This is Barry mold still getting small businesses unstuck. I want to congratulate you. First off for taking this video course, on getting your business unstuck. You've done something that most small business owners out there, never ever do. You got up from your desk out of your office off your butt, and you took action. And that's the key thing we need to do as small business owners is stop complaining about things, stop thinking about things, but go out there and take an action so you can actually make a change.

Now, the difficult part about making a change is we all go to work every day and we're in our comfort zone. You see we do the same thing over and over and over again. And somehow, some way we expect to get different results. And that's a problem because that's not where the magic happens. The magic happens outside of our comfort zone. Albert Einstein said that the definition of insanity is doing the same thing over and over again, and somehow expecting to get different results.

Now I know logically, we say, Well, we'd never do that. That's just crazy. We go to the office every day, and do the same thing over and over and over again. And somehow, some way, we hope that we're gonna get different results. So we need to make that change starting today. And I'm going to ask you something that you probably never, ever been asked to do before.

I'm asking you today to start to strive for minimal achievement. All right, what the heck does that mean striving for minimal achievement. There are these two monks. They're sitting by the river, and they're talking about the sheer power of their Zen masters of their teachers. The first one says, My Zen master, he's so powerful. He can walk across the river without using a bridge.

Pretty good, right? The other Zen Master says, Well, he actually doesn't say anything. The Zen student says he just first breathes you know, the way Zen monks do. By Zen master, he's so powerful that when he chops wood, he chops wood. When he cooks rice, he cooks rice. All right, what the heck does that mean?

Pause this video if you want to think on it for a minute. Now that you've fought on it, think about what the heck does that mean? When he chops wood? He chops wood. When he cooks rice, he cooks rice. What I take away from the Zen parable Is that we can get incredible power in our business in our lives by focusing on one thing at a time.

And you know, that is becoming increasingly difficult because I am convinced we are raising a generation of attention deficit disorder individuals was the last time you only did one thing at a time, multitasking is giving us brain damage. Again, we can get incredible power in our lives by focusing on one thing, and that's what I want you to do as a result of this 25 part video series is after you've watched the first section is to decide what one change you want to make. do that so you're satisfied and then go back and do one other thing. Don't try to do five things at one time, because nothing is ever going to get done. Remember this entire series, you must strive for minimal achievement, and I guarantee by watching this series, that you're going to get your business unstuck, and it's going to grow, be more profitable, and you have more fun doing.

And it will be the reason that you actually started this business. So if you're not satisfied this video series 100% guaranteed, just contact me and I'll give you a full refund, no questions asked. So now, let's get started about how to increase your sales without ever selling again. kind of sounds like a dream, doesn't it? And it all starts with a Big Mac. Now, you may think of what is the big mac have to do with increasing your sales without selling.

Think about why is McDonald's one of the most successful franchises in the world? Is it because the Big Mac tastes so good? I know you're thinking it's the french fries. Well, it's not the taste of the food, although some people would say it's pretty darn tasty. It's actually because a Big Mac in Toledo, Ohio is gonna taste the same as one in Chicago is going to taste the same as one in Toronto, because they have a system for doing the same exact thing at each location over and over again. And the biggest thing that most small business owners lack, actually our systems, and the biggest place they lack the systems is in marketing and sales.

Because what happens is in a very small business, the founder or the manager, they need to be the hunter and the gatherer, they've actually got to go out and get the work. And then when they get the work, they got to go out and have to execute it. So they're constantly alternating between finding the work and then executing the work. And what I call this is the double helix trap. And the only way to get out of it is to break this cycle. What happens is sometimes our business is really, really busy, and then it's really slow.

And then it's really busy. And then it's really slow. And we only do sales and marketing when it's slow. And as soon as we do sales and marketing again, this more customers, we stopped doing sales and marketing, we're really busy. So it keeps our business flat. Therefore I call it a double helix trap.

There's some amazing statistics that the average small business only spends, get this five hours a week doing marketing and sales. And this includes content creation, lead, capturing, lead, nurturing, and lead conversion. That's outrageously small. The sad facts are and I always say the loser facts because my sons used to tell me when I was little, is that we lose 10% of our influence with customers every month, we don't stay in touch with them. In fact, this leads to most small business owners losing 50% of their customers over a three year period. This is sad because we all know the statistic that it cost seven times more to actually get a new customer than to grow the one that you got.

Now, many of us don't do sales because we're afraid of it, right? We don't like to go out there and sell something to someone, because we think somehow, it's got some kind of dirty connotation. And besides, when someone says no to my product or service, it makes me feel bad. Makes me feel bad about myself. I feel like they're not only rejecting my product or service, they're actually rejecting me, so keeps us stuck. Now I'm going to get you over that I want you to forget every single thing you've ever known about sales.

