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Greetings!
School has started, the summer is over and it's time to get back to work. It's not easy going from vacation mode to an intense focus on work. We know it needs to happen but that doesn't make it easier. Like exercise it's one of those things that, if you actually start, doing it is much easier than you imagined. Solving the conundrum is similar. |
| The Conundrum | |
Many of the business owners I talk to complain of a feast or famine cycle in their business. When I ask them how they address the problem, most tell me they advertise and market their business as they see a decline in revenue. That's not a solution, that's actually the problem.
For most businesses the sales cycle takes time - marketing to educate and develop interest, discussions with prospects who have shown interest, and then, finally, a sale. Ask yourself, if I want a sale 9 months from now, when do I need to start marketing? I guarantee it won't be when revenue is dropping off, it will probably be when you are much too busy to actually do it!
To avoid the conundrum, establish a marketing plan that is constant, consistent, and responsive to the changes you see in your customers' buying habits. The constant feast, that's a problem worth having.
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| Focus on Sales | |
Customer service can be a similar conundrum. When customer complaints rise there's often an increased focus on customer service. Chances are that increased focus will only help to retain the customers who haven't deserted you already. The proactive approach is to develop a customer service focus before you get your first customer and actually improve that focus over time. When your customers are loyal because of service, you don't always have to have the lowest price. They can feel the value. |
| Networking Tips | |
Are you confident in the quality of your goods or services? Do you believe you can deliver what your customers and referral partners expect? Are you a customer service fanatic? Here's your challenge: At your next few networking events do not ask anyone to do anything for you until they ask you the magic words "How can I help you?" Now you can ask for exactly what you want - and they will probably give it to you. |
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If you have ideas for future issues or questions on this one, let me know. Who do you know who would enjoy reading these articles? Use the "Forward to a friend" link below.
Addressing the enigmas,
Dave Ferguson
The Growth Coach |
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Have you seen my Kickstarter? | |
Kickstarter is a website that helps people to get their creative projects funded - art, theater, music, publishing, etc. My next book, Epiphanies, is now one of those projects. Check it out here. Then you can help me by sharing it with your networks. I'm a proud supporter of two projects that will move forward because they were fully funded. It's rewarding!
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