A Rubik’s cube holds millions of possible combinations, yet you can solve it in as little as eighteen to twenty moves. Bringing that insight to business, we can see that not all businesses grow at the same speed, and some even fail.
In this episode, I am going to share with you the insights I have gathered from reviewing over 4,000 companies with over $1 million in revenue.
What I have found are some similarities called the Five Ps. Read on to find out the stages of growth and how you can go out there and generate a steady flow of new clients, more leads, more profits, and even greater freedom.
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The 5 P’s To Get A Steady Flow Of Clients, Greater Freedom, And Profits [Podcast 230]
Have you ever played with a Rubik’s Cube? The reason I’m holding this Rubik’s Cube is this cube has everything to do with the success of your business. The ability to go out there and generate a steady flow of new clients. The ability to generate more leads, more profits so you can have a bigger impact, a bigger reach and bigger contribution. First of all, there are 54 squares on Rubik’s Cube. In 1997, UCLA had a bunch of mathematicians come in and assess how many moves does it take to solve a Rubik’s Cube. They found that you could solve a Rubik’s Cube from almost any position in as little as eighteen moves and consistently at twenty moves. A handful of years later in around 2010, Google supercomputers tested that theory and found the same thing. There are over 100 million combinations and they narrowed it down. They also found that you could solve a Rubik’s Cube in as little as eighteen moves and on average, twenty main moves. In other words, there are only about twenty main moves that matter. They ran this through the supercomputers. It would have taken 35 years for this to happen on a personal computer, but the supercomputers did it faster to prove the theory.
Let’s bring it through to now and bring it to you and bring it to your business. If you had a chance to assess and review over 4,000 businesses in the last few years, what insights that would give you? Have you ever wondered why is it that some companies seem to explode and grow and gain incredible momentum and others just flat line? Some companies grow and explode and then they hit a plateau and they can’t seem to get to that next level. This segment is called The Five P’s to Get a Steady Flow of New Clients, Help you Get Greater Freedom and Greater Profits. The truth is over the last few years, I’ve reviewed over 4,000 companies. My name is Dan Kuschell. I’m the Founder of a company called Breakthrough3X. We help business owners and entrepreneurs get a steady flow of new clients so that they can go out, have greater freedom and spend more time on their business instead of in it on a day-to-day basis and also, do more of the things they love that matter. That can be spending more time with family and so on and doing it with far less stress and especially distress. It doesn’t have to be as hard as many of us have been led to believe.We don't plan to fail, but many times we can fail to plan. - Dan Kuschell Click To Tweet
I’ve coached over 5,000 business owners over many years and in the last couple of years I reviewed over 4,000 companies. Most of the 4,000 companies were over $1 million in revenue. There were some critical things that we’ve discovered. In fact, we went and researched independent companies outside of that and we found some similarities. That’s what the Five P Method that we’re going to talk about is all about. In every business, there are four stages of growth and there are the Five P’s. You have the Five P’s. I have the Five P’s. The question is how effective are we? All of our businesses go through these four stages of growth.
We will cover that four stages of growth in another time, but I want to point it out. The Five P Process looks like this. The first step is the Plan. Most business owners, entrepreneurs and creative genius like you, we don’t plan to fail, but many times we can fail to plan. How do you overcome that? You put a good plan together. What is your plan to be able to grow and scale to double, triple, quadruple, to grow by ten times in the next year, two years, five years, ten years? What is that plan? Do you have a good plan? One of the fastest and easiest ways to be able to double, triple and quadruple is having an integrated sales and marketing system. It allows the business to grow with far less stress and also do it where you can spend more time on the business when it’s done right.Don't strive to be the best. It's better to be different than better. – Sally Hogshead Click To Tweet
The second P in the process is how are you Positioned? It’s positioning of you as the owner and/or the business in the industry and in the marketplace. Take an assessment. How are you positioned in the market? Are you positioned at the very top? Are you unique? Those two things are critical. It’s not about being the best. Sally Hogshead says it well, “Don’t strive to be the best. It’s better to be different than better.” Everybody out there in your industry and my industry is touting that they’re the best. Granted if you can be the best and you can truly back that up, then go for it. Don’t shy away from it. Especially if you’re brand new, if you’ve hit a plateau and if you feel like, “There are many competitors in my field. There are many people competing for the same clients.” A way to differentiate is to do just that, differentiate. Focus on what it is that you do differently and what it is that you’re the best in the world at doing differently. That’s this second P, positioning. There are ways to position yourself in a cool way that allows you to build a steady flow of new clients every day and not do it with manual labor and do it in an automated way. This comes back to an integrated sales and marketing system. When you get it right, you can position yourself almost effortlessly as the authority and also the specialist in your field. That’s the second P.
