Victory Audiobook Chapter 7 – Knowing Your Numbers

Systemizing the Management and Measuring Process

“Whatever you measure improves” – Peter Drucker

Random Acts of Marketing VS Marketing Systems

Systemizing the Lead Generation Process

“If you can’t create a system that brings you a sufficient quantity and quality of leads on a continual basis, you can’t control your business”   – Dan Kennedy

This episode is about Marketing… but not just marketing, but the reality that you can create marketing systems, that bring in a steady stream of people who want to do business with you – And they are the Kind of People you want to do business with – Those are Called QUALIFIED Prospects

One of the things I say in this in this chapter is Fall In Love with marketing – that was my journey – at some point in my business journey – that’s what happened to me.

I fell in love with marketing.

And I think That happened because I realized that was the key to getting what I most wanted – a steady and predictable business – AND the key to that was customers!

When I first STARTED I didn’t have any customers – And worse, really had no idea how to Get them.  It was painful.  Really.

Many, if not most new small business people think – “as soon as I start my business, people will be lining up to do business with ME.   Bc afterall, it’s me – and the world has just been waiting for this moment for ME to go into business.

Then …reality.  Getting customers is hard.  Keeping them coming back is hard.

The only thing I knew to do was go Door to Door to businesses.  And I remember one time going to a Dr’s Office.  It was busy and had a lot of patients in the lobby. – I had some kind of small brochure or flyer – And I asked to speak with the office manager.  Then when she came out and I told her about my company.  She was visibly upset that I was wasting her time – pushed my brochure back into my hands and said, NO, we’re not interested in that – and you need to go.

That episode crushed my little EGO – and I hated it.  But looking back now I can see it was The WAKE Up call.  WOW, this is not easy.  I need to figure this out.

It took time obviously – and a lot of figuring it out – had to do with SALES too.  And I talk about Sales in this chapter a little.  BUT Marketing Saved my life!

I Fell In Love with Marketing Because… it gave me what I most wanted – “THE ABILITY TO CREATE A STEADY STREAM OF LEADS ON A CONTINUAL BASIS – THAT WANTED TO DO BUSINESS WITH ME”

That was a Game Changer for me. It meant my business was Going to Survive – and even more, Prosper and Be successful!

Last Episode I talked about Systemizing the Order Fulfillment Process – THAT IS… the whole process of Delivering on the promises you just made in your Sales and Marketing – also known as Your INSIDE Reality!  Today you’ll hear about Outside Perception – Your marketing.

YOUR MARKETING – – – That is…..how well you do at Telling the Story of how good your Inside Reality is!

This is Chapter 6 in a book about how to use systems to Create a business that works – And I break and SAY “can this idea of systems even be applied to MARKETING and sales”

And the answer is – absolutely yes AND EVEN MORE, IT’S THE ONLY WAY TO THINK ABOUT SALES AND MARKETING.

HENCE THE TITLE: “Random acts of marketing VS marketing systems”

Victory Goes to the Business with Superior Systems – Audiobook

Chapter 5, Recipes for Success.  Systemizing the Order Fulfillment Process.

In the last podcast the chapter I read was called – Micromanage Your Business to the Max.

And I finished by saying that all the systems in your business could be broken into 3 categories

This chapter is your order fulfillment systems

Drucker – The purpose of business is to Create and Keep a customer

This chapter is about the Second part – The KEEP a customer.  You keep customers by having  “awesome customer experiences”

What is it like to be a customer of YOUR business?  What is the Experience like?  The order fulfillment experience?

The first part of Druckers quote is to CREATE a customer – that is sales and marketing – and that’s next chapter – what I’m talking about today is the order fulfillment.

The marketing has attracted a prospect – and your sales system has turned that prospect into a customer.

Now it’s time to deliver on what you promised – it’s time to fulfill the order.

