The Syndrome of the Drunk Without Keys

There's a reason your sales are stalled.

And no, it's not a lack of effort.

It's because you're looking in the wrong place.

Watch this.

There once was a drunk. (Not me. Just some guy).

He went out partying on a Thursday.

Without telling his wife.

Too many drinks, he got home.

It was 3:30 in the morning.

He had one goal: get inside without getting caught.

Everything was going well.

Until he pulled out his keys.

His shaky hand betrayed him, and the keys fell on the sidewalk.

Total darkness.

Couldn't see a thing.

A few feet away, there was a lamppost.

There, there was light.

So he went there.

And started looking.

He walked in circles.

He bent down.

Touched the ground with his hands.

Until a police officer arrived:

—What are you doing, sir? Can I help you?

—Yessss. I lost my keeys.

—Where did you lose them?

—Ooover therrre. Near my houuse.

—So. Why are you looking for them here?

—Becauuse there's light here.

Thank you, drunk.

End of story.

The moral is obvious:

looking where there's light is useless if the problem is elsewhere.

No matter how hard you try.

Does that make sense?

Good.

Sometimes you and I are like that drunk.

(Without the drunkenness. I hope).

We look for solutions in what we already know, not where the problem truly lies.

And we even feel responsible.

Because "we're doing something."

I've seen it dozens of times:

Sales are down.

The director asks: what do we do?

And the team responds:

—It's the salespeople's fault.

—We need to train them again.

—More follow-up.

—More control.

Did anyone ask if that was the problem?

No.

They just repeat what they already know how to do. And they slide right into it.

The result?

Months later.

Thousands of pesos down.

And everything stays the same.

(Or worse).

Why?

Because they looked for their sales keys where there was light.

Not where they fell.

Look.

I'm not judging you. It happens to me too.

Looking in familiar places is comfortable.

But it's self-deception.

Because the real problem might be something else:

• Maybe you're not even attracting the right customers.
• Or what you're selling is identical to the competition.
• Or maybe you're not taking steps to invite your customers back.

But you don't see that.

Because it's easier to keep doing the usual.

The lesson is clear:

Before spending time and money "improving" your sales, find the damn problem.

Ask yourself:

Am I looking for my sales keys where they fell or where there's light?

If you don't know where to look and don't want to waste months in the wrong place, this test can help you:

The Broken Hose

I hope it helps you.

Carlos

P.S. And remember that serving is the way.

P.P.S. If you want help finding the keys, let's talk.

—

Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Ciudad de México, CP 04330, México

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