Thursday, February 19, 2009

If you keep doing the same things, you will get the same result

I was meeting with a potential new client last week and was told that for the past 5 months the business has been generating less and less revenue and is down over 50% from last year.

When I asked "What are you doing differently or reevaluating as you look at your goals for the next 3-6 months?" I was greeted with a look and cocked head that was what you would expect from a dog that heard a new noise. "Why would change anything? I am just trying to hold on!" was the response.

I tried to explain that if they kept doing the exact same things, I would be able to guarantee that they would continue to get the same results...or worse. My response was not met with overwhelming support.

If you are not getting the results you want, take a hard look at
  • Your product or service levels. Is the service you are providing at the highest levels? The product you are creating - does it exceed your customers expectations...if not, fix it fast or go buy a "Going Out Of Business" sign.
  • Do you have the right marketing message? You could have the best product out there, but if you don't have the right message - nobody will care. In many cases, I have found that when you refine and/or readjust the message you will begin to see a turn around in your revenues. Find a trusted marketing professional and ask them for help in evaluating your message.
  • Is there enough frequency in your advertising?
  • Is there a demand for what you are doing. If not, adjust.
  • Finally, do you have the right people on your team?

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