So, you’ve worked hard to get a good reputation for your business, and your clients love you. They really respect your work and your advice, they bring all their projects to you, and they refer you to others. Fantastic! There’s just one teeny little problem: there’s only so much of you to go around.
Even though you’ve got that great assistant/director/presenter you hired and personally trained so you could take on more work, she doesn’t do things exactly the way you do, and your clients only want to work with you. Flattering? Yes. One way to keep tight control of your company’s products and services? Uh-huh. The best way to burn yourself out so that you’ll wonder why you ever started the dang business? Absolutely. The perfect way to put a strangle hold on your business so it has a snowball’s chance in hell of growing? You betcha.
3 Ways You’re Going to Have to Change to Break the Cycle
Hang on! This is the scary part for most of the entrepreneurs I work with. But change can be a good thing, especially if it gets work off of your desk, helps your business grow, and brings in more money.
1.) You’re going to have to let go of some of the control Do this now: Stand up. Step back away from your desk. Take a deep breath, let it out slowly, and relax.
Imagine that someone else is handling that urgent, messy problem. Picture someone else making your pickiest client happy. See others on your team working after hours planning the presentation, chasing down the details, assuring the quality your company has become known for. Now imagine yourself standing on the sidelines cheering them on — doesn’t it feel great? — right before you slip away for a week or two at your beach house.
If you keep your eye on the prize (the beach house), working yourself to a frazzle because your clients only want to work with you doesn’t make much sense, does it? You can do this! It just takes a little practice, a little know-how, and the right team.
2.) You’re going to have to accept that your way is not the only way So what if she doesn’t do it exactly like you? Do you really think you’re the only one who can do it? Or do you think your way is the only way your clients will like, because it’s the only way you like?
I thought that too, and I used to redo and redirect everything my team did until one day we were just too busy, and some work went out that I didn’t like — I just didn’t have enough time to fix it. Guess what? The client loved it! I was amazed, so I started letting more work go out that wasn’t exactly like I would have done it.
Now, don’t misunderstand — this wasn’t substandard work. It was good, high quality work, it just didn’t do it for me. And I came to realize that because there are different kinds of people in the world, not everyone likes things done my way. Imagine that!
An amazing thing happened when the work that came out of our shop didn’t all look like mine: we became known for excellent work that solved problems, instead of excellent work that looked like Marcia did it. We became more diverse, which meant we could serve a more diverse group of clients. I still reviewed everything for quality, basic consistencies, and to make sure it solved the clients’ problems, and our philosophies and strategies were similar throughout. And our business grew — even faster.
3. You’re going to have to start promoting your team When you talk about your business, do you use the *I* word or the *We* word? Do you tell your clients about the capabilities of the experts you have on your team? Do you market and promote your team members as valuable resources your clients have access to? You should, if you want others to value their contributions and want to work with them.
No one likes a “bait-and-switch.” If you promote your company as you, then try to get your client to work with a different member of your team, they’re no doubt going to feel sold to. But if you introduce your client to your talented team, of which you are a part, letting him know that he’ll have the opportunity to work with a mix of your combined expertise, he’ll look forward the experience. The first time you do this your ego will undoubtedly take a hit, but the extra time you gain on the golf course should make up for it.
If you want your business to grow, if you really want to wean your clients from insisting on working only with you, you’re going to have to let go of some of the control. There are strategies to do this. You’re going to have to accept that your way is not the only way. There are correct ways to do this without freaking out, as well. And you’re going to have to start promoting your team, while still remaining the leader. Try loosening your grip with the above strategies and watch your business, and your team, soar to new heights.
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