The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It

by Michael E. Gerber

Life games reflect life aims. Robert S. DeRopp The Master Game

The Rules of the Game

As the Manager explained it to me, the hiring process was comprised of several distinct components:

“And

The Two Pillars of a Successful Marketing Strategy

1. Identification of the specific Benchmarks—or consumer decision points—in your selling process. 2. The literal scripting of the words that will get you to each one successfully (yes, written down like the script for a play!). 3. The creation of the various materials to be used with each script. 4. The memorization of each Benchmark’s script. 5. The delivery of each script by your salespeople in identical fashion. 6. Leaving your people to communicate more effectively, by articulating, watching, listening, hearing, acknowledging, understanding, and engaging each and every prospect as fully as he needs to be.

And by doing it the same way every single time, you will not have a selling person but a selling system. A Soft System. A completely predictable technology for producing formerly unpredictable results. And you will be able to tell just how predictable it is through the use of an Information System.