Your mandate as a business owner is to create a predictable system so that every time a customer does business with you they have an amazing experience and they’re WOWed.  The only way you can do that is with systems

In the next chapter of my book when I talk about sales and marketing – I use the terms
Inside Reality and Outside Perception
You order fulfillment is your inside reality – It’s how well you do what you do

And to do it well – I will make the case in this chapter that every detail of your order fulfillment, must be systemized.

I’ll give you a ton of transferable ideas in this chapter by telling you about my business

My company is Interior Plant Scapes – and I’ll show you how we do order fulfillment and then give you the steps to transfer those ideas into your business.

Micro-Manage Your Business…to the Max

Systems are designed to create a business that works…without you

Delegation with Systemization is Frustration.  – Brad Miller

The timing of this episode could not be better.

The Audio Book version of Victory Goes to the Business with Superior Systems

This Chapter I am reading today is called – Micro manage your business to the MAX.

…More on that in a minute…

Just yesterday I was updating a system with our General Manager, Janine

In our company – Interior Plant Scapes we call tasks – STO’s

An STO is a task that has been “scrutinized, examined and inspected closely”

An STO is a Task on Red Bull!

Janine and I were taking the task of “plant ordering” and creating a NEW STO

The task is now elevated in importance and gets it’s own name – “The Plant Ordering Process.”

The HOW TO oF creating an STO is in itself a PROCESS.  Get That!  There is a Process for how to create a PROCESS

It is a documented process with Step By Step procedures

One of the STEPS in this process is called “The Expert Download PROCESS”

The expert download is the person in the company who knows the most about this particular chunk of work –

The Expert could be in any division of your company – Office Admin, Customer Service, Delivery and Installation…

But for this one it was Purchasing – specifically …….how to order live plants.

Purchasing is a Skill and ART of its own –

In this case the expert was me – I have years of experience and tricks and tips and knowledge of how to order plants.

Now as a business owner I have a choice…If I don’t want to do this TASK anymore – I have a choice

I can abdicate – I can walk away from it with all the years of expertise in my head – and say “Screw it,  Janine, You figure it out!”

WOW, that sounds really stupid right?  Right!  But it HAPPENS ALL THE TIME

Or I can Delegate THE TASK.

The problem is that most Business owners THINK they have delegated – but they Have in fact abdicated – – – they have walked away from all responsibility.

Here is the Key to the whole Lifestyle Business Formula – – – if you want a lifestyle business – a business that works WELL in the hands of Others

…Where you have a Business and not just a job – – – here it is…  Delegation without Systemization is Frustration.

That’s the work Janine and I were doing yesterday.

We created The Master Plant Chart – it took us 3 to 4 hours – using a Template…

Every plant, every pot size, my first choice Grower, 2nd and 3rd – target price – plant specs in height ….  ALL THE EXPERTISE I HAVE FROM DECADES OF PURCHASING PLANTS

YES IT TOOK HALF THE DAY – – -BUT…NOW I AM FREE.  I am Free of That TASK

I have Replaced myself with a system.

Now when Janine has to order plants – I don’t have to Micro Manage her – bc I have Micro-managed the System!

WOW – that just gets me pumped and excited – FOR YOU.  If you’re listening, I hope that gets you excited.

Do that same Process with Each Chunk of your Business – and you’re not just FREE of the TASKS, you’re FREE of your Business

You are no longer a job-owner – – – You are a Business Owner.  WOW

Fall in Love with Systems.  The 17 Beautiful Benefits of Systems

Chapter 3 of “Victory Goes to the Business with Superior Systems”

Becoming the Intelligent Designer of your business

If you’re a small business owner – you’ll love this message.

This is nuts and bolts practical ideas to bring ORDER into your business.

That’s what most small businesses are missing – order.

Business is a Puzzle – business is Chaos.

You start the day Creating order from the chaos.

YOU!  Are the only one who’s going to create Order!

I love this idea:  you are the Intelligent Designer of your business.

When you see order – that’s the sign of Intelligent Design!

You are designing a Process – a System….my favorite sentence from this chapter:

If you can’t replicate the process, you can’t  duplicate the success.

