MANAGE YOUR DATABASE!
The key to strategic planning, to planning out a year that provides you an abundant pipeline and more importantly, inner happiness and peace, is to see things for how they really are. The Stoic Philosopher, Epictetus, said, “Open your eyes! See things for how they really are, thereby sparing yourself the pain of false attachments and avoidable devastation.”
In sales, your success and happiness DOES NOT have to depend on the market. Markets rise and fall, good times come and go, but neither can be controlled by you! Hence, every minute you spend worrying about them is a wasted minute-never to be regained. What you can control, and the only thing that matters in sales, is your database. The size of your database, the quality of your marketing to that database and the consistency by which you market that database. This alone you can control and this ALONE determines your success in sales. Either you are adding to your database or you are not. Either you are marketing to them with quality marketing or you are not. Either you are consistently marketing to them or you are not. These things you can control-these things will determine your destiny.
When the market is booming, any idiot can make money, but that person must ask themselves the key question, “how is my database”. These low rates have allowed people who did not quit, people who have made it through, to do good business but if all you are doing is taking advantage of the deals coming to you, if you are not growing and marketing to your database, you are just delaying the inevitable. You are dying on the vine and do not even realize it. Temporary success is blinding you to the truth. Whether your business is booming right now or not, you need to ask this simple question, “How is my database?” Have you grown it, when was the last time you marketed to it, are you consistent. If not, get BUSY now-even if the money is good right now- market hard. Because the only thing sure is that tough times will hit again. We are in post boom America, it is foolish to assume that the market will grow strong and stay strong for years to come. Uncertainty, mediocre GDP growth, mediocre job growth, declining asset values are the facts of the new America. They are what they are-face the facts and live and plan accordingly!!!!!
The Government, burdened by a debt they can not possibly repay, can not help you. And besides, when you look outside yourself for help in things you can not control like the government or the economy, you give power over your happiness to the rise and fall of those things. This is lunacy. Control what you can control, your database, assume nothing from the things you can not control. Make your plans for this year based on the things you can control. You can control your database and your marketing, you can control your efforts. You can not control the government or the economy. Assume the worst from them and you won’t be disappointed. You can control what you can control, forget about the rest. Build your database today and reap rewards for years to come.
Remember, as you plan out your year, look truthfully at the activities that you are doing now. Ask yourself the question that MUST be asked-“How is my database?” Then put plans in place to grow that database, market more consistently to that database, and implement better marketing to that database. Do that, and you WILL grow a dynamic business. Your time is now, seize the day!
Don’t forget about me for all your commercial lending needs! There is just one number you need, 631-539-9959. I look forward to working with you.
SCOTT STEHLIK, PRESIDENT
SOUTH BAY COMMERCIAL CAPITAL