EX-employees can

be your best sales source!

     Remember that young dude  you liked who used to work for you? He was the guy who moved too fast for others in the department, and never seemed challenged enough, but there were no quicker-paced jobs open at the time, and he left for parts unknown? Well, he’s back in town and working for one of your major suppliers!

     How about Old Man Muckitymuck  who retired after 20 years with your company? Did you know he’s now on the board of directors of one of your biggest customers?

     And so it goes.  If you didn’t fire ’em, and they were people who left on good terms and simply moved on or retired, they represent a potential gold mine of accelerated sales, new revenue streams, and quality employee referrals, among other possibilities.

     Even someone who’s retired and living in some active adult community,  playing bocce by day, and poker by night, has formed new friend networks that can easily include the father of a major customer or the brother of a key prospect you’re trying to sell… maybe enough to tip the scale in your favor. Y’never know!

     But you never really WILL know  until you start digging and updating and taking inventory of who is where now, and how each may have an opportunity to help your current business needs. 

     Remember that these are all people  who have a working knowledge of your business and industry. They already understand your unique selling proposition, and — hopefully — have a positive attitude toward you and your business and the work experience they had with you. 

     That fact alone makes this group the ideal salesforce. Make them a captive audience and you never know where it can lead you. It is proven. It is being done by major business leaders in companies like DOW, and Microsoft, and Coca-Cola, and Deloitte. It is just as easily done by you. And it’s FREE!

     What’s required is simple. You get these folks together a couple of times a year — perhaps in a special “off-campus” social setting where you treat them to drinks and dinner, and perhaps some overnight accommodations and special events, including an update of what’s new since they were involved… and where you see things headed… and ask for their help.

     Add to that,  an email newsletter and a password-protected page or two on your website that allows for chatroom experiences and a bulletin board for classified ad postings.  

If you’re interested in a FREE “Benefits to Your Business” summary and FREE 10-Step Plan for initiating an Alumni Relations Program in your company, just shoot an email to me Hal@Businessworks.US with “10 STEPS” in the subject line and remember to include your name, business name and a phone number where I can call you with one free (no-strings attached) update to the attachments. Email and phone number privacy are guaranteed! 

# # # 

Input always welcome Hal@TheWriterWorks.com “Blog” in subject line or comment below. Thanks for visiting. Go for your goals! God Bless You! Make it a GREAT Day! Hal

Shoppers Abandon Recitations,

Prefer A Good “Benefits” Story!                                                                                                                                                                                                                                                                                                                                     

      If you “Tweet” on Twitter,  you’re already an expert at headlines and titles. If you’ve read my recent blog post on “I” “Me” “My”  then you’re well on your way to mastering the structure of storytelling for sales (or as I call it, “Storyselling”).

     Actually,  a good storyseller© can sell virtually anything at anytime to anybody under almost any circumstances. You’ve heard about being able to sell ice cubes to Eskimos and being able to sell the stuff that bears do in the woods, on a shingle? Well there you are! Storyselling.     

     The ancient song  from my parents’ days, “Accentuate the positive; eliminate the negative” gives us a key corner-piece of the jigsaw puzzle. Focus your storyselling on the benefits to be derived (instead of the features, which serve only to justify the purchase that is based on benefits and triggered by an emotion).

     Tell a story  that engages the imagination and triggers a dominant emotion. That’s it! Bingo! S~A~L~E~! It doesn’t matter if what you’re selling is alive or dead, big or small, hot or cold, heavy or light, costs ten cents or ten million dollars. The purchase decision will be made emotionally and justified rationally.

     That means sell the benefits,  not the features.

That means your story needs to zero in on answering the customer’s question: “What’s in it for me?” That means your story needs to entertain and educate/ inform… but be brief and to the point (like the 140-character Tweets). 

     Your story needs to paint a picture!  Listen to your kids; they know how to do it. Why? Because they’re uninhibited. You can be too, you know. It just takes a little practice. Tell stories. Tell stories. Tell stories. SHORT stories. (Save the full-length novels for your friends!)

     Still doubtful, eh?  Well, just ask yourself when was the last time YOU purchased ANYthing because someone pushed the features at you? When was the last time you bought ANYthing that didn’t come with SOME kind of story attached? Be honest here, and think hard.

     So, you want to pump up  your sales skills, practice writing 140-character Twitter “Tweets” and practice telling stories. Yes, good-taste jokes are a fine example of a great way to practice STORYSELLING. Name one great salesperson — from Paul Harvey to Zig Ziglar — who ever lived, who couldn’t make you crack a smile. There are none.

