The Pedestal Group

I received an email from someone inquiring about  my services.  There was something about the email that was too direct – too little information – to make me feel comfortable.  I called and got voice mail so I left a message and we played phone tag.  When we finally connected, I did not have a good feeling about him at all.  From the first email there was no attempt to build a relationship, establish a connection or further a discussion.  Looking at the company’s website, it gave the same impression.  Lots of ways to communicate via the web and email, but very little to invite a relationship or establish a connection with people.  I got the sense that candidates are numbers and clients are just a little better than that.  Since this isn’t my type of customer, I didn’t pursue the conversation or try to solidify the deal.  He determined we weren’t a good fit and we went our separate ways.

As a small business owner, walking away from potential business is tough.  There’s always the “what if” game going on in your head.  In the past I have had prospects who worried me regarding follow through or payment and addressed those issues in the proposal (which turned out very well).  But this one just didn’t feel right.  I wasn’t convinced I would enjoy working with this individual nor would I provide him the kind of service he needed – he just wouldn’t get what I was talking about.   So I walked away as professionally as I knew how.

It is very tough to recognize that not everyone is right for one’s services.  But there are some needs that aren’t a fit.  When it doesn’t feel right, the best thing to do is to move on – it is a better solution for both parties.  So don’t be afraid to walk away if it doesn’t feel right.  And if you need someone to tell you that again, give me a call.  I know this is tough!

This morning I read an article by Clate Mask about Hunting vs. Harvesting. In the article, Mask talks about businesses often going hunting for new business rather than harvesting what they have grown.  The idea is you choose what you want to grow, where you should grow it, and then you tend it until it bears fruit.  A long term strategy for sure but at some point it pays off more consistently than hunting.  That isn’t to say hunting isn’t a good idea as well, but you get the metaphor.

When I began my business, I embraced this philosophy whole-heartedly.  I am not a good hunter.  I don’t like the uncertainty, the failure/misses, or the need to put myself out there like that.  Coincidentally, my clients aren’t either.  They don’t like the hunt.  So we build programs that are more about the harvest.  Being a gatherer has its advantages – people remember you longer and with more warm feelings if you are a gatherer.  I know this is true because in the last two weeks I have run into people I have been cultivating for 6 months who are now ready to do business.  They’ve gotten my newsletters, phone calls, emails and blog articles and now are ready to go. Hooray!

So when I say to be a gatherer – here’s what I recommend:

Know what kind of fruit you want – what kind of business would be best or second best?
Know where the fruit is – know which prospects could give you the type of business you want.
Provide the water and sunlight to the fruit trees – Give them vital information for their business.
Check on the plants – Contact your prospects to see how things are going.  Have a good reason to be checking though!
Be ready to harvest when the fruit is ripe – There is nothing worse than being ready to buy and not being able to for some reason. So when the prospect is ready, be available.  Answer the email or phone call, schedule the meeting, whatever it takes.

The tasks involved in cultivating plants is the same as managing prospects.  Be sure you have the tools you need and backups to help if the market conditions don’t provide what is needed.  After all, slow and steady often wins the race!