Hashtag Priorities
A bunch of gals and I were talking about the importance of getting together, and how energizing
it was to share ideas and thoughts, "OH! And we get to eat!" one of the gals said. My favorite
rejoinder to such observations is "hashtag: priorities" a) because an eatin' meetin' is always a
priority if you grew up Baptist like me, and b) because it makes me think of a hilarious skit with
Jimmy Fallon and Justin Timberlake. I'll link it in the show notes!
So naturally, when one of my coaching clients asked me about IPA's a few weeks ago, my first
thought was, "hashtag priorities!" If you've been in sales, particularly direct sales or marketing,
you may be familiar with the acronym. If you google IPA, you'll come up with the International
Phonetic Alphabet, something to do with craft beers, and a host of other options. When my kids
were younger and we took road trips, we'd see interesting personalized license plates or
billboards and make up silly explanations... for car rides, IPA might be Iguanas Preferring
Apples, or Inspiration Post Apocalypse, or Identity Politics for Aliens in Space. That's IPA-
capital S, not IPA lower case S.
No, the IPA's I kept track of during my sales consultant and director days were Income
Producing Activities. More than one mentor may have mentioned that cleaning my office and
rearranging my products were not top priorities for producing income, and that my time is best
served doing the things that would grow my business AND my income. As I have branched out
into coaching and in ministry, I realize that income is not my highest or only value, so I also
want to focus on Influence producing activities. You know what? The activities are the same for
both!
My coaching clients who are stuck-whether in life, business, or ministry-often return to this
priority list to get back on track. I have what I think are the half-dozen top income or influence
producing activities that will bring you success.
Ready? Let's Go!!!
Number 1. Lead Generation. You may have the greatest product, the most interesting
experience, the finest service money can buy...but if you don't have potential clients, customers,
or constituents, you are dead in the water. How are you connecting with people? Are you holed
up in your office, worrying through another product idea, or creating the perfect filing system?
None of those things are generating a list of people who will buy your product, use your great
idea, or give you sales tickets/service notes to file. You need people!
How are you finding people? You can connect with potential clients through referrals,
advertising, social media, local business or ministry groups, Chambers of commerce, and the
like. Even Jesus understood the need to invite people to His ministry. 28 "Come to me, all you
who are weary and burdened, and I will give you rest. 29 Take my yoke upon you and learn from
me, for I am gentle and humble in heart, and you will find rest for your souls. 30 For my yoke is
easy and my burden is light." Matthew 11:28-30. Notice His invitation: He identifies his ideal
client and He shares what He will do for them.
Lead generation is your first priority IPA.
Number 2: Lead Cultivation
So you got a list! What now? You want to cultivate them, grow them into partnering or
participating with you in your business. Converting them to sales, engaging them in a service,
and so on. This is a process that requires authenticity and a service-mindset. Eric Worre, author
of Go Pro: & Steps to Becoming a Network Marketing Professional says that each encounter
you have with a potential customer should always lead to the next encounter. To be a pro with a
sustainable business or service, you want a customer for life. Not a one-time sale, a get-rich-
quick, slam/bam/thank-you-ma'am, mentality.
You cultivate your leads with communication, by providing value, by showing that you're in it
for the long haul. The value you add to their lives-perhaps through a social media post that
gives them great information, or a mailer with a coupon or discount, or helping them in some
tangible way will convert a potential lead into a customer. I read about a realtor who mapped
out the best services in his town-cleaners and auto shops and hidden retail gems-and
provided that information to all his potential clients. Many of the people who received that
information used him to find their new home. That's Lead cultivation at its best.
Number 3: Product Development
What product or service do you offer? Is the same old-same old? Is it up-to-date? How does it
compare in the marketplace? Are you a "one-trick-pony"? Are you preparing for the need your
customers don't know they need yet? Are you anticipating what's next? Or, if you do have a
central product or service, can you develop ancillary opportunities to propel you into a whole
new market.
How can you expand using related ideas or products? Think outside the box... For example, my
hairdresser doesn't just cut and color my hair. She sells shampoo, styling products, and offers
her services for special occasions outside my usual appointments. I know a talented virtual
assistant who not only provides copywriting and web design services, but who will also go in
and clean up your email files or teach you the basics of Canva. Not her main gig, but the little
extra service she can offer alongside her main gig.
