Branding is the process by which you try to become the first business a person thinks of when they consider buying goods or services in your category. If you can "own" a word in the public's mind, you have a huge competitive advantage.
Branding is the process by which you attempt to differentiate your business from your competitors. Just as a brand will allow your horse to be recognized among the rest of the herd, so too must your business’s brand set you apart. Although your name and logo are important features of your brand, there’s a lot more to it than that.
You Must “Own” Your Category in the Minds of Your Customers
The absolute best way to create a brand is to invent a new product or service. Being first to market is a huge advantage. Coca-Cola has turned its “secret formula” into a 70% market share of cola drinks worldwide.
However, most of us run businesses in categories filled with competitors. What’s the best way for us to create a strong brand?
The secret lies in narrowing the focus of your business until you’ve created a new category you can be first in.
From Ford to BMW
Consider the auto industry. Henry Ford didn’t invent the automobile, but he was the first to combine it with an assembly line. That reduced his costs enough so that millions could afford a car. Being first with an affordable car allowed Ford to dominate the category, even though there were literally hundreds of car companies in the U.S. by 1910. That’s a powerful brand!
So how did other auto manufacturers develop successful brands? By creating new categories in the mind of the buying public. If you’re in the market for a “safe” car, Volvo is probably the first brand to pop into your mind. If you’re looking for the “ultimate driving machine,” BMW owns that category. Buyers shopping for a high-priced luxury car think Mercedes Benz.
Notice that none of these companies is trying to be all things to all people. They narrowed their focus until they had a new category they could be first in. Even though other car companies could make claims about the safety of their cars, it’s unlikely they’re going to supplant Volvo in the public’s mind. Volvo “owns” the safe car category.
Two Fast Food Examples
When Tom Monaghan owned a small pizza restaurant near a college campus, he started asking his customers what changes they would like to see in his business. Did they want a higher quality pizza? No, the quality was fine. Did they want a cheaper pizza? No, the price was fair. What they really wanted was a pizza that came to them. Thus, Domino’s Pizza created the new category of pizza delivery, and even though others offer the same service, being first allows Domino’s to enjoy a dominant share of the market.
Little Caesars saw another opportunity. If they focused on take-out pizza, they could save money on delivery and a large restaurant. That would allow them to make money even if they sold two pizzas for the price of one. Pizza. Pizza. Brilliant.
Apply These Ideas to Your Business
If you’re trying to grow your business, it might seem logical to expand your offerings, but that’s unlikely to be successful in the long run. As these few examples have shown, it’s often better to narrow your focus until you’ve created a new category you can be first in. If you’re a specialist, people will regard you as more of an expert in your field than a generalist.
Let’s say you’re a photographer. If you live in a town or city of any size, you no doubt have lots of competition. Look around for the opportunities to separate yourself from the herd. Maybe you could become known as the only one in town to call for action shots during kids’ athletic games. Or maybe you specialize in soft-focus sepia-toned photos of mother and child. Fly fishermen. Architectural details. Even though you’ve narrowed your pool of prospects, you’ve also eliminated most of your competition.
Our photographer could expand her business while maintaining focus by publishing a book, printing greeting cards and calendars, or teaching lessons, all in her specialized area.
She’ll know she’s created a powerful brand when her name is the first one to pop onto a parent’s head when they want a “hero shot” of their young soccer player.
Publicity First, Advertising Later
One of the great benefits of being first in a new category is that you become newsworthy. Newspapers and magazines, TV and radio are always looking for “something new under the sun.”
Remember Pet Rocks? This small outfit gained international coverage, all of it free, for their unique idea. Millions of Pet Rocks were sold with virtually no advertising costs.
Advertising alone is rarely enough to create a new brand, although lots of businesses try that route. Remember the Super Bowl of a few years ago when the media was filled with stories about the millions that were spent on 30-second ads? This was supposed to be the launching of several new dot com businesses and the amount of money spent to launch these brands was incredible. In spite of all that money and the creative efforts of Madison Avenue’s finest minds, those businesses failed quickly and are totally forgotten today.
A better path is the one followed by Google, the world’s most popular search engine. Google wasn’t the first search engine, but they created a new way to rank web sites that garnered them huge amounts of free publicity. I’ve never seen an ad for Google, and yet just about everyone who has surfed the web has heard of it. Just this morning our local paper ran a large article about Google’s decision not to sell shares of stock in the company yet. More free publicity, which will further boost the strength of their brand.
Conclusion
Focusing your business until you’ve created your own category is just one step to branding your business. An excellent resource for learning more ways to create a strong brand is the book, The 22 Immutable Laws of Branding (http://www.zmoon.com/cgi-bin/pl.pl?branding22) by Al and Laura Ries. Next time I’ll have some specific ideas on how to brand yourself through your web site. Until then, stay focused!
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Please forward this to a friend!
For all your web design needs, or to join our mailing list, visit ZebraMoon Web Design (http://www.zmoon.com/).
To catch up on the articles you may have missed, please come to our article archives (http://www.zmoon.com/webdesigntips.html).
About the Author
Les Goss is President of ZebraMoon Design, Inc. To see a partial list of high-ranking web sites we've created for our clients, please visit our web site at http://www.zmoon.com. Sign up for our free newsletter at http://www.zmoon.com/webdesigntips.html. You'll receive two issues a month on topics that should help you stay a step ahead of your competition.
Friday, May 29, 2009
Tuesday, May 26, 2009
Give Away an Internet Marketing Book to Triple your List
You’ve probably heard it a thousand times; ‘the money is in your list’. But how do you grow your list so that you can begin making real money? The answer, give away a free Internet marketing book to new subscribers. People love free stuff and they like instant gratification. Provide your ebook in a downloadable format that they can get right away.
Target your Internet marketing book to the type of people you want to attract. If your website is about bird watching, give away an ebook about the different types of birds found in different regions. If your site is about Pomeranians, distribute a book on training and grooming your Pom. It is extremely important to target your Internet marketing book to the audience you want to attract.
For a while, I was giving away free programs with master resell rights. It was attracting eight to ten people per day to my list. The numbers were okay, but I wasn’t setting the world on fire. I thought the mrr package was a great give away. Then, I switched over to a free Internet marketing book on ‘How to Make Money Every Day’ and my subscriptions tripled. That’s right, they tripled! I couldn’t believe it.
In addition, I was easily able to funnel my subscribers to my download page where I give away tons of free ebooks and downloads. This increased my ad revenue. When I was giving away the mrr package, people spent a half hour downloading my product and did not return to my download page.
So, don’t fall in love with a list-building program. Try giving away an Internet marketing book if you are not excited about you subscriptions and you may be pleasantly surprised.
Do you want to learn more about how I make money? I have just completed my brand new guide on how to Make Money Every Day!
Article Source: http://article24h.com/category/marketing.html
Author: Jo Mark
Get - Make Money Every Day - FREE
Make Money With Your Own Ebook
Free ebook - Make Some Money
Target your Internet marketing book to the type of people you want to attract. If your website is about bird watching, give away an ebook about the different types of birds found in different regions. If your site is about Pomeranians, distribute a book on training and grooming your Pom. It is extremely important to target your Internet marketing book to the audience you want to attract.
For a while, I was giving away free programs with master resell rights. It was attracting eight to ten people per day to my list. The numbers were okay, but I wasn’t setting the world on fire. I thought the mrr package was a great give away. Then, I switched over to a free Internet marketing book on ‘How to Make Money Every Day’ and my subscriptions tripled. That’s right, they tripled! I couldn’t believe it.
In addition, I was easily able to funnel my subscribers to my download page where I give away tons of free ebooks and downloads. This increased my ad revenue. When I was giving away the mrr package, people spent a half hour downloading my product and did not return to my download page.
So, don’t fall in love with a list-building program. Try giving away an Internet marketing book if you are not excited about you subscriptions and you may be pleasantly surprised.
Do you want to learn more about how I make money? I have just completed my brand new guide on how to Make Money Every Day!
Article Source: http://article24h.com/category/marketing.html
Author: Jo Mark
Get - Make Money Every Day - FREE
Make Money With Your Own Ebook
Free ebook - Make Some Money
Saturday, May 23, 2009
Small Business Marketing And Advertising: Branding vs. Direct Response
Too often, small business advertising and marketing campaigns prioritize branding at the expense of direct response--i.e., actually getting leads and/or sales right now. That is almost always a foolish and even dangerous proposition.
Small Business Branding Advertising and Marketing an Oxymoron?
Unless you're a ubiquitous consumer products company, the value of branding is far, far less than the value of direct response. What good is impressing someone with your brand if he or she never comes into contact with your business again? Why would they come into contact with your business again if you haven’t gotten a direct response?
Branding is essential for Coca Cola and Microsoft and all the other consumer giants because they don't need direct response. Their offering is available every time you drive down the street, so burning their logos into your eyeballs will actually make you more likely to buy. But if you have to search out the business, having a logo floating in your consciousness won't be enough to motivate you.
Even if branding alone could drive business, how long will it be before that logo or slogan or jingle has left your memory forever? A few hours? A day?
One of the basic requirements for branding is repetition. Numerous repetitions. Like seeing the little Microsoft flag every single day, in the lower left corner of your screen, on your computer's case, in magazine advertisements and on television commercials.
One visit to your website or one glimpse of your advertisement won't accomplish this—and remember, unless you have Microsoft’s budget, one exposure is all you’ll likely get if you don't get a direct response.
In reality, even numerous exposures to your brand might not be enough. There's only so much room for logos in people's minds, and you've got an awful lot of deep-pocketed competition for that space.
In contrast, if someone requested a whitepaper from you, or called in for more information, you would have their attention for much longer, even if you never followed up--which you could do, since you had their contact information.
The Two Cases when Branding Makes Small Business Marketing Sense
1. When branding enhances direct response rather than detracting from it.
Good branding enhances trust in your business. A good tagline, graphic design, and logo can also make it instantly clear what your business does, allowing users to go directly to your message without having to decide if you’re worth listening to.
Simply put: if you’re a watchmaker, put a watch in your logo, and the word “watch” in your name and your tagline or slogan. When you’re selling services picking a logo can be trickier, but it can be done. UpMarket Content’s logo is a scroll and pen. Just make sure your logo communicates what you do, rather than something foolish like a black rocket for an advertising agency.
Yet while branding usually enhances direct response, you should not hesitate to sacrifice branding if it hurts your response. If you find that a different tagline or font does significantly better in getting responses, run with them.
2. When you actually do have the opportunity to impress your brand on the same person dozens of times over the course of an average month.
For branding to work, you don’t just have to maximize total exposures, but exposures to unique individuals. Let’s be absolutely clear: in terms of branding, exposing 1,000,000 people to your brand once each is infinitely less valuable than exposing 1,000 people to your brand 1,000 times each. You have to maximize exposures to the same individuals. Aim for a hundred exposures per individual if you want to really enter people’s consciousnesses.
Of course, it may take far fewer than a thousand individual exposures. If someone is sitting in front of your branding advertisement for more than a few minutes, they may in fact be exposed to it dozens of times, each time their line of sight crosses it. But this kind of long-term exposure is likely going to cost you more.
How can you ensure that your brand advertising will maximize your brand exposure per unique individual? Place your brand advertising where users will come back often to see it. For instance, a banner on a website that has a strong following of returning users, or an advertisement on the local diner's placemat.
Even when branding does make sense, direct response will often also make sense, so you should combine the two if possible. For instance, at the bottom of a banner advertisement with your logo and tagline looming large, put a button labeled “get more information.” Or, underneath your businesses sign, put a telephone number with an offer to get more information.
Because if they never visit or call, who cares if they have your logo burnt onto their retinas?
by: Joel Walsh
About the Author
Joel Walsh is a professional content writer and founder of UpMarket Content, whose site has information on promoting your business with great website content: http://upmarketcontent.com
Small Business Branding Advertising and Marketing an Oxymoron?
Unless you're a ubiquitous consumer products company, the value of branding is far, far less than the value of direct response. What good is impressing someone with your brand if he or she never comes into contact with your business again? Why would they come into contact with your business again if you haven’t gotten a direct response?
Branding is essential for Coca Cola and Microsoft and all the other consumer giants because they don't need direct response. Their offering is available every time you drive down the street, so burning their logos into your eyeballs will actually make you more likely to buy. But if you have to search out the business, having a logo floating in your consciousness won't be enough to motivate you.
Even if branding alone could drive business, how long will it be before that logo or slogan or jingle has left your memory forever? A few hours? A day?
One of the basic requirements for branding is repetition. Numerous repetitions. Like seeing the little Microsoft flag every single day, in the lower left corner of your screen, on your computer's case, in magazine advertisements and on television commercials.
One visit to your website or one glimpse of your advertisement won't accomplish this—and remember, unless you have Microsoft’s budget, one exposure is all you’ll likely get if you don't get a direct response.
In reality, even numerous exposures to your brand might not be enough. There's only so much room for logos in people's minds, and you've got an awful lot of deep-pocketed competition for that space.
In contrast, if someone requested a whitepaper from you, or called in for more information, you would have their attention for much longer, even if you never followed up--which you could do, since you had their contact information.
The Two Cases when Branding Makes Small Business Marketing Sense
1. When branding enhances direct response rather than detracting from it.
Good branding enhances trust in your business. A good tagline, graphic design, and logo can also make it instantly clear what your business does, allowing users to go directly to your message without having to decide if you’re worth listening to.
Simply put: if you’re a watchmaker, put a watch in your logo, and the word “watch” in your name and your tagline or slogan. When you’re selling services picking a logo can be trickier, but it can be done. UpMarket Content’s logo is a scroll and pen. Just make sure your logo communicates what you do, rather than something foolish like a black rocket for an advertising agency.
Yet while branding usually enhances direct response, you should not hesitate to sacrifice branding if it hurts your response. If you find that a different tagline or font does significantly better in getting responses, run with them.
2. When you actually do have the opportunity to impress your brand on the same person dozens of times over the course of an average month.
For branding to work, you don’t just have to maximize total exposures, but exposures to unique individuals. Let’s be absolutely clear: in terms of branding, exposing 1,000,000 people to your brand once each is infinitely less valuable than exposing 1,000 people to your brand 1,000 times each. You have to maximize exposures to the same individuals. Aim for a hundred exposures per individual if you want to really enter people’s consciousnesses.
