Aug 31
In business it comes down to cash. numbers, $$ samoulians, do rey mi, dosh, call it what you will its the “stuff” that makes a big chunk of the world go round.
so check this out.
It’s a post in our forum, and it has some interesting twists and turns. basically it gets to a situation when you do the numbers, you might get a shock (and often not a good one…) so take a look and let us know what you think.
Aug 30
Today you are doing what SPECIFICALLY…
- to make your business more profitable?
- to cause the staff to LOVE you?
- to cause the customers to LOVE you and your team?
- to cause your suppliers to jump through hoops to give you great deals (and LOVE you)?
- to ensure your workplace is the best place to work, form both a safety and aesthetic perspective?
- to cut down on red tape?
- to create more elegant systems?
- to ensure your business is growing well?
The list can be as long as you like, with out this kind of input your business can stagnate and fade, in short it can shrivel up and die… So do something today to make it thrive.
Caring for your staff can lead to respect, the word caring means showing positive and real interest towards each other. I am suggesting we take a caring approach to build the love we have so we can avoid, bullying in the workplace, foster greater connection with our customers and staff.
This article mixes well with “Your staff and service made easy” and should probably be seen as the next step on from it.
Of course there are various levels of love and I am sure you will appreciate and respect peoples personal boundaries and expectations in this regard, the aim is not to get into “hot water” but rather prevent hostilities!
In the beginning love needs to come from people who appreciate love and indeed have love for themselves (I’m not talking about egocentric over the top love here…) so on the list of “lovers” it would probably look like this.
1. They love themselves – then they know what its like and can lo ve others.
2. They love others, their close personal team – family then friends and workmates.
3. They love the customers - without them you are not in buisness so give them some love too!
4. Love being in business – no point in doing something you hate…
5. Love your offerings - are you selling great products and services or???
6. Love you business environment – take a look around, is it a gret place to work? really? get witht he progra and sort out some of the details so you can make thing humm!
7. Love the work teams - you may not be able to have much input into how they work together but if you love the team principles you can have a more productive and fun work place.
8. Love their communications – go on foster some great communications, break down some barriers and watch the teams flourish.
9. Develop a love for leadership skills – and instil these in everyone, make them all leaders (of their own projects.)
Okay so how would you do all of this?
1. Get great at coaching – mentoring – supporting and leading. Find out what you can do to be good at these and you will become a powerful support device to cause your business to fourish.
2. Create systems and methods to create closeness – then watch how the individuals and teams work to make the most of the situation.
Your aim in doing all of this is to create a work culture that supports, cares, holds people in high regard… in short it builds the love.
Your staff and great service – EASY!
When it comes to service, practically all organisations I come across say they aim to have great service and if they don’t have it they will work on it. Problem is not many know how to make their service great, let alone good. Lets check out a bunch of points and shed some light on this always, topical issue.
Firstly there are a few things we need to get our head around, each business has people at the front line, they then have an environment (virtual and actual) and these coupled with human interaction create a culture. I put these in simple terms I call PEC’s (People – Environment – Culture). When these are coupled with Marketing, Operations and Management you have the nucleus or foundation structure of business.
Most people in business recognise this but are at a loss (often due to being too involved in the business to see it clearly) to be able to do anything about it. One feature of businesses that can improvise, overcome and adapt to situations are able to innovate and find creative ways to instigate the changes required to make things happen.
Lets put together some points to assist in the development of a customer excellence strategy.
There is more, lots more but for now that should give you and your team a great start to building a great service skill set and a culture of service excellence.
Aug 27
You want to go into business? Some people wiill say you’re nuts and the rest of the world might seem to view you with suspicion! (well some days it might seem that way…) So why do people go into business? here’s a few starting points to consider…
Note in this list there are a lot of CAN’s in there, by being in business it does not mean you automatically get or have those things, it means you have the opportunity to make those things happen.
So its one thing to get into business and entirely another to make it happen how you want it to. Welcome to the land of opportunity.
If you are willing to learn how to listen, it will take hard work to learn the skills and constant practice to stay in shape. However, it is all worth it. Remember, people feel relieved when they find someone who understands what they have to say. Once you truly understand others by actively listening to them, they will most likely reciprocate by listening to you and trying to understand your viewpoint. Isn’t that what effective communications is all about?
