Hesitation In Marketing Will Always Cost You Dearly

Timing is everything.  Hate to be late?  The early bird gets the worm.

Hesitation, when it comes to marketing, can mean the difference between making a sale and walking away empty handed.  Success in many things we do is dependent on how fast we can process information to do something.  Response time can be critical when you’re trying to start a business and while you’re trying to stay on top of one that is already in full swing.

Examine where you might be hesitating and think about what opportunities you may be missing because you allow a chance to pass you by.

1. Selling yourself. Your number one responsibility when you’re marketing is to sell yourself.  Many new business owners don’t like the idea of having to sell themselves, as they may have never done so before.  Alternatively, the word selling may conjure up all sorts of unpleasant thoughts.  The next time you meet someone, adopt the attitude of just having a simple conversation about who you are and what you do.  Don’t pass up an opportunity to promote your business.

2. Still working on the website? Some people get caught up in the technology of doing business.  They make all sorts of excuses as to why they can’t do things because they’re still working on their website.  My suggestion is to keep working on your website (offline), but keep a version of it up and running.  It’s essential to maintain visibility with your current and potential clients.  Websites are a great and inexpensive way to maintain a presence.

3. Returning phone calls. Do you ever have days when you don’t want to return phone calls to clients, or to anyone for that matter?  We all do.  However, there is a severe downside to not returning them.  You never know when you might be missing a time-critical opportunity.  Even worse, you are sending a strong message to callers that you might not be the right person to work with because you don’t attend to important things like returning calls.  Clients want service, and they wanted it yesterday.  Set aside one or two times per day to return calls and do it.

4. Failure to respond to emails. As with returning telephone calls, emails left unattended can send negative messages about you and your business to current and potential clients.  Today, email is a more common mode of communication than the telephone.  It’s not uncommon to receive 100 or more emails per day.  The danger is letting them sit unanswered.  When you don’t answer emails, people might think you aren’t on top of things, aren’t detail-oriented, or still worse, that they aren’t necessary.  If people don’t get the prompt attention they desire, it’s easy in this competitive marketplace to go somewhere else.  Don’t hesitate when it comes to communications.  Plan regular times in your schedule to catch up on correspondence.

5. Letting opportunity pass you by. It’s incredible how many opportunities you can be presented with to market your business and get new clients.  However, how many of them are you taking advantage of?    Are there speaking opportunities with local clubs and associations to be pursued?  Find a list of organizations and either write them a letter or make a phone call to see if they need to speak what their needs are.  In a few minutes of your time, and usually at little to no cost, you can create a situation to get the message out about who you are and what you do.

6. Incomplete projects. How many projects are you working on right now?  How many projects have you started, but have now abandoned?  Adopt a new attitude of finishing what you start.  It’s refreshing to see something come to its completion.  Unless you start something that turns out to be an obvious step in the wrong direction, try to complete everything you start.  Even if you don’t like the final outcome, you might be able to salvage the project for another use, possibly by pulling material from it to create articles or free reports which you can give away.

7. Make decisions now. Making decisions in a timely manner is something almost everyone struggles with.  We are concerned that we might not be taking enough time to think things through.  We may not have enough data – or we might, but we aren’t comfortable enough with what we have.  Alternatively, we don’t want to make the wrong decision.  These are just some of the things that keep us hesitating when it comes to making decisions.  However, hesitation when it comes to our businesses can translate into missed opportunities.  While there isn’t a magic formula as to when to decide on something, please don’t spend too much time thinking about it.  Inaction will get you nowhere in your business.  Even if you make a decision, you might not like, taking action and pushing forward will give you more immediate feedback.  You then learn something that allows you to correct.  Action will bring success to you a lot more quickly.

8. Putting things off. Procrastination is hesitation at its best.  When you put things off, you stop the flow of everything.  If ideas aren’t flowing, don’t expect new business to show up.  If there are tasks you don’t enjoy doing, delegate them to someone else.  If you are a solopreneur, hire a virtual assistant to handle things you either don’t enjoy doing or don’t know how to do.  If you’re not moving along with business ideas or projects, consider forming a partnership or strategic alliance with someone else.  This can serve to motivate both of you.

9. Not following through. Similar to not completing projects, not following through with business matters can bring serious consequences.  As they say, you only have one opportunity to make a good impression.  Well, a client might have a good impression of you and your business at the start, but can you maintain a consistent level of attentive customer service with them throughout the relationship?  Whether it’s returning phone calls, following up with emails, or delivering a product or service to the client, make sure that you complete these tasks fully.

10. Breaking promises. Our words are who we are.  When you tell someone, you are going to do something, and it’s vital that you follow through to keep that promise.  The first time you break a commitment to a client, depending on its severity, it can be the last time you do business with them.  If you find that keeping promises is difficult, try promising small things and accomplishing those.  Sometimes breaking a promise is necessary as when a client or customer makes demands that are outside of the scope of the original agreement.  In that case, it’s about protecting you and your business.  Every situation is different.  While keeping promises to clients and potential customers is critical to business success, it is just as important to keep promises to yourself.  Consider adopting a new attitude of everything I say I will do, and I will.


Mark Lamplugh
Mark Lamplugh
Mark Lamplugh is a fourth-generation firefighter and former captain with the Lower Chichester (PA) Fire Company. Mark is President of the board for the Institute for Responder Wellness. Mark owns Influence Media Solutions which is his own Marketing, Public Relations, Digital Marketing, Branding, Business Development, and Social Media company. He just published his first book “Beginners Guide to Digital & Social Media” which is available on Amazon. He can be reached for comment at [email protected]

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