Ann is sitting in front of her computer screen, searching. Not for a cool new web site, or the latest edition of her favorite blog. She's searching for answers. She can't figure out why sales haven't improved. She can't figure out why her staff seems so indifferent.

She's searching for answers. What she doesn't know is that there are only two possible answers. Yes only two. I'll get to those in a minute. Ann is not unlike most small business owners. As she looks through her budget and marketing plan she's having a hard time understanding why it's not working.

She's increased her budget. She's expanded her geographic sales area. She's fortified her pricing. She's working hard, but the results just aren't there.

So why isn't it working?

DK or DE.

DK = Deficiency of Knowledge
DE = Deficiency of Execution

That's it. There are no other reasons for failure.

I've talked with many, many small business owners that have said to me "but money or lack of a marketing budget is why I failed". Wrong. They failed either because they didn't know how much money it would take to do the job properly (DK), or they spent it incorrectly (DE). When you look at your business, and study the areas that are underperforming or causing your stress and frustration, break it down to these two elements, and I promise you will uncover the real problem.

Customer service and indifferent employees are a constant area of frustration for many entrepreneurs. Look at your staff, is it a DK problem: They don't know what to do, or is it a DE problem, they know what to do, but aren't doing it. If the problem is a DK problem (lack of knowledge) determine if you or your team have the ability to solve the problem. Remember, the thinking that got you this far may not be enough to solve your problem. Don't be afraid to look outside for help. Friends, other entrepreneurs, customers and consultants can be a great resource to help you.

If you and your team know what to do, then the problem is DE (not doing what needs to be done). Leading by example and reinforcing the behaviour you want is the key to success. Changing behaviour takes time. It can't be fixed in one training session, so plan on implementing a consistent training program.

With all things being equal the simplest solution is usually the correct one. Look closely at any business problem you're having at this moment in time, it will come down to DK or DE. How you solve it is up to you.

Larry J. Anderson

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