Browse by job
The pages are grouped below by the job they help with. The numbers do not follow the groups, so each group lists its pages by number.
- 1 Choose the buyers and build the offer Pick a market worth entering, build an offer people want, and add the guarantees, bonuses, limits and names that get a decision.
- 2 Set and raise prices Set a price in the first place, test it, raise it on new and existing customers, and add small pricing moves that lift profit.
- 3 Get leads by reaching out Reach people who know you and people who do not, ask for introductions, offer a free lead magnet, and work events; earning referrals by giving more value is in group 12 (SOP 284).
- 4 Make content and build a brand Decide what to post, how often and where, put calls to action on it, build a brand that raises what people will pay, and give a talk built around one problem.
- 5 Write ads and gather proof Write hooks, bodies and calls to action, keep a steady supply of new ads, and collect the proof and testimonials that make them persuade.
- 6 Run paid ads and scale lead flow Choose platforms, target, test, and read what leads cost, then add people, agencies and affiliates to get more of them.
- 7 Get prospects to the call and run it Route and contact new leads fast, get them to show up, and run the call from the opening through discovery to the price.
- 8 Handle objections and close Sort an objection, then answer price, partner, time, trust and stalling objections with a close that fits.
- 9 Build and run a sales team Pay, recruit, onboard, drill and rank salespeople, and set the rules the sales culture runs on.
- 10 Sell again after the first sale Arrange attraction offers, upsells, downsells and continuity so a new customer pays back what they cost, and keep selling to them.
- 11 Customer economics and cash Work out what a customer costs and returns, how fast they pay back, what margins to hold, and how to bring cash in sooner.
- 12 Keep customers Find the point where customers start to stay, onboard them to it, score every account each week, run cancellation calls, read churn by cohort, run support well, and earn more referrals by giving more value.
- 13 Find the constraint and choose the next move Find the one thing holding growth back, decide where effort and money go, prune what returns least, and choose the next growth move.
- 14 Grow through the stages by headcount Find your stage from one person to several hundred, and set up the finance, insurance, technology and controls each stage needs.
- 15 Hire, pay and let go Build a hiring funnel, interview for skill and values, onboard, set pay and benefits, and let people go without surprise.
- 16 Lead the team Build culture and values, set ownership and recognition, write the work down as a process anyone can follow, run meetings and weekly planning, and score your management and leadership.
- 17 Build wealth outside the business Climb from earning more than you spend to owning things that pay you while you hold them, in general terms only and with no investment advice.