Women Speak
Three Major Marketing Goofs to Avoid!
I was recently at an informal family gathering. As could be expected, the conversation got round to, “So what is it you do nowadays?” Not in the mood to deliver an elevator pitch I said I was a business coach, handed over my card and invited the enquirer to visit my website for details. What followed next is what I describe as “pouncing!” I was promptly informed there was a “very good business opportunity for me.” But before the spiel could hit the ground I declared that I had heard it already and was not interested! I am sorry if this sounds rather blunt to you but I was not about to endure yet another pitch about “the latest biz op in town!”
Now, what had this lady done wrong?
How could she have elicited a better response from me and from others just like me? How could she get more clients from her marketing efforts?
If you are fed up of getting the Stop sign as soon as you open your mouth to share your business, please read on!
1. She was not listening.
Prior to her “launch” I had just mentioned I was a business coach and handed her my card. I know there are business owners who are open to other business opportunities (I have a network marketing venture on the side, myself) but being in business already, there is a great chance I do not have the time or inclination to start up yet another. I am focused on building my business and not tolerant of distractions. If she had taken the time to chat with me she might have discovered that I am not a lead. At least, not now. But I could have passed on a referral. Ironically, some network marketers believe in “Try till they buy or die!” Sorry, you’ll just get known as a pest and keep on getting rejection!
2. She did not try to find out what motivates me.
After she recovered from my stepping down on the breaks, she proceeded to drop hints about how much A had made last month and how much B was gunning for next month. Which put me off even more! Dear marketer, be aware that we aren’t all motivated by the prospect of big, fast earnings! I personally get a thrill from building something out of nothing. Which takes time, patience and consistence. My ideal business makes use of my strengths and does not sprout up overnight like Jack’s beanstalk! If she had gauged me correctly she could have recounted stories of mumpreneurs like me who had started part-time and gradually built a full-time business. Or single mums who gradually built down lines that now afford them time- and money-freedom. I might not have enrolled, but I would certainly have listened, and perhaps passed on a referral or two.
3. She “pounced!”
That is, she attempted to recruit me on first contact. Though she was no stranger, this was the first time she was promoting her opportunity to me. She made no attempt to find out what I wanted, which she assumed was fast, big earnings!. Her pitch was therefore seen as beneficial to herself, but not to me. To reduce the chances of rejection, find out what your audience wants and is looking to solve. Present your business as being able to solve these wants or problems. Give testimonials of others whom your business has helped. Show “before” and “afters” of people like your audience who succeeded thanks to your business. You will then be seen as a problem solver and elicit further interest. Your pitch might not lead to a sale it but it could lead to a referral.
In summary, to reduce the chances of being rejected by your audience and to attract more clients, first find out what they want and are looking to solve, then gauge their motivators and listen for cues. Ask questions; be genuinely interested in helping others with your business. Build rapport and relationships. Otherwise you will come across as self-serving and just out to make a sale. Certainly not the way to build a client-attractive business!
Feedback:
- What do you think of the “Try till they buy or die” belief? Please share your responses!
Action Points:
- Find out what motivates your clients and prospects and listen for their unspoken requests.
- Use this information in your marketing and in delivering your services and products.
Oma Edoja helps female small business owners attract a steady stream of clients instead of chasing after them! She writes the fortnightly newsletter, Get Clients Cafe, where she shares time- and money-saving client-attraction tips and resources for savvy female-preneurs. Oma has created the Get Clear, Get Known, GET CLIENTS! ™ System for building a client-attractive business and invites you to learn more.
To receive Oma’s newsletter or to download her free ebook,
12 Reasons Women Business Owners Struggle to Get Clients, visit www.getcleargetknowngetclients.com
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