It is important that you learn the importance of not playing to the wrong audience. I’ve reminded you of this simple fact more than once. There are people out there who do not want your help. But this does not suggest you stop promoting your services to your marketplace. “But I don’t want to bother people.” That is the common response I hear when I ask clients why they are not attempting to remain more visible in their marketplace.
Here are a few unpleasant facts that you need to come to terms with if you plan to become more successful in your business. Your biggest problem is that not enough of the right people know you are alive. I refer to this as your visibility quotient. Your VQ is lower than it should be and, in all likelihood, I slower than it needs to be. Not enough people know you are alive. Every time I send out a notice reminding people that I am alive, I get a handful of emails requesting to be taken off my mailing list. “How dare I contact people offering my services?” “How dare I try to help people?” How dare I care for more than one millisecond if somebody does not want to read my emails or accept my phone call? The truth is: the faster you ask to be taken off my list, the better I like you. Why in the world would I want to talk to you if you do not want to talk to me? I am not in business to hurt you… cheat you… manipulate you… or lie to you. My ONLY interest is to learn whether I am in a position to help you or not. Period! I must admit it took me a while to learn how to keep these brush-offs in check.
Playing to the “few” makes little sense. Allow them to opt off your list if that is what makes them feel better. Allow them to fight their battles… alone. That’s not your problem. Your challenge is to go find more people you can help, and who are receptive to your professional advice. And that, I am afraid, is a challenge that will remain on your to-do list. It is you who has to grab the bull by the horns and “do something.” You must consistently remind your targeted audience that you are alive, prepared and eager to demonstrate that your skills and experiences can be used to enhance the well-being of your clients. What your audience chooses to do next is up to them. Bottom Line: Keep on spreading the word. A few disgruntled people will be the price you pay.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club, mike@mikemarchev.com.
*** You want more to think about? Check out my weekly podcast (Miked Up Marchev). Also listed on Spotify, Apple Podcasts, Google, and iHeartRadio.
