Going after new business puts you in a vulnerable position. There’s always a risk that you’ll be unable to persuade the other party to buy what you’re selling.
We don’t like feeling vulnerable or being rejected. In fact, it’s deeper than dislike. It’s straight-up fear. To avoid the fear, we might convince ourselves to stay in our safe place and keep doing whatever it is we’ve been doing (or not doing), no matter how unsatisfying or unproductive it is.
The devil you know…
Until a crisis shakes us out of complacency and forces us to act. And then we scramble to fix the crisis, dipping back into our network or lowering our price because we need a win.
What would change for your agency if you could take fear out of the equation?