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Idea Overview:
80%+ biz owners profess to not being from a sales or marketing background. Yet the world is trying to turn them into networkers or poor salespeople - at best. Good News, they don't have to become 'closers' They just need to become great OPENERS of relationships. And this simple approach to what we call PlusOne-ing is something even the most introverted person can (& does) do. Finally a pain free way for anyone to grow their biz WITHOUT being turned into a hybrid non-salesperson.
Who might use it/where it might be used?:
Historically PO-ing has grown out of how we trained our 1st generation of non- sales background coaches how to get clients. Since then it has become a process for just about any SERVICE professional to better market their wares without becoming a 'pseudo-seller' It can be applied to any product or service particularly where consistent leadgen is needed and the biz owner is not from a sales/mkting background.
The Market (B2B, B2C or Both):
Business to Business (B2B)
Sector the idea belongs to:
Business services
Why you think there is a demand for your idea?:
Nearly 6 million biz's in UK alone. 80% of which - almost 5M - are run by people who have zero or v ltd sales or marketing experience. Does this correlate to (or even cause) the circa 80% bizfail rate inside 5 yrs? (it's nearly this hi in US) Something is wrong in how we DESIGN biz's. The only solution available to most biz owners is Networking groups which most do not attend. And those that do, do not like of find productive. Or, they are sold on having to become Super Posters on things like LinkedIn. P0-ing is a simple alternative to this clear biz struggle.
Who would be the ideal customers?:
Knowledge & Service Providers show as the biggest need today. They just want to coach/consult/copywrite/present/teach etc - not learn how to market (& particularly revile the sales process)
What ideas do you have to reach these customers?:
Mainly via jv or strategic alliances. There are so many communities etc that purport to help the market I highlight above. Yet they are 80%! failing. Jv's and online groups etc ... as well as networking co's all have members with the 80% can't sell-won't sell problem. These are rich prospecting arenas.
How far have you developed this idea?:
We have used the concept in various formats over 30 yrs in our own organisations of licensed coaches & with clients. And seen the need get 100X bigger. The time seems 'overdue' to pull the process together into a coherent service offering and take it properly to market. Defining the 'product' would create something that can be taken to receptive marketplaces very quickly.
What – if any – feedback have you had for this idea so far?:
The moment I shared it with Coaches we began helping - but had not trained ourselves, the response was instantaneous. ' This is the most fun I have ever had with a client in 3 yrs' .. from 1 person AND this was just from her sending out the Client Intro Form! My pal from a blue chip marketing background went & got trained as a Fitness Instructor for 12 weeks & received (get this) BROCHURES on how to market himself - something he does not enjoy. PO-ing fills this gap for all these people trained in something they invariably like/have to deliver. AND need somekind of simple step by step client engagement system that does not require them to become a super salesperson to implement
What supporting material – if any - would you like to add to your proposal?:
Lots of this stuff available depending on how the process moves forward.

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10 comments to “PlusONE-ing! For all those people who can’t sell & don’t like marketing – finally a simple way to grow your business.”

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  1. Simon Krystman - June 24, 2022 at 8:12 am

    If you could upload an image it would give me a better feeling for the idea.

    • Mark Layder - July 18, 2022 at 5:38 pm

      Ermmm. Can try Simon. Image of what – would help? Effectively +1’ing is a system or mini training (the user can buy it stand alone or with support)
      With some scripts or templates and a couple of mini tools we use (which won’t make much sense pictorially – without explanation on how to use them)
      It’s the distillation of how we taught our 1st gen coaches who weren’t from sales backgrounds – how to service/concept sell.
      Not sure what pics I can send you that will help. Anything specific you’re thinking of?

  2. Tim Strege - July 5, 2022 at 9:33 am

    Marketing and sales are the lifeblood of business. It is a necessary component of the business strategy to grow revenues. Can you be specific on what your tactics are to assist a non-sales-oriented business owner? Some case studies would be helpful to understand your approach, including how both your startup and the client business gain revenues. This must be a “win-win” situation in which the time and expense both “pay off” by using your services. Be careful in using terms such as “100x bigger” without examples. Methodical enterprises are not looking to grow too fast nor “get rich quick”- but are built over time and experience.

    • Mark Layder - July 18, 2022 at 5:49 pm

      Hi Tim, thanks for adding your thoughts.
      Some of my comments in reply to Simon K may answer some of your points.
      There are any number of case histories on how +1’ing developed.
      The whole approach is primarily a simple selling system aimed at non-sales background biz owners (particularly of service biz’s)
      Hence it’s pretty much a step by step guide from connecting with a potential client thru to bringing them on board as a client.
      Sorry if the 100X eg was a bit heavy – it’s purely for illustration on here and rarely used publicly. Tho, the systen HAS taken people from almost zero biz to 100times that in certain cases.
      And the target market is primarily those non sales background EXPERT biz’s looking to grow, but don’t qualify as a ‘Methodical enterprise’ so far; who are looking for some kind of quick win. That DOES get their sales confidence up significantly WITHOUT trying to turn them into (poor) sales pro’s.
      Hope that helps.

    • Mark Layder - July 18, 2022 at 6:16 pm

      P.S Tim. I just checked back on the 100X bigger comment you highlighted. FYI… it was based on the fact that the coaching industry alone is 100X bigger than it was in 1991 ish. And of course MANY new service type biz’s have also jumped into existence just since co-vid.
      So — good shout. You made me check . I’m very comfortable on how big the market need is and just how exponentially it has grown since we 1st used the +1 system.

  3. Mario L Castellanos - July 9, 2022 at 12:31 pm

    As a life long sales person, one important lesson (actually, rule) for anyone wanting to sell anything is the ability at least, make an effort and to back-up what you say, even minimally. I think it will be difficult to gain trust from prospective customers if that isn’t provided, even minimally.

    • Mark Layder - July 18, 2022 at 5:56 pm

      Thanks for the input Mario. As per other responses, there is LOTS of evidence for the benefit of +1’ing for people over 30 years.
      Is that what you wanted.
      I pretty much filled in the form as it’s laid out. Then if people need anything else I can provide it (usually)
      Sohhhhhh – we have lots of ‘proof’ Mario.
      Obviously, both in the selling of the system & for when we teach clients how to sell USING it, there is all kinds of validation.
      The challenge I’m looking at now is whether to really bring +1’ing properly together as a service .. to help far more people than it does as something largely sitting on my shelves or in my head.
      Hope that helps. ML

  4. Roy Price - July 9, 2022 at 9:15 pm

    This concept is very franchisable. It requires only one thing, namely demonstrable success in a geographic region. For example, a project I am now working on is based on regions of 600,000 inhabitants = around 100 in the UK. Your concept might work in smaller regions – that requires an intensive test – but 600,000 inhabitants means around 2,000 in the world’s “rich” urban areas. It would take many years to penetrat a decent fraction of them. Direct competition exists already but that can be as muich of a benefit as an obstacle in a largely virgin market.

  5. Mark Layder - July 18, 2022 at 6:06 pm

    BTW .. chaps thanks for your comments. Sorry for delay in responding.
    I’m new to IdeasNest, so I don’t yet use it that often.
    Probably there’s a way for me to get message notifications as I don’t like being tardy when people have been kind enough to offer their thoughts.
    Thanks again. ML