Extra, Extra, Read All About It! Part 1: Free Gift or The Truth?
Today, I’ve been going through some emails as I waited for my Pilates equipment to leave the studio heading for Ingrid’s studio in Kensington Olympia. I was just tempted with the above headline as I recall how newspaper vendors, sold their paper’s, in previous times, by shouting the above slogan at the top of their voices in order to sell papers. 
On that note, here are the extra’s that I want to share about some of the lessons that I’ve learned from closing my studio, to refocus my business and design a model that suits my values and lifestyle for the future.
Filters And Self Confidence
Almost every business related teleclass and marketing email, I have received in the last 15 months focuses on the 3/4 biggest mistakes people make, when attempting to get new clients and the 10 biggest mistakes that businesses make when selecting an SEO company, branding company, marketing expert, etc. Negative language seems to be a real headliner and sound bite to our brains. A bit like the news infact. We would rather turn on the television or news and listen to ‘doom and gloom,’ than watch our favourite laugh a minute comedy, Monty Python or John Cleese prancing about in ‘a fish called wanda,’ especially here in the UK.
It occurs to me that often, it’s very demoralising to have one’s nose rubbed in the worst possible things that can go wrong (especially if they have) as opposed to focusing on the things that are right or that have worked for a particular person or situation. And yes critical incidence and reflection is necessary as well as ‘lessons to learn.’ These are indisputable. Lessons learned are brilliant as long as it’s an acronym for an analysis of what’s really going on.
Yes I can tell you stories about what went wrong with my business and why and you can perhaps relate to some of it, but how would that really help you move forward positively?
What Do Your Clients Really Want?
Jack Canfield is notoriously clear on this and I’ll paraphrase, “……everyone goes through something challenging in their life, it’s called, So What?” Most people are focused on themselves and their needs and could really care less about what you are going through, unless they are a family member or friend that is close to you and even then, sorry to say, it’s a bit too close for them to take on board. I often have to laugh when I listen to Jack Cranfield’s rendition of this as it’s quite true, really. Sometimes, the truth is just a bit too hard-hitting and in our faces, but it’s there. Sometimes, people have trouble discerning what they want and as an ‘expert’ it’s a good idea to help your client focus on specifics.
Blood Sweat, Tears And Desperation
Small businesses and especially those working extremely hard and by themselves are ‘desperate’ to get clients through their door paying for their services or product so as to maintain a continuous flow of cash that keeps the business afloat and the bills being paid. In their bid to do so, they sell continuously and talk about themselves and nobody likes being sold to, by someone who’s focus is just about ‘selling,’ rather than about focusing on ‘the potential client’ and ‘their needs’ first. No-one wants to hear your tales of doom and gloom either, as they can turn on the radio for that next episode of the ‘credit crunch’ crunching into oblivion at an interest rate never before experienced in history. That desperate need creates more of what you focus on, I guess, right?
Scenario.
***I recall a networking event I went to early this year, where I was listening to a conversation between 2 fellow networkers, when a gentleman stepped in between me and my fellow networkers. We each took a step back, to accomodate him and he then started to talk to me about healthy chocolate, without introducing himself. When I responded politely but unfavourably, he walked off in a huff. And later on, I looked around and saw him sitting down looking rather miserable. Perhaps, he had encountered less politeness in his bid to close his sale. Of course, one could argue that being a bit ‘too laid back’ may also be the antithesis of this, so finding the balance of working your socks off whilst maintaining a healthy cash flow is one that I leave to the experts of this field, for advice x ***
Free Gifts Of Value Or the Truth?
The free teleseminars and webinars are a ploy to get clients to pay for the real ‘sale’ of the 10 best ways to target clients, whilst highlighting the 10 worst mistakes in business. I would rather be told the truth than half way through the seminar, teleclass, webinar or presentation, there is this whole sales schpeil, wouldn’t you? Or would you rather just go for it because it says ‘free’? Be honest. My only gripe here, is that I have already spent my precious time and energy focusing on things that have done little for my confidence, so why would I want to spend another hour having my nose rubbed in it all over again?
What Can We Learn From Other Nations?
I know this can seem a bit confrontational, but I’ve observed this in human nature in most of the countries that I’ve visited around the world. The nation’s that are reputedly criticised for certain things, business included, ‘all being about the money,’ such as India and China have made massive strides and growths in their economy, education and forward thinking especially when it comes to business and they do exceptionally well wherever they go, because of their mindset and focus. I have been so fortunate as to spend quite a bit of time in India and I admire my Indian, Chinese and Thai friends for their innovation and ‘get up and go’ attitude. Of course their system is slightly more ‘flexible’ than ours at times.
Whilst people and companies in the west are ‘slagging’ these other countries off in one breath, some of these companies are swindling their clients in the next breath, whilst reminding them that they signed a contract that was supposed to save them money in the long run, (no-one can predict what tomorrow will be) whether the service or product is null and void, they still have to pay for it – no flexibility whatsoever and a real crying shame. So how do you figure out if you are being sold a line or a gold pen, even by reputable companies or people?
To be continued…….in ……Part 2.
Many Blessings.x
“Desperation is the raw material of drastic change. Only those who can leave behind everything they have ever believed in can hope to escape.”
William S Burroughs
One comment
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Hi Liz
I agree with a lot of what you’ve written. I suppose the one area where I’d disagree is this: I’d far rather watch Monty Python or Fawlty Towers (or even some comedy not including John Cleese!) than doom & gloom – we rarely watch the news in the evening!
As for pain & gloom in selling – there’s a school of thought that says it’s the best way to sell. Whether that’s true or not, anyone who tries to sell to me by talking at me will get nowhere – such an approach makes me turn off well before they get to any “selling” message! I believe that, especially in networking events, it’s much better to find out about the other person first – tho’ if both want to defer to the other I can envisage one of those “after you Charles!” “no, after you Claude!” exchanges.