This Education Moment comes courtesy of Rob Favretto, who suggested this article from a newsletter called LifeHealthPro.com. The article was written by John Pojetta. So, I do take requests! This is just part of the article.
Eric Schmidt, the 100th richest person in the world with a resume that includes work at Google and Apple, once said, “Revenue solves everything.”
When you have money consistently coming in the door, few problems are too big to tackle. You can hire new staff. You can bring in experts. You can outsource the work you aren’t good at or don’t particularly want to do.
As long as the business is moving forward, you will likely have the resources and the morale to handle new challenges. When new revenue (from completely new clients) stops coming in — despite how much momentum and power consistent revenue gives a business — a strange thing happens. Advisers, or business owners in general, turn their attention to almost everything but finding new business.
When they perhaps need growth the most, they instead fiddle with the back-end of their businesses. They check and recheck their drip systems. They adjust their LinkedIn profiles. They check in with existing clients. They obsessively fine tune the plans and packages they offer. But they don’t make new sales calls. They become a party host so obsessed with getting everything just right for the big event that they forget to invite anyone.
Pulling back from your commitment to pursue growth through client acquisition is a monumental mistake that will ripple throughout your business. As revenue declines, the problems in the business will start to feel much larger and even direr. The resources you have to solve them are now painfully finite, and the stress of having to lurch from one fire to the next will eventually show in your temperament with your staff and with your clients.
When times are good, sell. When times are hard, sell even more.
The article continues on for a while, but I just want to connect it to a personal experience in my own business life.
During a time when things weren’t going that well, both Marilyn, my wife, and I did various sales jobs that required cold calls. Marilyn sold fundraising products, including chocolate bars to schools and I did telemarketing from home selling business reference guides.
Making cold calls is really tough. It requires structure and much discipline. Procrastination is deadly when it comes to making those calls.
My solution to the drudgery of making the cold calls, was to reward myself, whenever I actually ended up talking to someone on the phone, with a chocolate bar from the samples Marilyn kept around the house.
So, the conclusion of this Education Moment is to find the most effective ways for yourself to make the needed sales calls, otherwise you might end up getting fat!
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