Education

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Why You Shouldn’t Aim For Happy Clients

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Some time ago, I was a keynote speaker at a conference that focused on creating happy clients. Obviously, given what I do and how I do it, many people believe that I have a lot to say about that particular topic and the reality is that yes, I do. It may not, however, be what most people want to hear.

I firmly believe that you shouldn’t aim to create happy clients when running your business. Imagine the surprise on the conference attendees face when I said that! It’s certainly not a popular opinion, but I strongly believe it’s an accurate one. You shouldn’t aim for happy clients. You should aim higher. You should aim for tribe members.

What are Tribe Members

Tribe members are individuals that have worked with you and are fully committed to what you do and the way that you get it done. They will do anything for you and they aren’t afraid to tell others about how much they love you and your company. In fact, “not afraid” is perhaps too weak of an impression. They love telling other people about your company and look for opportunities to do so!  

These are the kind of customers you want to create. These are the ones that will provide the most value over time.

Where to Find Tribe Members

Tribe members are created based on great relationships. You build tribe members. You don’t find or create them. It’s a long process, but I promise it is totally worth it to have a group of individuals that you love and that love you when it comes to your business.

The reality of running a business means that tribe members are much more difficult to nurture than happy clients — a fact that is compounded when you take your business to scale. Odds are that, when operating on a large scale, you won’t just have happy clients…you’ll have unhappy clients as well. It’s inevitable. ‘

The key is identifying which of your current clients have tribe potential. Do you have clients that seem ecstatic about an interaction? Beyond happy? Over the moon, perhaps? These are great indicators that you’ve identified a tribe member early on. Nurture these people by going above and beyond for them in return.

In fact, there are four (4) things you can do every single day that will help you create the perfect environment to nurture tribe members. I cover these steps and so much more in my Empire Mastery Course. Visit AaronSansoni.com for more information!

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3 Things I Learned On My Sales Journey

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One of my favorite things that I get to do is teach people. I am obsessed with education for myself and I truly love being able to educate others in a way that is going to help them succeed. What’s interesting, however, is that I didn’t always know that helping others and teaching people was a passion of mine. It was something that I learned when I first started out on my own sales journey.

In fact, I learned a lot of things when I first got into sales. Some were personal lessons but others were shareable. They were things I could teach. Here are the 5 things I learned on my own sales journey.

If you have a product or service, you have an obligation to learn how to sell that product or service.

When you’re relying on a particular product or service as the livelihood of your business and source of income, you are absolutely required to learn how to sell that product or service. If you don’t know how to sell it you will never be successful. Why? If you don’t know how to sell it then you don’t see the value in it. And if you don’t see the value in it, why should others?

If you can’t sell, you’re not in business.

You can be good at your craft…excellent at your craft even, but it will do you no good unless you know how to articulate the value you can provide to other people. You may understand that your product or service has the potential to save lives or save money or make life easier, but your customers can’t know that unless you tell them. What’s more? You need to be able to tell them in such a way that you solve their problems. If you can’t do that, then they don’t buy. If they don’ buy, then you’re not in business.

Sales can be taught.

Believe it or not, you don’t have to be born to sell. You can learn sales. As long as you understand what it is that you’re in business to do, and you have a strong desire to succeed, then you can learn how to be good at sales. It’s not a weird, mysterious process that takes place in the shadows or behind closed doors. It’s a concept you can learn with a little time and a lot of effort.

There are undoubtedly so many other things I learned on my sales journey and I doubt that I can communicate all of them in the form of a digestible blog post. These are merely three lessons that stood out from the early stages of my career. You can find out more about my journey (and how to start your own sales journey) by picking up my book, attending one of my mastery classes, or following me on social media!

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7 Qualities of a Great Direct Influence

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If you’ve started taking control of your own life, odds are that you’ve thought about how that may affect the individuals closest to you. Your inner circle, so to speak. More than likely some of the people that you currently spend time with on a daily basis aren’t on your level quite yet.  They say that you become the sum of the five people closest to you. So, it makes sense that we should try to evaluate each of these people for qualities conducive to success. Think about the following seven character traits when deciding who makes it into your inner circle.

