The Revenue Growth Habit E-Book

Alex Goldfayn

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Veröffentlichungsjahr: 2015

Beschreibung

800-CEO-Read Sales Book Of The Year for 2015 | Forbes 15 Best Business Books of 2015 |

“The chapters, (46 of them in this 256 page book) are quick and concise, and it is easy to pick it up anywhere and find a nugget of easily actionable advice, but the kicker is that the actions he recommends are also quick and concise, so that we can accomplish them in the few bursts of spare time we all have left.” – 800CEORead.com

“Follow Goldfayn's brilliant advice and you will have an endless supply of customer testimonials, spontaneous referrals, and new business, and it will compel you to buy a beautiful fountain pen and stop obsessing over social media. His advice simply works.” – Inc.com

Grow your business by 15% with these proven daily growth actions

Do you have trouble finding time during your hectic day to grow your business? Is your company stalled because you are too busy reacting to customer problems? Do you lack the funds to jumpstart an effective marketing plan?

The Revenue Growth Habit gives business owners, leaders, and all customer facing staff a hands-on resource for increasing revenue that is fast, easy, and requires no financial investment. Alex Goldfayn, CEO of the Evangelist Marketing Institute, shows how to grow your organization by 15% or more in 15 minutes or less per day—without spending a penny of your money.

Forget about relying on social media. Posting on Twitter, Facebook, and LinkedIn doesn't grow revenue, especially for business-to-business companies. The Revenue Growth Habit shows how to request and collect testimonials and how to communicate these testimonials to grow your business. You will discover how to write powerful case studies, ask for (and get!) referrals, grow your lists, and send a revenue-growing newsletter. Goldfayn also includes information for teaching your customer service people how to inform your current clients about what else they can buy from you. This proven approach revolves around letting your customers tell your story. There is nothing you can say about your products and services that is more effective than what your paying customers say.

How does it work? Each day, take one quick, proactive communication action that tells someone about how they'll be improved after buying from you. Choose from the 22 actions Goldfayn details in The Revenue Growth Habit. Each technique is fast, simple, and free. It only requires your personal effort to communicate the value of your product or service to someone who can buy from you. Personal communication—the key to the 22 action steps—will make your company stand head-and-shoulders above the competition.

Leseprobe

CONTENTS

Cover

Title Page

Copyright

Acknowledgments

Introduction You Deserve More Revenue

Download Revenue Growth Forms and Templates

Part One: The Simple Revenue Growth Process

Chapter 1: Revenue Growth Is Fast, Simple, and Free

Who This Book Is For

Your Today: Busy and Reactive to Customer Problems

Your Tomorrow: Proactively Growing Your Sales in 15 Minutes or Less Daily

It All Begins with Your Mindset

Ready?

Chapter 2: Here's What Your Growth Plan Will Look Like by the End of This Book

Chapter 3: Why Do You Work?

Part Two: The Growth Mindset—Change Your Thinking, Grow Your Business

Chapter 4: It's Impossible to Outmarket Your Mindset

Shift Your Thinking

Chapter 5: “But I'm Already Really Busy!”

Chapter 6: The Difference between Knowing and Doing

The Distance between Knowing and Doing

How I Lost 50 Pounds in Four Months

Chapter 7: The Mind-Numbingly Simple Definition of Marketing

Selling Pushes, Marketing Pulls

Chapter 8: The Only Meaningful Measure of Marketing

Marketing Is as Much Art as Science

Three Additional Useful Measures of Marketing

Chapter 9: It Really Is This Simple!

Chapter 10: Your Products and Services Are Much Better Than Your Marketing

Your Products and Services versus Your Marketing

Identifying the Quadrants

Chapter 11: “We Don't Like to Brag”

Chapter 12: Frequently Raised Resistance (FRR)

What This Resistance Has in Common

Chapter 13: Your Customers Speak More Positively about You Than You Speak about Yourself

Chapter 14: Marinating in Positivity: The Magic of Proactive Customer Conversations

Customer Complaints Find Us

But We Have to Go Get the Good Stuff

A Steady Drip

Pouring Cement on Your Relationship

What Happens When We Marinate in Positivity?

Part Three: 22 Fast, Simple Techniques for Revenue Growth

Chapter 15: What These 22 Revenue Growth Techniques Have in Common

They Are Communication Actions

One-on-One and Company-to-Many

A Focus on Quantity, not Quality

Snowflakes to Blizzards

Like Your Products and Services, These Communications Help People

These Techniques Are Simple

No Money Required

A Focus on Language

There's No Wrong Way to Do This

Do What You Like, Do What Works

Chapter 16: Choreographing Your Revenue Growth Dance

Chapter 17: Growth Technique #1: The Art and Science of Getting the Testimonial

Telephone Is Best

Five or 10 Minutes, No More

The Good Customers, not the Angry Ones

Setting Up Your Customer Conversation

Starting the Conversation

Permission to Record

Note-Taking

Key Questions and Follow-Up Techniques

What Your Customer Doesn't Talk About

Obtaining Permission to Share Testimonials

There Is No Wrong Way of Doing This

Chapter 18: Lessons from a Sample Customer Interview

The CEO and Owner

Lessons from This Customer Interview

The Testimonials

Revenue Language: Testimonials

Chapter 19: Growth Technique #2: Don't Be a Tree Falling in the Forest—Communicate Testimonials

