author, Laura Berman Fortgang’s speech to the International
Coach Federation several years ago. In her presentation,
she talked about the fact that reality never lies.
While her focus was on coaching, I immediately connected
her words to the fact that our sales, productivity, profits
and customer satisfaction are ALWAYS precisely accurate
measures of the service we provide.
From the dawn of history, human beings have searched for
bargains. We love getting goods or services at a fair
price, delivered on time, and hopefully, with an extra
"bonus." In the words of the old saying, "build a better
mousetrap, and the world will beat a path to your door."
Because of this, your bank account is an accurate
reflection of the value the world places on your products
and services. The facts and numbers do not lie. They may
contain a message you don’t like, or one with which you
disagree, but they do not lie.
To increase your sales and profits, you must increase the
value of your services to your customers. Advertising may
help in the short-run. Laying employees off, or hiring
better people may help briefly. Cutting costs or raising
prices may give the illusion that things are better, but
illusions never last.
The key to the growth of your enterprise is providing more
value, at a lower price. Fortunately, this is not
difficult. Perceived value can be many things, from faster
delivery, to larger quantities, to more pleasing colors.
The opportunity to innovate, add value, and increase sales
is endless.
Reality does not lie. Study the numbers, notice where you
can increase value to your customer, and adjust
accordingly. Your financial future depends on it.
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