What’s your conscience and what’s your scapegoat?
When we were asked, that is, before the Great Recession, “How’s business?” we were taught to respond, “Good, but could be better!” Now, its, “Better, but could be good!” But even worse, just asking, “How’s business?” these days can all but start a political argument!
How many of the following reasons have you heard an owner use for why business is down?
1. Obama
2. Buyer Inertia
3. The Deficit
4. Buyer Confidence
5. Taxes
6. Buyer Trust
But while grousing is understandable, how serious can we be if we picked any of the odd numbered reasons? Aren’t these really excuses?
Does your buyer really say or believe they’re not buying from you because of Obama, the deficit or taxes?
No! And even if it was true, how can you influence these reasons?
If you picked the even numbers, congratulations, you are self-aware and willing to accept that your actions can influence your results. Why? Because you can influence your buyer’s inertia, confidence, and trust. Here’s how:
2. Inertia is the greatest enemy of creating change and results. If your buyer can avoid risk through inaction, they well may. Your recourse is to convince them that their pain of not changing is greater than their pain of changing. Help your buyer to connect their inactivity to poor results and instigate the epiphany you need them to have.
4. Buyer confidence is the fuel of our economy and your success. Remind them how their prior actions created their past success and how much control they really do have over their destiny. Modify your product, service and message so it reinforces your buyer’s confidence as much as possible.
6. Trust has been a casualty of our great recession. Ronald Reagan used to say, “Trust, but verify.” Give your buyer opportunities to verify and even shift their risk onto you if you both can afford it.
Small business is at its best when courageous owners take personal responsibility for their success.
Carpe diem!
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