A week or so ago, I wrote a blog post called “3 Ways to Grow Any Business” (https://rysmarketing.com/2016/11/01/3-ways-to-grow-any-business/) and in it I talked about the only three ways that exist to grow any business.
Do you remember them?
1 – Increase the number of clients you have.
2 – Increase the size of each transaction.
3 – Increase the number of times they transact business with you.
That’s it. There’s no other way. Every activity you do affects one or more of these three things.
In this blog, I want to talk about number one only, increasing the number of clients you have. And for the record, I’m going to be referring primarily to Business To Consumer, NOT B2B.
In the B2C world, MOST small businesses have a major lead generation problem.
Sure, they probably also have poor attrition, under-performing referral systems, and myriad other little things that can be fixed or improved. But for most small businesses, a lot of the owners’ “headaches” or “stress” would all be resolved with a nice, consistent flow of new business.
Have you ever heard the saying “Sales solve all problems“? Well, technically, they can. And I want to be perfectly clear here…I’m not saying you can fix, or ignore, any of the other challenges a business may have—like bleeding out the back door—but for the sake of this conversation, let’s assume everything is good, but the lead gen sucks.
In nearly ALL of the small businesses I work with, let’s say 10 employees and under, the primary problem is poor lead generation (and of course, this applies to large companies as well!).
When they started the business and they were a “solo-show,” doing all the work themselves. Business owners often do everything: they send press releases, they give their business cards to everyone who has hands, they put out flyers, they post regularly on social media, they go out to community events, they network, they call up old friends or clients. You name it, they do it.
But then business happens. People start coming in. Business gets busy. The phone’s ringing and people are expecting their product or service, and everyday business life gets in the way.
Slowly, the lead generating activities stop, but because they’ve “pumped” that system so hard, it keeps bringing in new clients. But that only last so long before the orders stop coming in, and the owner starts to notice there’s a problem.
Sadly, by the time the owner notices there’s a problem, it’s often too late, or it takes too much time, effort, and money to get that problem reversed, and the business folds.
And then you hear the excuses…the market changed, big corporations came in and stole the business, the banks messed up, the economy collapsed, I’ve heard it all.
At the core, the problem is the business owner lost sight of a golden rule in B2C…
New Blood is the Life Blood
I firmly believe that the owner of a business should be the one in charge of lead generation. I’m not saying they should be out there putting flyers on cars—obviously they should be delegating that out to their staff—but they should have LEAD GEN constantly at the front of their minds.
Here’s the sad part… Most entrepreneurs would do just about anything else, they’d fix the website, make a new social account, call up some friends to talk about their problems, or blame the staff, rather than take responsibility and GET OUT THERE and ACT.
You see, the only solution to low sales is ACTION.
Not selling enough? Get out there and act.
Not enough clients coming in? Get out there.
Need more traffic? Action is the only thing that’s going to get people coming in.
Action is the golden key to lead generation. Especially if you’re a local, brick-and-mortar shop. If business is slow (or ideally, all the time), get out there and generate clients—that’s the whole purpose of business.
So, if you’re struggling, odds are you don’t have enough traffic, enough leads coming in, and enough action.
Now, if you don’t know how to ACT, if you don’t know where to start, if you don’t know if that’s your challenge… that’s where we come in.
Shoot me an email at firstname.lastname@example.org and we’ll get you on your way to riches. Or the beach. Or Paris. Or wherever you want to be going.
To your success,
CEO RYS Group
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RYS Group Inc.
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