Most new business owners fail because he or she doesn’t trust his or her intuition. You have to learn to tune in to what is best for you and your business. Too many new entrepreneurs (and myself included) are pulled in this direction and that by every new fangled gadget, widget, next best thing, promises, and basically hype. If you trust yourself you can see through the sales pitch, and make a conscious decision as to whether that new thing is really urgent after all, determine the direction for your business to go in, and or to spend your hard earned dollars.

Remember a sales person is only doing his or her job well when he or she has convinced you to buy! Urgency is the life blood of sales tactics!!! You need this!! Buy it now and save yourself!! When you learn to listen to your intuition and trust your inner most guide then you are able to negotiate a path through the obstacles and dangers that lurk just below the surface. There are too many infomercials, targeted advertising, loads of paper pushers, and hype that is being circulated with the intent to sway you to take action!! Why do you think they push so hard?!

If you want to succeed in business you have to resist this pressure. Learn to make decisions based not on the hype but on what is really an effective use of your money, time and energy. Here are a few helpful hints: If you can avoid it don’t make the decision on your own. Two heads are better than one. Talk it over with someone you trust such as your partner, spouse, or a trusted colleague. If possible show him or her details and facts including the price without the sales pitch. Ask his or her opinion? Just listen, don’t try to convince your partner.

If you have to go to a sales presentation, unless you are absolutely ready to buy, don’t bring your credit card or blank check. Through the presentation sift through the facts. Listen to any negatives. Ask questions. Get a full picture. I always find it better to be able to go home and sleep on it. If there is a website, if there is a phone number that you can call to get your questions answered that’s better.

I also find it helpful to go to a quiet place and sit there undisturbed and check in with your “gut.” If you are in a knot or feel all tense and nervous, probably that new fangled widget is not your answer. Trust those feelings. Beyond the hype that you have been blasted with is the real answer. The new fangled thing is surely not going to live up to its promotion, there will be problems or challenges and not so easy as the sales person tells you.

A few things to ask yourself–Previously did I manage to get along fine without this? Why do I think I have to have it now? Is this going to make the process easier? What goal am I hoping to achieve with this? Can I achieve the same goal without spending the money? Am I being swayed by the hype right now? Is this the direction in which I want to take my business? Do I know anybody personally who is using this new widget and getting the results that I want to achieve?

When you can answer these questions clearly without emotion probably you are making a sound decision. But still proceed with caution. Today it’s this widget tomorrow it will be newer and improved. Don’t make desperate decisions. Turn your attention inward and make those decisions based on your intuition, wisdom, and knowing what your vision for your business is leading you to do.