Where should I put my energy to grow my business?
A great question and one that has 2 answers, each with it’s own philosophy. Now, I am assuming that the short answer isn’t: Well, you are the only person who works with/for you. If that is the case: make a list, prioritize, and get busy! The truth is that this is a longer discussion, and a different discussion, if you are a solo-preneur.
If you have the luxury of not being the sole employee, there are two answers:
Option 1: Follow your mother’s advice: “Find something you are good at, and do it!” One issue that so many entrepreneurs have is the lack of comfort with delegation. We are an ambitious lot who feel like we really should be doing it all. The truth is that if you are really that good, soon you won’t be able to do it all, a great problem to have.
For this philosophy, you will do the things you enjoy and are good at. If you are the sales person, than focus your attention on bringing in the sales. Let someone else do the book-keeping. If you are the best at finding the efficiencies in your process and milking every penny while maintaining the standards that you have become known for, then let someone else sell. The trick here is to make sure that it is something you are actually good at. Many of us do fall into the trap of doing just what we love. If you are not a great designer, leave it to the professionals. (It’s great to learn from them, and maybe make up that part of your short-comings. However, if you are not a great designer, think long and hard before you hang the fate of your company on your design skills.)
Option 2: Figure out what in your business you need to do. In some situations, the “face” of the business has to be you. Some times, as a business owner, it isn’t about what we are happy doing, but rather what our company needs us to do. This is most often the case when someone is really buying due to trust. If the reason someone chooses your company is that they trust you (security, banking, financial planner, insurance, etc.) then it doesn’t really make much difference if you like to do it. Sales is your job. Your customers want to meet you, get to know you, and they will start to trust you. Then, they will hire you.
Typically, if you have created a business where you cannot do the work all yourself, you will typically have the skill that your business needs you to do. (If you are in the trust business, you are likely good at getting people to trust you or you wouldn’t have the luxury of having employees.)
The trick with option 2 is to be honest with yourself. Entrepreneurs are funny. We like what we like. There is something that made us take the big leap and start this business. (I am asked all the time why I started the company I did.) However, as the company grows, your skills will only go so far. You only have so many hours in the day, especially if you have a family you actually want to spend time with. So, be honest with yourself. Have a few people whom you trust and listen to them. If they tell you that you are really bad at sales, listen. I am not saying they are always right, but you owe it to yourself to listen and consider what they have said, especially if they work with you. If you have just one employee (or just a few) they likely know pretty well what you do well, and what you could really stand to delegate.