I was talking with a client the other day who was frustrated with her slow retail sales in January after a great December. She had some great ideas to drive traffic – a Valentine’s Day event and a new product line, but all of those take money. Money she doesn’t have right now. She felt stuck.
The new product lines she wanted were fabulous and are a perfect fit for her brand. Right now, though, they are off in the future, a “someday” thing. When she described her ideal event it also sounded wonderful…someday. I’m all about business owners having the ideal business, the perfect life but honestly, those rarely happen in the early business ownership stages. What she needs, and you may too, are paying customers in the door now to even have a chance of reaching that ideal place.
We created a plan to drive traffic to her business that keep her in line with her longer-term vision of the ideal events and product lines. For example, while eventually her events may be catered, include an educational element, and have several hundred attendees, for now she will make the food herself, have a small take-away gift, and she realized that she’ll be happy with 30-40 new people visiting. What I love about this plan is that this first event is like a training ground for her and her customers, it’s a lesson in what’s to come. We found a way to accomplish the same with products. The feel will be the same, her brand image will be strong, and she will learn what works and what doesn’t work – with fewer people to experiment on.
It’s easy to feel stuck when all we see are obstacles in achieving our business ownership dream. If this sounds familiar, ask yourself a different question, “What can I do right now?” Soon enough, if you do enough of these smaller steps, you’ll find yourself owning the ideal business you’ve always imagined.
– Helen Dutton, Business Coach