You can’t serve them all
I had a great conversation with an attorney that works in the same practice area I do, in the same city, and competes for the same clients I do. We talked about how we operate our businesses, market, and attract clients.
Most new entrepreneurs are terrified of their secrets getting out. I give mine away for free here and in public speaking engagements all over the country. But somehow, I am as busy as ever. Why is that?
Because I simply cannot help every person that needs my help, period. Even if I wanted to, I couldn’t. That doesn’t mean there is not still a need.
Realize too that some people are simply not the clients or customers for you.
Some people don’t like bald guys or guys with beards. Some people look for specific backgrounds I don’t have like military or a foreign language. Sometimes people just don’t vibe with you. AND THAT IS OK!
It also gives you an authentic voice and allows you to be an individual. This is important to stand apart and highlight what makes you, you.
To be truly happy and fulfilled in your business critical that you actually enjoy the people that serve. Think of how miserable it would be to build a huge business full of people you can’t relate to or resonate with. Believe me, it is NOT a good spot.
REMEMBER THAT THERE IS MORE THAN ENOUGH BUSINESS TO GO AROUND!!!
You also have to realize that competition is a benefit to you for a couple of reasons.
First, unless you are in a true blue ocean (meaning you are really the first and only one in the market) people are looking that people are looking for what you do. You have a market. You have a solution to the needs of the community.
This means you don’t have to spend the money to chart the course and blaze a whole new path. (preferred)
Second, because we know that some people just simply aren’t going to like you, having people to refer those individuals to becomes a huge benefit both to the market and a reciprocity engine for creating referrals.
I have had other attorneys send me cases that they couldn’t take because they had conflicts or it was family, etc. These are the best clients and truly a gift.
Now I get it, you sell widgets, and you don’t want anyone else buying from a competitor. That doesn’t mean you cannot network and the industry. It actually limits you when you do not.
In my area, local beer breweries partner up to make special edition beers all the time. It is a great cross-promotion and exposes the craft brewing community to other options. The ones who do this after open doors to their competitors and have not only grown market share but also skills and techniques.
Now, I am in no way saying just open your doors and your checkbook to just anyone. Vet your potential groups and associates like you would a potential client or business partner. Trust is earned. The gentleman I had the conversation with today has been opposing counsel on a case with multiple hearings and lots of back and forth. I know who I am dealing with. After that, don’t be afraid to ask and receive.