Communicating Testimonials Internally

Rule of Thumb: Everything that Leaves Your Office Should Contain a Testimonial

Where to Communicate Testimonials

Chapter 20: Growth Technique #3: Create Short, Powerful Case Studies

A Case Study Comes from Customer Interviews

The Four Parts of a Good Study

Sample Case Study

Chapter 21: Growth Technique #4: Communicate Case Studies to People Who Can Buy from You

By Email, One-On-One

By Email, to Your List

By Postal Mail

Create a Powerful Book of Case Studies

Chapter 22: Growth Technique #5: The Million-Dollar Question—This One Technique Can Grow Your Business by 10% Immediately

Ask Yourself This Simple Question

A Slight Increase in Awareness Catapults Sales

How to Increase Your Awareness Percentage

How to Ask the “Did You Know” Question

Who Should Ask?

Strategies for Systematizing the Did You Know Question

Chapter 23: Growth Technique #6: How to Get Referrals

Don't Use the Word “Referral”

Request Referrals by Phone or in Person

Referral Technique #1: Connection to Another Company

Referral Technique #2: Internal Connection

Referral Technique #3: Plant the Seed, Harvest the Fruit

What to Do When Somebody Gives You a Referral

Finally, Call the Referral ASAP

Chapter 24: Growth Technique #7: The Power of Owner Calls

Chapter 25: Growth Technique #8: The Seven-Figure Follow-Up Process

Chapter 26: Growth Technique #9: The Magic of the Handwritten Note

Why Send Handwritten Notes

Chapter 27: Growth Technique #10: Communicate with Your High-Potential Small Customers (HPSCs)

Chapter 28: Growth Technique #11: Create Your Own Social Media—Relentlessly Grow Your Lists

Where to Maintain Your List

Components of a Good List

The Good List Core Four

Adding Others to Your List

Assign a Keeper of the List

Just…Start

Chapter 29: Growth Technique #12: Categorizing for Revenue Growth—How to Organize Your Lists

Five Examples of List Categories

How to Use Categories

Chapter 30: Growth Technique #13: Send a Wildly Valuable Newsletter to Your List

Your Newsletter Should Be Brief

Your Newsletter Should Be Seen as Valuable

Ideal Newsletter Frequency

Newsletter Structure

Total Time Investment

Email or Snail Mail?

Chapter 31: Growth Technique #14: Growth by White Papers

Chapter 32: Growth Technique #15: Turning Trade Shows into Revenue

Chapter 33: Growth Technique #16: Host an Unforgettable Event for Customers and Prospects

Chapter 34: Growth Technique #17: Speak(er) the Truth—You're the Expert

Speeches to Business

How to Write Speeches

Chapter 35: Growth Technique #18: Conduct Webinars That Bring New Business

How to Put on a Good Webinar

Chapter 36: Growth Technique #19: How to Grow Your Business with Videos

Rules for Effective Revenue Growth Videos

What to Create Videos On

How to Create Good Videos

How to Share Your Videos with Customers and Prospects

Chapter 37: Growth Technique #20: Public Relationships—How to Leverage the Media for Revenue Growth

Your Media Plan

Chapter 38: Growth Technique #21: Price Increases Are a Growth Technique!

Chapter 39: Growth Technique #22: The Single, Most Important Website Edit for Revenue Growth

Chapter 40: Growth Techniques by Job Title

Part Four: Executing the Plan

Chapter 41: Action Is Everything

Chapter 42: How Perfection and Procrastination Kill Revenue

Chapter 43: Why 15 Minutes? Because It's Enough to Grow Your Business Dramatically

Chapter 44: Introducing the 15-Minute Marketing® Planner

The 15-Minute Revenue Growth Planner

One Action a Day

Be Specific

Timing and Tracking

Chapter 45: What Sets My Most Successful Clients Apart (Accountability)

Accountability Details

Chapter 46: Grow Forth and Execute

Appendix Workbook for Launching the Revenue Growth Habit

Index

End User License Agreement

List of Illustrations

Figure 2.1

Figure 4.1

Figure 4.2

Figure 4.3

Figure 5.1

Figure 6.1

Figure 6.2

Figure 6.3

Figure 10.1

Figure 10.2

Figure 10.3

Figure 10.4

Figure 19.1

Figure 27.1

Figure 27.2

Figure 27.3

Figure 27.4

Figure 44.1

Guide

Cover

Table of Contents

Begin Reading

Part 1

Chapter 1

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The Revenue Growth Habit

The Simple Art of Growing Your Business by 15% in 15 Minutes a Day

Alex Goldfayn