Most world problems over the centuries have been related to communication issues. Many times it’s been the lack of communication or ineffective communication.

In business, communications is critical as well. How you communicate as a business professional may very well determine your success or failure. Internally within your organization it’s important that you have good communication with your peers, with those above and below you on the company ladder, and all people in the organization in which you come in contact.

External to your organization, your communication in the sales, marketing, and customer service arenas will determine your success not only today but as you move forward.

When it comes to marketing communication it’s critical that you have a clear concise message, that you’re able to convey what you do and who you do it for.

By conveying this message, an individual is able to immediately determine whether or not they can use your goods or services.

Are you capable of delivering a memorable marketing message in a clear and concise manor and in a very short period of time? My memorable marketing message is delivered in 8.5 seconds!

My prospects know right away whether or not I’m addressing their needs and wants. And, if I do, based on my memorable marketing message they will ask me for more information. That’s just what I want!

Now they are inviting me to:

Give them a sales presentation
Tell them more about the services I offer
Engage them at a deeper level
Probe and ask questions about their specific needs
Discuss their problems and where I may be of service

Your memorable marketing message comes from your business model. Your business model is a triangle with three sides. The sides are:

What do you do?
Who do you do it for?
How do you do it?

Your memorable marketing message contains just the who and the what?

Once you have your memorable marketing message you are able to move from the marketing phase of business to the sales phase of business.

Selling is really nothing more then discovering the needs and wants of your prospect and then providing a solution for those needs based on the products and services you offer.

It’s not about your products and services. It’s about the needs of your potential clients. Many times professional sales people are focused on the wrong issues. They inadvertently focus on:

A product presentation
The products features
How long the company has been in business
Past success

And while all of these elements may be relevant, they are only important at the right time. The real critical issues is how can you solve someone’s needs. Your customer is not buying the features of your product. They are buying the benefits that they will receive after they own your product.

Are you product focused? Or, are you customer need focused? The sales pros that I’ve worked with in the past that have been the most successful have always been customer need focused.

By delving in and finding out the needs and specific interests of your customers and then focusing the products and services you offer to provide benefits and solutions, you put yourself in a position to make the sale.

Quality communication is imperative for you to build a better business. Work on your communication skills. Be able to define and deliver a memorable message to your clients in under fifteen seconds. When you move into the sales arena, understand what your prospect’s needs are. Then communicate to them exactly how you’ll fulfill their needs and help them be more successful in their business or in their life.

The G-8 meeting brought leaders together and helped facilitate better communication. Improving the way you communicate and the content of those communications with your market and your customers will ultimately lead you to Build a Better Biz!

Monday I spoke with a hotel sales representative, a web services
company, and a bank Vice-President. They all said they would call
back that day. I must have moved, because I am still waiting for
their calls.

Guess what? I booked another hotel for one of my upcoming
seminars. We contracted a different hosting company for our new
web site. And, we formed a new banking relationship to handle all
of our on line merchant service needs.

All told it was a lot of business that was directed away from
companies not responsive to our needs.

Many times it’s easy to get away from what we really do. We focus
on the product or specific service we want to sell. We should be
focusing on the pain and the needs of our clients and prospects.

The reality is that they don’t care about us or our products or
our services. What they care about is being able to successfully
complete their daily tasks, enjoy life, or make a profit. They
only care about us to the degree that we can service them. It’s
all about the benefit they receive from our products and
services.

Not returning a call on a timely basis takes away from their
ability to achieve their goals.

So, what could be keeping someone from returning those calls on a
timely basis? Some people fear rejection and therefore put off
making the calls. Of course by not calling they are in fact
getting a “no” to their product or service by default

You are not going to sell everyone anyway. You will get some
“no’s,” but you have to work through the “no’s” to get to the
“yes’s.”

The other reason I see that many people don’t return calls on a
timely basis is that their work area is a mess. It’s hard to be
efficient when you have too many of those little pieces of paper
with phone numbers on them running around rampant.

Top producers have an efficient system of organizing their office
and maintaining contact with their relationships.

Now let’s look at where you should focus to give the best
possible service to your clients and prospects.

Return all calls within one hour of when they were received. With
cell phones and other office technology there’s no excuse for
being tardy.

When you tell someone you’re going to call on a certain day or at
a certain time, do it!

Use a good contact management software system to keep track of
all the commitments you make. “I’m not up on technology,” is not
an acceptable statement anymore.

Spend time looking for the true value you deliver. What is it
that your clients are really getting when they invest in your
products and services? The answers to this question can have an
incredible impact on your business.

Ask your clients what is important in their eyes and give it to
them.

Commit to making these things a habit. Practice them consistently
for 21 days and you’ll wonder how you ever got by without them
before.

Another important aspect about any client contact is the message
you leave them. It’s important to communicate clearly and
concisely when you call clients. You must be brief with new
clients and respectful of their time.

Can you communicate exactly the value you provide and who you
deliver it to in a few seconds? My memorable marketing message
takes 8.5 seconds to deliver, under 8 seconds on a good day! It’s
critical that you have an oral command of your service so that
you can leave your prospect with a memorable marketing message.

Customers and clients want to be treated great. There are too
many people out there who sell the same products and services.
We would like to think that what we offer is unique, but the
reality is that who we are and the way that we treat people
characterize our uniqueness.

Stop procrastinating. Return all calls promptly and watch your
sales soar It comes down to making a choice. Do you choose to
look for other’s needs and then serve them, or not? If you do, you
will be Building a Better Biz. If not, well you can figure that
out.

You may see companies that are doing great, people prospering, and business booming. But don’t kid yourself. There are also markets that are collapsing, industries that are disappearing, and a constant flow of bankruptcies.

Why do business have problems? Why do good intentions turn into failure? What could drive you out of business? Here are three reasons that your business could fail this year.

1. You Lack a Strong Business Model

Many business professionals are running their business as usual. They market, they sell, and they deliver their goods and services. Unfortunately they haven’t taken the time to strategically design their business model. They do things because that’s the way they have always done them, or because fate led them in that direction. To be successful today, that way of thinking just isn’t good enough.

You must take the time to evaluate three factors, and then design a business model that will serve you well moving forward. First, what is the value you deliver? Maybe you sell books, but the real value you deliver is information, knowledge, solutions to problems, or entertainment. People invest in your products and services, but they are buying the true value you deliver. Once you understand this concept you are in a position to make your offer so compelling that most prospective clients will not be able to refuse you.

Second, to whom do you deliver this value? This is your target market. It is important to know who is best suited for your value and who will benefit the most from it. It’s a matter of efficiency. You don’t have the financial resources, or the time to try and market to sell everyone. If you can clearly define who is best served by the value you deliver, then you can focus on that group and increase your success rate.

Third, how do you deliver your value? The “hows” become your products or services. A professional speaker sees himself as a “speaker.” In other words, they just speak for a living. Once that professional speaker realizes that the value they deliver is knowledge or information, then they can realize that speaking is only one way of delivering that knowledge. Speaking is one of the “hows.” Books, audio CDs, video learning systems, and the internet all become additional ways of delivering that same value to their marketplace.

Take the time to determine the real value you deliver. You may wish to ask your clients. It may surprise you what their response is. Then determine whom you deliver it to and list all of the other possible “hows.” From this information you can create your own business model.

2. You Are Not Surrounded By The Right People

You really are only as good as the people you work with. Your suppliers, employees, peers, and anyone else you rely on can have a major impact on the results you achieve.

You only have to think about the busy sales professional that almost misses a deadline to submit a significant proposal to realize that the assistant who reminded the sales pro of the pending deadline to realize how true this is.

