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All posts by Hanju Lee

31Aug

How To Get More Leads

Posted bySalesNo Comments

If you are just joining us in our new series, you’ve come at just the right time. We are talking about Money! Not just talking about it, we are trying to figure out how to get more of it.

So, here’s the deal. If you ask any business owner their strategy for growth, they will tell you they have to increase sales. If you ask them how they plan on increasing more sales, they will tell you that they will need to figure out how to get more leads. 

So, from that little scenario, here’s a complex equation I just came up with that’s going to blow your mind. 

More Leads = More Sales

Whoa!! Brilliant! But one question still remains. How do you get more leads? Well, before I answer that, here’s a more in-depth thought on what a LEAD truly is and how it’s broken down into different stages. 
And now, let’s go through some foolproof ways to generate leads for your business. Here are my top 5:

  • Social Media Marketing. Ads on social media are a game changer. For a fraction of the cost of traditional marketing, you have access to specific targeting options that ensure the new leads are just a click away.
  • Email Marketing. Emails are a great way to generate leads, especially when they’re personalized. Offer value to their inbox, then invite them to take a next step with you.
  • Discounts and Coupons. I love a good deal. I will gladly exchange my email for a 10% off coupon. That discount can be the beginning of a wonderful business relationship.
  • Content Marketing/SEO. SEO might feel intimidating, but it really boils down to this: if you have good website content that shows your knowledge as a business, Google will find you.
  • Referral Partnerships. “If you scratch my back, I’ll scratch yours.” That’s an example of a referral partnership that our own BOS Media monkey signed with a local chiropractor. You can find similar strategic partners where you agree to make referrals to each other.

But with all of that working for you, there’s still one thing I want to really focus on – the single most important element that all my top 5 ways lead to… they should all funnel to the sales page. Or, as we call it, the Landing Page.

This is where all of the lead-generating campaigns will direct online traffic to, so that your audience stays focused on one specific campaign (making them much more likely to engage). This is where the rubber meets the road. This is where the potential clients are asked to take action. And that action becomes a lead.

Let me go quickly over the essential elements to include on a successful landing page:

  • Clear unique selling proposition – this is your headline, the ONE THING you offer solves a problem for the customer and presents you as the clear choice over any competitor.
  • Hero image – one photo that visually depicts the solution, and immediately shows the audience a picture of the better life on the other side of this offer.
  • List of Features – the first two elements got their attention. Now is your chance to give some details about the value you are providing.
  • Social proof – most of us don’t make a purchase until we’ve read the reviews. Give people a taste of how satisfied customers rate you, or share expert testimonials of your business.
  • Strong call to action. Make it clear and direct – One button that they can click to make everything you’ve promised above a reality.

If you’d like to see how this all comes together, I just happen to have this example of a landing page we use to capture Website Design leads for BOS Media Group. Kind of trippy to think that our landing page to generate leads might inspire someone to create a landing page to generate leads… (I’m pretty sure that’s a way to open a door to the multi-verse).

But seriously, I’m here to help if you need me! I hope this strategy helps bring new leads (and their money!) to your business.

24Aug

Let’s Talk About Money

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Yes, I love what I do. But, I also need the basic necessities of life. The roof over our heads, food in our bellies, and golf lessons.

And yes, I love helping people and supporting them to reach their entrepreneurial goals…but I can’t do this without paying the bills and keeping the lights on. If you are running a business like me, there’s one thing that can bring a sense of peace, a sense of purpose, and even a sense of empowerment. REVENUE. Or, let’s just say it:

MONEY!!

If you want to grow your business, I truly believe that you need to take control. It starts with realizing: you hold the responsibility and influence over how much sales you bring in. If you’re like me, there might be some fear or resistance to taking control. Sometimes, you don’t even know what’s coming in and how the next set of bills are going to be paid. You just close your eyes and hope everything works out in the end.

That’s a path to disaster.

When I was an engineer working for a manufacturing company, we had a saying in our department. “If it doesn’t get measured, it doesn’t get done.” We thought it was super clever (in a geeky nerdy way) since we measured everything! Data was our friend. We also had another saying, “Humans are the only species on earth that has the amygdala and frontal lobe of our brains work together to keep us focused and moving toward situations and behaviors that lead to achieving the set goal.” Well, we didn’t say it exactly like that, but we did talk about our frontal lobe a lot. (insert dorky snort laugh sound here).

So, to summarize, if you want to keep your business growing and making money, you must measure it, review it, analyze it, and most importantly, set goals with it. If you want to grow, establish specific financial goals and monitor your progress.

