What is your purpose as a business?
To make money? No, that is an outcome. An important one for sure. You won’t be in business long without profit.
But that is not why your business exists.
You started your business to solve a problem, to fill a need. In solving that problem, you made money.
At some point, the money got better, you focused more on the money then solving the problem. Caring more about hitting the next financial target than helping your customers.
Now you knee-jerk after targets like a professional “Stanky-leg” dancer, chasing after the money. Which is always elusive since you are trying to solve a problem that you can’t remember.
This money chasing, knee-jerking mentality is borne from a fear of loss. This fear is keeping you from a relationship with your customer. It’s only through a trusting relationship with the customer that they believe you can solve their problem and happily give you their money.
Without this trust, your business success (or lack of) is based on a purely transactional basis. The customer isn’t sure if you are the right solution, you just happen to show up at the right time. Have a price that isn’t too risky if your solution doesn’t work. The problem is, someone will always be faster or cheaper, or both. So you scurry around trying to be “Mister Right Now” while doing the financial “Stanky-Leg” to close the deal and hit your numbers.
Why is this easier than building trust and working to compel customers to work with you?
To get back on track, remember what your purpose was and work with that in mind. Work to develop a relationship of trust with your customer. Be very clear with your customers about why you are in business and what problems you help with.
If it is a big enough problem to solve and you are clear enough on how to solve it, the money will flow.