Q&A #4042 - Handling Rejection - GROW GREAT Podcast

Q&A #4042 – Handling Rejection

Q&A #4042 - Handling Rejection - GROW GREAT Podcast

Today I’m resurrecting the Q&A, something I did back in the early days of the podcast. It was provoked by a question I got on rejection and naysayers. I hope it helps you keep moving forward. Don’t be deterred by people who live to throw cold water on others. Go forth. Conquer.

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Quadrant 1: The Trifecta Of Business Building #4040 - GROW GREAT Podcast with Randy Cantrell

Quadrant 1: The Trifecta Of Business Building #4040

Quadrant 1: The Trifecta Of Business Building #4040 - GROW GREAT Podcast with Randy Cantrell

Getting new clients or customers is listed first because until that happens, you don’t have a business. Or an organization. Maybe you don’t call them clients or customers. You might be a non-profit, a local government, or a some other service organization that isn’t directly involved in commerce. No matter…there are people you serve. People who have an expectation of you and your organization. If you don’t serve anybody, then I don’t know why you’d exist. So, first things first.

You Gotta Serve Somebody

Bob Dylan released a song by that title many years ago. It had a religious overtone. Spiritually, service is everything. Namely, serving God. In business, service is also everything. Namely, having a target audience we can serve.

There are 2 critical elements of this. One, we have to take aim at a specific group to serve. These are people who are most benefited by what we have to offer. Two, we have to take aim at a group that is willing to pay for our service (or product). That means they have to see value in what we do.

We can’t get it half right. There are many groups out there who may need what you have. In fact, they might desperately need it. But what if they don’t recognize the need? Or understand the need? No sale. Try as you might, they’ll never buy from you because they don’t know they need what you’ve got.

When you enter quadrant 1 you have to take care to aim at a group that has a need, knows and understands that need, and has the ability to see that you provide a valued solution. Identification is only the beginning. You really need to vet the group by knowing the people. The more, the better.

Marketers latch onto the practice of building an avatar. Of course, avatar is a modern term that started out being called a profile. They mean the same thing. The FBI has profilers who do for crime what marketers do for business. They create a specific profile for the ideal person likely perpetrating the crime. Marketers create a profile for the ideal person likely to buy.

With all the focus on the tactical work of creating a great profile some marketers get too focused on themselves. They approach this work – the work of getting a new customer – without heart. It’s all data and analytical without enough emotion. For good reason. We have more data on buyers than we’ve ever had before. Data is good. The more the better — except when it screams for 100% of the attention without considering the motivations of buyers. Data can have an adverse effect by making marketers focus too much on it and not enough on human emotions like desires, fears, pleasure and pain.

The most ancient marketing truth may be that people buy on emotion and justify it after the fact with logic. It’s a big generalization with varying degrees of accuracy. Some buyers are more emotional than others. Others are far more logical than emotional.

Buyers don’t all come from the same place emotionally, logically, financially or in any other area you can imagine. A buyer without financial concerns, one who has more money than they need, can behave as though they’re on their last nickel. Another buyer with very limited resources can behave as though money is no object. And that is why marketing is hard…and why people and companies pay big money for marketing help.

Marketing is part science and part art. The art part is harder. Anybody can do the science part. It requires heightened intuition, empathy and vision to execute effective marketing. It’s an imperfect craft. Ask anybody who figured out a great marketing strategy that brought in lots of prospects. At some point that brilliant strategy stopped working. Or it stopped working as well. Even Dos Equis replaced “the most interesting man in the world.”

Effective marketing is more like skeet shooting than fixed target shooting.

It’s hard to focus – and keep that focus – on the people you’re trying to serve. You bring your own motivations. They include your desires, fears, pains and pleasures. But your prospects and buyers don’t care about yours. They’ve got their own. It requires a special kind of discipline to get out of your own head and into the head of prospects. Then, to stay there.

The psychology of marketing – attracting new clients – is dynamic. Look at your own life. I know it sometimes feels like you’re living a real-life version of Groundhog Day, but you aren’t. Your moods and feelings ebb and flow. Along with your optimism and fears. Life impacts all of us every single day. Your prospects live the same way. Some days you eat the bear, some days the bear eats you. That old phrase just speaks to the bi-polar nature of all our lives.

That also speaks to why our marketing can never stop. You never know the timing of your offer. Right now – at this very moment – let’s assume the tires on your car are perfect. You’re not thinking about tires. Any marketing by tire retailers or manufacturers is going right over your head. Later today, you’re on the freeway and have a blow out. It wrecks your day, hacks you off. But suddenly, you’re now in the market for a tire – maybe a whole set. It happened suddenly, unexpectedly. If there’s a tire retailer who has achieved some top of mind status with you through their persistent and consistent marketing, then they’re likely to be your first call. Maybe your only call.

Buyers buy on their timetable, not yours. Your need for a sale doesn’t matter. It’s all about what your prospect wants and needs. And like skeet shooting, you don’t know where they’re at…at the very moment they need you the most. When they’re ready to buy, they’re ready to buy. Or at least ready to consider buying.

Do you attract clients by focusing on their pain or pleasure? Do you pander to their fears or their hopes? Yes. And yes. That’s why marketing is hard. You have to create messages that appeal to your ideal prospects. Ideal is optimal. It doesn’t mean you won’t sell to some prospects who aren’t ideal. Think of it like fishing for large mouth bass. That’s ideal. It’s the aim. But if you snag a 10 pound catfish…you’re going to eat him for supper. You weren’t trying to land him, but he liked your offer and took it. You decided to keep him. At the other end of the deal, you could snag a carp. You don’t want him. He goes back into the water. That’s how marketing works. Sometimes you get a happy accident – a client you weren’t really aiming at, but you attracted them anyway. You keep them. Sometimes you get a not-so-happy accident – a client you weren’t aiming at, and one you’d rather not have. You walk away (hint: maybe it’s ideal for you to best serve them by finding them a more suitable solution).

So how do we get new customers?

It’s not difficult to dissect the process. Execution…that’s what’s really hard.

Identify your ideal customer. Dig deep and figure out the emotions, not just the data points. Part of identification is figuring how where they are and how to best reach them. Again, not always easy. And it’s not always where you may first think. Spend some time on this. It’s important.

Craft your offer with the client in mind. Sure, it may be best to craft an offer people want. You hear it constantly with online advice. “Give your customers what they ask for.” But what if you don’t yet have customers? Or what if you’re unhappy with the present flow of customers? What do you do when your customers don’t even know what they want? (Apple invested the iPod. Customers weren’t asking for it. Most consumers couldn’t imagine carrying around hours of music on a small digital device.)

Customers are created when you can find the sweet spot of what people want/need enough that they’ll pay for it. And pay enough to make it sustainable. Would more people buy Apple products if they were 30% cheaper? Sure, but it would wreck Apple’s profit margin and Apple would stop being the highly sophisticated design company they are. In short, Apple wouldn’t be Apple.