That’s a path to success.

So, how do I establish financial goals for my business? Here are a few areas to consider:

  • Increase Revenue Goals. Improving profitability simply means bringing in more than you spend on expenses. Take a minute to think about the various sources of revenue coming in (income from sales, interest from investments, etc), then get specific about where you intend to grow. We like using this formula as a model: “We will accomplish x (revenue goal) by x (timeline) because of x (strategy).”
  • Improve Margin Goals. You can also increase your profits by looking at your margins – the percentage of revenue that exceeds operating expenses. Examine the ways you might be able to cut costs or eliminate waste. Consider the industry standard for profit margins in your field and aim to be on the higher end of it.
  • Managing Cash Flow Goals. Cash flow is one area that most businesses could improve. Effectively managing basic expenses can prevent cash from flowing out the door. Pay attention to how you make payments and set goals to do so as efficiently as possible.

Don’t forget to monitor your progress weekly and monthly – do you know why? Because what doesn’t get measured, doesn’t get done. Count the steps toward your goals and prepare to count up more money too.

17Aug

Why We Should Create A Menu Of Products

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I am loving this new series on tangible ways to grow our sales. Basically, what can we do to make some more money.

One of the steps we listed last week is first defining your products. Well, let’s dive a bit deeper and understand how defining your products can help you increase your sales.

But first, a story.

Some of you might know that I am an avid golfer. I’ve been playing for over 40 years and I am obsessed with the game. I am also very interested in the technology that makes up the game…like the shaft composites that make you hit it longer and straighter…and the weight balance distribution which also allows you to roll the ball more true. I even tinker around with grips and the sizing of the texture that could make a difference in the feel at impact and therefore make it possible to lower my scores.

Well, one day, I was flipping through TikTok and came across this kid who created content filming himself re-gripping the clubs. The way he did it was a brilliant form of art. He did it with incredible speed, precision, and grace. I was quickly inspired. Instead of what I’ve been doing for years of lugging my clubs into the shop and waiting a few days and paying extra money to get my clubs re-gripped twice a year, I decided that I am going to grip my clubs on my own. This started my search for finding the right products for my re-gripping station.

As I was creating a list of items I needed, I couldn’t help but be overwhelmed with the unlimited amount of choices of different brands, products, and methods. But I ran across a company that was well-known in the industry that catered to golf shops who offer club repair. They listed their most popular products and what else? They created a menu of products for someone like me. The menu included everything I needed to create my very own station…including the vice to hold the club down, the most popular branded double-sided tape, a special razor blade for grip removal, a bottle of grip solvent…list goes on and on and on.

This reminded me of a lot of calls we get from potential clients going through a similarly overwhelming experience searching for a marketing company to help launch their brand new business. They often ask, do you offer some type of package for people like us? Yes, yes we do.

So how does that work for you? No matter what your business context, defining your products will give customers a clear way of doing business with you, and offer them an easy way to purchase even more than they originally planned to buy.

Here are 3 Steps to create a Menu of Products to make it happen:

  • Define your products by defining the need. It always starts with the question, “What problem are you solving for a customer?” This is what drives every purchasing decision: how are you helping make my life better.
  • Create a package of products to meet the need. Don’t just think in terms of one product offering – think of EVERYTHING the customer needs. Offer them a package of products to solve the problem at one fixed price. People want to know exactly what they’re going to get and how much it’s going to cost – make yourself their one-stop shop.
  • Give them clear instructions on how to use the package you’ve provided. By establishing yourself as a trusted expert providing a comprehensive solution, you’ve gone from selling one product to creating repeat business – whatever they need next, they’ll come to you. Teach people what you know and how to do it.

Final thought: I really believe there are customers out there who want to do business with you, but they just need to know how. They want to give you their money – not just for one product, but for an entire package of products that will make their life better. Please, LET THEM. Give them a menu so they can place their order.

10Aug

3 Things You Can Do Today To Help Boost Your Sales

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Do you have a green thumb? Not talking about the Hulk – it’s about your ability to take care of plants. Sometimes I look at my neighbor’s garden full of flowers and color with fresh fruit and vegetables and I think, “wow, I wish I had that.”

For a lot of us, that’s where it ends – wishing we had those good results. We all know what a garden needs… water, sunlight and a bunch of yummy manure… but the question is, are we willing to be intentional about cultivating it?

In the same way, a growing business doesn’t happen by accident.

