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The goal of self-assurance A Small Business Case Study

The goal of self-assurance | A Small Business Case Study

A coaching client came to me in tears, their business was failing and what was letting it down was them and their lack of self-confidence and they had a goal of restoring their self-assurance, personally and as a small business owner.

What is self-assurance?

First of all, a definition.

Self-assurance: someone who has selfassurance shows confidence in the things that they say and do because they are sure of their abilities.

Sadly, this was not my client.

The bad self-assurance story

Growing up life was a constant competition. They felt like they needed to compete with their siblings for the attention and approval of their parents. This lead to a vicious habit of people-pleasing, putting the needs of others before their own. Of course, because of the competition they felt, nothing was ever good enough.

They were embarrassed by their family circumstances and knew that they were destined for more. And while they knew they were destined for more, they felt like their family was always pulling them down. No achievement was ever good enough and any move to better themselves was called out as being snobby and trying to ‘one-up’ the family.

How the self-assurance story played out in the small business

Growing up feeling that:self assurance and small business quote Garry Willis

  • Nothing they did was ever good enough
  • People-pleasing was necessary
  • Competition was normal and expected
  • It was noble to struggle, and
  • Their needs didn’t matter
  • Had to be the martyr

It’s no wonder that the business had:

  • growing unpaid invoices
  • debtors who would ignore requests to be paid
  • poor communication with clients about expectations and next steps
  • staff who would ignore direction
  • no marketing
  • no respect of office hours by clients
  • not enough money to pay themselves a living wage

What happened when the small business owner gained self-assurance?

We met fortnightly and in one month the small business owner:

  • had 1/3 of the outstanding invoices paid
  • clear instruction and understanding with staff
  • firm boundaries with office hours
  • a clear communication strategy and regular communication with clients
  • a more consistent and positive social media presence
  • a marketing strategy
  • was paying themselves more
  • was excited for the future of their business
  • knew where they were headed
  • understood where things had gone wrong & their role in it
  • had stopped people-pleasing, and
  • felt more confident than they had in decades.

What is happening a year on?self assurance small business quote

I caught up with this small business owner a few months ago to see how they were going. In spite of the downturn due to COVID, they were:

  • still clear with their boundaries
  • identifying untapped market opportunities
  • still enjoying their relationship with the staff
  • celebrating the decision of non-paying clients to change supplier
  • were not people-pleasing or the need to be a martyr
  • were paying themselves, and best of all
  • were still more confident and self-assured than they could remember ever being.

What I didn’t tell you

Here’s the thing, normally I conduct six sessions in the package this client signed up for; we only got to do three. To be honest, most people see a difference after the first session and by the time we’ve gotten through the second, they’re telling me they’re feeling better than they ever have.

So where to next?

My client is coming out of their COVID lockdown and bringing their business back to full swing. They are looking forward to extending their marketing and their business and their determination and focus is laser-sharp.

So, what about you? Would you like to be my next Case Study? Do you have a few questions that you need answered first? Or would you like a little “taste tester” of how good you can feel when you’re free of the gremlins that hold you and your business back?

A case study on how businesses benefit from knowing their ideal client.

Do you know who your ideal client is? Do you know why you should know them? Do you think it’s something else you need to do? Let me show you how your business can benefit from defining your ideal client.

I first became aware of having a definition of an ideal client in the second year of my other business. I had just launched my website and within one week, I had my largest order come through. It was a new customer, they hadn’t ordered through Facebook or seen me at the markets and they ordered hundreds of dollars of hair accessories (yup, that’s my other business). Over time I have chatted with this customer and come to realise that when I focus on her and fixing her needs, I make more sales (not necessarily to her, but other women like her). I found it! I had found my ideal client! I started thinking more about other customers who had made sales easy. Be warned, affluent people aren’t necessarily your ideal client – so don’t just say that you want a rich ‘sugar daddy’ client.

It was eye opening!

I then used this information to build a profile and to use it when talking to customers online and at the markets. I could tell who was ‘just looking’ and who was going to buy from me. I could also then talk to their needs, show them the benefits, and use these to drive sales. It makes things so easy when you know when you are targeting. It also means that you can focus your energy AND you can make bigger sales to fewer clients.

So when I do a website audit, I ask, ‘who is your ideal customer’. Could you answer that question if I were to audit your website? I am yet to find a customer who can. Why? Most people say that they just want to sell to anyone. Well that’s fine, but then who are you writing for when you are writing your website or Facebook or newsletter or any communication you have with your customers?

You’re writing for your customers.

So who are they? How do you know that you aren’t wasting your time? Or, what are you missing out on because you haven’t defined and aren’t targeting your ideal client?

Here’s another example.
A client comes to me for a website audit. They want to increase the number of corporate clients coming through their site. I help them by auditing their site, suggesting keywords to include throughout the site, and then they asked me to make the changes. Guess what?! They are now getting new corporate clients saying they found them via the website. Better still, their ideal client (one they have admired for years) recently placed an order with them. Imagine their excitement when it came through. How did it happen? We added a focus to their site for their ideal client. It would normally take them days of normal trade to make the same money as they did from that one corporate customer.

So, have you defined your ideal client?
Is your website targeting your ideal client?
Is your Facebook page meeting their needs?
Or do you need help?

Contact Write to Right now for a free 30 minute call on how you can improve your online presence.
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