How To Build A Business You Can Sell (And Have Freedom)
This will change your life…
This is designed for those people unfamiliar with BD Growth Partners (and Bryanrider.com) – and for those who want a refresher on the core foundational principles of building a real business that you can sell.
It’s the framework that will allow you to win in any market.
It’s a big promise. And I’ll prove it.
See – most business owners and entrepreneurs get trapped in chasing short-term tactics and strategies. What most don’t realize is that they are sabotaging their long-term success.
The trouble is, what most people do for business growth is short term. They constantly have to try new tactics and can never build a long term stable business.
This page is here to help you develop the framework so you can regain the freedom you started out in business for.
BD Growth Reverse Marketing Blueprint
This is the system Southwest Airlines has used to be the only US airline that has been consistently profitable over the past 30 years. It’s the same system Apple has used to dominate the marketplace and create rapid buyers.
This is the system that all businesses that win long term in the marketplace use whether they sell products or services.
The reason why it works is because it incorporates biology and psychology into the customer lifetime value process.
- Get more of ideal customers
- Retain your customers longer (customer loyalty)
- Allow you to build a business you can scale and SELL
The system is great for customers and employees alike. It will help you cut down on retention issues within your company as well.
Why haven’t you heard about this before?
There’s always talk in the marketplace about the irrefutable laws of business growth by Jay Abraham.
There are only three ways to grow a business:
- Increase the number of customers
- Increase the average transaction value per customer
- Increase the number of transactions per customer
Now, that’s sound advice. These are not novel concepts. The problem is HOW most businesses go about doing this.
Most companies try to consistently acquire customers and increase value by discounts, constant “upsells”, and other short-term tactics.
The problem is, those tactics do not build customer loyalty and commoditize your business. It’s impossible to compete long term with a commoditized business.
The deeper reason that these tactics don’t work is they violate two laws: Law of Contribution and the Law Of Diffusion Of Innovation.
There is a better way to build your business:
I’ve used these steps to grow businesses across the globe (I’ve traveled to 55 countries) as well as multiple main-stream businesses.
These steps helped one business go from 3 million a year in revenue to 120 million in 5 years.
It just flat works.
STEP 1: Develop you sales acquisition process
Sales is pretty simple.
People pay companies to take them from where they’re at to where they want to go.
Companies that understand what their marketplace really wants, win.
The problem is, your prospects usually have a vague sense of what they actually want.
Most companies only market to companies that articulate what they want. This is only 3% of the marketplace.
During this point, they will likely debate multiple items and take the cheapest option or the one that others say has the most “value”.
When customers get to this point, there is fierce competition and little brand loyalty. This is the dog eat dog world that most businesses play in.
Here’s an example:
Say Jimmy is looking to buy a car (in the 3% area). He wants to be practical and spend $15,000 – $20,000.
He sees the car as a way to get to and from work and nothing more. He does his research and starts listening to what everyone else says.
At this point, he’s bound to make a decision based on price and what he will say is “practicality”.
Enter the discount brand.
Now I won’t argue this works to make sales. It just doesn’t work long-term to build a business and maintain profits.
Most businesses copy the tactics they see others doing. That’s where 80% of your competition is hanging out.
If you hang out in this area, you’re going to have to work WAY too hard and will struggle to break $150,000 a year.
Real estate, coaching, marketing, small business, etc. You name it.
THERE IS A BETTER WAY.
To win, you have to learn how to open up the other 97% of the market that haven’t already made a decision on WHAT to buy.
You can systematically do this by building relationships further up the value chain.
Let’s go back to the car example:
Say Jimmy now wants to be seen as an “I’ve made it” person. Wanting to be seen that way, he starts looking for things that will demonstrate “I’ve made it”.
Before he’s set on buying a car, he’s constantly searching for ways to validate “I’ve made it” and comes across BMW. He realizes that he doesn’t just want a car, he wants a symbol of “I’ve made it”.
When it comes time to buy a car, which one does he buy this time?
The $40,000+ BMW.
He doesn’t even consider the more practical Hyundai or Mazda.
BMW wins because he has the relationship.
This plays out time and time again in the sales process.
Owners that master JUST this portion of the process usually are able to reach the $200,000+ level of income while working a lot less.
Now, that’s great income though most business owners are looking to maximize their profits, impact, and personal time freedom.
To make that happen, they need to maximize 2 other areas of their business that few people understand.
The first step to creating this freedom is retaining your customers longer/creating a loyal following.
Step 2: Retain your customers longer (customer loyalty).
Despite all of the talk about this, you’d be shocked at how few businesses actually have a real plan to do this (besides just email and throw out more offers).
Mastering customer loyalty is one of the most profitable things you can ever do for your business.
On average, loyal customers are worth 10 times as much as their first purchase.
The good news is, you don’t even have to be that good at this to make a significant impact.
If you get step 1 right in the sales cycle, your customers will already be happy and enthusiastic about the brand.
The key to retention is to become more valuable and solve more problems.
There are 3 ways to do this:
- Solve a higher value problem (ideal if your service worked so well it created the problem)
- Continue to make their life easier (save more time and money)
- Solidify core values
Customer loyalty and psychology:
Businesses are always fighting the consumer’s need for something new or different.
It doesn’t matter if we are talking Ferrari’s, cleaning companies, or relationships.
Humans will constantly seek out things that are new or different. It’s human biology.
You can either argue with it (and your business will get stuck at some point) or learn to embrace it.
This is what separates the 60K and the 400K+ earners.
After the honeymoon period is over (6 months to 2 years) people are going to be less happy about their purchase.
Successful business owners manage that unhappiness.
Which one of the 3 strategies you use is largely dependent on your business. If you’d like more insight on which one is best for your business, then email me HERE with the subject like “Retention Strategy”
Step 3: BUILT TO SELL
Many people have this fantasy of selling their business for multiple 7-8 figures.
The problem is, most businesses fall short in 1 of 3 areas:
- Lack systems that allow for performance
- Clients dependent on owner relationship
- Owner is too involved in the business
If you’re looking to build a business you can sell or one that operates without you, you have to build things different.
The definition of freedom is your business will grow without you there. VERY few businesses achieve this despite all of the ads you see living on a beach on Facebook.
The Transformation Point:
What creates the ability to scale to sale is what I call the transformation point.
The transformation point is when the business owner moves from leading the charge to leading his employees.
The leader is no longer responsible for creating revenue. His team is responsible for growing revenue and leading the charge.
Once this happens, the business becomes unstoppable. It’s able to weather any storm and continue to grow as the business owner exits.
The company and customers become aligned with the “Why” of the business and propel it to new levels.
Where is your business at currently in the process?
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