For many of us, mid-December is a slower time in our business. This is both a welcome relief, *and* a wonderful opportunity for you to work ON your business rather than just IN your business. Without setting time aside to work ON your business you will find it very difficult to grow your business.

Here are ten things to consider between now and December 31st:

1. Do you have boundaries around your business practices (i.e., hours, availability, rates, turnaround times)?

Boundaries are simple a way for you to say ‘yes’ to yourself and your business. Boundaries also show your clients that you take yourself seriously as a business owner and respect not only your time but their time.

2. Do you know what you are going to charge and why?

It is important that you are solid in your decision to charge a certain price. It does not matter if this price is hourly, per package, or a retainer. If you waffle on this important piece of your business you set the tone with your clients that they can bargain rates with you. The ‘why’ part of this question is important for YOU only, as you do not (and should not) feel you have to justify your rates. Just be sure you are solid and comfortable in your reasoning.

3. Do you know who your Ideal Client is?

If you don’t know "who you are doing what to" how can you expect to be successful? You can’t, and shouldn’t, be all things to all people. A Target Market or Niche Market is not your Ideal Client. You need to be much more specific in "who you do what to" in order to be more successful.

4. Do you have a website?
   
There really is no excuse for not having a website. If you are not web-savvy either use a template based website or think about hiring someone to create the website for you. The WordPress blog platform is a very popular format today. (I know several savyy VA’s who can help you create one if you need help. Get in touch with me if you need some names.) Make sure your website speaks to your Ideal Client.

5. Do you have a marketing plan?

Like a business plan (and you do have one, right?), this is an important detail! How do you know where you’re going if you don’t have a plan or a map? It’s like getting dressed up with no place to go. Take some time and lay out a plan. This does not have to be 50 pages. If you can lay out a plan in 1 or 2 pages, then go for it! As long as it makes sense to you and you have a map to follow that’s all that is important. Napkins work well in keeping it short, sweet, and to the point!

6. Do you have specific, measureable goals for 2012?

Without specific, measureable goals anything you achieve will be fine, but it is really?  Make the goal a bit of a stretch. If it’s too easy you won’t do it, and if it’s too hard you won’t do it. Find a happy middle ground and go for it!!

7. Have you identified your opportunities?

In looking at your business, do you know where the opportunities for continued success lie? If no, now would be a good time to take a look. Do you need to do something different in 2012?

8. If you answered yes to above question, do you have specific plans to capitalize on those opportunities?

Again, without a plan anything you do is fine, right? Do you need to investigate the opportunity further? Do you need to spend time creating ‘it’? Whatever you need to do be sure and create a plan of when you are going to actually DO it and not just think about it.
 
9. Have you analyzed your success in 2011 so you can continue to capitalize on those strengths in 2012?

You should always know what is working for you and what is not working for you. Always. And if you haven’t kept track, now is a wonderful time to set up a system so that next year you can answer ‘yes’ to this question!

10. Does your 2012 calendar have a day set aside each quarter where you are analyzing and planning?

You should have at least one day each quarter where you work ON your business. Plan a day out of the office where you can let the creative juices flow. Don’t limit yourself! Write everything down. You never know when a crazy idea may be the perfect idea!

To help you with your planning, I’ve attached an Action Sheet here for you.
Here’s to a successful 2012!

I have noticed a number of folks who are using the words "mastermind group" and "group coaching" as if they were one and the same. They are not.

The term "mastermind group" apparently originates with Napoleon Hill (in Think and Grow Rich) and refers to the coming together of a group of individuals for the express purpose of developing and exchanging ideas. Behind it is the notion that two heads, three heads, etc. are better than one when focusing on a common purpose/problem. The idea quickly caught on in business .

The term "group coaching" refers to a process of coaching multiple individuals simultaneously  in a common time frame. It is an extension of individual coaching while retaining most of the precepts. The most obvious, and perhaps only, commonality is the presence of more than two persons in the process.

