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The Brad Miller Show - Growing You, Growing Your Business
19 minutes | Sep 17, 2021
097 – A Robust Training Program
The best in class companies all have one thing in common – a Robust Training Program. For our discussion today, that may be going too far too fast – how about we start with a Training Program. Most businesses don’t have a training program – and the ones that don’t – stay small, or go out of business This podcast is…Growing You, Growing Your Business. You are listening because you want to grow your business. The only way to Grow your business is to create a team. Staff. Employees. Coworkers. That team of people need clear expectations and know—how to do their work with excellence. That only comes with training.
27 minutes | Sep 7, 2021
096 – Standardization of Your Business
Standardization is a framework of agreements to which all relevant parties in an industry or organization must adhere to ensure that all processes associated with the creation of a good or performance of a service are performed within set guidelines. Standardization requires some hard work of invention This is perfect: a framework of agreements to which all relevant parties, in a Company, adhere to. A healthy and prosperous company has a Framework of Agreements Standardization must begin as a personal ethos – a personal agreement with yourself, that you will agree to the standards of your company. “Quality means doing it right when no one is looking” – Henry Ford
14 minutes | Aug 24, 2021
095 – The Best Way is Documented
The tragedy of most small business: finally inventing the Best Way – through years and years of trial and error, but then never documenting the Best Way We say, “if it’s not documented, it’s not a system.” Documenting your business is getting your business out of your head. And even more important, getting your business out of your employee’s head.
23 minutes | Aug 17, 2021
094 – Discovering of the Best Way
The Best Way is Your Invention of your Business, or better said, your inventions of your business. A Business is a collection of inventions integrated into an amazing whole. You have differentiated your business so that it is unique and in a class all by itself. Invention is what happens when you work ON your business – and not just IN it Your goal as the inventor of your business – Elegant and Simple Systems
16 minutes | Jul 13, 2021
093 – Everything is a Process
Process creates Order! Order is one of the most powerful words for life and business. Order is what creates and sustains life. Look at the impeccable order of the Universe Now imagine Impeccable order in your business Process Creates Order! Process creates Predictability. The opposite of process is one-off. Process antonyms: halt, backwash, failure, decline, stoppage, remain, neglect, inactivity, immobility, inaction, cessation, ignorance, idleness, about-face, decrease, ignore These are terrible words – words you don’t want to describe your business. Process is such a beautiful word for business: Synonyms… Progress Action Activity Efficiency Elements of a Process: The desired outcome – what will this look like when it is done? Target time – how long will this take Frequency – how often does this need to be done Checklists – lots of them Steps – break it down, then break it down again Order – what must come first, then second Ownership – Accountability
19 minutes | Jul 6, 2021
092 – A Clear Vision of the Business and Life You Desire
You have a clear Vision – of the business and life you desire. Quote from Heroic Leadership – Chris Lowney: “The person who knows what he or she wants can pursue it energetically. No one becomes a great teacher, parent, violinist, or corporate executive by accident” “There is no news in those statements. Yet as obvious as they are, few people make the personal investment to benefit from the” You have to know what you want! You need the blueprints – the finished version of the home you want to build, and all the supporting details of how to build it. What will it look like and feel like? Check out Episode 3 Getting Super Practical about Your Business Vision. Vision AND Systems HAVE to go together! You need equal parts of both. A vision without a task is but a dream. A task without a vision is drudgery. A vision and a task are the hope of the world. “Write the Vision and make it plain on tablets, so he may run who reads it.” – Habakkuk 2:2 “Without a Vision, the people perish.” – Proverbs 29:18 …they cast off restraint …they lose heart The Top Five Benefits of Investing in Your Vision Work A vision is creating your preferred future. Decide upon the life you want…and then create a business that makes that life possible. A vision creates Clarity – You know exactly who you are as a business A vision makes your business scalable. When you’re able to articulate precisely what it is you do and how you do – you can add people that share your vision. The Best Visions require other people for their completion A Vision is the FIRST step to creating Extraordinary Systems! A Vision creates Hope – without it you perish. A vision keeps your spirits up. Without a Vision work is just Same Ol, Same Ol
15 minutes | Jun 29, 2021
