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.
Start today.
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.
*** We invite you to post your comments to this article below.
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