It’s a jungle out there, especially when understanding the terminology to market your small business. A misunderstood term or misapplied could blow a big deal with a critical client. Egads!
What’s worse than not knowing a vital marketing phrase? Of course, that would be not using the correct lingo at the right time! In a nutshell, it makes you look like an amateur
The Entrepreneur, the Manager, and the Technician
Michael Gerber, the well-known author of The E-myth, spoke of the three personalities who go into business: the entrepreneur, the manager, and the technician.
The entrepreneur sets the vision and does the heavy lifting of strategic thinking. Then, the manager implements the plan laid out by the entrepreneur. And, the technician does the “roll up your sleeves” actual work of the business.
What does this have to do with the “jungle jargon”? I’m so glad you asked!
Without a technical background in entrepreneurship or marketing, it’s easy to misuse or misunderstand marketing terminology and tools.
The Small Business Marketing Basics
Three commonly misinterpreted and misapplied terms are elevator speech, unique selling proposition, and value proposition. Knowing how and when to use each of these terms can influence your business growth rate.
An elevator pitch is one to two sentences about your target audience and your general area of work. Most often used in networking situations to introduce your business, offline and online. The elevator pitch is only a few words long and quickly delivered within 10 seconds.
Your unique selling proposition is a statement of what makes you different. Your USP may be your specialty, methodology, or guarantee and is commonly used when a client is ready to buy.
The value proposition is a marketing statement of the promise of value to be delivered to the potential client. Your value proposition is specific and generally cites numbers or percentages. It also may include a quick synopsis of your work. A value proposition is often used in emails, your website, and conversations with your prospective audience. More than anything, your value proposition indicates why the potential client should buy from you rather than your competition — without ever having to use the name of the competition!
Getting through the business jungle unscathed and in one piece is challenging enough. But, without the right equipment, it can be daunting!
With the right tools at the right time, you’ll quickly cut through the dense, unruly marketing space to grow your business.
Business is becoming increasingly complex. And, just like “it takes a village” to raise a child, it takes an armada to grow a business. Increasing complexity and overwhelm is why we launched mastermind groups — to bring together a flotilla of like-minded business owners to share insights, experience, knowledge, and encouragement unavailable when growing your business in a silo.
Our first mastermind group focused on helping business owners create a strategic blueprint for growing their business. Discussions ranged from the significance of a well-articulated vision to proving one’s business models to buttoning down habits to create a system of sustainable success.
It was transformative, really — for everyone who participated, including myself. Members formed trusted bonds. With their unique experience and expertise, each business owner generously shared their resources. Opportunities between members of the mastermind spawned. And most importantly, participants created business-changing results.
The Birth of the Mastermind Group
Groups like these have been around since the days of Napoleon Hill. His classic book, “Think and Grow Rich,” defined a mastermind group as “The coordination of knowledge and effort of two or more people, who work toward a definite purpose, in the spirit of harmony.”
Hill states, “No two minds ever come together without thereby creating a third, invisible, intangible force, which may be likened to a third mind.” Who doesn’t appreciate an extra brain, right?
There are peer support groups we may not usually recognize as such. For instance, a business advisory board, Weight Watchers, and Vistage are everyday examples of similar organizations. These coordinated groups provide the coming together of people in support, encouragement, and knowledge-sharing that allows everyone to grow personally and professionally.
The Many Benefits of a Mastermind Group for Entrepreneurs
Many peer groups built around business growth provide collective support and encouragement for the participants. In my humble opinion, what separates our mastermind group from most is the facilitation by a trained business strategist and coach. Well-honed coaching skills strengthen the support among the participants, promote self-awareness, inspire action, and cultivate commitment while creating a priceless ROI.
Here are a few of the business-changing lessons of a mastermind group:
Even when converging virtually, collective gathering breaks the isolation and loneliness of growing a business. Nothing grows well, if at all, in a vacuum. Similarly, not everything goes as planned or intended when running a business. The support and environment of transparency help deal with the emotional fallout and exhaustion that often comes with growing a business.
