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

11.THE EDGE OF SUCCESS-9 Building Blocks to Double Your Sales And after all the refinement, I am finally able to introduce The Nine Building Blocks to Doubling Your Sales Plus One Incredible Secret! I can't even begin to express my excitement at finally being able to reveal the building blocks. With the re- to provide small business owners with valuable, ife a lease of these strategies, my goal, my drive, my ne changing information has been realized Chapter 1-The Building Blocks Before i get any further I'd like to introduce the nine building blocks. An adequate description of each building block will be provided in individual chapters. However as you' ll want to think about how they relate to each other here they are The building blocks are interrelated strategies which, when collectively plemented, prod Supercharge Your Website phenomenal results Fill Your funnel Convert your funnel Understand that the Win Lifelong customers building blocks do not follow a particular order. Building Sell Stuff online One does not necessar Flip Your Funne ly build upon the othe And, although the build Blocks Collect the cash ing blocks tend to be Grow Through Partners closely related, by the Measure and Tweak end of each chapter I feel certain you wi understand the singular importance of each one But Why Should I Follow These Nine Building Blocks? In actuality, I could have picked a different number 8 or 10. It really came down to a matter of choice. However, the number 9 along with one secret"(which I will reveal in a moment) hap pily encompasses the most important techniques, or secrets to doubling sales. With 9 building blocks, I am able to clearly define the pains small businesses are struggling through and clearly identify specific, changeable behaviors that increase revenue liberate the small business owner, and lead to unbelievable success c 2008 Infusionsoft

© 2008 Infusionsoft 11 • THE EDGE OF SUCCESS- 9 Building Blocks to Double Your Sales And after all the refinement, I am finally able to introduce: The Nine Building Blocks to Doubling Your Sales ...Plus One Incredible Secret! I can’t even begin to express my excitement at finally being able to reveal the building blocks. With the re￾lease of these strategies, my goal, my drive, my need to provide small business owners with valuable, life￾changing information has been realized. Chapter 1-The Building Blocks Before I get any further, I’d like to introduce the nine building blocks. An adequate description of each building block will be provided in individual chapters. However, as you’ll want to think about how they relate to each other, here they are: The building blocks are interrelated strategies which, when collectively implemented, produce phenomenal results. Understand that the building blocks do not follow a particular order. One does not necessar￾ily build upon the other. And, although the build￾ing blocks tend to be closely related, by the end of each chapter, I feel certain you will understand the singular importance of each one. But Why Should I Follow These Nine Building Blocks? In actuality, I could have picked a different number, 8 or 10. It really came down to a matter of choice. However, the number 9 along with “one secret” (which I will reveal in a moment) hap￾pily encompasses the most important techniques, or secrets to doubling sales. With 9 building blocks, I am able to clearly define the pains small businesses are struggling through and clearly identify specific, changeable behaviors that increase revenue, liberate the small business owner, and lead to unbelievable success. Supercharge Your Website Fill Your Funnel Follow-up Relentlessly Convert Your Funnel Win Lifelong Customers Sell Stuff Online Flip Your Funnel Collect the Cash Grow Through Partners Measure and Tweak Supercharge Your Website Fill Your Funnel Convert Your Funnel Win Lifelong Customers Sell Stuff Online Flip Your Funnel Collect the Cash Grow Through Partners Measure and Tweak

