Do you ever feel like you're that performer in the circus whose job is spinning plates? There are people walking past you on the circus midway while you're just there doing your thing. Most people are mildly amused with the task that you are performing, some people are pretending that you're not even there and yet others are totally thrilled with what you are doing! Although the third group of people are genuinely interested in your expertise at spinning plates and they look like they want to ask you a bunch of questions. You make eye contact with them and are just about to say, "HI!" in the most enthusiastic voice you can muster when their mother whisks them away saying, "c'mon son, we don't have time to talk to that guy today!" In true "plate spinner" fashion, you remain positive and silently proclaim, "That's okay… the next guy will have time to talk to me!"

Do you find yourself in this same situation with your business? You find yourself each day struggling to attract the right kind of customers whom you can meet with and sell your products to. Meanwhile, the bearded lady, the sword swallower and the painted man have customers clamoring at their doors, waiting in line to meet with them and give them their money. The customers who do stop and see you are either just the "tire kickers" who are trying to pass the time away but aren't really interested in buying or they are the ones who are interested in what you are doing but not really the decision maker in their family so they seem interested only to be "yanked" away by the person with real authority.

Metaphorically speaking the business world is just like the proverbial circus I've described above. The hustle and bustle of the midway is subject to the whims of the people searching for something to do while each attraction vies for the attention of the crowd. The person who captures the customer's attention is the one with the most compelling story and the most intriguing offer.

After you read this weekly installment of my column, I urge you to sit down and take a look at your place in the business circus. Who is the exact customer you are trying to attract? What is the message you are trying to convey? Who visits with you, "gleam in the eye" and all, but doesn't really have the power to make the decision to go with your service? When you are able to effectively answer these questions, you will then put yourself in a position to capture more business.

The painted man or the bearded lady attract customers because they are unique and create a sense of excitement around themselves. They capture the attention of their customers by satisfying the "right now" need of their customers. They are the epitome of relational vendors. By defining who you are, what market you serve, being consistent with your message and creating a compelling message you are able to create a long-term relational base of customers. People who will come back to see you over and over again. These are the customers you want and this is the scenario towards which you work every day.

Take a look at your "circus" and the monkeys who are surrounding you. If they are your monkeys, then you must do something that makes sure they want to come back tomorrow. If they are not your monkeys, then find out what you need to do to set yourself apart from the rest of the midway and get to work on changing it up.

As always, call me at the chamber and let me know how I can help you with this business evaluation. I'm here to help and I'm ready to meet with you.