As entrepreneurs, we spend so much time and effort on our marketing, trying to attract ideal clients, and then finally having a conversation with prospects (hopefully!) about our products and services.

You literally pour your heart and soul into the conversation:  showing them just how much your product or service can help solve their problem (and possibly change their life!).  You’re excited about the possibility of having them as a client (or that they purchase your product).

Then you get that dreaded word:  NO

Yup — the prospect says NO to your service or product.

I know all too well firsthand how disappointing it is to hear that “no.”  The feeling of rejection, hurt, and sometimes even anger (“how could they not want to work with me!)”.

But there’s so much you can learn from it.

You see, I recently decided to reach out to the people who said NO to me, and asked them for candid and HONEST feedback.  That’s right, honest.    I wanted to find out why they “rejected” working with me.

The reason?

I’m always looking to improve my services and learn what I can do better.  And you should too.

Sure, many times the reason someone says NO has more to do with them than with us (they’re not our ideal client, they’re not ready, they don’t see the real value in it, etc).

But I’ve also come to see that I can LEARN from that  ”no.”


 And I feel it’s always important to get feedback — it’s really one of the best ways to see where changes or improvement could be made.

So though at first it seemed a little odd contacting the people who rejected me — but in doing so I learned a LOT.

I challenge YOU to go back to at least three people who have “rejected” your products or the opportunity to buy from you.  (And if you’re not getting at least three NO’s, then you’re not in enough selling conversations!).

Contact those three people and ask them for their honest feedback.

Now this is NOT about trying to get these people to say yes or buy from you.  There’s NO hidden agenda or other motive — it’s ONLY to ask them for candid feedback.  You don’t want them to be “nice” — you really want to find out what’s behind the NO.

Email is fine for this — you don’t have to pick up the phone (and I find it’s easier for people to be candid in email than on the phone).

(If you want a template of what to say — just email me and I’ll send it over to you!)

When you get their response — here are a few questions to ask yourself:

1)  What can I learn from this?

2)  What can I change?

3)  How does this help me “see” thing better from a prospects perspective?

So go back to those “NO’s” and find out what really behind it.   I’m sure you’ll pick up some gems!

When you started your business you had really good intentions, right?   You were excited because you were finally going to be your own boss, work the hours you wanted, take lots of time off to spend time with your family, and excitement was in the air.

You put up your shingle that you were now in business and thought, “Well, I’m open for business. Where is everybody?” The clients came banging down your door, right?

Yeah, I guessed.  Probably not.

Okay, maybe in the beginning with all the excitement about your new venture you shouted from the rooftops telling people that you were open for business.

But then after time the clients just started dwindling.  Or you had some good months, followed by some (or lots) of not-so-good months and this feast and famine cycle just became part of “being in business for yourself.”

Well it doesn’t have to be this way.

You can have people ready, willing and HAPPY to spend their money on your services.  Yes, it does and can happen.

So imagine that this IS your business:  Imagine that you’ve set everything up in your business that you get three new clients per week, three new ideal prospects per week.

Imagine that these people have pre-qualified themselves.  They’re ready to buy. They’ve selected themselves as your ideal client.  What I mean by that is they’ve read your marketing materials or they’ve heard you speak, and they said, “Oh my gosh, that’s exactly who I need to be working with!” They pre- qualified themselves going through a specific process, and they are ready to buy.  They’re pre-sold, so to speak.  In other words….

You do not have to sell to them because they’re already sold.

“Nonsense!” you’re thinking.  Well it’s not, and here’s a real-life example.  You see, this recently happened to a client of mine.

When she first came to me she needed help with her marketing.  She bluntly told me she knew she could figure it out on her own, but didn’t want to spend the months (or years) trying to figure it out herself.  She was tired of spinning her wheels and throwing some marketing tactics onto the wall and hoping they would stick.

She had some clients, but she needed and wanted more.   She also didn’t want to be chasing after clients — she wanted them to come to her ready to buy. And I told her it was possible.  She didn’t really believe it (though she did say she trusted my process).

So she we worked together honing in on her ideal clients, tweaking her packages and marketing materials, she raised her rates — and she soon saw that instead of having to “sell” to prospects, they were coming to her ready to sign up (ie, pay her for her service….and at a rate that was higher than before!).

A few weeks after working together, here’s what she emailed me:

“One prospect said that she looked up my site, called me, and committed in her mind on the spot (and with dollars shortly thereafter) because she believed I immediately understood where she was coming from. She was a wonderful, talented executive client who now tops my list of best clients ever in terms of her profile.”

