Sane and ethical business owners don’t just want the money:
They also want their buyers to be happy for having purchased.
But wanting happy buyers isn’t enough.
You also have to want the money – and there’s nothing wrong with that.
If you don’t have financial goals for your business, and you only measure how happy people are, or how many of them you have, you’re working to reach a moving target.
How much happy? How many people happy? How scalable is their happy, if you’re not looking at the financial goals that enable you to re-invest, scale up, reach more people, make more people happy?
I meet a lot of wonderful people, committed to doing stellar work and serving clients.
But everyone I meet who only wants happy customers, and does not also want to reach specific money goals, struggles.
And you don’t have to struggle.
All you have to do is want the best of both worlds:
Want happy buyers.
Want the money.
P.s. Oh hey, and the best way to get happy buyers? Use a sales process that makes people want to enroll in your work, eagerly and voluntarily. You can learn that sales process with my 1 on 1 training on ethical selling.
Building or running a business can be hard, but it should never be complex, because that’s just no good for the mind.
Simple is good.
The fewer moving parts in anything, the easier it is to run the thing, test it, find flaws or bottlenecks, and fix & optimise.
Same thing goes for business. You can make your business as complicated as you like, with teams, advertisements, funnels, infrastructure, franchise – you name it. A world of options.
But the more you add in, the more complex it gets and the harder it gets to figure out what’s broken and needs fixing, or what works and merits more resources.
So here’s a model I came up with, which you can use to analyse your own business, and keep it as simple as possible:
Step 1: Values.
These inform your purpose and your mission. And, they enable you to identify and find people who share your values, so that you’ll have rapport with them right off the bat.
Step 2: Assets
These can be tangible, like a list of names, hardware, office space – or intangible, such as your network, your skillset, your footprint and visibility, or the amount of goodwill and buy-in your audience has for you.
And of course, the single most valuable asset in any business: your list of past buyers. The people who trusted you so much that they gave you money, meaning they’re the most likely money to buy something from you again.
Step 3: Systems
This is where you tie the first two steps together, and build structures, frameworks, standard operating procedures – and points of measurement, so that you’ll know what works and what doesn’t.
Now as a framework this is useful, but how do you make it work?
Simple: ask yourself these questions (longhand brainstorming is best, for this kind of Q&A).
1: What are my values? What would I stand on a barricade for? What do I not accept, what change am I willing to fight for, or stake things for?
2: What assets do I have in place? What tangible value does each have in my business, what economic value if applicable, and what potential does each asset have, provided I leverage it in a smart and strategic way?
3: What systems are in place, and in what way can they be simplified or improved so that they work better, or become easier to measure for output and results?
4: What outcomes are my systems producing?
Because everything is a either a system or part of one, and every system is perfect for the outcome it produces. So if you see outcomes you’d like to change, you now know which system to improve.
How to improve it? By looking at how your values and assets can be combined and leveraged so that the system, again, becomes simpler and more measurable.
Yes, this is an exercise that can take a few hours, but it’s super useful, because it gives you clarity, direction, and purpose.
And if you want to cut all that short, and generate sales by leveraging your customer list?
Then the Hidden Revenue Opportunity service I launched with my friend Antonio will reveal the sales potential you have in just a few hours, enabling you to go out and make relevant, attractive offers to your past buyers.
This PDF explains how it works – and makes a very good case for why you should leverage your customer list, with or without our help.
“I wish selling my work wasn’t part of being in business”
You wouldn’t believe the number of times I’ve heard that…
But reality is that if you want a buyer, selling is not optional. It’s just part of business.
The good news is, that things are bought, not sold.
When a buyer says yes and signs or pays, that’s them making the decision.
So you as the seller, you don’t need to do any ‘selling’ the way you normally think of it.
Instead, your only job is to have a conversation, that makes it easier for the buyer to decide yes, or no.
You can have a conversation, right?
Well then… that’s all you need to do. Have a conversation.
But, there’s different kinds of conversation:
Those that meander, that don’t lead to an outcome or sale, that leave you tired and frustrated…
And then, there’s the kind of conversation that has a purpose, that clears things up as to whether a buyer wants your thing…
… and that elegantly leads to a decision, without any pressure or manipulation.
