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I’ve been reading about why people have the need to text and drive.  It appears that many of us find that when the bell goes off with a new text message a bit of dopamine gets released in our brain.  We get a pleasant feeling that someone likes us and wants to communicate with us.  I know that happens when I get a text message and it might be the same for you.

We all know that we’re not supposed to answer text messages while driving.  I’ve learned to discipline myself not to respond or even look when I’m behind the wheel.  I can say that the first thing I do when I stop driving is to see what the text is about.  It’s not because I’m being polite it’s because someone has decided to reach out to me in some way.

Could this be the same thing when potential new customers contact us?

If you’ve read any of my prior posts on niche management you’ll have noticed that I think the word no is crucial in developing a niche.  I’ve believed that we don’t say no because of a scarcity issue, meaning that if we don’t say yes, we’ll never get another customer.

I think there is some truth to this, but I’m now starting to wonder whether saying no might have more in common with our need to answer a text message than it does with our feelings of scarcity.  When someone says they want to do business with us a very powerful dose of dopamine is likely released.  Someone has said they like us and think what we’re doing is good.  Is this something that has also happened to you?

Counteracting a physical reaction is a hard thing to do.

I know that when someone says they want to do business with me and they don’t fit in to what I do it’s very difficult for me to turn them down.  I’ve been thinking about this for the last several days and have discovered something interesting: I’m having a hard time turning them down not because of scarcity issues, but because I don’t want to let the potential customer down.

Let’s face it, much of the time we just like the people we meet.  I bet when you meet someone new and they show interest in what you do you like them immediately.  When you think about it, it’s pretty hard not to like them.  The other person is showing interest in what you do and because they’re interested in you, you become interested in them.

The urge to say yes might be overwhelming.

You have someone who wants to do business with you and even though they don’t fit as someone who is a good customer, you hear yourself saying, “Yes”.  Later you might ask yourself why you agreed when you know they don’t fit in and will likely not be a good fit.

It just might be they asked and because you liked them you wanted to say yes.  More likely, you haven’t put together a really clear picture in writing about who a great customer is for you.  I believe the best defense against saying yes to people you should say no to is being very clear about who it is you want to do business with.  Once you create this clarity you now have a tool in your arsenal to do what you know is right for you.  It’s now time for you to add this tool to your quiver of becoming a nicheaholic.  Are you ready to start?

We have put together a quiz that allows you to see where you are on the nicheaholic scale.  This short five minute quiz will help you figure out whether you’ve put some of the tools in place that will allow you to say no when you need to do so with a potential customer.  To go to our quiz sign up page, click on the button below.

Securities and Investment Advisory Services offered through NFP Securities, Inc. (NFPSI), Member FINRA/SIPC. Stage 2 Planning Partners and NFPSI are not affiliated.

This article is published for residents of the United States only.  Registered Representatives and Investment Adviser Representatives of NFP Securities, Inc. may only conduct business with residents of the states and jurisdictions in which they are properly registered.  Therefore, a response to a request for information may be delayed.  Not all of the products and services referenced on this site are available in every state and through every representative or advisor listed.

Topics: business coaching, for business owners, niche clients, niche management

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