Low Sales Is A Symptom Not A Problem

Low sales are not the problem it is a warning sign that something more fundamental needs to be addressed.

When management is focused on declining sales as the problem the solutions are typically to do more, run faster, try harder. However attention may need to be redirected to find the cause of declining sales.

There are many factors that can cause declining sales and some objective thinking and self-reflection may help you identify the correct causes. Objectively consider the following:

• Am I responsive and friendly with my customers, suppliers, employees? Note: employees tend to behave the same way the boss does.
• Do my products satisfy the customer’s desired level of quality, service, or performance?
• Are my products/services meeting current technology standards?
• Are my prices correct
• What are my customers really saying about my business? Do I really listen to the customers or do I jump to solutions before the customer has expressed their thoughts? You might find this video thought provoking are you really listening? http://vimeo.com/66753575
• Is merchandising, floor layout, store decor, cleanliness, signs, inviting, up to date?

It might be easier to sit down with an objective outsider to contemplate and ask yourself questions like this to identify factors that you may be totally missing when you assume you've got a "sales" problem. Involve employees in the discussion their observations may bring a fresh perspective. Bring in someone from outside your business, who has no vested interest to protect.

Low or declining sales is always the result of some situation or lack of performance so focus on identifying the real problem to come up with an effective and lasting solution.