Two Saturdays ago, we went out fishing on a lake near us.

We went for the first few hours to the favorite spot where we usually, I would say 75% of the time catch fish. There were bites but nothing moved much. We got one fish, that's all.

So we decided , us ladies to get to the next part of the lake, where the guys were not that keen. But of course, having been out for a while, we wanted to get more action. So we went, and after another hour or so, no bites, no fish, nothing.

My father-in-law said that maybe we should just trawl and see what's inside these waters. So we did, and we caught two by just crisscrossing the lake going back to the same old original spot that we had earlier. 

Back to the same spot, we waited for an hour and a half. No bites, no fish this time.

Everybody immediately agreed, that maybe we should just trawl. Trawling is an accidental success that we should maximize. 

Sure thing, we trawled to the farthest left and to the farthest right section of the lake, but lo and behold, no fish. It was getting late and it was time to go home.

Positioning is important. I recall what one business trainer would lecture that, "It's all about positioning." 

What do you do when there's no bite?  Do you move around to get to where your customers might congregate, perhaps a watering hole or a hub? Do you modify your strategies for outreach? Do you sit tight until new opportunities arise for you to take advantage of? 

Patient waiting, positioning, and creative outreach. That will get you your fish and lots of them. The key is to move around and not get stale. 

For the past few weeks, I have been busy preparing my community for its first beta program. I know I have a few interests but as I looked at their profiles in their application, I noticed a few things.

These are the people that are undermarketed, under-reached, and would be unable to respond to any North American programs unless, these programs are totally free or heavily subsidized. 

Some of them do not have a credit card system or functional online payment system in their countries.

Some have no means whatsoever to afford any continuing education or coaching support.

Some have a variety of outstanding responsibilities and will not have the time.

Some will have it for later and for next year.

This is the reality of the market. I am continuously listening and reiterating to determine what seemed to be the best course of action, the best product, and the best market and for the right value.

If you're not listening to your market, you're listening more to yourself, which is the default position.

There is no first-time got-it-right kind of way. Everybody's adjusting and reframing.

​What are you reiterating today? What is this reiteration based from? 

I have heard this several times, and every time I know exactly what's going to happen next.

But, your rate is high.
But, I just don't think it's the right timing.
But, we are having a major reorganization right now.
But, we just hired two people full time for this.
But, I just don't know if we have the budget.
But, I can't guarantee you she would give you time to meet.
But, I'm not the decision-maker here.
But, we hired two consultants recently.
But, I have to consult first, figure out what we want and get back to you.
But, the Board decided we will do  x,y,z first before taking this process. 

Excuses. Excuses. Excuses. When you don't want to buy,  there are many reasons. Some are valid enough, and some are concoctions to get the person out of the door. It boils down to trust.

For the seller, build trust no matter. Relationship comes first. 
If they're not the right buyers, walk away with your head high. 
​

We are all buyers, clients, customers for various goods and services. Recently, I encountered three vendors for the service I would like to get. The three vendors operated in various ways to get the sale.

The first one was the patient type and to a certain extent, the friend of the customer. He was understanding, knew his products very well, and listened intently. He was there at every stage of the process. During the final negotiation, he presented a impossible barrier for the customer to decide to buy from him. He wanted an upfront payment for the preliminary assessment so that he would know what solutions he can offer!

The second one was also helpful in the beginning. When it was time to get serious, he pedaled back, wanting to build a more trusting relationship with the customer. He wanted to prolong this 'trust stage' so he would know that the customer will surely buy from him. Instead of presenting the most credible solution and addressing the need of the buyer, he wanted to 'test' the buyer first!

The third one was a non-nonsense vendor. He stated his methods, prices, and his approach to the solutions. But at the earliest stage, he started criticizing the customer for the state of his affairs. He was also saying that after he was done with him, expect that there will be more work (costs) to be done. His contract was one-sided, all provisions pointed to his risk mitigation. 

All these three vendors were successful in helping the buyer not to buy from them. Their perspectives were self-centered- to protect themselves at all costs. Instead of helping solve a need upfront, they relied on their tactics and methods that backfired. 

Contrast to this one vendor. He didn't care about the trusting process, the 'fit' between customer and vendor,  stated his methods and explained his fees. He was consistent, on-the-ball, and no drama. When the customer talked to him, he was assured, well-versed, and credible. He didn't promise the moon but the way he would approach the project was reassuring. The rest of the process was smooth and unencumbered. 

