The most important thing in business is Sales.

written by john c ashworth

I’ve heard Mark Cuban say it on Shark Tank; and I’ve heard and read this idea in many other places too…

“Sales cure a lot of ills.”

In other words, when all else fails, focus on selling. Because if you’re not selling anything, you’re not really doing anything to make your company grow. Thrive.

As a salesman myself, I agree with this with all my might.

Here’s why…

First of all, any time I find myself where I’m not selling enough, it’s almost always because I’ve lost my focus and have gotten lost in the weeds. Working on things day to day that are important on some level, but not nearly as vital as my focus on selling. When I find myself here, I focus on one simple question…

“What do I need to do right now to make my next sale?” …and I was tempted to write, ‘sales’, but that’s an important distinction too. I don’t want to focus on the next two or three or ten sales. Just the next one. Because that’s the most important one. Always!

That’s it. And I don’t stop until I’ve made that sale happen.

Sometimes I do get lost. We all do. All that old head trash takes constant management. Constant discipline. But eventually and usually after not too long, I find my way back to that one simple focus question. How am I going to get my next sale? Not my next three sales. My next one and that’s it.

There’s nothing like a sale to get you back on track. The focus and the energy a successful sale fosters is an amazing trip. An energizing shot of adrenalin pumped into your heart that fills you with a sense of hope, courage, happiness and fulfillment. After all, as a salesman, that what I’m here to do. Help you buy something that will solve your problem and improve your life and business. In turn, my business and my income grow too.

This is why nine out of ten businesses fail. They don’t have good marketing and they don’t know how to sell.

So, when you’re business is struggling and you have many problems to address and you don’t know where to begin, keep your focus on sales, because sales cure a lot of ills. They breed an energy inside your business that is contagious and infectious. Sales pay the bills and the salaries of those who generate and support them. Sales bring you customers, relationships and friends that you can nurture and extend to more connections, forever. Sales is the heart of your business. You MUST embrace this idea. And then you MUST integrate these efforts with your marketing. The two are intertwined, and that’s a story for another day.

Sales rule the land and your business because nothing happens until a sale is made. And if sales are not happening then something is wrong, and you need to fix it right away, because everything you do inside your business either increases or decreases sales.

EVERYTHING!

Can you buy into this idea? I sure hope so. Because everything you’re doing inside your business either attracts and keep customers or drives them away.

That’s why sales has the potential to cure so many ills in your business. To sell more, you have to do more of the right things, more of the time. Focusing on sales helps you focus on the right stuff.

When you focus on sales you will end up focusing on EVERYTHING you can do to drive more of them and then prevent losing them. When you do this, the problems that are plaguing your business will become more evident and clear to you and you will be able to begin identifying and solving them more efficiently. Thus driving even more sales.

OK, enough reading.

Go make sale!

-John

The concept of the prospect pyramid

Inside any group of prospects you might be pursuing it is vital to understand how literally any group you might be pursuing breaks down.

1% are rich

4% are affluent

15% are not only price-sensitive buyers, but they also have very little disposable income available to invest in what you have to offer.

80% of them are living on the edge financially and even thought they might have a dire need for what you have to offer, they simply can’t afford it.

Likely, it will seem obvious to you now that the success of your business lies in effectively reaching the top 5%. The folks in this category can easily afford your product or service and can easily afford to buy from you again and again.

Crafting a reliable and effective marketing and sales system that allows you to reach the top 5% effectively is at the heart of your ability to run a successful business, be profitable, and build wealth.

Do you have one?

Most business, especially small businesses do NOT. Instead, the live on hope, sweat, and far too much elbow grease in order to eak out a living. That’s not way to live, let alone run a business.

…it might be time to get to work.

Need help?

Subscribe to the Ash Flash OR take advantage of my free expert direct marketing consultation. You’ll be shocked at what I might be able to help you do in just one 30-minute phone call.

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The democratization of your marketing dollars is a mistake. The most effective way to build a business, especially a small business, is by spending MORE on HIGHER VALUE prospects than you spend to attract the less valuable ones.

