Nothing Changes if Nothing Changes
Hopefully you took time at the end of last year to reflect upon your practice's performance, questioning what worked and what didn’t work – and why. Although it was maybe unpleasant to consider, an important step in this process is looking at goals you set for yourself or for your business where nothing happened, and therefore the goal was not met.
Why did you fail to meet the goals you set? Simply stated, it is usually because nothing changed. Possible reasons businesses frequently fail to meet goals, even realistic and attainable ones, include:
- You didn’t have access to the resources you needed to meet the goal .
- You had to focus on other areas of the business and didn’t have time to devote to the goal.
- The goal was set but you didn’t know where to start or how to achieve it.
- The goal was unrealistic to begin with.
Take, for example, the business manager who sets the goal to implement a customer rewards program. He set this goal as a way to reward customers for their loyalty, encouraging them to return to his practice for repeat business. He had received feedback that patients didn’t necessarily feel appreciated by the business or didn’t understand what value the business offered over competitors, resulting in very few returning customers. However, shortly after the new year, revenues dropped significantly and the manager therefore had to put all of his time and energy into simply meeting profit targets each quarter; as a result, he never found the time to develop a thoughtful rewards program. Ultimately, he ended the year with the same problem he started with: no customer loyalty.
One way to solve this problem – or a number of other reasons why goals weren’t met – is to hire a marketing consultant or business coach to help you meet your goals. A consultant can use their expertise and business knowledge to develop a reasonable plan that business managers and their staff can implement. Or, they could even undertake certain aspects of the business such as social media marketing or newsletter content so that those within the business can focus energies elsewhere. A business coach can help you learn how to better manage your time so that you can focus on goals or even help you motivate your staff so that they too are committed to the goals you have set. Or – if you don’t even know what goals to set – a consultant can come in, help you evaluate your business and define appropriate goals for the year ahead.
Set yourself up for success by ensuring you have the resources necessary to achieve your goals. And never forget that one of the most powerful resources is simply surrounding yourself by experienced, knowledgeable and motivating individuals that can support you in all your business efforts.