Making Your Business “All That”
If you just started a business or are selling for an existing one, then I don’t need to tell you how hard sales can be. Given all of the choices the modern day consumer has, there are thousands of people out there selling their products or services on every platform imaginable. Looking at all of that noise can feel overwhelming and make you feel like there is absolutely no way to cut through it. You may feel awkward and shy and like you have nothing to offer.
You may feel a bit like Laney Boggs.
If you were around in the late 90’s that name is probably familiar to you but, if you never saw the movie, Laney is an art student who is given a full makeover to become “prom material” as part of a bet made between high school heartthrobs. The full wacky plot can be found here. The really funny thing about this film and all stories around makeovers is that often there are just a few changes needed to make the person very few people want into the most desired and the same can be true for a business. So here are some tips:
- Take off the glasses – You probably know a ton about the product or service that you’re offering and as a result have likely developed a shorthand for it. There are probably terms that are unique to your industry and you may have even come up with some of your own terms. The problem with all of this is that your client is not as well versed in your subject as you are and as a result they usually are not looking for the complicated explanation. They just want to know how what you do is going to help them achieve their goals. By making the explanation of your business complicated, you keep the glasses on and the consumer can’t see how pretty your eyes are. Take the glasses off and show them. Let them know what you have to offer in the simplest way possible and they’re more likely to fall in love.
- Be willing to be made over - In the film Laney is willing to let Zack’s sister give her a little help in looking good for the party leading to this famous scene. In your business there are people who see the message that you are sending across to your clients in a way that you just can’t and they can help you craft that message so that you look amazing when you are approaching the client. You want your product or service to be something that is hard to resist and you can create that by allowing input from others as well as the client you’d like to serve.
- Be true to yourself - The danger of doing any kind of makeover is that it has the potential to change the type of person you are. In the film Laney never loses who she is and what she believes in. She lets others give her input and changes slightly, but stays true to her art. In many cases you will be presented with the temptation to completely change who you are so that your business grows. Don’t let that happen. Remember that what you have on the inside is what matters and all we’re talking about is proper packaging. Laney never changes who she is in the film, she just changes how she’s presented and once she does that, she finds that the person who helped with that presentation is in love with her. The more you collaborate on the business and the packaging with clients and those who know what they’re talking about it, the more likely you’ll have clients who fall in love with the service.
So if you’re feeling anxious about getting out there and selling what you have to offer, remember that you don’t have to go it alone.
There are people who can give you feedback.
There are clients who will help you craft your message.
And most importantly,
There are clients out there waiting to fall in love with your business.