12. THE EDGE OF SUCCESS-9 Building Blocks to Double Your Sales The more building blocks a small business owner chooses to incorpo rate, the more growth they will witness. That being said, simply having this knowledge is not going to propel your company forward. After reading this book, it is up to you to decide whether or not you'll benefit from it. It's amazing to me how many small business owners, imprisoned in their own offices, refuse do anything about it. They become so bogged down with their daily dance to stay alive that th become short-sighted and are unwilling to look beyond the day-to-day grind. True, this short-sightedness might never hinder a company--just as long as the business owner never gets sick, or the economy doesnt dip. But the only predictable thing in life is that life is unpredictable One of our sales guys received a call from a mortgage broker several months ago. The broker was living the high life. He'd made extraordinary amounts of money when the housing market boomed But, as the market slowed, his business naturally began to taper off. He was curious about Infusionsoft and what we could do to help grow his business. However, he wasnt really motivated to do anything .yet. He'd saved up enough money from the housing explosion to keep him flying high for a while. This man hung up the phone promising to think about the things hed been told but he felt confident the market would stabilize and his business would continue to prosper on its own Well, a recent follow-up call with this same mortgage broker didnt end on such a happy note The money was gone. The company had accrued massive debts. And the man was willing to try ANYTHING to keep his business alive. He'd already given himself a three month timeline before he lost it all Now, not every small business is bordering on the edge of complete devastation. But the pic ture being painted is not uncommon. Nearly all of todays small businesses will come across a moment when they wish they could do things differently. And when they hit that moment, they might throw more money time, and effort into their company in the desperate hope that things will improve That is why I'm revealing the power of these 9 building blocks to you. So the next"moment"you have is a moment of regret that you werent able to implement these ideas sooner. So that you can quickly achieve the type of success you always dreamed of. Is Doubling Your Sales the Best Goal to Achieve? I've had a lot of people come to me and say " Clate, the information you're providing small busi- nesses is priceless. But why would you want to make'doubling your sales the goal for small businesses following your building blocks? There's three parts to that answer. First in all honesty who doesnt want to double their sales? If one dollar is good, isnt two better? Would it be more pleasing to grow by the same base amount every year, or to increase your sales exponentially? c 2008 Infusionsoft

© 2008 Infusionsoft 12 • THE EDGE OF SUCCESS- 9 Building Blocks to Double Your Sales The more building blocks a small business owner chooses to incorpo￾rate, the more growth they will witness. That being said, simply having this knowledge is not going to propel your company forward. After reading this book, it is up to you to decide whether or not you’ll benefit from it. It’s amazing to me how many small business owners, imprisoned in their own offices, refuse to do anything about it. They become so bogged down with their daily dance to stay alive that they become short-sighted and are unwilling to look beyond the day-to-day grind. True, this short-sightedness might never hinder a company--just as long as the business owner never gets sick, or the economy doesn’t dip. But “the only predictable thing in life is that life is unpredictable.” One of our sales guys received a call from a mortgage broker several months ago. The broker was living the high life. He’d made extraordinary amounts of money when the housing market boomed. But, as the market slowed, his business naturally began to taper off. He was curious about Infusionsoft and what we could do to help grow his business. However, he wasn’t really motivated to do anything…yet. He’d saved up enough money from the housing explosion to keep him flying high for a while. This man hung up the phone promising to think about the things he’d been told, but he felt confident the market would stabilize and his business would continue to prosper on its own. Well, a recent follow-up call with this same mortgage broker didn’t end on such a happy note. The money was gone. The company had accrued massive debts. And the man was willing to try ANYTHING to keep his business alive. He’d already given himself a three month timeline before he lost it all. Now, not every small business is bordering on the edge of complete devastation. But the pic￾ture being painted is not uncommon. Nearly all of today’s small businesses will come across a moment when they wish they could do things differently. And when they hit that moment, they might throw more money, time, and effort into their company in the desperate hope that things will improve. That is why I’m revealing the power of these 9 building blocks to you. So the next “moment” you have is a moment of regret that you weren’t able to implement these ideas sooner. So that you can quickly achieve the type of success you always dreamed of. Is Doubling Your Sales the Best Goal to Achieve? I’ve had a lot of people come to me and say, “Clate, the information you’re providing small busi￾nesses is priceless. But why would you want to make ‘doubling your sales’ the goal for small businesses following your building blocks?” There’s three parts to that answer. First, in all honesty, who doesn’t want to double their sales? If one dollar is good, isn’t two better? Would it be more pleasing to grow by the same base amount every year, or to increase your sales exponentially?

