Has this ever happened to you while you were changing after a good work out?
Yesterday after my trainer, Lyle Dennis, kicked my butt I was in the change room, just heading off to the sauna for a 30 minute ‘cool down’.
As I was walking past the second row of lockers, a guy that I recognized walked past me and said, “Hey, Mike!”
Now this is the second time he has done this. The first time I was not sure whether he called me ‘Mike’, but after yesterday’s scenario, my suspicion was confirmed.
Now that lead to an awkward situation and it is the same situation that each of us is confronted as a business niche expert or entrepreneur faced with the new realities of the Recommendation Age.
(Incidentally, the reality of the current recession only speeds up the reality of Zipf’s Law–one of the fundamental laws of the Recommendation Age. In fact, the great news is that is makes it even easier to become the business niche leader that your target market will choose for a life time!)
What ran through my mind was this: “Do I ignore the incorrect name or if I did want to correct him, how would I do this tactfully?”
This got me thinking, while I was sitting in the sauna, about the business niche market place that each of us is competing in.
So as I sat in the sauna, I began thinking about this from a marketing situation.
I am sure each of you has gone through an awkward situation such as this where someone has repeatedly called you by the incorrect name and in front of others to make matters worst!
It’s embarrassing isn’t it?
And in some ways it taps into our own insecurities…our own identify of who we are and how to take a stand on our identity.
As I was relaxing in the sauna (recuperating my I.T. Band injury) I thought of how for many years I was scared of my own identity! I was insecure when someone asked me what my dreams were. I was very frightful of telling others what I really wanted to be doing in life.
When it came time to speak up for myself in front of others, I cowered.
Today, I see so many entrepreneurs from all different business niches doing this with their businesses. I see entrepreneurs who choke like I did for so many years because of fear.
I saw myself the way that I used to be when someone called me by the incorrect name and I became all wishy-washy inside as to what to do.
Here is the big problem.
Being unprepared to take a stand for who you are.
This is the fundamental principle for selling high priced programs…in fact, the most expensive ones in your niche. (PR Expert Rich Frishman has an interesting way of telling others what we do: “Glenn helps others build big backends! :->)
It’s about claiming a space in the market place.
It’s about being clear with the correct marketing that ensures your target market knows who you are and specifically what you can for them.
So the next time someone thinks you do something with your business that you don’t, you do NOT need to embarrass them. Here is what you need to do:
Tell them that before they move forward with anyone in your industry they need to go to a website (Your URL) where you provide them the correct questions to ask of your competitors. (Remember you must be seen as the objective Thought Leader of your niche.)
Notice you are not focusing on how great you are, but on them.
The best customers are those who realize the power of your education.
We all have periodical identity crises…
The best way of solving these moments are to be clear on who you are and what you do.
The problem that this man who called me ‘Mike’ has is that on a daily basis he receives thousands of messages and my name is not high on the list to remember!
However, in business this is a huge reality of an overcrowded market place.
People don’t know who you are and they don’t care. That’s the reality.
The most successful entrepreneurs in the Recommendation Age are those who are able to easily bypass this resistance that their ideal clients have of them and what they do.
Critical question: How good is your marketing to overcome information overload?
(You can either think this through in the sauna or you can call me at 519.542.3043. Just don’t call me ‘Mike’ as I might not know what to say!)
To Your Legacy!