The old expression; “No man is an island,” is very much the truth. All business professionals are dependent on the people they associate themselves with, both inside and outside their companies. Do you have a great team around you? Are your suppliers making you look good or bad? Do you have wonderful customers? Are they referring you to their peers?

As you can see, your success is going to be impacted by everyone you associate with.

3. You Do Not Have a Dream Big Enough To Attract Others.

Dr. Martin Luther King said, “I have a dream.” President John F. Kennedy said, “By the end of the decade we will put a man on the moon and safely return.” These were bold statements, but they were dreams that were big enough to attract others to their cause.

As an individual, you only know a limited number of people. You only have twenty-four manhours in a day. Your knowledge base contains a set amount of information. Ultimately, alone you can only accomplish so much. By bringing in others to help you achieve your goals you expand, the time, energy, knowledge, and resources that are available to tackle your dream.

Dream big, and make it big enough to attract others, because they will help you along the way. Your goals will be reachable and the results you achieve amazing.

Don’t fall into these three traps, and you will be on road to Building a Better Biz!

All great questions, but they are not always easy to answer. Your brand is your promise to the market place. When someone does business with you they know what they will get based on this “promise.” A great brand will have clients flocking to you a bad brand repels them. When someone thinks of you they should think of your brand, and conversely when someone thinks of your brand they should think of you. It’s simple - on paper.

When you go eat at McDonalds you know ahead of time what you are going to get. You know exactly what type of service to expect and what quality of food you will receive. If you are not satisfied with your meal, then my guess is that it was your fault for not having your expectations properly aligned with their well-known brand.

When business professionals think about themselves, their organization, and their brand many times they fall into the trap of only thinking about the products or services they offer. It is true that your brand should cover the quality and type of products and services that you sell, but your brand should also be related to the experience of doing business with you.

Dominos Pizza built their business around a brand of “your pizza would be delivered in 30 minutes or it was free”. You knew just what you were getting when you did business with Dominos. If you liked their pizza, and you wanted it fast that was the place to go.

When evaluating your brand it is probably best to go to your customers and ask them what they think of when they think of you. Put together a survey that they can fill out with questions about your products and services, the people that make up your organization, the experience they have at all points of contact, and adjectives that they associate your business.

Before reviewing this information, have everyone in your organization answer the same questions. With all of this feedback in hand you can learn how others perceive you, combine their views with your own knowledge of how you want to be perceived, and then take the steps to bring both of those visions into alignment.

If your brand is strong, easily understandable, and memorable, then you have the opportunity to really build your business.

A brand is so much more than a slogan that looks great on your letterhead. It may look nice on paper, but a brand that is only in words and not delivered in reality is a false promise. Create a strong brand, deliver it, and promote it — you will be on the road to Building a Better Biz.

Cold calling is a proven way to develop business. The only problem is that it can be slow and tedious. And, although there is a time and place for cold calling, other ways of building your business may work more effectively for you. Certainly advertising can pay off, but you had better have significant funds available to you so that you can stay visible long enough for your advertising to pay off.

Referrals tend to buy quicker and place larger initial orders than other types of new clients. Some of the most successful business professionals today have developed a system of gaining quality referrals that works very well for them. Below are six ideas that will help you in developing your own system of cultivating referrals.

1. Be Great

The level of service you provide must be outstanding, and the quality of products you deliver must be superior before any referral system will begin working for you. But, if you are great without being asked to be, then your clients will automatically start sending referrals your way.

Like life in general, you rarely receive something unless you deserve it. Do you deserve referrals from your clients? Have you done everything in your power to stand out and be great in both quality of service and quality of products? If you can say ‘yes’ to these questions, then you are on the right track.

2. Ask

This may sound simple, but all too often, business professionals just simply fail to ask for referrals. There are specific times in a relationship that it is natural and normal to ask for referrals. You need to be aware of those moments and take advantage of them.

Right after you complete a sale and you are thanking your client may be a great time to ask for referrals. If you use a standard order form, print two or three blank lines on the bottom. After your client signs off on the order, point to those “blank lines” and tell your client that your business is built on the satisfaction of your clients and the potential clients they refer. Then ask them if they know two or three people who may be in the same situation that they could refer you to.

Always give specific “types” of people to think about. Don’t just ask if a client knows “someone.” Say, “Do you know any other small business owners?” By defining groups of people for your client to pull from, you will help them hone in on potential referrals for you.

3. Reward

When a client does provide you with a referral, be sure and reward them. Depending on your business, a dinner for two would be appropriate. Also, you can have a program with cards printed up that promote referrals and states the reward your clients will earn. For example; if they send in a prepaid post card with a referral on it and the referral buys then they receive $50.00.

If you want to take this idea one step further, mail to your client base twice a year. In this mailing you can promote your products or services, and you can also include some more referral cards for your clients.

4. Newsletters

Newsletters are a great way to stay in touch with your clients. They can be traditional printed newsletters, email newsletters, or a combination of the two. Be sure and mention that you appreciate referrals somewhere in your newsletter. You’ll be surprised by how just reminding your clients that you appreciate referrals can pay off.

5. Thank-You Notes

If you’re not already sending your clients thank-you notes on a regular basis, then you are missing out. Thank them for taking the time to meet, thank them for considering your product or service, thank them if they don’t buy, and thank them if they do. You should also thank them for referring clients your way. When you write a thank-you note sometimes you can add in that you would appreciate any referrals that they send your way.

You can also call your clients after the product has been delivered and your thank-you note has arrived. Toward the end of the conversation ask for a referral.

6. Create An Army Of Advocates

If you excel at building relationships, which is what business is all about, then over time you should be building an army of advocates. Advocates are those people who love you, your company, or your products and services. Let those people know how much you appreciate them. Also, let them know how you build your business and they you need and appreciate their referrals. If they really like you, they will promote you to their associates.

Stay in touch with your advocates on a monthly basis. Maybe send them a hand written note. Maybe send them an article that you think they will be interested in. Maybe send them a book that you feel would help them in their business. You could write a personal note and sign the book for an even greater impact!

Take care of your advocates, and they will take care of you.

A referral program is not a one-time thing. It is an ongoing effort that, over time, will produce significant results for your business. If you are looking to add quality clients that will buy quicker and place larger orders then referrals are the way to go. Design your own referral program. Stay consistent in your efforts, and you will be on the road to Building a Better Biz!

Unfortunately John’s situation is not all that uncommon. We think that just because we’ve been in business for a number of years, our business should automatically continue to grow and flourish. The truth is that it takes an ongoing commitment to marketing, sales, and relationship building to not just build your business, but to maintain what you already have.

When external factors affect your business, you must make internal changes to combat those forces. Here are three steps to being more strategic in the way you run your company and manage external changes.

1. Monitor Your Numbers and Watch For Trends

It is not enough to review your financial information at the end of the year or at tax time. Each month you should spend time reviewing your financial statements. Over time, you become so intimate with them that you will spot a change or problem immediately.

You should also know what drives your business. Are your sales dependent on the number of clients you have, the number of sales calls you make, or maybe the number of presentation you give? What are the key numbers that most consistently impact your business? I call them critical drivers. Know what they are and monitor them. Many successful organizations I work with track these numbers on a daily and weekly basis.

Look for trends in your numbers. Is there a trend illustrating an increase or decrease in your critical drivers? If your drivers are moving in a positive direction you may need to act in order to maintain a good level of customer support and other post-sale issues. If the drivers are decreasing, then you may need to increase your marketing efforts or make changes where it’s necessary.

A great place to review your critical drivers is with your Master Mind Group. If you don’t have a Master Mind Group already, then you may be missing out on one of the most powerful business concepts used by successful entrepreneurs today.

