You're Confusing Your Customers.

KISS

Keep It Simple (Stupid) Sellable 

Transcript

SPEAKER_00 0:00

This week we had the famous Rhea from Random Fun Adventures giving her 10 minute presentation about her business, how she started it just before COVID, working through COVID and you know, no travel, and her business is about people traveling right internationally, whether it's discovering your local area in Spain and Gibraltar to further afield as well, and then the struggles of starting that business, leaving her job, and now the business flourishing. She's like a local celebrity here, and then we also had an education slot from myself about keeping things simple in your business. Sometimes we are all afflicted with the curse of just keeping it simple, and we end up making things really, really complicated. Are you making that mistake in your business right now? Hi everyone, Ahmed here, and welcome to Gibraltar's Independent Podcast. The home for you local dreamers, doers, and business builders who are shaping the future of our role. Each week we'll share real stories, fresh ideas, and powerful conversations to help you grow your business, your mindset, and your network. Because here in Gibraltar, we don't compete, we collaborate. Let's build something great together. We had record-breaking members in the room this week. We had 17 in total, and I think maybe one came in a little bit late, so we'll call that 18. Fantastic. The buzz, the atmosphere, the referrals in the room, the connection, everything was just the adrenaline was super super high. Thoroughly enjoyed that. We had Rhea from Random Fun Adventures, check her out on social media as our 10-minute feature presenter. Rhea has shown from the very start of her business, I think 2017, 18, 19, just before COVID, started the business, take took that leap of faith to jump from the corporate position that most of us started out in and took that leap of faith, started her business, and where is now went through the ups and downs of COVID, and it's just a story of resilience, strength, brave bravery to be honest. In that time, she's had a child as well. I mean, everything that you can think of, all the hardships all compiled into the last five-six years. It was a great story, and that was her presentation. And if you were there, you know exactly what I mean. But you need to come next week and see the next 10-minute presenter as well. Also, this week, my uh education slot was about we have this um saying, what is it, kiss, keep it simple, stupid. Now you probably heard that one. I made a little uh deviance on that one, and it says, keep it simple sellable. I just never want to use the word stupid. Now, what this means is the problem is ourselves as business owners, we overcomplicate what it is that we do. Why? Because we are technicians, we are in love with the details of what it is that we do. However, the customer doesn't really care, and the customer gets confused. And I gave the example of when I went to get uh well have knee knee pay for the last few years and then got an x-ray, and I was now my appointment to go to the doctor and kind of get the results and the next steps. Now, this knee doctor, he he's been a knee doctor for like 20 years, he was obsessed with showing me x-rays and zooming in on different x-rays, and to the point where he couldn't the my x-ray wasn't super clear, so he went on to Google, got other pictures of knees, x x-rays, and zooming in different angles, and I'm like, I don't see what you're zooming in here on it. To me, it looks like a black space you're zooming in, and he was telling me all about knees and then bringing up customer testimonials from the last 20 years showing me, you know, this customer got a knee operation, now he's great and fit and strong, and all this kind of stuff. And it's still in my head, I'm thinking, how does this affect me? Do I really need this? And after about 20 minutes of this, I'm exhausted, he's exhausted, and he's and then it it was basically like saying, So, do you want to go ahead with it? Kind of like a sale, like us in business, we're like, So, you want to go ahead with it? And me, as the the customer on the other side, I'm still confused, what are my options? I'm not interested in so much of the details, and we sometimes get lost in this because we're technicians, we love our craft, but we forget the customer doesn't need that much detail, they just want to know simple steps, the problem, the solution, and what that means for me, and generally the cost of getting that result. And the sales conversation can be refined a lot a lot less than you think it is. Again, another example: you go to the car garage, you want brakes that make your car stop. That's all you're interested in. And then the car mechanic might tell you about the different carbon fibre brakes, or this type of brake, or that kind of brake, the weight of the brake, the material of the brake, and you're just saying you're just thinking, I just want a brake that stops me from going through a brick wall. Can can we get that? That's what I'm talking about when we're talking about keeping it simple. That was the education slot. Uh, a lot of people have said it was the best one that we've done in the in this year, so um I appreciate that. Remember, complicated versus clear is your messaging, is your business, is it complicated or is it clear? If you're finding that you're struggling to convince people or sell your product to somebody, it's possibly meaning you're making it more complicated than it needs to be for your customer. Simplify it, really, really simplify it. Because we love to get caught up in jargon, technical jargon, whether we're building websites, we're talking about uh taxes and accounts, all sorts of stuff. Keep it super super simple. That's what the educational slot was about. Then we had a leadership meeting discussing the direction of EBN, how we can grow it this year, how we can reach our targets. To be honest, we're already reaching the membership target of 25, which we set at the start of the year. We're already on 24, so we're already there to be honest with you. We need one more person, and we will have reached our 2026 target, so we need to get new, higher, um ambitious goals, I would say. That is the goals for this year. Oops, alarm going off there. The next priority for us is to find not more members, but we're looking to ensure that we get the right quality of members. We don't want people that are slightly engaged, that are slightly interested in EBN or growing their business. We want people that are passionate, ready to go, and want to engage in the community. That was the next step for the leadership team. How do we tackle this challenge of growth, but growth in the right way? Not just growth for the sake of numbers of members, but we want the quality, we want to increase the quality of those engaged members and those that are keen to grow their business and the network, not those that are are coming just with a sales pitch and ready with uh to to start sending out invoices. That's not what we're looking for, and that was a challenge I set to my leadership team, and we are working on that just now. So I look forward to welcoming you as one of those keen members to our community. But first, I will highly recommend for you to come as a visitor, as a guest, let us host you, let us um show you the experience of being part of the EBN Gibraltar's first weekly community of business owners and entrepreneurs. I invite you to come and join us every single Thursday morning. There's a link underneath this podcast, you can find us also on Facebook, and that is the EBN Entrepreneurs Business Network on Facebook, and I look forward to welcoming you. We've also got a free WhatsApp group, you can join us there as well. The links are on our Facebook group. And until next time, have a productive but also a stress-free week, and make sure that you recharge over the weekend with your family and ready to hit the ground button. Thanks for tuning in to Gibraltar's Entrepreneurs Podcast. Remember, success isn't about going alone, it's about growing together. If you're ready to connect with Gibraltar's power team of entrepreneurs, join us every Thursday morning and become part of the movement. Until next time, keep building, keep believing, and keep the rock strong. And that's my greenhead. See you at the time.