The Right Business Goal

When talking about business goal, the first idea that will come to your mind is achieving the maximum sales. Well, there’s really nothing wrong with knowing the business’ full potentials. However, I don’t think that this is the right business goal. Truth is this kind of business goal often lead to poor sales. People nowadays refuse to spend on anything unless it could really give them great value. Sadly, we live in a world today where the only time to catch people’s interest is if it’s something that would benefit them more than it benefits others. 

Two years ago, I was giving a motivational talk to people from different walks of life and I opened up about my project of helping one specific community in one village where illiteracy rate was a little bit higher compared to normal places. I told them that whoever wanted to be part of the project could stay in the room after the event. To my surprise, the room was still full of people after the program. I was surprised that everyone wanted to get involved in the project. This is one reason why I believe that there is purity to the very core of human beings. Everyone wanted to participate in the charity project. 

However, when asked how many was willing to give time for the project, people who wanted to participate became less and less. When asked how many was willing to actually pledge an amount of money to donate for the project, only three people stayed in the room with me. Everyone wanted to help but not everyone was willing to make time and give money for the project. 

In the same way, people nowadays want to gain and yet nobody wants to give something. This is one reason why being a salesperson becomes a challenge in most cases. My friend who works as sales agent for insurance has been thinking of changing his job because of very poor sales lately. He couldn’t even convince his own relatives to get an insurance simply because they think that he is only after the commission. With this kind of people’s mind set, I understand the struggle of being a salesperson. This is very sad and even discouraging but if you have the right business goal, the struggle of dealing with this kind of people will be easy as ABC.

First off, you need to shift your business goal from gaining to giving. I know it sounds crazy but you have to understand the whole concept. All you have to do is shift the idea from taking from customers to actually serving them. It’s important to make them see that they actually gain more from you or from whatever your business, otherwise, they wouldn’t even be interested in dealing with you in the first place. The only way to attract people to support your business is when the business is actually about them and not about you.

In other words, the right business goal is to magnify the customers’ gain while minimizing yours as much as possible. And to do that, you have to change your business goal from maximum sales to improving others’ lives.  And this is what I believe every business goal should be; improving people’s lives. Here are some things to remember that will help you keep focused on the right business goal.

1. Always highlight the customers’ benefits. This is self-explanatory. However, always remember to be honest. You can’t exaggerate things or make up lies just to sound enticing. Highlights their benefits but never be deceptive.  

2. Don’t be desperate. Not everyone will buy your products or service and it’s okay. Never adjust your rate just to get projects. Being too pushy doesn’t really feel good. Never act desperate and don’t feel like every refusal is your loss. Handle rejections like a real gentleman and you will win respect for the sense of pride and dignity.  

3. Maintaining a good reputation. Of course, the most genuine and cheapest advertisement any business could have is the customers’ testimonies. Treat every customer or client you have like the first and last one you would be dealing with because their endorsement or disfavour is something your business’ reputation will carry for a long time. – M.D.

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