A trusting relationship is critical to any sale. But forcing the trusting relationship by rigging it do not serve the transaction. Building trust is about serving the needs of the client now (when he/she is talking to yo) and being consistent throughout all the stages of the sale. 

Is your process, communication, and projection pro-customer or pro-self-preservation? 

Last week, I met two service providers and had a chat about business. Both of them have admittedly, that their businesses were not doing particularly well. 

One cited the lack of clients, while the other one cited the lack of time for the delivery.

Obvious to their situation, it doesn't take time to figure out that both of these professionals lack the awareness of their own marketing effectiveness or just plain effectiveness. 

Time is also a silly excuse considering that this is not an avocation but a fully operational business. Lack of time to market and get in front of your customers means that you have decided that doing other activities are important than that. Period. 

Lack of client means one thing: you are lacking the activity that will attract, convert, and retain those clients that are precious for your business to grow. 

You can control these variables:  time, talent, and available resources.

If you are, not then either you have given up, have inadequate strategies, or you are not executing those things that you know you should be doing. 

Check yourself in the mirror.
​

For marketing your products and services, there are a few words for you, brave souls.

To be relentless in your belief that your product/service has a great value to offer. You have to believe it wholeheartedly in order that the buyer will not only know that you are truthful but you take great pride in what you do and the products that you market.

To be relentless that in our everyday work,  you believe that there are many people that can benefit from your products/services that will improve their lives, whether professional, personal, economic, healthy, spiritual, or a combination of these.

If you don't believe in your own products and services, no one else will be convinced of its benefits, potency, relevancy, utility, and ease of use (other features!). 

To be relentless is to provide outstanding customer service, before the sale, into the sale, and after-sales, building relationship so that the customer's needs are addressed and that they know they can count on you for help any time, whether they decide to buy from you or not. 

For the best doctor, dentist, foot massage therapist, baker, lawyer, accountants- we go by the word-of-mouth and referrals from people we trust-our families, friends, and co-workers. 

Referrals come from delighted clients and customers who are eager to spread the word because they were helped, their problems solved/alleviated, and their needs met. In other words, delighting the customer in your everyday work (not just when you are out there and banging the pavement) is paramount.

Whether you are on the phone, meeting new people, writing an email, in the subway or bus, queuing for that coffee, these are opportunities to market your products/services in a positive way- by telling them exactly why you love your own products/services.
​

Have you heard lately? People in organizations say beware of the consultants. They borrow your watch and tell you the time! 

There is a reason for that. From top 5 consulting giant firms, to any Tom-Dick-Harry, everyone is saying they are consultants. From coaches, mentors, palm readers, salespersons and marketers, suppliers, computer geeks, web designers, coders, and anybody that is a solo business owner, they call themselves consultants too!

Well, there are management consultants, technical consultants, executive coaches, psychological counsellors, legal advisors, and many more are plenty around in different professions. 

The marketplace is field with consultants of various stripes and colors, peddling different sorts of solutions based on various formula and potions.

Nowadays, there is a bit of cynicism about consultants because not all are good, not all are ethical, and not all could make it in six-figure take home income.

There may be hundred of consultants in one room but there is a huge diversity in application, in background, in skills set, in expertise, in geographical, sectoral experience, and many other essential variables.

It is up to the discerning client or prospective client to figure out the fake from the true ones, filter out the noisy from the substantive elements, and engage those that have actually created real value to comparable organizations in this sector.  This is not a daunting task and more and more organization need that extra third party, objective, external validator, verifier, sounding board, advisor to accelerate your growth goals to the next level.

-Check them out. Get recommendations and references from previous clients. 

-Know what you really want to achieve in every transaction. Just like any partnership, it should be a win-win proposition. 

-Does this person have the credibility, integrity, expertise, and connection that you need? Are there things in your list that are a must or good-to-have? 

-Don't go around shopping for the cheapest one. Price is not a predictor of value. Look for quality, value, and undisputed credibility in the field. 

Whether you are buying a  training material, planning a company retreat, or designing a performance management program, know you needs versus what your want. This will save you lots of time, effort, and troubles. 

Take it from me. I am a consultant. ​