It's been 15 years since I played basketball, and talk about being rusty when I picked up a ball the other night to shoot. Shots were flying everywhere, missing the backboard, totally uncontrolled. Thoroughly embarrassed, I hoped no one was paying attention to me shooting at a corner freestanding goal.
After a few minutes, my father's voice came into my mind, ''Use the backboard, Marnie.'' I aimed at the top corner of the square, and sure enough, it went in. Still my motor control was pathetic, my focus wandered and the ball flew in crazy directions. ''Get control, keep your eye on that corner of the square,'' I told myself. After 40 minutes of shooting, I made 27 out of 30 shots -- a far cry from the pathetic way in which I started the evening.
From this brief experience I learned five important lessons about not only making a basket, but success in business endeavors. You might say, ''Business? What in the world does shooting a basketball have to do with business?'' Believe me, a lot … specifically marketing your business.
1. Keep Your Eye on the Target
Notice I didn't say ''Keep Your Eye on the Goal.'' If I looked at the goal when shooting the basketball, I missed more shots than if I looked at the top corner of the square on the backboard. In business, if your goal is ''I want to gross a half a million dollars this year'' and that is what you focus on, you probably won't achieve that goal. It's too big to digest. Instead, create and concentrate on supportive marketing steps that help you achieve the ultimate goal.
For example, if you need 720 new customers this year to make a half a million dollars, then you need 60 new customers per month (720/12 months). If you normally get a 2% response from your marketing methods, then you know you need to contact 3,000 people each month through your marketing methods to get 60 new customers (60 is 2% of 3,000).
If you concentrate on your monthly goal of reaching 3,000 new people each month and how you will do that, you'll have much greater success than ''I want to gross a half a million dollars this year.'' It's a marketing bank shot.
2. Build Stamina, but Rest as Needed
Being totally out of shape, it wasn't long before my lack of stamina led to sloppy shots. After twenty minutes, I decided to sit down so I could come back refreshed. Those few minutes made the difference and I was able to come back and achieve 27 out of 30 shots.
In business, sometimes we think that the longer and harder we work the more successful we will be. There is a point at which working hard leads to diminishing returns. We get sloppy, and lose perspective. Taking a break, a vacation or even a long weekend can help us come back with a renewed fresh perspective, enabling us to see solutions we couldn't have earlier.
3. Consistency – Do What Works
Once you find something that works, stick with it. Many of us have a tendency to tinker with what's working until we end up messing it up. I'm not saying you shouldn't test; but test on a small scale, and keep records. Keep a log of the marketing methods you are using, the response rates you get, and the sales volume and profits you generate. Keep a history of sales letters, telephone techniques, or brochures you used and how they worked. Keep screen shots of your Web site and how it looked at different points and track your corresponding sales and bottom-line profits.
If you find something that works, stick with it. Find ways to duplicate it in places and ways you haven't before. For example, if you find a good newspaper ad that works, try it in other newspapers, trade magazines, or online classifieds. Keep multiplying what works.
4. Keep it Under Control
Just as you need good motor control in basketball to direct your shots, in business you need to keep control of your enterprise. Delegate wisely; don't let your growth push you to a point where you don't have the time or resources to keep it within control.
5. Follow Through
Whatever marketing method you use, follow through. Periodically follow-up with leads. Keep a database of prospects and contact them periodically. They may not have been ready to buy when they first found you, but they may be ready 3 months from now. A periodic newsletter is a great way to stay in constant contact with your customers and prospects. Follow-up autoresponders that send a series of letters in succession can also work well. These types of autoresponders are available from www.getresponse.com
A bonus encouragement tip ...
Some people feel that they don't have a knack for business or that they don't have an eye for what works, but with a bank-shot approach to business where you concentrate on supportive goals, even someone without a great business eye can reap rewards. I say this because, due to a lazy left eye I have no depth perception. According to optometrists, I shouldn't even be able to play ball. Yet with a bank shot, it doesn't matter if my depth perception is a little off, because when you bank a shot off the backboard, it can handle a little variation in the softness/hardness with which you throw the ball. A bank shot compensates for lack of natural ability. It may not be the prettiest shot in the world, but it is reliable.
Likewise, anyone who is willing to set business goals and break them down into supportive logical steps, be consistent, readjust where necessary, multiply what works and follow through can be a success.
About the author:
Marnie Pehrson, a mother of 6, has been highlighting truth and talent for 15 years. Whether it's writing a novel that spotlights individuals who've made a difference in the world or helping a talented entrepreneur create a platform for his life's work, Marnie underscores truth and talent in innovative and compelling ways. She is the creator of www.IdeaMarketers.com and helps experts promote their products and services online. For more information on her various projects and books, visit http://www.pwgroup.com.
Contact the Author
Marnie Pehrson
Creating a Platform for Your Expertise
marnie@pwgroup.com
More Details about http://www.MarniePehrson.com here.
No hay comentarios:
Publicar un comentario