Acquisition and assimilation of knowledge accelerate learning which sparks action.
It’s such a unique advantage to be able to learn from individuals who are at a similar stage in their business. Mastermind 350+ allows you to connect with and leverage individuals from a wide range of industries who are all committed to taking their businesses to the next level— Zoey Smith, Zbra Studios
The Mastermind group is the most meaningful time I spend on my business each month. It’s been hard to find a group of business owners who are experienced and established AND willing to share their best practices, advice, and also their mistakes. It’s rare, and it’s so valuable. — Laura M. Labovich, The Career Strategy Group
Structure fills in the gap between planning and implementation. Participants move from thinking of planning to plan and implementing actions to success. They move from merely staying afloat to moving ahead.
Everyone’s an expert. Ideas, concepts, and notions from thought-leaders and well-known experts are frequently shared among entrepreneurs as the end-all, be-all keys to success. That’s accommodation, not alteration. Breakthroughs occur when best practices are customized to fit you, your lifestyle, and your strengths. Whatever “best practice” you follow, make it yours.
Participants recognize they are more intelligent than previously thought. Through sharing insights and knowledge, participation lifts the cloud of self-doubt that plagues many business owners.
I come away from each session more motivated and armed with strategies and techniques I can use to improve my own business. — John Lanza, Chief Mammal, The Money Mammals
Members identify and share opportunities. Trust is enhanced in an environment of transparency and fellowship. Confidence in a participant’s business capability is a powerful network-sharing tool.
Thinking expands along with the courage to seek larger projects than previously believed possible. It is vital to understand the obstacles to progress and identify practical, applicable ways to remove them permanently. This makes the difference between a small struggling business to a more powerful, sustainable business.
Business models have become upgraded for today’s economy. Entrepreneurship, by its very nature, is disruptive. Sadly, many businesses use the same business model from decades ago. It’s no wonder they struggle. However, business models are challenged, modernized, and proven to create greater profits in a Mastermind group.
The Bottom Line?
During the 20+ years I’ve been working with business owners, much has changed. Technological advancements, albeit welcome, add layers of complexity (and overwhelm) to small businesses. As a result, a strategy is more critical — and difficult — for entrepreneurs today to pave the way for your success.
One can’t have too much support.
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Do you want to unlock the potential of your business? Join our Mastermind and discover how!
Your business growth is shaped by consumer behavior. And, as you might have noticed, consumer buying behaviors have changed dramatically. Newspaper ads, circulars, or cold calling are a thing of the past. Consumers no longer have confidence in such methods. So while consumers continue to buy, how they spend their money has changed.
Today, consumers turn to the web for information about companies and products before buying. In addition, 80% of business decision-makers research custom content to learn about service. Busy entrepreneurs prefer this method rather than being bombarded with ads. Sound familiar?
As a result, we need to respond to the change in buying behaviors with fresh ideas that better match consumers’ buying habits.
Enter Inbound Marketing.
Outbound Vs. Inbound Marketing for Business Growth
The antiquated method of marketing — “outbound marketing” — is based on the principle of pushing products and services on consumers. This strategy is “interruptive marketing.” And, for a good reason. The outbound method interrupts your day with sales calls, unwanted emails, and misplaced ads. (As though you don’t already have enough interruptions.)
On the other hand, inbound marketing improves business growth by attracting consumers to your product or service using content that serves a purpose. Whether that purpose is to inform or entertain, it doesn’t involve selling.
The Attraction of Inbound Marketing
The basis of inbound marketing is to attract potential clients to your business. However, there’s another factor that makes inbound marketing attractive. An automated inbound marketing strategy allows you to achieve better personal and professional balance as your business grows.
Like me, you likely launched your business to be the boss, including setting your schedule. And, like me, you probably didn’t realize that growing a business required such an extraordinary level of devotion, dedication, and time.
Yet, as entrepreneurs, one of the things we crave most from owning our own business is more time for the people and things we love. That’s where inbound marketing comes in.
