Achieving Effortless Growth

Posted by Doug Davidoff

Oct 2, 2012 12:46:00 PM

I love watching top performers work.  It doesn’t matter what the endeavor is, they all make extraordinarily difficult things seem effortless.  Whether it’s sports, art, theater, business or sales, top performers make it look and feel easy.

I’ve studied top performers for the last 25 years, as a salesperson, executive, and coach.  I’ve learned that they not only make it look effortless, they make it effortless.  Don’t get me wrong, it takes a lot of hard work to make something effortless, and once you get there your opportunities are limitless.

What I find even more interesting is that in every craft, there are groups of people who want to make it feel complicated and hard.  This is especially true when it comes to sales growth.  It’s in the interest of highly paid consultants and “gurus” to convince the world that growing a business is complicated.

The reality is that it’s not.  Sales growth is actually quite simple (not easy – simple).  For many, it’s too simple, and that’s why it can be so elusive for small and mid-market companies.  There’s an assumption that something so valued and valuable must be extraordinarily complicated.

The most important discovery I’ve made in 20 years is that the key to real success is keeping things simple.  So, how does that apply to sales growth?  How can you make sense of all the information and advise out there about growth?  Simple, just learn and master The 7 Steps to Achieving Effortless Growth.

Over the last several months, my team came to the realization that, in many ways, we were contributing to the confusion and complexity surrounding sales growth.  Realizing that we were contributing to the very problem we were aiming to solve, we have worked hard over the last four months to simplify everything.  That effort led to this new structure.

While I will continue to write about many issues relating to your go-to-market efforts, Effortless Growth will become a central theme.

Here are the seven steps (I’ve linked these steps to previous posts on this topic to give you more color):

    1. Focus on the system – not the behavior.
    2. Be “maniacally” clear on your “who.”
    3. Focus on your “why.”
    4. Provoke your customer.
    5. Cultivate and engage.
    6. Bring your value proposition to life.
    7. Stop selling!

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