STOP Being Like Everyone Else: Be The Ocean, Not The Boat
Step three of our 9 Step Fix Build Sell Framework focuses on this concept we use with our clients:
“Be the Ocean, NOT the Boat”
Whilst we are all in different boats, we’re all in the same ocean.
And the trouble is, in the world of sales and marketing, the ocean is your market…
So as the market goes up, your boat or your business will rise, but as the market goes down, your boat or your business will fall.
And the challenge with that is, you’re always susceptible to a downturn in the market.
So, you’re never fully in control.
It’s now time to STOP being the boat and START being the ocean – the market itself.
Instead of waiting for 3-5% of the market to come to you, YOU go and find your market.
Let me give you an example…
Say I’m an Accountant and in my area there’s four of us, we’re all on Google Ads, and I think I’m the best one out there.
I’ve got at least a 25% chance of getting the business because there’s four of us, the same as my other three counterparts.
If I’m slightly (or a lot) better than them, I might get 30%.
But that’s all I’m ever going to get, because some people will look at Google Ads and they’ll see some reviews, test all four, and compare pricing because these people are ready to buy.
So, I’m just in the mix with EVERYBODY else. We’re all in it, all fighting, and the ocean is now red because it’s cutthroat.
But … if you create your own ocean, and you go out to these people with your own proposition when they’re not technically looking, and you convert them to someone who is interested…
…Imagine their conversations going from:
“This could be of value to us…”
“Actually, this is of value to us, and I trust what you’ve put out to me.”
Whether it’s Google Ads, direct mail, phone calls, they are more susceptible, and know, like, and trust you to buy.
A quick final reminder…
In business, as in life, we’re faced with 3 ways to react to situations: Fight, Flight or Freeze.
You can’t Freeze in your market to see what’s going to happen because everyone will pass you.
You can’t Flight, go the opposite direction, because you’ll pass everybody coming.
You must Fight.
And once you decide to fight, then don’t fight by being reactive to everything, go out there and find your market.
Find something about what you do that solves a problem for someone else and get out there and start telling them!
(If you’ve not already done so, I recommend reading Blue Ocean Strategy by Chan Kim)…
Investor | Business Mentor at Advocate | Author of I don’t work Fridays
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