The One Missing Ingredient That Will Transform Your Business Into A Money Machine

Key Takeaways

[Music] so in keeping with our theme of home let's actually look at I want to share with you the five top ingredients that I recommend to have to have a strong business architecture that is if you are below six figures all the way to I would say mid six figures that would be the business architecture for it above mid6 figure this totally still works but it's getting a little bit harder to maintain ingredient number one is having your brand Foundation that's the foundation of your home your mission your purpose by the way a lot of people have a mission but they're not on a mission I don't care that you have a mission on your website I care that you are on a mission and if your mission if I ask you what your mission is and you can't answer that to me to your team within a few words that are going to grab me by the balls it is not a mission I don't care for beautiful mission statements on websites I'd rather you not have that but be on one um what are your core values what do your brand stand what do you stand for what is your promise a promise prom is your measurable accountability what is it that you promise come rain or shine that will actually get people to go I'd be a fool to work with anyone else but you regardless of price what's your X Factor What Makes You Different what is your compelling story if I've you know gone through a tremend tremendous ordeal and I actually want to help the people that have gone through the same ordeal with my story they'll they'll gravitate to me without that story they won't they'll never know so what is your compelling story who is your ideal client and of course your marketing needs who is your ideal client he was uh DJ was talking about earlier about really niching right one good example that I have is this chiropractitioner or chiropractor either way um at a networking event always got up and said I'm a chiropractor and I'm looking for anyone with a spine exactly you get Giggles right but in the end will I go home and go I need to find 10 people with spines to give to Bob no I I the moment the giggle is over I'm done right I've um I went to see him and I said can you humor me for next time because this is this is painful what do you love to treat most he says I love to treat Whiplash I said okay so next week why don't you come and say I'm looking for people who have experienced Whiplash within the last six months 15 referrals that day do not speak to the whole jungle please you're you don't have enough money to speak to the whole jungle actually not because there's too many people to reach because nobody will actually listen and buy even the biggest companies they know they have millions of dollars to invest in marketing and they know that they're just going to invest it right here why conversion conversion conversion sales sales sales so do not speak to the whole jungle if you want to speak to Lions learn the lion lingo learn the Lion's problems and create tick butt solutions for Lions you might even get a few giraffes along the way and that's okay but you're not going to spend money going after giraffes and all the other animals in the jungle when you want to speak with lions does that make sense now I have an entire presentation on branding and on brand Foundation perhaps one day I can come back and and give that one number two oh no I've added a few slides for you guys tonight actually so here's the thing people don't buy what you do they buy why you do it and they buy whom you are being while you are doing which is your brand Foundation what you stand for the culture that you are building that is worth following this is an example of my brand foundation and I can you can have that slide afterwards but notice that my mission is not three paragraphs of boring blah blah blah I create holy moments that's what I do I create impact and I voice it out that way on my website I voice it out now that might not be the lingo you might use to you might choose to use and that's okay but that goes with me and my promise is Clarity pivotal shifts and momentum I happen to know that small business owners need that the most want that the most and I happen to know that that is what I do just by opening my eyes in the morning I I I create that by Nature quality is not a promise remove that from everything you do quality is a staple um in my in my 2006 travel year that I took I did a three-month road trip and wherever it said clean it wasn't so if you have to State the obvious you're going to repel all right now remember Danielle as a result of clarifying her brand Foundation which is Point number one of what we talked about so far she's tripled her business she's tripled her Revenue she's now doing the kind of creative works that she loves to do clients love to work with her and she's now taking six weeks vacation as a result of that just being clear on who she is what she does why she does it that way who she does it for and why should they care that the clarity of that brings thousands of dollars and incredible profit all right number two vision and planning that's the heating of the house the heating what actually fuels the business five-year Vision how many people here have a fiveyear vision awesome okay that's more than what I normally get in terms of a see you got to actually reverse engineer things you got to know where you want to be what do you want to be known for in five years what do you want to have had accomplish in five years then you will reverse engineer it okay in order for me to be there in five years what do what are my top five objectives for the next 12 months when you're clear about that then you go okay what are my top three goals for this quarter that's going to get me closer to my year that's going to get me closer to my five and only when you're very clear about your quarter plan are you ever clear about what you should be doing this week I'm not talking deliverables for your clients that's reactiveness I'm talking proactiveness on your own business how many people I'm telling you it's insane when I say they say to me in five years this is where I'll be I'm so excited and then five years later I see them and I go how's that plan of yours I'm so I'm so excited to see what you've created oh yeah well you know what life got in the way da well that's because they haven't reversed engineer it it's one thing to have a um a vision but you got to actually reverse engine engineer it to make sure that you actually deliver on it makes sense right okay all right number three is systems and processes I call that the wiring and the plumbing of the house lead magnet how do you attract prospects to your business and I'm not just talking online I'm talking anywhere how do what is your process for attracting leads what is your process for qualifying those leads whether work one-on-one with someone or not you still have to qualify somehow what is your proposal process how many coaches in the room or people that actually have to write proposals to win business very few okay um what's your onboarding process how do you onboard your clients in a consistent effective and scalable way completion a lot of people have a completion process now those are not all obligatory but most of them are renewal process followup process and nurturing process how do you actually nurture the people in your community to always give value always be up in front of them so that when they need your services or want your services they'll think of you first this is a beautiful little ecosystem and this is how you can actually double your Revenue without doubling your workload without that not going to happen this is where you can also add more value and when you add value people want to buy what you have to offer regardless of price now I want to share with you a couple of my processes who here uses infusion soft as a softw as a CRM or something equivalent okay perfect so I've got a system that actually I call it my push system I don't have to think I've designed my processes so they work the way I want them to work BAS on who I am and how I want to deliver remember my mission and my promise my systems have been designed so they deliver that and so they remind me to deliver that on a daily basis first when someone wants to work with me they first need to fill out A needs assessment online because I need more information I want to actually be helpful on the first call why because I want to create holy moments it reminds me to read the the needs assessment it reminds me to establish the fit right once I read that I can actually see if this is a fit if it's not a fit I will refer to someone who might be a better fit then it reminds me to thank the refer if there was one and it reminds me to move to the to the qualifying process because I qualify further there are more processes in this process but this is the gist of it and all of this gets pushed to me and it's just a matter of me doing what's in my agenda right so I don't have to think reinvent the wheel I create consistency and it's to totally scalable if I hire someone they follow the process and they just have to learn how to deliver it my way the second is the the qualifying process it reminds me to visit the prospects website to book a 20-minute phone meeting to discuss um share ideas and recommendation and of course if it's a fit move to the proposal process and then we go down the path that way but when you have that organized and laid out H it's so much more fun to operate a business because you actually have time to do what you're good at doing while delivering awesome services and products and um then of course the proposal process you write the proposal the people who write proposals here do you present them live to your clients sometimes sometimes every time you don't you have the potential of losing a lot of money so I encourage you to present your proposals live doesn't mean you need to be sitting in front of them you could be on a zoom meeting on a Skype meeting sometimes I use a tool called screencast or snag it um and I actually walk them through I I record my screen and I walk them through um that way you're able to foresee a lot of the objections that you would never know and never see if you let them read The Proposal at their own Leisure and notice that when you send a proposal sometimes that's when it's oh it was a rush to get the proposal to them but then three weeks go by and you don't hear after the proposal osal you alleviate all that eliminate all that and then that ecosystem includes eight nurturing uh eight systems that I find that have helped me greatly now John Waldo has increased his Revenue by 16 by 16 fold going from three grand a month to 50 Grand a month just by implementing four of these eight systems it helps you be more sustainable it helps you deliver more value syn ization failed I'm sorry all right let's go back to the house number four policies and boundaries that is the framing of the house what you expect of your clients what your clients should expect of you or can expect of you and what is your winning ritual who who was I talking to earlier about winning ritual yeah exactly what is your winning ritual you got to know you know if your best work comes out of you at 4:00 in