no parking, blinds that don't make the room dark and rooms that don't have enough space to swing a cat let alone hang it up with your suits.

We are paying extra to stay therby ensuring we'll be surrounded by others just as wealthy and just as interested in showing it.

Rich people will always indulge the desire to stand out, otherwise what was making it, or keeping it all about?

I think we are seeing a new rich:

Spending on and investing in time, not things..

The new trend in spending money is to buy craftsmenship and not the efficiently mass produced.

It will not be a better price than Matalan, but the very fact that you can pay for an artisan to create it, an artist to design it, a talented worker to bring it to life--that act makes a powerful statement about what you can afford and what's important to you.

Instead of a bigger house, it's a house that's built from scratch by craftsmen. Instead of a bigger steak, it's a handmade dish of locally grown organic vegetables...

In these days of quoting, losing margin all through price cutting and bad selling

Keep your eyes open for another way, use showmanship to display niche quality, tell a story rather than "this is the best price and value" story .

Price & value is just one pitch available yet rarely the most effective for the audience you may be trying to reach....

Stand for something in these unique times and be prepared to fail!

If you need a marketing consultant to discover what you stand for then give up as they will make thousands and if you to search for a marketing angle, you're unlikely to find one.

Standing for something means giving up a lot of other things, and opening yourself to criticism. Most people in any industry aren't willing to do that, which is why there are so few linchpin's in the world.

First, decide it's great to fail and to make a big noiuse while failing.

This will put you on the right path as you go searching for the way to capture that right way and share it with the world.

Now sack your salaried sales staff, find a sales agent, a great sales agent, a selective agent, one that's almost impossible to get through (as they are seeing customers or recruiting a sales team) to, one that commands respect and acts as a filter because after all, that's what you're seeking, a filtered, amplified way to spread your idea.

Often, businesses hire 'consultants & trainers' to solve a specific problem for the lowest possible cost. And a good team at the right price is often the right approach. WRONG!! Average people get average results and I say pay the most you can afford..... Also link it to sales performance.

Spend more and get something great. So seek out and find a linchpin who combines inspiration and professionalism and initiative and pushes back on your quest to be the best and dump.

When you interact with someone like that, you might pay more but you get far more than you paid.

Get self employed sales agents who sell nothing and earn nothing or sell lots and earn lots! Be prepared for some hard-work in finding the good guys as they are not easy to find and want to earn a good six figures.

You can cut the costs of pampering a salaried sales force and increase sales at the same time.

There's a lot of pressure for freelance agents to fit in, conform and comply. It seems easier to generate new business that way. That's not the sales agent you want though.

You need the person who's willing to push themselves out to an edge and will follow the only path that actually leads to success.

And then it's not just the agent I refuse more business than I accept! For me I need to see the client to cares enough about the project and in making a difference to have the guts to hire me.

The Client ofetn seem to not progress to the finishing line, lose focus, change price, worry about what the agent makes rather than the increase on bottom line business profit (so looking up the wrong end of the telescope) , sometimes clients are not trustworthy and just can't keep thier word!

"In a time of universal deceit, telling the truth is a revolutionary act." George Orwell

Whether you are a client my thoughts are the same as Seth Godin who says focus on the following:

What works to change mindsets, to spread important ideas and to create an audience for work that matters? What's worth your effort and investment as a marketer or creator?

In the race between 'who' and 'how many', who usually wins--if action is your goal. Find the right people, those that are willing to listen to what you have to say, and ignore the masses that are just going to race on, unchanged.

Quality, quality, quality, quality, quality, quality, quality, quality, quality, quality, quality, quality, quality, quality, quality, quality, quality and a bit more quality will be a good start!

One example is Pixar

At every turn, Pixar messed up the marketing of their new movie. It has a hard to spell name, no furry characters, not nearly enough dialogue (the first 45 minutes is almost silent), no nasty (but ultimately ridiculous) bad guy, hardly any violence and very little slapstick. Wall-e didn't get a huge Hollywood PR campaign or even a lot of promotion, it doesn't feature any hot stars and as far as I can tell, the merchandising options are quite limited.

Can you imagine the meetings?

Can you imagine the yelling?

Pixar, recently purchased by Disney, could crank out multi-billion dollar confections. They know all the moves, they have the chops to create merchandising powerhouses. And with just one movie a year, they certainly must have been under huge pressure to do just that.

And yet, instead, they make a great movie. A movie for the ages. A film, not 90 minutes of commerce.

The irony, of course, is that they'll make plenty of money. Bravery often pays off, even if paying off is not your goal. Especially if that's not your goal.

Marketing isn't always about pandering to the masses and shooting for the quick payoff. Often, the best marketing doesn't feel like marketing at all.