     Oh, and Storysellers  who smile while they storysell, sell more. So ;<)’s aren’t a bad idea either! 

# # # 

Don’t give away the store!

     As bureaucratic nooses tighten  around small business necks, it’s natural for feelings of desperation to begin setting in, and to respond by reducing prices in order to make sales. It doesn’t take long to be traveling on this road before you’re giving away the store!

     Resist the temptation to undercut your value  by offering “more competitive pricing.” Easy to say, you may say, but when the guy down the street is selling comparable products and services for lower prices, and is getting more people in his door, reality dictates lower prices!”

     Bull! You’ll only be worsening the economic stress on your business.

     Reality dictates  that you will be more successful than the price-slasher down the street by sticking to the prices you have and offering instead more value. Are you being innovative enough to offer product and service line extensions that help customers economize?

[This is not the same as lowering prices. This means offering a high-end mattress cover that zips on and extends old mattress life for a fraction of the price of a new mattress. This means adding the availability of inexpensive payroll services to the lineup of accounting practice offerings. It means adding energy-efficiency, fuel-economy, etc.]

     Do you and 100% of your staff  have a “kill ’em with kindness” attitude 100%  of the time with 100%  of your prospects and customers? Not 99%.  100%.  Truth? What needs to happen to get to 100% of the time with 100% of your prospects and customers? 

Is getting to that point going to cost you more or less in real

dollars and real stress than increased sales at lower prices?

     Like giving a salary raise  to someone instead of a one-time bonus or other reward, and ending up with a permanent long-term financial drain, when you lower prices, you run the big-time risk of never being able to raise them back up again.

     Your customers  will expect your low prices to stay low and when you try to raise them, they’ll head for competitors who offer more value.

     In the end, the smart response  to economic stress is to build and boost and promote value, and not give away the store.    

# # # 

Is your business too frivolous

to survive this economy?

Of course not!

ONE: Find the people you need as new and repeat customers or clients.

TWO: Show them how they’ll benefit from your product or service.

THREE: Push an emotional trigger.

That’s it!  Let’s put it this way: if you think your business is too frivolous for you to be able to make sales in this crummy economy, you’re right! Fold up the tent and go home!

If you believe that people  are only spending money on basics right now and that they haven’t enough spare dollars to afford your products and services because they’re hardly “essentials,” odds are that you are also letting that attitude show in the ways you conduct and promote your business.

I don’t care if you’re selling  designer soap, dictionaries, Swedish Massage, venture capital pool memberships, jeweled toiletpaper holders,or gold-plated shoelaces … now is not the time to be timid in your promotional messages … or be turning out all your store or office signage lights at night … or going into US Postal Service-style retreat mode.

Now is the time  to rise to the occasion, to innovate, to put in extra hours, to go the extra mile, to show people why they can’t live without your products and services. I know, I know, there’s no excuse like the present. That’s true. There’s also no loss like losing a business.

So toss your chin back there, Buckeroo!  Go get your glove and get in the game. Remember that YOU CHOOSE to give up or slow down or make excuses. It’s just as easy to choose to charge forward and speed up and own up to your shortcomings. Everyone has shortcomings.

“Yeah, sure, easy for you to say,”  you say, “but you don’t know how hard it is and what a struggle I’m having just to pay the rent and salaries!” Ah, but I do know. I also know that feeling like it’s hard and feeling like it’s a struggle are — guess what? — right! — choices!!

Choose to feel like it’s easy and choose to feel like you’re on cruise control.

It will be and you will be.

# # # 

Call 302.933.0116

That’s 302.933.0116

Call 302.933.0116 Now!

     What makes three mentions  of a phone number work better in your broadcast commercial than just one or two, or five or ten? We all know — or perhaps we’ve forgotten — that REPETITION SELLS. Uh, what’s that? Repetition sells. Repetition sells. Repetition sells! (There we go again: 3)!

    If you’re a real estate professional,  it’s LOCATION, LOCATION, LOCATION, right? Writers live to REVISE, REVISE, REVISE. Scientists EXPERIMENT, EXPERIMENT, EXPERIMENT. From piano teachers to football coaches, the word is PRACTICE, PRACTICE, PRACTICE.

     Adventurers  EXPLORE, EXPLORE, EXPLORE. Insurance claims people ADJUST, ADJUST, ADJUST. Corporate R&D people and direct mail experts TEST, TEST, TEST (and many kids undoubtedly think that’s also their least favorite teacher’s motto)!

     Politicians and Little League parents  seem universally to think that WIN, WIN, WIN is what life is all about. How many BUSINESS things come in three’s? Why triplicate copies? One for you, one for the customer, and one for who knows what? Many Caribbean resorts process 3 receipts for a bottle of beer! 

