Fearless Business - Grow Your Business, Make More Money

A brief introduction into the Fearless Business Course.

In order to get the most out of this course please do try and follow the guidelines below:

• Don't watch all of the videos back-to-back within a single day. You won't get anything out of it.
• Watch one video per week, or per month, and spend some time thinking about how you might implement the tool within your business on a daily basis.
• Implement the tool in your business and be mindful of it on a daily basis.
• After 3 weeks, each tool discussed in this course will become a habit.

ADDITIONAL RESOURCES

Where possible I have tried to upload as much information to support the video, so hopefully for most of the tools you should find:

1. A detailed description about the video
2. A downloadable PDF to accompany the video including a diagram (if the tool has one)
3. The tool diagram as a separate download, should you need it.

It takes times to produce all of this content for each of the twenty or so videos, so if it's not available immediately I am aiming to complete the uploads by the end of April at the very, very latest.

Strategy Not Tactics.

The Fearless Business Course is NOT about tactics, it is all about strategy. It is designed to change the perceptions of your own business; to change your mindset; and to make LASTING changes within your business which will lead to increased turnover, revenue and growth.

I use these techniques with my 1-to-1 coaching clients and have had terrific results, with most of them seeing a positive impact on their business within the first 3-6 months of working together.

DO ASK QUESTIONS!

Please do come back to me and ask any questions you might have. I will happily be accountable (and hold you accountable, naturally) throughout this new, exciting time for you and your business.

#JFDI

Warm regards

Robin

GOALS

I'm going to kick things off by talking about goals. Goals are something which many business coaches will talk about however I believe my goals too is very different. The reason for that is because I want you to understand the theory which sits behind goals, why we have them and how specific we've got to be with our goals in order to be able to have the opportunity to achieve them.

My goals tool is based on a book called Think and Growth Rich by Napoleon Hill (if you buy this book get the 21^st Century Edition). If you haven't read it already, I thoroughly recommend you do read it.

There is another book based on Think and Grow Rich called The Secret. In my opinion The Secret doesn’t do Think and Grow Rich justice. The secret is talked about 120 times in Think and Grow Rich, but they never tell you what ‘the secret’ is.

In short, I'm going to reveal to you what the secret is.

PASSION vs AOB

I want you to just take a moment, and ask yourself one very simple question:

“How much time am I spending in my business, doing what I love?”

The reason why I ask that, is that most people see their day to day lives in terms of doing admin and other activities within their business, as running their business. And, actually, where we deliver the most value to our customers is when we're spending time delivering our products and services to our customers.

What I mean by that is those activities are hopefully what we are most passionate about. What I tend to see is that many business owners and entrepreneurs, spend very little time delivering and doing the thing which they're passionate about within their business. Consequently this means they are spending a majority of their time doing the any other business.

Ultimately spending too much time on AOB leads to their business failing or struggling as a result. It is the thing that we are most passionate about which is the thing that generates income for ourselves.

4 STAGES OF LEARNING

I'm sure that many of you drive cars. Have you ever done a 10 or 15 or 20 minute journey and ended up at your destination and never really quite understood or remembered how or why you got there?

What I'm going to talk about is the four different stages of learning and introduce to you a concept of how a similar sort of experience often happens with business owners, like you, in their day-to-day lives.

I am also going to explain why we should make sure that it doesn't happen because it can be quite damaging to a business.

AUTOPILOT ENGAGED

I'm going to talk to you about the four stages of learning and hopefully this will give you a bit of an insight into your day to day activities and the things that you do on autopilot that are holding you back. I am going to break out of that mindset and get you more self-aware around what you're doing within your business.

THE GOLF PRO

I’ve talked about how to set goals, and what sorts of things constitute goals.

One of the things which I said about having a specific goal, say for example generating ten new clients over the course of the next three months. Let’s assume that this could create £10,000 recurring revenue per month.

One of the most common set of questions I get asked is:

“How do you know how much do you charge for your products? How do you package it up so that it appears attractive to the client? And how do you explain the value proposition?”

In order to explain this, the best thing that I could possibly do is just tell you a client case study who I delivered a consultation to at the start of last year. The case study I'm about to tell you about, literally, took about as long as this recollection took. He only used up ten minutes of his allotted time, despite the fact that he had booked an hour with me.

PRODUCT ARCHITECTURE

So many business owners just focus on a single core product. Imagine this scenario for a second; whatever market sector that your business is in, or the type of business or whatever product you sell. If it's quite expensive and at the moment it’s sat in a warehouse. It’s a big warehouse. Then a little door opens up at the bottom of this warehouse and somebody walks in through the door. They look up at your core product and it's expensive, they don't understand the features, the benefits or the outcomes that your product is going to deliver.

