Building a Business with No Expiration Date!
This is not for the AVERAGE businessperson.
For the majority of business people, THIS WILL NOT EVEN MAKE SENSE.
IF YOU THINK BEING IN BUSINESS IS ABOUT YOU AND WHAT YOU CAN GET…STOP READING NOW, AND GO READ SOMEONE ELSE’S CHAPTER!
This is for those who want to be MORE…who want to become a person of total influence…WHO WANT TO DO MORE…who want to leave a legacy of hope, difference and inspiration for others AND FOR THOSE WHO WANT TO GIVE MORE – those who want to develop a mindset of “GIVINNOVATION!”
If that is you…answer the following questions…your success, your future business life, your future personal success and your legacy lies in the answers to the next six questions.
Questions to ask:
- Are you doing what you love?
- Have you mastered your message to the point of skillful art? Have you turned the art of communication into the science of remarkable results?
- Do you want to make a dent in the universe?
- Are you selling dreams or products?
- Are you creating insanely great experiences for your customers?
- Do you believe and live out the premise that your whole purpose is to make the lives of your customers better? …PERIOD!
If you answered NO to even one of those questions…keep reading!
These six questions are the foundation for the success of Steve Jobs and Apple. They created the mindset that allows anyone to move from a businessman with a “job” to a PURPOSE-DRIVE ENTREPRENEUR, from a business that has an unsure future to a business with NO SHELF LIFE and NO EXPIRATION DATE!
I truly believe we are living in the best time to start, build and grow a business. The factors have never been more difficult in the eyes of your average entrepreneur. The reality is …the opportunity has never been more open, the gap never greater, the void never emptier, the timing never more perfect! All you need to do is SEE the opportunity, STAND in the gap, FILL the void, and HAVE THE COURAGE to start! There has only been one other opportunity almost as great as the one we have right now, …THE GREAT DEPRESSION! The Great Depression produced more millionaires than any other time in history! I believe we are positioned to produce more billionaires than ever before. That thought is only for those who dare to approach business from a different philosophy. That thought is only for those who dare to redefine innovation; that thought is only for those who DARE to live out their purpose!
It doesn’t matter if you are just starting your business, been in business a short time, or you have a successful business, NOW IS THE TIME TO ACT!
Does Your Business Have an Expiration Date?
Sometimes as I speak to men and women about their businesses, they give me a funny look when I talk about their business ‘strategy’ and not their business ‘plan’. I ask, “Does your business have an expiration date?” They come back quickly with the response, “Of course not!” I then ask, “How are you planning for your business to extend long after your personal date has expired?”
I don’t believe these people have ever thought about being a purpose-driven entrepreneur or creating a business with no shelf life.
USA Today has an article on Bill Cosby with the headline… “Bill Cosby Prides Himself on Comedy that has No Shelf Life.” The entire article is about how timeless his comedy is!
What are things that come to mind when you hear the term, “No Shelf Life?” Here are some examples of no shelf life and must be used immediately:
- Coconuts. Young coconuts are perishable. They virtually have no shelf life.
- Cask ale has no shelf life and is highly perishable.
- Expensive caviar has no shelf life.
On the other side, items that have no shelf life and can be used indefinitely include:
- Real black gunpowder has no shelf life – if stored properly!
- Rechargeable flashlight batteries – if re-charged correctly have no shelf life!
- Distilled spirits – an unopened bottle has no shelf life.
“Shelf life” from Wikipedia is defined as the length of time that foods, beverages, chemicals and many perishable items are given before they are considered unsuitable for sale, use or consumption.
There are a few differences to think about: “Shelf life” has to do with quality. “Expiration date” has to do with safety. “Service life” has to do with the unexpected lifetime or the acceptable period of use in service.
The United States Department of Defense (DoD) Shelf-Life Program defines shelf-life as: The total period of time beginning with the date of manufacture, date of cure (for elastomeric and rubber products only), date of assembly, or date of pack (subsistence only), and terminated by the date by which an item must be used (expiration date) or subjected to inspection, test, restoration, or disposal action; or after inspection/laboratory test/restorative action that an item may remain in the combined wholesale (including manufacturer’s) and retail storage systems and still be suitable for issue or use by the end user. Shelf life is not to be confused with service-life. (Service-life is defined as: A general term used to quantify the average or standard life expectancy of an item or equipment while in use. When a shelf-life item is unpacked and introduced to mission requirements, installed into intended application, or merely left in storage, placed in pre-expended bins, or held as bench stock, shelf-life management stops and service life begins.)
The questions we face are two fold as purpose-driven entrepreneurs!
- How do we create businesses that have no shelf life?