In both, the group size is optimally around 10. Both may include a moderator although the mastermind does not need one to function, while group coaching certainly does. The group nature is significant in both processes for the same reasons: the ability of multiple intelligences to focus on a single idea and the mutual empathy and support of other members.

The differences are multiple and critical. In the mastermind group, the primary focus is on problem solving, idea generation, discussion of the ideas, analysis of the problems, discussion of the solutions, and so on. The interactions are non-hierarchical and free flowing.

In group coaching, the primary focus is on the individuals who comprise the group and that focus is more than problem solving and idea generation (although it surely may include those). The interactions are hierarchical (the coach is the moderator, leader, and input generator) and moderated and directed.

More often than not anymore, I see folks putting together what really is group coaching and calling it a mastermind group. Each of the two groupings serves a specific purpose and both are very valuable. Be very clear which you feel you need and why, and be very sure that the program you are looking at is what you think it is!

With the recent passing of Steve Jobs, much has been written about the man, especially the extent of his, and Apple’s, influence.

Much has been expressed about his brilliance, prescience, and so on. Much of this was indeed mentioned during his lifetime. 

I found this quote from 1989 (from Inc. Magazine, April 1989):

"You can’t just ask customers what they want then try to give that to them. By the time you get it built, they’ll want something new".

The sense of it registered first, then the date really hit me.

Do you hear this philosophy very often? No. Quite the opposite.

What I hear from all the internet "geniuses" is that you find out what the market (customers) want and give them exactly what they asked for.

In the first case, you create something that people come to desire, believe in, utilize, and make a necessity.

In the second case you create something that people briefly embrace, than dispose of.

Therein lies the difference in the approach.

Given the past successes of both approaches, which would you choose?

I never realized how hard it is to find an expert! Seems kind of hard to believe, doesn’t it? I found lots and lots of world recognized authorities, gurus, shamans, goddesses, mavens, most-sought-afters, acclaimed geniuses, wizards, etc. I just want an expert and now I have to sort through all these folks and ultimately decide if they are really an expert in their field or just really good at coming up with titles.

I can only surmise that the biggest reason behind this proliferation of descriptors is an attempt to distinguish oneself from others offering the same sort of expertise.

But I can tell you what one of the consequences of this effort is: the devaluing of the descriptor and the resulting confusion in consumers. I don’t think this is your goal as a business person, right?

What exactly is a business goddess and what does she do?

How much conjuration is there in business?

Unfortunately, the desire to distinguish through such descriptors has only resulted in a confusing and somewhat boring sameness. What was originally thought to be clever and provide some meaningful insight now only provides non-meaning (i.e. nonsense). Much of this devaluation has bled through to products and programs so that they too are full of words of such exaggerated connotation that meaning has been largely lost.

Why not just say what you mean and what you do in clear precise language devoid of descriptors which dilute your message? Compared to some of the wild proclamations that exist, your text may seem rather bland, but ask yourself these questions: does it convey what you do, who you are, and what it means clearly, unambiguously, and concisely? If so, then you’ve covered what you need to cover! The consumer will overlook the blandness you perceive if the message is one they are looking for.

Again, if I am looking for an expert, I am not at all sure why I need a goddess, maven, wizard, etc.

Simplicity, clarity, and conciseness facilitate communication not impede it.

If your Ideal Client is looking for something…what will she hear from you?

Ever notice how many folks have a ton of offerings? Do you ever wonder if you need to offer and/or have a plethora of products/services to get clients? Well, (and I say this with a smile), you don’t!

The reality is that few people are in a position to be everything to everybody and few people are versed enough to speak expertly over a huge spectrum of knowledge. The more you offer the more you run the risk of confusing and alienating your Ideal Clients. After all, if you are so widely spread, do you really speak to them anymore? (The answer is no.)

It is far better to have products/services that fit your Ideal Client and truly represent your expertise and passion. If this means that you only have one or two items, that is just fine. Better to be well known for a few things than occasionally known for a lot of things. In fact, a valued offering that is consistent over time is much more desirable. Marketers continually tell us that people make many visits to our sites before they ever do anything. A consistency is significant as it emerges to the searchers that you stand for a few things and in doing so, you begin to stand out. Then your content can really shine once they decide you are worth looking at.

