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Most of us are just in normal markets that are growing a normal amount and the nice thing is if you're in one of those markets

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You can still make a tremendous amount of money

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Welcome to the game where we talk about how to get more customers how to make more

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Processor and how to keep them longer and the many failures and lessons we have learned along the way

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I hope you enjoy and subscribe

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Good morning everyone. What I want to do is share with you the three things that will have the biggest direct impact on how much money you make

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All right, and so these are the three biggest levers for growth in a business three big

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levers

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For business growth all right

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Going up all right the first is going to be your market all right, and so the reason that

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Investors look at this stuff is because they know that if you put a great entrepreneur in a bad market or a bad market or a

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A bad entrepreneur in a great market the market will usually win and so let me tell you a quick story about this to illustrate this point

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so one of my friends

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Lloyd owned a

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A great tech company and he started a probably a decade ago and they grew

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Pretty quickly and then it sort of plateaued and then it started to go down

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And he was trying to figure this out and he was struggling with it and he called me up one day and he was like hey, dude

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What do you think the issue is with this?

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And I was like dude you're you're selling your software to newspapers because that was his exclusive customer for his his ad product

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And despite having an amazing offer and being a great salesman

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Because there was a zero risk offer for them. He only just revshared with them despite both of those things

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He was not able to grow because he was in the newspaper market

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Which was shrinking by 25% every single year over eight years that he had the business right

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He still has it to the side

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But for eight years he was trying to figure out what was going on

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He looked at every single piece of the business except for probably the most obvious one

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Which is the market itself

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And so what I want to introduce you with these three that levers and that's the first one is the market

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Is you have to do these from the top down all right if you were in a horrible market

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It doesn't matter how good your offer is it doesn't matter how good your persuasive abilities are

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You probably you will not be able to outpower a bad market

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And so the way I look at these levers is is this going to be a plus is it going to be

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You know a neutral or is it going to be a negative right and so as long as your market is not a negative

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And is either a neutral or a plus you can move on to the second lever for business growth all right the second lever

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Is your offer all right and what I mean by that is

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What you literally giving a customer in order to transact with them all right?

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This is the the the products and services that you offer in exchange for money and and the terms and under which you offer them

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And what they need to do to redeem them all right that is in essence what an offer is all right

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And so these are the terms the price etc and what they get now if you were in a normal market or a good market

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If you're in a good market it doesn't matter right if you were you know selling toilet paper during covid it didn't matter

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what

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What your offer was or how persuasive you were which is the third one

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You were just you were in the right market at the right time and you're gonna make a ton of money right

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But most of us are in this market most of us are just in normal markets that are growing a normal amount

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And the nice thing is if you're in one of those markets you can still make a tremendous amount of money

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By offering a unique offering and a good product right and so the offer is going to be the second thing

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Now if you have an incredible irresistible offer then more people will say yes

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And you can make a tremendous amount of money

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But again here you can have an amazing offer you can have a normal offer you can have a shitty offer right and as long as you do not have a

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A shitty offer or a normal offer you can move on to the next one all right, which is the third big lever

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All right, which is persuasion all right, so some people are naturally good persuaders. They're good

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They're good marketers. They're good salespeople

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And the thing is is that each of these is more important than the rest all right so it goes from the top down

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So I'll give you some examples if I were in an amazing market

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It doesn't matter if my offer persuasion abilities are good. I'll make a ton of money

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If I'm in a bad market, it doesn't matter if I'm in a good persuasion and good offering

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I'm not going to make any money and so basically you can just move from the top down and check these off your list

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And so most of us are going to be here in this normal market right a normal market

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You serve dentist your serve chiropractors. You serve normal people who are in pain. Those are normal markets

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They're not growing. They're not shrinking. They're just normal right

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We'll click wise you guys already know that I don't run any ads on this and I don't sell anything

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And so the only ask that I can ever have are you guys that you help me spread the word so we can not more entrepreneurs

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Make more money feed their families make better products and have better experiences for their employees and customers

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The only way we do that is if you can rate and review and share this podcast

