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40/60 Marketing and Sales Concept

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The comfort zone is something we often hear about. Have you ever stopped to think about how your comfort zone affects your business? In my experience, I have found that most small business owners launch their brand because they saw an opportunity to sell their product or service independently. They set out to sell to the people they know. They use one or two digital media to take it to the next level. And then, they struggle. Why? What causes the inevitable tussle?

"If we're growing, we're always going to be out of our comfort zone." – John Maxwell

I see the inevitable struggle from a unique perspective that comes down to the battle of pushing beyond one's accepted comfort zone. According to Wikipedia, "The comfort zone is a behavioral state within which a person operates in an anxiety-neutral condition, using a limited set of behaviors to deliver a steady level of performance, usually without a sense of risk." Our very personalities influence our accepted comfort zone. None of us like to feel anxious, and only a select few truly enjoy the pulse raising thrill of taking a risk. But let's get one thing straight about entrepreneurship:

Business Involves Risk And Growth

Most business owners are strong from the start. They know the technical, production or manufacturing side of their business inside and out. They know how to work hard and create a uniquely innovative and marketable product or service. This is 40 percent of a business; it's the comfortable, anxiety and risk free zone.

The rest of business, the 60 percent, is all about pushing outside of the comfort zone. It's about establishing your presence so that people—people you don't know personally—know you're there and know your product or service. It's about connecting with people and giving them channels to reach you and refer your business. It's about stepping into the spotlight with confidence and making sure your company grows—even if that confidence feels strained at first.

As an entrepreneur, you can take a step into the 60 percent of your business by learning from other successful companies. For example, choose a company you admire, and study the following:

  1. Which product or service would you opt to buy frequently from this company?
  2. How did they win your confidence and business?
  3. How do they remain easily reachable?
  4. What makes them unique?

Building a successful business doesn't involve reinventing the wheel, but it does require focus and clarity to understand what works and what does not. Observing a company you would buy from can help you understand why they do what they do, and how they do it. You can even visit their core team and talk business; most are open to sharing their experiences and are willing to help. All you need is the courage to step outside of your comfort zone and ask, backed by the drive to learn and try new things

"If there is anything that a man can do well, I say let him do it. Give him a chance." –Abraham Lincoln

Break Out Of Your Comfort Zone

I strongly suggest that you break out of your comfort zone. Learn more about marketing and sales. Learn how to develop a comfort for standing in the spotlight and taking the risks needed to grow your business. I did it, and I'm very confident—confident enough to write this blog. In the following posts, we will discuss:

  • How to measure your business marketing and sales activities
  • Traditional versus modern sales
  • Why you need the AEC and ABC policy for your business

Armed with this new knowledge, you will be able to break out of the 40 percent of your business and expand into the 60 percent. Growth is within your grasp once you break beyond your comfort zone!

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