You are located in the center of the universe as you believe
it to be. And this is exactly where you should be. But there
are limitations as to what you can see from this position.
Limitation often difficult to overcome.
From a business point of view, such a position makes it
difficult to see others as they really are. For example, it
may be nearly impossible for you to view your site and sales
presentations as your potential customers see them. Yet you
must be able to slip on your visitor's "shoes," and wander
about your site, seeing it as they do.
Failing to do so on a regular basis severely limits profit
potential. Many ignore this introspective evaluation because
they are unable to be truly objective. And it is hard to do.
But we can all improve our skills in this area. We can all
achieve a greater degree of objectivity about our site and
business. One approach lies in learning more about people
in general.
Look At Reality Eye-To-Eye
In business, it never matters what you think or feel. The
only thing that does matter, is your visitor's view of things.
You undoubtedly know this is so. But have you thought this
through right to the end of it? If not, you may be overlooking
powerful implications.
Many doing business online have little or only a superficial
knowledge of people. And they go no further. Unless you have
a solid understanding of people, their hopes, their dreams,
their fears, everything about them you are limiting your
potential for success.
Try This
Next time you visit a small business site that is new to
you, kind of kick back for a few moments, and look it over.
Think about what you know of people as you examine the site.
You may find little indication the writer thought much about
people at all.
Many small businesses are struggling for lack of awareness
of who their visitors really are. And some are headed for
disaster because of this lack.
How Big Business Operates
Larger "successful" companies frequently make the same
blunder, but in a different way. They know the percentage of
visitors who buy. They know the percentage of those who return
to buy again. They know what percentage buys their most
profitable products. And they may target this group. Such
companies are settling for far less success than is available.
They talk frequently of motivation and behavior. They often
hold weekend seminars to study such points. But in fact, their
entire business is driven by sales data, not people. At bottom,
they know very little about people. And could care less.
Learning About People
Most assume they know more than enough about people
to be able to do business with them. But if you are one
who seeks to be honest with yourself, a hard look may reveal
how little you actually do know.
The two characteristics of people that matter most are
motivation and behavior. To break this down further, you
want to know as much as possible about what people do, why
they do it, how they do it, and so forth.
Read Dale Carnegie's excellent book, "How To Win Friends
And Influence People." You'll find some grand insights.
If you enjoy reading, there are lots of good titles that
collectively can bring you the understanding you need.
If you're not a reader, try this.
Just Hang Around
Pick a corner downtown with heavy pedestrian traffic.
Settle in and watch people as they flow by. You'll see
enormous differences in behavior. Particularly on a rainy
day. Try to think in terms of the "why" of these difference.
Wander into a busy department store and watch those
shopping. If you can, pick a day on which a big sale brings
vast crowds. Shoppers will run the gamut from those who grab
an item quickly, then push on - to those who examine each of
six equivalent products in detail.
Throughout, withhold judgement. You are merely an observer.
You want to gather whatever information you can about what
people do and why. Their motivations and behavior may remain
unsuitable or even "crazy" to you. Nonetheless, you want and
need this information.
Become Preoccupied With Watching
The fascinating thing about "people watching" is that you
can do so most everywhere you go, regardless of the task you
personally need to accomplish. In a meeting, watch the other
participants. When driving, track the behavior of other
drivers.
If you become a serious "people watcher," you'll achieve a
grand benefit most will never discover. Here's what it boils
down to.
Eliminate Yourself From The Picture
While you are watching others, you are NOT thinking about
yourself. You are focused on the person you are watching. Thus
you have eliminated yourself from the "universe" of the person
you are observing. You are trying to see all as they do.
Now you've really got something. While you can not see
visitors on your site, try to "watch" them as you might observe
strangers in a store or on the street. This can bring an
enormous positive change in your focus. Suddenly you may be
asking all kinds of neat questions.
Would that clown who darn near ran me off the freeway like
my site?
That women is awfully impatient; how long could my site hold
her interest?
That scatterbrain doesn't seem to know where he's trying to
go; how would he deal with my site?
Focus On The Individual, Not The Crowd
There are an uncountable number of things you can watch
people do. Then ask how such a person might behave while
visiting your site. Above all, ask what you'd have to do to
get a sale.
The power in this approach is that you are putting your
individual visitor first in your thinking. This tends to
soften, even eliminate, yourself and your personal preferences.
In taking this step, your opportunities for success are
multiplied many times over. Particularly in that it doesn't
happen on most sites.
Try it. It just might lead to a whole new and better
way of doing business.
About the Author
Bob McElwain, author of "Your Path To Success" and
"Secrets To A Really Successful Website." For
info, see
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