After I left my corporate “comfort zone” after 26 years as a senior level executive for a Fortune 100 company, I had to face my marketing fears as an entrepreneur. I lacked confidence and I began to worry everyday on how we would pay our bills. That little voice in my head kept telling me that I was a failure. As our savings account dwindled, the fears of where we were going to find money began to overwhelm my thoughts.
As a business owner you have to consistently figure out new ways to bring in revenue. Have you found your revenue stagnating of late? It’s easy to make excuses to get out of marketing or promoting your business, isn’t it? There are many, and some may even sound real. But if you find yourself regularly saying “I can’t because…” or “It won’t work for me because…” then it might be time to dig deeper.
Few excuses we use are truly based on reason; they come from a place of fear. Let’s look at some of the top marketing fears that business owners face, and how to deal with them:
1. Fear of rejection
To be successful at business, it’s fundamental that you believe that you have something extraordinary that the world needs. You’ve got to be a true believer in what you’re offering to your clients. And of course, you want everyone else to agree. But, with 7 billion people in the world, you can’t help them all with your business or product, can you? So rejection is a good thing. It helps us find our ideal clients, because our words will resonate with them only. Don’t be afraid to see potential clients walk away. If you’ve shown a sincere interest in the person, they’ll never forget that. Later, you may get their business or a referral!
2. Fear of the unknown
Would it surprise you to know that top marketers, who appear to have it all together and exude confidence, actually experience fear or uncertainty? Well, they do. The difference is that they do not run from it or hide behind it. They step into their discomfort zone and deal with their fears head-on. Maybe using video to market your business or writing a book would take you to the next level, but it’s out of your marketing comfort zone. Do you let that stop you?
It takes courage to step into unknown territory, but more and more studies are showing that, as we continue to stretch ourselves, we become more confident and step into our personal power. And you have to be brave enough to take action to get you to where you want to be. Are you brave enough to step up to being a masterful marketer? If not, you’re going to take the path of least resistance and continue stagnating where you are. Courage is not the absence of fear or anxiety. It is knowing how to deal with those feelings and work through them.
3. Fear of being uncomfortable
This is very closely related to our fears of rejection and the unknown. Who enjoys being uncomfortable? It is this fear of being uncomfortable that keeps us from doing or saying anything that might garner us a rejection or that puts us in unfamiliar territory. It is why we tend to shy away from the very actions required to grow a successful business. We don’t ask for testimonials or referrals, not wanting to waste clients’ time. We don’t sell other aspects of our business that a client very well could need because we don’t want to offend them or be pushy. We don’t raise prices, or even hold them steady if someone asks for a discount, because we don’t want to lose a client.
The fact of the matter is that none of these issues are actually with the client. They are with us! We are uncomfortable, not them. Most customers would be more than happy to leave a testimonial or give a referral. Also, did you know that your customer is often only aware of about 20% of what they could purchase from you? They need some of the other things your company provides and they likely already buy them from your competitor. But they like you, have a relationship with you, and would like to buy these products or services from you…but they can’t because you haven’t told them what all you offer! And if a customer has been loyal for a number of years, they are not going to leave over a small price increase. They maintain a relationship with you for a reason and will stick with you.
Look past your fears and take action! If you’re looking for additional suggestions on how to maximize your efforts to be even more successful call 1-800-267-3245 to request a free 30-minute consultation.
Predictable Results™ Assignment
Take some time to identify excuses you may be making. Examine the fear behind the excuse. Create new, positive thoughts that empower you. Identify how you are truly of service to your community. Let this motivate you to reach your marketing goals!
As a pioneering and visionary innovator, Sarah is a certified professional image consultant and brand strategist, speaker, trainer and author. Her company, Illustra Business Coaching, provides leading-edge business building strategies for small business owners & entrepreneurs who wish to take their company to the next level.
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Copyright © 2015, Sarah Hathorn, AICI CIM, CPBS
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