How To Build A Business That Works | Brian Tracy #GENIUS

number one reason for success is people focus on things that have high potential consequences number one reason for failure is people focus on things that have low or no potential consequences exactly what joe was saying earlier the famous drucker quote very worst use of time is to work entangling on something that need not be done at all i've dedicated my life to being a small and medium-sized entrepreneur and i've devoted the second half of my life to helping other people to be successful small and medium-sized business owners and carl schramm of the marion and ewing coffin foundation the preeminent foundation on entrepreneurship wrote an article in the wall street journal two days ago and what he said was that there have been very few empirical studies into what actually makes an is a successful business that most of what is taught in the entrepreneurship faculties of the universities is nonsense in fact if you he said that there's something at 1 687 professors of entrepreneurship and their primary focus is drinking their own bath water and telling that entrepreneurs have to have a business plan and if you have a business plan you'll be successful and they spent two years in their faculties teaching people how to set business plans and 49 out of 50 businesses are started without a business plan including some of the most successful businesses in the world today so we are now just starting to learn what we really need to do to build successful businesses and what joe is doing here is absolutely marvelous because it can save you years of hard work and hundreds even thousands of hours of hard work to understand how to do it much much faster to shortcut we say there's always a learning curve in anything and what we want to do is we're going to jump the learning curve we don't want to spend years and years learning what we need to learn to reach a certain level of income and so i've majored now in the last few years on doing seminars and talking and books and articles and programs for owners and would-be owners of small and medium-sized businesses now i've got 45 minutes so i'm going to have to condense what sometimes i share in seminars for days but i understand you're some of the smartest people in the world so that you can take a lot of information in a short period of time is that true did anybody not understand the question so i'm going to try to bottom line several of the concepts one of the first concepts which i thought was interesting was a little story that was in the papers uh recently warren buffett who is one of the richest men in the world and bill gates who is the richest man in the world and bill gates senior were at a dinner party and the three of them are good friends and they were talking and uh a gentleman came up to him and said you know i was looking at you and you gentlemen are very successful what would you say is the most important quality of success and all three according to a bystander all three broke off their conversation and turned and simultaneously said focus focus is the most important requirement for success in our fast moving world today if you can focus you can succeed and if you cannot you cannot it's almost a black and white thing well i thought that was interesting because the way joe and i met is i put together a program some years ago called the focal point program which basically brought in business owners like yourselves and taught them to focus and we spent three years going through every single aspect of life get 82 exercises that dealt with family and business and marketing and product and service and competition and positioning and it was focus focus focus and my offer which is not as good as joe's but my offer was that you will double your income and double your time off within 12 months or there'll be no charge for this program and i never had to give a refund in fact many people doubled and tripled their income within 30 days just by learning to focus and just by thinking in terms of focus so it's really really important i read an article about myself it was a very successful entrepreneur in new zealand and the article was sent to me last week i'm reading this article he said the turning point in his life was when he went to a brian tracy seminar and learned how to focus he was broke he was unemployed he had no money and he walked out of the seminar a completely different person and he had written goals he then looked around and as it happens he saw an article on coffee shops and starbucks success in the united states and it said coffee shops are good business to be in because more and more people like the idea of a specialty coffee shop and if it has a wi-fi then they go there it becomes a social center and so on he knew nothing about coffee and before the dust had settled he owned 80 coffee shops in australia and new zealand and then he says he got into a divorce and i had to sell it for 50 million dollars to share the proceeds with his wife but he didn't sh did not share he did not sell off the worldwide rights to it so he's rebuilding anyway his point was at the end of the article they said well what would you say to aspiring entrepreneurs who want to be successful and he said just two things he said focus and fail fast focus and fail fast learn quickly try something new and i thought i'd just pass that on because it's sort of what i have discovered over the years is the faster you fail and learn the faster you succeed you actually learn to succeed by failing you know thomas j watson's famous line if you want to increase your rate of success you must double your rate of failure because success lies on the far side of failure well over the years i've done a good deal of reading and i came across a concept that i want to share with you and we were talking about this a little bit earlier and the concept is the question is what is the most valuable and highest paid work that you do it's a really interesting question because when i heard the question i didn't know what the answer was what do you think the highest paid and most valuable work is that you do and the answer is thinking thinking is the most valuable work now i am the best selling author in the world in time management also on goals also on some other subjects but but i began studying time management about 30 years ago and i came across a word in my studies and the word was consequences and what it basically said is that something is important if it has big potential consequences and something is unimportant if it