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Archive for November, 2006

Does Your Marketing Have “Skanky Scrunchie Syndrome”?

Nov 30

Posted by Alexandria Brown in People!, The Board Room, The Marketing Dept | No Comments

A few years ago I spoke at a large marketing conference in Atlanta, Georgia. One woman approached my display table to ask a few questions. Honestly she was so attractive it was intimidating. Tall with a pretty face, understated jewelry, a blue designer suit with beautiful shoes and a high-end bag. She looked like she’d just stepped out of a catalog. I thought to myself, “How polished! This woman really puts out a winning image. She must do very well with her business.”

Then, as she turned to walk away, I spotted it…

The scrunchie.

Her silky, shiny hair was pulled back by a dingy white scrunchie that looked in desperate need of a washing, if not discarding. It was a truly skanky scrunchie.

Everything positive this woman had projected was immediately tarnished by this negligent afterthought.

Now, of course I assumed the poor woman must have been traveling and forgotten her good scrunchie, and that’s all she had in her bag.

So a few months later I’m at another marketing conference here in Los Angeles, standing at my booth after speaking on the main stage. And up she walks again to say hi, looking fabulous as before. We have another great conversation, and as she turns away, there it is … AGAIN.

The skanky scrunchie!

I realized then that she had no idea it had a negative effect in any way. She must have thought that no one would notice. Or that since the rest of her outfit was so polished that it wouldn’t matter.

Wrong.

My point is not to ridicule this woman’s choice of accessories. My point is how one piece of a “package” can ruin the entire presentation. Another example is seeing a beautifully dressed man (I just love a man in a sharp suit and tie) with shabby shoes. There goes the sale!

I eventually realized I had a few “skanky scrunchies” of my own, when it came to how I packaged my products. While I’d upgraded most of my marketing materials to my slick new look, there were a few product packages remaining that looked like I’d created them myself using clip art. (That’s because I had!) I wasn’t proud to ship them to people. I wasn’t proud to display them at my seminars. In fact, I avoided showing them to anyone at all, which of course meant no one could buy them.

My good friend Kim Castle of WhyBrandU.com says that your marketing materials should “make you tingle” when you look at them. Like your business card for example. I’d say almost half of all people who hand me their business card make some type of excuse for it. “Oh this is just a temporary card for now.” “This is my old logo on here.” “Sorry this isn’t updated yet.” Kim calls this “business card shame.” I love that!

I’ve realized over the last year that if I want to BE a million-dollar business, I’d better start LOOKING like one (and acting like one, for that matter). And that attitude and those actions are paying off immensely.

So take about 30 minutes this week and inventory all your marketing materials. I mean ALL of them. Your website, business cards, brochures, product packaging, even forms — anything that your prospects or clients and customers see. (And even the things only you and your staff see.)

Do they all look consistent and professional? Or do some of them look like your kid designed it or it was thrown together quickly?

If any give you shame, they’re your skanky scrunchies. Write them down on a piece of paper, and then write down what you’re going to do about them, and when.

Resolve to fix them yourself or outsource the design and production to get them revised ASAP. I guarantee you’ll thank yourself once you do! You’ll not only be more proud to give out and sell your materials, you’ll see your business rise as well.

© 2004-2005 Alexandria K. Brown

Fatal Traps of Negotiating Exposed

Nov 26

Posted by Wayne Berry in Leadership, Negotiation, People!, The Board Room | No Comments

Don’t Make These Mistakes!
As I work with sales people and sales managers I see some  fatal mistakes being made as they negotiate.

May I share some of these here with you now in the hope that their “learning experiences” will benefit you and remind you of the importance of not falling into these “traps”.

Indeed, you may care to use them as a check list to ensure that you develop and use good negotiating habits every time.

1.  Poor Planning

This has got to be the biggest killer of most negotiations and the major reason for not creating a win/win outcome.  Poor planning is the hallmark of the amateur negotiator.  They do no preparation at all, and it shows.  Particularly in our culture there is a tendency to simply “wing it”.

Don’t make this mistake!  Take the time, do your homework and do it right.
2.  Rushing The Negotiating Process

This is the second most common reason for creating disastrous outcomes in a negotiation.  Remember that negotiating is not just about reaching the bottom line in the shortest time possible.

Ours is a culture where we have become accustomed to instant coffee, 5 minute meals, pizzas delivered to our door in 15 minutes, and so with negotiating there is sometimes a tendency to want instant results.  Don’t make this mistake, take your time, and have the person you are negotiating with

Take your time, and have the person you are negotiating with invest more of their time too. The more time that you can have the other party invest, the more rapport you can develop. The more time the other party invests, the more interest they will have in getting something out of the negotiation rather than having it end with no agreement reached.

This is one of the best strategies for getting what you’re really looking for too.

3. Setting Low Goals

We don’t get always get what we deserve in life, more often than not, we get what we expect. In my opinion we often expect too little, and so it is too, in negotiating.

Don’t be afraid to aim high. Ask for what you think is fair, but don’t be afraid to ask. Recognise that negotiating is just a game, and if you ask for more than what you are prepared to settle for, either you might just get it. Or if the other party is a keen negotiator and wants to negotiate you down, you’ll be able to give a little and still be above your own bottom line.

If you start too low, you’ll have nowhere to go and being able to trade some concessions in a negotiation is often a part of allowing the other person to feel good about their negotiating abilities.

Next big mistake is...

4. Forgetting That Good Negotiating Involves Counter
Instinctive Skills

Before you respond, STOP, and think. Most instinctive responses are not the best response. The best responses are often counter instinctive. If you are feeling excited because the deal looks better than you thought, restrain yourself, don’t appear to be too eager.

This is a natural and instinctive response but lowers your power. It will be very hard to ask for a better deal if it’s obvious the other person that you want it no matter what.

A better response would be to play “reluctant buyer”. This is a counter instinctive response. Adopt the attitude, “I care… but not that much!” This is a much more empowering attitude and you are much more likely to gain concessions or a better deal from the other person.

So the lesson is, if your instinctive response is excitement, show the opposite, indifference. If your instinctive response is to get angry, be calm and so on.

Next…

5. Failure To Understand The Real Needs And Intentions
Of The Other Party.

When people negotiate they often fail to reveal their real needs and real intentions. So get that X-Ray vision working. Look below what the other party says and seek to understand their real needs and intentions. Broaden the base of the negotiation,

Once you narrow a negotiation to just one issue, like price, there has to be a winner and a loser. What we want to create is win/win.

Remember to use in-depth questions.

For example in a recent negotiation the person I was negotiating with was insisting on receiving $1,500 per event for services they would be providing me. I was prepared to pay only $1,000 per event. This was my objective (my HAP) and I thought this was a fair and reasonable expectation as I wanted to book 12 events over 12 weeks.

This was excellent business for them. However they wouldn’t budge on the price. By probing a little deeper, I discovered that while price was important to them, cash flow was even more important and a greater need than the profit margin per event. They had a cash flow problem, and I had a solution for them.

If they would agree to $1,000 per event, I was prepared to write them one cheque for $12,000 up front. In this manner I got what I wanted and they got the cash they needed to slve their immediate problems. It was win/win.

Anyway the lesson is – get those negotiating skills!

The next big mistake is…

6. Talking Too Much.

This is one of the biggest mistakes I see. Learn to to listen, more than you talk. Listen for the real meaning too, not just the words that people use. Use silence too. It’s classy, it’s a powerful tool and it gives you time to think.

Slow is often a better strategy at times than fast, in a negotiation.
I was negotiating recently with a young man for the rental of some sound equipment and a sound engineer for one of our seminars in New Zealand a few years ago. I asked him about his rates and he responded immediately with a figure. I didn’t respond. I was thinking.

Before I could say anything, he offered me a discount. Again I sat quietly. I was converting those New Zealand Dollars to Australian Dollars in my head and I am just naturally slow doing this. Again before I could respond, he offered me an even better deal. Again, I said nothing.

He couldn’t bear the silence. He jumped in again and this
time offered the services of the sound engineer free. He was negotiating himself down and I hadn’t even uttered a word.

Remember to listen more than you talk. Don’t be afraid of silence. Use it.

Anyway until we speak again…

Have a great week this week. Make it a great week!

Networking, Virtually!

Nov 25

Posted by Tory Favro in Innovation and Creativity, People!, The Board Room, The Marketing Dept | No Comments

As business owners we know that it’s important to get to know others, both suppliers and potential customers are on the need to know list. We go to functions, do mail outs and other marketing activities, join business clubs and go to early morning breakfasts to network and listen to others speak. It’s time consuming and can take up massive amounts of an already overloaded day, leaving us on occasion feeling a little bit dull and uninspired toward what we do as we don’t always feel that we are getting the true benefits of the time that we are spending on this activity.