The third P that we found is the Packaging. How are you packaged in your marketplace? There’s the plan, there’s the positioning in the industry and the market and then there’s the packaging in the marketplace. Let’s give you a little backstory. I got started all the way back in the ‘80s. I was very fortunate. I got introduced to the idea of direct response marketing. There are a lot of different definitions of direct response marketing. It’s putting out a message and having people respond and you can measure that marketing. It’s measured effort. For the first part of my career, I went back and forth between using direct response marketing because it sounded good, but I wasn’t sure and also one-on-one. I don’t know if you’ve ever been there. Have you ever spent your time doing a lot of one-on-one presentations? Have you ever spent your time where you had to cold call clients? That is a frustrating long haul. It can work, but it’s a hard-manual labor type of thing.
Don’t get me wrong, one of my early jobs in my teens was doing basement waterproofing. We had to jackhammer out cement in 95-degree heat and 90% humidity in the Michigan area, which is where I grew up as a kid in Detroit. That’s real manual labor. Don’t misunderstand what I’m saying that making cold calls is like hard manual labor. It’s much easier if you know how to package. Here’s the key to this. Put yourself in a place where you can package what you do and do it one time and it works for you over and over again. Do the work one time and have the ability to get paid over and over again. That’s the first part. The second part is that it’s one-to-many. Instead of doing one-to-one work, you’re doing one-to-many. If you look at packaging, what you do and being able to do, there are lots of ways you can do this. There are lots of delivery methods to do this. The internet gives us an incredible vehicle. If you put out a mailer and send it out to 100 people or 500 people, that’s a one-to-many method. What could you do to package up what you do? It’s one-to-many and you do it one time and it works for you over and over again everyday ongoing. That’s the third P. It’s the package.
The fourth P in the process is the Promoting. What are you doing to promote you? What are you doing to promote your business? What are the series of things? Are you a one trick pony? There are a lot of people who have fallen in love with Facebook advertising. When Facebook continues to rise in pricing and it will, it is and it has already. What are you going to do when it’s two to three to four times as expensive, which it will be, than it is now? It’s good to build at least a triage or a three-legged stool, if not a seven-layered Parthenon in your business. Do you have seven different methods or seven different channels of business? That’s promoting. If you’re only relying on one, at least you’re better off than zero because there are a lot of people who don’t even have that.Focus on what it is that you do differently and what it is that you're the best in the world at doing differently. - Dan Kuschell Click To Tweet
What happened for your business if you extended that to have a second and a third and a fourth and a fifth and a sixth and a seventh? What would it do for you to make it easier for you to get a steady flow of new clients? That’s the fourth step. The fifth is progress. What happens is you evolve. We’ve had a chance to work with companies that were startup companies. In my early years of business, we have worked with companies that are doing millions of dollars. We’ve even worked with companies that have done over $50 million to $100 million and everywhere in between. There are stages of growth where we get stuck or where we hit a plateau. Depending on where you’re at right now, if you’re in the startup mode, that loop is going to shift for you probably at around the $100,000 mark if you haven’t hit it, and then it will shift at the $1 million mark, then at the $3 million mark, the $5 million, the $10 million, the $20 million and then so on. Where are you in that progress shift? This is a Dan Sullivan quote. I might be misquoting Dan. If I do, I apologize but the long and the short of it is, “What got us from here to there is not what’s going to get us to the promised land,” which is why the fifth step is critically important. That’s why that quote, “Innovate or perish,” and I don’t recall who that quote is from.