Inbound marketing certainly mitigates the time burden of business growth. Instead of being stuck in traffic or schmoozing it up at networking events and business fairs to generate leads, an inbound marketing strategy is automated to work in your absence. This automated process gives you more time for family—and other things you love—while you continue to generate new leads.
What Are You Waiting For?
Even though inbound marketing saves time and improves lead generation, it doesn’t happen overnight. It takes time to:
Define your strategy
Identify the elements of your strategy
Build the components of your system.
Even once all your ducks are in a row, it takes time to:
Build awareness
Establish credibility
Expand your reach
Patience — and persistence — are key! And the amount of perseverance (and time) depends on many different factors — which is why it’s crucial to start immediately.
It can take 12 to 18 months—or maybe more—to see results at the level you desire. The sooner you begin, however, the sooner you’ll benefit from the fruits of your labor and open doors to your desired client base.
Now that you know the ins and outs of business growth, what are you waiting for?
There’s been some discussion swirling around my business coach community on the subject of accountability. Admittedly, it’s a broad topic that means different things to different people. However, accountability — primarily, the act of holding oneself accountable — seems to be most prevalent.
What comes to mind when you think of accountability?
As I ponder what accountability means in my universe, I define it as doing what I said I would do long after the mood in which I said I would do so has passed. That’s key — the mood thing.
It says I am reliable to do my part — even if I no longer feel like it. People can place their trust in me. It screams when I commit to doing something, I’ll follow through no matter what.
Frankly, it’s hard for me not to keep my promises (i.e., remain accountable) to others, no matter how much anxiety it creates. Staying accountable to myself, however, can be a unicorn.
The Accountability Argument with Oneself
I’m not alone in my quest to hold myself accountable. One of the primary reasons people seek out a business coach is to keep them responsible for their goals.
What is it about the promises we make to ourselves or the goals we set that make it so challenging to hold our own feet to the fire?
It’s pretty easy to talk ourselves out of following through on a promise we made to ourselves. This is because it’s such an intelligent conversation. From the witty negotiation to the strong arguments against following through, it’s a surprise we’re not all allowed to try cases in a court of law without any formal training.
It reminds me of the cartoon with the devil on one shoulder and an angel on the other while powerfully presenting the case for or against. Whoever wins the argument rules the universe.
The obligation of an individual or organization to account for its activities, accept responsibility for them and disclose the results in a transparent manner. It also includes the responsibility for money or other entrusted property.
It’s this definition that sheds light on our struggle.
As business owners, we are only accountable to ourselves. Unless your business structure consists of a Board of Directors or shareholders, there is no one to “scold” you for your “bad behavior.” As a result, there are seldom consequences — beyond the crushing disappointment of missing deadlines or treasured goals.
Beyond engaging a business coach to hold our feet to the fire and honor the commitments we make to ourselves — and then — it’s sheer willpower that seems to be the glue that holds it all together. But, unfortunately, it will lose its power throughout the day — much like a muscle loses strength from continual use. I can already see the epic flaw and failure in this strategy!
Knowing how easy it is to let ourselves off the hook, it’s essential to consider a better structure. Although I’m naturally going to advocate for hiring a business coach, after all, that is my thing — it is best to create your system of accountability.
With your system in place, you rely upon yourself. And, as the saying goes, you’ll never leave you. It’s foolproof.
The Business Coach Approach to Accountability
To help you create your accountability structure, here are a few considerations:
1) Make sure you’re genuinely committed to what you say you want to achieve. Lots of us say we want something. But, in reality, it’s more of a want, a wish, or a should. There’s no real commitment behind it. Unless you can settle upon a goal you are committed to achieving; you’re only fooling and frustrating yourself.
2) Once you’ve identified a goal to which you are genuinely committed, carve out time — dedicated, uninterrupted time — during which you will do what it takes to achieve your goal. Outside of time for achievement, it’s a Santa Claus moment as you await some miracle on 35th street.
3) Surround yourself with the correct information and the right people. You’ve set your goal and carved out time. You can’t continue to poke around on FB (or whatever other social media platform you use to kill time). Your goal, and your commitment to its achievement, are much too significant. And, you know the definition of insanity — doing the same thing and expecting different results. Ugh! What are you willing to change?
