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Five Questions to Assess Your New Prospects

Don’t know how much time to devote to new prospects?


1. Rapport: Is the prospect answering any questions honestly?
2. Acknowledged interest: Does the prospect see that he has a problem, and is he interested in solving it?
3. Decision: Find out who the decision-makers are.
4. Acknowledged funds: How much energy, time, and money is the prospect willing to invest?
5. Risk coefficient: Has the prospect ever purchased a similar product or service? “Yes” means the prospect has a positive risk coefficient, and you have a good chance of landing the account. If not, make sure this person is worth the extra time you’re going to have to invest.

Five Tips on Forecasting the Future

1. Develop meaningful sales forecasts in terms of basic business units. Predict weekly sales for the first few months and monthly sales for the first year. Consider possible scenarios, such as a ten-percent rise or fall in sales.
2. Develop profiles for your products or services, customers, and markets.
3. Know how customers will buy from you.
4. Plan how you will make your product or service available to them—wholesale, retail, direct, or internet.
5. Develop a plan or strategy to follow if your sales forecasts completely miss your predictions.

Hot Tips for Getting Past “No”

As an entrepreneur, you hear the word “no”—a lot. It just goes with the territory. But as the saying goes, “It’s not you; it’s them.”

Here’s some insight:

When prospects object to a sales pitch, it means they’re afraid. They fear making a mistake or looking foolish. It’s your job to help them overcome their fears. Start by saying, “Let’s explore your concerns.” Then isolate their true objection.

Here’s how:

Offer them a choice. For example, ask, “Is it the delivery time or the financing you’re concerned about?”

Be direct. Find out specifically what they want to think about.
Be flexible. Every sale should end up in a win-win deal, so you may need to compromise. Waive the delivery fee, offer some additional merchandise, or provide marketing support.
Keep track. Write down the answers to the objections you hear most often so you’ll be prepared with the best response.

Five Tips on Educating Outside Salespeople

1. Put yourself in their shoes. For example, understand what a retail clerk selling your product needs to know to help a customer.
2. Provide support materials. These can range from inexpensive fact sheets to videos that provide refresher training.
3. When a product is complicated, do on-site training with sales associates.
4. Make sure you or a knowledgeable member of your staff is available to answer questions from sales associates—via telephone or e-mail.
5. Get feedback from outside salespeople so that you can improve training as you introduce new products.

Generating New Opportunities

Step 1: Focus on your core product. Prospects buy when they trust your value is applicable to them and believe your company is stable. Keep this statement in mind as we go through the rest of the seven steps, because internalizing this mantra is the key to a solid plan.

Step 2: Keep your pitch simple. What every company needs is a simple "elevator pitch." That's a short, concise message that can communicate your message to a prospect in 30 seconds or less. It explains the value your product or service provides so the prospect understands why it's applicable to them.

Step 3: Stay true to who you are. Knowing who you are and what gets you excited (and what bores you to tears) will help you reach your goals. Stay true to who you are and what you do best: Hand off those tasks that will blow you off course because you don't like doing them, so you don't! Stretch and grow your capabilities in alignment with your interests and expertise

Step 4: Map it. Mapping your capabilities with your target clients' needs is an excellent way for you to determine your service strategy. One common trait among many entrepreneurs is the urge to "cast a wide net" by being all things to all companies. In almost every case, however, a small business flourishes because it has a narrower service offering.

Step 5: Utilize marketing tools that work best for you. When deciding on a marketing strategy, implement one that fits your personality and the customers you serve. Identify the top two marketing tools you've used in the past that have worked for your company. Decide what will yield the best return on your efforts. Each tool should lead to a revenue-producing result in one way or another.

Step 6: Implement a plan of action. Establish goals that can be reviewed at three and six months. At incremental points within each three-month period, keep checking your plan to see if you're meeting your goals

Step 7: Exercise the plan. Just do it: complete the daily actions, and then do something extra to accelerate your success plan. If you approach your plan and get butterflies in your stomach, either get over it or substitute an action that you're comfortable with so you stay on course. Don't let unplanned tasks waste precious time that should be applied toward reaching your goal.

Boost Online Sales During the Holidays

1. Communicate with past customers. While the explosion of spam has reduced the open rates for some types of solicitations, e-mail campaigns to in-house lists are still top producers. November is a great time to send e-mail to your opt-in list of customers and prospects. For best results, it should be instantly recognizable as coming from you, a valued source of information.

2. Be easy to find. If you're not already using pay-per-click advertising on the major search engines, this may be an excellent time to start. And if you're a veteran of paid search, consider adding additional keyword pairs, participating in local search opportunities, and fine-tuning your ads.

3. Advertise your site. To build holiday traffic, place ads on sites that reach your best prospects. To maximize click-through rates, look for ad units (not necessarily banners) that are surrounded by editorial. And to increase sales from those who respond to your ads, direct click-through to specific landing pages where shoppers can find exactly what they're looking for, instead of your main page.

4. Deepen your content. Product research is a top priority, particularly for female shoppers online. Take time now to add in-depth content, from product reviews, photographs, size charts, and maps to pages on your company background and executive bios. It's essential to have enough information on your site to persuade shoppers to complete their transactions there—rather than move on to other sites to further their research.

5. Make shopping easy. Saving time and convenience are two of the primary reasons shoppers use the internet. So visitors to your site must find what they're looking for quickly and easily. Adding an on-site search facility has been shown to prompt consumers to buy more often and spend more per purchase. Also, offer quick checkout for repeat buyers and consider adding live online customer service during peak hours so customers with questions can have them answered immediately—while they're actively shopping on your site.

