Selling and marketing in the modern age requires mastery of certain immutable laws
Like physics, wherein each law underpins and enables the others, the commercial realm operates by principles which govern success. To attain the heights of business achievement in 2024, one must internalize five key laws. These rules have always existed, though their discovery can prove elusive. Their reliable application separates thriving enterprises from failed ones.
We will explore each law in detail, including their interrelations and collective consequence. Grasp these tenets, and unlock enhanced prosperity.
Law 1: The Prospect-Centric Approach
The first cardinal law of selling revolves around one prime truth — the customer cares only for themselves. Your credentials, achievements, products and services carry no inherent value to them. Prospects ask one question: “What’s in it for me?”
This self-interest governs all human action. To transform your offer into sales, cater to it. Demonstrate how you further the buyer’s agenda. Build a pattern where the benefits to them become explicit.
For example, at Scythos our automated email platform promises:
– More qualified leads from targeted outreach
– Increased revenue by closing more sales calls
– Greater scalability by systematizing previously manual efforts
– Less active workload by hiring and delegating
The prospect connects these outcomes to their own motivations. We highlight the implication rather than emphasizing ourselves.
You must employ this concept within your business as well. Replace focus on internal capabilities with showcasing external transformations for customers. Transition marketing from self-congratulation into beneficent assistance.
Build a compelling chain: this happens because of us, so you get that. Structure your offer around serving the buyer’s interests. Make their advantage primary and they will beat a path to your door.
Law 2: The Power of Social Proof
People enjoy gambling when the payoff seems clear and compelling. This insight connects to the possibility of charging money.
Customers constantly evaluate your offer. Two variables shape their calculation:
– Possible return — your promised transformation & case study results
– Probability of success — number of positive examples
Together these inputs create perceived value. One leverages the other through multiplication. Improve both to exponentially increase appeal.
For instance, our platform might promise an extra $100k in revenue. Proof of helping 10 clients achieve this constitutes more believable social validation. The conjunction makes potential feel real.
Past performance does not guarantee future results. But more examples still indicate higher likelihood to the average mind. This holds true even for simple purchases, like choosing a screwdriver.
Given two similar options, people will pay double for the one with 4000 Amazon reviews. The calculus says higher price gets offset by lower expected risk. Paying a premium seems worthwhile to avoid potential downside.
Social proof thus carries enormous influence. Without it, getting traction feels nearly impossible. Consider offering services for free when starting out – people still won’t bite with no validation. Lack of social proof means the risk outweighs any return.
The third law explores how to overcome this liability. But the lesson here remains clear…testimonials sell. Demonstrate through real-world cases to exponentially increase the perception of value. Prove capability and customers will gladly pay.
Law 3: The Risk Reversal Requirement
Social proof dominates purchase decisions, commanding 80% influence. Lacking credibility means playing with a weak hand. So what’s an unproven seller to do? Introduce risk reversal to fill the void.
This concept shifts accountability for results. You only earn fees after delivering the promised transformation. No outcome, no pay.
Two structures exist:
– Performance-basis — paid on commission/royalties
– Money-back guarantee — refund if dissatisfied
For most, performance pricing brings better alignment. Taking risk off the table for clients increases initial willingness. Plus you avoid admin headaches from issuing refunds.
The model works best when narrowly focused on driving real impact. Spread across too many areas dilutes attention and strains capacity.
Of course, the approach poses trade-offs:
– Income varies pending client success
– Cashflow depends on sales cycles
– Work volume scales linearly
Once social proof accumulates, transition towards more predictable recurring revenue. Retainers provide stability for sustainable growth.
For now, show the willingness to stand behind claims financially. Earning trust and demonstrating competence comes first. Deliver outsized value, then structure finances to support expansion.
Law 4: Transferring Away Logistical Intensity
Signing clients means assuming responsibility for fulfilling the work. With few exceptions, sellers perform tasks early on due to lack of leverage. But consider the implications:
– Doing everything in-house restricts scale. You hit capacity constraints.
– Hiring to expand adds layers of complexity.
– Revenue gets capped by internal bandwidth.
Clearly this structure has limits. So what’s the alternative? Transfer the workload away from yourself. Offload delivery responsibility back onto the client or customer.
