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July/August 2003 Living Now
Building the Business You Love

by Carolyn Campbell

Dare to connect! Avoid the common mistakes that keep your business from thriving.

One of the biggest challenges for soul-centered businesses is honoring our passion while building a thriving business. We are often so compelled by our own vision that we fail to talk about what we do in a way others can understand. Conversely, we can get so caught up in the marketing of the business that we fail to connect in the way we want to serve…soulfully and with pleasure. We end up feeling like a dog chasing its tail – tired, frustrated and needing direction.

The scenario often goes like this. You finally decide to commit to your life calling and decide to start or reframe your business. Ecstatic about your vision, you put yourself out into the world. You become a member of numerous groups, telling everyone what you do. After researching how others promote their work, you create a glossy brochure stating the importance of your work. Mail it to everyone. There is little response, and no clients. You offer a workshop but only a few people respond. You cancel the workshop. A month or so later you offer a different workshop. Still only a few people respond. Create a web site. No response. At this point you’re ready to throw in the towel and forget the whole idea.

Here’s what I invite you to consider: Slow down and connect. As hard as it may seem, less is more. Studies show that 60% of business is chosen because they know you, like you and trust you. Especially in soul-centered work, trusting relationships are key. Take the time to build them. Here are 6 mistakes that keep soul-centered businesses from connecting in meaningful, productive ways.

Mistake #1:
Once you’ve "found" your life purpose the universe will send you clients.

Just because you have found your life purpose does not mean clients will be knocking down your door.

One of the biggest mistakes soul-centered businesses make is the belief that the once you choose your path clients will find you. I wish this were true, but much like Cinderella, this is simply a fairy tale. You have to show up….again and again….over time. People need to get to know you and trust you. They need to know you are serious about your work and have something of value to offer them.

David Hawken, of Smith and Hawken believes that building a relationship with clients is like building a friendship. It takes place over time. It takes longer in the beginning, but it will be sustained over a lifetime. Like friendships, clients want to get to know you and trust you. They want to know you are serious about BEING there for them.

Creating a business takes work. The key is to work in a way that honors your unique approach to life, your unique way of being in the world. Begin by choosing whom you really WANT to serve. Become part of this community of service. Connect on a personal level; not to "do" business but because you care about the people you meet. Reach out and connect. Again & again. Let people experience you and what you have to offer.

Mistake #2
It’s not okay to make money doing soul-centered work.

Think again. You will NOT be able to continue your work if you don’t make money. You are a business, not a charity.

Our souls yearn to thrive. Modeling financial success invites others to trust in the abundance of soul-centered living.

For many businesses, rejection of profit-based business prevents financial success. For others, identifying with struggling purist is a way of keeping safe and not having to reach out in the world. For others, it’s simply confusing a hobby with a business. If your business is only for you, call it a hobby. If it’s for others, let them experience how working with you will enhance their life.

Take a moment and be honest with yourself. Name what’s getting in the way of your success. Then ask yourself, what are you willing to shift to be successful? Is it a belief? A need for new knowledge? Do you need to trust your ideas about what you do? What do you need to know about the impact of you work on a client’s life, on the world? What do you need to learn about reaching out? And finally, what support do you need to get there?

The bottom line is, you have to stop giving yourself away. Your work is important. Own its value. Charge as a professional. If you want to be in business 5, 10 years from now, your business has to financially thrive. Commit to thriving.

Mistake #3
Market to everyone

You and your business are not for everyone; so don’t try to be.

A marketing consultant once told me, "You want as many people to opt out as opt in." "I want people not to want me!?" I asked. The answer is yes. When you are clear about whom you serve, you become MORE attractive to those people. Because then they choose you on purpose.

It pains me to watch businesses try to adapt to fit whoever seems to have money – dashing in multiple directions, available to all. What happens is that you never stand in any one place long enough for people to truly see AND appreciate your work. People hire you of because of what you offer. If you are running in different directions they never get to connect with your true purpose.

By being clear about who is not your client, you don’t waste energy trying to sell yourself to the wrong people and venues. Instead, take the time to focus on who you really want to partner with. Be "picky". Identify people/organizations that are a good partnership for both of you. How will you contribute to their mission or their vision? Create a relationship with them and be detached about the outcome. I can’t say enough how important it is to be open to whatever response: a yes, a no, or a maybe, comes your way.

If you are being selective about your partnerships, people will sense this. Let the process of finding your partnerships be a long-term relationship based on mutual respect and honor . Ask yourself, how would I connect with prospective clients if I entered into ventures as an equal partner?

Mistake #4
You must have a business plan.

Focusing on a plan too early can stop your business before it starts

As a new business it’s key to experiment with your new business idea. I push my clients to try-on their business. Bring your business to the community you wish to serve. Take the risk. See if your idea holds up in the "real" world. Offer a workshop, promote your product, give a speech. Whatever your vision, try it out. Experience what it would be like to do it over time. Ask yourself, "is this what I want to dedicate my life to?" Am I ready to do the work necessary to build this business? Is the reason for doing it compelling enough to get me through the challenging times?

A business can sound great in your head and look great on paper. You can spend months of time and significant dollars creating a business plan that is a great document and yet fails in the world. When you become solid in your businesses direction, and have a clearer sense of the road you want to travel, a business plan may be the next step.

Mistake #5
You need marketing materials to get business

The average person is bombarded with 200,000 marketing messages a day. Yours is just one more.

So often people spend hundreds of hours and thousands of dollars creating all sorts of materials before they’ve really connected with their target market. Brochures are great. Web sites are great. Publicity packets are great. The accessories of business are great, if you remember that’s just what they are, the accessories. Nothing substitutes for getting out in the world. Meet people. Connect with people. Build relationships. Be seen and known for the contributions you make to those you want to serve.

When I first started my business my mentor advised me that people often ask for a brochure as a way to distance themselves from being sold something. Instead, he suggested "meet with people". If they ask for materials tell them honestly that you enjoy meeting personally with people so you can get to know them and their specific needs." Meeting allows you to experience each other and find out what a business relationship would be like. It takes longer and is less "safe" than spreading brochures, but the outcome is so much greater.

Mistake #6
Designing your business to change the world.

People buy a product or service to better their life…not to change the world.

This form of thinking destroys new business. No one person or business can change the world. We each simply do our part. If we try to design a business to change the world it will exhaust us in our attempts to live up to such a grand demand. And your zealotry gets in the way of truly connecting with others. Your clients want you to offer something to help and support their lives. So, come back down to earth. Lose the missionary zeal. Choose a small slice of the world you want to impact, and build from there. One client at a time.

Connect, connect, connect. Get out in the world your way, your style. Think partnership. Connect with those you WANT to serve in a personal way. Find out about them and what they want. Let them experience you and your work, and how your work will impact them. Dare to reach beyond the safety of comfort to expand your circle of influence. Most importantly, do it in a way that honors you and the intention of your work.

By Carolyn Campbell is a LifeBiz Coach and Concept Consultant. Carolyn will be the featured speaker at New Connexion’s Third Thursday gathering on August 19th. Contact her at 503-493-1114 or carolyn@thecoresource.com or visit her website, www.thecoresource.com.