That's product development.
Number 4: Customer Service
Customer service is the simplest and most straightforward of all the IPAs. How are you caring
for your customers? Do you deliver on time? Do you answer inquiries timely? Do you under-
promise and over-deliver? One customer experience agency found loyal customers are 5 times
more likely to repurchase, 5 times more likely to forgive a gaffe, 4 times more likely to refer,
and 7 times more likely to try something new. It pays to take care of your customers. Customer
care is an investment in people. It will always be profitable to invest in your people.
Did you gain a customer and let her fall through the cracks? Reach out! Connect and show you
care. Create a system of regularly checking on the people who have invested in you or your
business. It will pay dividends in multiple ways.
Those four-Lead generation, lead cultivation and conversion, Product development and
Customer service-are tangible ways to produce income and influence. Now let's talk about
some less direct, perhaps more intangible IPAs.
Number 5: Increase your knowledge and skill set. There are two ways to be successful in sales:
One is volume. Talk to 100 people, even if you're a terrible salesperson, you're likely to fine
one or two who wil work with you! If you only talk to five... that ratio puts you outa business. If
you improve your skills, that ratio will change, and volume will become less important that the
quality of your work.
You may have heard of the "sharp axe" principle. You may have the best work ethic, the best
attitude, the best intentions, but if your proverbial axe is dull, you won't crank out either the
volume or the quality to succeed in the marketplace. Ecclesiastes 10:10 says "If the ax is
dull and its edge unsharpened, more strength is needed, but skill will bring success." Sharpen
your skill set with personal development, reading, seminars, masterminds, and mentors in
person or virtual that can help you get better.
Number 6: Cultivate a Faith-Filled Mindset
Hebrews 11:6 says, "And without faith it is impossible to please God, because anyone who
comes to him must believe that he exists and that he rewards those who earnestly seek him."
Paul wrote to the Philippians, "Do not be anxious about anything, but in every situation, by
prayer and petition, with thanksgiving, present your requests to God. 7 And the peace of
God, which transcends all understanding, will guard your hearts and your minds in Christ
Jesus." Philippians 4:6
It's easy to get anxious about success, about business and ministry. A mindset of faith says God
is my Source. He is in control. I have a responsibility of stewardship for the resources He has
given me. I trust Him to provide everything I need.
These six IPA's will help you build a successful business, ministry, life. Jesus shared a
cautionary tale about focusing only on financial success...
Luke 12:16-21
16 And he told them this parable: "The ground of a certain rich man yielded an abundant
harvest. 17 He thought to himself, 'What shall I do? I have no place to store my crops.' 18 "Then
he said, 'This is what I'll do. I will tear down my barns and build bigger ones, and there I will
store my surplus grain. 19 And I'll say to myself, "You have plenty of grain laid up for many
years. Take life easy; eat, drink and be merry." ' 20 "But God said to him, 'You fool! This very
night your life will be demanded from you. Then who will get what you have prepared for
yourself?' 21 "This is how it will be with whoever stores up things for themselves but is not rich
toward God."
Hashtag priorities, hashtag God is my light and my salvation, hashtag Jesus is my CEO
Hashtag what does it profit a woman, hashtag if she loses her soul, hashtag faith-based business
coaching,
Hashtag talk and pray for life and business
Hashtag IPA is I'm praying accordingly.
Father,
Your priorities are so clean and clear: "Seek first the kingdom of God and ALL these things
will be added..." I read Jesus's description of the lilies and the birds... the beauty and provision,
the peace... It's all available if our priorities align with Yours. All the things we place value on
above valuing YOU. I pray for a mindset alignment with Your priorities. I Pray for a spirit of
stewardship for all the things You've given us to bring LIFE to others through our businesses,
our ministries, our lives. Just as Jesus poured out His life, so equip us to love people in tangible
ways, and Your promise is that we'll succeed in all the ways that matter.
Thank you for showing us the way, Jesus! Help us compel people to come in, to join us as we
do Kingdom work in the marketplace. Help us grow our gifts and talents to be more valuable to
the marketplace as we lift up Jesus who draws everyone to Himself.
In His name we pray, Amen
