Most small businesses got their start because the owner hit the street and pounded on doors. They had to do whatever it took to make sales happen because their very survival depended upon the success or failure of those efforts. A person can get pretty bold in the pursuit of their survival, and that’s the barbarian entrepreneur that drags the business into existence, kicking and screaming. But that's a very different approach than a more formalized, sustainable marketing and sales process.
Back To The E-Myth Again (and again, and again)
Noted business author, Michael Gerber has written extensively in his E-Myth books about how entrepreneurs aren’t necessarily good at the business of business, and the business of developing business processes. The existence of processes within a business is an indicator of the maturity of the company, and the likelihood the company will continue to grow and prosper. If a business-owner hasn’t actually established solid marketing and sales processes, the company is severely limited.
The Barbarian Entrepreneur
Like any other process within a company, once the business moves out of the barbarian survival stage, marketing and sales must adapt and grow to support a growing company, and a growing customer base. The barbarian entrepreneur doesn’t always adapt well because they know what worked to ensure their survival - don’t even try to tamper with the bread and butter.
But the truth is that as companies grow, they will eventually hit that ceiling if the founder isn’t able to build (or buy) support systems and processes in every area of the company – including marketing and sales.
The Story Is Locked In The Founder's Head
However, this is particularly difficult when the knowledge about the company, it’s products and services, the unique selling proposition, all of these things are locked away inside of the owner’s head. That specialized knowledge is what the owner used to educate the customers about why that business can satisfy the customer’s needs and wants better than the competition.
But that story doesn’t always get translated in a consistent, thorough manner. And just like the telephone game, when the story is repeated over and over, it has a way of changing until it’s nothing like the original.
Like Raising A Child
It's extremely important for business owners to "take stock" of their personal skills, and be able to see their business distinct from themselves. Much like children, businesses need that early stage guidance and care, the right foundations. But eventually, they are going to grow beyond the parent's ability to be the sole source of nurturing. It is at this threshold, the parent hopes the foundations that are put into place will sustain their baby for many years to come - even without the parent.
This is why it's important for an entrepreneur to put self-sustaining systems into place within the business. These systems and processes need to live independent of the founder.