I have often wondered about why some people succeed as solopreneurs and others don’t. Almost everyone I run into has at least the basic skills needed for their business; it isn’t that they can’t do the work. Rather, I see attitude and approach as the distinguishing factors between successful business owners and those who never seem to get the traction they need.
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.
We solopreneurs are CEOs of our business, but that stands for Chief Everything Officer. We are responsible for everything from strategic planning to marketing to sales to accounting to – oh, yeah – whatever it is that we charge our clients for.
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.
“Well, what you do sounds interesting, but could you send me a sample project?”
This is one of the most-feared questions a solopreneur encounters. You might freeze, not having a portfolio of the best, sufficiently-anonymized examples of what you do. A much better approach is to turn the question around and find out what your prospective client is most concerned about. What is he really worried about — that you can’t do the work? that your deliverable will be a piece of junk? something else?
One of the critical characteristics of a successful solopreneur is the willingness to hold what Zen Buddhists call shoshin, or “beginner’s mind,” in every situation. Beginner’s mind looks with wonder and without preconceptions, assuming that you do not understand or see all aspects of the situation or all the possibilities present. Even (especially!) when you considers yourself an expert, you look at it as if seeing it for the first time. This willingness to let go of the ego-attachment of being an expert lets you see things in a different and fuller way.
In my experience, this means constantly living slightly outside my comfort zone, to acknowledge that each situation is new and what was true in other situations may not be true in this one. Being an expert, even being the expert in a field, isn’t sufficient to build a successful business. While I always feel a bit stretched, it is a good and healthy thing to be reminded frequently that I need to look at situations from a fresh perspective.