This concept explains the typical business evolution pattern:
– Agencies → Coaching & Courses → Software
Each stage relinquishes more direct labor obligations. Work transfers from seller to buyer through packaging intellectual property and automation.
– Agencies take on the highest intensity as comprehensive service providers. Maximally customized, but tremendous demands.
– Group coaching and info products require some self-service. More passive income, but still reliant on personal time.
– Software companies enable extreme leverage. Scales exponentially with minimal marginal effort.
The progression above traces the path of least logistical resistance. Each phase sheds more variability and intensity. Outsource the work to the crowd through technology.
Does this mean agencies can never reach scale? No – but it takes world-class operations and delegation. Most founders lack that talent early on.
So focus first on proving competence and delivering extreme value. Build social proof through examples and case studies. Then gradually transfer workload to clients to smooth expansion.
Law 5: Transferring Financial Variability
Sellers typically operate on one of two compensation models:
– Retainers & Subscriptions
– Performance-Based Pricing
These represent opposite ends of the payment spectrum.
Retainers provide predictable, recurring cash flow. You receive fixed fees upfront regardless of customer outcomes. This offers stability for the business, but clients perceive reduced accountability.
Conversely, performance pricing ties earnings directly to results achieved. Common structures include:
– Revenue Share – % of sales or profits generated
– Milestone Fees – Payment upon completing objectives
This aligns incentives and appeals to a sense of “fairness.” If the client wins, you win. But major risks lurk beneath the surface appeal:
– Income swings wildly based on volatile factors you can’t control.
– Profit margins tend to suffer from low averages.
– Operational challenges multiply across a fragmented customer portfolio.
Essentially, performance pay makes you an equity partner in each client business. Yet spread across too many, you suffer the pains without meaningful upside.
Becoming operationally excellent across a breadth of companies proves extremely difficult. Most lack the foundations and best practices needed to succeed.
So while performance fees appear lucrative initially, they often lead entrepreneurs to a gap between demand and capacity. The better your sales engine, the wider this void grows.
For sustainable growth, migrate from performance pay towards retainers over time. This holds particularly true as your credentials, case studies, and social proof expand.
Charge “per project” or on commission early on. But make the shift once established. This transfers variability away from you while enabling scale. The paradox: giving up perceived upside actually increases your earnings potential substantially.
Bringing It All Together
We’ve covered 5 pivotal laws that govern success in selling and marketing. While expansive individually, each one links into a cohesive whole.
Mastering this broader framework – understanding how the principles interplay and reinforce one another – that’s where the real power lies.
Apply the laws in isolation and results may prove elusive. But combine them effectively and your business can achieve escape velocity.
So in closing, let’s connect the dots across everything we’ve discussed:
Law 1) Adopt a “Prospect-Centric” approach revolving around their self-interest. Craft every message to spotlight the benefit received rather than features of your offer.
Law 2) Social proof enables pricing. Demonstrate value delivery through case studies and testimonials.
Law 3) Mitigate perceived risk with guarantees. Offer performance-based or money-back structures early on.
Law 4) Transfer work away from yourself over time. Productize services to ease logistical burdens.
Law 5) Seek predictable income. Transition from volatile performance fees towards retainers.
Individually, each law rings true. Collectively, they become an interlocking system for scalable and sustainable commercial success.
I encourage you to reflect on your current business practices in light of these findings. Look for gaps between reality and the ideal framework.
Then focus energy on bridging those divisions. Use the laws as guiding principles for improvement initiatives in the months ahead.
Doing so will pay dividends as you strive to build an organization positioned for longevity. One capable of rising to its fullest potential.
The road awaits. Now go meet your future.
Greetings! I’m Jack, founder of Scythos – where I’ve helped over 50 brands transform into unforgettable identities and stunning digital presences. As a brand strategist and creative consultant, I have over a decade of experience taking brands from wallflowers to the centre of attention.
Looking to get your branding noticed and your business thriving? Reach out anytime to brainstorm creative strategies for making your brand impossible to ignore. I love collaborating with passionate entrepreneurs to conceptualize innovative ways to connect with their audiences.
Whether you need help with a logo, website, content or entire rebrand – let’s chat! I’m always eager to share my ideas, creative concepts and expertise to help brands reach the next level. Together, we can make sure your business gets seen and heard. Follow along on social or send me a message to get the conversation started!