This is your friendly reminder that growth is a good thing “Am I going to have to go through this...

This week's blog is about getting your prospects to decide themselves to take the next step in the sales and marketing process. Wouldn't that be easier than trying to persuade them to do something they are not ready for?

Ever felt like your company suddenly stopped growing? Growth is always an interesting subject and I feel like I talk about it all the time. Why? Growth is undeniably important. Not too long ago, a prospect called me and said, “Hey, we’ve been growing for five years and, all of a sudden, the faucet cut off. Business just stopped.” They were in a panic — as they should have been.

We can’t create work. No matter what marketing initiatives we start or how many new studios we set up, we can’t make customers engage before they’re ready. While we wait for business to return, we need to restructure our businesses so they’re healthy and prepared enough to weather the storm the next time a crisis strikes. We’ve learned that our businesses can’t survive on their own in this kind of crisis. Our business models have failed us. But we’ve also failed ourselves.

Change is necessary for the survival of your business — especially in this pandemic. As you’ve searched for ways to meet new needs during this time of upheaval, you’ve shifted your marketing to promote new streaming capabilities, studio space, and other creative services to offer clients. While some of you have seen some success, others only hear crickets. Why aren’t more customers responding? You need better marketing.

What have you done lately to increase your customers’ perception of your value? If your answer is “nothing,” you’ve trained them to think of your value as minimal. Maybe you looked at the pricing structure we discussed in the previous webinar and thought, “My clients won’t pay that!” Why? You taught them what to expect. Your customers’ price sensitivities are a trained behavior. That’s actually good news. You trained them to have low expectations for your pricing… and you can un-train them.