Fight off distractions. Train yourself to listen carefully despite such external distractions as a ringing telephone, passersby, or outside noises. Focus on words, ideas, feelings, and the underlying intent of others.
Do not trust your memory. Take notes, when appropriate. However, keep your notes brief, because listening ability is impaired while you are writing. All you need to write down is something to jog your memory later so that you can recall the complete content of the message.
Use feedback. Constantly try to check your understanding of what you hear. Do not hear only what you want to hear. In addition, consistently check to see if the other person wants to comment or respond to what you have previously said.
Relax. When your people are speaking to you, try to put them at ease by creating a relaxed and accepting environment. Do not give the impression you want to jump right in and speak.
Listen attentively. Face others straight on, with uncrossed arms and legs, and lean slightly forward. Establish good eye contact. Nod affirmatively and use appropriate facial expressions when called for, but do not overdo it.
Create a positive listening environment. Try to ensure an atmosphere of privacy away from sources of distraction. Do not violate the other person’s “personal space.” Take great effort to make sure that the environment is conducive to effective listening.
Ask questions. Ask open-ended questions to allow others to express their feelings and thoughts. The effective use of questions shows them that you are interested and that you are listening, and it allows you to contribute to the conversation.
Be motivated to listen. Without the proper attitude, all the previous suggestions for effective listening are for naught. Try to keep in mind that there is no such thing as an uninteresting speaker — there are only disinterested listeners.
Aug 24
So here is a question, how much personal cash did you make from your business in the last year?
I know a lot of you have transferred personal payments to your business where you can… and that aside HOW MUCH… $$ ok it’s an ozzie thing to not discuss $$ but hey I’m not asking you to tell us out loud.
I want you to seriously think about how much YOU made and can say “I took X home this year in cold hard cash!”
Was it $10k – 20k – 50k – More?
How much does it need to be?
Okay many of us are small business operators and will not command the multi mill $$ salaries of big execs, BUT they are paid well for the RISKS they take, the DECISIONS they make and the RESPONSIBILITY they take.
You do the same… so do I. So what is your goal for your personal income to make it worth while to make the decisions, take responsibility and take the risks you take.
When I go out and buy my next franchise I will be asking questions from many of the operators like “Do you make $100k+ ?” if not is it really worth my while?
What do I want to do? where do I want to be? how will I achieve these things?
Plan people, make a move, set a target, reap the rewards.
here’s a place to start 
http://freebusinesstips.com.au/wp-content/uploads/the-mini-business-plan.doc
For a sustained good image, master emotional self-control. “Those who command themselves,” goes an old saying, “command others.” That is true, and it means being disciplined enough to put your personal feelings on hold even when tempted to blow your stack.
If you otherwise make a great first impression, yet allow yourself to be pushed over the edge to rant and rave and to say and do things that you later regret, that is the “you” that will be remembered. Your hard-won image of positiveness or enthusiasm can be shattered in an instant. It will take much damage control to undo even one such outburst.
One executive, whom I’ll call Harry, seeks to project himself as fair, sensitive, highly knowledgeable, a good listener, and, above all, tranquil under fire. However, his volcanic temper is never far from exploding. Moreover, when it does erupt in an outpouring of vitriol, no one is safe. After his emotional eruptions, no one looks him squarely in the eye for quite some time as he tries to resume his role as good ol’ Harry, the wise, imperturbable leader.
What Harry needs is what I call pausitiveness: the ability to pause and refrain from giving immediate feedback. Many an argument can be avoided if one side refuses to be defensive. That is because feedback, while generally a good idea, can be like throwing gasoline on a fire if you misunderstand the intent of the other person’s message.
Another example: I once was at the home of some friends and was chatting with the wife when her husband, who was running a little late, burst into the room in an apparent huff. Pointing at his shirt collar, he demanded loudly, harshly, “Where did you get this shirt cleaned?” Many spouses, fearing a rebuke, might have counterattacked. However, this woman, in a calm voice without disturbing body language, just named the dry cleaner and said evenly, “Why do you ask?” The husband said it was the first time any cleaner had done his shirt properly and he would like all his shirts done there from now on.
