Steve Gordon: Welcome to the Unstoppable CEO Podcast. I’m your host, Steve Gordon. And today’s episode is going to be a great one. This is a topic that I have been thinking about quite a bit lately. And as we go into the new year and into the new decade, I think it’s a topic that is worth you thinking about. And the topic that we’re going to talk about today is what I’m calling inevitable growth. And the question that I’ve been asking over the last four or five months is, what has to happen to make the goals that I have for growing my business, and what has to happen for our clients to make the goals they have for growing their businesses inevitable.
In other words, it’s already decided it’s going to happen. All we’ve got to do is carry out the plan. And so as I’ve thought about that, it’s led me to some conclusions and some understandings that I think are going to help you as we go into this exciting new year and new decade. And so I want to break down this idea of inevitable growth. And we’re going to cover part of it in today’s episode, and then we’re going to expand on it a little bit in the next solo episode in two weeks. So let’s dive in.
Identify Your Target Clientele
Alright, so if we’re going to create inevitable growth, and as I thought about this, the first thing that kind of came to mind is what is growth? How do we define growth? And I think there are two critical decisions that we have to kind of grapple with that most business owners tend to want to avoid. And the first is Well, if we’re growing, who do we need to attract to our business to create that growth? In other words, who are the clients that are going to make the growth happen? And that really gets down to being very clear and specific about who your ideal client is. And I, you know, I talked about this idea of ideal client a lot, because it is a fundamentally critical idea.
You cannot create a repeatable marketing process unless you’re clear on who you’re serving. And if, you know, if you’re a solo business, a small business, you know, anything really under probably two to 500 employees, which I would guess is probably 90, 99% of the people listening right now. If you’re smaller than that, it becomes really difficult to market to more than one or two or three types of clients. And when you try and broaden it out and just say, Well, I’m going to take anyone and everyone, the challenge that you have there and the thing that kind of retards your growth and keeps it from really accelerating is that you put a message out that doesn’t speak to anyone.
And so it’s your marketing, your communications become so watered down that they’re meaningless to anyone that sees them. So rather than being all-inclusive, they actually don’t reach anyone, period. It’s 100% exclusive. And when you get specific and narrow down to one type of ideal client, and then maybe a little while later, you add another type and maybe a little while later you add a third type.
And now you’ve got, you know, one or two or three groups of people that are very very specific, have very similar problems and challenges, now you can tune your message into them and you can accelerate your growth. And so that that’s really the fundamental reason to do this, it simplifies everything is we’re going to see going through some of the thinking around creating inevitable growth, and making the attainment of your growth goals for your business. a done deal.
Laser Targeting Your Ideal Client
The key element is you’ve got to simplify things. And the first way to do that is to be very specific about who you’re trying to attract. And so I know that so many of you struggle with this because you don’t know who to pick and you’re afraid to pick the wrong type of ideal client. And I’ve done this now over and over and over again with clients of ours over the last 10 years. And I will tell you that it’s really really hard to make a mistake. Okay, the first thing you need to know is that you can’t pick a group of people too small, have yet to find a market that was defined too tightly.
And so your big fear, which is well Am I going to be able to get enough demand is really an unfounded fear. The other big fear is, well, I’m going to exclude all of these other people that we might be doing business with now. And really what we’re talking about is choosing one type of ideal client to focus your marketing and your message to build your attraction system around. Now if other people come in, because they will, that don’t fit that ideal client definition, then you have a business decision to make.
You can take them on as clients or not, it’s up to you. But for purposes of your marketing and attracting the clients that you need to grow your business, the way that you envision it being grown, you’ve got to get specific so that you’re speaking to one single type of ideal client to begin with, and then add others on. So you want to be specific about your who. Who you’re trying to attract.
Okay, the next thing that you need to do is you need to be realistic about how many clients you need and how many leads are going to be required to get to that number of clients. And this is, you know, this is an area where people think when I say that, that, you know, I’m maybe aiming too low, but that’s not the point. So, for most businesses, particularly folks that listen to this podcast, when you’re selling something that is really high ticket, and you’re likely in a service business of some kind, you probably can’t take on 1000 clients this year. I mean, if you can, great, that’s a slightly different problem.
