I have worked with a lot of business owners. The thing we talk about most is how to get more customers. With a few exceptions, most people tell me they want more customers and more revenue for their business.
Of course this isn’t surprising. What surprises me is how many people don’t want to do anything about it. They don’t come right out and say that. But they’ll say things like:
“I can’t afford to advertise more.”
“I don’t have the time to hire someone now.”
“Maybe next month, when cash flow is better.”
These statements are all saying the person lacks the commitment needed to grow their business. It’s one thing to talk about wanting more customers. It’s something else entirely to invest your time, energy and money into making it happen.
The biggest reason people are not successful is they don’t do enough of the right things. If we want our businesses to be successful we need to focus on doing the right things. We need to do them often enough and well enough so we get the results we want.
So, when someone tells me they want more customers but they can’t afford to spend any time or money to get them, I can conclude one of two things. Either they really don’t want more customers. Or, they’re doing the wrong things now.
If your business needs more customers, there are only two ways to make this happen.
1. If you’re doing something now that is effective in getting more customers then do more of it.
2. Find something else to do that is effective in getting new customers.
Or you try a combination of both. Either way, you need to make changes.
To do more of what you know works, you need to stop doing something else. You need to make room in your schedule and your budget. Or you need to add more resources (money and time).
To do something entirely new, the same constraints apply. You need to cut out something you’re doing now (reallocate) or increase your resources so you can add more activities.
The point is if you want things to change, you have to do things differently. And in business that means doing more of what you already know works. Or, try new things until you find what does work. Then do more of that.
In both cases, you need to either reallocate your current resources or invest more into your business.
So, the excuse that we don’t have the time or money really doesn’t hold water. You just change how you’re spending your time and or money so you can spend it one the things that help you meet your objectives.
It takes discipline. And it takes planning. It’s not necessarily easy because it involves breaking habits.
But, if you want your business or organization to get somewhere different than where it is now, you’ll need to find a way to do it.