Therefore, clearly, there are times when it is best just to pause, bite your tongue, and restrain your body language and gestures in the face of an implied threat or criticism until the smoke has cleared. Maybe, as it sometimes turns out, there is no crisis at all, or perhaps you wrongly inferred that the other person was being critical. In any event, by remaining calm, you may defuse the situation and, at the very worst, you will not aggravate it.
Remember: People will always believe that what you say in your worst moments is closer to your true beliefs than what you more carefully tailor for their consumption in calmer times.
A mentor is someone you admire and under whom you can study. Throughout history, the mentor-prot̩g̩ relationship has proven quite fruitful. Socrates was one of the early mentors. Plato and Aristotle studied under him and later emerged as great philosophers in their own right. I was fortunate enough to have several mentors Рeach for a different purpose.
* Dr. David Schwartz, author of The Magic of Thinking Big, was my doctoral dissertation chairman and was the impetus and the motivation to finish my PhD in Marketing and to enter the world of public speaking as a profession.
* Bill Gove, the first president of the National Speakers Association, mentored me to speak from my own style – a NYC Italian – rather than a stiffer, more professorial style. The results were dramatic and my speaking career and success moved into hyper-speed.
* Jim Cathcart, my close friend, confidante, and former business partner, taught me how to structure and prepare for speeches. His unsurpassed business ethics served as my guiding light in my business dealings.
- But, most of all, my main mentor was my mother, who taught me to always strive to be the best — to always constantly improve myself and my abilities. My mother gave me the drive to succeed.
Some basic rules I’ve learned about mentors:
* The best mentors are successful people in your own field. Their behaviors are directly translatable to your life and will have more meaning to you.
* Be suspicious of any mentors who seek to make you dependent on them. It is better to have them teach you how to fish than to have them catch the fish for you. That way, you will remain in control.
* Turn your mentors into role models by examining their positive traits. Write down their virtues, without identifying to whom they belong. When you are with these mentors, look for even more behaviors that reflect their success. Use these virtues as guidelines for achieving excellence in your field.
Additional advice: Don Hutson, CEO of U. S. Learning in Memphis, TN, and fellow member of Speakers Roundtable, offers these additional mentoring tips:
* Select people to be your mentors who have the highest ethical standards and a genuine willingness to help others.
* Choose mentors who have and will share superb personal development habits with you and will encourage you to follow suit.
* Incorporate activities into your mentor relationship that will enable your mentor to introduce you to people of influence or helpfulness. (Ask your mentor if you can join him/her at their next conference or networking event.)
* Insist that your mentor be diligent about monitoring your progress with accountability functions. (Make it a point to schedule progress “check-up” meetings once a month or every two months — whatever is most convenient for your mentor.)
* Each party — mentor and protégé — should commit to confidentiality, when appropriate, due to the closeness of the relationship. (This goes without saying, but never reveal personal information about your mentor to coworkers or friends.)
* Encourage your mentor to make you an independent, competent, fully functioning, productive individual. (In other words, give them full permission to be brutally honest about what you need to change.)
Questions to ask. Acquiring good habits from others will accelerate you towards achieving your goals. Ask yourself these questions to get the most out of your role-model/mentors:
1. What would they do in my situation?
2. What do they do every day to encourage growth and to move closer to a goal?
3. How do they think in general? In specific situations?
4. Do they have other facets of life in balance? What effect does that have on their well-being?
5. How do their traits apply to me?
6. Which traits are worth working on first? Later?
A final word: Under the right circumstances mentors make excellent role models. The one-to-one setting is highly conducive to learning as well as to friendship. But the same cautions hold true here as for any role model. It is better to adapt their philosophies to your life than to adopt them.
Your business card is often the first impression a potential client has with your company. The business card design and message will ultimately determine whether it gets thrown in the trash or filed for contact later.
Stop for a second, find your wallet and pull out your business card – take a good look at it, think about how it looks from a potential client’s perspective. But then again what makes a good business card?
Business card design has been a recent hot topic on the Free Business Tips Forum, with member’s business cards being viewed and critiqued by other members.
