Ever wondered how some entrepreneurs have all the business they need, while others struggle with only a few clients? Entrepreneurs pay a lot of attention to the mechanics of marketing — attending workshops, seminars, teleclasses, reading books and surfing the internet to gain as much knowledge as they can. With my own clients, I often discover that they already know about many marketing techniques, but what they seem to lack is the “attitude” that is necessary to make their marketing a success.

Attitude can be defined as a feeling or emotion toward a fact or state. It is an underlying inclination to respond to something either favorably or unfavorably. Our attitudes (thoughts and beliefs) determine the actions we take and ultimately the results we get. Probably more than anything else in your life, the ability to master your attitude is what controls your measure of success.

Let’s look at some common attitudes toward small business marketing and business development that create barriers to success and some possible solutions. See if any of them apply to you.

1. I don’t have time for marketing. This attitude results in the “feast or famine life” that many entrepreneurs have experienced. At times, they have all the business they can handle but when they have finished servicing these clients they have no more business. This happens because during their prosperity they didn’t do any marketing activities to generate leads. It’s easy to believe that doing already contracted work is more important than marketing, but you would be surprised the difference it will make if you spend only two hours per week consistently on your marketing systems.

2. My small business marketing isn’t working. This attitude results in demotivating entrepreneurs to the point that they give up on marketing. While it may be true that they aren’t using the most effective small business marketing systems, strategies or tactics, sometimes the real problem is they are not putting in the effort that is needed for success. For example, let’s say you need one new client a month. Did you know that it takes 30 prospects to get just one presentation, and it takes three presentations to get one new client? Do the math; are you doing enough marketing to get 30 prospects?

3. Marketing is for people selling products. This attitude causes entrepreneurs to ignore small business marketing completely with deadly results – no clients! Marketing is effective for both products and professional services. However, marketing a service business is not the same as marketing a product because services are intangible. People will only do business with you if they know, like or trust you. Without having one of these factors in place, getting the business will be an almost impossible task.

4. If prospects don’t respond to my marketing, it’s because they’re not interested. Many entrepreneurs follow up with prospects only once; and if they don’t hear back from them, they assume prospects aren’t interested and stop following up. This attitude stems from a lack of understanding of the psychological buying sequence prospects go through before making the final decision to buy. This attitude results in a potential loss of 70 percent or more of their sales!

In reality, there can actually be a variety of reasons why prospects haven’t responded to your small business marketing offer yet. Here are some reasons why they may not have contacted you yet. There are many more!

1. They didn’t see your offer in the first place.
2. They had to respond to a family or other emergency.
3. They have questions and need more information.
4. They wanted to respond but forgot.
5. They may have more pressing priorities right now.
6. They didn’t understand your offer.
7. Their problem (that you are offering a solution to) is not serious enough yet to take action.
8. They don’t trust you yet.
9. They don’t have the money yet to contract your services.
10. Your small business marketing offer was not compelling enough for them to take action.
11. They don’t know you well enough yet.
12. They might not be interested in anything you have to offer.

As you can see, not being interested in what you are offering is just one of many possible reasons that your prospects may not buy from you right away. Some people may be ready to buy now, others may be ready in a few weeks, and some may not be ready for six or more months.

So in order to generate the most clients and sales, it’s important that you are top of mind in your prospects’ minds when they are finally ready to buy. You achieve this by following up by phone or email. Statistics say that you have to contact a prospect approx 7-9 times before they will remember you. So, just this simple shift in your attitude can make all the difference in your business development and small business marketing success.

When you shift your attitudes about marketing that may have blocked your success and you get serious about marketing in a focused, consistent way, you will begin to get results in unexpected places. According to CJ Hayden, Business Coach and author of the Get Clients Now!TM book, “This marketing phenomenon is so common that [she] has named it the Persistence Effect. Don’t worry about why it works; just know that it works. And don’t confuse the Persistence Effect with magical thinking. Just creating a positive intention for something doesn’t have this kind of payoff. You have to do something about it.”

Copyright 2006, Michele Hanson-O’Reggio. All rights reserved.

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