has low or no potential consequences number one reason for success is people focus on things that have high potential consequences number one reason for failure is people focus on things that have low or no potential consequences exactly what joe was saying earlier the the famous drucker quote very worst use of time is to work intently on something that need not be done at all and one of the things that is holding back entrepreneurs business owners is killing them by the way and it's wiping out an entire generation it's this obsession with technology i see people that are walking with their phone it's almost like drug addicts that are mainline they cannot stop staring at their screen they cannot stop pushing their buttons i hate to say there are people in this room that had that problem but uh the fact is that this obsession with looking at the screen and staying connected is killing people because it stops them from focusing you cannot focus if you are distracted like an attention deficit disorder dog so you're constantly ringing and responding to bells almost like a crazy person in a in a toy factory and so so just as a quick aside if thinking is the most important thing you do because of the consequences of thinking determine the entire quality of your life then the quality of your thinking determines the quality of your life and so the more time that you spend thinking and thinking well and thinking clearly the more successful you are over the years i've worked with some very powerful people billionaires and multi-billionaires people who are on the forbes 400 list repeatedly over and over and i've had a chance to be with them during crises and what times where something was happening that was serious it was a it was a major problem and i noticed that they all had one quality in common is they all went calm it's just they went people around them were angry and upset and worried about what happened and who did it and so on and they would just go calm almost like like like a pond would go gone and they knew and i learned later i didn't know why this was i admired it but i didn't know why it was is that when your mind is calm your your entire cerebellum the thinking and deciding brain functions at the highest level like turning up all the lights on a dimmer switch it's functioning like a christmas tree but when you get upset and angry what happens is your thinking reverts to your limbic or emotional system and your ability to think clearly diminishes dramatically and you make a lot of mistakes that's why when you are facing a difficult situation you have to use every skill trick game whatever it is stay calm and that's why they teach you to meditate and they find that meditators in business are far more successful because they they can automatically trigger their mind into the calm of meditation when they're facing a crisis it enables them to think with greater clarity now a couple of years ago a man named daniel kahneman a very fine man from from reading him uh who won a nobel prize in psychology and neuroscience uh wrote a book called thinking fast and slow and this book it was a very esoteric book and i don't recommend that you read it it's 500 pages of hard slogging i will give you the essence of i will give you the essence i do the reading pass it on i will give you the essence of the book he said that there are two types of thinking there's fast thinking and slow thinking fast thinking is intuitive it's instinctive it's automatic it's reactionary it's i think of it very much as how you would drive through busy traffic you're not giving a lot of thought you're just interacting he said the other type of thinking is slow thinking and slow thinking is where you just slow down the thinking and take time to think through issues now if an issue has little or no consequences then you can think quickly you know what do you have for lunch what do you pick up on your plate from the buffet uh where do you park your car these are the the the consequences of these decisions are almost non-existent but if it's a major issue then you say wait a minute this requires slow thinking here is his contention that made the book a bestseller is that the biggest problem that people have is that where they should use slow thinking they use fast thinking and entrepreneurs are extremely guilty of that as we make important decisions that have long potential consequences in turning including affecting the lives of people and costing money and even leading to the bankruptcy of a business we make those decisions with fast thinking when in reality we should be making them with slow thinking now i'm a great drucker fan as many people are and mike was saying something about hiring the right people and hiring the right people to work with you is very important and the biggest mistakes you make is hiring fast you hire people quickly the best the best decisions you make are we really take your time to hire slowly and peter drucker said that fast people decisions are invariably wrong people decisions hiring an important person for an important job has tremendous potential consequences so therefore you need to take a long time one of the things i teach which is in my book how to hire and keep the best people is a simple rule that will increase your hiring accuracy to 90 and i've taught it to fortune 500 companies and they make it a rule within their companies to use brian's rule is to this is the you cannot hire except by doing this and i didn't invent it i just studied the hiring practices of the companies that hire the best people and keep them the longest and they all at the beginning have a certain process that they follow and they follow it religiously no exceptions and so their accuracy in hiring goes up to 90 or or better um because they think more then the interesting professor at the university of san diego last year wrote a book on sort of not sort of thinking fast and slow but it was on decision making what he said is the longer that you take to make an important decision the better the decision will be the higher quality decision and lord acton once said when it is necessary when it is not necessary to decide it is necessary not to decide in other words he the professor said buy as much time as you can for a decision put it off if you can put it off for a day a weekend a week a month put it off some of the best decisions that you make will be decisions that you will allow to steep for a while like water and tea so thinking is the most important thing you do we call it thinking fast and slow so remember