WOMEN’SCIRCLE

FACILITATORTRAINING

WORKBOOK

1.1 WELCOME TO THEBUSINESS FOUNDATION

MODULEUnderstanding the basics of business structure, operation, branding and marketing is now a

must have in all new businesses. All of us have a business person in us but sometimes you

just need the right tools and opportunity to bring them out to the surface. Whether you have

run many businesses before or if this is the first, the activities and tools that follow are useful in

discovering strengths, weaknesses and most importantly your path forward.

I love being from the heart space and it warms my soul seeing the impact that all the incredible modalities creates. We do

however, sometimes forget that even though we get so much from the work we

do, we don’t push the business side of things. This unfortunately leads us to not making the most out of our business and in turn it only disadvantages us when we could be doing more of the great work we

do if we looked after our business the same way we looked after our clients. It is because of this pattern I wanted to call on

my partner to help educate us all in business foundations as he does this and is wildly passionate about it. Yes, he is a male teaching in a course for women but

he is the best I know for this job and I wanted to make sure that you are getting the best possible information available.

My name is Robb and I am Imogen’s proud partner in life and in business. I have worked in business development,

focusing on new businesses for 10 years and it brings me great joy to pass on the

information that I believe to be most important for a brand new business. I am

a great believer in the soft skills and emotional intelligence that women have

naturally being a massive if not the biggest asset you can posses in business today. Please take the time to absorb and learn from this module and don’t be afraid to try new things. It’s our failures that pave

the way for our future successes.

SUBJECTS

1.INTRO

2.BUSINESS BASICS

3.BRANDING

4.STRATEGY

In order to be part of change we must understand where we are right now and what other ways are available

to us. We are all abundantly wealthy and the future we want for ourselves is a product of our design and

intention. This subject touches on a different way to structure our financial system.

In this module we explore the ground floor of your business. We discuss the business canvas which is the

blueprint for your future project.

We are all emotional beings and also emotional consumers. We have to learn how to brand our businesses

through experience and immersion. Your authentic-self has to shine through from logos to programming to the

content you will produce.

Without a compass we are lost. This subject will address the importance of mapping your course and making

sure that you are ACTIVATING. Your goals are all achievable but the journey begins with the first step.

1.2 THE 8 FORMSOF CAPITAL/CURRENCY

This relatively new

concept is something that will

continue to grow throughout

the financial and business

system. The concept was first

circulated as a financial

permaculture course in 2008.

A group of bright individuals

came together with the task of

redesigning the global finan-

cial system. What they came

up with was the eight forms of

capital.

SOCIAL CAPITAL

MATERIAL CAPITAL

FINANCIAL CAPITAL

LIVING CAPITAL

INTELLECTUAL CAPITAL

EXPERIENTIAL CAPITAL

SPIRITUAL CAPITAL

CULTURAL CAPITAL

CONNECTIONS

MATERIALS “NATURAL”

RESOURCES

MONEY

CARBON, NITROGEN,

WATER

IDEAS, KNOWLEDGE

ACTION

PRAYER, INTENTION, FAITH

KARMA

SONG, STORY, RITUAL

INFLUENCE, RELATIONSHIPS

TOOLS, BUILDINGS,

INFRASTRUCTURE

FINANCIAL INSTRUMENTS &

SECURITIES

SOIL, LIVING ORGANISMS, LAND,

ECOSYSTEM SERVICES

WORDS, IMAGES, INTELLECTUAL

PROPERTY

EMBODIED EXPERIENCE, WISDOM

SPIRITUAL ATTAINMENT

COMMUNITY

When you start to think about

all of the wealth you have in

these categories and how

these different forms of

currency can be traded, you

might begin to realise how

rich we really all are. I strongly

suggest that you read the link

in the extra reading tab as it

goes into great detail about

this revolutionary way of

thinking.

EXTRA READING

CAPITAL

NOTES:

CURRENCY COMPLEXING TO...

http://www.

appleseedpermaculture.com/

8-forms-of-capital/

Or simply Google search:

8 forms of capital and click

the top link to AppleSeed

“THE ROAD TO SUCCESS IS ALWAYS UNDER CONSTRUCTION”

LILY TOMLIN

2.1 THE BUSINESSMODEL CANVAS

2.2 KEY PARTNERS

2.7 CHANNELS

2.5 VALUEPROPOSITION

2.6 CUSTOMERRELATIONSHIPS

The Business Model Canvas is visual tool used

to map and understand new or existing

business models. This tool is well used and

received due to it’s effectiveness in understand

that fundamentals of your new or existing

business. If your women’s circle is a brand new

business it will help you understand some of the

basics to get you up and running. Even if your

women’s circle is extra programming for an

existing business, the canvas is a great exercise

for not only the new women’s circle component

but also to apply to your existing business.

