It is a simple concept and quite easy to understand. Let me repeat it so you get it clearly: If you are not moving forward you are going backward. There is no middle ground, there is no treading water, staying neutral, or waiting to see what happens. That's losing ground.
Unfortunately, we just came out of a long growth trend where business was easy to acquire, repeat business was plentiful, and one could coast, catching a wave and riding it into success. Yes, you promoted, advertised, had brokers... but the demand kept you high and dry. It was a time of plenty and we got used to it.
This is no longer true. You cannot maintain the same low intensity efforts and expect to get the results you used to get and now need... desperately. The days are hard and many have gone bankrupt, loans have been defaulted and loan workouts is no longer an option but a must.
It is a simple concept. You must turn over every stone, call back every satisfied client, keep quality high and pricing reasonable---the customer base must envision exceptional perceived value from your goods or services. Your job is now a relentless pursuit of new business and the satisfaction of repeat customers.
Relentless Pursuit!!!
Every call must be returned, every opportunity for additional revenue must be followed up on. There is no time for slacking off and the energy must be aimed at income production. Keeping busy internally--e.g. keeping busy supporting your five largest customers (while also very important)--is inadequate to carry the day.
You must plan and implement new and different means to capture additional income. This is your objective. This, along with reinventing your business and loan workouts are your path to survival and then emergence as a leader and a success. This is the way---relentless pursuit of additional revenue, new clients and active support of repeat business.
It is no longer effective to be a follower, you must become a leader. You must innovate, be creative, and go out and bag your business. You cannot wait for it to come to you or you will lose. It makes little difference what worked a year ago, what worked always. It is a new age, a new business arena, and only the aggressive, innovative pursuit of business will result in survival. You can no longer wait for it to arrive on your doorstep. Those days are gone. Move forward, get your goals and move again to the same direction. There's no turning back.
Yes, if you are not going forward, you are going backward. There is no neutral, holding your own, maintaining. There is either growth or decline. Growth comes only with relentless pursuit.
Just do it.
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