Five Steps to Small Business Success

5 Steps to Inspired Culture Change

1. Inspired Product
2. Inspired Leadership
3. Inspired Market
4. Inspired People
5. Inspired Marketing

1. Inspired Product

If the product is crap, don’t proceed to step 2. It’ll waste energy and time. Sell your product to just one person and if they don’t sell it to ten more within a week, go back to the design table. All the marketing and strategy tricks in the world will only add cost to your business if the viral side of business culture doesn’t work.

The greatest advocates of your company products and services are your employees. Are they buying, selling and promoting your product. Go to GM and look in the car park.. how many employees are driving new cars? If you sell pharmaceuticals, look in the drug cabinet of your employees and see if they are using your brand, or no brand. I guarantee that if your employees aren’t loving what you make – the clients won’t buy.

If you are in the garden business do you have a gazebo in the back yard, a place of refuge you built yourself out of scraps of trees you chopped? If you are a party hire business do you have parties? Are they outdoors? Do you use what you sell. The old days of not walking your talk are gone.

2. Inspired Leadership

Love is infectious. If the team, group, business or family leader is not in love with the whole space of what they do: the clients, the products, the suppliers… you’ll pay double, have twice the overhead, make twice the mistakes and have triple the stress you need. So, if there’s a product people love and on sell, then leadership becomes the next critical element.

3. Inspired Market

I designed a web site that I love. When I asked my clients what they thought they loved it. But when I asked someone who was not a client, but who could be a client, they hated it. So, be aware, marketing has two functions: Convince existing clients they did the right thing and provide the platform for new clients to enter your world. Miss the mark on either count and you’ll be working twice as hard as you need to.

4. Inspired People

Once upon a time we valued the energy people put into creating something. We’d go meet the tailor, the shoe maker, the gardener, the designer. Now, we use people we’ve never met, don’t care about, somewhere in the antipodes of China or India. As long as we get the result, we think – “who cares” – but that’s not realistic. People matter, how we treat people matters. Those people are sales staff. They sell you, your business. I’ve sold tens of thousands of books, most were not mine, they are the books of people I meet, books that really sell some idea. I’m a salesman for people I get inspired by. If I love the book and disconnect with the person, there’s no way I’ll promote their book. Its the same for any business.

5. Inspired Marketing

Spend 50% of your marketing on existing clients and 50% on getting new ones. Include your suppliers, staff, and support teams in marketing. Social media functions on “Like” and if you don’t hook into that “like” nothing happens. It’s called “emotional appeal.”

Ok?

And Last But Not Least…. Remember to love what you do and do what you love.

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