Marketing Inertia

Has it ever happened to you that when you realize it’s time to make a marketing phone call, or do promotion on social media, you tend to make excuses for how it’s not a good time or how you’d rather be doing something else ‘more important’ right now? Sweaty palms, a raised heartbeat, biting nails…does any of this sound familiar? If this describes a state that you’ve recently been in, then this is what you exactly needed. Now, relax. Trust me, even the best of the marketeers had to learn how to jump over this hurdle, which is the fear of marketing themselves.

Firstly, let’s understand why overcoming this issue is so crucial to your business. You would think that I want a way to have sales but not do this heavy lifting work called Marketing. But I am going to have to pull you out of your comfort zone here, and tell you that if you want to see the other side of the mountain, you’ve got to climb it yourself. The best marketeer for your business is You. No one else can speak for your business with the same passion and energy. No one else knows it like you do. The impact of a business owner speaking for his own business is always the strongest. Are you really going to let your goals be compromised just because you couldn’t stand up for your own cause out of some trivial fear which is so easy to overcome?

Here are some points to help you overcome your fear of marketing through customer interaction:

It is not enough to be the best

When you started this business, you had identified a gap in the market. You believed that you were able to bridge this gap for a customer and enjoyed this experience. You found out the people who had this challenge and helped them overcome it. This happened because you are giving your best for your customer. Now you believe that all those who have the similar challenge, should approach you. This is an ideal scenario. However, until unless you tell them what is the problem you can solve for them, they won’t know. They don’t even know you exist because you are refraining from marketing. You need to go out and shine like a beacon which attracts those who need your help. Thus, I keep saying “It is not enough to be the best, you have to be seen as the best”

Go back to the roots

If I assure you that there is a guarantee that you will succeed in closing this sale, how differently would you make this marketing call? Let’s try that perspective. Firstly, list out all the things that make your product suitable for this market. Revisit all that genius you put into this product back when you had started dealing with it first. Do you remember the first positive feedback you received from your customers? Take your time for that memory to dawn on you. It will help you regain your faith in your product. Now if you’re fully satisfied with your product, if you’re so sure that there is a problem out there and you have the perfect solution, don’t you want to offer it?

People don’t judge, so neither should you.

People love their own stories. More often than not, no one has the time to think about you or your business except probably for an occasional gossip. Everyone’s mind is too focused and filled with their own challenges and worries. Instead of worrying about what people have to say about your marketing, you’ve got to focus on taking action and proving your talent. That would only happen when you have more customers, which will come from taking those marketing actions.

Put your company vision before your fear

You’ve envisioned massive growth for your company. Along with you, you have a team who has dreamt of your business growing. Don’t let yours and their dreams get lost due to your fears. When you put your company vision before your fears, you will be determined to gain the strength of overcoming every hurdle in your way. Additionally, when you focus on your aim to save your customer’s time and money, you will want them to know about you, your product and your solution. When you focus on your goal to help your customers who are currently paying more and suffering delays, you will want to let your customers know who you are, what problems you can solve and how they could reach you.

Practice with regular marketing

You can develop your physical muscles by exercising more and similarly, you can develop your marketing muscle by practicing more. The more frequently you talk to your customers, the easier it will get. Once you realize which strategy works the best for you in order to have an effective communication with your customers, you will want to do it more often and each time with a better effect.

So overcome that inertia of not taking marketing action and get into hustle mode. This hustle will make a difference to you, your team, your company, your customers and the world around you.