Why are you in business? Many people are in business because they or their company have a unique skill set or background, and want to use that to help others. Unfortunately, in some ways that can end up limiting them, and can ultimately hurt them. Keep in mind that you can’t help everyone.
This is something I have to keep in mind personally. I help clients with business growth, revenue, sales, business development, customer service, leadership, and management. It sounds like that would cover most businesses but the fact is that needs, attitudes, and outlook can prevent me from helping potential businesses in need.
An example of this happened last year at a networking event. It was early October, and I happened to run into a roofing contractor. We started talking, and he said something offhand that blew my mind. He said, “We have not picked up enough projects this year and the numbers sure reflect it. I just hope that next year we get a storm to make up for our lackluster performance this year.”
Next year? There were houses with roofs that needed work now. He still had a whole quarter left in the year to find new projects but he’d written it off! Could I help him? Yes. Was he ready for my help? No because he had decided to procrastinate and hope the problem went away rather than proactively attack it.
Almost every professional product or service will encounter people that they could help, but those people aren’t ready, willing, or able to be helped at that time.
So realize you can’t help everyone. You may want to, but it’s just not possible. They have to be ready to take that help, and not everyone is. Finding appropriate clients has two parts: First, discover if you can help them. Second, figure out whether they’re ready for that help or not.