I did some research a while back into what my clients (past, current and yet to be) were finding tough or frustrating in terms of leading and managing their business.

There were about 70-80 replies all from entrepreneurs and small business owners. When I distilled down what they said there were 8 questions that kept appearing in some shape or form.

How do I…

• Manage the peaks and troughs in my business and maintain a consistent flow of the right type of clients?
• Differentiate myself/my business, become known for what I do and effectively communicate all that?
• Get in front of the right people and get them to buy?
• Earn more and work less?
• Balance my time between getting clients, delivering for clients and doing all the other “stuff”?
• Keep my motivation and passion for my business?
• Get back my passion for running my own business?
• Take my business to the next level?

When I thought about why these might be consistent problems across the board, I concluded that part of the problem is a lack of CLARITY.

Clarity of purpose

Clarity of vision

Clarity of core products/services

Clarity of core capabilities

Clarity about who to work with and why

… And the list goes on.

One reason you need clarity for your business is that it provides a context and framework for all your business systems, structures and processes and it is the basis for your decision- making. You also need clarity about the answer to this question “why am I in this business?”

Of course there is no right or wrong way to do this. There is no one method that you must use. There are however, some principles that you might consider.

• Have a very clear, purpose driven vision for your business. What is your Why?
• Be honest with yourself about what you truly want not what you think you ought to want
• Be clear and specific about what any particular element of your vision means
• Take time to develop a clear picture of what you want your business to be about and why
• Challenge and stretch yourself to go for what you really want not what you think might be possible given your current way of thinking or your current level of skill or knowledge

Play with the process, get creative – there is no right or wrong answer

…And remember

There is no rule that says you can’t change your mind or adapt your thinking further along the road – this is your business, your life and therefore your choice.

Create and build a business that you can be passionate about – that’s the start.

If you would value some support in helping you gain clarity, I am offering readers of my blog a focused 30 minute mentoring session with me for the special rate of £50/$75 (my usual rates are more than double that!) To schedule a session email me at success@onestepfurther.co.uk

This offer expires on the 16^th March so take action now and get really clear about what’s next for you and your business.

“Clarity of mind means clarity of passion, too; this is why a great and clear mind loves ardently and see distinctly what he loves.” Blaise Pascal

Cream teas YUM!!

We all have our favourite indulgences and one of mine is a cream tea.

A while back I had met a client for lunch and then done some shopping which had built up a little longing for something but not too much as I’d had a good lunch. I just felt like a cream tea so decided to have tea and one scone.

When the waitress asked me for my order I said, “a pot of Assam tea and a scone with raspberry jam and cream, please”

“You can”t have that”, she said

“Oh! why not?” said I

“We only do cream teas and that’s two scones”

“OK but I only want one scone, would it be possible just to have that?”

“No not really”

“That’s unfortunate as I really only want one scone because I had a big lunch”

“Let me go and ask my supervisor.”

Off she went and I pondered why on earth when scones are made separately couldn’t I just have one, was it too much to ask?

A few minutes later the waitress came back.

“You can have one scone but we’ll have to charge you for two because of the cream!”

“What do you mean?” I said

“The way the cream is portioned is for two scones. You can’t have just one scone with jam and cream.”

At this point I lost the will to live and having had a really great day until then I had a choice – go ballistic about poor customer service, inflexibility etc. etc. OR give in. On this occasion I chose to give in.

My one scone, jam and cream were delivered with an additional offering; “You can take the other scone home with you if you wish”

Customer service is a critical element of how people perceive your product and service. Service isn’t something extra, and add on or a nice to have; it is part of the end to end customer experience (to use marketing speak!) that will attract clients or not.

Customer Service is Your Product and Service not an Add On

Customers want to feel special, listened to, heard and accommodated. They can also be trusted to understand a rational approach to why you can or can’t do something but will not tolerate ridiculous internally driven processes, rules or conditions which make no sense to them.

So take a moment and consider

• Do you have rigid packages, services and operations that hinder your clients’ ability or willing ness to buy?
• Do you offer what you want and not necessarily what they need?
• Do you offer your products or serves in a way which is convenient to but doesn’t’ add value for your customers?
• Could you be more flexible?
• Could you design your business so that it is truly customer centred?

Seth Godin says – “Caring, it turns out, is a competitive advantage, and one that takes effort, not money.

So do you care enough to only give me one scone because that’s all I want?

Have you ever been at a networking event and been cornered and talked at by the “it’s all about me” person from hell?

I recall one such event at which I was the guest speaker.