A craze that is picking up a lot of steam is V-Networking or Virtual Networking, that is; using the Internet to get to meet new people who might be interested in using our products or services, or simply getting to know us better. One site that has been quite instrumental in achieving this is MySpace (http://www.myspace.com). Set up in the United States by Tom Anderson and Chris DeWolfe, the site is now making overtures to the Australian marketplace.

Well that’s well and good I hear you say, but what is the point?

MySpace is about making friends. You set up a page about you or your business on the site (it is free), this is called a profile. Others can view this public profile (let’s call it advertisement in our case!) and if they like your message, they will ask to become your “friend”. Over time most users will get a lot of friends on their lists for one reason or another and this is when MySpace really shines.

You see, by allowing others to become your “friends”, and you becoming theirs, you now have permission to hit those people with bulletins and news items. There is a control panel built into your profile that allows you to post bulletins and news about anything you like. The titles to these posts will allow all your friends to see them and if you make up a compelling enough title, you are sure to get some readers. In essence it’s free advertising to a group of people who have already shown an interest in what you have to say by checking out your profile and either asking to be your friend, or approving your friend request to them. Always the best group of people to market to are the ones who are already warm to your message!

Although it does make reference to Australia and contains Australian advertising, the site is still hosted in the United States and you should be aware that the privacy laws that bind this site are still under the govern of the USA. It really doesn’t make much difference, but is a point worth making.

I would say that currently MySpace is definitely aimed at youth culture and for business to take a fun look at networking within it. There are many businesses that run almost exclusively from MySpace and the worldwide exposure that it gives them. It has been a launching point for many bands, with the ability to listen to tracks or download music for free legally.
Have a look at MySpace and do some searching on there. There is a good chance that you will find a group that suits your own interests, whether they are personal or business related, see what others have to say and get networking! You might just be surprised at who you make friends with!

Till next time,

Tory

Whatchya Waiting For? Appoint Yourself the Expert!

Nov 24

Posted by Alexandria Brown in Personal Development, The Board Room, The Marketing Dept | No Comments

There’s one marketing condition I see over and over with my clients, and it’s called “but-I’m-not-an-expert-itis”. These people are afraid to play bigger because they think it’s not their time yet. (The important words there being “they think”.) They’re waiting for something to happen – a degree, a certification, a blessing from the gods in their industry, a recognitional nod from their respected peers.

Please listen carefully: This attitude will kill your business and take years off your life! It’s VERY important to position yourself from the get-go as an expert in what you do.

Why do you want to be seen as an expert? Experts are more respected, get media attention, can market more easily and inexpensively, get paid more, and receive less price resistance (meaning people are happier to pay what you ask).

So, instead of waiting for someone to invite you to the top of the mountain, I urge you to simply “leap frog” your way over everyone else at the bottom.

Hear me loud and clear: You do not need anybody’s permission to believe you’re the best at what you do and share that fact! In fact, here are a few points I make to my clients if they are expressing doubt about their “qualifications” to sell information, programs, or services and charge well for them.

In the eyes of your prospects, clients, customers, and the media, you’re seen as an expert if…

1. You Know More About Your Topic Than Your Target Market Does

When I first created my Boost Business With Your Own Ezine system, I wouldn’t say I was an expert on ezines by far. But by studying the topic in depth to create my own ezine, I’d weeded through all the junky information to get to the good stuff, and I wanted to share it.

You’ll find you can make quite a good living just teaching people how to get started in something. (You don’t have to be the end-all wizard of the topic.)

2. You’ve Done What You’re Teaching Others to Do

One client of mine, whom I’ll call “Pat”, teaches real estate investing. She wanted to create a high priced mentorship program of her own, but was nervous about it. She didn’t feel right charging a lot of money for her personal time and advice, which meant deep down she wasn’t confident in what she was teaching.

I asked her, “Did you make a million dollars investing in real estate?” She said yes. “Then just show them what you did,” I replied. “Are you confident in that?” Her answer was a resounding “YES!” Once she realized she’d simply be teaching what she herself had already done, it eliminated her nervousness, made her sales much easier, and she was comfortable charging a hefty (and well deserved) fee.

3. You’ve Been Quoted on Your Topic in the Media

Sometimes the cart comes before the horse, and a brush with the media IS what makes you seen as an expert. A cosmetic surgeon friend of mine was recently a guest on a Los Angeles television show, and he now proudly promotes that fact in his ads, brochures, and office displays.

When I was interviewed by The Wall Street Journal on the subject of small business email marketing, you can be sure I added that to my bio as soon as I got off the phone!

4. You’ve Written a Book or Articles on the Subject

Nothing says “expert” like writing a book or by getting your name “out there” via articles. When you put a pen to paper (or fingers to keyboard) and simply share what you know, no matter how simple the information seems to you, people instantly view you as an authority figure. All you have to do is put yourself out there.

A friend of mine recently chose a financial planner based on the fact that he was a published author. “After all, he wrote the book on it!” she said. In her eyes, that sealed the deal, and she was happy to pay more for his services without question.

5. You SAY You Are the Expert!

I dubbed myself “The Ezine Queen” several years ago, simply because it had a ring to it. I had no idea at the time how much that would help me get famous and be remembered.

Did you know that Muhammad Ali became known as “The Greatest” because Ali himself said it? Yep — he just kept saying it, and then eventually so did the media!

So if you have a good moniker in mind, go for it.

The Bottom Line… It’s up to YOU.

Remember this: Your prospects, clients, and customers will virtually always accept the positioning that YOU choose for yourself and present to others.

So, whatchya waiting for? : )

© 2005 Alexandria K. Brown

Communicating to the Masses Who Want to Hear Your Message – Introducing Podcasting.

Nov 24

Posted by Tory Favro in Innovation and Creativity, The Board Room, The Marketing Dept | 1 Comment

Having and maintaining a constant flow of communication with our clients and customers is essential in this day and age of technology and increased competition. Often we find that there is information that we know will benefit them, but simply due to pressing demands on our time, we sometimes don’t get around to talking to our customers as much as we would like. What if there was a way to do this that our customers could access our message as often as they liked, and at times of their choosing? Well, there is and this is what I am covering today.

Podcasting (a term coined by the popularity of the Apple iPod music player) is a growing type of communication used by both business and individuals to reach out to a larger, often international audience. Podcasts are often in MP3 format (an audio file – although video is now becoming popular too), and they can be subscribed to so that you never miss an episode, or simply downloaded so that you can listen to a program that interests you. Now you can choose the content that you want, to listen to when you want, where you want.

There are many programs that can subscribe to, and play Podcasts, but the best known would be Apple’s iTunes. This program works on both Windows computers and also Apple computers, and will allow you to listen to Podcasts on your computer or transfer them to your iPod if you like. One thing I would like to stress here is that you DO NOT need to have an Apple iPod to use iTunes or listen to podcasts. To download the iTunes Software (it’s free), go to http://www.apple.com.au/itunes and follow the prompts.

With broadband in Australia increasing, some people are now also using Podcasts to put video commercials and printed information onto consumer’s computers. These people are ideal to promote yourself to, as they have essentially given their permission to receive your material by having subscribed to the Podcast, thereby indicating that they have an interest in what you have to offer.

Podcasting can open the world up to your business, the results can be absolutley amazing! If you want to hear an example of a podcast, you can find our show on the website at http://www.think2design.com and simply follow the Podcast link.

Who would Podcasting benefit? Almost anyone with a service or product to sell it would seem. Podcasts range from variety shows, music programs, through to your traditional Podcasts about business, marketing, your choices are endless. Great for the end user and an absolutely fantastic business resource for the producer. Everyone wins, which after all, is what it’s all about.

PS: Further to this article, if you believe you have a story or profession of interest and would like to be interviewed for the show please do not hesitate to contact me. I am more than capable of recording the show regardless of where in the world you live so please do not let distance put you off. Our show is aimed at entertaining and educating business people so interviewees should be aware of this.

Are you marketing or educating?

Nov 21

Posted by Robert Gerrish in Innovation and Creativity, The Marketing Dept | No Comments

If you’re forever hearing great things said about your work, yet not seeing these translate into sales and revenue, it could just be because you’ve fallen into the innovator trap.The innovator trap is where we can end up if we confuse educating with marketing. Going out and telling the world about something completely new and revolutionary certainly stands a good chance of generating interest, but not necessarily any sales.