In order for you to have those conversations, I created the LEAP Ethical Selling Framework – and right now, as I mentioned yesterday, I’m running a special offer.
When you decide to get the 10-week, 1on1 training, you get a bonus:
A personal, 2-hour session, where we analyse the psychology of your buyers, and their motivations for buying from you.
With that, you’ll be able to create segments, and identify offers that will appeal to those segments.
In other words: we’ll spend 2 hours to reveal hidden opportunities, already present in your business.
That way, you’ll not just get the ethical selling skills, you also get extremely clear on where your biggest opportunities are for generating revenue without bringing in any new prospects.
After all: it’s easier to get a repeat sale from a customer, than it is to find and convert somebody completely new.
And that bonus session will enable you to get those repeat sales.
Too much to explain here, so if you’re interested in selling better without compromising your values, and you’re also keen to leverage the super valuable asset called ‘your database’, have a look here, and see if this is right for you.
Now, I can’t offer this bonus forever, so it’s only available for the next seven days.
You’d think people only say “Take my money! in The Simpsons, but nope – that actually happened to me last year.
I was talking to an entrepreneur who was interested in the training on my ethical sales framework (webinar coming up in a few hours – don’t miss it), she seemed to be really on board, and when I simply asked if the training is something she’d like, that was her response.
“Yes! Take my money!”
I’ll admit, I was a bit blown away.
And, I admit it wasn’t only because of the ethical selling method that I use – this was a very ready buyer, who had been reading my emails, was a perfect fit, and who’d been sent to me by referral.
Because obviously, there’s a lot that goes into the mix, if you want to sell your work.
You can in theory sell anything to anyone, but you’ll need to be a high-level scoundrel if you want to, say, sell somebody a bridge. (Yes, can be done, has been done. Not nice).
And I doubt that you, or anyone who reads me, is a scoundrel of any level.
So that leaves folk like us, who do right by people and sell things that make a difference, with a dilemma:
If we’re going to make a difference, that will only happen when people buy.
And that’s where the good-egg problem comes in: when a high-value, high-integrity entrepreneur doesn’t sell, because values get in the way.
The solution, as you’ll learn in the webinar, is to sell more because of – not despite – your values.
And in order to do that, you don’t need to use any sort of 6-step selling formula, or 24 replies guaranteed to overcome objections, or closing techniques or even persuasion methods.
No, people like us just need to figure out how to enable a buyer to self-select, so that they enroll themselves in your offer, just like that lady did last year.
And how do you figure that out how to let a buyer self-select?
He’s a terrific guy, an awesome waiter. He does have the Granada ‘mala folla’ attitude, but once you accept that, you realise he’s actually not boorish at all – that’s just his sense of humour.
And at work? I’ve never seen a waiter run faster than him. It’s astonishing.
But the other day, having lunch with friends, the terrace was just so full that we had to eat our paella starved of drinks. He just wasn’t able to keep up.
This morning over coffee I asked if they shouldn’t hire another waiter, to help him.
Turns out, his boss doesn’t like paying wages. Thinks he can handle things by himself.
Which he can, but if you’re serving 25 tables at the same time AND there’s nobody behind the bar pouring drinks for diners… Then it simply is impossible to handle things well.
This owner, they are doing damage to their business.
Everyone I know in town loves this restaurant – and everyone complains about the service.
Which isn’t my friend the waiter’s fault – he’s running as fast as he can.
But to the customer, it doesn’t matter whose fault it is. They want a good meal and decent service.
And the greediness of the owner… well, customers only care about that once it affects service or quality, right?
Here’s the moral of the story:
While profit is essential in business, and you sometimes need to make tough decisions, never let quality and service suffer.
Yeah, it’s bad for business.
But more importantly: it’s backwards thinking, because quality and service grow a business, while inefficiency and wastage slow it down.
If you’re going to optimise for profit, start by looking at bottlenecks, redundant assets and processes, and numbers to grow: traffic, inquiries, conversion rate, number of followup actions and all those fun digits that tell you whether your business is doing well or not.
Make things better, instead of worse.
Are you looking to make some choices at the moment? Maybe I can help you there… and help you make things better.