It seems as though I see the same thing over and over in many businesses. When people first start out in their business they do everything they can to get business in the door. At this beginning stage, they have more time to market their business because there just isn’t that much of it for them to do. They network, they send emails, they send newsletters, they exhibit at tradeshows, they meet with people, they may even cold call.
Then they get busy…and fat and happy. They slowly stop doing what got them the clients or patients in the first place. And then all of a sudden, one day, there is very little business coming down the pike.
If you ask them what happened, they have all kinds of excuses why business is down and blame lots of different things. At this point, some go back to working for someone else, closing up shop and moving on. Others flip into panic mode and start doing all kinds of new and different things in the hopes it will bring them the business they so desperately need. These new and different things may be costly because they are not proven methods, but the latest and greatest thing someone convinces them will do the trick. Maybe they will work, but with all new things, it can take time…and more money…both of which may not exist.
Of course, the best thing to do is never stop marketing in the first place, even when you are busy. However, should you find yourself or your business in this lack luster client/patient situation, go back and start doing what worked that got you the results in the beginning. Take a look at what is currently in your marketing mix and what you may have let fall by the wayside. Where are you not being consistent like before? What can you simply add back into the mix?
In the end, there are only 4 reasons why people don’t make it in business:
1. They fail to plan
2. Their plan sucks
3. They fail to execute their plan
4. They have lots of excuses.
So you either have EXCUSES or RESULTS. I’ll opt for the latter. What about you?