Critical Business Skills....... #126

Adrian Dionisio - business737 owner
Feb 1
4 min read

For entrepreneurs, mastering critical business skills is the difference between surviving and thriving. Many entrepreneurs and solopreneurs struggle because they focus on the wrong aspects of their business—spending too much time on branding, product details, or processes instead of refining the core revenue-generating activities that drive true business growth.

To scale successfully, every founder must focus on three key areas:

Marketing – Gathering leads and creating demand
Sales – Converting prospects into paying customers
Asset Allocation – Pricing, processing, and collecting payments efficiently

These areas, when optimized, are what separate struggling business owners from those who achieve long-term success.

Let’s break down each skill in detail.

Marketing: The Art of Gathering Information

Most small business owners make a crucial mistake: they think marketing is about promoting their business, brand, or product.

In reality, effective marketing is about gathering information and developing demand.

The Real Purpose of Marketing

Marketing isn’t just about broadcasting your message; it’s about capturing and nurturing leads. It's a two-way street. If your strategy only focuses on sending information out, you're missing the opportunity to gather crucial data about your audience.

For instance, let’s say you offer a business strategy checklist as a lead magnet. When someone downloads it, they provide their email and phone number. That’s marketing. Why? Because now, you control the next point of contact.

When you build a strong email list, you no longer have to rely on paid ads to reach your audience. You have a direct channel to nurture leads, offer value, and convert prospects into loyal customers.

Marketing vs. Branding

Many entrepreneurs confuse marketing with branding. Branding is important, but it doesn’t give you control over your audience. Marketing does.

When you run ads or create content, you’re building awareness (branding). But if you’re not capturing emails, phone numbers, or other data, you’re missing the point. The moment you collect a prospect’s information, you’ve done real marketing.

If you want business growth, focus on gathering leads and building a system to nurture them. A strong business strategy includes consistent lead generation and follow-up.

Selling: Uncovering Value and Driving Revenue

Many solopreneurs and small business owners struggle with sales. The mistake? They focus too much on describing their product, process, or credentials instead of emphasizing the payoff their customers will receive.

Selling Is About the Transformation

Sales is about making customers excited to exchange their money for the value you provide. People don’t buy products—they buy outcomes.

For example, if you sell a fitness program, don’t talk about reps, sets, or diet plans. Instead, describe the feeling of looking in the mirror and seeing a lean, strong body. Talk about the confidence boost and the compliments they’ll receive.

If you’re a business coach, don’t sell coaching sessions. Sell the transformation:

Before: Your business is struggling, you’re overwhelmed, and you're not making enough money.
After: You have a clear business strategy, consistent revenue, and the freedom to enjoy your life.

That’s what customers care about.

What Not to Sell

Your process: People don’t care how you do it; they care about results.
Your credentials: Clients aren’t paying for your experience—they’re paying for their transformation.
Your time: Don't sell hours. Sell solutions.

If you focus on the pain your clients are experiencing and how your offer turns that pain into success, your sales will skyrocket.

Asset Allocation: Pricing, Payments, and Collecting Money

Most entrepreneurs undercharge because they compare their prices to competitors instead of focusing on value. A business coach would advise against this approach because pricing should reflect the results you provide, not what others are charging.

Pricing: Charge for Value, Not Time

If you base your pricing on what competitors charge, you’ll always be in a race to the bottom. Instead, consider these factors:

What is the payoff of your product or service?
How much is the transformation worth to your customer?
Does your pricing reflect your expertise and the results you deliver?

A strong business strategy ensures you price your services according to the value they create.

Payment Processing: Make It Easy to Buy

Many small business owners make the mistake of limiting payment options. If you’re not accepting credit cards, you’re losing sales.

Your payment system should:

Accept multiple forms of payment (credit cards, PayPal alternatives, wire transfers).
Allow for automated payments and subscriptions.
Minimize risk by setting limits on credit card transactions.

Collecting Payments: Avoiding Chargebacks and Late Payments

If you offer payment plans, ensure they are structured to reduce risk.

Don’t let the payment period extend beyond the service duration.
Set up auto-debits instead of relying on manual payments.
Use contracts to protect yourself from disputes.

Smart business growth requires a strong payment system that keeps cash flow consistent and predictable.

Final Thoughts: Build a Thriving Business with Business 737

Mastering these critical business skills—marketing, selling, and asset allocation—will set you apart from other founders and small business owners struggling to generate revenue.

If you’re serious about growing your business, you don’t have to do it alone. At Business 737, we specialize in helping entrepreneurs and solopreneurs create a business strategy that drives business growth without wasted time, money, or energy.

👉 Get in touch today and take control of your business success!