Could have, would have, should have. The trap

By Bill Doran

 

The above is a saying that I have heard many times over the years. It is a saying that refers to people with the best intentions who never get around to doing things.

 

Do you sometimes wonder why your sales are not growing? If you are not selling courses, equipment, or services the way you should, then perhaps you are stuck in the “Could have, would have, should have trap.” What do I mean? This article will examine this concept and how you can escape it. To explain this concept, I will use an example.

 

Recently, I was in New Orleans for a conference and show; yes, it was DEMA! While there, one day, I was in an Uber and being the social butterfly that I am, I was talking to the driver. In our discussions, she told me she had a company. For our conversation, I will leave out the name and focus on one of her product lines, candles. In our discussion, she mentioned that she designed the products, labels, business cards, flyers, and all the design options for the company. She was very proud of her work, and checking it out, I think she should be.

 

As I am always interested in business, sales, marketing, and profits, I was intrigued, so I asked questions and enjoyed a discussion. She had a store before the COVID shutdowns and, unfortunately, had to shut it down during the lockdowns, which was a sad reality for many. She is driving an Uber and trying to rebuild her business to earn money. This is the type of person we can all celebrate. GOOD JOB! I continued to ask questions. Do you currently have inventory? Yes. Where are you currently selling? I am focusing on sales online, some friends, and a few repeat customers. How are the online sales going? Slow, as most people like to smell the scents first.

 

My mind kicked into gear as she drove people into the convention and tourist district. I confirmed that most of her driving work was for tourists in this area. So, I started asking questions and getting answers. Do you have samples here in the car? No, I have been thinking of it. While you are down here, have you gone into stores in this (the tourist area) to see if you can place some candles in their store on consignment? I have been meaning to do that. Have you considered having a table at a market, an event, or a community function? I have thought about it. This process went on for five of my ideas/questions, all with the same results.

 

Correct! This is the “Could have, would have, should have” trap.

 

Before jumping on the proverbial bandwagon, let us be clear on one thing. We all have been in that trap and will likely be there again. To demonstrate what I mean by getting in and out of the trap, I have used a non-scuba situation that will stand out to you without the scuba bias we would typically use.

 

So, you are stuck in the “Could have, would have, should have trap.”

 

How do you get out?

• If you have inventory, start there. It could be space on a course you are running, equipment already in stock or time on your service bench. All three of these areas cost you money and should be generating money.
• Find three things that you could sell from the above.
• Rank them according to how much cash they will bring in.
• Start with the number one idea. Ask yourself:
  • Who buys this?
  • Where do I find them?
  • What would make them buy now?

 

• Write down what you can do today to get the sale.
• Write down what you can do this week to get the sale.
• Write down what you can do in the next ten days to get the sale.
• Now, here is the hard part. DO IT!

 

 

Let us go back to my example above and fill in the answers to these questions.

• I have an inventory of candles in several scents.
• Pick the three scents that you have the most of.
• Rank them according to how much cash they will bring in.
• Start with the number one idea. Ask yourself:
  • Who buys this? Tourists, yes.
  • Where could they find them? In my car and in the shops, they go into.
  • Places where they can smell the candles.

 

• What can you do today to get the sale?
  • Put six of each candle in the truck of your car RIGHT NOW, along with flyers and business cards.
  • Plan three time slots in your week to work on this plan.

 

• Write down what you can do this week to get the sale.
  • Every day, tell a minimum of three people in my car about my candles.
  • Stop at least three stores and ask about placing my candles on consignment.

 

• Write down what you can do in the next ten days to get the sale.
  • Look for three places to set up a display table.

 

• Now DO IT!

 

Does this apply to scuba businesses? Yes! Let us look one more time at the questions you need to answer.

• I need to fill my courses.
• Pick the three courses that you want or need to offer.
• Rank them according to how much cash they will bring in.
• Start with the number one income course, then repeat the process for the other courses. Remember, one at a time. Ask yourself:
  • Who buys this? Local residents. This may vary based on your area.
  • Where could they find them?
    • At the local pool.
    • At the mall.
    • Sporting goods store.
    • Sporting fields or facilities.
    • Get listed in groups from your area, for example, the YMCA or City Recreation Book.
    • Your local Facebook groups.
    • Make a list of students you taught last year.

 

• What can you do today to get the sale?
  • Make a list of the above 4. b. ideas.
  • Order a T-shirt(s) that says in big letters on the back, “Ask me about Scuba Diving Courses.”
  • Plan three time slots in your week to work on this plan.

 

• Write down what you can do this week to get the sale.
  • Every day, tell a minimum of three people about your courses.
  • Go to at least three ideas in 4. b. and discuss your courses. Ask about placing advertisements or getting them on their lists and directories. Offer to do the same for them.
• Write down what you can do in the next ten days to get the sale.
  • Look for three places to set up a display table.
  • Send an email or text to last year’s students offering additional courses.
• Now DO IT!

 

 

Are you saying to yourself it cannot be that easy? Sorry, but the answer is that it is simple but not always easy. This process requires a commitment to following through and a desire to succeed.

 

For my regular readers, the answer is YES; this is part of my “Mini Three Marketing Plan.” The one that I have been using and teaching for many years. IT WORKS! Perhaps it is time for another Webinar on how to use this plan in the scuba world!