The Hindu Business Line : Touch it once

That a corporation fails every three minutes is only one of the many dismal snapshots of the current climate for doing business, which Chet Holmes presents in The Ultimate Sales Machine ( www.penguin.com).

“A directorship changes every 32 seconds, a company changes control every 15 minutes, and 96 per cent of all companies fail within 10 years,” he adds. And there’s more: “26,000 new products and brands are introduced every year. 16 per cent to 30 per cent of consumers change brand loyalty in one evening of watching commercials. 74 per cent of consumers buy outside their favourite brands. 29 per cent of consumers do not read a newspaper.” All this means that it’s getting harder and harder to reach the consumer, observes Holmes. The first lesson is about time management in six steps beginning with ‘touch it once.’ For instance, when you open an e-mail or letter, be ready to deal with it, the author advises. “The key to great e-mail management is to institute a company policy that insists on very descriptive subject lines for all emails.” A collection of ready-to-implement techniques that can help you ‘turbocharge your business.’

D. Murali

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