I have often heard the terms proactive versus reactive in a variety of different settings. The term proactive can be defined as “creating or controlling a situation by causing something to happen rather than responding to it after it has happened.” For example, choose to be proactive in locating possible trouble spots.
On the other hand, the word reactive means acting in response to a situation, such as mice are reactive to turning on a light.
So, what does being proactive or reactive have to do with your business and what is it costing you?
The reactive company—I am sure we have all seen and dealt with companies that seem to be in a constant state of chaos and crisis. Their entire day is spent putting out fires and responding to crises. Whether it is the nature of their business or problems in their organization, they spend valuable resources reacting to situations and therefore are continually behind, trying to catch up. This not only results in higher work stress but is usually a symptom of high job turnover.
In the case of purchasing products or marketing materials, the reactive company will wait until the last minute to think about possible needs for upcoming events. This often results in limited time to think through what is being purchased and can result in higher shipping costs, rush production charges, and product that does not match their company image. Probably not the most desirable outcome.
So, what does a proactive company look like?
The proactive company is typically a company that spends a great deal of time planning and thinking ahead to be ready for problems before they arise. This company will often have happier employees who are willing to problem solve issues before they become issues. Job turnover will be lower than the reactive company, resulting in less down time due to job training. When dealing with marketing issues, a proactive company will often have a strategic business plan laid out for the year including events they want to attend and a good idea of who they will be targeting with their marketing budget. They realize the value of working with a company that knows the market and how to match product to that market. A proactive company will start weeks before the event working toward purchasing products and supplies for those events, which will save time and money.
Is your company reactive or proactive? Connections Promotional Products wants to help you be proactive in your marketing plan.
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