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Follow these rules to keep your business fat and happy. Especially for professionals who work 1 on 1 with clients.
We all nod our heads in agreement. Yep, these are the simple things we need to be doing. But are we? Are you? Use this as a checklist to rate yourself. For each one, use this scale: 1 = “I’m great at this. This is my strong point.” 2 = “I’m pretty good in this area.” 3 = “I definitely need improvement on this one.” 4 = “I do nothing about this. I’m not even sure what it means.” or “I don’t believe I can do this.”
In particular, look for the ways you resist doing any of these, often buried behind an excuse or a rationalization.
- Do impeccable work for the people you already serve.
- Sell more to your current customers.
- Ask customers for referrals, especially when they are happy with your work.
- Build a referral network with your allies and complementary businesses.
- Get your face out there. Don’t rely on internet, emails, social media. People are buying you.
- Know who you want to work with, and avoid those you don’t.
- Qualify — and disqualify — so that you spend your selling time well.
- Sell value, not time, nor features, nor labels.
- Give people a sample of the value you provide. The more you give away, the more you sell.
- Make it easy for them to start working with you.
- Ask for the sale.
- Keep your antennas out for opportunities, for what people want.
Now, tote up your answers.
Where are your 1s? Pat yourself on the back. How can you take advantage of them, and do more?
Where are your 2s? What improvements or tweaks could you make? Be specific.
Where are your 3s? Can you make these changes by yourself, or do you need help? What kind of training or support or program do you need to get up to speed?
Where are your 4s? First ask yourself, what is the cost to you of not doing this? Put a dollar number on it. What would you be willing to do to make this pay off for you?
From this exercise, you can draft a Marketing Improvement Plan. If you have many items on it, don’t let it overwhelm you. Prioritize. Pick the top three things you could do that would:
- Produce results right away
- Be within your comfort zone, so you’re not taking on your bogeyman first.
- Have an impact on the other areas. Maybe some things have to be tackled first.
Don’t be the Lone Ranger. Who could you work with that understands the issues, has some expertise, respects you, and will work with you to brainstorm, set a plan, and stay accountable?
If you have a question about any of this, ask in the Comments below. I’ll help you if I can.