Lately I’ve been hearing from silicon valley types that “Predictable Revenue” is seeing a cost of “diminishing returns”, so they are trying “different” things. I laugh bc when I start asking questions, I get the answers I suspected I would get. It’s actually not funny, but it is indicative of a HUGE misconception about Predictable Revenue.
I’ve worked very closely with the actual methodology and have seen amazing results at times and shitty results at other times. I also have a business partner and mentor (a guy by the name of Aaron Ross) who wrote the *&#^ing book. So, gratefully, I am close to the source. I can tell you this ….when anything actually fails…. It’s me. Not the system. It’s me conveniently skipping a critical step bc (insert any ___ _____ excuse you want) and then not getting the results I want to get. Either I wasn’t proactive and consistent about making calls, or I didn’t map out accounts well enough, or I was in a hurry and sent out messaging that was not great or I skipped customer interviews altogether. IT”S ON ME RIGHT?!. If you put ingredients to bake bread in the oven and you leave out the yeast — and the bread comes out flat and not fluffy and delicious…..is it the OVEN or is it YOU not adding a critical ingredient.?
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So, what’s the misconception? Well, maybe it’s like anything else in life. People take bits and parts of things that they “think” they should try and they try that. It’s exactly like when you start a diet…… and after a few days you kinda sorta modify that diet. You know what I mean ? You’re supposed to consume 2,000 calories of meat, vegetables, and fruit with zero carbs. But somehow, you find yourself munching on potato chips, french fries, or baked potatoes.
Ever done something like this? Of course you have. Did you end up getting the lasting results you wanted? Hell no. Either did I.
So, is it the system…… or is it US.
Now, back to this misconception. Many (almost all) of the professionals, executives, CEO’s, entrepreneurs, VP Sales, Inside sales managers etc…. Have this idea that Predictable Revenue is simply = cold email.
Just cold email tactics? Really?
DID YOU MISS THE PART ABOUT — “PICK UP THE DAMN PHONE” — DID YOU MISS THE PART ABOUT “USE CARRIER PIGEONS IF YOU HAVE TO” — DID YOU MISS THE PART ABOUT “IF SOMETHING ISN’T WORKING THEN, STOP! AND GO BACK TO YOUR NICHE, ICP, CUSTOMER INTERVIEWS etc” (sorry, had to shout that to get it out of my system. thanks for letting me vent!)
Predictable Revenue is not about “cold emailing”. It’s about doing whatever it takes to KNOW who your ideal customer is — it’s about doing the work to understand your customers pain and get it in their words, it’s about picking up the ______ _______! Phone when you can see that your prospect has opened your email several times! It’s about picking up the PHONE when you get ANY response. It’s about testing, trying new things, shaking things up…… it’s about having grit, determination, doing the work, and yes — doing ALL of these things in a systematic way.
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Ps Predictable Revenue 3.0
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