Do you ever wonder if you\u2019re speaking a different language than your prospects? You may have recently launched a business, designed an innovative process or purchased state of the art equipment that leaves the competition in the dust, but no matter what you say or do, you aren’t attracting as many prospects as you need.<\/p>\n
Lauren called me from Michigan with just such a concern. She and another friend had opened a fitness salon about a year ago. After a careful analysis of the local chain’s facilities, they had invested in next-generation equipment that provided many added features.<\/p>\n
Yet, a year after opening, and doing every small business marketing activity they could think of, they still weren’t attracting enough clients to pay the rent.<\/p>\n
The problem wasn’t lack of effort. The problem was that prospects didn’t understand the benefits or higher value of Lauren’s fitness facility.<\/p>\n
Remember the best selling book “Men Are From Mars, Women Are from Venus”? A key point of the book is that men and women see many things differently, and express themselves differently<\/strong>.<\/p>\n If you have children, you know that the same is true of parents and teenagers. What’s important to you is often unimportant to your seventeen-year-old, and vice-a versa.<\/p>\n Sometimes you wonder if the two of you are speaking the same language. You’ve probably learned to get your child’s attention by talking about their needs and interests. These may include sports, movies and access to the family car.<\/p>\n Prospects and business owners have different perspectives as well.<\/strong> You may be focused on the costly and state-of-the-art equipment that enables your enterprise to function. Your prospects’ primary concern, on the other hand, is that you solve their problem or get the job done, and your equipment and processes are or secondary interest.<\/p>\n