Have you ever wondered why some women
with unfailing optimism experience great success in their businesses
while others, with the same positive attitude, struggle along or
possibly never get their “great idea” off the ground? I have! After
talking to hundreds of women with equally positive attitudes from all
sides of the scenario, this is what I have discovered. Having a
positive attitude helps, but there is more to creating and maintaining
a successful business than keeping one’s attitude on the affirmative
side.
Most women who have
started a new business began with the vision of fulfilling a need with
their particular product or service. This is the most natural part of
starting a new business. The vision is usually a “great idea” that has
been inspired by either a personal or professional experience. An
example is my friend Karen who loves traveling. She hates big,
impersonal hotels and loves beautiful accommodations. Her goal is to
open a first-rate bed and breakfast, offering personal attention as
well as first-class lodging. Another example is my client Susan who
after working in corporate America for over 25 years has developed a
passion for baking confectionaries. She’s high-energy, creative and
has the talent of a great pastry chef! She also knows that working for
someone else is no longer an option. Opening a small bakery
specializing in special events with unique presentations is her goal.
Once the vision or mental picture is
set in place, the questions arise and the creative process begins. Who
is my target customer and how do I reach them? Why do I think others
will want my product or service and how can I make it available and
special? What part of the business is my responsibility? Do I actually
perform the service or make the product myself or do I hire others.
How much revenue will I need to get started and how much will it cost
to keep it going while I’m still growing? Is this a home-base
operation or will I need higher visibility and foot traffic? Am I
mechanically equipped to keep up with inevitable changes in
technology?
Keeping a positive
attitude, one by one, the questions get answered, money is acquired,
people are hired, systems are in place to track the progress, and the
business moves into the next level of advancement. By now the product
or service is in the hands of the consumer and the customer is happy.
But we need more customers and a continuous stream to keep the
business going. So what is next? Aside from making sure that the
systems are running, goals are being met, and customers are happy, the
activity of marketing continues.
Equally as important to a positive
attitude, continual marketing is first and foremost for a successful
business. Most of the women that I talked to who struggled or never
birthed their “great idea” said; “I don’t like selling myself.” And
there lives the key to success…. selling or marketing your business!
If you don’t like the words selling or marketing because they send
cold chills down you’re back and stir up fear of rejection, judgment,
and stepping too far out of your comfort zone, think of it as forming
meaningful relationships with people. Selling yourself, your product
or service is simply informing others of your “great idea” that is now
available for them.
As Vickie Christensen said in her
“Marketing on the Brighter Side” workshop, “Money comes from
relationships.” I believe this includes the relationship you have with
yourself, friends, family, your business, money, clients, vendors, and
all that pertains to the business of being in business. Begin
with having a positive attitude about yourself. Love yourself and the
inspiration within you that gave you this “great idea.” Appreciate
what you have created and it will appreciate for you. Keep your
systems going and your goals in front of you all the time with mission
and vision statements and stay positive about forming relationships
with others. They deserve to know what you’re doing and how it can
best serve them. Call it relationship building, marketing, or
selling…and no matter what you do, do it with a positive attitude!