Approach it with fresh eyes and mind and there

might be extra pieces to the puzzle to discover.

Below are further descriptions on each section.

Take your time and revisit it regularly:

These are any other businesses

or individuals that you will need

or make your business more

efficient / easier. For example

they may be studios that you hire

and co-market with, other similar

businesses that complement you

etc

How do your customers expect

you to communicate with them.

Are they expect all interaction to

be on the phone or personable.

Do they want to be addressed in

communities or individually?

Keep in mind how much time /

money is attached to each type

of customer relationship.

Each stage of the customer

cycle might be different

channels. For example the first

interaction with a new customer

might be on your Facebook or

website. As the customer

becomes part of your

programming the

communication channel might

change. Here are the channel

phases to consider: awareness

of your circle, purchase,

attendance, evaluation &

satisfaction and after sales.

2.3 KEY ACTIVITIES

The most important activities in

executing a company's value

proposition. For example: the

marketing and running of circle,

taking and processing

payments, forming partnerships,

learning and researching new

activities or expansion. What is your key offering… What

are you doing that sets you apart

from everyone else. This could

be anything from your unique

programming through to price or

how you address your

customers needs.

2.4 KEY RESOURCES

Resources are means that your

company needs to perform.

They can be categorized as

physical, intellectual, financial or

human resources. Physical

resources may include assets

such as business equipment.

Intellectual resources include

among other things knowledge,

brands and patents. The

financial resources are related to

funds flow and sources of

income and human resources

comprises the staffing aspect.

EXTRA READINGhttps://en.wikipedia.org/wiki/Business_-

Model_Canvas

Or you can print out extra versions as your

business starts to evolve:

https://upload.wikimedia.org/wikipe-

dia/commons/1/10/Business_-

Model_Canvas.png

2.1 THE BUSINESSMODEL CANVAS

What are the considerable cost in your

business. What costs are “one-off” setup

costs and what are your ongoing operational

expenses.

In this section take note of all the possible ways

that your business will be taking earnings. This

might be simply selling your circle experience

or it might be extending into workshops or

material items such as oils, candles or books.

Every business needs to identify who the customers are they plan to serve and in turn market

towards. By identifying who your customers are, where they are, how they think and feel helps us

create effecting experiences and marketing initiatives to gain more conversions.

2.8 CUSTOMER SEGMENTS

2.9 COST STRUCTURE 2.10 REVENUE STREAM

NOTES:

NOTES:

NOTES:

ROBB’S TIPS:

Pay attention to how your customers make

purchase decisions. What do they think or

feel before making a purchase, where do

they pay their attention, where do they

spend their money.

If you have multiple customer segments

make sure you map all of them out as they

might be the difference between success

2.1 THE BUSINESSMODEL CANVAS

2.2 KEY PARTNERS

2.8 CUSTOMER SEGMENTS

2.9 COST STRUCTURE 2.10 REVENUE STREAM

2.3 KEY ACTIVITIES

2.4 KEY RESOURCES 2.7 CHANNELS

2.5 VALUEPROPOSITION

2.6 CUSTOMERRELATIONSHIPS

Any opportunity where loyal brand followers and

users produce and post their own content is

great. AI will encourage golfers to post such

things as success stories, best rounds, score

card photos, photo of the day, inspirational

stories etc. Users can be rewarded with prod-

uct, experiences etc.

Any opportunity where loyal brand followers and

users produce and post their own content is

great. AI will encourage golfers to post such

things as success stories, best rounds, score

card photos, photo of the day, inspirational

stories etc. Users can be rewarded with prod-

uct, experiences etc.

2.11 MODULECONCLUSION

Take your time to think through each section of

this business canvas and revisit it regularly as it

will help map your path and progress. It is a

great tool to not only map your larger, overall

business but also to understand new products,

services or workshops you want to deploy

through your business.

ROBB’S TIPS:

NOTES:

Print out a few copies from Wikipedia

or even better if you have a

whiteboard you can draw up the

table and add sticky notes as your

ideas and revelations begin to flow.