I start with a story of intelligent design in my family’s Kitchen.

Chapter Two…

In this podcast, I talked a lot about systems for a SPACE – creating order with Stuff in a Space,  But that was on purpose… as an introduction.

Applying the idea of Systems to TANGIBLE things you can see and use

The same ideas applies to process and  intangibles.

Last chapter was about New Belief Systems…

Begin to DREAM now about a different kind of business –

Get a New Belief about how your business operates!

YOU are not just an employee in this thing….YOU Are the Intelligent designer of this work that is serving people in remarkable ways!

Getting a bigger vision by crushing mental lies and limiting beliefs.

Vision Statement of Miller Marketing and Training:

Miller Marketing and Training empowers leaders to clarify a bigger vision of their life and business and then train them to create the systems to make that vision a reality.

We set people free from lies and limiting beliefs that are holding them back from becoming everything they were created to be.

Need a bigger Vision?

Try this one on for size:

The number one thing you have to do with your business is make sure the value creation proposition does not demand your presence.

Key Ideas from Book:

That conversation with Bob changed my life and gave me a new attitude about my business. I had been looking for a change, a career change, but what I ultimately needed was a belief system change. I needed to think differently about my business.

Reread that last sentence, it’s extremely important and pivotal. You need to think differently about your business because until you believe that your business and your life can be different, you won’t change. Your life changes the moment you begin to think differently about your business because you have at that instant begun to expect more from your business.

Begin now to expect more from your business – your life and your business will rise (or fall) to the level of your expectations.

Begin now to tolerate less from your business – “Whatever you tolerate you encourage.”

Dare to dream about the life you really want to live and go to work creating the business that makes that dream a reality. That dream will serve you well as you invest in the work ahead.

WHAT’S your WHY?

WHAT’S Your Victory?

You have to have a clear and powerful why!

Victory Goes to the Business with Superior Systems

A How To Guide to Transform Your Business and Your Life, Through Systems

Today I release the audio version of my book.

This episode includes the Preface and Introduction

Stop and take the time to take the test in the preface.  Painful maybe, but revealing.

Enjoy!

Victory Goes to the Business with Superior Selling Systems

Joe Polish.  I Love Marketing Podcast.  www.Ilovemarketing.com

Episode 316  Zig Secrets:  Sales secrets from one of the greatest salesman who ever lived.

Nothing happens until someone sell something

I am an entrepreneur!  Define: a person who organizes and operates a business or businesses, taking on greater than normal financial risks in order to do so.

Businesses succeed by making sales

Businesses fail for lack of sales

2. Selling is not marketing and marketing is not selling

Once your really understand selling – you can be a great marketer, because marketing is salesmanship in print

You can be great at selling and not have a marketing company

BUT you can NOT have a  marketing company – if you’re not good at selling.

Sales people can only celebrate – should only celebrate – WHEN?  They make a sale

3. Selling is an acquired skill

They are no born salesman

Good news…if you stink at selling, you can get better

Get sales training – like listening to this podcast.

Then learn by doing, and doing, and doing…

4. Selling is a System

Create your own recipes for success

Selling habits, methods and procedures

7 Sales Systems

2. The Prospecting System

3. The Contact Management System

4. The Proposal Writing System

5. The Sales Scripts System

You, Your Business and The Book.  Connecting the dots between your business Conundrums and Biblical Truth.

Proverbs 20:5:

New International Version The purposes of a person’s heart are deep waters, but one who has insightdraws them out.

Your process discovers – “the purposes of a man’s heart”

You are that person of understanding that draws it out

Sam Smith –  you can’t sell Sam Smith what Sam Smith buys, Until you can see the world through Sam Smith’s eyes.

Memorization is part of the Sales Profession!  A lot of it

6. Your Personal Development System!

7. A System for ASKING.  Selling is Asking!  Closing!!!

BOLDNESS is a key trait of sales people.  Not brashness, but boldness with professionalism and humility.

Without boldness – you won’t ask.

With Boldness – you ask!