It’s a lot of hard work best summed up in the phrase, “figuring it out.” Whether you’re a stand up comedian or a manufacturer…you need paying customers. Financial support is the most critical component of successful business building. No customers, no business. No revenue, no business. This is no time for weepy romanticism. It’s time for facing the practical realities of the market, that collective power that will determine the winners and the losers.

Once you get them to buy the real work begins.

Now, you must deliver. Well, to be clear, if you’re operating with integrity you must deliver. Thanks to the power of the Internet we see people and companies who devote all their time to “top of the funnel” activities. They focus solely on getting new customers. These are transactional focused marketers who don’t care so much about the customer experience. Or about repeat business. Some pursue as much revenue generation as possible to exploit a moment, knowing it will go cold. It’s that old adage of “making hay while the sun shines.” The sun sometimes shines and may give us a “Pet Rock” moment. It doesn’t last, but it’s good while it does. I’m not talking about that kind of business model.

My clients – and hopefully yours – are people and companies we want to serve well. We want them to be happy, not merely satisfied with our work for them. We want them to say good things about us. We want their repeat business and we’d like them to give us referrals. In short, we want to build the strongest customer base possible. So we focus heavily on serving our clients better. This is mostly, but not entirely an operational thing. It’s the HOW we do things.

Too frequently I see companies get this wrong because they can’t (or won’t) maintain focus on the client. Systems and work flows are put into place because they best serve US, not because they enhance the client’s experience. Perhaps the most classic example of this is the airline industry. While there are government regulations in play, an awful lot of what happens with flyers has little or nothing to do with regulations, but everything to do with how the airline is benefited. Often times at the expense of their paying customers. It’s so rampantly bad, customers have been conditioned and trained to accept poor service as standard. We don’t want to follow their example.

Amazon has become the poster child for superior service – not by accident, but by design. Millions of dollars are spent each year by Amazon finding out how customers respond, how customers behave, what customers prefer and delivering an experience that has come to be so utterly painless (and pleasurable) they can consistently produce double digit increases in revenues (year over year). That’s no small feat when you’re a multi-billion dollar company. It’s easy to double your business if you’re generating $250,00 in gross revenue (maybe). Not so easy when your existing number is insanely large, like Amazon.

How do they do it? By being focused on YOU, the buyer. Your shopping and buying experience at Amazon is easy. Who started the “one click” purchase? Amazon. I rest my case.

How easy are you to do business with? Do you focus on how the customer feels and perceives the process? Or do you focus on making it easy on yourself?

I’m betting if you took a hard look at your systems and processes you’d find some (perhaps many) of them cumbersome to the customer. Stop it. Remove the hurdles from the path of your customers. Make your company easy to do business with. Make the experience not just pain-free, but pleasurable for the customer.

Crazy.

It’s not just a song by Patsy Cline and Gnarls Barkley (yeah, different songs…same title). It’s YOU when things aren’t going so well. It’s YOU when getting new clients isn’t happening, or when existing clients are complaining. It’s also YOU when things at home aren’t right (nothing to do with business). Welcome to the Human Race where problems and obstacles pop up like a whack-a-mole game!

Keeping your sanity is a big part of effective business building. Watch an NFL game, especially this time of year when playoff positions are at stake. It won’t matter if it’s a quarterback or some other position, from the most regarded position to the least regarded, you may see a player – keep in mind, all these guys are world-class or they wouldn’t be playing – lose his mind. Sideline fits get pitched. Helmets get thrown. Water trays get knocked over. All because world-class, professional athletes have, in a moment, lost their mind.

In that state, are they able to perform at their best? NO. Never. They have to rein in their emotions. They have to get a better gripe on themselves. Some do. Some don’t. Those who don’t, end up making things worse. Those who do, often aren’t able – at least in that game – to make meaningful contributions. The distraction of going crazy took a toll robbing them of the chance for success. It’ll happen to you, too.

For you it may not look like a temper tantrum. Or it may.

Maybe it’s just a funk. Caused by something at work. Or not. No matter, you’re in a mood. Preoccupied. Worried. Fretful. Anxious. Sad. Gloomy. Attach whatever word that best describes it at the time. And these aren’t binary things. Every color of the rainbow can happen. Today’s purple is tomorrow’s red. So it goes with our feelings and emotions. Crazy.

Crazy isn’t a clinical diagnosis. It’s purely man-on-the-street kind of talk. We all experience it at various times. It’s not a state from which growth can occur, but it is a state from which our response can spur growth. How we respond to our own crazy matters.

First, we have to recognize it and understand the source. No proper response can be executed if we don’t understand why we’re going crazy.

Second, we have to craft the best response to the source. Address the cause – the source – and you’ll likely remedy the manifestation of your crazy. Now if you’re hot headed, stop it. You need to exercise better self-control. Your bad temper is completely preventable and I don’t care what you think the cause it, it’s a problem. Blowing up isn’t a valid or valuable response, even if you do think it’s justified. You’re wrong. Pitching a wall-eyed fit every time something goes wrong isn’t leadership. It’s childish and will cost you. Well placed anger on the other hand, used in proper context (even for theatrical purposes) can be most effective. One is mindless. The other is mindful. There’s a big difference!

Get in full touch with the source of your craziness. Figure out what you can do to alter your response to it. Maybe it’s something you have no power over – the source, that is. Fine, figure out the best methodology of dealing with it. Harold Geneen said, “Managers must manage.” Figure it out. Find a way.

Third, learn from it. Stop being reactionary with knee-jerk emotional responses. Sure, it happens. But don’t let that define your leadership. Make those exceptions to the rule of being level-headed and thoughtful.

My desire for you – just like all my clients – is to help you keep all three legs on the floor at all times. It’s almost impossible to do, but you should try. When all three legs are solidly on the floor, you’ve got major traction and success. When one legs comes up off the floor, recognize it quickly. One inch off the floor is very different than six inches. Catch it early and try to course correct by getting it back on the ground as soon as possible.

When two legs come off the floor you’re in trouble. Don’t panic, but get one of them on the ground fast. Business building is about maintaining stability. Don’t over-complicate things. Address things. Face them. Deal with them in positive ways. Work harder to fix what ails you so you can move on beyond old, recurring problems.

The most you can keep these 3 legs on the floor, the greater your traction – and the greater your odds are building something great. And that’s our goal. To grow great!

Happy Holidays!

Subscribe to the podcast

bula network podcast on itunesTo subscribe, please use the links below:

If you have a chance, please leave me an honest rating and review on iTunes by clicking Review on iTunes. It’ll help the show rank better in iTunes.

Thank you!

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4 Quadrants Of Growing Great Businesses & Careers #4039 - GROW GREAT Podcast with Randy Cantrell

4 Quadrants Of Growing Great Businesses & Careers #4039

4 Quadrants Of Growing Great Businesses & Careers #4039 - GROW GREAT Podcast with Randy Cantrell

Today’s show is about the four quadrants of how I approach serving people to grow their businesses and careers. They’re quadrants, not in the mathematical sense, but only in the sense that there are four of them and I don’t prioritize them. Well, that’s not actually true because I do intensely focus on quadrant 1 and all the work I do stems from that one. But my approach is quite holistic. I work on all of these simultaneously with clients.

