《电子商务 E-business》阅读文献：The Edge of Success 9 Building Blocks to Double Your Sales

TheEDGE Of SUCCESS 9 Building Blocks to Double yOUR sales! By clate Mask <nFUSIonsoFt

Table of contents Introduction page 3 hapter 1: The building blocks page 11 Chapter 2: The Secret to Small Business Success page 14 Chapter 3: Supercharge Your Website page 17 Chapter 4: Fill the Funnel page 22 Chapter 5: Convert Your Funnel page 26 Chapter 6: Win Lifelong Customers page 31 Chapter 7: Flip Your Funnel page 35 Chapter 8: Sell Stuff Online page 39 Chapter 9: Collect the Cash page 43 Chapter 10: Grow Through Partners page 47 Chapter 11: Measure and Tweak page 51 Conclusion: Time to get started ng Blocks To Double @

Table of Contents Introduction page 3 Chapter 1: The Building Blocks page 11 Chapter 2: The “Secret” to Small Business Success page 14 Chapter 3: Supercharge Your Website page 17 Chapter 4: Fill the Funnel page 22 Chapter 5: Convert Your Funnel page 26 Chapter 6: Win Lifelong Customers page 31 Chapter 7: Flip Your Funnel page 35 Chapter 8: Sell Stuff Online page 39 Chapter 9: Collect the Cash page 43 Chapter 10: Grow Through Partners page 47 Chapter 11: Measure and Tweak page 51 Conclusion: Time to Get Started page 56 Building Blocks To Double Your Sales

3. THE EDGE OF SUCCESS-9 Building Blocks to Double Your Sales Introduction Sitting on the Edge of Success Let me ask you something. Do you ever feel as if you are sitting on the edge of greatness? As if there is something holding you back from being the phenomenal business owner you are capable of being? You read all the books about owning and operating a company. You listen to all the sto- ries about small businesses becoming big businesses. You might know people who are living the life you set out to live yourself, but you just can't quite get there. You feel as if your business is just waiting to explode. If only you could do something to make that leap from being the over- whelmed business owner to the unbelievably successful entrepreneur. Well, this book will provide you with the knowledge you need to reach new heights. This book is for those small business owners that have been work ing to grow their companies and feel as if they are sitting on the edge of success. This book is going to give you the strategies you need to double your sales. But, these strategies have not come easily. The success secrets I'm going to share with you have been the result of years of struggle uTBd⊙ABHI I Have Pain! "The Infusionsoft Story One day, my custom software company(eNovasys at the time)received an interesting phone call. It was Friday afternoon and my partners and i were anticipating our weekend break. Wed ordered pizza, and it had just arrived when the phone rang. Well, the last thing we wanted to do was talk to anyone. Nevertheless, I decided to pick up the phone No sooner had i rattled off my greeting, than the man on the other end shouted, Ihave PAIN! an you help me? Then he paused Well, my mind was reeling with concerns. Was this a prank Did this guy even know what number he had dialed? What was I supposed to do about someone's pain? Shouldn't he call a doctor? Eventually, (after a 90-minute conversation) I got to the root of this mans problem. What this man, Reed Hoisington, wanted was a software program that would more effectively manage his c 2008 Infusionsoft

© 2008 Infusionsoft 3 • THE EDGE OF SUCCESS- 9 Building Blocks to Double Your Sales Introduction Sitting on the Edge of Success Let me ask you something. Do you ever feel as if you are sitting on the edge of greatness? As if there is something holding you back from being the phenomenal business owner you are capable of being? You read all the books about owning and operating a company. You listen to all the sto￾ries about small businesses becoming big businesses. You might know people who are living the life you set out to live yourself, but you just can’t quite get there. You feel as if your business is just waiting to explode. If only you could do something to make that leap from being the over￾whelmed business owner to the unbelievably successful entrepreneur. Well, this book will provide you with the knowledge you need to reach new heights. This book is for those small business owners that have been work￾ing to grow their companies and feel as if they are sitting on the edge of success. This book is going to give you the strategies you need to double your sales. But, these strategies have not come easily. The success secrets I’m going to share with you have been the result of years of struggle. “I Have Pain!” The Infusionsoft Story One day, my custom software company (eNovasys at the time) received an interesting phone call. It was Friday afternoon and my partners and I were anticipating our weekend break. We’d ordered pizza, and it had just arrived when the phone rang. Well, the last thing we wanted to do was talk to anyone. Nevertheless, I decided to pick up the phone. No sooner had I rattled off my greeting, than the man on the other end shouted, “I have PAIN! Can you help me?” Then he paused. Well, my mind was reeling with concerns. Was this a prank? Did this guy even know what number he had dialed? What was I supposed to do about someone’s pain? Shouldn’t he call a doctor? Eventually, (after a 90-minute conversation) I got to the root of this man’s problem. What this man, Reed Hoisington, wanted was a software program that would more effectively manage his I Have Pain!