But for most businesses, they’re looking at who are the dozen, or who are the two dozen or the three dozen clients, maybe 100 clients over the course of the next year that they can add. And often that’ll create all the growth that you can handle. And so we’re not trying to solve this problem that is, you know, infinitely large. We’re really trying to solve a fairly small and specific problem. And that is how do we go get the finite number, the small number of really great clients that you need to hit your growth goals for the year?
And when you’re clear about what that number is, it now simplifies the number of different things you have to do. When you’re not specific about who you’re trying to attract, and you’re not specific about how many of those people you need, it now, you know, you create this really complex problem. And you start to solve it with really complex solutions, from a marketing perspective. And solutions that actually aren’t likely to work, that aren’t appropriate for the type of business that you’re operating. I see this all the time. I see people who are pulling marketing tactics that they see from product businesses.
And pulling marketing tactics that they see from, you know, software as a service companies who are trying to go out and get 10,000 customers this year. And they’re trying to make those things work and reconcile them to get the few very high-value specific customers, clients that they need. And it’s just the hardest possible way you could do it. Instead of looking at this from a realistic point of view of saying, This is who I’m going after really specifically, and this is how many of them I need. And if I need that many of them then that means I’ve got to talk to some number more than that because I’m only going to close a small percentage and that’s okay.
Define Realistic Goals
Now we’ve got a number we can begin to work with and work towards, that’s really specific and dialed-in and will reasonably create the results that you want. So I want you to think for a minute, how many clients do you need next year to hit your goals? I’m going to guess it’s probably not a huge number. That’s probably Less than 100. If it is, how many then, how many conversations do you need to have with people who could be a client so that at the end of the year, you’ve landed the number of clients that take you to your goal? When you know those two things, it’s really, really empowering. All right, because we’re starting to unmask who is going to create this growth for you, right?
Most people approach this and say, Well, I’m just out there, and I’m marketing. I’m just out there, and I’m selling and I don’t really know specifically who I’m selling to. And so that’s one of the appeals of the internet and of internet marketing is you can go out to this vast sea of people, you know? Several billion people on the planet and somewhere in there, maybe you can find the few that you need and they are there certainly. But to the extent that you can unmask that and get specific about who you’re trying to attract, you make the entire game easier for yourself. And you make winning inevitable.
Alright, so we’ve talked about being specific about who you’re trying to attract. Now we’ve gone on and said, Now let’s be specific about how many of those types of people do we need? And then how many do we need to talk to, to get to the numbers that we need in terms of new clients? Now, let’s use that knowledge as the basis for choosing how we’re going to go out into the marketplace and communicate and deliver our message, what we call marketing. All right, what’s the most likely path to sell what you’re selling?
What’s the most likely method to create the kind of transaction that you need to create, the kind of relationship that you need to create with your client? Now, if you’re selling Krispy Kreme doughnuts, you probably don’t need a big elaborate sales funnel, right? But then again, if you’re selling high end and expensive services, where somebody is going to come in and pay you five figures, six figures, seven figures, and trust you with an awful lot of money and with delivering a big outcome for them, then you might need more than merely a funnel. You might need an entire system of communication that works on people over the long haul, right?
And you want to come into the game with the right tools working, you know, in the right way. And with tools that will create for you the results that you really want. But you can’t do that if you’re not clear about what you’re trying to achieve. And that’s really what I want you to grapple with. We’re, you know, this is being published right at the beginning of the year. And I want you to be really clear going into the next year, and again, going into this next new decade about what it is that you want. What you’re trying to create in terms of growth.
Because when you can get specific now it’s going to make drilling down into the specific strategies and the tactics that you need, it’s going to make that so much easier. Alright, so what’s the most likely path to sell what you’re selling? You know, is it running ads? Is it doing SEO and content marketing? Is it working on one on one relationships? It’s not that there’s anything wrong with any of these methods or any of the other ones that I haven’t named.
