How do you recognize the difference between real sustainable growth in your business and just currently being busy? If you don’t recognize the difference between the two, then you might make the mistake of making a lot of investments that you didn’t need to make right now.
Suppose you are booked for 4 weeks on leads and 10 weeks on installs. Does this mean you need to run out and hire more employees and invest in more tools and equipment? Maybe even find a bigger building for your business?
For example, say you own a roofing company and there was a storm with high winds and hail that damaged the roofs of several homes. This means you are busy from the storm, not experiencing sustained growth. If you did go out and make all those investments in your company, they would all become a burden on overhead when the storm work is completed.
Many companies run into cash flow problems because of a situation like this. Some companies think they can solve their problem by trying to advertise their way out of it, with the thought that more leads will solve the problem. They would be correct, if they could get enough quality leads to support the added investment.
However, what tends to happen is the contractor can’t generate enough quality leads on their own to support the situation and wind up with the crippling problem of now trying to find the money to support the major investments they made in their company, that they didn’t need to make at this time.
Now suppose you are facing the same workload, and you’re booked at 4 weeks on leads and 10 weeks on installs. The difference is, in this case you are showing a sustainable, long-term cycle of growth, which if you manage your marketing properly, you can maintain this solid increase in business.
It’s a proven fact, there are few tools more powerful than a human connection, especially when the customer is in need of emergency service, in this case a roof repair or replacement. This is the difference between short-term and long-term growth.
In this scenario the business growth doesn’t end, instead, it’s sustainable. Customers keep flowing in and with them you are also receiving referrals and extra business from the same clients who liked your workmanship, fast installation and fair price.
This is called sustainable growth, and in this case bringing on additional sales reps and crew members, as well as, tools and equipment, would not only be acceptable, it would be a necessity that would generate more leads and sustain your ability to maintain your excellent workmanship and professionalism.
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