Certainly innovation can work as a marketing tool, but generally only with an audience who already know and trust you. I’m not suggesting that we only market in the mainstream with existing contacts, but we need to be aware of what works and what doesn’t and if necessary make some changes.

Often the changes involve little more than a slight dilution of our proposition – evolution can sell easier than revolution, at the outset. Once effective marketing gives us a foot in the door, we can guide our prospects and customers toward a brave new world.

Let’s look at an example. In fact it’s a real one from a conversation I had a while ago:

David had developed a product that revolutionises the way corporations store and access electronic information. In other countries similar systems were slowly being embraced and put to extremely good use. In his home market, however, things were trailing a little behind.

David was being invited to talk at numerous conferences and expositions, there was much interest. The joint was jumping. Well, it undoubtedly felt like that for a while, but when I caught up with him it was getting a bit tiring.

Sure there was a lot of interest, but not enough sales. David was educating and doing a great job of it. His family meanwhile were getting fed up with beans on toast.

So what would you do? Keep bashing away? Go into greater debt maybe? Put the house on the line?

After speaking for a while, we came up with this solution for David:

1. Look much more closely at what’s been learned

  • Take time to do some research – had he been educating or marketing?
  • Ask the tough questions and be ready for straight answers.
  • Talk to some of the people who invented the wheel in those other more advanced markets – What lessons had he perhaps missed?

2. Get clear on the options

  • How long could/should he give to your current path?
  • If he made a shift, what would or could that be?
  • Are there any real signs that the market is changing?

3. Think more like a marketeer and less like an innovator

  • If David looked at his revolutionary product as top-of-the-range, what’s a possible ‘entry level’ product? Something to get a foot in the door.
  • How could he modify his language to talk in terms that satisfy a current need, rather than focussing on a future ‘maybe-want’?

As soloists it’s fine to use innovation to get noticed, but it’s important we have products or services that our customers want to buy NOW. Little by little we can up-sell and do more of what we really want.

So what should you do when your prospect says, “I’d like to think it over?”

Nov 20

Posted by Wayne Berry in The Board Room | No Comments

“More sales are lost by sales people who fail to get to the “real objection” than for any other reason!”Wayne Berry

As I was saying…

If the sales person does not get to this real objection, then the sale will probably be lost.

So how can we get to the real objection? It’s easy if you know how and the best response is…

“Obviously you have a reason for saying that, do you mind if I ask what it is?”

Once you ask this though, you must be quiet and wait for their response. Say nothing!!

This will often get the prospect to reveal their real concern to you. If you can get their objection out in the open then you will probably be able to handle it.

So what then do you do once you get this objection out into the open?

Some sales people become very defensive when their prospects bring up objections. But this is crazy. Instead you should always…

Welcome objections

Here are a few tips for handling objections when they do come up.

Firstly… .

1. Smile and thank your prospect for the question

Treat all objections as questions.

Never refer to their objection as an objection. Objection is a negative word. So is the word “concern”. Instead refer to it as a question.

2. Ask them to clarify their question with you if you are not sure what they are saying

“Mr Prospect, how do you mean?” or “Why do you feel that way?” or “Why is that important to you?”

3. Hear their objection out in full – do not interupt

Have you ever tried to explain something to someone who kept interupting you?

Kept jumping in to answer your question when you hadn’t finished stating your question?

It can be very annoying. Also if you let your prospect explain what’s on their mind…

They will sometimes answer their own question

I bet you’ve had this experience yourself. Remember also that when yourprospect answers their own question, it’s has come out of their own mouth – so it must be true!

Once you’ve heard their objection out in full, then…

4. Answer their question

There are several ways to answer their question. Firstly you can…

Give them the facts

This is particularly true it’s a question that is best answered with data or figures, specifications, features etc.

If however they are expressing a concern over ease of operation, whether it will work for them or not etc, you may be better to answer their question by using…

Social Proof

“Social Proof” is where you tell them about someone else’s experience. Where one of your other clients for example, had a similar concern (question) initially, yet when they went ahead they discovered that their concern was unfounded and they had a really good experience.

It’s even more powerful if you can show them a “testimonial letter” or even call your client and have them explain how their concern turned into a really positive experience for them.

Finally once you hae answered their question…

5. Check that they are happy and satisfied with your explanation

There is no point continuing if they are not satisfied with your explanation as they will not mentally move on, even if you do. Ask them, “Mr Prospect, have I asnwered that question to your complete satisfaction?” And again, be quiet and listen.

Have a great week this week. Make it a great week

Setting the scene for success

Nov 19

Posted by Robert Gerrish in Planning, The Board Room | No Comments

A while ago, I had a meeting with a fellow business owner who I was planning to use on a project I was developing. This person had a high degree of expertise in the area and was aware that I do not.A meeting was set-up to begin exploration of a working arrangement.

On both sides the set-up was far too casual. I didn’t make it clear exactly what I wanted from the meeting and nor did the other party ask any questions prior to us getting together.

The result was a clumsy meeting that only really got started when our time ran out. Neither of us had set the scene for a successful outcome.

Hardly best practices for those of us who want to love our work!

I suspect my potential supplier left feeling that his time hadn’t been utilised well, and I was certainly left feeling less than confident in his ability to manage the project I had in mind.

I couldn’t help but think, ‘Hey, if this person can’t manage a meeting properly, what chance does the project stand?’

Harsh? Maybe so, but isn’t it likely our prospective clients think like this? In the pursuit of new business and new opportunities we absolutely must take control and manage effectively.

Neither of us had taken responsibility for the meeting and the result was an all round waste of time.

In this meeting scenario it comes down to how we set the scene.

Here are some basic set-up tips:

1. Don’t go in without outcomes

Never go to a meeting where the desired outcomes are not clearly understood by all involved. This includes the meetings you call and the ones you are required to attend.

2. Have a meeting with yourself first

Plan the meeting in advance. Think about what you want to say and what you need to learn. Give yourself a basis upon which to measure the success of each encounter as this will help you better prepare for the next.

3. Remember you are in charge of your time

Consider every meeting to be YOUR meeting. Sitting quietly while a meeting drifts out of control does no-one any favours. If you’re looking bored and disconnected, you’ll be seen as being boring and disconnected. Not a good marketing position!

4. Suggest options

Don’t be afraid to challenge what is put in front of you. If a phone call, rather than a face-to-face meeting would suffice – suggest it. If more needs to progress before you’ll give up your time – say it.

5. Summarise

At the close of meetings, summarise what’s happened and discuss follow-ups and next actions. Don’t leave with anything unsaid. Loose ends will bite you.

6. Confirm and confirm again

Always confirm appointments the day before. Leave nothing to chance. The roads, railways and airways are full of miserable business owners returning to base after a futile non-encounter.

Once clients see that you respect your time, they will respect it also. We shouldn’t confuse generosity with an absence of boundaries.

And remember, the real risk is that clients and customers will read inefficiencies in one area as a sign of inefficiency in all areas.

Would you happily take skydiving lessons from someone who’s missing a shoelace?

Rubbish – Money

Nov 19

Posted by Steve Gray in Excellence!, Health and Safety Dept, Innovation and Creativity, Planning, Risk Management | No Comments

I recently came across this story and it reminded me of a few things I had seen in the past few years.

Quad/Graphics USA is one of the largest printing companies in the world. It is the brainchild of Harry Quadracci Jr. He constantly searches for cheaper, faster, more effective, exciting ways to do business always applying standards of the highest integrity.

John Imes, their ecology manager said they were producing a considerable amount of waste every day in every plant. John was brought in to see what he could do to lower the costs associated with this waste, and to bring the plants into compliance with Environmental Protection Agency standards and regulations.

John came to the conclusion that, “We live in this town.  If we spew anything into the air, we’ll all breathe it and so will our children.  If we pollute the streams, we’ll all be drinking it.”  So the decision was made that the company had to commit to cleaning it all up. However, in tune with Harry Quadracci’s policies, it was also necessary to still make a profit while doing it.

Eight years later, they actually made a profit from the cleanup efforts!  They were also in full compliance with the EPA.  The first thing John did was to call the EPA inspector and invite him into the plant. “I want you to be my partner in making this plant in full compliance.  How can we work together to make that happen?”  The inspector said that this kind of conversation had never happened before. John said to the inspector, “I want you here with me all the time.  I don’t want an adversarial relationship.  I want to make this plant, and all our plants, clean, efficient and effective. Let’s be partners in this process.”

In looking at the various sources of potential pollution, the ink used in printing was a big one.  They found that inks could be made from soy.  Up until that time, soy-based inks had various problems that made them impractical.  The company investigated this further.  A few years later, they were in the soy ink business, had perfected soy-based inks, and were now supplying them all over the world.