Don't Be a Networking Piranha

During the pre lunch networking I introduced my self to 2 people who were in conversation; well it wasn’t exactly a conversation. It was more like one person being bombarded with a sales pitch by the other.

The lady being bombarded by this networking piranha, was clearly uncomfortable, clearly not in a buying mood and was ready to welcome anyone into the group, just to get out of the line of fire.

The man trying to pitch his wares was oblivious to anything but his motivation to sell. All he was concerned about was getting out his pitch and laying on the supposed benefits of what his company could do. (wouldn’t have been as bad if he’d taken the time to ascertain whether the lady actually needed what he was selling!)

The lady very subtly turned to another gentleman who had appeared by her side and just ever so slightly turned towards him and started talking to him. To my amazement the “seller” just ignored this and started his whole pitch again on me – the wrong person to do that too!

I asked what he hoped to get from the event and he looked both stunned and bemused. “I want to sell our services and get some new business. Isn’t that what everyone wants?”

Well I had a choice I could either beat him over the head with a big stick, ignore him, let him waffle on or suggest that perhaps a first conversation with someone you have never met at a networking lunch, might be about more than a sales pitch.

Luckily I didn’t have to make that choice as we were called for lunch.

Unfortunately the seller was also at my lunch table along with the event organisers and he spent most of the lunch moaning about how this type of event consisted mainly of solo professionals or small companies and he needed to speak to larger companies because they were the ones that could afford his services. And I quote “no one here is buying from me, why don’t you get larger companies to these events so I have better chance of getting some business?”

The organiser tried to be diplomatic about her answers but the guy was clearly – again – oblivious to any other point of view.

Networking is about building mutually beneficial relationships

My talk that day was how to attract your ideal clients which included the topic of networking. What a great opportunity to mention some key networking criteria and to be a bit of a devil at the same time.

• A networking event is only the start of a process
• Networking is about creating relationships and starting a conversation
• Networking is not about blatant selling
• Networking is about helping others
• Networking is not only about who is at the event, it’s about who people at the event might know
• Networking is not a one off activity
• Networking takes time to develop into business or mutual benefit
• Networking is only part of your marketing activity
• Networking events are for listening and learning
• Networking is about getting to know people and building mututally beneficial relationships

This guy clearly didn’t get it and what was really interesting was that the organiser came up to me after my talk, thanked me and said. “Did you make those points on purpose because of the way that gentleman sitting at our table acted?”

So I wasn’t the only one who thought he didn’t get it then!

• Do you waffle your way OUT of business?
• Do you drone on about how great you are or how great your services are?
• Do you focus so much on trying to get your message across that you don’t listen?

Help Cients Make Choices by Being Clear

If you think this might be you, even on some occasions – read on! Your clients and your potential clients are;

• bombarded with information.
• surrounded by an abundance of products, services, knowledge and people.
• overwhelmed by all of the above.
• Fed up with people trying to persuade them to part with their time, money and soul!

So how can you be different? What will enable you to get the business on your clients’ terms?

Here are 3 factors to consider – Clarity, Connection and Specialism

CLARITY

“…the most persuasive evidence of people’s expertise is the clarity with which they communicate” Harry Beckwith

When you are speaking with a client/prospect, be clear about what you are about; be clear about what differentiates you and be very clear about the results you can deliver in line with the problems they need solving.

• Speak in language that is non-jargon, non-clichéd and is clear and to the point.
• Speak in stories and pictures sometimes, as you describe what’s possible for your prospective clients
• Speak in linear terms as you describe a process you will carry out.
• Speak in terms of the emotional needs that you can address.

In whatever manner or medium you communicate, be clear. To do this effectively, all the time, you need to be clear yourself about purpose, message and outcome from the meeting/phone call/marketing collateral. If you don’t have clarity it’s certain your prospects and clients won’t.

Create Connection Though Attraction

CONNECTION

Create a connection with your clients. If you woo them then ignore them you may have short term business but not a long term relationship. Simple things to stay in touch are not expensive or time consuming but they are effective and help your clients feel valued.

• A short “how’s it going” phone call – when you don’t have anything to sell!
• A quick “thought you may find this article interesting” email
• An invitation, introduction or complementary gift goes a long way to keeping you in touch with your clients, maintaining the relationships and if and when new opportunities come up who do you think they will most likely talk to?

SPECIALISM

As more and more people set up in business, competition grows – unless you create a niche specialist offer or service. For entrepreneurs, the ability to win great business consistently means getting known.

How do you get known?