091 – 11 Elements of a Franchise Prototype Business
11 Elements of a Franchise Prototype Business – And Why it’s worth pursuing What does that mean, Franchise Prototype Business – and Why should you want it? It originates with Michael Gerber, “build your own business as if you were going to create a 100 more just like it, even if you only have one.” What would have to happen in your business if you wanted it to be a Prototype? Prototype: 1 : an original model on which something is patterned 2: an individual that exhibits the essential features of a later type 3: a standard 4: a first full-scale model and functional form of a new design (such as an airplane) Why Should you want to pursue the prototype model? Because you can have a Business And a Life Most small business owners don’t. They have a small business – but not a life. Their business is all-consuming. Even when they are present – they are not! The Opposite of a Franchise Prototype is random and one-off It is owner-operator You play Whack a mole all day The new problem Du Jour – of the day The new policy Du Jour The 11 Key Elements of Your Franchise Operation: A Clear Vision of the business and life you desire Everything is a process Discovery of The Best Way The Best Way is documented A robust training program Ruthless Standardization, that is enforced A predictable customer experience Continuous innovation of your Product and/or your Service Mastery of new customer acquisition – marketing and sales Mastery of Creating and Keeping your Clients and Coworkers You, the business owner, are consistently working on the business, not in it
14 minutes | Jun 22, 2021
090 – “Your prices are too high”…and That’s a Good Thing
Your prices are too high…and that’s a good thing. Let me clarify by saying it a different way… If your prospects are not saying: Your prices are too high or We got a better price from another company Then, your prices are not high enough! Being the lowest price in your market is a bad place to be Many businesses only know how to compete on price The best description of too much focus on low price is… “a race to the bottom.” The Position you want is – Premier Provider with Premier Pricing. This does not mean price Gouging – that is a bad business practice and lacks integrity. Premier pricing is Being the Best at what you do and having the confidence to charge for it Have you ever went to buy something and you could not believe how low the price was? What is your next thought? What’s wrong with it? What am I missing? If you are never hearing that your price is too high – then your prices are too low. Here’s how to fix that To Fix your prices – Fix your mindset. Your pricing is first of all a Limiting Belief STOP thinking dollars per hour to set your pricing Most new business owners compare their pricing to their previous job and what they made per hour. FIX Your Business strategy In the Shark tank, the question they always ask, “What does it cost to make? What is your price?” If you don’t have some type of pricing advantage – You really don’t have a business opportunity Your strategy can be fixed on two fronts – lower your costs of production or service Operation. Many times a higher price is more strategic – A higher price creates more value Pricing is an Emotional response Pricing does not follow some kind of formula Fixed Pricing…there’s no such thing. The clearance rack is simply someone’s whim Don’t be afraid of being told your Price is too high – that is the title of the podcast – and if you are never being told that…raise your prices When you do hear, simply smile with confidence and know you have arrived at the Professional Level – Premier Pricing as a Premier Provider IF you want to compete on Price… It is a strategy But only if your operation is Super Tight in every other way You know your numbers – labor, shipping, shrinkage You have a Buying strategy – you make your money when you buy You have Efficiency to the max
16 minutes | Jun 15, 2021
089 – The Dumbest Mistake a Small Business Owner Can Make
First before I give it to you, what is the purpose of small business? To serve people with your work, and make a profit. Those two are intrinsically linked bc you cannot have one without the other. You cannot make a profit it you are not serving people well You cannot serve people if you are not making a profit. They are both important, but I think the making a profit one takes precedence. If you are making a profit, you have the ability to fix any service issues you may have – and you will have them. BUT if you are not making a profit – as in Money – you don’t have the opportunity to work on your business to make it better. Business is like Monopoly, when you run out of money – it’s game over. All the pieces go back in the box Here then is the lesson – and the Dumbest mistake… Business owners don’t make getting paid a high priority Ignoring Accounts Receivable Not having an Accounts Receivable system…is the dumbest mistake… Not sending out invoices in a timely manner Timely, as in before the work is even complete Asking for a deposit Don’t be the banker Choose your customers based on their ability and MINDSET to pay you All business is not good business – people that don’t pay you on time should not be your customers Not creating ownership of the Accounts Receivable process How to make Accounts Receivable a priority: BE OK to Talk about money. Talk about payment terms in advance Invoice Timely – when you deliver the goods – Invoice upfront when possible – or ask for a deposit Create Recurring Revenue if at all possible – THEN make it automatic Get help – if you are not the bookkeeper type – Pay someone to help you Assign the Accounts Receivable so that someone OWNS it – SOMEONE MUST OWN THE Accounts Receivable WORK Be Kind – but be persistent