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So the single thing that I have to do is you can just leave review

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Let's take 10 seconds or one type of the thumb

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The absolute world to me and more importantly it may change the world someone else

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Now

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From there we move to our offer

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Now the thing is is that this is typically the easiest lever on any business

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To grow the business because any business if it takes a little bit of time to go from a normal offer

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To an amazing offer you can't really go from a normal market to an amazing market with your business unless you change your entire business

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But with an offer you simply can repackage the value proposition

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How you charge and the terms under which you offer your services and you can move from having a normal offering or a subpar offering

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To an amazing irresistible offer. I call them grand slam offers and the reason I call them that is because grand slams are both very rare and very good

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But the difference between baseball and businesses that when you have a grand slam offer

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You can knock the ball so far to the park you can win for a thousand years

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And that's the difference right in baseball you can only win four runs no matter how good your offer is in business

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You go in for life

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And so making the actual best offer is going to be the second biggest lever on your business

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Now let's assume that you've got a great offer now if you have crap

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Persuasion skills you'll still make money if you have normal persuasion skills

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You'll make a lot of money if you have fantastic persuasion skills

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You'll make a tremendous amount of money all right

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Which leads me to the next piece. So let's assume that you just have a normal offer not an amazing offer

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All right, then it takes us to our third portion here

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The only way if that is your scenario you're in a normal market you're normal you have a normal offer

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The only way for you to be hyper successful

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Is to develop persuasion abilities and so that's learning how to market and sell how to acquire customers through multiple channels

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Right

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And so the thing is is that this one is usually the most difficult to acquire in my opinion

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It takes a lot of time takes a lot of effort takes a lot of volume to a lot of practice a lot of failure in order to get good at this

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All right, and so if I'm looking at a business and I'm trying to grow it

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The first thing I'm going to do is check this off is just say like are we making sure that we're not in a bad market

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And we're at least in a normal or good market you'll know if you're in a good market believe me

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Like I said if you're selling toilet paper code 19 if you're selling hot dogs outside of a baseball stadium

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As soon as the game wants out you know you're in a good market right but most of us are here

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So as long as I'm not in a bad market I move on to the next one

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And so if I'm looking at the business I say okay, what is the current offering what are we doing in exchange for money?

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What are we giving clients right where the terms the agreement?

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What's the price point and what are they getting in exchange?

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All right, and so then what I will do is shift the business

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From here in this direction to create a grand slam offer and the beautiful thing is this can literally take a half a day

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Maybe a day right where you just recombine

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Repackage reposition rename the offers change the terms under which you you make you you offer your businesses and services and products

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And overnight you can take a normal business to an extraordinary business by doing this one thing

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All right, and then finally

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The last thing that you can do is you can develop all the skills of persuasion. So

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If you're looking at the entrepreneurial journey my recommendation for most people is I start here

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This is the first thing I will do the second thing I will do is get them to focus here

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And on proving the skill and going from a normal salesperson a normal marketer to an exceptional salesperson marketer

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Because they should already be being reasonably successful because we fix the offer first

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And then

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Move up to the top of the biggest lever and say now that we understand how to make amazing offers

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How to persuade people in masses now

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Let's go find a market that we know we can apply this skill set to that we think is going to crush it

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So right now if your business is not growing

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It might be because you are lacking one two or all three of the levers that create success

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And so if that hopefully that found it you found that valuable hopefully you can think about your own business within this context

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Am I in a great market a normal market or a shrinking market is my offer insanely compelling is it normal or is it bad?

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My or my persuasion abilities exceptional can I acquire clients at the staff of my fingers whenever I want

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Do they come in kind of semi consistently, but you know, I can't really grow it

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Or do I have no idea what I'm doing and I get people I get people on the phone and I can never get money right and so if you can rate yourself on these things

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Then you can identify where you have opportunities for growth and then follow these steps to get to where you want to go

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So hope that you found value in that hopefully that was cool

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In terms of in terms of framing how growth and the biggest levers that exist in business overall

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And keeping awesome and I will

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See you on the flip side. Bye