“I love what I do, but no one is hiring me and I feel stuck!”
I hear these words over and over from my clients who have a wonderful service, but are struggling to bring in consistent cash flow.
What do all these small business owners have in common? They have all:
1. Completed excellent training.
2. Expertise in their tools.
3. Passion about what they offer.
4. Skill at their technique.
5. Commitment to their service.
If this sounds at all like you, read on!
The five point list above is positive and a true achievement. However, it also is the very five things that could be causing a challenge in growing your business and finding more people to help.
This probably sounds strange because it would seem logical that if you are good at what you do and offer huge help, why wouldn't scads of people being knocking on your door?
Nevertheless if you re-read the five point list, you will notice it is all about you, your skills, your training and your passion. This might come as a shock, but your clients don't really care about you, your background and those five things.
Your clients care about themselves and these other five things:
1. How they are feeling.
2. What they want.
3. What their issues are.
4. How they wish they felt.
5. How they wish things were better.
It all about them and their life, their problems, obstacles and how to overcome them. They are self-focused on their situation and how it is affecting their life.
Many of the business owners who fit into the first five point list up above, cannot easily articulate or elaborate on their client's five point list. This is a big problem.
I talked to a new client yesterday and she launched into her business owner list with clarity and excitement. She told me all about her programs and her services. We looked at her website together and the first link in the menu was, “about me,” and told all about her training and expertise. The home page was more like an article about how her process worked to make positive change for people. I could tell she spent a lot of time writing it and she was proud of what she did.
When I asked her who those people were that would benefit from her services and to share with me the client five point list, her confidence plummeted and she became very vague and unsure. She could only guess and hope. In her mind, she assumed if she focused on her expertise and explained it clearly, the people who needed her help would connect and come. However, that wasn't happening, and she felt discouraged.
She wondered what she was doing wrong.
This is what I told her to do. Five easy steps!
• Interview people who she “thinks” might benefit from her help.
•. Ask them to explain their five point list.
• Listen actively to what they say.
• Take good notes.
• Notice the patterns.
Unless someone outright asks, don't talk about yourself or your services and even then- keep it very short as the purpose is to listen to them and learn.
From this process, information begins to develop and your ability to empathize and understand their situation emerges. Just to make sure, paraphrase back to them what you heard and see if you got it right!
It will be like magic as you begin to change your focus from yourself and your five point list, to their list. Once you do this, you will be on the road to developing a marketing plan that will work to help you get paying clients and a business that thrives.
Eventually your passion will be about helping these people in whatever way will help them. You will be able to develop more income streams and find a million ways to offer great services that people want.