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7/22/2019 Nobs Business Success
1/8ESSENT IAL BUS INESS KNOWLEDGE FOR H I GH ACH I EVERS
I N T H I S S U M M A R Y
Making Your Decisions Right 2
What Separates the Winners from the Losers? 3
The Two Most Important Sales Youll Ever Make 7
Five Keys to Multiplied Cash Flow 8
Dan Kennedy
BUSINESSNO B.S.
The Ultimate No Holds Barred
Kick Butt Take No Prisoners
Tough & Spirited Guide
Most success books drive me crazy. Most of those authors
have never managed a business or a workforce and
wouldnt last a week if they had to do it for real. I
look at all business books with suspicion. Most dont pass muster
because their theories wouldnt hold up in real world conditions
with real money, real employees and real customers.
Now, this isnt your average business book.
This is a go for the jugular success book. Because life is not a
dress rehearsal and if youre going to dream, you might as well
dream BIG.
This business book is different. For a start, Im not one of those
fuzzy-headed academics who write so many success books. Im not
an accountant with tape around my glasses and pocket-protectors.
Ive been on the firing line, making payroll, persuading bankers
to sign on the dotted line, all while trying to satisfy customers and
solve real problems. Ive tasted the highs of success and the bitter
lows of bankruptcy.
And Im not some egghead dishing up a bunch of theories aboutZen management, open-door management, creative management
or any of that other garbage. Im a real entrepreneur who can
show you how to take your business from $1.33 million to $44
million in sales in just four years and then sell it for $177 million
a year later. Or how to take your business from $2 million to $25
million in sales in three years. Or from zero to $100,000 a month
in just one year. Thats what I do for my clients, and thats what I
can do for you.
So enough philosophy lets get back to what its all about. At
the end of the day its all about making money, lots and lots of
money. If that offends you, youd better stop reading right now.
Still with me? Then lets get to it.
SUCCESS
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ABOUT THE AUTHOR
Dan Kennedy is an entrepreneur and has created, bought
and sold a number of businesses. These days he is best
known as a sought-after speaker and consultant in sales
and marketing. He is the author of ten business books,
and is recognised worldwide as an expert in direct
marketing. He also conducts a multi-day boot camp where
he presents his most cutting-edge entrepreneurial ideas,
The Renegade Millionaire Boot Camp.
At 49, Dan recently announced his semi-retirement. He
lives in Ohio. You can find out more about Dan Kennedy
at www.dankennedy.com or his Renegade Millionaire Boot
Camp at www.renegademillionaire.com. You can also find
several of his other No B.S. titles at www.nobsbooks.com.
MAKING YOUR DECISIONS RIGHT
Whether a business venture, relationship, marriage or
career succeeds or fails, it all comes down to making a
decision and then making that decision right.
DANS KENNEDY ETERNAL TRUTH #1
Every successful business begins with a decision.
True, long-lasting success comes from the determination
to make that decision right.
Unsuccessful lives are marked by indecision and a lack ofdetermination.
Trying doesnt work. If youre only trying out a business
or career, you wont persevere through the hard times
like losing a big client, messing up an important contract
or facing the financial failure of corporate or personal
bankruptcy. I know Ive been through it all and more.
So have many other successful entrepreneurs and, if
youre going to make it, youll probably go there too.
At some point in our lives, most of us entrepreneurs will
be accused of being workaholics. And while we mayscoff at the critics, thinking they are jealous of our busy
and successful lives, its important to maintain balance.
If youre like me, you find your business ventures and
entrepreneurial enterprises fascinating. But youll also
acknowledge that no success is worthwhile without the
love and support of family and friends. Creative efforts at
preserving balance are crucial.
DANS KENNEDY ETERNAL TRUTH #2
If its work it wont make you rich.
A Venture magazine surveyed over 700 entrepreneurs who
had owned their own businesses for at least 4 years and
had incomes of over $90,000 a year. The research showed
that the lines between work and play are obscured for
most successful entrepreneurs.
This is hardly surprising. Just look at any successful
entrepreneur and youll find that to them, work is play.
I dont think of work as work and play asplay. Its all living.
RICHARD BRANSON
If youre anything like me or most entrepreneurs
youre constantly starting new projects, businesses
and ventures of all kinds. I cant help myself and its
not just for the money either. To me, the thrill of the
game, the excitement of the chase and the challenge of
business are endlessly fascinating. If that makes me a
workaholic, then Im guilty as charged.