2. Don’t Accept the Status Quo

I hear it all the time, “The economy is bad.” Well, so what? Are you just going to sit around and let the economy, your competition, or someone down the street dictate your success? Just because there is something going on beyond your control doesn’t mean that your business success should be totally out of your hands.

You don’t have to accept external factors as the final word on your success. Evaluate your situation. Make changes when it’s necessary. And, keep moving your business forward.

3. Look For New Opportunities

The economy changes, business changes, industries evolve, and your business should look different in ten years than it looks today. What are you doing now to make that happen?

The entire universe is continually evolving and changing. It would be crazy to think that your business could stay exactly the same. Maybe you’re using different technology to get the job done. Maybe you’re entering into different markets. Maybe you’re selling different products. There are so many opportunities for change and growth!

Constantly evaluate what you are doing. Stay educated about your industry. Look for additional ways to deliver value to your existing clients, or, new clients that you can deliver value to. If you stay focused on delivering value, you will always be ahead of the curve, and discovering new ways to grow your business.

Do these three things, and you will be on the road to Building a Better Biz!

As the car went by and disappeared into the darkness I made my left turn and realized a couple of things.

1. You don’t acquire a car like this by sleeping in. The sun was not up and this person was on their way to work. Obviously they knew what it took to create success.

Many times we want to achieve greatness but we have three false ideals about how that should happen.

We want to achieve success quickly. Success doesn’t happen quickly. It takes time. Success is the result of planning and patience. We see people who seemingly came out of nowhere. They are an “overnight success” we think. In reality they probably spend years working in obscurity before all of a sudden showing up on some list of the most successful people or the fastest growing companies.

We want success to be easy. Well it isn’t. Sometimes you have to fail over and over and over again before coming up with the right idea or right formula to achieve personal and professional success. Even the simplest of concepts usually isn’t easy to implement successfully.

We want success on “our terms.” In other words, we want the system to work around us, our hours, our schedules. If you want to achieve success faster, then sometimes you have to mold your terms to what is happening in the real world. Be willing to put in the long hours, make the phone calls, have the uncomfortable conversations. Learn something new if that’s what it takes, but figure how you need to adapt and then do it.

2. When you achieve the success you are seeking don’t forget what got you there. Keep doing what works.

It is so easy to create a mindset of entitlement. Just because you can afford to do something doesn’t mean you should. If you change your philosophy about what effort you are willing to put into your success then others around you might do so as well. You should continue to do what you need to keep moving forward and also to set an example for those around you.
Yes, you can enjoy the fruits of your labor. Just don’t lose the ideals and values that helped you achieve what you have.

And, it’s not just about buying an expensive car. Your financial success can help you pay off your home, max out your retirement plans, or allow you to pick up the tab for that college education you want for your four children!

But if it is an incredible car you desire, then by having a better understanding of what it takes to create success, I’m sure I’ll see you out on the road the next time I’m headed out of town on that early flight because — you will be on the road to building a better biz.

If you can effectively help those around you to produce at a higher level, then
you will enjoy a greater success also. Here are three secrets to boosting the
performance of those on your team.

1. Forget Their Weakness

All too often I see sales managers and business owners try to eliminate a team
member’s weaknesses. The manager literally itemizes all of a persons weak
spots and then sets out to exorcise them like they were demons. The truth is
that we all have strengths and weaknesses. A person’s weak points are slow to
change. Many times someone is deficient at something because they don’t enjoy
doing it. Either way you are sure to push a good team member away when you
only focus on the areas that they don’t enjoy and are weak at.

Here’s the secret. Focus on someone’s strengths. Whatever someone does well
will make a positive impact on your business. Reinforce those skills. Let
that person do more in the areas they are great at. They will have more fun,
produce better results, and be a happier and more committed team member.

Another tip is to find another qualified person to handle that part of the
workload that someone else is weak at. Now both people are happy.

2. Help Them See the Vision

We all have good and bad days. That is a part of life. It is easy to work
hard on a good day. We feel great and we want to get lots done. On the tough
days, when things aren’t going well, we tend to want to mope around. We are
not focused, and our productivity plummets.

If we are focused on the emotion of the moment it is very easy to get caught up
in it, and let the negative issues affect our performance.

As an entrepreneur or business manager, we should have a clear grasp of our
vision, or, of our organizations vision. We use that knowledge and information
to drive our actions and therefore produce our results.

Here’s the secret. Make sure that everyone on your team clearly sees and
understands your vision. Use it as a driving force. Keep your team members
focused on the vision, not on the emotion of the day. Success should be
measured as small steps toward the realization of your vision.

3. Catch and Reward Their Successes

Your workload today is greater then it has ever been. You have deadlines to
meet, goals to achieve, and bills to pay. It is so easy to get overwhelmed in
your workload that you don’t take the time to participate in your team member’s
daily activities.

Employees are most loyal to an organization when they feel appreciated by that
organization and the people who comprise it. Team members look for a new
environment (read: your competitor) when they feel that their efforts are going
unnoticed and unappreciated.

Here’s the secret.: take the time to observe what is going on around you. Know
what your team member’s goals are. Know their trials and tribulations. Know
what gets them excited. Learn about what is happening in their personal lives.
Any time someone makes a positive step forward, let them know that you’ve
noticed, and that you appreciate what they are doing. Reward results, and
reward effort.

Use these three productivity secrets to increase the results your team is
achieving, and you will be on the road to Building a Better Biz!

He said, “I made three sales calls yesterday but didn’t make a single sale. This is starting to look like a trend.” I asked him what was the reason his prospects gave him for not purchasing. He said, “They all say my price is too high. Do you think if I lower my price that I would sell more?”

I can’t begin to tell you how many times I’ve heard that comment. “Your price is too high” is the most common sales objection used. To build your business you must be able to master the skills necessary to overcome price objections. Here are three techniques that will allow you to not only deal with price objections, but they will enable you to use your client’s price objection to help you close the sale.

1. Amortize the Price

“It cost too much.” Yes, we have all heard this statement by a prospect. Sometimes they say it because it is like salmon swimming upstream. The phrase just comes out like it’s instinct. Other times prospects say it because we didn’t build enough value in the product. Other times we haven’t illustrated enough need or shown that our solution was clearly the best way to satisfy that need.

When a prospect tells you it costs too much try asking them the following question: “About how much to much do you feel it is?” After asking this question sit quietly and wait for their response. Once they give you a number you have something to deal with.

You can deal with the amount they give you in several ways. One way is to reduce the amount by amortizing it out over the life of the investment. Let’s say you are selling a piece of equipment and they say it costs $600.00 too much. You could say, “Based on this piece of equipment serving your needs for at least three years that would be $200.00 per year, and then that of course would be the same as $4.00 per week. So, are you willing to give up the extended warranty, higher production rates, compact design, etc. (and here you list all of the features and benefits that you know the prospects like and need) over 80 cents a day?” When they say, “no” they just bought. Start writing.

2. What Exactly Do You Like

Here you respond to the comment that the price is too high by reviewing all of the features and benefits of your offering. Remember, you client doesn’t really care about the features. It is the benefit that they will receive from your products and services that these features deliver that they really care about.

List all of the benefits one-by-one. Confirm their importance. Then, politely ask your prospect if there are any benefits they would like removed. They should respond with a “no.” Then you will need a closing statement. I like the following: “It seems like we both agree that this product really fits your needs and that all of the benefits I’ve covered are important to you. It looks like this decision really makes sense doesn’t it?” You must pause here and not say a word! This is a closing question. If you talk you will lose the sale.

