The art of staying afloat in this business is, to my mind, the most essential skill anyone could want to start off a new business with. It is not the supreme ability of balancing a budget, or even closing a deal, but the emotional art of staying afloat - that ability to see beyond the sinking ship you are standing on and look into the middle distance, almost looking upon dry land, or at least, actually wishing so hard, you make it real...
It has to be said, you can have all the business plans and marketing techniques in the whole world, but if you can't, in your own mind, see and adapt to what is next around the corner, then jack it in now, get yourself down the job centre and get ready to don some reinforced knee pads to fit over your suit. You will have to do a lot of begging to get on the dole.
Business is all about being in a particular state of mind. For example, you can be sitting at your desk in your cosy home and several things might pop into your mind. I know for a fact that I visualise myself walking into the room, right now, and recording in a short statement exactly what it is I can see. Do I see a business woman, at the helm of her company, frantically typing away, networking, thrusting her business forward, or do I see someone idly tapping away at something that isn't making any money and eventually she will have to throw in the towel and go back to a "proper job?"
Last month, I had the opportunity to go and listen to one of my ultimate business hero's talk. Jonathan Jay is the real deal when it comes to entrepreneurs. He started with less than a 150 quid in his pocket and a house which the bank was about to take away from him. So what did he do? He started a business on nothing. He started being a life coach. On his first session he was broke. Nineteen sessions later, he made a million.
And the question I would like to ask is... "HOW THE HELL DID HE DO THAT???"
I'm sorry but it makes absolutely no sense! We are trying it aren't we? You must be otherwise you would not be reading this now. I doubt very much Jonathan reads this blog, or he would be on the phone to me right now saying "Look, it was like this..."
You see, I can't accept that someone can just suddenly turn themselves into a money making machine. If they tell you that they can and it all sounds too good to be true then, it probably is (we know that much about scams in this life.) Jonathan must have quite literally sold himself. He does say that he hired himself out to talk about his life. I can't imagine any takers on someone like me who has drifted in to Surrey Ambulance Service then drifted out nine years later into business....
Mr Jay's process to financial fame is probably straight forward enough, but I can take a calculated guess that there is an element in him, Brad Rosser and all the others, which many of us actually lack - the ability to view themselves in a light we can't.
Derren Brown - all round weird guy, magician, illusionist and banned from all casinos in Las Vegas has written many books on his wit, wisdom and downright bigheaded-ness, yet his last book was called "Tricks Of The Mind," and I strongly feel in business, that is exactly what it's all about. For Jonathan, he merely "tricked" (if I can use that word, sorry Mr Jay) others into believing he was the real deal, even when the bailiffs were knocking on his door. Jonathan says his secrets are in in the following (and here, as per usual, are my takes on what these phrases actually mean..)
- Referral Marketing: The art of getting in with a huge crowd, introducing yourself and somehow forcing, by means of eletro-telekinesis, businessmen to speak about you to their friends using really nice adjectives.
- Data Base Marketing: This could mean pinching someone else's Littlewoods catalogue but I very much doubt it. I should imagine it is rather like the aforementioned, but on a slightly non face to face level. It could mean going through everyone else's data base and collecting a few sound choices.
- Up-Sell Techniques: In my line, this would have usually meant that you sell something claiming it is better than it actually is. People buy anything for emotional reasons (you can quote that, I learnt it from retail) You've only got to look at those twinkling eyes and you're sold.
The next lesson to be learned here is to "get out while you can." Have you ever noticed that many of these self made millionaires tend to sell to a private equity company as soon as they have reached the top? Do you think it's a deeply bedded fear of failure? Do they think they will flop in the next Wall Street crash?
Or is it because suddenly the novelty of being a business man wears off?
Discuss.
Until next time, happy marketing/up selling/data base shifting (delete as appropriate...)
onemum 2009
Well, I must admit this is the first time I've read this blog - but I thought the challenge to respond so too great to ignore!
ReplyDeleteThere are a couple of things I need to correct in your post: I didn't start being a life coach, I started a training company that taught coaching skills (so the 19th session referred to was in fact, the 19th training programme). I'm pleased to say I didn't 'sell myself' nor did I 'hire myself out to talk about my life' (for the first four years I didn't run any training courses myself and rarely spoke in public).
Actually, I didn't 'trick' anyone into thinking I was the 'real deal'. It wasn't necessary - I had a great product that people wanted.(And I'm happy to say that bailiffs never knocked on my door, either!).
I'm sure you're speaking with tongue in cheek, but my definition of referral marketing is having a graet product or service and people telling their friends, family and colleagues about it (I've no idea what electro-telekinesis is!).
Data base marketing is collecting, over time, the contact details of people interested in what you do (the database) and returning to those people over a period of time.
Up-selling is simply being offered desert and coffee after dinner (or the equivalent in your business).
And with regards to 'get out while you can', I'd prefer to say 'sell when you have created the most value' - the same as selling your house at the top of the market, rather than during a recession.
Anyway, great blog and I'm all for supporting people starting a business.
Best wishes
Jonathan Jay
Jonathan,
ReplyDeleteIf at all possible you might cast an eye over this humble blog again, I would like to acknowledge your visit:
I write very, tongue in cheek. Mine is not to offend but to make smile. I have yet to find a business blog which "tells it like it is" and that indeed, it is a daily struggle for most who fight against the question of "Do I stick it out, or do I go with tail between legs and back to the employer?"
My notes for this piece, Jonathan, were taken from the Start Up guide from Excel a couple of weeks ago, which I attended. The truth of the matter is that (I, alittle star struck,) it was the first time I had shared a room with anyone who is marginally successful. I think the theme for my post here, is that despite the fact anyone walking the floor on those two days were inspiring, there is indeed, still a "them and us."
Now I have managed to peel myself off the floor with shame, I shall continue to write my blog but aware that anyone could be reading. When one tends to write for the simple therapy of yourself and a handful of devoted others, one's own private thoughts end up being on screen.
Far from disrespectful, your success will remain that elusive goal for the rest of us.
With kindest regards
Michelle Duffy.