If you are running a business, there are some essentials you need to keep it going. You need money. Obviously. But, let’s dig a bit deeper.

In order to keep growing to become a GREAT business, you are going to need more leads, more consistency in your revenue stream, more clients, more clients you love, more projects, more goods sold, more services rendered, and finally a business you can be proud of.

So, how? 

This new series is going to give you tangible steps you can do now to help boost your sales. It’s not rocket science – it’s a simple checklist that will deliver the thriving growth you’re wishing for. 

Here are the first 3 steps:

  • Define your products. This might sound obvious, but this is actually one of the biggest mistakes businesses make in their marketing. We get so focused on presenting ourselves as cool and attractive that we almost forget to say what we’re offering. People want to know exactly what they’re going to get and how much it’s going to cost. Don’t shy away from this – be as specific as you can so people know what it takes to do business with you.
  • Establish specific financial goals. Most businesses don’t set goals for sales, maybe assuming there are too many factors beyond their control that make it impossible to predict. But it’s hard to aim if you don’t have a target, and the truth is, you have much more power over how much work and money you bring in. Make your goals specific, measurable and time-bound, then work backwards to create a strategy that gets you there.
  • Refine your website messaging. It won’t matter how nice your website design is if the messaging is vague or confusing. The very top section of your website (the header) should talk about the problem that you’re solving for a customer, with a clear and easy “call to action” so that anyone who visits knows exactly what you want them to do. Your About page probably needs to be re-written as well – no one needs to know the history of your company, they need to know how you can help them. Make your messaging about the customer, not about you.

The common denominator in all three of these steps is BE SPECIFIC. As we’ve talked about before, Random equals Random – random messaging leads to random sales and random growth. There’s no doubt in my mind that you have something valuable to offer. Just like water for a garden, make sure above all else your messaging is clear, and then just watch the growth that follows.

03Aug

Why is Everyone Quitting?

For those of you who have been following our email series, we’ve been talking about dream jobs. How to get it (if you are applying), and how to provide it (if you are hiring). It’s been a fun series as we learn about what specific questions to ask to offer special insight to yourself, how to hire someone that understands and shares the company values and culture, and finally, how to share information about yourself as a candidate to stand out and shine!

But technically, there is another path to your dream job that doesn’t involve interviewing at all.  In fact, the first step might be the exact opposite direction:

Quitting.

In recent years, there has actually been a record high number of people not seeking employment but quitting their jobs.

In 2021, the US Bureau of Labor reported an average of over 3.98 million workers quitting their jobs every month. That’s just crazy! Never before have so many Americans left work and guess what? In 2022, almost 4.4 million more people quit. The trend is continuing. Why?

The biggest single predictor for companies losing workers by such a large margin was a toxic work culture. In fact, a toxic culture is 10 times more important than compensation in predicting turnover. Check out the study here.

For all those millions of workers who quit their jobs…what are they doing? As their means start to run out, they’ll have to return to the job market, but interestingly enough, many have chosen to do so by starting their own business. In fact, new business applications rose 23% in 2021 compared to 2020. The pandemic gave people a taste of entrepreneurial life, and many of them wanted to keep working from home and maintain more control over their time and work schedule.

So, what does this all mean? It means that we are all looking for something… When I stumbled into an opportunity to start my own business a long time ago, I had no idea where it would lead…but I am happy it led here… Here where I can help others dream their dream and help them start and pursue what they’ve all been wanting to do because no one can do it alone. We need each other. I am grateful for all those who walked with me on this entrepreneur journey, and I want to do the same for you. Call me. Let’s talk. Let’s dream…together.

But before you go, if this is something you’re really considering, here’s a great checklist for you to think about before starting a business. These are gold and they will help you get prepared for your next steps:

1. Develop a powerful message
This is the question we always come back to the most important question you need to answer as a business: What problem are you solving for customers? This will drive whatever you do.

2. Understand your target market
Get specific: Who are you solving this problem for? Do some research on your potential customer base and understand their buying habits.

3. Start small
If possible, self-fund your business idea at the beginning and then go for funding when you can create a growth story. This might cause you to break up your product/service offering into smaller pieces so you can fund the early stages and get some traction and experience.

4. Build around your own strengths, skills, and time available
You can’t do it all. Look for partners with complimentary gifts (this may include an accountant, a lawyer, an insurance agent, a marketing specialist, a web page designer, etc)

5. Who are your advisors?
This is another one of my favorite questions in business. Being a smart entrepreneur doesn’t mean you have all the answers – it’s about surrounding yourself with the right advisors.