You ready? Okay, that didn't take too long. I'm going to teach you three new concepts. The first one, very important and you're going to want to write this one down. People only buy when they're in pain and have money. To solve that pain, let me repeat that, again.

People only buy when they're in pain and have money to solve that pain. Everything we buy, we buy out of fulfilling or relieving a pain or some great need. So for example, when you go to the movie theater, why do you buy a $4 bottle of water? When you go buy it for $1? It's because you're thirsty, right? When you go to the movie theater.

Why do you buy such expensive popcorn? Well, because you want to munch on something. Several weeks ago, I was at Planet Hollywood in Las Vegas, and I love to eat a bagel and a banana for breakfast, which is probably more information than you ever thought from watching this video. But I got the bill, and they actually charged me $3 and 95 cents for a banana. Of course I brought the server over I was really outraged at the price. And I said to her $3 and 95 cents for banana really.

She looks at me says Honey, this is Las Vegas, anything is possible. And why did I buy the banana? It was because I was hungry. There's a great example of when you go to Ticketmaster and you buy tickets for a concert or some kind of sporting event. If you want to have your tickets delivered by regular mail, there's no additional service charge. However, if you would like to have your tickets printed out right then and there on your printer, they actually charge you an additional $2 and 50 cents.

How can they charge you to use your printer because they're solving a pain that you want your tickets now that you just don't quite trust the US Postal Service, or maybe that event is tomorrow. They're queuing in on that pain they want to solve. So the first new rule of sales is people buy when they're in pain and have money to solve the pain. The second rule is that we actually can't sell anything to anyone. We only need To be there, when people are ready to buy, I don't care how good a salesperson you are. If that person doesn't have the pain that you solve, and the money they're never going to buy.

So you've got to be there when they actually are looking to solve that pain. And that's why marketing is so important. And of course, rule number three, which comes from that famous movie, just because you build it doesn't mean people will come. If you can't get found when they're looking. You're never going to get chosen. You've got to get into that maybe pile, the one out of three people that someone thinks of when they want to get their problem solved.

So the first way that you actually do this is something I call the systematic relationships rating routine. And what you do is you try to set up a system where forming relationships just really isn't rare. The problem is that most of us go to events. We meet people We get their business card, right? And we look at their business card and we introduce ourselves, we may say something to each other. And then where does that business card go right afterwards, it actually goes right into our pocket.

And who's the next person that sees that card? Well, maybe the dry cleaners actually cleaning out your pockets from that event. But maybe if we're really good, we go and we send them an email saying, you know, it was really nice to meet you. I hope we can do business together again. But that's not creating a relationship. That's just sending an email, when we really need to do is have a system that's going to manage all of our contacts, our prospects or influencers and our connectors.

Because what the problem is, is a lot of these cards end up in what I call the business card graveyard. This is where every good business card goes to rest and nothing ever happens. Relationships are not really created. So step one you have to do is collect all those relations. In one place Now, some of you may be using some kind of database or CRM system. But get them all together not only your clients, but your prospects, your suspects, and most importantly, your influencers and connectors, people that can connect you with other folks that might be customers somewhere down the line.

Now, where can you get these? You get them from email contact lists, computer databases, trade show, perhaps your cell phone address list, a good place that people never look is there send file in their email, maybe their personal address book or it's always easy to go back and get those business cards that are sitting in that business card graveyard? And then what I want you to do, as step two, is to identify the top 100 prospects influence connectors that you would like to talk to this year. Now why do I say 100 I have found that small business owners really can only have relationships with 100 prospects on ongoing basis. There's roughly 20 business days in a month. And if we stay in touch with five of these, every single day, we come out with 100.

So choose the 100 that you really want to connect with this year. The next step is really implementation, we want to send them something, personally, of value, to stay in touch with them to form a credible relationship. Now remember, this is not Groupon marketing. I've nothing against Groupon marketing, but that's marketing based on price. This is about building relationships, and not sales. The biggest mistake that you make, and my wife always tells me I do this is this is not about you.

It's about giving them value. And let me give you some examples. You can follow up on a significant event that you know that's going on their lives. You can ask them, where are you going to particular trade conference, you can say Well, here's a great article, or I'd like to introduce you to someone or make a connection. These are all valuable things for them. And as you You're staying in touch with them, probably through email.

Since not too many people answer the phone anymore. You want to make sure that the title of the email is critical because 80% of the reason someone opens up an email we talking about this later in the email section of step one. It's the title. So you want to use things like I saw this and thought of you. I know you'd appreciate a good resource. I have an idea for you.