BECOMING YOUR OWN BOSS
Lets be honest, many people come to entrepreneurship
out of an overwhelming sense of frustration with their
work and often, with their boss. But while many nine-
to-fivers often daydream about the pleasures of escaping
the boss, few give deep consideration to what it means
to be the boss. While an employee has just one boss
the entrepreneur has many.
Nine-to-five may be no way to make a living, but being
an entrepreneur is a 7-day a week, 24-hour a day job.
Be prepared to miss out on the occasional kids birthday,
dance recital or soccer game for the sake of making your
venture a success and dont be surprised if that creates
some challenges.
As an entrepreneur, you may as well expect some flak
from others even close friends and family members.
They may accuse you of being a workahol ic, a
gambler, a risk-taker, even a lunatic. Its not surprising
really most people drift through life without making
any firm decisions or taking any real risks. Without
knowing it, we are all managing risk every day.
Entrepreneurs take calculated risks they do their
homework, add up the odds and have a parachute
handy for the worst-case scenario.
To succeed as an entrepreneur, you need to develop
a thick skin. You need to put aside your need for
acceptance from others. All successful entrepreneurs I
know share a secret immunity to criticism.You need
to set aside your excuses once and for all . Making
money in business and making excuses are mutually
exclusive, totally incompatible.
The power you have as an entrepreneur comes from
your refusal to make excuses or let anything defeat
you.True power comes from total responsibility.
And while this is great while its all beer and skittles,
inevitably, things will go wrong. Youll need to discipline
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employees and even let them go. Youll have to stretch
your finances so thin you think they will snap. Youll
have to throw your heart, and your money into your idea
100% and then hope to God it flies.
A LITTLE CRAZY? WELL MAYBE
Some of my favourite entrepreneurs are so independent
they are sometimes seen as a little crazy. Walt Disney
bucked all expert opinion by building Disneyland with
only one entrance. Amusement parks had always had
multiple entrances. The Disneyland style increased
merchandising revenue and was later adopted by many
new amusement parks.
Donald Trump is so famous he is known by just one
name Trump. Most developers dont plaster their
brand name all over their latest development for fear it
will affect sales. But when Trump does it, the propertyprice increases 10-15%.
THERES NO SUCCESS WITHOUT FAILURE
Innovation and experimentation are integral to the
entrepreneurial experience. So it is only natural that
success is far from guaranteed and in fact failure will
come with the territory.
DAN KENNEDYS ETERNAL TRUTH #3
Failure is part of the entrepreneurs daily experience.
Im an expert in this area. Ive gone bankrupt both
personally and as a corporation. Ive had cars
repossessed and as a matter of fact there were times
where if a burglar broke into my house, he might have
left a donation. Ive been through it all and by sheer
determination and perseverance, have come back to
build up a truly successful business that gives me the
lifestyle I love.
Every entrepreneur needs to learn how to move
on from failure; how to shake it off, bounce back,
regroup, and start again from the beginning. One of
my clients Joe Polish was a penniless, unemployed
carpet cleaner who had been all but starved out of the
business. Now carpet cleaners flock from all over the
world to fill his seminars and his bank accounts.
Another client who prefers not to be named went
broke 3 times with 3 different companies. Now he
has over 500 franchisees across the United States. He
regularly tours his operations in his private jet.
DAN KENNEDYS ETERNAL TRUTH #4
How you deal with failure will decide whether you ever
get the chance to deal with success.
WHAT SEPARATES THE WINNERS FROM
THE LOSERS?
Theres a s ign over my office door that says:
Whatever it takes
I call it the entrepreneurs motto or job description.
If that means you work long hours, you stop drawing
salary, you loan money to your business, you spend
days and nights dealing with bankers, employees and
customers, then thats what you do.Whatever it takes.
Make no mistake; entrepreneurial life is all about
solving an endlessstream of problems. If you go
into it thinking you will have fewer problems, think
again! You will be burned out before you know it.
To be in business is to be assaulted by
relentless adversity and crisis; it comes with the
territory.
CARTER HENDERSON, AUTHOR OF WINNERS
The difference between winners and losers in business
is not that winners dont have problems. The real
difference is that winners know how to turn problems
into opportunities, and transform negatives into positives.
Now dont get me wrong Im not talking about
positive thinking here. Whistling in the dark isnt going
to protect you from anything. I think of it in terms of
Murphys Law anything that can go wrong, will go
wrong. And thats why its crucial to have not just a Plan
A, but a Plan B, C, D and maybe even E.
