OK, so last month you decided that this was it - the time had come for massive action.
With a plan in place you began to execute it. Let’s face it – you were excited and determined to implement new marketing strategies, to follow-up on every email, every call and every sale. And you have done your homework consistently for a full four weeks.
But right about now when you look at your sales records, and your bank account – nothing seems to be different. With all this massive action it makes you wonder what you are doing wrong.
I can't tell you how often I have spoken with entrepreneurs and business owners who are disappointed with the results of their efforts. The problem? They begin trying to measure their results before their action has any effect.
They are impatient and begin to measure their results far too soon.
I often ask them to try to think of their business like building a snow man. Everyone knows that when beginning to put the base of the snowman together you need to start with a very small snowball. It may take a few tries to get a good solid snowball – but if the snow is wet enough you can begin to roll it on the ground to collect more snow. And as it grows bigger and bigger – and it begins to peel all the wet snow off the ground, you may look around and notice that the base is not quite as big as you want it – but the only place left that you have not rolled your snowball is on the hill. You know the one.. the one we love to come down but hate to go up.
As you look around, you can see others rolling their snowballs around. All the flat areas have been rolled over and everyone is scrambling around looking for more snow to pack on their snowballs. This is when you make the decision that you want to do SOMETHING – maybe anything to make your snowball base bigger. There is nothing left to do but tackle that hill – and take MASSIVE ACTION.
And so with all your might you begin to push the snowball – UP the hill. You push and you push – sweat and toil – and about half way up the hill you begin to wonder if the base has collected any snow at all. In fact as you look backwards at how far you have come you wonder if the effort was really worth it. The base seems no bigger – and all you have done is sweat and toil just to get the ball this far up the hill.
This is where many people quit.
They get winded and massive action with no immediate reward seems pointless. Little do they know – that massive action is not something that will show immediate massive results.
Consider what might happen if – despite holidays, despite feeling tired, despite disappointments you kept pushing and pushing that snow ball up the hill. Close your ears to those who are calling to you telling you it is useless to push a snowball up the hill. Disregard the jeerers and the nay-sayers who tell you it is not possible.
Instead think about one thing: When you get to the top of the hill, and you reach the tipping point, that is when all of your hard work will begin to show some results. If you look around when you get to the top – your snowball may not look any bigger than anyone else’s.
However when you push it over the crest of the hill, it will begin to move down the hill with very little effort on your behalf. And as it rolls down the hill gathering momentum, it will pack on fresh snow and begin to grow bigger and bigger almost by itself. And when it stops at the bottom of the hill it will be sitting in fresh snow that no one else has used – because no one else wanted to push their snowballs up the hill.
This is the result of massive action on your part.
Now not only is the snowman’s belly bigger than everyone else’s, but you also have unlimited untouched packing snow to begin building the second ball to put on top of the first.
Results of your massive action never appear immediately after the massive action. But massive action followed up by consistent follow up and continual action, will bring incredible results. Never measure your results – always measure activity.
If you have a solid and proven plan it is important to recognize that nothing happens immediately after implementing it. In fact where you are today is often the result of what you did three months ago. That is why many people are scrambling to get more business after the summer time. Instead of taking massive action they mistakenly decide that everyone is on vacation and decide to wait until the end of summer to make calls and do follow up. And it may take several weeks to begin to see the results of the action that they take in late August.
So when you begin to take massive action - measure activity - not results