Opportunity

While I was away on a roadshow, the ducted vacuum cleaner blocked up at home. I arranged for a man to come and fix it named Fred. While he was there, he asked who tiled my bathroom because he wanted to do something similar. I was happy to pass on the phone number of a client of mine who did a fabulous job. When I mentioned he was a client, Fred asked what work I did for him. I said that I took care of his bookkeeping and then I asked, "Who looks after yours?". Turns out he was trying to manage it himself and not doing a very good job of it. I gave him my business card and we've made a time to meet next week.

In the movie Sliding Doors with Gwyneth Paltrow the plot splits into two parallel universes based on the two paths her life could take depending on whether she catches a train or not. I'm not going to give away the ending if you haven't seen it but it's an interesting analogy when I think about the choice I just made to speak to Fred. OK maybe it's not the life-changing choice which Gwyneth's character was faced with, but choosing to ask Fred that key question led me to an opportunity to meet with a prospect and who knows what other opportunities might present themselves as a result of that contact (who he knows etc). I could have chosen not to ask that question and he would have left that day and it would have been a marketing opportunity lost. I've done it for the local plumber, carpet cleaner and electrician. In fact, any tradie who is a contractor and walks in my door to repair something. Not all have resulted in work but that's not the point. It's about the opportunity and choosing to take advantage of it.

Why wouldn't you ask a question like that? Often it's because it feels pushy or needy. It feels like selling and we justify why we don't do that for lots of reasons (which are made up and not true). If that's you (as it was with me) then I've listed down some question or comments to make it easier for you to nonchalantly use (especially when you are about to pay their bill) which might make it feel less of a "sell":

• Who takes care of your BAS?
• You must keep your bookkeeper busy with all the work you have
• Did you get your BAS lodged on time?
• Are you happy with your bookkeeper?
• Do you have to give up a weekend to get your BAS done?

Give your family and friends a list of questions to make it easy for them to strike up a conversation with their contacts. Let them know that they are on your team and you need them to help.

Is that being pushy? It depends on what story you are telling yourself. I know the service that I provide will empower my clients around their finances so I'm looking for opportunities to do that. Obviously, you're not meant to grill your prospects with 20 questions. I've found that just asking one or two opens the door wide enough for you to step into. But we often don't take that step, do we? We see opportunities but don't take action. We watch potential clients drive away in their cars without asking leading questions that may result in business because we think we are being pushy (or something).

We don't ask our clients for referrals for the same reasons. What we should be doing is rewarding our clients for referrals. You could buy a 10 pack of gift certificates for the local cinemas or Director's Suites and have them in your office ready to post when clients send you referrals. Imagine how they will feel when they take time out for themselves and a partner, thanks to a gift from you. What a treat! If that's what it takes for you to feel comfortable about asking for referrals then do it. Whatever is going to unblock your resistance.

Now that my marketing radar is finely tuned, I take advantage of opportunities wherever I can and what's exciting is that they seem to pop up even when I'm not really looking. You don't have to be dressed in a suit with a marketing pack under your arm for opportunities to present themselves. There are lots of small business owners out there who are going about their business servicing, repairing and installing stuff for you or family and friends and many of them are not being empowered around their finances.

Have you had an opportunity that had come your way which you seized with both hands and which resulted in new business for you?