Its a fact of life most projects take longer and cost
more than expected. Fantastic deals turn sour, dream
employees turn into demon employees, planes get
delayed, stock markets crash and terrorists attack just
when you least expect it. So why wait until then? Why
not expect and plan for the unexpected?
Sometimes Ive discovered that Plan B was actually better
than Plan A which I would never have learned unless
I had gone to the trouble to create a Plan B in the first
place. Theres a million-dollar tip for you.
Like anything, optimism can be a virtue or a vice. It all
depends on how you use it. Theres a huge differencebetween foolish, unwarranted, idle optimism and earned,
justifiable and deserved optimism.
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Im not talking about sitting on your backside and saying
things will get better. What Im talking about is the ability
to dissect a crisis and find the opportunity hidden at its
core. Its the instinct to act decisively on that opportunity
and make the most of it.
TESTING, TESTING
Much as we as entrepreneurs may love our own
business ideas, our opinion is not enough. Its crucial to
get an assessment from the real marketplace.
Start by asking your customers what they really want.
One survey by a major electronics and appliance retailer
showed customers hated waiting at home all day for
deliveries. The retailer made on-time delivery a major
selling point with fantastic results!
Open your local Yellow Pages and look at the
advertisements and selling points your counterparts or
competitors use. Someone out there has got to be doing
something right and they can give you valuable ideas.
DANS KENNEDY ETERNAL TRUTH #5
You cant trust your own judgement. Test, test, test.
Direct mail is the ultimate in testable marketing. Using
direct mail you can track the success of each marketingstrategy with perfect accuracy right down to the letter.
You can split-test different strategies and compare the
results. And if you dont have the time or resources to
test, you can borrow a proven strategy and adapt it to
fit your needs.
In the world of direct marketing we dont even talk in
terms of success and failure. We talk about testing what
tests well, what doesnt. The proof is in the testing its
the only way to find out what really works.
SOMETHING BORROWED
After all, you dont reinvent the wheel every time you get
in your car. Why should you do it in marketing? Thats
why I legally steal whatever I can but Im always
mindful to ensure I dont infringe any copyrights or
trademarks. What Im really talking about here is using
strategies that others have already tested for you.
The kind of creativity you use to paint a picture or write
a novel is vastly overrated in the business world. Thefact is, most entrepreneurial fortunes are made without
brand-new ideas.
IF YOU CANT CHANGE THE PRODUCT, CHANGE
THE PACKAGE
From cheeseburgers with bacon, to Subways
repositioning of its sandwiches as diet food, repackaging
can revolutionise an old product.
Make it Bigger
Two words Supersize Me.
Make it Smaller
From the iPod Nano to Dinners for One
Add to It
Shampoo and conditioner in one. A camera in your
mobile phone. A printer-fax-phone-copier. This one might
be getting out of hand
Subtract from It
Fat-free, sugar-free, caffeine-free, preservative-free,
organic.
Do it Faster
From ten-minute oil-changes to two-minute noodles,
speed-dating to broadband, everything from intimacy to
the internet can be done faster.
Do it Slower
A shoe shine. Your car washed by hand.
Do it Cheaper
Cubic Zirconias and Two-Dollar Stores.Do it More Expensive
First class. Ferrari. Rolex. Prada. Gucci. You get the idea.
POSITION, POSITION, POSITION
It might be a buzzword, but positioning is one of the
most important marketing concepts to get your head
around. Positioning is all about controlling how your
customers feel about your company and your product
especially in relation to the businesses that compete for
your customers.
Ill set out the basics of positioning here my apologies
if they seem obvious. Ive seen too many business people
overlook the obvious and pay the price!
Positioning Strategy #1 Name Your Success
Whats in a name? More than you might think. Titles
matter a lot. Ive battled with my publishers over the titles
of nearly every one of my books.
It may sound simple, but choose a name that tells your
customers what you do. A few years ago I was asked
to come up with a name for a weed killing spray. Thename I came up with? Kills Weeds Dead. I think it got the
message across.
And it is not just products that can benefit from a catchy
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title. Services and processes can take off with the right
name. Would you rather have a 10-Minute Oil Change
or an Indy-500 Style 10-Minute Oil Change? One of my
clients, Joe Polish, trains carpet cleaners to go around
customers houses to quote the cleaning job.
He dressed up the process by having the cleaners place
stickers on stains and engage in other visible diagnostics.
He ingeniously named it a Free Carpet Audit and made it
part of his marketing strategy!