Quadrant 1 is the trifecta of business building: getting new customers, serving existing clients better and not going crazy in the process. The business world has labels for each of these. Getting new clients is sales and marketing. Serving existing customers is work flow, systems and processes. Not going crazy in the process is about leadership and management. We lead people. We manage the work.

Quadrant 2 is about relationships and results. Sometimes I find that we have to first address the issue of capacity. If a team member lacks the skills to get the job done well, then results aren’t going to happen no matter how much work we put into the relationship. However, if people have the capacity to do the job (and presumably to do it well), then we should expect good results. Our relationship has a direct impact on that. If you don’t think so, then you don’t pay attention to college or professional football (the North American kind) and the hiring or firing of coaches. Sometimes talented teams don’t perform up to expectations because the coach is doing a poor job relating to or training the team.

Quadrant 3 is activity and variety. The adage is, “Give it to a busy man if you want it done.” That’s because we know that the person who appears to have enough margin in life to devote to something…well, they often don’t get around to it because they’re mostly in the habit of not doing anything. Instead, we give it to the person who is already busy and it gets done because that person has formed the good habit of doing thing. As for variety, well, I think that counts for quite a lot. Putting ourselves in positions of expanded opportunity and relationships is the way to greater growth. That’s important since the podcast is called GROW GREAT.

Quadrant 3 is repentance. Yes, that’s a spiritual term and don’t everybody likes it. That’s fine. Call it correction is you please. Same thing. We need to face up to our transgressions, own then, then fix them while turning the page.

In some upcoming shows we’ll dive more deeply into each of these, but for today we’re taking a drone’s view of all four. I hope you find it profitable for growing your business and your career.

Randy

Subscribe to the podcast

bula network podcast on itunesTo subscribe, please use the links below:

If you have a chance, please leave me an honest rating and review on iTunes by clicking Review on iTunes. It’ll help the show rank better in iTunes.

Thank you!

4 Quadrants Of Growing Great Businesses & Careers #4039 Read More »

Dialogue, Not Monologue #4038 - GROW GREAT Podcast

Dialogue, Not Monologue #4038

Dialogue, Not Monologue #4038 - GROW GREAT Podcast

Educating prospective clients is a necessary process for most of us. We need to explain what we do and how we do it. And sometimes we have to show our clients why it matters.

Teaching has long been a component of effective selling, but what’s often forgotten is that it’s teaching with a purpose. This was brought home to me when I encountered a gentleman whose business was unfamiliar to me. It was eye-opening. No, not so much because I was gaining clarity about what he did and how he did it, but because I found myself totally not caring.

It’s happened to you. I know it’s happened to me. Good intentions aside, it leaves us feeling badly about the encounter. Somebody asks you what you do…five minutes later you realize you’re droning on and they’re just north of comatose. You feel like you blew what might have been a good opportunity.

The culprit? You “Johnny Carson’d” them. You delivered a monologue and put them to sleep.

It Sounded Better In My Head

You live daily with your stuff. Your work. Your desires. Your goals. Your fears. Your life. It’s YOU, YOU, YOU 24/7/365. It can’t be helped really. Those two portholes serve to provide your constant view of the world. But it can be helped if you make the effort. You can begin approaching life from a different viewpoint. In fact, I’m encouraging you today to force yourself to look at the world through a different lens. Stop thinking about yourself and think about the person in front of you, the person on the phone, the person opening your email or the person viewing your website. It could even be the person listening to your podcast or watching your video.

It’s not about you. This is a ridiculously hard thing, requiring consistent training and discipline.

After you realize you’ve blown an opportunity by talking too much (I know I’ve done it plenty of times myself), you’re tempted to think, “It sounded pretty good when I rehearsed it in my head.” That’s why I don’t judge intentions. I know that my intentions have been honorable, usually focusing on the time constraint I fear may be in play with the prospect. I want to respect their time. And I want to respect their integrity so I don’t want to hold back giving them some bait and switch feeling. But the results are never good. Even with those good intentions.

Let’s talk through this and figure out how we can stop sabotaging ourselves.

The Power Of A Question

You meet a new person. Let’s assume it’s somebody you’re really pleased to meet. What do you say?

Most of us, after introducing ourselves and telling the person it’s nice to meet them have a desire to find out more about this person. Curiosity drives us to naturally do what works in sales. It works because it’s part of what we naturally do to build trust. And to find out more about the person.

We ask them a question. 

We don’t run off at the mouth. And those of us who do rarely are able to develop a relationship. We’ve met that guy…the guy who can’t wait to tell us everything and more about himself. As we swivel our head like an owl looking for a quick exit we may only remember his name so we can permanently avoid him in the future.

We’re captivated by this new person we’ve met. We want to know more about them and the only way to find out is to ask them a question. It’s a strong expression of our interest in THEM, not ourselves.

Start with a question. 

Sometimes it’s awkward, but it’s still the way to go. I’ve asked prospects a question and sometimes the reception to the question has been chilly. Conversation isn’t hard for me so I’ll wiggle my way through and try a slightly different approach. If the difficulty persists, I don’t press. I bail out. But that’s a strategic decision because in my work I’m able to make a judgment on who I want to work with. I figure if we can’t establish quick rapport after a bit of effort, then we’re likely not a good fit for one another. That’s okay. In fact, it’s better to figure that out sooner than later. Your circumstances might be different.

Almost every time I exercise the discipline to remain true to my natural curiosity about the other person they start talking and it leads to very productive conversations. My personal challenge is to keep the conversation directed so we’re talking with a purpose of me serving them – helping them. It’s not just conversation for the sake of conversation. I have to continue to focus on PURPOSE while we’re having a dialogue.

Forgetting the goal is a common problem in sales conversations. Every time it happens to me I hate myself for it. The old marketing adage is wrong.

You can’t say the wrong thing to the right person and you can’t say the right thing to the wrong person.

Sure you can. And we all have done it. I think that adage just makes us feel better when we know we’ve blown it. The first time we meet somebody – either in person, on the phone or online – they don’t know us. We don’t know them. Both of us are making instant judgments based on what’s said, what’s not said and how the interaction goes.

I’ve been involved in business interactions since I was teenager. Through the years I’ve learned that my curiosity about others and my genuine desire to learn more about people, and their business, doesn’t always translate into a great conversation. Sometimes we catch people at the wrong time. Sometimes we catch people who just don’t enjoy sharing. Sometimes we catch people who don’t enjoy talking about themselves. There are many reasons why asking a question – even a great question – might fail. Resist the temptation to think the strategy has failed. Not true. You just sometimes encounter a rare person who isn’t open to dialogue. It’s at those times that I find myself rambling on about why I called, what I do and how I do it. When I’m on top of my game I resist and politely ask them if there might be a better time to talk (or some other strategy to end this conversation with the goal of setting up another time to talk). I don’t know if this is how they are all the time or not. I don’t know what life is like for them at this very moment. Bull rushing into a conversation they’re not ready to have is a waste of time, and it never makes me feel good — so I try to resist doing it.

