Without excitement for your business, you probably won’t be successful; however, passion alone won’t guarantee success. Many new entrepreneurs believe that if they simply develop their expertise, get the appropriate credentials, and become competent at what they are selling, the clients will start rolling in once they’ve hung their shingle, but sadly, that’s not the case. Building business takes passion, hard work, persistence, discipline and adherence to a process. And if you succeed, the rewards will be far greater than you could ever have imagined.
Business doesn’t build itself
A business is an entity that needs to be created, built and led, in order for it to be sustainable and successful. It comes from doing the work to lay the solid foundation, putting the framework in place to support your vision, and using the right tools to strategically grow. You wouldn’t build a house without a vision of what you want it to look like when it’s completed, without the architectural drawings to support reaching that goal, without the construction crew to make sure it’s structurally sound, or without using the appropriate tools to get the job done, right? Building a business is no different.
Imagine getting good at the skills you are selling AND becoming an exceptional business developer with a radiant mindset. Now, that’s a formula for success!
I have been working in business for the past 14 years, and I’ve learned some amazing things about what it takes to grow a profitable and sustainable business. I’ve also learned about the mistakes that stunt business growth and in some cases cause businesses to outright fail. In my business advising practice I wear many different hats. I am your business co-pilot, your business development coach, your marketing expert, your sounding board, and your accountability partner. I have walked the entrepreneurial path and can show you the way, so that you can create capacity for your own success.
These are 5 crucial considerations for laying the foundation for business growth:
Knowing who specifically needs what you offer is key. Even though your service offering may be applicable to everyone, you should never market yourself that way. If you try to be everything to everyone, you will resonate with nobody. Your message should be targeted specifically to your niche market. Stand up and be a beacon for your ideal client to find you. You can’t stand out and be seen, when you fit in with the crowd.
Why does it matter?
Your messaging should reflect why what you do, matters to the people you do it for. (That’s why you need to know who specifically cares about what you do, so you can speak directly to their needs.) People don’t buy what you do. They don’t care that you’re a realtor, writer, designer, etc. They care about themselves, and what matters to them. So position your offering to speak to what matters to them, and how you can help them solve their problem, fill their need or save them time or money.
Where does your market hang out?
Marketing yourself to ‘everyone, everywhere’ is a waste of your resources and will leave you feeling frustrated. These types of spray tactics rarely work, and you’ll run out of money and waste your time in the process. Instead, be strategic about your marketing efforts. Spend the time researching where your niche market hangs out, and market yourself in those places. Which watering holes or hubs does your specific market congregate? Be there. Share your expertise and be the thought leader. Be visible and gain credibility with your market in the places where they are.
How do people buy?
Knowing how people make buying decisions is crucial, and understanding your role as a salesperson is even more important. People buy based on an emotional response, and justify their decision with logic later. So, position yourself to tap into the emotions of your target market and sell your services based on filling the emotional need that they specifically have. If you want to succeed in business, you need to learn how to excel at sales. The function of selling is to identify people’s unique needs and help them achieve their desires. You are the provider of the solution they are seeking; your role is to facilitate the buying process.
How are you showing up?
People buy from people they like and trust. Knowing how to build trust and foster credibility with your target market is one of the most important stepping-stones to profitability. This is about turning the mirror around on yourself and becoming more aware of how you are showing up in the world. What is the perception of brand-YOU? Do you speak and act like an authority figure? Are you discrediting yourself by the words that you use? Are you instilling confidence in your market or are your actions causing distrust?
I encourage you to take the time to self reflect on the ways in which you might personally be getting in the way of your own business success. What are the skills that you need to master? The tools you need to learn? Think of the personal roadblocks that may need dismantling, and the resources and support that you need to hire.
If you are suffering in your business, and it feels harder than it should be, it means that something isn’t right with the fundamental business framework, your mindset – or quite frankly, both. Get help and support if you need it. Building business by trial and error is not the best success strategy. Contact me for your complimentary business strategy session, and I’ll shine the light on the gaps in your business that are preventing you from moving forward and rocking your best self like you know you can!