Let’s talk about building your team. As your business grows, you will need and want to add staff because you can’t do it all.
There are essentially archetypal roles that need to be filled to set your business up for success. In the book, The E-Myth Michael Gerber calls them:
- The Technician
- The Manager
- The Entrepreneur
You need all of these roles and initially if you are by yourself you may play all of them.
This person is the “doer”. They are the specialist that actually does the work. They have the subject matter expertise or the technical skills to actually deliver the goods for the customer. This is typically the most visible person of the entire operation. These people represent the present.
Is the one “managing” resources. Scheduling work, ensuring the books are taken care of, and that the marketing and payroll are handled. They are the practical side of the business. These people are learning from past mistakes and planning the efficient use of resources. They represent the past in this analogy.
The person that represents the future is the Entrepreneur. They are the visionaries that are always pointing toward the future. They are responsible for the creative side of the business and are always considering ways to enhance products/service, business image, branding, and more. They represent the future.
All three of these roles are essential in the success of any business. If you want a solid foundation for your business, you want to be committed to getting the right person or people into these roles and not just be filling positions. DO NOT shortchange this process. Clearly, you need to be one of these key people. But many business owners think because they founded the business, they should be the “entrepreneur”. I recently celebrated a friend’s five-year business anniversary and she announced the new CEO of the company. Someone she brought in to be the visionary, the master planner for the company. The owner realized that she was great in the trenches and loved doing the hands-on work with their clients, she was the Master Technician so to speak.
This might be hard for you as you will need to relinquish some control and instill trust in people to allow them to do their jobs.
Remember, our business coaches can help you through this entire process and teach you the practical steps to move your business forward through each stage of growth when you try our FREE test drive.
Are You Overwhelmed with How to Create Content to Connect with Your Buyer? Three Steps to First Marketing Plan
Many small business owners get so busy “working” that they don’t have time to market. And then when the “work “they are doing is done, they look around and ask, “Where are my customers?” One way to avoid this is to have a marketing plan that is easy to execute and that pulls customers to your business.
This can seem complicated but, with a bit of creativity, it can be simple and fun.
First: Create the baseline content. Think of this as your warehouse of ideas. Step one; write down the top ten questions your customers tend to ask you. Step two; write down the top ten questions you wish they would ask you. Step three; answer those question in 300 to 500 words for each question.
Congratulations, you now have twenty Blog posts.
Second: Review the twenty questions and your answers and ask yourself what are the three to seven things that are most important to help your buyer? Pull those out and create a flyer, free report, or check list that you can trade to prospective buyers in return for their email address. For example:
- The Top Three Things Your Should Ask Your Plumber
- The 14-point Checklist That Ensures Your Success
- Don’t Allow Your Accountant to Surprise You
You can find a graphic designer to help you put together the finalized product and now you have a “Lead Magnet.” Something to attract potential buyers.
Third: Review each of your blog posts and pick the most valuable idea from each, then write 150 – 200 words. And create a video for social media on each. You can record these on your phone. And you can download a teleprompter app like BigVu for both a free and professional version.
Congratulations you now have twenty videos or twenty weeks of “Content” to help you attract potential customers.
By taking time at the beginning to list and answer twenty questions you have created almost an entire years’ worth of content and a lead magnet by repurposing the content.
You have twenty blog posts. You have twenty videos. And you have a lead magnet. Put these pieces together and ping your potential customers emotional hot buttons and watch your business explode.
If you are overwhelmed and are looking for ways to acquire customers, check out my website with free resources.
Stay Positive, Test Negative
You will have an endless stream of companies offering to help you to market your business…, by helping you spend your money. And at some point in your business that is appropriate. For those of you starting out, there are a number of ways that cost zero or very little money
Email your data base. (You have one, don’t you?) If not, start one. Most newsletters and email newsletters go out every three to five months. And while you are not in relationship with your tribe, someone else is. I hope it is not your competition!
How to begin? Look at competitors and see what they are doing. Most are saying “buy our stuff”. Instead you can offer them value. Your buyers and potential buyers are on a journey. They are trying to decide, “do I buy this product or service category or not.” They are afraid of making a mistake. You can help by educating them on the industry, the product or service category, the risks, the rewards, AND why you are the best choice. Then they get to buy your product versus being sold your product.
Send out THANK YOU cards. No one else is doing it. Send Out Cards has built a multi-million-dollar business helping people stay consistently in touch. Why? because it delivers results.
Want to take it up another level? Pick up the phone and call your customer a few days after the purchase to ask, “How is it working? Are you happy?”
Your email signature: how often have you looked at the bottom of an email for a phone number? Isn’t that a great place for your Market Dominating Position, your book, your certifications? It is another place to show people how you add value.
Craig’s List, Thumbtack, Fivver, are all places where you can promote your business with little to no cost.