16 minutes | Apr 20, 2021
088 – The Language of Training
Let’s start with the metaphor of a train – as in locomotive. Training keeps the Train on the Tracks. The train is your business – the tracks are the training and the narrow path to progress and prosperity. If you veer off the tracks, you get stuck in the mud and make no progress. The tracks are a Blessing to be celebrated! The tracks are not a burden – the tracks are freedom! TRAINING: When I say Training – I want you to think of That Metaphor. A Train moving fast – productively moving forward on the tracks – that Train is Your Business. Your amazing lifestyle business that is moving forward without you working in the day-to-day activities. Why is the language of training a part of the language of the self-managed business? Because it is through Training that you are able to get free of the work of the business. There are some mental roadblocks you have to get over first – These will DERAIL – Your Training Have you ever thought this – or even said them… Only I can do this work If you want something done right, you have to do it yourself You just cant hire good people these days THOSE are Limiting Beliefs – you cannot move forward in business with those beliefs Here’s the truth: You can create a system – think, Step By Step process for almost anything. What does an Intentional Training program include? A trainer – a Certified Trainer…as in you know she’s good and she knows the standards. The Trainer should also be a Good teacher. Huge lesson learned: Your Best team member – technician/sales person/ whatever – is Not necessarily a good trainer. You need a Train-the-Trainer program as well – So that you know they not only know how to Do the work – they know how to TEACH the work! STO = Strategic Training Objectives Not just a TASK – an STO is a task on Red Bull. It is connected to vision It is thought about It is trained – Training is Transfer – a transfer of information and techniqueIt has a clear objective ALSO: A Training Manual – it includes all of your STO’s in a binder of some kind – paper or digital or both A Training Schedule – Training takes time! Give the training the time it needs.
15 minutes | Apr 13, 2021
087 – The Language of Working on Yourself
This podcast was inspired by two Jim Rohn quotes: “Work harder on yourself than you do on your job” “ Make it your goal to earn $1 million, not for the money – but for the kind of person you become in the process” Because you may be in the business world – the For-Profit world – here is the rest of the quote: “Work harder on yourself than you do on your job. If you work hard on your job, you could make a living. If you work hard on yourself, you could make a fortune. Income seldom exceeds personal development.” ~Jim Rohn
21 minutes | Apr 6, 2021
086 – The Language of Working ON Your Business
This was the absolute game changer for me. It is THE central idea of a self-managed business. If you don’t understand this principle, you will never have a self-managed business. Simple definition: Working in your business is the order fulfillment part, and everything that must be done to get the orders out. Working On your business is the work of creating the systems that make the Order fulfillment work better. Working on the business is slowing down to think about all of the work and how to do it better, rather than working harder and harder to get it all done. Working ON… …is taking all of your vision, all of your systems, and all of your innovations and integrating them into a beautiful masterpiece – called your work. Get excited about the results of working On your business Use the amazing gift of your Imagination: What would it look like if I didn’t have to come to the office first thing? What if most of the Key Frustrations of doing your work went away? What if you could delegate confidently all of the parts of the business that you don’t do well, or like What if most of your work was done with zero defects? The Language of Working On: Don’t Micromanage your people, Micromanage the systems creation process Leverage your ordinary people with extraordinary systems Can we create a checklist for that? How can this work be described as a step-by-step process? How can I get this work out of my head, and documented on paper? How can I standardize this work and make it simpler? How can I make this work easy and elegant? How can I eliminate this frustration – and make it a joy? How can we eliminate waste from this work: Waste of time, steps in the process, physical walking steps, waste of supplies and materials, Waste of All kinds? How can this work be completed without me doing the work?
