Many professionals who are in service businesses chose their lives’ work because they wanted to make the world a better place in some way. They believe, erroneously, that if they serve the world with their “gifts,” that it would somehow be a violation of their ethics to engage in sales and marketing conversations. While they might be doing okay with their silences, imagine how much stronger their businesses would be if they were to put some effort into promoting themselves and finding more clients.
Solution: Communicate the value of what you do and for whom over and over again.
Mistake #2 - Thinking their websites will market for them
With the rise of Internet marketing, many service providers throw up websites because they think they should. Indeed, not having websites in this day and age may put business owners at distinct disadvantages. However, neither websites nor brilliant technicians are inherently skilled at building rapport through a computer screen. People often want to “sample” a service before plunking down money for something or someone they are unfamiliar with.
Solution: Identify and execute effective marketing strategies that powerfully connect you with your target market.
Mistake #3 - Networking the wrong way in the wrong places
Do you cringe at the thought of attending networking meetings? It’s probably because some professionals, desperate for sales, go to breakfast, lunch, and dinner meetings trolling for prospects. You know the ones. They try to sell their services without making genuine efforts to learn anything about the people they are attempting to sell to. The business social scene would be so much more pleasant - and productive - if attendees worked to see how they could help each other with information, resources, or contacts rather than trying to “close the sale” on the first date.
Solution: Identify the networking venues that are most effective for you and drop the rest.
Mistake #4 - Trying to market like their competition
You haven’t identified the specific strategies and tactics that will reach your targeted audience and leverage your skills and abilities. You see your colleagues advertising in local magazines and directories and assume you should do the same. However, advertising isn’t the most effective marketing vehicle for service providers. Like websites, ads don’t allow you to personally connect with your prospects. They may explain the features, and perhaps benefits, of working with you, but without personal, targeted, and custom conversations with your prospects, your message may fall on deaf ears.
Solution: Evaluate the marketing strategies you use and make sure they are the best ones for you and your business.
Mistake #5 - Not having a marketing plan or system
You’re confused or perhaps even a bit desperate about which marketing tactics are the most effective. You use a shotgun approach. You try one tactic, then another, hoping that something will “click” and start generating the sales you need. You procrastinate and waste time organizing your office, shuffling through (or worse yet, avoiding) that stack of business cards on your desk. Or perhaps you take comfort in chatting on the phone with your friends or current customers rather than risk talking with prospects.
Solution: Identify exactly where you’re stuck in the marketing process and create a system - a set of consistent actions - that will keep you motivated and in action, moving forward every day.
Connecting with your prospects in ways that are meaningful for them and appropriate for you will help you build the rapport necessary for them to know, like, trust - and then hire you.
About the Author:
Loretta is a certified business and executive coach. She speaks on a variety of issues centered on effective communication, including marketing, leadership, and conflict resolution. She can be reached at loretta@emeraldharvest.com or at (602) 454-7787. Visit www.emeraldharvest.com/getcientsnow to find out how you can create an endless stream of clients.