Don’t wait. The time will never be just right! Or will it?

Looking for an online home business?
Your timing could well be perfect.

I want to do something to help in getting British business online and think these tips might help

The Centre for Retail Research found:

Consumers in the UK spent an estimated £38bn online in 2009, making the
UK by far the biggest online spenders in Europe

Online sales grew by 12% during 2009

The report predicted the UK market will grow a further 12.4% to £42.7bn
this year

Average individual spend by Britons online was £1,102 at an average of
£37 each

The research confirmed the resilience of the internet during a tough times
for the high street

Only you will make the decision that you wish to be a part of this growth
and have your own online business, or not

What could we spend an extra £40,000 on?

One thought .... how would this impact on your bottom line in 2010

Is this you?

No matter where you are in your profession - whether you are new kid on the block, rising star, seasoned pro, or at the top of your game, you will always be looking to improve sales performance and increase profit margins!

It is no secret that the educated punter is more discerning than ever.
Conventional methods of marketing such as telesales, mail shots, advertising and even the internet are also getting competitive and this means more intrusive, less effective and more expensive.

You already have an excellent product, a great reputation and deliver the best possible service. So why aren't you getting more referrals?

Two main reasons:

• FEAR - Scared to ask for them and cannot identify the prime moment to ask
• You don't want to harass friends, family and existing clients

We'll cover all this shortly

I was recently looking at the marketing results of a business where a careful analysis had been conducted of their last 12 months marketing.

Particular reference was made to the source of new customer enquiries and the results were both a surprise and a confirmation:

30% from "walk-in" - in this case, location, location, location near a busy beach!

30% from web searching - "we searched for the product on Google, found your site, liked what we saw and called."

30% from word of mouth recommendation.

10% from "everything else" - which represents a mixed bag of external marketing activities:

• some print advertising - local media, schools magazines
• some networking - a few Chamber of Commerce meetings
• a few close strategic alliances - photographer, hairdresser, clothes shop, estate agent
  
• various bits and bobs of internal vouchers and brochures

I'm still surprised at how much money sales companies are prepared to throw at print media advertising (including Yellow Pages - now a door-stop) and for very little return.

The old adage that "one or two decent customers will pay for it" is actually wreckless spending and can no longer hold up against the significant returns from 21st Century marketing - in particular, web attraction.

If your business isn't "located" in a prominent position (like a holiday park halfway up a mountain) with plenty of footfall, then I would suggest that your sales stats would most likely be:

40% from web searching

40% from word of mouth recommendation and

20% from "everything else"

Thus - I ponder on two important questions:

1. How much of your marketing budget is invested in making your web site visible and attractive? And...
2. How much of your marketing budget is invested in recruiting your existing punters as your unpaid salesforce?

It occurs, however, that not a great deal has been said about referrals, recommendations - or whatever you call them.

Possibly 40% of your new business - and yet often left to chance with no robust systems.

So lets spend some time there

• Do you incorporate a brand standard that encourages referrals?

"Our business grows primarily by word of mouth recommendation, so if you are happy with the experience of doing business with us and our customer care, we would appreciate your recommendation to any family, friends or colleagues that you think might benefit from a visit to a business like ours."

When you create this brand standard then place it on:

• your web site?
• your welcome pack for new customers?
• your recall letter for existing customers?
• your email newsletter?
• your printed newsletter?
• your brochure?
• as a signature footer on your emails?
• on your blog home page?
• all over your facebook groups or pages?
• printed on your practice letterheads and compliment slips
• printed on your invoices?
• on the individual staff business cards?

• Do you make a "special offer" to new patients recommended by others?
• Do you offer a "thank you" for any existing people who recommend?
• Do you offer rewards for sales team members who ask for and receive recommendations?
• Do you keep a count on referrals and their sources?
• Do you set sales team and non-sales targets for referrals and team rewards?

Recommendations are perhaps the least expensive new clients - and new clients are your most profitable - and yet you seldom invest in an orchestrated campaign to encourage the patients who already trust, respect and like you.

And the crazy final fact is that those same existing punters are DELIGHTED when you ask them to refer.

Referrals simply make economic sense

• Referrals make better quality sales and are much easier to contact
• Saves time - closing rates are higher, 1 in 3, or better
• Promotes loyalty to your brand
• Improves customer service
• Increases job satisfaction
• Your clients become unpaid advocates and will give referrals

Think about what it can cost you for not asking for referrals.

Here's an example:

Every satisfied client is worth a minimum of 4 referrals a year
You have a database of 30 clients 30 x 4 = 120 referrals a year
1 in 3 will produce a sale = 40 extra sales a year
Say your average transaction is £1000
That means 40 sales @ £1,000 is equal to £40,000