The Free Business tips forum has recently hit a new milestone with its 200th member being registered on Friday morning. With the growth and activity of the forum it is an excellent place to discuss your small business needs with other people in the same boat as you.
One of the most interesting threads lately for me has been the discussion of how to use promotional pens to benefit a website design business. Although the question was targeted at the designers on the forum, the creative ideas that came in could be used to improve the promotion of any business. Steve Gray came up with probably my favourite suggestion, when he said:
“Its all about the relationship, so use creative ways to use the pen to build the relationship. connect your business card to it on a string and make up a caption you would say when delivering it.”
“When you’ve got an idea for a website write it down, then call Me.”
“Pens are useful, then again so is a well designed website…”
The forum has been such a great tool for me to network with other small business owners, to feed off their knowledge to improve my business. If you are not already a member of the forum we would love to see you join!
Author Information:
Thomas Sinfield is the founder of the website design agency WebPros, based on the Sunshine Coast in Queensland. WebPros provides small to medium businesses with professional websites, with a focus on quality and highest level of customer service and support.
In 1966, when I was just 19 years old, I made more money than anyone else in my family did. I sold pots and pans, believe it or not. These were very expensive pots and pans; they sold for nearly $300. This was over 35 years ago – you could buy a decent used car for that amount then.
For my first sale, I sold a friend our “Golden Opportunity” package. Not only did she get pots and pans, but she also plunked down several hundred dollars extra to get some china, crystal, flatware and cutlery. These were all nice items, but she did not really want so much stuff. She just did not have the power to say “No.” My offer and my close were too strong for her to resist. Sounds good, right? Not so fast. Let’s look deeper.
When I delivered the cookware, I asked her to get out her address book. I wanted a list of referrals from this satisfied customer. Wrong! She refused. “Why not?” I asked. “I don’t understand.”
“I don’t want you to do to my friends what you did to me,” she replied.
“What’s that?”
She looked at me and said, “Tony, you sold me.”
The statement made me feel terrible. It was a crushing blow.
Sure, I had made the sale. However, I paid the ultimate price: my short-term victory was my long-term loss. I made the sale, but lost the customer. I paid for this mistake emotionally, financially, and – worst of all – spiritually. Though it did not happen all at once, my sales eventually began dropping off.
I also did not feel so hot about the way my customers saw me. I used to practically pray that I would not see my customers at the store, walking downtown, or standing in line at the movies.
However, I continue to sell today. I have come a long way since those early years selling door-to-door. Since the late ’80s, I have consistently generated seven-figure sales. Please understand: I am not telling you this to brag; I think it is important for you to know I am not just talking theory here. I have used both methods – the “hard sell” and the “Non-Manipulative Sell” – and I have experienced the difference firsthand. Using the hard sell, you struggle to pay the bills. Using Non-Manipulative selling, you live on the ocean in California and have more time to be with your family. I prefer the latter, and I would bet you do, too.
It’s is a set of strategies and techniques that allow you to become partners with you customers and spend more time building a strong foundation where you get yourself customers for life, which breeds long-term success, not just short-term victories. I believe that is the way you should lead your entire life, not just your business life. It will bring much more personal fulfillment and happiness, not just to you, but also to everyone around you.
Every man and his dog seems to be creating web pages, so the question for those serious about things “webological” would be to say “how do I make an offering that can set my business apart fromt he rest?” Well thanks for asking… Here is an outline to get the ball rolling. sure it can be adapted to other products and or services but the web is a competitive starting point.
In the main people put their service offerings on their own web page and hope for the best, often its price based, the challenge with that is it gets very competitive at that end of the market. The other big thing here is not everyone wants to buy on price… they want qaulity instead… so they may tend to breeze into the site and then out again just as quickly. So here is my two cents worth on a systematic way around some of those challenges.
Let’s use an example in another crowded industry, telcos, mobile ones in particular, note how they have cheap package deals to get you started and the expensive “other side…” if you go over a certain limit BINGO more $$ and the fine print… YOWSER! It’s a mine field! It’s like signing your life away. Okay I am not saying to specifically follow them, but lets pull apart some of the “why do they do that stuff…
Package deals, give people choices…add to that multiple phone types and models… 
and then the accessories… 
Confused yet! most people just buy and deal with it later. Ok they use confusion, choice, cheaper entrance $$ but pick up on the other side (the dark side.)
