consistency

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Consistency is Key in Growing Your Business

There are 3 parts to creating reliable, steady growth for your business.  The first part we've talked about a lot - where and how to find clients or referral partners.  The second is consistently working to develop relationships and get known.  The third part is knowing how much is enough to gain clients.  By that I mean,  how many people do you need to talk to in order to get one paying client.  This is often referred to as the sales funnel.  I'll focus on that in a later post.

Today, I want to talk about consistency.  Consistency is showing up and participating day after day, week after week, and month after month in whatever networking or other marketing methods you have chosen to employ.  It takes a while for people to get to know you enough to think of you when they're ready to buy or hire and to trust you enough to want to hire or buy from you.  How long that time period is will depend on what service you provide.  If you'r a coach or a financial advisor, it's going to take a  lot longer to establish that relationship than if you clean carpet.  You'll talk to some people who will become your clients immediately, but they are the exception rather than the rule and not what you build your business on.

Showing up one time is not effective in getting clients.   You can't lose weight or build muscle that way - you can't build your business that way either.  You must pick  your approach and keep doing it until you are sure it either is or is not working.  A rule of thumb for any service business is at LEAST three or six months to a year.

Consistency builds upon itself, just like it does in exercise or weight loss.  The more you do, the more you gain and the easier it becomes. 

I see a lot of professionals taking the start-stop approach to developing  their business.  I call this the feast or famine cycle.   People run out of work and then start marketing like crazy until they get more work and then they stop marketing.  This is not a way to grow your business.  You'll find it more and more effort just to maintain your existing business doing marketing this way.  It's a lot like yo-yo dieting and exercise.  Every time you stop exercising and gain the weight back, you are actually losing muscle so it becomes harder and harder to lose those pounds.

Work on building your marketing muscles consistently so that you can steadily grow your business over time with less effort.

"I hate to admit this, but mediocre marketing with commitment works better than brilliant marketing without commitment."

-- Jay Conrad Levinson (author of the Guerilla Marketing series)

Next time we'll talk about the third part - How much marketing is enough? (or What Does Your Sales Funnel Look Like?)

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