3. “Me” Close

This technique is only for professionals. Do not attempt this unless:

You dress and look like an expert.
You have sent thank you notes on every possible occasion (thank you for meeting, thank you for talking on the phone, thank you for reviewing my proposal, etc)
You have presented the product in a manner that is considered superior to others in the industry.

In other words, you must look and act like a supreme professional. Your service and attention to detail must be second to none. You must treat each prospect and client like they are your only ones.

If all of this is in place then, and only then, may you attempt the following:

“Bill, we have reviewed all of the features and benefits of our product, (list them again here). You’ve stated that you like the resources and financial stability of my company. Here’s the bottom line. When you invest in our product not only do you get a product that will satisfy all of your needs and give you a great return on investment over time, and not only are you dealing with a company that will be there if you ever need them, but you are getting me. My customers know what a difference I can make for them in saving time, money, and aggravation. (Here you could add a story, if you have one, about a time you bought a car or some other product and how the person you dealt with took care of you, loaned you a demo, always made sure your service was expedited, and how doing business with that sales professional made your life so much better.) Quite frankly, and I don’t want to sound braggadocios, but when you invest in this product you are also getting me as part of the transaction. Now, you can’t take me home with you but I will always be available to share new technology and ideas with you, run interference with the service department for you, and look out for your best interest. Now that makes sense doesn’t it?”

Again, this is where you shut up and wait for them to reply. If they say “yes” that means start writing. Don’t ask them if they want to buy!

These techniques work by themselves or together. Great sales professionals have enthusiasm and persistence. It is the buyer’s job to buy. They should try to get the best possible price. It is your job to sell. If you explain the value that the prospect will be receiving they will be able to justify the price and you will get the sale. Now you’re on the road to Building a Better Biz!

In Dean Smith’s book, “The Carolina Way: Leadership Lessons From a Life in Coaching,” written with Gerald Bell and John Kligo Dean outlines his strategies and why he was so successful.

Five of his core beliefs are so powerful that they can make an immediate difference in your business and in your life.

1. Embracing Change

As successful as Dean Smith was, he realized that change was a powerful force. “Even if you’re successful, you can’t keep doing the same things all the time,” he said. “You have different personnel, and there are always rule changes. You must be able to embrace change.”

Many times in business and in life we resist change. It is natural to want to do things the way you have done them in the past. After all, you probably have mastered that system. But, as elements around you change, you must change to stay competitive.

Think about technology for a minute. When the fax machine was first made available to the public I bought one for $3,500.00. My partner thought I was crazy. We acquired a new account that purchased over two million dollars a year because we could reduce production turn-around time due to being able to instantly receive orders over the fax.

Think back before email. Today most of us couldn’t be in the game without the ability of immediately communicating and transferring files through the Internet.

What changes are you fighting or resisting that if embraced could help you move forward? Make a list of three and then begin working on the first one.

2. Plan for the Future

Dean Smith liked to plan for the future. Instead of waiting for things to happen, he anticipated them and made sure he was ready. This forward sightedness was as very powerful trait.

When Smith knew that the rules were going to change, he would start recruiting the types of players who would excel under the new rules. He was ready while the other coaches were always playing catch-up.

Taking the time to look to the future and strategically plan will be the difference between a mediocre organization and one that explodes as new opportunities present themselves moving forward.

3. History is a Great Teacher

As a basketball player long before he became a coach, Smith accumulated many experiences. Some were positive. Others were not. His college coach used to pull a player off of the court whenever he made a mistake. Smith decided that he would rather applaud the player for trying something that was a good idea even if the execution wasn’t perfect. By rewarding the intent and effort, Smith’s players were more apt to keep trying to do the right things until they could perfect the needed skills. Playing it safe over time would not develop high-level players.

Looking back in your business, what has worked? What hasn’t worked? Are you still doing things that have not worked in the past? Are there sales, marketing, or business management ideas that have worked in the past that you should think about revisiting?

4. The Power of Positive Reinforcement

“You praise action you wish to see repeated, ” Smith said. “I don’t believe in phony praise. I believe hard work equals success equals confidence.”

When others on your team do well, let them know how you feel. But, here’s the key. Don’t limit “your team” to those employed by your company. The UPS delivery person is a part of your team. So is your bank teller, the associate at the office supply store, and your mail person.

You have many people in your day that can impact your performance. They can make your life easier and help make you look great. Let them know you appreciate their performance and that they are a valued part of your team!

5. Practice

Dean Smith feels that is crucial to success. Smith would break a game down into its components and then have his team practice each minor component until perfected. When a critical situation in a game came up Smith wanted to be able to huddle his players and say, “We’ve done this before in practice. Let’s go out and repeat it now.”

Do you practice your sales presentations? Have you isolated each objection you could possibly hear and then write a logical response for that objection? Do you map out how you will handle specific person-to-person situations so when they occur you’re prepared?

Work on these five potent concepts. Bring them into your business and into your life, and you will be on the road to Building a Better Biz!

We learn how to be great doctors. We learn how to be great
architects. Ultimately, we learn how to be great sales
professionals.

There are four steps critical in every successful sales endeavor.
If you master these four steps you will close more sales more
often.

1. Build rapport

One October morning I was waiting outside a store for the owner
to arrive and open up. There was a newspaper by the front door.
I picked up the newspaper and waited patiently. Within a few
minutes the owner arrived, looked at me inquisitively, and asked,
“Who are you?” I replied, “I’m from the collections department
at the newspaper. Your bill hasn’t been paid, so I brought
today’s issue down and thought I’d pick up a check at the same
time.” She paused, thought for a second, and then broke into
laughter. “Who are you really?” she asked. She was laughing, I
was laughing, and that was the start of a wonderful relationship.

Do your clients trust you and like you? This is a critical first
step to closing any sale. We do business with people we like. A
client is much more likely to buy from you if they want you to
succeed. The first thing you must do is to build a solid rapport
with your clients. Of course time can help this along.

Look for ways to show your clients you care. Find opportunities
to reveal your human side. Make sure your clients feel like you
are there for more then just the sale. As you “become friends”
and build rapport you will find it easier to close the sale, and
your clients will want to provide you with referrals as well.

2. Solve your client’s problems

Ultimately the reason your clients invest in your products and
services is because they have problems or needs that the benefits
of owning your products will solve or fill. Some times
prospective clients know what their needs are. Many times they
do not know their real needs.

Become an expert at understanding your client’s specific
situations and uncovering their pressing needs. Then, show them
how your product or service will make their life easier, grow
their business, or provide peace of mind. If your clients have
enough “pain” associated with their needs then they will do
almost anything to take care of that pain. Make sure you have
illustrated their needs with gusto!

3. Effectively transfer enthusiasm

Selling is based on time proven tactics and skills. Buying is an
emotional experience. If you have a great attitude and are
filled with enthusiasm, your clients will pick up on that energy.
Even if you fail to show all the need necessary to normally
close the sale, an infectious amount of enthusiasm will put you
over the top.

Clients detect your sincerity and how much you believe in what
you do and sell. If you waver, they know it. If you are excited
and thrilled to be able to solve their problems, they love it.
Let your clients know you sincerely believe what you offer is
best for their needs. As they feel your enthusiasm they will
want to invest in your products so they can feel even more of
that positive energy.

4. Ask for the order

This sounds so simple, and it really is, but I can’t tell you how
many times I’ve been in the field with a salesperson and watched
as they butchered a fantastic process by either not asking for
the order or not acting appropriately when they did ask for the
order.

Asking for the order doesn’t mean necessarily asking, “Do you
want to buy?” You can use many creative closing questions such
as:

“This home would be perfect for your family. Would you like to
put together an offer right here or should we step outside and
enjoy the fresh air as we pencil in the details?”

