One of the things that I’ve learned about business concepts, particularly marketing and sales ideas, is that you have to hear the ideas more than once before you really understand them.
At Transform this past weekend, I spoke about the three levels of knowledge.
Level 1 – New information – this is information that you’ve never heard before, and it may come as an ‘Aha’ or just as new data.
Level 2 – In the brain – information that you’ve heard, and can possibly repeat, but you don’t act on it particularly well or consistently in your life or business.
Level 3 – In the heart – Concepts you know at a heart level, you embody, and you live automatically.
While you can certainly be held back by ignorance, meaning that you just need new information (level 1), the most dangerous level is level 2. When you think that you know something, but you can’t use it well, you are inclined to ignore it or give it casual focus. However, it takes consistent focus and effort to move knowledge from ‘in the brain’ to ‘I live this, I embody it’.
The four most dangerous words are ‘I already know that.’ If you haven’t mastered it, if your knowledge is just in the brain, you can’t use it, and you don’t really know it.
Many people who look for business or marketing training may get some good training, but can’t use it effectively because they haven’t embodied the concepts (for example) that marketing is just sharing the transformational work that you do, and sales are an act of service. Rather than working on mastering that information to use effectively, they search for new information, falsely believing that just getting some new data will help build their business.
For you to prosper as a transformational entrepreneur, there are key concepts that you must master around marketing, sales, money and business structure. You must study them, practice them, and remove blocks to implementing them.
Whew! Sounds like work, doesn’t it?
It is, and it’s the key to getting to a new level of ease in your business. When you master – at a heart level – the key components in business, you dramatically reduce your struggle to make money, and serve more people.
Here’s what you can do. Ask yourself:
Am I 100% comfortable with marketing my services and products?
Do sales conversations feel authentic, easy, and do I close 40% of my sales?
Am I completely comfortable discussing money with clients and prospective clients?
Do I have a thorough knowledge of business structure, and a clear handle on the profit and loss in my business?
If you didn’t answer a resounding ‘YES!’ to each of these questions, you’ve got work to do. You may need some new information (level 1) or you may need to do the mastery work to get begin living and embodying these ideas. Once you focus on what you really need, though, you can make much faster progress.