Vision

The following ideas have influenced Edensilk to take its unique position in the Australian marketplace, as a team of 'business growth architects'.

Whilst we ourselves are knowledge workers, we are not interested in knowledge for its own sake. We are always seeking better ways to achieve what we call "traction".

Our Thinking

It is common knowledge that only repetition builds skill. All of our work recognises that knowing 'about' something is not the same as being able to 'do' it. You could read a good book on how to play golf in a day, and know in your head what to do. You might even be able to tell others what they need to do in order to play. But it would take you many years of serious application and practice to compete in the US Open.

With team sports it gets even more challenging. To get a group of non-sailors to compete in the 'Sydney to Hobart' would take something more than each of them studying books and listening to others who have sailed, no matter how good they were at explaining what needs to be done. For a start, the crew would all have to participate in some sort of group training, so that they knew about their team mates, their skills, ways of thinking, game plans, etc.

So why is it that so many people set themselves up in the worldwide arena of competitive business (all businesses are now worldwide) and think that the occasional diet of books, 2 day training events, public seminars, or workshops for just a few of their staff at a time, will enable their business to improve or excel?

Edensilk is of the view that your business is engaged in a fiercely competitive team sport requiring serious management and coaching of all players in order to win and keep on winning. Only recreational sport is for observers and armchair experts. Professional players must develop skills by continuous learning and practice together with their colleagues in the real marketplace.

In short, you need in-house learning processes that involve all of your staff in the continuous improvement of your business strategies and practices. It is well documented that "episode training" has very little lasting effect. Only "process training" achieves organisational transformation and enduring performance improvement.

Process Training Is Better Than Event Training

Process training also serves to institute business systems which remain intact as staff join and leave the business. This insulates the business from the adverse effects of rapid growth and/or high labour turnover.

More importantly, business systems and culture take on a momentum of their own, freeing the business owners and senior management from day-to-day operational concerns, and creating saleable equity in the business.

Continuous Application of Knowledge

We are great believers in working smarter, not harder. Yet ever increasing knowledge, without proper application, amounts to nothing. A proper balance is required. It is so easy for a business to get embroiled in a cycle of working harder and harder each day, and then react to difficulties by jumping into a training event which yields negligible long-term benefit to the business. In some cases, business owners and managers can become victims of their own success because they have not developed sufficient foundation to support growth which overtakes them.

Edensilk, in partnership with you and your team, can drip feed your organisation with a properly researched and balanced diet of learning interventions designed to achieve your aims in the context of your particular market conditions. It is our business to keep abreast of the latest knowledge in marketing, sales and customer service, and the best methodologies for applying it successfully.

Commitment to People and Change

Edensilk only deals with owners and senior managers who want to grow their business dramatically, and who understand that people applying knowledge with skill in a coordinated fashion in the service of customers is the fastest way to achieve business success. No amount of finance, technology or product superiority will save a business that cannot create and maintain an innovative sales and marketing culture.

To complete the analogy - given a $350 dollar Driver, and a good strong wind behind you, I'm sure that "The Shark" could still outdistance you using his putter! Know-how makes far more difference than tools. So we recommend you do as we do, and invest mostly in people, in preference to infrastructure.

All Staff Are In Sales

Edensilk's vision is to assist our clients to promote all of their staff to the sales function. Business is about providing products and services that customers are prepared to buy from you at a profit, and products do not sell themselves, only people do that, even if indirectly by the sales and marketing systems that they conceive, implement and continue to fine tune. By making every one of your staff a valued contributor to the sales effort - whether in the front line, or right at the back of the manufacturing line - in your time, and in their own time - your customers will always be well served and your business success and personal prosperity assured.

Where Are We Coming From?

In a shrinking world of ever increasing commoditisation it has been said that eventually knowledge workers will offer the only remaining source of competitive advantage. You want to capture, synthesize and implement as much of their input as you can. You need continuous processes to make sure your business does so. You need Edensilk to help you do that.

