Dispelling myths about sales failure. #1: It's not the salesperson
You own a business.
You pilot your plane.
There is no licensing exam to certify business ownership; you simply decide one day to climb into the cockpit. You might have an imaginary co-pilot but chances are you're all alone. And after a few pre-flight checks (website, social media, product in inventory, a few dollars in the bank) you take off.
The Comedian's Principle:
When it comes to sales failure stop blaming the salesperson. But wait, you say, there are a lot of non-performing sales people out there so how can you make that statement?
Here's a reality check:
Jerry Seinfeld said that he worked over a month in the first three minutes of his act. Every comedian knows that the first few minutes determine whether you will hold on to, or lose the audience.
How much time do you spend on your business?
"Buying Experience" is the most critical aspect of differentiating any business; it is the 'one thing' that allows you to hold on to existing customers and to attract new ones. And therefore, because so many of us increasingly buy online, the brick-and-mortar shopping experience has to exceed all expectations because we have an easy alternative at our fingertips. Yesterday, I was online at RiteAide and stood behind a lovely eighty-year-old sweet lady buying a six-pack of beer.