6. Reduce cart abandonment. Most shopping carts are abandoned because of "surprises" such as added tax and shipping costs, which are factored into the price of a product only once a user makes the decision to buy. To eliminate this problem, simply supply these prices upfront. You may even choose to offer free shipping, which has proven to be a strong sales incentive. Offering multiple payment options can also translate to more sales

7. Protect customers' privacy. Keeping personal information secure is a top priority for many online shoppers. Is your privacy policy displayed prominently on your site? For maximum sales this holiday season, it pays to reassure customers that the personal information they choose to share with you will be used only to enhance their shopping experience.

Seven Ways to Turn a Profit Online

There are seven ways to generate revenue on the Web:

1. Sell your own products. The main advantage to selling your own products is that you ultimately control how much profit you make on every sale and you therefore have the potential for the biggest profit margin. You know exactly what each product costs, and you can try out different price points to see what works the best.

2. Sell your own services. It's easy to get started selling a service online, but your revenue potential, in most cases, is limited. When you sell a service, you're essentially selling a relationship with yourself. And this requires that you spend more time and effort establishing your credibility and developing rapport with your visitors than is typically required on a site selling a physical product.

3. Drop ship products. Drop shipping lets you sell quality, brand-name products on your site for a hefty profit, while the drop shipper takes care of fulfilling the order. They warehouse the stock, pack the orders, and ship them out to your customers.

4. Recommend affiliate products. As one of the company's "affiliates" or promotion partners, you earn a commission each time someone you've referred to their site makes a purchase. To advertise their wares, you might post a banner on your site that links to the affiliate program's site, or you might publish an article about the company and their products in your newsletter.

5. Sell ad space. Once your site has lots of highly targeted traffic, or a large, targeted opt-in list, you may be able to sell advertising. Advertisers are willing to buy ads when they're being directed at large numbers of their target market. Selling ad space can be a great additional profit stream, but it's unlikely to keep your business afloat on its own.

6. Create a joint venture with like-minded businesses. Joint ventures are all about related businesses teaming up and combining skills, products, services, and resources to create new streams of income and profit. One great way to profit through joint ventures is to seek out products or services that would benefit your visitors, and then approach the companies that provide those products or services.

7. Start an affiliate program. With your own affiliate program, you can recruit an army of people (your affiliates) who will recommend your product on their web site for a percentage of any sale they refer. You have the power to exponentially increase your income as more and more affiliates sign up and you continue to teach your existing affiliates how to increase their commission checks (and your income).

Sales Calls

Tips on How to Do Your Homework Before You Call

What’s the biggest sales mistake entrepreneurs make?
Most entrepreneurs don’t do their homework, here are some tips:
Before you do business with someone, you have to understand his or her business. Only then will you be prepared to meet his or her needs.
Research is not as intimidating as it used to be.
If you’re not “net adept,” try the library. Or simply call the company directly.
How you choose to research the companies you are going to call is not important; just make sure you do it.

Five Tips on Ways to Sell Your Products or Services

1. Try direct mail. Buying or renting a good mailing list helps you reach the people most interested in your product.
2. Partner with another business and sell each other’s products or services. If you’re a caterer, for example, join forces with a wedding planner.
3. Use your web site as a marketing tool. Sell items directly on the site or use the site to educate customers about your product or service.
4. Test coupons—in the Yellow Pages, in your local newspaper, or on your web, Or, participate in a cooperative direct mail program like those offered by Val-Pak, Carol Wright, and other advertisers.
5. Offer a seminar and use it to sell—such as a cooking class if you make food products, or a meeting on long-term care insurance if you are a financial planner.

Tips on Using the National “Do Not Call” Registry

Who must access the registry?
Sellers: people selling directly to consumers via telephone
Telemarketers: people who call consumers on behalf of sellers
Service providers: people who provide assistance to sellers and telemarketers (such as list brokers and service bureaus)
Please note: Exempt organizations, such as non-profits, charities, pollsters, and certain others, may voluntarily access the registry but aren't required to do so.
Must I register, even if I don't make cold calls?
Yes! Many companies that don't make cold calls mistakenly believe the regulations don't pertain to them. What they don't realize is that the regulation covers past customers. Under the new law,
companies are allowed to call past customers for only 18 months after the conclusion of business, unless the customer gives written permission to the company to continue calling them. Also, unless a business relationship is established or written permission obtained, companies are permitted to call consumers for only 90 days after they've contacted them with an inquiry about their products or services. There's also a provision for penalizing companies that call consumers, even if they're not on the list, if the company hasn't signed up to access the registry but is required to do so. What does it cost to access the registry?

Registration, as well as access to up to five area codes, is free. After that, the annual cost is $25 per area code, up to a maximum of $7,375 annually.(Incidentally, the registry covers all 50 states, the District of Columbia, Puerto Rico, the U.S. Virgin Islands, Guam, North Mariana Islands, American Samoa, and all toll-free numbers.)
What are the fines for noncompliance?
Fines of up to $11,000 per call can be levied against companies that don't comply.
Where can I go for help and information?
For more information on regulations and frequently asked questions and to sign up for access to the registry, there are two web sites you can access. There's also an e-mail help desk. The two sites provide plenty of useful information, although some links are in legalese. Spanish translations are available by clicking the "En Español" link on each site.
? The official government site is https://www.donotcall.gov.
To register your company, click on the link for Sellers and Telemarketers
(https://telemarketing.donotcall.gov). (You may also call this toll-free number, 888 382-1222, from the number you wish to register.)
The Federal Trade Commission's web site (www.ftc.gov/bcp/rulemaking/tsr/index.html) also provides detailed information about the Do Not Call registry.
Now that we've covered some basics, let's discuss how to make the registry work for you. Several obvious options emerge for companies that must deal with this law and its ramifications:
1. Ignore the list and call everyone.
2. Stop prospecting by telephone and call no one, whether they're on the list or not.
3. Check the list and call only those who aren't listed. This option assumes that you either won't prospect those listed via any method or will just send them standard mailing pieces.
Let's examine the first three options to see how a fourth is unique—and preferable.

