How often as small business owners do they either believe they must reluctantly bend to their market forces or they will break before they give another inch to their customers? Neither small business mindset will create long term sustainable growth.
Maybe this somethings gotta give mindset is why so many small business owners start to sell on price. As S. Anthony Iannarino recently examined this perspective in his recent blog “You Are too Sensitive to Your Own Pricing.”
I have always wonder why sales people start down this road of reducing pricing just to get the business? Yes I know times are tough. However times have always been tough. Several years ago I read of salespeople who successfully sold generators to farmers who did not have electricity back in the last 1800s and early 1900s.
Is bending to these market forces the best way to increase sales?
What does such behavior suggests about the internal beliefs of the salesperson?
What happens to profitability?
Mark Hunter in his book High Profit Selling in Chapter Two writes in length about “Profit Is Not a Dirty Word.”
The “I will not break” mindset is equally as counter productive. If the customer is that demanding, the first question to be asked is “Is the customer worth the high maintenance factor?”
Possibly this attitude or I will not break (another translation is my way or the highway) is a reluctance to re-examine the current business model not to mention pricing structure and other internal processes.Companies that survived and thrived regularly reflect upon what is happening in the business and what needs to happen now. The executive leadership and management within these forward thinking firms are not afraid to challenge the status quo.
During the last several years, I have witnessed this “I will not break” mindset when it comes to social media and reconstructing the marketing plan from an integrated, education based marketing approach. Many small business owners still do have a website less alone one that is SEO friendly and professionally developed website according to the US Census Bureau data.
Social media works with the website and hence not having a fully functional website is like having the bridle and saddle for the horse (social media), but no horse.
Our beliefs (think attitudes) drive our actions (behaviors) generating our results. To change our results, requires identifying the beliefs that are the barriers to changing our behaviors. With the “somethings gotta give” belief, this can become a deep, dark hole for small business owners and sales professionals.
Maybe it is time to apply the number one rule when in such as deep dark hole?