All of that is important, now if you start a web site development service and want to go for a usp (Unique Selling Point) it would seem logical to make it easier for the customers by having a simple price and feature structure. But then what happens? it doesn’t work… why? Because people look at it, understand it and go looking elsewhere, its over and done with. Where as if the package is useful they read and get immersed in your offering.
Immersion, cause that to happen and you have a chance… Get them to think more about what they want.
Example two fast food outlets side by side, I park at one and go in, too busy, over to the next… (I’m not sure what I want but hey I have a choice). The next one is a bit quieter and I look at the menu… packages… hmmm lets see… err.. before I can think too much the person behind the counter has called me over to take my order (I usually stand well back to read the menu stuff). That’s it I’m sold (have not even really selected anything yet.) I am engaged in the process deeply now (immersed).
On the net people can breeze in and breeze out, they ‘glance and go’ What if they got immersed really quickly and you got them immersed in a process?
Here’s my process ‘de resistance’… Just for you guys…
1. Glance – Get them intrigued (short audio they can stop may work here) that INVITES them to look at x… X happens to be a click away and is a short sharp grab of useful things to note when geting a web site.
2. They read – view – listen – look at x… – You invite them to call you, or send in for a free pdf booklet on “7 steps to brilliant websites…” They sign up, and you have a member.
3. Communicate! – Send the member the PDF, then a special add on PDF or video file 1 hr later (here are more great points on why you need us or similar).
4. Build the relationship – Call them on the phone AFTER they have the second doc (which was sent 1 Hr after the first…) and do a survey to assess some of their needs, but don’t sell them anything! – Now send them the results of various surveys (including their info to get specific about their needs).
5. Qualify them - If your survey was good (or great) you know if they fit your IDEAL CLIENT status… then you want to proceed further.
6. Send them a gift – Yes via snail mail… and yes a real gift (not a 2c bookmark made of tin) remember these are targeted IDEAL CLIENTS! They will be worth their weight in GOLD to you (clients not customers). Send a note with the gift saying, thanks for doing the survey and becoming a member, I hope the journey thus far has been good.
7. Build the relationship further - By now you should have a person interested (immersed to some degree) in what you MAY have to offer… So… now is the time to evaluate their needs and present an offering. Email… “Hi X. I have assessed your needs carefully and can provide you with a solid solution. Yes we have std packages (and one of them may suit) but at this stage can I catch up with you to discuss the details…”
8. Present your offering – Get one on one and present what you think they need, keep the tech stuff low and the solutions high. Focus on- Ease of use – Ease of admin – Results! Leave it with them to consider and return as often as necessary to clarify details – send them a thank you note for the meeting. Remember its stillearly days yet so keep on building yoru relationship with them.
9+. Build raving fans – If you got the job using this process you have probably wowed them, keep in touch, send personalised greetings, hints, tips and ideas, perhaps its just a link to a new bit of info on your site… GREAT! but keep in touch… send them a card on their birthday, Christmas and every other chance you can, cause them to love you… For your service, your web skills, your ability to keep them informed, your care for their needs, your ability to refer other top professionals to them that might just be able to assist them.
That is how you COULD build a web business that stands out, stands up and will stand the test of time.
Ask the 2 big questions in your buisness, What’s working and what’s not.
Jot down a list of each, perhaps a coloumn each or a sheet of paper each. Take a solid look at the list and ask what can I do about the things that need to be better, and what can I learn about the things that are working.
This form of reality check is vital to be able to develop bigger plans, better business sustainbility and work towads realising your dreams.
Want to take it further? With the things that are working, how many of them actively bring $$ into your company… Sure your OHS kit might be great and the conference was a big hit.. but what about the sales, the $$ in? Is it time to push the list around to make MORE Direct sales show up on the list… (chances are YES!) So remember to add that to the list of things NOT working!
Aug 6
Lets take something simple and make it complex… WHY? because it seemed like the way to go at the time.
Seriously though many simple tasks can become buried in red tape, and often its our own red tape. Now that is tragic!
