Small Business Marketing - Clarify Success
Small Business Marketing - Clarify Success
Author: Kevin P. Dervin
When you hear the word ’success’ does it bring on visions of fame and fortune for your business? Have you clarified and articulated what that success will look like for your business and how you’ll know when you’ve achieved it?
What’s the definition of success for your business? Most small businesses are selling their time and expertise to deliver a service to their clients. So the question I want you to reflect upon is this’ ‘What does success look like?’
Now before you start answering with responses like, ‘I’ll do $X Million in sales this year.’ ‘ STOP! That’s not what I meant. The question is’ ‘What does success look like for your client(s)?’ Remember, your clients? Isn’t it generally fair to say you’re in business to provide a service to your clients? When you do it right, what does it actually look like for the client?
Don’t get me wrong. I understand that we’re in business to make money ‘ to make a living for ourselves. But that’s rarely enough in life. Most of the service providers I know love working with and servicing their clients. If you focus on taking care of that, the rest will almost certainly take care of itself. So what does success look like for the client when you do it right?
Spend some time and clarify success for your service business. What are you passionate about? What is it that you’re trying to do for your clients? What difference do you want to make? What do you ‘love’ doing for them? What is it that they will have or be able to do because they bought your service from you?
This definition covers a broad range of issues for you and your business. All aspects of your business must be working well together to achieve this success. Be as specific as you can.
Now, if you really want to make this a valuable exercise for your business, then I challenge you to take the results of your own brainstorming and sit down with a few of your best client(s) to see what they think and get their input.
I think you can see that this type of reflection goes beyond listing your services or the results of your services. This is not, ‘I’m providing marketing and business growth services to help my clients’ realize greater
