| One question I often get from small business | | | | naturally enticing. |
| owners is "How do I get people to buy my | | | | Generalists are less enticing |
| stuff?" I'll admit the phrase "getting people to buy" | | | | When you query your clients and customers for |
| makes me squirm a bit as it seems to suggest | | | | the problems they're having in your area of |
| pushing products on potential customers when the | | | | expertise, be prepared to hear some things aren't |
| opposite should be true. | | | | necessarily the focus of your business. It's |
| Customers should be attracted to what you offer | | | | important to stay focused. If you try to address |
| and should be coming your way checking out | | | | all of the problems for everyone, you dilute the |
| your products and services.One thing to keep in | | | | power of your product or service. Your goal is to |
| mind is that people buy when they're ready to | | | | stay specialized and niched. You want to be an |
| buy and not necessarily when you're ready to sell. | | | | expert in your field and if you try to be all things |
| That said, there are a few things that make | | | | to all people, you dilute your expertise. |
| products and services enticing. | | | | Expertise is enticing. You won't go to a general |
| Ask before creating | | | | doctor for a heart problem. You'll seek out a |
| First, it is a mistake to create a product or | | | | heart specialist. And so it is in business. You want |
| service before asking potential clients what they | | | | to position yourself as the expert in your field and |
| want. "Build it and they will come" only works in | | | | narrowing your focus builds your expertise and |
| the movies. :-) Many self-employed people make | | | | makes your product/service more attractive. So |
| this mistake (myself included in my early days). | | | | think about your #1 area of expertise and stick |
| Now this doesn't mean you have to launch into a | | | | to it. Resist the urge to be all things to all people. |
| giant market research project. It can be as simple | | | | Generalists are less attractive. |
| as getting 10-20 people who may qualify as your | | | | Results sell |
| ideal client and having a quick teleseminar, | | | | When you talk or write about your product our |
| Q&A, etc. It can even be a simple email | | | | service, the features aren't what's important to |
| survey using the online tool called " | | | | prospects. Focus on describing the results people |
| Your goal is to find out the real problems you can | | | | will achieve with your product/service. Tune into |
| solve for people in your area of expertise and | | | | channel WIIFM (what's in it for me) and tell |
| focus your product or service on what you hear. | | | | potential customers exactly what they'll |
| Resist the urge to create something you're | | | | experience with your product. What problem will |
| passionate about. Instead, ask your potential | | | | go away? What are they likely to achieve? How |
| clients what would be valuable to them. The | | | | soon will they achieve it? When your product |
| answers may at times surprise you. When you | | | | description is results-focused, it becomes far |
| create what people ask for, the end result is | | | | more enticing to your potential buyer. |