4) Put a little skin in the game. That worked beautifully for me recently during a 28 day no alcohol February. In the past, where willpower failed me miserably, I put my money where my willpower wasn’t. To hold myself accountable for my goal, I committed to donating $100 to the re-election of a particular politician that I absolutely, positively did not want to be re-elected for every drink I took.
It worked!
Every time I wanted to pour myself a bit of merlot at the end of a particularly stressful day, I thought of the check I would have to write for this so-called treat. Heck no!
Bottom Line: It’s a DIY World
There’s freedom in knowing you have built the internal and external structure to honor your commitments. Think about it. Your accountability framework eliminates the need or desire to blame someone else — to scapegoat others — if, for whatever reason, they don’t hold you accountable to your commitment. (Even writing this is a bit crazy-making.)
Yes, you can use the structure of a coaching appointment for accountability, but, honestly, a coach is not your boss, spouse, mother, or judge. They don’t have the kind of power for enforcing consequences — even those to which you have agreed.
You and your system of accountability, on the other hand? It’s a winning combination.
Communication. It can build up your small business or tear it apart—the right kind of communication fuels optimism, hope, excitement, confidence, and small business growth. The wrong type of communication, well, let’s say it doesn’t paint a pretty picture of the future.
Late last week, I found myself in a critical conversation. I won’t get into the details but let’s say it was one of those chats that left me feeling deflated. If it weren’t for a tiny detail, I would have hung up the phone or walked out on the conversation. But, instead, I was in a passionate exchange with myself. Egads!
Have you ever had one of those conversations? You tell yourself everything you did wrong, point out all your faults, and whine about what’s not possible. But, of course, you have!
The words we say to ourselves are more damaging than words we exchange with others. This is because self-talk changes the way we see ourselves. It influences our performance, shapes our perception, and impacts our future.
The Science Behind Self-Talk
As many would believe, self-talk isn’t just a bunch of mumbo jumbo. Instead, from a neuroscience perspective, it shapes our internal modeling.
Ethan Kross, a psychologist from the University of Michigan, recently released a study in which pronouns used by people when they spoke to themselves silently – inside their brain – were researched. His findings were astonishing.
“What we find,” Kross says, “is that a subtle linguistic shift — shifting from ‘I’ to your name — can have potent self-regulatory effects.”
During his study, Kross had “nonfamous” people (i.e., you and I) divided into two groups. One group used the pronoun “I” as they prepared for a presentation; the other group used their name as if speaking in the third person as they prepared to talk.
The results were terrific. Those who used “I” in their inner monologue were much more critical of themselves and their ability to perform well. However, those using their name were much more supportive and encouraged how well they would do with their presentation.
Words Matter in a Mental Monologue for Your Small Business Growth
We all know negative self-talk contributes to stress. But, it’s a high price to pay. It affects our sleep, impacts our eating, interferes in our relationships, and grinds our business motion to a standstill.
If we don’t feel valuable to ourselves, we won’t benefit our clients. You may never realize your full potential the personal oration begins to change.
Start by monitoring your inner monologue—tune in to what you say to yourself. Change the dial. Speak to yourself as you speak to others, and have others speak to you. Develop different – and better – phrases to replace the ones used. And, by all means, know when to “zip it” when the conversation with yourself turns negative.
Nothing is worse than being in a funk! Entrepreneurs experiencing a “mood” know, only too well, the adverse effects the blues and the blahs have on business growth. Although you can tell yourself to snap out of it, nontraditional business growth strategies can turn your performance around.
Converging data from neuroscience and psychology have accrued during the last decade to identify brain systems involved in emotion processing, selective attention, and their interaction, which together act to extract the emotional or motivational value of sensory events and respond appropriately. This system generates saliency signals that modulate perceptual, motor, as well as memory processes and thus, in turn, regulate behavior appropriately.
Translation? If you’re in a funk, regardless of the reason, your behavior — and your business performance — is soon to follow.
