Reminder for SMB owners: profit comes first
By Leon Gettler, Talking Business >>
MANY small business owners work their butts off to keep their businesses going. One of the problems they have is they don’t know how much cash they’re burning. And alas, too often, they run out of cash.
Rocky Lalvani, who serves as a chief profitability adviser for business owners in the US – and is the founder of Profit Comes First – has a simple formula for business owners.
Everyone is told by their accountant that profit equals sales minus expenses. What Mr Lalvani believes they need to do instead is say sales minus profit equals expenses. This forces them to constrain expenses.
He said it was amazing how many business owners fail to do that. Instead, they just focus on revenue, which he said is easy enough. The rubber hits the road however when they look at their costs.
“What it does is it constrains your spending because, more often than not, business owners spend too much,” Mr Lalvani told Talking Business.
“By looking at it differently, they are forced to constrain themselves.
“It’s a whole change in the equation, it’s a whole change in mindset.”
A sensible new approach for business owners
Mr Lalvani said this approach is a big change for many business owners.
“If you’re a business owner, and I’m going to invest in a business, do I not expect a return on my investment?” Mr Lalvani said.
“But how many business owners actually track their investments and track the return on the investment in the business they own? They wouldn’t put up with this with anyone else.
”How often do we talk about the bottom line? Everyone talks about what their revenue is. For a lot of people, it’s real easy to drive revenue. What’s really hard is to keep it and it’s a very different skill set.”
He said his formula sets up early warning signals for businesses when they are running out of cash.
“Because of the way the system works, you’re getting early warning signals that there is not enough cash in your expense account,” Mr Lalvani said.
“Too often business owners don’t know until much later that they ran out of cash until it’s too late. This system creates early warning signals.
“It prevents a lot of those sleepless nights and freakouts.
“When I look at my clients, my clients who have the most cash tend to be the ones who follow the system and do it well.”
Owners must pay themselves properly
Mr Lalvani said business owners need to pay themselves an appropriate salary for the work they do.
A lot of business owners start work at 6am and are still going into the night. But are they compensated for those hours? Do they give themselves the six figure salary they should get for those hours?
“They need to know how much they’re getting, whether or not their business is profitable,” Mr Lalvani said.
“We go through and look at the entire business from beginning to end. What does your lead flow look like? How many of your leads convert? How much is it costing you from marketing to get those leads? Is that a good number?
“Is that a thumbs up, is it a thumbs down? What do we need to do to improve the sale process? What’s your retention rate? What’s your average sale?
“All of that helps drive revenue.
“Now, our second bucket is how you drove all that revenue. What does it cost you to run your business?” he asked. “So, looking at all the operational costs and efficiencies.
“And the last bucket is the cash bucket. Because your profit and loss can say you’re profitable and you have no cash because it’s tied up in accounts receivable. Or it’s tied up in inventory. Or you have a lot of debt,” Mr Lalvani said.
“Profit is a fictitious number your accountant came up with. It doesn’t equal cash in the bank.
“So we look at the entire process completely to help business owners have more cash and to work less too.”
Hear the complete interview and catch up with other topical business news on Leon Gettler’s Talking Business podcast, released every Friday at www.acast.com/talkingbusiness
https://shows.acast.com/talkingbusiness/episodes/talking-business-8-interview-with-rocky-lalvani-from-profit-
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