Most women start their business from passion, interest, belief and/or to help others. Primarily, our businesses exist as an expression of our own personal core values… the things that are the most important and meaningful to us. We start with the reason or purpose that our business exists, then we build the products and services that align with those reasons. I am a true believer in heart centred business… aligning your dreams, aspirations, skills and experience with your business practice.
I remember the look in Naomi’s* eyes when she looked up at me, tears welling as she said she just didn’t know how to make her business work anymore. Her sales had come to a halt and she was at risk of having to go back to work and put her kids in childcare.
I sat with her and I listened to her speak about the strategies she’d been implementing and she was looking at me as if to say, just tell me what to do to fix this.
Naomi had an amazing social media presence. She was there, turning up every day. To share her story and sell her product. She had replicated a very duplicable marketing strategy that she’d seen others in her industry practise before her, and eventually she suffered from inevitable business burnout.
She was just forgetting about the 2 most important things…
She was so busy trying to sell and convert that she had made it all about her and her product and forgot all about her potential customers and the problem that her product would fix for them. She wasn’t selling with heart. When we work from our heart rather than our agenda, we seek to serve before we sell. In turn, the way we sell becomes less about the transaction and more about serving the individual person and meeting their needs. It’s a very circular concept.
The bottom line is that people buy from people
Meaning, the more someone knows, likes and trusts you, the more likely they are to purchase from you, again and again.
People buy from people
I just wanted to say that again!
Therefore, the relationships that we create and then nurture, become the most valuable currency that you have.
So, how do you create and nurture these relationships?
It’s through the interaction and connection that you facilitate, build upon and nurture both online and offline.
It’s the experience and journey that you take your ideal customers through, alongside you.
It’s about being open to being vulnerable, honest and transparent about you, your business, your products/services and your WHY or mission.
It’s ultimately about reaching out to your potential customers with heart and seeking to help them and solve their perceived problems at a human, heart-centred level.
When you start serving others from your heart, rather than your agenda you will begin to experience a far greater rapport with your clients and customers and ultimately create connections that convert. Yes, maybe the burn is longer, but they payoff is greater.
But I can’t help but wonder…
If some of our business practice hurts this ethos? Naomi’s was. Her marketing was all her, her, sell, sell. I see it every single day. The agenda driven buy-my-thing social media posts, aggressively salesy emails, cold-call messages and the worst of all, talking about the product or service to no one in particular *cue standing on a roof top in the middle of winter shouting about our product of service on top note*
Sometimes we get so caught up in who we are, how our business fits us as an individual and the creation of products and services that meet our own needs, up that we forget about the most important aspect of the whole ‘helping and serving others’ business thing….
The people we serve and THEIR problems.
It is my true belief that when we combine our own passion and purpose in business, with the specific people we want to serve by identifying their perceived problem, we can create the products and services to help them… it all comes together as one big natural, beautiful, heart-centred and connected business that converts. And not only converts to a sale, but also solves a problem and makes a difference to someone else. How freaking powerful is that?!?
How much POWER is there in your business? A gazillion truck-loads of it. But only IF you build and nurture relationships.
MY TOP 10 TIPS FOR BUILDING AND NURTURING RELATIONSHIPS
Understand your niche and who your ideal client is
Understand their perceived problem and how your product/service can resolve it
Create a community over competition mindset
Begin treating your customers as real people rather than prospects
Create and/or join communities and actively participate in conversations
Get offline and spend quality time with people
GIVE your time and knowledge to those needing advice (without an agenda)
Begin using consistent email marketing
Always seek to serve before you sell
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*Naomi has graciously let me share part of her business journey with you and of course, this is not her real name #BecausePrivacy