How To Stop Getting In The Way of Making A Sale

In a newsletter today from international sales trainer Kate Gaffin, she shared a very candid point about how many business owners and entrepreneurs stand in their own way when it comes to profits, innovation, and sales. It had to do with being afraid to make 'the ask'.

Kate wrote, "When you don’t ask...you are making a decision for another Human Being.

When you don’t ask...you have decided for another Human Being that they do not want to buy what you have.

When you don't ask...you have decided for another Human Being that they do not want to help you."

Her primary point was that we as humans don't have the right to make a decision for someone else, any more than we would want them to decide for us. For that reason, we shouldn't be afraid to ask for the appointment, the referral, or the sale.

However, the business application is actually much larger than just that. As creators and entrepreneurs, many times we may have a vision of what we want to make or sell, and we make that product. The challenge comes when we get to market, and customers start engaging with what we have produced. This is even more the case in the CPG space, with things like wine or spirits.

Solving a problem or filling a need in a way that is beneficial to both parties is what innovation in business is about. It's also what will keep customers coming back.

Frequently, customers will start asking for something we don't have, don't currently produce, or at least do not actively sell. For example, they might value a high quality aged tequila, but want it in a more traditional way (for example, without a 'flavor' or spice). Or, as we heard from a major essential retailer this past year, "I want to sell your niche food product, but I need it to go through my regular distributors."

Obviously, selling something that is not profitable, or fully outside of our scope is not a wise business decision. We also can't take every whim or wish from random customers, and act on them. That's not a strategy, nor will it likely land you in profit for very long.

However, if more than three, five, or ten customers ask for the same thing, this may be an indicator of a business opportunity. It might be time for you to run those forecasts, calculate costs, and start considering what kind of growth a new direction or addition could produce.

Solving a problem or filling a need in a way that is beneficial to both parties is what innovation in business is all about. It's also what will keep customers coming back.

So, the next time a potential customer or buyer asks for something you don't offer, instead of just saying no, perhaps make a note of it. Then say, "That's a great idea, and we're actively looking into it. If we did have it, how many of them would you need?"

Would you like to learn how to grow, market, and modernize your brand or business this year? Contact our team at FK Interactive for a complimentary consultation at VIP @ fkint.com, or 321-285-6225.