anything that is important that has long-term consequences is a candidate for slow thinking discussing it with other people sitting quietly going for a walk letting it ruminate in your mind sleeping on it you know they say if it's a big deal sleep on it so there's three thinking tools i want to give you and then seven ideas so the three ways of thinking which i start off the first way i start off every seminar is what i call zero-based thinking and everybody who knows me for any period of time knows that i harp on this zero-based thinking is comes from zero-based accounting where you instead of increasing an expense in the next accounting period you ask should we be engaging in this expense at all now with zero-based thinking you look at your entire world and you ask this question knowing what i now know is there anything that i am doing that i would not start up again today if i had to do it over this is one of the greatest thinking tools i've ever learned because in a time of turbulence you always have an answer for this question each person has an answer some people have multiple answers there's lots of things that they're doing today that knowing what they now know they wouldn't get into today they wouldn't start them up products they wouldn't offer people they wouldn't hire investments they wouldn't make and these are the greatest drags in life these are sort of like a sea anchor you know that you drop it and it drags it slows down the boat well how do you tell if you have a zero-based thinking situation and many of you were asked to write your problems challenged as opportunities the answer is stress is whenever you experience chronic stress it's something that buzzes around when joe's talking or somebody else is talking you're busy thinking about that you drive around and you think about it keeps you awake at night it's something that pisses you off it's something that irritates you and angers you and frustrates you whenever you have chronic which means ongoing continuous this is a candidate for zero-based thinking so you ask yourself the question if i was not now in this situation knowing what i now know would i get into it again today if the answer is no the next question is how do i get out and how fast how do i get out and how fast if ever the answer comes back that i would not get into this again today it's too late to resolve it it's over the only question now is how long do you suffer how much how much emotional suffering how much financial suffering do you make before you walk and so the most important requirement for practicing zero-based thinking which a lot of people don't like to practice is courage i call it the c word you need the c word you need to have the courage to look at every part of your life and say is there anything that i'm doing that knowing what i now know i wouldn't get into now the starting point of zero-based thinking is always with your relationships and those are both personal and business whenever i give in this talk by the way within a short period of time divorces take place all over that city people go home and say geez if i hadn't married this person i would never marry them again today and that's what's making me miserable and many people are working their heads off on the outside to achieve success but inside they're frustrated and unhappy because they're in a situation that knowing what they now know they would never get into so i call this a quick analysis and i'm going to ask you to do this for the rest of your life and to help other people do it k-w-i-n-k knowing what i now know do a quick analysis on everything do a quick analysis in my company what they we say is we look at every single person and on a regular basis and we say if we had not hired this person and they walked in today to apply for their current job knowing what we now know would we hire them if the answer is no they're gone that day there's a little rule by the way that in one of my books it says the first the best time to fire a person is the first time it crosses your mind and because after that it's only pain and suffering and if the longer you keep them in place the more likely they are to sue you and the longer they sue you the more it's going to cost so therefore if you if you find that you've made a mistake belly up to the bar have the courage to admit i made a mistake and cut your losses there was a great book by um an author called the zurich axioms some years ago and it was principles of success and anybody who's in finance has probably read the book because a very successful new york financier and he was talking about the gnomes of zurich zurich and whoever they are and the rules that they go by and he said the number one rule for success in in business personal lives cut your losses when you realize you made a mistake bad investment bad hire bad relationship cut your losses quickly and what do they say in las vegas you know cut your losses let your winnings ride so in life that's what we do and the faster you cut your losses fail fast the faster you can start doing things that are much more productive the other the second area has to do with every part of your business joel and i were talking about what i think is a revolutionary new field though it's not revolutionary and it's not new but it's business model innovation and it's based on the concept that whatever business model you're using today is probably obsolete uh if you're in any kind of a business that uses technology to market especially an information based business knowledge based business consulting services training anything else chances are your business is obsolete uh the way that you and and visit and the business model is your method your step-by-step process of generating profitability now there are some companies that struggle along struggle along struggle on then find a new business model and the next year their business is up five or ten times profits are just overwhelming they're living in big houses on the hill driving cadillacs and flying private jets and you say what on earth did they do they changed their business model and if you don't change your business model if it's the wrong business model two things are going to happen your competitors are going to come up with a new business model and eat your lunch and or you're going to go broke so it doesn't mean that your business model is wrong it just means that you must be open to the possibility that your business model is obsolete and that just means that there is a better business model there's a superior business model