Based on a true story or two…

“We don’t want to put up a website beyond the free-local-listings kind of things.”

“I know the photo’s not of our current location, but we like it.”

“We chose the new employee because she asked for the least in salary.”

“A sign that matches our current name and logo would cost us money we’re not willing to spend. The one we have says enough.”

“Well, the hours aren’t convenient for everyone, but our old customers like it.”

“We never ask the customer how they enjoyed it. Who wants to hear a bunch of complaining?”

“We don’t do email. It’s too hard to pay attention to.”

“Can you help us?”

Hm. I don’t know if I can.

What’s it all boil down to?

“People will figure us out, if they want to do business with us.”

And yes, I have actually heard that exact phrase when pointing out the sometimes-enormous barriers to sales that folks are putting in front of their customers. People will figure us out, if they want to do business with us.

How often do you put that kind of effort into buying something? Not bloody often, unless it’s darned rare and even harder to find any other way. So…

unless what you’re selling is darned rare and even harder to buy from anyone but you…

and maybe, even if that’s the case, if you’d like to increase your sales…

it’s time to think about which barriers to success you’re willing to tear down…

and which ones you simply WILL NOT give up.

(Not as simple as it looks. Some barriers to success may seem quite legitimate to you, unless you’re willing to stare long and hard at how you’re doing business, and how you want your company to grow in the future. And even then—it’s completely fair to decide that there are some parts of the sales process that are barriers, yet you aren’t willing to give those up. To do it consciously is a lot better than to wonder what’s going wrong!)

An exercise in company-wide introspection: How many steps are there in the process of finding out about you and buying from you? How many barriers are you putting in your customer’s way?

Ready to give some of them up?

 

Grow and be well,

Kelly Erickson