Keep on T.R.A.C.K ing...

Asking for questions from the audience can be a risky business...

On stage at a conference I was speaking at, before I started, I asked what questions people had, and what content would give them value from the next two hours...

"Can you take us through the basic steps of building a business, without any of the fluff and  bullshit that most Speakers waffle on about...?"

I looked around the room and found that everyone was nodding and agreeing with the sentiment - this had to be down to earth, practical and straight forwards...

So we had a discussion about my T.R.A.C.K model of building any business, they loved it and I didn't get lynched - so I thought I'd share the principles with you...

T - Target

What is your target market...?

Be absolutely clear what customers you want to attract to your business, find out who they are, what they do, where they live, what car they drive; then you can send messages to them through your Marketing that will make sense to them and encourage them to work with you or buy from you. Find out how they communicate, and what needs they have that they will actually pay for - then build your products and services accordingly.

R - Relationship

Build a Relationship before they buy from you...

People buy emotionally, they buy from people the Know, Like and Trust. We are not in the business of building a Brand, we are in the business of building a reputation, and through our Above the Line Marketing we can build this reputation so that when people contact your business the relationship is already in place and they are ready to buy.

A - Attract

You are in the Marketing Business too...

Marketing is a process not an event. The only purpose of Marketing whether it be Above or  Below the Line, is that it gets the 'phone to ring or generates the email or click through on the website. Attracting people to buy what may be an invisible intangible service means making it appear more tangible and visible, the quality of your attraction strategy will not only define your conversion rates, but the rate of growth of your business.

C - Close

And you are in the Selling Business too...

When you get the first three right, selling is easy because you will only be speaking with people who actually want to buy. But you have to have a process of selling from the way the initial contact is handled through to collecting the cheque. Remember, marketing is really expensive if you don't close the prospects and enable them to become customers; be unique, be the most expensive, but Always Be Closing...

K - Keep

Long term customers are profitable customers...

When you have a great customer, make sure you keep them. Have customer service that is amazing, continually offer great value that exceeds their expectations, encourage referrals and most of all keep the relationship strong. Your customers came to you because they felt the Knew, Liked and Trusted you - prove them right every time and they will keep coming back and bring like minded people with them.

So, there you have it - "the basic steps of building a business, without any of the fluff and  bullshit that most Speakers waffle on about..."

Have a great week - look forward to your comments...

Check out our website at www.resultsrulesok.com 

The Eaten Trifles...

Is your business fit enough to take on the competition…?

When the Jam released the single The Eton Rifles in 1979, they were singing about the Right to Work Protesters who in 1978 while in marching through Slough, thought it would be a good idea to attack the students of Eton College – as they represented the social elite against which the protest was aimed…

Thinking that a large group of protesters would easily beat up a smaller group of “posh” students seemed to make sense, however, the fitter, stronger and better disciplined group of Eton College Officer Training Corps won the fight and sent the marchers “beaten and bloody and sick down their shirts…” on their way…

How was this possible…?

How did a small group of “posh” students beat a mob of angry protesters, who on paper at least, were more suited to street fighting and brawling…?

What can we learn from them so that in business we win against the odds and effectively fight above our weight…

Fitness – “sup up your beer and collect your fags…” Beer and Fags are never a good idea. Getting your business into peak condition will mean that you will be able to consistently outperform your competitors.

In business as in life, fitness means training; it is not good enough anymore to simply be good technicians in the business. We are in the Customer Service business, and our activities should reflect this; Profitable Sales, Service, Relationships and Added Value must be the focus of everyone in your company.

Don’t let your company develop a Beer and Fags mentality; you simply won’t keep up…

Differentiation – “you didn’t take a peep at their artillery room…” Make sure you are better equipped than your competitors. What is your USP; how good are you at what you do, what is the experience of working with you like…?

If I was to line you and 6 of your competitors up against a wall, how would I choose between you all…? If prospects can’t sense a difference that is valuable to them then they will simply differentiate on price, and go for the cheapest.

Your Unique Sales Proposition is the most powerful weapon you have in your “artillery room” and one that will enable you to blow the competition away…  

Belief – “what chance have you got against a tie and a crest…?” Rallying around the flag will do wonders for morale, spirits and performance. Does your team believe in what you stand for; are they proud to be associated with you..?

Your team will be either your greatest liability or greatest asset; it really depends on you and your levels of leadership. Is your Vision and Purpose clear to everyone…?

Does everyone actually believe in the Mission and Values of your company..? If they have as much passion for the business as you do, having the camaraderie and team spirit that shines through – they will be unbeatable – and make your life easier too…

Team – “all that rugby puts hairs on your chest…" As times get hard, you need the best people to jump into the fray with you. Playing as a team is the best way to build spirit, resilience and results that will keep your clients coming back again and again.

Business can be tough, you have to have a team that will fight with you and support each other regardless of the challenges you face. Encourage your people to play at a higher level, allow them to make mistakes and develop their levels of experience. Battle proven troops are the hardest to manage, but they are also the most effective.

If you train them well at some point they may leave you – but imagine if you don’t train them and they stay…

So keep your business fit, lay off the Trifles and forget the Beer and Fags – it’s time to get your business in shape and make a new START!

