Is Your Business a Jalopy or a Jaguar?
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If you could define your business as a vehicle what do you think would be the most accurate description?
What kind of condition is the body in? Are there a few dents and scrapes? Has the paint faded or chipped? Any rusty patches underneath? Do you like the color and did you choose it for yourself or did it just happen to be available?
What about the interior; are the seats vinyl, cloth or leather? What grade of leather? What color? Are they clean or worn? Any signs of duct tape holding the seams together? Is the dashboard hard plastic, leather, vinyl? Are there any special features like inlaid wood, GPS, or a spectacular stereo system?
What about the mechanics of your vehicle; when you start the engine does it sputter and cough, rumble or snort? Or does it engage so smoothly you wonder if it is even on? How about when you accelerate on the highway; does your vehicle sound like a wind-up airplane trying to get off the ground, does it roar and backfire or does it purr like a sleek cat, happy to be alive?
Finally, is your vehicle a sedan, convertible, SUV, station wagon, cross-over, sports car, antique, classic, practical, sexy, cute, hatch-back, rugged, economical, rare, high maintenance, reliable, cool or smart?
What kind of business do you want to drive?
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If you were to drive up to the home of your perfect client and offer to transport them to the other side of the transformational experience they about to share with you, what kind of ‘ride’ would you provide for them? What form of compensation would you expect in return for that experience?
Your business is your vehicle to not only manifest wealth in your life but it is also an expression of who you are in the world and how you express yourself! This is your personal brand – a promise of an experience.
Your fees are an extension of your brand.
Did you know that what you charge for your service is a reflection of the quality of service perceived?
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Here is an example of two highly competent and effective spiritual teachers who teach the same type of practice; one teacher runs all over the country doing 2-day trainings with small groups for $425 per person. The other teacher has created a vehicle that delivers the same initial training yet she has created the content in the form of tools and ongoing training through a workbook, audio, tele-coaching and group support for a price of $947. This is more than twice the fee of the first teacher and the second teacher never has to leave the comfort of her own home.
Of course the second teacher also offers in-person training with her at an even higher fee because in this scenario she is offering her undivided attention and personal time. And as you know, our time is our most precious commodity.
If you were to visit the individual websites of the two teachers you would immediately feel the difference in their level of professionalism and how they present themselves as the leaders of their own businesses.
Both are highly capable, excellent teachers who deeply care about their clients and the level of service they offer. The only difference is that the second teacher aligned herself with a mentor who guided her in designing a business vehicle that would not only reach and teach a far greater number of people, but would also align her with a system to be able to charge what she and her service is worth and get it!
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Here is a little fuel additive to help alleviate a clunky engine…
- Identify exactly who is riding in your transformational vehicle
- Understand the real value of what you offer and release the money blocks holding you back from sharing that value
- Connect with a mentor or business coach to help you design and build the vehicle of your dreams that will provide you with miles and miles of fun, style and comfort!
Just because you are a master at what you do doesn’t mean you have the marketing skills or business savvy to build and create a sustainable, joyful, soul satisfying enterprise. If you go it alone for too long and do not stop for help, you are sure to break down or run out of gas, and the road really does get lonely when that happens.
Now let me ask you this; if you could define the business vehicle of your dreams, what would be your description?
I look forward to your comments!
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