On Living A Revenue-Growth Mindset

If you're reading this, it's because you're focused on revenue growth. You understand the compound effect of solving problems and building relationships, consistently...predictably.

You know that 'sales' isn't a dirty word and that you have a responsibility to help people solve problems they have with your solution.

You're my people.

Revenue Growth Starts With Communication

The question all communication must fundamentally answer is...

"Does this help my client/prospect understand why they should buy what we sell?"

And there are 2 types of Revenue Communication:

• One-to-One
• Company-to-Many

One-to-One consists of:

• Direct
• Phone
• Email
• Direct Mail
• In-Person

And should be done by all customer-facing staff. Everyone. Revenue communication should be your native tongue, as an organization, and being articulate in that language comes from having a defined and aligned company vision.

Having a defined and aligned company vision means having defined the guiding Northstar(s) by which the entire team can make decisions.

For example, your goals may be to:

1. Grow revenue, quarter over quarter
2. Optimize internal processes
3. Create product adoption

Therefore, your Northstars could be:

• Does this accelerate the sales cycle with qualified deals?
• Does this decrease the demand on people hours?
• Does this put users in the product?

For quick decision-making - if the answer to all three questions is 'Yes' then it's probably pretty aligned.

For deliberation - if the answer to any two of these questions is 'Yes', then it's probably worthwhile to discuss this one

For also quick decision-making - if the answer is 'Yes' to only ONE of the questions, then it's probably not anything to spend too much time on.

Define the vision so that revenue communication can become your native tongue.

The other form of communication is actually probably the one most commonly thought of when the word 'revenue' is in the same sentence as 'communication' and that is company-to-many.

Company-to-Many consists of list-based communication and talks about:

1. Products
2. Services
3. Value

'List-based communication' means that it is the stuff we send to groups, multiple groups, customers, and prospects. This could be your newsletter, offers, you know...things like that.

The Revenue Rule

"The more they hear from you,

the more they buy"

Alex Goldfayn, Author

Revenue Growth Habits

There have been countless studies done to back this up but - the more your customers hear from you, the more they buy...so long as that communication continues to answer 'Yes' to the question all revenue communication must fundamentally answer:

"Does this help my client/prospect understand why they should buy what we sell?"

Two Truths And A Lie

• The Product Must Be Perfect
• Marketing Must Be Helpful
• The Product Must Be Good Enough

Well, you pick the lie. The truth always is though that - the marketing must be helpful.

Depending on the line of work you're in, the product can sometimes be 'good enough'. Others though, it must be perfect. You know which line of work you're in though so that one's on you.

If you don't know which one you're in, ask your customers. ??

When To Communicate

EOR...ya know, the sad little donkey from Winnie The Pooh. Okay, that's Eeyore, but if Eeyore was in charge of your RevComms, I'm pretty sure he'd change the spelling of his name because that's the cadence.

Early - Often - Repeatedly

Start RevComms early in the relationship.

Make sure your customers hear from you often.

And be consistent, all of the time. Repeatedly reaching out in a familiar, regular cadence that builds trust through consistently delivering on that promise to add value is what friends do. You should too because - people buy from people they like.

Yes, there IS value to being friends (or at least friendly) with your customers, but don't be fooled - they don't pay you to be their friend, they pay you to solve their problems.

Do you look forward to hearing from us?

It can be scary to ask this, but you're going to have to if you want to embody a revenue-growth mindset. Lucky for you, there are a couple of questions we can ask to ensure that we're always going to get a 'Yes' because the more agreement we can create during the lifetime of the relationship, the more fruitful it will be for everyone involved.

Those two killer questions are:

Have we saved you - pain, time, or money?

Have we helped you - win more customers, grow revenue, or otherwise increase the value of your brand?

Language shapes marketing. Marketing shapes revenue growth.

Three Rules For Getting Started:

• 'Mostly ready' is better than perfect. Stop analyzing and send it.
• A - Always. B - Be. H-Helpful. Always Be Helpful.
• Practical Value is what the thing is worth. Intrinsic value is the unique value you add. Practical Value + Intrinsic Value = Total Value < --- that's what you provide.

'R' is for 'Revenue'

All right, so now you're motivated and fired up and ready to chase a cheetah. LFG!!!

But you've got one last question - what should I do for my revenue communications?

There's a formula for that too:

What you like doing + What works = What to do

Pick one thing a day. A phone call, an email, a handwritten note. Take one revenue-growth action a day because they're like snowflakes...they really add up when they start coming early, keep coming often and are repeatedly done. One after another, after another, after another, after another, after another...