13. THE EDGE OF SUCCESS-9 Building Blocks to Double Your Sales Secondly study the growth rates of major corporations and a typical pattern occurs. Small business do not evolve from "doing okay "one day, to making millions the next. It comes a piece at a time. If a company repeatedly doubles their sales in the first few years of development, they will be mimicking the results of large, profitable companies. I would love to see everyone that uses the building blocks turn their small businesses into big businesses Finally you've got to start somewhere. Doubling your sales is not only possible, it's measurable Two is an easy number to measure What Does Doubling Your Sales Have to do with Small Business Pains? Perhaps you're thinking, " Clate, I would really like to double my sales, but I'm too tired and too stressed to think about that right now Good point. Let me put it this way the same strategies you will use to double your sales--automatically ease the typical small business pains: lack of time, lack of energy, financial obligations, and the inability to break free from the chains of small business ownershi I know, it might sound too good to be true. these building blocks are going to double your sales and make small business ownership easier? Yes. Without beating around the bush, that's ex actly what I'm saying. You can accomplish more in less time and with less effort. I'm sure you've heard the phrase"Work Smarter, Not Harder. " It's a great phrase, but now it's time to put that phrase into action I'm going to show you how. But first let me demonstrate how quickly incorporating these building blocks can make a diference A Few Short Months to Success A couple years ago, Infusionsoft received a call from a man who Chet Womach-birdtricks com taught parrots how to be properly behaved. This man, like many others, was frustrated with his small business and was searching for solutions. He had a great, unique company. However, manag ing his overhead was too much. He failed to fulfill orders on time had no way of following up with his customers and contacts, and was otherwise buried in his business. Sounds like a common story. What we gave him is the basis of the same nine building blocks I am offering you. Within two months the man doubled his sales and turned his company around. Now his business is thriving and he couldn't be happier. had another customer call up and say "My dream is to run my business while sitting on the beach in front of my home. "One of our salespeople, Larry, chatted with this gentleman for a while and discovered. he didn't own a home on a beach he does now! The 9 building blocks may not work in exactly the same way for every com- pany, but they do work. I'm going to show you how. But first, let me tell you the must know secret to success c 2008 Infusionsoft

© 2008 Infusionsoft 13 • THE EDGE OF SUCCESS- 9 Building Blocks to Double Your Sales Secondly, study the growth rates of major corporations, and a typical pattern occurs. Small business do not evolve from “doing okay” one day, to making millions the next. It comes a piece at a time. If a company repeatedly doubles their sales in the first few years of development, they will be mimicking the results of large, profitable companies. I would love to see everyone that uses the building blocks turn their small businesses into big businesses. Finally, you’ve got to start somewhere. Doubling your sales is not only possible, it’s measurable. Two is an easy number to measure. What Does Doubling Your Sales Have to do with Small Business Pains? Perhaps you’re thinking, “Clate, I would really like to double my sales, but I’m too tired and too stressed to think about that right now.” Good point. Let me put it this way, the same strategies you will use to double your sales--automatically ease the typical small business pains: lack of time, lack of energy, financial obligations, and the inability to break free from the chains of small business ownership. I know, it might sound too good to be true. These building blocks are going to double your sales and make small business ownership easier? Yes. Without beating around the bush, that’s ex￾actly what I’m saying. You can accomplish more in less time and with less effort. I’m sure you’ve heard the phrase “Work Smarter, Not Harder.” It’s a great phrase, but now it’s time to put that phrase into action! I’m going to show you how. But first let me demonstrate how quickly incorporating these building blocks can make a diference. I had another customer call up and say, “My dream is to run my business while sitting on the beach in front of my home.” One of our salespeople, Larry, chatted with this gentleman for a while and discovered…he didn’t own a home on a beach. He does now! The 9 building blocks may not work in exactly the same way for every com￾pany, but they do work. I’m going to show you how. But first, let me tell you the must know secret to success. A couple years ago, Infusionsoft received a call from a man who taught parrots how to be properly behaved. This man, like many others, was frustrated with his small business and was searching for solutions. He had a great, unique company. However, manag￾ing his overhead was too much. He failed to fulfill orders on time, had no way of following up with his customers and contacts, and was otherwise buried in his business. Sounds like a common story. What we gave him is the basis of the same nine building blocks I am offering you. Within two months, the man doubled his sales and turned his company around. Now, his business is thriving and he couldn’t be happier. A Few Short Months to Success Chet Womach - birdtricks.com