22 minutes | Mar 30, 2021
085 – The Language of Innovation
It is an important and essential part of every self-managed business Because of the nature of business, it has two and only two functions, marketing and innovation. Marketing and innovation make money, everything else is a cost. ~Peter Drucker Innovation. First, let’s define it. Innovation is the creation, development and implementation of a new product, process or service, with the aim of improving efficiency, effectiveness or competitive advantage. And here are some others “Innovation is the creation of something that improves the way we live our lives” ~Barack Obama. “Innovation is something fresh (new, original, or improved) that creates value.” ~Jeff Dance. “Innovation is any idea that adds value.” ~Baxter Healthcare – Australia “Innovation is significant positive change”. ~Scott Berkun “Innovation is change that creates a new dimension of performance.” ~Peter Drucker. “I define innovation as executing new ideas to create value.” ~Tim Kastelle “Innovation is the commercialization of creativity.” ~Anonymous “Innovation is the creation, development and implementation of a new product, process or service, with the aim of improving efficiency, effectiveness or competitive advantage.” ~Government of New Zealand “Innovation is the successful exploitation of new ideas.” ~UK Department of Innovation and Skills “Innovation is the successful implementation of creative ideas within an organization.” ~Professor Teresa Amabile And this is my own: It is about Doing Your Best Work the best way. Let me say that again…It is about Doing Your Best Work the best way.
26 minutes | Mar 23, 2021
084 – The Language of Systems
Your Systems flow from your Vision Your Vision flows from your Imagination Your Imagination is a Beautiful and Miraculous Gift from God that enables you to see something that does not exist. Our imagination is an essential part of our systems creation – because we can see into the future A Preferred method. Right now, we are doing something that is hard or clunky or outdated. Maybe our business has grown and what used to work – does not work any longer What is Not working as good as it could? What is Hard? What is just plain Dumb? What is Frustrating? It was Michael Gerber who taught me that all successful businesses are Systems: All extraordinarily successful businesses are systems – Totally integrated systems which work in a logical and consistent manner – a manner which can be described, systems which can be duplicated. ~Michael Gerber
16 minutes | Mar 2, 2021
083 – The Language of Vision
We are talking about Vision in the context of Growing a Self-Managed business As you just heard in my podcast intro: You’re at the right place to, get a bigger vision of Your Life AND Your Business, and THEN, learn how to make that vision a reality. Vision can mean a lot of different things, but for a business it is an essential part of your strategy for leadership and growth It is an overly used word that loses its meaning – its Impact. Oh I’ve heard all that before. Or, yeah we did that – we wrote a vision statement for our company. No! Guard against that. Vision is HUGELY important for your success. Vision answers the questions: What do you really want? What do you want to become? Not just what do you want to do What do I want my life to look like? How would you describe your ideal Lifestyle? Visioning is Dreaming – and thinking BIG! If you are the Owner of the business, then your personal vision and business vision must integrate – they must fit together elegantly. Here’s why… We are talking about work life balance What will it profit you if you build a thriving business and lose all the other things that make life beautiful? Your family, your health, your peace of mind and ability to enjoy your prosperity If you’re listening to my podcast I talk about how to build a Lifestyle Business – how to have a business and a life This is the language of a Self-Managed business AND by SELF I don’t mean you by yourself – I mean the Business manages itself with the talented trained people using finely tuned systems Horst Shultz, co-founder of The Ritz Carlton talks about interviewing potential candidates for a GM or other leadership position and he asks them, “What is your vision for your life?” IF they start talking about how to raise occupancy or improve the hotel – he knows that they don’t get it NO! What is your vision for your life? Create the Vision for your life, Then go to work on your business to make that Vision a reality You’re at the right place to, get a bigger vision of Your Life AND Your Business, and THEN, learn how to make that vision a reality. Know exactly what you want. Have a big vision that is crystal clear. Painter Agnes Martin on the one thing you have to know in life: “There are so many people who don’t know what they want. And I think that, in this world, that’s the only thing you have to know — exactly what you want.” THIS is exactly why Vision is so important – If you know what you want – you will likely get it. Then you have to ask – will I like it when I get it. “Be Careful of the success you desire – bc you will likely get it” Knowing your Vision gives you clarity in your work Know your vision before you go to work OR you will likely work on the wrong