You were a consumer long before you thought about launching a small business or became an entrepreneur. All your shopping experiences- good and bad- shape what you think about people who sell things. Especially when you become the seller.
Recently, I was working with a client on her contract, figuring out the right language for her, when I asked when does the proposal expire? Let’s call her Susan.
Susan was puzzled by the question. Expire, nope, clients were free to get back to her when they were ready. Susan has trouble planning for expenses or growth because she doesn’t know what her revenues would be from one month to the next. She has to wait until clients decided to get back with her. And, given how busy people get, and how often they forget, change their minds or someone catches their attention…you can see the problem.
I discovered the reason for the problem. Susan’s consumer past came back to bite her in the entrepreneurial wallet. She’d gone to a dealership once to purchase a car and the transaction went smoothly until it was time to leave. The salesman couldn’t find the keys. Each time he returned he offered another upgrade, tweak, gadget that bumped up the price past their negotiated amount. She was trapped, figuratively and literally. Susan was scared and angry, and decided she’d never do something so evil if she had a business.
Now she does and a lot of empty time to fill because she rarely asks her potential clients to commit. If they do commit to working with her, they get a ton of bonus work because she doesn’t want them to feel trapped into paying for unexpected costs. Her experiences shaped her business- not in a good way.
Consider these questions & erase hidden factors & make more sales in your business!
- Think about your shopping experiences. Are you making decision based on your past like Susan?
- What’s you shopping MO? Are you a researcher, regretter, rationalizer or bargain hunter?
- Does your sales/marketing materials attract folks with similar shopping MOs to you
- Is that who you really want for an ideal client?
It’s not news to anyone who knows me, but I’ll confess to being a researcher. Like down to the n-th degree of facts & stats. Great for when I’m shopping for an pro range during a kitchen renovation. Terrible when I bring that same focus to writing sales pages or having a pricing conversation. It doesn’t work well.
Telling every scrap of information in a conversation (sales page, pitch) is boring, not inspiring and plain overwhelming. Once I learned to speak from my perspective as a heart-based entrepreneur, not a panicked consumer, my sales grew.