Small businesses trap themselves in feast-or-famine cycles by stopping marketing when they're busy. David Jenyns explains why consistent marketing keeps leads flowing and how delivery systems directly affect your ability to market reliably.
A lot of businesses, marketing needs to happen all the time. Some businesses, they go through this feast, famine, particularly when you're a smaller business because they're not consistently marketing 24, 7 regardless of whether or not you actually need leads. A lot of small businesses, what they'll do is they've got work and they're busy, and then it's not until they've closed a project that they then start marketing and to try and get the next lead. But there's too much of a lag time between when you win that next work. So things aren't necessarily lined up. And that's what creates feast or famine. Consistency overcomes that by having marketing happen all the time. And marketing is constantly putting people, new people into your funnel so that when it's time for you to take the next project, they're already queued up, ready to go. So it's also another common mistake with a lot of small businesses is their approach to marketing. And I only mentioned that because that's right at the top. Not necessarily specifically to do with Brendan, but I, I think again, you'll, the more that you look at these, the more you start to see the business for what it is and where some of their challenges are and where they need to go to work. So Brendan probably can confidently feel like if he gets his delivery nailed and he gets his processes right there, he will then, whether he's conscious of it or not, he'll then actually be able to market and sell a lot harder because he feels confident that he'll be able to deliver and nail those projects. Sometimes if you're having troubles in delivery, and you know that you're having troubles in delivery subconsciously, you don't sell or market as hard because you don't, you know, want to let the client down or let the person down or, you know, that's going to put unnecessary stress on the business. So it's good now for Brendan to know, well, if I double down on this area, that actually helps everything. And this whole idea that your business is a system and, and everything's interconnected, so sometimes you'll make changes down in the delivery and you won't actually realize that that affects something further upstream or downstream. This is what this whole idea of systems thinking is about and why we think of our business holistically rather than just individually. Your business is a system as a whole. Then you've got. Each department is its own system and there are components to each of those subsystems.
Just a heads up, that clip was taken from a session in our Systems Champion Certification Program, which is the world's first and only program for systems champions to help you build a systems culture and develop an AI first approach and roll it out inside your organization. To find out more, head over to systemology.com systemschamp and I'll see you in.
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