I always get a big “ah ha” from my clients when I take them through the “Size Isn’t Everything” exercise. It’s so easy to take ourselves out, when we become too general and lose track of what we really need.

For instance, in a workshop I held recently, one of the clients set “getting new clients” as an objective. This is not a bad thing to do, but it can create overwhelm if not considered from the right perspective.

She explained how she was struggling to get in front of new people and, “…just really needed new customers.” but it wasn’t happening easily.

Now, there are MANY things to say about this scenario; however, this article is specifically about perspective, so, here’s how I coached her through that;

I asked, “Could you handle 100 new clients this week?”

Her eyes got really big and she immediately said, “No.”

“Could you handle 50 new customers?”

“No.”

“How many could you take on easily this week?”

“About 3.”

“So, that is your new client number. How does that feel?”

“More manageable”

“Could some of that new business even come from an existing customer?”

“Well, yes it could.”

“So why not start there, where you’ve already proven yourself? Remember you don’t need a million people to want your business today. Usually its just a few. Size (quantity in this case) isn’t everything.”

So often we think of growing our business as needing to have loads of new customers coming through the door, when in reality we couldn’t handle that volume of business. The pressure to get new customers can create a feeling of overwhelm, which constricts our energy and can stop us in our tracks. To open the flow, take a reality check, work from the customers you already have and remember that size isn’t everything in building your business.

Hard work yields results, right? Well yes, but not always the results we desire. For many committed entrepreneurs, giving it their all doesn’t always bring the revenues, team or happiness they want.   Missing your target is frustrating; especially if you’re doing all the things you think that you should do.

Here are 3 of the mistakes that entrepreneurs make that lead to feast or famine revenues. See if any of it sounds familiar to you.

Mistake #1 – Lack of Focus or Niche

What problems might that lead to?

You may take a broad approach to your market which is likely to dilute your message. If you can’t form a compelling statement about why you’re different, your message will get missed.

You may be chasing customers who aren’t ready or aren’t right for you.  If you haven’t identified why you’re different and who your ideal client is, you’re likely to be talking to the wrong people and wasting resources.

Mistake #2 – Not having a “go to” process for delivering your product or service

What problems might that lead to?

You may be selling anything that you can; just throwing it out there. What’s wrong with that? You’re not bringing your “A” game. Selling anything they want to buy is a sure fire way to NOT be offering your expertise. What you want is to be able to sell what you’re fantastic at doing. People love experts and will pay for them.

Starting from scratch with each new customer. Taking precious time to restructure your deliverable each time.

Mistake #3 – Not being supported or accountable

What might this lead to?

Trying to do it all yourself. Because you believe that you don’t have the resources to get what you need, you keep trying to do it all yourself. Or, you may not have confidence in your team, so you do it yourself.  In either case, you’re cutting yourself off at the knees and limiting the potential of your business.

Q:  I know I need help but I can’t afford it. It’s a vicious cycle, it’s like you need money to make money. How do I get it?

A: It’s true that you have to invest = have money, to make money. But there’s a way to do it. What I find is that many entrepreneurs get in trouble by trying to do too much at the same time. You need

• Clear priorities,
• An estimate of your costs to create/obtain those priorities, and
• A revenue plan based on assets/products/services you currently have available to you. Are you charging for your expertise? Are you focused on offering your best to your best clients? Have you circled back to your existing clients for insight on what they may need?

Then you can create an account to put the money aside until you have what you need. You may feel like you need every penny you generate just to keep moving, but even small change will grow over time.

Q: You talk about expertise being a key, I have a staffing firm, can I really differentiate myself?

A: Every business has a Jewel in the Crown™. It can be in the way you deliver your service, the clients you focus on, a specialty service you offer or any combination of the above. The point is that you don’t need to be everything to everybody. Narrow it down based on your likes, preferences and talents.

Q: I just can’t seem to catch up.  I’m a solo-entrepreneur . If I focus on sales, operations fall apart. If I focus on the current project, I don’t have anything in the pipeline. Help!

A: Sounds like it’s time for an upgrade to your team. I believe that even a one person shop needs administrative help. You’re right, you can’t do it all by yourself. Start with repetitive tasks bookkeeping, newsletter production, web design or updating.

Look for the big time absorbing activities and try to begin to use that time for high revenue/high impact tasks only you can do.

Q: I can never seem to catch up. I’ll book a new project and then sit in a dry spell running around trying to get the next new project. Suggestions?

A:  Plan your revenue stream. Take a look at the next 12 months (no you don’t have to start at January, start now.) and decide on your revenue goal. Then, based on your products/services, determine the combination of sales that you’ll need to hit that number.  Sounds simple, but it will begin to affect the decisions you make today.

Q: I can’t seem to find what I’m passionate about. Any idea on how to find out?

A:  Sometimes it can be hard to feel what we’re passionate about. For many of us, we’re socialized out of following our dreams somewhere around the age of 10. Instead take a look at your convictions. What do you think should be different in the world? What would you like to change? This can often lead you to your passion.

Q: I want to move forward and bring more passion and profitability into my business, but my employees don’t have any excitement. They seem to just show up for a paycheck. What can I do?

A: Honestly, there are a number of things that would be helpful for me to know in order to better help you. But in any case, here are 4 things that I will always ask a client to do if we’re working on their team alignment.

1)      Walk your talk. You have to be a living example of the behaviors you want your people to exhibit.

2)      Be sure that as the leader you’ve clarified and shared your mission – why we’re in this business and your vision – what you see as the possibilities for the company.

3)      Buy a copy of StrengthsFinders for yourself and everyone on your team. This will help everyone understand how to more fully express themselves and bring their “A” game to the table.

4)      Be willing to let go of the people whose knowledge, actions and behaviors don’t line up with the culture.

Q: Karyn, I’m working really hard to get more sales, I’m in the design business but the economy has dried things up. I’m about ready to throw in the towel. Any suggestions, I’m desperate. –Tom

A: Hey Tom, the best thing you can do right now is to leverage your six degrees of separation.

• Look at your current customer base and take 30 minutes of each day to call one or two of them (not email, call) to see how they’re doing and what would help their business the most right now. (Yes, a general question, not a sales call)
• Listen.
• Listen.
• Can you help them in any way with what they need right now? Connections you may have? (this is not a quid pro quo set up where you do for me and I’ll do for you.)
• Make some calls or send an email to your connections to see if they can help.

This is an experiment in the power of goodwill. It will cost you 45 minutes a day, (30 for the call, and 15 for the follow up) but the value of building the relationship is priceless. Whether or not you make a connection for them, your customer will remember the effort. If there’s a business opportunity with them, they’ll speak up without you asking.

Q: Karyn, you talk about claiming a niche. I understand the concept but I don’t want to cut myself off from potential sales by focusing on one group.

A:  You are always the decision maker with respect to your business. So of course, do what feels right to you. However, if you want to reduce your costs, close sales faster, and have more energy, a niche will help you do it. It reduces distractions and focuses your actions and how you use your resources. No more scatter shot. In the end, do what feels right.