Which Do You Choose?
The Sub-Four Minute Mile Barrier
Roger Bannister was the first person to officially run a mile in under 4 minutes. The day was May 6th, 1954 and until then nobody in the running establishment thought it was humanly possible. In fairly short order after that day more and more people were able to break the four minute barrier.
Today beating the four minute barrier does not even merit a mention in most papers beyond the basic reporting of a track event’s results.
We Can’t Grow Like That In Our Business or Industry
Today I routinely encounter CEO’s, Presidents and business owners who seem to hold onto their performance limits as tightly as the world held onto the limit of the sub-four minute mile barrier before May 6th 1954. I suspect it’s just human nature; perhaps they haven’t seen double digit revenue and profit performance and therefore it would be illogical to expect to see it in the future.
Holding tightly to this limit makes sense at one level; it seems reasonable.
“The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man” -George Bernard Shaw
Yet time and time again we find a way to blow away those pre-conceived limits and achieve remarkable results where it was previously assumed to be a near impossibility or at least highly improbable.
Impossible to Probable
Upon closer inspection there is little surprise that we were able to achieve these results. Like those that knew the four minute mile barrier had been broken we know that double digit revenue and profit growth is not just possible but rather probable.
Actually realizing double digit revenue and profit growth requires making a number of changes in how you market and sell. If you make the right blend of changes you can’t help but grow.
You Want Me to do What?
What changes? Mostly just the basics like getting more of your market represented in your data. Like giving your targets the information they need to make buying both possible and easy. Like staying in regular touch with your market. Like adopting marketing automation. I know, easy to say and harder to do… but not at all impossible.
You Are Unique
The magic is in the mix. Each company needs a unique blend of strategies and tactics to maximize their revenue opportunity.
Double Digit – Really?
We’ve achieved double digit revenue and profit growth in many industries. In each case our biggest battle was the battle of dis-belief. Those that have suspended that dis-belief are enjoying un-precedented revenue and profit growth. Those that held tightly to that belief, without exception in our experience, have turned out to have been right. They aren’t growing much if at all.
The Question is Simple; Do You Want to be Right or Rich?
A highly sophisticated medical device company told us that only an expert in their technology could market their medical devices and accessories. They said this kind of B2B lead generation was improbable and that it was highly unlikely that anyone could give their sales team 80-120 BANT (budget, authority, need and near-term time frame) appointments per month.
The Price of Disbelief
Because of the disbelief we were required to do the appointment generation on a pay-for-performance basis. The client only had to pay for the appointments if the prospect showed up for and met the stipulated qualification criteria. We did it. It was far more profitable for us but the client was happy. Despite all of our testimonials and references they just couldn’t get over their disbelief.
Double digit revenue and profit growth is possible if you are willing to suspend your dis-belief.
If you are willing to define rich as getting all the qualified leads your team can close in any given month then you know what I mean when I say “Rich”. Just a brief suspension of dis-belief is all that it took for Roger Bannister and all it will take for you. Medical devices, Engineering services, SaaS software, Embedded displays, consulting services, luxury wine, insurance, financial services, services of all kinds… the list is long of those who suspended dis-belief and enjoyed double digits.