Do you know the keys to unlocking business success? You may be thinking something along the lines of: “Sales” or “A strong team of employees”.
While those are certainly crucial points, how do you get the sales to begin with? How do you keep your team on payroll? It all boils down to 3 key elements, and unless you master all 3, you’re business will never really grow.
I remember one of my first jobs that involved any type of office meetings. I was inexperienced, and definitely restless sitting at the table for the first time.
As our manager went around the table asking the team how things went this week and what was sold, I noticed something familiar. It was something I’d seen in others over and over again, everywhere I went.
It was a complete lack of drive to do more. They didn’t put effort into doing the right actions that would actually move the needle.
Now I could see why our sales numbers were what they were. It seemed so obvious, how could this go unnoticed?
Well, I’m sure it was noticed to a degree, but sometimes there’s a lot going on and the product itself becomes a point of fixation. It’s important to keep a balanced perspective about this. Putting too much attention on what your selling, takes away from how to sell it.
Maybe you’ve heard the saying, “Where focus goes, energy flows” by Tony Robbins. It couldn't be more true.
Focus on what needs to happen to ensure your business grows.
Key #1
How in-depth have you considered who would be interested in the product or service you’re thinking about providing? Is there a real need for it? Some businesses get this right, many get it wrong.
For example, if you were to come to me and say “I have a great idea, I’m going to start selling custom notebook planners.” Well, that would be a terrible idea. No one uses planners anymore, there are countless apps for that.
There has to be a strong customer base for what you’re selling, preferably one that is growing. Your product or service also needs to solve a real problem, and your customer has to be aware of the problem. Otherwise, they aren’t likely to buy.
With every endeavor, whether it’s a new product launch, or marketing for new customers, consider who you’re trying to sell to before investing valuable time and money.
Key #2
Here’s an example of an offer by a dental office I came across the other day: “Here at (business name) we love our customers. We’ve been doing business in the area for 30 years.”, “Visit us today”.
What does this tell me, what entices me to engage the business? Nothing, “we love our customers…” is not a thing, these people don’t know me. And if the only thing you have to say is you’ve been in business 30 years, it only tells me you’re probably getting complacent after that many years doing the same thing.
So many businesses fail at this. Remember, you’re trying to give your audience good reasons to choose to do business with you.
A far better approach may look something like, “We’re the area’s most experienced and capable dental practice. Our staff stays at the forefront of dental technology and development with constant study and skills training. Whatever your dental needs may be, whether it’s a routine cleaning, repair, or whitening, you can trust us to help you feel comfortable and confident with your smile.”
That’s got substance and portrays that they in fact are passionate about what they do, and want to provide excellent service. It’s a much more compelling offer.
Key #3
There are billions of people in the world today, and a portion of them need services or products that you can provide. How do you reach them?
The sales team in my example relied too heavily on their existing customers and did very little to find and develop new customers. Their approach to searching was nearsighted.
Not every potential customer is the same, and where you can find them varies. Actual reach requires diligent work. Set the bar high.
Try this.
I’m a big fan of measurement. It’s easy to think you’re doing good at something, but sometimes if you take a step back and evaluate, you may find that reality looks different.
Take a look at each of these 3 key elements and rank yourself 1-10 according to how well you think you’re doing. Then make a plan of action to improve each element.
If you’d like us to help evaluate how you’re doing at the 3 keys, or review your action plan, please feel free to reach out any time. We’d be happy to help you win.
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