So this prospect contacted her was already ready and willing to buy…she was pre-sold.  And within 5 minutes of talking  the prospect had her wallet out and ready to sign.

This is what you want!

And my client was amazed that this could happen, and with ease — that people would be coming to her, ready and willing to pay her now higher prices — and happy to give her the money.

Here’s what she also said:

“In about 10 days, I closed 6 projects. Seriously, the phone just wouldn’t stop ringing. It was incredible.”

So HOW did she make this happen?

In a sense — she got clarity.

Clarity on her audience, on her message and on her offerings, all the while leveraging her time.


Working together she got lear on exactly who she worked with (her ideal clients….not just paying clients); got clear  on her marketing message (which is now more clearly defined on her website — and more clear to prospects when she’s speaking with them), and put together the right packages and offerings to offer those ideal clients which also leverage her time — all the while her clients are still getting great results

So this is really the first step to the magic in your marketing and having clients pulled to work with you, instead of you chasing after them.

So get clear on what clients you should be targeting, and then you can create a clear  marketing message to them.  And you’ll have soon have those prospects banging down your door (or at least knocking very loudly!)

“It’s not the music industry anymore, it’s the entertainment industry.  The goal is not just to be an artist, but to be a brand.”



As my mind is always thinking in ‘marketing-mode’ (yeah, I’m corny like that), I couldn’t help but think that Rhinna’s manager got it so RIGHT on two levels — (she’s worth millions — many millions — of dollars so her manager clearly knows what he’s talking about)  –  and that it applies just as equally to small business owners and solopreneurs.

And when you understand this it can help you have more fans, get more paying clients, and sell more of your stuff (but I can’t guarantee you’ll be as mega-wealthy as Rihanna….!)

Here’s what I mean and how this can help YOU in your business:

1)  “It’s not the music industry anymore, it’s the entertainment industry.” We often think we’re in a certain industry, and most times we define our “industry” by the business or field we’re in.  For Rihanna, one would tend to think her industry is music, as a main part of her business is singing and putting out albums.  But her manager clearly understand’s that is not her industry — her industry is entertainment.

Sure, she sings, but she does a lot of other things too.  But her main goal in her music is to entertain people, not just sing for them.

And this applies to your business too.


For example, as a coach & consultant, I don’t consider myself in the in the coaching or consulting industry, I’m in the empowerment and success industry.

Why?

Because what I do is help empower people.  Sure, I help them get more clients and have a bigger income — and I do that in various ways (get clear on their ideal client, how to reach them, create a marketing plan, help them craft their compelling marketing message, create a business blueprint, and things like that.).

But by doing that, what I’m really doing is empowering them to live a better life via a successful, profitable, and sustainable business.  That’s what I do and the industry I’m in.

So think about what industry you’re in — not the coaching industry, wellness industry, career industry, etc.  It’s much MORE than that and what you’re really doing and selling.

2)  Rihanna’s goal isn’t to be an artist, but to be a BRAND.  Sure, she is an artist, but that’s one of the vehicles of her brand.

In the same Rolling Stone article, Rihanna said “I always felt like there was a big disconnect between me and my fans.  They knew my name, what I looked like.  But they were never connected to my personality……They never knew me.”

Yet her manager quickly helped her turn that around.  He understood that it’s more than just the music people connect to.  They connect to her, Rihanna the brand.  And it’s the same for YOUR business.

What’s your brand?


Your brand isn’t your company name — it’s your values, what you stand for, the relationship you have with your customers.  It’s a way of communicating that makes you unique and special.  It’s about understanding your attributes — your skills, strengths, uniqueness, values and passions — and then using them to separate yourself from your competitors or peers.  It’s about YOU, what you stand for, how you act, how you provide your services, your customer service, etc.

It’s the embodiment of you, the unique you.

Your brand isn’t just a name, logo or tagline, nor is it just a set of marketing strategies — it’s the unique promise of value that you have to offer to your clients.  It’s knowing who you are, what makes you unique, and using that to set yourself apart from the crowd.

In other words — what is it that YOU have to offer that nobody has? And it’s not your product or service, it’s what makes you…well, you.

Rihanna has her own brand, and this is why people follow and buy from her — not just because of her music.

What is your brand?  What makes you stand out?  What makes you, you? And more importantly…

how can you use that to attract the right clients and make darn good money?

When you know the answers to those questions — just like Rihanna — you’ll get fans just as committed, excited and happy to buy from you.

