The revenue growth habit : the simple art of growing your business by 15% in 15 minutes per day

259 Pages·2015·2.55 MB·English

by  Goldfayn

WEBFFIRS 06/25/2015 2:0:27 Pageii
WEBFFIRS 06/25/2015 2:0:27 Pagei
T H E
R E V E N U E
G R O W T H
H A B I T
WEBFFIRS 06/25/2015 2:0:27 Pageii
WEBFFIRS 06/25/2015 2:0:27 Pageiii
T H E
R E V E N U E
G R O W T H
H A B I T
THE SIMPLE ART OF
GROWING YOUR BUSINESS
BY 15% IN 15 MINUTES A DAY
A L E X G O L D F A Y N
WEBFFIRS 06/25/2015 2:0:27 Pageiv
Coverimage:iStock/Godruma
Coverdesign:Wiley
Copyright2015byAlexGoldfayn.Allrightsreserved.
PublishedbyJohnWiley&Sons,Inc.,Hoboken,NewJersey.
PublishedsimultaneouslyinCanada.
Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformor
byanymeans,electronic,mechanical,photocopying,recording,scanning,orotherwise,exceptas
permittedunderSection107or108ofthe1976UnitedStatesCopyrightAct,withouteithertheprior
writtenpermissionofthePublisher,orauthorizationthroughpaymentoftheappropriateper-copyfee
totheCopyrightClearanceCenter,222RosewoodDrive,Danvers,MA01923,[phone],
fax[phone],oronthewebatwww.copyright.com.RequeststothePublisherforpermission
shouldbeaddressedtothePermissionsDepartment,JohnWiley&Sons,Inc.,111RiverStreet,
Hoboken,NJ07030,[phone],fax[phone],oronlineatwww.wiley.com/go/permissions.
LimitofLiability/DisclaimerofWarranty:Whilethepublisherandauthorhaveusedtheirbesteffortsin
preparingthisbook,theymakenorepresentationsorwarrantieswithrespecttotheaccuracyor
completenessofthecontentsofthisbookandspecificallydisclaimanyimpliedwarrantiesof
merchantabilityorfitnessforaparticularpurpose.Nowarrantymaybecreatedorextendedbysales
representativesorwrittensalesmaterials.Theadviceandstrategiescontainedhereinmaynotbesuitable
foryoursituation.Youshouldconsultwithaprofessionalwhereappropriate.Neitherthepublishernor
theauthorshallbeliablefordamagesarisingherefrom.
Forgeneralinformationaboutourotherproductsandservices,pleasecontactourCustomerCare
DepartmentwithintheUnitedStatesat(800)762-2974,outsidetheUnitedStatesat(317)572-3993
orfax(317)572-4002.
Wileypublishesinavarietyofprintandelectronicformatsandbyprint-on-demand.Somematerial
includedwithstandardprintversionsofthisbookmaynotbeincludedine-booksorinprint-on-
demand.IfthisbookreferstomediasuchasaCDorDVDthatisnotincludedintheversionyou
purchased,youmaydownloadthismaterialathttp://booksupport.wiley.com.Formoreinformation
aboutWileyproducts,visitwww.wiley.com.
LibraryofCongressCataloging-in-PublicationData:
Goldfayn,AlexL.
Therevenuegrowthhabit:thesimpleartofgrowingyourbusinessby15%in15minutesaday/
AlexGoldfayn.
pagescm
Includesindex.
ISBN978-1-119-08406-8(cloth);ISBN978-1-119-08404-4(ebk);
ISBN978-1-119-08405-1(ebk)
1. Strategicplanning. 2. Revenuemanagement. I. Title.
HD30.28.G6452015
658.15'54–dc23
2015013431
PrintedintheUnitedStatesofAmerica
10 9 8 7 6 5 4 3 2 1
WEBFTOC 06/24/2015 23:45:34 Pagev
Contents
Acknowledgments ix
Introduction YouDeserveMoreRevenue xi
DownloadRevenueGrowthFormsandTemplates xiii
PARTONE TheSimpleRevenueGrowthProcess
Chapter1 RevenueGrowthIsFast,Simple,andFree 3
Chapter2 Here’sWhatYourGrowthPlanWillLookLikebythe
EndofThisBook 11
