The 3 Pillars Your Business Must Stand On

I’ve been in this game since 2021, with zero background in sales or marketing. Over the years, I’ve seen many people who seemed well-established disappear. The reasons vary—burnout, inconsistency, chasing trends—but the common thread? They lacked a clear, systematised process to consistently execute on the three pillars every successful business is built upon:

1. Lead Generation

2. Marketing

3. Sales Process

   
   

Let’s break each of these down further. Each pillar can be approached from different angles depending on your business model, time, and skill level.

1. Lead Generation — Finding the Right People

What is it?

Lead generation is the art of finding potential customers and directing them toward your world. It’s about ensuring your name is discoverable—on social platforms, in conversations, and in groups. You need to create clear, natural entry points into your funnel.

Why do we do it?

Because attention is the first step. No attention means no leads, which leads to no sales. You want people to come across your name, become curious, and click through to find out more.

How do you do it?

By creating visibility and opportunity. That means:

• Someone sees your comment under a reel, and they click your profile.

• You post a reel, and someone follows you.

• You give value in a Facebook group, someone reacts, and you send a request.

  
  

Every interaction is a breadcrumb trail leading back to you.

Can it be automated?

Yes—through delegation. You can hire a virtual assistant (VA) to:

• Engage in groups

• Comment on posts

• Manage friend requests and conversations

  
  

Doing it yourself costs time. Delegating it costs money. Most people start by doing it themselves. As money comes in, they buy back their time by outsourcing repetitive tasks.

2. Marketing — Nurturing Attention & Building Trust

What is it?

Marketing is what you do once someone’s paying attention. It’s how you build trust, show your values, and position yourself as the person who can solve their problem.

Why do we do it?

Because people don’t buy from strangers. They buy from people they know, like, and trust. Your marketing creates that connection.

How do you do it?

Through consistent, intentional content that builds familiarity and authority. The goal isn’t just to educate—it’s to connect.

Examples of marketing content:

• Written – Facebook posts, Google Docs, email newsletters, eBooks

• Lead Gen Videos – Reels, Shorts, TikToks

• Lead Nurture Videos – Long-form YouTube, FB Lives, value videos inside your group

  
  

Your content should:

• Educate and empower

• Showcase your personality and beliefs

• Pre-frame your offer as the solution

• Make people feel like they know you

  
  

Can it be automated?

Partially. You can hire a copywriter to write in your tone of voice and create your content for you. A VA can then schedule it. This frees you up to focus on strategy, delivery, and high-leverage activities.

3. Sales Process — Turning Trust Into Transactions

What is it?

A sales process is a structured conversation that filters the right people in, presents your offer clearly, and leads them to a confident decision.

Why do we do it?

To avoid wasting time and to create predictable, repeatable income. You want to qualify leads, present clearly, and close effectively.

How do you do it?

Use this core structure:

1. Qualify – Ask questions about their current situation, challenges, and goals.

2. Future-Pace – Help them visualise the result they want.

3. Present – Offer a simple solution aligned to the outcome they just described.

4. Close – Let them digest the offer, then walk them through everything they get and the total investment.

   
   

Let them ask about the price. When they do, confidently share what’s included and state the investment.

You should always follow a general script so you can:

• Stay on track

• Analyse what worked and what didn’t

• Avoid talking in circles

• Systemise your sales process for others to follow later

  
  

Can it be automated?

Not fully—but you can scale it by building a team. This often includes:

• Setters – Qualify leads and book calls.

• Closers – Run the call and close the sale.

  
  

Once your sales script works consistently, you can train others to follow it and scale without burning out.

The Importance of Structure

Too many marketers chase money first and structure second. But if you build these three pillars properly, you won’t have to keep restarting, guessing, or burning out. You’ll have a business that works—because you’ve made it work.

Conclusion

In summary, the three pillars of lead generation, marketing, and sales process are essential for any business. By focusing on these areas, you can create a sustainable and successful business model. Remember, it’s not just about making money; it’s about establishing a solid foundation that will support your growth for years to come.

To learn more about building these pillars effectively, consider exploring resources that provide deeper insights into each aspect.