Achieving dramatically higher sales and profits is really very simple: that has been the message of this series of articles. We learned that we could multiply our sales results, without having to change our selling style or your marketing activities. All we have to do is get clear about three things: 1) what business we are in, 2) what our prospects and customers get by doing business with us in specific, direct terms that they can relate with and 3) what makes us unique that is hard to duplicate for others.
?Why don't we do it?? - you must have wondered. All this seems like such common sense, why isn't *everyone* doing it? Why isn't everyone building a profitable, enduring business? Why isn't everyone succeeding in sales? Good questions!
Among many reasons that come to mind, one sticks out like a sore thumb. And it's the fact that too often, we subordinate our "gut feeling," our ?common sense? to the opinions of "experts" (read: anyone who has a half-assed opinion about anything). We are really scared out of our wits to go to the most powerful source of wisdom we have: ourselves.
There's another problem. Common sense is really not that common. Not that we don't have it. It's just that we don?t use it enough. And like everything else that does not get used, common sense, when not used, gets rusted. In the end, we don't trust our gut feeling. So for direction, we keep looking outside of ourselves. Of course, the answer is never out there. The answer is within us. But we are really scared to go there for answers.