and your job is to find it and uh again there's no fixed answer to it but i think that this is a great area of thought i think this is a great area and it's sort of like a tool for you to have i wonder if i need to change my business model which is your way of generating sales producing and delivering products and services getting payments and achieving profitability well so coming back to the second is look at anything in your business look at your products look at your services look at your people look at the way that you advertise market and ask is there anything that you're doing today that knowing what you now know you wouldn't start up again today and the only question that you ever ask is does it work does it work does it work if it's not working and you and you can tweak it then that's fine if it's not working have the courage to admit this isn't working and abandon it now the third area has to do with investments in zero based thinking investments of time which people hate to lose someone said earlier that people hate to lose it's one of the greatest emotions we hate to lose time if we've invested a lot of time in a course of action a project a business a relationship the second is is emotion if we put a lot of emotion into a course of action a product course of study a relationship or money we hate to admit that we made a mistake and that what seemed like a good idea at the time has turned out not to be a good idea and knowing what i now know i wouldn't get into it and have the courage to cut your losses and run now the reason i teach this first is because you can't make any progress unless you clear the decks unless you get this 800 pound gorilla that's holding you back out of your life and then many companies that i've worked with literally transformed became multi-million dollar companies when everybody said all right we're going to go through and do a quick analysis on this whole company and realize that half the things we're doing and half the people working here are not the right people for us at this time and half the products that we're offering aren't selling and never will they've been replaced by better cheaper faster products in the marketplace so cut your losses what happens when a big big company gets into trouble they bring in a quick analysis man and he comes in with a chainsaw and he shuts down all the factories and all the stores that are not profitable and the company goes from profits to losses in one year anyway the second thinking tool that i teach people is a wpo thinking which is worst possible outcome in everything that you're doing always ask yourself what is the worst possible outcome of this course of action and what and can i survive it if it were to occur and uh if not what could i do to make sure it doesn't happen one of the number one reasons that we worry about anything in life is because of fear and when you ask yourself what is the worst thing that could happen in this particular situation and then if you could say all right if that happens i'll live with it then your worry goes away and your mind goes clear and calm and now you say now what can i make do to make sure that the worst does not happen and then you become proactive and you take charge of your life the third thinking tool i hope i'm not going too fast for it the third thinking tool is called the principle of constraints and it's one of the most important thinking tools ever discovered it says between you and anything that you want to accomplish there is always a constraint a limiting factor or a choke point that sets the speed at which you accomplish your goal so and i was just talking doing a teleconference and a few minutes ago so the question i said is let's always set the goal of doubling our income i'm going to double your income okay want to double your income then why isn't your income already twice as high now in business we don't think of doubling our income we think of doubling our profitability what we're concerned with is net cash flow we're going to concern with the amount that we take home to our family at the end of the day not the gross but the triple net so we say if i want to earn twice as much and everybody in here can and can and will earn two three four five times as much sometime in the future if i wonder twice as much why aren't i already earning twice as much and the number one reason for for most people is distraction so uh they're so distracted they're doing things of low or no consequences but we found the 80 20 rule applies to constraints 80 of the constraints that are holding you back from achieving your financial goals are within yourself and within your business they are not on the outside they are not the competition they are not the market they are not the people in washington or the taxes or regulation 80 are within yourself so the mark of the superior person is whenever they have a problem they say what is it in me that's causing this problem mike and i know this very very clearly what is it in me that's causing this problem uh in in illness by the way 85 percent of illness is psychosomatic as dennis waitley said it's not what you're eating it's what's eating you it's causing the problem uh and so the starting point and the first thing a doctor will tell you or a psychologist is what is it that you're not dealing with and you go back to zero-based thinking what is it that you have in your life that that you if you that if you had to do over you wouldn't do it so ask yourself what's holding you back and usually it's the quality of self-discipline or it's a skill now one of the things that changed my life forever was when i learned that all business skills are learnable you don't have to be a genius to learn any business skill you can learn any form of technologies mike has proven that with with his products you can take a person who's basically shoveling shoe polish in chibokan and teach them how to be technologically sufficient superior enough to earn a living from it every business skill is learnable and so i say what one skill if you are absolutely excellent at it in your business would help you the most to double your income what one business skill if you could wave a magic wand and wake up tomorrow morning superb in this area what skill would it be and you know when you ask that question everybody knows the answer they know what it is but here's the challenge you don't like the skill because it involves it rejection embarrassment ego potential failure loss you've tried it in the past you haven't been good at it but nobody asked you what