Laurel Black Communications + Design

Business Insights

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Urban Refugee Syndrome

Urban Refugee Syndrome
The Bane of Rural Professionals

I have lived and worked on the Olympic Peninsula in Washington State for many years. It’s a great place to be for many reasons. But the challenges for professionals are a bit different than in the city because of an odd malady I call:

Urban Refugee Syndrome

This affliction came to my attention shortly after establishing my design practice. Although I didn’t contract URS myself, I soon noticed symptoms in others.

It begins when business or professional people move from the city to the country. If they have URS, they will unconsciously assume two things: 1) that they are one of the few people ever to have had the brilliant foresight to flee urban blight, and 2) that it will be impossible to get support services of the same quality they were used to getting in the city.

URS will also keep sufferers from finding business services locally because they won’t look. This will continue until a newcomer has been in the country long enough to be on the receiving end of URS. At that point, the dots may connect and the formerly new person will be able to recognize that there are other competent professionals in the community besides themselves.

My first client with URS came to me for a logo. As I was reviewing my portfolio with him, he pointed to one of my examples and said, “I couldn’t possibly get work like that here. I would have to go to Seattle.”

I was dumbfounded. Whose portfolio did he think I was showing? I had just left a design position in Seattle, but apparently when you move to the Olympic Peninsula, all your abilities fall off the ferry into Puget Sound.

Forestalling URS

Rural professionals must be hyper-aware of how they present right from the get-go. How you dress, what your online presence and office are like, your business materials, how you answer the phone: everything has to be top-notch because everything sends a message. When it comes to establishing professional credibility, perception is absolutely crucial.

By managing how you present (we’re talking about your branding here), you torpedo those unconscious assumptions before they even gain a toehold. And you are also telling clients to expect to pay you what you’re worth.

One of the worst URS assumptions is that since services in the country must be of less value than those in the city, they should be cheaper.

Do not reinforce this stereotype by assuming that because you live in a small town, you can show up in a sweatshirt and jeans. If you look like you only need $10 an hour to live on, that’s all you’ll get.

The take-away for all professionals no matter where they live: Don’t assume that people will automatically know how great you and your business are. You have to tell them by showcasing your worth in every possible way.

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My Favorite Business Rules: The 4 Nevers & the 4 Always

My Favorite Business Rules:
The 4 Nevers & the 4 Always

Seems like every day there’s another spate of articles with titles like “Ten Success Secrets of the Top-Selling Superstars.” These stories are like car accidents: you can’t look away. A lot of it is common sense, but as George Carlin reminded us, common sense isn’t. So in that spirit, I have compiled a list (from direct experience) of good and bad practices. Here are my favorite four Always Rules and my four Never Rules.

The 4 Never Rules

1. NEVER work with anyone who treats you like you’re stupid.

Over the years, I have found that no matter how much you want a project, never put up with disrespect or abuse. If a customer refuses to treat you as a fellow human, or thinks that paying you for your product or service also buys the right to be obnoxious, flee. Life is too short and you will never be that hungry.

2. NEVER sell your product or service to someone who doesn’t understand its value.

This happens when we make assumptions about the customer’s knowledge level. It is our job as businesses to make sure our customers understand not only what they are buying, but how it will benefit them and why it is valuable. People often don’t even know what assumptions they’re making because the assumptions are unconscious. Sometime it’s wishful thinking; sometimes it’s based on a customer’s previous experience that has nothing to do with you and your offer. So always try to identify a customer’s knowledge gaps and take care of them. Otherwise you run the risk of bad surprises, especially at invoice time.
Which brings me to:

3. NEVER let your client set your price.

It is our job to set a correct value on our work. We have all had the customer who wants to “break us down” or “score a deal.” Even with no intention to power trip you into lowering your price, customers may often have a price assumption that is based on either wishful thinking or no thinking at all. These customers need to be gently educated (see #2).

4. NEVER ignore what your gut is telling you.

We all lapse on this, and it will nearly always come back to bite us. Many times, because we really need the sale, we bulldoze over that big red flag that popped up. We do this at our peril! Little nagging voices may not be telling us what we want to hear, but they always tell us what we need to know. Slow down long enough to listen and learn – you will save yourself boatloads of suffering.

4 nevers and 4 always

The 4 Always Rules

1. ALWAYS observe the Golden Rule.

This can be expressed in many different ways, but what it comes down to is, the best way to treat people is how you would like to be treated. As a rule for doing business it is absolutely infallible. This is the flip side of the #1 Never rule above.

2. ALWAYS put agreements in writing.

No matter how hard we try to cover all bases and be clear, there is always potential for misunderstandings whenever we make agreements about doing business. For the sake of everyone’s sanity, every project should begin with a written agreement about the scope, budget and timeline, and have a process for scope changes.

3. ALWAYS strive to do better and learn more.

It’s very easy to get complacent and find yourself in a comfortable place of “we’ve always done it this way.” Comfort is the enemy of growth. If you are not making time to stay up on new developments in your field, you are writing a slow, painful death warrant for your business.

4. ALWAYS believe in the value of your work and your expertise.

If you don’t, then why should anyone else? Even though we may sometimes feel insecure about our worth, this belief needs to be consistently conveyed, not only to our clients but to ourselves. Transient mood swings happen to all of us, and have nothing to do with our basic worth. Believing in the value of what your business offers is the bedrock of all effective marketing.

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Favorite Rules for Doing Business: The 4 Nevers

The Four Nevers of doing businessSeems like every day there’s another spate of articles with titles like “Ten Success Secrets of the Top-Selling Superstars.” In this economy, these stories are like car accidents: you can’t look away.  We’re looking for all the help we can get! A lot of it is  common sense, but as George Carlin reminded us, common sense isn’t. So in that spirit, I have compiled a list (from direct experience) of good and bad practices. Here are my favorite four Never Rules – next month I’ll share my best Always Rules.

Never work with anyone who treats you like you’re stupid.

Over the years, I have found that no matter how much you want a project,  never put up with disrespect or abuse. If a customer refuses to treat you as a fellow human, or thinks that paying you for your product or service also buys the right to be obnoxious, flee. Life is too short and you will never be that hungry.

Never sell your product or service to someone who doesn’t understand its value.

This happens when we make assumptions about the customer’s knowledge level. It is our job as businesses to make sure our customers understand not only what they are buying, but how it will benefit them and why it is valuable. People often  don’t even know what assumptions they’re making because the assumptions are unconscious. Sometime it’s wishful thinking; sometimes it’s based on a customer’s previous experience that has nothing to do with you and your offer. So always try to identify a customer’s knowledge gaps and take care of them. Otherwise you run the risk of bad surprises, especially at invoice time.

Which brings me to:

Never let your client set your price.

It is our job to set a correct value on our work. We have all had the customer who wants to “break us down” or “score a deal.” I saw an example of this at a hotel’s front desk in Illinois recently. A man came in to get a room and went right into an obviously well-practiced spiel about why the prices were ridiculous, he should get a special deal, etc. etc. His bullying  did not faze the desk staff. They handled him with grace, but did not back down. (The man eventually paid a regular rate.) Even with no intention to power trip you into lowering your price, customers may often have a price assumption that is based on either wishful thinking or no thinking at all. These customers need to be gently educated (see #2).

Never ignore what your gut is telling you.

We all lapse on this from time to time, and it will nearly always come back to bite us. Many times, because we really need the job or sale, we bulldoze over that big red flag that just popped up. We do this at our peril! Little nagging voices may not be telling us what we want to hear, but they always tell us what we need to know. Slow down long enough to listen and learn – you will save yourself boatloads of suffering.