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Impossible Goals, Inevitable Successes Why are you struggling to grow your business when everyone else seems to be crushing their goals? If you needed to triple revenue within the next three years, would you know exactly how to do it? Doubling the size of your business, tripling it, even growing ten times larger isn’t about magic. It’s not about privileges, luck, or working harder. There’s a template that the world’s fastest growing companies follow to achieve and sustain much, much faster growth. From Impossible to Inevitable details the hypergrowth playbook of companies like the record-breaking Zenefits (which skyrocketed from $1 million to $100 million in two years), Salesforce.com (the fastest growing multibillion dollar software company), and EchoSign—aka Adobe Document Services—(which catapulted from $0 to $144 million in seven years). Whether you have a $1 billion or a $100,000 business, you can use the same insights as these notable companies to learn what it really takes to break your own revenue records. For instance, one of the authors shows how he grew his income from $67,000 to $720,000 in four years while maintaining a 20-30 hour work week and welcoming a new child—nine times. This book shows you how to surpass plateaus and get off of the up-and-down revenue rollercoaster by answering three questions about growing revenue to tens times its size: Why aren’t you growing faster? What does it take to get to hypergrowth? How do you sustain growth? This powerful, effective book provides a template for you to kick off your biggest growth spurt yet. This template includes The 7 Ingredients Of Hypergrowth: You’re not ready to grow until you Nail a Niche. Overnight success is a fairy tale. You’re not going to be magically discovered. You need sustainable systems that Create Predictable Pipeline. Growth exposes your weaknesses and it will cause more problems than it solves—until you Make Sales Scalable. It’s hard to build a big business out of small deals. Figure out how to Double Your Dealsize. It’ll take years longer than you want, but don’t quit too soon. Make sure you can Do the Time. Your people are renting, not owning their jobs. Develop a culture of initiative, not adequacy by Embracing Employee Ownership. Employees, you are too accepting of “reality” and too eager to quit. You can Define Your Destiny to make a difference, for yourself and your company, no matter what you do or where you work. The authors take each ingredient and break it down into specific steps to guide you through implementation. From Impossible to Inevitable helps you take impossible goals and turn them into inevitable successes for your business and team. You will achieve success even bigger than you can imagine from where you’re sitting today.
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Ingredient 1: Nail a niche … and totally dominate it
Ingredient 2: Create a predictable pipeline for sales leads
Ingredient 3: Make your sales systems scalable
Ingredient 4: Figure out how to double your deal size
Ingredient 5: Be prepared to do the time it takes to succeed
Ingredient 6: Embrace employee ownership and initiative
Ingredient 7: Define your destiny...and achieve greatness
Table of Contents
You're not really ready to grow faster until you solve a single problem so well you can sign up unaffiliated paying customers. Achieve world domination one niche at a time.
If you're like most business builders, you're excited about your product and anxious to grow faster. If you sit down and think about how to do that, you'll probably come to the realization lead generation is the 1 driver of more sales. That's all well and good but just do a quick reality check of one factor:
It's hard to acknowledge you're not ready to grow but that's a possibility when you've been relying on sales leads generation systems which are not repeatable and scalable. It's also true when you're good at lots of things and you're trying to be everything to everyone. It can't be done – you'll just end up feeling like you're swimming upstream all the time.
The way forward is to "Nail a Niche" – to become so good at solving one specific problem for one particular type of customer that people will start seeking you out rather than the other way around.
Admittedly, it sounds counterintuitive but the reality is hyper-growth never comes from selling many things to many markets. All you achieve when you do that is you divide your energies and resources and get nowhere. Instead, hyper-growth comes from focusing on where you have the best chance of winning customers. Make your customers successful, build a solid reputation for tangible results and then grow from there as your existing customers tell their friends and so on.
So what is a niche market? Niche in this context means "focused" rather than small in size. You focus on one particular target customer who has a specific pain to which you offer a viable solution. Rather than thinking about the broader market of people you could potentially serve, you concentrate on solving the problems of your target customers alone.
If you focus on solving a single problem exceptionally well, you can then develop credible and repeatable ways to find and interest others who have that same problem. You set off a cause-and-effect relationship which can drive your marketing to hyper-growth class scale. Or put another way, you can achieve world domination one niche at a time.
All successful hyper-growth companies have done this:
■Salesforce.com started with sales force automation and then kept adding more niches.
■Facebook started with Ivy League schools before it opened up to everyone.
■PayPal initially took off with eBay users.
■Amazon started with books.
■Zappos sold shoes.
"If you focus on solving a single problem really well and can adapt as the market evolves, the sky's your limit." — Aaron Ross and Jason Lemkin
So how do you do it? Nailing a niche is in practical terms an exercise in figuring out where you can be a big fish in a small pond. Ideally, you want to pick a niche:
■Which has lots of people in it who all suffer from the same specific problem (which you solve).
■Where you can show definitive, concrete results for your customers.
■Where you will be credible because you can provide detailed case studies.
■Where you can build a list of identifiable targets for your marketing.
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