“I ALWAYS DID SOMETHING I WAS A LITTLE NOT READY TO DO.I THINK THAT’S HOW YOU GROW”

MARISSA MAYER

3.1 INTRODUCTIONTO BRANDING

A brand is more than just a pretty logo and

calming colours. A brand is the experience and

the emotion that you invoke in your customers.

The feelings that your customers feel as they

see your business for the first time, through to

how they convert and how they feel when at

your core business offering, that is what your

brand is. This section provides a template to

delve deep into all the things that make your

business truly yours. This next several pages

are dedicated to describing the emotions and

experiences that are going to set you aside from

the rest.

This is a great exercise to complete over several

weeks as you think and meditate on the

messages you want your customers to receive.

This part of the document should be coupled

with imagery that you find on the web and used

as a reference for you to revisit as your business

grows to ensure that you are still on brand and

on vision. If you recreate this part of the work-

shop in a new document you can use it to also

brief 3rd parties to make sure they know

EXACTLY who and what you are as a brand.

It serves as a compass for the brand and the

business to ensure all activities both in operation

and customer acquisition are on brand and

mission. Customer experience is critical and

makes the foundation of a sustainable business.

It is critical that the owners / operators know the

DNA of the brand down to the fibers and in turn

live and breathe the values, mission and

personality of the brand.

3.2 INTRODUCTIONTO THE BUSINESS

D.N.A.

ROBB’S TIPS:

Take your time with this. It is something

that will change and evolve to become the

foundation of what you are a brand and

experience.

3.3 WHAT IS

In a couple sentences briefly describe what you / your business does and the purpose of it. Keep it

short and punchy. Imagine this the description you would use if you had 30 seconds in the street

with a brand new person that didn’t know anything about you or your industry.

3.4 TAGLINE

Tagline’s are a great emotive tool to convey a short punchy message to heart of your target market.

A good tagline should be vaguely descriptive but catchy and memorable.

NOTES:

NOTES:

3.5 BRAND PERSONALITY

A handful of adjectives and related images that reflect the personality of your business and brand.

These might be things like: Honest, loyal, brave, community etc.

3.6 CORE MESSAGING

What are you trying to say? What are you missions as a brand? What do you want people to leave

with? Why do people come back?

Write a short paragraph that speaks to why this work or your programming is important to you

followed by a few statements that speak to that core message (i.e. Feeling of freedom, to be

completely safe and supported etc)

ROBB’S TIPS:

Start a Pinterest.com board and add to it

Start a folder on your computer with all your

imagery in it.

Pinterest is also good for briefing designers

or finding out what you like for websites

or print marketing material

NOTES:

NOTES:

3.7 PURPOSE AND ROLE

Why does your brand or business exist? This should be a short statement that might be something

like the following:

“To bring together a group of women and bind them as a community where support and honestly is

the goal. The activities within circle are focused on creating a warm and nurturing environment to

promote a culture that we all believe in collectively”.

3.8 POSITIONING STATEMENT

NOTES:

This could be as simple as your one sentence descriptive pitch. For example:

“Your business is more than just a circle, it is a movement, a way of thinking and a deeply

passionate culture. The programming is supported by the culture and members that live the brand

mission. We find strength and support in numbers and build confidence everyday”.

NOTES:

3.9 CUSTOMER VALUE PROPOSITION

Why customers choose you over anything else. This statement might be as simple as:

“We create deep, personal experiences through intuitive programming and sensitive interaction”.

3.10 BRAND ESSENCE

What does your brand stand for? Example:

“Always feel confident in yourself and search for new experiences that speak to your most authentic

self. Bask in the comfort of being part of a culture that loves you and you love them”.

NOTES:

NOTES:

3.11 SEGMENTATION - GEOGRAPHIC

3.12 SEGMENTATION - DEMOGRAPHICS

Geographic segmentation is the practice of segmenting a campaign’s target audience based on

where they are located. Segments can be as broad as a country or a region, or as narrow as one

street of homes in a town.

The demographic segment is breaking down the characteristic of your audience that include identifiable

elements such as; race, ethnicity, age, gender, religious, education, income, marital status, and

occupation. Identifying these characteristics helps us form more targeted marketing campaigns.

NOTES:

NOTES:

3.13 SEGMENTATION - SOCIO-CULTURAL

Socio-cultural or behavioral segmentation is the practice of dividing consumers into groups

according to any of the following attributes: usage, loyalties, awareness, occasions, knowledge,

liking, and purchase patterns. How do your customers engage with brands? Who do they listen to?

