You’re an entrepreneur. Your job is to take an asset from one level of productivity to the next level. And when it comes to your Intellectual Capital, you need to monetize your wisdom by making five distinct sales.
Here's a simple way to tackle it, one sale at a time:
First Sale: Inside Your Head The first person that needs to see that what your company has is unique is you. Without that sort of clarity you have commoditized what you do, sell or offer. And with commodities there’s little left but a race to the pricing bottom. Find out what your intellectual assets are and define them.
The Second Sale: At The Kitchen Table This next sale is made with your team. Rebooting the system by allowing your people to see what the company is “really” about will enable you to preserve culture, attract talent, transform behavior, and migrate the team to create a brand experience clients enjoy.
Third Sale: In The Backyard: This next sale happens with your database: leads that didn’t convert and current or past clients. Why leads that didn’t convert? Because most of us give up too quickly with them and because a deeper insight about your wisdom is sometimes what they need to answer the question, “why you?”
When it comes to clients, educating them on your wisdom (beliefs, passion, unique capabilities, systems and methods) can sometimes inspire them to buy more (share of wallet) or refer others (share of relationship).
Fourth Sale: Around The Neighborhood: This sale aspect addresses the Center of Influence relationships you have and want to cultivate. Let’s make it happen here by getting a plan, defining the value proposition of connecting and building a reciprocity model for shared exposure.
Fifth Sale: Across The World This is sale that’s made with prospects. Let’s find them, nurture them and convert them using the unmistakable genius of your wisdom. Inbound Marketing at its purest form is an opportunity for you to package and communicate your ideas, values and worldview to attract and convert your Right-Fit audience. Your I.C. is the fuel.
To take on the fight against the destructive forces of commoditization, you have to be courageous, you have to be inventive, and you have to communicate with passion, conviction and clarity. Five audiences. Five sales. Go to it.
Looking to get started? Click the banner below to begin capturing your wisdom today!