At the beginning of each year, we set our New Year’s Resolutions. We want to lose weight, we want to exercise, we want to travel more, WE WANT TO MAKE MORE MONEY.
Some of us are really good at setting goals, and we know exactly how much money we want to make – down to the last penny. But, on December 31st, you’re sitting back and thinking about the last year and you realize, hey I didn’t make the big bucks this year like I wanted to.
Why is that?
The #1 reason you didn’t make more money is simple – you didn’t market yourself and your services consistently.
Just like exercise and weight loss, you need to be marketing consistently to get the results you desire. Marketing is not a one-time event that you do every once in awhile. Marketing isn’t something you “do” when you need to make money ASAP.
Marketing is about consistency. If you do a little bit every day or every week – you will have more clients, you will have more work, you will make more money.
Regardless of what business you are in, you are selling something. Selling, in general , is a numbers game. The more people you tell about your services or product, the more people will buy it. It’s really that simple.
Now, some people have a hard time with “marketing” themselves. They feel like they’re being pushy, they feel like they’re trying to sell a used car or something. If you can identify with any of these examples – you’re doing it wrong.
Truth is, no one wants to be sold. Now more than ever, people want to do business with people they know, like and trust. And the only way to have that rapport is through building a relationship. When you focus on building a relationship – truly getting to know the other person, their business and their family life, the “marketing” will come naturally. You will find yourself sharing your expertise and knowledge with everyone you come in contact with, every day.
Marketing is about sharing with people how you solve problems. Offer your help naturally in the course of your conversations, both offline and online, as you get to know them and what their struggles are. When you are networking with prospects REALLY listen to get to know them so that you can add value to their lives. Make it a point to give your target audience a few minutes of your time each day to answer a question in a forum, respond to a post on Facebook or join a conversation on Twitter,
This type of hype-free marketing is simple. It’s easy to relate to. It’s inexpensive. It’s effective. It’s consistent. People will naturally talk about you to their friends, family and colleagues – and that’s how the referrals start to stream in.
When you have a consistent marketing plan in place, and WORK your plan, you will always have a steady stream of new clients or customers in your business. You avoid scrambling at the last minute trying to get new business because you already have the business. It’s that simple.
Colleen Kennedy says
Great article, Sydni! You are so right. It really is all about creating and maintaining relationships and keeping it real. People need and want to trust others. Particularly now when their trust has been violated by the government, the banks, the insurance companies and so on. I think the desire to have a trusting relationship is stronger now, more than ever.
Sydni Craig-Hart says
Thanks for the note Colleen! I’m so glad you enjoyed the article. It is unfortunate that recent events have contributed to feelings of distrust. However, that’s one of the great things about being a small business, especially a service based business. Striving to serve our clients needs prompts us to show personal interest in them and work at developing a strong relationship. I’d love to hear your thoughts about how you do this in your business.
Leslie Ellis says
GREAT information! Having been in sales for 28 years, I have to agree with everything you said. Being in insurance is really a numbers game. And I have known for years that it is all about building relationships. People really do have to like you and trust you before they will do business with you. That can’t happen overnight. It does take time. For me, I like to really get to know my clients.
Sydni Craig-Hart says
I appreciate your comment Leslie! It’s true…building relationships does take time, but it’s well worth the effort. Obviously you’re good at this, having been in business for 28 years. Any tips you want to share with us on what’s worked particularly well for you in building trust within your target market?