CAUTION: Just because these six steps are simple, it does not mean they’re easy. If they were easy, everyone would be doing them. Prepare to be challenged, then prepare for the challenge to be rewardingly worth it.

STEP 1: Create a detailed annual plan.

Set those stretch goals for next year. Not only will this help you continue to sail toward your long-term goal, but it’ll also help you visualize the specific signposts along the way. All your dollars need names. All your strategies need tactics.

STEP 2: Set quarterly and monthly reviews.

Decide now what metrics you’ll use to measure success as the year progresses, and don’t just measure the numbers in red and black ink; keep a narrative of your company’s story. That way, you can shift and adjust your internal processes where needed: ramp up recruitment, incorporate new products and services, or strengthen your training program.

STEP 3: Create a contingency budget.

Hold a little money back so that midway through the year, you can pivot based on internal and external opportunities. Has a competitor closed shop? Are media reps offering better-than-average deals? Is an election coming up that may affect the frequency of your ads? For better or worse, has something captured the national attention?

STEP 4: Invest in creating a cohesive brand.

Find out who your company is and what it stands for. Are you authoritative experts or more approachable? Are you the young up-and-comers or guys with heritage?
Decide — then budget how you’ll maintain that “voice” through each customer touchpoint.

STEP 5: Understand your best customers.

Make it a priority next year to identify who and where your ideal customers are. Are they in neighborhoods with aging homes or equipment, or can you fish for them in the higher-priced zip codes? Who is most likely to be loyal, to upgrade, and to refer to their friends? Shift your efforts to acquiring more of these types of customers.

STEP 6: Plan… to remain flexible!

Do your best to anticipate customer needs, look for ways to help, and be a good neighbor. Continue to be the company your community can count on and step up quickly when an opportunity presents itself.

Don’t allow uncertainty to be an excuse for complacency. By understanding how and when to adjust your plan, you’ll equip yourself to make rewarding decisions — not just next year, but for years to come.

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