To be consistent,  you need to decide who your Ideal Client is and what it is they need from you that you are passionate about and skilled in providing. Generally, this is just a few really important concepts that form the core of the products/services you offer. What you offer may actually increase as you become really focused on your Ideal Client but what you offer should be limited in number. It helps to keep you current if you are "retiring" products/services as you update or change them. It minimizes the confusion of too many choices that affects all consumers. Too many choices either inhibits decision making or makes the closing time much longer than it need be. In reality, a confused mind always says no. Don’t take the choice of doing business with you away from your Ideal Client by offering too much!

So, yes, less is more…more for you and more for your Ideal Clients as they get what they need.

Take a look at what you offer…and rethink the quantity issue!

There seems to be a common thread among all my coaching clients right now, and that thread is that their business no longer reflects who they are today! I thought this would be a good topic to discuss. My question to you is this: Does your business reflect who you are today or does it reflect who you were?

Recognizing how hard it is to keep current in a changing environment, my hat is off to you if you said your business reflects who you are as of today! If you are like the majority, however, your business more than likely still reflects the you of the past.  How do you know if your business still reflects the old you?

Here are some signs:

1. You have skills that are not listed on your website and your current clients don’t know about these skills.
2. You are being asked by your client to do things that are beyond your skillset and you cringe thinking about doing them.
3. You no longer like/want your current clients (or a majority of them)!
4. You have a static website rather than a dynamic one.
5. Your Welcome Packet hasn’t been updated since you opened your doors for business.
6. Your work seems like work – the thrill is gone!
7. Your clients no longer refer you.
8. You’ve entertained the idea of getting a J-O-B!

If you found yourself nodding your head yes to any or all of the above questions, it’s time for you to spend some quality time working ON your business and giving it a new lift! Put some business bounce back into your business!

Here are some things you can do:

1. Take an honest look at your skillset. See what still works and what you still enjoy doing. Purge the rest.
2. Make a list of new skills you would like to acquire. (Hint: If you find yourself putting the word ‘should’ in front of a new skill, ask yourself this question: Is it because *I* want to learn more information about this particular skill OR is it because I think I *should* know how to do this because everyone is doing/needs this?)
3. Update your Ideal Client profile! (This is also a good exercise as it helps you to determine what skills to keep, what skills to acquire, and what skills to purge.)
4. If you can’t create a new website yourself, put on your CEO hat and find someone who can capture the new you in your new website.
5. Do you still need a Welcome Packet? If so, update it and keep is short, sweet, and simple! Only collect the information you need.
6. You may want to consider hiring a business coach to refresh, refocus, and re-energize both you and your business.
7. If your clients no longer refer you, see the above 6 items and begin to work on them now!
8. If you are considering looking for a J-O-B, you really need to hire a business coach to figure out if this is really where you need to be or if you are just feeling dead-ended in your current incarnation.

It is important to continually adjust and tweak your business as the environment changes. If you don’t, you risk becoming out-of-date and obsolete. You’ll be like the food item in the pantry that has an expiration date stamped on the bottom – Best if used by xx-xx date!

Consider these two scenarios:

Entrepreneur #1 knows who her Ideal Client is, keeps in touch regularly via blogs, ezines, and/or other methods that her Ideal Client responds to.

Entrepreneur #2 kind of knows who her Ideal Client is, starts to keep in touch with her Ideal Client, pulls back because she doesn’t perceive her Ideal Client responding to her in a time frame she’s set up, and then disappears for a while. After a few  months, she resurfaces only to repeat the process with something new that she thinks her Ideal Client wants.

Which one of these entrepreneurs do YOU want to be associated with and possibly work with? This is not a trick question…the answer is Entrepreneur #1!

The problem with Entrepreneur #2 is that she is making an assumption that no-one is listening to her. Remember we said that she didn’t have the response that she wanted in the time frame she set up? Did you notice the pattern? She, and not her Ideal Client, is the problem. Her Ideal Client is watching her, but the image she is portraying to her Ideal Client is not the image she really wants to portray.

