Ian McConnell
One Focused Hour A Week Will Almost Quadruple Your Business Income!
In your business, does it feel more productive, to be
fulfilling the orders, or spending half a day on marketing
or planning?
You see, the majority of people go into business to escape
working for a boss, or the long commute to work or the 9 to
5 boredom. They want freedom, flexibility and a better
income.
So, they take the incredibly gutsy move and go it on their
own. They step right out of their comfort zone and they
become the boss!
They are enthusiastic, because everything is new and
exciting. Their mindset is in exactly the right place, and
they attract the orders with their enthusiastic
personalities. This could be as simple as attending a
networking function, or dealing with the local printer, who
knows someone that requires their services or product.
They are dedicated and everything gets done just right. The
orders flow in, the business owners are happy, the
suppliers are happy, now it's time to fulfill the orders.
So the mindset changes from "let's go and get some orders"
to "let's get these orders filled." The conversation
changes at the networking functions and the local printer,
to "Wow we've got all these orders to fill" and they
inadvertently stop attracting any potential orders, with
what they are saying.
Eventually they get all the orders filled and realize they
need new orders. So they change their mindset and off they
go again. The problem is though, that every time they go
back to the "let's get some orders" mindset they get less
and less enthusiastic.
Why? Why do they get less enthusiastic? Because when they
are fulfilling the orders they are in their comfort zone.
That's what they know best and humans will always gravitate
towards the comfort zone.
When they are marketing or selling, it is outside of their
comfort zone. It becomes a lower priority and a task that
is only completed when they have their back up against the
wall.
When they first started the business their back was firmly
up against the wall. There was no comfort zone. It was a
case of "Get out there and get those orders" or we don't
eat, basically. But, when the orders are flowing the
comfort zone is the fulfilling of the orders, so the
selling gets neglected.
Small businesses have an extremely high attrition rate,
especially in the first 12 months of operation. Going from
being comfortable one week with lots of orders, to the
next, where you have to go and make new sales becomes too
hard.
Sales will have huge peaks and troughs when plotted on a
chart over 12 months. Emotions will be just as wild trying
to deal with this, but there is a very simple solution.
No matter how insanely busy you may become, always set
aside one focused hour a week for new customer attraction.
Block out that hour, on the same day every week, for the
next 12 months.
Treat that one hour like a prized possession, because this
will be the secret to leveling out those sales and
emotional peaks and troughs. This will be the secret to the
longevity and success of your business.
In this hour find a place that you will not be disturbed or
distracted by absolutely anything and focus intensely on
attracting new customers, that's all!
This may be by producing a new ad, hiring a copywriter to
produce a direct mail piece, calling 10 potential
customers, writing an article for the newspaper or engaging
a joint venture partner or anything else. Make it your goal
to attract at least 5 new customers every week with
whatever you do. Over 12 months you should have attracted
at least 250 new customers which will compound because they
will tell their friends.
Your total focus in that one hour should be generating new
relationships and attracting customers that have never
dealt with you before.
Now you are probably thinking, if I'm so busy fulfilling
orders how am I going to deal with the extra orders? Well,
that's where your growth comes in, that's when you hire
people, sub-contract the work out or find creative ways to
get the orders filled.
It puts you in a very powerful position because you get to
call the shots. You decide which customers to deal with and
which ones to send to your competitors. You can negotiate
better discounts with your suppliers and generate more
profit.
You gather momentum and it will be very hard to slow that
momentum down.
It's easier not to set aside the hour, especially when you
have orders coming out your ears. But if you want to
survive and be successful it is critical that you have a
system in place to constantly attract new customers.
And the thing is... new customer attraction can be
accomplished in as little as one focused hour per week. One
hour per week is the difference between having a business
that plods along and having a business with highly
profitable orders that just keep coming in, month after
month. A business where you get to decide which customers
you want to deal with, a business that charges a premium
price and a business with a far greater value.
Block out that hour in your diary now. Do it for every week
for the next 12 months, no excuses because it's going to
quadruple your income, guaranteed!
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Why Do Some Business Owners Plod Along, While Others
Effortlessly Succeed?
Ian McConnell has the answers in "The Instant Profit
Multiplier" an absolutely must read for any business owner.
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