od 5,70 zł w Klubie Mola Książkowego
Businesses can plateau, stall, or stagnate...without the owners or key executives even realizing it. The purpose of The Sticking Point Solution is to help entrepreneurs and executives recognizethe ways in which their businesses may be stuck, and to then give them tools for getting unstuck and enjoying exponential growth. To achieve this, Jay will help you to identify the nine “sticking points” that keep entrepreneurs and executives alike grinding just to survive, instead of growing and thriving. Unlocking that true business potential and diagnosing the specific issues that each reader/business owner/entrepreneur/employee faces is the mission of this book. The results: freedom from stagnation and stalling; new levels of profitability and success; and a much greater sense of control and pleasure from running the enterprise.
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Healthy businesses grow their revenues and profits year to year. The numbers never lie--they are a key indicator that you're running a successful business. And that growth should be continuing, even if we are in very tight economic conditions. If you're not growing at the present time, it may be because you're stuck at your present performance levels. It's time to get moving onwards and upwards and grow your business, even in tough times.
There are nine major areas that frequently form "sticking points" or performance barriers for companies. These are:
Figure out which particular sticking points are affecting your business today and do something about overcoming these bottlenecks and you get back on track for superior performance in the future. You can and will thrive even in a bad economy.
"Destiny is yours for the taking. So take that first step forward. Move from surviving to thriving, and on to the exponential growth that makes doing business a truly joyful experience for you and everyone you serve. The moment is now. It's time to unstick yourself! You can do it-- easily, enjoyably, and very profitably. Seize your destiny--and leave the negativity and doubt to your competitors, as they surrender their clients to you. I'm rooting for you." — Jay Abraham
Sticking Point 1
Problem--Your competitors might not have a better product than you, but they may currently be better at positioning, marketing and selling.
Solution-- Engineer and then implement some authentic and innovative new marketing ideas. Do something better to preempt your competition.
If you're losing out to your competition, you need to start doing something different. In particular, you need to change your marketing so you stand out from the crowd. To develop breakthrough marketing like this, a two-stage process is usually required:
1. Optimize--look at what is currently working in your marketing mix and make it work to the nth degree.
2. Innovate--start engineering some breakthrough marketing vehicles that have never been used before.
To take your business to a higher level, you'll need both optimization and innovation in your marketing. They feed off each other in dynamic ways. In particular:
■ To optimize your existing marketing processes, you measure how effective your current marketing is and make tweaks that will improve that performance. You change the way you do things and measure the results. You try different approaches, and then when you find a better approach, you scale that up and exploit it to the hilt. You keep working at it until you're confident that you're using the highest performing ways to generate more business.
■ Once you've extracted every last bit of performance from your current marketing, you then start looking for new marketing concepts you can try. Often, this involves picking up marketing ideas used in other industries and adapting them to your own needs. You look for leverage points that you can graft into the way you market your product or service. This is the essence of marketing innovation.
Great marketing can create leverage in the marketplace. If you use a better approach than everyone else, you can achieve breakthrough performance. A surprising number of businesses do no marketing at all. Still fewer ever get around to monitoring performance and working to improve their different marketing variables. As you first optimize your marketing and then introduce new and different marketing vehicles, you can move well ahead of the pack.
Marketing is an investment in the future of your business. Good marketing has the potential to increase your profits by huge amounts—increases of 200 percent or more a year are not uncommon when people get serious about marketing. This builds on the single marketing mantra you need to know:
If you change your marketing strategy, then you automatically change your results.
Most owners of small-to medium-sized enterprises have no long-term marketing strategy. Instead, they just exist on the scraps that come to them from all directions. It doesn't have to be that way. You should put in place a marketing strategy and then work systematically to align everything you do with that master strategy.
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