Market Better: Close More Business

By Kevin Subowski,
Speaker, WBO’s June meeting

Do you need more customers? Almost every business does. Few business owners are satisfied with their marketing. If that sounds like you, you may have some combination of the following three foundational problems with marketing:

  1. You don’t know “who” you are,
  2. You are selling to the wrong people,
  3. You don’t know what you are selling.

Who Are You?
The foundation of marketing is creating an identity to make public. The point of all the artifacts and messages you create is to let people know “who” you are so they can decide whether they should buy frominteract with you. Unfortunately, people struggle with figuring out exactly “who” their business is. It is impossible to create a perfect logo, business card, website or brochure without the context that a crisp conception of the business “identity” provides. They Many business owners have not created a specific n identity to make public. If you feel like you can’t pick the words to describe your company, maybe it’s because you really haven’t constituted your company well.

Wrong Target Market
One of the most common mistakes in business is to go after too broad of a market or one that you don’t like. If your target market is broad, then your messaging will be bland and no one will care. By narrowing your target market to the people that you would love to have as customers and that would love the way you do business, not only will you be more passionate (i.e. attractive) you will also create much more powerful messaging that will resonate loudly with your best fit and you will close more business. Oh, and you will enjoy working at your business.

What Are You Selling?
This may seem like a trick question. You certainly deeply know the mechanics of producing your product or service, but your clients don’t care about that. Describing what you doyour product or service in terms that matter to them makes an incredible difference to how well your audience listens and responds to your offer. Most people focus on the features of their product or the mechanics of theirhow they fulfill their offer rather than the effect it has on their customers. Mechanics appeals to the intellect but not to the heart. Understand clearly what impact you are seeking to have in people’s lives.you are trying to accomplish in the world and what impact your offer has on the lives of people your best customer cares about .

If you want to improve on these, there are three key strategies for success.

  1.  Work with other people
  2. Use a vetted simple system
  3. Use a structure to track your progress

Work With Other People
We are prisoners of our own minds. We live in our own version of reality that is sometimes just nuts. By working with other people you will radically improve the quality of your business constitution. Other people will expose where you are nuts and add creativity where you don’t expect it. It will make you more compelling to your prospects because it will have gone through the filter of other real people not just your imagination of what other people think.

Use a Vetted Simple System
Using a system like the Entrepreneurial Operating System (EOS) allows you to benefit from the mistakes of others. Since the system has been used by 10s of thousands of people, you know it works.

Use a Structure to Track Progress
We are usually very good at keeping our commitments to customers. It is much harder to keep commitments to ourselves about how we are moving our businesses forward strategically. Get a commitment buddy. Check in on one another weekly as you progress towards your goals.

At Suboski and Company, we form teams of 6 entrepreneurs that help each other define their business brilliantly using the tools of EOS. It is in this work that we continually see the powerful improvement on marketing and peace of mind that comes from clarity. Join us or put together your own team of peers, and you will be surprised at how quickly you accelerate your progress to your goals. You will sleep better too.

Kevin Suboski is obsessed with helping Visionaries put in place leadership structures to pull them out of the day-to-day minutiae of their business so they can rise to their highest best use, achieve their wildest dreams and live the best Visionary life possible. If you want to learn how to get your life back, email Kevin at kevin@suboski.com.

The art of a business conversation

By Liz Cezat
Owner, Cezat Creative Resources, Inc.

When was the last time you had a great conversation with a client? Did you get greater clarity about the other person’s business objectives? Did you learn new facts about the industry?

With smart phones, it’s routine to text a one-liner to people or send an e-mail instead of picking up the phone to talk. You might find it difficult or even alien to have an in-person conversation about a business matter, where you can respond not only to what your client is saying but also to what their body language is saying. In this age of digital technology, the art of conversation needs a brush-up.

Get facts to back up your opinion
It’s good to state your opinion but having facts to back it up makes an even stronger statement. Come to the conversation prepared. Review industry journals that address the topic you are speaking about, so you can make your viewpoint and perhaps – a selling point – more powerful.

When you need quick information, Google is your best friend. It takes only a few minutes to goggle a subject and get a quick primer. My go-to source when writing business articles is Wikipedia. It also provides a wealth of information for conversations.

When traveling in Alaska for fun, we had a tour guide who was eloquent about the history of Skagway and the gold miners rush. I was so fascinated that I wanted to learn more. When I got back home, I looked on Wikipedia and there, literally word for word, was the history that the tour guide gave us.

To ease into a conversation, ask your clients about a special interest, comment on an item in their office or give a sincere compliment. I mentioned to one of my philanthropy clients that she explained things so well that I knew the key messages by heart when I wrote copy for brochures and case statements. She thanked me and said in her line of work – asking people to make donations– she doesn’t get a lot of positive feedback.

How to converse when in conflict
When you and a client disagree about a matter, choose your words carefully. Tune in to the client’s key points and address them. Be sensitive. If the client’s point of view is at odds with yours, watch for words or phrases that seem to strike at your emotions. Then, breathe deeply, get calm and practice your response in your mind before stating it. Think, “How might the client perceive this?”

For example, if your client just came back from maternity leave, don’t talk about the expensive rate of day care as a way to segue into the value of your services.

If either you or your client is confused about what was said, ask pleasantly, “Let’s make sure we’re on the same page. I heard you say…(then repeat the key points). Allow the client time to confirm what you heard or correct it. You could then ask them to do the same with what you said. Thank them for taking the time to add clarity.

Eye contact is key. Look clients in the eye as you’re making an important point but don’t lock eyes in an uncomfortable stare-down. Break eye contact gracefully by looking at their hands or a close-by object.

Use humor appropriately. Never, ever tell a joke that could be construed as racist or demeaning. Attempts at humor, such as sarcasm, may come across as a negative comment. It becomes even more susceptible if sarcasm is used in an e-mail or text, when you can’t experience verbal feedback or body language.

Female conversation traits that need some work
Women, especially, tend to apologize. Don’t apologize if you’ve done nothing wrong. Change the dialogue from, “I’m sorry that I didn’t send the e-mail” to “I totally forgot to send the e-mail. If you still need it, I’ll do it right away.”

Watch your cadence. When you speak, don’t let your sentences drift off into a question, as if you are seeking affirmation. Finally, this isn’t an in-person point, but one that I come across too often. When on the phone, don’t speak too fast when you are leaving a voice message with your name, e-mail or phone number. Speak slowly – but not too slowly- and enunciate clearly.

As Dale Carnegie said, “Seek first to understand, and then to be understood.” Being open and ready for feedback from a client makes for the start of a solid relationship, the continuation of a good one, or at least an interesting conversation.