Imagine this….
You have a hose that is say 50 metres long. You turn on the water at the tap, but the water does not come out of the hose – at the other end – immediately, right?
It takes a little time for the water to make its way through the hose until it exits at the other end. Let’s say it takes just 30 seconds.
Now, we have got water flowing at the other end consistently, but if we turn off the tap, in about 30 seconds, there will no longer be water flowing out the other end of the hose, right?
So if we need the water to flow again, we have to turn the tap on, but again, it will be 30 seconds before the water flow out of the hose again.
There is a lag.
Guess what, this is what will happen in your franchise business, in particular around your marketing.
Imagine you turn your ‘marketing tap’ on. It will take some time – lag – for leads to come out the other end of your ‘marketing hose’ and in general this is about 90 days for full effect.
Now, let’s say you get busy and say ‘stop the leads’ so you turn off your ‘marketing tap’. All will be fine and you will tick along, but in about 90 days, all of your leads will dry up, no more are flowing through the marketing hose.
So you turn the ‘marketing tap’ back on, but it takes 90 days for the ‘flow’ to make its way to you again.
This is the momentum and consistency in your business – two important things.
Momentum is the time it takes for the water or leads to make it down the hose. So for marketing it takes approximately – as a rule of thumb – about 90 days to build up this initial momentum.
But if you don’t keep the flow consistent and turn off the tap, every time you will need to ‘rebuild’ your momentum.
So instead of turning the marketing tap OFF, what if you just turned it DOWN. Find that happy medium of a CONSISTENT flow of leads through the marketing hose, rather than on and off all the time and having to rebuild momentum each time.
You may have heard the saying of Get the work, get the work, get the work. Do the work, do the work, do the work. Get the work, get the work, get the work, etc. This is a very energy sapping, draining way, flat out exhausting way to do business.
This is why your franchise can fail because you become tired and stressed and it is all too hard. You have big gaps in cashflow and leads because you keep turning the ‘tap’ on and off and therefore creating unnecessary lag and forcing yourself to continue to rebuild momentum.
Have you ever heard the saying that it is easy to push a car that is already moving than one that is stopped?
So if you keep the flow of leads happening, it is easier to turn the leads up or down, but not on and off.
Build the momentum ONCE and then keep it consistent and you will find that it will be far easier to run your business rather than the uncertainty that comes with the continue on/off method.
Tracey
PS. If you haven’t already, why not check out my free quick guides and workbooks – you can find them on the home page of my website at www.traceyleak.com !