     Therapy group shrinks  use triads to process stuff. Olympic stars do triple flips. Fat guys order triple scoop cones. And there’s nothing like a base-clearing triple for excitement. The triple crown. A hat trick. 3-D. 3 tenors. Triple chocolate (Mmmmm).

     Three.  Is it that we can we only count that far these days? Or is America becoming a nation of shameless stutterers?

     Have Wii and WiFi and Twitter and Spaceface (I know, I know, I’m being sarcastic again) put us all into such a fast-track lifestyle that there’s simply no longer any time available for 4, 5, and 6? Or, AHA! It must be the attention span thing. We just don’t have it anymore.

     I mean who could  read a whole book now, when — instead — it’s possible to read eleven gazillion 140-character stories with the same number of eyeball numbing hours in front of your Twitter monitor? Why limit yourself, yes? 

     So, okay, we’ve narrowed it down.  3 works because we don’t want two (or is it we don’t want “three”) pay attention two (pay attention “three”) 4, and 2 doesn’t reach out and grab us by the belt buckle! So what’s a poor business owner two (ah, “three”) do?

     Shucks!  You mean it’s supposed to be to and not two? Well, three still stays three and not “Twee” unless you’re Elmer Fudd . . . now there’s a dateline incrimination!

     Start by realizing that repetition of thoughts and repetition of actions sell as well as repetition of the words we use,  and that there’s a thin line of acceptance (tolerance? Perhaps threelerance?) between 3 and 4.     

# # # 

I, Me, My, We, and Our

Lose To You and Your!

     Unless by some miracle,  you’ve managed to uncover an exception, I believe it’s safe to say that You and Your win 100% of the time!

    So howcum  the vast majority (MUCH more than 50%) of small business advertising and marketing consistently takes the loser position of emphasizing I, Me, My, We, and Our? 

     The answer no doubt  has to do with the fact that entrepreneurs tend to be more self-centered than corporate types, and may lack certain psychological-impact-of-word-usage awarenesses. That tendency is not necessarily a bad thing, it simply is.

     Most entrepreneurs  probably skipped through, over, or around English, creative writing, and psychology coursework in school as they marched to different drummers on paths less traveled to innovate and create and pursue their business ideas. 

     The only problem  with this is that when small businesses beat their chests and tell everyone how great they are and why they’re better than their competition: NOBODY CARES!

     Let’s put the fact that you own  and/or operate or manage a business off to the side burner for a minute, and examine this paradox from your own personal perspective. Surely, YOU purchase products and services for yourself and your family and your business because you believe there are benefits in what you choose for yourself and your family and your business.

     So why would you think  that what you have to sell would be any different? Why would you think that others would spend their money on your products or services for any reason other than that they believe them to offer,have, or promise a benefit to them?

Customers really don’t

                                          

care about how great

                                             

you think you are! 

                                                                                          

     So why does the wording you use  in your brochure, on your website, and in yours ads and commercials emphasize your reputation, your company history, your mission and vision statements? Credibility can be worded to be a benefit instead of a boast. Why does what you say focus on ANYthing besides what the benefits are?

     Cars, parts, appliances, homes, vegetables,  personal and professional services, healthcare, boots, lightbulbs, newspapers, cruise ships, circus acts, roofing and flooring, ice cream, software, fish, septic systems (which may require upgrading if you eat too much ice cream and fish together!)

     Nobody gives a flying frog  about the features of any of these, or any products or services, except tp be able to tick off a bullet list to impress friends, justify expense, or appease parents or bosses. Customers ONLY care about what’s in it for them (to purchase your offerings). What specific benefits will someone gain by buying your product or service?

     This all translates to  removing I, Me, My, We, and Our from your marketing, advertising, sales, PR, and promotional language. Replace them (and the emphasis) with You and Your. Watch your sales rise.

# # #

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Hal@Businessworks.US     302.933.0116

Open  Minds  Open   Doors

Many thanks for your visit and God Bless You.

Make today a GREAT day for someone!

Your Small Business

Management Methods 

Getting Stale? Try This.

     It’s already September.  If your business is going to survive the year, you’d better get on the stick! Counting holidays, you’ve only got about 70 business days left in the year! Now is the time to hustle your butt! With Thanksgiving, Christmas, and Jewish holiday slowdown periods thrown in, you’re looking at super crunch time.

     This impending brain drain  is only going to be worse if you’re starting to feel like the economy has clobbered you into la-la land (and you don’t even live near Los Angeles!), and you and your business are getting stale.