Uncover The Problems

It seems trite, but it works. I think it works because it’s crazy rare for people to ask us about our problems. Nobody wants to hear about what’s wrong. Few people want to help us with our problems. It just doesn’t happen. Hardly ever! And that includes salespeople who have vast experience.

You have to do what you have to do. This is where scripts fail every time. Follow a script that works for somebody else and you may find it falls flat when you use it. Because most of us aren’t great actors. Great actors can take a script and own it. They become that character. If were that good you’d be in Hollywood, but you’re like me. We’re not that good. Besides, I’m not a fan of acting in business. Let’s leave the acting for entertainment.

Pretending to be something or somebody other than who you really are isn’t a good idea when you’re working to serve somebody. You owe it to let them see and hear the genuine you. Don’t expect people to make a decision on  doing business with you when you refuse to let them see the real you. It’s bait and switch at the lowest (or highest) level. It’s dishonest.

Find a way to uncover the problems your prospect is suffering. I can tell you what works for me, but I don’t want you to copy it. I want you to use it and then think about what you can do. Try things. Modify things until you find something that works for you.

I’m a candid communicator. People pick up on that within the first few seconds. It’s genuine and true to my character and personality. So I roll with it. I own it. That enables me to ask pointed questions quickly.

If I were a superhero, capable of solving your biggest problem, what would that be? What problem would I solve for you today? Right now?

More often than not, the other person will say, “Just one?” It breaks the ice, we chuckle and I insist, “Yep, just one. What would it be?” They’ll always tell me. Sometimes with a quick answer. Sometimes not. If it’s quick, I’ll ask them to tell me more. I may even boldly blurt out, “Elaborate.” Again, this works because it fits my personality and style. It’s natural, not contrived. And it comes across that way.

That doesn’t mean it’s right for you. What’s right for you is to put in the time and effort to think about how you can best uncover the problems and pain of the people you’re trying to serve.

Another reason this strategy works for me is because I operate from a fundamental belief that most people don’t care about the problems of others…and I genuinely do. I know how magical it is because I rarely if ever experience in my own life. Here’s a quick test — when is the last time somebody asked you about your problems, your struggles or your pain? Did you have to think about it. Or are you like me, no need to think about it because I can’t remember the last time it happened.

Even our friends don’t do it. Proof that when you engage people in conversation with a genuine interest in them you’re WAY ahead of the game. But don’t do it if you don’t mean it. Don’t do it if you really don’t care. Don’t do it as a tactic. It’ll blow up in your face.

And not everybody will know how to react to it. Once in a blue moon I encounter somebody like I mentioned earlier. They just don’t know what to do with the question. Or they’re uncomfortable with it. That’s fine. I don’t push. I never push. Instead, I pull back. I start retreating trying to see if they’re interested in continuing the conversation at another time. Sales pros might tell me that’s an awful mistake, but experience has taught me that my timetable isn’t relevant here. Their timetable is the only one that matters. This is really hard if you’re under a sales quota and desperate. Stop thinking your prospect cares about those things. They don’t. You’ll just start developing bad habits if you continue to operate from a place of desperation and urgency.

Your clients or prospective clients don’t care about your timetable. Nor should they. Stop trying to make them care.

Through the years I’ve had plenty of salespeople approach me with their sales contest, or some other reason why they “really need” need me to take action today. Like I’m going to do what’s best for them at the expense of doing what’s best for my company! It’s selfish, wrongheaded and stupid. Don’t do it. If you’ve got some musher of a boss, then get out. Find a better gig as soon as you can. Accountability is great, but pressure to make a sale because YOU need it is foolish. It may work once in awhile, but it’s a poor career strategy.

Follow Up The Question With More Questions

Okay, think about yourself for a moment. I give you permission.

Have you ever been asked something and you revealed something personal, or something important…only to have the person move right on past what you just told them? It’s like they didn’t hear what you just told them.

DO NOT DO THAT WITH YOUR PROSPECTS OR CLIENTS.

Pay attention. Gain understanding of what they’re telling you. Sometimes we’re afraid to continue with other questions. I grew up in an era when sales training experts called it “probing.” Some people take offense at that term, but I’ve never put a negative connotation on it because that’s exactly what it is. We’re probing with purpose – trying to gain deeper understanding of what’s bothering our clients and prospects. We really want to know what they’re struggling with so we can figure out how we can best serve them.

When they share their concerns with us we often think that’s our cue to dive into our pitch. WRONG. Don’t do it. Lean into the problem with questions to gain an even better understanding.

What I Learned From Complaining Customers

I was about 16 selling hi-fi gear at a local stereo shop. Customers would walk in with some piece of gear, signaling to everybody in the store that “here’s a customer with a problem.” Other salespeople – we were all working on straight commission – would run like roaches when the lights are turned on. My natural inclination was to step up and help them. For starters, we had a service shop with a technician who would repair gear. Also, I learned that sometimes these people needed to replace the item they were bringing in. I wanted to gain their business. And I also knew that they might not remember who sold them this gear, but I wanted to make sure they’d remember me as the guy who helped them.

Mostly, I had the personality and demeanor for it. Nobody taught it to me, but I did teach others through the years. Sometimes they’d come in pretty angry at their problem. They wanted to vent and gripe. For some reason, it never flustered me. I just listened carefully and would quickly say, “I understand. Let’s see what we can do to solve this.”

The owner of the store saw this happen a few times and gave me the job of handling customer service problems and complaints. I was the least experienced guy in the shop, but he saw the benefit of how I handled these people. I knew people with problems needed time to breath and vent. I had watched my mom and grandmother cook enough to know that when the pot with a lid is boiling…you have to do something to let the steam escape so it won’t boil over. You have to let people run with the line for a bit to see where it goes…and to let them vent.

I love the process because I know it’s one of my few super powers. Not everybody can do it. I can. So I lean into it and fully embrace it.

And I have another super power that I employ, empathy! Put those two together and I can’t avoid probing for more details and insights. I want to know more.

A business owner tells me she’s worried about cash flow. Cash management is an ongoing problem for her even though the company is performing at a high level. She can’t understand it. It keeps her up at night. You can hear the exhaustion in her voice. We’ve never met. She’s four states away from me. It’s our first phone call.

I ask her to tell me more. I resist the urge to ask a closed end question because I don’t know her or her situation well enough. She talks about some accounting challenges and it opens up the conversation for a deeper dive. It’s obvious to me that I’ve uncovered pain…the kind of pain that keeps a person awake at night.

If you don’t show interest and concern…you’ll never be able to go where you need to go. Or able to take the client or prospect to where they need to go for help. And that’s the deal. To get to a place of superior service so we can help people. What else matters? Nothing.