Building Auspicious Relationships
The question is, what’s the method that’s most likely to get you to the goal, quickest and easiest, with the greatest probability of success? Now, for most of you listening, the thing that is ignored because it’s sometimes the more difficult thing to pull off, or at least it’s perceived to be, is relationships. But I’m here to tell you that if you’re trying to sell something that is five figures or up in terms of a service, Heck, even if you’re trying to sell something that’s, you know, anywhere north of $2500, in terms of total purchase, that you’re going to have a really hard time doing that without one on one interaction with the prospect.
And you’re gonna have a really hard time doing that without orchestrating some level of relationship. Now, you could do that through internet marketing, it just takes time. You could do that through one on one referral, which takes less time, but maybe harder to generate a lot of volume. You could do that with a leveraged referral process, which is one of the things we teach with podcasts and using that as a way to build relationships and then create cross-promotion and massive referral opportunities. So there are a lot of different ways that you might get at that.
But the question is, you want to be clear about it, because what tends to happen is people will go into the year saying, I’m going to double revenue and they haven’t thought about well, how many people is that? How many conversations do I need to have? Who am I really targeting? How am I going to do it in a way that’s reasonably likely to deliver the results? So then they read an article about how Instagram is a great way to reach the next wave of prospects. And so now you’re doing all this Instagram marketing, and it might be great, it might be wonderful, but it might not be the easiest path to create the result that you want.
And that’s why you need to be clear. The clearer you get the more strategic that you can be, and the more likely you will be to create the outcome that you want. So I want you to think next about what’s the most likely path for me? And I’m going to argue that for most of you listening, the overlooked path to get the clients that you want to reach your goal next year is the relationships that you have, and the relationships that you can create strategically if you’ve got a good way of doing that. Once you’ve got that in mind how you’re going to go about creating those leads, you’ve got to build a system around it.
And this is the most critical thing.You know, once you’ve gotten to this point, you’ve kind of gotten clarity around your thinking, you’ve got to go build a system to do that. Haphazard marketing is going to give you haphazard results. Because you’re going to be in front of the market for a while, then you’re going to get busy and not, and there’s not going to be a system that’s going to keep it going. And then you’re going to show up again, and what’s going to happen is people will begin to see that you’re inconsistent in the way that you show up.
And that’s going to begin to erode trust. They’re going to forget about you. You’re not going to be there at the moment that they actually decide, now’s the time that they need what you do, so they’re going to go with somebody else. And so you’ve got to take whatever decisions you make about how you’re going to market, you’ve got to take that and turn that into a system. And so it’s really easy, you know, to sit here and say, Well, you’ve got to have a system. Well, what does that look like?
What I want you to think about in terms of creating a system that’s actually going to work for you as an entrepreneur, as a business owner is the system needs to have two components to it. And if it’s lacking either of these, you’re probably going to have a really hard time making it work for you. Alright, so the first component is process. That’s what most of us think about when we think about a system. So if you’re going to have a marketing system, let’s say a referral system, okay? You need a process.
Well, one way you could do that is you could get my Unstoppable Referrals book or take our Unstoppable Referrals launch pad and you could get our system for doing that. And then you’ve got to implement the system, right? Well, you need a team to implement the system. You’re the CEO. I don’t care if you’re solo, you’re the CEO. Alright, you’ve got to, if you’re going to grow the business, you got to get to the point where you’re not wearing all the hats. And the way to do that is to begin to build a team to handle some of these things.
Build an Effective Team
And, you know, that’s one of the things that I’ve learned over the years and as I invest in a team around me, it accelerates results. And if you look at all the different marketing that we do, I can assure you that I’m there kind of orchestrating it all. But if I didn’t have the great team that we have in place that we’ve built over now a number of years, it wouldn’t happen.You wouldn’t be listening to this podcast. You know, if I didn’t have an amazing editor who can take this and make it hopefully sound reasonably good. You wouldn’t get an email telling you about the podcast if there wasn’t a really skilled copywriter writing the copy.
