The 5 Secrets of a Phenomenal Business – Part 1

By Howard Partridge

“The secret is the system.” –Michael E. Gerber

In 2011, I had the pleasure of helping Tom Ziglar, son of American legend, the late Zig Ziglar, create a powerful business assessment for Zig Ziglar’s last book Born To Win, which Tom co-authored.

As we fleshed out the parts that every phenomenally successful business needs to have, we settled on five specific areas of the business.  This month continues from last month’s article on the Five Secrets of a Phenomenal Business.

 

Secret #4:  A Phenomenal Administration System

Administration is intrinsic in tracking results.  It is also an internal office system that includes finance, purchasing, human resources, accounting, legal, and insurance.

Do you know what your cost of doing business is?  Do you know what your marketing efforts are producing?  Do you know what your sales closing rates are?  Do you know what your production rates are?  Do you have a budget for the next 12 months?  Do you have the right insurance and legal protection?

The One and Only Reason Your Business Exists...is to be a Vehicle to Help You Achieve Your LIFE Goals.

If you want to build a predictable, profitable, turnkey vehicle that will take you where you want to go in life, it will be a lot of work to build it.  But it will be worth it.

If you don’t make money, your business isn’t working!  A business without a profit is just a hobby!  And the only way you know whether you are making a profit is to track it.

Tracking helps you make more while working less.

Read that sentence again. Tracking will help you work less and make more. Why?  Because when you get in touch with your actual numbers (prepare to be surprised), it will cause you to stop running harder on the hamster wheel and take action on the things that actually matter.

Secret #5:  A Phenomenal Leadership System

I had the opportunity to meet John Maxwell, the world’s number one leadership expert.  As the first person to become a founding member of John’s very first coaching program, The John Maxwell Team, I had the opportunity to spend time with John.

John says, “Everything rises and falls on leadership.”  Everything, can that be true?  He goes on to say, “Leadership is influence, nothing more and nothing less; and to gain influence, you must add value to people.”  Is leadership required for marketing? - Only if you want to influence people to do business with your company.  And remember that all of business is about relationships.  Marketing, sales, and service are about relationships.  Tracking your numbers reflects your relationship with yourself!  Are you serious about your life goals?  Or are you using your business just to get by in life, to have something to do?

Speaking of this, John Maxwell also says, “The toughest person to lead is your self.”  In addition, Dale Carnegie said, “When you begin to understand your strengths and weaknesses and you begin to understand how to add value to other people, to influence them and to enlist their willing cooperation to reach a goal, you can begin to build a phenomenal team.”

This means that you don’t have to do everything yourself.  It means you can now find those people who can do the things you don’t like to do and probably aren’t very good at.  My strengths are marketing, sales, service, and leadership.  Did you notice that administration wasn’t listed?  I hated the numbers until I got in trouble!  Then I began to love the fact that I could predict a loss in the future and do something about it before it happened!

I have a staff of forty people who run my companies for me.  I can tell you without hesitation that one of my greatest joys in life is watching my team grow.  To watch my managers grow as leaders (there is a difference you know) is thrilling.  The reason it is thrilling is because I now have a phenomenal leadership system.

 

Next month I will share an introduction on Phenomenal Marketing Systems and three ways to increase sales.

 

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Howard Partridge, President of Phenomenal Products, Inc. and International Business Coach, is the author of 7 Secrets of a Phenomenal L.I.F.E. and 5 Secrets of a Phenomenal Business.  You can contact Howard by phone at 281-634-0404 or visit his website at www.HowardPartridge.com.

 

 

5 Email Marketing Dysfunctions That Predict Failure By Craig Klein, SalesNexus.com CEO

 

The varied reasons to put off creating an email marketing program are as diverse as the businesses that need to implement them.  If you are like most companies, you tend to spin your wheels for a long time before you let the email marketing vehicle take off.  It can often be difficult to pinpoint what is causing the delay.

Let’s get personal.  Sometimes the best way to recognize our business habits is to relate them to our personal habits.  Below is a list of personal dysfunctions that you know about yourself or someone you know.

1. Your Exercise Habits

Most of us have had the experience of beginning an exercise program only to abandon it within months (if not days).  We are smart enough to know that a short-lived exercise routine will not yield good results.  Yet, we will try a new email marketing strategy for a short time then use the excuse that “It didn’t work.”  Seriously???

2. You Meet Someone New

One of the quickest ways to turn off a new acquaintance whether romantic or personal is to try too hard at the beginning.  Many a sitcom on TV has portrayed this kind of overanxious, friend-needy behavior.  We can laugh at the humor of this way of meeting new people.  Some of us can identify someone in our own lives that has tried way too hard to engage in a relationship immediately after being introduced.

Today’s buyer will have the same comical (and business killing) reaction to a company that tries too hard to sell their product or service.  Communication early in a relationship needs to be focused on getting to know one another.  The same is true for your business.

3. It’s All About You

This is one of the most common and seriously egregious methods for selling in the current sales environment.  After decades of push media advertising, aka traditional advertising, few companies have learned the “art of seduction”.