Randy

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Dialogue, Not Monologue #4038 Read More »

Two Powerful Forces Of Successful Business (And Career) Building – Part Two #4037

Two Powerful Forces Of Successful Business (And Career) Building – Part Two #4037

Two Powerful Forces Of Successful Business (And Career) Building – Part Two #4037

Last week – on Tuesday, November 8, 2016 (actually around 3am Eastern on the morning of Wednesday, November 9th) – America elected a new President, Donald Trump. Every presidential election results in many people who are crushed by the defeat, pessimistic about the future and quite often dug in with a resolve to combat the winner. On the other hand are the victors who are energized, enthused and optimistic at the prospect of all being right with the world now that their candidate has risen to power. It’s how things go here in the United States. People put their trust in their candidate, most often seeing things in a very binary way. Win or lose. Succeed or fail. Optimism or pessimism.

During election night the futures markets crashed because worldwide players had no idea what a Trump presidency might be like. Uncertainty scares investors. As things wore on and speeches were delivered – by Trump, then Clinton and eventually President Obama – Wall Street and worldwide markets rebounded. Bursts of emotions can drive the smartest among us. Every market is largely driven by how investors feel. Pessimism fuels panic. Optimism fuels bold moves.

Serendipity sometimes happens when you’re podcasting. Like now. I didn’t plan or map out today’s topic to coincide with this election, much less the lessons we’re likely going to learn over the coming months and years. Nor did I really have in mind the lessons we can learn from candidate Trump, now President Elect Trump. But sometimes these things find you and work themselves out.

Today it’s about OPTIMISM. Go back and listen to episode 4036 if you missed part 1 of this 2 part series. We’re talking about the two powerful forces of successful business and career building.

I’m an apolitical person. That means I don’t care about politics. I’m interested enough to keep up. And I did stay up until after 3am Central (I’m in Dallas) on election night to watch things finally reach a conclusion. But I don’t do political commentary and I don’t surround myself with people who do. You didn’t come here for that – and for good reason. There are some great lessons we can learn about OPTIMISM though from this year’s election.

OPTIMISM talk requires a bit of adversity talk. After all, if not for adversity optimism would be a no-brainer. None of us would struggle with confidence or optimism if we never had a challenge. Love him or hate him, Donald Trump is not only confident, but he’s optimistic. During the past 18 months plus of working to become elected as the 45th President of the United States, Donald Trump was challenged with rolling waves – BIG WAVES – of opposition, missteps and issues that would seem to sink any candidacy. But not his.

He went toe to toe with his adversaries. He remained his candid, blunt, aggressive self-determined to do it the way he wanted. Challenges that would have most certainly made others cower didn’t seem to faze Trump. He just kept going. Political insiders from both parties (both Democrats and Republicans) tipped their hat to his work ethic and remarked about how many appearances he would make, no matter what. We could talk about resilience, tenacity and grit…but they all stem from the man’s supreme confidence driven by his OPTIMISM that he would win.

Much of the nation is shocked. Many accused Trump of being delusional, thinking there was no way the man could possibly be elected. Don’t underestimate a determined person with a full take of confidence and optimism (and I’m using those terms somewhat synonymously today because I’m not sure how you can have one without the other).

Think about your current adversity. Think about the self-doubt and fear that creeps into your head.

Few things are more powerful contributors to our failure than our own inner critic. Just this month an article was posted over at Psychology Today about how we can often feel undeserving or like imposters. Success doesn’t always help us cure such challenges. I suspect we’ve all got head trash that needs to be taken to the curb.

Some described Trump as a sociopath (defined as an antisocial personality disorder where people tend to lie, break laws, act impulsively, and lack regard for their own safety or the safety of others). I’m not qualified to say, but I am observant and qualified to say that I witnessed this much about Trump. The man won’t quit. He just keeps forging ahead in spite of what others think, say or do. He rolls the way he’s going to roll without regard for what his critics may think he should do. In the face of people making fun of him, mocking him or confronting him…he decides his own course of combat and keeps swinging. No, it’s not always pretty, even though it’s often entertaining. Yes, sometimes he’s repugnant, but he’s not got a lease on that trait. At least not among political figures.

He’s like the Energizer Bunny. He just refuses to get down, slow down or stop. During the campaigning season I often wondered why a guy would endure such things. I still wonder. But he did. Good for him. He clearly resonated with plenty of American citizens, giving him a comfortable victory in the election that NOBODY thought was possible except him. And that, ladies and gentlemen, no matter where you stand politically – is undeniable. Mr. Trump may have often been the only guy who thought he could win. He just pounded it and pounded it and pounded it delivering the same message over and over. Radio talk show hosts and media people of every ilk made fun of how seemingly delusional he was and how over the top his confidence appeared to be.

It may be the best example I’ve seen of supreme OPTIMISM. What can we learn? How can we harness this powerful force for ourselves and for our businesses?

In 2000 a book hit the market: Great Leaders See the Future First: Taking Your Organization to the Top – In Five Revolutionary Steps by Carolyn Corbin. The title and the book are an optimistic view of leadership with an emphasis on those being led and the responsibility of the leader to properly serve. A major component of effective leadership is belief. Belief stems from vision and optimism. That’s why Ms. Corbin correctly asserts that great leaders “see” the future first. They see it. They believe it. They’re confident about it. And optimistic. Even if you hate Donald Trump you must acknowledge that he’s proven able to do all of those things in his own quest for the presidency.

Can you apply that to your career and your business? Of course. Maybe a guy like Trump has nature wiring enabling him to block out the naysayers. Maybe his lifelong career in the toughest market on the planet – New York City – taught him a few things about what it takes to make it. Maybe he’s delusional in a way that serves him, and his success. Maybe it’s all that and more. I don’t know. I just know I’m determined for us to learn some things about optimism that can serve us.

First YOU Must Believe

Optimism can be a choice. Maybe not an easy choice, but a choice none the less.

Pessimism is much easier. A path of least resistance.

I could sit down with you and throw out some hypothetical problem, followed by asking you to tell me something good that might come of it. You’ll likely struggle. It’ll tax your brain and imagination. Likely.

I can repeat it with a completely different hypothetical problem, followed by asking you tell me something bad that might come of it. You’ll fire off something almost immediately. And you’ll likely be able to follow that up with more bad outcomes. You may not be able to stop providing me with poor outcomes because they’ll flood your mind.

True, right?

In a nanosecond, we can think of horrible outcomes. It takes us longer to consider what might go well. If you’re the exception, consider yourself lucky. Or weird. Embrace it. Our newly elected President sure did. 😉

Putting yourself in a good position for success is important. But what does that mean? What’s required? I don’t know because I don’t know your specific situation. Generally speaking, I know that you must have some talent for a thing. Capacity is important.

