Your Zero-Based Success Plan

Written by Posted On Wednesday, 29 June 2022 00:00

The advantage of Zero-Based thinking is that you are starting with a clean slate! There should be few pre-conceived notions with your primary focus on how to best go to market and take great care of your customers based on what’s going on today (and the days, weeks and months forthcoming). 

Three opening action items to participate in are recommended:

1. A new SWOT Analysis – SWOT Analyses (An assessment of current Strengths, Weaknesses, Opportunities, and Threats) can be very revealing. It is suggested that you have several of your smartest people participating in this exercise. Incidentally, if you do one every year, it should look different every year. This speaks well of the concept of constant fine-tuning of your business strategies and actions rather than doing what you have always done!

2. Have in-depth discussions with your top 5 customers. Identify the agendas of the top 2-3 people running those companies if you can get to them. If you can’t, talk to the most senior officers you can. Find out what is critically important to each of them and how you/your company might be able to positively impact them. Get passionate about providing the best and most targeted products the marketplace wants.

3. Put together “Deliverables Meetings” with 4-5 key people in your company to ascertain what you should add to or delete from your current product line or service offerings. Make sure you do Item #1 and Item #2 before you do Item #3 for best results. These can be some of your most important decisions going forward. When you vary your offerings from your competition, you have purposefully differentiated yourself in what is probably a crowded marketplace.

 With a Zero-based thinking approach you can also consider such important areas  as: employee compensation, capital expenditures, advanced marketing plans, and various areas of expansion and contractions.

It is also a good time to do a “Deep-dive” on research. The knowledge mass of the human race is now said to be doubling approximately every 3 ½ years! What’s changing in your industry? To assume not much is changing is usually a serious miscalculation of your current reality. What are some things that might well be changing?

1. Customer Needs

2. Employee’s priorities

3. Latest technologies in your business

4. Latest technology changes in general

5. Special or new applications of products

6. Financial applications

7. Expanded service requirements

8. New windows of opportunities

9. Closing windows of opportunity

10. Compensation in your industry

These are just some of the elements of change in a typical business. Give in-depth thought to others that would apply to your business and stay on top of current issues. It is better to figure out how to capitalize on changes rather than becoming a victim of them!

I suggest that you make a list of actions to cease and actions to take – with timelines. And ask yourself who should be “in the loop” on the various activities mentioned for best results. Be as creative as you can in tapping the collective intellect of your team members for best results.

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Don Hutson

After graduation from the University of Memphis, with a major in Sales and a minor in Real Estate, he was #1 salesman in a national organization. He then established his own training firm and shortly thereafter was in demand as a professional speaker.

Since then Don has addressed over half of the Fortune 500 Companies and is featured in over 100 training films. He is Chairman & CEO of U. S. Learning and makes some 50 speaking appearances per year. Perhaps you have seen him on national television where he has been featured on ABC, PBS, TPN and Fox News.

Don is the author of SELLING VALUE, and co-author of the #1 Best Sellers, THE ONE MINUTE ENTREPRENEUR (with Dr. Ken Blanchard) and THE ONE MINUTE NEGOTIATOR (with Dr. George Lucas). He has also authored or co-authored eleven other books.

Don was elected by his peers to the presidency of the National Speakers Association, and has received its prestigious Cavett Award, as member of the year. He has also been honored with NSA's Speakers Hall of Fame Award, and is a recipient their Master of Influence Award along with such notables as Depok Chopra, Jack Kemp and Ronald Reagan. He is also a member of Speakers Roundtable.

He has addressed over 750 Realtor audiences including the National Association of Realtors on multiple occasions, as well as many prominent real estate companies.
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