master of the moment
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SECTION II
SECTION III
SECTION I
Chapter 4: The Doctors Ofce 13
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experiences his rst small businessSEC
TIO
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was perhaps a little more rm than usual,
saved me from nancial ruin, but what did
of the ofce.
then... I became selsh. If my business was
just to keep the company aoat. My cell
impossible to fulll on. Expensive mistakes
ipped through radio channels, searching
Hard toSay Im Sorry
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unlock
dotted the corners of the oor where a
nger on the menu, apparently trying to
The same old questions ooded my
the rst ve years. At the time, I hadnt
long since passed my ve-year mark. It
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LESSON FrOm ThE rOadSIdE CaFE:
Whatever successful small businesseswere doing to grow, chanceswere pretty good they were using
computers and the Internet to do it.
come directly from a ve-and-dime store.
happy with that. Like me when I rst started
Een so, ee is te lesson I lene fote osie cf: tee sccessfl sllsinesses ee oin to o, cncesee pett oo te ee sin coptesn te Intenet to o it.
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the public library had their doors ung
you nd the one you want?
nd new buyers.
out didnt sound like the best way to nish
the same road that left me near nancial
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LESSON FrOm ThE hINgE-LESS
wOOdEN bOx:
Whether others considered mea failure or not, one thing about
me had not changed. I was anentrepreneur. And if I could justgure out the secret of small businesssuccess, Id start again. I had to. Itwas in my blood. But this time Idstart smarter.
wete otes consieee file o not, one tin ot e not cne. I s n entepene. anif I could just gure out the secret of smallsiness sccess, I stt in. I to.
It s in loo. bt tis tie I sttste.
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The Doctors Ofce
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week nally gave me a chance to start
So, Mr. Jenkins, the doctor said, nally
Business owner, huh? It gures. Why
Four or ve.
prescription lled. Come back and see mein a month or two and well gure out what
you said it gured. Why?
barely shut when a nurse itted in. Well
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LESSON FrOm ThE dOCTOrS OFFICE:
To succeed I needed to discover
how to become the doctor not thereceptionist. I needed to spend myenergies working ON the business,
not IN it. Otherwise what was thepoint of owning my own company?
three piles of paperwork on the oor. You
ipped it in my direction.
I walked out of the doctors ofce
doctors ofce might have been making
to go golng, and closed his ofce when
spent at the ofce and deducted nancial
oneTo sccee I neee to iscoe o toecoe te octo not te eceptionist. Ineee to spen eneies okin ONte siness, not IN it. Oteise t ste point of onin on copn?
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the doctors ofce, the receptionist
back into the ofce and demanded
grumble her way back into the ofce.
The man looked up briey and
nd a place to park.
Are all of these thermoses lled with
had to sacrice a pair of jeans to learn it,then I had to sacrice.
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LESSON FrOm ThE NaChO ChEESE:
The old way of doing things nolonger works. Not if you want to growyour business. Success is going to
be found in adopting new ways ofmarketing and selling.
A brief moment of hope itted through
te ol of oin tins no
lone oke. Not if o nte to oo siness. Sccess s oin to efon in optin ne s of ketinn sellin. bt I not se I kne t tene s incle.
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was
talk to one of our nancial ofcers.
attention rst. Then, when Mr. Anderson
But along with the typical ofce items, this
rolodex. This rolodex lled an entire corner.
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LESSON FrOm ThE rOLOdEx:
Like the nacho cheese salesman,the bank was suffering from the oldways of doing things. I was startledby the lack of ingenuity from a bank
and instantly resolved never toperform unnecessary, manual tasksagain.
Like te nco ceese slesn, tenk s sffein fo te ol s ofoin tins.
I s sttle te lck of inenit fo nkn instntl esole nee to pefonnecess, nl tsks in.
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Selling a light tan, everyday suedesectional couch. Its about four years old.$600.