Option 1: Ignore the list and call everyone. If a consumer is adamant about not being called at home, why would a company think its call is welcome? Choosing this option tells potential customers you don't care about them. Additionally, you can be fined pretty heavily if consumers report you.

Option 2: Stop prospecting by telephone and call no one, whether they're on the list or not. Not every consumer is listed on the Registry, so if a consumer doesn't mind being called at home, why wouldn't a company call? The registry can actually be used to screen out non-customers, saving you time and money by helping you contact only those people pre-disposed to talk to salespeople by telephone. While this option won't hurt your reputation, it definitely hurts sales.

Option 3: Check the list and call only those not listed. This option respects consumers' wishes while taking advantage of the opportunity to sell to those willing to accept calls. However, this option doesn't differentiate you in any way from your competition and it doesn't inform those on the list that their wishes were respected.

Option 4: Check the list and call only those not listed. In addition, create a special campaign to contact those who are listed. This option offers all the benefits of Option 3, plus one more. Ask yourself this question: If a consumer on the list doesn't get a call from you, how does he know you're respecting his wishes? By simply ignoring him, or sending him standard mailings, he doesn't know that you're going out of your way to follow his no-contact request. Furthermore, you look just like everyone else sending out mailings, the amount of which will certainly increase due to this law. Send out a mailing to consumers on the list that clearly states:

"We saw your name on the Do Not Call registry and respect your wishes. We will not call you. However, we do have a valuable service that you may be interested in. If you'd like to do business with a company that respects your wishes even before we begin working together, PLEASE CALL US. We would love to help you with all your (fill in your company's product or services) needs.

Advice for Improving Cold Calls

No one really likes to make cold calls, but for most startup entrepreneurs, they’re a necessary evil. Follow these smart steps to turn your cold calls into hot sales:
Analyze your feelings and realize fear is usually the anticipation of negative results. So instead of thinking about possible rejection, think about the business you’ll gain if you make the sale.
Develop a market focus. Your calls are more likely to result in sales if you target folks who have an interest in your product or service—and the money to pay for it.
Don’t sell your products or service; sell its benefits. Show people what you can do for them, and they’re more likely to buy.
Be a good listener. In fact, listen more than you talk. This way, you’ll learn what the prospect’s needs really are and how you can fill them.
Learn to accept “no.” Not everyone wants what you’re selling. Don’t take the rejection personally—just make the next call.

Tips on Conquering Your Fear of Cold-Calling

One of the most common sales fears is the fear of cold-calling. If this fear plagues you, too, here’s how to overcome it.
First, you need to understand that if someone doesn’t buy from you, they are not rejecting you; they are just turning down your ideas. Don’t take rejection personally.
When you’re ready to make a sales call, remember these three key facts:

1. Believe in your product or service. If you truly do, you shouldn’t hesitate to interrupt someone to tell them about it. Think of your call as the chance to help someone benefit from your solution.
2. Don’t overprepare. It’s better to just take the plunge and make the call. You can’t answer the potential customer’s objections if you don’t have the chance to hear them.
3. Maintain a winning attitude. Remember, if you don’t expect to be successful, you won’t be.

Five Tips for Great Telephone Customer Service

1. Never let the telephone ring more than twice before answering. The last thing a customer wants to do is wait, no matter how routine the call may be. Greet your caller in a warm, professional manner.
2. Document everything that happens with the customer’s call, including time and date; a description of the question, problem, or request; actions taken; and any follow-up contact. Keep the information on file, particularly for your regular customers.
3. If you’re short of time and the service call is not urgent, politely explain the situation to the customer and get his or her contact information, including a convenient time when you can call back and discuss the issue at length.
4. If you need to use automated answering system, your customer service line should be one of the first options. Limit any subsequent menus for routing calls by specifying as few selection options as possible.
5. Always follow up with customers to make sure the issue was addressed to his or her satisfaction. You may receive some valuable suggestions for improving your service or—even better—a happy customer who will refer your business to others.

Advice on Sales Pitching and Active Listening

Many people mistakenly believe that to be a good salesperson, you need to be a good talker. On the contrary, you need to be a good listener. The hardest part is fighting your instinct to jabber away when you should be keeping your mouth closed and your ears open. Here are three smart tips to improve your listening skills:

1. Follow the 70/30 Rule. Listen 70 percent of the time, and talk the remaining 30 percent.
2. Don’t interrupt. It is usually tempting to interrupt because you feel you need to say something vitally important. Before you speak, ask yourself if what you’re about to say is really necessary at that very moment.
3. Ask a question—and then shut up! This forces you to listen. You can practice by pretending to be a TV interviewer. Remember, the key to sales is finding out what your prospects problems are and then offering solutions. The best way—and the only way—to do that is to listen.

