EP9: Forcing Business Growth

“Growth is a process of eliminating the friction and
limits. It’s not about forcing the thing you’re already
doing.”


- Nic Peterson (7:56-8:06)

Timothy Dick


Profit Layer


There are countless tools and tactics that business owners can
use to build their clients, market their businesses, and generate
more revenue. But service providers can struggle to grow their
businesses, often trying to force their growth.


If you’re a service provider, be careful with trying to force
growth. There are certain skills required to grow a service-based
business that are different from those used to scale a company.
Growing your business comes down to validating your offer and
removing limiting factors. When you know people want what you
have, and you provide a great service, you no longer have to
force your marketing message down people’s throats. You just have
to remove the limits to growth.



“You have to remove friction when scaling a business. You can’t
just work harder and harder. It has to get easier and easier to
do the same amount of work.” - Nic Peterson (3:03-3:11)

Service providers need to simplify the sales process to avoid the
common hurdles that stop them from reaching their goals. Many
enjoy rapid growth when first starting their businesses. But they
soon hit a ceiling, unable to generate new clients and
high-ticket sales. Many turn to paid advertising and running more
webinars in an effort to sustain growth. But there’s a different
marketing approach that eliminates the hassles of growing a
service-based business.


Where are you losing sales?


Where is friction getting in the way of your business growth?
Service providers often lose sales at two points within the sales
process - the initial sales call and at the end of the client’s
program when there’s an opportunity to buy again. Unlike
traditional marketers who follow the “market then sell” approach
to growing their businesses, service providers may not get the
same results from this strategy.


Service-based business owners get better results with a
consultative sales process, which starts by providing service and
then letting that service make the sale for you. Once you’ve
acquired the client, you continue providing service to maintain
their business over time. But if you’ve sold a 12-week program,
weeks 10 and 11 can feel like a countdown to doomsday. Your
client may be dreading what comes next, and you may be dreading
having to make another sale. This creates unnecessary friction.



“If you’re a phenomenal service provider, market and sell once.
But make it as easy as possible...and then provide service. Your
clients will stick around forever.” - Nic Peterson
(6:29-6:39)

Stop trying to sell your prospects. Just serve them. They’ll soon
ask you how much your services cost. But this approach isn’t what
most service-based entrepreneurs are taught. They learn marketing
strategies that are better suited for selling products. When you
provide service first, you lower the entry point and increase the
lifetime value of each client. You leverage your strength for
providing high-level service. Your service does the heavy lifting
for you.


Achieving lasting growth for your service-based business comes
down to marketing and selling your offer once and then letting
your service do the rest. The more phenomenal service you
deliver, the more likely your clients are to stick around. You
eliminate the stress and friction that traditional marketing
strategies can create. You're no longer forcing the things you’re
already doing. When you lead with service, it’s easy to keep your
clients forever.

How to get involvedIf you
would like more information about Timothy Dick, and the success
businesses have gained through work with him, please visit his
website.

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