Being Right, Wrong And In Between

by Jay Deragon on 04/12/2012

Your sales are down and the data shows it is because of a lack of marketing. Someone else observes the data and says it is because the price is too high. Which observation is right?

Both parties want to same thing, an increase in sales. For sales to increase something or a set of things need to happen. These include:

  1. Identifying the market of buyers who need or want the product or service
  2. A Plan to reach the identified buyers
  3. A story that will get the media and buyers attention
  4. Consistently presenting your story to the marketplace of buyers
  5. A Price/Value proposition that differentiates you from competition

Without doing 1 – 4 price doesn’t really matter.

If you don’t know who and where your market is you cannot efficiently reach them with a price/value proposition. If you don’t have a plan to get the media and buyer’s attention not enough people will know about your price/value proposition. If you don’t consistently present a story to the marketplace of buyers few will notice your brand and your value proposition. If your price/value proposition is too low you lose money. If too high you lose sales. If you don’t properly do 1 – 4 not enough people will know enough to buy at any price.

Being Right, Wrong And In Between

People have strong opinions based on their experience, position and assumed knowledge. When is comes to deciding courses of action aimed at increasing sales everyone seems to have an opinion. Some are right, some are wrong and the answer usually lies somewhere in between.

Finding the in between isn’t easy. The answer isn’t always about one parties view verses the other rather the answer is really about the quality of the relationships and the methods used to find the answers. Consider the following:

  1. If the relationship isn’t strong neither party has faith in the others position.
  2. If there is no data to support either opinion then the odds are both could be wrong.
  3. If there is data to support one opinion but not the other the answer could still be wrong.
  4. Solutions are not totally reliant on data but just as reliant on relationships to execute solutions.
  5. No method can be used to find solutions unless there is first trust established between the parties.
  6. Trust takes time, an understanding of each others strength and a willingness to learn together.

Sometimes we have to learn to come together in between right and wrong to find a solution.

“Even if toxic people are right about what should be done, they are wrong if the approach is not healthy.”
? John L. Lund, How to Hug a Porcupine: Dealing With Toxic & Difficult to Love Personalities

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