Of course, it may take far fewer than a thousand individual exposures. If someone is sitting in front of your branding advertisement for more than a few minutes, they may in fact be exposed to it dozens of times, each time their line of sight crosses it. But this kind of long-term exposure is likely going to cost you more.
How can you ensure that your brand advertising will maximize your brand exposure per unique individual? Place your brand advertising where users will come back often to see it. For instance, a banner on a website that has a strong following of returning users, or an advertisement on the local diner's placemat.
Even when branding does make sense, direct response will often also make sense, so you should combine the two if possible. For instance, at the bottom of a banner advertisement with your logo and tagline looming large, put a button labeled “get more information.” Or, underneath your businesses sign, put a telephone number with an offer to get more information.
Because if they never visit or call, who cares if they have your logo burnt onto their retinas?
by: Joel Walsh
About the Author
Joel Walsh is a professional content writer and founder of UpMarket Content, whose site has information on promoting your business with great website content: http://upmarketcontent.com
Friday, May 22, 2009
Your Newsletter Marketing Strategy: Five Things to Consider
Sending out a monthly newsletter takes a good deal of effort. You need to determine your goals and how to measure them, prepare your mailing lists, develop content, and make sure everything is delivered correctly. Can you confidently say that you are generating justifiable revenue from this effort —or are you sending out a newsletter because everyone else does?
With all the new technology available today, the term "newsletter" has morphed into a dozen different formats. You can certainly find one that fits your needs. One thing is clear—do not continue to send out a monthly newsletter unless you are getting a real return on your investment.
Some things to consider when evaluating your current newsletter:
1. Get an independent evaluation of your current newsletter strategy from a marketer you trust. Make sure to develop tangible success measurements. You need to know if what you are doing is actually worth continuing. Your communication with your customers needs to be personalized and targeted to sell. You are building a mailing list for a reason. Make sure that mailing list pays off.
2. Is a monthly format the right one? You may want something published regularly, or you may discover that a few targeted one-offs a year give you a greater return. Just like everything else you do for your business, you need to test and revise ideas, products and methods.
3. Take advantage of new technology. There are new ways to personalize your content and develop a dialogue with your customers that won't be cost prohibitive. Consider using audio to announce your newsletter on your website or add audio in the body content.
4. Make reading your newsletter pay-off for your customer every time. Always offer discount links or other value-add information that separates your content from all the "value-free" content on the web today. Think about what the reader will be interested in, not what your company wants to tell them. Think about what they want to BUY, not what you want to SELL.
5. Use your support area to launch new newsletters. Many e-commerce businesses miss an opportunity to communicate with their customers when they go to the support area. Customers want quick answers. They also like knowing that the company cares about what they want and need. A newsletter that focuses on FAQs and support would be a welcome change from all the ‘marketing’ newsletters they receive. This idea is a simple one that only the most successful companies use. Don’t overlook a way to stand out.
by: Stephanie Diamond
About the author:
Digital Media Works, Inc. (http://www.DigMediaWorks.com ) is an Internet marketing and design firm that specializes in solutions for e-commerce companies . . A seasoned 25+ year management/marketing professional , founder Stephanie Diamond is experienced in building profits in a broad range of product and services businesses . She created a line of multimedia software products that sold millions of copies for America Online
With all the new technology available today, the term "newsletter" has morphed into a dozen different formats. You can certainly find one that fits your needs. One thing is clear—do not continue to send out a monthly newsletter unless you are getting a real return on your investment.
Some things to consider when evaluating your current newsletter:
1. Get an independent evaluation of your current newsletter strategy from a marketer you trust. Make sure to develop tangible success measurements. You need to know if what you are doing is actually worth continuing. Your communication with your customers needs to be personalized and targeted to sell. You are building a mailing list for a reason. Make sure that mailing list pays off.
2. Is a monthly format the right one? You may want something published regularly, or you may discover that a few targeted one-offs a year give you a greater return. Just like everything else you do for your business, you need to test and revise ideas, products and methods.
3. Take advantage of new technology. There are new ways to personalize your content and develop a dialogue with your customers that won't be cost prohibitive. Consider using audio to announce your newsletter on your website or add audio in the body content.
4. Make reading your newsletter pay-off for your customer every time. Always offer discount links or other value-add information that separates your content from all the "value-free" content on the web today. Think about what the reader will be interested in, not what your company wants to tell them. Think about what they want to BUY, not what you want to SELL.
5. Use your support area to launch new newsletters. Many e-commerce businesses miss an opportunity to communicate with their customers when they go to the support area. Customers want quick answers. They also like knowing that the company cares about what they want and need. A newsletter that focuses on FAQs and support would be a welcome change from all the ‘marketing’ newsletters they receive. This idea is a simple one that only the most successful companies use. Don’t overlook a way to stand out.
by: Stephanie Diamond
About the author:
Digital Media Works, Inc. (http://www.DigMediaWorks.com ) is an Internet marketing and design firm that specializes in solutions for e-commerce companies . . A seasoned 25+ year management/marketing professional , founder Stephanie Diamond is experienced in building profits in a broad range of product and services businesses . She created a line of multimedia software products that sold millions of copies for America Online
Tuesday, May 19, 2009
Branding on the Web is like Mining for Fools Gold
I am sick and tired of marketing geeks touting the beauty of
branding, brand building and just spouting branding in any context,
especially when the term is used with "internet" or "web" or "digital!"
You can't have a conversation today for more than five minutes without
some marketing type throwing in a line about brand building!
Branding doesn't work with the net's warp speed - look at
some of the leading online brand builders, including a certain big
three TV network here in the states and a book seller in Seattle
trying to do classic brand extension, from books to barbecues.
We tell our B2B clients to build a revenue-producing online brand by
developing a campaign that sells the value of their goods or
services! Forget the esoteric, very expensive brand building
campaigns that have no measurable impact! Here are my ten "cliff
notes" to building an effective B2B Brand Online, B2C coming next
article.
1) Do a careful Competitive Web Analysis of your competitors – you
can't build a unique brand without knowing the lay of the digital
and realworld land! The beauty of the web is that it is a 247/365
resource for analysis and you can find out quite a lot from your
competitor's web sites. We've created a comprehensive matrix
of 75-200 items to assess when preparing a competitive analysis
report for a client.
2) Identify your target audience early on as everything flows from
this. You can't conceptualize your creative, graphical imagery,
content or what type of online media you want to deploy until you
know the size and characteristics of your target audience.
3) Think revenue producing branding – this translates to marketing
campaigns that deliver sales (the goal of all good marketing
campaigns) by customer acquisition. Meaning, develop messages that
speak to your audience. B2B customers typically want referenceable
data that addresses their needs. "Our xyz services help you
leverage your IT resources by…." Think providing tactical
information to enhance their decision-making!
4) If your early to market or just plain old early stage then you may
want to develop some branding with other complementary partners who
have established names (brands) in your market segment. This can
include joint announcements, co-branded pages; direct marketing or
opt-in e-mail pieces, etc. Here's an example of a co-branded page
we did for an existing client, PolyServe, Inc.
http://www.polyserve.com/partners.html
5) Make sure you PR agency and Interactive or Traditional Agency are
all in concert when it comes to building a branding campaign. Your
various messages and processes should be mutually reinforcing.
6) Select an Interactive or Traditional Agency that understands your
unique B2B needs. Consumer branding is much different than B2B
Customer Acquisition Branding. By "understand" I mean ask
them about the types of campaigns they've set up for previous
clients, what types of media they've used, do they know how to
develop creative that speaks to a potential B2B client – I love
the "do the Dew" campaign, but this isn't the type of
branding you would want to deploy for an IT Manager who is
contemplating a purchase of your software.
7) How do you measure effective branding on the web? I am not sure if
I have any answer or if I have unlimited answers – this is such a
difficult marketing characteristic to measure. But, again,
be "customer-centric" – ask people who purchase your software or
services what they think. Why did you purchase (or why not if you
can), did our marketing address your needs, was it meaningful and
informative?
8) Think digital shelf life when branding on the web – you have to
build messages and content that will only last for a finite amount of
time. You have to continually refresh your branding and positioning
by developing new content for a web site, opt-in e-mail or banner
advertising campaign.
9) Incorporate your offline branding (creative, content, graphics,
etc.) into your online branding when/where you can. So your customer
has a sense of continuity when they review all of your marketing and
communications processes. This also sends a signal to them that you
have carefully thought through your overall campaign.
10) Last but not least – build net speed into your overall
campaign. I've said it before in many articles, but always essential
to underscore; better to be quick to market with something that may
need slight calibration later on that to delay a facet of a campaign
of the entire campaign to get everything perfect! Revenue is the
engine that makes a B2B Branding campaign work and you can't
drive sales unless you are putting your branding message out there in
front of your potential customers!
by: Lee Traupel
ABOUT THE AUTHOR
Lee Traupel has 20 plus years of business development and marketing
experience. He is the founder/CEO of a Northern California based,
privately held, profitable Interactive Marketing Agency and Software
Company, Intelective Communications, Inc. http://www.intelective.com
and can be reached via e-mail at Lee@intelective.com Intelective
Communications also has a EU sales and support office located outside
of Brussels, Belgium.
branding, brand building and just spouting branding in any context,
especially when the term is used with "internet" or "web" or "digital!"
You can't have a conversation today for more than five minutes without
some marketing type throwing in a line about brand building!
Branding doesn't work with the net's warp speed - look at
some of the leading online brand builders, including a certain big
three TV network here in the states and a book seller in Seattle
trying to do classic brand extension, from books to barbecues.
We tell our B2B clients to build a revenue-producing online brand by
developing a campaign that sells the value of their goods or
services! Forget the esoteric, very expensive brand building
campaigns that have no measurable impact! Here are my ten "cliff
notes" to building an effective B2B Brand Online, B2C coming next
article.
1) Do a careful Competitive Web Analysis of your competitors – you
can't build a unique brand without knowing the lay of the digital
and realworld land! The beauty of the web is that it is a 247/365
resource for analysis and you can find out quite a lot from your
competitor's web sites. We've created a comprehensive matrix
of 75-200 items to assess when preparing a competitive analysis
report for a client.
2) Identify your target audience early on as everything flows from
this. You can't conceptualize your creative, graphical imagery,
content or what type of online media you want to deploy until you
know the size and characteristics of your target audience.
3) Think revenue producing branding – this translates to marketing
campaigns that deliver sales (the goal of all good marketing
campaigns) by customer acquisition. Meaning, develop messages that
speak to your audience. B2B customers typically want referenceable
data that addresses their needs. "Our xyz services help you
leverage your IT resources by…." Think providing tactical
information to enhance their decision-making!
4) If your early to market or just plain old early stage then you may
want to develop some branding with other complementary partners who
have established names (brands) in your market segment. This can
include joint announcements, co-branded pages; direct marketing or
opt-in e-mail pieces, etc. Here's an example of a co-branded page
we did for an existing client, PolyServe, Inc.
http://www.polyserve.com/partners.html
5) Make sure you PR agency and Interactive or Traditional Agency are
all in concert when it comes to building a branding campaign. Your
various messages and processes should be mutually reinforcing.
6) Select an Interactive or Traditional Agency that understands your
unique B2B needs. Consumer branding is much different than B2B
Customer Acquisition Branding. By "understand" I mean ask
them about the types of campaigns they've set up for previous
clients, what types of media they've used, do they know how to
develop creative that speaks to a potential B2B client – I love
the "do the Dew" campaign, but this isn't the type of
branding you would want to deploy for an IT Manager who is
contemplating a purchase of your software.
7) How do you measure effective branding on the web? I am not sure if
I have any answer or if I have unlimited answers – this is such a
difficult marketing characteristic to measure. But, again,
be "customer-centric" – ask people who purchase your software or
services what they think. Why did you purchase (or why not if you
can), did our marketing address your needs, was it meaningful and
informative?
8) Think digital shelf life when branding on the web – you have to
build messages and content that will only last for a finite amount of
time. You have to continually refresh your branding and positioning
by developing new content for a web site, opt-in e-mail or banner
advertising campaign.
9) Incorporate your offline branding (creative, content, graphics,
etc.) into your online branding when/where you can. So your customer
has a sense of continuity when they review all of your marketing and
communications processes. This also sends a signal to them that you
have carefully thought through your overall campaign.
10) Last but not least – build net speed into your overall
campaign. I've said it before in many articles, but always essential
to underscore; better to be quick to market with something that may
need slight calibration later on that to delay a facet of a campaign
of the entire campaign to get everything perfect! Revenue is the
engine that makes a B2B Branding campaign work and you can't
drive sales unless you are putting your branding message out there in
front of your potential customers!
by: Lee Traupel
ABOUT THE AUTHOR
Lee Traupel has 20 plus years of business development and marketing
experience. He is the founder/CEO of a Northern California based,
privately held, profitable Interactive Marketing Agency and Software
Company, Intelective Communications, Inc. http://www.intelective.com
and can be reached via e-mail at Lee@intelective.com Intelective
Communications also has a EU sales and support office located outside
of Brussels, Belgium.
Sunday, May 17, 2009
Putting Your Business Scents to Work
You see it often in large shopping complexes. Customers
seem to be flocking to a certain stall in large droves.
There is a special attraction that cannot be explained.
Isn't it great to see your own customers flocking to you
in droves, like bees to honey? Could you do with some extra
attraction to your business?
In most of our marketing efforts, the sense of sight reigns
supreme. Banners and billboards catch customer's eyes at
every corner of the street. These visual statements can be
very effective if used correctly. The message they convey
can be bold or or even subtle.
However, there is another way to attract people. It's a
subtle approach that is often overlooked.
It's by using the sense of smell. Have you ever tried to
use the sense of smell to bring in business? Could it be
the break that you are looking for?
Shopping mall owners know how to use it to their advantage.
People tend to feel happy or relaxed when there is a
pleasant smell around them. Aromatic perfumes are sprayed
at regular intervals to make people feel happy and in the
mood to buy.
Smells do have a way of influencing our behavior!
Chemicals called pheromones have a way of influencing
animals especially during mating time. Researchers have
uncovered more and more of the secrets of smells in their
study of attraction.
Mammals and insects are known to be attracted to
their mates even from far away places. It's almost like
magic! And it's a natural phenomenon.
Now come the million dollar question. Can you make use of
pheromone chemicals to help in your business? If people are
somehow attracted to you, will you have a better chance to
present your sales pitch more effectively, and more
frequently?
How about the response from your audience? Will they be
more receptive to someone they like?