4. THE EDGE OF SUCCESS-9 Building Blocks to Double Your sales contacts. He was trying to follow up with his prospects and customers, but he was making a lot of mistakes. He was having a heck of a time keeping straight leads responders, and customers. He couldn't track things properly and the follow-up was hit or miss. In other words he was mismanaging his business and it was caus ing him pain The irony is, at the time of Reeds phone call, we too had pain Probably more pain than anyone in my company wants to ad mit Note: As you continue reading this book, the importance of this story will become clear. You will discover how this story taught me the one secret every small business owner must know, if they are going to achieve unbeliev- able success. But I'll address that secret later. Right now I want you to understand why this man's declaration of "i have pain! "struck such a chord with me When eNovasys first began, there were four of us(me and the three founders) working out of a small office space in the corner of a strip mall. We provided customized software to small busi- nesses. We built all sorts of custom software applications. However, like many small businesses starting out we really had no idea what we wanted to achieve. In actuality, we had no idea whether we were going to be in business from one month to the next. Still, we plugged away with a glimmer of hope that our budding company would be come successful Business ownership seemed exciting at first. We let ourselves daydream about what our compa ny could become. I was working with close friends; and besides, we weren't being tied down by corporate jobs. But then almost instantly the reality set in the amount of work required to run a small business forced all of us to reanalyze our situation. We began spending more and more time at the office, sometimes working through the night to get projects done. It didn't take long before our only option was to eat, sleep and breathe our business. But worse than the hours put in at the office was the stress and fear that appeared one day and never subsided. We were worried about our product, our clients, and whether or not we'd be paid And in the back of our minds we were questioning whether or not we could make this business work. We developed small business paranoia. We were constantly expecting something horrible to happen to us In fact, one of the founders became so agitated he lost 40 critical pounds in a matter of months. The possibility of missing an important phone call kept most of us from even eating during the day(not that we could afford to eat anyway c 2008 Infusionsoft

© 2008 Infusionsoft 4 • THE EDGE OF SUCCESS- 9 Building Blocks to Double Your Sales contacts. He was trying to follow up with his prospects and customers, but he was making a lot of mistakes. He was having a heck of a time keeping straight leads, responders, and customers. He couldn’t track things properly and the follow-up was hit or miss. In other words, he was mismanaging his business and it was caus￾ing him pain. The irony is, at the time of Reed’s phone call, we too had pain! Probably more pain than anyone in my company wants to ad￾mit. Note: As you continue reading this book, the importance of this story will become clear. You will discover how this story taught me the one secret every small business owner must know, if they are going to achieve unbeliev￾able success. But I’ll address that secret later. Right now, I want you to understand why this man’s declaration of “I have pain!” struck such a chord with me. When eNovasys first began, there were four of us (me and the three founders) working out of a small office space in the corner of a strip mall. We provided customized software to small busi￾nesses. We built all sorts of custom software applications. However, like many small businesses starting out, we really had no idea what we wanted to achieve. In actuality, we had no idea whether we were going to be in business from one month to the next. Still, we plugged away with a glimmer of hope that our budding company would be￾come successful. Business ownership seemed exciting at first. We let ourselves daydream about what our compa￾ny could become. I was working with close friends; and besides, we weren’t being tied down by corporate jobs. But then almost instantly the reality set in. The amount of work required to run a small business forced all of us to reanalyze our situation. We began spending more and more time at the office, sometimes working through the night to get projects done. It didn’t take long before our only option was to eat, sleep, and breathe our business. But worse than the hours put in at the office was the stress and fear that appeared one day and never subsided. We were worried about our product, our clients, and whether or not we’d be paid. And in the back of our minds we were questioning whether or not we could make this business work. We developed small business paranoia. We were constantly expecting something horrible to happen to us. In fact, one of the founders became so agitated he lost 40 critical pounds in a matter of months. The possibility of missing an important phone call kept most of us from even eating during the day (not that we could afford to eat anyway)

