Today, I’d like to help you avoid maybe the most frustrating thing in business. I’m referring to watching less capable (and often less ethical) competitors gaining more of the market than you do.
It all starts with understanding the following: The most successful service provider and the best service provider, are seldom the same service provider. In fact, it rarely happens.
That’s because being the best doesn’t automatically mean people will notice you, believe you or hire you.
Why is that?
Commercial success requires a critically important balance.
We need to balance the development of a great service, with the development of a strategy to earn the attention, trust and patronage of our marketplace.
Here’s why that balance is essential for our business.
- If our prospective clients don’t know we exist, it doesn’t matter how exceptional our service (or product) is, because we’re not an option for them.
- If our prospective clients know we exist, but our marketing doesn’t inspire them to trust us, they won’t hire us or buy from us.
- And if our prospective clients know we exist, and they trust us… but our marketing doesn’t motivate them to take action, they won’t hire us or buy from us.
Without that balance in place, trying to grow our business is extremely frustrating, as less capable competitors grab our share of the marketplace. You may already know competitors in your space, who are nowhere near as good as you, yet they’re flying.
With that balance in place, we get all the rewards our hard work and dedication merits.
Thankfully, this is something directly under our control. All it takes is a decision. The decision to adjust the balance, so our business attracts the volume and quality of clients we deserve.
But here’s the challenge: It’s even easier to ‘keep on keeping on’ and hope things just get better. Which is why this message is ignored by most people I share it with. It’s why there are business owners still whining about how unlucky they are and how unfair the marketplace is, a decade after they started their business.
Naturally, it’s their choice.
They’re perfectly at liberty to complain about their situation, yet stay the same. But it’s infinitely more profitable to focus on getting that balance right. This will help: 10 Reasons your business isn’t growing and how to fix it.