Sales Presentations and Meetings
For example: Power point presentation.

1. Start with the end in mind.
2. Use the AutoContent Wizard to help you figure out what to say.
3. Stick with what works. Use a template.
4. Use the Outline view to write content quickly.
5. Use images to liven things up.
6. Present your data in a chart.
7. Create your own template for repeated presentations.
8. Color-coordinate your materials.
9. Make your presentation available on the web.
10. Practice, practice, practice. Use Rehearse Timings.

Ten Reasons to Plan a Business Event

1. Grand Openings—A grand opening is one of the best reasons to stage a special event. No one thinks twice about why you're blowing your own horn. What you do want them to think about is what a great time they had at your event.
2. Entertainment—Just keep in mind that the novelties and entertainment shouldn't last so long or be so distracting that no one finds the time or inclination to do business with you. Think of these events as the appetizer, with your product or service as the main course.
3. Novelty Attractions—Time, space, and popular appeal are three things to consider if and when you host or sponsor a one-time special attraction.
4. Holidays—Some of the most common and easily developed special events are based on holidays or times of year. For example, during the Christmas season, Santa's Workshop can be found in thousands of communities, not just the North Pole.
5. Seasons—When planning an event tied to a holiday or season, make originality your motto.
6. Celebrity Appearances—Celebrities don't have to be nationally known names. Think about local celebrities in your community who might be willing to be part of your special event.
7. Co-sponsoring—You can partner with complementary businesses to host an event, or you can take part as a sponsor of an established charity or public cause. Sporting events, fairs, and festivals have proved to be popular event choices with good track records for achieving companies' marketing goals.
8. Anniversary Celebrations—Staying in business for a number of years is something to be proud of, so why not share the achievement with others?
9. Games—Be sure your prizes are first-rate and that you get the word out in a timely and professional manner.
10. Contests—From naming a mascot to guessing the number of jelly beans in a jar, contests are a proven means of attracting attention.

Choosing Your Words During a Presentation

Every time you speak, you have a chance to make or break your business. That’s why it’s so important to choose your words with care.

Eliminate the “ahs” and “uhs” from our vocabulary. They make the speaker sound unsure and ill at ease.
Use active sentences, such as “We need to fix this now!” instead of the more passive “This is in need of some attention.”
Be aware that how people speak is just as important as what they say.
Don’t talk too loudly—or too fast. People are more apt to listen when spoken to in a relatively slow, lower tone of voice.
Be aware of how you sound. Powerful speech patterns can strengthen your image and influence.

Six Tips for Your Sales Presentations

Even using the most sophisticated presentation technology won’t help you make the sale if you haven’t polished your presentation skills. Here are six smart ways to come across like a pro:

1. Stay loose. If you feel tight, you’ll likely come across as cold or unsure of yourself.
2. Connect with your audience. Make sure you talk to them in terms they understand. Watch them, and address their concerns on the spot.
3. Use body language to project confidence. Stand or sit solidly, don’t sway or waver, but don’t be stiff either.
4. Speak up. Make sure your tone conveys conviction and authority. And don’t forget to project so listeners can clearly hear you.
5. Don’t hide your passion. Your enthusiasm and energy will help you make your case. And clients want to know you will feel strongly on their behalf.
6. Most important, relax—and don’t forget to smile. Remember, you are communicating with real people who are seeking to make a connection with you In other words, be yourself.

Tips to Make Great Presentation Materials

You’re about to make a big presentation. You’re ready, but are your materials?
Here’s how to make sure everything comes together:

1. Don’t overdo it. If you use every flying bullet and unique effect that comes with your presentation software, you’ll drive your audience crazy. For maximum impact, keep these features to a minimum. Remember: you don’t want to distract your viewers.
2. Think big. Display text in at least 24-point type. Use serif fonts for large titles only; use sans serif in the main body of your presentation.
3. Be organized. Every presentation needs some kind of structure. One basic yet effective structure includes an introduction or agenda, key point, a closing, and some recommendations.
4. Spell it out. Avoid just making statistics—tell your audience exactly what they mean.

Tips for Preparing a Meeting with Prospective Clients

Meetings—everyone hates them, but you can’t grow your business without them. Here’s how to prepare for an effective meeting with sales prospects:

Do your homework. Find out what the prospects’ needs are before you meet with them. Then make a list of all the ways your product or service can benefit them.
Set realistic goals. Meeting costs can easily add up to hundreds of dollars. So make sure each meeting moves the prospects closer to a positive buying decision.
Prepare quality materials. You need a coordinated package of professional-looking printed materials, including business cards, letterhead, brochures, and other presentation tools. Make sure your materials not only look good, but are also well-written.
Rehearse your presentation. Practice how you’ll use your materials, particularly if you’re doing a computer presentation.