There really are countless ways to market and promote your business at little to no cost. More importantly, remember it is NOT where you put your message, IT IS YOUR MESSAGE. A variation of “I need customers” is not what you want to say and that is what most ad’s say. Connect with your buyers want, their problems, and your solutions.
If you are eager to grow your business and frustrated with lack of customers let’s talk.
Respond is different than react.
The world has changed, and I think we can now all agree that your buyer’s behavior has changed as well. So, the question is…” How will your business change?”
I can’t tell you how many people tell me they are dressing appropriately only from the waist up for Zoom calls. That is changing the clothing that people buy, and many people have shifted their purchases online.
People are not driving as much. What impact will that have on the regularly scheduled service that many shops rely on?
I think everyone is aware that restaurants are going to have to shift their model. Sit down dinners and real estate prices are going to eat away at margins. And this shift was coming before COVID. I remember a talk by the CEO of Red Robin, at Denver University, last year. She was talking about how they were exploring ways to ease the tension between declining dine in meals and rising delivery meals.
NOW is the time for innovation. That does not mean you need a big innovation lab or large investments. It means, put yourself in your customers shoes and ask, “How can I help them meet their wants in this difficult time?” (Wants are different than needs).
So, what does innovation look like?
- For my dentist, it is extended hours so they can meet the regulations required for social distancing.
- For a private dining club, early in the pandemic when everything was closed, it was offering their customers pick up of food and paper products like toilet paper and cleansers. (Their distribution channels were different than Kroger’s).
- For an auto mechanic, it was picking up, repairing, sanitizing and delivery of vehicles.
- For many local restaurant’s, communities helped them by blocking off streets. This allowed them to extend outdoor dining and volume.
What will you do?
- Do you want to add an e-commerce site now that your customers are not visiting your store like they did?
- Do you want to communicate how you have sanitized your restaurant, so people feel safe eating there?
- Do you need to go back to your marketing and make sure it is addressing your client’s NEW wants and desires? (They have changed.)
- Keep Marketing and Selling. Companies that pulled back in difficult times lost market share in every downturn.
- Be prepared but don’t panic. This too shall pass, just like the Y2K panic, the SARs Panic, and, The Bird Flu panic.
Get with your advisors and start exploring your options. You want a second opinion. If you don’t have an advisor, you can ask me a question at firstname.lastname@example.org. Don’t sit still and wait for this to pass. The market is evolving, you want to evolve with it.
If you are new in business like I was, you have probably read or listened to countless people that tell you the purpose of marketing is to make a sale. I remember that one of my first “sales” jobs had a title of Marketing Manager. People have a weird relationship with the word sales. Yes, it is important to sell. Without a sale, you don’t have a customer and without a customer you don’t have a business.
Now let me ask you, how do you like it when you feel you are being sold?
Most people don’t like it and they will actively resist it. What happens when, as a business owner, you change your approach to marketing from selling to educating?
The buyer does not want to make a mistake. Nor do they want to be sold something they don’t want.
When you can change your marketing into education, you help the buyer make their decision. Now you are partners on the buyer’s journey. You are helping them to learn how their problems can be addressed and how their results can be achieved.
That looks simple until you decide you are going to market to everyone. Marketing to everyone is really marketing to no one. You see, different people have different problems they want solved. To become really effective, you want to identify your target market. Your ideal customer. These are the people that resonate most with the problem you want to solve.
If you think back to the 1960’s, if you wanted Pizza you either drove to the Italian restaurant to sit down and eat or you went in and picked it up. Domino’s stepped back and surveyed the marketplace. They asked, “Is there an underserved need? How can we differentiate ourselves?”
They saw college kids, who are always hungry. Many did not have a car.
“What if we delivered?” They then created stripped down kitchens for delivery only and built them close to campus. They could then promise your pizza in 30 minutes or less.
Notice they did not say the best pizza. They said fast and hot in thirty minutes. They became the number one pizza company in the world with arguably not the finest pizza.
They did this by solving a specific problem (I want pizza fast without leaving the couch). Then they educated their buyer with advertisements all over town saying thirty minutes or less.
Ask yourself,” What are the questions my buyers typically have about my business or business category?” Write those down and answer them. Then ask, “What do I wish my buyers would ask?” Write those questions down and answer them. Now you have the basis for your marketing. As you use these questions and your answers in your marketing efforts, be, they at a networking event, a blog post, or an advertisement, you are now helping your buyer on their journey.
Speaking of journeys, The Profit Accelerator starts September 25th. This is a weekly meeting with other small business owners where you will have the chance to learn how to build the buyers journey, to craft your message so that you compel your buyers to learn more. Each week there is a new business or personal development fundamental. Each week as you execute on your fundamentals and goals your business will begin to transform. Consider a group of six successful business-people that are as committed to your success as you. To see if you qualify, schedule your call here.