E-Book Review: The Edge of Success by Clate Mask – Infusion Software

I recently started evaluating Customer Relationship Management (CRM) software solutions on behalf of a client and I was fortunate to come across the web site for Infusion Software who advertise themselves as “Your Marketing Autopilot”; a claim they take seriously.

In their words “Infusion CRM is a comprehensive, active CRM built specifically for marketers, entrepreneurs and successful small businesses that recognize marketing and automation are necessary to growing quickly and profitably. ”

“Infusion Software liberates and empowers small businesses by putting their marketing, sales, and customer service on auto-pilot. Our web-based software, called Infusion CRM, centralizes, organizes and automates lead generation, lead conversion and client fulfillment for small businesses who are tired of dealing with a hodge-podge The Edge of incompatible software programs and manual grunt labor. ”

Without question this is one of the best CRM solutions I have come across and I plan to explore it further, but what I found most interesting was a free e-book written by InfusionSoft’s CEO, Clate Mask entitled “The Edge of Success – 9 Building Blocks to Double Your Sales”.

The basic premise of the book is that the strategies for success are not unique to one industry, company, or business owner. Success is determined by the use of predictable, repeatable, simple actions. But, not just any actions–the right actions.

This book is for those small business owners that have been working to grow their companies and feel as if they are sitting on the edge of success. This book is going to give you the strategies you need to double your sales.

Click here to gain instant access to The Edge: 9 Building Blocks to Double Your Sales.

Essentially there are 9 building blocks to success:

  1. Supercharge Your Website
  2. Fill Your Funnel
  3. Convert Your Funnel
  4. Win Lifelong Customers
  5. Sell Stuff Online
  6. Flip Your Funnel
  7. Collect the Cash
  8. Grow Through Partners
  9. Measure and Tweak

One of my favorite sections of the book is a section entitled “You Must Become the Master of the Moment”

This is something I really needed to take to heart in my own business. “People buy when THEY are ready to buy, not when you are ready to sell. No matter how great your product or service is, some people are simply not ready for it.

Even if they’ve purchased from you before, they may not be ready to do so again. They might not be in a financial position to buy. Perhaps they don’t realize how wonderful your product or service is. Or, maybe they have too many other things on their mind to pay attention to you. Whatever the reason, a large portion of your target market isn’t going to purchase from you right now. That doesn’t mean, however, that they won’t buy (or buy again) eventually. Most of them will. And, your job, as the “master of the moment” is to be standing there when they do!” Click here to gain instant access to The Edge: 9 Building Blocks to Double Your Sales.

FunnelI also enjoyed the chapter entitled “Fill the Funnel” which is what you do with your leads once you have them. “Fill your Funnel” is about gathering, sorting, and using lead information to begin creating moments of interaction with your prospects.

The book recommends you assign ALL your leads the value they deserve.

Treat each prospect as if they were already your customer, and remember that a vast number of them will be. There is no way of gauging right now what a lead will be worth in the future. Why take risks with potential dollars?

For small businesses to reach those daunting financial goals, they must generate and “keep” their lead information. Leads are only worth the sales that come from them. But, you never know when the sale will occur. Remember, consumers are working on their schedule, not yours.

Throughout the book the message is easy to understand.

It’s the Simple Things that Make a Difference

Lifelong customers come from following a few basic ideas: keep a database, make your customer feel special, understand the value of your customers, and deliver your product or service as promised. By following these simple tips, you’ll minimize customer dissatisfaction and build wealth through a large customer loyalty base.

Clate puys it simply when he points out “But, by treating your customers the way they deserve, they will be creating customers for life. And, a lifelong customer adds all kinds of revenue to your bottom line. ”

At the conclusion of the book the author sums it up by stationg “What I want to hear, following the reading of this book, is small business owners saying, “I did it. I finally made it out of my office. I doubled my sales. I found the passion I once had for my ompany. And, I gained the success that was so elusive for so long.”

While reading a book will not change your company for you I think there are more good ideas in these 57 pages than in almost any other book you are going to read.

If you are like me “Good ideas are a dime a dozen, but implementation is priceless” so if you can only change a single aspect of your company, do it. If you can change more then continue to do it.

Click here to gain instant access to The Edge: 9 Building Blocks to Double Your Sales.

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