Tips for Becoming a Great Speaker

1. Give yourself plenty of time to prepare. Too many people wait until the last minute to work on their speeches, and once they've finished writing their rough drafts, they have no time to edit and revise.
2. Organize your thoughts. A good speech is built on an intriguing introduction, a substantive body, and a memorable conclusion. If you use generalized statements, be sure to follow them with specific examples and facts. Supporting your points with evidence, anecdotes, and data strengthens your message and reinforces your position as an expert.
3. Be a ruthless editor. Eliminate anything that is not truly necessary to make your talk more interesting. Keep sentences simple, work from an outline if possible, highlight key points, and make sure the type is large enough for you to read easily.
4. Know your audience. Knowing as much as possible about your audience enables you to tailor your comments and message to their needs. Once you know what the background, number, gender mix, level of experience, and overall attitude of the audience is likely to be, you can create examples specifically for them.
5. Use nerves to your advantage. A bit of nervousness gets your adrenaline going and puts some extra punch in your presentation. If stage fright paralyzes you, keep two things in mind. First, the more you practice, the more confident and relaxed you will be. Knowing your subject (not the same thing as memorizing) allows you to focus on delivery. Second, realize you are bringing something of value to the audience.
6. Prepare and rehearse more than you think you need to. Go through your presentation at least six to eight times—first in front of an imaginary audience, then in front of a few people whose opinions and feedback you trust.
7. Do a voice check. Have someone help you assess your vocal quality and delivery. Is your pitch at a natural level? Do you use inflection to give variety to how you sound, or does the word "monotone" come to mind?
8. Do a body check. Your hands should be naturally at your sides or held comfortably at your waist. When you gesture, do so upwardly and openly, and make sure the gesture is appropriate for your talk. Keep your eye contact distributed throughout the room.
9. Check out the site ahead of time. Arrive early so you have time to prepare and relax. Never just show up and wing it. Too often there are surprises that could sabotage your presentation.
10. Make the most of the podium. Don't hide behind it and read your script. Step to one side of the podium for a while, then back to the center; later, step to the other side. Moving in front of the podium is also an effective way to emphasize a point or relate more directly with the audience.
11. Watch your language. Use "we" and "you" frequently to make your talk seem like more of a dialogue. Don't talk down to your audience. Use stories and anecdotes to help get your message across.
12. Be creative. Inject your personality into the speech; have some fun with it. Make your gestures and facial expressions a bit bolder than usual.
13. Anticipate questions, and think about your answers ahead of time. Repeat questions before you answer for those in the audience who may not have heard them.
14. Let the audience know where you're headed. The old advice, "Tell them what you're going to tell them; tell them; then tell them what you told them," applies here. Before you start, briefly tell the audience the key points you'll be covering, then be sure to recap at the end of your talk.
15. Remember why you're doing this. The goal of public speaking is to give something of benefit to the audience, to share information, to advance your company's position, and, if possible, to entertain.

Tips for Running Sales Meetings

You can prepare and prepare for a meeting with sales prospects, but all the preparation in the world won’t help if you can’t run a meeting like a pro.

Be observant. Notice the “stuff” in the prospect’s office, and talk about any mutual passions you have. These can range from sports memorabilia to photographs or even music.

Ask qualifying questions. New business meetings aren’t about pitching product. It’s a conversation, where you get the opportunity to learn your prospect’s needs and present your solutions for solving them.

Offer good solutions. At the end of the meeting, summarize your solutions to their needs, and answer any final questions they may have.

Take action. If you’ve prepared properly, it’s now time to ask for what you want. If it’s hard for you to close the deal, you may not have given the prospect sufficient reason to buy. If so, ask why. And tackle their objections so they feel comfortable making the deal.

Tips for Conquering Your Fear of Public Speaking

Are you like most Americans, who rank public speaking as their greatest fear? Learning to speak effectively can only boost your business.

Step one is to promote yourself as an expert in your field. Start out speaking to business and civic groups. Volunteer to speak at conference or industry trade shows, or offer free seminars. The key is to get experience speaking in front of groups of people.

Once you get the opportunity to speak in public, make sure you do it well. Preparation is key.

Know your audience; it helps you personalize your message.

Don’t ramble; make sure you organize your thoughts.

Rehearse, rehearse, rehearse. Practice does make perfect.

Not sure why you should do this? Once you fine-tune your public speaking, you’ll be better at conducting meetings, making sales presentations, and negotiating with clients, suppliers and bankers.

Tips for Preparing for Radio and TV

More and more business owners are taking to the airwaves—as the spokespersons for their businesses on radio and TV. Could you be next? Before you hit the air, consider the following:

Remember: not everyone is cut out to be on the air. Some people have weak voices; others may not photograph well. Get a brutally honest assessment of how you look and sound before you buy air time.

If you need help, take a speech class at a local college. Or hire a coach to help you.

Local TV or radio stations can help you prepare your spot. But first find out what your costs will be. Remember: the ads need to be written and produced.

If you’re filming a TV spot, make sure you look good. Dress appropriately and get your hair and makeup done professionally.

And finally, practice, practice, practice. You’re not trying to be slick, but you should come across as professional. Most important, though, be yourself.

Tips for an Effective Speaking Voice

It’s not only what you say but how you say it that affects your business and your credibility. Even if you sound like Betty Boop or Elmer Fudd, with awareness and practice, you can develop an effective speaking voice, says motivational speaker Don Abbott.
Step one—you must breathe! Remember to pause every now and then.
If you talk nonstop, you’ll sound anxious and secure.
Don’t forget to enunciate. Make sure your pronunciation is correct or you’ll sound uneducated.
Pace yourself. Talking too slowly can be as ineffective as speaking too quickly.
If you’re nervous, fess up! Tell the crowd you’re a little uptight and you’ll put them—and yourself—at ease.
Remember, practice makes perfect. Once you get the drill down, you’ll feel—and sound—more confident.

Closing the Deal

Three Tips for Selling Retail

1. Beat a cold greeting.
Have you shopped with us before?
2. Think for the customer.
3. Attack the sack.

Three Tips for Selling B2B

1. Remember: it's about someone else's job. One of the key challenges is the implication to someone's career. They're so emotionally attached [to the purchase], it's a hard sell. If you can't show how you'll increase revenue and decrease operating costs, you're out of the game. You have to pull [buyers] into the process so they can articulate how this will add value.