As a business, you’ve got to constantly be innovating or you’re going to perish. We’d hate to see that happen to you. Here’s what we found. The companies that have a good plan and then update it, the company who has good positioning if not great positioning in the marketplace and it’s constantly innovating it, a company and business owner or entrepreneur maybe like you that puts together a good packaging model of being able to go one-to-many, along with the promotion channels of multiple channels and not relying on one, they safeguard their business. It’s incredible what happened. Picture a business where you’ve got a great plan and you’ve got great positioning in the market. You are the definitive expert. You have great packaging that is working for you instead of you working for it.When it comes to promoting, it's good to build at least a triage, if not a seven-layered Parthenon, in your business. - Dan Kuschell Click To Tweet
Instead of you wearing twelve hats or being the chief bottle washer and cook in the business or wearing nine hats and being the accountant, bookkeeper, salesperson and all those different things, what if you had the packaging to support you? You had a promotion system where you had not just one but two, three, four. What would that mean for you? You’d have a steady flow of new clients. You’d have far less stress. You’d be able to spend more time on the business instead of in it day-to-day. You’d have momentum. You’d be cracking through the four stages of growth in any business quickly. You’d be creating momentum, which feels like you’re rowing uphill or rowing against the stream if you’re in a canoe. You get to a place where if you get a second or a third person in the boat, you’re all in alignment, which is important.
What happens is you’ve got a rhythm going. It’s far less work and it almost feels like you’re shooting down the stream. What happens is you hit a point where you advance momentum. That’s where you get this hockey stick growth. This Five P process, if you get this right, it’s one of the most powerful ways for you to get hockey stick growth. You’re going to hit that fourth stage of growth in event, which is a plateau. What are you going to do then? If you are tune into this Five P process and check back in, what’s our plan like? The plan that got us from here to there is not the plan that’s going to get us to that next level. It’s the same thing with the positioning. The positioning that we had as a $1 million company is not the same positioning that will get us from $1 million to $5 million or $10 million or $20 million. Pack it and so on.
I hope this gives you some insights that you can tune into to be able to create more freedom, to create less stress, to grow your profitability, to grow your impact, to grow your reach, to have a bigger contribution in the marketplace. Here’s the deal, if you’d like us to show you, and this is where I’m going to go into making an offer, which is what all of us should be doing every day in our business is making offers. I’m not shy about that. Here’s the deal. If you’d like to see how to apply the Five P’s, if you’d like to work on building and getting a steady flow of new clients. If you’d like to find out why many of the top experts and many people you might consider gurus have hired our firm and hired me to come in and help them grow and scale their business to get more new clients with less stress. We’d love to show you how to do that and we’ve got a no-cost opportunity to be able to do that. It will give you that process in and of itself. It’s called our Breakthrough Clarity Session.
If you want to take advantage of that no-cost session, you can go to BreakthroughStrategyCall.com. What you’re going to leave with when we do this session, it’s not just a session. You’re going to walk out of that session with greater clarity. We’re going to help you connect the dots. We’re going to help you probably see some blind spots even in the session that you walk away or that you stop. You’ll walk away going, “I’ve got a good opportunity in blueprint.” If you want to go deeper, we will invite you to go deeper. We’ve built our companies before I’ve sold them up to $28 million at our peak. We’re going to give you our playbook on not only how and what we’ve done to do that, but helping a lot of other big-name experts you know. Wouldn’t it be great if you could take advantage of working with the group that’s a lot of the top experts have? If you want to do that, take advantage of our no-cost Breakthrough Clarity Session. It’s simple. At the end of the day, you’re putting these Five P’s in place in your business. Aren’t they the highest level possible? What’s missing in them that’s keeping you from hitting that full momentum or if you’re already successful, getting to that next level of momentum? The Five P’s work and they can work for you. I’d love to show you how we can help you make them work even better with what you’re doing. Enjoy your day. Take action. We’ll see you on another segment down the road.
Resources mentioned in this episode:
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