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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  January 17, 2013

The Waiting Game

Have you ever talked to someone who is excited to work with you but months go by and it still hasn’t happened?  One thing happens … you say, “OK, I’ll wait until that’s over.”  Then…something else happens.  You think, “hey, that’s reasonable.  I’ll wait.”  At some point you wake up and realize that months have gone by and the situation hasn’t changed.

I did that a lot last year.  But not anymore.  Here’s why…I asked myself, “Do my best clients wait for the planets to be aligned to grow their business?”  Nope.  So then, why am I waiting for folks who are not my best clients?

My theory on why we all do this:  excitement is contagious.  Someone is excited about working with us, then we get excited that they are excited.  And all that enthusiasm creates a story that goes like this.  “Hey, this person is excited and I just know they will move forward when XXX happens.”  The reality:  they are excited but too scared to move.  Either the solution is bigger than their budget or they don’t want to take a risk.

My new thinking:  those who let outside forces dictate the trajectory of their business are not really in business.  They are an expert in the search for a job without benefits (aka a subcontractor assignment).  Not my ideal client.

What questions are you asking yourself this month?


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.