2. Focus on first quarter. "With B2B,”says Abid, “you're asking the customer at every step for a 'go' or 'no-go' decision, and sales cycles are much longer—months on end. First and second quarters are the magic months. You have to make it happen then if you're going to close lengthy sales cycles within a fiscal year."

3. Don't sell a need; sell a vision. Ask a lot of questions: How does this potential customer generate revenue?
What is important to them?
Where does our solution fit? "Customers don't care if you make your quota," he says. "They're concerned about their side of the equation. You have to find compelling reasons why this is good for their company."

Three Tips for Selling Wholesale

1. Have a buyer's mind-set. A retail buyer's biggest fear is using limited funds to buy something that does not sell. "Larger retailers aren't going to tell you what they're looking for, You have to tell them 'Here's what you're looking for.'"

2. Customize. Retailers are competitive, and they don't want the same thing as the next retailer.

Customize programs as well as product displays for each of your customers. Bond says, "You have to bring them a margin opportunity or a theme sales opportunity.”



3. Give them R-E-S-P-E-C-T. A lot of buyers don't want samples and long-winded pitches. "Respect their time. Don't have your own agenda," Bond says. "I've seen too many salespeople fail by only thinking about their own agenda."

Five Tips for Building Your Referral Business

1. Referrals always begin with providing your current customers with prompt, reliable, quality service. They’ll be happy to spread the word on your behalf—often without you having to ask.

2. Ask your current customers if they know of any colleagues who are looking for the kind of service you provide. Follow up with a call or letter to those businesses. Make sure you get your customers’ permission to cite them as a referral source.

3. If a customer compliments you on your work, ask them to put it in writing for use as a testimonial in your marketing materials. Again, make sure you have their permission to use their name for that purpose.

4. Always acknowledge a customer’s referral with a thank-you note or phone call. If you send a card, consider including a coupon to popular restaurant or discount on a future purchase.

5. Many retail and service businesses lend themselves well to formal referral incentive programs with cash, gifts, or discounts. Make sure these “rewards” fit in your budget, and that you have clear rules and guidelines (e.g., only one referral reward per customer during a defined period).

Five Tips for Business-to-Business Selling

1. Listen well. Let your customers talk so you can learn their needs and determine how your products or services can help them.

2. Learn as much as you can about your prospects’ industry. You may come up with ideas to help them that they haven’t thought of before.

3. Make yourself a part of their team. Demonstrate that you are there to help them increase their bottom line.

4. Emphasize the benefit of your products or services. Show how you can help customers cut costs, increase profits, or beat the competition.

5. Follow up. Keep customers coming back by making sure your products or services work well for them. If not, show concern and fix things cheerfully.

Three Tips for Selling Technology

1. Distinguish purchase price vs. total cost of ownership. Today's technology customers look at the total cost of ownership, from initial price and support to downtime and depreciation. "With technology, there are multiple factors to price outside of dollars spent on day one," says Alan Mayer, formerly a top phone-based sales rep for Dell and now a field account executive. "The price is just one element of the sale."

2. Stay flexible and knowledgeable. No two technology sales are the same. Stay flexible, respond to questions quickly, and keep up-to-date on products.

3. Understand value from the customer's perspective. Get an idea of each customer's time frame and goals, and whether they're working within a budget, so you can propose products and a financing plan. "Realize that value is perceived," Mayer says. "You won't know what the hot button is until you engage the customer. Meet customer needs where they want to be met."

Three Tips for Selling Solutions

1. Don't compete, collaborate. Salespeople from different departments should work together to meet the needs of one shopper. They should be empowered to problem-solve. "It's a team approach that amazes customers,” says Garrett Boone, co-founder of The Container Store, a Dallas-based retailer of shelving and organizational supplies.

2. Engage the customer. Salespeople are trained to notice the types of products customers are looking at or already have in their shopping carts. "We're trying to engage them in a way that says, ‘I can see you need help,’” Boone says, “and I'm not going to ask a dumb question like 'Do you need help?'"

3. Remember the man in the desert. Employees are versed in a philosophy called "the man in the desert": A man crawls through the desert gasping for water and finds a retailer who gives him a drink. Then the man crawls away and finds the store, where he gets water, food, and help in finding his family. Translation: always offer customers a comprehensive solution. If a customer is looking at wrapping paper, she'll probably need a box, a bow, some tissue paper, and a greeting card to go with it.

Three Tips for Selling a Service

1. Don't talk, listen. Spend more time listening than talking. Listening is so basic, it's overlooked. But it's the first step to respect.

2. Develop trust. Ask the customer very targeted questions: “What is the competition doing that you want done better? What would you use our service for?” Your goal is to build trust.

3. Make a difference. Find a cost-effective answer for each customer. Provide solutions. Then, when you’ve shown them how to grow their business, sales are easier.

Five Strategies for Closing a Large Deal

1. Sell from the top down. You'll probably have to keep trying, but top-level executives will be able to give you a clear overview of the company's needs and concerns, as well as direct you to the person who handles your type of product or service.

2. Become mayor of the account. Candidates running for political office toil to meet as many voters as possible. When you're in the running for an account, you've got to do the same thing. Write a note of thanks to everyone you meet, and include some information that might interest them. You never know what their influence on the decision-maker might be or when they might be in the decision-making position themselves.

