Are you Flogging a Dead Horse?


I remember a conversation I had a couple of years ago with a copy writer mate of mine.

We were talking about different business's and how 
promoting different companies could vary so much. 

He said something in that conversation that really stuck 
with me and that was... 

"Some people just haven't got a very good product and it 
doesn't really matter how good a copywriter or sales 
trainer you are if their product is average they still 
won't sell many" 

Which is interesting also if you look at what Jack Welch 
did when he first started as newly founded CEO of General 

He looked at the dozens and dozens of products they sold and 
deleted a stack of them from their list of products. 


He said "if we can't be number 1 or number 2 in any of these 
categories where we are currently represented we need to 
get out of those category" 

That was one of the first and boldest moves he made. 

It also made him very unpopular with many of the general electric 
hierarchy. But it paid off big time - and cemented him as one of the most 
influential and masterful CEO's of all time. 

So here's my question for you... 

Are you pursuing a market in a product category that there 
isn't a big enough demand for? 

Are you in effect flogging a dead horse ? 

Do you need to change tact and go after a better type of 
clientele or product category? 

Have a look at that in your business - often simply changing 
the type of client you are going after or changing your product 
offering can make a massive difference 

The 80/20 rule applies here as well - who are the 20 percent 
of your customers that give you 80% of your business and 
where do they hang out so you can get more of them? 

What are the 20% of your products that represent 80% of your 

In short don't keep flogging the dead horse... 

And to put a bit of humour with that, check out the below 
Top 10 Strategies for dealing with a Dead Horse - I think you'll 
get a kick out of it :)

  • Buy a stronger whip
  • Change riders
  • Appoint a committee to study the horse
  • Appoint a team to revive the horse
  • Send out a memo declaring the horse isn't really dead
  • Hire an expensive consultant to find the real problem
  • Harness several dead horses together for increased speed and efficiency
  • Rewrite the standard definition of live horse
  • Declare the horse to be better faster and cheaper when dead
  • Promote the dead horse to a supervisory position

Take care of yourself and the ones you love.

John Blake


John Blake has been in direct sales for the past 22 years. Over this time John has been a highly successful sales person, sales manager and business owner.

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