Are False Assumptions Costing Your Business Valuable Sales?
When I was in grade 11, our high school music department held a fundraiser selling grapefruit.
Yes, grapefruit. Do not ask.
Our local community channel (shout out to MSA Cable 3!) Heard about this initiative and wanted to interview one of the students during their Thursday night live show “What’s Happening.” For whatever reason, I was chosen for this honor. Who knows, I was probably the first to raise my hand and volunteer when no one else seized the opportunity.
Be on television? I’m in!
Thursday evening arrived and I entered the studio’s offices, where I was greeted and taken to the “green” room. My first observation was that this room was not green. There was nothing green about it. So why the heck was it called the green room?
My logical mind was immediately confused by this disconnect. It didn’t make any sense to me!
False assumption n. 1: Your guests knew what a green room was.
After a few minutes the show’s host, Carol Lewis, arrived. She welcomed me and we sat down and had a lovely chat.
He asked me about our fundraiser, what we were selling, what our goals were, what the funds would be used for, where we were, etc.
It was a great talk. She made me feel comfortable and at ease. Everything was fine.
Then he left to present the show live while I waited for my turn.
After a while, they took me to the studio and I was immediately amazed. How cool was this! Lights! Cameras The whole nine meters!
They nailed me a microphone; I was positioned and ready for my interview.
The floor manager indicated that we were about to start working. THREE! TWO! And the silent “ONE” with a finger pointing at Carol to start.
Carol started by introducing me and then asked her first question: “So Susan, tell us about this fundraising program, what are you selling?”
I stared at her.
Hey?
No, I was not camera shy.
No, they didn’t lock my tongue.
No, I did not freeze or have an out-of-body experience.
I was confused.
Why the hell was he asking me that question again?
She already asked that in the “green” room.
She knows the answer; I already told you this.
What the hell? Is it silly or something?
False assumption # 2: Your guests understood the purpose of the green room.
I finally answered him, the whole time totally confused as to what was going on.
Mind you, I had no idea what to expect to get started, so I’m not sure why THIS was throwing me at such a point, but it did!
False assumption n. 3 – Your guests understood the process of what to expect, so there were no surprises along the way.
It was an experience that I will never forget. So much so that two years later I ended up working for them!
So what does all of this have to do with building and growing a successful business?
You’re picking up on all those assumptions we continually make that are hurting our business, confusing our customers, and costing us valuable sales.
• Stop assuming that your potential customers know what you are doing and how you can help them.
• Stop assuming they understand the benefits of working with you.
• Stop assuming they know what the experience of working with you is like.
• Stop assuming they know why you ask the questions you ask.
You get the idea.
Your business is not the center of your customer’s universe. You should have a system and process that will guide your client through the entire work process so that no assumptions are made on either side.
Even as I write this, I realize that there is room for improvement on my part in this area as well.
And you? What assumptions are you making that are costing you time and money?
For the success of your business,
Susan