At the beginning of the year we attend industry shows that excite and motivate us. We roam the aisles and attend educational seminars, all with the best intentions of returning home to use that newfound information and poised for sales and marketing activities that will elevate our sales and profits. As you get started you’re excited because what you picked up at the show starts working – then, “Bam!” Several deals go sideways, clients say no, you pick up a few deals and then, Bam again. It can be a vicious cycle.
Does this sound somewhat familiar?
I have numerous consulting clients who, at one time or another, have admitted that they have lost their drive and feel very burned out. My friends, this is a real phenomenon and there are numerous books, articles and blogs about this subject.
There are several signs and symptoms that burnout is taking hold:
• Lagging sales. Do you see your sales slumping with no real explanation as to why? Are you working harder with no real return? Do you feel less motivated to do sales calls and reach out to prospects?
• Attitude changes and complacency. Do you find yourself making excuses, getting up later and later, saying that you'll just take care of it tomorrow? Are your clients getting your best efforts?
• Mundane routines. Do you find yourself camped out in front of your computer, just waiting for emails, or do you sit and do artwork or involve yourself in non-revenue-generating activities? Do you find you become easily distracted?
• Response to numbers. Have you failed to set real sales goals and if you have, are you finding it difficult reaching those goals, and finding you couldn't care less?
• Just getting by. Do you see yourself, your numbers and sales just skating by and do you feel unhappy and unsure why?
Again, this problem is so common that I have done hours of research in an effort to assist my clients on techniques to overcome this syndrome and get back on track.
Here are nine pointers to help avoid burnout:
1. Get organized. Cut out unnecessary tasks – take a hard look at activities you’re spending idle time on and rework your day.
2. Get back to basics. Check your workflow process and seek help to streamline what you do. I will often ask, what did you do before that made you successful? Generally, when it comes down to it, there are basic things that we have forgotten to do, and when you come back to those things begin to right themselves… each person and each situation is different.
3. Change your environment. Move your office around and establish a fresh look for your working environment; you may even find that it’s important to change who you are and what you do. I have found that sometimes "reinventing" or "rebranding" myself provides a fresh look and feel.
4. Prioritize. Get help. When you prioritize your activities often you will find that there are things that you are doing that make you feel unproductive; and after looking deeper you may find these activities mundane and things you may be able to offload to someone else, say a virtual assistant. Many companies offer these services at a very nominal fee. By creating structure, relevant activities fall into place more succinctly.
5. Make goals. Create a plan. I am amazed how few people have a marketing plan. They go about daily activities basically navigating from one task to the next with no purpose or direction. Create an activity plan and be diligent about following each activity. Doing so will make you feel a better sense of accomplishment as you tackle each milestone.
6. Personal development. There are so many areas where you can obtain additional education. I have hired numerous coaches during the years and have found them to be invaluable in helping me forge a path and create a clear direction for my business. You could work with a peer whereby you hold each other accountable or you could consider hiring a consultant. Make sure if you choose the latter that you interview this individual thoroughly to ensure it’s the right fit for you and your team.
7. Develop your passion. Get focused. I am a big believer that people love to associate themselves with folks who are passionate about what it is they do. When you get into a rut it becomes increasingly less likely that your passion will flow. Mark Twain once said, “Find a job you love and you’ll never work another day in your life.”
8. Slow down. I always coach the folks I work with to develop a full life approach. You must come first, your family comes second and the job comes last; when you’re on your game everyone else benefits.
9. Get and stay fit. Physical health is more important than fiscal health and I believe one begets the other. Take good care of yourself; create an environment of solid mental, spiritual and physical health first… the rewards and what it does for you emotionally can’t be measured in dollars and cents.
You owe it to yourself, your company and your family to be mindful of the potential of burnout to set in, and to prevent it from doing so.
Until next time, continued good selling!
Cliff Quicksell, MAS, has been involved in the promotional marketing industry for over 30 years. He is the recipient of over 25 international sales and marketing awards for innovation, creativity and his contributions to the industry. He can be reached at cliff@quicksellpeaks.com or 301-717-0615.