I dont know why we bought it in the rst
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LESSON FrOm ThE COuCh ON
CraIgSLIST:
With millions of people living inL.A. County, there was bound to
be someone who wanted a couchfor $600. We just needed to ndthat person. We needed to sort
through the semi-interested andmildly-interested and nd ourenthusiastic buyer.
wit illions of people liin in L.a.
Cont, tee s on to e soeoneo nte coc fo $600. we jstneeded to nd that person. We needed tosot to te sei-inteeste n ill-interested and nd our enthusiastic buyer.
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morning from the Yosemite Valley oor.
dont you nish it?
The rst signs of daybreak had peaked
pulled a miniature water lter. I wandered
A water lter of course. The ofcial
more warnings to avoid drinking unltered
failed to pack a sufcient amount of water,
Id nearly nished relling my canteenwith clean, ice cold, puried water when a
ll my canteen?
the newly lled canteen to our rst
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LESSON FrOm yOSEmITEShaLF dOmE:
Its one of the great marketing truths:people buy when they are readyto buy.
deciding not to nish the hike, had greedily
down
Why didnt anybody stop and ll up with
Itsone of te et ketin tts: people en te e e to .
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I as we adjusted and tightened rst this
After the fth company, and the fth
gure out that my father had understated
how The Moorings made the rst positive
reminded me very much of our rst
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LESSON FrOm SaILINg ThE brITISh
vIrgIN ISLaNdS:
Te tken te tie to il relationship with me rst. And myepeience s ette ecse of it.In n s I stte to eet notilin ette eltionsips it on pospects n cstoes.
te tken te tieto build a relationship with me rst. And my
epeience s ette ecse of it. In ns I stte to eet not ilin ette
eltionsips it on pospects ncstoes.
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LESSON FrOm ThE ONE mONThaNNIvErSary:
For the only true value of a smallbusiness is in the value of itscustomers and prospects.
my company. Back to the ofce. Back to
Here you are Mr. Jenkins. A checkfor $50,000. The rest will be wired to youraccount within two weeks.
spent the last four weeks trying to nd. Sure,
Fo te onlte le of sll siness is in te leof its cstoes n pospects.
Indeed it was the rst emotion to well up
It came a month too late, but nallyall the keys
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SEC
TIO
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II
protably.
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I sold nacho cheese, gave water
to dozens of thirsty hikers, sold my
couch, and took my wife sailing for
our anniversary.
entirely ctionalized, the basis of each story
Caf and Doctors Ofce were anecdotes
ofce, increased customer complaints,
other difculties. In most cases, managing
Te bttle wit Tiegrowing
time at the ofce. The desire to expand his
customers, nd leads, close sales, and pay
onnished working in
Te Lck of resoces
rungrow
grow quickly and protably, youll wind
resources are insufcient for sustaining the
at least mention
a POwErFuL marKETINg PLaN
ofce or the number of employees you
Unfortunately, many business owners nd
a FuLFILLmENT PLaN
halt if you have no way to fulll the needs
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ne
eistin
marketing and fulllment plans, these other
The Know-How Decit
could
sh farm. Lots of shiny things to chase
o
growth is difcult to achieve doesnt mean
will nd yourself on the road to unlimited
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Yesterdays entrepreneur is not
Todays entrepreneur. Although
they have many of the same
characteristics (passion, vision,
risk taking, determination) their
challenges are completely different.
signicant portion of small business owners
Ol ws of Sellin dont wok
in the parking lot, but ghting my wayinto the ofces of cafeteria and food
effort to nd a nacho cheese provider.
Ol ws of mnin Contcts
dont wok
benet.
And where is the efciency? When the
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Ol Contct metos dont wok
(including les, pictures, and all kinds of
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In fact, of all the marketing and sales
techniques that have been touted
in recent years, this one will have a
bigger impact on your business than
any other strategy you might use.
I oin to eel one of teost poefl secets fo sll sinessot.