Business Growth Strategy: Gratitude
Our brains seek out negatives, thanks to our prehistoric relatives. Yikes! Uncovering the positive — especially when our brains perceive anything but — is when the real work starts.
Daily Action: Write down three things for which you are grateful.
Business Growth Strategy: Accomplishment
Indeed, the business growth strategy of accomplishment seems like common sense — until you realize how little time and effort we invest in taking inventory of our achievements.
My grandmother taught me the value of looking back and taking note of my accomplishments — especially when overwhelmed by the road ahead. It turns out she was right! Research conducted by the University of Chicago confirmed its importance.
Daily Action: Write down your accomplishments.
Business Growth Strategy: Opportunity
One of my incredibly bright clients helped me name this strategy during a discussion on tips for overcoming the drudgery associated with a lengthy, tedious, mind-numbing “to do” list.
Rather than catalog all that needs “doing,” how about flipping the tables by recording them as questions? Jot down “Can I complete my blog by 11:30 am?” rather than “Write my blog.”
Wording your “to do” in the form of a question inspires action and more successful outcomes.
Daily Action: “Question” your opportunities.
What do you think? Can these nontraditional business growth strategies lift you out of your funk?
Webster defines power as the ability to act or do. Given that, we all have it. Everyone can act. Despite that, not every business owner uses their power or uses it in the right way. Some entrepreneurs give their power away to others, and it’s not pretty. But, when tied to your power grid, business growth occurs easily and naturally.
Plugins to Electrify Your Business Growth
Become toleration-free. When you’re tolerating (i.e., putting up with stuff), you’ve given your power to the very person, place, or thing you are tolerating. So, when you shift from a person who puts up with stuff to becoming toleration-free, you take back what was yours.
Get your personal needs met. You’re familiar with physical needs such as food, water, and shelter, right? But, did you know that you have personal needs? Some of our everyday personal needs include the need for appreciation, recognition, and safety. And unfortunately, we are subconsciously driven to satisfy our unmet needs. This energy results in some not-so-attractive behavior and a sense of helplessness. By consciously getting our needs met, we can choose healthy behaviors that support us in achieving our business goals.
Set strong boundaries. Boundaries are imaginary lines drawn to tell others the type of behaviors or interactions that are acceptable and unacceptable. It may be okay that someone offers constructive criticism. It’s not okay that they deliver that corrective communication in a degrading or demeaning way. You have a right to protect yourself from behavior that diminishes your spirit. You don’t need to suffer “pushoveritis” to be successful.
Clarify your values. Values are who you are. These are the behaviors you’re naturally drawn to that bring you great joy and satisfaction. Think back to when you were six years old. What was it that you loved doing? Were you naturally inspired to create, explore, teach, or relate? Once you tap into your values, your ability to make intelligent, strategic decisions is enhanced.
Develop a reserve for fear. The standard advice for facing fear is “feel the fear and do it anyway.” (By the way, that concept never quite worked for me.) Fear indicates a pending risk. One way to alleviate fear is to develop a reserve (i.e., more than you need) around what you fear. For instance, if your fear threatens financial stability, a monetary reserve to grow your small business may help eliminate fear.
Practice self-kindness. Self-kindness is the ability to take better care of oneself, a requirement for a powerful person. Self-kindness includes the frequent use of the word “no,” healthy eating, regular exercise, and hanging out with those who treat you as a brilliant person capable of accomplishing great things.
Acknowledge your strengths and gifts. Buying into the perceptions of others as truth can drain your power. For instance, assertive, ambitious, energetic, hard-driving, and determined may be perceived as an asset for one gender group and liability for another. Some praise weaknesses as strengths; some perceive strengths as weaknesses. Decide for yourself what strengths you possess.
Operate at 51%. Unless you’ve had a frontal lobotomy (i.e., removal of the brain’s frontal lobe) that renders you inept, you are responsible for all that is happening and not happening in your life. Erica Jong said, “Take your life in your own hands, and what happens? A terrible thing; there’s no one to blame.” Take control over your response to life.