Then, another breakthrough. They discovered various ways of using recycled papers.  Eventually, they discovered that there was a use – a profitable use – for almost everything that had been thrown out previously. Where each plant had been producing many barrels of waste each day, they cut it down to less than one barrel per day. For John Imes, every day has become an opportunity to do something of value – not only for his company, but for his community as well.

For many of us, this kind of ‘thinking outside of the square’ to solve a challenge goes by the way side too quickly, we find it easier to creatively avoid these types of tasks as we may see them as being too difficult.

In time businesses and team members will have to think more outside the square like John Imes and Harry Quadracci Jr, to not only implement change, but to make certain it’s profitable as well.

Consider what things happen around your business and workplace, how can you extend yourself to make it a better place to be, not just for the business profitability but for the community as a whole.

So why do prospects say, “It costs too much?

Nov 17

Posted by Wayne Berry in People!, Starting out in business, The Customer Service Dept, The Sales Dept | 2 Comments

“More sales are lost by sales people who fail to get to the “real objection” than for any other reason!”

Wayne Berry

As I was saying…

A company which I eventually did some sales training for a few years ago decided to put this to the test. Their product (actually a service) was priced at $3,100 and the company authorised their entire sales team to go out and see all of their prospects who were procrastinating on their decision, or had said “no” and offer the same product for just $1,500. They were allowed to do this for a full month.

So what do you think happened?

Did their sales go through the roof as their sales people said they would because “price was the problem”?

Here’s what happened. Less than 10% of these procrastinating, price sensitive prospects actually decided to go ahead and buy or reverse their decision not to buy.

That’s right less than 10% bought!

You see price was not the problem! These prospects were not going to buy at any price. The “promotion” (which incidentally I did not agree with) was a complete failure but it did show that price was not the real problem…

The real objection was “I don’t see the value”!

Over the weeks ahead we trained these sales people to sell on value and not on price. They sold at full price from that day on and this involved developing a range of skills including; .

  • Rapport building
  • Trust building
  • Asking questions to understand their prospect’s real needs – both “logical” and “emotional”
  • How to present the benefits of their products in a way that addressed their prospect’s real needs
  • How to ask their prospects for a decision without pressure or “clever tricky closes”, and most importantly…

How to answer the price objection when it came up

So what happened? Over the first 30 day period sales rose by 43%. During the next 30 days they rose by a massive 80%, and in the next 30 days by more 100%.

That’s right, sales doubled!

So how do you sell the value?

Well a prospect determines whether your proposition is value for money or not by weighing up the benefits your proposition offers, versus the cost (or more correctly the “investment”).

Value is a perception and you can change this perceived value by explaining the benefits in detail (not the features) as they relate to your prospect’s needs (determined by your skillful use of questions before making yor presentation) and this can then tip the “value for money scale” in favour of good value for money.

If you do this well, then you will often eliminate the “It costs too much” objection entirely.

If however it does come up, this is how to answer it.

“Mr Prospect I understand how you feel, I’ve had other clients who also felt this way, but when they went ahead here’s what they found…”

At this point you go on to sell the benefits.

This technique is called the “Feel, felt, found technique”

This is just one of the strategies and techniques we trained those sales people to use and the increase in sales was dramatic.

And this is not an isolated case, over the last 12 months alone I’ve shown tens of thousands of sales people across Australia, New Zealand and South East Asia how to sell on value rather than on price and…

How to get past objections that stop 90% of sales people.

And while the price objection can be a tough one to handle, there is an even tougher objection to handle and get past to make the sale than the price objection.

So what is this toughest of all objections?

Well it’s the one that costs sales people more commissions and sales than any other objection.

It’s the un-stated objection!

It’s often disguised as, “I’d like to think it over!”

Well this is not a real objection. It’s an excuse, a “smoke-screen” to hide the real objection. However there is a brilliant way that we have developed to handle the “smoke-screen objection” and to use it as a springboard to close more sales than you ever have before.

Have a great week this week. Make it a great week

How to Cope with Change Whether you Want it or Not

Nov 15

Posted by Debbie Carr in Excellence!, Human Resource Management, People!, Personal Development, Risk Management, The Board Room | 2 Comments

I belong to an exclusive club called “those of us left behind after a suicide’.  It’s not a nice club to be a member of.  You have a double grieving going on, you grieve for their sad life and their death.  Unless you have experienced losing someone to suicide you can never understand what it’s like.  I guess it’s like losing a child, unless it has happened to you, you can’t really understand the pain and you can’t be part of the club.

My brother and I were very close.  I helped him to cope with his depression as best I could, I was his rock. I knew he had attempted suicide twice before and failed. I ‘ suspected’ he would die of his own hand one day and thought I was prepared for it. I wasn’t! I was not prepared for the phone call.  I did not think I would lose control like I did, running and screaming up the hallway, out the front door and throwing myself on the grass, pounding it and sobbing  No! No! No!

I never wanted my three year old daughter to see something like this, her mother totally out of control, devastated and inconsolable beyond words. I didn’t want my neighbours to come running over and drag me inside the house screaming.  This was not in the plan of my perfect life. I didn’t plan to be a pallbearer at my brother’s funeral or read his Eulogy in perfect composure to make him proud of me.  Change hit me hard. There was no turning back.

You, too, will have change in your life.  Something, one day, will hit you so hard that you will have two choices, you will either choose to sink, or you will choose to swim.  Change can happen in many ways, it could happen dramatically like my family had to deal with. It could be a change in management, change in health, a disaster may hit the country, you may lose your job, your marriage may fail. My question to you is “how will you cope?”
I am not an expert in change management, I do however represent speaking experts who are.  What I am, is a survivor of drastic change and that gives me some authority to write about it.

When my brother Gary died, my whole life changed dramatically.  My marriage failed and I had to go back to full time work.  I was dealt another blow to test me that little bit further.  I was diagnosed with Crohn’s Disease a few months after his death.  So how did I cope with these changes? At first with his death, not very well.  But once I accepted that this change was forever, I then slowly started to build back my life.  His death caused many more changes in my life. If he had not died I doubt that I would be writing articles, own a speaking bureau and be training in Taekwondo.  Nor would I be writing my first book or grooming myself for the speaking circuit.  Most probably, I would still be living in the Blue Mountains making jam and volunteering to help teach art at my children’s school.

When change hits your life you have to acknowledge and accept it.  You can’t deny it has happened because it has.  Secondly, you have to assess the situation and come up with a plan to help you cope.  I grieved heavily for my brother, my weight plummeted to 47kg and I became very depressed.  One day I was walking the dog and one of my neighbours said to me “Deb, you look dreadful.  Don’t put your brother behind you but put him beside you and walk on.”  Those few words changed everything and to this day, I am sure Patrick does not know the impact those words had on my life.

I made a decision that I had to accept that Gary was no longer with me.  I had to adjust to this and I had to gather some inner strength from somewhere.  Then came the second blow, Crohn’s Disease.  When my doctor told me I had this disease, I immediately turned a switch on inside my head and told myself that if I kept fit it would not affect me.  I keep fit and I believe, with all my heart, that my fitness keeps me healthy.  I don’t look sick and people are amazed when I tell them I have this disease.  I am not saying that I am in perfect health, I am not, I have my days where I don’t feel so good but mostly I feel great. I accept that I have this disease, I don’t accept that it will control me.

I could have easily gone into ‘victim mode’ when my doctor told me I had it.  If I did that, I would have talked myself into believing I was sick and I would not be this woman I am today, fit and as I mentioned before training in Taekwondo.  I could have easily allowed myself self pity. I chose not to.

I had a wonderful relationship with this doctor.  He didn’t really approve of my own ‘mind techniques’ of keeping well, but he supported me with it and would monitor me every month, do the blood tests and keep a very careful eye on me.  I was due to see him one day when I got a phone call.  “I am sorry to inform you that Dr (name withheld) was killed this morning riding his pushbike”.  That hurt me bad.

I would give up everything I have today to have Gary back.  I admit without his death I would not be who and where I am today.  I accepted the change and today I am doing things that I would never have thought I was capable of.  You see, as drastic as it is, I gathered strength that I never knew I had and that’s why you are reading these words now.

How will you cope when change hits you? Will you sink or swim?

Tips on Managing Your Time in Today’s Busy World

Nov 10

Posted by Debbie Carr in Excellence!, Personal Development, Planning, The Board Room | 1 Comment

Deadlines, time thieves and balancing work and family are causing many of us to suffer stress and unhappiness.  By planning each day and setting yourself goals, you will find that life becomes a little less hectic and your stress levels will decrease.  It takes 15 minutes each morning to plan your day.  Use this checklist frequently.

