Why You Aren’t Getting More Clients and Leads (and it’s Not for a Lack of attempting) I remember the day as if it had happened only yesterday. I had been attempting to get more clients and leads for my business. To a certain extent. It was a summer Saturday morning, and my father told me to get a friend because it was time to travel to the auction and purchase some calves for our modest 10-acre farm. Even though it was going to be a very mundane day, my buddy Lynn and I couldn’t wait to get out of the house and go on a little excursion together. (And here’s where the word “almost” comes into play. I have a strong suspicion that it was Lynn, but I can’t say for sure! My apologies go out to Lynn and the other friend that came along with me. This occurred many years ago, and well, memories tend to fade…) In the old auction house, Lynn and I found seats near the top of the bleachers, and Dad took his place in the front row, where he remained ready to place bids using the auction paddle. Animals of every kind, including cows, pigs, and others, were brought there, sold, and then taken to their new homes. I had expected that we would be leaving the auction once my father had obtained the calves he had come for; nevertheless, my father continued to sit in his seat with the bidding paddle still in his hand. I didn’t give it much thought; I figured he was probably simply adding up all of his purchases, and all we could do was wait it out. Then, though, the horses entered the ring for the sale. At long last, something interesting to look at! Back then, to say that I had a passion for horses would be an understatement. Used copies of the classic classics Black Beauty and Black StallionI have read every book in the Black Beauty series from beginning to end. I was completely enamored with The Black Stallion and all of the amazing experiences he had. At every available opportunity, I drew horses. During recess, my buddies and I used to ride horses in the back field behind Bradner Elementary School. It was a lot of fun. Keeping all of this in mind, you can understand the ecstatic surprise I had when I saw my father place a bid on a grey three-quarter Arabian mare. I got so excited that I sprung out of my seat, and I couldn’t believe what I was seeing. We had been living on the farm for two years, and ever since we moved there, I had been pleading with my parents to get me a horse. What would you like to receive for the holidays, Susan? It’s a horse. What would you like to receive as a gift on your birthday, Susan? It’s a horse. And here we are, at last, with my pleading paying off! Or could it have been an example of the Law of Attraction in action? When Dad got the winning bid, my sister Lynn and I went as fast as we could to the back paddocks to find my new best buddy. (My apologies, Lynn.) When I arrived at the horse I ended up naming Misty, the previous owner who had just sold her inquired as to whether or not she would be mine. I burst out laughing and yelled, “Yes, sir!” Then I felt a pit in my stomach. He stated that she is not broken, but that you are unable to ride her and that she is quite combative. Lynn and I immediately went back to my father after learning this information so that we could inform him of our concerns that he had made a terrible error. Thankfully, he allayed my concerns and informed me that we could break her in on our own, and that it wouldn’t be long until I would be able to ride her. And sure enough, in a matter of weeks, she was trained to be ridden and ready to go. The one and only drawback was that she ultimately proved to be more of an obstinate mule than Black Beauty! Without a doubt, I could mount her. But only in the direction that SHE desired to go! To be fair, I did exert some influence, but it wasn’t very significant. It turned out that she enjoyed it when we went to the house of our neighbor who lived to the left. It seems the grass on their side was greener than the grass on ours. And it worked out well for me since the majority of the times I rode her, I was going to the house of a neighbor. Chester the colt, I, and Misty are all here. Therefore, we got along swimmingly. On the other hand, there were occasions when I wished I could visit a different location. You may, for example, exit the driveway to the right and go to the home of another acquaintance instead. Nope. She was unmovable in her stance. Never. Even. One. Step. When I was at my wit’s end, I’d turn her around, and she’d break into a full gallop on the way to her reliable patch of grassy sanctuary. You’re probably wondering what relevance this has to business ownership at this point, aren’t you? Leaving aside the inherent amusement value of the tale in question! So, let’s get down to business here. The vast majority of you are identical to Misty. I mean this in the kindest possible way…I’m not referring to you as a horse at all! More like a mule than anything else… Consider this: how many times has your business coach or mentor suggested that you alter the way that you were conducting certain tasks in order to expand your company, but you ignored their advice? When I was working with our customers, I’ve lost track of the number of times that anything like this has taken place. I offer advice, present a number of compelling arguments in favor of making the change, and outline the procedure for effecting the change in step-by-step detail. However, nothing takes place. Sounds like crickets. One of the most common situations in which I observe this taking place is when business owners in the coaching profession place an excessive amount of emphasis on their methodology, rather than the results that their customers may expect to achieve as a result of working with them (while employing the methodology). It doesn’t matter whether it’s hypnosis, the Law of Attraction, Tapping, Guided Meditations, a 10-step method, or anything else; these are all modalities that coaches utilize to help their clients achieve the outcomes they want. And from a logical standpoint, it makes perfect sense to spread awareness about the modality because that is the instrument that will make a difference. However, from a marketing point of view, the prospective customer does not care about the modality that you use. They are concerned about whether or not their issue or difficulty will be resolved. By any and all methods required. The exact same thing is true for the concepts, ideas, theories, features, and experiences associated with your product or application. Your audience cares not at all about any of this information. They don’t get out of bed in the morning thinking, “I could use some hypnotherapy.” They do not wake up and think to themselves, “I can’t take feeling this way any longer.” Please assist me. After that, they look for someone who can assist them with their particular issue. They are not searching for hypnosis on Google and they are not looking for recommendations for hypnotherapists on Facebook. No, they are seeking assistance in finding a solution to the issue that has become intolerable to them. Do you see the distinction? It’s not about how; itâs about what you want to accomplish. Now, here’s my question to you: Which particular challenge does your company help people overcome? If you aren’t sure, you need to investigate the matter thoroughly and find out as soon as possible. Otherwise, you will continue to have difficulty acquiring eligible customers. And after you are clear about the problem that you solve, the next question to answer is: What exactly will the life of your client look like once you have solved that problem? Your company must break free from the rut of always returning to the same pasture, just like Misty did, and instead center its attention on the particular issues that can be resolved by the modality you employ, regardless of where that may take you. Going in a new route could be the best option for your small business, despite the fact that doing so could initially cause you to experience some discomfort. Don’t be as obstinate like Misty, the stubborn mule! Examine your methods of public presentation for your company in great detail. Stop being afraid of what lies ahead on the uncharted path and give your coach, mentor, or consultant the responsibility of guiding you there. There’s always a chance that the grass is greener on the other side of the fence. I wish you much luck in your business. The name Susan Friesen
I love myBlogd
