3 Enemies You Must Conquer to Increase Cash Flow
The most important discovery about successful people is that they take continuous action in the direction of their goals. They practice what is called in military terms the “continuous offensive.” They are always trying different things, and if they don’t work, they try something else. They are never satisfied, and they are never complacent. They are continually moving forward to generate sales, revenues and cash flow.
Three Enemies to Conquer
Perhaps the three biggest enemies of successful people are learned helplessness, the comfort zone and the path of least resistance.
Stepping out of Your Comfort Zone
With the comfort zone, people get into the habit of thinking and doing the same things in the same way, even if they aren’t working anymore. People resist moving out of their comfort zones, but no progress is possible if you keep doing the same things in the same way.
Discouraging Learned Helplessness
With learned helplessness, people feel like victims, as if they are overwhelmed by the situation, and there is nothing that they can do. They start to use the words, “I can’t” over and over, which is a way of saying that they don’t see any way forward. But there is always a way forward. Learned helplessness can be avoided once it is recognized and consciously corrected.
Path of Least Resistance
The third enemy is the path of least resistance. This is the natural tendency of people to follow the fastest and easiest way to get the things they want in the short term, with little concern about the long term implications of their behaviors.
The fact is that almost all success people have and enormous amount of self-discipline, and the ability to make themselves do the things that are hard and important rather than the tendency to slip into doing the things that are fun and easy.
Cash Flow Is King
The life blood of a business is cash flow. All other activities else must be relegated to secondary importance in the quest for cash flow. There is only one real source of cash flow and that is customers and sales. Unfortunately, in most businesses, most of the people spend most of their time doing things that have little to do with generating customers, and the revenues and cash flow that they represent.
Get Your Free Report: Taking Action
Goethe said, “The things that matter most must never be at the mercy of the things that matter least.”
Steven Covey said, “The main thing is to make the main thing the main thing.”
Successful People Know The Purpose of a Business
What is the purpose of a business? It is not to make a profit. The real purpose of a business is to create and keep a customer. Profits are the results of creating and keeping enough customers in a cost effective way. Successful people in business must be obsessed with creating customers, all day long, in every way possible.
What is the key measure of business success? It is “customer satisfaction.” Your job in business is to create customers, and then to satisfy them completely so that they are happy that they decided to do business with you.
What is the measure of customer satisfaction? The true measure of customer satisfaction is repeat business. This means that your customers are so happy with you that they buy again and recommend you to their friends.
What is the ultimate question that you must ask and answer continually in your business? It is: “Based on your experience with us, would you recommend us to others, on a scale of one to ten?”
You will find that 85% of your repeat and referral business will come from people who are so happy with your products and services that they eagerly tell other people about you, and encourage other people to patronize your business. How well are you doing on this score?
Even more important, how could you increase your score? What could you do, starting today, to take such good care of your customers that they eagerly buy from you again, and recommend you to others? Your answer to this question can change the entire direction of your business, especially in a tough economy where there are fewer customers and tougher competition.
About Brian Tracy — Brian is recognized as the top sales training and personal success authority in the world today. He has authored more than 60 books and has produced more than 500 audio and video learning programs on sales, management, business success and personal development, including worldwide bestseller The Psychology of Achievement. Brian's goal is to help you achieve your personal and business goals faster and easier than you ever imagined. You can follow him on Google+, Twitter, Facebook, Pinterest, Linkedin and Youtube.