STRATEGY 17

Recently, I heard a business consultant, whose name I've
forgotten, interviewed on the radio and he claimed it takes
an average of 17 contacts for a customer to make their
first purchase from a new business. Now, I have no idea
where that statistic came from, and I doubt it has any
precision to it, but it does contain an essential business truth.
This week, two clients made dramatically different comments
about their expectations for success. One volunteered that
she was developing a marketing plan she could maintain "for
at least a year, to see if it will work". The second noted
that she had offered a program, "but no one signed up, so I
guess I'll have to try something else."
Note the difference in expectations and perceptions of
business realities.
The first understands that building her business,
attracting customers and achieving profitability is a long-
term process. She's intentionally thinking in terms of a
cost structure she can maintain for many months, even if
there are few initial sales. The other client tried it
once, it didn't work, so wants to move on and try
"something different".
Now of course, I hope your sales come quickly, easily and
profitably, but in designing your business, always think in
terms of sustainability. Design systems so you can support
them financially and emotionally for the long-term. It may
take 17 invitations, or 17 weeks, or 17 promotions, or 17
conversations before you become one of those famous, "over-
night sensations"! Plan accordingly.