things. You as the leader of the Business Must not only Know the Vision and be able to clearly state it for yourself – you must be able to communicate to your team in a memorable and consistent way! I am going to give you 3 quotes that have been a Guiding force as I built my business: They all speak to Vision without using the word vision: Efficiency is Doing things right. Effectiveness is doing the right things. It’s not enough to do your best, you must know what to do and then do your best. Management is doing things right, leadership is doing the right things Every one of these quotes is about Vision! Vision is effectiveness – Doing the RIGHT thing Vision is knowing what to do – choosing from all the possible ways to invest your day and choosing the highest and best Lastly, Vision is leadership. Management is important, but leaders set the Vision for the managers to follow. I have seen this in my own company many times. Wonderfully capable staff, working hard – On the wrong things. AND as the leader, that’s my fault. Here’s another quote by Deming: “There is nothing quite so useless as doing with great efficiency something that does not need doing.” Ouch that one hurt if you’re a leader. FOCUS On One Thing Where the FOCUS Goes the Energy Flows Keep the Vision in front of you – or else you are chasing Shiny object and Squirrels Andy Stanley – Making Vision Stick “Vision is about what could be and should be. As important as we believe it is for people in our organizations to embrace our pictures of the future – – – their lives are consumed with the present life – about deadlines and decisions and problem-solving, about the house and the bills and the yard. To get people to sit still long enough to understand your vision is a challenge. We need to look in the mirror and ask ourselves how can I make the vision clear, simpler and more accessible? What can I do to make it stick? How do I drive this Vision down into every level of the organization?”
14 minutes | Feb 23, 2021
082 – The Language of Prospecting
The 13 Essential Questions of Prospecting What is unique about your product/service and how it is used? Understand your product or service and how it’s used today. How does your product serve people at the deepest level? Define your product or services specialty. Why do your customers continue to use our service year after year? Analyze your current customers and why they buy. Describe your ideal customer in as much detail as possible. Why would someone want to stop buying from you or cancel your service? Anticipate weaknesses your prospect may find with your product or service. What frustrations would a prospect have with our service? What industries are aligned with our Unique Selling Proposition. List customer segments that benefit most from your specialization – Define how your product or service is different Analyze your competitors advantages and why their customers buy Which markets are not buying your product or service category Identify what your prospects must believe to buy from you Evaluate your prospects good characteristics Evaluate your prospects for poor characteristics Then…Focus your energy on your best prospects
20 minutes | Feb 16, 2021
081 – The Language of Sales and Selling PART 2
Sales professionals learn how to Optimize and Maximize their – Golden Hours of Selling And there is some language that needs to be defined. There is Sales Language around the Activity of Selling Last week covered the first five: The Golden hours of selling Lead conversion Sales funnel Prospecting Selling the appointment Discovery and Rapport Proposals Presentation Close Follow Up 6. Discovery and Rapport You have a very specific agenda for your Discovery and Rapport appointment. YOU are the Driver! This is exactly what you are doing: Discovering needs and building Rapport Rapport begins the second you great the prospect. Rapport includes your grooming Your clothes Your countenance Your energy Your sales materials Your greeting The first words out of your mouth Then you ask, “is there someplace we can sit down”. That was a game changer. Get to know the prospect – Rapport, AND find out how you can best serve them – Discovery. How do you find out how to best serve them? ASK them. We call it the key question. This is the most important part of Discovery because they will tell you how to sell them. “There are many different benefits of a live plant program – From YOUR perspective as a Country Club GM, what’s the most important benefit to YOU?” Then when you begin to create your proposal, you make sure you are including that answer 7. Proposals Begin with the end in mind when creating your proposal – You have to Present this to the prospect. How to make sure the presentation is a win There are two big problems with creating proposals – and they are opposites ends of the same stick You spend too much time You spend too little time. The second one first: Many salespeople treat the proposal as a Generic activity and quickly put any thing together. A winning proposal has considered the unique needs and desires of THIS prospect and When they present it – the prospect knows it. The language of the presentation is obviously connected to your Discovery process. Spend the time customizing and tailoring it. You are responding to their answer