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6 Requirements to Drive Your Business to the Next Level of Success

June 8, 2016

drive your business to successI love to learn, and I had a great opportunity to do so at the HubSpot Partner Day. I take a day and a half from working IN our business to working ON our business. This event is always great, and I learn so much.

This year the session I got the most from was by Blair Enns, a brilliant author. He had great advice for marketing agencies, but I believe that it pertains to any business.

He told us that these are the things you and your business must do – and that you must do each/all of them to really take off.

No Exit or Retirement Strategy

He believes that as business owners we should work like we are going to be working on this business until we die. I thought, “what about all of the traveling I want to do and the stress relief when I retire?” He suggested that as entrepreneurs we will never truly retire and asked us to think about what we would do differently in our businesses and personal lives if this were true. I, for one, would be working on a better work/life balance and making time to take vacations every year. He also told us that we should be spending 90% of our days doing what we love and the rest of the stuff should be done by someone else.
 

Never Have More than 10 Clients at a Time

(Well, maybe 12-15.) I thought, “Wow, we are always trying to bring more clients on, how can we grow if we only have that many clients?” His idea is that when you bring on a new client, you must get rid of a lower paying client. Hmm – this means that the new client must see more value in your services, allowing you to charge more. By taking this approach, you are able to do your best for every client.
 

Lease Instead of Sell

The idea here is that you shouldn’t charge a flat fee for something that you continue to work on over time, like a website – your clients should be leasing your knowledge and expertise.
 
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One Page Proposals

In this concept, Enns says that the proposal is the words that come out of your mouth during the sales process. When you get down to the end of the sales process, you will have explained exactly what they are getting and how you will go about it. Your proposal should have 3 options: good, better, best (or whatever you want to call it). When you explain, you should start with the highest and then work your way down. Your proposals should be value-based, so no client is charged the same. It is about the value you bring to the table for that business.
 

Untether from Time

Enns quoted Ron Baker with the Verasage Institute on this one. Ron feels that time is a constraint, not a resource. We shouldn’t even track employee time, because if you hire passionate people who are driven to reach the clients’ goals, they will naturally find the best and fastest way to do things.
 

Say What You Think

We strive to do this always. We should be completely honest with our clients. We need to tell them their ideas aren’t great if they aren’t. They are hiring you to guide them and let them know what will and won’t work. Use kind ruthlessness.

While these constraints seem daunting, I believe that they will take your business to the next level. Have you tried any of them? Have they worked? Let us know in the comments!

Laura Lorenz
Written by Laura Lorenz

My goal is to help businesses gain more customers through better marketing. I work with you to create lead generation programs that allow your prospects to move gently along the know, like, and trust path at their own pace. I will enable you and your team to entice fully-qualified prospects to reach out to you. As a Duct Tape Marketing Consultant, I work within the confines of a system, creating fixed steps, documenting and duplicating each step, so that I am able to quickly build foundational components. The focus then moves to operating and innovating the system. That's where the real magic lies. I work with my clients to create a strategy to get found and the tactics to do that, a complete marketing plan. My clients are small to medium size businesses that have become frustrated with their inability to "go to the next level." They value professional assistance.

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