Most service professionals, myself included, tend to start out thinking that if you just work hard enough, you’ll be successful. Unfortunately, it just isn't so. We often start our professional business believing that all we need to do is provide a good service, charge a "reasonable" fee and book "enough" of our time. But unless you do the math to prove or disprove your assumptions, you may be creating a business that is set up to fail.

Here's what can happen:
Andrea is a professional organizer. She sells her services to people who need help organizing their offices, garages, their lives. She charges $55 per hour, which she thought was the most anyone would be willing to pay for an organizing professional. Since her work is organizing her clients’ offices and homes, she travels to them.

Her average appointment is two hours long. Taking into consideration the travel time and a brief break for lunch or to return calls, etc. Andrea can realistically average only two appointments in one day. This means, on average, the maximum Andrea can earn in one day is $220. That’s not terrible, but in order for this to translate into meaningful annual revenue she needs to earn $220 five days a week; which further translates into Andrea booking ten different clients, all of whose schedules were managed to work with whatever times she had available, every week. Not likely, right?

Even if this scheduling did work, when would Andrea have the time to do the marketing required to land that many clients or the administrative upkeep to manage the business? More realistically, given a $55/hour charge, the average Andrea is likely to earn using this model is about $550 per week. After paying her taxes and business expenses is this enough to cover living expenses?

We new consultants, coaches, and other professionals almost always overestimate how much they can earn and underestimate the amount of time and money required to successfully market themselves. They also forget that they will have to cover not only their living costs and business expenses, but pay self-employment tax, buy their own health insurance, provide for their own retirement, and allow for unpaid vacation and sick time.

Here’s how Andrea changed her business, which took her from struggling to make a living to thriving. She began selling her time by the day instead of by the hour. She offered her clients a full-day “ship-shape” package that consisted of a morning site survey and consultation and then a “file, box or toss” session in the afternoon. Sometimes her assignment would be extended if her clients asked her to shop for organization systems and tools to help them stay organized after her visit. By charging $389 per day and scheduling three clients per week, she now earns over twice the amount she previously earned.

She also began offering monthly, one-day organization workshops as a way of marketing her services, giving prospective clients a chance to experience her work. The workshop has become a key source of new clients and referrals, and marketing the workshop turned out to be easier than marketing her personal services.

Networking, speaking, and writing articles furthered differentiated Andrea’s reputation as an organization expert, separating Andrea from the myriad of other people out there trying to do business as a professional organizer.

If earning a decent living as a solo-preneur professional seems impossible to you at times, ask yourself what you change about how you are marketing yourself, how much you are charging, and how you are packaging your services? Also, begin to look for ways you can enhance your reputation as an expert in your field. Selling your service is selling your expertise. As Jack Trout says, you have to “differentiate or die”.

Until then, Be BOLD. And remember, all success starts with a Bold Vision.

In May BoldVision will begin offering the 12-week course “Promotion Action Plan - Attract More Clients With Less Effort by Becoming Recognized as an Expert in Your Field” exclusively for self employed service professionals. For more information email info@boldvisionconsulting.com.

In June, Bold Vision Business Intensive program will be launched. The Business Intensive program is a series of 8 60-minute classes that will meet in person (South Portland, ME) and via teleconference once a month. Participants can sign up for a single class ($39) or for all 8 and receive a 25% discount ($234). Materials are included. For more information send an email to info@boldvisionconsulting.com.

I’m writing you from Dallas, Texas the day after celebrating my parent’s 50th anniversary. A successful 50 year anything is to be celebrated, and having recently marked my 5th wedding anniversary, the 50th year of marriage is indeed something to be honored.

The occasion was fêted at the Old Warsaw, the restaurant where my parents celebrated their 1st anniversary 49 years earlier. The Old Warsaw is one of those places that, when you walk through the big oak doors, you’re transported to a different era. At the end of the dinner a beautiful cake, complete with glowing candles, was delivered while the violin player serenaded the happy couple with the Anniversary Waltz; after which the maitre d' led the round of applause. It was a special evening.

“So, 50 years. What’s your secret to success?” ,the maitre d’ asked my parents. When you think about is, success in anything involving relationships, personal or professional, requires pretty much the same skills. While there are many, many skills you can choose from, I’ve come up with three of the most important. Let’s call them the Secret C’s of Success.

Compromise
It’s not just about you, it’s about the whole. Instead of focusing on being right – focus on doing right. To be successful it’s important to always look for win-win outcomes.

Communication
The Mars and Venus challenge isn’t exclusively a male/female phenomenon, nor is it a marriage-only phenomenon. Perspectives and perceptions are different for different people. It’s important to be able to and it's equally important to be willing to look at things from the other side. Most arguments aren’t about facts but about opinions of facts.

In addition, clinical studies show that only 7% of communication is conveyed through words. Yes, you read that correctly. Up to 93% of what we “say” is communicated through our tone of voice, volume spoken, body language, eye contact (or not), etc. You have to learn to “read between the lines” to truly understand the full message someone is giving you.

Creativity
Success takes time and over time the same thing – day in and day out is …well boring. At best it's boring and at worst can lead to total failure and a death of spirit. Things change; people change, the economy, tastes, technology, politics change; you name it, things change. If you and your business don’t change accordingly you won’t make it. Besides that, isn’t change the spice of life and adding a little spice is what being bold is all about, right?

