More of the RIGHT Customers and Happier Leadership In 5 Steps And 100 Days.
Ask any business person who has been a Leader for more than a year and they will tell you, “it’s not about getting customers… it’s about getting more of the right kind of customers because the wrong customers will run you out of business.”
So how do you and your fellow business colleagues get more of the right customers and maintain sanity and happiness? And stay within budget too…
Answer: The Five-Step Plan to Happier Leadership. You will begin to see the striking results in 100 days or less using these powerful five steps (Five Aces), that is… if you can get past the first step. Many can’t.
Are you bold enough?
Disclaimer: This answer is based on the presumption that you and your people can deliver quality work to customers and that when your workload doubles or triples you can follow the steps to scale your operational delivery capabilities to meet demand and satisfy customers. See details of step two “Zen-like state” for further details.
Ace #1 Make a serious commitment to improving your business using measurable goals aligned in a timeline that is communicated to the people involved (stakeholders) so they know what is expected of them.
Ace #2 Prepare your business for a change in operations and business development so these two functions work together and you can actually take on the change and get results.
Ace #3 Identify the exact target market(s) you need to sell to or be hired by. Then, identify the exact people buying and put them in a working CRM so you can automate contact and track progress with reports.
Ace#4 Do simple, yet consistent-repeatable-processes (CRP) for touching the actual buyers/decision-makers along with public relations tactics to keep things interesting and different, as much as the budget allows.
Ace #5 Establish consistent-repeatable-processes (CRP) that produce specific content to stay on their mind and make it “easy to say yes to what you want” so you close more of the right customers by adding capacity (known as adding more time, hands on deck, horsepower in the engine or… the Fifth Ace)
You’re thinking this sounds too simple to be the genuine answer, right? Besides, five aces do not exist in a single deck!
No one said this would be simple. It is hard work and takes time to implement with the people involved, once absorbed, however, it becomes a CRP and that’s when you get the Fifth Ace. Check out the details of the five steps below and work with Renaissance Methodology Coaches at C-Level Global to get help making a scalable business development model come alive for you, your colleagues and all the stakeholders. Especially if you’re a Leader who loves to talk about improving the P&L.
First Ace, you have heard it one million times before and you think you know it all too well, but the fact is until you make a conscious decision to do something different and then just do it, you are a classic example of Einstein’s definition of insanity. You know the one that says, “insanity is doing the same thing over and over again and expecting different results.” You do not need a complicated business strategy that is the size of NYC’s phone directory. You do need some specific and measurable objectives to reach for that are not just in your head because mind reading is not your colleague’s strong suit. Making specific objectives around the type of customers desired, the amount of money to be made from customers, and so on… is mission-critical knowledge. The Plan must have timelines representing milestones to each of these objectives so that progression can be tracked to the ultimate outcomes. Otherwise, do not waste your time. If you do not know what you want to accomplish then you are likely to accomplish nothing and end up blaming others for the failure. Also, if you have read the book The Secret by author Rhonda Byrne, then you will be familiar with the power of writing down what you want, to increase the probability of achieving it. In life and in business we have to measure to improve and measure also so we know when we reach the objectives. Lock in your Plan with a SMART Goal (Specific, Measurable, Attainable, Readable & Timely). Making the first step is a lot harder than it sounds because few Leaders have the guts to take this on without a major life event happening. Too often, this kind of change is for Leaders who are already in a state of flux such as changing jobs, starting a new company or taking on partners and or investors. Be brave NOW even if you are not in one of the forced change categories. Make your vision come true by taking charge and announce the changes. Get help from those on your team, outsiders, advisors and especially the customer’s perspective.
Second Ace, A tremendous hurdle encountered in business, is when business Leaders say, “everything is great here and all I need to be more successful is more high-quality customer/prospects coming in the door because then I will have no problem closing the business and getting richer.” Despite the fact most Leaders think all they need is more good customers to be richer, this is a grossly misguided belief. Too many Leaders puff up their chest and paint the illusion that a “Zen-like environment exists symbiotically in their business and personal life,” and that they need no changes at all or only a few minor tweaks. Sure, for some this delicate balance between business and personal life does exist harmoniously. Too few can say this exists though. The operational ability of a business to deliver quality work to customers and still effectively hunt and secure enough of the new “right customers” is a balance that many companies wish they could do better on a consistent basis. Many go out of business trying to make this balance. It does not matter if the business has just one or two partners running the entire operation or if it consists of hundreds of employees, the people need to be a part of the change and decision-making, when possible, to get their buy-in and action to carry out the Plan. You have got to prepare your business operations, your people, collateral, web presence, CRM, sales pitches, seminars, trade shows, public relations, systems and especially your customers to grow and go to the next level or you’re just setting yourself up for failure. The SMART Goals must be communicated effectively to anyone involved. The day-to-day actions that each person is accountable for in the new Plan must be measured and highlighted weekly to stay on track.
