A strange headline for a blog, “Race to the 2016 Start Line”, but it’s smartest thing a business should do.
Before I explain what I mean by this please indulge me with some observations I have made over the past 30 years in business.
I have sat in many meetings where the topic has been, “We have to FINISH Strong, lets end this quarter with our numbers”, well in most cases there was a flurry of activity and lots of stressed out executives and employees trying to hit their numbers.
Well I was taught by the best in the business, my father, and he always looked at things a little differently.
At budget time, we all know how those meetings turn out, lots of numbers and usually higher than the ones the year before, both on the expenses and the sales objectives – which is fine – we all need to grow.
But then they get placed in a folder and then reviewed at the end of each quarter to see how we are tracking.
Who looks forward to the end of quarter reviews?
So excited that we can’t sleep and we just want to get into the office super early that day?
Well my father told me that the only way to avoid these feelings is to beat the deadline and be in such a position of strength before the quarter ends, so that we can relax and enjoy the moment.
“Yeah Right” I hear you say.
Well let me pass on some of the wisdom I have learned.
“Race to the Start Line” is the key.
If you can position yourself in front of your competitors and create the awareness and the demand from your customers ahead of time then you can create what I call advance revenue, and if done strategically you can pre-sell in advance giving you time to plan for the next quarter.
This takes discipline, and team work and you have to focus on your goals and objectives to ensure you execute the plan.
Now I do accept that there are businesses that cannot use this approach, but the premise of creating a consistent and constant sales and marketing messages to start a fiscal year off strong has worked for our business.
We have created a formula that blends various tactics and strategies to deliver clear and comprehensive results, and with bi-weekly checks and balances we can ensure we are in front of our customers.
In our business, it’s about connecting with a relevant audience, and then communicating with people that want to know more about our shows, and the topics we are showcasing.
Our audience engagement tactics that we have developed, help us identify where we should be focusing our messages and how to create demand ahead of time.
We can then put the relevant content in front of them with a sales focused call to action.
Getting yourself out in front of your customers is vital, and racing to the “Start Line” for 2016 is a valuable goal for your business, the sooner you are in front of them the shorter the revenue cycle is.