A switch to pull media is required.  That is why a properly executed email campaign has so much power.  Send your new sales leads something seductive and interesting then measure your results.  There is no doubt that being seductive is much more effective than pushing the buyer to purchase what you have to sell.

4. You’re Afraid

Change is scary.  For most of us change is always scary.

The internet-enabled buyers have changed how they respond to our marketing efforts.  A company can no longer throw money into buying ads that tout the wonderful benefits of the products and services they offer.  It simply does not work anymore.

The new methods require you to develop content or pay a professional to create it for you.  These are new territories for a business to explore.  Most companies are simply not prepared to operate in this new environment.  The search for solutions often results in paralysis from analysis. 

The good news is you can start right now…make lots of mistakes…measure what does and doesn’t work…adjust and redevelop…and get it done faster than continuing to analyze what to do.  Stop being afraid and take action.

5. You Want to Fit In

Being all things to all people is a losing battle.  It always has been but in today’s marketplace it is truer than ever.  A narrow niche outperforms a general category of business on the worldwide web.  The days of being able to promote your multifaceted, one-company-fits-all approach to business are over.

If your company is already multifaceted then that’s good.  Simply chunk all the facets into smaller programs and promote them in a narrowly targeted email marketing campaign.  The ideal customer for one segment of your business will be different than the others, so make the content specific to the narrow group of customers you want.

Hopefully, the analogies about your personal life have helped you understand your procrastination.  Recognition of the problem may be just the boost you need to get started.  Which of these personal habits is showing up in your business?

 

Craig Klein is the founder/CEO of SalesNexus.com which is a leading provider of CRM, email marketing, and lead generation solutions for business-2-business sales teams.

 

 

Seven D.R.A.S.T.I.C. Steps to Marketing Success

By Toni Harris 

Marketing is that dreaded word for many small business owners.  Many entrepreneurs have great ideas but don’t have a clue how to get the word out about their business.  By definition, Dictionary.com defines marketing as, “The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.” Wow, that’s a mouthful!  Simply put, marketing means to put your product or service in the mind of the consumer, over and over and over and over again!  Too many small business owners believe that they can create a brochure, flier, or business card, give it to a bunch of people, and sit back and wait for the phone to ring.  We all know that form of marketing does not work.

So what does work? Here are 7 D.R.A.S.T.I.C. steps you can incorporate in your marketing to help jump start your marketing:

1.      Define Your Audience

Many of my prospects have no idea who their target audience is.  Who does your product serve?  If your answer starts with anyone and everyone then your audience is too broad.

2.      Relationships to Help You Grow

Small business owners often believe they can do it alone.  They don’t ask for help or create strategic alliances that can send them referrals.  Think about a business that compliments yours.  When networking, do you schedule one-on-one time with your networking friends to find out how you can support one another?  Can you cross refer one another?  Sit down with that person and establish a referral relationship that will be mutually beneficial to both of you.

3.      Accountability

Who are you accountable to?  Establish an accountability relationship with a fellow entrepreneur or hire a coach that will hold you accountable to the marketing actions you want to accomplish.

4.      Speak to Sell

One of the most successful tools I use to grow my business is speaking. Do people need to be educated about your product or service?  If so, then you should develop a speaking platform around your product.  Take your message to the street, the internet, and social media to let people know that you are the expert and resource to fill their need.

5.      Technology Tools to Grow

Technology is readily available but many small business owners do not take the time to learn to use these tools to grow their businesses.  Simple tools like social media and email marketing are excellent ways to remind your prospects and customers that you are still in business and that your business can help them when they need you.  Remember, the definition of marketing is to remind your target audience over and over and over that you are in business.  Social media and email are great and inexpensive ways to do this.

6.      Invest in Your Business

Invest time, money, and energy in your marketing.  How do you expect your business to grow if you are so busy working in your business that you are not working on your business?  If you can’t do it all then you need to invest the money in help.  Can you hire someone to help you market?  If there is not a steady pipeline, your business will soon dry up.  Invest the time, money, and energy to keep your pipeline full.

7.      Commitment

The seventh and final step is probably the most important.  Without it, nothing else is going to work.  The seventh step is commitment.  Get committed and stay committed to your marketing plan.  It takes commitment to implement every one of the steps.  Are you committed? Too many business owners are partially committed.  Marketing is a key part of your business success; if you are only partially committed then you will get partial results.

Marketing is one of the most important parts of business success and often the most neglected.  Implement a few of these seven steps and watch your business begin to blossom.  Implement all seven with a serious commitment and you will soon see your business flourish.

Toni Harris helps small businesses grow by implementing successful marketing strategies.  In addition to being a marketing strategist, Toni is an author and an authorized local expert with Constant Contact.  Follow Toni on Facebook, Twitter, LinkedIn, and YouTube.  You can contact Toni to speak at your next event by phone at 713-397-9273 or email her at toni@drasticonlineresults.com.