to the key question The other problem is spending too much time – comes from not having a Process for creating proposals. There are a lot of elements in the proposal writing activity that can become a process. Pricing charts Proposal templates Design recipes Standardized take offs Not only these, but even more – the Realization that you only have so many quarters today – how many quarters are you going to spend creating a proposal? If you’re spending too much time creating proposals – ask yourself, “am I doing this bc I don’t want to do the other work of prospecting and phone calls?” And, “Am I busy being busy?” 8. Presentation The presentation is the time you are pitching your big ideas – with the Expectation you are going to get a Yes! Zig Ziglar – “you have to plan to win, prepare to win and expect to win.” If you go into the presentation and expecting them to say, “well… let me think about it” Here are the key words I think of for presentation: Enthusiasm – you have to be excited. Not fake enthusiasm, but based on your personality and your genuine desire to help your prospect Energy – enthusiasm and energy are contagious. Don’t be sleepy – be alive. Engaged – even if this is the 1000th time you have presented this product or service – keep the passion high! Communication Skills – some of it memorized. Those are the Soft Skills of presentation The hard skills are the order and neatness of your sales materials You have your iPad loaded You have all your documents in order You have a pen – So that they can sign All the little details of looking like a pro 9. Most sales don’t close bc the salesperson does not ask for it You have to have some type of closing question – or questions The close happens smoothly when you have done all the other sales activities All the way back to prospecting 10. Follow Up Not every sale will close on the first attempt. You have to have a follow up process. Follow up also applies to the First sale – selling the appointment “do not underestimate the amount of effort it takes to close a sale” The appointment OR the sale. It is phone calls And emails And voicemails And creative ways to get in front of them again It is a lot of phone calls – attempts and dials There is a balance: You are a welcomed Guest – Not an annoying pest. With this Language and this kind of approach to your Selling Activities – all of your prospects will be in one of those stages – and the Best part – you’ll know which one
15 minutes | Feb 9, 2021
080 – The Language of Sales and Selling
This episode is about the Language of Sales and Selling. Let me start right here and define these words: Sales: Sales is the result of selling. It is a noun. Selling: The activities you engage in to make a sale. It is a Verb. Selling is a much more powerful word. Verbs are action words. Sales requires a lot of Selling activity. That’s what we will focus on. Innovating your selling activities So That you can achieve more sales in the limited time you have. Sales professionals learn how to Optimize and Maximize their – Golden Hours of Selling And there is some language that needs to be defined. We will start with that one – and here are the 9 others… Sales Language around the Activity of Selling The Golden hours of selling Lead conversion Sales funnel Prospecting Selling the appointment Discovery and Rapport Proposals Presentation Close Follow Up Sales Language around the Activity of Selling 1. The Golden Hours of selling The metaphor of the Quarters – Each quarter equals a quarter hour. Every day you get 32 quarters, every week you get 160 quarters You have to spend them. Or better – you have to invest them. Every quarter Expires every 15 minutes – You can Not save them! How you use your quarters today, this week determines your success. Stop being busy being busy and Get to Work Selling! Work on the Best Work you can do! The best work a salesperson can do is be in front of a great prospect. Don’t get bogged down in miscellaneous busy work – and get to work On the selling activities This language is also the Best Activity of selling. 2. Lead conversion – marketing is…lead generation – selling is taking those leads home Marketing is Positioning You and your company as the best option. It is softening the beaches Marketing’s job is to Generate Leads Selling is taking those great leads and converting them to a new customer. “Someone has to separate the customer from his money” – and that is Your job as a salesperson Every else is Busy work. Your job is to make sales to create customers! How do you do that? With a sales funnel 3. Sales funnel A sales funnel is all the steps of taking a good warm prospect – all the way to becoming your next customer. Like a funnel it is wide on one end and narrow at the other – bc as you take prospects through the steps many will fall out. That’s not bad or sad – it is the reality of selling. Tom Hopkins – “Some will, some won’t, so what, next!” You have to have a funnel so that you know where your prospects are in the sale. The sales funnel starts with prospecting. Prospecting is where marketing and selling cross-pollinate 4. Prospecting Prospecting gets its own podcast – BECAUSE it’s that important. Here’s why! You want to invest your 32 quarters today with the best prospects. Everyone is Not your prospect! And you