Perhaps the most common theme I've heard in working with business owners or managers is that they rarely have time to plan for the future. They are so busy with day to day tasks and responsibilities, just getting through their weekly "To Do" list or fighting fires consumes all their time and energy, and then some.
Business owners often tell us that effective marketing strategies are not in place. Why? Because they are too busy selling. New products and services are not being developed. Why? Because they are involved in the delivery of existing products and services. Long-term planning is not addressed. Why? Because they are so busy working on this week's "To Do" list.
The solution to these scenarios is to distinguish long term functions from short term functions. This doesn't mean deciding which tasks you will do today and which you will do at some point in the future. It means knowing which functions make the business healthy in the short term, and which functions make the business healthy in the long term. It's not that one is more important than the other ? you have to do both well.
The inevitable reality is that short term functions always crowd out long term functions. For example, let's say I'm in the technology business and provide both "break and fix" work as well as installation of complicated networking systems. You hire me to develop a networked system for your business, which will take some time, some thought, some development. I'm about to begin this project for you when another customer calls and says, "My computer is down and I can't work until it's fixed." Of course I rush off to handle that customer's short-term need at the expense of my long-term project with you.
Situations like this happen every day in every business. It's common for a business owner or manager to handle both marketing and sales for her business. You know you need to sit down and develop a marketing strategy for the next quarter, but cash flow is tight so you also know you'd better get out there and sell something. Short term versus long term again.
The single most helpful action you can take to have the greatest impact on your business is to understand long term and short term functions, then separate them. Let's take a look at examples of both short term and long term functions:
SHORT TERM (if you do these well, your business will be healthy short term): - Accounting; - Administration (systems, procedures, policies); - Sales; - Operations; - Production; - Personnel (payroll, benefits administration).
LONG TERM FUNCTIONS (if you do these well, your business will be healthy long term): - Marketing (anticipating the market & future customer needs; innovation); - Research and Development; - Finance; - Staff development & training; - Corporate culture, teamwork.
The second step is to begin separating those functions for yourself and your employees, realigning responsibilities. Take a look at all the roles you play in your business. Do you have responsibility for both long-term and short-term functions? For example, are you handling both marketing and sales? Or handling both finance and accounting? Many business owners are spread all over the map.
Now look at the responsibility of each employee and ask the same question. Are they responsible for both short term and long term functions? I'm willing to bet that if they are, the long term functions consistently fall lower on the priority list.
The best case scenario is to have different people responsible for long and short term functions, as much as possible. Consider how to realign responsibilities so that certain employees are working primarily on long term functions and others are responsible for short term functions. You may not need to hire anyone new, simply realign who is doing what.
In many businesses with a small staff, complete separation is unrealistic. The next best scenario is to be very aware that you are wearing two different hats, and specifically allocate certain days or even hours to making sure your long term functions are given enough time and attention. For example, if you are handling both marketing and sales, you might block out two entire days each week where you do not schedule sales appointments, but you work on marketing instead. Or perhaps it works better for you to divide your days into morning for sales, afternoons for marketing. It takes discipline, and it's worth it.
Once you have the awareness, you'll see your business through different eyes. Separating long term and short term functions is the most effective move you can make to help you grow your business.
© 2004 Darcie Harris
Darcie Harris is co-founder of EWF International®, an Oklahoma based firm providing peer advisory boards for women business owners and executives. With 30 years experience in marketing, sales, management and entrepreneurship, she is achieving her dream by helping others achieve theirs. EWF International® franchises are available throughout the Southwest.
http://www.ewfinternational.com
THE PURPOSE OF SURVEY FEEDBACK:In globally competitive environments, organizations are... Read More
In fact, bringing your people - any of them -... Read More
Companies are welcoming a diverse range of employees (The Sunday... Read More
According to a study by the Manchester Group, 4 out... Read More
Jack Welch joined a conference that was held in Duke... Read More
Creativity can be defined as problem identification and idea generation... Read More
Organizational structure can inhibit or foster creativity and innovation. The... Read More
It has been well documented that employees' productivity and job... Read More
I saw Brian Kerr (the Irish national football coach) on... Read More
What really amazes me, with all the personal and professional... Read More
What is Neuro-Linguistic Programming?Neuro-Linguistic programme is nothing but the study... Read More
Communication is the key to your success at work, at... Read More
Some managers think of performance appraisal meetings and recollections of... Read More
Managers who aren't loyal to their people can't expect loyalty... Read More
TEAM DECISION MAKING: Managers who invite participation believe that people... Read More
Most of us would like to be better communicators. As... Read More
Here is a true story. My dentist did a "clinical"... Read More
There are different reactions that individuals experience during time of... Read More
If you have the entrepreneurial spirit (which clearly you have!),... Read More
In the Wizard of Oz, it was "Lions and tigers... Read More
If you're one of the many executives struggling with finding... Read More
There are so many ways to jump start your prifits... Read More
I first met Roland (not his real name) in 1972.... Read More
I love tennis both as a spectator and... Read More
Yet there is a place for those external 'raft-build's', 'away... Read More
In our fast paced work culture, manned by technology savvy... Read More
Measure.The first key question to answer in starting a problem-solving... Read More
Before you call your next meeting, the FIRST step is... Read More
Hearing impaired people often encounter difficulty at work because their... Read More
"It is a terrible thing to look over your shoulder... Read More
Time To Market (TTM) is a vital concept that every... Read More
Facilitating good communication can make the difference between a well... Read More
Military analysts call this "asymmetrical" war (as if war has... Read More
Answer: Starting one.Most of us realize that there is probably... Read More
We draw conclusions about people through observation, their behavior, past... Read More
Lack of Operations Manuals stunting your growth?CONTENTS:1. Do you lack... Read More
Conflict is a fact of life for all of us,... Read More
Performance Management is a process that both employer and employee... Read More
Transitioning from Vertical Hierarchies to Decentralized / Flatter OrganizationsThe need... Read More
--PREPARATION: The purpose of the therapeutic approach is to spark... Read More
Do you want to measure your workers' level of satisfaction?... Read More
Good hires do not happen by accident or luck. In... Read More
One of the first questions we ask a prospect or... Read More
Okay, so you've figured out what kind of meeting is... Read More
Office politics! It's just another way of saying: "The employees... Read More
Sometimes when I conduct my workshop on Effective Meetings, one... Read More
Creativity can be defined as problem identification and idea generation... Read More
In our current world of rapid and amazing technological advances,... Read More
Are you ready to raise money for your startup?Leslie Mitts,... Read More
If you search on Google for "virtual assistant", you'll find... Read More
TEAM DECISION MAKING: Managers who invite participation believe that people... Read More
On August 3rd/2005, Reuters reported that a German man had... Read More
It happens over and over in businesses every day.Within large... Read More
A critical task in the succession planning process of any... Read More
MANAGING A MARGINAL PERFORMER: Often a marginal performer, even after... Read More
My friend Delia is the owner of a small private... Read More
Many companies have dress codes, which include jewelry. Some companies... Read More
Because, like you I suspect, they have key target audiences... Read More
It is difficult to pick up a newspaper or listen... Read More
Life can sometimes be unexciting if not refreshed by the... Read More
If one does not understand a person, one tends to... Read More
Most firms have intelligent, capable, knowledgeable managers who are very... Read More
It's the middle of the night. You've woken up with... Read More
This short story, Coworkers Collaborate to Complete Successful Initiative, was... Read More
Various studies ? and common sense ? indicate that involving... Read More
Many business people and managers are spending too much time... Read More
Business Management |