“As you can see Ajax Insurance offers the lowest investment of
the four companies we researched for your policy. If I can get
the paperwork to them today, they will be able to schedule your
physical by Friday. What is your birthday?”

“Did you want a belt to go with your new suit?”

There are so many creative ways to ask for the order. Many times
I like to use some form of assumptive question. When they answer
the question they are saying that they will buy.

Here is the key: when you ask your closing question, be sure and
not say anything or ask any questions until the prospective
client responds. This is critical! If you speak even a word,
you will probably not close the sale and all will be in vain.
Your job is to close the sale. Ask the question, and then let
the client respond. Period!

Use these four steps, and I know I’ll be receiving emails filled
with your success stories, and you will be on the road to
Building a Better Biz.

Pull out a clean sheet of paper or your personal journal and consider what must happen in the future for you to be happy with the results you’re achieving. In the next year, what has to happen in your business? What will excite you about your organization? What about the next three years, and the next ten years? For each interval of time what will have to transpire? What actions will you have to take? Write these things, whatever they are, in your journal and consider them on a regular basis.

Next, take it a step further. Break your organization down into manageable parts and consider each one individually. For example, you could break your business into sales and marketing, products and services you deliver, the reputation you have in your industry, personnel, and administration. What has to happen over the next year for you to be happy with each of these areas? Think about each part of your business for the next three years and ten years as well. By looking at your business in this way, you will discover specific ideas and actions to work into your strategic plan.

The events and actions you identify for this exercise will tell you where you need to focus your time and your energy to maintain a competitive advantage in the future. This list can serve as your motivator. In other words, if this is what it will take for you to be happy, then you better take action and make it happen.

Spend time on this exercise, and you will be on the road to Building a Better Biz!

Being successful means balancing short-term projects with a
long-term strategy. In the short-term you need to make sales,
deliver results, and earn the money necessary to keep your doors
open. At the same time you must put on your strategic thinking
hat and think long term about your business, the true value of
what you deliver, who you really want and should be marketing to,
and how to go about building your organization.

The strategic business is based on a thought process that is more
concerned with looking ahead, looking at where you are going, and
how to get there. Even if you already know what services you are
taking to which markets, you will still need a strategy to get
there. Many times when the effort is put forth people discover
that in fact they do not know the right services and products and
they may be off on the best fit of possible markets. Only
through a comprehensive strategic effort can you prove that what
you are doing is right or make the course corrections that you
may need to make.

Strategic thinking is based on three distinct disciplines:
analysis, planning, and implementation. It is critical to devote
time and energy to both analysis and planning so that you can
maintain positive momentum in the implementation phase.

It is common to want to jump right into implementation. We see
someone do something successfully and so we decide to adopt the
same strategy and “go to it.” If you jump right in without the
proper analysis and planning, you are probably in for a few
surprises. What works for someone else may not work for you.
Based on your value system, likes and dislikes, and long-term
goals you may be better served with a different approach to
business then your competitor or friend.

A sound strategic business does not take shortcuts. Rely on the
fact that you must do the proper analysis and spend time planning
if you are going to successfully implement your strategic
mission.

Building a strategic business is a process. It is not an event.
It happens over time. It is a journey to build a strategic
business–your strategic business. You will need to decide that
you’re tired of the old way and that you want to make changes.
If you put forth the energy and work at it, you will be able to
build your business and have the type of successful organization
you’ve always desired. And, somewhere along the way you will
gain control over your personal time as well.

Exercise:

Take a blank sheet of paper and on it list three people whom you
admire. They can be alive or deceased. They can be real of
fictional. For instance three people whom I really admire are my
grandfather, President Lincoln, and the original astronauts.

Once you have your three people, list after each person all of
their personal traits that you admire. For example, for the
original astronauts I have listed that they were brave, mentally
tough, creative, smart, visionary, adventurous, and motivated by
challenges.

Now here is the tough part. Next to each of these
characteristics I want you to put a number from one to ten with
ten being the highest. This number should represent how you see
yourself with regards to this trait.

All buildings are built on a foundation. The stronger the
foundation, the better the building is equipped to last a long
time. Your personal and business foundation is based on your
values. This exercise will help you think about what you admire,
seek, and desire. Once you have this information you will be
ready to look at issues we’ll be discussing in future issues of
this ezine.

The Strategic Business balances the necessities of the present
with the vision of the future and creates a roadmap of how to
close the gap between the two. Now you’re on the road to Building
A Better Biz!

There was a long “L” shaped counter with several workstations in the rental car office. The only problem was that no one was working behind the counter. I assumed that someone had stepped into the back office or maybe they had gone to use the restroom.. I waited several minutes. I knew that if I didn’t get help soon, I would surely miss the next shuttle to the airport.

Finally I asked someone else who was waiting in the lobby for the shuttle if there was a bell or buzzer or if they had seen any workers. He pointed back at the counter and said, “They’re back there sleeping.”

“In the back office sleeping?” I thought. Then I looked over the counter and there were three women with their heads down on their desk fast asleep. Only when I said “Hello” did one of them raise their head. She looked like a mess, like I had woken her up from a deep sleep. And, I felt like my presence was an imposition.

Gee, I wonder if the manager ever came in on a Sunday morning to see how things were running? Oh, that’s right… The manager doesn’t have to work the bad hours or shifts. The manager is the manger and has risen above everyone else. The manager is King!

The fact that these three women were sound asleep behind the counter was ridiculous. But I blame management for the problem. Ultimately, it’s management’s responsibility to make sure things run properly. If they don’t come by from time to time to see what is actually going on, they will never be able to insure a high level of quality customer service.

Management is the front line and not the back office! They must be in the trenches. They must live through what level of service their customers are exposed to in order to determine if the way they treat people is really the best level of service that they can effectively deliver.

So often someone rises up through an organization and then feels they are now “above” having to do certain tasks. If you lose your contact with your clients and what they are experiencing, then you will ultimately be passed up by another person or organization that is hungrier than you are, and wants desperately to serve and deliver great customer service.

Stay connected to those people you serve both inside and outside your organization — you will be on the road to Building a Better Biz.

They recently completed some major remodeling on their home and
had no plans to move. When they saw this particular house that
was for sale, they just didn’t know what to do! The realtor told
them they shouldn’t wait long as this house would sell fast.

They next afternoon my brother made an offer to buy the home at
the asking price. It was too late. Someone else had made an offer
that morning, and it was accepted. Not only did my brother not
get the house he wanted, but his real estate agent also missed
out on a hefty commission.

What should have happened? The real estate agent should have
painted a clearer picture of the situation. He should have told a
story that my brother and his wife could relate to. It would be a
story that would have helped them to make a better decision, and
faster.

Imagine if the realtor had told them this story instead:

This house is just what you said you were looking for with all of
the amenities that you wanted; a great subdivision, a perfect
back yard for your girls, a little more space for a great
playroom, and a larger master bedroom. It’s really your dream
house then, isn’t it?

I’d be remiss if I didn’t tell you about another client of mine.
A few of months ago a couple with two children were looking at a
home. The house was just the right size, with the exact number of
bedrooms they wanted. The lot was perfect for playing in, and the
school district was wonderful. The couple wanted to think it
over.

They knew what they were looking for, and the home was within
their budget. They had trouble however, making a decision. It is
an important decision, and all of us deliberate about that
sometimes.

The next day when the couple decided to put an offer on the house
it had already sold. They missed out. Sure, they eventually found
another house, but it took another two months, plus a lot of time
and mental anguish was needlessly spent.

They missed their perfect house, but you don’t have to. Take a
few minutes to think about what you really want in a home, and if
this house has that, then let’s put an offer together before
someone else does.