5.THE EDGE OF SUCCESS-9 Building Blocks to Double Your Sales Life had suddenly taken on a whole new meaning. I was propelled into the age-old" fight for survival. My friends kept asking me where"the old Clate"had gone. I rarely saw my family, and even when I was around, Infusionsoft (we had to change the name because people were calling us nOvices) was on my mind I had less patience and little devotion to the things that meant so much to me before. My mind was busy, my stress levels were increasing, and I completely forgot what it meant to live"my life progressed and we hired several employees to help us manage the wany Despite the raging personal battles, and almost miraculously, our compa But as we expanded rather than finding more time, additional business and helpful solutions, we found ourselves wrapped up in more problems ey. The two founders and I invested our personal savings into building and growing our com. 3 For one thing, in order to keep the company growing, we needed more money. A lot more m pany. Multiple mortgages were taken out on homes. We leveraged whatever financial outlets we had, yet we slipped further and further into personal debt. Still it wasn't enough. We were con- tinually panicked about being able to pay the bills On a couple of occasions, I had to approach our employees and explain we couldnt make pay roll. To their credit, they stuck it out and worked hard to help us get through the tough times And of course, the founders and i often went months without seeing any money But even as we tried to budget and gave up our own income, the money would run out, and the creditors would come calling I felt particular embarrassment one night when my son asked, "Dad, why are you so mad? Because a freakin creditor called me on a Sunday !"I snapped at him The next question was, "What did he want? He wanted to know why i hadn't paid my bills. Well Dad, did you tell him it's because you havent made enough sales? How often had I said that? And how could l explain to my eight-year-old son the depth of the financial situation we were in what lessons was l teaching him? And how could i bear to watch him go without. because I wasn't succeeding? I wasnt the only one depending on the next sale. As one of Infusionsoft's founders sat in the hospital with his wife and brand new child, he was on the phone closing a deal when his irri tated wife berated him he looked down at his brand new baby and said You want to be able to afford the hospital bills, right? c 2008 Infusionsoft

© 2008 Infusionsoft 5 • THE EDGE OF SUCCESS- 9 Building Blocks to Double Your Sales Life had suddenly taken on a whole new meaning. I was propelled into the age-old “fight for survival.” My friends kept asking me where “the old Clate” had gone. I rarely saw my family, and even when I was around, Infusionsoft (we had to change the name because people were calling us eNovices) was on my mind. I had less patience and little devotion to the things that meant so much to me before. My mind was busy, my stress levels were increasing, and I completely forgot what it meant to “live” my life. Despite the raging personal battles, and almost miraculously, our company progressed and we hired several employees to help us manage the work. But as we expanded, rather than finding more time, additional business, and helpful solutions, we found ourselves wrapped up in more problems! For one thing, in order to keep the company growing, we needed more money. A lot more mon￾ey. The two founders and I invested our personal savings into building and growing our com￾pany. Multiple mortgages were taken out on homes. We leveraged whatever financial outlets we had, yet we slipped further and further into personal debt. Still it wasn’t enough. We were con￾tinually panicked about being able to pay the bills. On a couple of occasions, I had to approach our employees and explain we couldn’t make pay￾roll. To their credit, they stuck it out and worked hard to help us get through the tough times. And of course, the founders and I often went months without seeing any money. But even as we tried to budget and gave up our own income, the money would run out, and the creditors would come calling. I felt particular embarrassment one night when my son asked, “Dad, why are you so mad?” “Because a freakin’ creditor called me on a Sunday!” I snapped at him. The next question was, “What did he want?” “He wanted to know why I hadn’t paid my bills.” “Well Dad, did you tell him it’s because you haven’t made enough sales?” How often had I said that? And how could I explain to my eight-year-old son the depth of the financial situation we were in? What lessons was I teaching him? And how could I bear to watch him go without…because I wasn’t succeeding? I wasn’t the only one depending on the next sale. As one of Infusionsoft’s founders sat in the hospital with his wife and brand new child, he was on the phone closing a deal. When his irri￾tated wife berated him, he looked down at his brand new baby and said, “You want to be able to afford the hospital bills, right?