The first thing they're going to do is just turn around and walk straight back out of that door.

As a consequence of the age that we live in nowadays that most businesses and most markets are very saturated. 25 years ago pre-internet age there were 468,000 businesses in the UK. Now in 2017 there are 5.6 million small businesses in the UK. Every industry, and market is totally saturated with 10 times the amount of competition.

TEN TIMES THE COMPETITION

You will feel like there's plenty of opportunity that the internet has created for you in terms of getting your products out there to a broader audience. But, don't forget there's also 10 times as many businesses out there doing the same exactly the same thing as you.

You've got to find a way of cutting through the noise that's out there in your marketplace and attracting clients to you rather than just putting your core products out there and thinking that everybody's going to buy it. That just doesn't happen in this day and age despite the fact that it should be easier due to the global marketplace we have available to us online.

PRICING, PACKAGING AND VALUE PROPOSITION

I suppose this is really about my background, but I find that telling my story is a really good way of demonstrating how I've progressed over the last 16 years around creating growth within the various businesses that I've been involved with. In particular, I spent 10 years running a web design, graphics agency, and we used to do all sorts of fun stuff around brochure design, branding, logo design, building website's landing pages, and eCommerce websites for clients.

Over the course of the 10 years, that's when I had the contact with the broadest number of different business owners. It gave me a really good feeling for a) how my customers worked, and b) how I interacted with my clients, and how there are specific, strategic decisions that we made in order to generate growth within our business.

I'm going to tell you about some of the various different products that we had within our core business and how we created more time for ourselves through honing those products.

3 COMMON PRICING MISTAKES

How do you know how much to charge for your products and services?

We don’t get taught about pricing products and services at school or university. How often do you walk into a shop to buy something, from a packet of crisps up to a brand new BMW, and never challenge the price?

If you do challenge the price, it's because it's too expensive and, rarely, you'll come out saying, gosh that was cheap.

There are three common pricing mistakes, which people make in business, and I'm going to walk you through now. You will undoubtedly find that you are making at least one of these common pricing mistakes. I will show you how to stop making these three pricing mistakes so that you'll feel comfortable and confident about charging whatever you feel is the right amount to charge for your products and services.

A great case study of one of my consultation clients. We managed to take her business from being very seasonal with incredibly busy periods followed by very sparse periods.

We managed to achieve:

1. Increasing her rates by 50%
2. Migrating clients onto a pay monthly scheme
3. Removed repeat sales cycles

Many business owners focus on instant gratification of the sale and forget about how much a customer is worth to them if you include support contracts. Using a very simple example I explain why £1,000 is more valuable than £10,000 and how you can use a couple of simple tools to build recurring revenue in your business.

Sometimes we simply get to busy for our own good, and look to fill order books into the future rather than deal with the bottleneck and capacity issue we are currently experiencing.

The issue is that most business owners don't set a "capacity goal" from the get go, and then never adjust when they get too busy.

By setting a capacity constraint, when the bucket is full, we top it up with more expensive clients.

4 simple principles of marketing:

1. Identify your target market
2. Where to they hang out?
3. Go to them
4. Regularly and often with the same consistent message.

When we dream of big business and see other people whom we consider to be more successful than ourselves we dream that we can be at the same level as them when we launch. 

However, you need to remember there are no overnight success stories.

The Social Ladder explains how to achieve "unicorn" status in entrepreneurship land in a simple and effective manner.

This lecture explains how the Internet has broken marketing and how we need to base our marketing strategies around 4 simple principles of:

• Conversations
• Coffee
• Conversions
• Loyal Customers

Thus creating word of mouth and "pull" marketing.

Quickly choose the correct sequence  of the "4 Cs"

I asked 70 university students to explain to me their idea that was going to change the world and how they would take it to market. It was a struggle! But I managed to explain how to carry out market research in three easy steps:

1. The initial pitch - is anyone interested in this?
2. What's the entry level price point a majority would be willing to pay for the product?
3. Now introduce pain through a story - how much would people pay?

The answers were stark:

1. 50 out of 70 said yes, good idea!
2. 20 people would pay up to £50 for the product.
3. With the pain and story 10 people would pay £2,000 for the product.

Struggling to sell, this is a very simple sales framework to take into your next sales meeting.

Guaranteed increase in conversion rates.

Signup forms are incredibly powerful at the end of a sales conversation when you finally come to ask for a commitment from a prospect.

You can also use them to upsell and cross sell.

Many people have a todolist of things and activities they need to do but these are difficult to manage because you end up switching from one task to the next.

The Default Diary is a neat was of pre-programming your diary so you have specific "themes" of activities to do at specific time blocks throughout the week.

This lecture demonstrates how to implement the default diary and get the most out of it.