As business owners making our own sales, we tend to pride ourselves on the amount of effort, energy and time we put into delivering value to our prospective buyers, current clients and business relationships. 

We go the extra mile, we stay the extra hour, we solve the extra problem when its needed most, even when it seems crazy to the 9-5 onlookers watching as we go.

We do this because we know without it, our business would struggle to survive as the demand for higher and higher quality business service grows with each new competitor entering the market.

With the rapid pace at which the modern business world moves, it is critical that we remain ahead of the curve as we know if we don’t then our competitor will – and all the hard work we’ve put in up to now can go down the drain quicker than we could have imagined catering for.

And with this, of course, comes its own set of challenges, the most stressful of which for business owners is typically the challenge of revenue inconsistency.

Inconsistency typically arises when we know we need to stay ahead of the curve, but we do it only ‘when we feel like it’ or ‘when the opportunity arises to do so’. Inconsistency arises when we are reactive instead of proactive.

Inconsistency arises when we act based on our emotions and feels rather than our objective logic.

When it comes to sales generation, business owners at the threat of inconsistency will have empowering, positive months followed by scarily and worryingly low months that can have them on top of the world one minute and wondering where on earth it all went the next…

It’s an anxious way to do business, and can lead to a self-destructive cycle that makes closing sales an uphill battle at the best of times.

And if you’ve found yourself asking the mirror: ‘I don’t get it, I go the extra mile for my prospects but still my sales results are unpredictable, what do I need to change?’

The answer is your consistency, and its likely you’ve either not yet created a system, process or strategy for ‘going the extra mile’, or you’ve created one but you’re not sticking to it.

Doing the extra little things for our current and prospective buyers is a positive and impacting way to build sales revenue, but without doing it consistently and systematically, we leave ourselves vulnerable to our competitors who have every opportunity to couple their servitude with longer term thinking than us.

To overcome this, the key is to practice the power of measurement.

When it comes to consistent sales growth, we often find that what gets measured gets done.

And so in order to capitalise on this notion we need ask ourselves and then act upon the following question:

What am I currently not measuring that I know can be measured, and that I know how to measure? 

The two parts to this question are paramount in successfully implementing the power of measurement into your ongoing sales growth.

The first part identifies areas the actions you may be doing that you’re currently not measuring or putting into a consistent strategy, whilst the second part ensures you know the factors about those actions that are important to measure.

These areas of measurement are different for all different types of businesses, and revenue goals to be achieved within those respective businesses, but they may range anywhere from ‘unexpected gifts given to prospects’ to ‘likes on social media posts’. The vast range of available things to measure really is endless here, but the most important part is that you do in fact measure what’s most important to you and your business in going the extra mile.

This allows you to turn your inconsistency into measurable consistency.

It allows you to consciously and purposefully turn your sales hopes into revenue reality.

It allows you to systematically turn all your hard work into something you can quantitatively capitalise on.

It allows you to strategically turn the extra mile you’re going into extra income for your business.

And the key is to do this in a way that allows you to sustainably go the extra mile, to sustainably stay the extra hour, to sustainably solve the extra problem, because it is doing the extra things consistently that will result in true revenue growth moving forward.

So what do you need to start measuring?

Darcy J Smyth is the lead trainer of the Tonal Persuasion Method for Sales, a methodology designed to ensure you are closing sales without the dreaded ‘Hard Sell’ that turns so many buyers away in the modern business landscape. Download your TPM Beginner’s Guide below:


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