By Brenda Kelleher-Flight, GDP Consulting
Do you have a great product or service? Do you wonder why sales aren’t what you think they should be? Where are those buyers?
There are certain factors that influence business success. If we as business owners ignore any of these, our business will suffer.
I don’t want or need it.
The first thing to remember is that purchasers make choices based on their emotional reaction but justify their expenditures rationally. Therefore, we need to trigger their emotions and their rational minds.
Many people find it hard to part with their hard-earned cash unless what we have to offer
- solves a problem
- make them feel better
- lessens their tension
- fills a void
I don’t trust you.
I know we talk about leadership all the time, but a sound business requires excellence in leadership. This means avoiding giving potential clients the notion that we will be here today and gone tomorrow.
Customers have to feel that they are looked after emotionally. They many need to feel richer than they are and/or smarter than they are. They want to know that if there is a difference of opinion, you will problem solve immediately rather than blaming them or treating them as irritants. Vendors and clients alike want to know that you see conflict (differences of opinion) as normal and acceptable.
I know better than you.
Many of us think we know our business better than others and are unable to take advice from individuals who have an unbiased view of our company. If we focus on one leaf we can’t see the branch, and if we focus on one branch we can’t see the tree. Sometimes we are so committed to being right that we keep making the same mis takes over and over. We are unable to listen to vendors, business forecasts, the community in general, or our staff.
We don’t agree.
Disagreement occurs when individuals enter business partnerships, bring in family members, or hire uncommitted staff members without discussing and agreeing on
- specific roles
- payout agreements (salary or dividends)
- accountability processes
- specific plans and assignments
- conflict resolution processes
- communication expectations
- reporting specifics
- business analysis methods
- meeting times and agendas
We don’t need to be different.
All businesses need a competitive edge. What is yours? What is your value-added? If you are the same as every other business of your type, you will capture only a small portion of that market and that may not be enough to turn a profit.
Know if the problem or issue you are solving is urgent, if your response time is beyond the customer’s expectations, articulate the consequences of a customer’s inaction, and identify how the market is underserved
Establish yourself as a leader, and develop your reputation and expertise with knowledge-sharing activities, such as writing blogs or articles, or presenting podcasts and webinars. You don’t need to sell during those activities; you do need to be seen as credible, trustworthy, and very approachable.
The key is to listen to other experts, make informed decisions, solve problems without delay, and act as a business person 100% of the time. Listen to your customers when designing products and services, and do not let others cause you to lose your focus.
You deserve to succeed. You know the conditions for success. Use this knowledge every day to encourage your customers to become your sales force.
Brenda Kelleher-Flight is a member of NLOWE. She is a master business coach who specializes in helping business owners become unstuck, focus on business growth, find the right employees, resolve conflict, and achieve the success they envision. She coaches face-to-face and via Skype and telephone. Your needs are her focus.