need to know why they are not Not all business is good business – see episode 77 Tune in 2 weeks for deep Dive in prospecting 5. Selling the appointment – Language! We say, the first sale you make is the appointment. You have to sell the appointment So That you can begin selling. If you get yourself in front of a quality prospect – there’s a very high probability of selling them. But getting in front of a prospect is hard – it requires a strategy and a lot of work. Selling the appointment is ASKing for it! Sales is Asking! One tip from Steve Shiffman in his book: Cold Calling Techniques. That really work Your variation of this: “the reason I’m calling is to ask for an appointment to show you what we’ve done for other companies like yours to…” Selling the appointment is ASKing for it! Then when you get the appointment it’s your opportunity for Discovery and Rapport The language of Selling is so important it requires two episodes.
21 minutes | Jan 26, 2021
079 – The Language of Marketing
Here’s my favorite way to start a conversation about marketing – and it’s why it is the first topic of creating a shared language…. “Marketing is the business you are really in” Thank you to Dan Kennedy Why are you in the Marketing Business? Marketing is the lifeblood of any business – because it is the source of a continuous flow of new prospects who are interested in doing business with you. AND without customers – (a continuous Flow of customers) you don’t have a business. Businesses Fail because of a lack of customers! Period. If you have customers – you can fix everything else! That’s why you must Fix the customer acquisition problem before you do anything else. Actually – you should fix the customer acquisition problem Before you even start the business – that’s how important Marketing is. The Sole Purpose of Business (Episode 76) is to Create and Keep Customers. A key word there is CREATE! You don’t get customers You don’t find them Much more powerful is CREATE! Marketing is about how to Create Customers Today we are going to talk about- The Language of Marketing With a better language, a bigger language – you can Then have bigger and better ideas! First: Marketing is Lead Generation – Sales is Lead Conversion Your marketing creates the qualified leads – Your selling Converts them to Customers Second: Marketing is not selling and Selling is not marketing. Creating quality leads is the job of marketing Closing the lead is the job of sales Don’t be selling when you should be Marketing AND…Don’t be marketing when you should be selling – – – You have to know when to be marketing and When to be selling. Good friend in Senior Living sales would always say: “Someone has to separate the customer from his money.” Until you do that – you have not sold anything. Getting the prospect to Yes! Getting them to sign. That is selling. Marketing is Setting up the sale for success Marketing is Softening the Beaches – for the sales troops to come in This is what I mean by that… You want Your Reputation to precede you – if you are in sales! If you are in sales and show up you want to hear – “Oh yes, I have heard of your company.” That’s the job of marketing – Your Reputation Precedes you – IN THE BEST WAY! But before sales is marketing – or lead Generation – OR Customer Acquisition. Until you have a Customer Acquisition process – a system that works over and over again – you don’t have a business. Great quote: “Anytime you can solve the customer acquisition, financing conundrum in any business, you can get fabulously rich” Here’s a new belief system or language to try on: “There is more value in the process devised for marketing and selling the “thing” than there is in the thing itself.” The thing of course being your product or service – the core deliverable of your business. Focus on this: more value in the process devised for marketing the thing. That’s what we want to focus on – The marketing Process! Your marketing process, once you have Created it and Fine-tuned it is a valuable Asset! An asset you can sell – and an asset that can make you Fabulously rich Another Word in our marketing language is Process. Successful marketing is a process – a logical step by step process to take the prospect from NO information or awareness about You and Your business – to having to click or call for more information. “Your Systems are perfectly designed for the Results You’re Getting” – Deming Language that is part of Creating your marketing process: Prospects or Prospecting Everyone is not a good customer for your work – You want the BEST customers Prospecting Will Be its own podcast The Language of Prospecting The Marketing Equation The marketing equation – is a PROCESS Been around for a Very Very long time. Another term is funnel. Marketing funnel – are the steps in the process. Like a funnel it is wide on one end and it captures a lot of leads – then it gets smaller as leads go through the steps and Qualify themselves as a good lead or not. Interrupt Lead magnet – the lead magnet is your offer – it engages them and offers the promise of learning more – educating. A special report. A free book. For us it’s a Gift plant that we drop off. Then: Engage Educate Offer Then, Close – but that leads into sales. Tune in next week – for the language of sales and selling.
