As a business owner and also as someone who helps businesses grow, I often see very questionable actions taken on the part of business owners or presented to them. Sometimes they are rather innocuous or expensive. Sometimes a play on words without substance attracts a business owner and like a fish drawn to a lure, they strike. Thousands of dollars in worthless marketing goes out the window. I say out the window because those spending the money cannot describe or identify the slightest accurate return on those dollars. I cannot call that Return on Investment because as it turns out…it wasn’t an investment. This is very true for those who buy into the hype surrounding lead generation and the promises of many many leads for the business. In these instances, the business owner just fell for the “Lead Generation Trap”
“If you don’t do this OSHA will come in and fine you.” “You could be sued for doing what you are doing.” “We have to change what we are doing because it’s against the law.” These are all expressions I have heard and read from many different people trying to sell change, an idea or convince someone else about how knowledgeable they were. In every case, the person uttering those words was using fear as a sales tool.
They may have been right. Their words made have been exactly right. Yet we all know, or should know as apparently, some do not, that fear is not the best motivator to facilitate business change. Oh make no mistake, using fear can be a good thing in some instances, but trying to sell an idea with fear isn’t the best way to make a change in business.
Recently I’ve had several Consultants, Business Coaches and Business Advisers reach out to me here on Linkedin. Each stated that we could perhaps mutually benefit from one another. I accepted their request and then sent a message asking to meet by phone and learn more about each others business. In a couple of instances, I didn’t get a chance to immediately respond but planned on doing so at my first opportunity. Almost all of these folks sent me the same message. That message contained the words, “I am going to Improve Your Sales by 30%.”
There are a lot of people in business who either believe more sales equals more profit or want you to believe more sales equals more profit. Let me share this – more sales does not equal more profit.
Certainly, sales are important and I am in no way suggesting it isn’t. However, sales are but 1 part of a business. If used correctly it can be an important contributor, if allowed to go forth and sell, sell, sell, it can destroy your business. Understanding both how it can do that and what to do about it to prevent that is an important step to developing sustainable sales revenue and sustainable profit.
As someone who helps businesses grow, I often times see very questionable actions taken on the part of business owners or those presented to them. Sometimes they are rather innocuous or expensive. Sometimes a play on words without substance attracts a business owner. Thousands of dollars in worthless marketing goes out the window, thousands of dollars for new gadgets go out the window, thousands of dollars in advertising go out the window. I say out the window because those spending the money cannot describe or identify an accurate return on those dollars. The business owner just threw their money at something, out the window, and hoped the sales would follow.
In the last few months, I have been on the receiving end of a unique solicitation, perhaps you have too. These people know nothing of my business, they don’t know anything about what I do. Yet, they send me an e-mail, with the Subject Line, “Lead Generation and Appointment Setting Program”, worded something like this: