I hear that fairly often from clients or people thinking about becoming clients, “What can I do now to get more business, like, today?” This is often followed by “I was thinking about sending a postcard” or email or buying a page in a sourcebook because “they just offered me a great deal but I need to decide today.” These are great examples of reactionary thinking.
Reactionary thinking is when something happens (or fails to happen) and you react to that (non-)event. Sometimes (often?) these reactions are elevated to urgency and yet they aren’t given time or enough thought. Think knee-jerk reaction–that involuntary thing our legs do when our doctors thwap us in the kneecap with a small rubber hammer.
Involuntary. Out of our control.
Involuntary reactions are good for our bodies–we want to fight off bad bugs without thinking about it–but they’re not very good for business. When you react (without thinking, especially) you take the eye off your goals, your plan, your road. It’s easy to end up in a ditch.
So, if you’re struggling with your business, tell yourself this like a mantra: there is nothing reactionary or fast I can do to make a positive difference in the long run–I would be better off thinking and planning than doing without considering.
Now, if you don’t have your rent money for next month, you need to do something now to change that situation, of course. Get a loan, sell something, get a second job–whatever. But when it comes to your business, you need to think more before taking actions–because those actions could easily end up making it harder and harder for you to make your rent month after month.
Through planning you reduce the risk of being in that reactionary position in the future. That hard sell for a sourcebook page today? It’ll be there next year too, and if you’re planning on being in business next year and the year after, then you can consider buying a page…in the future. Right now, if it’s not already in your plan, just say “no.” Thinking of sending a mailer? Better to plan a coordinated campaign.
So what can you do now? Plan.