I did not want to write this week’s ezine. Being on the “road”, raising a round of capital for the company, an investor meeting today to get ready for, finish negotiations on a TV show partnership, get ready for meetings, coaching and mentoring at Columbia University tomorrow, teaching in the evening… blah, blah, blah.
It would have been so easy to blow off writing this bi-weekly.
So what stopped me for bagging it?
Being “too busy” to fail.
The trap that business is booming and all is great. And I don’t have enough time to do the basics (i.e. marketing, sales, organizing projects, etc.)
So you stop.
Then before you know it, sales slow down. Clients move on. Demand shrivels. Soon you’re in a state of panic to make next month’s rent and payroll.
Some call this the feast or famine principle. I call it too busy to fail.
You’re screwed if you get stuck in that rut.
Tips to Keep It Moving Forward—In a State of Busyness
- Define the Basics—Identify those activities that keep you and the business moving forward. Those marketing things you do (or need to do) that generate your revenue.
- Schedule Them— Put these into your calendar first. NOTE: See last ezine for tips on how to manage your schedule.
- Build Consistency—always, ALWAYS do the basics. No matter how busy you get. This is one of the hardest things to do when you are successful (just ask any superstar athlete). When you’re at the top of your game, it is easy to slough off!
- Build Infrastructure—This allows you to focus on the basics. If you need someone to manage the “front lines” while you do these basics, run the numbers to see how much you’ll spend and how much you’ll generate by doing this. Besides peace of mind, it is all about ROI.
- Monitor Results—Check to see what worked and what didn’t. You can do this by setting up a clear outcome you’d like by activity or by week. For example, I will spend 5 hours a week generating and following up on leads, and expect one new client paying my $1,000 / month because of it.
- Adjust Basics—Give yourself a check-in date. If running your basics isn’t happening by that time, revisit what you designed. Get outside, expert feedback. Someone who doesn’t have a stake in the outcome and feels comfortable telling you the real deal.
So the next time you’re ready to bag it, stop. Remind yourself it is a “basic” and it is too important to fail.
Action Steps for the Week
Spent 30 minutes of quite time, away from the phones, emails and any other distractions. When you are clear and focused.
Ask yourself what are the core activities you do that drive sales? Break them to steps you go through on a regular basis.
For example, you write on your blog, make posts on your social media sites, then meet with prospects for coffee… or whatever the sales process is.
Next, determine how often you will do these activities, when and for how long.
How long will it take you to see results? What kind of results (specific and measurable)? Use this as your metrics.
What support structure do you need in place to make sure you don’t drop the ball on this? Outside support, timers, iCal, what?
Then go! You’ll see results, consistently, within a very short period of time.