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By Robert Bailey

Course Espouses Sales Relationships
The Antidote To Slow and Unsteady Growth

In this series, we will be discussing three different concepts from the Business Builder system: The Credo, the unique ability and the Debrief. Each of these is a stand-alone tool that becomes part of a larger toolbox. When integrated and used, these tools can really change your view of your prospects while you improve personal performance and that of your business.

The first tool we´ll explore is The Credo. Previously, I had spent time with Robert and, over the course of a few weeks, he helped me create my Credo for Family Business Strategies. In a little less than a paragraph, I had been able to clearly and succinctly explain what we do to absolutely anyone. If they wanted more information, I could flesh out my explanation, but in the mean time, I had delivered the allegation: `This is what we do, and this is how our clients benefit.´

While the Credo is an important exercise in and of itself, it becomes even more important as the first part of a larger process, and working that larger process is what will ultimately put you on the road to stronger performance. Robert defined the concept of the Credo to us, and illustrated the role it plays in building business.

"The Credo is the simple expression of your business that leads to a relationship sufficient to do commerce. The statement is made by making the purpose and the goals of the business very clear, and by engaging others in that clarity.

"Through the Credo, you are telling others: `This is the service we provide, and this is the benefit-of-the- benefit.´ People will either understand what you do, or they won´t care, but by thinking of it as an allegation, people are encouraged to talk to you about it. If they don´t talk about it, then you know a lot right there: you´re not talking to someone who´s a great prospect."

"In many ways, the Credo takes the place of what most people think of as a marketing plan. In some cases, for some people, it takes the place of what people think of as the business plan. It encourages you to step back long enough to get an idea of what it is that you do, and how you´re going to build relationships in order to build commerce."

A description of your process provides your prospects with an idea of how you work—in other words what they can expect. By combining these ideas within your Credo, those people who are good prospects will become more interested in what you are telling them. The unique ability goes beyond even that to a heightened level of personalization. We´ll cover that next time.

The typical approach to selling is to assume that everyone is a prospect-- and your job is to figure out how to make your products fit them. But with the credo, you are clearly and succinctly stating what you do and how you do it, and prospects will either identify with you or they won´t. It is also important that you put yourself in the right environment. Put yourself in the right arenas, where you have a chance of getting people interested, when you express yourself clearly.

Over the next few months, nearly every business owner will attend some sort of business expo, or trade show, or association meeting. Nearly all of them will be in a place where there are vendors and merchants. Robert finds that these events provide a great environment for working with your Credo in a very practical sense.

"If you find yourself in a conversation with someone in this setting, you can state your purpose very clearly: `My name is Robert Bailey, and I run the company that teaches the Business Builder System, which helps teams and individuals do business effectively and profitably. What makes it fun is that we build relationships, and we do that through a whole series of processes which involves customers.´"

Your initial objective is to tell them who you are and what you do. Then, if people throw out a question or a what-if, you´re in the position to give them more specific information based on their interests. You´re spending quality time on quality prospects, rather than the traditional "everyone´s a prospect" strategy, and people will generally respond more positively to someone talking to them than to someone selling to them.

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