By being a specialist; by being great at one or two things.; by being THE person and THE business that does X. Specialism is the way forward. If you try and be all things to all people a number of things happen

• prospects get confused about what you do
• prospects are not sure what you’re REALLY good at
• prospects find it harder to choose
• prospects have too many messages to cope with
• you get less business

If you offer too many services or say you can do too many things, there is a danger that you do nothing well and spread yourself and your resources thinly. As you try to cope with every demand, request or “whim” from any potential client,  you can come across as desperate for business and when that happens you decrease the confidence a prospect has in you. That in turn decreases the liklihood of them giving you their business.

Whilst it may be hard to turn down business, it shows you know what you are about and your prospects will recognise that. Steve Jobs said “I am most proud of the things I said no to”

To complement your specialism you need to collaborate with other specialists that can support what you do or take business that you are not a specialist in. Forming strategic alliances is a good way to manage this.

“… first recognize that you are selling a relationship rather than competence and advice. You must win the person to win the business, and you must keep winning the person to keep the business.” Harry Beckwith

I have been working on gaining clarity about what me and my business are about and having got that, life is much simpler, more fun AND I also find it easier to determine what to say yes to and what to say no to.

Here’s what I’m about

Purpose – Create a world of accountability and contribution to elevate possibility for everyone.

Vision – Create environments where people flourish so that they can confidently make their unique contribution to the world.

Mission – To create CABINS™ that service mind, body and soul, generate sustainable profit and value and energise people to create and expand a cycle of learn, share and build.

Talents

• Inspiring people to engage
• Facilitating individual and group development for personal and professional growth
• Being a “supportive poke in the eye” to challenge the status quo
• Creating new ideas and possibilities
• Seeing clarity where others see confusion

Services

• Mentoring – entrepreneurs/small business owners and professionals to explore, discover and have the courage to live their purpose, on their terms
• Mastermind – facilitation of small groups of entrepreneurs and small business owners to create expanded personal, professional and business growth, development and opportunities
• Speaking – entrepreneurial leadership, authentic leadership, mastering time, energy and effort for greater personal leverage, efficiency and happiness

So what about you?

This week focus on how you can win new relationships through clarity, connection and specialism and why not share your purpose, vision, mission, talents and services with our community at my facebook page http://www.facebook.com/1stepfurther

As an entrepreneur and small business owner, you can often feel that you have to do everything in your business and do anything your clients ask. This lure to please and do something can be very compelling at any stage of business growth.

Overwhelm and frustration are not attractive!

This can soon lead to loss of focus, feelings of overwhelm and a sense of confusion. AND if you are unfocused, in overwhelm and confused you will, consciously or subconsciously, project this.

Would you be attracted to a potential supplier or business alliance that portrayed these symptoms?

So what can you do to be focused, in control and clear at all times?

Go back to the CORE of your business.

C – Central Elements

• Your business vision – the bigger purpose you want your business to be about
• Your niche – the specific client profile you want to work with
• Your key skills/knowledge/talents and the things you enjoy doing

Focus on what's CORE to you & your business

O – Objectives

• Your 3 year, 1 year and 90 days goals
• Why these goals are what they are and how they will deliver your business vision
• Your monitoring and measuring processes for your goals – how will you know you have achieved them?

R – Refocus

• What are the main problems your niche has that can be addressed using your skills?
• How do you want to spend your time, in the context of your business vision and what you enjoy doing?
• What needs/must be done for you to achieve your business vision and still have time for a life AND that you don’t want to or don’t need to do your self?

E – Engage

• Plan your activity to deliver your 90 day goals
• Employ/contract other people to deliver what you don’t want to or need to do
• Schedule a meeting with your self 90 days ahead to revisit your CORE activity and adjust if necessary

You are not superhuman.

You are not a specialist in everything.

You only have 1 life, made up of days that will only ever have 24 hours in them.

How and on what you spend your 24 hours each day is 100% down to you. Your choices will have consequences – some positive some not so positive. Not making choices will also have consequences

So go back to the CORE and if need be, make different choices

Your future Your choice

“What comes first, the compass or the clock? Before one can truly manage time (the clock), it is important to know where you are going, what your priorities and goals are, in which direction you are headed (the compass). Where you are headed is more important than how fast you are going. Rather than always focusing on what’s urgent, learn to focus on what is really important.” Anon

For regular insights, tips and tools to help you develop your business and entrepreneurial leadership sign up for Leadership DNA. This is my free monthly ezine specifically for entrepreneurs looking to build a business with purpose and passion. You will also get my 7 part video series Transform Your Business Blind spots into Business Boosters.