Your Most Important Next Step
By W. Lee Steele
Over the years, I have developed a series of 20 questions that I often use with new clients to help them (and me) uncover the keys to their future success. I refer to this client exercise as “A Question of Focus.” The list of 20 questions can be found at www.strategicinsight.com/20.htm. One eventful day, while I was counseling a new client, I uncovered a very powerful 21st question.
Question 21 was an off-the-cuff question I just happened to ask one of my clients several years ago. The client’s answer to the question instantly crystallized their situation and pointed them towards the right direction for their company.
I soon realized that this question had significant application for virtually every company, no matter what their size, industry, or market position.
Every company will have a different answer to Question 21, but the answer will identify exactly what they need to do next in order to become more successful in the future.
Question 21 is: “Why don’t you have ALL the business in your market?”
Typical answers might be:
“Not enough prospects know about us.”
“Many customers/prospects think our prices are too high.”
“The competition has more sales people than we do.”
“Our competitors spend more on advertising than we do.”
“Our product line (or range of services) is too narrow to compete with other companies in our market.”
“We don’t have enough stores in our area.”
“Many prospects don’t want to do business with a small company like us.”
“Many prospects don’t think we can deliver on our promises.”
No matter what your specific answer is to Question 21, your answer will always tell you what you need to do next in order to move your business ahead. Your answer always identifies your major obstacle to success (and, therefore, what you need to change.)
Focusing your future efforts on eliminating, or at least minimizing, your specific obstacle will be your most important next step in moving your business forward. Your major challenge then, will be to identify and execute those marketing strategies that will help you to overcome that obstacle as quickly as possible.
Good luck and keep selling!
W. Lee Steele is the President of Strategic Insight, Inc., a marketing consulting firm based in Tempe, Arizona. Mr. Steele can be contacted at leesteele@strategicinsight.com.