I’m an ice fisherman and I’m going to tell you where my secret fishing spot is. Fishermen are not supposed to divulge their secrets, but here goes:
I start at the boat ramp, sight in on the gap between two mountains, and step off 315 paces in that exact direction. That’s a sweet spot, and I don’t get skunked there very often. (What lake? See below.)
My wife thinks I’m crazy for going out in the subzero dark and sitting on a vast expanse of ice, hunkering over and paying intense attention to a 7” diameter hole in the hard water – just for the sake of catching a trout. But that’s another story.
The point is, I have a specific way to get to the place that pays off.
Where is the payoff-place in your business? What do you set your sights on — and then execute a sequence of specific steps — to get to a profitable place for your business?
* Regularly talking (not necessarily selling) to your best customers to cultivate the relationship and keep the pipeline open for future sales?
* Regularly promoting your goods/services through systematic direct mail, outbound telesales, and/or email marketing? Have you tried an eNewsletter?
* Regularly introducing new but related-to-existing products or services that your regular customers might well be interested in?
* Regularly tracking your online advertising campaigns, and modifying them to maximize return-on-investment?
Although it takes discipline for a small business owner to consistently give time to these tasks (or to delegate them to someone else), the end results over time are consistently positive.
Oh, and one last thing about ice fishing. You might ask, “Why don’t you just GPS your secret spot?” Answer: Ask any pirate with a treasure map! It’s more fun to step it off!
What steps do you take to increase sales and profitability?
(Bonus question: Any of you Colorado folks want to guess what lake this is? I’ll tell you if you guess right.)