Those who read my stuff may automatically think of the philosophical, mental and emotional aspects of life and business that I write about. However, in my previous career as an analyst I had opportunities to study, evaluate, automate, document and revamp different types of systems. That is why I also like addressing the tactical side of business — business processes.
The best processes are simple, therefore easy to teach and remember. They should also be well-defined, so there is little margin for error. This blog describes a marketing system, which is being used with tremendous success by a direct marketing company in the VoIP industry. It borrows philosophies from people like Jim Rohn and Ray Kroc, including three important wealth-building principles — residuals, leverage and duplication.
Since I’m not afraid of failure, I am going to try something that is probably foolhardy for a blog Website. I will attempt to give an executive summary of all four processes that comprise this marketing system. (The details are covered in the company’s proprietary training materials and presentations.)
“V” Is For Visibility
Every business requires visibility. You can’t make money behaving as an undercover agent. People have to know about your business.
- Prospects — Start by building a list of warm prospects, that is, the people who know you. They will have a natural interest in your new business and possibly want to be part of your success. Later, referrals, word of mouth and networking will produce a steady stream of new prospects.
- Pique Interest — This is your “elevator pitch,” a very short statement about your venture to stimulate interest followed by a question to find out if the prospect is open to learning more about it.
- Professional Introduction — The final step is to edify your mentor/trainer who will help you set the appointment. The role of a rookie is to be a professional introducer. Repeat steps 2 and 3 until the allocated time slots or venue are full.
“O” Is For Opportunity
The objective of this process is to expose prospects to two opportunities — saving money and making money. The “1-2-3 Business Briefing” includes three parts: 1) Summary and timing of the two opportunities; 2) Compensation plan; and 3) Distributorship requirements. The presentations are usually done in person, but can also be done remotely via video phone or by playing the company DVD.
“I” Is For Instruction
The best way to learn is by doing. For this reason, this instruction process combines learning with action. The steps in the company’s “1-2-3 Business Launch” process are as follows:
- Become your own customer — The adage, “You can’t drive a Ford and sell a Chevy” defines a principle that applies here as well. Step #1 helps develop confidence and familiarity with your product line and the on line sales transaction tool. Save money, get paid, and learn all at the same time.
- Have a Grand Opening — Every business has some sort of grand opening event to create visibility (see: Visibility Process.)
- Commit to Training — The business world is constantly changing. Training helps you stay current and keep your axe sharp.
“P” Is For Practice
There’s an old joke about a guy who is lost in New York. He asks a stranger, “How do I get to Carnegie Hall?” The stranger replies, “Practice!” There is another joke about a lady who was nervous about seeing the young doctor because he refers to his business as a “practice.” Coincidentally, the three steps of this process are: practice, practice, practice!
Business processes are fun to study, at least I think so. I wish I could take credit for these, but I can’t. Invented decades ago, this system has been reworked and refined countless times my many, then adapted and refined again by the founders and builders of this particular company.
© Copyright July 2008, Clancy Cross. All rights reserved.
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