Three Goals Essential to Growing Your Business
After my first layoff in corporate America, I envisioned starting my own business. Fourteen years later, I said, “I’m out” and put the wheels in motion to become “Boss Free.” While it was an exciting time, there were many things that I thought would be easy became overwhelming because I operated from ego and intellectualism instead of passion, commitment and empowerment.
While developing my logo, my website, my business cards, my tagline and business strategies, I also spent hours wishing the business success others experienced were mine instead of focusing on establishing my business which was an epic failure. I wasted hours trying to convince others I was credible, knew what I was doing and could be successful as a business owner. I drove around, hosted meetings and networked instead of following my game plan.
My first year lacked direction and was rough. I am a firm believer there are no coincidences; however, there are three mistakes I pray every business owner avoids.
Don’t jump and say YES to every opportunity.
Remain true to your core principles. I had nothing when I started my business. After paying for the essentials, I was severely underfunded. I was crystal clear on my mission and vision; however, I didn’t have the confidence to make things happen. Since I needed money immediately, I began consulting again and neglected building my business for nine months. I became comfortable consulting in corporate because I was making money. I started resenting my corporate client because I had a “job” and did none of the things that were critical to building my business.
I decided to recommit to my business and parted ways with my corporate client. I reconnected to my passion of helping businesses. My fears were exacerbated because I was not working my business plan and focused on what others were doing. When business opportunities began to materialize, I operated with ease and felt I no longer had to say YES to opportunities that did not serve my business or my clients.
Focus only one income producing activities.
As entrepreneurs and solopreneurs, we are responsible for all aspects of our business. While it is critical to stay organized, look and sound good to our customers, spend 90% of your time on income producing activities.
It is essential that you build relationships with your customers. You must also grow your email list. Network with purpose. Develop and stay committed to your brand. Build credibility and master the art of selling. If you don’t focus on income producing activities, you’re going to delay achieving your ultimate business goals.
Turn Your Prospects and Fans into Customers
I realized quickly that products and services are commodities. Your customers chose your business because of three things: Your Brand, Your Content and Your Mastery of Selling.
Your Brand: Knowing what your brand represents, why it exists, and what customers you seek to serve will differentiate your brand. Clearly defining and consistently messaging your brand’s promise is essential to your business’ success. Consistent branding activity and engagement must become second nature to you.
Your Content: Developing a content strategy and determining what content to create will take some time. To build authority and keep your audience coming back, your content must provide significant value. Once you have solidified, tested and refined your content strategy, your prospects and email list will grow and other opportunities such as blogging, speaking engagements and interviews may come to you.
Your Mastery of Selling: I abhor selling. I use to avoid every opportunity that it presented itself. When it came time for me to close a sale, I would feel nauseous and would discount all my products and services to make myself feel better. With some help from my mentors and business coaches, I soon realized that if I believed in my programs and knew I offered a solution my customers required, my work would make my customers’ businesses grow and thrive.