14. THE EDGE OF SUCCESS-9 Building Blocks to Double Your Sales Chapter 2-The"Secret"to Small Business Success Generally when people write a book like this one, they save the secret"for the last chapter. In an attempt to get you to read the entire book, they'll share their strategies(in my case building blocks) with you and leave you on a high note with some amazing secret. I'm not going to do that. You see, this book is so full of information that i have no doubt you will want to read every single chapter. But, more than that, the 9 building blocks do not hold their value nearly as well if you don't know and adopt the power of the"secret. How the"I Have Pain"Story Taught Me the Secret of Small Business Success I need to readdress the story at the beginning of this book. You see, the story didnt end with the phone call. Quite the contrary It was only that moment when I realized how we were going to pull out of our stressful situation and start profitably growing our company. But I'm getting head of myself. Let me explain After our " pain"conversation, Reed Hoisington ended up hiring us to write a software program that would help him automatically follow up with prospects and customers, track communica- tions, organize prospects and customers into groups, and run the whole"follow-up"function of his business. Reed was thrilled with what we created for him and he went away very happy But then he came back. turns out he had a bunch of mortgage broker clients who realized what his software was doing for his business. and they wanted it for their businesses. So we"pro ductized"the software program and provided it to a few dozen mortgage brokers, who began to rave about the product. Things were going so well with our mortgage broker clients that we moved away from the cus tom software business and began selling our follow-up machine"exclusively to mortgage bro- kers. I was doing the selling talking to prospects following up with leads, educating people on the benefits of our software .and then something amazing happened! We began to use the follow-up features of the software in our own sales and marketing efforts. Suddenly, prospects I had never talked to were calling me up saying they were ready to buy was having conversations with people who had heard from me several months earlier and had been receiving my follow-ups Streams of prospects were literally coming out of the wood work, calling me, emailing me. They were hot and ready to buy. c 2008 Infusionsoft

© 2008 Infusionsoft 14 • THE EDGE OF SUCCESS- 9 Building Blocks to Double Your Sales Chapter 2- The “Secret” to Small Business Success Generally, when people write a book like this one, they save the “secret” for the last chapter. In an attempt to get you to read the entire book, they’ll share their strategies (in my case building blocks) with you and leave you on a high note with some amazing secret. I’m not going to do that. You see, this book is so full of information that I have no doubt you will want to read every single chapter. But, more than that, the 9 building blocks do not hold their value nearly as well if you don’t know and adopt the power of the “secret.” How the “I Have Pain” Story Taught Me the Secret of Small Business Success I need to readdress the story at the beginning of this book. You see, the story didn’t end with the phone call. Quite the contrary! It was only that moment when I realized how we were going to pull out of our stressful situation and start profitably growing our company. But I’m getting ahead of myself. Let me explain. After our “pain” conversation, Reed Hoisington ended up hiring us to write a software program that would help him automatically follow up with prospects and customers, track communica￾tions, organize prospects and customers into groups, and run the whole “follow-up” function of his business. Reed was thrilled with what we created for him and he went away very happy. But then he came back. Turns out, he had a bunch of mortgage broker clients who realized what his software was doing for his business…and they wanted it for their businesses. So we “pro￾ductized” the software program and provided it to a few dozen mortgage brokers, who began to rave about the product. Things were going so well with our mortgage broker clients that we moved away from the cus￾tom software business and began selling our “follow-up machine” exclusively to mortgage bro￾kers. I was doing the selling, talking to prospects, following up with leads, educating people on the benefits of our software… …and then something amazing happened! We began to use the follow-up features of the software in our own sales and marketing efforts. Suddenly, prospects I had never talked to were calling me up saying they were ready to buy. I was having conversations with people who had heard from me several months earlier and had been receiving my follow-ups. Streams of prospects were literally coming out of the wood work, calling me, emailing me. They were hot and ready to buy