Third Ace, in order to survive and grow your need to know your buyers intimately. In a study conducted with the Harvard Business School in 2014 it became apparent that the majority of business Leaders are “running around like chickens with their heads cut off and shooting at there so called target audience in the dark.” Meaning, very few business Leaders actually have more than 50% of their target audience identified by name title, location and contact details. If you do not know exactly whom you are going after to make a new customer, then the chances of you winning are slim to none. To add insult to injury, the amount of money Leaders waste trying to sell to decision-makers they really have not ever identified is massive. Building a system that identifies the exact decision-makers in your target audience who spend money is critical and equally as critical is having a contact record management (CRM) system to store the critical information in and own it. Examples of CRM are, SalesForce.com, Microsoft Dynamics and Pipeliner, which Pipeliner is proving it works best for small, medium and large businesses due to it’s unique design. It is especially powerful in today’s ever-changing world with new bells and whistles for CRMs coming out daily. Using Constant Contact and Mailchimp works a heck of a lot better when a company has a CRM with protocol and procedures for using it daily. By the way this takes great effort and “policing” to make happen.
Fourth Ace, I have said it to CEOs of billion dollar companies, million dollar companies and to college students who are budding entrepreneurs and future Leaders, that “he or she who knows more of their actual buyers by name, title, location, contact details and some other specific facts, will survive the longest in business and possibly flourish the most out of all the competition.” They may possibly flourish the most because knowing these exact buyers and having effective tactics for touching them in a predictable manner is two different things entirely. Touching the buyers makes up the other half of this fstep in the formula for business development success. The proprietary Modes-to-Market Analysis established and perfected from years of practice in many businesses around the world, subscribes that the best way to grow more of the right customers is to touch your decision-makers three to four times a month at a minimum and through multiple means of contact. At least seven to nine Modes-To Market working together for real synergy works! Meaning more intimate contact with the people you need to “buy you” by touching them through a mix of face-to-face meetings, webinars, videos, periodically combined with emails, phone calls, newsletters, public relations, seminars, mail, networking events, and web presence just to name a few Modes-to-Market. You will see skyrocketing results from building consistent-repeatable-processes (CRP) that use multiple Modes-to-Market.
Fifth Ace, the amount of wasted public relations and collateral content development opportunities that occur equals millions of dollars to your company’s bottom-line. Many Leaders say, “who has the time or budget to capture and produce all the niche content needed anyway?” The answer is “you do but you just do not know it or how to do build a CRP to do it.” Renaissance Methodology calls it building a “Content Machine,” meaning having a system that can predictably produce a specific amount of content each week and month to bolster your image and reputation while meeting all the demands your firm has for content without straining people’s time for billable hours. The Content Machine produces any and all content needed by the business throughout the year. Examples include having consistent fresh content for your firm’s website since Google analytics place the majority of their rankings on fresh content. Of course there are a lot of other details that go into meeting Google analytics constantly changing algorithms for search engine optimization (SEO) but regardless you still need to have content for: your image, logo, letterhead, brochures, website, the way people answer the phone make presentations, handle niche questions, attend seminars, launch e-mail campaigns and mail campaigns, develop company newsletters and many other instances where content is needed for internal training or external marketing and sales. It is easy to see why it is important to have a Content Machine with a CRP that takes the burden of producing all this content off your shoulders. The bottom line is that Leaders need to spend their time Leading and the employees have a lot of things to do other than running a Content Machine but regardless the content is vital for getting more of the right customers.
Become the Leader you always wanted to be. If you feel you have too much business already, great, but do not pretend you are not in need of a C-R-P to manage, scale and grow the company over time for greater profits and happiness. Set your pride aside because there is something you need to accomplish in your life and business together. Start with step one now and see if you can complete it. Remember, if you doubt the importance of step one, know that the best academic institutions strongly advocate a real Strategic Plan be in place to grow a firm. The top schools today, Yale, Harvard, Stanford, Columbia University as well as many other Universities regularly publish their beliefs and ideas about the crucial role strategies play in making a long lasting successful company. Even more convincing, the massive amount of disgruntled entrepreneurs and senior managers practicing around you prove that too many Leaders lack a real Plan. Do not be one of these disgruntled Leaders and neglect building your measurable Plan. Be the Leader you envision starting right now and start achieving happier Leadership in these five steps and 100 days because the people that count on your Leadership deserve it. Believe in the people and give them a C-R-P to become rock stars.
The five steps involved in this Plan are actually based on Renaissance Methodology and it’s near twenty years of successes in helping business Leaders and their people grow more of the right customers. Author and entrepreneur, David M. Rose, works to help firms grow and also lends time to Universities helping teach and guide undergrads and graduate students. Working with business Leaders to substantially grow revenues and profits is what Renaissance Methodology is all about. The important thing for Leaders to remember about Renaissance Methodology is that it creates C-R-P that gets you to your goals. David views the art of “getting more of the right customers as a science that requires specialized skills and thinking in order to engineer the right custom solution for each Leader and their people.” You are encouraged to reach out to David and share thoughts and ideas.
Tell your friends what Renaissance Methodology teaches Leaders… “CPR Saves Lives… C-R-P Saves Businesses”