Sales Funnel Bible — Chapter 1

Sales funnels are the most important part of your business. Get an early glimpse into how they can help your business by reading this early draft excerpted from my Sales Funnel Bible book.

Early draft of Aaron Hoos' book Sales Funnel Bible

Chapter 1. The ultimate purpose of a business

Why did you start your business? Perhaps you wanted to get out of the rat race or stop working for that jerk of a boss. Perhaps you had a great idea for a new way to solve an age-old problem and you thought you’d build it and see what happened. Perhaps you have a great skill that everyone kept complimenting you on or asking for you to help them with and you decided to sell your services. Perhaps you want to leave something for your children or grandchildren.

Perhaps you want to get filthy, stinking rich so you can sun tan on the white sandy beach of your very own island.

There are millions of businesses and just as many reasons why those businesses were started. But regardless of what the business sells or why the founder started it, all businesses have one common underlying purpose.

This purpose drives everything and without this purpose, all of those other (excellent) reasons for starting a business will not come true.

The purpose of any and every business is simply to sell something at a profit.

Okay, you might use different words for that activity – perhaps you “lease”, “rent”, “finance”; perhaps you sell a “product” or “service” or “solution”; perhaps you sell to a “client” or “patient” instead of a customer… In spite of these minor differences in terminology, all businesses do the same thing: They sell something at a profit. Take any of those elements away and you don’t have a business.

All of those other reasons to start a business? They’re great. But they are secondary to the ultimate purpose of a business and if you don’t have a business, those secondary goals will not be achieved.

Of course it needs to be pointed out that not every sale will result in a profit. That’s okay. There are many reasons why an individual sale might not turn a profit. For example, a loss leader might be used to bring new customers into the business. But over the lifetime of the business there must be sales and those sales must be profitable.

So smart business owners do something different than all of the other (struggling) business owners out there. Smart business owners focus on the ultimate purpose of their business – selling something at a profit – and they do absolutely everything they can to fulfill that ultimate purpose over and over again, faster and faster, to more customers, at higher and higher profits.

They study how to do it better; they create systems and processes to do it better; they hire staff who can help them do it better. In short, every decision they make and every action they take is designed to help them sell something at a profit.

In The Sales Funnel Bible, you’re going to learn the most effective way to directly and positively influence that ultimate goal of your business so you can sell more at more profit.

 
 
This chapter is excerpted from an early draft of my book. Comments and constructive criticisms are welcome. Please be aware that the chapter content and chapter order may change by publication.