What does it take for a business to be a success? (or survive?)
Gary Player, the famous golfer, is also famous for saying something like “being successful requires a measure of luck”, and “the more I practice the luckier I seem to get!”
While this comment was specifically made about Gary Player’s golf career, I was wondering if it applies to every aspect of a successful business as well.
Life has taught me that a LOT of success in business comes from doing the same repetitive, ‘boring” things over and over and over and over and over and over again. This is because it is the “boring”, “repetitive” actions that are needed to keep a business functioning. Things like accounting, marketing, selling and doing the work!
A great man named Dennis Kaplan once said that every person who is successful has to do the work (similar to what Gary Player says as this becomes practice which can lead to ‘luck’), work hard, focus and also needs an element of LUCK.
It is the LUCK part that intrigues me most. In the context of a sport, luck can easily be attributed to hours of practice and training, as this practice and training hones the muscles, hones one’s reflexes and makes one better at the action that is being repeated.
There is also a level of mental focus that is required. If one looks at the top sports people, it is often their mental attitude – and fortitude – that separates number 1 from number 100. This is one reason the field of Sports Psychology dos so well.
So how do these factors apply to business?
Is it LUCK that a particular client finds a specific supplier? If we focus on marketing efforts, then LUCK could possibly be one’s ability to get into the prospect’s line of sight, or keep one’s business front of mind. But is this really luck? If it is luck it could be interpreted that the business with the biggest budget will ALWAYS win as they have the ability to keep one front of mind. BUT is this true for all businesses?
Could it be LUCK that a specific prospect finds your business, contacts your business and then decides to go ahead with your business to do the job? This one is specifically questionable when one does not necessarily have much influence over the decision process.
For an example lets look at a business like SignForce.
We can market all we can, as we have control over this.
Once we have marketed we have no control over the prospect clicking on, calling or emailing SignForce. This step I would put down to luck.
Once the prospect DOES contact SignForce we then have some control over the next step which is seeing the client (if necessary), advising the prospective client and quoting the prospect.
The next step is once again out of SignForce’s hands, as this step depends on the client’s budget, the competitive quotes the prospect received (we always assume every prospect gets the standard three quotes which is considered good governance) and what quality the prospect is prepared to settle for, assuming that (as is standard) all three competing companies have quoted on the SAME sign(s). The last one is a little challenging as history has shown that there are MANY ways to quote on the same signs, but they all have different pro’s and con’s, many of which the prospect would have no clue about, simply because they would need to be sign specialists to know about all sign materials and their pro’s and con’s.
If the prospect does decide to work with SignForce all steps going forward ARE in the hands of SignForce so this is where practice (and hence no longer luck) comes in, as the more we do the work to the client’s approval – this involves quality, life span, delivery as per agreed deadline and many other factors – the more likely SignForce is to get additional work from the client.
Of course one issue with the signage business is that unless the client is expanding, the repeat cycle of business is between five and seven years. This means a sign business needs to continuously market in order to fill the five to seven years, and then some.
At SignForce we know we don’t know it all. We do practice a lot, and we tend to get better the more we practice, which is one reason people could explain why SignForce has been in business under the same management for over 20 years.
If you are in the market for signs – anything that makes you and your business visible – SignForce has been around assisting businesses to be visible for over 20 years, andd we will gladly assist your business as well.
Contact SignForce now on firstname.lastname@example.org or call SignForce on +27 (0)11 440 7525 or WhatsApp SignForce on +27 (0)82 558 6413
Find out more about how SignForce can help make your business visible by visiting our website at http://www.signforce.co.za