Y.D.G.B.S.O.Y.A. stands for “You Don’t Get Business Sitting on Your Arse”. And while this may be stating the obvious, there’s rather more to it than just that, according to Nigel Toplis
No, Y.D.G.B.S.O.Y.A. isn’t the name of Arsenal’s new target Centre Forward; rather it’s an acronym I’ve employed for many years to remind me that business requires effort.
I have always used the comparison that running a business is like taking part in the world famous Grand National horse race – 30 fences to jump and over 4 miles of stamina sapping galloping.
Business always has barriers to cross, of course, as well as ditches to avoid with competitors looking to beat you. Moreover, successful businesses have long been on a stamina sapping journey – testing resilience and demanding application, hard work and energy.
Interestingly, most of the barriers you come across in business are generally obvious and visual; and yet too many businesses crash and burn when they hit the barriers. According to several studies over the years some 80% of independent start-up businesses fail within two years.
Of course, in franchising the success rate is much, much, better. But that is not to say that franchises don’t fail; or that there aren’t challenges along the way.
Over 30 years’ experience
I’ve been involved in the franchise sector, and specifically in business to business, since 1994, working with over 600 franchisees. In those years, unsurprisingly, I’ve come across a whole range of impediments to growth.
In B2B, particularly, the very core of a successful business is the ability to build robust and long-lasting relationships with customers. This intimacy with the customer supersedes every other facet of the business (assuming of course your product/service is fit for purpose).
Building trust and respect are integral to building the relationship, such that the customer feels compelled to return time after time – thus further enhancing the relationship.
It is incumbent therefore that the franchisee does everything in their power to get, keep and grow the customer and by doing so reduce (in some cases totally remove) the barriers to business.
Barriers to business
These are some of the most obvious barriers in a business-to-business franchise (or licence!!).
- Activity
If you are going to get customers, keep them and ultimately grow them then you must be prepared to be active – particularly in sales and marketing
The message needs to be repeated over and over – we are about adding value, about being personal, about understanding your business and about always being available to respond to your needs and to help you to deal better with your customers
- Resources
It’s just too easy to take your ‘eye off the ball’; to be distracted; to waste time and money on things that are simply ‘non-productive’
Your business needs you to be 100% focused and particularly focused on the core elements of ‘get, keep, grow’; you need to be able to ‘duck and dive’; innovate; change course and above all be alert to the ever-changing market
- Time
In business as in life our most valuable commodity is time – so don’t waste it!
You only make money when you’re with customers and so sufficient time needs to be spent with both existing customers (building relationships) or prospecting for new customers
- Planning
It’s great to think that we can all run a business successfully ‘off the cuff’ – you can’t!
The essence of a sound business is a robust and structured plan
More importantly, it is a plan which is implemented, monitored, reviewed and adjusted
The old saying is very true: few people plan to fail but many fail to plan
If you’re not prepared to think about the business, set objectives, plan and take actions and measure yourself on the outcomes then what you have is a hobby, not a business
Business is all about relationships
The longer I’ve spent in business the more my opinion has hardened; particularly in a business-to-business environment, business is ALL about relationships.
It is the strength of your relationship that will define how important price is to the customer; it is the strength of your relationship that will decide if the customer repeats an order and it is the strength of your relationship that enables you to grow the customer – or not!
In the meantime, it is YOUR relationship with your customers that gives you a competitive edge.
You can’t do everything
You can’t do everything, however and frankly you shouldn’t – you need to focus your time and energy on what really impacts the business so the word is delegate – because if you don’t delegate non-profit generating tasks then eventually that’s all you will have time for.
Making it work
Most businesses aren’t complex; success relies on hard work, customer focus, good organisation and a high level of activity.
The more active you are, the more people you will see and the more people you sit in front of (1-2-1 meetings) then the more business you will get. SIMPLES!
Failure to actively market and promote your business, to communicate regularly with customers and to keep your face, your brand and your products at the forefront of a buyer’s mind is negligent. Like riding a bike – if you stop peddling then eventually you will fall off.
Owners juggle loads of tasks, have numerous responsibilities and suffer time constraints.
That is the life of a business owner and experience shows that owners inevitably end up focusing on short-term goals that demand an immediate response often resulting in any business building activity being pushed back until time permits. Trust me, time never permits!
A minimum requirement for any B2B business:
- Get in front of customers – make appointments (too difficult, don’t like cold calling, no one around; all on furlough – excuses!)
- Network (BNI, BOB, BRE, Chamber, Business Clubs….)
- Ask for referrals (when was the last time you asked? seriously!!)
- Get known and keep known – make sure your brand is continually in the customer’s face – build awareness
Email marketing every month without fail (visual)
Send awareness cards on a regular basis (visual + tactile)
Mail out information – catalogue; range brochure; information leaflet and so on
Are you on google my business?
- Make use of social media to ‘spread the word’
- PR is free advertising – media love a local story – so give them one
Getting business is about getting in front of customers and being about structure, focus, good organisation and a bucket load of persistence.
Yes, it really is true Y.D.G.B.S.O.Y.A.