6. Get a mentor
You don’t just have to learn it the hard way. Mentors are wise because they’ve already made those mistakes themselves. It’s huge to have their skills and experiences in your corner.

7. Write a business plan
Starting a business is difficult; it’s easy to spend all your time and resources on it. Having a written plan with your projected results and personal goals is the best way to stay on track.

8. Know your numbers
Have a good grasp on the numbers that tell you how your business is doing and what you can expect. “What gets measured gets managed.”

9. Know that it won’t be easy
Being a small business owner is one of the hardest jobs around. Body Rubs Detroit near me. But it’s also worth it – 84% of small business owners say they would do it all over again.

10. Do it with passion
When it gets tough, remember why you started your business and let that passion drive you every step of the way.

And remember, I’m here for whatever you need. Let’s do this!

28Jul

So, Tell Me about Yourself

“So, tell me about yourself.” Did you know this is the most asked question during an interview?

And did you also know that 90% of people don’t really know how to answer?

Where do you start? Do you tell them where you were born and what your childhood was like? Do you only tell them the most recent and relevant facts about you? Do you mix & match and sprinkle a bit of each? What’s the winning formula?

Well, you came to the right place. After much research, we are going to give you the perfect formula that will help you stand out from the rest. But first, do you ever wonder why they ask this question? Why is this the most asked question during the interview? What do they want to know?

Personally, I think it breaks the ice and gives the best non-confined window into your world. So essentially, it’s the best question to really get to know you and how well-rounded and personable you are. They get to see and get a better sense of who you are beyond what they can find on your resume or just answering direct and specific questions.

So, how do we make sure to give them what they want? To let them know the genuine you. Here are the three parts to the best answer, with a few bonus tips along the way:

  • Present – Who You Are. The first mistake many people make is giving too much detail in this section. Your goal should be to keep your response around 60-90 seconds, and ideally this part should make up about 20% of that. Talk about your current role, keeping it professional and positive – this is not a place for personal info or complaints about your previous work environment (you don’t want that negativity as part of your introduction).
  • Past – Why You’re Qualified. Highlight a few recent achievements that show your ability to go above and beyond expectations. Try to focus on 2-3 that best reflect your previous experience (more than 4 might go too long and start to feel braggy). You can mention any past promotions or special projects/problems you solved that are specifically relevant to the new job you’re applying for.
  • Future – Why You’re Here. All of this should lead up to what brought you here today. Make it clear why you’re interested and how your skills align with this new role and company. Bring it all together by showing how your passion connects with this opportunity – that reflects your fit in the role, and can be a subtle compliment to the company as a place that embodies these shared values. “I’m really passionate about x and y, and so I was really attracted to your company…”

Whatever you do, don’t underestimate this question! It might seem like an easy win (since you obviously know all about yourself), but this will often be your first impression, and most hiring decisions are made in the first minute. Don’t let the open-ended nature of the question stop you from being prepared and intentional with what you share. You know the question is coming… I hope it becomes a chance for you to shine.

20Jul

Who Should I Hire?

Do you know what’s interesting to me? When I observe different businesses and start getting to know their staff, a lot of times they all seem to have a similar vibe. Like this one time, I got off the freeway and realized that my tire was flat. Not having a spare, I had to quickly call the tow truck and have it towed to the nearest repair shop. Well, the person that answered the phone was quite rude and condescending. He did not consider my emergency situation to be urgent on his end and had zero empathy. In fact, I got the sense that he hated his job and was taking it out on me.

I decided to write a review explaining how it made me feel as a customer to deal with a difficult person during a difficult circumstance. Well, wouldn’t you know it, the owner of the company replied to my review and chewed me out. No apology, just rudeness. Similar vibe.

On the opposite end of the spectrum, I walked into a busy coffee shop to get my flat white, and was met by an energetic and friendly barista who greeted me with a smile and joked around with me to lighten the mood. He told me about how the flat white is made and how they use a unique blend of creamer to make the drink pop. Then, I noticed his supervisor in the back – running around with high energy, whistling a tune, and playfully talking to the other baristas working away. Big smiles, friendly service, excellent coffee. Similar vibe.

My conclusion is that we tend to hire people that get us…and who are like us. We like to hire someone that understands our values and even shares them.

Vibe = Culture

But just because they fit our vibe, does that automatically make them the best person for the job? How do we identify and hire the right person, and not just the perfect resume? Other than finding someone with similar values, what are the best ways to evaluate important factors that will make a great hire?

