Part of my coach life training was a regular journey to Coventry. And in between trips I would speak with my Coach on the phone, and together with his expert Coaching, encouragement, occasional directness and gentlemanly wit, in that 3 years my take-home pay doubled, I’ve never been so excited and driven about my organization as I now am, and I’m looking forward to working less, doing less, yet seeing increasing revenue, clients, sales and bottom line profit flooding in for the foreseeable future.
So I know that this programme of training and mentoring works ? It’s been tremendously successful, each year has been my best year in business ever in terms of turnover and profit, even in the so-called recession.
There’s an important rule you should write down:
“Turnover for vanity, profit for sanity.” It’s not how much you create, its how much you get to keep.
You’re probably like me: We read books, we listen to CD’s, we take pleasure in seminars …mentally. Maybe we diagram an implementation plan, but it never materialises?
And then after any training course, there’s the honeymoon period where you work powerfully for a few days, put the manual on the shelf, the incentive wears off and very quickly you are back in the rut. Know what I mean?
Not this year. Fully Booked. That’s what we want. The only worthwhile result of this programme is to make it happen in a significant way.
FACT – 19% of businesses survive the first 5 years.
The question is, do you want to be one of them? Will you still be in business in five years time? Do you aspire to be ? Joyfully Jobless?
But here’s the truth. WRITE THIS DOWN – your business is simply a series of tasks that each have a dynamic and massive scope for growth and leverage, or what I call “Gearing”
Not 10% or 15% scope for growth, but hundreds of % scope.
You can implement tactics, strategies, methods and approaches to each stage of your venture, which will result in significant surges in client acquisition and retention.
For example, you can set up a website in a couple of hours (and you can learn how to do that quickly and easily, even if you’ve never touched a keyboard in your life!) then you can set up Google AdWords sending people to that site 24 hours a day, 365 days a year, internationally, even while you sleep.
In half an hour you can see the eyeballs looking at your web page and discovering who you are and what you provide. More importantly, you must also then capture the contact details of those clients. Let me tell you why:
One time I was working with a Hairdressing Salon owned by a colleague of mine, and I watched a woman walk into the hairdressers and walking back out. A hot prospect. But all of the staff were too engrossed in their work to even notice her. What a wasted opportunity.
Here’s another example. Me, Cheryl and 3 year old Luke walked into the Osprey, our local restaurant. Here’s a family of three looking for a meal, but the building was cold and even though there were tables available, we decided it was too chilly for Luke. So we walked back out. Yet not one member of staff noticed us or asked us anything. What a missed opportunity.
When I wrote my first book, I set up Google AdWords. I had to turn them OFF because too many people were going to the site and ordering the book. I couldn’t get the publisher to print sufficient copies to cope with the orders I had coming in, and it totally took me by surprise. Then I was sitting up until 1am charging credit cards manually, stuffing envelopes, writing addresses, queuing at the post office. Then I learned ways to automate and systematise all of that so it all gets done with very little energy required from me.
Would you like to have that problem? Too many enquiries? Having to tell clients that you’ll add them to your waiting list and you’ll phone them if you get a space?
Now, if I want to, I can turn it on and off like a tap, I can control the flow. If I think this month is going to be a little quieter than last month, or maybe I want to buy a new toy (I turned 40 last year and I bought a couple of mountain bikes for Cheryl and I, and of course helmets, lubricant, puncture repair kits, lights, mudguards, all the bolt on accessories) so I can decide to switch the flow back on, and the customers appear, and the funds go up.
“It is the fool who in commerce takes his pay by the hour, because his hours are limited but his needs are not” – written in a red book I found in a jumble sale for 25p, reputedly written by a millionaire
Some mornings I wake up (my business usually starts at the crack of 10). I switch on my factory (my computer) and I’ve sold four books overnight, so I’m already £80 up and I haven’t finished my toast yet. Now that’s what I’m talking about. Imagine if this was you.
This is the kind of small business marketing I’m talking about.