Think Outside [the Industry] Box

I was taught many years ago by a mentor to "think outside 'the industry' box" when trying to solve a marketing problem. The concept was Adapt and Adopt. 

In short, there are many clues on how to do things successfully by looking at businesses outside our own - sometimes within our industry and many times outside our industry. Let me explain.

I've been getting a lot of feedback from people reading my emails who are stuck because their customers just aren't buying either "what" they're selling or by the "way" they're selling it.

First, I recommend you look carefully at how you currently generate customers or clients, or how you organize the operational side of your business and ask yourself, "Is this the only possible way this can be done?"

Then ask this second question, "Is there a better way to accomplish this?"

My guess is: There is.

Look at everyone you can within your industry, beginning with direct competitors and then move to people outside who probably are no threat whatsoever. Ask yourself: 

• "How are THEY generating sales during these challenging times?"
• "What are they doing differently that I haven't even thought of?"
• "How can I borrow that strategy and apply it to MY business?"

Next, look at people in similar non-competitive business categories, asking the same questions of them. Once you realize there are many other ways to generating new business, and that the methods you've been using all along may or may not be the best, most effective, or even most productive options you have at this time, it should awaken a natural curiosity within you.

My suggestion is to start constantly questioning and examining how many different ways people (within and outside your industry) have discovered how to build their businesses. Then ask yourself constantly, "What have I learned, or discovered, that I can borrow from them, and directly, or indirectly, apply to my business or profession?"

If you do that, exciting things will start happening once you commit to doing this on an ongoing basis.

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About the Author: Craig Valine is a Los Angeles-based Marketing Performance Strategist and Investor who helps already successful owner-operated entrepreneurial businesses and professional practices increase profits without spending a lot of extra time, money, and effort in the process. To learn more, visit www.CraigValineMarketing.com