Dear Coach Paradise,
I am a small-business owner who provides a service to other small businesses. I am passionate about what I do, and really believe that what I have to offer makes a big difference to the success of new or more established small businesses. My problem is that I have a hard time getting new clients. I do advertise and get word-of-mouth referrals, but I feel uncomfortable about approaching people and talking their ears off about what I do. I know that I resent it when people approach me and tell me about their offerings even if I am not interested. What can I do to generate more business without putting the pressure on?
Signed,
Shy self-promoter
Dear Shy,
Your problem is a common one. I know that many people will be able to relate and, hopefully, benefit from your question. It is at the heart of what stops people from marketing successfully.
People think that marketing is about them and that selling themselves and their product/service is a self-centered form of bragging. No wonder you are having a hard time. This definition of marketing could not be farther from the truth. If you continue to see marketing from your standpoint, you are well advised to stick to print and word-of-mouth referrals, because you will probably be seen as an obnoxious, pushy (even if shy) guy with an agenda.
Realize that marketing is about your customer. They aren't really interested in you. They are interested in themselves, their problems and how working with you will provide solutions and relief. When someone asks me what I do, I might say, "I work with people who want to feel better, be more productive and enjoy greater wealth in their lives." People perk up because they can relate. They think, "That's what I want, too." There's nothing about me or about what I do in that message, and people are interested because it is about them.
When they ask me how I do this, my answer also says nothing about me, but is focused on what I will do to help them feel better, be more productive, etc. Again, it's all about them and what they will get by working with me. More often than not they are interested, and the conversation continues.
If they want to know more, I might share the story of a client who worked with me and enjoyed great results through coaching. People know that if coaching worked for someone else, it might just work for them.
Once you make it all about your customers/clients, people will want more. Not everyone will be interested, and that's OK. See yourself passing around an hors d'oeuvre tray. Some people will select one of your offerings, and others will pass. Nothing personal. Remember, it's all about them!
To your outrageous success,
Coach Paradise
Editor's note: Coach Paradise (AKA Anne Nayer), Professional Life Coach, is a member of the International Coaching Federation, an MSW clinical social worker-psychotherapist and a medical case manager with 30 years experience working with people of all shapes, sizes and challenges. For further information about her services, call 774-4355, visit her website or email her.
