photo credit: Logan Antill

Marketing is the initial connection starting a conversation.  As a business owner you’ve probably felt exactly the way John Jantsch states, “I sure love to work with spreadsheets and do people’s taxes, holy crap, I’ve got to learn how to market.”  Yep, that’s the stark realization.

No matter how much you love doing what you do you don’t get to do it until you attract clients.  Now many of you are repulsed by the idea of marketing your services.  You think as a professional it’s beneath you, or you shouldn’t have to because people should just come to you because of your expertise.

As the bank account dwindles you face the fact that you have to market yourself, or you’ll have to go work for someone else.  Someone who’ll do the marketing for you.  The reason you’re marketing averse is because you’re focusing on what marketing isn’t.  Marketing isn’t:

• hypey communications that mislead people
• shouting louder than the competition about how great you are
• tricking people

Now there are definitely examples of people who market themselves exactly as I’ve described what marketing isn’t.  They do it because they don’t understand marketing.  They buy into a marketing scheme sold by some huskster.  And they’re desperate.

True marketing is:

• talking to potential prospects about their problem(s)
• quietly entering the conversation already in their heads
• genuinely giving and caring first

Does that change your perception?  I hope so.  You see everyone markets it’s how they do it that makes the difference.  Even when you do it well you can’t expect your marketing to do all the work for you and sell your services.  At some point you have to hold a one-on-one human to human genuine conversation with the other person.

I know that’s probably your next fear.  But that’s because you don’t understand that selling is really nothing more than a genuine conversation between you and the other person where you’re seeking to understand if you can help them and how.

photo credit: jsc*

Theoretically all franchise restaurants are identical in food quality, service and cleanliness. Of course, you know that isn’t true. I say, “thank goodness that isn’t true.” Because if it were true I’d be missing out on a great experience.

I live in Iowa, and if there is one thing you can say about Iowa it’s food is important around here. Food is at the epicenter of nearly every social encounter in the state. Our state fair is touted as the best in the world in part because of the food experience that can only be had at our fair, but that’s another story entirely.

If you’re ever hungry for real food, great food, food prepared with love and care come to Iowa. In a small town near where I live there’s a Subway restaurant. Don’t cringe it isn’t like any Subway you’ve ever been to. You see the Subway in Denison, Iowa is owned and operated by “Subway Dave”. I can’t go to any other Subway anywhere because it’s a complete and utter disappointment when compared to “Subway Dave’s” Subway restaurant.

Dave took it to heart when the franchisor told him Subways mean fresh, friendly, and fanatically clean. Perhaps Dave is just a better listener or Subway needs to say it louder to all their franchisees. The aroma of fresh baked bread can be smelled clear down the street.

It literally sparkles with cleanliness when you open the door. And Dave, well Dave knows my name. Dave knows what my family likes. Dave always greets me with a smile and acts like he really cares that he gets to make our family sandwiches.

When Dave and his crew make you a sandwich they do so with care. You’ll never see Dave or his crew slap a sandwich together smashing your sandwich and throwing it at you with a sneer. Nope, Dave really cares!

Dave owns a position in my mind. When I think sandwich I think fast, fresh, and friendly Subway that can only be gotten from “Subway Dave”. I don’t just like Dave’s sandwiches…I LIKE DAVE! I appreciate how wonderful his sandwiches are and I appreciate how much Dave cares about his sandwiches and his clients. Dave earned this position the first time I entered his restaurant at his first location. And Dave is smart enough to make sure he never loses that position.

I know you don’t own a restaurant, but there’s an important lesson here for you to take to the bank in your service business. It doesn’t matter how large or how small your business. It doesn’t matter if you have a connection with a big company or not. You can carve out a position in your client’s and prospects minds. And once you do you can own that position.

When you own a position, provided it’s a positive position, it’s like money in the bank. Julie McManus wrote an article about her airline struggles recently we can all relate to. The airlines own a very negative position in our minds. You don’t want that position.

When you own a position it means you own a space in your clients mind. If I say cola most of you will think Coke because Coke owns that space in your mind. However, when I say Subway I only think of the restaurant owned by “Subway Dave” my experience is no other Subway even comes close to measuring up so they don’t exist. Wouldn’t you like your clients to feel that way about you?

What category can you own in your prospect’s and client’s mind? This is what is special or unique about you and how you do business. Why do your clients choose you over all the other options? If you can’t answer that now then identify what you can do that’s unique, special, and valuable to your clients?

Position yourself to win and then never surrender your position. Positioning is important and it shouldn’t change. It’s related to your values and beliefs. It’s related to your prospects values and beliefs. You have a position now although it may not be a strong one. Make it strong and make it clear in everything you do and say.