“Insanity is doing the same thing over and over again and expecting different results.”
This quote is often attributed to Albert Einstein, and sometimes even to Benjamin Franklin and Mark Twain.
In reality, it comes from a 1981 document by Narcotics Anonymous. But regardless of its source, we can all agree on its message.
You’d like boaters to seek you out to buy your boats, as they should, given the passion and care you put into building them.
You wish there was a waiting list for your products like many of your competitors have, most of whom produce lower-quality boats than you do.
Imagine being able to say: “I’m sorry, but we don’t offer discounts,” and hearing the response: “It doesn’t matter; I’ll order your boat anyway!” And yet…
You struggle to find customers for your boats. The atmosphere in the company is increasingly tense.
There’s frustration among management; if there are partners, they often play the blame game instead of looking for solutions, leading to finger-pointing rather than problem-solving.
Workers and craftsmen sense this discomfort and operate at half-capacity.
And when a client finally appears, you try to contain your disbelief and excitement, preparing to give your boats a chance.
As someone likely advised you, you begin by covering them with words, listing every single detail of your product.
Before they can say anything, you start offering discounts, price reductions, and various concessions to ensure the sale.
Do you know what result this gets you?
If the client buys, it’s only because you lowered the price so much that it’s even below the already ridiculous discounted rate of your competition (and your profit margins are gone forever).
If they don’t buy (a more likely outcome), they’ll use your quote to secure an even bigger discount elsewhere.
In both cases, you and your boatyard achieve the worst possible profit.
The client walks away with everything they wanted, getting what they desired, and making you pay the price for it;
you gain no real satisfaction, only unpaid work;
you’ve just taught a potential client that it takes very little to get you to lower your price anytime they want.
And so, your business continues to stagnate: few boats sold and profits reduced to zero.
Do you want to stop being at the mercy of every client’s whim?
Would you like to be valued for the true worth of your boats and close every deal with a satisfying sale without destroying your margins?
You can keep offering discounts left and right… I won’t stop you.
But you also have a different solution that will completely change the trajectory of your boatyard.
It’s not a magic wand—the only one who performed miracles isn’t working with us, so we haven’t learned that yet. What we do have is industry knowledge and the tools to help your business grow.
If you, like us, believe that those who sell products that keep their promises deserve to have their voice heard and attract more clients, we can help you change course.
If you’re curious to discover what you can implement right away to accelerate your path to success, write to info@lliquida.com.
