Getting struggling businesses to try something different...

[Ashley_Price]

The problem I run up against is the business owners who can hold two opposing thoughts in their mind at the same time.

"Business is awful, we're not getting any customers. Something different needs to be done"

So, it's arranged for a retail expert (who has been on television and other media) to come and do a workshop on what could be done to shake things up and help increase footfall on the high street.

Few people turn up and when questioned many of those that didn't say "Why should we waste our time? What can he tell us about running our business?"

Hang on! You're saying you want things to change BUT still do things as you've always done them? Erm...

How do you get people out of this mentality?

 

[Shopclicks]

How do you get people out of this mentality?

Create something they can be a part of. Offer that thing to everyone. Create the FOMO.

 

[Mark T Jones]

When I ran courses for the NEA (government start up) scheme - where attendance was mandatory), I learned to open by asking how many people didn't believe I could teach them to do their job better - answers varied a lot.

Then I confirmed that I definitely couldn't. What I could do was provide insights, thoughts and ideas to the business. It was an extremely effective ice-breaker and put them at ease

 

[1emma19]

Yes this happens. But in my field that's straightforward, a product that reaches market without a valid CPSR can't legally be sold in the EU, full stop. Framing it as a business risk rather than a bureaucratic requirement is usually what cuts through.

 

[StrategyDoctor]

The problem I run up against is the business owners who can hold two opposing thoughts in their mind at the same time.

"Business is awful, we're not getting any customers. Something different needs to be done"

So, it's arranged for a retail expert (who has been on television and other media) to come and do a workshop on what could be done to shake things up and help increase footfall on the high street.

Few people turn up and when questioned many of those that didn't say "Why should we waste our time? What can he tell us about running our business?"

Hang on! You're saying you want things to change BUT still do things as you've always done them? Erm...

How do you get people out of this mentality?

What you are experiencing is very normal. Most don’t actually want change - they want results without changing behaviour. Human nature!

In my experience you may also be surprised how many are listening and thinking about, but just aren't ready to take the plunge just yet. You need to be consistent and persistent with your messaging (focus on their pain, not the solution) and consider how you can nurture them into becoming involved. Leverage the impact (cost) of doing nothing for example falling footfall, lost revenue, fixed costs, etc. Describe their pain so it resonates and they listen.

You may also get better traction by lowering the barrier and protecting their ego? For example use local peer examples instead of “experts”, and deliver it as them helping with small tests over a '30-day period' rather than any big change.

Try and involve them early if you can, if they help shape the solution, they’re far more likely to show up and engage. Almost try and make it their idea and then you help them to deliver it.

Out of interest, have you got even one or two local “early adopters” you could use as proof to pull the rest along?

 

[Paul Kelly ICHYB]

Some/many self employed/small business owners are their own worst enemy.

It is now becoming more frequent where I spend a couple hours with people going through the steps to review and improve things and then, a few weeks later, meeting again to find out they have not done any of the things discussed.

A waste of both of our times.

This is classicly highlighted by a meeting I had with someone who owed some business rates but had waited for the collectors to come knocking. Within seconds realised they could claim Small Business Rates Relief, so, potentially didn't owe anything and could get money back! Simple advice - contact the collectors and tell them this and ask for time to get the SBBR agreed, apply for thr SBBR (a simple online form) and chase the council. A month later, I got a desparate call saying the collectors were at her door and what should she do? She didn't take any action after our meeting as she was waiting for an email from me, which she couldn't find, then, magiclly, could.