Take a look at the Jam HERE

And you can check our website out at www.resultsrulesok.com  

Shelley’s Heroes…

When…

…choirs of crimson angels shatter your sleep felt dreams and draw down darkness that obscures your solitary guiding light… 

…Machiavellian blades cut your silken threads of hope that once pulled you towards a future of promise, prosperity and purpose …

…the pain of giving up seems less than carrying on, when sirens of the bottle the powder the bridge or the rope are calling with false promise of passionate release…

Then…

…this is where the heroes of Shelley are made; rise like lions after slumber and shake your chains to earth like dew which in sleep had fallen upon you…

…you are many and they are few – for you are the Entrepreneurs; the future and the rewards already belong to you…

…know it is darkest just before the dawn; a bitter finale from the demons we create in our image attempting to break us before vanishing in the glow of the new day…

For…

…we are the Entrepreneurs, the special the tough, the damaged and proud. Not for us the quiet path of stability and pay checks, of holidays and sick days...

…we choose another way, knowing our salvation lies within the fear that enslaves us; we never give in, we never give up and in the end we know that we will win…

…we are the Entrepreneurs – we are many and they are few... 

With Inspiration from Shelley - The Masque of Anarchy 1819 

Email - davidholland@resultsrulesok.com

Check out our next event - LINK

Cults - business lessons from the Dark Side...

The concept of a “Cult” was introduced by Howard P. Becker in 1932 when he attempted to distinguish between different types of religious behaviours; Churchly, Sectarian and Mystical.

 

A Cult is described as; “A system of religious veneration and devotion directed toward a particular figure or object...” Source Dictionary.com

In 2006 while walking through the centre of Birmingham in the UK, I was asked by a young woman if I had a few minutes to spare to take part in some “research”. Intrigued, I agreed and was escorted to an office building with a room containing several cubicles, each containing a desk, two chairs and a piece of electrical equipment. 

I chose one of the desks – they were all empty – and the “research” began…

Holding a cylindrical metal electrode in each hand, the woman proceeded to ask me a series of questions about my life; professional and personal. After a few minutes she explained that I had completed the “research” and she was pleased to tell me that I had no issues to be concerned about.

She then asked me if I would like to buy a book for £10.00; seemed reasonable so I agreed. She handed me a form to complete and then she went to get the book from the store room…

When she returned she looked at me and said “This is unbelievable, you will never believe this…”

Apparently, of the dozen or so testing machines in the office, one had broken and she had contacted one of the founder members of her organisation to borrow his while the other was being repaired. Turns out that the guy she borrowed the machine from was called David Holland, and for identification purposes his name had been written on the base of the machine – the machine that I chose to use at random as I entered the office…

We shared the “un-believability” of the moment and with my book in hand I left the building and walked to a near coffee shop to take a look at the book I had purchased…

The book was Dianetics by L Ron Hubbard and I had just experienced the first stage of a structured recruitment program into the Church of Scientology; I didn’t take my application any further…

So what do Cults have that we can learn in business, how can some people attract large followings of evangelical believers into their organisation, while others struggle…?

There are thought to be over 1500 organisations classified as Cults in the world, ranging from the Moonies and The Heavens Gate to Avatar and The Solar Temple. Some can be extremely dangerous and manipulative to all that engage with them; but they remain an attractive proposition to many people, indeed enough people to make the founders wealthy and powerful.

Cults have a number of traits that make them attractive, and the same traits can be used in business; ethically of course… 

1. Dictatorial Leadership – an individual that sets the scene and defines the rules, vision and purpose of the organisation. Instructions may include clothing that should be worn and how people are to behave with each other, and only speak in positive terms about the organisation.

2. Rituals – every Cult has its rituals, sayings, slogans and mantra. These are the binding forces that give people common ground and a sense of inclusivity. If anyone does not comply with the accepted norms of the group they are disciplined or excluded. 

3. Artefacts – the best Cults have books and icons at their centre. These artefacts make a seemingly intangible ideology come to life and become somehow real and visible. I recall attending an “Avatar” weekend, and being subjected to extensive readings of “the book of Harry...” by Harry Palmer who was too extreme for Scientology so started Avatar instead…
 

4. Growth – the group is pre occupied with growth and the attracting of new members. Growth is seen as being the only way to spread the word and ensure sustainability.

5. Elitist – the group feels that it is elite and somehow better than the rest of society; they have divine right to practice their teachings and are evangelical in their support. Hence the double electrodes in Birmingham…

  

If we simply change the headings of the above to;

1.       Strong Leadership – set the Vision. Mission and Purpose of the organisation…

2.       Rules of the Game – define how people should behave and treat each other…

3.       Marketing and Sales – have tangible products & services that  stand out…

4.       Business Development – Client growth is the focus for everyone…

5.       Excellence and Uniqueness – define your niche and dominate it…

Then we have the makings of a very successful business with loyalty from the team and customers alike – the same principles that make Cults a success can be applied to make your business a success too…

Thanks for reading – your feedback is welcome…

Check out our website www.resultsrulesok.com

Next Events;

UK – 12^th July 2013, Birmingham – no electrodes this time - click HERE for more details…

Luxembourg – 21^st June, Luxembourg – click HERE for details…