3. Use referrals to build contacts. The best way to get into a large account is via a positive reference from someone who can testify to the quality of your company's product or service. Often, the smartest question you can ask is "Do you know anyone else in your industry that might benefit from my product or service?”

4. Be relentless. Be relentless in your pursuit of an account—not by constantly calling to make a sale, but by building a relationship that will pay off over time.

5. Stand out from the crowd. Large accounts are bombarded with new vendors. If you want to impress the top gun, load up with ammunition that separates you from the competition. You do need to have two or three major points that demonstrate your unique value, and you should do your homework so that your information is heavily focused on their goals and challenges.

Five Tips for Business-to-Business Selling

1. Listen well. Let your customers talk so you can learn their needs and determine how your products or services can help them.
2. Learn as much as you can about your prospects’ industry. You may come up with ideas to help them that they haven’t thought of before.
3. Make yourself a part of their team. Demonstrate that you are there to help them increase their bottom line.
4. Emphasize the benefit of your products or services. Show how you can help customers cut costs, increase profits, or beat the competition.
5. Follow up. Keep customers coming back by making sure your products or services work well for them. If not, show concern and fix things cheerfully.

Three Tips for Selling Technology

1. Distinguish purchase price vs. total cost of ownership. Today's technology customers look at the total cost of ownership, from initial price and support to downtime and depreciation. "With technology, there are multiple factors to price outside of dollars spent on day one," says Alan Mayer, formerly a top phone-based sales rep for Dell and now a field account executive. "The price is just one element of the sale."

2. Stay flexible and knowledgeable. No two technology sales are the same. Stay flexible, respond to questions quickly, and keep up-to-date on products.

3. Understand value from the customer's perspective. Get an idea of each customer's time frame and goals, and whether they're working within a budget, so you can propose products and a financing plan. "Realize that value is perceived," Mayer says. "You won't know what the hot button is until you engage the customer. Meet customer needs where they want to be met."

Three Tips for Selling Solutions

1. Don't compete, collaborate. Salespeople from different departments should work together to meet the needs of one shopper. They should be empowered to problem-solve. "It's a team approach that amazes customers.

2. Engage the customer. Salespeople are trained to notice the types of products customers are looking at or already have in their shopping carts. "We're trying to engage them in a way that says, ‘I can see you need help,’” Bond says, “and I'm not going to ask a dumb question like 'Do you need help?'"

3. Remember the man in the desert. Employees are versed in a philosophy called "the man in the desert": A man crawls through the desert gasping for water and finds a retailer who gives him a drink. Then the man crawls away and finds the store, where he gets water, food, and help in finding his family. Translation: always offer customers a comprehensive solution. If a customer is looking at wrapping paper, she'll probably need a box, a bow, some tissue paper, and a greeting card to go with it.

Three Tips for Selling a Service

1. Don't talk, listen. Spend more time listening than talking. Listening is so basic, it's overlooked. But it's the first step to respect.

2. Develop trust. Ask the customer very targeted questions: “What is the competition doing that you want done better? What would you use our service for?” Your goal is to build trust.

3. Make a difference. Find a cost-effective answer for each customer. Provide solutions. Then, when you’ve shown them how to grow their business, sales are easier.

Five Strategies for Closing a Large Deal

1. Sell from the top down. You'll probably have to keep trying, but top-level executives will be able to give you a clear overview of the company's needs and concerns, as well as direct you to the person who handles your type of product or service.

2. Become mayor of the account. Candidates running for political office toil to meet as many voters as possible. When you're in the running for an account, you've got to do the same thing. Write a note of thanks to everyone you meet, and include some information that might interest them. You never know what their influence on the decision-maker might be or when they might be in the decision-making position themselves.

3. Use referrals to build contacts. The best way to get into a large account is via a positive reference from someone who can testify to the quality of your company's product or service. Often, the smartest question you can ask is "Do you know anyone else in your industry that might benefit from my product or service?”

4. Be relentless. Be relentless in your pursuit of an account—not by constantly calling to make a sale, but by building a relationship that will pay off over time.

5. Stand out from the crowd. Large accounts are bombarded with new vendors. If you want to impress the top gun, load up with ammunition that separates you from the competition. You do need to have two or three major points that demonstrate your unique value, and you should do your homework so that your information is heavily focused on their goals and challenges.

Customer Satisfaction and Retention

Ten Smart Ways to Keep Your Customers

1. Always stress the benefits—not the features—of your product or service.
2. Exceed your customers’ expectations.
3. Don’t focus solely on price. Instead, point out the total value of your products or services.
4. Send customers and clients thank-you notes after making the sale.
5. Ask your customers for feedback—and follow their advice.
6. Give something extra to customers who bring you referral business.
7. Try to greet regular customers by name.
8. Keep in touch with your best customers.
9. Use special discounts to commemorate holidays and customers’ birthdays.
10. Remember the golden rule, and always treat customers the way you want to be treated.

Nine Tools for Building Customer Loyalty

1. Thank-you notes: This is a no-brainer, but you'd be surprised at how many entrepreneurs neglect to write thank-you notes—especially when they get really busy. Take the time to show your customers that you genuinely appreciate their business. They'll remember your thoughtfulness because most of your competition won't send out thank-you notes.

2. Postcard mailings: If you target consumers, send out monthly mailings that make good refrigerator fodder, such as "Quote of the Month," "Recipe of the Month," or useful tips on such topics as time-management, gardening, or anything else that interests the bulk of your customers. Avoid being too promotional here. Just provide the kind of information that customers will want to hang on their fridge. The added benefit to you is that whenever guests visit your customers' homes, they'll see your name, potentially leading to conversations about your business.

