Dec 22, 2022
Canmore, Canada – “First ‘official’ day of winter and it’s only
-30C.”
Can’t read the full email – click here for the online version.
Yesterday I noticed more than a few comments
on social media – upset that it was the first day of winter. To hammer the point home, they noted the upcoming forecast of colder weather, with blowing snow.
Must admit, I always look at these
posts with amusement.
Winter usually begins here early November. The ski hills look to open the first weekend of that month. And since the past week we’ve had overnight lows where it doesn’t matter if you use
Fahrenheit or Celsius – we’re pretty sure winter didn’t just “begin.”
Personally, I like to celebrate the 21st of December. Not because it heralds winter’s arrival, but because from here on in, every
day will give us a few more minutes of sun.
Since we have only 7 and half hours of daylight now – this is a big deal.
This recalls a Dan Kennedy-ism, whereby he urges business owners to be “negatively optimistic” or “optimistically paranoid”.
What he means is this.
Successful entrepreneurs are
optimistic about their future and their company’s future outcomes. But always remain pessimistic regarding short-term possibilities.
Meaning – they sweat the small stuff. They know things
can and will go wrong along the way.
Think about air travel.
I do not worry about the plane making it to its destination. Departing or landing safely. I assume the pilots and crew know what they are doing.
I am, however, pessimistic about the plane departing or landing on time. That my luggage will make it. Or that I won’t have to wait longer than seems possible, for it to be unloaded.
Believing that all these little things could happen – I plan for them to do so.
One area where many owners are not pessimistic enough is the area of
ensuring their customer does what they expect them to do.
Here are a few examples:
- Patient has an appointment to see the dentist but doesn’t show up.
- Registrant for a Spa treatment forgets she had booked one.
- Financial Planner has a scheduled prospect call or meeting
– prospect fails to turn up or take the call.
There are many other examples – but you get the idea.
Most of us owners, operate under the assumption that when someone says they will do something, they will do it. I mean, that’s how we operate – right?
But experience shows that that is not the case. Many people end up backing out of their commitments. Sure, some had every intention of making their appointment but something unexpected came up, and it was either urgent or they deemed it more important.
Sometimes they simply forgot. Or didn’t have it in their calendar. So, it didn’t exist, for them.
Most of us have some system, if even manual, to try and ensure these commitments are made. How much better would your income be, however, if you had a system on “auto-pilot” that reduced these no shows significantly?
In the case of the dentist, what would be the extra revenue if, with a ‘push of button’, he could invite other patients to take the place of a cancellation?
The Spa business increase their turn up rate.
The Financial Planner take more calls.
This is the kind of system my partner and I have been testing lately, with excellent results. If your business relies on people showing up – then check it out here.
Remember: “Trust – but verify”.
Until next week,
Have
a Merry Christmas, stay healthy and focus on profit!
- Hugh
The
“Profit Accelerator” Expert
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