would be an easy skill to learn they just asked you what skill would help you the most to double your income and here's what we have found is that most of us are only one skill away from doubling our income and all business skills are learnable and if you study the people who go from the top to the bottom in the fortune 500 or fortune 1000 they found in 25 years of research these people learn one skill at a time like climbing the ladder of success on the ladder of income like sniper one shot one kill they don't try to learn 50 skills they learn the one skill focus the most important skill and they get their company focusing on the one skill that can help you the most to generate sales and profitability hey i hope you're enjoying this video and i want to let you know that i have a new book that's come out and if you'd like to get it absolutely free there's a link below in the description or you can wait till the end of this video or you can simply go to joesfreebook.com and you can get a copy there i talk about what i call the greats the seven greats in business the the their and actually my three-day seminar has the ten grades but the seven the seven greats in business i'll give you briefly first of all successful companies have great leadership and leadership is the ability to get results but it's also the ability to allocate resources which means it's the ability to make decisions and to make hard decisions because if it were easy decisions everybody be a leader and everybody to be rich so making decisions using thinking slow thinking using long-term thinking is the critical job of the leader drucker says the first job of the leader is to ask what results are expected of me and then i add to that of all the results that are expected of you as a leader what is the most important result that you need to get to achieve the sales and profitability for which you are responsible one of the rules what we learn in business we never complain about anybody or anything in our business because we're the boss we're the ones who decided this we don't complain about your staff because you hire the person if you don't like the person get rid of them don't complain about them you just sound like an idiot you know it's it's it's like or it's like picking up food from the buffet down there and saying i don't like this food well i never have liked this food i've always hated this food well why did you pick it up well i don't know the fact is you never complain about something in your business if you're in charge of it if you don't like it change it if you don't want to change it shut up [Laughter] now which which allows me to jump actually forward is is one of the marks of superior entrepreneurs is that they're intensely solution oriented is whenever something goes wrong they immediately go calm and they say all right what's the solution what's our next action what mediocre people do is they say who did it and who's to blame how did this happen they're going to witch hunt and of course that makes them become angry and frustrated but superior executives when something goes wrong problem with a customer problem with money problem with bills problem with product delivery or defects they say okay all right how do we solve this what's the solution now here's a wonderful thing is your success in life will be determined by your ability to solve problems my friend colin powell said leadership is the ability to solve problems success is the ability to solve problems and how do you become really excellent at problem solving i just finished a book by the way called creativity and problem solving that amicom is publishing in new york at the end of this year it's because i did years of research on the subject here's the point is the way that you solve problems is simply to think about solutions what are all the possible solutions be intensely solution oriented don't go allow yourself to get bogged down negative upset unhappy about the problem and who did it focus on the solution and the actions that you can take and when you start to think about the solutions remember helen keller's wonderful line when you turn toward the sunshine the shadows fall behind you when you start thinking about solutions we could do this look at that and you could do this and i could do that we could do when you start thinking about solutions your mind goes calm your creativity turns on uh like lights you start to have more energy you start to feel more confident and so on are you with me so far thinking about problems makes you negative and shuts down your brain thinking about who's to blame is even worse but thinking about what you can do and the actions you can take put you back in charge well the second principle and i talked about the second the second grade is having a great product or service and this to me was wasn't is a revelation and it's so simple it stares you in the face but 90 of your success will be in business will be to have a great product in the first place and this is something that many people miss they think if i have a good product and i when i pay thousands of dollars and go to uh really clever seminars they'll teach me some marketing gimmicks and tricks so i can con people into buying it and they and they spend enormous amounts of time and money trying to advertise or market what is a mediocre product and i had a good friend mitch and mitch owned three first-class restaurants and he did no advertising for the restaurants and the restaurants were always full and when people said where do you want to go for dinner let's see if we can get into one of those restaurants and so i asked him i knew him very well because we worked in the same organization dr allard my mentor owned the three restaurants and and mitch was a part owner and he ran them and he could just start an excellent restaurant i said what is your secret to promotion how come these restaurants are always full and he said we always put it on the plate i said how do you mean he said we put superb food at good prices on the plate and just stand back and the restaurants are full all seven days a week and i always thought that's the key to success in business put it on the plate put it on the plate put the quality put everything into the product or service now the ink magazine does a story on the inc 500 the 500 fastest growing companies in america taken over a three-year period and every year they update it the last uh edition which came out a couple of months ago was showed that the number one fastest growing company was it grew forty two thousand