So you ask, “What is the REAL answer?” What did my Dad say when asked about his secret to a successful 50 year marriage? He glanced over at Mom, smiled and turned back to the maitre d’ and said, “Know when to keep your mouth shut.” Thanks, Dad. That’s good advice.

And remember…. Being Bold is sometimes about what you don’t say. But it still all starts with a vision.

Bold Business Boot Camps, a day-long planning and implementation workshop for small business owners and independant professionals will be held, one on April 25 and a second on May 2. Invest a day and develop a 1-page plan for the next 12-months and your best year yet in business ..and in life. For more information visit www.BoldVisionConsulting.com or send an email to info@boldvisionconsulting.com.

In late May Bold Vision Business Intensive teleclasses will be launched. The Business Intensive program is a series of 8 60-minute teleclasses that meet once a month on the phone. Participants can sign up for a single class ($39) or for all 8 and receive a 25% discount ($234). Materials and a recording of the calls are included. For more information send an email to info@boldvisionconsulting.com.

Coming in June, BoldVision will begin offering the 12-week course "Attract Clients by Becoming Recognized as an Expert in Your Field” for self employed service professionals. For more information email info@boldvisionconsulting.com.

This example may be dated, but it is "on the mark". (pardon the pun).

Have you heard the story of the four-minute mile? Before 1954 it was impossible for a human being to run a mile in under four minutes; at least that was the universal “belief”. No one believed a human being could break the four-minute mile barrier until Roger Banister proved it wrong in 1954. Within one year, 37 runners broke the belief barrier. And the year after that, 300 other runners did the same thing.

(Banister was credited with the record, but if you read the linked article, it was really a team effort – as it is with most successful endeavors. “No man is an island”. )

Or, let’s say the success of your Transcription business depends on your skill and accuracy using a keyboard. And what if you had the opportunity to increase your operator efficiency by over 40%?

Most of us have used a computer keyboard or a typewriter. Did you ever wondered why the alphabets on the keyboard are organized in the particular order in which they are? You might have thought it is to increase the typing speed. Most people never question it. However, the fact is that this system, known as “QWERTY”, was developed to reduce the typing speed at a time when typewriter parts would jam if the operator typed too fast.

In 1930, Dr. August Dvorak, an American from Seattle undertook a study of efficiency in the office. He later patented the keyboard layout he called the “American Simplified Keyboard (ASK)” after about ten years of work. That keyboard is now known as "the Dvorak”. It has been shown to increase typing accuracy and efficiency as much as 40%. Why has it not caught on? Change. The belief that it is better in the long run to stay with the system you know, regardless of the benefits available from the new system.

These two cases show the power of our beliefs and how it limits our ability to change and grow. There is no other more powerful directing force in human behavior than belief. Your beliefs will empower you to take action or disempower you into a state of fear and reluctance to change. A belief delivers a direct, albeit subconscious command to your nervous system. I'm sure you've heard about the placebo effect; people who are told a drug will have a certain effect will many times experience that effect even when given a pill without those properties. This is because it is their belief that they are being given the "real deal" and their body responds accordingly.

It is also your belief that determines how much of your potential you are able to tap at any given time, so you better examine your beliefs in detail. For example, do you believe that you can succeed in whatever you do? Do you believe you are bad in mathematics and therefore are bad in managing your business finances? Do you believe that other people don't like you and therefore you’re not good at sales? Do you believe life is full of problems? And what are your beliefs about people? Are they basically good or …not?

No belief is right or wrong. It is either empowering or limiting. A belief is nothing but the generalization of your past experiences. As a kid if a dog bit you, you might grow up believing that all dogs are dangerous. You might avoid visiting friends who have dogs in their home, which might affect the relationships you chose to have, which might affect the opportunities you have, etc. etc. To change a behavior pattern, identify your beliefs associated with it. Change those beliefs and a new paradigm is created. Change your beliefs – change your choices – change your life.

I ran across the following, making a point about the importance of being aware of your beliefs and expectations in life.

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"She met him in a singles' bar and they talked for a while. He offered her a drink and she enjoyed his company. Then he offered to drop her back home. While driving back, she realized that they were moving through narrow and strange roads. 'Oh God where is he taking me?' she thought but did not have the guts to ask. She cursed her decision to get into his car. All of a sudden she saw him taking a turn back into the highway just near her house. Smiling, he said: 'I took a short cut'."

***

Was this ending what you expected half way through the story? Be aware of your beliefs. More specifically, know which ones are empowering and which ones you need to change.

And remember - You have to Be BOLD! It all starts with a vision.

In April, Bold Business Boot Camps, a day-long planning and implementation workshop for small business owners and entrepreneurs. Invest a day and develop a 1-page plan for the next 12-months and your best year yet in business ..and in life. For more information visit www.BoldVisionConsulting.com or send an email to info@BoldVisionConsulting.com.

In late May Bold Vision Business Intensive teleclasses will be launched. The Business Intensive program is a series of 8 60-minute teleclasses that meet once a month on the phone. Participants can sign up for a single class ($39) or for all 8 and receive a 25% discount ($234). Materials and a recording of the calls are included. For more information send an email to info@boldvisionconsulting.com.

Coming in June, BoldVision will begin offering the 12-week course “Attract Clients by Becoming Recognized as an Expert in Your Field” for self employed service professionals. For more information email info@boldvisionconsulting.com.