BARRIERS TO GROWTH
Get the six barriers to revenue growth out of the way so you can accelerate.
2-day Revenue Growth Engine Design Workshop
Mentorship program to implement a high-performance growth engine.
Like there is a glass ceiling of revenue that you just can't seem to break through
Track record of generous giving
Part of a peer group or community of excellence.
Owner, Founder, President, CEO
Private Equity, Venture Capital
A Powerful Revenue Flywheel that creates unstoppable momentum
Intense Focus on the types of clients or customers that can propel your business forward faster
High-Octane Fuel for your engine in the form of a message that gets attention
Scalable Processes for marketing and sales that drive net-new and cross-sell revenue that allow you to grow
The three biggest obstacles to revenue growth and how to remove them.
How other companies are creating Revenue Growth Engines.
Our vision to help purpose-driven companies scale their revenue and impact.
BARRIERS TO GROWTH
Get the six barriers to revenue growth out of the way so you can accelerate
2-day Revenue Growth Engine Design Workshop
Mentorship program to implement a high-performance growth engine
As the co-founder of the non-profit Kingdom Missions Fund, Darrell Amy noticed that the largest donations came from business owners, and he wondered how he could help generous business owners quickly grow revenue so they could give even more.
Darrell’s experience as a leader in sales and marketing has given him a unique perspective on what it takes to grow revenue. Distilling 27 years of experience, Darrell authored Revenue Growth Engine: How To Align Sales & Marketing To Accelerate Growth.
He is a member of the Forbes Business Council and he helps companies maximize growth through sales and marketing alignment. Darrell hosts the Revenue Growth Podcast and co-hosts the Selling From the Heart Podcast. He also volunteers as the executive director of the ManAlive EXPEDITION, an organization that helps men find healing and identity.
When he isn’t helping generous business owners grow their revenue in order to give more, he enjoys the outdoors including sailing, canoeing, and hiking. Darrell, along with his wife Leslie, enjoy spending time with their children and four grandchildren.
Help 10,000 businesses double revenue to generate $10 billion in new giving.
Build your Revenue Growth Engine
Develop Physical Endurance
Trek to Everest Base Camp
Join adventurous entrepreneurs in an epic journey to scale your business as we train to trek to Mount Everest Base Camp!
This morning my LinkedIn feed and email inbox was littered with sloppy marketing. Everywhere I turned I saw the R-word: recession.
“In today’s recessionary marketplace…”
“How will you handle the recession?”
“Recession-proof Your Business”
The R-word is anything but precise. Economists can’t even agree on the definition of the word recession. It used to be two quarters of negative GDP growth (that happened last year and is yesterday’s news). However, the people in power (who get to write history, and the news) decided that the old definition of recession was not helpful to their cause. This is hilarious and/or maddening, but not helpful to your ability to drive revenue.
The reality is more like a mixed bag.
From one perspective the glass is partially full. When you look at the data in yesterday’s WSJ you see things like:
2.9% inflation adjusted GDP in Q4 (not bad!)
High employment and a reduction in the employment cost index in the last half of 22
Inflation fell to an annualized rate of 2.9%
That data seems very hopeful.
The other perspective has the glass half empty with a massive leak. While you also see scary headlines in the mainstream media about massive job cuts in tech companies, the next page of the news talks about how small businesses are on a hiring spree.
When your marketing message implies that we are in a recession, to me that reveals a lack of understanding of the nuances of the economy. It signals to potential buyers that you may not really know what you are talking about.
Rather than talk about recession a more helpful approach is to find words that address the mixed bag of rapidly changing scenarios in today’s world. Meridith Elliott Powell nails this with the word “uncertainty.” (Check out her book, Thrive: How To Turn Uncertainty Into Competitive Advantage.)
The most common thing I hear in executive peer groups when the R-word comes up is this: “I refuse to participate in a recession!” I love this can-do attitude.
(Full disclosure: I recently broke my R-word rule with an opportunistic headline for an article I submitted to the Forbes Business Council titled “Three Ways Small Businesses Can Refuse to Participate In the Recession.” I’ll add the link here when it gets published.)
Most executives want to hear about solutions to the specific problems. Instead of just throwing out the R-word talk about the specific obstacles and opportunities:
High interest rates increasing expenses and causing a reevaluation of growth and capital plans
Near-shoring supply chains to reduce risk
Recognizing opportunities and challenges during a military build up
Onboarding enterprise refugees into small and medium sized businesses
Navigating the changes in tax law
Add to this the specific trends going on in each industry you serve and you have the opportunity to be specific.
Marketing and sales people like to throw around buzz words. We can help you:
Enhance competitive advantage
In Revenue Growth Engine I call these words “marketing mush”. In a world where the average person gets bombarded with over 3,000 marketing messages a day, these things simply get tuned out. It’s like the old days with the tuning dial on the car radio. It’s the static noise space in between radio stations.
I believe that the R-Word has become (or will very soon become) static noise. So, if you want to get attention, be careful how you use it.
What are some better alternatives to the R-word? I think Meridith Elliott Powell nails it with the word “uncertainty”. Look, we don’t really know what is going to happen. The last three years have been highly uncertain. Anything we can do to help buyers make sense of uncertainty and reduce their risk seems like a welcome message.
Uncertainty is a little more flexible. It allows you to address the concerns of buyers that really are concerned about the recession while not turning off the other buyers that don’t like the R-word.
The other great thing about uncertainty is that it addresses the one benefit that marketing and sales teams routinely overlook: risk.
Buyers want to find ways to reduce risk. Uncertainty is risk. When you help them deal with uncertainty you bring a big benefit into the equation.
As you think about alternatives to the R-word here are three important takeaways:
In Revenue Growth Engine I repeat this critical point: Buyers don’t buy products and services, they buy the outcomes the products and services enable.
What are the outcomes your clients want to achieve? Yes, they want increased profitability, improved productivity, and happy people.
Consider how you can add a fourth outcome to your mix: increased certainty. What can you do to help alleviate uncertainty for your prospects and clients? How can you reduce their risk?
Every outcome a buyer wants has obstacles. These are the current issues that threaten the ability of a buyer to get the outcomes they want. Some common obstacles we face now are:
Rising interest rates increase the cost of money
Tight supply chains threaten the ability to deliver products on time
Zero or negative GDP growth in some foreign countries
Potential for war.
Sales and marketing messages need to apply some of these macro issues to address the specific obstacles buyers face in their industries and markets.
When you look back over history you discover that many of the largest companies in existence today were born during economic recessions. If change creates opportunities, that means there are opportunities everywhere during this time of sea level change.
Make sure your sales and marketing message includes something about how your buyers can capitalize on opportunities in the market:
How Small Businesses Can Find Great Talent From Large Company Layoffs
Strategies to Leverage AI to Boost Productivity
Ways to Capitalize on the Near-Shoring Trend
As you modify your sales and marketing message (something you need to be continually doing in an uncertain market) avoid the temptation to get sloppy with the R-word. Make sure to stay in tune with what’s really going on.
Read the WSJ and industry news.
Pay attention to what your clients are saying.
Then, test the message out on some of your best clients.
This will give you the keys to creating an effective message that resonates, gets attention, and drives revenue. I believe this will be much more effective than throwing around the R-word.
Originally published on Darrell Amy's LinkedIn.
Are you looking for ways to scale your business? Welcome to the Revenue Growth Podcast with Darrell Amy. This is the place for business owners, sales leaders, and marketing professionals to get ideas an inspiration to drive exponential revenue growth. Each week you’ll get actionable insights from the world