The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It

act, I

The Power Point Selling System is composed of two parts: Structure and Substance. Structure is what you do. Substance is how you do it.

What is a selling system? It’s a fully orchestrated interaction between you and your customer that follows six primary steps: 1. Identification of the specific Benchmarks—or consumer decision points—in your selling process. 2. The literal scripting of the words that will get you to each one successfully (yes, written down like the script for a play

A system is a set of things, actions, ideas, and information that interact with each other, and in so doing, alter other systems.

So the famous dictum that says, “Find a need and fill it,” is inaccurate. It should say, “Find a perceived need and fill it.” Because if your customer doesn’t perceive he needs something, he doesn’t, even if he actually does. Get it?

So when you ask, “Is this business an Opportunity Worth Pursuing?” the only way to tell is to determine how many selling opportunities you have (your customers’ demographics) and how successfully you can satisfy the emotional or perceived needs lurking there (your customers’ psychographics).

your Organization Chart flows down from your Strategic Objective, which in turn flows down from your Primary Aim.

Your Strategic Objective is a very clear statement of what your business has to ultimately do for you to achieve your Primary Aim.

Once you innovate a process and quantify its impact on your business, once you find something that works better than what preceded it, once you discover how to increase the “yeses” from your customers, your employees, your suppliers, and your lenders—at that point, it’s time to orchestrate the whole thing. Orchestration is the elimination of discre