I recall being asked to create a checklist of a procedure of a commonly repeated process within an organistion. It started off as about 14 steps and then quickly went to 30 – 35! Finally it got up to 60 steps in the process! ARRGH!
The point being three fold, to be able to fully explore the process undertaken, then to evaluate how to simplify it and finally to be able to track where the process was up to for a project should a staff member be absent and someone had to take over.
So what can we take from this? well simple things can be complex (often for a reason) and sometimes the complexity can reveal new ways to simplify that which was simple.
Next time you want to pull a complex thing apart, or make a simple thing complex consider setting out the aims for the project so you can focus more clearly on getting things right. There that was simple….
Aug 2
Have you heard of the 30 Day Challenge yet?
Judging by how slow the servers have been for the last 24 hours I guess a lot of you have!
The 30 Day Challenge is a great concept by Ed Dale (and a couple of other guys whose names escape me right this second). The guys are offering their substantial expertise to train (over 30 days) people like me and you how to make money online.
It started yesterday (August 1st 2007) and I am signed up along with Ross & Steve (thats our team so far)
The goal this year is to create an online product and sell at least 1 x $10 sale in the first month, all without spending a single cent, thats right, nothing.
To be honest I am still a little vague about how it is going to work and what will be required of me in the next month (as if I need more to do!), however from what I have seen so far I think I am going to learn some very valuable lessons on online marketing, which can only help my other sites like this one and Black Dog Promotions.
Ed keeps telling me that it will be very easy, and so far it has. We have downloaded several tools for Firefox (all free) that will help us in the challenge, and just those tools alone are pretty nifty and worth checking out.
This is apparently the 3rd annual challenge, and previous entrants have had great success.
Like anything else, one of the main requirements is time. You will need the time to dedicate to the challenge, that in itself is a challenge for me! I see some late nights ahead 
I listened to the Day 1 Podcast and video and i am about to listen to Day 2. I will write a journal for the challenge as I go along, I won’t post everyday, but I think once a week will do.
Wish me luck!
Aug 1
Seems silly to say that, but reverse goal setting can work a treat to make things work.
Another way of putting it is to begin with the end in mind. Create the visual outcome in your minds eye, then step backwards bit by bit until you get to the present time, and you will then know how to get the goal.
Too simple? Of course it is. BUT the thing is many simple things are often the best. Often we do this naturally, just on a smaller scale. Example; your kids might say lets go to the beach, what comes up? A picture in your head of the kids on the beach… then your brain makes a quick list of what’s required, towels, swimwear, car, petrol… you get the idea, and it happened in the blink of an eye.
On bigger pojects it may not happen in a blink, but if the goal is really doable then it may not take too long.
I urge you to try it and get ready to achieve many things once you get the ball rolling. Oh and remember a project management plan can be a great way to set the ball in motion.
Remember when you were a kid? Lunch time held a certain magic. What did mom pack? The anticipation … the apprehension … the delight — and sometimes the disappointment at finding your stupid apple had crushed your snack cake.
If you’ve been using the same approach with your customers and clients for very long … it’s sorta like getting peanut butter and jelly in your lunch for 37 days in a row. It’s boring, predictable and memorable … for all the wrong reasons.
Lesson Learned: Keep your main offer fresh.
In today’s market, a fresh new approach can mean the difference between clients eating up what you have to offer … and getting your snack cakes crushed.
For example, I remember the day I opened my insulated bottle to pour my milk and out came CHOCOLATE milk! Mom had my attention. Yeah, making sure I had milk to drink showed she cared. And for a 9 year old that’s all well and good. But chocolate milk? Well that just moves mom up on the list of “stuff that’s swell”. And from that day on, there was a little twinge of excitement when I opened my lunch drink. Problem was … it never happened again. After a while, the slight twinge of excitement that came with opening my drink … disappeared.
Lesson Learned: Every now and then, you have to change it up to keep the excitement alive. Putting a different type of juice or chocolate milk in my lunch one day every three weeks would have done it.
By the same token, if you’ve been sending the same old postcard announcing the “Sale of the Month” … next month try sending the card in an envelope instead. Better yet, send it along in an envelope with a 25 sheet sticky notepad with your logo, name and number imprinted on it.