You wouldn’t go on the website if we didn’t have somebody who was really great at getting all of that content and getting it on the website. And it certainly wouldn’t happen if I didn’t have Lauren Rimes, who is kind of the air traffic controller for everything, making sure that all the, you know all of this is working and you know showing up on time. And without all of that, this wouldn’t happen. Now, did I start off with that big of a team? You know, we got more people doing other things as well. No, I started off with one person. So wherever you are, start off somewhere, whatever, wherever you can begin.
If you can go hire a team, go get a team to do it for you, you know? Outsource it. And that’s one of the things that we learned a number of years ago working with our clients. We were just teaching them how to do a lot of this marketing stuff and they kept coming back frustrated because they didn’t have the team in place to do it. And we finally said, Okay, well, we’ll be your team, and which is how, you know, our agency really got started in that side of the business. Get a team. You know, if you think we might be the team for you, great, let’s have that conversation.
But however you do it, get a team to support you and to execute the process. So that all you’re having to do is show up and do the part that only you can do which is most likely conveying the message and creating the relationships. All the other stuff, all the technical backend should not be done by you for your marketing because you’re gonna get bogged down and it’s not going to happen. And that’s going to keep you from creating inevitable growth. Alright, so let’s just recap before we wrap up. We started with this idea of inevitable growth.
And to get there, the place you have to start is you’ve got to be really specific about who you’re trying to reach. Who is your ideal client? Once you’re specific about it, it’s easy now to communicate with them clearly. It’s easy to see who they are. You are able to move from, you know, this mysterious marketing to the, you know, the entire world to now being really, really specific about who you want and being able to know them by name. And then the next step is to get realistic about how many clients you want to hit your goals.
How many do you need to hit your goals? And then how many people do you need to talk to make that goal happen? Because now you’ve got a number to work towards. Now you’ve got a specific number to work towards, you can measure against. You’re not just throwing stuff against the wall hoping something will stick. Armed with those two pieces of knowledge, you can then go and choose a marketing method that fits your strengths and that is likely to deliver the types of clients that you’ve described as your ideal client, and create the relationship, the type of relationship and the depth of relationship that you need to make the sale you’re trying to make.
And then once you’ve chosen what marketing method you’re going to use then the next step is build a system out of it. And the system has two pieces, process and team. put those together and you’ve got it. Now you’ve got something that’s repeatable that’ll work over time. Now, in the next episode, we’re going to talk about the next key component of this. It’s actually going to be the next solo episode that we do which is going to be in two weeks. And we’re going to talk about how to extend this and create infinite opportunity.
Because it’s one thing to say, okay, we’re going to go through this, all this thinking, but now we’ve got to generate the conversations that are needed to reach the goal. And what I, where I see most people break down when they get to that stage is they just don’t have enough opportunity. They don’t know how to identify enough potential clients, and they don’t know how to get their message in front of them effectively. And we’re going to tackle that next. So stay tuned, it’s gonna be in two weeks, and stay tuned for that.
In the meantime, I’m working on a new book around this topic of inevitable growth and the book will be out in the first quarter of 2020. You can go now and you can get on the early notification list. And when you get on the early notification list now, we’re going to give you a, we’re going to give you the inevitable growth scorecard. And the scorecard actually takes you through eight different mindsets, different ways of thinking, and you can grade yourself and sort of see where you are, and then see where you want to be, to really get the results that you want.
So it’ll give you a great little assessment on where you stand and the things that you need to improve on to really hit your goals this year. And so you can get that when you go to unstoppableceo.net/growthpodcast, unstoppableceo.net/growthpodcast. And you can get on the early notification list for the book and the folks on the early notification list, you’re going to get some special things and you’ll get an early notice for when the book’s released. And you’ll also immediately get a copy of the inevitable growth scorecard. So go grab it there. unstoppableceo.net/growthpodcast. And here’s to a fantastic and successful 2020.