Breakthrough DNA: 8-Profit Activators You Can Trigger in Your Business Right Now: Jackson, Dean

image

WHAT´s ABOUT

A very simple - yet powerful way to think about you business as 3 areas with some again simple but critical key action points .

1-  the Before Unit is in charge of finding, identifying, educating and motivating people to come into your business for the first time.

2- , the During Unit delivers the experience that people have when they’re doing business with you, starting from their first contact with you.

3-  the After Unit is all about nurturing lifetime relationships with all of the people who already know you, like you and trust you, so that they do business with you again and so that you can orchestrate referrals.

This really make sense when you are a maker in charge of every aspect of your business ( Coaches, Startups CEOs , Independent professionals ) but even is you are selling a product that someone else will deliver , is wise to keep involved so they still see you as their champion and you will profit from it

Is a very actionable , very current and make sense kind of book . Go for it and specially put it in practice

WHY IT MATTERS to Sales -

I love the analogy of thinking like a chess master; taking that first step in a sequence of events that within 2 or 3 more moves will end up with your prospect meeting with you

Profit Activator #1: Narrow Your Focus is about segmenting ..or building laser focussed value propositions

In Profit Activator #2 the author advocates the use of direct outreach to deliver that targeted value and defines what parts a sales message must have in order to inspire customer´s actions

The third Profit Activator is all about leading people through your sequence so that when they are ready to buy, they will buy from you.The information you are providing them creates the trust and rapport you need to actually close the sale

Profit Activator #4 shows you how you can present your service or product in a way that makes it effortless for them to get started.The relationship flows through the path with less friction , specially in the beginning.Making it easy to get started further increases the trust and rapport you have with your prospects, and makes it easier for them to say yes to every next step in the sale.

Profit Activator #5 is about mapping out the customer experience or matching their needs to your product ( for sales people if the positioning , as in Saleflows.io ) so they can become your advocates - referrals

Profit Activator #6 is a golden reminder that little things done after the sale for the customer can have an outsized effect.

Profit Activator #6 is about long term vision, for your business .. again like a chess player or as a subscription SaaS .

KEY POINT/s

Profit Activator #1: Narrow Your Focus and Select ONE Target (at a time)

Most of time Pareto law applies and he top t20% of your customers or clients are providing 80% of your profits. So you pick ONE target market, and make DOMINATING that target market your absolute focus. Then, when youʼre dominating that single target market, move on to a second target market, and start dominating that one too!

Profit Activator #2: Use Direct Response Offers to Compel Prospects to Call YOU

So this is another way to say Inbound Selling- give them targeted value to attract them

Your direct marketing efforts will be to convince your prospects that you have some information that would be insanely valuable to them.

Your messages should have 3 important attributes:

(1) a compelling title that

(2) really articulates what they really want

(3) in a way that they’re compelled to call and get that information.

They see that it is completely and exactly what they’re looking for. So, they feel safe to call, or signup, or do whatever they need to do to access that content.

Profit Activator #3: Patiently and Systematically Educate and Motivate Prospects to Meet You... When They’re Ready!

The third Profit Activator is all about leading people through your sequence so that when they are ready to buy, they will buy from you.

Most people aren’t ready to buy from you today. Your job at this point is to provide educational materials to them in order to help them make the best decision possible. However, embedded in that education will be the motivation to actually make the decision to make the purchase you want them to make, and to make it with you

Profit Activator #4: Present Your Unique Service Offer an a Way That Makes It EASY to Get Started

Your During Unit starts when you have your first meeting with somebody who’s motivated to move forward and do whatever it is that your business does.

I would argue ( and I include it in my sales coaching sessions) that making it EASY does not start in the 1st meeting but even earlier - any interaction not matter how small should follow the principle of the reducing - minimizing friction . The relationship flows through the path with less friction , specially in the beginning

Making it easy to get started further increases the trust and rapport you have with your prospects, and makes it easier for them to say yes to every next step in the sale.

Profit Activator #5: Deliver a “Dream Come True” Experience Designed from Your Client’s Perspective

Profit Activator #5 is about mapping out that customer experience so that the end result will be that people that are so excited about you and your service that they’ll want to introduce that experience to their friends and family.

One of the best client experience design exercises is to ask two simple questions.

1. What does everyone LOVE about [insert your category here]?

2. What does everyone HATE about [insert your category here]?

So that make sense in you are in charge of the product - but even if not use it as a positioning exercise - to build sales value propositions that relates to the core pains of each of your Stakeholders . ( Obviously to scale it that you need a system like salesflows.io )

Profit Activator #6: Provide After Sale Service. Even After You’ve Already Been Paid

The most successful people in any industry know a secret - that little things done after the sale for the customer can have an outsized effect.

Here’s the key - people will have the most opportunities to refer you in the period right after the sale.

Profit Activator #7: Nurture Lifetime Relationships and Focus on Lifetime Value

It’s the least expensive portion of your marketing mix. It’s the one where you can have the biggest impact with the least amount of money, because they already know you. And in many cases, you’re the incumbent provider of whatever it is you do.

So is about long term vision .. again like a chess player

Profit Activator #8: Orchestrate Referrals by Giving Your Clients the Opportunity to Feel Great

The second part of the After Unit is orchestrating referrals. Orchestrating referrals is about really doing things, saying things, and communicating in a way that make referrals happen on purpose. Everybody gets “passive” referrals, but this is about making them happen on purpose

The biggest adjustment in your thinking is realizing that the REAL reason people refer is not as a favour to you, but they do it to make themselves feel good.

BUT...in order for that conversation to turn into a referral...three things have to happen.

1. They have to NOTICE the conversation is about [something related to your business].

2. They have to THINK about YOU.

3. They have to INTRODUCE you into the conversation.

The moneymaking idea is to be aware of what those “high probability” conversations are, and make sure that your clients know EXACTLY what to do to introduce you into the conversation.

In conclusion

Is a very actionable , very current and make sense kind of book . Go for it and specially put it in practice