Did you know that dolphins sleep with one eye open and one eye closed? I have to admit that I didn’t and to tell you the truth I’m not sure if it’ not just another folklore tale like Moby Dick. Anyway, when you think about it, if the sea was home to me, I sure as hell wouldn’t sleep soundly knowing that at any moment some hungry sea predator could sneak up and turn me into sea poo. So at least if I can see ‘em coming, I’ve got half a chance.
You see, almost every business owner I speak to can’t answer a few basic questions that are absolutely imperative to their success. Questions like –
1. Exactly, who is your optimal client? Where do they live? What do they earn? Do they both work?
2. What are their biggest fears and frustrations, wants, desires and needs?
3. Who’s your biggest competitor?
4. How do they get clients and look after them?
5. What are the results of your advertising and marketing?
6. And why should they buy from you as opposed to everyone else in your industry?
They’re virtually doing business with their eye’s closed and are easy “fodder” for a smart marketer (shark). Occasionally, I might strike someone who can answer the odd question with some confidence. These people have a “scotoma” or blind spot.
So how do you get to be really, really, really good at something like marketing and sales? There’s an old joke that goes something like this:
A tourist lost in Sydney, spots a man carrying a violin case. She stops the man and asks “How do you get to the Sydney Opera House? The man with the violin case replies “Practice Madam; practise, practise, practise!”
There are very, VERY few things we could not master if we seriously set out to do so!
The steps to mastery are NOT shrouded in mystery as so many mistakenly believe! There are NO secrets. But there are ways to accelerate the process and your progress through those steps! Notably, mentoring. Though short of truly phenomenal ability, THERE IS NO WAY TO SKIP THESE STEPS.
Successful people and entrepreneurs do the things others are unwilling to do! THEY DO CONFRONT PROBLEMS AS THEY ARISE AND DEAL WITH REALITY OTHERS REFUSE TO ACKNOWLEDGE.
The truth is, there are two ways to get from where you are now to where you want to be in any endeavour!
The first of these is through the “School of Hard Knocks”. Tuition here is very expensive and time consuming. The second is the “School of Prior Learning”. The only tutors qualified enough to teach here ARE THOSE WHO HAVE PAVED THE WAY. Learning from the right teachers is without exception cheaper, regardless of the cost in terms of dollars.
Understand this: You are going to pay for your education one way or another! The price you pay will EITHER BE IN MONEY YOU ARE WILLING TO SPEND OR MONEY YOU ARE UNHAPPY TO LOSE!
By the way, you should understand that MY OWN QUALIFICATIONS ARE ENTIRELY “STREET” ACQUIRED. I possess NO formal degrees and I served NO recognised apprenticeship. Neither do I belong to any association in the consulting world or hold any kind of certificate which states that I became a Consultant on such and such a date.
Being “Qualified” won’t necessarily help but knowing and understanding your client major fears, frustrations, wants, desires and needs will.