- How do we develop products that create a service life that becomes a legacy?
I call this the LIFETIME SERVICE MANAGEMENT MODEL.
This model has allowed me to build my business from no customers to over 500K in year one. It can help you do the same and more! The model has three components: customer acquisition strategies, customer retention strategies and core story. If you have been a part of any marketing experience you will recognize these terms. What is different is the simplicity of how I look at these and how I approach them. The concepts themselves are not rocket science…the application is!
Let’s build the mindset first! The foundation to make this model work is critical. Most people are not willing to make the investment of time and effort. I have spent from hours to days helping entrepreneurs to develop and get this part right. The rest of the model is easy once the foundation is in place.
- Make sure your vision and purpose is crystal clear. This will come out of the process of developing your core story. This is also the foundation for your unique brand. This alone sets you apart from everyone else. Steve Jobs said passion is the fuel for the rocket, but vision directs the rocket. I so remember when he spoke to the gentleman at Coca Cola. “Do you want to sell sugar water or change the world?” We know how the story went, …can you articulate YOUR vision in less than 10 seconds?
I am committed to giving one million people their voice. To one million people living out their life purpose, to one million people changing the lives of one million more. - Are you truly committed to the core concept as PURPOSE-DRIVEN ENTREPRENEURS? Our job is to make the lives of our customers better. The best way to do that is to share what you have learned and comfort those with the comfort you have been comforted with. What you have learned in the dark share in the light!
- Become a strategic communicator at all three levels – content, delivery and interaction. Jobs mastered his message. This is not optional!
Have You Mastered Your Message?
Master the key concepts in customer acquisition and customer retention:
- Build Trust
- Build Relationship
- Build Engagement
These concepts are what make up the LIFETIME SERVICE MODEL.
- Everything you do should drive to one of these goals. In the book, “God is a Sales Person”, author Mark Stevens makes the comment, “People buy trust before they buy a solution, tool or product!” Think about people you do business with. You have a mechanic, barber, hairdresser, dry cleaner, plumber, doctor, realtor or car dealership that you only do business with! You trust them. I raise Clydesdale horses as a hobby. Several years ago, I wanted to buy a wagon for the horses and found one on the internet in Canada. I spoke with a gentleman for 45 minutes. We had a tremendous conversation. I bought the wagon. I sent the man a check because I trusted him. The day my wagon arrived from Canada to my home in North Carolina he called me. He built trust and relationship! Our number one goal every day should be to build trust with our family, friends and customers!
- Build relationship – people do business with people they like! Your question is how do I build the LIKE-ABILITY FACTOR? Your core story builds the like-ability factor! This links to the second level of my selling model, ME TOO!! Think about those times when you met someone, had a brief conversation, walked away and said, “WOW! I am just like them or we have so much in common.” Certain fraternities create this, the Marines, attending the same school, having a similar experience like cancer, or families with special needs. These things create automatic relationships and ME TOO factors!
Remember “people want to be part of something bigger than themselves.” We all have a natural place, fit or connection to give back. One of my favorite old pieces of wisdom is “comfort those with the comfort you have been comforted with!” Much like today, businesses want to do business with companies that have a green initiative. This is the same principle. People want to do business with people with whom they share a common experience, concern or philosophy. One of my clients does a huge amount of work in education. My commitment to reaching youth, to give them the belief of following their vocation, makes for a solid partnership. One of my recent clients was involved in the Big Brother Big Sister program. This again made a perfect link with my youth program. Today we are doing business together! The result – high likeability factors on both sides, being a part of something bigger than ourselves, high engagement factors and a lot of “ME TOO.” - Build engagement! Engagement is the ability to get the listener, customer, guest, client, student, and prospect to listen, respond and interact! This should be done through our face-to-face meeting, over the phone, and web presence. If our customers are engaged, they should be saying, “Tell me more!” They should not be saying “Is it over yet?”
CUSTOMER BUILDING STRATEGIES
CUSTOMER RETENTION STRATEGIES
YOUR CORE STORIES
The situation today for most individuals, entrepreneurs and business owners is how do they separate themselves from the pack? How do I gain the continuous edge in everything I do?
Most business owners will race out to buy the newest piece of technology, fancy process or system. Some will invest thousands of dollars in the shiny new thing believing it will give them the new edge. They keep missing the most powerful tool and concept which they have at their fingertips.
