Get out of your own head!

If you are like most people, you’ve spent a lifetime evaluating life’s choices by filtering options through your own experiences. We also use this technique to predict what other people might do – in other words, we like to think that everyone tends to think like we do. If I’m trying to sell my car, for example, I set the price to where I think it would be fair. But what I think is fair isn’t necessarily what the rest of the world thinks. I’m basing my decision on the assumption that other people think like I do.

When it comes to marketing and sales, we do this all the time. For example, a prospect objects to your proposal and wants to check with his boss. As a salesperson we agree because it seems reasonable to us – because we might do the same thing in the prospect’s shoes. Or we might decide that a certain positioning statement won’t be effective – even though the target audience ISN’T US! This self-limiting behavior kills sales faster than a Cheetah in a bunny store. There is only one way to know if the actions we take and decisions we make will be effective. You must test your assumptions in the real world – not just the world inside your head.

My wife makes designer handbags. She is thinking about starting to sell these unique creations on-line and in boutiques. We’ve had many discussions regarding pricing. She knows exactly what it takes to make her products – how much time, materials, etc. She prices according to what SHE would spend on a similar product. I’ve helped her understand that she doesn’t match the profile of her ultimate customer and that she can’t possibly predict what these women will spend on a one-of-a-kind fashion product. Therefore the strategy should be to set the price at the highest level and see what happens in terms of sales. She can always reduce the price or change the marketing approach if the product doesn’t sell, but if she started low, it is almost impossible to raise the price later.

Do the research, be objective, but don’t be afraid to make bold decisions and take risk. If you are slightly uncomfortable with your approach, you might be on the right track. Get out of your head and test the waters. You might be surprised at the outcome.