Actually, if Entrepreneur #2 knew the image she was creating she’d be horrified! What’s happening here is that her Ideal Client IS watching her. They get excited about what they are seeing and hearing, they start down the road of knowing, liking, and trusting this Entrepreneur and then she pulls the rug out from under them by disappearing. When she reappears it’s in a new form and the process must start over again. Entrepreneur #2 has just lost the trust she was trying so hard to gain.

Entrepreneur #2′s  mistake is that she is assuming no-one is watching or listening to her. Unfortunately, this couldn’t be further from the truth. Because she is not a magician trying to sell magician services, her appearing and disappearing only confuses her clients and makes them less likely to want to do business with her as they are not sure what they will get. Will she be around in the future? Will she disappear on them?

Remember, your Ideal Client wants to know you are going to be there when they are ready. They may spend a lot of time watching you, taking advantage of your giveaways, corresponding via posts with you, etc. That’s ok. They are working on the know, like, and trust factor and the last thing they want to see is you disappear without a reason or a trace. Don’t become a cold case!

There is a new idea merging in the marketplace these days and it is around the concept of free.

Are you new to owning your business? Have you been in business a while and are looking to add some new skills to your toolbox? Do you readily seek out programs that are free or that are paid?

I’ve seen many newer entrepreneurs lately trying to go the free route in obtaining essential skills to service their Ideal Clients. These entrepreneurs (and are they really entrepreneurs if they are not willing to invest in themselves to some degree?) don’t want to take the time or the money necessary to invest in learning their craft. They believe that they can use whatever is available for free and then teach themselves the rest. This might work for a few entrepreneurs; however, for the vast majority this is not the case.

If you don’t know more than your Ideal Client does about the service your offer, then why should they want to do business with you?

Most clients do not want to be your test client. Really! You might luck out and find someone who is willing to let you practice on them, but at some point you are still going to have to spend the time and money educating yourself so that you end up knowing more than your client. If you don’t, then you risk not only losing the client but never gaining a foothold in your business because you will never know more than your clients.

It seems more and more that I am seeing entrepreneurs offer their services for free. This is more than a Free Taste to get someone to sign up for their list. These folks are actually offering their services for free. For example, they are giving away coaching – 1 hour a month – every month for free. I don’t see an end date to this. Another one I’ve seen is offering to answer any question you have around business, personal, etc. each week. You simply email your question and it gets answered. Folks call in to the appointed number on the appointed day and time and listen for the answers.

Why would these entrepreneurs do this?

Well, one obvious reason is that they want to add people to their list. (We’ve been inundated with list-building classes the past three months and everyone is back to talking about building your list.)

Another obvious reason is what they are doing is not working and they are trying to find business via the free route. The hope here is that like a freeway on-ramp, people will merge right into their paid programs and services.

Does this  method work or does it have an unintended consequence?

One of the unintended consequences I see is that they are setting people up to expect free. While there is nothing wrong with giving a sample of what you do, let’s be careful that you are not setting your clients up to always expect free from you. We all know that free does not carry the same value that paid does. This does not mean you have to charge huge sums of money, but the perceived value is greater when there is an actual value attached to it.

If your business is struggling and things are not going the way you’d like them to go, then perhaps you ought to look at your Ideal Client to see what they want before you automatically assume that free is what they want or that price is an objection.

Perhaps the services and programs you offer no longer serve your Ideal Client. This might be an opportune time for you to re-examine your business, your offerings, and where you want your business to go.

We all know what happens when we assume, right?

Are you a Virtual Assistant? Coach? Other Service-Based Entrepreneur?

Are you still struggling with the wrong client?

Are you ready to discover who YOUR Ideal Client is?

Come join me for my next Ideal Client Take Action Group happening in February!

Click here for all the details: http://virtualpartnering.com/ideal-client-workgroup/

If you have any questions, please drop me an email.

‘See’ you in February and together we’ll discover YOUR Ideal Client.