15. THE EDGE OF SUCCESS-9 Building Blocks to Double Your Sales And our business has never been the same since. Today thousands of people use our software every day to follow up, educate their prospects and customers, cultivate lasting relationships and maximize the value of their prospect and customer lists What I want to share with you is not just my personal experience. Although my own experience with follow-up techniques has been life-changing i have seen this secret work for thousands of entrepreneurs who have found a better way to sell and market their products and services I promise you that when you put this secret into play it will change the way you do business. It will increase your marketing and sales in ways you never believed possible So now that you know where I'm coming from, I want to tell you the secret. The same secret that energizes the building blocks, helps you double your sales, and propels you toward success The secret is OU MUST BECOME THE ASTER OF THE MOMENT What Does Master of the moment mean? This idea came from one basic marketing principle: People buy when THEY are ready to buy not when you are ready to sell No matter how great your product or service is, some people are simply not ready for it. Even if they 've purchased from you before, they may not be ready to do so again. They might not be in a financial position to buy. Perhaps they don't realize how wonderful your product or service is Or, maybe they have too many other things on their mind to pay attention to you. Whatever the reason, a large portion of your target market isnt going to purchase from you right now That doesn't mean, however, that they won 't buy(or buy again)eventually. Most of them will. And your job as the"mas- Timing is everything ter of the moment"is to be standing there when they do Consumers act according to their own, incalculable reason-< ing. For example dave our vice President of Marketi received a call from a guy that was recovering in the hospi- tal from serious abdominal surgery. The man said he ap- preciated all our follow-up work and the information we had sent him over the past year. He was now ready to buy. After checking to make sure the man wasn't heavily medicated, Dave went ahead and told him he'd need a credit card to place his order. The man had to get out of bed to reach his wallet. A few moans and grunts later, he was reading off his billing information and we had a new customer! Timing is everything.. Once again, you never know when a prospect or customer is going to c 2008 Infusionsoft

© 2008 Infusionsoft 15 • THE EDGE OF SUCCESS- 9 Building Blocks to Double Your Sales And our business has never been the same since. Today, thousands of people use our software every day to follow up, educate their prospects and customers, cultivate lasting relationships and maximize the value of their prospect and customer lists. What I want to share with you is not just my personal experience. Although my own experience with follow-up techniques has been life-changing, I have seen this secret work for thousands of entrepreneurs who have found a better way to sell and market their products and services. I promise you that when you put this secret into play, it will change the way you do business. It will increase your marketing and sales in ways you never believed possible. So now that you know where I’m coming from, I want to tell you the secret. The same secret that energizes the building blocks, helps you double your sales, and propels you toward success. The secret is: What Does Master of the Moment Mean? This idea came from one basic marketing principle: People buy when THEY are ready to buy, not when you are ready to sell. No matter how great your product or service is, some people are simply not ready for it. Even if they’ve purchased from you before, they may not be ready to do so again. They might not be in a financial position to buy. Perhaps they don’t realize how wonderful your product or service is. Or, maybe they have too many other things on their mind to pay attention to you. Whatever the reason, a large portion of your target market isn’t going to purchase from you right now. That doesn’t mean, however, that they won’t buy (or buy again) eventually. Most of them will. And your job as the “mas￾ter of the moment” is to be standing there when they do! Consumers act according to their own, incalculable reason￾ing. For example, Dave, our Vice President of Marketing received a call from a guy that was recovering in the hospi￾tal from serious abdominal surgery. The man said he ap￾preciated all our follow-up work and the information we had sent him over the past year. He was now ready to buy. After checking to make sure the man wasn’t heavily medicated, Dave went ahead and told him he’d need a credit card to place his order. The man had to get out of bed to reach his wallet. A few moans and grunts later, he was reading off his billing information and we had a new customer! Timing is everything...Once again, you never know when a prospect or customer is going to YOU MUST BECOME THE MASTER OF THE MOMENT