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When launching a new product or service, we need to balance good, effective, and complete planning with the need to start the implementation process. Charging off with only an idea and energy is unwise, and a recipe for disaster, but we also need to get beyond the planning stage. King Solomon wrote, “Farmers who wait for perfect weather never plant. If they watch every cloud, they never harvest.” (Ecclesiastes 11:4 nlt)

Consider a piece of fine furniture that is being refinished. The craftsman can keep rubbing out the finish just a little bit more, but sooner or later the job has to be finished. In planning, study the market, determine who will do what by when, and then get going. Avoid what is known as analysis paralysis, getting stuck like a deer caught in the headlights, unable to move.

Two key points to remember: First, if you expect to have an edge with a new product, the longer you wait, the greater the chance that your will be diminished, or lost altogether. Second, if you are correct in believing you have a great idea, the longer you delay, the longer it will be until you start to reap the benefits of your innovation.

The prophet Micah called “the short measure . . . an abomination.”  He went on to ask, "Shall I count pure those with the wicked balances and a bag of deceitful weights?" (Micah 6:11, NKJV)

We often believe we have followed Christian teaching unless we directly cheat a customer. However, any time we fall short in serving a customer by providing anything less than excellent service, we have resorted to “wicked balances.” We must deliver in full whatever the customer has paid for.

If our attention drifts from a business conference call to attend to other matters, we give a “short measure” to those on the call. Taking a 20-minute personal call during work without making up the time is another short-measure practice as is using company time to do personal Internet searches. Even when we fail to fill a cup of coffee, ship a product that we know is not first rate, or don't make our best effort on a client's behalf, we have measured with dishonest weights and God cannot bless our business.

When we give the full measure to our customers every day and in every circumstance, then our customers will return, and God will be able to bless our endeavors.

King Solomon wrote, “A plan in the heart of a man is like deep water, but a man of understanding draws it out.” (Proverbs 29:5 NASB)

One of the key reasons for failing to close a sale is that we haven’t understood what the customer truly wants and needs. For example, good real-estate agents work with their customers to determine exactly the home they want. During an initial meeting, the buyers may explain what they need and want: four bedrooms, a large back yard for the dog and kids, a particular price range, and an approximate location. But the basics are only the start. As houses are shown, the sales agent asks detailed questions about floor plans, kitchen setups, and other details. What the buyer says, and does not say, is factored by the sales agent and used to narrow the possible choices for a new home. The drawing-out process of information is the key ingredient for finding the right home.

Likewise, we need to get into customers’ minds to determine how they think and what they want. Starbucks sells coffee, but so do many other places, from grocery stores to gas stations. Though coffee is a readily available commodity, Starbucks offers a specialized product line, and an in-store experience that allows them to charge a premium price for their coffee. Early on, Starbucks understood that many customers want more than just a cup of coffee.

This week my car’s air conditioner required service.  With local temperatures hitting 100, putting this off was no option. The air conditioner was fine when I picked up my car; however, by the next day it stopped working again.  Back I went.  After further analysis, the service agent told me that the car needed a new condenser.

When you write advertising or proposal letters, use repetition to reinforce key points.  Repeat your take-away message three times for effective emphasis. People will remember it better.

While repetition can be effective, use it carefully, only for an important message.  Otherwise, you confuse your potential customer.

Scripture often uses repetition.  When we see repetition in Scripture, we know to pay closer attention.  It means that the point is important. Likewise, customers will pay attention to our message when we use repetition wisely.

Steve Marr, Your Christian Business Coach