What other groups, communities or brands do they follow?

NOTES:

3.14 SEGMENTATION - PSYCHOGRAPHICS

Psychographic segmentation divides the market on principles such as lifestyle, values, social class,

and personality. A good example of this is to identify what encourages your target market to

transact. This might be as simple as they need to feel like an individual and valued. This will help

focus your messaging when advertising.

NOTES:

3.15 FOUNDER BIOGRAPHY

Your story as to how you got to into the space you are in and the reasons that brought you to

facilitate women’s circle is extremely valuable to your customers and your overall marketing.

Everyone’s story is unique and involves different discoveries and emotions. You should only disclose

what you are comfortable other people reading but honestly and transparency is a great quality to

promote when telling your story.

NOTES:

ROBB’S TIPS:

Write this section as if you are telling a story.

Make it easy to read. People love hearing

journeys of discovery and overcoming

hurdles to get where you are now.

3.16 PRODUCTS AND SERVICES

How we communicate what we are offering to our customers is extremely important. Because we are

all experts in our own domains, we often have the habit of overwhelming new customers with too

much detail, too soon. The aim should always be to detail what we are doing in as few sentences as

possible at the start. We can then go into further details as the customer either requests it or

continues reading.

HEADING / NAME OF PRODUCT OR SERVICE

2 SENTENCE DESCRIPTION

MORE DETAILED DESCRIPTION

ROBB’S TIPS:

Make the name of the product, service or

workshop catchy.

Make sure the 2 sentence description can

be understood by people that may have no

idea what you do.

3.17 MOOD BOARDS

Mood boards are a fun exercise and a useful tool to really explore your brand. There are millions of

great images online available for you to collate and paint a larger picture. It is true that images

speak a thousand words. You will need to start a folder to drag all the images you find into. These

images might be related to emotions that you want to convey or perhaps what elements of your

business / circle might possess. Images are a great way to create a mood or general presence or

can also be used for inspiration for you, the business owner / facilitator.

NOTES:

3.18 LOGO

Even though a brand is more than a logo, having an attractive, suitable logo is a powerful tool for

when customers come across you. A majority of us are aesthetic creatures and the right typeface

and logo speaks to our emotive decision making. There a number of tools available online for cheap

logo creation or if you can brief a local designer through references you have found on places like

pinterest.com, that’s even better.

NOTES:

ROBB’S TIPS:Don’t get hung up on your logo creation. Be

decisive and deliberate with what you what

and activate. Your logo has to speak to who

you are as a business and what you are

doing in that business.

“WHAT I KNOW IS, IS THAT IF YOU DO WORK THAT YOU LOVE,AND THE WORK FULFILLS YOU, THE REST WILL COME”

OPRAH WINFREY

4.1 INTRODUCTIONTO STRATEGY

It is a word that is frequently used in business

and marketing but the reality is, most don’t

understand or implement it. It is great for us to

have goals and mission statements attached to

our business but in is critical we know how to

create the clear road map that puts us on the

path to our goals.

There are several key aspects that are fundamental

to all forms of strategy:

1) an understanding of where you are now,

2) a clear sense of where you want to end up,

3) an assessment of what stands in between,

4) a decision about how to approach the challenge,

5) a specific course of action to undertake.

Common strategy FAILs.

• Fluff: Fluff is a form of gibberish masquerading as strategic concepts and arguments.

• Failure to face the challenge: When you cannot define the challenge, you cannot evaluate a

strategy or improve it.

• Mistaking goals for strategy: Many bad strategies are just statements of desire rather than

plans for overcoming obstacles.

• Bad strategic objectives: Strategic objectives are “bad” when they fail to address critical issues

or when they are impracticable.

4.2 SETTING GOALS

As we know, we have to have goals, aspirations

and targets to reach daily, monthly and yearly

for our business. Some may have heard the

term SMART goals. For those that haven’t

SMART is an acronym that stands for Specific,

Measurable, Achievable, Relevant and Time

bound goals. If our goals are within these

parameters and we have healthy work habits,

our business will move forward.

The following contains a template to help you

set goals on a timeline but more important the

actions that you need to take to achieve them

and tick them off your checklist. Obviously this

will change and update as the weeks progress

but if you need some structure, these tools can

be very useful.

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4.3 CUSTOMER ACQUISITION

Customer Retention vs Customer Acquisition

Why is it that we spend money on customer acquisition marketing when customer retention marketing

works so much better? I think we’ll all agree that customers are the most important part of any

business. Without them, there would be no business.

