Was It REALLY a Down Year (Or are You Missing the Forest for the Trees)

Miss the Forest for the Trees

Many small business owners are quick to lament when their earnings dip. However, this knee-jerk reaction can be incredibly damaging, especially when it comes to cutting vital components like advertising. Before making any rash decisions, it's important to step back and assess the situation objectively. Too often, entrepreneurs are too close to their businesses to see the bigger picture and determine whether the situation is as dire as it appears. In this blog post, we'll explore some strategies for acknowledging the true state of your business and making informed decisions based on that understanding.

First and foremost, it's essential to speak with your marketing partner and be open about your numbers. Have you been routinely tracking data over the past few months? If so, you'll have concrete information at your disposal to determine whether there's been a genuine trend downward or if it's simply a reflection of the most recent few weeks or months. Business owners are often too close to the day-to-day of their company to separate emotion from logic, which is why it's imperative to have a third party, such as a marketing consultant, examine your stats to provide an unbiased assessment.

workbook for building or refreshing your marketing brand strategy

Additionally, it's vital to adjust your scope when evaluating your performance. Are you assessing your company in comparison to the market as a whole, your industry, or direct competition? Depending on which lens you utilize, you may discover that you're performing better than you initially expected. By broadening your viewpoint, you can identify potential areas of improvement or sources of unexpected success.

It can also be beneficial to evaluate external factors that may be causing your slump. For example, is there a nationwide or global event taking place that's affecting your industry? Or, is a major competitor in your area experiencing a similar dip in sales? Sometimes, the issue is less related to your company's performance and more connected to larger, macro-level phenomena that you can't control.

Another significant consideration is the long-term effects of your actions. If you immediately begin cutting advertising or other essential components of your business in response to a drop in earnings, what will the result be six months or a year down the road? It's important to view your business's health from a holistic perspective and to make strategic and informed moves rather than solely reactionary ones that may have a damaging impact in the future.

Overall, it's crucial to take a step back and evaluate your business's performance objectively when you experience a dip in earnings. By speaking with a marketing partner, adjusting your scope, considering external factors, and considering long-term effects, you can make informed decisions that will positively impact your company's future. While it's important to acknowledge when times are tough, it's equally essential to avoid making changes that will harm your business in the future. Keep your focus on the bigger picture and take proactive steps to make informed decisions for the health and success of your business.


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