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My letter to business owners,

Dear business owner, don’t take this the wrong way, but you might find you could grow your business a bit more effectively if you actually put the effort in.

I hope you’re not offended, but hear me out… I meet many business owners through my masterclasses who seem stunned by the amount of work it takes to grow a dream list of clients, then nurture that dream list, follow up regularly, and add value to potential customers. Of course it does! Growing a business is a full-time job that requires far more than just being good at what you do and expecting people to know it. I’m talking about creating a proper marketing plan, being consistent in your communication, actively trying to win new clients and keeping the current ones loyal to your brand.

When I explain that we can help with customer targeting and marketing, many of them say they can hire someone in-house to do it. OK sure, but do they have the right experience to do it properly? And if they are that good at business development with a proven track record, it’s unlikely they would be doing it for someone else; they would be doing it for themselves.

When things get into a mess marketing and sales-wise, entrepreneurs tend to do other things to keep busy and distract themselves from the task of really growing a business in an effective, tactical way. They fool themselves that they’re doing all the right things by creating endless social media posts or launching yet another podcast without a sound strategy behind any of it. I just feel it’s all part of the distraction, working in the business rather on the business – there’s a huge difference. I hear it all the time from owners who get caught up in doing something else rather than concentrating on growth. Then they wonder why they’re losing money instead of making it.

We all talk endlessly about work-life balance, yet seem to do everything possible to make it harder. Surely, in a small market like the UAE, when you know your ideal clients, you’d be sensible to approach them directly and market to them rather than dancing around in different directions or hiding behind a screen. It’s far quicker and more effective to spend time with potential clients instead of broadcasting online to somebody who may or may not be listening and who probably doesn’t even need what you do…..