the morning like Mah then do that a lot of people go against the grain of their their um their ideal ritual um Olympians they know exactly what they need to do how they need to do it why they need to do it that way and nothing comes in their way to make that happen treat your business like an Olympic medal you know you got to have your winning ritual in order to uh in order to succeed now what you can expect of your clients and what they expect of you before I start working with a client oh I laid the rules down do you do I look like someone who will just go and do just whatever whenever no I've got my rules I'm definitely flexible but and there's definitely a middle but I'm very clear about what I want what I don't want how I want to run my business because guess what it's my business and I'm going to run it the way I want it right and five key performance indicators who has implemented some key performance indicators perfect so I see that as the thermostat of the house these are the three basic Ones cost and time per lead how much do you spend in time and in money to get a new client if you do not know how much that's costing you I don't believe that what you have is a business but this this might be a big statement but truly this is what I believe you need to and a lot of people tell me oh well this impossible for me to know how much I'll spent no it is it is and you should know there's always a way can you believe that most people don't actually know their gross income was working with a client um a couple years ago and she was disappointed because her numbers seemed off from the previous year but she didn't really know and she said you know what I didn't work that much this year so I don't know Isabelle I'm not I'm not happy with what we've been doing together I'm think think ah well thank God I look at the numbers and thank God I've noticed that yes you're right you didn't work as much but your profitability increased by 19% now if you want to work double for 19% I'm not your gal right so sometimes you got to be aware of what your numbers are because what you manage now I was going to screw that one up what you what you measure you can manage I was going to do that around so very important to know and profitability ratio oh very little PE very few people know what their profitability ratio is all right Gap created different key uh key performance indicators to sell more clothes in their stores they figured out you know how there's people that always uh competition internally they want to sell you more clothes and they're always after you and it's annoying well they figured out though that instead of doing that when someone goes into a change room with five items of clothing there is a sale when they go in with less than five items of clothing there is most likely no sale so key performance indicators are not always about money or about different you know about yeah about money they're often about different things that that can actually give you more insight as to how you can do better increase revenue and increase profitability question so far good to go all right Christina is a designer here in Vancouver she's doubled her Revenue as a result of having implemented and monitored a few key simple um strategies and key performance indicators so again what you measure you can actually manage now this I'm going to go back one slide here this is what it looks like this is what it looks like to have a strong business architecture unfortunately this is what I see most of the time you see all these little red X's there I call that business suicide and the little green check marks that you see I'm sorry but I should have actually put yellow there because it's really rare that I see really good green check marks so when I'm hired I look under the hood and I look at what's working well what's not working well and what's missing in order to create some business that is sustainable profitable and fun because what's the point if it's not fun business is a game by the way right it's a game and you choose to play that game however you want it so might as well play the game with your own rules if it's your own game let me remind you why people start their business because they want more freedom more flexibility and more money while doing it their way and doing it with full of red X's will kill you before time I've said that many times I can not say it enough so I want to show you the results when you do have a strong business architecture so now you know what it looks like now I want you to feel what it feels like to have a proper business architecture you'll attract ideal clients that will gladly pay you more money and beg you to take them on I have a client recently that said to me this this got me to raise my prices without even opening my mouth and this was a beauty and this doesn't happen every day but it'd be really nice if it did he said to me so my strategy days at the time was $3,500 for the day he said to me Isabelle I don't remember are your strategy days five or 10 grand I was honest I said they're not 10 five it was instantly um there's a client as well that waited three years to work with me three years she wasn't ready I said to her go get your financial house in order um all the way from here to here not from here to there but from here to here and then now she could have gone with anyone else that probably would have been less expensive or less of an investment than me but she waited so when you're clear about all this magic happens and people wait to work with you 10 times your finances 10 times your business 10 times your marketing 10 times your life hit the Subscribe button now