Positioning Strategy #2 Your Price
Price is always a big talking point in sales. Youll hear a
lot about pricing strategy. Personally I would never want
to be in a business that got its customers purely through
the lure of the lowest price. Every business I get involved
with sells itself on quality, value, service and unique
benefits. The most stable markets are those with the
highest quality products and services.
DANS KENNEDY ETERNAL TRUTH #6
Live by price Die by price.
Im often out of the office travelling, so it can take a while
for a new prospect to connect with me. I even have to
schedule appointments for phone calls. But the lack of
availability doesnt put prospects off on the contrary
the less available I am, the more I seem to be in demand.
Find a way to create exclusivity, and to project an image
of more demand than supply. Before you know it your
image will become a reality.
Most business people have much more fear about raising
prices than is really warranted. Remember The New Price
Is Right ? It was a game show where contestants had to
guess the correct price of common grocery items. Often
they were wrong by 50% or more! It just goes to show
that a customers perception of a fair price has a lot more
to do with presentation than the customers idea of what
the item should cost.
Of course, some customers do research their purchases
on the internet and just by looking around. But studies
show that only about 10% of the population research their
purchases and even then it is only large items like cars
and major appliances.
Positioning Strategy #3 An Image that Works
A bank manager once said to me You cant be a
company president. You arent wearing a tie. I was
stunned, but I never forgot it. I f you want everyone to
see you as a successful entrepreneur, you have to present
yourself as one.
DANS KENNEDY ETERNAL TRUTH #7
We are often told Dont judge a book by its cover but
the truth is, we cant help it.
Be warned you will be judged that way too.
I know how important testing is, so Ive even tested this
concept. Ive tried giving seminars in jeans, sports coats
and business suits. And like it or not, Ive always got the
best reception with a suit.
It might not be fair, it might be superficial and allowprejudices like racism and sexism to continue to thrive.
But its a fact of life. You can either be morally outraged,
or you can put your objections aside and get back to
making money.
There is an exception adver tising and direct mail.
Many people make their marketing and advertising
material pretty (and expensive) but fail to deliver a
compelling message. You are better served thinking
of your marketing material as Salesmanship in Media
rather than Advertising. Your message matters most.
The wrong presentation for your market can sabotagethe best message. But a far more common problem is a
spectacular presentation of nothing!
Positioning Strategy #4 Appoint Yourself
When were kids our parents decide when we are
old enough to stay home by ourselves, or babysit
our little brother or sister. At work our employers or
managers give us promotions and appoint us to new
responsibilities.
As an entrepreneur, youll need to get used to appointing
yourself. People ask me how I became a professional
speaker. My answer is simple by being one!
You dont need anyones permission to be successful.
Expert positioning is all about self-appointment, self-
promotion and self-belief.
POSITIONING SUCCESS STORY
A client of mine made a good living selling franchise
and business opportunities, making about $5,000 a
month in commissions. One day he realised that by
pursuing customers, he was chasing them away. Hecame up with a brilliant idea.
Early in his conversation with a new contact, he would
ask for business and personal references. He would
then call the references and ask various questions
about the prospect s integrity, character and work
ethic. By way of explanation, he would tell them he
was qualifying the prospect for a lucrative business
opportunity. The referee would immediately call the
prospect who would suddenly feel like they were part
of an elite group competing for a coveted opportunity.
By changing his focus from selling to selecting my clientincreased his income from $60,000 to $500,000
in just one year!
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ENTREPRENEURS DO IT DIFFERENTLY
An entrepreneur once said that the more he saw the
official business world the more he started to wonder if
he was really in business at all! What he was doing felt
totally different. When I read that I instantly understood
I felt exactly the same way.
Small business owners tend to fix on one narrowly
defined business and appoint themselves as the general
manager. In essence, they buy themselves a job. Hopefully
its a good job, and by stabilising first one operation, then
two, three, four and more you might ultimately become
quite rich.
But true entrepreneurs do it differently. They are not
married to a single business idea or opportunity. First and
foremost, entrepreneurs make money with their ideas.
They love the thrill of creating and launching a fledgling
business. And they often get bored or restless with the
mundane day-to-day management of a going concern.
THE POT OF GOLD TCV
The satisfied customer who trusts your business to meet
their needs is enormously exploitable. And so many
businesses lose customers and never do anything to get
them back. The way to get customers who want to come
back is to focus on Total Customer Value TCV.
Here are a few things to remember when seeking to
maximise your TCV:
Aggressively expand the use of core services by your
repeat customers.