Chapter3 WhyDoYouWork? 15
PARTTWO TheGrowthMindset—ChangeYourThinking,
GrowYourBusiness
Chapter4 It’sImpossibletoOutmarketYourMindset 21
Chapter5 “ButI’mAlreadyReallyBusy!” 27
Chapter6 TheDifferencebetweenKnowingandDoing 31
Chapter7 TheMind-NumbinglySimpleDefinitionofMarketing 37
Chapter8 TheOnlyMeaningfulMeasureofMarketing 41
Chapter9 ItReallyIsThisSimple! 45
v
WEBFTOC 06/24/2015 23:45:34 Pagevi
vi Contents
Chapter10 YourProductsandServicesAreMuchBetterThanYour
Marketing 49
Chapter11 “WeDon’tLiketoBrag” 61
Chapter12 FrequentlyRaisedResistance(FRR) 65
Chapter13 YourCustomersSpeakMorePositivelyaboutYou
thanYouSpeakaboutYourself 71
Chapter14 MarinatinginPositivity:TheMagicofProactive
CustomerConversations 75
PARTTHREE 22Fast,SimpleTechniquesforRevenueGrowth
Chapter15 WhatThese22RevenueGrowthTechniquesHave
inCommon 81
Chapter16 ChoreographingYourRevenueGrowthDance 87
Chapter17 GrowthTechnique#1:TheArtandScienceofGetting
theTestimonial 89
Chapter18 LessonsfromaSampleCustomerInterview 97
Chapter19 GrowthTechnique#2:Don’tBeaTreeFallinginthe
Forest—CommunicateTestimonials 109
Chapter20 GrowthTechnique#3:CreateShort,Powerful
CaseStudies 117
Chapter21 GrowthTechnique#4:CommunicateCaseStudiesto
PeopleWhoCanBuyfromYou 121
Chapter22 GrowthTechnique#5:TheMillion-DollarQuestion—
ThisOneTechniqueCanGrowYourBusinessby
10%Immediately 125
Chapter23 GrowthTechnique#6:HowtoGetReferrals 133
Chapter24 GrowthTechnique#7:ThePowerofOwnerCalls 139
WEBFTOC 06/24/2015 23:45:34 Pagevii
Contents vii
Chapter25 GrowthTechnique#8:TheSeven-Figure
Follow-UpProcess 141
Chapter26 GrowthTechnique#9:TheMagicofthe
HandwrittenNote 145
Chapter27 GrowthTechnique#10:CommunicatewithYour
High-PotentialSmallCustomers(HPSCs) 149
Chapter28 GrowthTechnique#11:CreateYourOwnSocial
Media—RelentlesslyGrowYourLists 155
Chapter29 GrowthTechnique#12:CategorizingforRevenue
Growth—HowtoOrganizeYourLists 161
Chapter30 GrowthTechnique#13:SendaWildlyValuable
NewslettertoYourList 165
Chapter31 GrowthTechnique#14:GrowthbyWhitePapers 171
Chapter32 GrowthTechnique#15:TurningTradeShows
intoRevenue 173
Chapter33 GrowthTechnique#16:HostanUnforgettableEvent
forCustomersandProspects 175
Chapter34 GrowthTechnique#17:Speak(er)theTruth—
You’retheExpert 179
Chapter35 GrowthTechnique#18:ConductWebinarsThatBring
NewBusiness 183
Chapter36 GrowthTechnique#19:HowtoGrowYourBusiness
withVideos 185
Chapter37 GrowthTechnique#20:PublicRelationships—Howto
LeveragetheMediaforRevenueGrowth 191
Chapter38 GrowthTechnique#21:PriceIncreasesArea
GrowthTechnique! 195
WEBFTOC 06/24/2015 23:45:34 Pageviii
viii Contents
Chapter39 GrowthTechnique#22:TheSingleMostImportant
WebsiteEditforRevenueGrowth 199
Chapter40 GrowthTechniquesbyJobTitle 203
PARTFOUR ExecutingthePlan
Chapter41 ActionIsEverything 209
Chapter42 HowPerfectionandProcrastinationKillRevenue 211
Chapter43 Why15Minutes?BecauseIt’sEnoughtoGrowYour
BusinessDramatically 215
Chapter44 Introducingthe15-MinuteMarketing Planner 217
Chapter45 WhatSetsMyMostSuccessfulClientsApart
(Accountability) 223
Chapter46 GrowForthandExecute 227
Appendix WorkbookforLaunchingtheRevenueGrowthHabit 229
Index 235