five hundred percent forty two thousand five hundred percent unbelievable it grew so fast uh others grew 5 10 15 20 30 50 times in two or three years all new companies are reasonably new companies all companies started by people like the people in this room and they grew 5 10 50 20 100 times wow what was the key so they went back and they did had outside researchers analyze it and you know what they found is all the companies put it on the plate is every one of them was obsessed with quality and obsessed with quality as their customers defined it and they were close to the customer they were they were they're locked tight to the customer as i i was sharing um uh uh his um idea about um what was it called what was your wtc what did you say about customers well joel yeah think like a customer sharing that on my conference today think like a customer the very best companies think like a customer what do customers want what customers need and you know the key to success is make your customers happy and then make them happier than your competitors and then every single day wake up and think how can i make my customers happier and they went and they interviewed the ceos of the four of the 500 fastest growing companies and every one of them was obsessed with customers they thought about customers they talked about they visited customers they called customers they went and saw customers they personally responded to customer complaints they were just obsessed with it which again repeats that 90 of your success will be the quality of your product or service now how can you tell if you have a great product or service well it's a very simple test and this is the test that predicts your future more than any other test for the rest of your business career how often how many people after they have used your product or service turn to another person and say geez that's a great product jesus a great service geez that's a great company jesus are great people and how many people say this is a great product what percentage 50 percent 40 percent average in america is about 30 percent 35 percent top companies that companies like apple that come out with an ipod and iphone and an ipad people consume the product the next time they come out with an iphone they sleep on the sidewalks in rows of hundreds to be the first purchasers they come out with an ipad they sleep hundreds are sleeping on the sidewalks to buy it and pay outrageous amounts and then they start showing everybody else isn't this a great product and then they have apps look at this ah look what you could do with this app how many people have an ipod 5 an iphone 5. okay how many of you showed other people the panoramic thing how you can take panoramic pictures isn't that a great concept you know it used to cost thousands of dollars to have panoramic cameras that could take a panorama and now you've got it in your iphone as one of a 100 or a thousand different things you can do so people who buy their products become their preeminent sales people they're running around grabbing people and bothering them and showing them the product or bragging about the product in a movie by the way the movies companies only have enough advertising for the one weekend they could take big ads for one weekend to get people into the theater quickly after that the movie will either grow or die by word of mouth and your movies that are successful by word of mouth everybody's talking have you seen that movie if you said you got to see that movie honey i just heard about this movie at work let's go tonight you weren't even planning to go to a movie and you go there on tuesday night the theater is full have you had this experience you say and everybody's talking about it the most important key to our success so go back to the ink study and i'm looking for corroborations in the ink study they did had researchers say what is the very best place for a company to invest if they want to increase their sales and profitability and the answer came back after looking at everything else is invest in improving the quality of your product invest in improving the quality of your product make the product better and better and better make your customers happier and happier make your customers so happy i say that the key to success is to get your customers to buy from you first rather than from your competitor to buy again because they are so happy and to bring their friends and if that becomes your operating theme we could talk about this all day is get them to buy from you buy again and tell their friends then you're going to be successful you're going to be wealthy you're going to be respected and more than anything else you're going to be just as happy as you can be as nothing gives us greater joy than to make our customers happy number one is is become a great leader which means set clear goals be decisive take responsibility for results number two is offer a great product and never be satisfied with the quality of the product it's constantly strive to make it better in the eyes of your customers and here's one of the great revolutions in marketing which i think is so important is the very best companies the four stages of the epiphany the lean startup are going to their customers and saying how do you define a great product would you buy this would you pay for it do what you want more of what would you want less of what can we do to improve it they're even doing this with what they call the minimum viable product idea is they take a product idea to a customer before they even make the product and they work with the customer shoulder to shoulder to develop the product so the customer says this is a great product then they produce and market the product so number three is you want to have a great business plan but a great business plan simply requires that you think through on paper the critical aspects of your business and especially you analyze what it's going to cost what you can sell it for what kind of profits you can make who are the people that you will need uh there's a there's a great story of napoleon's generals all around this large table with maps of europe spread out and this is when his the french armies were conquering everywhere and they were talking about what cities are what what uh municipalities what duchies that they were going to attack with the army uh next time and napoleon would come in from his office which was nearby and he'd say what are you doing he said we're talking about we're going to move the army from here we're going to move it to there and so