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.

Truth #1: Revenue is good. Truth #2: Not all revenue is good. These conflicting truths teach a valuable lesson we must learn if we want to be successful in business. True success doesn’t come from meeting our budget goals — it comes from having enough opportunities to refuse the ones that don’t make sense. That’s because the goal isn’t just generating revenue. The goal is generating abundance. Here’s what I mean...

Every owner, manager, and salesperson should know their competitive advantage. You should know what you offer the client that surpasses what they find elsewhere. You should know why customers choose to do business with you, not your competitor. You should know why you’re worth your client’s time and money. But what if you don’t?

Not every idea is worth acting on… even if it’s a great idea. When my clients pitch favorite new ideas to me, my first thought is usually, “How can I stop this?” No, I’m not out to get them. I want them to succeed. But sometimes, it’s our best ideas that stop us from taking the action needed to reach our goals.

Are you an expert? Says who? There are ways to take something simple you already know how to do and turn it into expertise that applies to your business. But many of you are already experts. You have a niche in your field. You know a lot about an area of study. You’ve done your research and built experience. But who is calling you an “expert”?