PROSPECTING, PRODUCTION AND PROFITS

Most small businesses reflect the personality of their
owner, and that is both their strength and, too often,
their weakness. Specifically, some entrepreneurs love the
excitement of selling, but may neglect the details of
production, while the artists among us may lavish loving
time and attention on their products, but starve for
customers.
The key is balance.
If you are not prospecting every day, your business will
eventually stall. Yes, repeat sales and word of mouth are
vital, but in the end, businesses grow because new
customers hear about you, check you out, and decide to buy.
As Mary Kay Ash said, "nothing happens until somebody sells
something," and you can't sell without prospecting.
Marketing, promotion and publicity are essential, and some
business owners relish this part. It comes naturally and
they love it. They naturally go "where the action is."
Networking comes easily to them, and selling is "the name
of the game." Good for them!
Except when they neglect the details of delivery. In the
end, what you sell has to be produced, packaged and
delivered on time, on budget and in excellent condition.
Some sales people forget that part, and it comes back to
haunt them.
Other business owners enjoy their work to the point of
falling in love with it. They strive for perfection and
forget that if the phone doesn't ring, no one is going to
buy their magnificent goods and services.
The key is balance.
You need prospects in order to sell, and you need superior
production in order to deliver. When the two are balanced,
profits soar.