I help entrepreneurs leapfrog over the typical potholes that derail most small businesses with inspiration, motivation, education, and support across a wide range of business topics drawn from over a decade of running my own business, teaching entrepreneurship for the City of New York, and coaching and consulting privately with dozens of women and minority small business owners. Honestly, why go it alone when help is an email away?
Don't Be the Gatekeeper
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During the holiday season I visited a store in my neighborhood that's been there for a few years and is always empty. It's a store that sells upscale compression socks and related items. Many years ago, I bought some compression socks for my dad from a medical supply store. That's the extent of my experience. But this place is filled with colorful items and I've been thinking that a pair of light compression socks might help me with some foot pain I've been experiencing. Upon entering, I approach two sales associates by the checkout desk and ask if they might help me as I really have no idea how to evaluate their products in accordance with my needs. They ask for my name and email. I tell them I'm not ready to give them that information yet. Apparently, without setting up an account for me before I even know whether I want to buy anything, they can't help me. There's a back and forth that confirms that without my providing my personal information upfront, I'm on my own. So, I promptly leave and vow never to return to this business. As the kids say, my flabbers are utterly gasted. Why would any business turn away a potential customer, especially one who is placing them in the role of expert and asking for guidance? I still don't get it. Here's what I do get: When you willingly provide the information and support your prospects need to make the right decision for them, they'll gladly pay you for the comfort of knowing they're making the right choice. You are effectively reducing your audience's risk tolerance as well as their price sensitivity. It seems like a no-brainer, but so many businesses place way more value on gathering customer information than on building a value-based relationship that serves both parties. Rather than gate-keeping what you know until someone purchases from you or opts into your email list, use your knowledge to deepen prospects' perception of your value and build trust. This will serve your business much more deeply than any amount of customer information captured by 'force' rather than freely given. Need help building a customer-focused education (rather than a marketing) funnel that serves both you and your prospects, let's talk about it. BTW, did you get the reference in the subject line or am I just aging myself? Feel free to let me know. Your success is our strategy!No longer want to receive my newsletter but don't want to miss my special offers and announcements? Click here. |
Easily Said & Done
I help entrepreneurs leapfrog over the typical potholes that derail most small businesses with inspiration, motivation, education, and support across a wide range of business topics drawn from over a decade of running my own business, teaching entrepreneurship for the City of New York, and coaching and consulting privately with dozens of women and minority small business owners. Honestly, why go it alone when help is an email away?
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