Do you find sales and marketing to often be a struggle? It doesn’t have to be that way. The most successful professionals make it look easy because they have found a way to market themselves that is effortless. Perhaps you have tried to copy what those successful people were doing, and it didn’t work for you. Here’s why.
Marketing is not one-size-fits-all. You have to find your own unique path, the one that works best for you and your business. To make marketing and selling easy, that path needs to be the one where you will encounter the least resistance — both from the marketplace and from inside yourself.
Here are six steps to put you on the road to effortless sales and marketing:
Is there a part of you that is so used to things being difficult that you continue allowing them to be an uphill climb? Is it secretly gratifying somehow to work so hard? Whenever you find yourself struggling about marketing, pause and ask yourself, “How could this be easier?”
Yes, there is an entire population out there who would hire you if only you could make them understand what it is you offer and how you can help them. You can make educating those people part of your long-term mission. But in the meantime, you need to pay your bills.
Seek out the clients who are most likely to already understand the value of what you do. If you are a money manager, you’ll gain more clients by speaking at the Millionaires Circle than you would at either the Chamber of Commerce or the Small Business Administration. On the other hand, if you consult with corporations on reducing their carbon footprint, you’ll get better results by networking with Businesses for the Environment than you would with the Millionaires Circle.
Businesses can be identical, but the business owners’ personalities can be completely different. Speaking and networking may come effortlessly to one person but may be completely unnatural for another.
So don’t try to copy other business owners as their marketing strategy may be unsuitable for your business.
If you persist in marketing to people who can’t pay your fees, you will encounter not just resistance, but a brick wall. Don’t give up because it seems that no one in the population you want to serve has any money. You need to look for an intersection between your desired market and people who have enough resources to hire you.
The content of what you’re speaking about doesn’t need to change in order to catch your audiences’ attention in a positive way. The enthusiasm in your tone of voice can sometimes be enough to attract such a positive response. If you really want your marketing to be effortless, you need to be in a business that excites you.