When I was a teenager I envied the guys who were fast runners. I was always quick – pretty good for the first few yards – but those guys who could sprint had it going on. I couldn’t imagine being able to do what they could do – because I never could. It just wasn’t a capacity I had. I could have spent many hours training, being coached and doing whatever possible to improve and I still wouldn’t be able to be a fast sprinter. Sure, I could have likely shaved off some time, but still…I’d be slow. You have to soar with your strengths and bet on your capacities. You can’t embrace the power of optimism by betting on capacities that don’t exist.

We sometimes want to be whatever we think is needed, or whatever others think is needed. Some of the hardest decisions facing CEO’s, owners or founders is the morphing to become what the company may need right now. Not what may have been needed earlier.

Time and place matter. The founding visionary was the first to believe. She did indeed see the future first and got the business off the ground because of it. The first $10M in annual revenue was largely fueled by her determination and optimism because it was her idea. But then an invisible wall hit her in the face, like mile 22 to a marathon runner. She stumbled. Grasping for air. Not knowing what to do except to keep running. Perhaps after a bit of running under those conditions she realizes that a more professional management approach is now what’s needed – a skill she doesn’t have or want. Something that just isn’t who she is. She can force it – like somebody with my speed trying to become a sprinter (a colossal waste of time). Or she can realize that it’s time to bring in somebody else, often a tough decision because ego and pride can get in the way. But if her optimism continues to run high, she’ll find a way for the overall good of the company and her own career to show world-class leadership by turning the reins over somebody else.

It all begins and end with knowing ourselves. She knows herself. She accepts who and what she is, and what she’s best at. Without, how can she be confident? How can she possibly believe success is possible, perhaps even probable? Or assured?

Have you ever had an idea that you really believed in, but others didn’t? What did you do?

Was your optimism crushed or did you press on, ignoring the critics? That’s exactly how Trump handled it. He largely ignored it maintaining his confidence and optimism. Let’s use him to help ourselves. If he can endure all the public scrutiny and shaming to become elected President of our country, don’t you think you can endure whatever criticism you face? OF COURSE YOU CAN.

But this isn’t about the U.S. President…it’s about YOU. And me. It’s about us. And how we can leverage these two powerful sources of overcoming loneliness and increasing confidence through optimism.

Grow Great is about business and career building, but many ideas transcend those endeavors and crossover into our personal lives. I’ve yet to find a way to separate them really. A bad day at home translates into a bad day at the office. Vice versa, too. For good reason. People have feelings, emotions and thoughts. Fears, anxieties, obstacles. Joy, humor, fun. Despair, pain, sorrow. And that can all happen in a single day. No wonder it can be tough to get and sustain momentum.

Optimism deals with our perceived outcomes. 

Heavy emphasis on the word “perceived.” Many times we don’t have any idea how it’s going to turn out. That’s when our brains can work against us prepping us for the worst possible outcome. All those bridges up ahead start coming at us fast. Bridges named “Failure,” “Despair,” and “Pain.”

“I’ve had a lot of worries in my life, most of which never happened.” ? Mark Twain

How can we alter our perceptions about possible outcomes? The mind that can envision something, dream something and craft something surely can figure out a way to see success instead of failure.

If we can imagine bad things, we can imagine good things. But it’s our habit. I’m not going to attempt to train you (or myself) to be optimistic in a few minutes, but we should at least talk about the possibility (and opportunity). People who have spent their lives fretting about all the bad things that might happen aren’t likely going to change. They should, but they may require professional help. Seek it. Get it. It will be worthwhile so you don’t sabotage yourself. Life is hard enough without you battling yourself.

Business people have enough working against us. The market is tough. Finding, training and retaining qualified people can be tough. Sales is tough. Marketing, too. Getting the work done effectively and efficiently…that’s tough, too. Why should we add our own head trash to the mix? Why think the worst when the best may be just as easy to consider…and tons more fun!

Google the phrase “inner critic” and that’ll provide a starting place. I could suggest some reading, but through the years I’ve learned that what may resonate with me, may not resonate with you. It’s among the many reasons you see so many diet books. One size won’t necessarily fit all because some people are attracted to one thing, others…something different. Then, there’s the way the message is delivered. If you listen to me with any regularly then you’re likely attracted to how I roll. But not everybody is (hard to believe, I know). Ditto on all the verbiage out there on “inner critic,” being optimistic and all the other head stuff that disrupts our efforts.

Give it effort. That’s the main thing. Don’t take the challenge of overcoming your pessimism lightly. Be serious. Be determined to rid yourself of it, if it continually plagues you.

See the future first, and make sure you see what can go right…and why. You’re smart. You’re not just hoping things will work out. Review your plan. Review the strategy you’ve mapped out. You came up with the plan for good reason. Logic was likely behind much of it.

Don’t undervalue your emotions. Passion means something. No, it’s not everything, but it’s something significant. Feelings and emotions are fuel to our decisions, choices and actions. You experience it daily. You’re feeling pretty good about things. The morning is tripping right along, then your cell phone rings. It’s a member of your executive team informing you of a sudden problem. A company truck has been involved in a fatal wreck. A key customer has canceled a purchase order. A major client has decided to take their business elsewhere. A supplier can’t meet a critical deadline. A key manager died of a heart attack over the weekend.

Sudden problems erupt – and disrupt our emotions. A good morning suddenly turns sullen, or worse…putting our mind into a completely different state than it was in just second ago. Now, we’re fighting to just think clearly. Every business leader has experienced it. And you’ll continue to experience it. If not at the level I just described…some other level. We all have to deal with the unexpected. How can you grab and maintain optimism when that’s how your day is going?

You need time to process.

Whether the event is sudden and unexpected or it’s obvious and expected — your mind is like a computer. It’s a processor. The speed with which you process isn’t static. Or uniform.

Throw a bunch of graphics or video at your computer and the response time will be slower than when you’re just typing in a WORD document or viewing email. Some programs demand greater processing power. Open enough programs and challenge your computer to tackle multiple tasks at the same time and you’ll see it behave much like your brain. It bogs down because the processor is working hard to catch up.

That’s what happens when we have to deal with challenges. Some are big, like our video programs. Others, not so much – like our email program. But it’s not just the size of the challenge, it’s also the quantity of them. Pile up a bunch of reasonably small challenges and our processing time is elongated. It’s got nothing to do with brain power. Every brain – every computer – needs sufficient time to process.

I can’t give you a specific time frame required for your processing. There are far too many factors involved. Like, how you’re feeling physically, mentally, emotionally. What else is going on in your life, including at home? When are the challenges hitting you? Are they arriving during a time of day when you’re at your peak, or when you’re at a lull? How was the challenge announced to you? Who delivered the message and how? What’s the immediacy of the challenge? Who is around you to help you with it? What’s the scope and scale of the problem? How real is the problem – does it look or sound worse than it really is? All of these factors – and tons more – impact the time we’ll need to properly process the information.

One trick is to do exactly what we do with our computer when it’s bogging down. We shut down all the non-essential programs. You have to do the same thing.

Whatever projects were on your agenda – all the ones that can now be pushed to the back burner – need to be tabled for the time being. Everything that’s not a “right now” thing tapping into your processing power should be shut down. You’ll come back to it when you’ve got more processing power.

