Stop Sabotaging Your Marketing

As an entrepreneur, do you just dread marketing your business? Have you ever hesitated to make that sales call, write that brochure or charge a client what you're really worth?

If so, you're not alone. Like many other business owners, you'd rather do your work than sell your work. But without sales, there's no work. And without marketing, there are no sales.

To help you overcome the hesitations, fears, procrastinations and other traps that sabotage your marketing efforts, I've put together a list of tips that will help you let go of the issues that are holding you back so you can unlock your potential and thrive...even during a bedraggled economy. Who knows, by following theses tips, you may even learn to love doing your marketing!

I can hear you say: "Gee, I don’t have any marketing issues!"

Of course you do. We all have issues with our businesses. In fact, I’ve never known a company that didn’t. I believe that if your company doesn’t have some kind of issue with marketing, then you’re probably not trying hard enough!

Here are some of the common issues that get in the way of effective marketing and some tips for getting past them:

Fear Of Rejection = Fear Of Sales
The distaste for sales is usually due to a fear of rejection, or a fear you are pushing your services onto someone.

Tips

1. Look at sales as a gift you offer to help someone in need, rather than a chore to talk someone into buying something they may not want. If you’re great at what you do, you’re doing people a favor by letting them know about your business. By reframing your thinking in this way, you can easily take the fear out of making sales calls and reap more business in the process.

2. To alleviate the fear of sales, establish a call buddy. Sometimes just knowing there is someone to turn to for help, run your idea past, or help you through a bad day, can get you past that stuck point so you can make a sale.

   Commit to your buddy that you’ll make four sales calls this week. Have them make a similar commitment to you. Then hold each other accountable at week’s end. No excuses.

   Soon you’ll be busy with new work resulting from your sales calls. You’ll be in the habit of making these calls and will enjoy the rewards from this activity. You’ll start making sales and then use that as an excuse NOT to have time to make more sales calls. So, watch out for that self–sabotaging habit and carve out time every week to make at least four calls to keep steady business streaming in the door.

3. Revamp your marketing strategies to reach out to a clientele you will enjoy working with and will be challenged by. You can pick the clients you want – people you respect or want to support and those who meet your goals – whether financial or creative. Resolve to work with those who really appreciate the gift of your talents.

Feeling Like A Fraud
There is another surprisingly common issue (to which women, in particular, often fall victim) – that of feeling like a fraud.

This issue often manifests itself in one's marketing by charging far, far too little for the value you actually bring to your clients.

Tips

1. The solution to the fear of being a fraud is to focus on your positioning — promoting that which is unique, special or of real value to your target market. If you can’t identify your unique positioning on your own, check our Business Evaluation package.

2. Realize we’ve all felt like frauds. Usually by the second year of owning our businesses, we finally realize that we don’t know it all. So, sell the VALUE of what you really do know. Don’t just sell your services, sell how much time or cost you’ll be saving your client. Sell the solutions or experience you bring, or the contacts you provide. That’s the real value of the service you offer.

3. Take some professional classes. Learn as much as you can from the best who teach or write about your industry. Also consider making the investment to get the certifications required to advance in your field. When possible, find great mentors or consultants who can be available to advise you on items that may come up which you can’t handle.

4. Make your competitors your friends and hire them to advise you on projects if you need their expertise. I find most will give you fabulous advice if you’re paying them or trading services. Did you know that 80% of new business for small companies can come from referrals to you from your competitors who are too busy to handle the potential clients that come their way? Offer a 10% referral incentive so they get something out of the referral, too.

Fear Of Success?
This fear is usually dominated by a concern for growing too fast coupled with an overwhelming worry that you’ll have to work even more hours than you’re already cramming into each day.

Tips

1. Create an action plan or marketing plan that slowly rolls out sales and promotions so you can keep a handle on growth.

2. Identify great subcontractors (or prospective employees) to help you so if you do grow as fast as you expect, you’ll have already pre-qualified the talent you need to help you. With agreements ready to send out you'll have a sense of confidence that will keep you from inhibiting your sales.

Communication Tips

1. Get help from experts when you need it.

2. Ensure you are communicating authentically with the clients you want to attract.

3. Establish client surveys throughout the duration of a lengthy project, or at the end of shorter projects, to ensure you’re meeting your clients’ needs, and that everyone is satisfied.

4. Be sure to review these with your employees, too!

Getting Help

If you aren't getting all the clients you want or aren't earning what you
need, consider a marketing strategy tune-up. Our "speed consultation"
costing $240 can usually save you five times that cost in dollars you spend
on marketing that doesn't work!

We love helping smart business owners reach the goals they deserve. 510-864-8500. If you need additional marketing services, you can find details and prices on our services page.