You know your sales should be higher than they are. The problem is, you’re not sure what’s holding them back.
You might think your product or service is missing some features. Maybe your price is too high. Your competitors are too big to compete against. Your salespeople aren’t pulling their weight.
It’s possible.
But more than likely, the real problem is you.
I’m not trying to be harsh. It’s nothing personal. Most built world companies think they know what their customers want – and most of them are wrong.
It’s a problem with perspective. You’re too busy running your day to day operations and it keeps you from seeing the bigger picture. You’re putting out small fires instead of trying new things. You’re looking closely at the numbers and losing sight of what they mean.
That’s normal. That’s what running a business involves.
It’s also one of the things that’s holding you back.
Being so close to your business makes it hard to see what it looks like from the outside. And that view from the outside matters because that’s your customer’s perspective.
There’s a vicious cycle every company leader is at risk of falling into.
It goes like this.
Your company isn’t achieving its goals, so you need a new approach. But because you’re not as successful as you want to be, you’re scared to step back and try something new.
You’re barely meeting your target, so it’s full speed ahead. You buckle down and put in as much effort as you can.
The result? You keep falling short.
Instead of trying something new, you get cold feet. You table it until the next meeting. You’ll do something radical when your sales grow and it gives you some breathing room.
Until then, you’ll focus on doing more – more sales calls, more product updates, more marketing blasts.
But you’re just doing more of the wrong thing. You end up working harder, not smarter.
There’s only one way to break that cycle. You need to learn more about your customer. That’s the only way to sell to them more effectively.
And you can only do it by stepping back and getting a new perspective on your company.
There are three effective ways to do that.
Not your direct competitors, but others who sell to your customer type. Find out what kind of solutions they’re using and try out the ones that work.
If you’re impressed by the way one of your customers does business, ask them what they would do if they were in your shoes. They’ll help you see where you’re falling short and point you in the right direction.
A good sales and marketing consultant will bring a lot of experience and expertise. They’ve studied what makes companies succeed and they can help you do the same. They’re also not afraid to be blunt and honest about your shortcomings.
Most importantly, they can take a completely objective view of your business and help you see it in a brand new way.
Whatever you think is holding you back, it’s probably wrong.
That’s not a failing on your part. It happens to everyone. If you’re too close to any situation, it can be incredibly difficult to diagnose what’s wrong with it.
So, take a step back. Get a new perspective on your problems. Once you do, you’ll be able to see the right solution.