Here are some to consider…

1. Do a Culture Fit Assessment
According to a study by Leadership IQ, 89% of hiring failures are related to attitude, not the technical skills that tend to be represented on paper. By evaluating cultural fit in advance, you can ensure that a candidate is aligned to your company’s beliefs, values, and unique style. A culture fit assessment is a survey that you include in the recruiting process that asks about a person’s motivation, goals and preferences that can bring these dynamics to the surface. Questions about their dream job, ideal schedule, the amount of support they expect from a manager, or work/life balance can help shed light on their fit within your organization.

2. Implement Job Auditions
Can we really trust every word someone says in a resume or interview? Job auditions are an emerging new way to cut through the BS and see how a candidate engages the actual work you’re hiring them to do. Whether it’s inviting the person to come spend “a day in the life” at your company, paying them to do a contract assignment that’s applicable to their position, or giving them an extended tryout in the desired role, a job audition is like the dressing room of the hiring process – both sides get to try it on and see how it looks before making a final decision.

3. Make Hiring a Team Effort
At BOS Media, we believe in being better together, especially in the hiring process. Having multiple perspectives will help mitigate your own blind spots or biases. Ideally every candidate should be interviewed by at least two people in your organization—preferably three—from different departments, with no single individual having the overriding vote. This might take extra work, but it’s worth it to find the right person that everyone loves to work with.

I hope this helps you hold up a mirror to your hiring process. If you find yourself too busy and stressed out to give thoughtful consideration to who you bring on board, don’t be surprised if you end up surrounded by busy, stressed out employees… Similar vibe.

13Jul

Questions To Ask During Your Interview And Why

Well, I’ve gotten a lot of great feedback from last week’s email about finding your dream job and how I totally messed up during my final interview to NOT get it. You can read about my sad story here. So today, I want to start from where I left off.

As I shared before, I just kept replaying the interview in my head and trying to figure out where I went wrong. Honestly, it was a lot of things. But, what I remember most was at the very end, she asked me if I had any questions for her. Instead of having a few prepped questions to let her in on how I think, how I work, and what she can expect of me… I proceeded to tell her why I would be a great hire and how hard I would work and how dedicated I am..etc…me, me, me. I think she was turned off by my self-promotion and indulgence.

If I had it to do all over again, I would have prepared questions to give her insight into my honest intentions. You can see I’ve had years to brood on this idea… here’s what I’ve hand picked:

My top 5 if-I-could-turn-back-time questions, plus some of the benefits that come with asking them:

  • Why did you decide to work at this company? I like this a lot since it’s so personal. It gives the interviewer the opportunity to talk about themselves and share from their heart and experience. Hopefully that helps establish a stronger connection between you.
  • What are some of the challenges or roadblocks I might come up against in this role? This question shows that you can already envision yourself in the role, but without sounding presumptuous (since you’re anticipating the challenges as well). Based on the answer, you’ll be able to propose how you might deal with the problem as well, and reassure them that you’re not afraid to face it.
  • What do the most successful new hires do in their first month here? In other words, you’re the type of person who likes to hit the ground running, and you’re open to learning from the best practices. This insider info gives you a head start to success in the company.
  • How does this role contribute to larger company goals? I like how this reflects that you want to be part of something bigger than just you. The reality is, too many people struggle to stay motivated in their work because they never really get this answered.
  • Do you have any questions or concerns about my qualifications? This question means you’re not afraid of critical feedback, and gives you a real-time chance to answer any issues they might have with you before you leave the room. This could be the difference between an offer and a rejection.

Hope these questions help you shine in your next interview! Before we go, I want to offer one last tip – an example of WHAT NOT TO DO:

I’m so thankful for that guy’s videos – no matter how bad my interview was, he’s proof that it definitely could have been a lot worse haha.

07Jul

How to Find Your Dream Job

I haven’t told this story to a lot of people but here goes…

I interviewed for a job at Disney 20+ years ago. I’d been promoted at my current job as an Industrial Engineer and after working super hard and really enjoying the world I was in, I had an opportunity to apply for the same title at the happiest place on earth. Who wouldn’t want that? Who wouldn’t want to work for the most iconic, fun-loving, easy-going, and carefree CEO in the world? Not to mention I kinda had a crush on his girlfriend Minnie. 

The application and the interview process were intense. I realized right away that they were very focused on me as a human, not just what I had accomplished. Application questions asked about specific situations and how I would handle or address them, how I would help solve them or how I would walk away from them. I don’t quite remember all the details of the questionnaire on the application, but it was enough for me to say, ah…I see what they are doing there. They want to know me. 

