By David Holland

April 7, 2022


We’re always looking for the best way to get results.

As a business owner, I’ve seen it all and tried pretty much everything there is to try when it comes to marketing, processes, and systems…

And let me tell you – nothing beats consistency.

Specifically, simple processes that are repeated consistently. 

Repetition is often seen as the height of banality or a complete lack of originality, but when it comes down to it, if it ain’t broke, don’t fix it.

Let me ask you this – What was the best piece of marketing you’ve ever done?

It might be the thing that’s generated the most sales or the most enquiries or brought the most attention to the business… but whatever it is, are you still doing it?

If not, why not?

Tiger Woods didn’t sit back after winning his first major and think that was job done, he dusted himself down, trained harder, and went back again. And again, and again.

Keep It Simple

We’re all guilty of overcomplicating things sometimes, and once you start overcomplicating a process, it can be hard to stop.

Essentially, you can’t see the wood for the trees once you’re entrenched in the process.

When we’re talking about simplicity in message, idea, and execution, my mind instantly turns to a shampoo company back in the 1950s…

The company was struggling for sales and was looking for new ideas to help maintain a steady stream of customers – they were looking for consistency.

At the time, people tended to wash their hair 2 or 3 times a week, rather than every day as we mostly do today. The Managing Director was fresh out of ideas, and after yet another cancelled order, he asked a friend for some help.

Rinse and repeat.

That was the message he came up with – rinse, lather, repeat. It’s simple, communicates the idea well, and it became their biggest success story.

So, they kept using the slogan, over and over again. 

And that, according to legend, is why you washed your hair twice this morning, and how a shampoo company doubled its sales overnight.

Consistency Beats Brilliance  

There’s a famous saying in sports coaching, and it goes like this:

Hard work beats talent if talent doesn’t work hard.

The same principle applies in business – consistency will always triumph over brilliance because it chips away at the target every single day, not simply in a one-off campaign. 

It’s an ethos that many of the great sporting figures have sworn by, from the great Vince Lombardi to the legendary Sir Alex Ferguson.

Ferguson’s Manchester United were revered around the world during his 27-year spell in charge of the club. During that time, they face several challenges to their crown as the top club in England (and Europe), and Ferguson fought them all off.

Other clubs got the better of Ferguson’s side but in the end, Manchester United would always come back stronger – and it wasn’t because of brilliance.

Sure, they were an incredibly talented team – but so were Arsenal, Newcastle, Liverpool, Chelsea, Manchester City, and every club that challenged them. Where the difference lies is in that key factor – consistency. 

Day in, day out, year in, year out, they did what they do best and went again. 

Football’s changed a lot in the last 30 years, and so has business, but the principles are still the same. A business philosophy built on discipline with a long-term plan and a simple process set up to capture, nurture, and provide value to leads works as well today as it did in 1987. 

Technology changes and business moves on, but the basic principles are still the same – it’s how you apply them that makes the difference.

Consistency is king. 

The employee that turns up every day and puts in maximum effort will make the most of their time, talent, and opportunities. The employee that has an incredible amount of talent but is unreliable and fluctuates between maximum effort and minimal effort will be successful, but they’ll never make the most of what they have. 

SO, the question is – what is the simple process that’ll make a BIG difference in your business once you get it going consistently? 

And remember, consistency isn’t just about doing things over and over again… 

Why The End Is Only The Beginning

Once you’ve got a customer and they’re happy with what you delivered, that’s not the end.

Every industry is different, and the buying cycle might not be straightforward…

The wedding sector is an interesting one – but there are still certain milestones and reasons why you might get repeat business, whether that’s anniversaries, referrals, or a renewal of vows.

For most industries, it’s more natural than that. If it’s tech, there’s a lifespan to everything, and as technology improves, there are new opportunities to provide value to those customers. 

I can’t think of too many business models that don’t think about upselling, cross-selling or repeat business opportunities.

Think about it – there’s a time limit on some purchases. Sometimes they’re short, and sometimes they’re extended.

The Sales Circuit is a cycle, and it doesn’t end when someone’s purchased. They simply return to the start and the nurturing begins again until they’re in a position where they’re ready to buy again.

And in the meantime, your role is to stay top of mind and keep supporting them, providing value, and show that you’re not just about the sale.

Once they leave the store, complete the transaction, or subscribe, it’s up to you to make sure they remember you.

The solution for many businesses is to invest in free promotional material – which can be successful if it’s properly thought out, well-timed, and the material is practical and useful.

It’s a great way to say ‘thank you’ or ‘welcome’ to a client – if you’re coming to the end of an agreement, then a brand new diary arrives at their door, complete with a note saying thank you for your time together, that’s immediately putting the relationship in a positive frame of mind.

Simple But Effective

Simplicity is beauty.

Some of my favourite things in the world are simple, and that’s part of the attraction.

I do a lot of big picture thinking, and I’ve been obsessed with space for as long as I can remember, so sometimes it’s nice to stay grounded and enjoy the simple things in life.

Business doesn’t need to be complicated and neither does marketing. 

The reality is, if you don’t love your customers automatically, someone else will. By that, I mean keep showing them the love through a process-driven system that’s simple in design and effective in its execution. 

BUT if you want to maximise the longevity of those relationships, you MUST HAVE A PROCESS!

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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