on and he'd say well gentlemen he said i'm afraid that we can't do it we don't have the horses and you've heard the expression we don't have the horses it comes from napoleon and what he was saying was that the entire army was driven by horses cavalry and horses to pull the wagons with the supplies and everything else and they could get more men by recruiting on the march as they did they recruited as they went through a village they recruited people join the army see the world that sort of thing during the arm you see the cannons but the horses those were scarce and so the whole success of the army was was determined could they get the horses that's why when when mike talks about getting the right people is where do we get the horses we got the ideas we've we know what needs to be done but where do we get the horses so these are the things that you think through in a business plan what kind of technology will you require and what will it cost to set it up and who's going to run it and operate it what kind of advertising publicity promotion will you require how much will it cost what kind of returns will you get so a business plan and there's many people i'm sure you have lots of business plan models that are quite common is a business plan forces you to think long term and to think slowly and you'll always make better business decisions if you think long term and you think slowly the fourth area has to do with having a great marketing plan and a great marketing plan is what you talk about all the time but there's a rule in advertising i used to work for a large advertising agency and the rule is the fastest way to kill a product a bad product is to advertise it or to market it is to find because if you market it what happens more people use it more people use it and are angry about it then they tell more people and the product dies so the fastest way to kill a bad product is to promote it and many people think oh no the way i can get my money back is i can sell it to people before they enough people know how bad it is no do we have confu we have the internet today everybody in the world can know how many troops appeared on the streets of the crimean with the balaclava mass on their face and they know that in three seconds i was just in russia where in russia they control all the media and they tell people that they that they were attacking the ukrainians backed by the cia are behind all the problems in the ukraine and the russian poor russian people just are are being sacrificed so i'm just sending in some of my troops to help protect our i said to my friend sergey i said sergey it's nonsense not a word of what you're saying is true it's totally false the only people in the world who believe what you're saying are people within russia who have no access to news on the outside anyway so i'm getting off track my point is that marketing means how do you attract people uh to your product or service there's a difference between marketing and sales you know what it is imagine that i were to say to you at midday this group i say is is anybody here hungry raise your hand all right that's marketing i'm interested in your product or service i'm interested in the product or service generally but anybody here like to save money make money lose weight be happy pick up girls you know whatever it happens to be then the second part is now i have a restaurant let me tell you why you should come to my restaurant to satisfy your hunger rather than to go to the competitors so those are the two it's the marketing is to attract people who raise their hand who are interested in the benefit that your product or service offers and selling the conversion is to get them to buy from you rather than from your competitors so they are very different functions you can't sell if you can't attract interested prospects so marketing is a very complex process and you guys talk about it all the time so you need a great marketing plan how can you tell if you have a great marketing plan the answer is you have a steady stream of interested prospects who are calling you emailing you coming in your door sleeping on the street in front of your business each night to get to be the first ones to come in in the data number five is you need a great sales plan and a great sales plan of course is a sale that consistently and predictably converts customers or converts interested people into customers now here's the rule if you have a professional sales process and all 100 of all successful companies have a professional sales process if you speak to the salesperson and working with an international company that has a branch in warsaw and if you speak to the sales person in warsaw or the salesperson in los angeles or the sales person in johannesburg 100 of them use exactly the same sales process the first contact will be a telephone contact to offer you a benefit and to try to set up an appointment and the words will be word for word the reason this company did this is almost went broke because everybody was selling their own damn way they would say whatever fell out of their mouths whenever they ran across a prospect and they realize that without a sales process we have a great product which they do that's killing them so they systematize the sales process their sales went up thousand percent if it's been proven that if you go from random selling to a proven sales process and of course you have to debug it you increase your sales 500 with the same number of prospects i've seen people get their closing rates from 1 out of 10 to 9 out of 10 by simply improving the sales process and so selling is really important it's one of the things we focus on now there's two more points that i want to talk about in terms of grace one is generate great numbers and this is one of the most important parts of business all business activities and results can be expressed in numerical form everything right down to the number of telephone rings or number of seconds it takes for a person phony to make connection with a person who can help them jeff bezos who as you see got best entrepreneur businessman of the year both forbes and fortune they're obsessed with measuring every single activity and they look at the seconds the number of seconds that it takes when we first bought from amazon they would advertise five to seven days ups today they offer one to two days max in cities like san diego where they have warehouses you can order in the morning it's delivered in the afternoon books tapes courses clothes it's zappos overnight they can deliver overnight