Are you planting in rocky soil? Have you ever heard that phrase? While it may seem that “planting in rocky soil” would thwart a farmer more than an entrepreneur the metaphor rings true. Growing your business against all odds is the same as planting in rocky soil. You may have started your business in the midst of the recession — talk about against all odds/rocky soil!

Growing Your Business Against All Odds

One reason many entrepreneurs don’t success or reach their potential is that they never stopped to truly understand who their ideal customer was, where to find them and how to properly market to that customer. Meeting a pain point for your customer is the best way in which to thrive in rocky soil. If you’re pushing a product or service to a person or group for whom it’s not a good fit you are expending energy, time and money and not seeing a return on your investment.

I urge you to stop. Take a breath. Focus. 

You can’t be everything to everyone. It’s been said that “jacks of all trades are masters of none.” Find your ideal customer/s and market to that group.

There’s “riches in niches” so the saying goes. But don’t niche so small that your pool of potential clients is too small to thrive.

Don’t let a potential customer doubt you. Consider this: You go in to get your hair cut and during the appointment your hairdresser offers to change the oil in your car, clean your pool and arrange your next event. What?! Do you really want this person weilding scissors by your head when they obviously have no focus? Don’t create doubt or distrust in your ability in the minds of others.

Specialize, don’t generalize. Being a generalist does work for some people, but others find that if they specialize they can find more unique clients and make more money because they are experts in their field.

To grow your business against all odds, take some time today to draw a Venn diagram. In the three circles, write down: 1. your area(s) of expertise; 2. what people want; 3. what people will pay for (that is the intersection of where you can make money)

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