In coaching clients, I have a tendency to see right away when a client is using excuses., complains, resists, or overthinks a task. This usually means that the client doesn’t want to move forward with a certain aspect of our work for whatever reason. When I dig deeper, like I did this week with a client, I often get this:

“I don’t want to feel like a used car salesman. So I’d rather not do that.”

And then the conversation drops. Not another word is said, until I ask:

“So what does self-promotion mean to you?” Then everything develops, little by little.

The real reason we make excuses around self-promotion is that self-employed people are afraid of what people might think. Our businesses are such an extension of who we are that we are very careful about how we talk about our businesses and what we tell others about it. The problem is (as I’ve said so many times before), if you don’t market consistently, you won’t get customers consistently. Period.

So how can you stop being afraid of what people might think of you? You need to rethink how you view marketing. This is what I usually say to a reluctant seller:

They gave you gifts that no one else has and it’s for a reason. To help others in need. Whether you’re a financial planner, a massage therapist, a consultant, a real estate broker, a photographer, a coach, you name it, you’re doing what you do to help others. You are their problem solver, their healer, their solution. They have a problem and you can help.

Now, imagine this scenario.

You were given this talent, this ability and problem solving skills. And there are people out there who NEED you. They wake up in the middle of the night, in their 3am sweats, tossing and turning because they are thinking about their problems. They wonder who the hell can help them. They are praying for an answer (I have and probably you have too).

And let’s pretend YOU are his answer. You have the skills, talent, and ASSETS to solve that person’s problems. The thing is, they don’t know about you. You’re just not out there enough in a big way.

It’s probably because you’re afraid of being seen as too much of a salesman. Also promote it. too outside. Then what do you do? You don’t trade like you should. You keep a secret. At the same time, you keep that person in the same state of tossing and turning at night, looking for an answer to their problem.

Without promoting what you offer, your clients in need cannot find you. (Oh sure, they could possibly bump into you around the corner at Starbucks, but the chances are low.) They need you. So look at it this way: you have the answer to their problem. You have the talent and the skill and the product to help them.

But by not trading, you’re essentially being…

Mean.

That’s how it is. Not promoting yourself is almost a form of greed. (I don’t even like writing that word, let alone thinking about it, do you?)

You see, it is actually your God given DUTY to promote your services. The purpose of your life is to help others. If you don’t hit the streets in a big way, even if you feel a little uncomfortable at first, then you are depriving someone of the solution that only YOU can provide in your own way.

So do you want to be stingy with what you have? If not, go out there and do whatever it takes to let everyone know about you and what you do. Shout it from the rooftops, join the networking groups, send out those letters and ezines, and create those joint ventures, you name it. Just do what it takes, do it with conviction, and do it consistently.

You have no choice. They gave you this gift. Now, it’s your turn to keep giving. The only way people will hear about you is if you market yourself.

YOUR ASSIGNMENT:

1. See where you’ve been resisting your customer attraction assignments.
2. See what is really holding you back (the fears associated with resistance).
3. Think of all those people who NEED you and by not promoting, you are being stingy.
4. Rethink and take action.

As a result, you’ll start attracting a lot more customers, and you’ll feel great about it., because now you will come from a place of conviction, a place of authenticity, a place of problem solving, not from a sales point of view. That’s what attracting customers is all about.

Now, go and help humanity, will you? 🙂

© 2006 Customer Attraction LLC. All rights reserved.