EVERYTHING HAS A PLACE. Good time management means being organized having the ability to locate things quickly. Ensure that everything has a place and always return the item to its home as soon as you have finished with it. A clear environment will help your head to be free of clutter as well.

COPING WITHE EMAIL. Email was once seen as the best thing since sliced bread. How many of us used to wait in anticipation for an email to arrive? These days most of us dread it and email itself has become increasingly stressful to deal with. So how do we deal with it?

  • Deal with it in the morning and late afternoon only
  • Ensure you answer every single email at that time
  • Allow yourself enough time for dealing with Email
  • Deal, Delegate or Dump it. Don’t keep it in your inbox to deal with later. Aim to keep your inbox clear Ensure you have personal folders for different items
  • Set up email so it gets automatically sent to your folders i.e. if you have regular emails from the same person, set up a rule to have it filed
  • Have an efficient Spam filter

Please visit our website to find out more on our professional speaker, Debbie Mayo-Smith who is an expert on marketing with email and coping with email overload.

PLAN YOUR DAY Spend at least 15 minutes each morning planning your day. Complete your diary, your task list, prioritise and allow a certain amount of time for interruptions.

FILE DAILY. Spend the time to organize a filing system. After you have read something, decide whether you will keep it and file it immediately, or if it is to be discarded do so. Use a pending file and ensure it is checked and worked on daily. Train your mind to remember that each piece of paper gets handled once then it is either filed, reassigned and filed, delegated or dumped.

SIMPLIFY. Hoarding creates chaos and time wasting. Have a look at your environment and take stock regularly. If you have items that you have not looked at for some time, consider if you really need to hold on to these.

DUE DATE. Ensure that tasks are assigned a due date and complete the task by the date specified.

PRIORITISE. Ensure that you give all tasks a priority rating i.e.

  • Priority 1
  • Urgent
  • Week
  • Month
  • Ongoing

Keep folders with these titles and file appropriately. Mark in your diary the date you need to revisit any of the folders. This way you can clear your mind of clutter because you know you will not forget about it.

CLEAR DESK POLICY. Try keeping your desk clear. You only need one tray for work in progress (in) and one for (out). Keeping a clear desk will help you to feel less overwhelmed and more in control. When not in use put it away.

DO IT NOW! Don’t delay tasks and projects. If you can’t do it straight away add the item to your task planner and assign a due date. Ensure you complete the task by the date given.

DELEGATE OR SAY NO. Don’t be afraid to delegate tasks to others if possible. Some people believe only they are reliable to complete certain tasks, don’t fall into this trap. It’s OK to say no sometimes. Don’t take on extra tasks if you don’t have the time.

ALWAYS CARRY A NOTEPAD. Keep a notepad with you at all times and write down any thoughts that you  to remember. Once you have written these down you can forget about it until you action it or write it into your diary.

LIMIT TIME ON THE TELEPHONE. If you are taking a call from someone you know will keep you busy for longer than you can spare (I call these people Time Thieves), you could say that you only have 5 minutes because you have a deadline to complete.

NO TIME IS WASTED. No one likes being kept waiting with train delays, medical appointments etc change these frustrating times into opportunities for catching up on that reading you have been putting off, planning the next week and visualising your goals.

TIME OUT FOR SELF. Always schedule time out for yourself.

If you would like a copy of Debbie’s ebook visit www.coyote.com.au to download your complimentary copy and whilst you are there why not download your free desktop organiser as well.

 

8 Things You MUST Know Before Hiring a Copywriter

Nov 10

Posted by Alexandria Brown in Risk Management, The Marketing Dept | 1 Comment

If you’re considering hiring copywriting help for your next brochure, Web site, or marketing project. Congratulations! You should get great results if you hire a pro to do it right.

Many business owners and marketing professionals have valid concerns about letting an outsider develop their content. After all — it’s your business, you know it best, and your image is critical. However, you’re wrapped up in your business every day. A good copywriter can see your business in a new light, draw out the key benefits of your products and services, and communicate that excitement to your clients and prospects.

Working with a writer isn’t a complicated ordeal, however it will benefit you tremendously to become familiar with how the relationship typically works and ways to help the process move along smoothly. So, here are my top 8 tips on how to choose and work with a copywriter:

1. Understand what you’re trying to accomplish.

A crucial factor in streamlining the writing process is determining the principal points you need to communicate — *before* you bring in a writer. Who is your target audience? What is your message? What is unique about your business? In what tone do you want to speak to your reader? What response do you ideally want the reader to make? Having this information agreed upon before you get a writer involved will save you unnecessary copy revisions and keep your costs down.

2. Have a realistic schedule.

Yes, you’ve heard this all your life, but haste makes waste. Avoid hastily hiring a copywriter and dumping a rush job on her. Not only will you not have time to thoroughly check her experience and references, but, no matter how wonderfully talented she is, her first draft will not be ‘fully cooked.’ Most copywriters need time to let words and ideas simmer.

Most writers will request several WEEKS to develop your copy, so set a realistic schedule to give the creative process ample time. Count on going through one or two revisions as your writer refines the piece’s angle and conveys the key benefits of what you’re promoting.

3. Make sure the writer has written for the medium you want.

Let’s say you need someone to re-energize the copy on your Web site. A freelancer who has only written magazine articles won’t likely have the skills to create content for a dynamic Web site. She’s probably not proficient at breaking-up copy into easily digestible bits, integrating hyperlinks that entice your users to take action, and keeping your end-user in mind to plan a friendly, easily-navigable site. She may be able to learn how, but you’ll be paying for her slow ramp-up speed. Take time instead to find the right person — it will save you many headaches down the road.

4. Experience within your industry isn’t always necessary.

‘So you’ve never written for a _______ company before?’ I’ve heard many prospects say. Don’t worry. A writer’s ability to write well for the medium is more important than her having prior experience in your industry.

Many writers are true generalists and write just as well for an edgy new media start-up as they do for a giant hospital network. They’re very proficient at diving into your business, learning it inside and out, and churning out great prose to entice your target market. Now of course, if you’re producing a technically oriented business-to-business Web site or marketing piece, you may want to hire a writer with experience in both your project’s medium and your industry. If you find a good one, hold on tightly. You’ve struck gold!

5. Ask for references, and contact them.

All writers can show you samples of well-written material, but how do you know if they’ll work to understand your communication needs, meet deadlines, and act professionally in front of clients? Any great copywriter should have an ample list of references that she can share with you. Be sure to contact at least two of them, and ask them about the writer’s weaknesses as well as her strengths.

6. Keep in mind that you get what you pay for.

It amazes me how businesspeople will drop thousands of dollars on Web or print design and hesitate to spend half as much on great copy. Pictures and design enhance your message, but jeez folks …the writing IS your message!

Good copywriting does not come cheaply — you’ll find writers who charge anywhere from $50 – $150 per hour and up. You’ll pay more for an experienced writer, one with a particular specialty, or one who’s also a proficient editor. (Many writers are also great editors, but not all writers are editors, and vice versa.)

7. Work on more than a handshake.

True writing pros will give you an agreement they’ve drawn up for you. However, you’ll occasionally find yourself having to draft an agreement for the project. This doesn’t have to be complex — a simple letter that you both sign should do fine. Be sure to include the project size, number of revisions included, timetable, and agreed fee (this can be a flat fee or hourly rate).

And don’t forget to ask what’s *not* included. For example, many writers charge extra for in-person meetings, research time, and weekend or rush work. You should also expect to pay an upfront retainer. Most writers charge one-third to one-half of the total project fee upfront, and many won’t begin your project until they have the signed agreement and check in hand. And if you have sensitive or proprietary information, don’t hesitate to have your writer sign a non-disclosure agreement.

8. Give your writer background info at the start.

It often happens that a writer is hired for a large project, and the first thing she’s asked to do is come in and interview all the principals of the company. After several days of interviews, the writer is then handed the company’s brochures, annual report, and marketing plan.

If this background info had been given up front, the client could have saved hours of time and money! At the beginning of your project, pass on any and all previous brochures or sales kits, direct mail, Web site URLs, annual reports, research results, or business or marketing plans.

Where to find a great copywriter?

Of course, the best place to start is always from a referral. I can tell you that I’ve personally hired and/or worked with Lorrie Morgan-Ferrero and Michel Fortin. Both are well known in the industry for producing proven copy that gets results.

A great place to find other copywriters is http://www.elance.com/, where you list your project specifications, and freelancers actually try to underbid each other to win it!

