CLARITY ON THE RULES BEFORE OPENING YOUR DOORS FOR REAL - WILLIAM EASTMAN

PROFIT RADIO..."Grow With Us"

Introduction
We are tackling two related topics today. The first is making sure your operating principles or values for how the company is to operate are clear and followed. This has a direct bearing on what happens when you quit testing and GoLive for real - your hard launch.

Before we get started one last thought. Look at IBGR as your CGO - your fractional Chief Growth Officer, a partner for Living The Life on Your Terms. We have built a platform that moves beyond the one-way conversation of radio and podcasts to real relationships; our Community of Commerce.

Start by joining my new group in the Community of Commerce - Living the Life where we can discuss how The Life is effecting you. I have a script ready for you in my group - all you have to do is join.

Part 1 - Your Operating Principles
Key Issues - Owner Perspective:

1. Defining the operating principles of the business,
2. What are the results expected for each principle or value,
3. What behaviors would you see on the job if the owner lived by it

​What You Need to Do​​ - The How

1. Using Balanced Scorecard, create initial list of operating principles or values. 
2. Name the Value. Given the list of potential values for each element of the Balanced Scorecard, determine a name that captures the list.
3. Define the Value. Create a description that makes sense to all stakeholders - customers, employees, investors.
4. Impact of the Value. What impact or result do you expect if this value was consistently followed.
5. Behaviors Exhibited. If this Value was  exhibited by everyone in the company, what behaviors would you be able to see.
6. Prioritize the Values. Put the values in a priority order. This is critical because when there is a conflict - which one wins!

SPECIAL NOTE: JOIN OUR COMMUNITY OF COMMERCE AND DOWNLOAD THE TEMPLATE FOR CREATING YOUR COMPANY'S PRINCIPLES, ITS VALUES.

Part 2 - Proclaiming to the World You're Open for Business
Key Issues - Owner Perspective:

1. Does the marketing for your hard launch reinforce your brand?
2. What are the results of the marketing spend - how many new visits, people, inquiries etc have we received?
3. How many new contacts have been converted to sales?
4. What is our ratio of money spent vs closed sales, and how does that compare to previous numbers?

What You Need to Do​​ - The How

1. You must have an intimate knowledge of your marketing plan. As course corrections are made, make sure that every part of your marketing presence continues to reinforce the brand image you want the world to identify as uniquely yours. 
2. Collect, track and adjust. Collect the data often, interpret the results and keep the focus on ROI. Your marketing dollars should have a positive impact on lead generation as well as sales conversions. 
3. Analyze your funnel and identify gaps. Are any “coffee stains” showing up now that need to be addressed? Is there any confusion in the marketplace that needs to be cleared up. Find them and fix them. 
4. You profit numbers should be increasing. Compare current data to previous soft launch data. What can be improved to increase your ROI in areas that are underperforming?

The purpose of this show was to get ready for proclaiming open for business. You have been and open and selling but that has a lot of testing to make sure everything works and part of that checklist is having your operating principles in place. Clarity of what is IN and OUT of bounds is critical to build the type of customer experience you need day in and day out, not just at the Grand Opening.

We are your single, one stop source for business and personal success, period, end of story.

Make sure you leave some thoughts in the comment section below. I am interested in continuing the conversation

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