This is a topic worth thinking about while preparing for the New Year. A New Year with more turmoil than we have experienced for the last 5 odd years, so a timely reminder that we can still have permission to be positive.
From our experience, there are 7 things that people regulary do that stops them getting the job done. Let's eliminate these for 2009, get some results and minimise any downturn effect.
1. Chasing Perfection
Forget it! Just do it. Get going. Too many people try to get everything just right. They paralyse themselves and end up doing nothing or missing the prime opportunity timing.
Who cares if there is the odd spelling error. Better to have your article or newsletter or whatever out there working for you. If you are working on a new value proposition, adopt one now and use it...before long you will discover how to improve it, but in the mean time you're out getting some runs on the board.
Your key focus should be on success, not perfection. And that means taking action now!
2. Not marketing...
There are many excuses trotted out about marketing, some we've heard include...we're in a technical business; our shopping centre does the marketing; we are accountants and we don't do that stuff.
What a load of rubbish. You don't have a business if you aren't marketing. The only expenditure in your business that produces profit is marketing. Its measurable. Its accountable. If you don't do it and are still successful, you are either lucky enough to be in a business with such a short fall of providers that it is like a monopoly or you are actually grossly underperforming!
And what about the economy heading south? How bad will it be? What if a new and credible competitor comes in and gazumps you? If you maintain a degree of marketing at all times, it will be easy to 'rev up' your business when needed; protect your position; survive a downturn or simply increase return on investment...more profit and business value!
3. Fear of Failure
So many people hold themselves back because they are afraid. You get up and make a speech and forget something...so what. Move on. No one will hold that against you.
You call a prospect on the phone and they say no; so what, move on to the next one. Nothing is going to hurt you. Having your business fail around you will hurt.
4. Hanging out with the wrong crowd
If you hang out with loosers, eventually you will become one. Find people who have done what you are doing and succeeded. Seek mentors who have achieved results and done what you are targeting. Find people who can help you do things better.
5. Not Articulating A Clear Value Proposition
It doesn't always have to be unique (often called the USP...unique selling proposition) but it sure helps if you can find something or some element about your offering that can make it unique...something that sets you apart from the rest.
If you only sell your product or the features or price, you are in a commodity business and end up competing head to head with every other provider. Create some clear differentiating value and you can own your own market.
Everyone is looking for value. They will always throw out a smoke screen..."We don't have that sort of money!"...in order to avoid being sold something. And it will work if you can't build the value offered to such an attractive level that they can't afford to say no.
6. Poor time use
So many people are constantly late and we let them get away with it..."It's okay" "Not a problem". But its not because it effects us as well. Make people accountable and they will change their tune over time. Start meetings without them. Don't go over old ground in a meeting if it was covered before the late person arrived.
What about this simple one...booking too many things too close together. We all do it and it stops us getting things done.
7. Not having a Rainmaker
Its got to be someones job to bring in new business. Its no good as the head of the business saying that you're (say) an architect and that's what I want to do. If you want to be a technician or professional, then go and work for someone else who has the marketing and business development skills for you to take advantage of...or employ someone else into that role.
A good rainmaker will be both assertive and persuasive; have the ability to talk on many subjects and be good at thinking on their feet; won't take rejection badly; can frame issues well and in a way that solves the clients problems or meets what they are looking for. There is no point talking product or service until you have determined a real need and can identify the value you can deliver to solve that problem.
Every business needs a rainmaker; not having one definitely holds your business back.
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