© 2001-2005 Alexandria K. Brown

How to ask questions so your prospects will sell themselves…

Nov 9

Posted by Wayne Berry in The Marketing Dept, The Sales Dept | No Comments

The dual purpose of asking questionsMost sales people have some understanding of asking questions to reveal their client’s needs, but most have no understanding of the other equally important reason for asking questions.

Why you’ve got to “disturb” your prospect before you offer a solution

The second purpose of asking questions is to disturb our prospect about their current situation and turn indifference into a desperate need to come up with a better way or a solution to their problem. I spoke about this in the last volume of TOP GUN® Sales Tips.

Such is the power of using carefully chosen questions.

They create a real desire in the client’s mind to take some action NOW to solve the problem. The sequence of the questions is important too. People buy for emotional reasons and “disturbing questions” will turn an indifferent prospect into a red hot buyer who is saying “SO WHAT SHOULD I DO?”

Why selling themselves is better than you selling them

You see if you ask the right questions, your prospect will start to tell you what they need, why they need it and what is important to them. They will begin to describe features and benefits of the solution you have in mind for them. When these benefits are coming from their mouth rather than yours, then they must be true. This is a much more persuasive way of selling, and it avoids any hint of “high-presssure” selling.

During these workshops I’ll be helping participants to develop their own customised set and sequence of disturbing / needs revealing questions, and showing how this system has worked for thousands of Top Gun Graduates who sell everything from investments, computers, cars, insurance, real estate, etc. It works regardless of what you sell.

Relationship / Consultative Selling strategies are the key to sustained success in selling

Questions are the hallmark of today’s true Consultative / Relationship Sales Person. What I call the “5th Generation” Sales Professional who builds a high level of trust and an on-going relationship with their clients, who then will NOT buy from a Generation 1, 2, 3 or 4 Sales Person and who will send their friends to you, their “Friend In The Business”.

If you’d like to be sure that you are in the top 10% of sales achievers in Australia today, who are 5th Generation Sales Professionals, you might like to consider attending this next TOP GUN® Sales Mastery Workshop where I’ll be explaining in detail about “5th Generation Selling” and teaching this vital skill of asking questions and using relationship selling strategies.

Have a great week. Make it a great week!

Making space for ideas

Nov 7

Posted by Robert Gerrish in Leadership, People!, Planning | No Comments

This topic generated lots of interest when I mentioned it in the leader column, so I thought I’d write a full-blown article on making space for ideas.While running a workshop earlier in the year, I was talking about the topic of ideas to the assembled group of soloists. I began by asking the simple little question:

“What’s so good about having ideas?”

The responses were immediate and served to confirm the importance of generating ideas if we are to develop our businesses and constantly evolve.

Quite clearly, if we’re not having ideas we’re not really moving forwards in our work or our lives. Ideas signal an increase in clarity. They represent a solution to an existing issue or are the beginning of a new direction or action. Ideas open up new pathways. The pathways may be towards added prosperity, greater success, increased wealth, greater satisfaction and so on.

I’m not telling you anything you don’t know here, but when is the last time you put priority on creating time and space for ideas? It can be very challenging to advance and grow at the best of times and yet here we are not fully respecting our own talents to solve and create.

Next I asked the group to tell me under what circumstances did they have their best ideas. Their responses really surprised me. Here’s what came up:

“When riding my motorbike”
“In the bath”
“When I’m on holiday”
“When reading fiction”
“While cycling”
“When I’m swimming”
“When I’m painting”
“When I’m deeply relaxed”
“When I’m playing with my children”
“At the Opera or a classical music concert”
“In the shower”
“When I’m out walking”

Notice anything really interesting here? Not one person said it was when they were working! I was stunned. I thought one or two people at least would have said their ideas came while at work.

What this says to me is that if we’re to think creatively about our work, if we’re to find new solutions to problems, we must prioritise time away from our desks.

I guess this is what the Dalai Lama was getting at when he commented that whenever he has masses of work to do he meditates even longer than usual in preparation.

Imagine that. You’re so busy that you actually walk away from your work to get clarity and generate ideas to lessen the work you have to do. Fascinating stuff.

So how do we do this? How do we introduce ‘idea time’ into our busy lives? The answer is really very straightforward.

Firstly we need to determine when as individuals we have our best ideas. Often it’s when we are outside and it’s frequently associated with leisure and physical activity.

There’s so much talked about with regard balance between life and work. What this whole concept confirms is we need balance within our work. Put time aside – block it in your diary – to do those things you absolutely need to do. What’s more, make sure all those around you do the same.

An hour a day, or an hour every other day doing something that releases your creative juices will be far better for you and your business than an hour stressing out over an action list or project plan.

Prioritise time for ideas and you’ll reap the most surprising rewards.

Does Your Voice Mail Message Say, “I’m An Idiot?”

Nov 7

Posted by Michael Crooks in Excellence!, Starting out in business, The Board Room, The Customer Service Dept | 1 Comment

So I’m on a tight deadline and I get this guy’s voicemail and he says, “Hi. I’m either on the phone or away from my desk. Leave a message and I’ll get back to you as soon as I can.” I’m thinking, “Well that’s just brilliant Einstein. Now tell me something I don’t know, such as WHEN YOU’LL CALL ME BACK!”

First of all this dunderhead apparently doesn’t know if he’s on the phone or away from his desk. Worse, I have absolutely no idea of when I might expect a call back from him. He might as well leave a message that says, “Leave a message and have fun twisting in the wind until I call you back.” Even worse is, “I’m either out of the office or away from my desk.” Yep. That’s helpful. Reaaaaal helpful.

Today, the technology exists so that we do not have to leave people twisting in the wind. Giving customers and clients some idea of when they’ll hear from you, shows them that you are mindful of their need or want to get a hold of you. Here’s how I handle it.

About 9 years ago I discovered a little thing called busy call forwarding. If I’m talking on the phone the call is forwarded to a message that says, “Thank you for calling. I’m in the office but I’m on the phone. Please leave a message and in most cases I’ll call you back in 20 minutes.” I get lots of compliments on my “20 minute message”. And, it impresses people when I do, in fact, call them back in 20 minutes.

If I’m out of the office (or in the bathroom) the call goes to my regular answering machine that says, “Thank you for calling Crooks Advertising Alliance. We’re out of the office, but please leave a message. We’ll call you back as soon as possible … most likely, today. If you need to reach me sooner, call my cell phone at xxx-xxx-xxxx”

Either way, the caller has SOME idea of when I’ll call them back. They can also call my cell phone. If I’m not in a meeting, I answer it. I usually check my office messages about every hour when I’m away.

Now some people, mostly real estate types, are really on top of things with voice mail messages that say something such as, “Today is Friday (insert date) I’ll be out this morning but back in this afternoon after 2pm. Please leave a message … etc”.

Life is unpredictable enough. Any time you can add predictability to someone’s life — you’re telling them that you’re in control. You’re also telling them you care.

What is your voice mail message telling your callers?

Are your prospects dissatisfied?

Nov 6

Posted by Wayne Berry in The Customer Service Dept, The Sales Dept | No Comments

“If you ask the right questions, your prospects will become so dissatisfied with their current situation, they will want to buy from you more than you want to sell to them!”

Prospects will not buy if they are totally satisfied with their current situation.

The fact is that no matter how good a product or service is, a prospect generally will not buy if they are totally happy and comfortable with their current situation. They will only be motivated to buy if they become dissatisfied with their current situation or supplier.

Play a waiting game?

So should we wait around until our prospects become dissatisfied?

Or should we just keep knocking on doors and ringing telephones until we find dissatisfied prospects?

Well that’s one way, and yes I do recommend that you keep up your prospecting, but there is a better way. Its called…

Being a creative sales professional

Let me give you an example. A few years ago I was speaking at a seminar for insurance sales people. There were some good sales people there too, and as good sales people will, a few prospected me for insurance. However I told them that they were wasting their time.

I once believed in insurance, but I didn’t any more. A pretty good objection I thought and it worked too.

It stopped them dead in their tracks.

Don’t get me wrong, I don’t like to break the hearts of sales people, but I really wasn’t interested.

On day two however, a very creative sales person struck up a conversation with my business partner and instead of trying to sell insurance, he simply asked her a few harmless questions about our business. (Did I forget to mention that she didn’t believe in insurance either. She was even more adamant me!)

He was just being friendly and showing an interest in us I guess.

He began by asking my partner how busy was I making presentations and running training workshops all over the world? Her answer was of course, “very busy”! (Still smiling at this stage.)

Next he asked, “What happens if Wayne gets the flu and can’t present? How would that affect your business?”

She had to admit it was a disturbing thought and she didn’t really have a good answer.