It’s amazing because this can literally turn into hundreds, and usually thousands, of dollars for them.

So what can YOU do to see where you’re leaving money on the table?   Here are some insights and steps you can take:

Look at The Opportunities Around You

We can ask the universe for money but it doesn’t drop us a bag of cash or a check.  Instead, it gives us opportunities.  Everything we need is right around us, but we have to act on opportunities.

Sometimes that means doing what is outside of your current business model.

Maybe you’re a nutrition coach and could be offering cooking classes to people in your local area?  What about food store tours, where you can show people how to read food labels and navigate supermarket aisles showing them the most efficient ways to shop healthy and save money?

Maybe you’re a resume writer and clients are getting their foot in the door at companies (because of your kick-butt resume) but then are having trouble in the interview process.  So you could create a product or program to help people shine in interviews.

If you’re a new entrepreneur, you might need to look outside your business.  It’s okay to generate money elsewhere to help support you while you’re growing your business.  (I know some 6 and 7-figure coaches who, in the beginning, held a small job on the side or had some copywriting gigs to help them pay the bills before they got ‘big’).

And there’s nothing wrong with that.  They had to “do what it takes” to follow their dream of being a entrepreneur, but needed a little extra help to get things off the ground.   You need to have income to fund your business and sometimes that means a part-time job.

Success doesn’t happen overnight, but it can happen much faster if you look strategically and do what it takes to make it work.

The Low-Hanging Fruit

If you think about the low-hanging fruit on a tree, it’s usually the ripest, heaviest and most accessible.  But even more important, it’s the easiest to reach.

And the same applies to your business.

When you think about prospects, think about some of your warm prospects – those who have expressed interest in working with you, in one form or another, over the past year or so.

Maybe somebody contacted you a few months ago but the timing wasn’t right, they weren’t ready to step up to the plate, or whatever the reason they didn’t sign up to work with you then.   No doesn’t always mean no, sometimes it just means “not right now.”

5 By 5

One of my mentors challenges people to make 5 new contacts by 5pm daily.  This will force you to build your contacts regularly, so you’re always expanding your reach.   You’d be amazed sometimes by making a new contact the impact it can have.  Either they are interested in your services, or they know somebody who is.  Or they’re somebody you can create a joint venture with.  It can be quite amazing.

One of my clients I challenged to do this for a week and within the 2 days made a connection that got her attention in nation media (no joke).  Okay, this doesn’t always happen but I want you to see what reaching out can do.

So don’t just say you want more money or more clients – look around you, look deep, and trust me it’s there.  You just need to be open, willing, and sometimes be creative to see the abundance that’s right in front of you.  Now go get it!

I often find when I’m working with clients, they often don’t realize what it is that they’re really selling.

And yet it’s extremely important to understand this if you want to get more clients and more sales.

You see, it’s too easy to get caught up in the day-to-day aspects of your business and thinking that you’re selling a “thing” (your product) or that “thing you do” (your service, be it coaching, consulting, training, writing, etc).

But you’re not.  That is NOT what you’re really selling.

I was recently reading a story about a former “Madam” who operated a high-end, successful and profitable escort service.

In other words, she had lots of clients coming to her business and paying her very well, which is what we all aim for.  And it’s NOT because she ran a business based on the world’s oldest profession.

It’s because she fully understood what it was that she was REALLY selling.



Now before you run off and start saying, “But I run a legit business!  What has that got to do with MY business?!”  Let me stop you there and say that you can learn a lot.

Dead serious.

You see, people often thought that this Madam was selling what we normally think of an escort service of selling, — a “sure thing” (to put it nicely).  But she wasn’t.

Yes, that ‘sure thing’ was involved, but if that was the main objective of her clients, they could have gotten it elsewhere and for a lot less.  These clients had plenty of money (they were often top executives, foreign diplomats, lawyers, and other high-powered men) so they could clearly “get it” wherever  they wanted.

But that wasn’t what they wanted and what they were really paying for.

What they were really buying (and thus what she was selling) was the FANTASY.

You see, the clients wanted the most beautiful, charming, elegantly dressed and most expensive New York City call girl to walk through their door.  They wanted her to listen to their stories, laugh at their jokes, and be enjoyable company.   They wanted to relax and be with a beautiful woman who would pay attention to them, make them feel special, and make them happy.

So this Madam really understood exactly what it was she was selling — not the sex — she was selling the fantasy.

And other successful companies have figured this out too.



