Knowing Isn't Doing: Build the Business and Life You Desire

by Rod Santomassimo

Overview

TURN THE CHAOS AND CONFUSION INTO CLARITY AND CONFIDENCE

The initial excitement of starting a business for many independent contractors, solopreneurs and small business owners can quickly turn into a whirlwind of chaos and confusion.

Knowing Isn’t Doing provides you with a roadmap that will turn the chaos to clarity and confusion to confidence. More importantly, it will provide you with professional, personal margin to envisioned.

Knowing Isn’t Doing provides you with a:

Product Details

ISBN-13:	9780983834939
Publisher:	Domus Publishing
Publication date:	10/01/2020
Pages:	210
Product dimensions:	6.30(w) x 9.10(h) x 0.90(d)

About the Author

Rod Santomassimo is a best-selling author, speaker and consultant. He is also the founder of the Massimo Group. The mission of Massimo Group is to assist independent contractors, solopreneurs and small business owners in transforming their business and, ultimately, their lives.

During his 35+-year professional career, Rod has been an IT Consultant, COO of a public telecom firm, CFO of a regional law firm, and senior executive of an international commercial real estate firm. He has also started his own brokerage firm, college recruiting company, and is a patented inventor.

Through these trials and tribulations, Rod developed the Massimo MethodsTM. This are the same methods that Rod implemented to create a multi-million dollar coaching business as well as allow his Massimo Group clients to accelerate their own success.

When he is not traveling for speaking or consulting engagements, Rod lives in Cary, North Carolina with his wife and their two children.

Table of Contents

Acknowledgements

Introduction 01

Is This Book For You? 11

How to Get the Most from This Book 15

Developing the Massimo Methods™ 19

The Basics 25

Now You're The CEO 27

Your Mental Model 29

Creating the Business and Life You Want: The 4 Challenges 30

Being the CEO of Me, Inc. 35

Concentrate on Building Wealth, Not Just Income 36

What You Do with Your Income Is What Creates Your Wealth 37

The Five Essentials of Any Business 38

A Little Planning Is a Powerful Thing 40

Plan a Week Ahead 41

Was I.P.A.I.D.™ Today? 43

Your Hourly Rate 51

Successful People Keep Growing 54

Your Sales Division: Beyond Prospecting 57

The Massimo Sales Playbook 58

Step 1 Define Your Avatar 62

Step 2 The Massimo Matrix 66

Step 3 Your Value Proposition 73

Step 4 The Prospect Letter 78

Step 5 Your Opening Statement 82

Step 6 The Prospect Call 89

Step 7 Questioning 100

Your Sales Division 108

Your Marketing Division: The 3 Levels of Presence 109

Your Business Development P-Factor 110

The Presence Pyramid™ 112

Summary and My Big Mistake 125

Your Finance Division: Projection, Pipeline and Profit 129

Your Pipeline: MOM Knows Best 130

Budget: Your Benchmark 134

Profit and Loss: Numbers Don't Lie 137

The Buckets: How to Survive and Thrive Financially 138

Pricing: Want More Net Income? Increase Your Fees! 139

Investors: This Includes You 143

Your Operations Division: People, Process, Platform 145

People Plus Process Plus Platform Creates Margin 146

People 146

Process 146

Platform 152

Your Human Resources Division: Personal, Personnel and Partners 159

Personal: Becoming a More Valuable You 160

Personnel and Partners: Leveraging Others for Explosive Growth 167

Conclusion: It's Time for the Doing 188

Creating Your Company Organizational Chart 184

Inventory of Responsibilities 186

The Who Is Not You 188

About the Author 196

More Information on the Massimo Group Services 198

Coaching 198

Speaking 199

Events 199

Podcast 200

Editorial Reviews

2020-07-31
A nuts-and-bolts guide to business basics for independent professionals.

Santomassimo, a former real estate professional and author of the commercial real estate book Teams Built To Dominate(2015), reengineered his career to start a business-coaching practice. His own story is at the heart of this manual based on his firm’s “Massimo Methods,” a set of tools designed to help optimize the performance of small businesses—particularly those offering professional services. Although most of these methods are given clever names (“Massimo Matrix,” “Massimo Opportunity Map,” “I.P.A.I.D.,” and so on), they’re essentially labels for broadly recognized business management approaches. Still, Santomassimo does a solid job of integrating them and organizing his book around specific divisions of “Me, Inc.”: sales, marketing, finance, operations, and human resources. This setup allows small-business owners to think about their companies in terms that are more often associated with larger corporate entities. With its heavy emphasis on “Massimo Methods,” some readers may view this work as a protracted sales pitch for the author’s coaching services, but in practice, it’s more substantive than that. The author begins with a good overview of basic business principles, such as “building wealth, not just income,” applying time management practices, and effectively delegating tasks. He then deconstructs each of his five “divisions” in lengthy but well-paced chapters, which he nicely enhances with charts, illustrations, and examples. The chapter on sales, for example, methodically outlines the seven sequential steps that make up an effective sales process, and the finance chapter, although heavily weighted toward sales, explores a strategic method for determining business opportunities. The human resources section offers an overview of how independent professionals should build their own competencies and discusses when to hire additional personnel or seek partners. Included in each chapter are “assignments” that are designed to help readers apply each principle; a free workbook (not reviewed) is available for download from the author’s website. It concludes with an excellent summary, templates, and worksheets.

A useful resource for anyone starting or improving a professional practice.

Kirkus Reviews