I see this all time. And it’s a huge mistake. I think also, it’s human nature.
Example, years ago I knew a lady. Let’s call her Jean, cuz that’s her name.
She sold gold and jewelry, in people’s homes. You know, a home party. Like Tupperware and such.
Great strategy, and works like gangbusters if you have a decent product, and a sparkling personality.
Which she had.
Until…. she decided to bring her product and service into a retail setting. Therein lies the problem.
She couldn’t replicate what was working for her. She thought it scaleable.
What was working was having a small group, in someone’s home, captive and offering her jewelry at discounted prices. A party!
Maybe some snacks and vino.
This ALL went out the window when she moved into retail. NOR did she realize what was going on.
She was blinded by her own delusions. I see this ALL the time.
(think: photographer….“if I could only get that camera, those lights, master that technique etc etc then it’ll all work out for me….” delusion. Again, I see it all the time…)
Long story short, she faked a robbery to collect insurance money, got busted, spent time in jail. Desperate times call for desperate measures I suppose.
I have no idea where she is now. That was way, way back in ’85 when I was starting out in my photography business and networking like crazy with many stores like hers.
Knowing when to fix things like marketing, or selling strategies, or any other business fundamental requires you stay focused and, like Napolean Hill would say, use “accurate” thinking.
The foundation, the sub-structure, the very thing that fuels your business is often right under your nose.
And when something is working it’s working. Don’t fix it! A new logo won’t change things or increase sales. A new sales room won’t matter if you’re as shy as an asthmatic field mouse.
Knowing WHAT to fix is part of the KEY! BUT, and this is a big but, knowing what to fix, and not FIXING it is as useless as a screen door on a submarine.
We have this illusion: there’s a better, new and improved something out there.
When in fact, we’re more often than not the problem. Facing this is one thing. Requires courage and honesty.
Doing something is a whole ‘nother step.
Know what to do and DO, actually DO something about it. This is in part the journey I try and take you on. Start there. With you. Fix that first….
Robert N. Provencher – Your Master Coach Marketer
“If you want to be a profitable and successful photographer, then study profitable and successful photographers.”
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