You SAY you’re in business, but that proposition is dubious, as this article reveals in shocking detail.
by Dr. Jeffrey Lant
Author’s program note. One of Broadway’s happiest and most enduring musicals is “How To Succeed In Business Without Really Trying.” Written by Frank Loesser; it was released in October, 1961 to immediate acclaim — and a Pulitzer Prize to boot. Most recently it was revived with Daniel Ratcliffe — famous for his eponymous role in the Harry Potter films — starring in the lead role originally done to mischievous perfection by Robert Morse, simultaneously menace and mastermind.
I have selected one of the lesser tunes from the production for the occasional music to this article. It’s called simply “Coffee Break”, and you should go to any search engine now to listen to it. It’s about how the absence of coffee — and therefore the coffee break — raises more anxiety and lamentation than a plague of locusts and completely stops the whole company, convinced that the end of the world as they know it is at hand. Oh, my! So much grief for one missed cuppa. However, the real shock is not that the coffee was late for the company coffee break, no indeed; the real shock is that more time, trouble, energy, irritation, and anger was expended on this event than on anything else that entire day… including the company’s business they were hired to transact…until the outrage about the coffee break was surpassed by certain stale items on the lunch menu… thereby diverting everyone’s outspoken attention to this even greater snafu.
The sad part is that this kind of ludicrous “crisis” and massive waste of time does not occur solely or exclusively on Madison Avenue or in Broadway shows… it is most likely the way you are running your “business” and why it doesn’t prosper.
That’s why today, I am going to put you and your “business” under the most minute scrutiny, the better to help you understand that your business, as you currently organize and run it — cannot make the desirable profits of your imagination… until such time as you rethink everything — absolutely everything — so that the focus of your energy and action every day is NOT the coffee break… but actually doing BUSINESS. And as this analysis develops right before your very eyes, you are most likely to be chagrined, embarrassed, and horrified – and that’s just for openers.
On the acute need to perceive what you are really doing every single day.
You say you are in business, correct? You say you want substantial, increasing profits, correct? You say you are a hard worker; indeed that the sun never sets on all the work you do, the tasks done, the challenges confronted, correct?
In short you are about as swift, intelligent, able and valuable a business person as business has ever seen and that your DNA should be donated to the nation so that generations yet to come may have the benefit of you and your unmatched business expertise and execution.
You, of course, are even now nodding your head in sage agreement with this flawless description of you and your business acumen. Modest though you are, you cannot but admit that you are the very paragon and model sketched above… just like Kansas City, you’ve gone about as far as you can go.
It is this proposition swallowed hook, line and sinker by the overwhelming majority of business owners of every kind that keeps you trapped in a business that doesn’t grow, expand, prosper and that does not make and will never make the profits you consistently and repeatedly say are the reason you are in business to get and enjoy.
YOU and your business under our microscope.
Now, it’s time to knuckle down to the important, sure-to-be-shocking analysis of what you do during your “business hours”… for you cannot improve your business until you know precisely what you do and precisely when you do it.
Business is about two things and two things only…
Quick! Can you guess what they are? The correct answer is 1) the generation of qualified prospects and 2) contacting these prospects, making them the most lavish, persuasive offer ever, then closing the deal forthwith. This is the two- step dance that keeps you in business, expands your business, and leads to money, money, money… yours, all yours.
Now let’s see just what percentage of your average day focuses on these two key points… and what percentage of your business day goes to anything but these two essential tasks.
You’ll need a pad, a watch, and total honesty.
To make this crucial scrutiny work, you will need to be clear about what you do, when you do it, and how long it takes to do it. In other words, you must start by creating a detailed picture of your average business day… and why it either works to produce the prospect leads and orders you need… or why it doesn’t. Give this essential project which can launch the most profitable epoch for your business your fullest attention. Nothing will come of this project unless you are careful, thorough, and complete.
Your first task is to list all the things you do during your average business day. These will include but will certainly not be limited to
* all breaks, kind and duration;
* non-business related telephone and other communications;
* time spent “surfing” the Web, especially at sites unsuitable for visits during business hours;
* gossip with friends and co-workers;
* writing ad copy;
* creating offers that make sales;
* time on the telephone etc where you connect with prospects, and either upgrade them to be qualified prospects, or close them by making sales.
Get the picture? What you’re trying to do is this: show yourself in unanswerable detail what you do on the average day that has absolutely nothing to do with the identification and closing of prospects… and how much time and effort you expend generating prospects and closing them.
Reforms must follow identification of what you are doing wrong, over and over again.
Chances are, you will be shocked and abashed by what you discover, for instance now seeing that you spend far more time surfing the Web and gossiping on the phone than you do on that same phone contacting prospects and closing deals. Such pernicious reality must be dealt with at once, for it is costing you money every single day.
Do you care whether your business succeeds or fails? Do you care whether you make more money than less? Do you care whether the limited time you have on this planet is transformed into the maximum amount of coin of the realm, and so serenity, security, satisfaction?
That is why you must do this necessary exercise, and do it today. For you see, succeeding in business without really trying makes a dandy theme for a witty musical… but can in no way be regarded as a truth to build your ever more prosperous business by. That truth will be vividly apparent to you as you implement the recommendations of this important article.
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About the Author
Harvard-educated Dr. Jeffrey Lant is CEO of Worldprofit, Inc., providing a wide range of online services for small and-home based businesses. Services include home business training, affiliate marketing training, earn-at-home programs, traffic tools, advertising, webcasting, hosting, design, WordPress Blogs and more. Find out why Worldprofit is considered the # 1 online Home Business Training program by getting a free Associate Membership today. Details at worldprofit.com
Author: Jeffrey LantThis author has published 572 articles so far. More info about the author is coming soon.