I was driving home in my neighborhood the other day when three little girls ran out in front of my car. They appeared to be in distress and motioned for me to stop the car.
I stopped and rolled down my window to ask what was wrong. One of the girls said, “Please, ma’am, we’re desperate!” I asked, “Desperate about what?”
They pointed to the lemonade stand on the corner that I hadn’t even noticed. “We haven’t been able to sell ANY lemonade. Don’t you want a cup? PLEASE buy some from us.”
I was relieved that the problem wasn’t more serious. I said, “Girls! This is no way to sell. You are NOT desperate. Why don’t you talk about how good your lemonade is…how it’s just what you need to cool down on a warm day?”
Thought they might need a little business coaching. 🙂
I noticed that one of the girls had a bunch of colorful rubber band bracelets on her arm. Clearly homemade. The bracelets covered her arm from wrist to elbow.
I asked her about the bracelets. She said, “Oh yeah…We sell those too,” as an afterthought.
I ended up buying a really cool glow-in-the-dark rubber band bracelet for only 50 cents extra. The girls were thrilled.
This experience illustrates some of the same problems that real businesses have:
- Some businesses get to a point where they project a sense of desperation instead of service. Be careful. Your market senses that. Stay focused on what your products or services do for your clients/customers — the benefits they receive. Anticipate your clients’ greatest needs and challenges. How can you better position the value of what you deliver?
- Your market may not know the full array of services you offer. I’ve experienced that in my own business. For example, some executive coaching clients are not aware that I do keynote speaking. When speaking to groups, people in the audience may not realize I offer consulting and coaching services. I’m constantly trying to improve how I communicate what I do as my services evolve. What can you do to help your market see the full value you can provide?
- Do you feel like you have to “chase business?” If so, work on ways to attract your best market. It’s less exhausting. Develop strategies that bring your market to you. Examples include: writing articles, blogging, speaking to groups, partnering with other people or businesses that serve the same market. What can you do to attract the market you really want?
- Some businesses are hidden. I didn’t even see the little lemonade stand on the corner. They might need a bigger sign. You don’t need a bigger sign, but you probably need to become more visible. Where are you showing up? What are you doing to stay top of mind?
Answer just a few of those questions. Apply the lessons and you’ll see a big difference in your business.
Even if your business is thriving, it’s a good exercise to contemplate ways to deliver even more value.
When times are tough, focus more seriously on these issues to help you position or reposition the value you bring. Your market is waiting.
Squeeze desperation out of your mindset.
You’ll turn lemons into lemonade — of course!
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