For some reason, this does not seem to prevent people I meet, who I know from these very same events, from repeatedly saying things like, "A good referral for me is...anyone." We are so afraid that we might lose a random client who is not even our ideal, that we don't give people any real information to actually help them think of a potential client.
We used to offer "training & consulting services for any program", we wanted to reach "anyone who did training in their office, or organization." That is a LOT of people, and thus we received very few referrals or direct leads. Once we focused our vision, things changed. We now offer "customized diversity & inclusion programs for non-profit organizations." Do we still offer other programs, of course, but we do not try to sell them. If people are interested in what our primary passion is, and they like it enough to ask if we do more, then we tell them. This shift has exponentially increased our leads and clients.
In our last program, "Planning to Fail: 100% of everything you will ever possibly need to know to see your business fail." We received a mixture of results. About half the people LOVED the funny, experiential, alternative approach to finding the barriers in their businesses. About 1/4 thought it was OK, and the other quarter were just confused, or said it wasn't their style.
Not everyone wants what we offer. For some people we are just too weird, risky, different, or odd. That's fine, we probably would be good business partners. But for those people interested in programs that push the envelope, make people uncomfortable and help them break through to a new level of understanding regarding their teammates and clients, we're the people to see.
So, quit trying to get your service and product into "everyone's" hands, and get it into the hands of the people who really want it. Those people will find you more business.
5 comments:
one of the companies i contract for is literally just now going through this exercise...they realized it was an important (missing!!) piece of the puzzle when they began to struggle in securing their 2nd round of funding. well said.
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