Common reactions that make business worse — Transcript

Full transcript

1. 0:00As the owner, we're up at 2 in the
2. 0:01morning. We don't know where we're going
3. 0:03either. So, it can be a really, really
4. 0:05stressful time. There are some common
5. 0:07reactions that sort of happen, default
6. 0:09reactions. We stop marketing and then we
7. 0:12wonder why our pipelines dried up. If we
8. 0:14were marketing in the first place, you
9. 0:16know, a lot of businesses, particularly
10. 0:17in New Zealand, we rely a lot on word of
11. 0:20mouth and referrals. Who gets a lot of
12. 0:22their work from word of mouth and
13. 0:24referrals and things like that? And so
14. 0:26that's great until we run out of mouths
15. 0:29and friends and people that we know. We
16. 0:32often have no clear signal about it.
17. 0:35What exactly are the problems that we
18. 0:37solve? Because we're telling the market,
19. 0:39we do everything. We fix all these
20. 0:41things and the market's saying, "I've
21. 0:43got a really specific problem that's
22. 0:45really burning me up. Can no one can no
23. 0:47one fix this for me?" And we also cut
24. 0:49prices which can attract the wrong
25. 0:52clients can kill our margins which again
26. 0:55you know translates into a business
27. 0:57cycle that suddenly starts going the
28. 0:59wrong way. So what works right now sort
29. 1:02of three levers here is being very very
30. 1:05clear on who your target right fit
31. 1:08market are. Who's your ideal customer
32. 1:11profile? Who do you want more work from?
33. 1:13Like being hyper clear in your mind who
34. 1:16that's going to be. And then we want to
35. 1:18create messages that are around specific
36. 1:22profitable problems that they have that
37. 1:25we can solve. Profitable is the optimum
38. 1:27word here. We want to speak to the pains
39. 1:30that they will pay to solve. And then
40. 1:32we're moving away from price, but we're
41. 1:34focusing on the value we will deliver by
42. 1:36solving those problems. We want to sell
43. 1:38on value, not price.