Positivity

You want the people that are around you to be primarily positive people. Why? To help you be a positive person. When you spend a lot of time with someone you tend to take on some of their attitude as your own, so why not surround yourself with individuals that promote positivity. You want them to lift you up rather than bring you down.

Dedication

Dedicated people are motivating in their own right. You know they are committed to getting a job done regardless of what the job may be. They are less likely to desert you when things get tough, and more likely to support you in achieving your goals.

Confidence

Confidence is contagious and that’s enough of a reason to fill your inner circle with people that possess this particular quality. The trait goes hand in hand with positivity and is excellent for keeping spirits high. Make sure, however, to distinguish confidence from arrogance when evaluating someone’s character.

Activation

Some people tend to confuse activation with motivation.  You use motivation to psych yourself up on a daily basis, but it’s temporary. You have to keep coming back for more and the effects are relatively temporary. Activation, by contrast, is something you can use again and again. Think of it as a tool. You want the people around you to activate you. They should give you something that you can actually use for more than a single moment in time.

Inspiration

Choose to surround yourself with people that inspire you to do better, dream bigger, or work harder. Find people that make you want to keep going, even when you’re feeling like there’s no point. Those that think differently or creatively are also great inspirers.

Encouragement

This particular quality can be one of the most difficult to get right. You want the people around you to encourage you, but you also need to remember that they are not the reason that your goals have meaning. You can find significance in yourself. These people should support your goals, not define them.

Valuable

When I say that I want you to be around valuable people I’m not talking about individuals with a high net worth. I’m talking about people that add value to your life. These are the people that make you walk away from most conversations saying, “I can use that information.” They don’t have to offer you life-changing realizations, but they should provide you with a usable takeaway on a regular basis no matter how small.

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What You Think You Do vs. What You Actually Do

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Today, the nature of a business can change in an alarmingly quick instant. Innovation, technology, and connectivity have the potential to turn any industry on its head in a heartbeat. That is why it’s absolutely critical that modern business owners truly understand the purpose of their company. They must determine the difference between what it is they think they do, and what it is they actually do.

Many of you are probably asking yourself what the difference is. That’s normal. We have a tendency to think only in terms of what we accomplish short-term and the direct impact it has on our own business. A company that produces energy drinks, for example, might say that what they do is manufacture and sell highly-caffeinated beverages for profit. While this isn’t inaccurate, it also isn’t enough to prevent the company from failing as they fall victim to an unexpected 21st-century invention.

Instead, the company should think in terms of their greater purpose:

  • Who purchases the energy drinks?
  • What do they hope to accomplish by purchasing them?
  • How can the company help their clients accomplish this in the best possible way?

By focusing on the larger goal behind the current product, business owners are better able to invest in the things that will help the company maintain relevance in the future.

Returning to our example above, let’s say that college students purchase the energy drinks in order to study more material, and new parents purchase the drinks to stay awake long enough to check off everything on their to-do lists. It would be safe to say that what the company actually does is help people find additional time to handle life’s challenges. With this knowledge, the company owner can invest in new research or technology that also aids in “finding additional time” for life.

It’s important to remember that merely identifying what you actually do is not enough to prevent your brand from becoming obsolete over time. You need to ensure that you’re communicating your greater purpose to consumers and investors alike. Marketing campaigns should evoke the emotions felt by your target audience when you’ve accomplished your greater purpose, regardless of what method was used to accomplish it. This will effectively allow your company to explore new product avenues while maintaining the public perception of your brand and increasing opportunities for growth over time.

Aaron Sansoni - Live By Design and Not Default

Live By Design. Not Default.

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I spend a lot of time discussing business tactics and leadership skills, but it all means nothing if my audience hasn’t made the conscious decision to show up, pay attention, and accept the fact that this could be the life-changing catalyst they’ve been waiting for. If there’s one thing that I want people to take away from my seminars and classes it’s that there are two ways to go about life: default and design.

