Ciamos

Bernadette Doyle

Yet he was frustrated that his marketing efforts weren’t producing the results that he wanted.

What was even more puzzling for my client was that the marketing he was doing had worked previously, and generated great results.

Yet, practically overnight, it seemed, business had dried up.

Clients cancelled. His marketing didn’t make the telephone ring that way it used to, and my friend was running round in circles trying to figure out what to do about it.

Now this is a phenomenon I’ve witnessed in many of my clients over the years, and I’ve also experienced it myself.

I call it the invisible “closed for business” sign.

You can’t see it, but your prospective clients and customers can, and it keeps them at bay. Perfecting and honing your marketing still won’t produce the results that you want if you’ve got an invisible “closed for business” sign hanging somewhere.

Now if all your marketing efforts haven’t been paying off the way that you’d like them to, there is a very good chance that you, like my client, have hung up an invisible “closed for business” sign at your front door.

It’s unlikely that you have done this consciously or deliberately. In fact you may insist that of course you want more clients, look how you are going to great lengths to attract them.

But if, in spite of your efforts, you aren’t getting the clients that you want, I can guarantee that there is an invisible “closed for business” sign which is keeping prospective new clients at bay.

Now some of my clients are reluctant to hear this diagnosis and can get quite annoyed with me when I have the nerve to suggest that at some level they don’t want new clients, and are even actively repelling them.

They insist that they just need SOMETHING to solve all their marketing problems once and for all. It might be a better brochure, a google adwords campaign, a new website, or some other “magic cure” and everything will fall into place.

And yes, any or all of those things might help, but before rushing into action, it’s worthwhile exploring whether a “closed for business” sign is hanging somewhere.

So why do people work so hard to attract clients on the surface, yet surreptiously hang out an invisible “closed for business” sign that sabotages their efforts?

Well obviously, very few people do it consciously, and usually we have to delve deep to explore what prompted an individual to hang out a sign like this.

Get curious. Is it possible that YOU have a “closed for business” sign hanging that is deterring new clients and customers?

Notice your reaction to this suggestion. Are you considering the possibility, or are you rejecting it outright? Usually when someone reacts defensively to this suggestion it’s a strong indication that they do indeed have an invisible “closed for business” sign hanging somewhere.

Ask yourself:

• When did I decide to hang a “closed for business” sign at my door?
• What prompted me to hang out that sign?
• What payoff am I getting from being “closed for business”?

Everyone’s answers are unique, but here are some of the answers my clients have given as we explore this:

• I was nearly at capacity with the clients I already had, and I didn’t want to turn anybody away.
• I was so attached to my clients results, that each new client was like an emotional burden to me. I couldn’t take on any more.
• Every new client increased my paperwork, admin, and other things I hated to do, and so I started to get a “sinking feeling” with each new client.
• A previous client I worked with got disappointing results, and it caused me to doubt my abilities. It was easier to not have clients than to have disappointed clients.
• I knew I was about to achieve a whole new level of success and I didn’t think I could sustain it.
• Actually I needed a rest, but I was driving myself too hard to admit it.

Remember, very few people CONSCIOUSLY hang out a “closed for business” sign, and even if the above reasons don’t match yours, just be willing to pretend that there IS a reason you hung out a sign like this, and the answers will come.

You will see that there is often a deeper wisdom in operation which points to changes we need to make in our businesses before we can invite the next level of success.

Having explored the reasons behind your “closed for business” sign, what changes do you need to make BEFORE you take down that sign?

• I need to be less attached to my client’s results
• I need to raise my fees.
• I need an assistant to support me with admin and invoicing.
• I need to get my accounts up to date.
• I need the confidence to say NO to clients I don’t want to work with.

Sometimes, just making these changes will be enough to start the new flow of business coming again - but remember to take that sign down too!

Imagine what type of sign you have hanging. What colour is it? What shape? Size? What does the lettering look like? Where is it positioned? Is it hanging at your door, or on your website? Next to your computer? Or telephone?

Imagine yourself taking that sign and turning it around to revel a different message: “Now open for business!” The invisible sign was doing such a good job of keeping clients away, it makes sense that this new sign will help attract them instead.

Stay open-minded. This may be stretching the boundaries of your marketing logic, but just try it and see what happens.

©2005 Bernadette Doyle

Bernadette Doyle publishes her weekly Client Magnets newsletter for trainers, coaches, consultants, complementary therapists and solo professionals. If you want to get clients calling you instead of you calling them, then get your free tips now at www.clientmagnets.com