If my brother and his wife had heard that version of the story
and had been given that advice, they would have been better able
to make a quick decision and would have had the house. Don’t just
state the facts in a selling situation. People like stories. We
learn by listening to stories and relating to them. It starts
when we are children, and is carried with us throughout our
lives.

So, when is a story called for? Anytime you are trying to make a
point, get a message across, help someone make a decision, or
provide advice.

Here are the steps to creating great stories.

1. Think about different areas of interests or concerns for the
people you interact with.

2. Look for similar situations in your life, the life of a
relative, someone of notoriety, or a friend.

3. Construct a story about what happened. Be sure to include the
emotions of the people involved.

4. Include these important issues:

* What was lost?
* What wasn’t gained?
* What opportunity was missed?
* What was the pain of the situation?
* How could the pain have been avoided?
* How will your client benefit by not making the same choice?

5. Make the story concise and to the point.

All of us have many real life situations that we face. It’s just
a matter of thinking about and recalling them.

Think through all of the sales situations you encounter. Make a
list of the objections you receive. You should have a story that
deals with these situations.

Work with others in your industry or in your Mastermind Group. If
you don’t have a Mastermind Group, then check out my eBook:
“Monday’s At Nine: Creating A Powerful Mastermind Group.” It will
get you started today!

If you don’t have a story for each situation, then get one from a
friend. It’s okay to share them. When you tell someone else’s
story (with their permission of course), you start by saying, “A
friend of mine had an interesting thing happen to their client.”

When you are faced with a selling situation, and you want to make
a powerful point, don’t just give them the facts. Tell a story
and watch your customers as they grasp the idea that you are
creating for them. This will help your customers make better
decisions by telling them a story that they can easily relate to.

You will become an even more compelling sales professional by
being a story-teller. Remember, we’re always making a sale.
Whether or not it is to a client, a co-worker, a spouse, or a
child, we are always selling products, services, ideas, beliefs,
and desires. Stories will attract others to you. They will want
to listen to what you have to say. Your customers will find you
much more interesting and engaging in your beliefs.

Go tell a story, and you’ll be on the road to Building a Better Biz!

These are just some of the questions we continually ask ourselves as we seek
our own success. Does the grass eternally look greener on the other side of
the fence? Well, here are the four secret characteristics of all successful
people.

1. Vision

All successful people have vision. They see what they want. They have a
picture in their mind’s eye of what life or business will be like when they
achieve what it is they are seeking. This vision provides energy and direction
that will impact your daily thoughts and actions. And, since your daily
actions determine where you end up tomorrow, it is critical that you have a
vivid vision to strive for.

But a strong vision will do more than inspire and drive your actions. If your
vision is powerful enough it will draw others in. If the umbrella of your
vision is wide enough, other people will want to be a part of what it is that
you are seeking.

Apple computer has legions of loyal customers that advocate for them and help
drive their brand. Causes are formed that people are drawn to because they
want to be a part of those historical changes and their impact on society.

What is your vision? Do you have a vision of how you want your life to be in
one, three, or ten years? What about your business? Do you have a vision of
how your business will look in one, three, or ten years? If not, get to work
creating that vision. Spread the word, and others will want to be a part of
what you are doing as well.

2. Charisma

Do you attract or repel people? That may be a rough question, but the truth is
that some people naturally attract others. These “other” people will be the
solution to the problems and challenges that you will naturally face as you
work toward achieving your vision.

I always felt that the key to the lock of my next challenge was on someone
else’s key ring. It is so important to build relationships, to have friends in
and out of business, and to have others that want to see you succeed as much as
you want to succeed.

One great way to build these relationships and help others at the same time is
participating in a Master Mind Group. A Master Mind Group is a formal group of
five to seven people that meet on a regular basis to share experiences and help
to solve each other’s challenges.

Being a part of professional associations is a great way to meet others that
face your same issues. Building relationships within an association will be a
great asset for you.

3. Quality Work

If a job is worth doing it is worth doing well. It’s that simple. Do great
work. Give great service. Be ultra reliable. Anyone can just show up. You
must stand out in your level of performance. Don’t settle for anything less
than your best. Don’t make or accept excuses for a level of performance that
doesn’t meet the high standard set by your vision.

Have others you trust give you feedback on your performance. Then, make the
necessary adjustments so that you are always improving and always exceeding the
expectations of your clients, friends, and relatives.

4. Time

Be patient. We tend to look at others and wonder, “How did they become an
overnight success?” The truth is, they didn’t. Most overnight successes were
10 years in the making. Some make it sooner. Others take longer.

It takes time to sow the seeds. It takes time to gain the knowledge. It takes
time to build the relationships. It takes time to have enough opportunities
come your way that you can leverage into the results you desire.

Greed kills patience. Don’t fall prey to it. Don’t settle for less then you
can achieve, but at the same time have the patience to consistently do the
right thing and make progress on your vision. Continually learn and expand
your tool kit. Know that in the long run you will achieve your vision and
more!

Adopt these four success characteristics, and you will be on the road to
Building A Better Biz!

There are only a few variables that impact your cholesterol levels, and diet, exercise, hereditary issues and some specific “good” foods just about cover it. As a marathon competitor, exercise was never a problem, and I usually eat very healthy. Now I eat a bowl of oatmeal for breakfast and have a glass of wine with dinner.

When you look at your business, what are the variables that have the greatest impact? If you can isolate those variables and then focus your efforts on high performance in those areas, you will be able to see dramatic improvements in your business.

Is your business driven by challenges such as new accounts, sales to existing accounts, manufacturing cost reduction, product design or sales price? If so, then what can you change, that if done successfully, will show an immediate improvement on your bottom line?

I encourage business professionals to look at their businesses this way if they want to accelerate the growth of their company. But you can take this further.

Separate your company into its basic components. For instance, sales, manufacturing, service, back office, etc. (you get the idea). Now look at each area and determine what your critical variables are. Each month go through this exercise and then implement changes that will allow you to maximize your efforts in this particular part of your business.

In a matter of months you will have reshaped your business, and put yourself on the fast track. Then, maybe you’ll sit back and have a glass of wine with dinner — you will be on the road to Building a Better Biz.

In part two we talked about the four groups you should consider
marketing to. Now we need to look at The Four Phases To
Marketing Success.

There are four specific phases that you can incorporate in your
marketing program.

1. Generate, identify and acquire prospects

If you are to fill your pipeline with possible prospects and
potential sales, you will need to gain as many qualified
prospects as possible, and that you can realistically work with.
This is considered the starting point of marketing programs for
new companies, or companies that need to grow their client base.

Advertising is a common way to gather prospects. Many companies
fall in to the trap of institutional advertising. Institutional
advertising has no immediate proposition, no call to action, and
does not deliver measurable results. This type of advertising
may work for a bank or for McDonalds, but it is expensive and
does not usually yield anywhere near acceptable returns for the
businesses I work with.

Direct response advertising does offer a specific proposition
that causes the audience to respond now and ultimately generates
profits that justify that form of advertising. It is measurable
and you get immediate results. Direct response advertising is
profitable (at least it should be), and you should be able to
justify your advertising based on the profits you generate.

I teach clients four or five excellent ways of generating
prospects. You should have several in your arsenal as well,.
Then you will have a consistent flow of new prospects to work
with.

2. Convert Prospects into Clients

Some organizations are great at generating prospects. They have
hundreds or even thousands of new prospects a week. But, they
are relatively weak at converting those prospects in to clients.

It is a waste of money to just create prospects. If you are not
converting your prospects at an acceptable rate, then you are
wasting advertising dollars.

One of the best ways to convert a prospect is with “Risk
Removal.” Clients have to feel comfortable parting with their
money. They must feel at least as comfortable with your product
or service as they do with their hard earned dollars in their
pockets.

You can remove risk one of two ways. The first is that you can
reverse the risk through a great warranty. Maybe you offer a
money back guarantee or you guarantee that your price is the
lowest. You could guarantee a specific level of service. All of
these types of guarantees gives your prospects a sense of
comfort, and increases their willingness to invest in you.

Secondly, you can also share the risk. One on my clients has
thousands of letters from his clients saying how great his
company is and how the price and service is superior to everyone
else they considered before making the purchase.

When prospective clients see and read these letters, they are put
at ease and the sale is much easier to make.

3. Make Every Sale More Profitable.

Why make a $500.00 sale when you could turn it into a $750.00
sale? “Up selling” is a very important part of growing your
business. McDonalds does this with their “Super Size” package.
They used to ask you if you wanted an apple pie with your order.
If you sell cellular phones, you could add on a leather case, an
extra charger, or extended warranty. Get the idea?

For all of your major products and services you should have
pre-created products and services that you can add on after the
client makes the purchasing decision. The initial choice to buy
is the toughest for your client. Once they make this choice it
will be relatively easy to decide to add additional value to
their purchase with one of your add-on items.

Other ways to increase the size of your order are with unique
services and exclusive products. Create three ways that you can
increase the size of your sale and start using them right away!

4. Make Every Client More Valuable Over Time

Since selling to existing clients is the easiest and fastest way
to increase your business, this is the first phase that an
established business should look at if they are to strategically
grow their business.

Know your clients needs. If they invest in one product, are they
likely to need another similar product or service? Can you make
a special offer to existing clients to see an immediate boost in
sales? Maybe you could form a joint venture with another
business that could sell your clients services. Inserts and
coupons to existing clients work wonders in many industries.

Manage your relationships with your current clients and look for
ways to deliver more value to them. This will lead to a growth
in business and profits.

Look over all four of these areas. Where are you the strongest?
Which area might you be weak in? As you look to build your
business, you may choose to focus on one or two areas. If you
are a new organization you will be looking to create more
prospects. If you have been in business for a while, then making
every customer more valuable over time is critical.

Ultimately you should excel in all four phases as you look to
Build a Better Biz.

With that information in hand, it is not time to look at whom you
should be marketing to.

There are four groups to consider marketing to.

- The Universe
- Target Market
- Prospects
- Clients

The “Universe” is everyone outside of your immediate presence.
If you sold life insurance then the “Universe” would literally be
all the people in your country, state, or city.

“Target Market” is those people who meet a specific set of
criteria. They are the best fit for your offer. You can define
your target market in terms of demographics, needs, experience
based on your current customers, or an industry segment that you
wish to penetrate.

“Prospects” are those people out of your target market that have
responded to one or more of your marketing efforts and have shown
some interest.

“Clients” are those people who have used your products or
services in the past.

It is very common for business professionals to see the greater
numbers in “The Universe” and try and market to them. The
reality is that it is much easier, more cost effective, and you
will get better results if you try to be a big fish in a small
pond then a small fish in a big ocean.

Most companies do not have unlimited marketing budgets. Since it
takes nine marketing impressions to move someone to buy, and the
average person misses two out of every three marketing attempts,
you need twenty-seven marketing attempts to get those nine
impressions. That is a very costly proposition in a large pool
of people.

I have worked with companies that have been “land locked” by
franchise agreements. They operated in a small town of 24,000
people and could not market in other towns only 40 minutes away.
At first this concerned them, but they realized that now they
could focus on the “pond” instead of the “ocean.” In their
industry no one made a buying decision in their city without
giving them a chance at the business. Over the course of a few
years they had built up a very enviable marketing position.

First and foremost, market to your clients. They already have
shown that they trust and like you. It is always easier to go
back and sell an additional product or service to an existing
client. These sales will be the greatest in size and the highest
profit. You will spend less time generating more dollars then in
any other market segment.

After you exhaust your marketing efforts with your clients then
look to your prospects. They make the next most logical and
effective market segment to penetrate.

After you exhaust your prospects you will need to think about
working your target market. The better defined your target
market is, the more productive your efforts here will be. Look
at your existing clients. What do they have in common? Can you
categorize them by any common characteristics? Do they have
similar incomes, marital status, or family size?

Once you specifically know what your target market is, or your
“best fit” client, you can then begin to communicate with that
market in order to generate prospects.

You should probably never even think about marketing to the
universe. If you are a bank or McDonalds Hamburgers, then maybe
the universe is a viable market. But for the rest of us we just
do not have the resources to justify that kind of decision.

The next step in marketing is to look at “The Four Phases To
Marketing Success.” We will do that in our next issue. In the
meantime look at your business history. Spend some time today
carefully defining your target market. You will need that
information as we move forward.

Great marketing can help you achieve great results. Work with
these principles, and you will be on the road to Building a
Better Biz!

I begin by defining marketing as everything that happens before
and after the sale to identify, acquire, magnify, and keep
customers. In other words, any activity your company is involved
in outside of the moment that the sale is made can be linked to
your marketing efforts.

How your receptionist answers the phone will impact your clients,
and also affect your marketing program. If the janitor does a
good job, your place of business will look great and have a
positive impact on your marketing efforts. The manner in which
you bill your clients will resonate with them and contribute to
your marketing efforts.

If all of these activities are involved in marketing then what
does that say about all of the people in your organization?
Right! They are all part of the marketing effort. They should
be aware of this. They should also be consulted as to how they
can best interact your prospects and clients.

Strategic Marketing involves the creative application or
organizational resources designed to produce dynamic marketing
results. Your organizational resources are valuable assets that
when leveraged properly help you reach your goals. The resources
you should focus on are:

- Money
- People
- Information
- Fixed Assets
- Technology
- Clients

“Money” is the funds you have in the bank. These are dollars
that you can invest to work for you. Anyone can spend more money
in an effort to generate a greater marketing impact. A great
Strategic Marketer works to use their money wisely.

“People” refers to your team. The people you work with can have
a tremendous impact on your success. Most highly successful
business people I know attribute their success to the outstanding
people they work with.

“Information” refers to product and industry knowledge that you
have. I have a marketing philosophy that says, “It’s not what
you know that counts, it’s what you help your prospects and
clients know that will determine your marketing success.” We
will discuss this in more detail later in this article.

“Fixed Assets” are your phone system, your fax machine, your
computers, and anything else that you have invested in that is at
your disposal. Many companies let their fixed assets only be
used for one thing or let them sit idle much of the day. There
are some great ideas for leveraging your fixed assets that we
will discuss.

“Technology” refers to the technology that is available to you.
Some of this technology you may already be taking advantage of,
some may be available but you have not taken the time to learn or
invested the money to own.

“Clients” are simply those people or organizations who have
bought from you before. This includes those currently using your
services and those who have in the past but for one reason or
another have stopped.

The goal of strategic marketing is to produce greater results
from your current resources.

To market any product or service you must be able to answer these
three questions for your prospect:

1. Why should I buy?
2. Why should I buy from you?
3. Why should I buy now?

People buy to satisfy a need. It is that straight forward. Look
at all of your clients and ask yourself why they bought and the
answer is because they had a need. Maybe they needed to be more
secure. Maybe they needed to be more comfortable. Maybe they
needed to be better equipped. Any way you slice it it always
comes down to need fulfillment.

It is important to understand that the need can be real or it can
be imagined. Think of a football quarterback going into his
local Mercedes Benz car dealer. The sales person walks over and
asks which model the quarterback is interested in. The
quarterback is looking at the E320. “Very nice automobile,” says
the sales associate. “You’re the quarterback of the football
team aren’t you?” she confirms. “You know,” she continues, “Last
week two of your teammates were in and they invested in new
automobiles. They each bought a shinny silver E320. You’re the
quarterback. They block for you don’t they? They’re the ones down
in the mud? You are the leader of the team. You really deserve the
SL600.”

The quarterback could drive to work in a Hyundai. The need for a
Mercedes may be real or it may be imagined. It really doesn’t
matter as long as you help illustrate the need and make the sale.

It is your job to make sure that your clients all realize they
have needs. If you do this then the only logical next step is to
fill that need, or sell your products and services!

Clients buy from you for several good reasons. Below is a list
of these reasons:

-Expertise
-Bonding
-Price
-Security
-Quality
-Solution
-Service
-Uniqueness
-Value

One of them, price, can be misleading. Some people buy from the
lowest price supplier. Some people buy from the highest price
supplier. And, some people like to do business with someone in
the middle. You have to decide where you fit in.

Your goal is to give your clients as many reasons as possible to
do business with you.

Clients should be encouraged to buy now. Your time is valuable,
and so is theirs. If they do not buy from you now they could end
up buying from someone else or their needs could change or
disappear. The proper use of sales and incentives will help you
make the sale now.

In Part II of Strategic marketing we will look at who do you
market to and the four phases to marketing success. Understanding
the importance of your Memorable Marketing Message will be
important as we move forward. Work on developing as many reasons
as possible for someone to do business with you, and you will be
on the road to Building a Better Biz!

One such pro, Mike, taught me three critical lessons. I want to
share those with you today.

1. If you’re not in front of a prospect or customer you are
unemployed.

The bottom line is that if you are in your car, or behind your
desk, or at the lunch counter, you are out of business. If you
depend on selling something to make a living or build your
business, and you want to consider yourself employed, then you
have to be in front of someone who has the potential to buy.

Over time, great sales professionals realize that they are in the
people business. They are in the business or serving people and
helping them achieve their personal or professional goals.

You can’t serve people, and you can’t close sales unless you are
in front of prospects. You may sell your products face-to-face,
or you may sell over the phone. Either way you must be in front
of someone or have someone on the phone if you are to have a
chance to make a sale.

The key point is not only to be in front of people, but to find a
way to increase the amount of time during the day you are in a
selling situation. Here are three ways you can do that:

– Manage your time carefully. Certain hours of the day are best
for face-to-face or phone sales. The hours may be different for
each of these as well as for different industries. What are the
best hours in your industry? Schedule your day so that you do
your paperwork and other non-revenue generating activities during
the hours that you are least likely to be able to put yourself in
front of a prospect or repeat customer.

– Evaluate all of the activities that you participate in during
the day. Which ones could be delegated to an assistant? Which
activities can you do after hours or on the weekend? Which
activities are wasting your time? Now fill your day with
activities that will put you in front of buyers.

– Stretch your day. Find organizations and activities that meet
early, before the normal work day or in the evening. These
specific networking opportunities extend the traditional work day
and give you more productive time. If you can meet an extra two
people a day, that will turn into ten people a week and five
hundred people a year! Just think of what that will do to your
sales productivity.

2. If you don’t ask for the order, you are just practicing and
you are doing yourself and/or your employer a disservice.

Many sales people just don’t like to or don’t think to ask the
final buying question. If you are in sales then you have to ask
someone to buy. If you don’t, then you do not have a career, you
have a hobby.

Your company pays you to ask for the order. If you own your own
company then you should already know this.

The bottom line is this; it’s your job to sell. It’s your
customer’s job to buy. If you are not asking for the order then
you are not doing your job. Simple?

When you do ask for the order, remember to remain silent until
your customer speaks. If you speak first, you will relieve the
buying pressure and probably lose the sale. If they don’t want
your product or service, trust me, they will tell you.

3. Sell the sizzle not the steak.

I know we’ve all heard this before, but it is well worth talking
about. People are looking for the excitement. They want what’s
special, different, and unique. People buy emotionally and
justify the purchase after the fact rationally.

If emotion is a big part of the buying process, then the “sizzle”
or emotion arousing characteristics of your product or service is
what will attract the customer and help make the sale.

Let’s go further then the sizzle though. People don’t just buy
features. They buy the benefits they will receive after they own
the product or service. So with every feature you offer, each
sizzle must have a related benefit for your prospect or customer.

What is exciting about your product or service? You must be able
to answer this question. Maybe there is something different or
unique. Maybe you have features that set you apart.

– Here is an exercise that will make you a pro at selling the
sizzle and making it relevant for your customer.

Take a piece of paper and draw a line down the middle. On the
left side of the paper list every feature of your product or
service. It does not matter if your competition has some of these
same features because they are most likely not talking about
them.

No matter how minor you may think the feature is, put it on the
list.

Now on the right side of the sheet list at least one benefit your
customer receives from each feature. If you can list two or
three, then do it!

If your product comes in red or blue and you sell 98% blue you
may not think that the fact it comes in red is important. Here’s
how it works. The resulting benefit of these two colors is that
your customer has a choice. If they change their mind before
delivery they can get the other color. Maybe your competition
does not offer the two colors. Get it?

Remember, it is not a feature or a benefit if only you know it.
Tell your customers everything!

Even minor features can have real benefits. And, since I know
your competition is not going into the detail that you will,
unless of course I’ve trained them myself, you will gain a
tremendous sales advantage.

Use this exercise alone or with members of your mastermind group.
Develop sizzle. Turn all of your features into benefits that will
compel your customers to buy, and you will be on the road to
Building a Better Biz!

Once in the meeting room, Mike, the hotel manager in charge of the event greeted me. He asked if he could be of service. There were a few things missing and he said that they would be taken care of immediately. I asked if we could have an extra table off to the side for props and he said, “This is the Westin. Everything is possible.”

When the table arrived Mike asked me where I would like it. I asked if a particular spot would be in the way and he responded, “Nothing is in the way. We work around you.”

Mike was there to serve me. He wanted my experience to be exceptional. He wanted me to know that working with him and his hotel would be different from any other hotel experience I’ve ever had. It was.

Are you easy to do business with, or do your customers have to “work” at doing business with you and your organization? This may be the one single determining factor in whether or not you get the business. Below are the steps you need to take to become an incredibly easy person to do business with.

It is important to fully understand what you client goes through in doing business with you.

Build a short list of some of your clients. The list should have old clients, new clients, and medium term clients. It is important to get a cross section of length of service for accurate data.

Create a survey to distribute to your list of clients. Your survey should ask questions like the following:

Why did you initially choose to do business with us?
What is the best part about our process of doing business?
What is the worst part about our process of doing business?
If you could wave a magic wand, and, we as your supplier could offer any service or convenience, what would that be?
What would another supplier need to do to be able to “entice” you away from us?
If you were in charge of this company what would you do to best take care of your customers?
What prompted you to change suppliers the last time you did so?
Would you recommend us to your friends?
More importantly, DO you recommend us to your friends?

With the results of your survey, start thinking of what you can do to make doing business with you and your organization a treat, and not a terror. How can you be different? How can you improve? Do all the steps involved in doing business with you make sense? Do they add value to the relationship? Would you do business with you? (Tough question, but you have to ask and answer it!)

Products and services are abundant. Suppliers are everywhere. Just pick up the newspaper, the Yellow Pages, the phone, or open up your Internet browser. Create an experience of doing business that can’t be replicated, and serve your clients as if they were golden; because they are, and then you will be on the road to Building a Better Biz!

The first question is: Why should I buy?

This question is all about need. It is the sales professional’s responsibility to illustrate need to the prospect. You cannot wait for the prospect to realize that they need your product or service. You are the expert. You ful