Handle Uncertainty by Turning Defense into Offense

Are you playing offense even when you are on defense? Is every department, even those set up to protect you and your company, on offense? I want to share strategies to help you dominate your markets and take FULL advantage of an improving economy.

This is a radical shift for most business owners but it’s one that will secure you more business with no more cost.

Your goal should be to set up your business so that every department is playing some sort of offense even when they might be a defensive department such as service, legal, social media or accounting. This is a radical shift for most business owners but it’s one that will secure you more business with no more cost. It becomes impossible, however, to accomplish if you are uncertain and trust me, there is more uncertainty in the world today than anyone realizes.

This year’s Super Bowl was a perfect example of a team dominating by being on offense even when it appeared that they were defending. The Seattle Seahawks dominated from the first moments of the game to such a degree, that one of the great teams and greatest quarterbacks were so overwhelmed that it appeared they lost all their abilities. I don’t believe the Denver Broncos and Peyton Manning played a bad game. I think they were driven into a state of uncertainty.

Look, you and your people are constantly hit with negative news – US Markets off 7%, student loan debt out of control, health care cost, wages are flat, possibility of minimum wage being raised and freak snowstorms shutting down parts of the country. And that doesn’t include what happens at your house. No matter what channel you watch or what paper you read, whether you are conservative or liberal, the common rhetoric is negative and fearful with no solutions offered.

Here are three tips for handling uncertainty and putting you and your company in a position to stay on offense.

1. Become certain about where you want to go.

Don’t focus on the other side just focus on your game plan. What is it? Where you are going? Where do you want to go? If you don’t know, they don’t know? What is the path? Don’t get too caught up in how you will accomplish each task, save that or later. Getting stuck in the ‘how’ will actually make you more uncertain. Clarify the desired path and remind your people of it daily. Every morning at my company, we start with a meeting to talk about where we are going and give examples of that future. This demonstrates my company’s commitment to playing offense. During uncertain times, this thinking will help keep you focused on the bigger prize and purpose. You first need to get sold on what your goals and dreams are. Then you need to map out your path and commit to it.

2. Reevaluate your value. What makes you and your company valuable? What makes you more valuable than anyone at any price? If your people don’t know, they will not sell at volumes that are necessary and they will not be able to hold the margins necessary to win in the game of business. Get them clear on value. Once a week we talk about what makes the company more valuable than any other in the market. As I say in Sell or Be Sold:

“you are either making the sale or being sold not to.”

3. Become the most dependable person you know.

Be the ‘go to’ person that others look to in times of crisis. Become a dependable source of solutions for others. I have a goal to be so dependable and so on offense in my business that I become the ‘go to’ guy. Your family, friends, and colleagues must know that you’re the ‘go-to’ person they can count on. To accomplish dependability, you need to get yourself and your people trained. There is no way around this. Greatness does not come without a commitment to training.

Your results depend on the confidence of you, your people and your customer. We have been told too many times, “be careful” “take your time”, “get all the information,” “don’t make a mistake” and on and on. These are just reinforcements to be uncertain and on defense not offense. These beliefs of uncertainty are driven into the culture of society and influence you and your people forcing you to play defense too much.

This will cause you to play under your potential. Are you playing below your potential? Be honest? On a scale from 1-10, ten being full potential, where are you playing at? You know there is more to do. Hit your market so hard that all of your competitors step aside and let’s you run away with the game and declares you champion. Train like a champion and dominate!

Be great! Nothing else pays.

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