Diversify into joint ventures or hosting other businesses
with a logical connection to your own.
Exploit the potential of satisfied customers. They can
become the best kind of advertising word of mouth.
Most business owners think the reason to get a customer
is to make a sale. I do it differently I make a sale to
get a customer. Dont make the mistake of thinking all
the value of your business is in the physical assets the
shopfront, factory, equipment, inventory. All the real value
is in the customers.
Entrepreneurs think in terms of value not just sales and
profits. They think about value not just right now, but for
the long haul. The customer is a very important asset with
lifetime value.
THE SIX CORE SKILLS OF ENTREPRENEURS
1. Ability to provide appealing products, services and offers
2. Ability to manage for maximum profit
3. Ability to retain customers and maximise value
4. Ability to develop value and equity
5. Ability to meet personal and lifestyle goals
SALES & MARKETING BREAKTHROUGHS
Its a sad fact of life that no-one gets rich dusting
shelves, collecting garbage, keeping books or managing
employees. Yet Im always surprised at how many
entrepreneurs allow all their time to be taken up with
these tasks. The real money in the world comes from
sales and marketing and if you want to make money,thats where you need to invest your precious time.
The first quantum leap in income will happen when you
stop doing your thing and start marketing it!
The worst marketing sin you can commit
is to be boring.
Breakthrough #1 There Are Riches In Niches!
A small market or part of a larger market may be in
desperate need of better products and services, whichyou can provide. One printing company discovered
that many smaller hospitals and institutions didnt
buy their forms because they came in packs of 1, 000
or more. Small hospitals had no need for so many
forms, and the company won a swathe of business by
printing their standard forms in smaller packs. Niche
marketing at its best.
Breakthrough #2 Find a New Sales Medium
Have you ever thought about marketing your product in a
totally different way? Like the industrial cleaning company
that took out an infomercial? The long-distance telephone
company that sold through multi-level marketing? Or
doctors who sell Botox through Tupperware-style parties?
Now that gets attention.
Breakthrough #3 A New Type of Guarantee Can
Confuse Your Competitors
Some people say guarantees are old-fashioned and dont
work anymore. I disagree. I love marketing on the strength
of guarantees. My experience shows guarantees work as well
now as they did 25 years ago.
Lee Iococca used this idea to help save Chrystler, with its
seven year / 70,000 mile warranty along with the argument:
If you want to know who builds them better, take a look
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at who guarantees them longer. At the time this was a
groundbreaking guarantee and got the publics attention
selling lots of cars.
One client who owned a chain of optical dispensers ran the
Free Eyeglass Replacement Guarantee. This guarantee wassuch a point of difference, it sucked the customers right out
of his competitors stores and increased sales by as much as
800% in one of his stores! These days some bigger chains
have adopted the replacement guarantee.
My client, Guthy-Renker Corporation has Victoria Principal
with the Bottom of the Jar Guarantee: Use the whole jar;
return it empty if dissatisfied for a refund.
Copywriting genius Gary Halbert (www.thegaryhalbertletter.
com) came up with one of the best worded guarantees for
skin care Ive ever seen:
If your friends dont accuse you of having a facelift, return
the empty jar
Breakthrough #4 Exceptional Service Earns
Word-of-Mouth Advertising
Walt Disney thought every customer at Disneyland
should be treated like a guest. Every staff member from
the broom pushers to the ticket booth clerks are taught
to direct customers to attractions and answer common
questions. The Disney marketing motto is: Do what you
do so well that people cant resist telling their friends aboutyou. Thats word-of-mouth advertising priceless.
Breakthrough #5 The Strategic Alliance
One problem facing every business is the high cost
of bringing in customers. One good way to ethically
hijack customers from another business with a desirable
customer base is to give the merchant something free to
give as a gift or premium to customers. It will usually
be cheaper to buy customers this way than to win them
through advertising.
Michael Kimble CEO of Group M has won tens
of thousands of customers using this kind of parasite
marketing by convincing companies to include his offers
in their mailouts to their customer list. All these lucrative
arrangements began with a letter from Mike headlined
FREE MONEY. He offers his hosts a generous bonus for
each sale.
DAN KENNEDYS ETERNAL TRUTH #8
No one will ever be a bigger expert on your business than you.
Breakthrough #6 Professionals on a Percentage
Now Im an expert, but I encourage everyone to be
careful with experts. Most experts are experts at getting
their hands in your entrepreneurial pockets. Most of them
couldnt run your business for a week. The best kind of
experts will be happy to be paid on performance rather
than task completion.
