They went on to explain that their market had lots of competition, the customers are cheap, and that the current marketplace was changing. However, I heard salespeople have similar issues in Chicago and Vancouver across a variety of industries. It dawned on me that we as sellers are more alike than we are different.
These are just excuses because all markets have companies that are failing and companies that are succeeding. The dynamic in the marketplace matters less than what you and the company do about it. Even at the bottom of the markets in 2008 and 2009, I had sellers that were outselling the marketplace because they could find those pockets of customers that were succeeding, despite the fact that a lot was going the wrong way. In every marketplace, you can choose to play to the bottom or go for the cream at the top.
Never forget as sellers that there is no rule that says you have to sell to everyone. You can pick and choose your battles, customers, and the prices that you want to go to market with. You can shrink your marketplace and increase profits or expand your marketplace and decrease your profits. I don’t want you to use excuses, I want you to use the dynamics in the marketplace to choose and take action. When you do, you will have business success.