I have seen large corporations send their sales people through fancy training courses to learn new strategies for gaining customers. Most employees look at it as the flavor of the month. They never embrace the training. It eventually falls to the wayside. They go back to doing exactly what they have always done. The end result is getting the same thing they have always GOT!!! Sales people have a natural way of doing their selling. We never teach them how to tap into it. We force them into processes and systems that don’t allow their authenticity to come forward! We don’t teach them how to leverage their most powerful tool in every interaction and selling situation. This is a global condition. This is not a local problem!
The complication is that entrepreneurs, business owners and VP(s) of sales organizations are missing the mark with their customers. Cost of sales keeps going higher, customer loyalty becomes an abstract idea and customer service becomes a process – not a reach-out personal relationship.
Business becomes TRANSACTION BASED, NOT RELATIONSHIP BASED!
Business becomes PROCESS BASED, NOT AN ONGOING EXPERIENCE!
Business becomes a ONE WAY FLOW, NOT A MUTUAL EXCHANGE OF SERVICES!
Business becomes a CONSTANT HUNT AND CONQUER, NOT A DEVELOPMENT AND NURTURE FOCUS!
The question then becomes how do I separate myself from the pack of the masses? How do I win the race in business not once, not twice, but every time? How do I create the experience where people seek me out? How do I become the magnet people want to do business with? How do I create a relationship with people that exceeds loyalty?
HOW DO I BECOME THE GURU OF MY TOPIC, AREA, BUSINESS AND NICHE?
I believe your core story is your competitive differentiator. Your core story creates the uniqueness that only you have. Your core story gives you the competitive advantage that no one else has…IT SETS YOU APART FROM EVERYONE ELSE! Your core story allows for authenticity. Your core story is your secret weapon!!!
Through this chapter I want you to do two things as you read: one, become aware of the benefits of a core story. Two, begin to visualize using your core story in every aspect of your business!
Here is what I know you will find: you will find you can approach your business from a total different perspective, “a purpose driven” perspective. You will find you have uncovered an untapped natural market that demands only you. You become the magnet. You will find people seek you out; referrals become a marketing machine on steroids! Most importantly your uniqueness and authenticity is your competitive differentiator! GURU STATUS IS ACHIEVED!!!
In this chapter, I will cover the concept of people buy from people, the mindset shift of empowering others but not impressing others, and the three levels of selling.
The correct order is: one – sell yourself, two – sell your solution, tool or product, and third – sell your company.
The second is “ME TOO”. There are thousands of way to create the ME TOO factor. One important way is to share some type of vulnerability or painful experience. I do not mean share your therapy. I mean share what you have learned!!! This allows you to be real. The result is higher trust, stronger like-ability factor and people saying ME TOO!
Now the final level, “I NEED YOU!” This is what we all strive for! This is where all our concepts and ideas come together as one!
Trust is high!
Relationship is high!
Engagement is high!
Like-ability factor is high!
Empowerment is high!
ME TOO factor is high!
The result is “I want what you have! I NEED YOU!”
The strongest results of developing and sharing your core story are threefold! You reach a market that you didn’t even know existed, your core story does not have a shelf life. Your uniqueness is your key differentiator! People buy from people. People buy from people they like. People buy from you!
Your core story is your unique differentiator! Everything that has happened to you so far, both the good and the difficult, allows you to connect in a unique way. I see the power every day with folks I work with. They discover a purpose-driven approach. They realize a laser focus. They become a magnet!!! People search them out! I believe you can have this too!!! I believe your core story will make the biggest difference in your business.
My challenge to you is two fold! Look at any successful business or successful businessperson today and find the elements I have described in some way. Look at the people you do business with every day and identify the concepts that make up a core story. Whether it is in politics, religion, corporate America, small-to-medium business or the individual owner, you will find the core story.
My challenge to you: If any of these ideas are important to you, email me at Bart@BartQueen.com and put in the subject line WIN – CORE STORY. I will be happy to send you details about developing your core story!
The life service model has three key components to customer acquisition and customer retention: build trust, relationship and engagement.
Will you take your business to the NEXT LEVEL?
Will you be committed enough to become a PURPOSE-DRIVEN ENTREPRENEUR?
Will you develop, create and grow a BUSINESS THAT HAS NO SHELF LIFE?
Will you be ONE OF THE FEW WHO PUTS A DENT IN THE UNIVERSE?
Will you be BOLD ENOUGH TO SELL DREAMS AND NOT PRODUCTS?
CAN YOU BE committed enough to live out the principle that our SINGLE MOST IMPORT PURPOSE IS TO MAKE A DIFFERENCE IN CUSTOMERS’ LIVES?
I am asking you to JOIN US in creating a REVOLUTON IN BUSINESS TODAY! Will you join us?
IT STARTS WITH YOU !!!!!!!!!!!!!!!!!!!!!!
I DARE YOU!