So then why do we continue to spend most of our marketing dollars on finding new customers

instead of nurturing the ones we already have? Don’t get me wrong, we need new customers but not

at the expense of the ones we already have, right? It’s an age-old question I know, but one worth

revisiting as we are thinking about our 2018/19 plans.

The cost of customer acquisition versus customer retention could reach as high as 700%, according

to a report by Frederick Reichheld of Bain & Company as below:

Acquiring a new customer can cost 6 to 7 times more than retaining an existing customer

Over a 5 year period customer attrition rates could reach as high as 50%

Businesses which boosted customer retention rates by as little as 5% saw increases in their profits

ranging from 5% to a whopping 95%.

Now I think we can all agree there’s some opportunity here to re-focus more on our existing

customers, rather than chasing down new ones. By simply automating the process of content

marketing, email marketing, and social media marketing, you have huge success…

• Staying in touch with your current customer base.

• Reminding their customers of upcoming events and seasonal tips.

• Maintaining a professional appearance all the way to the inbox.

• Taking advantage of opportunities to reach out to clients you have not talked to in years.

• Get a few more referrals sent your way.

4.4 CAPTURING ATTENTION

Time is the one true commodity. As business owners we try to gain as much attention as we can to

convey our advertising message without the audience feeling like we are stealing their time. There

are a few ways that we can minimise the chance of our audience feeling taking advantage of while

we maximise our impact through focused market messaging.

You may have heard of the terms “customer persona” or “customer avatar” before, if you haven’t,

this is an exercise marketers use to clearly identify who they are speaking to. Having a good

customer avatar will give you abilities to powerfully communicate with your core market and

therefore convert more.

Below is a simple template to start to understand who your customer avatar is:

Name: Give your customer a name (e.g. Sally Stevens)

Marital Status: Married

Children: Yes - 2 (12 year old boy and 10 year old girl)

Location: Which town or City?

Occupation: Stay at home parent

Annual family income: $100K / year

Goals and values: Sally wants her children to excel and she also wants to spend more time on

herself and her husband

Vales: Sally is family orientated and also knows the importance of self-care. Sally is honest and hard

working but needs more from her days as she is not in the workforce anymore

Sources of information: Sally spends a lot of time on social media (Facebook and Instagram). Sally

reads a number of blogs related to parenting and lifestyle. Sally has a group of friends that she

regularly spends time with and they share information.

Challenges and pain points: Sally wants more time and more from her days. She wants something

creative and meaningful in her weeks.

What does Sally respond to? What are your easy to convey marketing messages to Sally?

(e.g. Need a break from life? Need to recharge? Looking for deeper human connection? Need to

stretch your creative side?)

NOTES:

4.5 STORY TELLING

NOTES:

So what does storytelling have to do with your business? Everything! If you can’t properly convey a

story then your products or service are not going to appeal to your audience. Bates reminded us that

we love stories so much that we have to be trained to not fall for anecdotal evidence. Why? “Because

our brains value stories over anything else,”

Stories can be incorporated into all your forms of content: blogs, e-books, white-papers, and even

your “About us” page to captivate your audience. The value of storytelling can also be transferred to

other departments to grow your business – for example training your sales reps to tell the story of your

company or product or using your story to captivate investors and bring in the big bucks $$$. Once

you learn to tell a good story, your audience is always going to be wanting more, which will turn your

readers into leads, your leads into customers, and your customers into loyal customers.

Reference: http://www.wordstream.com/blog/ws/2014/12/05/business-storytelling

A couple key points to remember when creating content:

• Develop content that has a human element

• Be sincere

• Ask yourself if you’d be genuinely interested in reading/watching it

• Know what connects your customers to you

• Stories have heroes and characters with unfulfilled desires

• Keep it simple, you should be able to describe a story in one line.

When marketing storytelling is done well, it:

• Clearly establishes what your brand is all about – its purpose, core values, and mission

• Offers the consumer more than just a product or service, but rather an experience that transcends

mundane reality

• Motivates the reader or viewer to step into that experience. This is done by crafting content in such

a way that your audience feels as though they’d risk losing access to this somehow sublime

experience of being a part of your brand if they don’t buy, follow, or sign up right now.

4.5 STORY TELLING

UTILITY

HOLYGRAIL

RELIABILITYENTERTAINMENT

“well that

was helpful”

“hmm interesting” “haha so true”

Great storytelling is the key to quality

content, as are the Ambassadors and

affiliated brands who represent your

culture, purpose and values.

