“Don’t Worry About the Mule Being Blind. Just Load the Wagon!”

That phrase came from 2nd Lt. Connie Busby from my Platoon in the Infantry Officer Basic Course at Fort Benning, Ga. in 1981. After watching ABC, NBC, CBS, MSNBC, CNN I realized my attitude about business was starting to change. I was beginning to think there was nothing I could do – after all it’s the economy. 

Then it hit me! I was worried about the mule being blind and not loading the wagon. I wasn’t concentrating on getting the work done.

Here’s five ways to focus your business for success:

1. Focus on Your World

The news is a sweeping generalization and has no problem letting us think this is the way of the world. Concentrate on your world.  Are you still in business?  Are you in foreclosure or in danger of getting there?  Do you work in a failed bank or investment firm?  If not, pay attention to what’s affecting you–not what the media says is affecting you.  Do your work.  You’ve got the reins; tell the blind mule where to go.
 

2. Protect Existing Customers/Clients

When was the last time you communicated with them without trying to sell them something?  Bad idea.  Get a newsletter or ezine going and get it out monthly.  Figure out ways you can start showing clients how much you appreciate them.  Let them know you’re not a source of their worries or fears.  Even better, start making them some great offers and/or value-added bonuses.
 

3. Install or Crank-Up Referral Programs

New marketing is expensive and referrals are far easier and cheaper to get.  Your customers are like seeds in an apple. You can focus on how many seeds are in the apple. Getting referrals is focusing on how many apples are in a seed.  If your clients like you, then you’re good for the people they like. Make that point clear and get referrals–now!
 

4. Know Who Buys What

Not all of our customers buy everything we have to offer. Start breaking down your list to who buys what. Now you can sell what they want easier. Then begin to cross-sell to your own client base.  Sub-segmenting your client list reveals the profile for your ideal client.
 

5. Fix Your Customer Service

Providing the best customer service has never been more important. Lax customer service creates an opportunity for your competitors to drive a wedge between you and your profits (or survival). Conduct a top-to-bottom review of all the points anyone in your company comes in contact with a customer. Are complaints resolved quickly? Do people show up on time for appointment? Are things ready when a client wants them?  You need to be 100 percent sure. 
 

No doubt–the economy will have some effect on business.  Things are changing every day, but you can control the outcome.  Stop worrying about the mule being blind and get to work.

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