4 Big Obstacles to Success
I’ve been to 15 Engage! conferences over the past decade, and here’s one thing I’ve learned.
There’s a lot of smoke and mirrors in the wedding industry.
I’m not talking about anything sordid, although I’m sure there’s some of that mixed in.
No, what I’m talking about could be put on an “IG v. Reality” Reel. Instead of what your family vacation looks like or date night with your husband looks like, it’s what running your business looks like.
Because it’s not all rainbows and unicorns.
You know that for yourself, but did you know that’s the case for pretty much everyone else too?
Yes, even those who attend a fancy conference that costs a lot of money and is filled with icons in the industry.
Even those business owners face issues they can’t overcome on their own. I know, because anywhere from 5-10% of the attendees at Engage! are past or current clients of ours.
My #1 go-to question for business owners
Conference cocktail parties and networking events are hard for many people, including me - and I’m an extreme extrovert. Small talk can be taxing. It’s hard to know what to bring up. How do you answer others’ questions without sounding like a moron?
I follow a few simple guidelines when I go to networking events or conferences like Engage!
Let others do most of the talking.
It’s easy to do if you ask questions. And one of my favorites is how I know so many business owners run into issues with their businesses.
Here’s my #1 go-to question:
What is the biggest challenge you’re running into with your business right now?
I honestly can’t remember where I picked it up, but I’ve asked it hundreds (thousands?!) of times over the past half decade. It’s given me insight into:
What problems do wedding pros run into?
How does it impact business?
What solutions don’t work very well?
And so many other useful pieces of information.
This kind of market research is one of the biggest reasons I attend Engage. (That, and to spend QT with our past and current clients.)
I’ve also ask this question of EVERY SINGLE PERSON who inquires for my 1:1 services. It’s in the form they fill out for the appointment. And I’ve read 1,000+ responses over the past 6+ years.
It’s how I know what to write about in these newsletters.
And talk about it on my podcast, Own Your Business.
And share on social media.
4 big obstacles to success
Every wedding pro I know is bumping into some kind of issue with their business. The specifics might be unique, but they tend to lump themselves into several general categories, which I call “The 4 Saints.”
Several years ago I read an article in Harvard Business Review that talked about the 5 growth stages of a small business. While reading it, I realized that the transition from one stage to the next was fraught with difficulties. Challenges that got in the way of a company going from where they were to where they wanted to be.
And so I came up with names for each of those stumbling blocks on the path to ultimate, long-term success:
Starting
Struggling
Stuck
Stretched
As you can see, they all start with “st,” an abbreviation for “saints.” Hence, the name “The 4 Saints.”
1. Starting
Business owners want to take an idea and make it successful. But it’s not easy to create momentum with a big boulder, especially if you’ve never run a company before.
Big challenges include brand awareness, positioning products and services, and competency in new (and important) skills.
Our company offers solutions to get these business owners going in the right direction with a clear path forward and essential tools to use along the way.
2. Struggling
It’s not easy to make a sustainable profit with your business. In fact, you’ll never stop worrying about your long-term success.
What gets in your way?
Inconsistent sales. Overspending. Trying to do too much in areas you don’t have any real expertise.
We help clients identify a) what’s at the root of the issues, and b) practical, tactical advice to push through what’s getting in your way of success.
3. Stuck
This is the most common reason wedding pros reach out to us. They’re stuck. Hit a plateau. Ran into a ceiling.
Here’s what really happens: Bootstrapping and DIYing it only gets you so far. Then you reach a point where your natural ability, charisma, and connections run out - and you have to develop a (new) set of skills on top of what you already know.
We give clients the tools and training to level up their business, brand and buyer’s journey with coaching and done-for-you services like website copy and brand strategies.
4. Stretched
The most successful business owners often grow fast. Too fast. Or at least faster than their operations and team can keep up with.
After years of quick success the company is held together by the sheer willfulness - and 80-hour work weeks - from the owner.
And that’s not sustainable.
Burnout. Low morale that leads to frequent employee turnover. Lower profit margins. Negative impacts on your personal life.
I work with a few of these clients each year with extended 1:1 coaching, and it’s amongst the most rewarding because it creates a massive impact and improvement in inspiration, pride, and profitability.
Just like every business goes through a predictable series of steps to achieve success, you, as the owner of your business, will run into obstacles at major transitions from one stage to the next.
Interested in diving deeper into your business challenges at one of our immersive business retreats?
CTA button: Learn more now (www.shiftbusinessretreat.com)
How to level-up through the obstacles
As you level up, you’ll meet “The 4 Saints” along the way. Everyone does. Some sooner than others, and others over a longer period of time.
And when you do (not if, but when), you can use trial and error (the long, slow, painful approach), or get an expert to show/help/guide you through it.
Interested in learning more about “The 4 Saints” and how to push through each stage?
Tune into this week’s episode of Own Your Business, where I talk about all of them in greater detail, so you know where you’re at and what you can do to move on to the next stage of business success.