Te mste of te moent
People b wen Te ae reto b
think
family. And nally, once your thoughts
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or service today. The benet of letting ourminds wrap around an idea rst is that, as a
Ill show you how in a minute, but rst lets
People Like to b, bt Te dontLike to be Sol To
People b Fo Tose Te Like
n TstThere was one specic example in the
However they were not the rst people I
After a half dozen calls, I nally contacted
the benets of sailing, and called to see
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difcult to include a generous tip or want
oating out of this place. At which point
says, See, Im about ready to take ight
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When rst starting their companies, most
toconsistent, effectie, le e follo-p.
business for a while. In her rst few months,
ofcer.
the time the neighbor got around to nding
To compete in this age, to make
your business grow, you need a
new method for bringing in more
customers and prospects.
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yo Cnt Peict te Fte
to ll their needs.
important role to ll in your business. YOUls
Te Ne w bils Lon Lstin(Protable) Relationships
someone else is ghting for the attention of
that theymight not know about.
always nd a way to keep in front of your
they nally make a purchase.
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what your rst-time customer will feel like
for high priced radio ads, youll nd more
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The key to small business growth
relies heavily (if not implicitly) on
computers and the Internet.
rst lesson Robert Jenkins ever learned... the
experience was the rst story included in
Te se of coptes n te Intenet scopletel eoltionize te sllsiness ones ie n ne teiot.
Te Intenet hs Cete NeConse
around town to nd what they needed.
Sll bsinesses he moePospects aNd moe Copetition
can easily drive to your ofce. Thanks to the
your advantage, this seeming benet could
Copte Sstes he Stelinedtses n Pocesses
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rolodex or ling cabinet doesnt work.
individual emails or sort through les to nd
technologys nest achievements at yourngertips.
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When I wrote this it was with one
purpose in mind... to share the
extraordinary power of automation
with every small business owner I
could. And if I achieve nothing else
with this book, I hope at least to
achieve that.
ltite
the small business gauntlet they nd
more than that... they nd the time, tools,
Te Poe of atote Follo-p
the benets of automation, rather thantracking their request, nding and sending
Once this visitor lls out the webform with
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The prospect goes to their email and nds
Hey, I hope you enjoyed the freereport. Did you know that product x doesexactly what the report suggests?
peeteine,peitten, pesonlize
a postcard the rst week, an email the
communication owing, the better off
Te Poe of atote Pocesses
simplied. With the right system you can
and set up notications for failed credit
words, your billing becomes a simplied
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Te Poe of atote Tsks
But that doesnt mean it has to be difcult
add signicantly to your sales (without
prospect data into specic lists?
communication, and more prot. And a
only a few of the benets an automated
business can be simplied, time-reduced,
will nd ways to make your business more
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business owner who nds themselves in
help you to signicantly grow your business.
might nd some success running manual
grow quickly and protably.
rst hand. Join us for a FREE, online demo
yo cn esil ie eo of oketin totion softe t:.infsionsoft.co/eo
maSTEr OF ThE mOmENT
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prots, and grow your company.
S
EC
TIO
N
III
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Follo-p Sccess mnl
.infsionsoft.co/otons
genete moe Les
Sple 1:
Sple 2:
Sple 3:
Sple 4:
Sple 5: Dentist Prots Lead Gen WebsiteSple 6:
Sple 7:
Sple 8:
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Sple 10:
Sple 11:
Sple 12:
Conet Pospects to Cstoes
Sple 13:
Sple 14:
Sple 15:
Sple 16:
Sple 17:
Sple 18:
Sple 19:
Tips n Ies 1:
Sple 20:
Sple 21:
Sple 22:
Tips n Ies 2:
Sple 23:Sple 24:
Sple 25:
Sple 26:
Sple 27:
Tn Cstoes Into rin Fns
Sple 28:
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Sple 37
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Sple 41:Sple 42:
Sple 43:
Sple 44:
Sple 45:
Tie It all Toete
To access the Success Manual (whereyou will nd proven marketing samples,templates, and ideas) go to:
www.infusionsoft.com/motmbonus
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when he rst logged on with a Prodigy
primarily to the massive inefciencies
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