This is a mistake many over-confident leaders make. They think they have more processing power than is available. Risk frying your hard drive and then you’re worthless. Or, recognize that your life is a limited resource that you must manage. Stress kills. We don’t want to think it can happen to us, but business leaders die all the time because they’ve over done it and neglected themselves. Avoid joining their ranks.

When you focus solely on the most critical challenge at hand you’ll be able to better process it and decide wisely.

You must consider worst-case scenarios, but don’t neglect the positive scenarios.

Your job is to minimize risks and maximize opportunities. That requires you consider what might go wrong. Protect yourself and your company. Every good leader does it.

Not every good leader develops the habit of thinking about how you might turn this to your advantage. Great leaders do. And since this is about growing great, that’s what we want to do.

This isn’t some pie-in-the-sky hope. It’s a strategic approach to the problem. You’ll need a lot of self-discipline to engage in this if you’ve not been doing it. But if you’ll commit to the process of looking for how you might make this problem work to your benefit, then you’ll train yourself (and your executive team) to engage in that process every time a challenge comes up. No, you won’t always be able to pull it off, but sometimes you will. And the practice will make your business grow, along with your leadership team’s ability to manage troubles and opportunities.

Believe you can get it done, then challenge yourself to find a way.

We’ve already said that great leaders see the future first. So if we assume that you have the ability to see a positive outcome (and you do), then all that’s left is to find a way to accomplish it.

See the positive outcome. It doesn’t have to be a challenge. Make it a goal. Do it consistently and constantly.

Company leaders or owners have revenue goals. Do you really believe in your revenue goals? Or are they just wishful thinking?

I’m all for “stretch goals,” but it’s ridiculous to have a revenue goal that nobody believes in. Operating a growing business isn’t about being a good fiction writer. It’s about having a grasp on what we can accomplish with the resources at our disposal. Too many companies have revenue goals that are never met and optimism is never established. There’s never anything to celebrate. Instead, there’s constant ongoing defeat. That’s now how you win. Or how you build a culture that knows how to win.

No, instead, be realistic in the future you see happening. Really believe it. If you can’t, then review it and change it. Why set the revenue goal of $10 million when you and nobody on your team think it’s remotely possible? You could set it at $8.75 million and know it’s possible.

Here’s why that’s important. Chasing unrealistic goals robs you of optimism. Your brain won’t embark on the quest to figure out ways to accomplish the unrealistic goal. Instead, you’ll just be telling yourself all the reasons why it’s impossible. And stupid. There’s nothing good about that. It won’t serve you to grow great.

Instead, establish a goal that can be easily explained, not easily reached. How did you come up with that goal? What influenced it? As the owner or CEO you have to be able to explain and convince your team that this goal is achievable. That’s only going to happen if they know the thought behind it. I regularly hear executives talk about how their CEO or owner set some goal by pulling it out of a certain oravice. Don’t do that. Goals are tough enough to achieve when everybody is on board. They’re impossible when nobody (including you) thinks it’ll happen.

Once that reasonable (I use that word not to convey ease, but to convey there’s solid logic behind it) goal is established the entire conversation changes. No longer is everybody distracted by the ridiculousness of the goal. Instead, they’re engaged in finding ways to make it happen. The questions change. “What kind of crazy goal is this?” gives way to “How can we get this done?”

Even if you’re a solopreneur like me, these 2 powerful forces of business-building are in play: overcoming loneliness and amping up confidence through optimism. 

You can push against these and try to go it alone. It’ll take you a lot longer and the road will be much tougher, assuming you make it. Besides, it’ll be miserable, even if you’re a loner. You won’t go further faster. It’s not possible. You need to align yourself with people who can serve you. I suggest looking at a peer advisory group because employees aren’t in a position to do for you what must be done. Nor are outside advisors who have you as a client. You need a group with no vested interest other than to help you grow great.

The great benefit of such groups is that they can also help you with the second force of optimism. Don’t undervalue encouragement. I know you may not think you need it, but you’re wrong. You do. Look at your life – including all the skills you bring to run your company – like a fuel tank. Gas doesn’t magically appear in your car’s fuel tank. It won’t magically appear in yours either. You have to be intentional to put more fuel in, or you’ll run out. Fuel up. You’re going to need every drop you can get. Why wouldn’t you get all you can?

Now, I’ve spent enough time I think to drive home the point. Find things you can believe in, then bet on yourself and your team. Be confident that you’ll win. Grow great!

Randy.Black

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Two Powerful Forces Of Successful Business (And Career) Building – Part Two #4037 Read More »

Niching Down: The Key To Effective Marketing (Part 3) #4034 - GROWGREAT.COM with Randy Cantrell

Niching Down: The Key To Effective Marketing (Part 3) #4034

Niching Down: The Key To Effective Marketing (Part 3) #4034 - GROWGREAT.COM with Randy Cantrell

We’re going to close out this series with some things we can learn to hold our ground with ourselves, while simultaneously reaching some new heights we may have thought impossible. It focuses on us becoming the best version of ourselves so we can lead our companies more effectively. A big part of that is to keep our focus on what we’re doing, who we’re serving and how to best reach those people. Failure to focus – to remain however narrow is most powerful (which means effective, profitable and sustainable) – can wreck us and our companies.

Niching down doesn’t necessarily mean going too narrow. It means remaining narrow enough to leverage our resources. That’s why we’ve been talking about the things that really impact these things. As CEOs and leaders, it’s US. Quite frequently we’re the reason our marketing is ineffective because we chase too many markets. Too much noise, too many distractions influence us to broaden out rather than narrow down. And it can fragment our energy, our resources and our people…resulting in being less effective – not just in our marketing, but in our operations, too.

The word for this episode is DISCIPLINE. For business leaders, it’s self-discipline. For our businesses, it’s self-discipline. Lack of it is what destroys us.

Saying NO is hard. For some, it seems impossible. They’re always searching for something else…something more. Discipline demands we be more discriminating. It requires narrowing our focus. Discipline is the ability to eliminate distractions and things that don’t matter as much.

By now you should be seeing an even greater value in leaning things down…not just in your marketing, but in all phases of your operation. Our businesses may be complex, or simple. Pharmaceutical companies admittedly operate a more complicated business than lawn service companies. I’m not talking about the complexity of the actual businesses we run. Instead, I’m talking about the complexity with which we operate our businesses. I refer to it as WWO – the Way We Operate. No matter our business, the Way We Operate can surely be further simplified.

Are you an NFL fan? Me, too. I don’t pretend to understand all the nuances of the sport, even though I played it growing up. Most teams have play books that occupy lots of gigabits on a tablet computer. Teams spend hours watching game film of their last performance – and the performance of an upcoming opponent. Eleven players are working in unison on each play in an effort to help that play succeed. One player misses an assignment, or fails to be in proper position – and fails to execute his role properly – and the play fails. Yet, in spite of all the complexity…the game still boils down to the basics of running, blocking, tackling, throwing and catching. Well, we could add kicking to the mix I suppose. But you get my drift. The fundamental elements of the game are quite simple.

