Business owners are extremely creative people. They build something from nothing; they create new and wonderful products; they constantly think about better ways to do things. However, this creativity can also stop them. It can cause the Shiny Object Syndrome (SOS).
- “Oh here is a good idea!”
- “I might never have this opportunity again!”
- “I must create this new product!”
They chase the shiny objects and get off track and lose focus. Someone once described it as being like a five year old on steroids! February being our Focus Month we will share five favourite focus techniques to overcome the Shiny Object Syndrome.
Focus on Finishing
Do you wake up each day and excitedly announce to the world that “today I am going to finish something!”Probably not! It is so much fun starting new initiatives. It is not so much fun finishing things. That is why our lives often include half done projects that have slowly ground to a halt. So believe in yourself; you started something because it was a great idea so finish it otherwise it won’t be a great idea!
Focus on Building Relationships
Forget transactional selling. Customers buy from you because they trust you. They trust you because you have built a relationship with them. Instead of focusing on the next great sale, focus on building relationships. When you meet new people nurture the relationship in a positive and professional manner:
- Follow up with them
- Do what you promised
- Keep in touch
- Help them
As you build your trusted community, stay in touch and provide value at every opportunity. Our guarantee; if you build relationships you will get customers!
Focus on the Numbers
Numbers never lie! Identify your three or four critical numbers and stay focused on them. Measure them and when they fail to reach expectations initiate corrective action immediately. Avoid the pitfall of “we will make up the shortfall next month”because you won’t! Some examples of critical numbers:
- Numbers of new people met
- Marketing costs
- Size and quality of your contact database
- Numbers of active clients
Focus on your Ideal Client
Not long ago we identified a gap in the market that we knew we could fill. We did some initial work on creating a program to fill the gap and were about to embark on its development and launch when reality hit us like cold water. While everything about the program and the gap it would fill was correct we realized that it would not be suitable for what we knew was our Ideal Client. With great sorrow we dropped the idea.
Focus on Staying Focused
Here are some techniques you can use to stay focused:
- At the start of each quarter document what MUST be achieved by the end of the quarter (i.e. 90 Day Focus)
- At the start of each month document how much of the 90 Day Focus must be achieved by the end of the month (i.e. 30 Day Focus)
- Do one IMPORTANT thing before opening your emails
- Laminate your Vision and hang it on the wall
- Set aside 4 days a month to work ON your business
When the Shiny Object comes knocking put it in the Parking Lot; i.e. that folder or notebook where you put all your great ideas. Remind yourselves of the need to focus on the prize. To focus on those things that will bring success to the business so that one day you can sell it and then open your Parking Lot and chase the shiny objects.