When you live by default, you aren’t actually living at all. You’re merely going through the motions. People that live by default wake up every single day and let life happen to them. They do whatever it is they do because they have to, or because that’s the way they’ve always done it. Most don’t actively recognize what is going on. They just react and, one day, they will wake up from a life on autopilot and it’ll be too late to go back and change things.

Conversely, when you live by design, you are taking an active role in your life. You meet mornings with important questions like “What do I want to accomplish today?” and “How do I want to be as a leader/employee/parent?” They choose to prioritize their actions, placing significance on the ones that better align with who they want to be.

To achieve your goals and reach an entirely new level of happiness, you must live by design and not default.

Now, let’s go one step further and relate the concepts of design and default back to your business. If you’re looking at a graph of company profitability, it should not look like a roller coaster at an amusement park. There should be no major ebbs and flows. There may be fluctuations, but they should appear minor in comparison to the scope of your graph. To put it simply, you should not make $100,000.00 one month and $0.00 the next. That is the result of default— reacting to individual situations as they come without any concept of your goals or processes. Business is happening to you. You’re not happening to the business.

When you approach your business by design, you have the capability to troubleshoot key areas contributing to the major fluctuations in profitability. You can step back and analyze your funnel, determine the area with the biggest bleed, and begin the process of correcting it. Clearly define what you’d like to accomplish in relation to that sales funnel, and then act in a way that is conducive to accomplishing that task. Once you’ve succeeded, you’ll be able to re-evaluate your process and set out to improve the second biggest bleed. With time and concentrated effort, you should be able to decrease those ebbs and flows and you’ll have done it by design, not default.

I’ll leave you with one last thought about design and default. I know it is sometimes difficult to think or behave a certain way when our brains are biologically programmed to resist. They are meant to be a survival mechanism and, when you get down to it, surviving is not the same as thriving. We need to trick or trigger the brain to agree with our goals. The best way to do this is by leading with your body.

If you don’t want to get out of bed, do pushups. If you are having trouble paying attention to a lecture, lean forward in your seat and make eye contact with the speaker. Your body will understand your intent and communicate the message to your brain.  Lead with your body and your mind will follow. The same holds true with design and default. Live by design and you’ll be amazed and what follows.

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Profit. Purpose. Passion

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The world is full of people working jobs that they neither like nor consider valuable. They work them because they feel that they need to, or that they are stuck in a field chosen when they were young. Sadly, many of these people feel no connection or sense of enjoyment at work— almost as if they are living a lie. It is my goal to help them find their truth.

In order to live your truth, you need to understand three basic concepts: profit, purpose, and passion. Each of these items is important is important in its own right, but together they create a unified sense of mastery over your profession. 

Defining profit, purpose, and passion.

Profit – This is term is relatively self-explanatory. It’s what makes you money. If something is bringing in cash or supporting you financially, then it’s profitable.

Purpose – The term purpose has several different meanings in everyday life but, in this case, it refers to what you are good at. If you are naturally good at something, if you feel like you were born to do it because you’re that good at it, then that is your purpose.

Passion – Your passion is what you love. It is the the thing that makes you happy. I don’t mean your children or your husband. Your passion is something that you do that brings you joy.

Practical Applications

Now, a lot of people get by in life by choosing one or combining two of these things and calling it a day. Those people aren’t living their truth. They are merely surviving. Here’s why.

  • If you are good at what you do and you make money doing it, but it isn’t what you love, then you’re bored. If you combine purpose and profit but not passion, you get boredom.
  • If you are good at what you do and you absolutely love doing it, but it doesn’t make you any money, then you’re broke. You cannot sustain yourself on purpose and passion alone.
  • If you make money doing what you love, but you aren’t necessarily good at it, then doing that thing becomes more difficult. You might start to feel like you’re missing out on your greater purpose

It is only when we can combine passion and purpose and profit that we are able to realize our truth. When all three of these concepts align in your day, in your life, or in your business, you will be happier than you have ever been. You will be living your truth!