1. 7 Rules of Business Growth
Does running your business get in the way of growing your business?

2. 7 Rules of Business Growth
Presenter: Mark Frasco
Founder and President, COACT Associates, Ltd.

3. New thought…
Business growth has a lot more to do with process than it does technique.

4. Let’s start with the end in mind
Business growth has a lot more to do with process than it does technique.
Poor Technique Good
Poor Process Good

5. We’ve learned that…
Selling success is due to far more than technique -

6. We’ve learned that…
Selling success is due to far more than technique – it’s the design and implementation of a process

7. We’ve learned that…
Selling success is due to far more than technique – it’s the design and implementation of a process that proactively and rhythmically communicates

8. We’ve learned that…
Selling success is due to far more than technique – it’s the design and implementation of a process that proactively and rhythmically communicates your value propositions to strategic targets

9. We’ve learned that…
Selling success is due to far more than technique – it’s the design and implementation of a process that proactively and rhythmically communicates your value propositions to strategic targets while building trusting relationships

10. We’ve learned that…
Selling success is due to far more than technique – it’s the design and implementation of a process that proactively and rhythmically communicates your value propositions to strategic targets while building trusting relationships that enable you to learn about buying systems

11. We’ve learned that…
Selling success is due to far more than technique – it’s the design and implementation of a process that proactively and rhythmically communicates your value propositions to strategic targets while building trusting relationships that enable you to learn about buying systems and a prospect’s motivation to buy

12. We’ve learned that…
Selling success is due to far more than technique – it’s the design and implementation of a process that proactively and rhythmically communicates your value propositions to strategic targets while building trusting relationships that enable you to learn about buying systems and a prospect’s motivation to buy

13. Business Growth Challenge
Businesses lose between 15% - 25% of last year’s business, each year
Lack strategic focus and/or dedicated resources and specific process to grow the business
As a supplier, you are evaluated and selected by future customers rather than the other way around
Timing - Christmas card marketing doesn't work

14. Gestation of Sale
From the point of awareness to winning an order, what is the gestation of your sale?
< 1 month
1 – 6 months
6 – 12 months
> 12 months

15. Complexity of Sale
In your typical sale, how many buying influences are involved? 1
2 – 5
5 – 10
> 10

16. Selling Structures

17. Sales Continuum 10

18. Sales Continuum 10 ? $

19. Sales Continuum 7 10 ? $

20. Sales Continuum 7 8 9 10 ? $

21. ? $ Sales Continuum Supply Side 7 8 9 10 > People > Processes7 8 9 10 ? $
> People
> Processes
> Performance System

22. ? $ Sales Continuum Build Demand Supply Side 7 8 9 10 > People7 8 9 10 ? $
> People
> Processes
> Performance System

23. ? $ Sales Continuum Build Demand Supply Side 10 8 9 7 1 2 3 4 5 610 8 9 7 ? $ 1 2 3 4 5 6
> People
> Processes
> Performance System

24. ? $ Sales Continuum Build Demand Supply Side 10 8 9 7 1 2 3 4 5 610 8 9 7 ? $ 1 2 3 4 5 6
Position
Pre-Qualify
Prospect
Design
Research
> People
> Processes
> Performance System
Strategy

25. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
Many organizations struggle with strategic growth. Often, they develop business growth strategies, before they have clarity around their strategic architecture
Strategic architecture is not strategy, rather it is a description of the business growth model
Strategic architecture is a framework, from which business growth strategies are developed

26. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage

27. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
What do you sell?
How do you supply it?
Who buys it?
Why do they buy it from you?

28. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
Brand awareness is useful, but no longer sufficient. Now, content must cause the prospect to engage: video, white papers, educational content
Every marketing department is now like a newspaper editorial desk
Always include a valuable call to action, some ‘opt in’ option
Different platforms for different audiences – all built on the brand standard

29. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage

30. 7 Rules of Business Growth
Item
Needs Work ()
Good ()
Notes
Logo
Tagline
Business Cards
Brochures
Newsletters
Post Cards
Signatures
Website
Advertisements
Trade Show Booth
Signs
Invoices
Phone Greetings
Letterhead
Thank You Cards
Logo Gifts
_______________
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage

31. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage

32. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage

33. to connect with a prospect…
7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
Brutal Facts
In 2007, it took
3.68 touches
to connect with a prospect…
Today, it takes
8 touches
The average rep makes
2 touches,
then quits
132,000,000,000 B2B s are sent per day
Nearly half (47%) describe their “demand-side” efforts as “sketchy” or failing to have impact
About 3% get clicked

34. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage

35. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage

36. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage

37. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage

38. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage

39. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage

40. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
Trends in Buyer Behaviors
The Rise of the Consensus-Based Sale
Increased Risk Aversion
Greater Demand for Customization
The Rise of Third-Party Consultants

41. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
Skills that matter:
Teach for differentiation
Tailor for resonance
Take control of the sale
Leverage constructive tension

42. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage

43. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
Buying systems have become more complex
Learn the motivation of the buying system
Understand power/support framework, and work it

44. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
Buyer Types
Technical
User
Economic
Coach

45. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
Buyer Motivation
Even Keel
Over Confident
Trouble
Growth

46. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
Buying System Power and Support
Are you the decision maker?
Can you tell me about your buying process?
What are the stages?
Who is involved?

47. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
Buying System Power and Support
Buyer Quality Chart
High
Buyer Power/Influence (y-scale)
Listen for objections, frame thoughtful responses, test change, seek outside advocacy
Align closely, fully engage, build advocacy; driver of buying process, capitalize on relationship
Moderate
Low
Reduce/eliminate time invested - neutralize
Engage to learn; navigate buying process and learn buying influences
Buyer Interest/Support (x-scale)
Weak
Strong

48. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
Core Competencies
Resources and/or capabilities that serve as a source of differentiation of the firm from its rivals.

49. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
Core Competencies
Resources and/or capabilities that serve as a source of differentiation of the firm from its rivals.

50. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
Core Competencies
Resources and/or capabilities that serve as a source of differentiation of the firm from its rivals.
Competitive Advantage
Sustainable advantage that occurs from implementing value creating strategies and/or activities that are hard to imitate or too costly to duplicate.
Can be a refined collection of core competencies that help the organization maintain a competitive edge.

51. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage
Many of life’s failures are people who did not realize how close they were to success when they gave up.
- Thomas Edison
Unyielding dedication!

52. 7 Rules of Business Growth
Develop Focus… Strategic Architecture
Manage Your Brand
Make Waves in the Market
Keep Score
Stop Selling… Start Teaching
Profile Buying Systems
Build Competitive Advantage

53. 7 Rules of Business Growth
Thank you
7 Rules of Business Growth
COACT Associates, Ltd
2748 Centennial Road
Toledo, OH teamCOACT.com