Think about that for a minute from the receiver’s standpoint. You’ve been getting a postcard from LMNOP for 2 years. SUDDENLY, you get an envelope from LMNOP. You’ll open it with renewed interest. Why? Because you don’t know what’s inside. Something unexpected and out of the ordinary happened. But because the same old postcard in an envelope could be anti-climactic, you want to include a little “excitement enhancer” with an inexpensive sticky notepad.
Mom’s lunches weren’t all bad, though. Part of effectively changing your approach is understanding that while an apple, an orange and a banana are all fruits … they are different fruits. Mom added variety to my lunchbox fruit course by constantly changing the fruit. She did the same with the veggies, alternating carrots, celery, sweet peppers, radishes and pickles. Similarly, a postcard, an envelope and a package are all direct mail, but they’re different. The same way a pen, a note pad and a refrigerator magnet are all promotional products — yet different. Even with postcards, you can change the design while maintaining the integrity of your corporate identification.
And now the main course — the offer! Mom knew I would be ok with ketchup on bologna even though I preferred mayo. Mustard is fine on pork/ham. PB &J was fine. Egg salad would fly like a lead balloon, sandwich spread was great and I’d eat anything with cheese on it …. except PB&J, hold the cheese, please.
Lesson Learned: Want to keep your target relatively happy and interested? Get to know them, keep changing the main offer and give them what they like.
What do you know about your clients and prospects? Do you know what they like, how much they buy or how often they buy? For small retailers it can be as easy as utilizing a punch card program. Swipe type cards coupled with the right computer program can allow you to capture a lot of useful data. But even the smallest retailer can send/give a survey and reward respondents with a low-cost, high perceived value promotional item. This is an excellent way to start or expand a database.
Change the main offer. Even if all you sell are chairs. Change the featured chair. Tell why it’s a great chair – features and benefits. Tell them something they don’t know. Give them something they can sink their teeth into.
Finally, the treat! Whether it was a piece of candy, a snack cake or a fruit pie, I always looked forward to the treat!
Lesson Learned: Treat your clients, customers and prospects. Treat them to a mint (regular and sugar free) at the cash register, have fresh coffee and hot water for tea available, have stickers or waterless tattoos available for the kids. Train your staff to treat customers and prospects like they are welcome. Treat them … like your business depends on them.
Aug 1
You might be tempted to say, “What’s wrong with a little competition?” Nothing’s wrong with it. It’s healthy. It’s when your need to compete and be superior to someone else gets in the way of the best possible outcome for both of you. That’s when competition becomes a liability. I’m talking about the kind of person who always needs to be “one up” on other people.
People who live their life in competition with everyone – and we all know people like that – might get admired for their achievements, but they don’t get the freely given attention and support of others. People who exude the message: “I’m smarter, or prettier, or richer, or more committed than you are” don’t garner people’s trust. That’s because the message is clearly about “Me first.”
A willingness to be flexible means that occasionally you’re not number one. You may need to take a backseat to a colleague who’s trying something innovative. It may mean that you’ll need to compromise in a negotiation. Maybe the fact that you’re the best salesperson of the month every month prevents other people from even trying.
Does your level of competitiveness get in the way of relationships? If you play a one-on-one sport such as tennis or racquetball, do you always play to beat the other person? If you play board games or video games with your children, is it more important to win than to have fun?
On the one hand, it seems as though we’re being pushed to be more competitive. Many of us work for companies that are in fierce marketing battles with global competitors. There are fewer tax dollars to go around; fewer jobs in many industries. Yet, the paradox is the solutions we’re finding to those problems involve not more competition, but more collaboration.
I just have one tip for you if you have a streak of competitiveness that gets in the way of your relationships – stop seeing the other person as an opponent. Reframe the relationship as a mentoring one, as a friendship, as a chance to do something together that neither of you could do alone. Look directly into that person’s eyes and see a fellow human being who doesn’t want to be beaten or made into a loser any more than you do. People who are always out to win may collect a lot of marbles, but they lose a lot of friends. And I’d trade a bag of marbles for a good friend any day.
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