If your customer comes with a relaxed frame of mind, do you
think you have a better chance to close a sale?
Everybody has a better opinion of a salesperson who smells
good. Your sales pitch could somehow become more inviting.
And they may not even realize why!
They might not even know what attracts them to the product
you are selling!
You may want to try out this form of marketing for yourself.
Perhaps it might work for you.
by: Thomas Yoon
About the Author
Many years of working experience in Marine, Facilities,
Construction has given the author material for writing e-books
and articles related to engineering, and management.
seem to be flocking to a certain stall in large droves.
There is a special attraction that cannot be explained.
Isn't it great to see your own customers flocking to you
in droves, like bees to honey? Could you do with some extra
attraction to your business?
In most of our marketing efforts, the sense of sight reigns
supreme. Banners and billboards catch customer's eyes at
every corner of the street. These visual statements can be
very effective if used correctly. The message they convey
can be bold or or even subtle.
However, there is another way to attract people. It's a
subtle approach that is often overlooked.
It's by using the sense of smell. Have you ever tried to
use the sense of smell to bring in business? Could it be
the break that you are looking for?
Shopping mall owners know how to use it to their advantage.
People tend to feel happy or relaxed when there is a
pleasant smell around them. Aromatic perfumes are sprayed
at regular intervals to make people feel happy and in the
mood to buy.
Smells do have a way of influencing our behavior!
Chemicals called pheromones have a way of influencing
animals especially during mating time. Researchers have
uncovered more and more of the secrets of smells in their
study of attraction.
Mammals and insects are known to be attracted to
their mates even from far away places. It's almost like
magic! And it's a natural phenomenon.
Now come the million dollar question. Can you make use of
pheromone chemicals to help in your business? If people are
somehow attracted to you, will you have a better chance to
present your sales pitch more effectively, and more
frequently?
How about the response from your audience? Will they be
more receptive to someone they like?
If your customer comes with a relaxed frame of mind, do you
think you have a better chance to close a sale?
Everybody has a better opinion of a salesperson who smells
good. Your sales pitch could somehow become more inviting.
And they may not even realize why!
They might not even know what attracts them to the product
you are selling!
You may want to try out this form of marketing for yourself.
Perhaps it might work for you.
by: Thomas Yoon
About the Author
Many years of working experience in Marine, Facilities,
Construction has given the author material for writing e-books
and articles related to engineering, and management.
Have You Identified the Enemy?
One of the most powerful driving forces in human nature is competition. The desire to overcome something or some company, the need to win, the cause, can in many cases be more important than the day-to-day work of the company.
If your company and your people are to ever reach some level of greatness, you must identify and focus on beating something, on creating and communicating a reason for being.
If your reason for being is that you got fired, so you decided to go into business for yourself, then maybe all you will ever create is a job.
Now, understand that when I say enemy or competition, I’m not necessarily suggesting something negative. While the folks at Apple Computer will tell you that their reason for being is often rooted in beating Microsoft, many organizations also draw motivation from saving things, ridding the world of things, creating peace, making life more enjoyable, teaching, sharing, spreading and a host of other very positive things.
And that’s the point. Small business owners often have no readily identifiable group of competitors or Goliath to aim at but they may find motivation in a great cause or reason for being and connecting that that great cause can become the drive to play the game at the highest level.
Your cause can be grand or it can be humble, but find it and you will be much more prepared to market your business, run your business with passion, hire people who support the cause and create a vision for your business. Great causes possess the power of attraction.
Think what you do isn’t grand enough to call a cause?
I will rid the world of bad advertising, one ad at a time. We will prove that tax preparation can be fun. We will empower anyone to buy a home. I will make my customers so overwhelmingly thrilled they will refer their friends and neighbors willingly. I will ensure that no one will ever be afraid to go to the dentist again.
Are you starting to see how this kind of thinking and the notion of focusing on competition could help drive your actions?
What if you could actually connect your beliefs and values to your reason for being? Would that provide motivation to do more? Would that start to feel like more than a job?
So, what is your organization’s cause for being? Aim high and let your cause guide you, your people and your clients to greatness.
by: John Jantsch
John Jantsch is a marketing coach and the creator of Duct Tape Marketing. Find out more and recieve you free small business marketing guide at http://www.DuctTapeMarketing.com.
If your company and your people are to ever reach some level of greatness, you must identify and focus on beating something, on creating and communicating a reason for being.
If your reason for being is that you got fired, so you decided to go into business for yourself, then maybe all you will ever create is a job.
Now, understand that when I say enemy or competition, I’m not necessarily suggesting something negative. While the folks at Apple Computer will tell you that their reason for being is often rooted in beating Microsoft, many organizations also draw motivation from saving things, ridding the world of things, creating peace, making life more enjoyable, teaching, sharing, spreading and a host of other very positive things.
And that’s the point. Small business owners often have no readily identifiable group of competitors or Goliath to aim at but they may find motivation in a great cause or reason for being and connecting that that great cause can become the drive to play the game at the highest level.
Your cause can be grand or it can be humble, but find it and you will be much more prepared to market your business, run your business with passion, hire people who support the cause and create a vision for your business. Great causes possess the power of attraction.
Think what you do isn’t grand enough to call a cause?
I will rid the world of bad advertising, one ad at a time. We will prove that tax preparation can be fun. We will empower anyone to buy a home. I will make my customers so overwhelmingly thrilled they will refer their friends and neighbors willingly. I will ensure that no one will ever be afraid to go to the dentist again.
Are you starting to see how this kind of thinking and the notion of focusing on competition could help drive your actions?
What if you could actually connect your beliefs and values to your reason for being? Would that provide motivation to do more? Would that start to feel like more than a job?
So, what is your organization’s cause for being? Aim high and let your cause guide you, your people and your clients to greatness.
by: John Jantsch
John Jantsch is a marketing coach and the creator of Duct Tape Marketing. Find out more and recieve you free small business marketing guide at http://www.DuctTapeMarketing.com.
No Rules
For an interesting experiment, I suggest that you go to any local
event where there are a number of different small businesses
exhibiting or selling their wares. A swap meet would be a good
example, or a street sale, or a local fair. When you are there,
observe the different styles of the businesses.
Some people put their merchandise on a table and then just sit
there and wait for the customers to come. Others arrange
everything "just so" with colorful table coverings, plants, and
other decorations to create an inviting look. They put up signs
that describe who they are and what they offer, and then they
greet the passersby with a friendly smile. Then there are the
outrageous ones who dress-up in costumes, have loud music blaring
from behind the tables, or try to entice customers with
entertainers. The variety of approaches to accomplish
essentially the same goal is fascinating.
But, as usual, there is a lesson here: there are no rules about
how to conduct your business. Sure, there are some basic things
you should do, but the key word here is "should". For example,
it's simply common sense to treat your customers with respect,
but even that can be ignored as in the case of a restaurant that
I know where the big attraction is that the servers are rude to
their guests! Insults are the "special of the day", and believe
me they let 'em fly! It's a successful business, too. Go
figure.
Since we're talking about rules, let me clarify one thing: there
are definitely rules to follow as stipulated by the management of
the event. If they say that you can't have loud music, then you
can't. If they say that you have to stay within your assigned
booth when doing business, then you do. I just returned from
sharing a booth at a book fair. Some of the people in the booth
chose to ignore that particular rule, and they evicted us! They
actually came on the morning of the second day and moved all of
our materials into the street so that new occupants could move
in! It was unreal, and it was done in a rude, arrogant, and
unprofessional manner (but that's another article!).
The point is this: don't worry about the "right" way to do your
business, but rather worry about what works! Just because others
in your field do things a certain way doesn't mean that you have
to as well. I think it's important to stand out from the crowd,
so don't be shy! I walked around that book fair (which drew
75,000 people the first day) in a bright white terrycloth
bathrobe with a sign proclaiming myself as "The Stay-at-Home
CEO"! Do you think that other authors were doing that, or
anything remotely like it?
We have a local tourist-oriented magazine and it carries a number
of advertisements from real-estate professionals. One particular
page caught my attention because there were at least a dozen
business-card-size ads that were virtually identical except for
the photos. I was astonished. What is it that would cause a
reader to pick one particular agent out of the crowd?
So, write your own rules. They are the only ones that matter.
by: Dave Balch
ABOUT THE AUTHOR
"Make More Money and Have More Fun" with your small
business! Dave will show you how with his FREE newsletter,
"Big Bucks in a Bathrobe" sent by e-mail. Visit
http://www.TheStayAtHomeCEO.com to sign-up, for information
on speaking services, or for copies of past articles and
newsletters. Comments and/or questions are always welcome
at 1-800-366-2347 or Dave@DaveBalch.com
event where there are a number of different small businesses
exhibiting or selling their wares. A swap meet would be a good
example, or a street sale, or a local fair. When you are there,
observe the different styles of the businesses.
Some people put their merchandise on a table and then just sit
there and wait for the customers to come. Others arrange
everything "just so" with colorful table coverings, plants, and
other decorations to create an inviting look. They put up signs
that describe who they are and what they offer, and then they
greet the passersby with a friendly smile. Then there are the
outrageous ones who dress-up in costumes, have loud music blaring
from behind the tables, or try to entice customers with
entertainers. The variety of approaches to accomplish
essentially the same goal is fascinating.
But, as usual, there is a lesson here: there are no rules about
how to conduct your business. Sure, there are some basic things
you should do, but the key word here is "should". For example,
it's simply common sense to treat your customers with respect,
but even that can be ignored as in the case of a restaurant that
I know where the big attraction is that the servers are rude to
their guests! Insults are the "special of the day", and believe
me they let 'em fly! It's a successful business, too. Go
figure.
Since we're talking about rules, let me clarify one thing: there
are definitely rules to follow as stipulated by the management of
the event. If they say that you can't have loud music, then you
can't. If they say that you have to stay within your assigned
booth when doing business, then you do. I just returned from
sharing a booth at a book fair. Some of the people in the booth
chose to ignore that particular rule, and they evicted us! They
actually came on the morning of the second day and moved all of
our materials into the street so that new occupants could move
in! It was unreal, and it was done in a rude, arrogant, and
unprofessional manner (but that's another article!).
The point is this: don't worry about the "right" way to do your
business, but rather worry about what works! Just because others
in your field do things a certain way doesn't mean that you have
to as well. I think it's important to stand out from the crowd,
so don't be shy! I walked around that book fair (which drew
75,000 people the first day) in a bright white terrycloth
bathrobe with a sign proclaiming myself as "The Stay-at-Home
CEO"! Do you think that other authors were doing that, or
anything remotely like it?
We have a local tourist-oriented magazine and it carries a number
of advertisements from real-estate professionals. One particular
page caught my attention because there were at least a dozen
business-card-size ads that were virtually identical except for
the photos. I was astonished. What is it that would cause a
reader to pick one particular agent out of the crowd?
So, write your own rules. They are the only ones that matter.
by: Dave Balch
ABOUT THE AUTHOR
"Make More Money and Have More Fun" with your small
business! Dave will show you how with his FREE newsletter,
"Big Bucks in a Bathrobe" sent by e-mail. Visit
http://www.TheStayAtHomeCEO.com to sign-up, for information
on speaking services, or for copies of past articles and
newsletters. Comments and/or questions are always welcome
at 1-800-366-2347 or Dave@DaveBalch.com
How To Be A Simply Irresistible Salesperson
Ever notice how some people have a certain energy about them that naturally attracts success. What is their magic secret? Who you are personally shows up in your sales approach. It's a big mistake to think that you can fool people when you are not coming for the right place. It's the subtle subconscious clues that you send your prospect that can make or break your sale.
Let's face it - People buy from people they trust. People trust people who are like them. The more you behave like your prospect the more they will trust you. This is the core of relationships.
Much research has been done on the determining factors of creating rapport with prospects. It's not what you say that counts, it's how you say it. These are the three components in communication for developing rapport. Words, Voice qualities and Physiology. These three elements equal 100%. What's your best guess on the breakdown?
Your words are only 7% of your communication. Your voice qualities are 38% and your physiology is 55%. That means that what you say is the least significant. How you say it and how your carry your body are the most important factors in your ability to create rapport with your prospect.
It's important to speak your prospects language. You already know how to be who you are - it takes an elegant persuader to care enough about the other person to enter their world. Everyone wears different glasses to perceive the world. Your job is to find out what glasses they are wearing and speak to your prospect about your services with their glasses on. When someone feels like you understand them, their trust level goes up significantly and are more likely to buy.
There are three basic types of people Visual, Auditory and Kinesthetic. Identify which one your prospect is and enter their world. Keep in mind in different circumstances people are all three. People tend to favor one more than the others. You use both of your hands, but tend to favor one more than the other.
Selling Strategies for the Visual Person
Visual people tend to look upwards, speak rapidly and have high levels of energy. They love to look good and will usually dress to perfection. Visual people love visual information. They speak in visual terms and they want you to do likewise. They love to see the goods, not talk about them. The look of the goods is vitally important in assisting them to make a positive buying decision.
Keep this overview in mind as we present you with a picture on how to highlight your presentations to Visuals in a way that is both illuminating and compelling at the same time. Can you see what we are looking for?
1. For a visual prospect, a picture is truly worth a thousand words. Use charts, graphs, photos, and slides. Reinforce your presentation by using the blackboard. Bring videos if you have them.
2. Use visual words to pace their information gathering process. Develop beautiful pictures through your language. Use phrases in summation and closing like, "Is that clear to you?," "Imagine how this will...." or "How does this look to you?"
3. Glance upward occasionally. If you want your customer to imagine something or think visually, you can guide them to access visually. Looking upward will enhance their ability to form lasting mental pictures.
4. Write things down for your visual client throughout the sales call. Write important points down as you summarize. Encourage them to take notes. When you close the sale with a visual client write everything down so they can see the agreement.
5. Dressing professionally is important with any client. It is especially important with the visual client who will look for the "image" you have created with your clothes and your briefcase.
6. Visual clients "notice" everything. Pay attention to detail and the way things look. The package is as important as the product to Visuals.
7. And last, but most importantly, paint vivid and compelling pictures. The more vivid the picture, the more powerful the influence.
Selling Strategies for the Auditory Person
Auditory people tend to be more centered. Their eyes tend to move with their ears. Auditory people love auditory information. They speak in auditory terms and they want you to do likewise. They love to hear about your product, not necessarily see it. What others have said about your product is very valuable information.
Record this information in your mind so you tune in to your auditory prospect. Give them an earful of persuasion and listen to them to ask you for more. Can you hear what we are saying? Are we beginning to sing the same tune?
1. Use auditory words and phrases like, "Does that sound good to you?", "Are we in harmony on this?", "Shall I speak more directly about the facts and statistics?" or "This plate stamping machine is twice as quiet as the one you now have."
2. Quote testimonials and endorsements with your auditory clients. Auditory people think in "words" rather than feelings or pictures. They love to hear what other people have to say about your products or services.
3. Use your voice to hold the Auditory's attention. Change tone, volume, pitch and speech rate to verbally emphasize and enhance your sales points. Auditory prospects will pay as much attention, if not more, to how you speak as to what you say.
4. Tell the auditory customer lots of stories. Story telling in sales is powerful with everyone, and it is especially important with auditory prospects.
5. If you have to send them some information they often will not enjoy reading a brochure, so send a cassette tape outlining benefits, features etc. Use all the verbal information you can to move the sale forward. Get audio tapes into the hands and ears of your auditory leads right away. If your company does TV or radio advertising, ask your auditory client if they have heard your latest ads.
6. Have frequent telephone conversations with your auditory prospects. Even a brief call will mean a great deal to them.
7. Summarize agreements verbally after closing, using such a phrase as : "We are speaking about (summarize details.)" Remember, the Auditory hears everything. Give them exciting and motivating words that will play in their internally driven tape player long after the sales call is through.
8. It is important to know that auditory people find it hard to look at you and listen to what you are saying, so give them subconscious approval for looking away, by not demanding eye contact. They need to concentrate on what they hear and that's why they look away from you. Also, don't speak to rapidly or you will lose them.
Selling Strategies for the Kinesthetic Person
Kinesthetic people are more low keyed, typically the like to look down to connect with their feelings. Kinesthetic people love kinesthetic information. They react to kinesthetic terms and they want you to do likewise. They love to touch the goods, so let them get their hands all over the product. They must absolutely feel good about their decision, so help them get in touch with their feelings.
Grasp the important points in this section as we drive home the hard hitting strategies that work long and hard in putting deals together with the Kinesthetic. When these strategies sink in and you feel good about using them to nail down transactions with the Kinesthetic, you will have reached another plateau.
1. Use Kinesthetic words and phrases like, "Are you comfortable with this?", "How do you feel about that?" or "Do you need a more concrete example?" Talk about common interests, sports, family and let them know you care about their feelings. They want to know that you care about them and you are their friend.
2. Meet face to face with Kinesthetic clients. Don't rely too much on phone calls or written communication. They crave the head to head, belly to belly feeling that only one on one communication can give. Match them: if they have their jacket off, their tie loosened, do the same. They typically like to dress comfortably.
3. Get the kinesthetic physically involved with your presentation. Have them mark up your brochure. Have them walk through your proposal. If you are demonstrating a product they can use, encourage them to test the product out to find how it feels. Encourage them to hold the product, use the computer, feel the car finish, touch the rock fireplace, walk around the yard, stroke the leather seats get comfortable on the couch, etc. Make sure they are always physically comfortable. If they are not, they won't stay "with" your presentation.
4. Tell moving, emotionally based stories about your product and, most importantly, about the impact of your product or service on people just like them. Strongly communicate your emotional commitment to your product, to what you are selling. Then link commitment to your commitment to serving them.
5. Glance downwards occasionally. Kinesthetic people will intuitively pick it up and know that you are emotionally involved in your product. You can also guide them to access their feelings by glancing down and getting them to follow your lead. Typically, they are not comfortable with constant eye contact.
6. Kinesthetic people often like to be touched. They shake hands forever, often with the old "two-handed, let's hold this contact for a long, long time" approach. Since this is so appealing to them, an occasional pat on the back will fire off strong positive feelings. When you close the sale or come to some major commitment, shake hands on it. That gesture means a lot to a Kinesthetic person.
Here are some words you can listen for to identify your prospects style and use in your presentations.
Visual Auditory Kinesthetic amplify active appears announce bearable blurry articulate boils down to bright ask callous clarify audible chip off the old block clear call cold clear cut chime come to grips with clue clear as a bell comfortable conspicuous communicate concrete demonstrate converse control distinct describe in detail cool dream discuss deep examine divulge emotional eye to eye earful experience foresee exclaim feel fuzzy express yourself firm get a perspective give an account of firm foundation glance at give me your ear get a handle on hazy (idea) gossip get your goat horse of a different color grant an audience grab idea harmonize grasp illustrate hear (me out) grip imagine hold your tongue hand in hand in light of listen hands on in view of loud and clear hang in there inspect noise hard-headed look outspoken hassle mental picture overhear hold mind's eye pay attention to hustle notice quiet intuition obscure quoted involve observe rings a bell lay your cards on the table obvious roar lose outstanding say lukewarm paint a picture scream not following you perceive shout pressure picture shrill pull some strings pinpoint silence push read sing rough read sound seized realize speak sense recognize squeal sharp scrutinize state slipped my mind see suggest soft see to it talk solid show tell stand out sight to tell the truth start from scratch sign tone stress sparkling clean tongue-tied strong stare tuned out support survey unheard of tap tunnel vision utter test up front vocal tied up vague voiced an opinion touch view well-informed tough vision whisper unbearable watch within hearing range uptight well-defined word for word warm witness yell wear
Your prospect wants to know that you care about them. It is very easy for a salesperson to sell their product or service based on their values. Your values are what sold you to sell your product. Your prospects values for buying may not be the same as your values. It is critical that you take the time to find out your prospects values, and what needs to happen in order for them to experience that value around your product.
1.How to determine someone's values. Ask your prospect "What is most important to you about buying ______? Request the top three values and put them in order of importance.
2. How to determine someone's rules or evidence procedure. Ask your prospect "What has to happen in order for you to know you have that result."
For example let's say you are selling cars. You ask your prospect - "What is most important to you about buying a car? " Your prospect replies -"I want a car that looks good, that is reasonably priced and gets good mileage." You ask your prospect - "What's most important the cars looks or the price?" He says "price." You reply "What's more important the mileage or the looks?" he say "The looks."
Now you know three very important things about your prospect - 1. Price is most important 2. Looks are his second value 3. The mileage is his third priority.
Now you ask "How do you know when a car is reasonable priced?" He says - "It's not more than $20,000." You ask "How do you know if the car looks good?" He says "When I get in the car I picture how I will look in it." You ask "How do you know when a car gets good mileage?" He says I take long road trips and 25-30 miles per gallon is good.
Now that you have all that information about your client you have eliminated all the guesswork and can appeal to his real values. Your prospect feels like you care about him because you took the time to ask a few simple questions. This strategy is like playing a dart game and scoring a bulls eye consistently, versus wishing and hoping that you will find out what is most important to your prospect.
With that information you know exactly what to focus on with your prospect versus focusing on what you think he values most. Not only is it clear in your mind you have made it clear for them in their mind. Your prospect is much more prone to say yes when he is more certain about what he wants.
Speak to his values in the order he placed and pay close attention to his evidence procedure for getting those values met. He has given you the combination to unlock his buying strategy. When your prospect indicates his second value is looks is giving you a clue that he may be visual. You would speak to him in visual terms.
Lastly, you want to attract sales, instead of chasing, selling, promoting, seducing or going after it. Attraction is when people come to you. Selling, promoting, seducing and chasing is when you go after them. When you set up your life for sales to come to you invite effortless success into your life.
How to set up your life for irresistible attraction:
1. Eliminate Adrenaline . People relate adrenaline to success. Nothing can be farther from the truth. Adrenaline is a source of energy. Humans will go to any length to get the quickest easiest source of energy. Adrenaline produces energy - not the healthiest source, but it is continually available. It is not attractive to always be on the go and looking at your watch for your next appointment. People want to feel that you are 100% present with them. Stop rushing and speeding to get to your next client. When you show up harried with too many things on your plate, you take away from your ability to attract.
2. Bump Your Self Care Up To First Class. Take extraordinary care of yourself. People spend more time and money on their cars then themselves. Do things daily that add to your vitality and energy. ie. walk, drink more water, breathing exercises, stretch, eat healthy foods, validate your accomplishments and increase your self esteem, etc.
3. Eliminate Incomplete's and Tolerations From Your Life. Resolve your problems. Set up your life so that you stop creating more problems. Begin to solve problems for a lifetime. Stop putting out the fire of the day and eliminate the fires from ever starting again. Restore your integrity. Be 100% responsible and accountable for your life. Eliminate the holes in your life. Where are you being depleted? By whom? Plug up the holes in your life. Attraction can't find you until you're ready. Get ready.
4. Communicate Constructively. Communicate constructively in every communication. Say nothing but the very best. Eliminate gossip from your life. Let people know you are really listening to them. Let people you know you "get them". Listen to who they are not just what they are saying. Always tell the truth. This means more than not lying. There is a level of telling the truth that will truly set you free and attract others to you. Increasing your awareness, language and reserves will afford you any consequences of telling the truth.
5. Create Reserves In Every Area Of Your Life. When you have reserves you are always at choice. When you have reserves you can fully respond to your life versus reacting. Reserves of money, prospects, time, energy, opportunities, love, etc. You need much more then you think you need. The process of creating reserves will strengthen you. When you have abundant reserves, you'll become an even stronger magnet for what you want - because you won't need it.
6. Deliver It All. Always under promise. Even under promise what you know you can deliver. Deliver 20% more. Be anticipatory. Start fulfilling needs others haven't even thought of yet. Open up conversations for service in areas other's haven't thought of. Create demand. Add value to whomever or whatever you encounter. We all have something to add. Add it. When you add what you have to other's lives, you become much more attractive.
7. Show That You Care. Want a lot for others, perhaps even more than they want for themselves. Then share it. Tell people who they are no just what they do. Remind them if necessary. Give genuine compliments. Release your attachment to the outcome. Be gracious and caring. Don't be in a situation where you need business to survive--buyers smell this and run.
8. Have A Strong Community. Have a strong professional network. Have resources that you can refer. Surround yourself with positive people that believe in you. Eliminate toxic people from your life. Be careful who you let into your tribe.
9. Be a Model. Be a walking example of the benefits of your product or service. Credibility can be instantly established when your prospects learns how much you personally enjoy your products or services.
10. Attitude Of Gratitude . When you are grateful for what you have, you get a whole lot more. Seek to serve instead of just seeking to sell. Lastly, Remember the mission and forget the commission.
Nancy M. Powers is a professional success coach, writer, and captivating keynote speaker. She is a results oriented coach with a money back guarantee. She coaches talented Ceos, Entrepreneurs and small business owners in their desire to cultivate themselves and their business by means of insightful and provocative coaching. She works with individuals in the areas of profitability, marketing, communications relationship, spirituality, and health. Nancy provides the tools, structure, accountability and support you need every step of the way towards your success. . She can be reached at (305) 653-8833 or www.NancyPowers.com to subscribe to her free enewsletter.
by: Nancy Powers
About the Author
Nancy M. Powers is a professional success coach, writer, and captivating keynote speaker. She is a results oriented coach with a money back guarantee. She coaches talented Ceos, Entrepreneurs and small business owners in their desire to cultivate themselves and their business by means of insightful and provocative coaching. She works with individuals in the areas of profitability, marketing, communications relationship, spirituality, and health. Nancy provides the tools, structure, accountability and support you need every step of the way towards your success
Let's face it - People buy from people they trust. People trust people who are like them. The more you behave like your prospect the more they will trust you. This is the core of relationships.
Much research has been done on the determining factors of creating rapport with prospects. It's not what you say that counts, it's how you say it. These are the three components in communication for developing rapport. Words, Voice qualities and Physiology. These three elements equal 100%. What's your best guess on the breakdown?
Your words are only 7% of your communication. Your voice qualities are 38% and your physiology is 55%. That means that what you say is the least significant. How you say it and how your carry your body are the most important factors in your ability to create rapport with your prospect.
It's important to speak your prospects language. You already know how to be who you are - it takes an elegant persuader to care enough about the other person to enter their world. Everyone wears different glasses to perceive the world. Your job is to find out what glasses they are wearing and speak to your prospect about your services with their glasses on. When someone feels like you understand them, their trust level goes up significantly and are more likely to buy.
There are three basic types of people Visual, Auditory and Kinesthetic. Identify which one your prospect is and enter their world. Keep in mind in different circumstances people are all three. People tend to favor one more than the others. You use both of your hands, but tend to favor one more than the other.
Selling Strategies for the Visual Person
Visual people tend to look upwards, speak rapidly and have high levels of energy. They love to look good and will usually dress to perfection. Visual people love visual information. They speak in visual terms and they want you to do likewise. They love to see the goods, not talk about them. The look of the goods is vitally important in assisting them to make a positive buying decision.
Keep this overview in mind as we present you with a picture on how to highlight your presentations to Visuals in a way that is both illuminating and compelling at the same time. Can you see what we are looking for?
1. For a visual prospect, a picture is truly worth a thousand words. Use charts, graphs, photos, and slides. Reinforce your presentation by using the blackboard. Bring videos if you have them.
2. Use visual words to pace their information gathering process. Develop beautiful pictures through your language. Use phrases in summation and closing like, "Is that clear to you?," "Imagine how this will...." or "How does this look to you?"
3. Glance upward occasionally. If you want your customer to imagine something or think visually, you can guide them to access visually. Looking upward will enhance their ability to form lasting mental pictures.
4. Write things down for your visual client throughout the sales call. Write important points down as you summarize. Encourage them to take notes. When you close the sale with a visual client write everything down so they can see the agreement.
5. Dressing professionally is important with any client. It is especially important with the visual client who will look for the "image" you have created with your clothes and your briefcase.
6. Visual clients "notice" everything. Pay attention to detail and the way things look. The package is as important as the product to Visuals.
7. And last, but most importantly, paint vivid and compelling pictures. The more vivid the picture, the more powerful the influence.
Selling Strategies for the Auditory Person
Auditory people tend to be more centered. Their eyes tend to move with their ears. Auditory people love auditory information. They speak in auditory terms and they want you to do likewise. They love to hear about your product, not necessarily see it. What others have said about your product is very valuable information.
Record this information in your mind so you tune in to your auditory prospect. Give them an earful of persuasion and listen to them to ask you for more. Can you hear what we are saying? Are we beginning to sing the same tune?
1. Use auditory words and phrases like, "Does that sound good to you?", "Are we in harmony on this?", "Shall I speak more directly about the facts and statistics?" or "This plate stamping machine is twice as quiet as the one you now have."
2. Quote testimonials and endorsements with your auditory clients. Auditory people think in "words" rather than feelings or pictures. They love to hear what other people have to say about your products or services.
3. Use your voice to hold the Auditory's attention. Change tone, volume, pitch and speech rate to verbally emphasize and enhance your sales points. Auditory prospects will pay as much attention, if not more, to how you speak as to what you say.
4. Tell the auditory customer lots of stories. Story telling in sales is powerful with everyone, and it is especially important with auditory prospects.
5. If you have to send them some information they often will not enjoy reading a brochure, so send a cassette tape outlining benefits, features etc. Use all the verbal information you can to move the sale forward. Get audio tapes into the hands and ears of your auditory leads right away. If your company does TV or radio advertising, ask your auditory client if they have heard your latest ads.
6. Have frequent telephone conversations with your auditory prospects. Even a brief call will mean a great deal to them.
7. Summarize agreements verbally after closing, using such a phrase as : "We are speaking about (summarize details.)" Remember, the Auditory hears everything. Give them exciting and motivating words that will play in their internally driven tape player long after the sales call is through.
8. It is important to know that auditory people find it hard to look at you and listen to what you are saying, so give them subconscious approval for looking away, by not demanding eye contact. They need to concentrate on what they hear and that's why they look away from you. Also, don't speak to rapidly or you will lose them.
Selling Strategies for the Kinesthetic Person
Kinesthetic people are more low keyed, typically the like to look down to connect with their feelings. Kinesthetic people love kinesthetic information. They react to kinesthetic terms and they want you to do likewise. They love to touch the goods, so let them get their hands all over the product. They must absolutely feel good about their decision, so help them get in touch with their feelings.
Grasp the important points in this section as we drive home the hard hitting strategies that work long and hard in putting deals together with the Kinesthetic. When these strategies sink in and you feel good about using them to nail down transactions with the Kinesthetic, you will have reached another plateau.
1. Use Kinesthetic words and phrases like, "Are you comfortable with this?", "How do you feel about that?" or "Do you need a more concrete example?" Talk about common interests, sports, family and let them know you care about their feelings. They want to know that you care about them and you are their friend.
2. Meet face to face with Kinesthetic clients. Don't rely too much on phone calls or written communication. They crave the head to head, belly to belly feeling that only one on one communication can give. Match them: if they have their jacket off, their tie loosened, do the same. They typically like to dress comfortably.
3. Get the kinesthetic physically involved with your presentation. Have them mark up your brochure. Have them walk through your proposal. If you are demonstrating a product they can use, encourage them to test the product out to find how it feels. Encourage them to hold the product, use the computer, feel the car finish, touch the rock fireplace, walk around the yard, stroke the leather seats get comfortable on the couch, etc. Make sure they are always physically comfortable. If they are not, they won't stay "with" your presentation.
4. Tell moving, emotionally based stories about your product and, most importantly, about the impact of your product or service on people just like them. Strongly communicate your emotional commitment to your product, to what you are selling. Then link commitment to your commitment to serving them.
5. Glance downwards occasionally. Kinesthetic people will intuitively pick it up and know that you are emotionally involved in your product. You can also guide them to access their feelings by glancing down and getting them to follow your lead. Typically, they are not comfortable with constant eye contact.
6. Kinesthetic people often like to be touched. They shake hands forever, often with the old "two-handed, let's hold this contact for a long, long time" approach. Since this is so appealing to them, an occasional pat on the back will fire off strong positive feelings. When you close the sale or come to some major commitment, shake hands on it. That gesture means a lot to a Kinesthetic person.
Here are some words you can listen for to identify your prospects style and use in your presentations.
Visual Auditory Kinesthetic amplify active appears announce bearable blurry articulate boils down to bright ask callous clarify audible chip off the old block clear call cold clear cut chime come to grips with clue clear as a bell comfortable conspicuous communicate concrete demonstrate converse control distinct describe in detail cool dream discuss deep examine divulge emotional eye to eye earful experience foresee exclaim feel fuzzy express yourself firm get a perspective give an account of firm foundation glance at give me your ear get a handle on hazy (idea) gossip get your goat horse of a different color grant an audience grab idea harmonize grasp illustrate hear (me out) grip imagine hold your tongue hand in hand in light of listen hands on in view of loud and clear hang in there inspect noise hard-headed look outspoken hassle mental picture overhear hold mind's eye pay attention to hustle notice quiet intuition obscure quoted involve observe rings a bell lay your cards on the table obvious roar lose outstanding say lukewarm paint a picture scream not following you perceive shout pressure picture shrill pull some strings pinpoint silence push read sing rough read sound seized realize speak sense recognize squeal sharp scrutinize state slipped my mind see suggest soft see to it talk solid show tell stand out sight to tell the truth start from scratch sign tone stress sparkling clean tongue-tied strong stare tuned out support survey unheard of tap tunnel vision utter test up front vocal tied up vague voiced an opinion touch view well-informed tough vision whisper unbearable watch within hearing range uptight well-defined word for word warm witness yell wear
Your prospect wants to know that you care about them. It is very easy for a salesperson to sell their product or service based on their values. Your values are what sold you to sell your product. Your prospects values for buying may not be the same as your values. It is critical that you take the time to find out your prospects values, and what needs to happen in order for them to experience that value around your product.
1.How to determine someone's values. Ask your prospect "What is most important to you about buying ______? Request the top three values and put them in order of importance.
2. How to determine someone's rules or evidence procedure. Ask your prospect "What has to happen in order for you to know you have that result."
For example let's say you are selling cars. You ask your prospect - "What is most important to you about buying a car? " Your prospect replies -"I want a car that looks good, that is reasonably priced and gets good mileage." You ask your prospect - "What's most important the cars looks or the price?" He says "price." You reply "What's more important the mileage or the looks?" he say "The looks."
Now you know three very important things about your prospect - 1. Price is most important 2. Looks are his second value 3. The mileage is his third priority.
Now you ask "How do you know when a car is reasonable priced?" He says - "It's not more than $20,000." You ask "How do you know if the car looks good?" He says "When I get in the car I picture how I will look in it." You ask "How do you know when a car gets good mileage?" He says I take long road trips and 25-30 miles per gallon is good.
Now that you have all that information about your client you have eliminated all the guesswork and can appeal to his real values. Your prospect feels like you care about him because you took the time to ask a few simple questions. This strategy is like playing a dart game and scoring a bulls eye consistently, versus wishing and hoping that you will find out what is most important to your prospect.
With that information you know exactly what to focus on with your prospect versus focusing on what you think he values most. Not only is it clear in your mind you have made it clear for them in their mind. Your prospect is much more prone to say yes when he is more certain about what he wants.
Speak to his values in the order he placed and pay close attention to his evidence procedure for getting those values met. He has given you the combination to unlock his buying strategy. When your prospect indicates his second value is looks is giving you a clue that he may be visual. You would speak to him in visual terms.
Lastly, you want to attract sales, instead of chasing, selling, promoting, seducing or going after it. Attraction is when people come to you. Selling, promoting, seducing and chasing is when you go after them. When you set up your life for sales to come to you invite effortless success into your life.
How to set up your life for irresistible attraction:
1. Eliminate Adrenaline . People relate adrenaline to success. Nothing can be farther from the truth. Adrenaline is a source of energy. Humans will go to any length to get the quickest easiest source of energy. Adrenaline produces energy - not the healthiest source, but it is continually available. It is not attractive to always be on the go and looking at your watch for your next appointment. People want to feel that you are 100% present with them. Stop rushing and speeding to get to your next client. When you show up harried with too many things on your plate, you take away from your ability to attract.
2. Bump Your Self Care Up To First Class. Take extraordinary care of yourself. People spend more time and money on their cars then themselves. Do things daily that add to your vitality and energy. ie. walk, drink more water, breathing exercises, stretch, eat healthy foods, validate your accomplishments and increase your self esteem, etc.
3. Eliminate Incomplete's and Tolerations From Your Life. Resolve your problems. Set up your life so that you stop creating more problems. Begin to solve problems for a lifetime. Stop putting out the fire of the day and eliminate the fires from ever starting again. Restore your integrity. Be 100% responsible and accountable for your life. Eliminate the holes in your life. Where are you being depleted? By whom? Plug up the holes in your life. Attraction can't find you until you're ready. Get ready.
4. Communicate Constructively. Communicate constructively in every communication. Say nothing but the very best. Eliminate gossip from your life. Let people know you are really listening to them. Let people you know you "get them". Listen to who they are not just what they are saying. Always tell the truth. This means more than not lying. There is a level of telling the truth that will truly set you free and attract others to you. Increasing your awareness, language and reserves will afford you any consequences of telling the truth.
5. Create Reserves In Every Area Of Your Life. When you have reserves you are always at choice. When you have reserves you can fully respond to your life versus reacting. Reserves of money, prospects, time, energy, opportunities, love, etc. You need much more then you think you need. The process of creating reserves will strengthen you. When you have abundant reserves, you'll become an even stronger magnet for what you want - because you won't need it.
6. Deliver It All. Always under promise. Even under promise what you know you can deliver. Deliver 20% more. Be anticipatory. Start fulfilling needs others haven't even thought of yet. Open up conversations for service in areas other's haven't thought of. Create demand. Add value to whomever or whatever you encounter. We all have something to add. Add it. When you add what you have to other's lives, you become much more attractive.
7. Show That You Care. Want a lot for others, perhaps even more than they want for themselves. Then share it. Tell people who they are no just what they do. Remind them if necessary. Give genuine compliments. Release your attachment to the outcome. Be gracious and caring. Don't be in a situation where you need business to survive--buyers smell this and run.
8. Have A Strong Community. Have a strong professional network. Have resources that you can refer. Surround yourself with positive people that believe in you. Eliminate toxic people from your life. Be careful who you let into your tribe.
9. Be a Model. Be a walking example of the benefits of your product or service. Credibility can be instantly established when your prospects learns how much you personally enjoy your products or services.
10. Attitude Of Gratitude . When you are grateful for what you have, you get a whole lot more. Seek to serve instead of just seeking to sell. Lastly, Remember the mission and forget the commission.
Nancy M. Powers is a professional success coach, writer, and captivating keynote speaker. She is a results oriented coach with a money back guarantee. She coaches talented Ceos, Entrepreneurs and small business owners in their desire to cultivate themselves and their business by means of insightful and provocative coaching. She works with individuals in the areas of profitability, marketing, communications relationship, spirituality, and health. Nancy provides the tools, structure, accountability and support you need every step of the way towards your success. . She can be reached at (305) 653-8833 or www.NancyPowers.com to subscribe to her free enewsletter.
by: Nancy Powers
About the Author
Nancy M. Powers is a professional success coach, writer, and captivating keynote speaker. She is a results oriented coach with a money back guarantee. She coaches talented Ceos, Entrepreneurs and small business owners in their desire to cultivate themselves and their business by means of insightful and provocative coaching. She works with individuals in the areas of profitability, marketing, communications relationship, spirituality, and health. Nancy provides the tools, structure, accountability and support you need every step of the way towards your success
You May Be Marketing Your Company Right Out of Business!
How many times have you thought "We need more customers!"
If you find that you often feel that your company needs more customers, then consider this...
There is a common belief held by most business owners, managers, and sales teams that all of their business problems would be solved if they could just figure out the secret to "finding and getting more customers."
And, that is their biggest mistake!
The never-ending search for more customers requires an abundance of people, time, and money... resources which are usually in short supply in most companies. In such an environment, the effort put forth to "find" customers is actually depleting the business of its energy, creativity, and enthusiasm...commodities required to serve these customers in a satisfying way. And, since dissatisfied customers do not return, the business must keep finding more customers to replace those they have lost.
So, with each repetition of the cycle, the company has less and less ability to provide the level of service that would satisfy the types of customers it originally intended to serve. So, the number of complaints the business receives continues to increase...and eventually, the complaints outweigh the compliments. The word spreads throughout the community. It becomes harder to find customers to serve. Debts then exceed profits. The business fails.
Conversely, those 15% that succeed have structured their company in a way that "attracts" only perfect customers and clients.
Companies must replace the thought "We need more customers" with the conviction that "We now attract only perfect customers."
What's the difference?
It's the difference between a successful business and one that struggles to survive. It's the difference between a profitable business and one that pinches pennies. It's the difference between a thriving business and one that is hanging on by a thread.
IF YOU ARE LOOKING FOR CUSTOMERS TO SERVE, YOU'LL FIND "CUSTOMERS FROM HELL"
Most people agree that looking for customers to serve requires a lot of energy. First, you must figure out where you are most likely to find the greatest number of customers. And, then you must spend more time and money experimenting with the right way to catch their attention. By the time you have actually found someone who is willing to try what you have to give them, your company has exhausted its energy!
So, when this customer tells you that they are not completely satisfied with your products, your policies, or your pricing, you are more than willing to make compromises to satisfy them ... truth be known, you are simply too tired to put up a fight. Perhaps, thinking that you have won the war, you feel you can afford to let them win these smaller conflicts...especially in light of what it would cost to go out and hunt down another customer to replace this one.
Yet, if your company had more strength and solvency, you might be more willing to listen to the tiny inner voice that says, "Be careful...this one could be more trouble than their worth. This is a customer from hell."
You ignore the voice because of the need to make back the money spent on marketing and sales programs. Or, you convince yourself that these customers must be perfect for your company or you are afraid that you will lose this customer to the competition.
Inevitably, though, the voice turns out to be right. By the time you end your tortured relationship with this customer, you feel that no amount of money in the world would have been enough to compensate us for the cost of the experience.
This is the result when you create marketing campaigns or promotional strategies that fail to clearly convey the bright light of your unique business distinctions; you find customers that other businesses should be serving.
THE LIGHTHOUSE TEST
So, how can you tell if your company is structured to "attract" perfect customers to serve?
Here is the "Lighthouse Test."
Imagine a lighthouse standing strong and erect on the rocky shores of a beautiful ocean. On this particular day, the water is calm, the sky is blue, and there are many boats out to sea. Yet, out in the distance, there is a storm cloud forming on the horizon. It is coming closer to shore very quickly. The sky is getting darker, the waves are getting rougher, and many of the boats are being tossed about on the water. As the rains and the winds pick up strength, so does the power of the beam of light emanating from the lighthouse. Some of the boats, anxious to move quickly to a quiet and protective harbor, are relying on this beam of light to guide them safely to the spot. The darker the skies become, the brighter the light shines.
Notice that not all of the boats are in need of this beam of light to guide them to safety. Some have more confident captains and crew, while other boats have equipment that can handle the storm effectively.
Now, imagine that the lighthouse gets upset because some of the boats are choosing not to come to its harbor. Because it wants to protect and serve all of the boats in the sea, it sprouts arms and legs and begins running up and down the beach, waving its arms, doing its best to catch the attention of all the boats. What would be the result?
Most likely, the boats that were depending on the light to guide them would by now have been destroyed in the chaos and confusion caused by the light moving up and down the beach Other boats, led by their curiosity, may come closer to shore to get a better look at the spectacle of a lighthouse running up and down the shore, and then head back out to deeper waters. While others would be perfectly content to stay where they are...out at sea. The end result, very few boats are served safely and securely.
The test lies in asking yourself what percentage of time is your company the lighthouse standing securely on the shore attracting the boats (customers) with the power of its light and how often is it running up and down the beach looking for boats (customers) to serve?
PERFECT CUSTOMERS COME RIGHT TO YOUR SHORE
Take a moment to recall one of your most perfect customers -- someone with whom you most enjoy working. The customer you describe as perfect is most likely the one who respects and values your time, trusts your company to have his or her best interests at heart, comes to your site with realistic expectations, happily pays what your product or service is worth, and refers your business to their friends and family. Perfect customers make you feel needed, appreciated, respected, and understood. Even more, they reconnect you with the passion and purpose that puts joy in your work. And, when you think about it, these perfect customers often find your site easily; there was an immediate spark of attraction and connection with this client as if synchronicity brought you together at the perfect time and place.
The key to ensuring that your company is only attracting the most perfect customers lies in the asking of four simple questions which comprise a Strategic Attraction Plan:
1. What Are the Qualities of My Most Perfect Customers?
2. What Makes My Perfect Customers Tick?
3. What Do I Want My Perfect Customers To Expect Of My Web site?
4. What Do I Have To Improve?
The daily review for just five minutes of these four questions is what will keep you connected to your company's mission and purpose. It's this connection which powers the light of your message and draws customers who are a perfect fit for that message right to your shore.
Proponents of the Strategic Attraction Planning Process are growing in numbers quickly. As Robert Allen, author of Multiple Streams of Income, www.multiplestreamsofincome.com, reports "this is a simple and effective method for bringing perfect customers right to your doors and web sites."
by: Stacey Hall and Jan Brogniez.
ABOUT THE AUTHOR
Hall and Brogniez are the catalysts for the new Strategic Attraction Planning Process. Through this paradigm-shifting methodology, hundreds of corporate executives, entrepreneurs, as well as sales and training teams, have been transformed into powerful magnets that quickly and easily attract the most perfect and profitable customers to their doors. Their book, "Attracting Perfect Customers...The Power of Strategic Synchronicity," is available at www.perfectcustomer.com .
If you find that you often feel that your company needs more customers, then consider this...
There is a common belief held by most business owners, managers, and sales teams that all of their business problems would be solved if they could just figure out the secret to "finding and getting more customers."
And, that is their biggest mistake!
The never-ending search for more customers requires an abundance of people, time, and money... resources which are usually in short supply in most companies. In such an environment, the effort put forth to "find" customers is actually depleting the business of its energy, creativity, and enthusiasm...commodities required to serve these customers in a satisfying way. And, since dissatisfied customers do not return, the business must keep finding more customers to replace those they have lost.
So, with each repetition of the cycle, the company has less and less ability to provide the level of service that would satisfy the types of customers it originally intended to serve. So, the number of complaints the business receives continues to increase...and eventually, the complaints outweigh the compliments. The word spreads throughout the community. It becomes harder to find customers to serve. Debts then exceed profits. The business fails.
Conversely, those 15% that succeed have structured their company in a way that "attracts" only perfect customers and clients.
Companies must replace the thought "We need more customers" with the conviction that "We now attract only perfect customers."
What's the difference?
It's the difference between a successful business and one that struggles to survive. It's the difference between a profitable business and one that pinches pennies. It's the difference between a thriving business and one that is hanging on by a thread.
IF YOU ARE LOOKING FOR CUSTOMERS TO SERVE, YOU'LL FIND "CUSTOMERS FROM HELL"
Most people agree that looking for customers to serve requires a lot of energy. First, you must figure out where you are most likely to find the greatest number of customers. And, then you must spend more time and money experimenting with the right way to catch their attention. By the time you have actually found someone who is willing to try what you have to give them, your company has exhausted its energy!
So, when this customer tells you that they are not completely satisfied with your products, your policies, or your pricing, you are more than willing to make compromises to satisfy them ... truth be known, you are simply too tired to put up a fight. Perhaps, thinking that you have won the war, you feel you can afford to let them win these smaller conflicts...especially in light of what it would cost to go out and hunt down another customer to replace this one.
Yet, if your company had more strength and solvency, you might be more willing to listen to the tiny inner voice that says, "Be careful...this one could be more trouble than their worth. This is a customer from hell."
You ignore the voice because of the need to make back the money spent on marketing and sales programs. Or, you convince yourself that these customers must be perfect for your company or you are afraid that you will lose this customer to the competition.
Inevitably, though, the voice turns out to be right. By the time you end your tortured relationship with this customer, you feel that no amount of money in the world would have been enough to compensate us for the cost of the experience.
This is the result when you create marketing campaigns or promotional strategies that fail to clearly convey the bright light of your unique business distinctions; you find customers that other businesses should be serving.
THE LIGHTHOUSE TEST
So, how can you tell if your company is structured to "attract" perfect customers to serve?
Here is the "Lighthouse Test."
Imagine a lighthouse standing strong and erect on the rocky shores of a beautiful ocean. On this particular day, the water is calm, the sky is blue, and there are many boats out to sea. Yet, out in the distance, there is a storm cloud forming on the horizon. It is coming closer to shore very quickly. The sky is getting darker, the waves are getting rougher, and many of the boats are being tossed about on the water. As the rains and the winds pick up strength, so does the power of the beam of light emanating from the lighthouse. Some of the boats, anxious to move quickly to a quiet and protective harbor, are relying on this beam of light to guide them safely to the spot. The darker the skies become, the brighter the light shines.
Notice that not all of the boats are in need of this beam of light to guide them to safety. Some have more confident captains and crew, while other boats have equipment that can handle the storm effectively.
Now, imagine that the lighthouse gets upset because some of the boats are choosing not to come to its harbor. Because it wants to protect and serve all of the boats in the sea, it sprouts arms and legs and begins running up and down the beach, waving its arms, doing its best to catch the attention of all the boats. What would be the result?
Most likely, the boats that were depending on the light to guide them would by now have been destroyed in the chaos and confusion caused by the light moving up and down the beach Other boats, led by their curiosity, may come closer to shore to get a better look at the spectacle of a lighthouse running up and down the shore, and then head back out to deeper waters. While others would be perfectly content to stay where they are...out at sea. The end result, very few boats are served safely and securely.
The test lies in asking yourself what percentage of time is your company the lighthouse standing securely on the shore attracting the boats (customers) with the power of its light and how often is it running up and down the beach looking for boats (customers) to serve?
PERFECT CUSTOMERS COME RIGHT TO YOUR SHORE
Take a moment to recall one of your most perfect customers -- someone with whom you most enjoy working. The customer you describe as perfect is most likely the one who respects and values your time, trusts your company to have his or her best interests at heart, comes to your site with realistic expectations, happily pays what your product or service is worth, and refers your business to their friends and family. Perfect customers make you feel needed, appreciated, respected, and understood. Even more, they reconnect you with the passion and purpose that puts joy in your work. And, when you think about it, these perfect customers often find your site easily; there was an immediate spark of attraction and connection with this client as if synchronicity brought you together at the perfect time and place.
The key to ensuring that your company is only attracting the most perfect customers lies in the asking of four simple questions which comprise a Strategic Attraction Plan:
1. What Are the Qualities of My Most Perfect Customers?
2. What Makes My Perfect Customers Tick?
3. What Do I Want My Perfect Customers To Expect Of My Web site?
4. What Do I Have To Improve?
The daily review for just five minutes of these four questions is what will keep you connected to your company's mission and purpose. It's this connection which powers the light of your message and draws customers who are a perfect fit for that message right to your shore.
Proponents of the Strategic Attraction Planning Process are growing in numbers quickly. As Robert Allen, author of Multiple Streams of Income, www.multiplestreamsofincome.com, reports "this is a simple and effective method for bringing perfect customers right to your doors and web sites."
by: Stacey Hall and Jan Brogniez.
ABOUT THE AUTHOR
Hall and Brogniez are the catalysts for the new Strategic Attraction Planning Process. Through this paradigm-shifting methodology, hundreds of corporate executives, entrepreneurs, as well as sales and training teams, have been transformed into powerful magnets that quickly and easily attract the most perfect and profitable customers to their doors. Their book, "Attracting Perfect Customers...The Power of Strategic Synchronicity," is available at www.perfectcustomer.com .
Choosing an Intimate Conference Venue
So you're looking for a conference venue? Not the size of the Taj Mahal, but something just as impressive. A venue with the right amount of space, flexible catering, including accommodation and the right facilities.
This is where the elegance, style and the intimate nature of an independently owned hotel works well as a conference venue. These venues add their unique character and extraordinary service to your event. Finding the perfect environment sets the necessary tone, playing an important part in achieving your desired outcome.
Whether you're hosting a meeting, conference, workshop, training course or social occasion here are a few things to look for in a hotel venue.
Space
Does the hotel have the space you require? Whether the focus of your event is a meeting, banquet or an exhibit, space can be the a factor that is usually underestimated.
Avoid hiring a venue that is big enough to seat 200 when you're only hosting a 20-person meeting. You only want to consider venues that can handle the event you’re planning. It is advisable to schedule a visit with your potential host prior to the event ensuring the venue meets your space requirements.
In the case of an event where the number of guests is uncertain, make sure there are sufficient break-away rooms to avoid congestion.
Catering
Bear in mind that catering needs to meet the special dietary requirements of your guests. Hotels have a flexible menu and unlike a catering company, the kitchen is at hand when you need it.
Conference Styles
Check to see if the hotel can host various conference styles including a theatre for presentations, a classroom with a blackboard, a reception area and of course a boardroom.
Location
Find a centrally located venue, close to stations and some of the areas main attractions as well as being within easy reach of the airport. With easy access by rail, tube or road, your guests will arrive for your event in good time and ready for the day you have planned.
Equipment
Small details like air-conditioning make a huge difference. It helps a great deal if the hotel is equipped with latest audio-visual facilities, this way you can avoid lugging around your own equipment or having to rent from a supplier.
Another thing to check for is high-speed Internet or wireless Internet.
Accommodation
The one drawback with venues like convention or conference centres, is that you would need to use a nearby hotel for accommodation. If your event is extended by more than one day, a hotel becomes rather convenient. Depending on the number of guests, most hotels will provide a discount on accommodation.
The hallmark of an independently owned hotel is the unique ambience provided by the venue. Staging an event in the right setting is conducive to a receptive audience. The wrong venue, whether inappropriately large, under serviced or under equipped, can have undesirable results.
Consider one of your local hotels the next time you host an event.
by: Gregory Hudson
About the Author
The Draycott is a five star London hotel near Harrods, replete with luxurious finishes and grand interiors. Centrally located in London, the Draycott Hotel has played host to a variety of corporate events
This is where the elegance, style and the intimate nature of an independently owned hotel works well as a conference venue. These venues add their unique character and extraordinary service to your event. Finding the perfect environment sets the necessary tone, playing an important part in achieving your desired outcome.
Whether you're hosting a meeting, conference, workshop, training course or social occasion here are a few things to look for in a hotel venue.
Space
Does the hotel have the space you require? Whether the focus of your event is a meeting, banquet or an exhibit, space can be the a factor that is usually underestimated.
Avoid hiring a venue that is big enough to seat 200 when you're only hosting a 20-person meeting. You only want to consider venues that can handle the event you’re planning. It is advisable to schedule a visit with your potential host prior to the event ensuring the venue meets your space requirements.
In the case of an event where the number of guests is uncertain, make sure there are sufficient break-away rooms to avoid congestion.
Catering
Bear in mind that catering needs to meet the special dietary requirements of your guests. Hotels have a flexible menu and unlike a catering company, the kitchen is at hand when you need it.
Conference Styles
Check to see if the hotel can host various conference styles including a theatre for presentations, a classroom with a blackboard, a reception area and of course a boardroom.
Location
Find a centrally located venue, close to stations and some of the areas main attractions as well as being within easy reach of the airport. With easy access by rail, tube or road, your guests will arrive for your event in good time and ready for the day you have planned.
Equipment
Small details like air-conditioning make a huge difference. It helps a great deal if the hotel is equipped with latest audio-visual facilities, this way you can avoid lugging around your own equipment or having to rent from a supplier.
Another thing to check for is high-speed Internet or wireless Internet.
Accommodation
The one drawback with venues like convention or conference centres, is that you would need to use a nearby hotel for accommodation. If your event is extended by more than one day, a hotel becomes rather convenient. Depending on the number of guests, most hotels will provide a discount on accommodation.
The hallmark of an independently owned hotel is the unique ambience provided by the venue. Staging an event in the right setting is conducive to a receptive audience. The wrong venue, whether inappropriately large, under serviced or under equipped, can have undesirable results.
Consider one of your local hotels the next time you host an event.
by: Gregory Hudson
About the Author
The Draycott is a five star London hotel near Harrods, replete with luxurious finishes and grand interiors. Centrally located in London, the Draycott Hotel has played host to a variety of corporate events
A New Look For Business In The Future
Multilevel Marketing, commonly called MLM, Network Marketing or direct sales is one of the highest potential income sources anywhere, but particularly on the Internet. It has been claimed that in the last 10 years more people have become millionaires through MLM's than in any other business or profession.
I don't know how true that is, but I do know a lot of people have made a lot of money through MLM's.
Multilevel Marketing is also known as Pyramid Schemes and a number of other less-than-complimentary names. This is unfortunate because MLM's have a lot of potential.
There are some things you need to know about an MLM before you join one though:
You need to be selling something. It can be selling a product or a service, but it must be selling. If all the MLM does is recruit new members, then it is what is called a "Ponzi Scheme" and it's illegal.
They have to have a good product. You can send all the traffic in the world to an MLM website, but if the product they are offering has no appeal, it won't sell no matter what you do. If it doesn't sell, you won't make any money. Simple as that.
They have to have "staying power.” That is, they have to be good enough to last for a long time. Many MLM's are gone in a year or two and no matter how well they were paying you, once they've folded, you won't get any more money.
Plan on working at it for a long time to realize any significant income. MLM's don't usually build quickly, so you have to be very persistent. Once they do start to build though the growth is exponential and the income unlimited.
You have probably heard of some MLM companies, and maybe you've even been a member of one or more of them. Odds are, if you were a member, you dropped out after a while because it was just too hard to promote these systems successfully.
One of the worst parts of promoting MLM's is the rejection you will face. Try to think of this differently. I like to think of myself as the miner prospecting for gold during the gold rush. I sift through tonnes of dirt to find my one or two pieces of gold. All I am doing is prospecting, the more 'dirt' I can sift through the closer I am to finding my 'gold'.
If you have done the research on your MLM company then you will have chosen one with a product that has an attraction to a mass market so you are not limited to one demographic of the community. Look at the economic environment, what are the trends or 'boom' industries?
Research has shown that health, weight management and anti-ageing are some of the fastest growing industries worldwide. - A huge market is starting to unfold as the 'baby boomer' generation ages and increasingly becomes more concerned with staying healthy and youthful.
If nothing else, being involved with an MLM company can teach you business and personal skills that can be used in any walk of life. Most MLM companies are very proactive in the area of personal development and from my experience it is this that is the key to a persons success with an MLM business - and maybe in life generally. Taking a close look at ourselves is one of the hardest things to do. We can blame multilevel marketing, the company, the products or even the weather for our demise but lack of personal development would definitely be one of the main causes.
Are MLMs Ethical?
Many people question the ethics of MLM. They claim that the people on the top get all the benefit from the people working below them while the people below don't get much if anything at all. Nothing could be further from the truth!
Think about where you work. Isn't it true that the boss is getting paid out of the money YOU are making for the company? And what about the Chairman of the Board? What is he producing that makes him so valuable to the company? Did he make any sales? Did he build any of the products? No, YOU did, but he's raking in the big bucks for it.
With an honest MLM, you can easily make more than the boss if you put the effort into it. He gets a little bit from your sales, but you get the lion's share - not like a conventional job where you sweat on the assembly line while the CEO sits in an air-conditioned office getting million-dollar bonuses!
But isn't this just a big "pyramid scheme"? Yes and no. Anyone who works a conventional job is in a pyramid scheme. Every company, army, and government in the world is built on the pyramid concept. However, with multilevel marketing, you aren't held back by the people above you like you are in a conventional job.
With an MLM, you can build your business as large and as profitable as you want it to be.
by: Paul Marsland
Paul Marsland is an independent distributor for a network marketing company trading in 59 countries and 25 years of experience behind them. Along with his wife Annette they run their MLM business, full time from home.
I don't know how true that is, but I do know a lot of people have made a lot of money through MLM's.
Multilevel Marketing is also known as Pyramid Schemes and a number of other less-than-complimentary names. This is unfortunate because MLM's have a lot of potential.
There are some things you need to know about an MLM before you join one though:
You need to be selling something. It can be selling a product or a service, but it must be selling. If all the MLM does is recruit new members, then it is what is called a "Ponzi Scheme" and it's illegal.
They have to have a good product. You can send all the traffic in the world to an MLM website, but if the product they are offering has no appeal, it won't sell no matter what you do. If it doesn't sell, you won't make any money. Simple as that.
They have to have "staying power.” That is, they have to be good enough to last for a long time. Many MLM's are gone in a year or two and no matter how well they were paying you, once they've folded, you won't get any more money.
Plan on working at it for a long time to realize any significant income. MLM's don't usually build quickly, so you have to be very persistent. Once they do start to build though the growth is exponential and the income unlimited.
You have probably heard of some MLM companies, and maybe you've even been a member of one or more of them. Odds are, if you were a member, you dropped out after a while because it was just too hard to promote these systems successfully.
One of the worst parts of promoting MLM's is the rejection you will face. Try to think of this differently. I like to think of myself as the miner prospecting for gold during the gold rush. I sift through tonnes of dirt to find my one or two pieces of gold. All I am doing is prospecting, the more 'dirt' I can sift through the closer I am to finding my 'gold'.
If you have done the research on your MLM company then you will have chosen one with a product that has an attraction to a mass market so you are not limited to one demographic of the community. Look at the economic environment, what are the trends or 'boom' industries?
Research has shown that health, weight management and anti-ageing are some of the fastest growing industries worldwide. - A huge market is starting to unfold as the 'baby boomer' generation ages and increasingly becomes more concerned with staying healthy and youthful.
If nothing else, being involved with an MLM company can teach you business and personal skills that can be used in any walk of life. Most MLM companies are very proactive in the area of personal development and from my experience it is this that is the key to a persons success with an MLM business - and maybe in life generally. Taking a close look at ourselves is one of the hardest things to do. We can blame multilevel marketing, the company, the products or even the weather for our demise but lack of personal development would definitely be one of the main causes.
Are MLMs Ethical?
Many people question the ethics of MLM. They claim that the people on the top get all the benefit from the people working below them while the people below don't get much if anything at all. Nothing could be further from the truth!
Think about where you work. Isn't it true that the boss is getting paid out of the money YOU are making for the company? And what about the Chairman of the Board? What is he producing that makes him so valuable to the company? Did he make any sales? Did he build any of the products? No, YOU did, but he's raking in the big bucks for it.
With an honest MLM, you can easily make more than the boss if you put the effort into it. He gets a little bit from your sales, but you get the lion's share - not like a conventional job where you sweat on the assembly line while the CEO sits in an air-conditioned office getting million-dollar bonuses!
But isn't this just a big "pyramid scheme"? Yes and no. Anyone who works a conventional job is in a pyramid scheme. Every company, army, and government in the world is built on the pyramid concept. However, with multilevel marketing, you aren't held back by the people above you like you are in a conventional job.
With an MLM, you can build your business as large and as profitable as you want it to be.
by: Paul Marsland
Paul Marsland is an independent distributor for a network marketing company trading in 59 countries and 25 years of experience behind them. Along with his wife Annette they run their MLM business, full time from home.
A Strategy for Attracting Higher Paying Client
Some people have little difficulty attracting and
maintaining higher paying clients. Others can't get to
first base. Higher paying clients consume less time,
exchange energy instead of zapping yours, have higher
regards for your relationship, give more referrals, pay on
time, and this in turn allows you to make higher profits.
When asked how I recommend raising client’s fees, I answer
honestly, "It’s very difficult." Why? Let me share this
story, one I'm sure you can relate to. You go to the store
to buy more of something you like but you don't have to
have. Before you paid $10 and now its $15. You play with
the package and stand there rethinking your need, it’s value
and also wondering if can find it cheaper elsewhere. You
leave empty-handed or buy something else. If your price is
higher, their reaction gets magnified.
Another angle is to increase their deal, add something to
the pot, something of perceived value. It can work if
handled correctly. A value added item could be a client-
only monthly teleclass or access to a membership-only
website. An infopreneur can add client-only informational
products.
To collect higher fees, you will most likely need to change
demographics, your mindset, internal and external language,
marketing strategy and materials.
Here is a list of ten barriers that might be interfering
with attracting higher paying clients:
1. Equal stature. People take the time to listen to people
who are as or more important than they are. Are you at
their listening level? Do you dress and act the way they
do? Phone interactions require mirroring their language and
thinking. Can you speak their language? Or do you need to
learn. Talk as equals. Learn their mindset and shift
yours. If your values are too different, then find another
market. If stature doesn't match, they will smell it like
cabbage cooking in a kitchen. Show a similar state of
authority, confidence, and posture. Walk, talk, and sit the
way they do. If their mannerisms are too assertive for you,
either raise yours up or find another market.
2. Thoroughly know each of their challenges and what
solutions you provide that answer each challenge. What
problems are they experiencing? How can you make their life
or business easier? People take the path of least
resistance. Be that path. Higher paying people are proud
of their world and their decisions. They feel they deserve
it, they took the risk that the average person doesn't take,
and you need to give them that respect but also have your
own.
3. Be friendly with them but don't allow them to manipulate
your time or energy. Normally, higher paying professionals
know how to delegate and leverage and they will use this
technique to test you. Be friendly with their
administrative assistants, receptionist, or other
gatekeepers but don't bribe them with flowers or something
to get in the door. That worked years ago but the trend now
is tacky. And, yes, they will always report your language
and behavior back to their paycheck controller.
4. The higher their status, the more likely they will be
visionary people. Learn how visionary people think, their
viewpoints, and language. Visionaries surround themselves
with people who believe in their visions. Listen to their
visions and respect them. They have the wherefore to make
them happen. Support their visions in any way you can.
Provide something that answers a step to their vision, even
if it something outside the scope of your service or
product. Do they need a referral or can't find something,
do the research for them.
5. The higher you go, the more they expect from your
service. They expect special care and outstanding service.
They know their money can buy it and they demand it. Don't
deliver anything less. They know what you provide and what
your competitors provide; you must know this as well.
6. Integrity is usually one of their top five values.
Always keep your promises and they will keep the
relationship. Even if they break theirs, you will need to
keep yours. The higher you go, the less you ever want to
break a promise. You probably will not get a second chance.
It’s like sitting in Donald Trump’s boardroom and he says,
"You're fired."
7. Don't brown nose. It’s a cabbage thing. If they smell
it, they will either quick answering your calls or play you
for entertainment and then toss you away. If you get this
label, just move on.
8. People that earn more money substitute the word "mistake"
for "learning lesson." If you don't share this philosophy,
change it. It’s a good one to change any way. They
experience life and don't worry about the valleys. The
mistake belief holds an underlying fear. Fear is energy and
has a smell, and they sense it, easily.
9. Their first response to your proposal will always be "how
can they do it with their own resources." Expect this to be
their first immediate thought. Prepare to be able to
demonstrate what you offer is what they can't find within
their own resources -- they can't match it without more
effort or a different focus. This will earn you brownie
points towards a sale.
10. The higher the stature, the higher leveraging skills
they learned. Leveraging also includes negotiating. The
number one skill I recommend people getting in business is
to learn how and when to negotiate and how people think when
they are in negotiation mode. The game changes with
decisions need to be made and the cards are on the table.
Higher paying clients don't connect business and pleasure.
You will want to learn how to do the same. They may win in
business and have drink with your afterwards. Learn to let
go quickly.
11. The first "no" is always a test. Don't take it
personally or as the final answer but make sure you have the
right match. Listen if they say no and give three reasons
why not. This is a firmer no and they are telling you what
they need (the reasons). It’s your turn to tell them if you
can answer those reasons. If not, you loose, negotiation
over.
12. When you are looking for higher paying clients, look for
people who see your product or service as not only valuable,
but also essential to their goals or objectives.
13. Know what your service or product is worth and stand by
that value. Discount isn't in your vocabulary or theres.
Don't make it yours and speak of it first or even second.
Only speak of it if they are willing to show you the money
now and it leads to a higher value for something.
14. Remove the "under earner" mindset behind. If you have
more money then they do because of what you do, don't talk
down to them, or make them feel inferior in any way.
15. Make it easy for them to work with you. Remove any
hoops or extra steps that take up their time. They are very
time sensitive. If it takes chasing you down by phone, they
will not bother. If you don't answer their emails within a
comfortable time for them, they will move on and accomplish
whatever was on their agenda without you. When they do
contact you, rest assured, it’s important. They don't waste
their time.
16. Decide in advance, how you are going to hand any
rejections or protests. What, when, where and how will you
follow-up? What back doors can you come in from -- with
integrity, of course?
17. High presentation quality required. If they feel
comfortable seeing a slide presentation, don't use a hand-
drawn flip chart. If you don't know, ask a few of their
current suppliers and a staff member.
18. Set up a sophisticated referral-marketing program. It
really is who you know in their circle. Find their circle
and consistently show up. Not to market but to build
relationships and make connections. When they like you,
you're in.
19. Be confident about your attraction. Feel the energy of
the universe, sense it’s attraction, remove any doubt and
believe in it 100%. Know that it will occur and allow
attraction to enter and be a total part of your life and
business.
Are you ready for this step up? Attracting higher paying
clients when you previously didn't, takes commitment,
planning, and changing. Jump in without the all the
answers, and tweak. It’s guaranteed to work, that’s the way
the Law of Attraction works.
by: Catherine Franz
About the Author
Catherine Franz, a eight-year Certified Professional Coach,
Graduate of Coach University, Mastery University, editor of
three ezines, columnist, author of thousands of articles
website: http://www.abundancecenter.com
blog: http://abundance.blogs.com
maintaining higher paying clients. Others can't get to
first base. Higher paying clients consume less time,
exchange energy instead of zapping yours, have higher
regards for your relationship, give more referrals, pay on
time, and this in turn allows you to make higher profits.
When asked how I recommend raising client’s fees, I answer
honestly, "It’s very difficult." Why? Let me share this
story, one I'm sure you can relate to. You go to the store
to buy more of something you like but you don't have to
have. Before you paid $10 and now its $15. You play with
the package and stand there rethinking your need, it’s value
and also wondering if can find it cheaper elsewhere. You
leave empty-handed or buy something else. If your price is
higher, their reaction gets magnified.
Another angle is to increase their deal, add something to
the pot, something of perceived value. It can work if
handled correctly. A value added item could be a client-
only monthly teleclass or access to a membership-only
website. An infopreneur can add client-only informational
products.
To collect higher fees, you will most likely need to change
demographics, your mindset, internal and external language,
marketing strategy and materials.
Here is a list of ten barriers that might be interfering
with attracting higher paying clients:
1. Equal stature. People take the time to listen to people
who are as or more important than they are. Are you at
their listening level? Do you dress and act the way they
do? Phone interactions require mirroring their language and
thinking. Can you speak their language? Or do you need to
learn. Talk as equals. Learn their mindset and shift
yours. If your values are too different, then find another
market. If stature doesn't match, they will smell it like
cabbage cooking in a kitchen. Show a similar state of
authority, confidence, and posture. Walk, talk, and sit the
way they do. If their mannerisms are too assertive for you,
either raise yours up or find another market.
2. Thoroughly know each of their challenges and what
solutions you provide that answer each challenge. What
problems are they experiencing? How can you make their life
or business easier? People take the path of least
resistance. Be that path. Higher paying people are proud
of their world and their decisions. They feel they deserve
it, they took the risk that the average person doesn't take,
and you need to give them that respect but also have your
own.
3. Be friendly with them but don't allow them to manipulate
your time or energy. Normally, higher paying professionals
know how to delegate and leverage and they will use this
technique to test you. Be friendly with their
administrative assistants, receptionist, or other
gatekeepers but don't bribe them with flowers or something
to get in the door. That worked years ago but the trend now
is tacky. And, yes, they will always report your language
and behavior back to their paycheck controller.
4. The higher their status, the more likely they will be
visionary people. Learn how visionary people think, their
viewpoints, and language. Visionaries surround themselves
with people who believe in their visions. Listen to their
visions and respect them. They have the wherefore to make
them happen. Support their visions in any way you can.
Provide something that answers a step to their vision, even
if it something outside the scope of your service or
product. Do they need a referral or can't find something,
do the research for them.
5. The higher you go, the more they expect from your
service. They expect special care and outstanding service.
They know their money can buy it and they demand it. Don't
deliver anything less. They know what you provide and what
your competitors provide; you must know this as well.
6. Integrity is usually one of their top five values.
Always keep your promises and they will keep the
relationship. Even if they break theirs, you will need to
keep yours. The higher you go, the less you ever want to
break a promise. You probably will not get a second chance.
It’s like sitting in Donald Trump’s boardroom and he says,
"You're fired."
7. Don't brown nose. It’s a cabbage thing. If they smell
it, they will either quick answering your calls or play you
for entertainment and then toss you away. If you get this
label, just move on.
8. People that earn more money substitute the word "mistake"
for "learning lesson." If you don't share this philosophy,
change it. It’s a good one to change any way. They
experience life and don't worry about the valleys. The
mistake belief holds an underlying fear. Fear is energy and
has a smell, and they sense it, easily.
9. Their first response to your proposal will always be "how
can they do it with their own resources." Expect this to be
their first immediate thought. Prepare to be able to
demonstrate what you offer is what they can't find within
their own resources -- they can't match it without more
effort or a different focus. This will earn you brownie
points towards a sale.
10. The higher the stature, the higher leveraging skills
they learned. Leveraging also includes negotiating. The
number one skill I recommend people getting in business is
to learn how and when to negotiate and how people think when
they are in negotiation mode. The game changes with
decisions need to be made and the cards are on the table.
Higher paying clients don't connect business and pleasure.
You will want to learn how to do the same. They may win in
business and have drink with your afterwards. Learn to let
go quickly.
11. The first "no" is always a test. Don't take it
personally or as the final answer but make sure you have the
right match. Listen if they say no and give three reasons
why not. This is a firmer no and they are telling you what
they need (the reasons). It’s your turn to tell them if you
can answer those reasons. If not, you loose, negotiation
over.
12. When you are looking for higher paying clients, look for
people who see your product or service as not only valuable,
but also essential to their goals or objectives.
13. Know what your service or product is worth and stand by
that value. Discount isn't in your vocabulary or theres.
Don't make it yours and speak of it first or even second.
Only speak of it if they are willing to show you the money
now and it leads to a higher value for something.
14. Remove the "under earner" mindset behind. If you have
more money then they do because of what you do, don't talk
down to them, or make them feel inferior in any way.
15. Make it easy for them to work with you. Remove any
hoops or extra steps that take up their time. They are very
time sensitive. If it takes chasing you down by phone, they
will not bother. If you don't answer their emails within a
comfortable time for them, they will move on and accomplish
whatever was on their agenda without you. When they do
contact you, rest assured, it’s important. They don't waste
their time.
16. Decide in advance, how you are going to hand any
rejections or protests. What, when, where and how will you
follow-up? What back doors can you come in from -- with
integrity, of course?
17. High presentation quality required. If they feel
comfortable seeing a slide presentation, don't use a hand-
drawn flip chart. If you don't know, ask a few of their
current suppliers and a staff member.
18. Set up a sophisticated referral-marketing program. It
really is who you know in their circle. Find their circle
and consistently show up. Not to market but to build
relationships and make connections. When they like you,
you're in.
19. Be confident about your attraction. Feel the energy of
the universe, sense it’s attraction, remove any doubt and
believe in it 100%. Know that it will occur and allow
attraction to enter and be a total part of your life and
business.
Are you ready for this step up? Attracting higher paying
clients when you previously didn't, takes commitment,
planning, and changing. Jump in without the all the
answers, and tweak. It’s guaranteed to work, that’s the way
the Law of Attraction works.
by: Catherine Franz
About the Author
Catherine Franz, a eight-year Certified Professional Coach,
Graduate of Coach University, Mastery University, editor of
three ezines, columnist, author of thousands of articles
website: http://www.abundancecenter.com
blog: http://abundance.blogs.com
How To Make Your Car Show Attractive
Vintage automobiles, vendors and entertainment work like a magnet to attract visitors to a well planned and well executed car show. A variety of antique classic cars, trucks and cycles, great food, choice of beverage and plenty of it is what visitors want.
Music Matters
Add live music or a disc jockey spinning tunes from the 50s, 60s and 70s and your visitors will stay in the party mood from beginning to end. And no car show would be complete without fun activities for kids.
Kick It Up A Notch
Another attraction can also be your theme such as 50s costumes or funky vintage attire. This is a simple way for hosts and visitors to add to the attraction. The fun can start with shopping at thrift stores for your outfit. Another popular car show attraction is a Swap Meet.
Ask your group to donate retro items from their garage, storage room, etc. and sell it cheap. The cheaper the prices the more you will sell and there won’t be anything to pack up. Are there any musicians or artisans in your group who would perform for the love of it?
An attraction doesn’t have to be huge or expensive—just interesting and fun. Equipped with a small budget and a large cache of creativity, you can make your car show very attractive.
by: Tonza Borden
About The Author
Tonza Borden is the developer and administrator of AtlantaAntiqueCarClub.com. She is a successful home-based communications specialist. Collecting antique automobilia is her hobby. Learning all about vintage automobiles is her passion.
The Top 10 Creative Strategies for Delivering 5-Star Customer Satsifaction
Customer satisfaction is valuable, but customer loyalty is priceless. In today's competitive world of business, it is becoming more and more important to deliver customer service that is unbeatable. These ten creative strategies can support you in tu
Customer satisfaction is valuable, but customer loyalty is priceless. In today's competitive world of business, it is becoming more and more important to deliver customer service that is unbeatable. These ten creative strategies can support you in turning your customers into walking billboards for your business.
1. Treat your customers like royalty.
Hire a customer service representative to greet your customers upon arrival, and offer a coat check service so that customers can comfortably get to know you, your employees, and your place of business.
2. Provide valet parking.
Providing valet parking can greatly improve access to your establishment when parking is limited or on days when the weather is challenging. (Note: Tips should not be accepted.)
3. Make a wait enjoyable.
If a customer has to wait, offer a cup of hot coffee, latte, or a glass of sparkling water, a comfortable chair, and a choice of current magazines. (Make sure to update your magazines frequently.) Every ten minutes, have a customer service representative update the customer on the status of their wait.
4. Provide a concierge service.
By adding a concierge service, you can provide added value to your customers "on the spot." Support your clients by making lunch or dinner reservations, making an appointment for a hair cut, providing a list of local attractions, or helping the customer find the one special item that is not offered by your business.
5. Call your customers every Monday morning.
Call your customers every Monday morning at the same time. Call to simply say "hello" and to check in. Ask how things are going, if there is anything you can help with, or what is new in his/her life or business. Share ideas, laughter, and support. It works!
6. Provide "Same Day" or Overnight delivery service.
In today's business world, quick service means happy customers and increased profits. By offering a same day delivery service or overnight via Fed Ex or Airborne Express, you will speed up your profits by providing your goods and services FAST!
7. Call customers on days of celebration.
Keep a file of birthdays, anniversaries, milestones, and special events (graduations, weddings, Bar Mitzvahs,) and call the customer on these special days to say "Congratulations...I am thinking of you on this special day."
8. Provide a voice mail "Tip of the Day."
Make the most of voice mail and answering machines by posting a message that says "WOW!" Include a "tip of the day" on your message tape, which can prove to be highly entertaining and educational to callers, as well as a credibility and rapport builder for you.
9. Provide a cookie service.
One day each month, deliver home-baked cookies to your customers. chocolate chip or shortbread cookies are always popular. This service can be outsourced to a bakery who has a reputation of high quality, and a strategic alliance will be formed in the process.
10. Dazzle the kids!
Dazzle the kids and keep them happy while the parents do business by providing a highly creative "kids corner." Stack this area with games, coloring books, toys, and entertainment. During peak business hours, hire a magician, storyteller, musician, or balloon artist to provide a high level of interaction and pure FUN...will keep everyone happy and "coming back for more."
by: Bea Fields
About the Author
Bea Fields is an Executive Coach and a Certified Guerrilla Marketing Coach. She is also a Consultant, Trainer, Public Speaker and author of the Five Star Leader e-course. Her area of expertise is that of Leadership Development and Marketing for Executives, Managers, Small Business Owners, and Political Leaders.
How to Plan a Car Show Fantasia
A car show “fantasia” is a fantastic opportunity to bring a community or special interest group together – for more than one cause. Planning your car show event is not an easy task but the process can be simplified and efficient. The most important steps to planning your extravaganza are as follows:
The Organizers
You can be the sole show organizer or it can be a joint venture with another group. Whichever way you decide to go, there is a lot of face-to-face coordination involved. Also, it may be inconvenient to get everybody to together at a meeting on the same day. But you will need to make sure that everybody knows what’s going on and be reminded of their role and responsibilities. You’re probably wondering how to accomplish that because coordinating people is a major feat itself. Here’s where Atlanta Antique Car Club comes in with those hard-to-find resources. We recommend staying in contact with helloWorld – Video e-Mail. It is easy, affordable and so much better than phoning.
The Event
Plan a car show with a fun and festive atmosphere for the whole family. Plan a luxury and performance car and bike event dedicated to the automobile industry – featuring the best possible cars, motorcycles, limousines, customs, and art cars available because this is the “attraction”. Varying your selection of automobiles and automotive products is what will give your show the extravagant factor and take it over the top.
The Venue
Location, location, location. This is where your show will go down in history. Because of the nature of your event, selecting a venue that is unique is very important. It must have an acceptable floor plan to accommodate a large crowd, registration, bathrooms, many exhibitors and vendors, and ample parking spaces for visitors and show car trailers.
The Theme
Classic cars, food and old music are the right formula for an old-school theme and goodtime. Dressing in period clothing can add nostalgia and interest, too. And, when the 50’s music starts, your visitors will be taking a trip down memory lane. Check out this 50s party in a box to get your creative juices flowing.
The Attraction
If this is your main event of the year, it should be a festive “extravaganza” representing a vintage and classic car lifestyle. Whether it is one day or held over a few days, it should have a dramatic theme to set the stage for beautiful motorcars and beautiful people. Your car show should be the hottest ticket in town – not the most boring. So pull out all of the stops and go for it!
The Multi-Task Team Building
The people behind your car show are a very important component – especially the creative team. Here’s a tip that will pay dividends. Keep all of your volunteers happy because they comprise the logistical teams to perform the multi-tasks, at no cost. That being said, the creative team is responsible for planning the theme and working with the committees to get it done, under budget and on time.
The Vendors or Us
Buying, cooking and selling foodstuff has its advantages. On the other hand, your event may be so huge that you won’t have enough hands to flip burgers quick enough. Inviting vendors is a good thing as long as they:
Carry insurance
Be liable and on-time
Be very professional
The Fundraising
Make your car show extravaganza make money – without spending a lot. How? Use your church parking lot or a donated venue. Be your own vendor by cooking and selling food and beverage – that’s donated or bought at discount prices. What you spend upfront will make a big difference on your bottom line. Sell tickets for a raffle, special attraction, etc. Charge a small fee for parking lot spaces for swap meet vendors. Or, collect donated sale items from your members for 100% profit. Ask for donated folding tables as well as monetary donations (if you are a nonprofit organization). Write and publish FREE public service announcements to announce your event – giving them at least two weeks lead-time. Tell everyone to tell everyone. Get the word out for FREE.
The Sponsors
Sponsors are companies who wish to be associated with your car show and visitors. A great car show is an event that sponsors would like to be associated with so keep that in mind when building your sponsor relationships.
The Exhibitors
You will want to round off your show with sponsors, food vendors, swap meet vendors, disc jockey, musicians, bands, bike performances, etc. Because when it’s all said and done, it’s all about having a good time so give your visitors variety, thrill and excitement. When they’re happy, they tend to buy from exhibitors.
The Visitors
Vintage and classic car show visitors are unique. They are in a class by themselves. They are a special group of people who live the old-school car lifestyle. They are car collectors, enthusiasts and wannabes – with buying power. They are a group who recognize and respect universal status symbols and the finer things that money can buy. That being said, your car show visitors deserve the very best show you can provide.
The Media
Last but not least, you will want to invite the media to make them your partner for all of your car show extravaganzas. As I’ve stated, you must encourage volunteers to tell everyone but telling the media is your best bet. A public service announcement will cover a greater audience and territory than you will be able to do by word of mouth. Another form of ‘media’ is flyers, banners, your web site where people can visit your site for information about upcoming events. In fact, you should be advertising your car club, group, organization at all times and I.D.IT!PLATES is a great way to drive traffic to your web.
Planning and implementing a car show won’t be easy but if it was it probably wouldn’t be a car show “extravaganza”. Use this outline to get started with your first car show. Having a plan will help you to stay focused and efficient – while keeping it simple. After the show, you will want to see pictures that tell the story about your success. So ask all volunteers to bring a camera to snap lots of pictures of event activities and car enthusiast having fun. Please don’t forget to share your pictures with Atlanta Antique Car Club's photo gallery - for the entire world to see.
by: Tonza Borden
Tonza Borden is the developer and administrator of AtlantaAntiqueCarClub.com. She is a successful home-based communications specialist. Collecting antique automobilia is her hobby. Learning all about vintage automobiles is her passion.
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