Here’s the deal – a vast majority of what you, as an entrepreneur do, everyday, doesn’t directly make you money. Sitting down and recording your income and expenses – doesn’t directly make you money. Reading books and magazines for personal and professional growth – doesn’t directly make you money. Recording all of your internal processes so you can scale your business – doesn’t directly make you money.
There are two sides to this coin.
On one side, we must accept that to a certain extent, this is simply the way it is in every business. It’s why you pay very good sales people very good salaries – the income they create supports all non-cash-generating and necessary parts of the business.
On the other side it becomes a psychological issue when you begin looking at the value each part of your business generates, and also when you hire consultants.
I have a business consultant I speak with on a regular basis – Lauri Flaquer. She has created tremendous value for my business. Has she directly made a sale for me? No. Has her advice and assistance led me to landing a large amount of sales? Yes. If I was basing my decision to work with her on the revenue she directly generated for my business I wouldn’t be working with her, and I would also be losing out, big time.
Here’s another example of how one thing, or person, can indirectly make a lot of money for a business.
Google created the Android operating system that now runs a large number of today’s smart phones. Google doesn’t directly make money on Android – it’s open source, meaning “free” as in beer. However they make money on the mobile ads served on those devices through Google AdWords and apps sold through it’s app store.
Google doesn’t make money from Android; it makes money because of it.
I don’t make money from my business consultant; I make money because of her.
You don’t make money from non-sales activities in your business; you make money because of them.