3. E-mail updates: Think of your e-mail update as a press release that you send to your customers. Providing them with regular product, service, and customer updates via e-mail at least once per month will convey a sense of positive momentum. This keeps customers in the loop and, over time, gets them excited to be involved with you and motivates them to pass on referrals.

4. Getting together over coffee or lunch: Try to spend face time in a non-sales environment with your customers. Ask about their family, hobbies, personal goals, and so forth. When you show customers that you really care about them on a personal level, they're yours for life.

5. Birthdays, anniversaries, and other special occasions: These occasions are very important to your customers and their families and friends. Be among the few who actually remember a customer's special days and that customer will never forget you!

6. Follow up on well-being: For example, if you find that a customer's wife has been sick, call periodically just to find out how she's recovering.

7. Pass referrals: One of the most powerful ways to encourage loyalty in customers is to pass them referrals. When you get a chance, scroll through your customer database and think through people you know who might add value to your customers.

8. Entertaining at your home: Throw a party for your best customers. You'll be amazed at how much rapport and goodwill you can build with people when you get them in your home environment.

9. Post-sale feedback: Demonstrate that you care about the quality of your service. Call customers and ask them questions like:

Are you pleased with the service you received?
What did you like most about working with us?
What would you like to see improved?

How to Keep Apathy from Costing You Clients

Why do most small businesses lose customers?
Misguided entrepreneurs believe that once they’ve made the sale they can stop their marketing efforts, when that’s when marketing should begin. Follow-up is essential to keeping customers.

Here’s an abbreviated version of follow-up calendar:

Within two days of making the sale, send your customers a thank-you note.
30 days later, send another note or call to find out if the customer has any questions.
Within 90 days, send buyers another note, telling them about related products or services.
After nine months, ask for the names of three people you can add to your mailing list.
On the one-year anniversary of the sale, send a card, perhaps with a discount included.
According to Levinson, it costs six times more to sell something to a new customer than to an existing one.

Tips for Customer Satisfaction

What’s the key to business success?
Well, one important component, obviously, is keeping your customers satisfied.

1. Find out what your customers want. Don’t guess—ask them through surveys, focus groups, any way you can.
2. Dazzle them with services so remarkable they’ll tell their friends and colleagues. Nothing works like word-of-mouth marketing.
3. Be responsive. Don’t make your customers wait for service, not on the phone or in your store.

Take care of their needs immediately.

4. Never deceive your customers. Eventually, they’ll find out, and they’ll never come back to you. 5. Reward your clients. Offer frequent-buyer programs, volume discounts, or other incentives that show you appreciate their business.

6. If it’s wrong, make it right. Even if the mistake is not your fault, fix it!

Smart Tips to Increase Customer Satisfaction

1. Go out of your way for loyal customers. Do them a favor: locate a hard-to-find item or, if your staff is tied up, do the work yourself.
2. Underpromise and overdeliver. Do they need it in two weeks? Give it to them in one.
3. Offer your best customers a benefit they didn’t even know existed. Did they miss your coupon in the paper? Give them the discount anyway.
4. Follow up, especially after a big order or a major project. Are they satisfied, or is there something else you can do for them?
5. Above all, be honest. Don’t oversell goods or services. Show them you have their best interests at heart, and you’ll have a customer for life.

Your Problem Client Worth Keeping?

Entrepreneurs generally work very hard at keeping every client. But this is not always the best way to grow your business. When the client is a nuisance, sometimes it’s better to end your relationship. How do you know when the client just isn’t worth it? It may be time to say goodbye when your client:

1. Doesn’t respect or appreciate your work,
2. Makes excessive demands on you or your staff,
3. Has unrealistic expectations of what you can do for him or her,
4. Isn’t willing to pay a fair price for your services, or
5. Considers you a disposable vendor instead of a valued partner.

If you are ready to split, be sure to have a termination plan. Make the transition as smooth as possible and maintain a professional attitude throughout the process.

Effective Advertising Techniques for Your Business

How to Test Your Sales Materials

Follow these tips to make sure your sales materials are up to snuff:

Target your sales materials to your audience. The materials should show you’re a specialist with a vast knowledge of your field.

Use testimonials in your sales letters, brochures, and advertisements. These should be written by satisfied customers.

Write your sales copy from the customer’s point of view. Remember: most people are interested in helping themselves.

Use questions in your copy. This is a great way to engage prospects’ attention and pique their interest.



How to Form an Advisory Board
Determine the type of individual who fits the company culture. Identifying the commitment, structure, characteristics, and personality type is the first step toward forming a well-rounded board.

Decide on the number of advisors. For smaller companies, expect about three to five advisors. Smaller boards are more productive.

Make a list of potential candidates. Ask people in the community for recommendations. Your lawyer, accountant, and banker may provide referrals.

Look at the skill set of your prospects. Do they complement each other?
What type of personalities do your prospects have?
Have your prospects served on advisory boards?
If so, what kinds and for how long?
Create a pitch for your business, to describe it briefly and specify what you expect of board members and how much time will be required..
Call, using any referrals. If possible, ask the person who referred you to call and tell your prospect who you are and why you will be calling.
If not possible, create an e-mail introducing yourself and explaining your purpose.
Follow up on the initial contact.
Be persistent.
If a prospect declines your request, ask him or her to suggest another prospect.