SYSTEMATIC GROWTH: A Simple Framework for Creating Reliable and Repeatable Revenue Growth Written & Engineered by Ray J. Green
Special thanks to Bob Perkins and the team at Beutler Ink for providing the careful readings and constructive feedback necessary to get this book across the f inish line.
Copyright Š 2020 Raymond Green. All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review. Second Release Designed by Gevorg Hayrapetian. First Release Designed by Beutler Ink in the United States of America. Second release 2020. www.rayjgreen.com
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TABLE OF CONTENTS
Introduction
04
What the Hell is a Growth System
11
Instant Results: (Drag Strip) vs. Sustainable 14 Scalable Results (Le Mans) Justification: Value Proposition
17
Attract: Marketing
21
Convert: Sales
26
Keep: Retention, Repeat Business, & Referrals
38
Conclusion
48
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INTRODUCTION: If you’re reading this book, chances are high you’re a CEO, an entrepreneur, or a sales and marketing head looking for a sales breakthrough. Any number of scenarios could’ve led you here:
• Perhaps your sales are heading in the wrong direction and you need to get things turned around.
• Maybe your sales aren’t declining, but they aren’t increasing
either—they’re just stubbornly stagnant, despite all the effort and energy being invested in moving the needle.
• Maybe your sales are growing, just not at the rate you think they should be.
Whatever the case, you want to grow your business. You aren’t alone, and perhaps you’ve come to the right place. I say perhaps because increasing sales in your business could be done in many ways. There are short-term solutions, long-term solutions, and an infinite number of options in between. This guide presents a framework for a very specific type of growth — sustainable and scalable growth. I’ll dive more into what that means later, but for now just know that if you are looking for shortcuts or cheap solutions, this is unlikely to be the guide for you.
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How This Book Can Help You (And How It Cannot) I created this book to provide other entrepreneurs and CEOs with an easy-to-follow framework to help think about growth. Those scenarios listed above? I’ve experienced all of them, and I wanted to create an asset that would have been invaluable to me when I was confronting those challenges. What this book is not, however, is a step-by-step guide for long-run scaling. While it would be far better for my own business model if I could share a guide or a video offering you a paint-by-numbers template to grow your business, I have, alas, failed to discover that holy grail of sales. When I do, you can bet I’ll scream it from the rooftops and we’ll all swim in piles of money! Because there are a near-infinite number of ways to assemble a company—accounting for variables such as people, structures, cultures, industries, business models, and operations—it would be impossible to create a single, one-size-fits-all sales growth manual. Lastly, this book is not a comprehensive analysis of every subject we are going to cover. You can study sales and marketing for a lifetime without getting to everything. I sure as hell didn’t fit these subjects in a chapter. That said, there are fundamentals of growth that are applicable to virtually every business or organization I’ve worked with, including nationally recognized brands and nonprofits, private-equity-backed companies, independent businesses, start-ups, and single-operator online stores. They were as applicable to my wife’s custom baby bedding business as they were a national advocacy organization. These fundamentals of growth will no doubt apply in some way to expanding your business as well, and this book presents a simple framework to apply them.
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