23 minutes | Jan 19, 2021
078 – The Language of the Self-Managed Business Owner
A great definition of a Self-Managed business – thanks to Dan Sullivan: At Strategic Coach, we define a Self-Managing Company as a business that manages itself to greater growth. It’s a company that can run smoothly and effectively — and even grow! — when the entrepreneur isn’t there. Creating this kind of company frees you up to focus on being the visionary and innovator rather than managing cash flow and the day-to-day activities in your business. When your company runs itself, you have the freedom to pursue worthwhile interests outside your business and to participate only in the areas of your business that you love. What I want to do in this podcast series is provide a definition of terms for the Key concepts you will need to Grow Your Business. To create a shared language for these key words: Entrepreneur Marketing Sales and Selling Vision Systems Innovation Working on your business Working on your self Positivity Training I am not saying that my definitions are the only right ones – Most words have more than one meaning. The word RUN for example – has over 100 different meanings. But for my Work – my work of MMT – and growing You and growing your business – I want to dig into the Precise Meaning of several important words. The goal is to Expand our Thinking – a bigger Vision – get rid of limiting beliefs and mental lies that are holding us back. To Dream bigger – you have to think bigger – to think bigger, you have to think Better! We all have some old limiting beliefs – or Wrong mindsets. And to have those beliefs transformed – we have to renew our minds with New Ideas. Thank you for being a part of the MMT community – And for you to get the most value from anything you hear – you need to know what I mean. I am creating A Shared Language Entrepreneur: A person who organizes and operates a business or businesses, taking on greater than normal financial risks in order to do so. Wrong ideas of Entrepreneur: A risk taker A business owner or a job owner – Sole proprietor Self-employed Self-employed professional My Test: these 2 If you’re not making money when you are not working – you are not an E If you have to be involved in the order fulfillment of the work – you are not an E Now of course there are seasons and phases of all business In the startup, you are in it all the time But you have a goal, a vision of a business in the future that works without you During times of crisis – like a pandemic – your leadership may be critical During growth spurts Solopreneur has been around for quite some time. Macmillan dictionary defines Solopreneur as a business owner who works and runs their business alone. An Entrepreneur – for our Shared Language – the language of MMT A business owner – not a job owner. You are not self-employed The business leader – not an employee – – – that is the goal, even if it is not the present reality You as the owner business are apart FROM the business, not a part of it Your business runs without you Your business is Self-Managed with systems, process, checklists etc. AND trained people that run them You are the Inventor, the Creator, the Intelligent designer of the business You work On the business – doing the work this work – not in the business as an employee My personal Bent: You are a marketer and a sales professional. You can have the Best idea in the world – you have Absolutely made the Better mousetrap – But if you don’t know how to sell it…. It will flop Dan Sullivan: You are free to focus on being the visionary and innovator rather than managing cash flow and the day-to-day activities in your business. And you have the freedom to pursue worthwhile interests outside your business and to participate only in the areas of your business that you love. That my friends is an Entrepreneur – and a Worth Goal Next week: The Language of Marketing
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