All too often we get distracted by external circumstances that are occurring in the near future that do not have a direct effect on the day-to-day operations or growth of our business in the present moment. The distractions can become so consuming that they affect how we look at our business. I have literally heard business owners say, “This year is going to be a bad one and I am preparing for my company to take a dip.” Any business owner preparing for his company to take a dip will have a dip in its bottom line guaranteed!
During the downturn of 2009, I took a friend visiting from NY to Bern’s Steak House for dinner. My friend was curious to see if the so-called dip was affecting Bern’s. So he called over our waiter and asked him, “Has the economy affected your bottom line?” The waiter had a pained look on his face and said, “It will.” My friend asked if it had been slow and the waiter started to explain how he felt Bern’s would be eventually affected, but as of the middle of 2009 he had done better than the previous year, as in his estimation business was steady. It was really interesting seeing someone who had bought into the downturn anticipating a darker future, even though reality was really bright.
Unless you have already captured 100% of the market, your business has room to grow. As a business owner you must always be focused on the systems that help you bring in sales and referrals. Think about companies like Apple and Google; as big as they are, they haven’t stopped growing. Their focus has always been on creating value for their customers and making sure to find new avenues to satisfy their customers’ needs.
Businesses grow because the people at the head of those businesses focus on growth constantly.
HERE ARE SOME KEY QUESTIONS TO ASK YOURSELF WHEN FOCUSING ON GROWTH:
- How do customers find me? - Of the multiple ways that customers find me, which are the most effective?
- How do I duplicate the most effective systems for maximum growth?
- Where do my referrals come from? - How can I create a system that would help me get more referrals? - Do my marketing materials tell the same story across all marketing channels?
- Is my calendar booked with appointments that will lead to sales? - Are the actions I am currently taking going to produce sales today?
Growing a business takes focus and dedication day in and day out. Make sure to always look at your calendar a week out and see if you have it filled up with revenue generating activities. If your calendar looks sparse you might want to focus on meeting with your current customers and asking them for referrals. You should also spend time refining your systems, making sure that next time you meet with a potential prospect you have a follow up process that helps produce referrals.
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Focusing on your business’ immediate growth will yield great results for you and your employees. Focusing on external circumstances that frustrate you and impede you running your business does not help. Average business owners focus on what the average business owner is doing. Growthaholics focus on growth and, by and large, that’s what they get.
This very magazine was founded 5 years ago during an economy that was in a tailspin. Had the publisher listened to the main stream media I wouldn’t be writing this column that you’re reading!
That being said, I personally am vested in the future of this country and know that my time to make a difference will come on Election Day Nov 6th! That will be the day I voice my opinion. Until then I will be working day in and day out working my plan and planning my work.
P.S. It may be hard for an egg to turn into a bird; it would be a jolly sight harder for it to learn to fly while remaining an egg. We are like eggs at present. And you cannot go on indefinitely being just an ordinary, decent egg. We must be hatched or go bad. C. S. Lewis
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