     You’re trying? BS!  Stop trying and DO something about it! Hold a garage sale! You will get such a rude awakening by forcing yourself (and neighbors, if you’re the energetic type) to face up to the realities a garage sale produces:

• agreeing  with yourself to let go of prized possessions for a fraction of the prices you paid

• collecting  all these items together from every corner of your home

• pricing  and labeling each item

• picking  appropriate hours, obtaining necessary permits, and scheduling your life accordingly

• promoting  and advertising with posters, local newspaper ads, flyers and signs

• moving  your complete inventory into your driveway or yard or garage 

• making  sure you have enough change and single dollar bills on hand     

• displaying  your inventory in the most appealing manner (and, heartily recommended, writing an informative or enticing headline for each major piece you offer for sale

• dealing  with garage sale “professionals” who will come knocking at your door 30-60 minutes before your announced time — an interruption you can count on even if you advertise 6am; they’ll show up with flashlights; set your coffeemaker for 4:30am

• smiling  and greeting every visitor like a long lost cousin without being too pushy or too salesy

• moving  and rearranging items to keep most enticing-looking items up front and to keep table surfaces constantly filled

• accepting  that some people will rip you off by short-changing you and/or by outright stealing stuff when your back is turned — and that it’s generally best to bite the bullet and ignore these incidents by reminding yourself how desperate or deranged an individual has to be to be trying to make off with an extra dollar and a quarter’s worth of junk

• returning  unpurchased merchandise without feeling rejected

• inventorying  your sore feet and back, as you count up your meager profits

     If this experience  doesn’t turn you and your business attitude into a fresh new direction overnight, I’d be astonished. The experience of being the whole business and making all decisions and responding instantly and keeping positive customer relations as you make sales, is enlightening to say the least.

     The awareness’s  and perspectives you gain will shed new light on your business and freshen up the approach you’re taking to make the rest of this year work FOR you! 

# # #

  FREE blog subscription: Posts RSS Feed

  Hal@Businessworks.US   302.933.0116

  Open Minds Open Doors 

   Thanks for your visit and God Bless You.

  Make today a GREAT day for someone! 

Consultant: person

from 100 miles away

with a BlackBerry and laptop.

You better believe it  that clients give more respect to consultants from “out of town.” Besides that the out-of-town guy’s perspective is “totally fresh,” clients love to talk about the fact that they have a consultant who’s “totally hosing” them!

Why?  Who knows? And who cares? How to UN-do this unrealistic, warped mindset is what really matters. The best consultants are those who get the job done on schedule, pleasantly and reasonably.

And, by the way,  EVERY client loves consultants who are willing to work on a partial performance incentive basis! Hey, why not? Prove yourself. If you’re so sure you can solve the problem, you should be willing to bet part of your compensation on it, and of course charge more … especially where sales or savings commissions are possible! You can be fairly certain the out-of-town guy won’t do that.

First of all,  if you’re serious about wanting to do consulting work of any kind — regardless of your expertise — start with and communicate confidence (not cockiness!) by recognizing that you know more about the subject than any client, or your services wouldn’t be required.

Second,  roll up your sleeves and get to work being a consultant before you’re even hired to be a consultant. Show the client how you function be getting right to the heart of things. Take any minor issue raised in a discussion and ask questions. Listen carefully. Analyze and make recommendations. Do it in a relaxed manner.

And stop worrying  about giving away your expertise by solving problems that you’re not asked to solve and that you’re not being paid for yet. If you think you can do it, do it!

Avoid getting tangled up  in contracts, long-term agreements, petty lawyer-style compensation terms (Do you want to pay someone by the quarter hour for reading your email or letter or for listening to your phone call that outlines the basic logistics of what the working arrangements will be?) Like NIKE says, Just Do It!

If repeat business and referrals  are important to you (duh!), then focus on getting the job done, instead of telling how great you are. Track-records don’t produce sales unless you’re a major name athlete. Ongoing demonstrations of knowledge and know-how, and resources, and ability to communicate clearly will land the assignment AND solve the client’s problem.

When I started as a consultant,  I hired a consultant to “sit in” as my “assistant” and then later badger me with devil’s advocate questions to force me to stay tuned in and come to terms with my own problem-solving and communication skills. It was worth every penny! (Uh, you DO remember what a “penny” is?)

Bottom line:  There’s NOTHING can compare to working for yourself! If you’re out of work, have special knowledge and skill, have integrity, communications skills, and confidence … stop making excuses and go for it. You don’t need a BlackBerry and laptop. Just start with a phone, email capability, business cards, and determination!