The quality of the storytelling and the

"characters" in the story are directly related

to the quality of it's content – if the

components are poor, weak, or

non-compelling, no one will pay attention or

care, resulting in no action by the viewer

and conclusively a waste of resources (e.g.

time & money) by the Content Creator.  

So, what defines quality nowadays?:

1. It appeals to the heart

2. It's shareable 3. It's native to the platform in which it appears*

4. It breaks through the noise. 

Fundamentally, content should be driven around

a strong authentic narrative that is cognizant of

the following considerations. Capturing and

retaining people's interest is THE underlying

mission of every content-driven strategy.

NOTES:

4.6 CONTENT MARKETING

Creating content is the cost of entry to being relevant in today's society.

While there are a myriad of ways to promote your value proposition and communicate with your

target demographic, multimedia content is undisputed the new marketing norm. 

Videos are the new promo ads. 

Quality content is how you capture people's attention. 

Content marketing is the secret sauce for increasing the probability of conversions.

CONTENT MARKETING

STRATEGY

CREATION

DISTRIBUTION

AMPLIFICATION

MEASUREMENT

OPTIMIZATION

NOTES:

4.6 CONTENT MARKETINGP

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Marketing is going to be a part of everyones business but it doesn’t have to be a complicated

exercise. It’s easy to get overwhelmed and burn yourself out if you are engaging in marketing

activities that are focused and targeted. It sounds like a simple thing to advise but many businesses

don’t fish where the fish are. This can be either physical marketing (i.e. dropping flyers) or digital

marketing (i.e. FB groups and ads). If you are running a circle for mothers it would make sense to

market in places where you know that there is a concentrated population of mothers.

Partnerships - The space that you are in has unlimited partnership possibilities with your circle or

business. There are studios, practitioners, academics, ambassadors, fellow facilitators that you can

partner with to make sure that you are continually exposed to new people within your demographic.

List a few partners and the sort of things you might be able to partner or collaborate on:

Getting talking about what you are doing. Be proud and loud. Talk to friends, family and people in

your community about what you are doing. Make sure you have a call to action though…. Once they

are hooked on what you are saying and what you are offering, what is it you want from them? (i.e.

coming to your next circle). Have the details and how they get involved clear in your passive sales

pitch.

What are a few talking points you know you should hit when promoting your circle?:

Start to build your audience. Social media has given everyone a voice and a platform today. It is

very easy to start a group and to program the content you produce. Look at your Facebook group as

a mini TV station. What would you want to see on it? If you aren’t a Facebook expert Facebook’s

BluePrint training component explains all the processes you need to know for your FB activities.

What are a few themes or concepts your group might be about?:

4.7 MARKETING YOUR CIRCLE

4.8 FEEDBACK LOOPS

Feedback loops are crucial in all businesses. They provide invaluable information as to what you are

doing not so well and what you are doing great at. The idea of a feedback loop is simple; encourage

honest customer opinion and implement the identified issue or in the case that you are excelling at

an aspect of your business that a customer has highlighted, identify the necessary component and

amplify it. We often tie our ego to our business and see feedback as a personal attack when we

should be celebrating it and rewarding the individual who had the courage to be raw and honest

with us.

Feedback loops you set up might be as simple as a conversation after a customer has been a part

of one of your experiences or it might be an anonymous survey. We do our best to avoid complaints

by setting up the appropriate channel by where a customer can passively raise issues in a calm,

nurturing environment. Customers will feel valued when they see their input implemented.

4.9 GIVE, GIVE AND GIVE SOME MORE

The environment and culture of business has changed significantly over the years. Most industries

and sectors are hyper competitive and loyalty amongst customers is fading.

So how do we combat this? The level of giving before you receive is the answer. As business owners

now, we have to be prepared to put strategies in place that ensure that soon to be customers and

existing customers feel like they are receiving something for nothing on the path to their conversion.

So how do we do this? For new customers this such as introductory offers or free workshops are

great. The content you distribute also might be a good way to let your audience know that you are

providing free, valuable information or tools with no expectation of remuneration. This sounds

counterintuitive but days of the hard sell are gone. We have to give before we get.

For existing customers, reward their business and loyalty. This might be simply call to ask about

them personally or a gift certificate. That one gesture will lead to amplified return or repeat business.

NOTES:

NOTES: