I was a first-aid volunteer with St John’s Ambulance for most of my adolescence. I did lots of public duty, and spent my time in uniform:
- chatting in the first aid room, waiting for someone to approach me and request help
- wandering in a pair around the stadium, showground or concert, waiting for someone to approach me and request help
I stopped volunteering at 20, but I kept the first aid kits I’d bought. Sometimes a friend would cut their finger or sprain their wrist at my house and I would offer to help. And if they declined (“It’s not that bad, don’t worry about it.”) I’d offer again. And again. Eventually I’d stop offering and try not to look hurt, sometimes muttering, “I do know what I’m doing, you know.”
What was different?
When I was a volunteer:
- I broadcast my services to everyone present by wearing the uniform and first aid kit
- I had the authority of the organisation to confirm my skills
- I didn’t waste time chasing people who didn’t need me
- I could be found in the crowd or the first aid room if I was needed
- Only motivated people would contact me – people who were hurt/sick and wanted to do something about it
- Anyone who was hurt/sick but didn’t want help wouldn’t approach me
When I was an ordinary person sitting in my lounge-room:
- I wasn’t passively advertising my readiness and desire to help
- I didn’t have the authority and proof of the uniform
- I only had one person who potentially needed me
- I wasn’t sure if they knew I could provide the help they needed
- I could see they needed help (so I thought!) and I wanted to help them
- I couldn’t understand why they wouldn’t want my help
Some people don’t need your help. They will ignore what you have to offer.
Some people don’t want your help. They will ignore what you have to offer, too.
This is where it gets frustrating.
You want to help! You love to help! It makes you feel good, it earns you money, it makes the world a more awesome place. You can see this person refusing to work on a problem you know how to solve; you’re perplexed and angry and frustrated and if you’re not careful the whine creeps in (Whyyyyyyyyy won’t you/you ought to/can’t you see why you need to?).
I know. Believe me, I do. But I had to accept, and you have to accept, that you can’t help everyone. If they’re broke, sceptical, in denial, unconcerned, scared, badly informed, untrusting, distracted, overwhelmed or fanatical they might not be willing to solve their problem. They might not think it is a problem. Or they might think that your solution isn’t the right fit for them.
You cannot help those people.
So don’t try! Stop following your potential customers around with your solution, getting louder and louder as you tell them why they have a problem and why you need to solve it.
Instead, have a clearly identifiable place (like a website) that:
- describes the problem
- proves that you have a reliable solution
- includes simple ways for them to request it
Then focus all your attention on people who have that problem and are interested in your solution. And ignore the others. It will be much less frustrating. And much more profitable.
Your five-minute mission, should you choose to accept it…
Review your website. Does it clearly describe the problem, the solution, and how to get your help? If not, brainstorm ten simple ways you could do so and implement the best ones in the next week.
Have you ever spent time chasing people who don’t want your help? Tell me in the comments!