Despite all written about personal power, it is often misinterpreted and confused with manipulation. That’s control, not power. When you have true power, you don’t need control.
Personal power transferred to your business creates new ideas, opportunities, and connections.
The pandemic, politics, and inflation put many small business owners on edge. The uncertainty was evident in many coaching conversations over the two years.
Regardless of the economy, the small business owner is left to deal with uncertainties of some kind. So we have to make it work for our company to survive.
When uncertainty looms, it’s natural to want to retract – to shrink back from previous, well-thought-out plans – to play it safe “just in case.” It’s part of the flight or fight paradox with which we’ve lived since the days of the caveman (and cavewoman).
The problem with choosing the “flight” path is that it causes us to miss out on opportunities within our grasp – if we would only look up from issues that have yet to occur.
I explained it to a client in this way.
Scaling back and playing it safe is undoubtedly an option when faced with uncertainty. It’s like holding a small bucket close to our chest. Much like a kid with a particular toy s/he grips, we develop a protective posture over what we currently define as “certainty.”
We hold tight. We look down. We guard our territory – all in hopes of retaining this tiny bit of control.
The problem with this position is that with head down and field of vision limited, we fail to see the opportunities within our sphere of influence. As a result, the same occurrences that would fortify certainty are hidden from view.
Rather than respond to uncertainty by going small – Go Big – and remove any option of going back.
You Can’t Come Home
That’s what my mother-in-law told her son (my husband) when he signed on with the Marines. Knowing the rigors of the Marine Corp during the Vietnam War, she was not in favor of his enlistment.
Despite her objection, he signed up.
When boot camp proved to be too arduous, he made one call. He called his mom. He begged and pleaded to come home.
There was no convincing his mom to let him return home when times got tough. Raised in south Chicago, she knew that commitment and discipline were qualities that served a young black man well during the 60s.
Much to his surprise, she refused his request to come home. He had decided to join the Marines against her council, and he would have to stay and make it work. So he was not allowed to come home.
Decades later, he says it’s the best thing that ever happened (besides marrying me).
He learned about the strength within, the discipline needed to succeed, and the honor of commitment. He uncovered a man much stronger.
Don’t Go Back in Your Small Business
Don’t go home in the same spirit of uncertainty, struggle, and doubt. Don’t play small – not now! Not ever!
Discover the strength, wisdom, and fortitude within yourself – and capitalize on the opportunities around you as you hold your head high and keep your eyes on the prize.
A delicate balance exists between running your business on a day-to-day basis and strategizing for tomorrow. The good news is that small business entrepreneurs spend a generous amount of time thinking about their future. The bad news is that it’s done on the fly and on the run (or in-the-shower).
Is that the kind of quality strategic thinking that shapes the business strategy for business growth? Although there is an up-side to on-the-fly strategic thinking, there’s a greater down-side as your trade-off quality.
Several years ago, I enrolled in the MDE (Management Development for Entrepreneurs) program at UCLA Anderson School of Business. It was a course held on campus every Friday for six months. So naturally, we cringed at the idea of leaving our business “unattended” for 8 hours! Can you relate?
We were so caught up in the daily operation of our business. Yet, we also realized the need for dedicated time to think more deeply about our futures.
Importance of Strategic Thinking On Business Strategy
Thinking about the future of your business in an organized manner is essential to growing your small business. Although it won’t allow you to predict the future, it empowers you to shape your future.
Dedicated time for strategic thinking challenges the status quo. It gets you out of the “business as usual” mindset and trains your brain to see things that are new and vital to the future of your business. And, when you’re better informed about your business, your decision-making produces a better business strategy and quality decisions.
Most of us recognize the importance of strategic thinking. The real question is — when! Given all we juggle in the course of a day, personally and professionally, it isn’t easy to imagine an uncommitted time.
Time to Think Strategically
As business owners, we need to make time to think strategically. We can’t just be operationally busy all the time. We need to escape the day-to-day business operations to achieve a strategic perspective.
