At this point in business, we've all heard of at least one business coach, or possibly even worked with one, who had a million ideas about what you need to do right now to be successful. And I can almost guarantee that not any single one of them is packing the same punch as Bill Stierle, and they definitely are not taking the same approach. Bill is a consultant who works with companies that have hit a plateau. They want to get to 'the next level' but they have no idea what the next step is. Even more importantly, they probably have no idea what that next level is either.
The Reverse-Engineered Sales Business Model
What Bill knows, and loves teaching, is that most businesses are approaching their 'next level' growth backwards. Rather than saying, "Okay, we want growth" why not say, "We want to make one million in profit, what infrastructure do we need to build to get there?" When you reverse-engineer your end number, that final goal, you can more clearly see the necessary steps, pieces, and support needed to get there. From that goal, you can begin to build a new foundation that will help support the goal.
It's Not About Building on Your Foundation, It's About Building a New Foundation
If the foundation (i.e.: team, support system, strategies) you have in place currently were capable of supporting your new growth goal, you would already be there. So this shows that you actually need to build a new foundation and the first place you should start is with your team, or what Bill calls it, putting in place your Magic 7. Your Magic 7 is a group of individuals who provide support to the inventor or the creative designer in order to get their product to market. It looks something like this:
- CFO - This logical individual will maintain projections, numbers, spreadsheets, and will constantly be watching that bottom line.
- COO - This operations individual will build systems, infrastructure, and put strategies in place to get products to the marketplace.
- VP of Sales - This interpersonal individual will deal with customers directly, will be able to communicate with them, and of course, pick up the checks.
- VP of Human Resources - This interpersonal individual will be in charge of on-boarding management, finding talent, and an expert in interviewing to make sure the right people are on the bus.
- VP of Marketing - This individual will be creative, able to connect to the holistic message of the product/company, with the ability to convey that message in a way that reaches clients emotionally.
- CTO - The Chief Technical Officer will be working to always bring your business into the modern world of tech, and have knowledge of the market to understand what advances need to be made and when. Or maybe even just fix the printer every now and then.
- CEO - This emotionally intelligent individual is the orchestrator. They will sit in the middle and ensure every single role is being fulfilled and that each person is connecting and working with the others as needed for success.
Every individual has strengths and weaknesses, and when an individual's weaknesses are the focal point of their career, it's incredibly difficult to reach any type of goal, let alone a large growth goal.
Teaching Your Team to Speak the Language of Success
Once you've put in place your Magic 7, there is still plenty of work to do. They need to learn to think and speak in four different languages of personality, and also learn the Rosetta Stone of speaking to clients, which means to 1-appeal to the clients thinking style, 2-speak directly to the hearts of the client, and 3- work only in the belief structure the client is experiencing. There is so much opportunity to communicate with clients in our current business market, and each time is an opportunity to move closer towards your growth goal. When you approach each interaction as such, you begin to understand the importance of speaking the right language.
In addition to that, you would never speak Chinese to a Russian woman, so in learning to speak the language of success, you must also be sure that you are talking to the right person. If the average click-through rate is 1-3%, and you are reaching say 37% (as many of my clients currently do with podcast advertising) you could rest easy knowing that your client base is right, and you are speaking directly to them.
In business, as Bill points out, every detail matters, and the more you prepare to handle those details, the more success you will find.