Think of Coca-Cola.  What are they really selling?  A soft-drink called Coke?  Nope.  They’re selling happiness.

Take a look at their tv commercials, advertisements and website.  All about happiness.

If you look at their slogans over the years, happiness is the overall theme (Coke adds life.  Have a Coke and a smile.  Life tastes good.  The Coke side of life.  Life Begins Here.)

Heck, even their slogan in the U.S. in 2009 was Open Happiness.

So they long ago figured out that they’re not selling just a product, what they’re really selling is happiness.

Look at McDonalds.  What are they really selling?  Hamburgers, French fries, fast food?  Nope.  They’re selling fun.

Take a look at some of their slogans from the past:  You deserve a break today. Nobody makes your day like McDonald’s can.  Food, folks and fun.  We love to see you smile.  Good time, great taste.  I’m lovin’ it.

You see – they sell fun!

Though you’re not a big corporation and you don’t necessarily need a slogan — but you DO need to understand what it is that you’re really selling.

Because sales is a bit of a seduction.  Just like the “Madam.”

So think about it:  what are you really selling?

Because being real and authentic is what I’m all about.

And most importantly….

I want you to learn from my  mistakes.

So let me show you what I mean (now don’t panic folks….it’s all clean)….

For a few months I suffered from Analysis Paralysis

What the heck is analysis paralysis?

Wikipedia defines it as:

over-analyzing (or over-thinking) a situation, so that a decision or action is never taken, in effect paralyzing the outcome.

In other words — you can’t (or won’t) take any action because you get so bogged down in the details that you get stuck and don’t move forward.  Sound familiar?

Now I don’t suffer from it all the time — but I did have one BAD CASE of it recently.

Case in point:  this website

I knew I needed a new website.  And I kept talking about it, how I was going to have a new website.  And I was excited about the possibility of having something new, fresh that really spoke to my market, and showcased the real me.

Yet it took me months, yes months, to get my arse in gear.

Here’s just a sampling of what went back in forth in my mind ….for months, mind you:

Who should I hire to design the website?  What if I hire the wrong person?  Is it going to cost me a fortune?

What color scheme should it be?  What about the font?

Should I have a new logo?  What about a more fancy name?

Am I really good enough to be doing this?

What should the site say?  What about copy?  Should I hire a copywriter?

What am I going to write about on the blog?  I really need to brainstorm on that first.  Can’t have the site without some really great blog posts.

What about my photo?  Gosh, I hate my photo.   Maybe I need to get new photos.  Yeah, AND I’ll get a new haircut before I get new photos.  What about makeup?  Shouldn’t I have a make-up artist to make me look fabulous?!  Oh no, my skin is too dry and breaking out.  Maybe I need to see a dermatologist first?

What about making some really cool videos?  Oh, I need to do that first.  But I hate myself on video.  I love speaking, I love talking to people….yeah, I’ve got to do video.  But I should hire some fancy web-video-guy to do that for me first.

What about my clients?   I love my clients.  I need to be spending my time helping them, not getting a new website up.  I’m too busy.  My plate is already full….

Yeah, that was the freakin’ battle in my head.

So months pass.  And here’s what I do…..

Nothing.

Oh, I was planning, thinking, creating, having fantasies about having this perfect website where people would be lined up to work with me…

But was I actually taking any ACTION?

No.

Did I get the new haircut?  No.

Did I get the new photos?  No.

Did I hire that super-expensive copywriter?  No

Did I hire that video guy?  No.

Did I write up all those kick-ass web posts?   Only two.

In a nutshell, I was paralyzed by my analysis.   Hence the name, Analysis Paralysis.

But here’s the thing:

IT COST ME MORE THAN JUST TIME.

It cost me a lot of lost opportunities.  And lost clients.  And lost money.

By not taking action I literally was leaving money on the table.

But this is not really about money.  It’s about letting go of being “perfect” and “everything just being right.”   This website, just like myself, is a work in progress.  It will evolve.   And it will never be perfect.  Because perfect just doesn’t really exist.

And I don’t know why I didn’t take action on this one project…..Over and over and over again in my life I’ve taken risks, been extremely courageous, and haven’t given a thought to what other people would think.  I’ve taken big action and created amazing things in my life.

But for some reason I held myself back on getting this website done.

Whatever the reason, I know I won’t do it again.  I won’t let analysis paralysis take over.

And how I’ll do that is to take action.  Imperfect action.  Because you can’t be stuck if you’re not moving.

My advice:

Stop thinking about it and start doing something.  TODAY.