How much time? That varies from entrepreneur to entrepreneur. Because of current commitments, it may be necessary to ease into it by blocking out 1% of your schedule for uninterrupted, quality strategic thinking. If you generally work 40 – 60 hours each week, this is only 40 – 60 minutes. Every two weeks, increase the percentage of your strategic thinking time until you can adjust your schedule to accommodate 10% of your time.
Now What?
If you’re not well-practiced in effectively using your artfully committed strategic thinking time, it may feel a bit odd at first. You might think it’s time to get caught up on that lengthy to-do list. But, trust me, it’s not!
During your strategic thinking time, explore the issues in your business. Look to see what’s happening around you, in your business, and your industry. What’s changing? How do you need to adapt to the changes? What opportunities exist? How can your business capitalize on them?
Depending on the time, you’ll find that your strategic thinking time takes on a strategy of its own. Tap into Unzip Your Success! 5 Types of Planning Every Small Business Needs for a more detailed outline of what to think about on a daily, weekly, monthly, or quarterly basis.
Thinking about the future is not linear. However, as you take steps and regularly commit to a predetermined quality amount of time each week, you’ll notice the positive influence on the future of your business.
A recent business connection on Linkedin resulted in a fun and insightful conversation. My pen flew across the page to capture how she leveraged the information to get “unstuck” and in motion as we chatted. Enjoy and read the course of action she implemented to break through her resistance to ask.
A small business entrepreneur’s day is filled with opportunities to ask for – and get – what we want—asking leaves some small business owners fearful and hesitant — especially when unaccustomed to their requests being realized. As a result, some small business owners grab hold of the “ask” in a manner that triggers an inability to achieve their quest.
On the other hand, victorious entrepreneurs seize the opportunity to “ask” and forward their objectives. Why do some entrepreneurs succeed while others fail at asking for and getting what they want? The triumphant entrepreneurs employ “the art of the ask.”
The Art of the Ask in Your Business
Most small business entrepreneurs are masters of their craft. They are highly skilled in their area of expertise. Their competence may be legal, financial, design, communication, project management, process improvement, technology – the list is endless. Seldom is “the art of the ask” taught at the advanced learning institutions attended.
Consequently, this means using trial and error (i.e., mostly error) to hone their “asking” skills. In contrast, people who ask for and get the “yes” regularly have become skilled at “the art of the ask.”
Does This Make My “Ask” Look Big?
Asking for and getting what we have in mind isn’t the same. We ask for permission, a referral, the sale, to be paid, for help, approval, an introduction, special treatment. Getting to “yes” depends on the skill and the size of your “ask.” Here are a few pointers to get you closer:
1. Be reasonable. Consider the desired outcome of your ask. Is it directly proportional to your relationship with the supplier of the “yes”?
2. Keep it simple. Research indicates that one (1) reason gets the best results. So, avoid the need to pile on the reasons for someone to do what you want.
3. Draft your request before making it.
4. Be kind/honest/professional. No BS allowed.
5. Be specific and brief. Don’t him-haw around.
6. Provide an easy out. Make it easy for someone to say “no” without damaging your relationship.
7. Show your gratitude.
8. Be willing to give in return.
9. Make it WIIFM compliant. WIIFM stands for “what’s in it for me.” It’s the question that subconsciously goes through the mind of each provider of a “yes.” If your request is WIIFM compliant, your “yes” broker will quickly see that your “ask” imparts something for them as well.
The ability to ask for what you want to increase the likelihood you will obtain it is a crucial business skill. With a bit of practice, you’ll master “the art of the ask.”
Now, go ahead. Ask me anything!
A Brilliant Step by Step Ask
Here are the steps my new Linkedin connection took to overcome her resistance to asking for help:
1. Make a list of people she wanted to contact.
2. Noted her relationship with each.
3. Identified one “ask” for each.
4. She considered how to provide an “easy out” if she heard hesitancy.
5. Made the WIIFM (What’s in it for me) crystal clear.
Synnovatia is a strategic coaching firm that is detailed and knowledgeable about business. i have a small business that grew from $150K to $750K because of the goal setting and resources that Synnovatia provided. It saves me years of learning on my own.
