The 3 Revenue Generation Steps For Your Business

The world is full of so-called experts who are more than happy to tell you what to do.

You could be minding your own business on a plane when someone sitting nearby decides to give you advice on how to solve a problem. Similarly, there is an endless supply of how-to books, websites and videos that promise to give you the right method for accomplishing your goals.

With so many learned individuals pointing you in the right direction, you cannot go wrong — right? Think again.

Consider, the advice you may have received from someone about how to generate revenue in your company. The closer you get to applying that approach to your company, the more likely you will discover that the approach is wrong for your situation, industry, or client.

Here is the thing: Wrong often is more about the context than the content. In all fairness, your advisor’s approach has worked for them, in the unique context of their business, at least the last time they tried it.

The same could be said of family dynamics. As a parent, there is nothing more important than how you communicate with your children. Parents of toddlers will proudly give you wonderful communication tips that worked for them. Those raising teenagers will share approaches that proved successful — and, doubtless, many that did not. But what happens when you apply their well-meaning wisdom with your kids? If only kids (or parents, for that matter) were identical – you would be all set. That is true of businesses as well.

So why do we think that there is only one size, process, cold-calling script or set of keywords that always leads to revenue generation?

Revenue generation requires a context. Your context has your tools, methodology, language, metrics, environment, and discipline — that achieve your outcomes. You need this context to confirm strategy and suggest adjustments that ensure the best possible long-term outcomes.

The difference between winning consistently and intentionally vs. occasionally are your context and these three steps:

1. Think first. Diagnose the context and concepts of revenue generation in your specific world of buyers and sellers based on Revenue Science™.

2. Say to yourself and your team what you believe is the best way forward. Get agreement from internal and external teams on how to best achieve the strategic outcomes based on context and answering the 5 Revenue Strategy Questions.

3. Do what you think is best. Follow through on what you have thought and shared. If actually “doing” the work modifies your thinking, repeat this process over and over and over until you align the execution context and your Revenue Strategy. This way you take advantage of fresh learnings in the right context.

The bigger the organization, the more important it is to have these three steps encased in a repeatable discipline. Too often, firms measure short-term activities that have little or no reference to your Revenue Strategy, context or the concepts that are driving strategic outcomes.

Now you know to keep repeating the 3 steps, to get better and better long-term growth.