Four Steps to Growth
- Reassess the Landscape
- Define the Transformation You Provide
- Create an Irresistible First-Time Offer
- Develop a Recession-Proof Sales Choreography
Step 1: Reassess the Landscape
Like it or not, the world just changed.
If you play today’s game by yesterday’s assumptions … yesterday’s rules, you will lose. And hiding behind the words “that’s not how it’s done in our industry” are probably your best opportunities for growth. Uber was founded during The Great Recession, and they ignored almost every aspect of how it was done in the taxi industry.
We’ve created some exercises and worksheets to get you started.
Step 2: Define the Transformation You Provide
People don’t want your product or service. They want the transformation it provides.
The better you can articulate the transformation you provide, the more you’ll connect with your target customer’s true desire. Roy H. Williams has sold more diamonds than any marketer alive. And he is clear. Don’t sell the diamond. Sell the look on her face when she gets the diamond. Only diamond geeks care about cut, clarity, and color.
We’ve created some exercises and worksheets to get you started.
Step 3: Create an Irresistible First-Time Offer
People have started hoarding cash. Selling is now hard.
If you’re selling a high dollar product or service, you need a smaller offer that is irresistible. This isn’t your core offer “on the cheap.” No, this is like a coffee date. It’s a smaller offer that solves a problem and delivers disproportionate value to price. It leaves problems unsolved and naturally leads to your core offer.
We’ve created some exercises and worksheets to get you started.
Step 4: Develop Your Recession-Proof Sales Choreography
We learned two things during the Great Recession. The first is if your sales team is heavy with “Relationship Builders,” you’ve got some rough years ahead.
The second is there’s a sales choreography that is resilient to tough economies. It challenges the customer to view the world in a new way. This choreography drives the lion’s share of complex sales revenue. And it out-performs “Relationship Builders” by more than 10X.
We’ve created some exercises and worksheets to get you started.
