Affordability: Your marketing systems must deliver profitable results. You have to know what a customer is worth to you, then decide what you are reasonably willing to invest to acquire one, then build systems that work within that limit.

However, there’s no free lunch, so if a customer is worth $1,000 and you’re only willing to spend $10, you’re a fool, and you might as well exit now; that’s not how you build businesses and get independent and rich.

Efficiency: Your systems must be “targeted”, to reach only those people most likely to buy; High Probability Prospects. Without this shift in thinking, you’ll never achieve consistent affordability.

The more of the work that leads up to selling and developing a customer/client which you can put on autopilot – and have done for you by media (letters, websites, etc.) – the more of your time gets invested only in the highest value functions. So you make more money from less time.

Quantity/Quality: Whatever your income goal, it dictates a certain quantity of lead, prospect and customer flow, which requires a certain amount of investment.

You should know those numbers as they presently work in your business.

Now, by improving the “quality” of both the prospects selected and reached and the communication with them, you can change those numbers for the better… getting more from less.

_______________________________

This is an excerpt from my book, “9 Rules For Business Prosperity in the New Economy”.  The book may be purchased in both printed and Kindle editions at: http://arizonamarketingassociation.org/9-rules-business-prosperity/