Even seasoned experts have to face the harsh reality that great work can't protect them from having to market. Marketing and sales are life skills essential for survival. If you want to do what you love, heres what it takes to get past that first date. Back to School For many professionals, finding yourself at the bottom of the revenue learning curve is a frustrating experience. To make matters worse, your target buyers are on a steep learning curve about what you can do for them. The key is to enlighten both yourself and your buyers. Knowing how to market and sell, then skillfully applying this knowledge to your buyer is what will get you there. There are four stages to climb on your journey - picture a staircase or ladder, with one stage on each level: Clueless. You don't know what you don't know. This often manifests as frustration with your buyer why dont they get it?! Cant they see youre the best? For your buyers, it could be that they don't know you exist or that they see little difference between you and your competitors. Ignorance can be bliss, but it won't get you more business. Anxious. You've become aware that theres a lot you dont know. Reading this article could move you to this stage. Witnessing a colleague or competitor win a contract that you missed out on could do it. For your buyer, this could happen if you do a free needs assessment, or send a short case study illustrating client successes they've not been able to achieve on their own. Bottom line: you're more motivated to close the gap between your current state (in pain) and your desired state (pain-free and successful). Confident. Armed with new knowledge, you feel more confident. With some effort, coaching, courage to try new things, and small successes, you get better results. It takes effort to do the right things, but you're on your way. For your buyer, this stage means they see "What's In It For Them" to do business with you, are confident you can solve their problem better than anyone else, trust that you'll not let them down, and see a clear path of action to get their needs met. Competent. Like tying your shoes, this is when it feels natural and easy. You're probably here in your chosen profession. With the right approach and accumulated successes under your belt, you'll get here with marketing and sales. Its a blissful place to be and will get you more business than you ever thought possible! Brains and Beauty Facing your "revenue reality" can be a tough pill to swallow. To make it easier, give these things a try: Increase your knowledge. Read articles about marketing and sales that you might not normally bother with. Attend a talk or workshop about marketing or sales that typically wouldn't make it into your schedule. Expose yourself to new ideas and different knowledge. Pick one new idea and try it. Start small, get some successes under your belt, keep moving. Aim for one new revenue action every weekthen every day! As you start experiencing better results from your actions, you'll notice a shift. It won't feel like such a burden. It'll feel like a natural part of what you do. It won't be "someone else's job." You'll actually start to enjoy it. Be patient with yourself and the process. You didn't become an industry expert overnight, nor will you become a great rainmaker instantly. If you really want the freedom to do the work you love, you've got to commit to the life skill of funding your passion for the long haul. Don't let naivet or arrogance stand in your way. Marketing and sales are not about hustling, twisting arms, misleading, or shameless promotion. Theyre about solving buyers problems and sharing what you know, in a way that connects with and empowers them to choose wisely. Next time youre tempted to rest on your laurels (and not get out of your comfort zone), reconsider. Marketing may not be as difficult as your chosen profession, but it's still a stretch for many. Your willingness to try new things that most others won't puts you ahead of the other fish in the sea! |
