More Customers Or Clients Than You Started With: Lessons From The Logging Industry

Posted: November 19, 2011 in Business Tips

Did you know that nowadays for every tree that loggers cut down they plant four seedlings?

Did you know that because of this practice, there are more trees now than there were in 1920?

If you think about it, this is a very smart practice because without new trees, loggers have no future.

That made me think.

How many businesses are wise enough to do the same thing?

Many businesses start by focusing on doing every thing they can to get customers or clients… until they start showing up.

But once they start showing up something interesting happens.

They stop focus on getting them (or lessen that focus) and begin to concentrate on helping those customers or clients.

Now, obviously, you need to focus on your customers or clients.  I would never tell you to not do that.  But what will eventually happen to you if you stop focusing on getting new customers or clients?  

That’s right.  You’ll end up like unwise loggers.

You’ll soon have no future.

And just to be clear, this doesn’t just apply to traditonal businesses.  It applies to schools, universities,  doctors, hospitals, dentists, etc.

What Can We Learn From The Loggers
1. Always be planting

Don’t ever stop prospecting, marketing and promoting.  Make it a habit to do one thing to grow your business every time you make a sale or gain a client.

Want an example?  They say the best way to ask for a referral is right after a person purchases.  That’s one thing you can get into the habit of doing.  (*By the way, in interviewing 38 top business, marketing, and sales experts I’ve discovered this first lesson is the common thing most businesses stop doing in a recession.)

2. Plan for four times what you need

This is one of the times where it’s better to be realistic, than optimistic.  Realize that some of your efforts now are going to fizzle out.  Some new customers won’t purchase much or stick around very long.  Plan for this.

That reminds me of a wise saying to keep in mind.  It’s this, “Whoever sows sparingly will also reap sparingly, and whoever sows generously will also reap generously.”  Plant generously now if you want to reap generously tomorrow.

3. Keep your mind focused on tomorrow while working today.

It’s so tempting to get caught up with the customers and clients you have today and forget to focus on the future. But that is a very fatal type of amnesia to have.  The time to think about, and plan for, tomorrow is today. Every logger knows that a tree doesn’t just appear in a day.  You have to plant it, protect it, fertilize it, weed it, etc.

Today is the day to create content that will allow someone to find you next month.  Today is the day to send your prospects list some new, valuable content.  Tomorrow they might have the need or finances to finally purchase what you offer and you want to be at the top of their minds.  The fact is prospects also take time to grow into customers or clients (some take more time than others).  That’s why you must keep your mind focused on tomorrow or your business won’t have many tomorrows.

Apply these lessons from loggers to your business and you’ll increase your chances of a great harvest in the future.

Photo by clairity

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