"We Can't Do It Because..."

By Guest Blogger, Mary Schmidt, Marketing Troubleshooter

...we'd have to change our accounting procedures.

...we'd have to buy new equipment.

...our web hosting company can't do that.

...our sales force wouldn't like it.

...the CEO doesn't like that.

...people might misunderstand.

...we've already got all the marketing materials printed.

...we've got to make at least 40 points of margin.

...our competitors don't do it. 

All of these are real-life excuses I've heard.  All guaranteed to suck all the life out of the room (and an idea.) 

Have you noticed? None of these are thinking from the customer point of view. 

It's not going to do you much good to have accountants and accounting "procedures" if you're missing a major market opportunity or not making money.  (Back in the day, I was actually told by a CFO that I couldn't launch a potential multi-million $ revenue generator because he couldn't figure out how to bill for it.  I - um - helped him.  I added  a finance person to my staff - to take the excuses away.) 

If you're a marketer,  it's your job to explain something so people can understand (and quickly.)   

"Competitors don't do it." Well, glory be!  That could be your big chance to stand out from the herd. 

Marketing materials aren't the product (and a brochure never closed a deal.)

"40 points of margin"  If only!  Can the market bear it?  Are you being greedy?  Or, is your overhead load too heavy?  (This is one reason big companies have a very difficult time competing with smaller, savvy companies.  Sure, they can cut to the bone for a while to get market share, but it can ultimately be suicide for the big boys.)

And so on and so forth.  Take the excuses away and see what happens...