“If you had to cancel a presentation due to illness what would that cost you?”

Well the answer was quite a few thousand dollars.

“How much exactly?” he asked and when she told him and he recoiled in horror - “How much!!” (We call that ‘Hollywooding” it!) “And that’s only for one day, if he missed just one day?”

“What would it cost the company (and you) if he missed a week of presentations?” Again he gasped in disbelief – “That much!!”

My partner had gone from having a nice morning to feeling down right sick at the thought of me being sick. (Ah concern for my good health – I like that!)

He then asked her, “What would happen if Wayne had an accident and couldn’t present for several months, or worse what if he died, how would that affect the business?”

“How would that in turn affect you and your security and lifestyle?”

After considering for about 10 seconds whether our clients might accept listening to tape of me presenting at their conference, she realised that such an event would be catastrophic.

Now the time was right.

Clearly she was disturbed, and it was then and only then, that he came to her rescue and said, ‘Well the reason I asked this is because I have been able to help many business people like you and Wayne to protect themselves against loss of income due to accident or sickness and I can help you too. Would you like to know how?”

At that point, do you think he had her full attention?

Let me tell you that at the next break, my business partner told me that she had decided to take out income protection, disability cover, life insurance – everything. Within a week I was now worth more dead than alive!

Here’s the point I’m making.

Your prospects will not really be interested in what you can do for them, until they are first disturbed about their current situation.

How can you achieve this?

Skilful use of well thought out questions.

Consider what questions you can ask your prospects to disturb them BEFORE you make your next sales presentation. Good questions are the real key to success in selling.
Have a great week. Make it a great week!

How To Make The Most Of Corporate Training

Nov 5

Posted by Debbie Carr in Excellence!, Human Resource Management, Innovation and Creativity, Leadership, People!, Personal Development, The Board Room, The Customer Service Dept, The Marketing Dept | No Comments

Corporate training is an investment, not an expense, but how do you choose an appropriate trainer? Firstly, establish what skills are lacking in the company.
Choosing the right type of training program can be a daunting task. If you haven’t researched the needs of your people, don’t waste your budget on training; make sure it is necessary.

Time management, for example, is a popular subject and great if your employees are not utilising their time correctly, but it is not appropriate if staff are driving your clients away due to sub-standard customer service. It is far better to engage a training specialist in this field.

Staff retention is a major concern for many companies. Keeping staff motivated and happy should be a high priority. The amount of money invested in recruiting and training is phenomenal so don’t let it go down the drain. Ensure your employees have the skills to balance their home and work life, have access to inspirational speakers and rewarded with fun team building activities.

Many companies do not understand that customer service should be a major part of their marketing. Consider this yourself  – how many advertisements did you see today and how many can you actually recall? Not many I’m sure but I bet if I asked you to recall a bad customer service experience you could tell me exactly what happened and who the company was and you are probably not shy about speaking about it to others either. Here is another scenario, your corporation probably spends months in planning an advertising campaign and thousands of dollars. Yet, when it’s time for a senior executive to speak at a media interview or present at a conference can they really keep the attention of the audience? Maybe presentation skills or executive coaching needs to be considered.

It is important to carefully assess the areas of your business that can be improved and why employees are struggling in those functions. Once you have established your training objectives, choose a reputable specialist in that field. The easiest way to do this is to use a bureau. The bureau has already done the research and knows which speaker or trainer can really deliver results.

The results can pay for the training many times over. Many companies are amazed at the increase in revenue and production after having brought in a training specialist. One of our speakers at Coyote Management International has a testimonial that reads “virtually all our mobile sales force have not only achieved their targets, but they have exceeded these targets, some by as much as 200%”.

The return on investment can be astonishing
It is essential to follow up after the training and evaluate the results. This will not only show you how effective the training was, but can then help identify other areas that may need to be assessed.

Effective but Fun
Training should be an enjoyable experience for the participants and incorporate some fun and activities.

Some professional speakers are also experts in training and often just one keynote can make a real impact. The better the presentation and impact, the more it will inspire the participants to action. Some keynote speakers also offer follow-up online courses.

How to Charge More and Work Less

Nov 5

Posted by Alexandria Brown in Starting out in business, The Board Room, The Customer Service Dept, The Sales Dept | No Comments

I remember when I first launched my first business as a copywriter seven years ago, I had no clue what to charge. Without putting hard thought into what type of results my work gave my clients, I started out with an hourly rate that didn’t scare ME! I would still even stutter when I said to clients, “My rate is si- si- si- sixty dollars an hour.” Deep down, I wasn’t confident in myself, so of course I wouldn’t let myself charge more. And of course, as a result I attracted lame clients, worked like a dog, and stayed broke all the time.

Well, things are VERY different today. I have no problem saying my consulting rate is $500 an hour, or that a private mentorship with me starts at a minimum of $9,700. And, here’s the kicker: Because I take on so few clients now, at higher rates, and the bulk of my income comes from information products, I work LESS than I used to!

Obviously this shift didn’t happen overnight. Here are a few things you can do NOW to move in the same direction:

1. Become an expert in something.

Experts are more respected, get media attention, get paid more, and get less price resistance (meaning people are happier to pay you what you ask). I went from being a general copywriter to one who specialized in newsletters. Then in email newsletters.

Then I dubbed myself “The Ezine Queen”. I had no idea at the time how much that would help me get famous and be remembered. Did you know that Muhammad Ali became known as “The Greatest” because Ali himself said it? Yep — he just kept saying it, and then eventually so did the media!

There’s a reason people happily pay more to get to the wise man at the TOP of the mountain! (Meanwhile the man at the bottom can’t even seem to give it away.)

2. Raise your rates.

This may seem like a given, but you wouldn’t believe the resistance I get from clients when I poke and prod them about this. Last year, I hired a personal trainer for a few months who only charged $50 an hour. Honestly, because his rate was so low compared to other trainers in the area, I was worried he wouldn’t be that good. I learned he was actually great.

He often complained that his schedule was so jammed it was killing him. To make a living at that rate, he obviously had to take on clients morning, noon, night, and weekends. He was also disorganized, frazzled, and late most of the time due to his schedule.

He had no idea that he was such a good trainer I would have been happy to pay him $75 or even $100 an hour for his time. I remember suggesting he raise his rates, and he replied, “But then not as many people would work with me.”

Well of course! That’s the idea. Let’s say he decided to double his rates, and half of his clients dropped off. Why wouldn’t you want to work HALF as hard as you are now for the same income? This also opens up more time for you to work on new projects, like creating information products and programs. (See #5.)

If you’re having trouble raising your rates across the board, bring in fresh clients your new rate, maintain old clients at current rates, and drop off clients that are pains in your bum.

3. Restructure how clients can work with you.

For many solo-professionals, a much better way to approach working with clients is on a project basis, or “flat fee”. That way you simply assign a value to the *results* you’re giving them. For example, my friend Lorrie Morgan-Ferrero is a copywriter who charges $10,000 to write a sales letter. Does that price-out some clients who can’t afford her? Of course! But she much prefers to work on a few projects at a time with stellar clients who truly value her work.

Or instead of taking on one-shot projects, work with clients on retainer (a set fee per month) or require them to sign up for a number of months with you. One trend in coaching and consulting right now is moving toward six-month or annual contracts with clients. Not only does it help guarantee your cash flow, but you attract better, more qualified, and more committed clients.

Example: After I was tired of doing so many one-shot consultations, I created my
VIP Private Access Mentorship Program so I could only work with a handful of select people at a time and coach them closely for several months. Right now the program costs between $9,700 and $16,700. It’s especially rewarding for me to see my clients implement the recommendations I make, follow along with their progress, and share in their sales successes!

4. “Clone” Yourself.

Have you ever wanted a “Mini Me?” Or a whole team of them? Well there’s no reason you can’t. If you have a duplicatable system or process you use in your work, why not teach others how to do the same? Then have them work for you on a freelance basis, or consider “licensing” people to use your method or teachings.

Consider working with a team of other coaches and consultants. For example, one of my early life coaches, Talane Miedaner, offered me this choice when I was interested in coaching: Be coached by her personally for a high fee, or work with one of her associate coaches at a lower rate. Because I wanted her personal help, I paid her the higher fee and she did all the work. But if I chose one of the other coaches, I’d still pay her company, the associate would do all the coaching work, and Talane would keep a good portion of the fee. (Smart lady!)

5. Create and Sell Information Products

If you’ve read other articles of mine, you know I’m a big fan of transcending the exchange of time for money. You simply will never make the big bucks if you keep getting paid solely for your time. I’m at the point now that about 90% of my income comes from selling my knowledge via information products such as ebooks, manuals, courses, audio programs, and occasional live events. This has helped me almost TRIPLE my income in the past two years!

