If your sales are tanking, profits are down, and morale is abysmal, consultant George Cloutier has a message for you: “It’s not the economy, stupid, it’s you!” Cloutier pulls no punches in his new book, Profits Aren’t Everything, They’re the Only Thing: No-Nonsense Rules from the Ultimate Contrarian and Small-Business Guru. Urging on owners of growing businesses with words like tough, disciplined, and merciless, Cloutier lays out the “profit rules” his team at American Management Services implements to rescue floundering small and midsized businesses.

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Cloutier’s controversial profits-at-any-price theories — and his take-no-prisoners tone — won’t sit well with everyone. But his uncomplicated approach and undeniable conviction, backed with convincing case studies, make for a compelling read. Cloutier is convinced that businesses can profit no matter what the economy is doing when owners implement business development strategies like these:

• Love your business more than your family. Ditto for your church, charity, and other worthy pursuits. And give up golf, trade shows, off-sites, motivational retreats, and any activity that takes you and your employees away from work.

• Live and die by a predetermined profit plan, and don’t use the recession as an excuse. Let employees in on the plan, and hold them accountable.

• Cut your costs ruthlessly, including salaries (except yours). Pay for performance, and punish underperformance.

• Stretch out payments to your vendors as long as possible. Vendors are your best source of interest-free financing.

• Forget sensitivity and teamwork. Fear is the best motivator.

• Establish a clear chain of command. Drop unproductive employees, including family members.

• Know your customers and let them know you. Go on calls with your sales team.

• Work nights and weekends. If you want your business to excel, you have only seven days a week to make it happen.

• Keep a tight rein on cash flow. Scrutinize profit and loss daily.

• Micromanage to make your life easier. Delegate, but verify. Trust no one.

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