THE GAME OF BUSINESS and How to Play It
The 21 Steps to Irrefutable
Success
and Great Personal Wealth in Business
PAUL F. GORMAN
Copyright 2011 by Paul F.Gorman
Smashwords Edition
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Table of Contents
Chapter 1: The Primary Purpose of Your Enterprise
Chapter 2: Be Truly Passionate About What You Do
Chapter 3: Your Enterprise Must Quickly Become Your Slave and Rewarder
Chapter 4: Be the Puppeteer Never the Puppet
Chapter 5: Ease Yourself Out Step-by-Step
Chapter 6: Gather and Surround Yourself with Extraordinary Staff
Chapter 7: Advertise For Superstars and Get Them
Chapter 8: Give the Candidate a Reasonably Tough Time at First Interview
Chapter 10: Welcome and Formally Train—Day One
Chapter 12: Give Staff Authority and Autonomy
Chapter 13: Demand Performance—and Reward It
Chapter 15: Create Your End Goal First
Chapter 16: Create Powerful Strategy
Chapter 17: Identify Hidden Sales, Profit and Cash Opportunities
Chapter 18: Increase the Size, Frequency and Coverage of Your Most Effective Marketing Activities
Chapter 19: Thousands of Your Ready-To-Buy Customers Are Confused and Mistrusting
Chapter 20: Your Key to Riches—Front End versus Back End Marketing
Chapter 21: Time for Your Personal Pay-Day
Introduction
It is my privilege to gift you this message.
Contained in these few pages is the essence of my twenty-three years of discovering what works, and what doesn’t work, in business.
These Twenty-One Steps capture the essence of what it takes to build virtually any business or professional practice from conception into a multi-million pound success.
It is the secret to success and wealth in business that very few entrepreneurs ever take the time to discover, grasp and make functional in their enterprise.
It is the culmination of my 23 years in business, and working with hundreds of business owners and directors, and my clearer and clearer realization of the THREE main drivers of success and profit generation in enterprise: One, that your business, your success, and your wealth achievement is all about THEM—the customer, client or patient, and virtually NOTHING about you, the business owner.
Two, that attracting and keeping extraordinary staff is the key to achieving number one.
And Three, understanding and applying the little-known discipline of response-marketing to evoke extraordinarily high sales and profits return from every pound or dollar you put into the marketplace, and every effort you and your team make.
Come with me now on a journey that will change your business and personal life forever.
Chapter 1: Step 1: The Primary Purpose of Your Enterprise
It is critical that there is a primary key, or primary purpose behind every business and profession. This primary purpose always and axiomatically leads to great success, business wealth and personal fortune.
With it, you will always succeed. You make it virtually impossible not to succeed. I would say, actually, that you make it 100% impossible to fail when you imbue everything you do, every action you take, every product you buy-in or manufacture, every service or treatment you provide, every communication, every transaction you conduct, and the way you conduct it with this primary purpose behind it.
If this is absent from your enterprise, you are destined to continually struggle growth-wise, sales-wise, cash-wise and fulfillment-wise. Worse, your customer, client or patient will not receive the greatest benefit he or she deserves.
It is this.
The primary purpose of any enterprise—huge, medium, or tiny—is to provide the highest degree of service, value and result to every person or organization that inquires of you, asks for advice from you, and buys or invests from you.
This is your purpose.
This is your highest, truest, and most rewarding mission as a business owner or professional.
You see, the success of your enterprise has nothing to do with you. It has nothing to do with any self-serving desires to attain success and wealth and recognition and freedom and fulfillment from your activity.
These self-attainments are one or more of the major reasons you have created the enterprise you’ve created. And they’re important reasons. I’ll talk about these in a minute.
But they should NOT be, and cannot be, the primary reason.
Your primary purpose MUST BE to serve every individual who is drawn to you, in whatever way, and for whatever reason, at the very highest and best level you and your organization can manage.
Be crystal clear, your success and mine has nothing to do with you or me. Your success is ONLY and EVERYTHING to do with your customer, client or patient.
It is ALL and ONLY about them, not you or me. Your self-serving interest, or mine, has no influence at all on what will draw customers or clients. None at all.
The ONLY attribute that will draw customers to you is the VALUE and RESULT that you provide in your particular field or niche, and through, or as a result of, your particular product, service or treatment.
When you make utmost value and tangible result your primary purpose in business, you will discover customers are drawn to you in their hundreds, thousands, tens of thousands, or hundreds of thousands, mostly through word of mouth and referral.
It’s simple to understand why. Imagine you are, right now, the BEST provider of whatever it is you sell. The very best.
Nowhere can people or organizations go to receive a higher, better-value, greater, more satisfying result than they receive each time they buy from you.
