To fix sales, find the right problem first

"We need to fix sales."

Easily the most common thing I hear from CEOs.

But a Rx is only as good as the diagnosis.

Is it a "sales" problem?
Or a product problem?
Or a marketing problem?
Or an operations problem?
Or a service problem?

"Fixing sales" often requires fixing something else.

Which could be any of the things driving sales.

When I start diagnosing sales challenges for a business that's stuck include:

- What do our customers think about the product?
- What do our customers think about our service?
- What do our customers think about our business?
- What proof do we have that's what they think?

Never stop looking for ways to improve sales...

Just be sure you are focused on the right problem.

Not symptoms.