Recently, I was talking with Kim Dority, a friend and colleague and one of the smartest people I know, and she was telling me about how she had recently pivoted the focus of her business. First, she developed a compelling write-up of the services she could provide to graduate schools to better attract, support and retain qualified students. She then sent this out in an introductory letter to a few of her top prospects to see how it was received. She followed up with conversations, either in person at a conference they were attending or on the phone, to discuss what she could do for each of those prospects. It turned out that no one wanted to buy any of the services she had so carefully crafted. Instead, they all asked for something specific to their needs – to run their internship program, or to develop a series of workshops for alumni. She could not have predicted the outcome of any of these conversations, but each one resulted in some type of consulting engagement.
I recently overhead a consultant talking about the need to stay in touch with contacts, even if they never turn into clients. I completely agree. But then I winced when I heard how she described her thought process: “I know I’ll never make any money off her, but…”
Words matter. The words you say out loud matter and, perhaps even more importantly, so do the words you say to yourself. And what you say in your head often winds up being reflected in how you act and the words you do choose to speak. When we let ourselves think in crass terms, even in jest, we reinforce the worst of being in business – seeing everyone as a mark, as nothing more than how much we can make off them.
What’s one of the first things you do when you launch a business? Get a domain name and set up a web site on a platform like WordPress. You pick one of the popular templates, write up descriptions of your services, grab a few stock photos and you’re good to go. No-brainer, right?
I used to advise new solopreneurs to invest in a professionally-designed logo – something that reflects well on their business and conveys a certain permanence. And while I have one that I use for invoices and proposals on letterhead, I haven’t used a logo on a business card for years.
Summer is a slow time for many solopreneurs; our clients are on vacation or taking Fridays off, and they just aren’t calling as often as they do during the rest of the year. That means that many solopreneurs are facing a cash crunch this summer. Our recurring expenses — utilities, ISP, health insurance, etc. — still need to get paid, but the income isn’t coming in. If you were able to anticipate this slow-down, you put money aside to cover your basic expenses when your income is not coming in. But even with preparation, it’s nice to get the cash flow going again. The following are a few thoughts on how to ease cash crunches.
I just saw a car with a large sign for a local housecleaning service, The Cleaning Fairies. The tag line was perfect:
We give you your weekends back !
I live near Boulder, and there’s nothing Boulderites value more than free time we can spend in the mountains — skiing, hiking, kayaking, climbing, biking — anything to enjoy our 300+ days of sunshine every year. (And yes, when I saw their car, I was playing hookey and on my way up to the mountains, just because I’m self-employed so I can.) The message I took from the tag line is “I know how much you value your free time, and isn’t that worth way more than the cost of a cleaner?”
What better way to sell the value of your service than by reminding people of a better way they could be spending their time?
How do you describe your service to prospective clients? Do you talk about what you do or how you do it, or do you talk about the amazing thing that happens when you are done? And see this post about understanding and speaking effectively about your value.
Have you ever struggled to describe what you do so your prospective clients really hear you? Do they look at your web site and say “Oh, that’s nice” or do they immediately recognize you as the person who can help solve their most important problem?
One way to talk about your services memorably is by telling a story. My 10-Vignettes Exercise, which takes no more than an hour or two to complete, helps clarify how you describe who you are and what you do for your clients. And if you don’t have any clients yet, use this as an exercise to picture your prospective clients.
Every business experiences lulls, times when it seems that you barely have the energy to drag yourself into your office, and you can’t stand the thought of having to go out and generate business. This happens to everyone, and it often happens at the end of the year and during the middle of the year, as people are out of the office or in vacation mode and not doing a lot. Here are some of the actions I add to my marketing plan when I need to rev my marketing efforts up a notch.
When someone asks you what you do, do you freeze up or start stammering? You need a concise, memorable response prepared for all the times when you’re asked about your work. This is sometimes called your “elevator speech.” Why? Imagine stepping into an elevator with your biggest prospect. She turns to you and asks, “So, what exactly do you do?” You have 30 seconds—the time it takes for the elevator to get to her destination on the 25th floor—to describe yourself in such a way that she immediately understands why you are the solution to her problems.
I recently wrote a white paper and gave a webinar on behalf of Factiva on The Accidental Intrapreneur: Becoming the Knowledge Center CEO. They both look at the different approaches necessary for those of us who are running our own enterprises, whether within or outside a larger organization. (You can get a copy of the white paper here and you can download the slide deck for my webinar here.)