Many of the business owners I talk to tell me they are stuck in a rut - they struggle to see how they could do things differently or get different results. Are you missing out on some really obvious improvements to your marketing? Are you wearing a set of those 'I've been in the job too long' blinkers?
Do you remember the last time you had a 'first day' in a new job? If you are a business owner it's likely that it was some while ago - in my case, 32 years ago!! Blimey.
Remember what it was like; that feeling of not knowing anything. Everyone else being 'in the know' and you feeling like the outsider looking in. But I bet you also remember the moments of utter clarity where you said to yourself ... 'I wonder why they aren't doing x?'. After all, they did it at your last company and it worked brilliantly - but these guys aren't doing it at all? Why would that be?
One of the universal sales truths is that the new guys in the sales team often get far better results than the old hands. Why? Well because they don't assume they know the answers. They have to 'dummy up' with customers as the only way not to look stupid is to keep asking simple questions and learn about their new market the hard way. And, in doing so, they tend to come up with solutions that the 'old hands' don't even consider.
After a while in the new team, the new guy's figures are more likely to revert to the norms for the team, as this external insight is diminished and they take on the accepted company view.
Interesting isn't it? And I wonder whether you have lost your 'new guy's ' insight for your own business? Are you locked into 'this is how it works round here - that couldn't possibly work for me?'
Start again as the new guy
So how about this for a challenge? Why not go into you business tomorrow - or the start of next week - and be the new guy on the team? Come at your marketing process with a completely fresh pair of eyes...
If keeping your job meant having to report to your new MD at the end of week one with a list of ideas to implement immediate value - what would you tell him or her?
- What is obviously missing?
- What is working really well for other businesses that you've just not considered?
- Are you making regular offers to customers?
- Do your prospects really know who you are and what you can do for them?
- Do you have clear and different messages for your niche sectors?
- Are you tracking your marketing?
- Do you have upsells and premium products on offer - or are you just giving your added-value away?
- Are you ignoring social media?
- Is your website serving your business?
- What processes are taking up time but don't seem to be adding any value?
- Are you doing the same stuff this year as you were last year and the year before?
- What would the 'new guy' tell you that, deep down, you already know?
After all, you have nothing to lose (other than your job if you don't have any ideas!) and everything to gain. Every MD likes new thinking and ideas and will be delighted when you show them the really obvious stuff they've been missing.
So come on, start earning your Brownie points and get your ideas down on paper.after all, it always pays to impress the boss, doesn't it!
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