Everyone is NOT your customer! It’s simply not. Your product and also yourself is not everyone’s cup of tea. And that’s OK.
When you look around we have plenty of choices where to buy stuff. Restaurants for example of coffee shops – there are PLENTY of them out there. And even when you have picked one there is still a lot of variations to pick from. You can pick salads – various ones, pasta – various styles, coffees – various brews…. we live in a world full of options.
The customer has the option
Every customer has the option to decide to go for a deal or not. It’s the same whether you sell food, drinks or something else like consulting services.
Let’s take my example. I am building a professional services company. I offer sales and recruitment training as well as personality assessments within a recruiting and coaching context. It’s a pretty decent product and I also got the qualifications. I worked roughly 10 years in sales – highend sales in different industries. I have a masters degree and understand the scientific and psychological underlying of the assessments. I am certified for the assessment. I worked in recruiting in different countries. And and and … there is a lot of stuff on my plus side.
But I have a piercing. I wear a nose ring. A big, beaded, golden one. Some people think it’s cool. Some people don’t care. Some people know that there is more important stuff when doing business with someone then just a look. Some people think it’s inappropriate for the work place. It doesn’t fit a dress code. Or they simply think it’s ugly. That’s just the way it is. My piercing might be for some people a reason not to do business with me.
Why I know this? Because they tell me.
But guess what – as a business owner you have a choice too
You don’t have to go for every customer. You don’t have to appeal to everyone. You simply don’t. You have a choice. Not everybody is your customer. You won’t by a product that is made for everybody right? You buy a product because you think “hell yeah, this is so me” and not because you think “cool, all the boring neighbours have one of these as well”.
The same “rule” can be used when talking about your branding, your style, yourself. You can either play the game like the most people. Get back into your line and hope not to get noticed. Or you can embrace who you are? The choice is yours.
It’s the same for products, the way you build your business and which story you tell. You simply can’t please everybody. And this shouldn’t be your goal! Create profiles of your target customers and go after them.
In a connected world like ours it’s even possible to cover a niche and rock it. For example if you want to produce shoes made of old teabags from tea that has been sourced sustainably. You probably could do this. There might be a couple of more obstacles in realising this and finding your customers but you probably could do it. What is important is that you sell a solution for a real problem. And that you are clear about WHY you are doing it. “People don’t buy what you do, people buy why you are doing it” as Simon Sinek would say.
And last, we are in it to win it. Aren’t we, female founders? Let’s enjoy the ride and smash our goals and feel good by doing it. #womeninbusinessrock