Who Not How Ep #161

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Are you getting tripped up in the "how" of business? Well, it's time to shift your focus from the tactics, operations, and strategies to the most critical factor of all - the "who". That's right, by understanding your target audience, you can create more personalized and effective strategies that will take your business to the next level. So, let's forget about the "how" for a moment and dig deeper into the "who" of social selling

Are you getting tripped up in the “how” of business? Well, it’s time to shift your focus from the tactics, operations, and strategies to the most critical factor of all – the “who”. That’s right, by understanding your target audience, you can create more personalized and effective strategies that will take your business to the next level. So, let’s forget about the “how” for a moment and dig deeper into the “who” of social selling. 

In this episode, Kristen is talking about shifting your focus to the who of your business rather than the how so that instead of spiraling into frustration and confusion, you can ask yourself the right questions to meet your goals and gain clarity. 

Here are a few highlights from today’s episode:

  • How to shift your mindset from the how of business to the who 
  • How identifying the who can help you create valuable content 
  • Why hiring a team helps you stay in your zone of genius 
  • Who do you need to bring onto your team

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Thanks for listening! Do you have a question about network marketing? Kristen can help! Drop your question here, and she just might answer it live on the podcast: https:/Kristenboss.com/question

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Transcript for Episode #161: Who Not How

Kristen Boss (00:19):  You are listening to the Kristen Boss Podcast. I’m your host, Kristen Boss. As a bestselling author and performance coach, I’m on a mission to share about sustainable and purposeful approaches to both business and life. Each week, I bring relevant topics that I believe are necessary to create a life of purpose, significance and meaning. Entrepreneurship is about so much more than growing your bottom line. It’s about who you are becoming in the process and building a life that is truly extraordinary. Entrepreneurship is really just the beginning.

Kristen Boss (00:56):  Hey, bosses. Welcome to another episode of the show. Today. I have a fun, sweet, short value-packed episode for you, and I think you’re going to find valuable, interesting, and give you something actionable to do immediately following the episode. Real quick, before we get into the goodness, I want to remind you that our enrollment is about to close for the Social Selling Leadership School fall cohort. We already have more than half the spots sold out. We will not be opening enrollment again until August. And in August we will be enrolling at our full price of 49 97. So if you still want to save a thousand dollars and enroll and secure your spot for the fall cohort, you’re going to want to head to the link in the show notes and be sure you join as a founder so that you can get all the goodness that comes with being a founder in the new programs.

Kristen Boss (01:47):  All right, before I actually dive more into the content, more, we’re going to be talking about, if you haven’t already done so, if you could leave a review, subscribe, share this show with a friend who would find value, somebody who’s building an online business, particularly in network marketing or social selling. But hey, I think the topics that happen on this podcast really encompass all areas of life, most areas of business. So let’s get right into the goodness today. I was thinking a lot about a book that I read recently, and it’s by Dr. Sullivan and Benjamin Hardy, and they are over. They have a business called The Strategic Coach, and they wrote the book, they co-wrote the book, the Gap in the Game. Highly recommend that book. And they also wrote another book Who Not How, and it’s about how to ask yourself the right question when you’re thinking about achieving a goal, accomplishing the big thing you’re working towards.

Kristen Boss (02:40):  And where I see most people get caught up in their mind about how to get there. I even said it, how to get there. They’re stuck on how they’re stuck on asking themselves, well, how do I accomplish my goal? How do I get there within the timeline? And this is where I see most people just spiral out in a lot of mental drama. They go to YouTube, they research, they ask questions, they spin out, they freak out because they don’t have a strategy that’s right in front of them. They’re thinking, okay, and we’ll just make a really simple example out of this. So maybe you’re thinking, how do I find my next 10 customers? How do I find my next 10 customers? Well, that’s where I see people freak out. They’re like, I don’t know where to find them. I, should I be on Facebook?

Kristen Boss (03:24):  Should I be on Instagram? Should I be on TikTok? Should I go and talk to somebody else at the bus stop? Who do I go talk to? How do I find them? And all those things. And so that’s where I see people just spin out. They get into research mode. They take no actions forward because they’re spinning out on how, the question that you’re not asking is, who do I need to get in front of and have conversations with? Or who do I need to help me accomplish that goal faster? So I’m going to give you this kind of twofold. One is with customers and the who is very much like your niche, your target market, who is the demographic of people that you’re offering and creating content for? Because if you’re just creating vanilla content that tries to attract everybody, listen, I say it at once, I say it again.

Kristen Boss (04:14):  Every time you try to be everything to everybody, you’re nothing to no one, meaning that you’re not really being yourself. You’re kind of, if you don’t stand up for anything, you’re standing up for nothing. It’s the same thing. It’s just people have to know about you and you have to give them a reason to follow you. There’s literally 7 billion users on Instagram. Is that even right? I think that number’s wrong, but we have literally hundreds of millions of people on Instagram. So you have to give somebody a good reason to earn their follow. They’re not going to just follow you because you know, sell your favorite weight loss shake. Or because you’re a coach and you offer coaching, they don’t follow you for your product, your service, or your offer. Hear that again, people do not follow you for your product, your service or your offer.

Kristen Boss (04:59):  They follow you for the value that you add in a certain area, whether it’s educational content, entertaining content. They know what to expect when they come to your platform. It’s like if you have an ice cream shop, they know I’m going to go there and I’m going to get ice cream. You’re not going to suddenly turn into a taco restaurant on a random Tuesday because it’s Taco Tuesday. It’s like, no, this is what we do. This is what we’re great at. We make good ice cream. Instead of like, well, sometimes we’d like to do Taco Tuesdays. Sometimes we do hamburgers, sometimes we do like it just, no, don’t do that. But I see you guys trying to do that with your content, trying to just win everybody. So when it comes to achieving a goal, instead of asking yourself, how do I achieve that goal?