Stop ignoring this. You’re wasting a lot of money.

-John

PS Here’s the proof of this concept…I know this was true when I was running my fitness business.

The customers or clients that made you into the successful, profitable company you are today did not come from SEO, clicks, or social media. Either accidentally or on purpose, they came from connecting with and building relationships with people who for whatever reason decided they knew you, liked you and trusted you to take care of them.

Stop hedging and go all-in

stop hedging

written john c ashworth

John ashworth standing on rock

Stop Hedging and Go All-in.

You will grow personally and professionally a lot faster by helping others grow along with you. In fact, this is one of the best ways to grow your small business and your career. This is also a big part of my mission here on The Ash Flash and in the work I do as a business to business salesman.

When you help others grow. Inspire them. Educate them. Make them feel good about doing business with you and work to really connect with them, both you and your customers win.

The problem is that most businesses get far too caught-up in their day to day struggles and their dire need to make sales right now, and then quickly lose sight of this idea. This opportunity to truly serve.

There are two keys to this….

First, and most important, no matter the context or the topic is this…

If your marketing stinks and you have lead-generation problems, the realities you face as a result of this problem will always limit your ability to truly connect with your customers in the way I’m describing here, because you will always be struggling to find the next one. You will find yourself constantly looking outward instead of also looking inward and cultivating the moment. Cultivating your best customers so that they ascend the ladder of your products and services, spend more money with you, praise your good work publicly and refer more customers more often.

As a side note, referrals don’t happen automatically either. You have to train your customers to do this for you. Generally, it won’t happen automatically. You need systems in your business for everything.

So, how do you foster a business and career culture that promotes cultivation of your customers and all your best relationships?

Stop hedging. Be authentic. Be smart about not overextending yourself, and be strategic in how you go about growing your business. Yes. Those are generalities, but the idea is that if you have a great product that solves a pressing problem for a specific group of individuals, you need to stay focused on that process and on that process alone and expand slowly, quietly, and carefully so as not to disturb the flow of your work, so that you can truly connect with those you serve, and be completely present for the next big idea when it arrives.

In order to make all this happen you have to go all in. You have to give this work and your process everything you possibly have to give and at all times. I won’t kid you. It’s not easy and it’s not always fun.

If you can live a life where the people and the customers you serve who know you the best, like you the most, you will have achieved this careful combination of grit and growth. You will have achieved the ability to be yourself and be successful. Still, it will likely take you longer than you think it should to get there.

The problem is that we all have a constant tendency to hedge, and offer concessions that don’t necessarily jive with our true selves, but that get us by in the moment because when we do this, we can avoid the emotional pain that is often the direct result of sticking to our beliefs.

Here on The Ash Flash it is my goal to be as honest with you as I possibly can, while also providing you important and insightful perspectives that will challenge you to adopt this kind of belief system and this kind of approach to running your small business and running your life. If you are interested in being a part of this community, I encourage you to subscribe to the email list as a first step. Once you are officially a part of the tribe, you will begin to receive additional information and communications from me that may just help you achieve far more than you ever thought possible.

-John

PS Interested in having a conversation about just how you might implement this idea in a strategic way?

Send an email to: johncashworth(at)gmail.com and we’ll start a conversation. It is very likely that right at this moment there are many things I can help you achieve. That’s the magic Johnny Renaissance and my passion for life and true and lasting authenticity.

Peace.

Photo by Álvaro Serrano on Unsplash

This is where the Best opportunities often come from…

written by john c ashworth

The best opportunities in business and in life very often come, not directly from the thing you really want to do, but from the solution or ‘work-around’ you discover while working to overcome the obstacles that are standing in the way of you doing the thing you really want to do.

In the spirit of this idea, I encourage you to open your mind this fine Monday morning and commit to this very important idea as you begin your week.

Instead of falling back into the same patterns of your usual Monday, cultivate acceptance of your obstacles this week and to your own uncanny ability to find creative solutions.

You might just discover one of the greatest ideas of your lifetime.

Good luck! Have fun, and keep going.

-John