Storyshot Number Five: Build a Sales Team to Take Your Business to the Next Level

Show notes / PDF & Infographic / Free Audiobook / Built to Sell is a compelling story of an entrepreneur's journey to create a valuable and sellable business.

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IN THIS EPISODE: Through a narrative about an advertising agency owner, 'Built to Sell' provides entrepreneurs with a roadmap for creating a business that can thrive without constant owner involvement, ultimately increasing its value and marketability.

TOPICS: business, entrepreneurship, Leadership, Marketing, valuation

KEY FIGURES: Built to Sell: Creating a Business That Can Thrive Without You, First National Bank, Peggy, John Stevens, John Warrillow, StoryShots, The Automatic Customer, Drilling for Gold,

SUMMARY:

In the book 'Built to Sell', author John Warrillow tells the story of Alex Stapleton, an advertising agency owner struggling with a business overly dependent on him. Through guidance from his mentor Ted, Alex learns critical strategies to transform his company from a struggling enterprise into a valuable, sellable business. The narrative focuses on key principles of creating a business that can thrive independently of its founder.

Alex begins by specializing in logo design, developing a systematic five-step process that can be replicated by his team. He learns to reduce dependency on any single client, document his processes, and create an instruction manual that allows employees to deliver consistent quality work. Ted advises him to build a sales team, manage his workforce strategically, and focus on creating a scalable business model.

Over time, Alex implements these strategies, growing his company's revenue to over $2 million and making it an attractive acquisition target. By following Ted's advice to create a standardized process, build a competent team, and focus on a specific service offering, Alex transforms his agency from a worthless asset to a potentially valuable enterprise worth around $5 million. The book provides entrepreneurs with a step-by-step guide to building a business that can operate successfully without constant owner intervention.

KEY QUOTES:

• "Once you've isolated what is teachable, what your customers value and what they need most often, document your process for delivering this type of product or service." - John Warrillow

• "Through Ted's advice, Alex could transform his company from a worthless asset into a successful business worth $5 million." - John Warrillow

• "Ted told Alex that the company was not doing well financially and it was competing against other firms. He also noted that it would be difficult to sell the company without major changes." - John Warrillow

• "Ted told Alex he should create an instruction manual that would explain the process of his logo design. He said perfecting it would allow his employees to do the work he did." - John Warrillow

KEY TAKEAWAYS:

• To create a valuable business, specialize in a specific service or product rather than being a generalist that tries to do everything

• Develop a clear, documented process for delivering your product or service that can be consistently replicated by employees

• Reduce dependency on any single client by ensuring no client contributes more than 15% of your total revenue

• Build a sales team with specialists who understand and can sell your specific product or service offering

• Create a business that can operate effectively without constant direct involvement from the owner, making it more attractive to potential buyers

• Implement long-term incentive plans and strategic management approaches to retain and motivate key employees

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