Leverage – Sales

Leverage, Sales, Time

For a sales person, the biggest consumable she has is time. If it’s gone or wasted on worthless prospects or prospects who are only out there to take “gyan” or knowledge then your income reduces by that much.

For most people who work for someone else, they sell their time for money. With sales people the advantage is that they can get incentives which can really multiply their earnings. So there is a lot of leverage on their time. And the more leverage that they can build, the more they can get rich.

So one is clearly identifying the accounts you want to work with. Sometimes the company would decide this and you have little options. Sometimes the company that you work for may also limit the products/services that you are allowed to sell. That makes life a little more challenging.

In that case the other big leverage that you can get is by using referrals. If you can create happy customers and they can refer other customers to you, then you can get an amazing amount of leverage on your time. Happy customers are always the best source of new business because then there are less hurdles to cross even with the company you are referred to.

Most sales people however feel scared to ask for referrals because they think the customer is doing them a favour. I also used to feel the same way and used to ask it in a very apologetic manner. However, has a friend asked you for help identifying a good “Chinese” restaurant. You have felt happy to recommend a restaurant, if you have had a good experience. This thought was brought out to me by Dean Jackson and Jay Abraham and since then I keep thinking about various ways to be in front of my customer when they are having a conversation where I can be of help. Think from this angle.

Everyone has a time constrain, but for sales folks it has direct impact on their earning capability so choose your customers well and figure out ways that you will create happy customers and then create ways to get a steady state of referrals.

Till next time then.

Carpe Diem!!!

80/20 for digital consumption

Focus, Leverage, Marketing, Product Management, single target market

I write quite often about leverage, using the 80/20 principle or its other fractal dimensions 64/4 etc. I am regularly trying to figure out more points of leverage so that I can become more effective and see how it plays out even in my practice of marketing.

I consume a lot of content through podcasts and I subscribe to a considerable number of them. Today while seeing my pattern of consumption of content from these podcasts, I realized that I predominantly end up with only 3-4 of them and within those also the primary ones are the Ilovemarketing.com podcast with Dean Jackson and Joe Polish and the Morecheeselesswhiskers.com podcast with Dean Jackson.

This is the true fractal nature of 80/20 where just these two podcasts are utilized by me for a major portion of my listening even though I subscribe to 15 or 16 of them.

If I look at at my consumption of digital entertainment platforms – Netflix, Amazon Prime, Disney etc. I have a subscription for maybe 10-12 of these platforms but I end up primarily on just Netflix or Prime.

Again concentration on consuming through a few platforms for a majority of the portion of my time.

The internet has created a level playing field in a lot of areas and the “long tail” impact exists where even small players get a chance to play.

On the other hand from a marketer’s perspective for you to be able to dominate a market therefore you have to be able to choose a very fine niche so that, for that category you can become the top player so that by default people have to use you.

There’s massive leverage in choosing a very small niche and then moving into other adjacent categories. As a product manager if you operate in the digital consumption category, you should be leveraging on this instead of trying to be everything to everyone.

Till next time then

Carpe Diem!!!

Time and leverage

Leverage, Productivity, scaling

In one of my A-ha moments recently, I learnt a very useful lesson. I keep talking about using leverage (not debt – for those of you who are exposed to financial markets). There are various kinds of leverage – with say automatic machines weaving cloth versus people weaving cloth. Suddenly you have one machine producing more than a 100 weavers could do in a day.

Your wordprocessor and spreadsheets are all examples of leverage. One of the best examples is 80/20 and its fractal derivatives.

But each of these things have their own constraints. What once started by increasing leverage, then becomes standard operations and then you find the constraints in that.

So what was the A-ha moment. Time is limited and is the same for everyone. However leverage is infinite. The more you keep using leverage the more you can get more out of the time you have.

No wonder Aristotle had said – you give me a lever long enough and a fulcrum and I can move the earth.

All the highly productive people are very highly leveraged and if they constantly keep looking for finding leverage points then there’s an infinite amount of productivity they can achieve. Isn’t that amazing.

So a couple of weeks back I spoke about how I am trying to identify points where my brain gives me resistance and try to work my way through those to improve my outcomes.

Now in addition to that I am also looking at how I can find leverage points and see how far I can go.

Will keep you posted on my progress.

Meanwhile if you know of ways to improve leverage, please share in the comments section below.

Till next time.

Carpe Diem!!!

Leveraging on soft assets in the market

assets, Leverage, Marketing, possibility thinking, Riding the elephant

I have always spoken about “riding the elephant ” a philosophy which is extremely useful when you are a small player trying to get into a new market.

Sometimes you have a  reverse scenario.  You have something “deep ” in the market. It could be relationships withkey customers, some typically solutions which only you have, or a place in a specific location.

I remember there was a time about 20 years back, when the company I used to work for used to do trainings for internal staff. So there were multiple training rooms. These training rooms had servers, individual desktops etc.with individual network connectivity.

Many a times, these training rooms used to be vacant. Since we had already spent capital in setting up these class rooms, if left vacant, they were only getting wasted. At that time we were going through a crunch and had to figure out what other possibilities existed for making profits.

So we went about figuring out who else could need training rooms with the specifications that we had. Necessity is the mother of invention. To utilize the asset we had, we now needed to find a buyer who would use the asset only at times when we didn’t use it.

Jay Abraham is a master at building and utilizing these kind of assets. I used the strategies he lists in his book to figure out how we could leverage. We figured that companies could use these rooms, but not everyone needed the individual computers, so those companies were not willing to pay a worthwhile amount. Then we thought of software companies who need to get trainings done both for their staff and customers.

That was the master stroke. Once we could get a handle of who owned customer trainings in these companies, we showed them the rooms and to top it we offered to take care of 2 meals and tea/coffee during the sessions.

It became so good that some of the people who came for the training then asked us about our primary business and we ended up making some of them, our customers for the main business as well.

This was pure profit because the asset had already been paid for, so increasing the utilization only increased the profits.

Till next time then….leverage on what you have and count the gains

Carpe Diem!!!