The number one goal of your business is to sell your services, and the number one problem I see is lack of sales. Sales equals cash flow. Cash pays salaries and buys new computers. Sales keep your staff busy and give your company the opportunity to learn new skills to take to market. Cash is king, as they say, and focusing on sales is the owner’s main job, but many creative firms have only a vague idea of how to generate leads, pitch,

present or close a deal. They are caught in a vicious circle of boom and bust. Busy one minute, slow the next. That’s why I place so much emphasis on developing expertise, positioning and a system which supports sales. In our company we called our system the “circle of life”. Economists call this system “the virtuous cycle”. Client projects, from concept

to completion, are half of the cycle. The second half is marketing and promotion using the project as a demonstration of the firms’ value to future clients. A smoothly running virtuous cycle produces in-bound calls from eager prospects. There’s nothing better than responding to an in-bound call. It puts you in the power position and raises the likelihood of a sale to the highest possible level. That’s a “virtuous cycle”.