because why is because they're obsessed with shortening the amount of time it takes to make customers happy and the short of the time customers really value speed and they'll pay top dollar for someone who'll make them happy faster it's just a they've they've determined that so look at the numbers what are the and the question is what are the most important numbers in your business what we teach in our longer courses about 35 numbers in any business some of them are unimportant some of them are extremely important and there's five to seven of those 35 numbers that are the a numbers and then there's one number that's the most important number of all and we call this or jim collins who wrote good to great calls it the economic denominator and when i started doing my coaching programs with entrepreneurs one of the first things we taught was to identify your number what is the most important number in your business the number that most accurately predicts your success and your future and most people get that get it wrong the first three to five times what is your number what is your most important number the number that you just basically obsess with all the time and uh one one uh company went from for whatever struggle written up in in in entrepreneur magazine went from struggling to bankruptcy and then a friend of his asked him what was your number what was the number you were focused on well we weren't focused on any number in particular we didn't even hardly keep track so they were just selling by gosh and by golly and at the end of the day they were bust he had to go home and live with his mother the age of 26. so he said no you have to pick a number so he sat down and he said hmm and he picked a number and it's called net contribution margin in other words exactly how many net dollars and cents do we make from each sale and then we compare those sales that's after 100 of every expense of cost of customer acquisition and lead generation and and delivery and everything else and then they compare those against the others and they re-emphasize in other words net contribution margin at this year they'll hit 100 million dollars in business and he's laughing he said changed our whole life to finally figure out what our number was so question i always ask people what is your number do you know do you know the most important number do you know what most entrepreneurs say sales sales everybody knows that just sales really what if you're losing money on every sale then the more sales you make the faster you go bust and you know that many companies are losing money on every sale because they don't they don't add in all the costs of the sale they leave out their own labor they leave out rent they leave out utilities they leave on delivery costs they leave out defects they think about packaging theft and so there's boy are we selling a lot yeah well how come you're losing more money every month did you see these companies by the way um that's announced they had 11 billion in sales last year they lost 3 billion and you see them all the time it's how could you how could you lose 3 billion if you sold 11 billion do you know why it's because they don't know the numbers and what they're doing is they're probably working harder and harder to sell more and more products at which they're losing more and more money and nobody sat down and done the attributable cost okay the last of the seven and this is the one i love and this is the future by the way the front end of business the first bookend is having a great product or service to start with the last is to have a great customer service experience and i cannot tell you how important this is this is what joel and i have worked on all of our lives make our customers so happy at the beginning and so happy with the product and happy afterwards it's the key to repeat business it's the key to rapid growth every successful company without exception is obsessed with taking good care of their customers once they get them and if they have a customer complaint the head of the company doesn't sleep at night they are so so upset about customer complaints they'll go out and personally visit them because the company president will phone an unhappy customer and talk to them because they consider customer happiness like tony shea to be the most important thing in the world what tony says is that we're not in the shoe business we're in the customer happiness business we just happen to sell shoes and if we were selling something else we'd still be in the customer happiness business what was that worth to tony sold it for his idea translated into zappos sold it for 1.2 billion dollars and took home 350 million not a bad idea make your customers happy does it work yes how often does it work 100 of the time so you'll find that the very best companies the ones that you really like and want to go back to are the companies that make you feel happy they make you feel good as a result of having done business with them they take good care of you and as a result you go back over and over again and you bring your friends so those are the seven greats that we talk about here great leadership great product or service great marketing plan great sales plan great numbers great business plan and a great customer service plan and if you have those here's the interesting thing is if you're missing one of them it's like dialing a seven-digit number if you miss one of them your company go broke miss any one of them you get or get them wrong get the wrong answer or miss it completely then your company goes broke so now we know scientifically basically more and more of exactly what you have to do to build a high profit business and the wonderful thing is it's all learnable you can learn any one of these skills anything i just explained to you is as simple as ditch water all you have to do is just say ah and what is it you think like yeah i could do that i could do more of that i could improve that we could do that okay i hope you found that video awesome and useful so if you want to get a free copy of my book i want you to click here and if you want to watch some more videos that will be useful and awesome click here go ahead they're over here do it now come on thank you watch

Channel: Joe Polish

Views: 85,836

Rating: 4.8970475 out of 5

Keywords: business, buisness, business ideas, business insider, business motivation, brian tracy, entrepreneur, business acheme, business intelligence, Business stamina

Id: MN7yfV4UuCI

Length: 49min 43sec (2983 seconds)

Published: Tue Feb 09 2021