When someone states that failure is not an option, I immediately view everything they say with a high degree of skepticism. Perhaps there is some utopian society that exists where failure doesn’t factor into everyday life, but where I live, in the real world, failure is ALWAYS an option.
In the promotional marketing industry, opportunity for failure surrounds us and plays a potential role in every aspect of the sales process:
We misunderstand a client need and bomb a presentation
A competitor has better fix for a client challenge and the order is lost
Stock that was available is suddenly gone and now you have to remerchandise
The client approves a proof but didn’t catch the spelling error
Shipments are delayed due to weather and an event date is missed
Again, failure is always an option. But the opportunities for failure can be diminished if time is taken to anticipate things that could – or perhaps will – go wrong. When you start planning two, three, or even five steps ahead, you begin to shift your way of thinking from being reactive to being proactive. And, when you are proactive, you start anticipating the needs of your client which will elevate and separate you from the competition.
Failure will always be an option. Utilizing a forward-thinking strategy will help you eliminate some failures while drastically reducing the impact of other ones.