Smart Solo Business

I help solo professionals acquire their ideal clients

518.439.4439

Want More and
Better Clients?

Get 'Expand and Improve Your Client Base' and acquire more of your ideal clients now.

Click Here >> Free Workbook

Powerful Client Survey Question — The Answer Will Surprise You

by

Experienced solo professionals know that seeing themselves through the eyes of their clients is difficult. They also realize that it’s important to try. After all is said and done – it’s how each client experiences working with us that defines our brand.

Not long ago, I decided to explore this idea with a brief, anonymous client survey. I sent an email to about half of my clients. It said, in part: “I want to better understand your experience as my client. Would you be willing to take a minute or two now and answer one question for me?”

When recipients clicked the client survey link (Survey Monkey), a single question appeared with a blank field below it: “When you think of me and our working relationship, what are the five adjectives that first come to mind?”

The feedback I received was consistent and encouraging. But it wasn’t exactly what I expected and it challenged my assumptions. Valuable? Yes, indeed.

I’ve now incorporated what those clients told me they experience when working with me into my sales and marketing communications. For example, my new website is focused on the benefits of highly personalized business mentoring based on many years of direct experience as a self-employed solo.

My point? If you want to understand the reality of your brand, then don’t assume anything. Ask your clients for their feedback. I think you’ll find it’s an eye opening experience.



Logic, Emotion and Why Your Sales Process Isn’t Working For You

by

As a Star Trek fan from way back, I have always enjoyed Leonard Nimoy’s iconic character, Mr. Spock. Perhaps this is because deep down I wish that we humans were more logical creatures.

Over the years, I’ve observed that even our business decisions are driven as much by emotion as logic. On a personal level, think back to the last time you purchased a product or service for your business. Was the decision you made completely logical? I’d say no. In fact, I believe that all of us process our decisions through our emotions – it’s unavoidable.

If you’re skeptical, here’s some thought-provoking research to consider. At an annual meeting of the Radiological Society of North America, Dr. Dean Shibata presented his research findings based on an exhaustive study of the patterns of human brain activity during decision-making. Dr. Shibata’s study demonstrated that human decision-making processes are directly dependent upon emotions when the implications of a decision are perceived to have even the slightest personal impact.

According to Shibata, the findings of his imaging research support the idea that when people make choices, they need to feel the projected emotional outcome of each choice. If they can’t, they often become paralyzed and simply default to the status quo.

What about your clients? If they’re fellow business owners or executives, then few things impact them as much on a personal level as the health of their business or career. So, please know this, the decision to buy from you or your competition is an emotional one.

Is your sales process set up to guide clients as they think and feel their way through decisions? If you’re not sure, then I encourage you to develop a deeper and more personal appreciation of your clients’ journey during their buying process. By consistently cultivating this kind of understanding, you’ll be far better positioned to win the hearts and minds of the people you’re selling to.

Would you like some advice on how to create a sales process that gets better results? Reach out to me at slahey@stephenlahey.com or 518-439-4439 and let’s begin the conversation.



How to Narrow Your Marketing Focus, Stand Out and Profit: Dianna Huff Shares Her Story

by

My guest on the podcast, Dianna Huff, is an award-winning digital marketing consultant. She’s also a thought leader who has made content contributions in well-known digital publications such as Forbes, BtoB, Response Magazine, Content Marketing Institute, MarketingSherpa, Marketing Profs, Clickz, Search Engine Watch and Search Engine News.

Dianna launched her marketing communications consulting practice in 1998. Since then, she has developed and implemented web lead generation strategies and communications that improve search rankings, drive website traffic, generate sales and increase profits for clients ranging from small and mid-market companies to Fortune 500 corporations. She has served clients in a diverse range of industries including industrial, manufacturing, environmental, nonprofit, construction, healthcare, enterprise software, IT, financial services and consulting.

Dianna has accomplished a lot as a business owner, and in the last few years she has also made a number of important changes. Perhaps the most significant change she implemented was to narrow her range of service offerings and her marketing focus.

As part of that strategic shift, Dianna changed the name of her consulting firm from DH Communications to Huff Industrial Marketing. Today she is squarely focused on her passion — helping owners of small industrial manufacturing companies in the U.S. to grow their businesses through better marketing. Her unique consulting practice is thriving, and as you’ll hear in this interview she has never been more excited about her work.

Dianna is a wonderful example of someone experiencing the rewards of a more specialized consulting practice. Could becoming more focused and specialized help your business stand out and profit? If that’s a question you’d like answered, then you don’t want to miss the lessons that Dianna shares in this candid conversation. Scroll down to the Podcast Player and listen now!

(Prefer to read instead? Click on the “Transcript” link at the bottom of the player.)

Podcast Player:

DownloadiTunesAndroidTranscript
Duration: 24:30 — 13.3MB