In the past few months I’ve met numerous professionals who seem to have one thing in common. They are the block they are trying to move around. Their similar theme is expressing frustration about a project or their whole business not moving forward. When we delve deeper to discuss which roadblocks are in their way the same answer is repeated, “I want to do X but Y isn’t in place yet. I can’t do anything until Y is in place and that needs Z and Q to be in place.” The professional doesn’t know which way to move forward so remains frozen in place often throwing their hands up in frustration – sometimes for months or years.
When this happens, the best solution is forward movement with something…anything. Pick something and go! The momentum in one area is often enough to get other areas rolling along.
The first step to getting out of your own way is to regain your focus. Determine what is important. Notice I’m not saying what needs to happen first but what is important. Those can often be very different things.
Meet Jo – She has several UFOs (unfinished objects) in her business.
Jo (the frustrated business professional) is in the process of revamping her website. Jo wants to attend a trade conference for networking and meeting potential clients that is date specific. Jo wants to upgrade her membership program for her existing clients and for inducting new clients. In talking with Jo, she wants to promote the new membership offerings and increased membership plan levels to get some increased revenue flowing into her business but feels she can’t because the website isn’t completed. Jo also wants to participate in the trade show and network but feels that she has no place to send potential clients so they can schedule a discovery consultation with her. She wants to have her website done but continues to add new things and make changes while the redesign is in progress. Because she can’t see the finish line for any of these things she remains frozen as the trade show dates get closer and months, instead of weeks, of working on the website redesign march on.
What Jo doesn’t understand is these are self-imposed roadblocks. None of these things should keep her from meeting new clients, from exchanging information with new contacts (aka networking), from directing traffic to her old exiting website which is visible at her familiar website URL, or discussing and marketing the new membership plan levels to those in her program.
Let’s help Jo plow through some roadblocks.
By importance I’m going to call this order: 1) the trade show because it is date specific, 2) the membership plans because this generates revenue, and 3) working around the new website.
The trade show: It’s crucial that Jo make these connections and exchange information to (hopefully) attract new clients (aka revenue) into her business rather than allow a year to pass before the next show. While Jo feels she needs a website to do this she actually needs a designated single web page. While her web designer puts her new website together a single web page can be used as the point of contact for show attendees and connections. As she directs traffic to this web page she should be certain the page includes an opt-in box with a freebie enticer to get the person on her mailing list for future communication and news from her business plus social media icon links to encourage connections. She can include a show special program, services package, or other product/services offering that is created specifically with this trade show person in mind. If the goal is to schedule a discovery consultation with her to further discuss their needs than the link to schedule an appointment should be on this web page. If no consultation is needed but the product or service can be purchased straight out, a Buy Now button needs to be on the page. If Jo feels it’s vital that her bio be part of the page to position her as a person of authority on this product or service that can certainly be added. See how Jo is now being proactive about getting the information together that she needs to be available and ready for the trade show traffic she hopes to attract. Where there is a will, there is a way. Sometimes the road in business dealings comes with what appears to be a roadblock so put your thinking cap on and think “detour.” If this path “seems” to be blocked than which other ways can be used get you to the outcome you want? There is frequently more than one way to reach an outcome. Knowing how to navigate past something is a skill that will open detour routes around your obstacles.
Increasing revenue via the new membership plans: One option is setting up a single web page to point members to which outlines the various plans and membership fees that can be locked in now – via Buy Now buttons. Another option is an announcement via an email blast with a link to Pay Now and reap a month’s savings while they wait until the launch date. And thirdly, to phase in these members immediately – giving members accesses and privileges found in the new membership plans pre-launch of what the general public will get. Being a prior member in good standing does come with membership perks, right?
Working around the new website: Jo’s biggest mistake has been that she went to the website designer prematurely. Jo didn’t have a clear plan for what she wanted on the new site. She didn’t know the total pages she wanted. She didn’t have her page copy ready. While the designer has been helpful in working through these areas the projections for completion have been extended more than once. What could have been different? More discussion around pages and having everything together beforehand would have helped. If Jo didn’t know what she needed then having consultation calls prior to beginning would have been wise.
While Jo wants to wait for the website debut with all the changes completed she actually does have a website presence now. This fact shouldn’t be ignored. She does have a website. It may not match her new branding but she can have solo web pages set up with the new branding that will be a page of the updated website later on. It takes some compromise and knowing that sometimes things may not be perfect but are often acceptable. When the choice is between imperfect or nothing. Never choose nothing because your business will suffer.
If you see a bit of Jo in you and the roadblocks you encounter than I encourage you to get out of your own way. Determine what’s important. Focus on that and the outcome you’re striving to achieve then get moving. Know that imperfect is better than nothing. If you need some nudging, reach out. Together we’ll get things moving in the right direction.