Take me, for example. When I design a direct-mail ormarketing campaign for a client, I get paid a hefty fee.
But my main compensation is 2-5% of the resulting sales.
The best marketing experts will not tell you what to
do. They will work with you to combine your intimate
knowledge of your business with their expertise about
marketing that works.
DANS KENNEDY ETERNAL TRUTH #9
Being willing to do whatever it takes is more important
than knowing everything about how to do it.
THE TWO MOST IMPORTANT SALES YOULLEVER MAKE
The most important sale youll ever make is selling
yourself on selling. Every business is about selling no
matter what your product, youre going nowhere if no-one
buys it. You need to be in selling mode 100% of the time
so you might as well enjoy it.
The second most important sale is selling you on yourself.
Entrepreneurs need to sell even more than other business
people they need to sell and re-sell themselves on their
ideas, goals and ventures every day. So a lot of it comes
down to believing in yourself. Do you believe you have
what it takes to be an entrepreneur?
Once you have closed these two sales, you will have what
it takes to win in any business.
DAN KENNEDYS ETERNAL TRUTH #10
The ability to win is easily transferred from one business
to another.
BETTER GET A LAWYER, SONEntrepreneurs are often shocked at the ease with which
they can be slapped with a lawsuit. Theyre even more
shocked when they get their lawyers bill. If you are
involved in a lawsuit, do as much of the work yourself
as you can especially things like photocopying, which
will cost a small fortune if you let your lawyers office do
it for you.
DANS KENNEDY ETERNAL TRUTH #11
Talk is cheap until you get a lawyer.
Accountants can be just as infuriating to the entrepreneur,
but for different reasons. A good accountant is essential,
but most entrepreneurs dont take kindly to the
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conservative and penny-pinching approach that comes
naturally to most accountants. Of course, youll bless their
pocket protectors when you pass your first tax audit, but
thats no consolation when theyre raining on your latest
entrepreneurial parade.
DANS KENNEDY ETERNAL TRUTH #12
No-one will ever care about your business as much
as you do.
Many entrepreneurs just grab the first warm body that
walks by often a spouse or family member, which
creates a whole new world of problems. But even if
you use normal recruiting channels you will need to
kiss a lot of frogs before finding a real jewel of an
employee you will want to keep forever.
Your employees arent going to care as much aboutyour business as you do. So you will need to develop,
reward and promote the employees you want to keep.
DANS KENNEDY ETERNAL TRUTH #13
Cashflow is King.
FIVE KEYS TO MULTIPLIED CASH FLOW
In business, happiness is positive cashflow. These tips will
help you to increase cashflow immediately.
Reduce & Control Expenses
Entrepreneurs tend to focus on growing the business so
cutting costs may go against the grain. But even with sales
growth, out of control expenditure can still drive you into
bankruptcy. Monitor your outgoings it may be the key
to your survival.
Increase Leverage
Extend credit terms, use balloon payments on lease
agreements, refinance, let bills wait, do whatever it takes
to improve cash flow.
Get Paid
Tighten credit policies, do reference and credit checks. Cut off
past-due clients and implement a strict collection procedure.
Increase Sales
Grow sales strategically to prevent blowouts growing so
fast you exceed the capacity of your business to deliver
can be disastrous.
DANS KENNEDY ETERNAL TRUTH #14
If you cant make money without money, you probably
cant make money with money.
Peak productivity is the use of your
time, energy, intelligence, resources andopportunities in a manner calculated to bringyou measurably closer to meaningful goals.
Outstanding success in any business is the result of
strategically focusing your time on the activities youre
very good at and get excited about. When you are
devoting yourself to the highest value responsibilities
and the aspects of the business you have a real passion
for, you will truly be on top of your game.
DAN KENNEDYS ETERNAL TRUTH #15
There is never enough time or any other re source!
Entrepreneurs learn to work with what theyve got.
What does the quintessential entrepreneur want
most? Wealth? Power? Prominence? No, in truth,
the entrepreneur longs for the same overwhelming
human reward everyone else does: understanding and
appreciation. I understand you, and I appreciate you. I
hope thats come through in this summary and you will
want to move on from reading my summary to having
some sort of continuing relationship.
You can find more about Dan Kennedy at:
www.dankennedy.com
You can find the full No BS Business Success book, along
with No BS Sales Success and No BS Time Management for
Entrepreneurs (all by Dan Kennedy) at:
www.nobsbooks.com
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