Dear Friend,
There’s a magical moment in business – it’s the moment cash hits your bank account.
Let’s not be shy about it, it’s one of the best feeling you can have in business. And it should be, it means you’ve delivered. It means you’ve improved someone else’s life.
Hitting those moments is not always the easiest thing in the world – and if you’re struggling, these moments can seem few and far between.
And when they do happen – the joy lasts for the few milli-seconds it takes you to remember it will go out faster than it came in.
So – the question is why do these moments come so few and far between.
The answer, or at least one of the big ones lays in rejection…
Or more accurately, how comfortable you are with being rejected.
If you can only make a 1 in 50 sales, you need to be prepared for 49 different rejections – which is hard yakka in anyones language.
Now most people will avoid rejection at all cost – because, well it’s not fun. Instead they turn to…
Busy time.
Busy time is all the time you spend doing stuff, without actually achieving what’s needed – which if you’re a struggling business is selling product and services.
It’s a trap because you can tell yourself you’re doing things which need to be done. It’s not like you’re just sitting around doing nothing. No – you’re working. Doing things. Getting stuff done.
The floor needs to be swept, the tax needs to be done on time, the website needs to get those few tweaks made…
But they’re not going to help new dollars come through the door.
Whatever the activity, unless it’s directly related to putting more cash in your bank account, you’re not doing the most important thing in your business.
Yes – the tax needs to be done. But remember, if you don’t have clients, there’ll be no tax to pay.
The number one job in any business is to get clients through the door. Above everything else – because unless you have sales, you don’t have a business (or won’t for very long).
So, what do you do about it…
Make sure you deliver to the clients you already have – a bird in the bush is worth two in the hand.
Then…
You need to connect with people who have a need for your product or service – or connect with people who can refer you to people who have a need for your product or service.
When you’ve made the sale, pay someone else to sweep the floor, to do your taxes and spend the time creating more sales.
Make Your Marketing Work Harder
James