If you know your sales should be higher than they are, the problem is probably not your product or price, the competition or customers, your sales force or marketing. The problem is probably you.
This quote from Tim Rethlake, Vice President, Sales Enablement of Hearth and Stone, sums it up nicely:
“You’re too close.
Too close to your own product/service.
Too close to your own narrative.
Too close to your own tribe.
Stepping away is hard and uncomfortable. But until you do, you’ll never see yourself the way your customer sees you.”
Stepping Away Is Most Helpful When You Can’t Afford to Be Wrong
If you aren’t achieving your goals, you’re probably frustrated. When you don’t step away, you may take action without enough consideration as to whether it’s the right solution to your challenges.
If your view of why a customer should choose your product is not working, a new website or CRM program won’t fix your problem.
The building materials industry has been so slow to change and set in its ways that companies used to be able to get by based on their customer knowledge and experience. But with all the recent changes in the industry, you can no longer afford to just rely on yourself.
How to Gain a Fresh Perspective
- Reach out to people in other building materials companies who are not direct competitors but sell to a similar type of customer. Ask them what problems they are experiencing and what actions they’re taking to solve them.
- Reach out to the customers you think are the smartest business people and ask them how they think you can grow your sales. If they tell you to lower your price, they’re not the right customer to talk to.
- Hire a consultant. A consultant brings expertise and a more objective view of your situation without being afraid to challenge your thinking.
Remember, the problem is probably not your product or price, the competition or customers, your sales force or marketing. The problem is that you are too close to be able to see the real issues.