one of the top business owners in the world (for example, James Caan of Dragon Den) took over your business and ran it for the next year and they only had the same amount of money, contacts and time as you had and they could not utilise their name. Would he/she be more successful than you?
If you answered yes, then the questions for you to consider are:
What would they do differently?
Would they have better skills than you?
What would they change in your business or the way you sell and market your services?
I had a great day yesterday in the offices of Dan Bradbury.
It was great to spend the day away from the office working on the business and getting the opinion of someone outside of the business. I think everyone should do this from time to time.
During the day we discussed the development of ‘business skills’. The truth is that 99% of business owners have weaknesses in their business skills (including myself) and we need to identify and improve these skills.
These skills could include:
Marketing (or as we call it – lead generation)
Sales (or as we call it – lead conversion)
Health and safety
Or any number of other skills that you need to own and to manage a successful business.
The key is that as business owners we need to develop those skills, and if we don’t the lack of skill in any one of those areas can ‘bite us in the bum’ just at the wrong time and end our business.
I have been a big fan of Robert Cialdini and his six principles of persuasion for many years.
I originally became familiar with his work years ago through, “Influence: The Psychology of Persuasion”. It’s a must read. It gave me useful tools to use for marketing to others. Influencing others isn’t luck or magic –
Influencing others isn’t luck or magic – it’s science. There are proven ways to help make you more successful as a marketer. Scientifically Proven Ways to Be More Persuasive’, a book he co-authored with Noah Goldstein, a professor at the University of Chicago School of Business, and Steven Martin, Director, Influence at Work. The authors “relied entirely on the significant body of research from the study of social influence and persuasion” to suggest ways you can improve outbound messages and office interactions to get the results you want.
The Science behind the Principles “People’s ability to understand the factors that affect their behaviour is surprisingly poor,” Cialdini says. Most people can’t explain why they made a particular decision. But Cialdini can. And being able to identify the underlying factors that influence decisions mean we also understand how to use them to get more positive responses.
Be forewarned, though: The knowledge you’re about to receive shouldn’t be used to push shoddy goods or set unfair prices. “When these tools are used unethically as weapons of influence … any short-term gains will almost invariably be followed by long-term losses.”
Below is a video of Cialdini’s six principles of persuasion.