You can likely see your business in much the same way. Maybe you’ve got labs, research, manufacturing, legal and a host of other functions that make your business complex. Or maybe you’ve got a few trucks, some lawn mowers, weed whackers and leaf blowers. It still boils down to what I call the trifecta of business building: getting new customers, serving existing customers better and not going crazy in the process.

When we look at our discipline in operating our enterprise we often find ourselves being UN-disciplined. Many of us get up each morning repeating yesterday’s actions. As the fire fight continues, we lose hope that things will ever – can ever – be different. Over time we grow complacent in the quest to improve and resign ourselves to the notion that “this is just how it goes.” No, this isn’t just how it goes. It doesn’t have to be this way. It’s this way because we’ve not been disciplined enough to jettison the crap getting in our way. Instead, we’ve piled on more crap, making it seem impossible to execute the mere basics of building a thriving business.

Struggle begets struggle. Discipline begets discipline.

That first one is much easier to develop into a daily habit. So that’s the one we most often go with. Path of least resistance and all that. A paradox…that struggle is the path of least resistance? Yep. Because we get lazy. You see it all the time. You hear it all the time.

“How’s it going?”

“Oh, just fighting the fight.”

Seems almost everybody is putting out fires and all the other assorted activities that go with struggling. Maybe struggling is a bit of a badge of honor — and a ticket into the massive community of other miserable people. Whatever else it may be, it’s a habit. One you should decide to jettison right now. Without delay.

But let’s veer over toward what we should be doing more of – embracing discipline. We need to do more than embrace it…we need to incorporate it into our lives.

Discipline begins with the art (or science) of elimination. Eliminating the non-essential, the unimportant, the extraneous and the things that can wait. It’s hard work that will require THE major discipline factor – your own discipline to do the work. Self-discipline. And the accountability you’ll need to lead your team. Everybody has to be on board. Don’t let anybody run loose like a kitten chasing every ball of yarn that rolls across the floor.

Your mind and imagination will be your toughest opponent. You’ll second guess things. You’ll wonder if something else might be more important. Stop it. Calm yourself knowing that by focusing on the few critical things you’ll be able to make more progress faster!

circle-of-priorities

I regularly illustrate this idea with clients by drawing a circle. If we think of the circle as representing the goals or objectives we can pursue, then we might consider each degree of a circle – all 360 of them – as being 360 different things we might pursue. The starting point is in the center of the circle. Our work – the things we do in our business every day to push forward – are represented by a dot between the center of the circle and some X marked on the circle — the goal we’re striving to reach.

What commonly happens in our enterprises is we want to hit multiple spots on the circle at the same time. We want to achieve goals A, B, C, D and E. If we’re operating a large enterprise with abundant resources, that’s doable. But most of us aren’t running businesses that large. Most of us have to really manage our resources with greater discrimination. That means we have to look at A, B, C, D and E and consider which is most important. We have to consider the value of hitting each mark.

This isn’t about NOT doing multiple things. It’s more about making something more important. It’s about having a priority. It’s about niching down our work, which in turn fuels our ability to niche down our marketing (and everything else we’re doing). In a word…it’s about focusing our effort so we can be more effective and efficient.

For small business, here’s the problem. We have limited resources. To marshall our resources to accomplish 5 different goals is likely to result in us achieving none of them. I’m suggesting we vet the goals, consider which ones are vital to our success. Which ones will help us thrive. Which ones will fuel our resources. Hint: it’s highly probable that it’ll be the ones that bring in revenue. That’s because cash flow, revenues and profits are the fuel we need to keep going. Without them, our business engine stalls (at best) or stops (at worst). We have to feed the beast. That means we need customers or clients. Paying customers or clients. Which means our marketing has to be able to provide some predictable, sustainable flow of prospects…which in turn means we have to make sure we’re able to convert a predictable number of those prospects into paying customers.

That’s what began this conversation about niching down so our marketing could be more effective. And here’s how this all fits together — by taking aim at spot A on the circle, we know exactly where we’re headed and the progress we’re making along the way.

If we think of marketing like fishing, it’s easier to go fishing if we know exactly the kind of fish we’re hoping to catch. There’s no guarantee of catching anything, but we drastically increase our odds of catching a fish by first identifying the exact kind of fish we want to catch. Narrowing it down to a specific kind of fish makes all the difference. It helps us know where to go, what kind of bait or lure to use, what type of rod and tackle we need, what time of day to go and what kind of spot on the water is most conducive for the kind of fish we’re looking to catch.

Here in Texas a common fish found in area lakes is the large mouth bass. So let’s say we’ve made up our mind that we don’t want to fish for anything other than large mouth bass. That excludes a variety of other fish also found in area lakes. Large mouth bass represents our A spot on the circle. It’s our focus. It’s what we want to catch. So we move all our resources to help us do that. We use only lures that appeal to large mouth bass. We go where large bass are most likely to be. We go a lake known to have a big population of large mouth bass. We do during a time of day known as a time when large mouth bass are most likely to be attracted to our bait. We do everything we can to improve our odds of succeeding in landing as many large mouth bass as the law will allow.

Off we go. Right away we snag a crappie. It’s not a large mouth bass, but it makes us start thinking — “Maybe we should fish for crappie.” So we change our lure to something attractive to crappie. What happened to fishing for large mouth bass? Well, we got distracted and started thinking maybe crappie isn’t so bad after all. Next nibble we get isn’t a large mouth bass or a crappie. It’s a white bass. Once again we start thinking maybe that’s the fish we ought to chase. So we make more changes.

You get the idea…we’re drifting with whatever happens to us instead of remaining focused and disciplined to get what we’re after. We’re not taking command of our resources, including our time and effort. Instead, we’re letting the lake (the market) dictate our direction. But it’s not intentional or directed and it can’t be trusted. Random success can happen to any of us at any time. The problem is you can’t build a sustainable business on random success.

Sometimes there’s what I call a happy accident. Here in Texas we have large catfish in lakes. We’re in the boat fishing for large mouth bass. That’s what we’re catching. But we’re being discriminating even then by throwing some of them back. We’re only going to keep the best ones. Suddenly, we’ve got something else on our hook – a pleasant surprise. A whopper of a catfish. We weren’t looking for him. We weren’t pursuing him, but we landed him. He’s going to be supper. Sometimes we pursue a specific client and we land a happy accident. We can decide to keep them (and serve them) or we can decide not to. It’s our choice, but it shouldn’t alter our activities. We’re not suddenly going to quit fishing for large mouth bass.

Focus. Discipline. Commitment.

Those are the ingredients for making yourself and your business meaningful in the market. So narrow things down, marshall your resources where they can serve your company best then stay disciplined to keep moving forward so you can reach the goal. In a future episode we’ll apply these principles for your leadership and your team.

Go forth. Conquer.

Randy

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