Instead of “work, get paid” … you want “work, get paid, paid, paid, paid, paid, paid, paid, paid, paid!” I may spend a good chunk of time creating a new product, but then it can sell forever. I may put a lot of effort into creating a one-time seminar, but I also record it and create a home-study version that can sell forever. (I did this with my recent Online Success Blueprint Workshop.)

I hope you get the idea! There are many other strategies to restructure your fees and leverage your knowledge, but these are great ways to get started.

© 2005 Alexandria K. Brown

Excellence? Is it really the answer?

Nov 3

Posted by Steve Gray in Human Resource Management, Innovation and Creativity, Leadership, Planning | No Comments

Tom Peters Business Author and world wide management ‘Guru’ says,“Excellent firms don’t believe in excellence – only in constant improvement and constant change.”
-Tom Peters

An interesting thought. Why label an organisation as excellent and or set a ‘benchmark’ to a certain level of operation or standard. Why not consider the benefits of a constantly developing workforce where people are empowered to ensure effective and relevant change takes place.

I can hear the cries now, “If we had the money we would change” There in the answer via your thoughts you have the seeds of what just might be ‘killing’ your business… I dare to say, it might just be you…

For some, the idea of excellence is a great way to head, yet for others they avoid wanting to chase the unachievable.
Imagine if profit was measured as expanding the abilities of the people you have working in your organisation, and not just the mighty dollar, then your team may become more effective in handling and implementing change. lets face it how many organisations tell their people to chase $$ levels for sales budgets, and cust costs etc.
Many organisations worldwide have attempted massive change to work practices and have found to their dismay the drop in productivity was not worth it. Perhaps some did not allow the project to mature fully, while others simply met with resistance from their workers to a new idea.

Constant and never ending improvement may seem to many of you to be a way of being side tracked to working in your business, it may take your ‘focus’ away, however, properly implemented change can sharpen the focus. Here are some points as to how it could happen.

Planning
What do you want to change and why, get clear on what areas need work, then set the goals, and action plans to get there.
Communicate
Get the whole team on board, not with scare tactics like “we have to do this or we are down the tubes.” Try informing each person that you are aiming to provide a greater level of security form them and the organisation. Let them know they are important in the scheme of things.
Set tasks
Get the team to figure out who has to do what and why to make things happen with ease. Break it up into manageable ‘bite sized’ pieces.

Do it!
Get the ball rolling, consider what motivates your people other than money to keep them doing what they do well… Focus on this and get the idea clearly across to your people that they are valued for what they are doing and where the organisation will be in the future.

Review
Take time out to get them all together to discuss developments and challenges faced, have them brainstorm some solutions and other ideas to be sure what needs to happen next.

Act!
Based on the review, map out what the next plan of action is and keep the ball rolling. Before long this simple process will become ingrained in your organisations values and culture and become automatic.
By the way, watch the productivity go up, the enthusiasm roll and the absenteeism drop all by pursuing the path to excellence.

Excellence begins with who?

Nov 2

Posted by Steve Gray in Excellence!, Human Resource Management, Leadership, People!, Personal Development, Risk Management, The Board Room | No Comments

This isn’t just for CEOs. It’s for everyone. Score yourself with a ‘yes’ or ‘no’ for each of these and see how many you get out of 11. Be honest: no-one else will know but you.

1. Arrogance. You’re right. Everyone else is wrong.
2. Melodrama. You always grab the centre of attention.
3. Volatility. Your mood shifts are sudden and unpredictable.
4. Excessive caution. The next decision you make may be your first.
5. Habitual distrust. You focus on the negatives.
6. Aloofness. You disengage and disconnect.
7. Mischievousness. You know that rules are only suggestions.
8. Eccentricity. It’s fun to be different just for the sake of it.
9. Passive resistance. Your silence is misinterpreted as acceptance.
10. Perfectionists. You get the little things right while the big things go wrong.
11. Eagerness to please. You want to win any popularity contest.

So, how did you score? Before you get too pleased with yourself, even if you only gave yourself a ‘yes’ on one of the 11 it can be your downfall – EACH of these is a common reason leaders fail.

These points are from the book “Why CEOs Fail” The 11 behaviours that can derail your climb to the top and how to manage them. David Dotlich, Peter Cairo. 2003. It’s not just for CEOs, despite its title.

I now ask that you consider what you can do to alter things so you don’t fail. Consider making a list of your downsides and then what the opposite (or a more positive descriptor) would be, then work on making that happen (didn’t say it would be easy did I!)

Some of you may say there is a time for each of these (perhaps briefly at least) to ensure a devils advocate mix to balance things out, I tend to agree to a point, but where these types of behaviours are part of your normal operating situation, that’s when challenges arise.

Now let me ask, do you want to fail in business or succeed? chances are (99% sure) that you went for success. So here’s your chance to make it happen so that excellence can begin with you!

Prospecting is easy when you know how…

Nov 1

Posted by Wayne Berry in Human Resource Management, People!, Personal Development, The Sales Dept | No Comments

“If you do it right, you should be able to make 10 calls and get 5 appointments”

Most sales people hate prospecting.

Why is that? If prospecting is such an important skill, why do so few sales people enjoy doing it? I guess the reason is fairly obvious.

Fear of rejection

So why are so many sales people rejected when they get on the telephone and seek to make appointments with strangers? I think there are three main reasons. The first can be summed up with what most sales people tell me is the number one objection that they get from prospects on the telephone…

“I’m not interested!”

We’ve all heard it, haven’t we? And we’ve all used this line with a sales person or telephone canvasser who has called us too haven’t we? So why would a prospect say that they are not interested?

I believe it is because¦

1. What most sales people say is not interesting!

What you say within the first 30 seconds of a cold prospecting telephone call is critical to the successful outcome of the call. What you say has to “grab” the prospects attention and get a response (either spoken or unspoken).

“Tell me more!”

So my advice is spend some serious time developing a written script for what you are going to say in those first 30 seconds. Some sales people say, “I don’t want to use a script. I want to sound natural.” You will sound natural if you develop a good script and then practice it. The second reason I believe most sales people fail to gain appointments on the telephone is because…

2. Most sales people talk too much about their product or service on the phone

The purpose of your telephone call should not be to sell your company, your product or your services. It should be to sell the appointment. Nothing else!

The third reason I think most sales people do badly with telephone prospecting is because…

3. Most sales people have never learned how to prospect effectively

Prospecting is a skill and like all skills we are not born with them. Skills are developed. Yet so many sales people fail to understand this. They jump on the telephone with lots of enthusiasm and optimism but no real skills and strategies, and then wonder why they fail to make appointments.

Having experienced a lot of rejection, they then avoid prospecting, and if you don’t generate new leads or you wait for your company to provide them to you, then you’ll always be an average sales person, producing average results and living an average life. So how can you become a Top Gun sales person?

Develop this vital skill of prospecting

Learn them! Don’t leave it to chance with a hit and miss approach to prospecting.

I’ve seen sales people come to our TOP GUN® Mastery Workshop on prospecting with no confidence, and a dismal conversion ratio (eg. 1 in 45. That is, one appointment made for every 45 calls) and within 7 days they were able to confidently get on the telephone and convert 5 out of every 10 calls into appointments. Amazing? No – not really!

Brad’s story

About 2 years ago a young sales person came to our Sales Mastery Workshop on prospecting. His name was Brad and he worked for an IT company. Brad was struggling and his sales results placed him near the bottom of the list of 26 sales people in his company.

After attending this workshop, Brad’s ability to gain appointments and get in front of qualified buyers improved dramatically. Within 2 months Brad had moved up to near the top of the list of sales achievers in his company. Since then Brad has continued to produce exceptionally good results and Brad credits this dramatic turnaround with the development of his prospecting skills.

By the way, Brad is happy to tell you his story if you’d care to call him. His number is 0405 100 840.

When I last spoke to Brad his conversion ratio on the telephone was 6.3 /10. That is, on average for every 10 calls Brad makes, he gets 6.3 appointments.

So how does that compare to your conversion ratio on the telephone? Would you like to be in front of more prospective buyers? My advice to you if you are in sales or in business for yourself, is develop your prospecting skills.

A tip on prospecting if you are a Sales Manager

If you are in Management, don’t expect your sales people to be able to get appointments and gain new and extra business for you if you haven’t provided them with this vital skill training. Investing time and money into this vital skill will provide an enormous return on your investment and will go on paying you, year after year after year.

Have a great week. Make it a great week!

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