Answer: If you knew, it wouldn’t be a blind spot.
Accelerate the performance of your business in 2016. Find your blind spot and fix it.
There are 7 common blind spots with 4 common causes.
The most common blind spots have to do withâ€¦
1. customer profiling
What traits do your customers have in common other than the fact they all buy from you? Are you seeing your customers as they really are, or are you seeing them as you wish them to be? False profiling leads to expensive mistakes.
Consider the people who donâ€™t buy from you. Are they buying elsewhere because they havenâ€™t heard about your company, or is it because they have? Iâ€™ve never met a business owner willing to believe their company had a bad reputation.
Most â€œunique selling propositionsâ€ are irrelevant to the customer. Are your ads answering questions no one was asking?
Yesterdayâ€™s right location is tomorrowâ€™s wrong one. Has the future arrived and left you behind in a weird part of town? Or did you fall into the happy trap of cheap rent only to find yourself invisible?
How consistently is your staff delivering the experience youâ€™ve crafted for your customer? The fact that your staff is perky and happy doesnâ€™t always mean theyâ€™re doing their jobs. Have you been confusing attitude with performance? Are you one of those big-hearted bosses who will excuse incompetence as long as the employee seems loyal and sincere?
6. price credibility
Do you know the prices of your competitors in your product or service category? Or do your customers know more than you? If you say to me, â€œI donâ€™t worry about what the competition is doing, I just worry about what weâ€™re doing,â€ I swear Iâ€™ll slap you.
7. media myths.
Are you anxious to find a more effective media? If so, youâ€™ve got really bad ads. Iâ€™ve never seen a company fail because they were using the wrong media or reaching the wrong people. But Iâ€™ve seen thousands fail because they were saying the wrong things. A powerful message will produce results in any media.
The most common causes of blind spots areâ€¦
Do you believe your business deserves to grow each year simply because itâ€™s had another birthday?
2. preference and denial
Do you mistakenly believe that other peope think like you do? Are you so focused on your goals that you canâ€™t see reality? Have you attended one-too-many positive thinking seminars? If so, youâ€™re on dangerous ground, amigo. â€œWell, that canâ€™t be true because, well, it just canâ€™t.â€ Is this really your answer?
Do you usually believe what youâ€™re told? A dinner companion says to you, â€œThe food here is terrible. Iâ€™m never coming back.â€ But when the smiling manager arrives at the table and asks, â€œHow was everything?â€ your companion replies, â€œIt was great.â€ Are the people around you telling you what you want to hear? Are you part of a group of business friends who telephone each other for false reassurance?
4. risk aversion
Did you work hard to â€œbuild up your businessâ€ and now youâ€™re taking it easy a little, enjoying the fruits of your labor? Congratulations. That warm glow youâ€™re feeling means youâ€™re about to be toast. If youâ€™re not acutely aware of your competitive environment, youâ€™re coasting, losing momentum and in danger of being overtaken. You became a self-made man or woman because you took big chances when you had little to lose, right? But now that life is good, you abandoned this aggressive behavior and expect good things to happen because â€œyou earned it.â€ Remember the tired old elephant whose butt you kicked to get where you are today? The new elephant is you.
Am I your enemy or your friend?
This was a dangerous memo for me to write because folks tend to be sensitive about their weaknesses. So if at any time you felt belittled, insulted or offended while reading this memo, thereâ€™s a pretty good chance we found your blind spot.
Still friends, right?
Subscribe To Beneath The Cover's Blog
Join the many publishers and authors who already get their updates sent straight to their inbox. Enter your email address below: