News curiousity pumps media

to suck more business dollars 

    You make a living by providing products and services to customers or to other businesses. You see this period of time as appropriate to cut back on expenses and so, wherever possible, you opt for standard cookie-cutter representations in your promotional efforts because they’re less expensive. BIG mistake!

     FIRST of all, you will NEVER make money by cutting costs. You can ONLY make money by making sales!

     SECOND, stop believing all the mainstream media reports that nothing is selling and that the sky is falling. These news stories, designed to sell advertising space and time, are simply not true! They are exaggerated and over-emphasized on purpose.

Here’s the real-deal truth:

Struggling economy reports attract curiousity. Who’s struggling? Where? How much? Curiousity sells newspapers and news magazines and builds broadcast news audiences. Increased print and broadcast sales figures are used to pump up rate cards to suck more advertising dollars out of naive businesses that are already financially beleagured. 

     Contrary to most network TV news slants, for example, many products and services ARE in fact selling, and selling well! You need only look around you at what the most successful companies are doing to make that happen. Promotional programs that look and feel like everybody elses’ don’t make sales.

     Customized marketing tools and messages do make sales! People are buying from businesses that cater to them, that take a personalized approach, that interact, that educate, that prove and demonstrate performance of benefits, that back up features with meaningful warrantees and guarantees, and that lean to the green whenever possible!  

     The bottom line is that savvy companies are shortening up on their long over-priced traditional media budgets, and lengthening out on their customization approaches to low-priced Internet marketing. If your business hasn’t fully explored this thinking, consider the 4th and 5th Blogroll recommendations on the bottom right of this page. Both are excellent resources for customized Internet marketing services.

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  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! 

No, believe it or not,

the doctor is not God!

Having served many years counseling and consulting with doctors, and writing books for and about doctors, I was able to collect a wealth of insight about their personal lives and professional careers.

     Whether you’re a lawyer, insurance or investment broker, hospital executive, real estate agent, luxury car or boat representative, accountant, website development guru, upscale clothing marketer, hi-tech product marketer, quality restauranteur, travel agent, executive resort manager, pharmaceutical or medical product detail rep, If you market or sell to doctors, you can do a better job of it when you understand some of what I’m about to share with you. 

     Now I’m not talking about whatever you might think you know about doctors by watching ER or House or Gray’s Anatomy or old re-run episodes of Chicago Hope or Dr. Kildare for that matter. Those shows may look and feel authentic and realistic, but they’re not. They’re no more realistic than if you took your job and compressed all the highlights of the year into one maniacally-paced day!

     There’s nothing wrong with jam-packed storylines on TV as long as you don’t start believing that the other half actually lives as they’re portrayed. I mean I was a huge fan of “24” and Jack Bauer was the best, but in case you hadn’t noticed, he never slept or used the bathroom.

     No, I’m talking about down and dirty here. I’ve amassed tons of in-the-trenches input that I alone have had the unique opportunity to observe, listen, question and assimilate. Here’s some of what I learned:  

•      Most of the twelve hundred or so doctors I’ve known well and have worked closely with would rather be, or rather have been something other than a doctor. With stress driving average physician life expectancy closer to 60 than to 80, many doctors struggle with keeping their personal lives in check and their family lives in balance.
•      As definite and commited as most of us tend to think a physician’s career path might be, the truth is that many are not happy with shouldering the stressful burdens of professional medical practice. 
•      This conclusion is not to imply any lack of dedication. It is simply an indication that even those physicians who lack exceptional skills or bedside manners do not deserve to be begrudged for the money they make (and they’re making a whole lot less these days, besides).
•      So, what does this all have to do with selling to doctors? STOP thinking about selling your products and services to doctors. START thinking about how you can help doctors to save time. Time, to a physician, is money because she or he has no warehouse full of products.
•      His or her time is all there is that can be packaged with the skill, experience and training. And, right, a doctor can only sell one package at a time!
•      Having more time gives doctors more freedom to see more patients who need attention. Having more time lays the groundwork for doctors to strike a better balance with their families and gain increased control of their personal lives.
•      In the process, they become happier. Happier doctors practice better more effective healthcare. Your doctor sales assignment: Figure out how to save your doctor prospects and customers more time!  

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Hal@Businessworks.US   302.933.0116

Open  Minds  Open  Doors

Make today a GREAT day for someone!

Bite-The-Apple Time!

     An Amazon 5-star selection book that I wrote (DOCTOR BUSINESS…How To Boost Your Practice And Build Long-Term Relationships, for physicians) presents an example of a dentist who was running an expensive series of totally ineffective newspaper sports section ads headlined: “Yes, now we have mucosal blade inserts!” (Well, at least he used the magic number of seven words you always hear me harp on!)

     When I asked him about the message, he explained that the mucosal blade inserts were mushroom-shaped devices that he surgically implanted in the jaw to anchor dentures more securely than with the use of adhesives. He said patients would have much stronger use of their teeth.

     I redirected his ad into a major senior citizen news publication (at a much lower rate than he had been paying), and revised his ad to say, “Now you can bite an apple again!” My seven words outperformed his seven words by an astronomical amount. In fact, his phones wouldn’t stop ringing. Denture-wearers were lining up to be evaluated for the procedure.

     So, yes, choosing the right audience and the right vehicle to reach that audience is half the battle, so to speak, and simplifying the message to sell the benefit is the other half.

     What are your sales messages saying right now? Are they focused on product features or customer benefits? Are they running in inappropriate print environments or inappropriate broadcast environments? Are you making the best possible use of the Internet? Website(s)? Links? Blog(s)? Emails? Webinars? Podcasts? Social networks? Business networks?

     Did you know that most of these suggested Internet vehicles can be free, and can actually have more impact than pricey traditional advertising approaches? If you’re not at least actively exploring these options, you either have very deep pockets, an influential relative in traditional media sales, no budget, or (hopefully not) you’re invested in growing yourself a reputation for reckless spending!

     If you are exploring all this, but having trouble with the confusion crunch, or with sorting out the high-priced smoke and mirror SEO specialists from the outdated email database suppliers, who are looking to rent you their email lists that include prisoners, newly-born infants and 27,000 dead people… or you’re simply not sure that your message is the best it can be… send me an email Hal@TheWriterWorks.com with “Confusion Crunch” in the subject line. I’ll respond promptly.   

Good Night and God Bless You!  halalpiar     

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As communication continues

to experience convulsively

explosive change, so do the

methodologies we use to sell.

     Playwrite Arthur Miller clearly had something else in mind at the time he wrote and titled his classic Death of a Salesman, but there could never be a more apropos expression for what’s happening today, right this very minute, that is about to forever extinguish the “sales process” as we have known it since the day anyone reading this was born. 

     What, for example, does it suggest to you that even as recent as a year ago, effective sales communication was commonly reported to consist of as much as 87% nonverbal ingredients–gestures, posture, tone of voice, appearance, eye contact, active listening, etc.– and today major companies are talking about the sales process in terms of “digital body language”?

     Except for those salespeople who haven’t caught up (or, on) yet (and you surely know who they are and where they breed), business is at the crossroads of revolutionary change, and savvy salespeople spurred on by the blinding speed of technological advances are quick on the heels of entrepreneurs worldwide in leading the way.

     With entrepreneurial base-camp entrenchments established, salespeople will be muscling their way up the mountainside and serving the rest of society and the business world as the catalysts of change who will ultimately shake our depressed economy back into place. But this will only happen if those engaged in sales careers are able to fully grasp the dynamics of what’s going on around them.

     Entrepreneurs are spirited innovators who start enterprises, and who find the fuel and who get the engines fired up, and who get that initial forward thrust to happen (which is probably the most monumentally difficult and underrated task in all of business), but it is the world’s salespeople who who are responsible for revenues and growth and profits more than any other entity.

     Ah, but therein lies the potential problem. Salespeople who don’t see what’s happening, who don’t jump at the chance to instantly and dramatically shift into higher gear, who think they can keep doing the same old things in the same old ways, will fall by the wayside and die. And there won’t be any mercy rules!

The bottom line for salespeople:

• You must adjust your mindset to become more of a marketer and less of a sales representative.
• You must provide prospects/customers with new buying process experiences that are anchored by product/service/idea and market knowledge.

         You must rely more heavily on proving performance with demonstration and testing and sampling.

• You must increase your focus on benefits and ways of integrating purchases with existing products/services/ideas.
• You must spend more energy sitting on the same side of the prospect/customer’s problem-solving table and working as a partner instead of as a representative.

HIGH TRUST/credibility, proven performance and database marketing are now the three kings of sales! Are you making it happen, or is it happening to you? 

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Good Night and God Bless You! 

Make today a GREAT day for someone!    

Having grown up a mailman’s

son, maybe I’m just sentimental

(or simply as stupid as the PO?) 

     On top of their idiotic, money-wasting, survey last December [Click on December Archives in right column and go to DEC 15 “NO MORE ROOM FOR “SNAIL MAIL – Gutless, Incompetent, Greedy, The US Postal Service” for the ugly details], the amazing U.S. Postal Service management team has been making some astonishingly whacko business decisions.

     Since revenues are off, they’ve cut back hours, increased postage prices, increased their elaborate sample mailing campaign to entice more small businesses to do more mailings with (you guessed it) stuff that’s prohibitively expensive to the typical small business to even think about mailing anyway.

     I’ve received two personalized t-shirts, a metal hinged and color-labeled box filled with expensive die-cut printing samples, and the list goes on. And now. Now they’re pulling the blue drop boxes off the sidewalks!

     How utterly brilliant! Hey, nobody’s using them, so take them away. How many things can you think of that those boxes could be used for if YOU had them for YOUR business? I’ll bet there are at least 10,000 ideas.

     Okay, here’s where I’m stupid. I’m going to give away my consulting expertise for free to the U.S. Postal Service. Right here. Right now. Think they’ll take it? Not a chance, but I’m going to put it out there anyway just because they are chewing off their own arms and legs and I hate to just stand around watching them self-destruct.

SO… Here’s what the U.S.P.S. needs to do:

1. Stop wasting time and money and effort on useless dumb surveys. Just listen to your customers!
2. Stop with the radical cost-cutting methods and ideas that only serve to prevent future sales and revenue streams. You can’t make money by turning off lights! Only sales make money!
3. Stop throwing good money after bad with products and services no one wants. Stick to your knitting, and remember innovation is taking an idea all the way to completion! 
4. Take some pages from FedEx and other competitors who train their drivers to go beyond being just drivers and to become account managers– as responsible for promoting and selling and customer servicing as for driving and delivering.
5. Start an Email delivery service (Call me for details!).
6. Learn how to use and promote via social media options. Visit Twitter for two hours!
7. Initiate customer service training at ALL levels. When was the last time anyone got a thank you note from the U.S.P.S. when it wasn’t a thinly-veiled give-me-a-tip-for-Christmas card?
8. Put a P.O. Box in every P.O. Box (Call me on this one too!).
9. Recruit community groups to garden and landscape your ugly buildings (inside and out).
10. SPONSOR community events; get out there and mix with your customers! They don’t bite! Show them you’re (like State Farm) a good neighbor! 
11. SELL AD SPACE ON THE INSIDE OF EVERY P.O.BOX DOOR!!!! 
12. SELL AD SPACE ON STAMPS!!!!
13. Provide shelves for the poor souls with heavy packages standing on lines waiting for the incompetent counter clerks to finish their coffee. 
14. PIPE IN SOME MUSIC!!!
15. Make it “A POSITIVE EXPERIENCE” to go to the post office!
16. How about an occasional (NON-Christmastime) slip in empty mailboxes that the carriers sign that says: “I noticed you didn’t get any mail today, but I wanted you to know I was thinking of you anyway. Have a great week!” 
17. Barter some direct mail advertising for media time and space… other services! 
18. Run direct mail training sessions for small businesses in P.O. lobbies – serve coffee for free! 
19. START A REAL BLOG that actually addresses real customer situations on a daily basis! (If you actually read this far, definitely call me on this one!)
20. Teach small business owners/operators how to tie direct mail to website and other ad and promotion programs.
21. Offer (Put in all business P.O. Boxes) detailed info on direct mail programs with package rates for use of postcards and self-mailers, with sizes and deals and discounts and coupons!
22. Offer quantity discounts!
23. Offer and arrange shared delivery discounts (to same office or building, for example).

     NUTS, huh? Well, I’ll tell you what: If you continue the course you’re on, YOU’RE NUTS BECAUSE YOU WILL END UP KILLING YOURSELF and that would be a terrible waste of assets, resources, some super-nice people who work for you and bring about the demise of a still much-needed service.

     God Bless and Good Night!  halalpiar     

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Are you talking up

your business enough? 

     Do you carry business cards with you everywhere you go?  Two of the most successful businesspeople I know carry laminated business cards in bathing suit pockets and workout gear bags for the one time in a million it’s worth having them.  One, an active sportsman, keeps a couple inside his baseball cap. 

     Do you include mention of your website and blog as part of the signature area of every email you send?  Do you HAVE a website and blog?  I just read that 44% of new businesses do not have a website!  That statistic is beyond comprehension in this day and age.  If you’re in that 44%, stop making excuses; do it!

     Okay, sorry, so you DO have a website.  Do you have a BLOG?  Did you know that most blogs are FREE and many are packaged into websites and only require activation?  Do you have a professional blog writer so that you are not wasting valuable sales time trying to do something you’re not trained to do? 

     In most situations, a blog writer’s time is the only blog expense, and it’s an investment in the bottom line performance of your website!  (If you have questions about this, call me: 302.933.0116)  

     Did you know that blogs are the primary movers and shakers of website rankings?  (Because search engine spiders are out there 24/7 bumping the most active websites up in the search engine rankings, and it’s blogs that generally account for the most frequent activity.) 

     Have you sat down with brothers, sisters, aunts, uncles, cousins, neighbors, friends, and told them about your business?  Have you brought them up to date lately?  Have you given them your cards to pass along to their associates and friends and neighbors? 

     Are you –as Thoreau once urged– “Forever on the alert”?  Do you make the most of social occasions to quietly suggest business contacts in the following week?  Do you think and act sales all of the time instead of part of the time or just 9-5? 

     If you dismiss these questions with excuses that you are above it all or you are not a salesperson or you think it’s not appropriate (because you run a “professional practice,” perhaps?), then you are missing the reality boat and you stand a good chance of this economy smothering you!   halalpiar   

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COMPUTER UNDERWARE

I was prompted into a business consciousness stream today by a reference I saw to socio-economic, attitude, and taste divisions between generations having symbolic significance in changes over the years represented by underwear.

I noticed the analogy in Angelique Rewer’s brilliant online publication, The Corporate Communicator www.bonmotcomms.com , and remembered a Time/Newsweek/Sports Illustrated ad I did (over 25 years ago!) for a fledgling computer service company. 

Over an illustrated ghosted assemblage of computer hardware and floppy disks (You DO remember those? They came after carbon paper), the headline said simply:

COMPUTER UNDERWARE

The copy that followed reasoned that “HARDWARE & SOFTWARE CAN GET YOU NOWHERE without COMPUTER UNDERWARE, the ongoing professional training and reliable service support you’ll require to go under your hardware and software . . . “

You’re stunned, huh?  Hey, it was Toms River, NJ, in the early 1980’s.  What did you expect, “I’m Lovin’ it!” or “It’s In You!”?  I could count the personal computer owners I knew on one hand then.  It was strictly an elite IBM and knock-off business market then that was focused on word processors in law offices. 

Take my word for it, for it’s time, my ad was ahead of it’s time.  

Much of what an entrepreneur does in life is ahead of its time. 

I’ve seen (and still have 30 year-old samples of) interlocking plastic bottles that would have revolutionized the shipping and warehousing markets because two cartons worth of bottles could be packed in one carton and cartons could be stacked 2-3 times higher.  Too much, too soon.  Too undercapitalized.   

How about “Clear” windshield wipers?  Spectacular prototypes made everyone oooh-aaah, but not enough funding to break through market monopolies.  3-D motion analysis for physical therapy . . .

On the surface, lack of money to make ahead-of-their-times products and services go, but underneath –the UNDERWEAR—is always lousy, self-centered, self-absorbed, fantasyland day-dreaming management that has great ideas, great intentions, great persistence, and no realistic sense of what it takes to bring their babies into the world and nurture them to maturity. 

Bottom line: Entrepreneurial inventing, innovating, and selling rarely come equipped with savvy management skills – money management, people management, task management. 

If you are an entrepreneur, study management or find management you can trust to work with you.  But don’t keep wasting your time and money and energy banging your head against the wall trying to move forward.  The wall won’t move.          halalpiar 

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No, this isn’t about donuts!

Here are a dozen leadership arenas:

• Corporate
• Military
• Political
• Industry
• Community
• Organizational
• Family
• Neighborhood
• Religious
• Sports
• Classroom
• Worksite

Where do entrepreneurial leaders fit?  Everywhere!  What about other leaders –those who are not entrepreneurs– are they locked into the individual arenas where they perform?  Not to suggest this is a bad thing; it’s just limiting. 

It’s part of the great appeal of entrepreneurial life that there are no limits.  Yes, there are laws, but no: there are no rules. 

Neither are there any theories to dictate performance because there are no theories of any value because (beyond some common character traits like poor school performances, engagement in childhood enterprises, rejection of authority, and childhood exposure to family business) entrepreneurs and entrepreneurial behaviors cannot be quantified or categorized. 

Yes, entrepreneurs take reasonable risks, but –no– there’s no traditional action plan approach to follow.     

Entrepreneurial leaders pop up in each of the arenas noted above (and many more as well) because in every arena on Earth there is always room for improvement.  Entrepreneurs are the agents of change who step up to the plate, who bring improvements to the table, who have the foresight and resilience to attack a problem over and over to produce the answers they believe in.

Alexander the Great was an historic entrepreneurial leader who proved that innovative strategies and tactics can defeat even the most overwhelming of military odds. 

“America’s Mayor” Rudy Giuliani was a great entrepreneurial political leader for his time and place, and the circumstances that changed our world. 

Cal Ripkin, Jr. was a dedicated entrepreneurial leader with his never-say-die attitude that re-invented value systems in the world of baseball – and all of sports. 

Mother Teresa, Frank Lloyd Wright, Bill Gates, Steve Jobs, Ghandi, and so many more you could surely name . . . people whose entrepreneurial spirits have in some way made a difference to us all.  Though each of the kinds of leaders we’re talking about here made their mark in one arena, none ever limited themselves in the lives they live or did live.  Who would be on YOUR list?

What do those noted above (plus those you can think of) share?  What qualities would you list?  Here are a few for starters: Persuasiveness, Assertiveness, Communication, Self-Reliance, Self-Confidence, Insight, Recognition that behavior is a choice, a strong focus on the present, the ability to cultivate (cross-pollinate?) leadership in others.  What would YOU add to this list?   halalpiar

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The secret of college is

in learning how to learn.

Make your kids work to earn at least part of their college education.  Even if you can afford it, don’t give them free college, especially business majors!  They won’t appreciate it, and no matter how great their grades may end up because they are unencumbered from having to work, the odds are they will fail in business.  Disagree?  Read on.

First of all, this advice is coming to you from a former two-time business professor-of-the-year and student work internship program director who is also an entrepreneur (having helped start hundreds of successful new businesses) on top of solid Fortune 500 corporate experience.

At some point your college-bound son(s) and/or daughter(s) will have to face the reality of the need to gain real-world work experience.  Sooner is better than later.  And, in fact, it’s been my experience that those who hold jobs while attending college tend to be universally better performers both in class and on the job.  

Most college and university internship or cooperative education programs produce vastly superior students AND better workplace candidates.  Why?  Because nothing in any business textbook or computer program can come close to the value of hands-on experience gained on a factory floor, a retail store, a business or professional practice office, a showroom, studio, warehouse, or any form of sales.

Be aware that in today’s and the foreseeable future’s business climate (unless a college graduate is headed toward a career in law or medicine or allied medical sciences), college grades matter to absolutely no one except maybe the students and maybe the parents.

Recruiters and hiring interviews are more focused today on candidate answers to open-end questions.  How someone handles herself/himself on his or her feet (and has shown the ability to apply on-the-job experience to the classroom and vice versa) is light years more important than what an individual memorized in a management course, or than reiterating what is already on the person’s resume.

The truth is most business employers prefer an ambitious 2.5 GPA graduate with good communication and social skills who worked his or her way through college in a sales or office or manufacturing position, than a 4.0 GPA graduate with zero real-world work experience, who mumbles, shakes hands like a fish, and can’t look you straight in the eye.  That shouldn’t be surprising.  Wouldn’t that be your preference too?          

Sorry to burst bubbles here, but the secret of college is not being able to ace tests in accounting, finance, management, marketings, sales, advertising, economics, retailing, promoting, packaging and pricing, public relations, Internet business, etc. 

At least two truisms support this platform: 1) There are no rules in business.  Business moves forward by experience and innovation, not formulas, 2) The secret of college is in learning how to learn.  Subjective teacher ratings are far less important than having learned how to learn.

If you’re sending your kids off to college to learn business, let them prove to themselves that they can earn business learning by working while they learn.  The ROI is better for all involved.  

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HOW  THEY DO IT . . .

“Necessity is

the mother of invention.” 

—PLATO (Between 427BC and 347BC)

This quote drives every entrepreneur, scientific explorer and creative mind on Earth.  It of course holds true as well for military and quasi-military operations, cornered criminals and animals, and most homeless and foodless victims in society.

TODAY, the notion of necessity prompting inventiveness has great significance as a universal entrepreneurial hedge against economic downturn.  Businesses that will survive the existing economic traumas are those that can throw off the cloak of dismay and depression, shake themselves off, and charge forward with positive attitudes that are hell-bent on making the most of every opportunity.

WORKING TOGETHER with other businesses is a major step in that direction.  Networking with others to Barter goods and services should be a first and foremost thought for guiding daily travels. 

SHARING REFERRALS, common space, facilities, equipment, vehicles, furnishings, personnel, training, purchases and purchase discounts, databases, charity leadership roles, advertising, promotion, news release and blog site development and writing, website and online network development and content, are just some of the areas to consider negotiating.

LOOK TO BUSINESSES that are compatible and supportive to yours, or that your business serves.  Check out possible cooperative arrangements with businesses on the same floor, or in the same building, ir same cluster of buildings, or same neighborhood or town, or in the same industry, or that share some common characteristics (online retail as one example, or professional services as another).

TAKE ADVANTAGE of the opportunities to make and save money by working together.  Even competitive businesses can sometimes do this more effectively than standing defiantly alone.  Consider geographical clusterings of antique stores, for instance. 

CONSIDER New York City’s diamond and fashion districts!  Their competition alone in shared physical space/areas serves to boost business for all by bringing customers to centralized, more convenient and more price and quality sensitive shopping areas. 

CAN YOU EXCHANGE SALES LEADS?  Have you considered combining insurance coverage and benefit plans with another business?  Can the neighboring business receptionist do phone or clerical work for you during slow periods (instead of reading paperbacks?)?  Can you combine advertising time and space purchases to qualify for bigger discounts?  Maintenance services?  Supplies?  Conference rooms?

THE SHARED RESOURCES popularized by the old new business “Incubator” and “Conglomerate” concepts still work.  The only problem in realizing true economies of scale and values of barter may be YOU.  If you start with the attitude that it won’t work, it won’t. 

IF YOU START out discounting the ideas, they’ll never be more than ideas.  If you initiate discussions with others, you might surprise yourself with new-found sales and savings that could help you rise above the economic rubble. 

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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!