141- Entrepreneurs — transactions vs investments

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In this episode of The Struggling Biz, we discuss one great theme that is presented by John Jantsch within his latest book, The Ultimate Marketing Engine: 5 Steps to Ridiculously Consistent Growth.

The inspiration for this idea to share with you, my listener, came from an interview that John Jantsch did with Todd Henry in the podcast show, The Accidental Creative (the episode in the first week of October, 2021).

In fact, we have presented some of the value of the book in that earlier episode. But we narrow down one idea that should be on every entrepreneur’s mind and definitely in one’s behavior.

Although there are other themes, this one approach is one that hit me in the face, because many entrepreneurs only focus on getting the sale — that is, the TRANSACTION. Besides the steps to getting your consistent growth as stated in the book, we see that the other end of the spectrum for success as an entrepreneur is to think of your customer journey or customer experience as AN INVESTMENT (and not just a “sale” or “transaction.”) So this idea is one that is discussed in the interview and it comes out loud and clear from someone who has been a consistent entrepreneur and consultant in the area of marketing and sales success.

And this means that you now become focused on how you and your business can help to build the customer’s success and make the customer delighted by over-delivering on the customer promise that you have in your business and should be part of your charter (usually stated in the “elevator pitch” presentation that you may carry in your mind always).

So, if you want to grow your business and get long-term customers as clients (as opposed to a one-time sale to a customer who bought the product or service and did not receive all the value which you could have delivered), then you have to start thinking and acting as a “customer agent” to make the customer or client into a success — and your investment in that customer will be for his own good and his growth and his success, which can then reflect on you and have your customer now become a referral engine for you.

Now, as I mentioned before in an earlier episode within this podcast show, I have personally known John Jantsch and also Todd Henry. I do respect them both and I have interviewed both of them in the past. I have also purchased and read some of the books by both these authors who definitely have gained their fame by helping entrepreneurs and creatives become more successful in their businesses.

Thus, I do recommend that you listen to the episode by Todd Henry when he goes deeper from an entrepreneur’s point of view and brings out some of the great value of the book for the small business owner. Then you may want to get a copy of the book and see how you may adopt some of the ideas to suit your business and make your marketing better.

And I hope that you do succeed and get to become an INVESTOR with your clients, and thus make your business a good referral to others by your clients who will be delighted with you, as a key INVESTOR to their success.

Thank you for your attention.