Monday, 24 May 2010

Seeking Out Opportunities - They Call It 'Leverage'

Many businesses do not capitalise on what they already have and own.

They call this ‘leverage’: using what you’ve got… re-packaging it to reach more or different people.

As an example I will use The Directors’ Centre who work to “help business owners to grow their businesses faster”. This is a mini-case study (with a bit of business education thrown in!).

The business education bit: the problem that most business owners have is that they think that they can do most things themselves. Wrong! As a seriously under-performing DIY ‘man about the house’ I can assure you that there are a couple of things that you need to know:

  1. Most people are lousy at DIY.

  2. Most people hate the instruction book which is usually wrong and irrelevant.

  3. Most DIYers only call in the experts when they start to get out of their depth. In other words, when it is too late.

My point: you can attempt DIY and it may well work but…

  1. You need a great instruction manual.

  2. You need to be honest about what you can and what you can’t do.

  3. Be prepared to call in the experts.

The mini-case study bit: a consultancy can use much of its existing collateral (tools and techniques) with one-to-one.

And the leverage? You can sell access to your existing tools and techniques via a Business Club. New clients get access to our tools (but not on a one-to-one basis) and if they get stuck they can still call in the experts. Everyone wins.

This is leverage – using existing assets/skills/expertise in a different way. Surely you can leverage what you’ve already got – present it in a different way or to a different audience.

The Directors' Centre Business Club
The Directors’ Centre - the consultancy

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