Leaving Your Comfort Zone

David Gross is president of Condé Systems Inc., of Mobile, Ala. For the past 24 years, he has devoted to advancing sublimation technology. He can be reached by email at dgross@conde.com.

I enjoy speaking with folks about their sublimation business and helping them resolve problems. I’ve found that the biggest mistake most people make is to stay in their “comfort zone”. By that, I mean shying away from new things that can ultimately grow their business. For instance, I know of two trophy shops that are very close to each other. The first shop hasn’t really added any new products since they opened their doors. The other shop has continually added new products; as a result, they have opened new doors and increased overall sales. I asked the owner of the first shop why he didn’t want to try new things. He replied that he didn’t care for any of the new products and that he was happy with his current line of product. I then asked him what his personal preferences had to do with what his clients would buy. He did not have an answer.

My tip for you is this: Don’t let your personal opinions get in the way of making money! Try new products! Look for new markets. Ask your supplier for samples to show your clients. Make samples and drop them off to your current clients and new prospects.