Now by “thrive” I mean that you’ll have a business that generates the income and lifestyle you want whilst providing you with challenge and satisfaction.
Assuming that your product or service is something that your prospects want, and you deliver on the promises you make about it, then your business should have three black boxes. And once you’ve got them, you’ll have the business you’ll love.
The first black box is one that generates you an endless supply of prospects. It tickety boos along in your shop, your office or your factory, generating a constant stream of prospects who want what you’ve got, and are prepared to pay for it. This is the most important box, because without people coming in the door, your sales and therefore profits are likely to be non-existent. Regrettably, most people don’t take the time to construct this black box. The black box would contain a great advertisement, a fantastic website and a great direct mail piece, which regularly work to produce you the prospects you want. Its really about having the right mechanism in place so that the right prospects get to hear about you and what you can do for them.
The second black box is the device by which you convert prospects into sales for the maximum possible value and generally that device is your team members. Often team members are not effective in doing this, because they’ve never had the appropriate training or motivation to do this effectively. this is where you must create the system, being the scripts and checklists that team members can use to convert prospects into great value sales.
The third black box is the device to build and maintain the relationship with your clients, customers or patients. This is, of course, an effective database which allows you to be in touch with them somewhere between six and twelve times a year. They must hear from you every month or two in a mixture of ways. A couple of times a year, you should snail mail them. You should get them into your Facebook page and stay in touch. Invite them into a work shop or seminar, ask them for referrals, and advise them of special events. This is called “loving them to death” and when people stay loved they stay with you. If you put your prospects who didn’t become clients into the database, and love them too, they may ultimately become clients. And more importantly, loving all your clients and prospects will generate that wonderful mechanism called referrals.
For more information and to listen to a discussion on this in depth purchase the Three Black Boxes audio program here.