I want to make a great connection for you. One thing that worked really well for me last year was the title was my wife thinks I'm having an affair. Now, as a small business owner, what do you think the punchline to that was, my wife thinks I'm having an affair with my business because I'm there so many times. When you do this, you want to have provocative title, like why stupid people make more money than you? And then you want to have very little content in the email. I'm not a really big fan of newsletters because what I believe is someone gets them newsletter sees all these great topics they could read, and then says, I'll read that later.

And when this later come, it never comes. So have one very provocative provocative title, have a couple of lines, sentences have a link. And that's what you want to do to stay in touch with folks. Now, spelling does cow. Because, you know, if you send out something with bad spelling, then it's really gonna reflect poorly on you like in this graphic, it says, unable to eat diarrhea. I think that there's some punctuation that's really missing there.

It's a funny example. So stop this video and think about what could you send? That'd be appropriate for your business. How can you add value to your customers? I'll pause here for a minute. So you can do that.

Alright, now that you've done that, you have to understand that the reason this is important is because Cause the first time that someone gets into your company, they don't remember who you are. Before the internet. statistics say that it takes seven times for someone to be exposed to you, before they remember your brand. But now, we're since there's so much information that's coming at you all the time, it actually takes 21 times for someone to remember your brand. So every single time you send an email, or reach out to someone with some value, that counts as one time, and you've got to do 21 times before they think of you when they have a pain that you can solve. The way you do this is to internalize it every single day.

And when I was discussing before, think about how at the beginning of the day, you can send out five emails reaching out to five of your top 100 prospects. Because remember, it takes three months to form a form a cycle. Now these five emails should take you less than 15 minutes to send out and this way You're forming a marketing and sales system. So you can get unstuck and break the double helix trap. The key thing is that you want to get in the maybe pile. If you're one of three people that the customer looks at before they make a decision, you've got a 33% chance of actually getting the business and think about that everyone that had the problem that you solve, if you had a one in a three chance of winning that thing, think about where your business would go.

Now another way to stay in touch with your prospects and customers is social media. Now, we're not going to spend the entire video going through every possible social media platform, and people get confused about what to use which social media tool when. So I'm going to give you a very simple example. Let's say you might be familiar with this that you've got to go to the restroom. And what would you say on Twitter, Twitter is you're saying what you're doing right now. So you Say, I need to go pee.

Now on Facebook, you want to give a status update. So you might say, look, I just peed. In LinkedIn. It's skills based. So what would you say? I'm really good at being Foursquare's location based.

You might say, well, this is where I peed. Google Plus has to do with Hangouts, you might say, let's all hang out and eat together. Pinterest, picture based, you might say, look at all these other people paying. And of course, you know, this one's coming right now under YouTube. You might say, wow, look, give me Ping. Now, that's just a light hearted example of how social media can be used.

But what we have to remember is go way back to your school days. When you learn marketing and you learn the four P's of marketing, product, price, place and promotion. Social media is just part of this market. Next as well, email is, and this is a place where you can get unstuck by constantly being there when people are ready to buy. And remember, the Facebook like is one most powerful marketing tools that's out there. Because you want to be able to touch someone 21 times when you go out there and you like someone's post, they get a notification like that post and they think of you for a split second.

So that reinforces your brand. Somewhere along the way, you've got to get on the wheel. people no longer want to be sold to they want to be educated. So the first stop in the wheel is they've got to get to know you. They've got to get introduced to you. The next one is they've got to like you, because they don't like you.

They're never going to buy from you. They then have to trust you, because people don't buy from people they do not trust. Once they trust you and they're willing to try maybe a free trial. Maybe a small purchase. If they're satisfied with that, then they'll buy a bigger purchase from you. And then they'll repeat and the epitome of at all.

They'll refer other people to you. Think about where you are on the wheel with various customers and prospects. Remember, just because you build it doesn't mean people will come. People buy when they're in pain and have money to solve the pain. You can't sell anything, anybody. You've got to be there when people are ready to buy.

And you've got to create a system. So you don't get caught in this double helix trap. We're only doing marketing sales when you have no business and you stop doing marketing sales when you have a lot of business. In the rest of these videos, you're going to see so many ways to get unstuck. One of the places which is a big problem for a lot of small business owners is that you let today's emergencies dictate your plan. You actually hate your customers.

If you may even hate some of your employees and vendors, you get stuck because you only hire employees that are weaker than you. You also get stuck. And you know this is true you allow lousy employees, and sometimes customers to stay even beyond the time they're productive or profitable for your company. And finally, you think that business is only about growing your sales. I hope you'll watch this entire video series so you can get your small business unstuck. Remember the commitment that you made at the beginning of this video was to strive for minimal achievement.

Think about the one change you want to make and I promise you that you'll get your small business unstuck, moving forward, make it much more profitable and fulfill the dream you had when you started your small business. This is Barry mole still getting small businesses unstuck. Have a great day.