Being in Business Is for…

Converting prospects to paying customers

Nothing more. One rule to work by. You may argue about all the other lovely reasons you are in business, but if nobody’s paying you to do or to make something, you don’t have a business. You have a hobby.

In light of this rule, everything you do in business must have one of two things as its main purpose:

Finding prospects or Convincing them to buy

Designing Maximum Customer Experience is for convincing current customers to buy and spread the word, so that you find more prospects to convince to buy and spread the word…

This can make more money and should give you peace of mind and may give you more free time (or maybe less). But at its core, Experience Design is like any other business activity, from writing a blog to ordering fancier menus or imprinted pens to putting in a new CRM system to hiring that rockstar whose résumé is on your desk.

If you don’t believe it will convert (more) prospects to paying customers, don’t do it.

You are in business to make sales, or you are not in business. Thinking about a new gimmick, a new initiative, a new direction, a new hire? Ask: Will it help us convert prospects to paying customers? The answer isn’t always direct and obvious, but it is critical that you consider it and can answer Yes, short-term or long-term. If not, don’t throw your money out the window.

Do you throw money out the window with pretty but purposeless design, “marketing” that never brings in a soul, or service providers that don’t aid the bottom line?

Try this exercise: What if you could only deduct those business expenses that can actually expand your business? Which purchases would you have to eliminate? Track the tangible results of a suspected low-performer this month. If it’s not converting prospects to paying customers, ditch it!

Grow and be well,

Kelly Erickson