Avoid,the,Most,Deadly,Mistake, ecommerce Avoid the Most Deadly Mistake Most Business Owners Often Mak

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By Tatiana Velitchkov © 2002You're a business owner, and of course you'll do ANYTHING tomake your business succeed.After all, you don't just believe your idea/product/servicewill work -- you also know you're the ONLY PERSON in theworld who can make it work, because you're simply PASSIONATEabout it.But sometimes -- sometimes -- this business owner's passionand conviction turn out to be the very same things that canbring about failure.All because of a common mistake that too manywell-intentioned business owners often make...What IS This Mistake?....And how do you avoid it?Before we get to these questions, let me ask you to thinkabout a few people first:Dentists. Doctors. Teachers. Parents.What do these people have in common? What do you remembermost about them when you were a child?Most likely you started out hating these people, becausethey always seemed to be making you do things you didn'tlike. Horrible stuff like root canals, flu shots, researchpapers, and eating leafy green vegetables.But as you grew older you probably looked back on yourrelationship with them, and you realized you had morereason to love them than anyone else. Because during thosetimes when they told you those horrible things were "foryour own good" -- they were actually telling the truth!Now, we think we're all grown up and we know all about that.But there is ONE IMPORTANT LESSON that we mature businessowners can learn from this juvenile mistake:No matter how old you get, you still can't always recognizethe things you REALLY NEED.My Head Hurts... I Should Buy A Car!This is a hard truth, and we all need to learn it.Although we like to think we're in total control of everyaspect of ourselves & our business, there WILL be times whenit's best to consult the experts.Let's take "marketing," for instance.Marketing gurus have always advised you to put yourself inthe mindset of your customer. And at first glance, thisseems too easy. After all, no one knows your product betterthan you.But then you watch your marketing efforts flop over & overagain, and you start blaming the ezine & website owners(where you place your ads) or your ad distributors (for notdoing their jobs).You overlook the part where you probably made your firstmistake: When you failed to REALLY put yourself in yourclient's shoes.And it's not really surprising, or anything to be ashamedof. Simply because you are NOT your client.You're the business owner, the product developer, theservice provider. You know too much, have gone too far,and it's really hard for you to teach the concept of asimple star to a first grader when your mind is alreadyfilled with relativity and nuclear propulsion.So what DO you do to succeed? How DO you reach theimagination of a "first grader," when you're already aDoctorate Degree holder?Simple: You ask for the help of a first grade teacher!Ask The Experts, And DO What They Say!Again this sounds so simple, but many floundering businessestoday prove it is not.Branding expert Rob Frankel even laments that there are 2kinds of business owners that are beyond anyone's help: - The first kind believes in his own style of marketing so much, he doesn't think he'll ever need the advice of a marketing specialist. - The second kind acknowledges his need for a marketing specialist, but after spending time & money to engage the services of one, he lets office politics, pride, or his own preconceived notions take over... in the end simply dismissing the specialist's suggestions.(Of course there's the third kind -- the business owner whobrings in the specialist and actually acts on hissuggestions -- but these types are too few to mention, asevidenced by the too-few outstanding brands on the Internettoday.)But Maybe You're The Fourth Type...That is, you KNOW you need a specialist for many of yourimportant business functions, but you just can't affordthem right now. What can you do in the meantime?You can do as I do, and try these 3 simple steps:ASK!Sooner or later you'll be needing services outside of yourexpertise. And once you accept these services, you'll beopening yourself up to new opportunities!For instance, you can maximize your interaction with yourservice providers by making them your sort-of consultantsas well. They're bound to be authorities in their field,after all, and you're already in a business relationshiptogether.Ask them questions (no matter how stupid they sound), andseek their guidance (no matter how stupid you'll seem tolook).As long as you make it clear that you just want help indeciding what's best for you, and as long as they're sincereabout helping their clients (like you!) succeed, then theyshouldn't mind your requests.Truth is, I personally WISH that more clients would ask morequestions about the packages I offer at Guaranteed-Hits.Com.Although I already give them easy-to-choose-from packageson my site, I could help clients so much more if they wouldjust ASK me questions. If they told me EXACTLY what theyneeded, then I could more easily SOLVE all the non-trafficproblems they have.After all, the guaranteed hits service may have a price --but consultation with me is always FREE.(And now that you know that, remember to ask me yourquestions via email at [email protected])=)Next...LISTEN!Remember: there will always be times when the advice youhear won't SEEM like such good advice at all (like rootcanals and broccoli soup).But if they truly come from the experts (and will ideallybe supported by others in the field) then the best thingyou can do is to believe them and TRY.LEARN!Finally, keep in mind that all of life (and all of business)is a learning process.Everyday we keep trying things, and we observe whether theycreate positive or negative effects.Then we either do them again (if the effect was positive) orchange strategies (if the effect was negative).Either way, we always need to re-asses where we are at eachpoint in our lives, and then take the necessary steps tomove forward.Success and failure, after all, are not definitions for thisperson or that. They are simply places we all visit fromtime to time, giving us the endless choice of where wereally want to stay.P.S."But wait a minute!" you say, "You haven't told me thebiggest-mistake-I'm-supposed-to-avoid yet!"Well actually, I already HAVE.The mistake is "not asking." Because not asking means "notlistening," and not listening means "not learning" -- andultimately never finding out what's best for you and yourbusiness.I hope you listened and learned from that.And by the way, thank you for asking. =)© Tatiana Velitchkov