How would a 2x increase in your company’s sales growth change your life?
A while back, I had the honor of co-presenting a program at our local Chamber of Commerce here in Boulder.
We talked about the ONE thing that could keep you from doubling your sales growth – and how to get past it.
When you’re not laser focused on who you serve – and, more importantly, who you don’t – it’s like hitting the edge instead of the “sweet spot” in your tennis racket when you hit the ball.
If you’ve ever played tennis or racquetball, you know that hard, jarring sensation when you hit the ball with the outer edge of your racket, versus the way the ball explodes off your racket with ease when it hits the sweet spot.
When you’re sales and marketing is laser focused on a market you can serve better than anyone else, it’s easy and explosive.
But if your elevator pitch starts with, “We help anyone who…”, your sales and marketing can be hard and jarring.
It’s that “anyone” that’s killing your sales growth.
Unless and until you target a narrow enough slice of your market where you can stand head and shoulders above your competitors…
Like Gulliver among the Lilliputians…
Like a certain carpenter one of my co-presenters worked with, whose annual revenues shot up from $50K to $2M when he decided he would do only stair handrails.
He became the king of stair handrails. No competitors.
It’s scary though for most of us.
Because we think, “How can I narrow my field when I’m just scraping by as it is?”
Totally counterintuitive.
And that’s what holds us back.
I’ve struggled with this myself. But I’ve also found, the more I focus, the easier it gets to attract the kind of clientele that works best – for my business, and for my clients.
Until you can be seen as the single obvious choice in a “category of one”, you’re reduced to chasing business and being constantly harried about price.
But when you’re the only game in town – like the carpenter – you do business on your terms… You set the rules, including price, terms and expectations for customer behavior.
So, how would your life change if your income doubled – or more?
I’m willing to bet the only thing holding you back is your mindset.
Now is a good time to rethink your marketing plan, how you position your business and who and what you will say “no” to.
If you had to pick, what’s the one profitable niche you could totally dominate?
Throw all your resources into selling there, and watch what happens.
You could be the next stair rail king in your world.
And, by the way, one of the best ways to elevate your stature in the minds of new prospects and current clients alike is social proof.
People make buying decisions when they feel comfortable about who they’re buying from.
And when they see comments, testimonials, reviews etc. from happy customers, they feel okay, even pulled, to go along with the crowd.
There’s safety in numbers.
Prove to your prospects beyond doubt that you make customers happy and they’ll be far more likely to buy from you.
It’s a simple way to grow your traffic, leads and sales.
Deploy and Enjoy 🙂
