How often do you hear: “To keep up our previous success we just need to do more of what we used to do”?...

 

How often do you hear: “To keep up our previous success we just need to do more of what we used to do”?

It seems to be quite the mantra of the moment, but is it really the way to success?

Is it the case that just doing ‘more than before’ will produce enough business to replace whatever you lose? Surely if you *could* have done more before the credit crunch – then that’s exactly what you would have been doing…

Unless of course, pre CC, you were coasting on a wave of good fortune and high profits, barely lifting a finger. And how many of us were really in that blissful state? No, really, if there was business to be had you’d have gone and got it, right? Exactly.

So what on earth makes people think that these sales opportunities, left carelessly lying around, are still there? They aren’t there now and they never were.

Changing rules

In addition to the reduction in business, the other thing to consider is that the rules have changed. The rules of business, of sales, of marketing, of schedules, times, turnaround, credit, expectations and results… they are different, changed by new demands, lesser requirement, different outputs and global factors.

We cannot win using the old rules because they no longer apply. The simple evidence of this is that continuing to operate in the “old way” works less well. And the idea of doing more of the old - that’s the road to almost certain burn-out and despair.

So what should we do? We have been indoctrinated with the concept of “doing” – but sometimes better to stop doing and to start observing.

Take the pulse

Have a good look round at where you are and how you’re going to move forward.

It’s time to take the pulse of your market, your business, your potential. You’ll need research. Surveys. Focus groups. Monitoring. Feedback. Sound analysis.

For the best results, adopt the approach of the accountant – look at this coldly, analytically. Detach yourself from the questions and the results. If possible ask an outside organisation to do the work for you. (I would say that wouldn’t I? But there are lots of other marketing organisations out there too). Your customers like you and they will want to give you the answers they think you want to hear. At all stages in this work, you NEED objectivity to gather, view and process the results.

It’s not a short activity, and whilst you need to keep your distance, this is work you must delegate – you cannot abdicate. So it’s not going to be cheap in terms of time or cost either. But the payback can be immense. From keeping your business going, to opening up new markets. New clients. New opportunities - and best of all setting a route map and the keys to unlock the doors to your future success.

It would be good to say that it’s a brave move to look to such potential changes, but to survive and thrive it’s something we must all do. If we get it right, then this global recession could become a catalyst, a springboard to our sustainable success. An opportunity to look at things anew. To re-shape, re-focus and re-invent – ultimately reaping the benefits for years to come.