Systems for Business Success
What does it take to succeed? How many times have you asked that question of yourself and others? You may have heard many
different answers. I have found one thing that successful people have in common. They use systems.
They may or may not have talent. If they did they learned not to rely on talent alone. Talent is seductive. For example, if you are talented at
golf you might be tempted not to practise. You might believe you can wing it. Tiger Woods never wings it. Wayne Gretzky never winged it. Both of
them are tremendously talented at their sport. But they know not to rely on that talent alone. They developed systems.
What is a system? A set of practices, procedures and habits melded into a process that you learn, perform, evaluate, improve and do again -
repeatedly. Everything that you do can be a process. This applies in your personal life but especially to your business. To run a marathon
requires a system - training, diet, measurement and repetition.
Everything in your business begs for a system. Business is real simple that way, discover the system and do it. And systems by their nature are
simple. They only demand persistence and consistence.
Let's look at the most important aspect to your business - sales. If you don't sell you die. Can't get more important than that. Selling is not
luck or talent - it is a process. You find a client who wants your product, they see the value in buying from you, they can afford it, and they
buy. That is over simplified but that is the process. Depending on the business you are in you learn the details of each step and apply them. A
friend of mine told me that he knows how many million-dollar clients he will get this month and the one after. Why? Because he knows the process
and where to find them. The difference between the $10,000 client and the $1million client is where to look. The selling process is the same. The
only difference is the system of where you look. To maximize his sales he keeps reapplying the process (system) and strives to find opportunities
for improving efficiency in the system.
The second most important activity in your business is marketing. Why? Because marketing is everything you do that makes it easier to sell. Here
is where following a system is even more important. Marketing is about sending messages. Building your visibility, credibility, value, character
and reputation takes time. And the results are difficult to measure. You might be tempted to give up too soon.
What marketing systems do you have in place? You might consider implementing some of these.
Send thank you notes. Carry pre-stamped envelopes and cards in your brief case so you can write the notes in a waiting room, on the plane or
while having a coffee. Thank customers for business, opportunities and meetings. Thank others for recommending a book, introducing you to a
prospect, or hosting a great meeting.
Write notes of congratulations. Pick a time each day for this activity. It might be first thing, last thing, while on hold, waiting for the
computer to backup or during breakfast.
Read the news. Did you read about a client, colleague or someone you want to meet? Send them a quick note.
Send news releases about your company to the media. Learn how to write one. Build a database of media contacts. Develop a template. Plan to send
one out regularly. Look for opportunities and angles and send them out. Don't get upset if every one isn't used. Do it consistently - some of
them will be.
Make your cold calling systematic. Write your cold call telephone script. Rehearse it. Improve it. Analyze who your best prospects are. Select
those names. Schedule your calling times. Then call. Deliver your script. Then do the next one. At the end of the scheduled time, stop. Don't
keep calling because you feel good. Plan then follow it. There is much less pain that way.
Don't be caught by surprise by voice mail, a gatekeeper or the CEO on the phone. Prepare what you will say to each. Write your script, edit,
rehearse then tape yourself. Then improve. They will think you are so clever when you know the right thing to say. Don't count on luck - build
that system.
Attend a networking function. Decide your goals for attending. You may want to meet three new people, touch base with two clients, or connect
with the CEO. If you know what you want you are more likely to find it. After you achieved your goals you might relax and just socialize.
Consider that your reward. All your systems should have check points and rewards - along with penalties.
Do you use a computer? Success with your computer emanates from learning and practicing systems. You learn the software, shortcuts and tips. You
must develop systems to protect your computer. Backup regularly. Scan for viruses. Use passwords. I guarantee you, deviate from your system of
backups and sure enough Murphy will appear to teach you a lesson.
Life is simple. Success is simple. Business is simple. There will be complicated moments, confusing dilemmas, and challenging enigmas. These are
meant to test your patience, virtue and self-confidence. Be clear, be persistent, be consistent and practise systems.
Business speaker, George Torok brings practical insights to business. He is co-author of Secrets of Power Marketing, the first
guide to personal marketing for the non-marketer. As host of Business in Motion he has interviewed over 400 business leaders. He is available to
deliver keynote speeches and business seminars. Contact him at 905-355-1997 or info@torok.com
© 2000-08 George Torok All Rights Reserved
Business Articles by Business Speaker, George Torok
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