# # #

… not the “beaten” path,

nor the one “less taken”

     When the last time you took a brand new business path? A new product launch? A new line or service extension? A new revenue stream? A new employment position? A new set of objectives, strategies, tactics? A new mission statement? A new vision statement? A new business start up?

     Was it successful? Did you bite the dust? What did you learn from it? Did you manage to stir up a lot of excitement that produced no payoff? Did you drag your butt into the thing and be greeted with enthusiasm personified? Did you charge at it head down and get a concussion when that wall came at you from out of nowhere?

     As any jungle-dweller will readily attest, (and, yes, it IS a jungle out there!) taking a new path often requires the help of a machete and a whole lot of adrenaline. This means you may need to be ruthless as a fruit tree pruner in swinging that sword to create your path or passageway.

     Clinging to old practices won’t help you now anymore than a crank-up rotary dial phone and a ream of carbon paper (if you don’t know what either of these are, you are probably a reckless, young entrepreneur who doesn’t have any old practices to cling to anyway, and you might as well go zoom off to Facebook right now . . . or something).

     On the other hand, if you’re a bit older than the txtmsg generation and you’re a true entrepreneur who’s only willing to take reasonable risks, and you’re sincerely committed to launching a successful venture, OPEN YOUR MIND.

     Be receptive to all the people, places, and things that –until now– you would never have considered worthy of your time and attention. Why? Because some of the world’s greatest ideas… the ones that really put a new venture over the top… come from forcing yourself to think differently!

     A fleeting exposure to yoga, or a snorkeling or grocery-shopping trip, or an hour of playing on the floor with a baby or a puppy, or telling your least favorite brother-in-law that you love him! You’d be surprised at the doors that your open mind will open if you’ll just give it the chance!

     You’ve come this far, isn’t it worth a short experiment to put your brain in a completely opposite/foreign situation/environment –even for an hour– to see if something clicks that can put your venture over the top. Of course it is! Don’t cheat yourself of a great possibility. OPEN MINDS OPEN DOORS!          

# # #  

Has your brain been

thunder-struck?

     We’ve all heard  and probably used the term “Brainstorming” a few times, but when did you last use a formalized “Brainstorming” process? Did you know that the more rigidly structured approach you use, the more free-flowing and better the brainstorming results?

     I’ve probably  run 500 formal brainstorming sessions, and all have produced great results. Here’s my version of a “recipe” I follow. Print it out. Use it. It works!

[Adapted from the Pfeiffer and Jones University Associates Handbook of Structured Experiences for Human Relations Training, Volume III (Revised)].  

     THE GOALS: 

     1)  To generate an extensive number of innovative thoughts or ideas, or solutions to a problem, by suspending criticism and judgment and evaluation.

     2)  To develop skills in creative thinking and problem-solving.

     Group Size:  Any number of small groups (best if composed of 5-6 participants each). Time Required:  Approximately one hour total. Materials:  White board or newsprint pad with markers for each group; stopwatch; bell. Physical Setting:  Movable chairs for all participants. Warm-up Activity:  In 2 minutes –without talking– make something out of one double newspaper page, or one lump of modeling clay; follow with quick show ‘n tell.

     THE PROCESS: 

     1)  The facilitator has each group form a circle and select a secretary, then provides each secretary with markers and board or newsprint pad, and asks each to record every idea generated by the group.

     2)  The facilitator states the following rules: 

• A)  There will be NO criticism, no judgments, and no evaluations during the brainstorming phase of the activity.
• B)  Far-fetched ideas are encouraged because they often trigger more practical ones.
• C)  Many ideas are desirable.

     3)  The facilitator announces that participants are to imagine being cast ashore on a desert island with absolutely nothing but a belt, then tells the group they have 15 minutes by the stopwatch to come up with as many ideas as they can in answer to the question: What can be done with the belt? (Other objects can be substituted– a flashlight / a rope / an oar / a corkscrew– and props, e.g., an actual belt, can often enhance the discussion)

     4)  After 15 minutes, the facilitator rings the bell, and tells the group(s) that the ban on criticism / judgments / evaluations is over, and directs the group(s) to evaluate their ideas and select the best –most feasible– ones. With multiple groups, each group’s “best” list can be shared, then all involved can explore ways to combine “best” ideas. The final (combined) list is posted and participants are asked to rank-order them for practical usefulness.

REPEAT THE ENTIRE PROCESS WITH A REAL BUSINESS PROBLEM OR NEED SITUATION. This can be done on-the-spot, the next day, next week, or periodically. The more disciplined the facilitator is in requiring adherence to guidelines, the better the results that can be expected.  So go beat your brains in, if the storm didn’t already get to you! 

# # #