Apparently, I answered the initial questions to their liking, because the phone interview process started. First, with the HR Director. She was kind, but kept it very general – she asked a few logistical questions, and answered some of mine. Then, I got to the next phase…an interview with my direct report. He was a delight to talk to. We connected on a lot of levels. We talked shop, discussed details about my responsibilities at my current job, and he told me about the culture and benefits of working for Disney (including passes which gives the holder and their families access to theme parks and all kinds of discounts on resorts, cruises, dining and merchandise all over the world)…I was sold! I had a good feeling he liked me too. Which I found out he did, because my next phase interview was scheduled.

Can you believe it? My dream job was almost at my fingertips. All I needed to do was kill the next interview and they would send me an airline ticket to visit their office and have the final informal interview to figure out when my starting day will be. I heard by the time they send you the airline ticket, you are pretty much in. Hearing all this, I was anxiously anticipating interviewing with my boss’s boss. Actually, I was losing some sleep…there was a lot on my mind. 

Well, to make a long story short. I bombed the next interview. She was intelligent, intuitive, and intimidating. I was not ready for the questions she threw at me, I was not ready for the lack of engagement or connection I thought I would have with her, like in the previous interviews. She didn’t even laugh at my jokes. What the what? I fumbled over my own words, I sounded desperate, I sounded overconfident, I sounded like I had no idea what I was talking about, and I even sounded like I was making stuff up. I was a mess.

Disney never called me back.

For the next year, I replayed that last interview over and over again in my head. How could I have been more prepared? How could I have been more myself? How could I have been more confident, yet genuine, yet profound, yet funny, yet charming, yet intelligent, yet engaging, and yet humble? All at the same time?

I didn’t have a lot of resources back in 2002 when it came to preparing for interviews…I wish they had a TikTok hashtag I could have followed for tips and tricks to kill an interview….but, we barely had email.

In our next series, my goal is to generate great interest in learning about standard practices, insights, tips, and tricks from both ends of the job interview. I hope that what is shared can help the employer (entrepreneur) find that perfect new member of your team that you’re desperately looking for, or the employee (contractor) find that dream job you’ve always wanted.

What are the right questions to ask to ensure that the right answer will lead to the right person? What are the not-so-obvious things to look for during an interview to make sure the company culture meets your criteria?  Stay tuned, there’s so much more to share.

27Jun

Making Your Small Business WORK

Hopefully what we’ve shared the past few weeks has helped inspire you to truly think like an entrepreneur about your business. If you’ve been too busy to read these recent insights, you may want to take some time to go back and check them out — it could save you from the many well-intentioned but disastrous practices that cause many overwhelmed small business owners to burn out and ultimately close their doors.

I really want the story to end well for you, so let’s wrap up this E-Myth series on a very practical note. If you’re ready to WORK ON your business and experience more growth and freedom, what do you do now?

Here are 7 Steps to launch your business development program:

1. Your Primary Aim

It actually starts with you, not the business. What are you hoping to accomplish? Are you looking to increase your income, or have more free time? What do you value most? Answering these questions will drive everything you do with purpose and energy.

2. Strategic Objective

This is a very clear statement of what your business has to do in order for you to achieve that primary aim. It’s a vision of the finished product that your business will become.

3. Organizational Strategy

The key here is to build around function. Instead of just hiring random people, define responsibilities through a “position contract” – a summary of the result to be achieved by each position in the company, and the work that each occupant of that position is accountable for.

4. Management Strategy

More than amazingly competent people, you need a management system designed to get you a marketing result. The more automatic the system, the more effective your prototype will be.

5. People Strategy

You can’t just expect people to do what you want. Create a place of community that has purpose and order that inspires them into action.

6. Marketing Strategy

At the end of the day, it’s all about the customer. Visualize the people you’re serving – their demographics, and especially their needs they have that you are helping to solve.

7. Systems Strategy

There are three types of systems in your business: Hard systems (like computers), soft systems (like your people and ideas), and information systems (which tell you how these are both interacting – and what needs to change). Create the system that lets them work in harmony.

One final thought: after creating this incredible, detailed, creative, and robust system that anyone can do, are people even valued? Will they even need special skills for the job? The truth is, it’s not that people are unimportant – quite the contrary. People bring systems to life. 

Great businesses are not built by extraordinary people, they are built by ordinary people doing extraordinary things. Please let me know if there’s anything I can do to support you in this – I believe in you!

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