Kristen Boss (05:42):  How do I achieve the goal of 10 new customers? You need to ask yourself, who are my potential next customers? Who do I need to get in front of? Who do I need to be talking to? Who do I need to make content for? And who do I need to be making offers to? We’re asking ourselves a far higher quality question, and we’re putting our brain to work asking the better question. Because when, whenever you ask your brain a question, it’s going to go to work to answer, to answer it, it’s, it wants to solve a problem. So put your brain to work solving the right problems. And so when your brain is being told, okay, who do I need to talk to? Well, that, that’s when you think, okay, well what kind of product do I have? What problems am I solving? What desires does this person want?

Kristen Boss (06:25):  And how do I get in front of those people? So if you sell a weight loss product, you probably need to hang out in fitness communities. If you just think about who I create content for and who is going to be the most receptacle, that’s not even a word you guys, I’m just making up words today. Who is most receptive to my offer and the product that I sell? So who in that sense, there’s another kind of who that we don’t think about more often, because I do think you guys might be thinking, okay, so who’s my ideal client? Who is going to be my next team member? Or even how am I going to find my next team member? But let’s do this. Let’s talk about your big goal of where you want to go. And I want to offer a different who I’m talking about when you are trying to maybe hit that next level of income in your business, and you’re asking yourself, well, how do I take my business that makes me three K a month to making 10 K a month?

Kristen Boss (07:21):  And a lot of people get stuck in the how Again, they’re like, well, I need to get more customers. I need to have more followers. I need to make more offers. I need to connect with more people. Yes, that’s all true, but I actually think that might not be the highest quality question you can ask yourself. The highest quality question you can ask yourself in this instance is, who do I need on board to help me get there faster? In what way do I need to hire somebody that might actually be better at some of these things than I am? Like, who do I need to bring on to free me up from those activities over there so I can do the better leveraged activities over here? So recruiting and selling and getting in front of people and creating content, that’s for you. That’s how you attract people.

Kristen Boss (08:09):  That’s where you nurture people and sell to people. That’s revenue generating activity. But when you’re caught in administrative work, standing in line at the post office and standing there for an hour and filling out forms and stamps because you’re mailing out samples, what else could you have done with the hour? Is there somebody else you could have hired to stand in line at the post office for you? Somebody who’s glad to do that so that it frees you up to do your better performing activities, or maybe customer service you aren’t great at. Maybe you’re bogged down with customer service cause you have a great customer base and you’re so busy working on your fulfillment that you’ve struggled to actually generate new sales and acquisition because you’re caught in the weeds of fulfillment. That is when you can say, who do I need to help me with fulfillment so I can go work on acquisition or lead generation, which brings more money into my business.

Kristen Boss (09:01):  That is how I think it is my job to go and find people and serve people and generate revenue into my business. And now I have hired a team of very strategic who’s who are best positioned for certain areas of my business. And eventually, it’s no different than I want to replace myself and not just replace myself, find people who are better at certain tasks than I ever could be. And I’ve told people, I’m like, listen, you don’t want me to be in my inbox doing our customer service inbox, which is like a full-time job. And because we have someone designated to handle that and it’s what they love doing and it’s their giftings and they really like taking care of people. Our people have a fantastic customer service experience with my company because I’ve hired the right who for that job.

Kristen Boss (09:52):  If it was me, good lord, I’d probably I, you guys, I would probably burn so many bridges because I, it’s very draining for me. I’m best at doing front facing business. Now. Did I used to have to do a lot of customer stuff on the backend? I totally did. But then as my business grew, I started to have to ask myself, who do I need to fill this role? Or who do I need on board with me so that I can go further faster? So when it comes to your goals, I want to challenge you over this week to ask yourself the better question of who do I need to get there faster, is it a virtual assistant? Is it somebody that does your graphic design? Is it somebody to help you do laundry in your house so that it frees you up two hours a week to do income generating activities?

Kristen Boss (10:38):  Because listen, folding laundry doesn’t make you rich, but you learning to market and sell and make offers and grow your audience, that is where the money making activities are. And I think oftentimes we have to put down our pride and put down our desire to have, to have it done perfectly or have them having to do it exactly the way we would. For me, I just learned like, okay, I’m going to onboard them and teach them and train them to think like me, work like me. I’m going to give them a lot of real-time feedback where eventually they’re not going to need it and then they’re on their own and probably doing better than me. And that is how I hire for my company. And we also have a really great company culture because again, we’re thinking, who do we need in this organization? Who is a good fit?

Kristen Boss (11:22):  And then when we have the right, it becomes a lot more simple. So friends, instead of spiraling out this week, getting lost in the how, getting lost in confusion and spiraling out on YouTube or consuming more content, ask yourself, who do I need to get in front of to reach my goals? And who do I need to help me get there faster? Who might have certain skills and abilities that can get me out of these lower income generating tasks into my higher income generating tasks? When you learn that everything will change in your business, we’ll catch you in the next episode. That’s a wrap for today’s episode. Listen, if you love what you heard here today, I would love for you to leave a real quick rating and a review. This helps the show get discovered by new people. Be sure to take a screenshot of today’s episode and shout us out on Instagram. We’ll shout you right back out. If you’d like to find additional resources or discover how to work with me, head to kristenboss.com.

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