Time for Change
“Insanity is doing the same thing over and over again and expecting different results.”
- Albert Einstein
You’re working, working, working. Wheels are turning… Or are they just spinning?
By Einstein’s definition, there’s a lot of insanity in the business world. When was the last time you reviewed and evaluated your business plan, marketing strategies and day-to-day procedures? Nothing will change until you do.
A few years ago, I worked for a client who sent out the same marketing piece every year. It was very labor intensive to produce and involved a considerable expense in paper and postage. One day, I asked him, “so, are you getting good results with this?” He gave me a blank stare and said, “What do you mean?” It never occurred to him to measure the results. This was his marketing piece – plain and simple. He never considered whether it was effective. He had a degree from a well-respected university – in marketing. The comfort of the familiar routine overshadowed all he had been taught.
It’s easy to get comfortable in a routine. But to survive and prosper in today’s economy, you need to constantly reevaluate and fine tune every aspect of your business. Never consider anything “done” on a permanent basis.
What can you do to break out of your rut?
Cut Costs
Shop around. Maybe what you’re paying for supplies and materials isn’t the best price anymore. A periodic review can save you money.
Less paper – less postage. Postage and printing costs are rising. Switch to an e-mail newsletter. Convert your catalogs and brochures to PDF documents and put them on your web site or e-mail them to prospects.
Reduce energy costs. Is your office always too hot or too cold? Fix it! Are your drivers using the most efficient routes to save gas? Scrutinize your energy bills and find ways to be more environmentally and fiscally responsible.
Fresh Perspective
Review procedures and find the stumbling blocks and inefficiencies that are wasting time and money. Ask your employees – odds are they know what needs to be fixed and they might just have workable solutions too.
Get professional advice. Invest in some time with a consultant who is familiar with your business. Bringing in a fresh set of eyes can identify ways to streamline your day to day operations, save money and work smarter.
Spend some time each week reading business blogs. You’ll find everything from insight into how consumers make their selections to marketing tips to inspiration and motivation. I guarantee you will find at least one piece of information every week that makes it time well spent.
Evaluate, Re-evaluate, Evaluate Again
Take a painfully honest look at what works in your business and what does not. The best source for information: your employees and your customers. Ask them how you can improve their experience with your company. A short survey can reveal a world of trouble hidden from your view. How does your customer service rate? What would make your workforce more effective? Is your product or service living up to your promises? How are new customers finding you? Don’t expect the news to be all bad. Knowing what you’re doing right is just as important as knowing what you’re doing wrong.
Experiment
If your current advertising and promotional activities are sending your sales through the roof, great. If things could be better, start making some changes. You don’t need to dump your existing programs altogether; just a few small amendments will allow you to evaluate the effectiveness of new strategies. Try a blog, a newsletter, an event, a promotional item. Take something new out for a test drive.
Is your staff doing their best work? If not, find out why. Then work with your employees to find new ways to keep them happy and motivated. It isn’t always about money. Little things can mean a lot. In this economy, employees are often too fearful to complain. Don’t mistake silence for contentment.
Get off the hamster wheel!
Many times, you’re running too fast to realize you are running in circles. Being busy all the time doesn’t necessarily mean that you are making the best use of your time. Slow down. Breathe. Look around. You might find the view has changed.
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