If you’re answering calls, replying to emails and notes, responding to invitations, and receiving referrals and leads, it probably feels like you’re taking a lot of action to market your business. But it may be that a good deal of what you’re engaged in is actually RE-action.
Waiting to hear from the right prospects is nowhere near as productive as proactively taking steps to seek them out. And a stream of incoming communications can take up time and energy, but doesn’t always lead to closed sales.
Consider these suggestions for getting out of reaction mode and becoming more proactive in your marketing.
Why is it that some people seem to be naturals at selling, while others struggle to close every sale or even fail completely in a role that requires them to sell? In 1982, psychologist Martin Seligman, PhD, set out to answer that question for the Metropolitan Life Insurance Company. Seligman had been studying optimism and pessimism in the laboratory for almost twenty years when Met Life heard about his research. Could Seligman help them learn how to hire more effective salespeople, they asked?
As it turned out, he could. In a series of studies for Met Life that analyzed the relationship between successful selling and the personality of the salesperson, Seligman confirmed in the field what his laboratory research had predicted — optimists make more sales than pessimists.
At the start of every year, I encourage my clients to follow the same practice I do of reviewing the past year before setting intentions for the new one. I find that a thorough review of the previous year can provide important guidance for moving ahead. I make a list of “Successes, Accomplishments, and Breakthroughs” and another of “Failures, Disappointments, and Breakdowns.” After giving myself some time to celebrate my successes, I analyze my failures. Try this process yourself, and see what it provides.
Looking at each of your disappointments over the past year, ask yourself what went wrong in that area, and what you might be able to do differently. Let’s say you didn’t gain enough new clients last year. What’s your take on what went wrong?
Remember back in grade school when the teacher asked you to hold hands with a friend on field trips? The idea behind the buddy system is that it’s much harder to get lost if there are two of you traveling together. When you get into trouble, your buddy can help you out, or find someone else who can.
Maybe you could use a buddy in your marketing. The constant challenges you encounter while promoting yourself and your services make sales and marketing a difficult road to travel all alone, and it’s easy to get lost. Working with a marketing buddy can give you:
Most of us self-employed professionals truly enjoy no longer having to answer to The Boss. But the lack of anyone to report to can be a problem. There’s no one to make you perform sales and marketing tasks you don’t want to do. If you procrastinate about posting to your blog, resist going to networking events, or find follow-up calls too scary to make, no one will know that you’re avoiding marketing except you.
I understand that marketing and sales involve activities that can be confronting. Even I don’t always find marketing easy, and that’s after 25-plus years of having a successful business. Finding ways to overcome resistance to marketing is often the first topic new clients bring up when they start working with me.
Does it spark joy?
This is the question Marie Kondo (author of The Magical Art of Tidying Up) asks you to consider when going through your things. What if you applied this concept to your business marketing?
There are so many things you may feel you have to do to market your services that it’s easy to forget about sparking joy. Case in point: I was talking with a client one day about doing the Get Clients Now! 28-day program, and after glancing at some of the suggested actions from the book she made these comments:
* Spend 1 hour each day cold calling – Heck no!