The minute that’s the case, and my friend, or neighbour, or colleague, or business associate tells me of the astonishing value and result he or she received from your product, service or treatment—and I am in the market for the same—that’s the minute you turn your entire business and entire effort into a glorious success, and a sustainable success. Because, why on earth would I, or the hundreds, or thousands of others in the market for what you provide, go to a lesser or unknown seller?
I, and they, wouldn’t, in most cases.
I would buy from you, because you have come highly recommended. I have been told of your unusual caring, your unusual degree of genuine interest and desire to provide every customer with tangible value and result from their transaction.
So your business almost automatically, and very rapidly, flourishes and prospers. You build and sustain an incredible level of satisfaction and delight amongst your customers, and that drives a glorious snowballing of sales and profits and cash.
And YOU and your STAFF enjoy a degree of fulfillment rarely experienced amongst most business owners and their staff, because you and they know you’re providing a very high level of service, care, genuine interest and actual result for the people or organizations who buy from you.
Every morning, take just a minute or two to remind yourself what your primary function in business is: to serve and deliver actual result to your customer or client to the highest possible degree.
And have your staff daily remind themselves of this too.
Staff must know your purpose as a business, and become an integral player in your organization, and a deliverer of this purpose, each to his or her own ability within their particular activity in your enterprise.
And then make this purpose functional in your every activity, and every communication, and every transaction throughout the day.
You’ll find that it makes a very real and rapid improvement in your day’s activities and results. You’ll find that it influences, for the better, every decision you and your staff make, every letter or e-mail you and your staff write, every advert you write, every communication you have with a customer, and with staff and suppliers.
Your customers will recognize your purpose and actions, and will revere you for them, and reward you with their ongoing purchasing, and recommending of you and what you sell to their family, friends, colleagues, associates, for weeks, months and years to come.
Chapter 2: Be Truly Passionate about What You Do (Or do something else!)
Never get into, or remain in, a business only because you need or enjoy the money, or because you think ‘this’ type of product or service or treatment is a ‘good moneymaker’.
I’ll tell you now, it’s not.
You’re only storing up a lot of future difficulty and hardship if you go after money as a primary motive in business.
This might seem strange, or even a ludicrous statement for me to make, because I am sure many entrepreneurs start their business with success and wealth in mind, that IS their main purpose. Surely there is nothing wrong with that.
Don’t misunderstand. Of course you want and deserve success, and the freedom it brings. Of course you want and deserve wealth, and the joys wealth brings to you. Actually, success and wealth is inherent when your primary function is to provide the highest value and result for every customer.
When you adopt this philosophy you can have as much success as you want. You can have all your true desires in life abundantly met. You can accumulate a wealth of money, with plenty left over to share or gift to others in some way.
But I’ve learned that success and abundance doesn’t come by these being your main purpose. These ONLY come by you using your talents to provide value and result to people who come to you for that talent.
All the customers or clients you can handle come to you almost automatically when your daily purpose is to provide value at the highest and deepest level you know.
Then everything you want in business and in life is attracted to you in glorious ways, and have a way of sustaining themselves as long as you continue to put value and result as your primary purpose.
Do you see that it is nigh impossible for you to provide the highest value, and the greatest result, when you’re not passionate about what you manufacture, or sell, or the service or treatment you provide?
Let’s take two dentists, as an example. One has got into dentistry because he’s heard there’s good money in this profession.
He’s an okay dentist, but he really doesn’t care about dentistry that much, or about the people who come to him for dental care. While he’s going about the treating of patients... and certainly doing an adequate job... what he’s dreaming of is the minute he can leave the practice at 5:30pm and get back to his workshop at home, and finish the beautiful oak dining table he’s making.
Oh, how he wishes he could make oak furniture for a living, but no, there are too many oak furniture suppliers around already, and he’s have to sell quite a volume to match what he’s earning as a dentist, or do better.
So he forever sticks with dentistry. And he joins the ranks of millions who only do what they do for work, to earn a living.
The second dentist LOVES dentistry. Ever since she can remember, from early childhood, she dreamed of becoming a well-known and well-respected dentist, like her grandfather.
The joy good dental work brings to people is a satisfaction and fulfillment for her, that no other work she’s experienced, or can imagine, could match. Good, healthy, natural looking teeth completely change a person’s demeanour, and confidence, she’s found.
And the progress and innovation in dentistry these days, excites her. A patient today, is able to receive the benefit of technology and cosmetics skills and procedures, if necessary, never before available at anywhere near this degree.
When she talks about the various treatments and cosmetic options a patient can receive, patients find her fascinating, and as caring about their oral health as she would be if she were talking with her best friend.
She seems to know everything there is to know about the latest, and best, treatment options, and technologies available to you.
As she is treating a patient, her entire focus is on doing the very best job she is capable of doing, and making sure the patient experiences the least pain or discomfort. Patients thank her for her caring and sensitive work.