Where Are You Going To?

Edensilk, in conjunction with our various partners, can supply a vast range of products and services designed to transform your sales and marketing effectiveness, to improve customer service and increase revenues and profits. Our advice has been distilled from the best of the best of practices amongst the most successful of businesses in the world, and we continue daily to add to these resources so we have access to numerous other products, materials and services designed to complement and deepen the effectiveness of your sales and marketing efforts, depending of course on your current needs and aspirations.

Our success is your success. And so our success is limited by your success. Our biggest challenge is finding companies and decision makers that really want to succeed! And we mean really succeed. Are you one of those decision makers?

Edensilk is building an ever increasing network of consultants throughout Australia with varied expertise and experience in all fields relating to marketing, sales and customer service, so that together with our packaged products we continue to skilfully deliver a total solution to your business development requirements.

Our focus is on helping you achieve results through people. Technology and finance may be necessary; but never sufficient for your success. When your people start making you more money, soon enough the resulting profits will meet all your other requirements.

In short, our vision is to assist you to make your own vision a reality. We can start today. Will you?

Mission

Assist client organisations to improve their business development knowledge and processes, with the desired outcome of increasing their ability to grow and prosper using the aligned energy and objectives of all employees, customers and partners.

Objectives

• Equip clients with appropriate, up-to-date, sustainable and workable business development knowledge, tools and techniques
• Model these techniques in Edensilk interactions with clients
• Provide clients with a comprehensive range and depth of products and solutions
• Partner with clients and other parties to achieve sustainable results
• Create systems of enterprise which enable the entrepreneur or management to step back from their business and maintain a strategic perspective

Guiding Principles

• By putting employees first, our clients are better served, and revenues and profits follow naturally
• Work smarter not harder
• Be the best operators in our chosen markets
• Be creative, different and innovative while remaining focused on application and delivery so that we can leverage new ideas for the benefit of our clients
• Deal open-handedly with our clients with utmost honesty and integrity while respecting the commercial sensitivity of our own value propositions and those of our clients and prospective clients
• Walk our own talk
• Understand others before asking them to hear us
• Think and act synergistically while seeking mutual advantage for all.

Purpose

This is why Edensilk exists. It gives us meaning, a reason for doing what we do. It guides and inspires us as we decide what we might do or not do as our environment and opportunities change. It is greater than any one or several individuals within Edensilk. It continues and survives all personnel. It is ...

‘To holistically assist and enable the owners of SME’s to most effectively acquire, direct, manage, grow and exit their businesses for optimal financial return.’

Values

These are how Edensilk exists. They are the things we hold dear, important, sacred ... even beyond our purpose. They define the attitudes and behaviours we endorse in the achievement of our purpose. To cross them is to contradict and so invalidate our reason for existing. They include …

• Responsibility - deliberately influencing outcomes, making and keeping promises, owning the consequences of actions
• Excellence - constantly seeking and implementing new and better ways to genuinely make a positive difference
• Synergy - a cooperative win-win-win mindset so that Together Everyone Achieves More
• Understanding - concertedly inhabiting the perspectives and feelings of others as a basis for better appreciating and acting in accord with their needs and desires
• Leadership - we ‘walk the talk’ by showing courage, optimism, initiative and perseverance
• Transference - appropriate, accurate, clear, concise communication of meaning and methods that enable self-sufficiency
• Service - over-delivery which turns all our clients into 'raving fans'

What we value above all else is RESULTS. If we don’t or can’t add value, we shouldn’t be involved. By exercising our values, we add value, and achieve results. We do this best as a TEAM, in concert with each other and our clients.

RES-U-LTS reflect the logical order of our values. RES are inwardly focused, on ourselves individually and as the TEAM of Edensilk. U – which represents Understanding – is the bridge we cross to engage with our clients. And when we engage – we deliver LTS.

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