Assumption is the KILLER of opportunity.
When we assume we make stories up in our heads about what our experience or expectations should be. In business the act of assumption can lead to major loss of opportunity simply because many of us aren’t aware we’re making the mistake in the first place.
Many of us do this, including me!
Last week I had the opportunity to attend an interesting workshop put on by Mark Leblanc, small business guru, author and keynote speaker. Marc’s approach to success in the small business world was straight forward – take things one step at a time and measure your success constantly.
Throughout the morning Mark covered a variety of topics ranging from the 9 best small business practices to high value activities. As the morning came to a close I caught myself laughing as I had recently committed one of the simplest mistakes people can make in business. I didn’t just do one of them, I did both on Mark’s list which he refers to as the ‘Two Deadly Business Sins’.
Are you an assumption sinner?
Business Deadly Sin #1:
If my customer wrote me a check once they’ll call me if they need me again
Business Deadly Sin #2:
If my customer wrote me a check once they automatically know all that we can do for them
(note: the word ‘customer’ is meant to reference an actual external customer however it can also be considered an internal colleague, cross functional team or business unit if you do not interact with external customers)
The first of our two delightful sins points at the assumption that if we’ve done business with a customer once they will “of course call us back the next time they need help”. This couldn’t be farther from the truth yet so many of us in sales, services, entrepreneurship, small business, you name it, fall victim to this fallacy.
Mark further shared with us that it’s not uncommon for our customers to think “Matt hasn’t called me in a couple months, he must not want to do business with us any further.” The assumption on Matt’s end that the customer will just call him when they’re ready furthers the issue as Matt doesn’t follow up leading the customer to believe he’s no longer interested in their business. For Pete’s sake! That couldn’t be farther from the truth it’s just Matt doesn’t know it yet.
The second deadly sin addresses the assumption that if you’ve done business with a client once they should then automatically know every aspect of your business, where you can help them and where you can’t.
If you’ve ever had a customer say “Gosh Jillian, I didn’t even know you offered that type of service. We would have loved to work with you but we just signed up your competitor because we weren’t aware you could help us in that area.” It’s like getting slapped in the face with a wet leather belt which leaves a welt for weeks. Your customer, who self admittedly loves working with you, went to your competitor for help simply because they didn’t know you could help them. Ouch. (and yes, I’ve actually done this more than once)
So how do we remedy this?
Let’s start by focusing on never assuming about the relationships you may or may not have with your customers or what they know about your product or service. It’s always better to pick up the phone and call rather than wait for the phone to ring on your end. Take the initiative!
When speaking with your customer ask questions about how their business is doing and which areas they need help in the most to best determine how your product or service can be a value add to their pain points. Remind them often about what you do and how you do it. Be consistent!
About the Author
Travis Smith is the founder and managing director of Square-1 Engineering, a life sciences consulting firm, providing end to end technical project services to companies which design, develop and or manufacture products in Southern California. He successfully served the life sciences marketplace in SoCal for over 15 years specializing in engineering services, consulting, project outsourcing and leadership development. In 2019 he was recognized as a ‘40 Under 40’ honoree by the Greater Irvine Chamber of Commerce as a top leader in Orange County, CA.