Setting Truthful Goals for Business Growth with Doug Brown

Bradley Jacobs sits down with Doug Brown, CEO of Sales Strategies and renowned revenue growth expert who has founded or built over 35 businesses generating $960 million in sales. Doug shares his proven framework for creating predictable revenue streams and escaping the dreaded feast-or-famine cycle that plagues most fractional professionals. He reveals why the master prospector always outsells the master closer and introduces his systematic approach to implementing six high-performing activities over 6-12 months. Doug emphasizes the critical importance of setting truthful goals versus aspirational ones, using real client examples to illustrate how proper goal-setting and mathematical planning can transform a fractional practice. The conversation covers essential metrics for tracking success, the difference between active and passive referral programs, and strategic prospecting activities that compound over time. Doug also discusses his SSSML framework (Short, Short, Short, Medium, Long) for implementing new business development activities and shares insights from his work with industry legends like Jay Conrad Levinson and Chet Holmes.Key Takeaways:

• The master prospector always outsells the master closer - consistent prospecting is the foundation of predictable revenue

• Set truthful goals, not aspirational ones - understand the math required to achieve your revenue targets

• Remember you're in the business of client acquisition first, service delivery second

• Implement active referral programs with structured processes rather than waiting for passive referrals

• Track key metrics: reach outs, connections, responses, appointments, close rates, and follow-up sales

• Test new prospecting activities for 30-90 days using an A-F grading system to identify what works

• Focus on strategic outcomes that generate multiple benefits from each activity

Learn More: Scale your fractional practice: https://mylance.co Connect with Bradley Jacobs: https://www.linkedin.com/in/bradley-r-jacobs/Connect with Doug C. Brown: https://www.linkedin.com/in/dougbrown123/Website: ceosalesstrategies.comMasterclass: ceosalesstrategies.com/stop-the-leak00:00 - Introduction and guest welcome

01:25 - What predictable revenue means and why it matters

03:21 - The master prospector vs master closer concept

04:46 - Six high-performing activities framework

06:12 - Scheduling time for prospecting activities

09:24 - The truthful goals problem and Janet's story

11:36 - Understanding what business you're really in

14:08 - Active vs passive referral programs

16:56 - High-performing activities: speaking and networking

18:30 - The SSSML framework explained

19:19 - Essential metrics for fractional professionals

22:34 - Real-world metrics example from Chet Holmes

25:16 - Strategic vs tactical outcomes

26:43 - How long to test new activities

28:09 - Jay Conrad Levinson's patience principle|

31:47 - Where to find Doug and his services|

34:18 - Potential book on predictable revenue for independents