By the Ocean
Cloudy 76 Degrees
5:31 a.m.
It’s hard to sell to people who are confused about what you do…
If you have a solution for back pain, it’s not that hard to find people who have that problem.
Your solution is an obvious choice they should consider.
I know. I wrote a sales promotion for one of those businesses once and they turned it into many millions of dollars.
But many of us don’t have something quite like that. In fact, many of us are completely bored by the idea of selling a quick fix in a bottle. We have something far more complicated. Much more intricate. Something with many layers of meaning. Something that involves the transformation of a human being, not just squirting goop on your body.
This is usually where the problems start. This is why most business owners have no compelling answer to the “What do you do?” question.
It’s because they don’t really understand what they do…from the perspective of their buyer.
If you don’t have that clarity, you can’t expect anyone on the outside to have it either.
What is the CORE big idea about what you offer, that if spoken to your prospective client or customer, would pique their interest and fill them with a powerful emotion?
That’s where you start. Once you have that, you build out the structure of the business where every single system is in alignment with that idea.
What we’re doing is concentrating energy. So that, over time, more output is created with less input. If you think of it like a laser beam, we want a narrow, focused beam, not a wide, unfocused one.
Most businesses are confusing. There are too many moving parts that don’t make sense, that confuse the prospect, that make it less likely to buy.
CONFUSED PEOPLE DO NOT TAKE ACTION.
I spent several hours yesterday on the phone with business owners who just got done going through the Do What You Love and Prosper program.
This is a process I’ve created, over years of trial and error, to help someone focus their business based on who they are and what they are here to offer the world. An hour long phone conference is part of the offering.
On the phone, we were focusing and structuring. We were connecting who they are and what they do to a way of being valuable that the world actually wants.
That’s the secret to business: figure out how to package up what you have in a way the world actually wants it.
This is common sense that’s really easy to forget.
To achieve this goal takes some thinking, a fair amount of introspection, and the ability to pull a lot of seemingly unrelated threads together. The end result is CLARITY, which is an invisible asset that can be transformed into money.
Look at your business from the outside in. If you knew nothing about you, WOULD YOU BE COMPELLED TO BUY WHAT YOU HAVE?
If the answer is “no,” then start making changes. Or get help. Or do something.
Confusion is the enemy of success.