At the end of each day in the practice, and as she eventually falls to sleep at night, all she dreams about is the day she will own her own practice, and fill it with six or ten dentists who care as much about people and dentistry, as she does.
What a glorious practice it will be, and what wonderful care and results she’ll provide for all the patients who come to her practice for treatment.
Now, which of the two dentists would you go to? Which of the two dentists would you recommend to all your friends, colleagues, associates?
There’s no question.
The dentist who’s passionate about dentistry will have queues at her door all day long, and a lifetime of praise and reward for the wonderful work she and her colleagues do for each patient.
Dentist number one never will.
Dentist number one will struggle, be unhappy and frustrated all his career. And his unhappiness and frustration will spill out into every other area of his life— except when he manages to lock the door to his workshop, and is working on his next oak furniture design.
And I would go to him like a shot to buy his dining table, because designing oak furniture is his passion, and it shows— his furniture boasts some of the most beautiful craftsmanship I have seen.
You cannot provide the greatest value and result if you are not passionate about what it is you sell.
It’s impossible.
The truth about success and money is that it is where your talent and passion is. That’s where your greatest and most glorious success is. That’s where abundant money is. That’s where your truest happiness and fulfillment is.
I’ve seen this to be true a thousand times.
I once met a man who was in the diet supplement business.
His company seemed to be reasonably successful. But when I got talking to him, it came to light that he was in this business because of the money. Diet supplements was—still is—a fast growing industry. He thought he’d hitch his wagon to it.
But his heart wasn’t in it. His real passion was photography.
He took incredible still life and landscape photographs, really incredible. So he worked out his days selling diet supplements, but couldn’t wait to leave his office each day, to go and shoot more landscapes, or spend hours in his studio setting up a still life shot.
Last time I talked to him, about two years later, his business was starting to get into trouble.
You see, it is impossible to build and sustain a thriving business or profession without you being passionate about the product, service, or treatment you sell. It’s not your desire to sell a great volume that drives customers to you.
It’s the service, value, and result you are able to provide to each and every one of those people that does it.
You can’t provide service, value and result without passion and talent brought to the market place.
Chapter 3: Your Enterprise Must Quickly Become Your Slave and Rewarder (Not Your Master or Enslaver)
Most entrepreneurs are imprisoned by their enterprise. Their business enslaves them rather than they being master over it.
You must understand—clearly—how your enterprise becomes your slave and rewarder.
This is where your personal desires come into the picture, and it is critical, of course, that they DO come in.
You are born to succeed. My studies in the field of the mind, and mind-action for over twenty-three years have convinced me of that beyond any doubt at all.
For many, many years, I have experienced the tangible results of the mind in action, and I can testify to the validity and practicality of mind-action, or the science of mind, or the power of mind to produce—or manifest—actual, tangible, physical results.
You are born to enjoy abundance, wealth, fulfillment, joy, love—everything you want and need to live a completely fulfilled and joyous life in every way you can imagine.
It is inherently yours to experience in unlimited measure.
It’s part and parcel of your very being. You are born self-complete. The trouble is, from the very moment you were born, life tells you the opposite.
Life tells you that you are incomplete, that you’ve got to struggle and labour for every penny, every success, every reward.
But we’ve been misinformed. You are born to be, and to experience, the absolute joys of life in every area of life you can imagine.
As Bob Proctor says in his best-selling book of the same title, “You were born rich.”
That is true.
You and I were born already fully loaded with every idea and opportunity ever needed to completely fulfill our life experience.
But you see, all this comes into your experience not by striving and struggling to get as much as you can, but by giving as much of your talents, your skills, your expertise, your excellence as you humanly can.
Browning says it more poetically than anyone else: “Find a way to release your imprisoned splendour.”
That’s the whole secret.
That’s the secret of life and the secret of unending and uncapped success in business. You can have as much money and as much success as you want, if you’re willing to embrace and practice the discipline of reversing your labours from attempting to get as much as possible, to giving as much as possible of your skills, service, kindness, cooperation, value.
By understanding the main purpose of your business... to GIVE service, value, result at the highest of highs you are capable of... and that by doing so, you will grow your business or practice to heights that are impossible if this core purpose is absent from your business activity and intent... then you understand why this third step automatically prospers you.
YOU will experience all the particular joys of the world you want and need... in abundance... the minute you forget about trying to GET them, and direct all your energy and focus towards giving service, value and result to everyone who inquires to you, and buys from you.
It’s strange, but that’s how success and wealth works. The harder you TRY to be successful, the harder it IS to attain that success.
The harder you try to get wealthy, the harder it is to get that wealth. It seems to run away from you... very fast... or stay completely absent from you, the harder you try. Have you experienced this, and wondered why on earth you find it so difficult or impossible to become the success you dream of becoming, and to accumulate the money you need and want.. to at last gain financial freedom, and enjoy real, sustained abundance.