Home Insights Turnover is Vanity, Profit is Sanity, CASH IS KING.

Turnover is Vanity, Profit is Sanity, CASH IS KING.

By Ensors Team
11th Jan 2017

Many business owners are driven by a desire to increase the top line

(turnover) and lose sight of profitability, and more importantly cash flow.

Sometimes this often reckless ambition can result in the ultimate failure of the

business even when on the face of it the business is very busy.

Don’t get me wrong, increasing turnover should be a main objective of any

business but it should be part of a sound business strategy which also plans for

increased profitability and managed cash flow.

Lack of cash flow is often the main reason that a business fails and it is

important to have an understanding as to the reasons why cash runs out even in

businesses that are continuing to show growth.

Customer debts – as turnover increases then the volume of

customer debt is likely to increase. The effect of this is heightened when

customers exceed their credit terms or do not pay at all. The risk to cash flow

further increases where there are one or two large customers and the value of

their debt becomes a large proportion of the overall sum.

Stock – in times of growth it is easy to lose control over

stock levels, or to purchase large bulk quantities in order to take advantage of

discounts. However this stock will need to be paid for often some time before

the business receives the proceeds from the sale of the stock. 

Staffing levels – in particular where large contracts are

won, there can be a requirement to increase staff levels to fulfil the contract.

These wages will need paying during the term of the contract often resulting in

the business having to fund the period before receipt of monies from the


Overheads – without sufficient controls in place it is very

easy to allow overhead expenses to escalate, which in turn puts pressure on cash


So what measures can be put in place to mitigate the risk? As mentioned above

the business should be working towards a measured business plan which budgets

for growth within a manageable cash flow. Customer debts should be collected

within strict credit terms and for larger contracts an agreement should be in

place for customer deposits or stage payments. Stock levels should be controlled

in order to reduce the length of time cash is tied up in stock in hand, and

general expenses regularly reviewed to avoid wastage and ensure they are

essential to the business.

Accurate and timely financial information is required which allows you to

identify when action is needed so you can act quickly and decisively. If

assistance is required always seek professional advice at the earliest


Most importantly always consider the effect on cash flow when dealing in

transactions and remember that a sale is not a true sale until the cash is in

the bank.