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Starting At Step 4

Written by: Laura Posey

Article Overview: It happened to me again. I was meeting with another small business owner with exactly the same problem as at least 1000 others I’d met with. In the course of our conversation, it became clear to me that she wanted to start at step 4.

Starting At Step 4

It happened to me again. I was meeting with another small business owner with exactly the same problem as at least 1000 others I’d met with.

In the course of our conversation, it became clear to me that she wanted to start at step 4.

Step 4 is the actions/tactic stage of the sales and marketing process and it is where almost everyone wants to begin. It’s the step where you get to do something that feels like progress.

This is the step where you stat networking, put up a website, send a newsletter, make cold calls, etc. It is the step everyone wants help with. Step 4 is where you go searching for a new tip, trick, or technique to close more sales. As this person said, “How do I turn interest into cash?”

My answer to her is the same one I’ve given countless other people in seminars and courses over the years.

Start at Step 1, do Steps 2 and 3 and then Step 4 and the cash takes care of itself.

Step 1 is figuring out what you want to accomplish. How much money do you want to make, how much does your product cost and how many people do you need to reach your goal?

Step 2 is figuring out which market is large enough and wants your product badly enough to make it worth your time to prospect for them.

Step 3 is crafting a message that so clearly and passionately communicates your value to your market, they want you as soon as they hear it.

Step 4 (finally) is figuring out how to get that message to your intended market in the most focused, effective way possible.

If you do all of those four steps IN ORDER, you’ll end up with a client and get to Step 5 where you spend your time developing stronger relationships, repeat and referral business.

It’s kind of like making a meal. Most folks start cooking by searching the kitchen to see what is lying around whereas the best cooks start with a picture of the perfect meal in a cookbook, then they create a list, go to the market and finally come home to cook.

Preparation isn’t as interesting as cooking but it makes for better food.

Laying out your sales process isn’t sexy either, but it separates the average from the top folks every time.

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Article Tags: marketing, motivation, sales, sales tips, small business



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